From the B2B Content2Conversion Conference, with: Jeff Soriano, Senior Director of Demand Generation, Offerpop

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Killer Content in the Trenches
How To Implement Scalable Repeatable Demand
Programs and Processes
Jeff Soriano: Sr. Director of Demand Generation, Offerpop

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Is the plan
built to scale?
Jeff Soriano
Sr. Director of Demand Generation, Offerpop
E: jeff.soriano@offerpop.com

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Scalable
Build processes that can
deliver more output, over
time, without additional
resources

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ICP, Messaging Framework, Messaging Matrix
Sales Framework
Buyer Journey Framework
Theme Framework

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ICP, Messaging Framework, Messaging Matrix

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ICP, Messaging Framework, Messaging Matrix

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Defining your ideal customer profile (ICP)
Who (Demographics)
Industry/Vertical
Revenue
Job Function
Job Level
Unique Characteristics
Technology they use
Where they spend budget
Business challenges
Volume drivers & Indicators

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Messaging Framework
Company
Category
Description of What is Offered
Impact #1 Impact #2
Characteristic #2Characteristic #1 Characteristic #4Characteristic #3
Used to…
Use Case #2Use Case #1 Use Case #4Use Case #3
Differentiator #2Differentiator #1 Differentiator #4Differentiator #3
IMPACTWHATHOWAPPSUSEASSETS

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Messaging Matrix
Elevator Pitch…
Our Solution…
(Descriptor)
For…
(Target Customer)
Who…
(Compelling Reason to Buy/Area of Focus)
Technology/Product…
(Company x has the ability to)
That…
(Key Benefits for your customers)
Unlike
(Competitive Differentiators)

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ICP, Messaging Framework, Messaging Matrix
Sales Framework

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Understanding the Sales Cycle
Sales Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 WON
Desired Outcome
Entry Criteria
Exit Criteria
Key Activities
Key Challenges
Recurring Themes
Unique Challenges
Stakeholders

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ICP, Messaging Framework, Messaging Matrix
Sales Framework
Buyer Journey Framework

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Buyer Process Framework
BUYING PHASES NOT IN MARKET MOTIVATED NARROWING
OPTIONS
EVALUATION SELECTION IMPLEMENTATION
KEY BUYER ACTIONS
BUYER MENTALITY
• Observe
Educational
Trends
• Track Peer
Activity
• Not a priority
• Unaware
• Event Occurs
• Problem Surfaces
• Problem Studied
• Is it Worth
Solving
• Identify Options
• Establish
Functional
Requirements
• Determine
Approx. Budget
• Involve
Stakeholders
• Explore Promising
Options
• Narrow Options
• Detailed
Evaluation of
Short List
• Collect
Stakeholder
Feedback
• Check References
• Secure
Stakeholder
Consensus
• Submit for
Approval
• Implementation
• Evaluate
Performance
Not in Market Motivated
Narrowing
Options
Evaluation Selection Implementation

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Buyer Process: Micro Questions
Not in Market Motivated
Narrowing
Options
Evaluation Selection Implementation
Not in the Market
Key Buyer Action Questions <Name> Asks Answers <Company> Provides
Observe technology trends
Track competitive activity
Monitor customer opinions
NAME
Title: TITLE
Company Size: TBD
PHOTO

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ICP, Messaging Framework, Messaging Matrix
Sales Framework
Buyer Journey Framework
Theme Framework

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Umbrella Theme
Sub-ThemeSub-ThemeSub-Theme
Why
What
How
Why
What
How
Why
What
How
Why
What
How
Umbrella Theme Framework

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Theme
Theme
Description
Brief Description
Content Type
Determine the content type
Channel
Define the distribution channels
Why • Thought Leadership
• Strategic Approach
• Business Challenges
• Whitepaper
• Research
• Infographic
• PR
• Advertising
• Website
• Social
What • Best Practices
• Applications
• Specific Challenges
• eBook
• Webinar
• Infographic
• Advertising
• Social
• Website
• Email
How • Use Cases
• Scenarios
• Results
• Case Studies
• Webinar
• Blog
• Social
• Website
• Email
• PR
Theme Framework

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ICP, Messaging Framework, Messaging Matrix
Sales Cycle Framework
Buyer Journey Framework
Theme Framework

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Are there any
questions?
Jeff Soriano
Sr. Director of Demand Generation, Offerpop
E: jeff.soriano@offerpop.com

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