The document outlines a comprehensive strategy for planning and executing B2B demand generation marketing campaigns, emphasizing the importance of aligning content with business challenges and audience needs. Key steps include defining resources, setting goals, establishing marketing channels, and continuously analyzing performance for optimization. It highlights the necessity of a structured approach to ensure effective customer engagement and the successful flow of leads through the marketing funnel.

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Planning Content Campaigns from
Concept to Click

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Paul Burgess
Director Online Marketing

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Developing A Holistic Strategy
• Confirm your resources
• Set your goals
• Identify your audience
• Determine the Business Challenge
• Create content that addresses the
Business Challenge
• Establish the marketing channels
• Align content to channel & lead
stages
• Integrate offers
• Allocate resources
• Build segments
• Finalize engagement strategy by
Channel
• Develop landing platforms
• Set The KPIs
• Publish The Activation Plan
• Create programs in MA platform
• Test & launch programs
• Analyze reporting & optimize

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Don’t Skip The Steps
• Skipping steps leaves holes
• Holes leads to poor performance
• Users stuck in the funnel
• Content that doesn’t deliver on the channel it is being used
• Content that doesn’t deliver to the segment to which it is being targeted
• Reporting gaps
• Look bad on team calls

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Create Content That Users Demand
• What content formats and topics do your users need?
• Increase open rates, clicks, form completions, conversions
• When a user’s needs align to your business problem solutions you have a
winning campaign
• Great content keeps on giving

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• Does it efficiently reach the
priority segments?
• Does it effectively engage users in
those segments?
• Does it best fit the content
format?
• Does it deliver the requisite
volume and quality of leads?
Choosing The Channels
SQL
Attract
Nurture
MQLs
Prospects
Suspect
Inquiry
Suspects
Display Ads Online Video
Content
Syndication
Paid SocialWebsite &
Blog
Email Nurture Retargeting
Website Contact Us Email Lead Gen
Paid & Organic
Search
Lead Gen
Programs
P.R.

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Greatest Achievements Campaign
Display AdsEmail
Website Hero
Content Synd.
Online Video

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Touch Who Receives Land PgForm Form Notes Wait Period Key Message Asset Type - Non-Gated Asset Type - Gated CTA
Email
Email #1 MM - Low,mid,
high email address
from Eloqua
database,Netnew
prospects from
digital, mass
media,natural
search content
discovery
Yes A,
B
Yes Prospects completed
Name,Email,
Company,Title
2 weeks cadence Catskill Hudson achieves
competitive advantage
Catskill Hudsoncustomer
video approx.:60 sec./
Checklistoffer
GreatestAchievementChecklist Primary - Watch CHBvideo now;
Secondary - DownloadGreatest
AchievementChecklist
Email #1A Non-opens,non-
clicks
Yes A,
B
Yes Prospects completed
Name,Email,
Company,Title
3 days;5 days clicks,
send #2
Catskill Hudson achieves
competitive advantage
Catskill Hudsoncustomer
video approx.:60 sec./
Checklistoffer
GreatestAchievementChecklist Primary - Watch CHBvideo now;
Secondary - DownloadGreatest
AchievementChecklist
Email #2 Everyone in
canvas
Yes C,
D
Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
2 week cadence Green DotPublic School
transforms unique locations
Green DotPublic School
customer video approx.:60
sec /Checklistoffer
High Growth Checklist Primary - Watch GDPSvideo now;
Secondary - DownloadHigh Growth
Checklist
Email #2A- Resend,
New SL
Non-opens,non-
clicks
Yes C,
D
Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
3 days;5 days clicks,
send #3
Green DotPublic School
transforms unique locations
Green DotPublic School
customer video approx.:60
sec /Checklistoffer
High Growth Checklist Primary - Watch GDPSvideo now;
Secondary - DownloadHigh Growth
Checklist
Email #3 Everyone in
canvas
Yes Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
2 week cadence Cloud Imperium Games
builds teams without
borders
Cloud Imperium Games
customer video approx:60
sec./Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now;
Secondary - DownloadTBD Best
Practice Guide
Email #3A- Resend,
New SL
Non-opens,non-
clicks
Yes Yes Auto Populate all
fields minus qualifier
Auto-populate Name,
Email, Company.
3 days;5 days clicks Cloud Imperium Games
builds teams without
borders
Cloud Imperium Games
customer video approx:60
sec./Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now;
Secondary - DownloadTBD Best
Practice Guide
Email Program Planning
• Strategy for each funnel stage
• Detail the program

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Display Campaign Planning
• Segments/Remarketing
• Funnel Stage
• Ad Networks/Publishers
• Frequency
• Tags
• Lead Type
• Campaign/Media ID
• Nurture Path
• Lead Routing
• Analytics
• Marketing Automation
(Lead Score)

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Repeat. Repeat. Repeat.
• Build sustainable
programs
• Optimize
• Analyze
• Update
• Refresh
• Repeat
• Repeat
• Repeat
• Repeat
• Repeat
• Repeat

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Thank You!

13. The Demand
Generation Core
How to effectively organize and plan for the global execution of
campaign-based B2B demand gen marketing
Heather Berggren
Dell Enterprise Global Marketing

14. Evolve
201420132012 2015
ESG
Demand
Gen team is
formed
Regional
guidance
process
begins
‘New
Sourced
Pipeline’
metric
adopted
Campaign
review &
refinement
process
begins
Marketing
spend
control
system
deployed
New
solution
campaign
model
activated
Redesigned
campaign
guidance
launched
Launch
awareness &
credibility
analysis
project
Cross-org
executive
scorecards
distributed
Begin
predictive
integration
process
Initiate
content
analytics
evolution
Next
planning
evolution
process
launched
The Dark Ages
72% Growth 35% Growth 35% Growth
Dell’s Enterprise Demand Gen Journey
FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY16 Q1 FY16 Q2 FY16 Q3 FY16 Q4
Pipe
1x ~2x ~2.5x ~3x
3yr Goal Threshold
47% CAGR
A successful demand gen engine operates with a clear mission, a solid basis in
analytics, and the ability to continuously innovate and improve
Establish Refine
QuarterlyPipeline

15. 3 STEPS
To Building
A Demand Gen Core

16. Establish your Core
Bring your planning and analytics together to focus on the big picture and develop a
cohesive executional strategy
Centralize your Planning – Develop a core planning group that sits outside of the day-to-day content and execution
engine that is focused on guiding the strategy and execution of your marketing
Analyze your Business – Ensure decision making is supported by the data and analytics, leverage the insights
derived from data to guide your activation strategy and optimize marketing dollar impact
Guide yourActivation – Provide regular intermediate term guidance to your marketing organization
communicating the strategic context, the budgets & goals and campaign objectives & execution plans

17. Baseline your Analytics
To properly plan and define your goals you need a clear picture of today’s performance
and impact
Define your Purpose – Demand gen focuses on leveraging marketing’s ability to reach a broad range of customers
to deliver informed leads that convert to opportunities!
Measure your Impact – Ensure you are focusing on the right metrics that drive your mission – look beyond
engagement and cost metrics to pipeline & leads to truly measure demand gen contribution
Set your Goals – With the right metrics in place, establish a baseline for current performance to develop attainable
plan goals and aspirational journey goals for your organization

18. Refine your Execution
Leverage the insights your analytics provide to evaluate and refine your campaign,
content and activation planning
Evaluate your Vendors – Observe performance of similar campaigns across vendors to determine which perform
best within different markets and vehicles, find the point of diminishing returns
Optimize your Vehicles- Determine what vehicle balance provides the most impact and the right engagements for
your customers. Guide your spend and content BOMs to support the optimal mix
Review your Campaigns – Start at the campaign level to understand what messages and content packages are
working. Evaluate at various levels of activation – global, regional, segment, topic

19. Iterate for the Horizon

20. Evolve to Continuously Improve
Adopting a deeper perspective on customer engagement to define content & campaign
executional excellence
Feedback Loop – Integrate enhanced content-level data points within current analytical & guidance framework to
further inform the marketing campaign and content design processes
Customer Mapping – Develop the platform for multi-touch evaluation of individual customer experiences, mapping
1st and 3rd party content engagement points to the customer’s buyer journey
Content Metrics –Evaluate individual asset performance with deeper engagement metrics beyond clicks, likes and
downloads to gauge HVE and understand what drives engagement and interaction

21. Innovate to Reach New Heights
Introducing a market-informed predictive system from 6sense to develop new
marketing capabilities for global demand generation
Dynamic Campaigns – Enable 1x1 campaigns that adapt to active buyers and their buyer stage to deliver the right
message, to the right customer, at the right time, at the right place
Optimized Execution – Improve campaign efficiency, effectiveness and experience with focused marketing delivery
that ensures your dollars are spent on the customers that matter today
Rev
Cost
Engagement Orchestration – Understanding a customer’s intent level allows your lead engine to better route and
guide customer interactions to the appropriate level engagement vehicle

22. Implement to Enhance Execution
6sense analyzes billions of digital engagements to identify our customers’ intent to buy
and journey stage enabling more dynamic campaigns
Programmatic Segmentation – Intent scores are based off of engagement signals and cumulative activity relative to
an opportunity opening, enabling segmentation by customer interest and stage
Messaging Alignment – Product specific intent signals matched to a journey enable marketers to align the right
assets and messaging to the customers’ interests and needs, providing a deeper engagement
Programmatic Delivery – Leverage intent scores to identify the right customers to target across multiple properties
while also delivering the right assets that align to their buyer stage

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