The document provides a framework and plan for managing content to generate leads. It outlines categories of content needed at different stages of the buyer's journey, from early research to evaluation and selection. It identifies existing and missing materials, and how to repurpose content across various channels like blogs, videos and social media. The plan emphasizes curating and sharing content through syndication and communication strategies to engage prospects throughout their journey.
Scott Armstrong's presentation slides from #Kitchener-Waterloo B2B Marketers Meetup I on How to Develop Customer-Centric Content.
To watch the video of the presentation, please visit blog.brainrider.com
The document discusses developing customer-centric content for B2B marketing. It recommends being focused on customers, starting with light content like repurposing existing materials, making content findable through keywords and visuals, and measuring what content performs best. The document then provides an example clinic for a company's website, pointing out opportunities to improve navigation by customer needs, adding more resources and making them easily accessible, and increasing content quantity and quality.
Developing Customer-Centric Content: A Better B2B Marketing ClinicPardot
Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.
A live walkthrough of 4 Better Practices for creating customer-centric B2B marketing content. Loaded with real-life examples, and reviews of 6 volunteer companies who participated in a live Content Clinic webinar hosted by Pardot on February 23, 2011.
Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
Building effective list segmentation involves collecting both explicit and implicit data about prospects to define targeted segments based on demographic and behavioral characteristics. This data is used to dynamically segment prospects and deliver personalized content to improve engagement. The document outlines best practices for segmentation such as progressively gathering more profile information, measuring success of campaigns, and continually refining segments and content based on patterns observed.
Measuring SharePoint Adoption and Engagement. In this presentation, Peder Enhorning, President & CEO, Unilytics Corporation, expounds on the importance of using web analytics to measure SharePoint engagement, productivity, process streamlining and automation, and preferred communication channel.
Scott Armstrong's presentation slides from #Kitchener-Waterloo B2B Marketers Meetup I on How to Develop Customer-Centric Content.
To watch the video of the presentation, please visit blog.brainrider.com
The document discusses developing customer-centric content for B2B marketing. It recommends being focused on customers, starting with light content like repurposing existing materials, making content findable through keywords and visuals, and measuring what content performs best. The document then provides an example clinic for a company's website, pointing out opportunities to improve navigation by customer needs, adding more resources and making them easily accessible, and increasing content quantity and quality.
Developing Customer-Centric Content: A Better B2B Marketing ClinicPardot
Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.
A live walkthrough of 4 Better Practices for creating customer-centric B2B marketing content. Loaded with real-life examples, and reviews of 6 volunteer companies who participated in a live Content Clinic webinar hosted by Pardot on February 23, 2011.
Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
Building effective list segmentation involves collecting both explicit and implicit data about prospects to define targeted segments based on demographic and behavioral characteristics. This data is used to dynamically segment prospects and deliver personalized content to improve engagement. The document outlines best practices for segmentation such as progressively gathering more profile information, measuring success of campaigns, and continually refining segments and content based on patterns observed.
Measuring SharePoint Adoption and Engagement. In this presentation, Peder Enhorning, President & CEO, Unilytics Corporation, expounds on the importance of using web analytics to measure SharePoint engagement, productivity, process streamlining and automation, and preferred communication channel.
Our dynamic landing page proposal to enhance user experience in booking a flight with Sky Alps. Done by using Open Data Hub data and web components as widgets.
Google Analytics for Store Owners - Intermediatemm_merchant
The document summarizes key topics from a Google Analytics 201 conference, including how to tear down data curtains, put metrics in context, use segments and filters, track paid advertising and ecommerce, and derive actionable insights. The conference covered advanced analytics techniques like virtual pageviews, event tracking, and combining Google Analytics with other data sources. Attendees learned how understanding user behavior can improve marketing, SEO, and drive profitable actions.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
Google Analytics on Steroids - New Features and What You Need to Knowpointit
This webinar provided an overview of new features in Google Analytics including content experiments, goals and custom reports, multi-channel funnels, integrating Google Analytics data into Google Docs and Salesforce, using Google Tag Manager, and remarketing capabilities. It demonstrated how to set up A/B tests, analyze multi-step conversion funnels, access Google Analytics data programmatically, and create visitor segments for remarketing. The presentation aimed to help attendees understand and make better use of new analytics capabilities.
This document discusses how content personalization helps by engaging more prospects. It recommends customizing content based on a prospect's profile, needs, and stage in the sales cycle. Some key facts provided are that 82% of prospects find industry specific content valuable and 67% prefer content targeted to their job function. Steps for effective content personalization include understanding prospects, focusing on the most valuable segments, determining content that can be altered easily, and creating variations to deliver in real-time. A case study example shows how personalizing all content for a specific target led to improved lead generation, conversions, and prospect education.
How content marketing is driving measurable business successGiuseppe Caltabiano
Slide deck of my session at #DBS2017, October 2017, Barcelona.
- The rise of data scientist and hybrid marketer
- Embracing content marketing to drive measurable business results that impact the bottom line
- What to measure: How to gain actionable insights
- Having a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel
Technology has always held the promise of delivering high ROI and accelerating business results, and with the explosion of digital technologies available today, the opportunity has never been greater. However, many obstacles remain, limiting effectiveness and impact. What keeps the promise from being realized? This session will discuss the underlying dynamics surrounding this strategic issue and provide ideas for how business leaders can better leverage technology investments, enhance capabilities and accelerate business results within their organizations.
This document discusses why content marketing is important for businesses. It defines content marketing as providing relevant information to customers without directly selling to them. This helps position the business as an expert and encourages customers to do business with them. The document then outlines an 8-step approach to content marketing, including developing a strategy, researching topics, creating content, optimizing content for search engines, promoting content, distributing it across various channels, building links, and measuring results. It provides examples of content types and ways to promote, distribute and track the success of content marketing.
Columbia Business School: Creating Stronger Connections Using ExactTarget Mar...Salesforce.org
By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!
Speakers:
Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.
Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
Get an overview of the impact search marketing can have on your business, learn the difference between SEO, SEM, and PPC search marketing, and learn the ins and outs of how search engines work and why. Plus, learn the basics of effectively optimizing your website for search: how to identify strategic keywords, optimize your pages, register your site with search engines, and build link popularity. Finally, learn the basics of pay-per-click search marketing and why it matters to you and to your bottom line.
This document outlines key strategies for lead generation, including the five tenets of lead generation, email marketing best practices, using Google Keyword Planner and LinkedIn profiles effectively, and an L2R framework for optimizing the lead generation process from initial engagement to conversion. The presentation was given by Puneet Singh Bhatia, a digital marketing expert with over 14 years of experience, and covered topics such as inbound vs outbound marketing, active vs dead leads, developing compelling content, and measuring and optimizing the lead funnel.
Style, success & sales - Getting the most from Fashion Bloggers7thingsmedia
Fiona Gandy, Key Account Manager at 7thingsmedia takes you through how a fashion brand should effectively be using Affiliate Marketing and fashion bloggers.
From the outset, fashion merchants must strike a balance between retaining control of communications to consumers, and ensuring the right type of affiliates stay on board and on message
to progress the brand and maximise sales
Digital Marketing Course Week 6: Search Engine Optimization (SEO)Ayca Turhan
Sixth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan. Topics covered within the presentation include:
Search Engine Optimization Strategies
For more please visit: www.aycaturhan.com/man423
Conversions, Personalisation and Context - Where We Are Today and What The Fu...Lab
Presentation delivered at Technology for Marketing & Advertising show 2014 (TFM&A), where Lab director Tom Head talked on the topic of conversions, personalisation, and Sitecore. Best practice conversion techniques - The power of personalisation as it relates to conversion - Where the future is going and the power of context in personalisation.
This document provides an overview of digital marketing best practices for law firms, including search engine optimization (SEO) strategies. It discusses optimizing Google Ads campaigns, developing high-quality content, implementing technical SEO tactics like site speed optimization, building links through community involvement and thought leadership, managing Google My Business profiles, and leveraging online reviews. The goal is to establish online authority and visibility in order to attract new clients through organic and paid search results.
This document discusses strategies for implementing time-saving content management. It defines content management as processes that support collecting, managing, and publishing information in various forms and media. It identifies types of content that can be managed, such as videos, guides, reviews, and social media content. It also provides examples of tools that can help manage social media content across multiple channels. Finally, it discusses how content management can improve metrics like traffic, engagement, and conversions through segmentation, scenarios, and focus on retention.
GreenHouse is an outsourced sales and marketing services provider that delivers additional resources and programs to complement companies' growth strategies. These resources provide supplementary skills or are part of structured campaigns using experience and best practices. GreenHouse offers field sales, lead generation, channel development, and online marketing programs delivered by consultants with sales, marketing, and channel expertise. GreenHouse takes a customer-driven approach, understanding requirements to configure personalized solutions focused on customers' needs and long-term success.
Our dynamic landing page proposal to enhance user experience in booking a flight with Sky Alps. Done by using Open Data Hub data and web components as widgets.
Google Analytics for Store Owners - Intermediatemm_merchant
The document summarizes key topics from a Google Analytics 201 conference, including how to tear down data curtains, put metrics in context, use segments and filters, track paid advertising and ecommerce, and derive actionable insights. The conference covered advanced analytics techniques like virtual pageviews, event tracking, and combining Google Analytics with other data sources. Attendees learned how understanding user behavior can improve marketing, SEO, and drive profitable actions.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
Google Analytics on Steroids - New Features and What You Need to Knowpointit
This webinar provided an overview of new features in Google Analytics including content experiments, goals and custom reports, multi-channel funnels, integrating Google Analytics data into Google Docs and Salesforce, using Google Tag Manager, and remarketing capabilities. It demonstrated how to set up A/B tests, analyze multi-step conversion funnels, access Google Analytics data programmatically, and create visitor segments for remarketing. The presentation aimed to help attendees understand and make better use of new analytics capabilities.
This document discusses how content personalization helps by engaging more prospects. It recommends customizing content based on a prospect's profile, needs, and stage in the sales cycle. Some key facts provided are that 82% of prospects find industry specific content valuable and 67% prefer content targeted to their job function. Steps for effective content personalization include understanding prospects, focusing on the most valuable segments, determining content that can be altered easily, and creating variations to deliver in real-time. A case study example shows how personalizing all content for a specific target led to improved lead generation, conversions, and prospect education.
How content marketing is driving measurable business successGiuseppe Caltabiano
Slide deck of my session at #DBS2017, October 2017, Barcelona.
- The rise of data scientist and hybrid marketer
- Embracing content marketing to drive measurable business results that impact the bottom line
- What to measure: How to gain actionable insights
- Having a better understanding of content efforts to reach new audiences, drive business, and become a more cost-effective marketing channel
Technology has always held the promise of delivering high ROI and accelerating business results, and with the explosion of digital technologies available today, the opportunity has never been greater. However, many obstacles remain, limiting effectiveness and impact. What keeps the promise from being realized? This session will discuss the underlying dynamics surrounding this strategic issue and provide ideas for how business leaders can better leverage technology investments, enhance capabilities and accelerate business results within their organizations.
This document discusses why content marketing is important for businesses. It defines content marketing as providing relevant information to customers without directly selling to them. This helps position the business as an expert and encourages customers to do business with them. The document then outlines an 8-step approach to content marketing, including developing a strategy, researching topics, creating content, optimizing content for search engines, promoting content, distributing it across various channels, building links, and measuring results. It provides examples of content types and ways to promote, distribute and track the success of content marketing.
Columbia Business School: Creating Stronger Connections Using ExactTarget Mar...Salesforce.org
By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!
Speakers:
Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.
Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
Get an overview of the impact search marketing can have on your business, learn the difference between SEO, SEM, and PPC search marketing, and learn the ins and outs of how search engines work and why. Plus, learn the basics of effectively optimizing your website for search: how to identify strategic keywords, optimize your pages, register your site with search engines, and build link popularity. Finally, learn the basics of pay-per-click search marketing and why it matters to you and to your bottom line.
This document outlines key strategies for lead generation, including the five tenets of lead generation, email marketing best practices, using Google Keyword Planner and LinkedIn profiles effectively, and an L2R framework for optimizing the lead generation process from initial engagement to conversion. The presentation was given by Puneet Singh Bhatia, a digital marketing expert with over 14 years of experience, and covered topics such as inbound vs outbound marketing, active vs dead leads, developing compelling content, and measuring and optimizing the lead funnel.
Style, success & sales - Getting the most from Fashion Bloggers7thingsmedia
Fiona Gandy, Key Account Manager at 7thingsmedia takes you through how a fashion brand should effectively be using Affiliate Marketing and fashion bloggers.
From the outset, fashion merchants must strike a balance between retaining control of communications to consumers, and ensuring the right type of affiliates stay on board and on message
to progress the brand and maximise sales
Digital Marketing Course Week 6: Search Engine Optimization (SEO)Ayca Turhan
Sixth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan. Topics covered within the presentation include:
Search Engine Optimization Strategies
For more please visit: www.aycaturhan.com/man423
Conversions, Personalisation and Context - Where We Are Today and What The Fu...Lab
Presentation delivered at Technology for Marketing & Advertising show 2014 (TFM&A), where Lab director Tom Head talked on the topic of conversions, personalisation, and Sitecore. Best practice conversion techniques - The power of personalisation as it relates to conversion - Where the future is going and the power of context in personalisation.
This document provides an overview of digital marketing best practices for law firms, including search engine optimization (SEO) strategies. It discusses optimizing Google Ads campaigns, developing high-quality content, implementing technical SEO tactics like site speed optimization, building links through community involvement and thought leadership, managing Google My Business profiles, and leveraging online reviews. The goal is to establish online authority and visibility in order to attract new clients through organic and paid search results.
This document discusses strategies for implementing time-saving content management. It defines content management as processes that support collecting, managing, and publishing information in various forms and media. It identifies types of content that can be managed, such as videos, guides, reviews, and social media content. It also provides examples of tools that can help manage social media content across multiple channels. Finally, it discusses how content management can improve metrics like traffic, engagement, and conversions through segmentation, scenarios, and focus on retention.
GreenHouse is an outsourced sales and marketing services provider that delivers additional resources and programs to complement companies' growth strategies. These resources provide supplementary skills or are part of structured campaigns using experience and best practices. GreenHouse offers field sales, lead generation, channel development, and online marketing programs delivered by consultants with sales, marketing, and channel expertise. GreenHouse takes a customer-driven approach, understanding requirements to configure personalized solutions focused on customers' needs and long-term success.
The document summarizes Deloitte's perspective on customer insights and analytics. It discusses how clients are asking questions about re-engaging customers, attracting new customers, leveraging tools to target customers, and more. Case studies show how analytics helped clients increase revenue, reduce costs, and improve the online experience. It also outlines how analytical capabilities can deliver deeper customer insights over time, from basic reporting to predictive modeling and innovation. Finally, it discusses how the changing marketing landscape increases the need for advanced analytics and describes the components of a turnkey marketing platform.
Saa s sales and marketing lilia shirman_marketngcamp-for webPaul Wcislo
The document discusses how to market software-as-a-service products, noting that 24% of new business software purchases will be service-enabled. It outlines the differences between marketing products versus services, and how to impact important metrics for as-a-service products like conversion rate, customer acquisition cost, average recurring revenue, and churn rate through strategies like increasing trial conversion, reducing sales touches, and focusing on adoption and ongoing value.
This document provides a value proposition for a results-driven marketing leader. It outlines their strategic skills in areas like segmentation, buyer research, and partnership development. It also emphasizes their focus on measurable outcomes, fact-based research, and ROI. Additionally, it describes their experience leading marketing in industries like energy and financial services, as well as their education credentials and values.
Vertex | Customer Managerment Outsourcing | OverviewVertex Group
Enhancing business value, improving the customer experience
Your success relies on your customers, which is why we use our expertise, experience, and proven methods to improve your organization’s effectiveness. Whatever the economic climate, we manage the ongoing evolution of your customers’ experience, making your relationships successful and long-term.
Vertex helps you turn your customer interactions into insight, addressing three key areas in customer experience management: resolving customer contacts to create real value, analyzing transactions that don’t add value, and continually improving service effectiveness and efficiency.
Add Fuel to Your Campaign Fires with 3-D Content MappingPardot
Marketing automation experts Micky Long (Vice President, Arketi Group) and Derek Grant (SVP of Sales, Pardot) give you an in-depth look at taking your content from one-dimensional to 3D in this hour-long, information-packed webinar.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
South Florida HDI Virtual Event: IT Alignment and Value Network MetricsEddie Vidal
South Florida HDI is continuing to expand their presence outside of South Florida with their first ever webinar, sponsored by Cherwell. Our goal is to increase contributions and knowledge to the IT professional community in Latin America and Caribbean markets. In addition, this allows us to take advantage and reach other HDI members and non-members throughout the United States. The South Florida HDI chapter has been commended for their innovation and growth within the HDI community and this is another step in our growth.
Keynote Presentation by Dell's Bill Payne
Session Name: IT Alignment and Value Network Metrics: A Wake-Up Call.
Bill’s session will challenge IT executives to transform and elevate the way they measure, manage, and communicate the value of their IT services. By leveraging key concepts from the underleveraged ITIL service strategy area, IT alignment and value network metrics have the potential to clearly communicate business value in terms that are meaningful to the business.
The document provides guidance on creating and maintaining effective business partnerships in the information technology industry, outlining strategies for establishing relationships with key decision makers, leveraging sales teams, developing engagement plans, and tracking partnerships using a relationship management system to identify problems and generate revenue leads. It also includes examples of IBM's approach to sales, marketing, communications, and channel enablement to support partnerships. The goal is to help technology providers identify partners' capabilities and competitively pursue major procurements.
Denni Griffith from Executive Business Services presented on the coming of the information age in government contracting. EBS develops the ProPricer cost proposal application to help companies generate proposals more efficiently. ProPricer allows different teams to work simultaneously on proposals, ensures accurate representation of costs, and makes updates like rate changes simple. It also facilitates data sharing between contractors and agencies to improve transparency and relationships. ProPricer fits companies of all sizes and industries and provides benefits for estimators, pricing teams, auditors, and more by streamlining the entire proposal process.
Client Compass is a tool that provides concise client surveys and reports to help organizations better understand client perceptions and needs. It surveys clients on themes like advocacy, loyalty, and value. It also administers account surveys to measure actions and gauge performance. Client Compass then analyzes the data to provide summary reports and recommendations on improving client disposition, engagement, and outcomes. The tool aims to move clients higher in the value chain through targeted actions informed by its customized survey insights.
The document discusses how The Conroy Group helps clients harness information and customer data to gain competitive advantages. It summarizes that The Conroy Group [1] provides strategic consultancy, data mining capabilities, and hands-on help to implement data intelligence into operations, [2] works across information management from strategy to implementation, and [3] combines company data with external sources to help clients understand trends.
The document discusses how The Conroy Group helps clients make the most of their information assets. It summarizes that [1] customers are sharing more information than ever but companies often don't track important metrics or customer journeys, [2] The Conroy Group provides strategic consultancy, data mining capabilities, and help implementing data intelligence into operations to realize financial benefits for clients, and [3] their approach provides rapid insights, short investment cycles, and hands-on governance to design data solutions that improve sales, marketing, operations and management information.
Establish a Solid Content Creation Plan with 3-D Content MappingPardot
Learn how 3-D content mapping helps you create a thorough content marketing plan. Learn about:
- Message types, including persona identification
- Implementation of marketing content resources
- Getting the most from your content resource efforts
4C Associates has the insight, technology and experience to drive rapid profit improvement.
We offer specialist consulting, technology and managed services to transform your costs. We apply industry and functional expertise to deliver exceptional benefits.
Richard J. Sherman from Emeritus Supply Chain Council; Chairman’s Day Two Kic...eyefortransport
This document summarizes a presentation on building supply chains to compete amid uncertainty. It discusses how the economic downturn of 2009 increased challenges for companies and the need to transform operations through supply chain management initiatives. It outlines how focused SCM initiatives can reduce costs by 30-35% and increase revenues and shareholder value. Finally, it discusses how companies must evolve their supply chains to collaborative, demand-responsive networks to meet growing business challenges.
Uni-Solutions is an Indian business process outsourcing company that specializes in lead generation services. It aims to provide high quality sales and marketing support to clients through an experienced team while leveraging existing relationships to identify new business opportunities. Uni-Solutions recruits and trains personnel and has expertise in performance management, quality control, and talent retention to deliver services to clients in various industries and countries.
1) SupplyWeaver is a supply chain consulting firm that helps clients improve performance in low-cost supply chains, with a focus on China.
2) They provide end-to-end capabilities including diagnosing client operations, assessing supply bases, improving supply chain performance, managing risks, and assisting with commercial negotiations.
3) Their low-cost supply chain performance improvement model involves analyzing opportunities, developing strategies, aligning processes between partners, managing relationships, and driving continuous improvement.
Similar to Building and Leveraging Content Frameworks and Collateral Maps (20)
3 Tips To Get The Most Out Of Pardot Reporting
Tip 1: Use the right tool for the job
• For aggregated data, use Google Analytics.
• For prospect data, use Pardot.
• For opportunity data, use Salesforce.
Tip 2: Plan what to report and how to organize the data
• For example, marketing objectives vs. diagnostic metrics.
• Decide what criteria do you want to sort metrics by:
-Channels
-Objective
-Segment
-Type
-Product
-Geography
Tip 3: Use names and standardized tags as filters
• Names example:
-DO THIS: [Website] [Webinar] 5 Tips For A Successful Pardot Implementation
-NOT THIS: 5 Tips For A Successful Pardot Implementation
• Standardized tag examples:
-Segment: WordPress
-Segment: Pardot
-Objective: Sales-ready
-Objective: Nurture
-Type: Whitepaper
Bonus Tip:
-Set up to watch trends!
Slideware from the Mar 26 Toronto Pardot User Group
Featured Speakers & Topics Include:
A/B testing emails in Pardot
Jon Kane, Content Marketing Specialist, Medgate
Integrating sales and marketing with Pardot
Michael Petrelli, Customer Marketing Manager, Magnet Forensics
3 tips for getting the most out of Pardot reporting
Pamela Whitham, Programs Director, Brainrider
Pardot implementation: Preparing for a Pardot implementation and managing you...Brainrider B2B Marketing
This document provides guidance on implementing and managing Pardot, a marketing automation platform, in the first 90 days. It outlines why to choose Pardot, how to plan a successful implementation through identifying objectives and benchmarks. The first 30 days involves setting up key Pardot and Salesforce integrations. The next 60 days focuses on setting up marketing programs to attract, nurture and qualify prospects based on priorities. Common pitfalls to avoid are also discussed.
The document outlines best practices for an effective B2B website. It discusses that a B2B website should accomplish attracting traffic, engaging that traffic, and converting traffic into leads. It provides tips for attracting traffic through relevant content and SEO, engaging traffic by providing pathways through content and calls to action, and converting traffic into leads through opt-in mechanisms and gating high-value content.
B2B marketing content that drives conversions a dreamforce 2013 presentationBrainrider B2B Marketing
Please visit http://www.brainrider.com/resource/b2b-marketing-content-converts-dreamforce-2013/ to view the video version or download your copy of the slides.
B2B content that drives conversions - Pardot Connections 2013 Presentation
A B2B marketing clinic on how to develop marketing content that drives conversions.
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
While website development budgets can range from hundreds to hundreds of thousands of dollars this Better Practice one-pager looks at what you should budget for a B2B website designed to generate awareness, acquire prospects, nurture prospects and qualify sales readiness.
The document discusses an OH&S software solution company that operates globally and focuses on content marketing to generate leads. Over the past year, the marketing team of 4 implemented Salesforce and Pardot, relaunched the website focusing on content and SEO, and launched paid search. They qualify leads through a process and key metrics include the sales funnel from marketing, average cost per lead, and number of qualified leads in the pipeline.
Setting Your Clients Up for Success with Marketing Automation – Best PracticesBrainrider B2B Marketing
Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.
Sherry Shi from Pitney Bowes Ecommerce Solutions and Nolin LeChasseur from Brainrider present a Better B2B Marketing case study at the Pardot Elevate 2011 conference about how Sherry used Pardot to achieve B2B marketing measurement nirvana.
The document discusses developing customer-centric content for B2B marketing. It recommends being focused on customers, starting with light content like repurposing existing materials, making content findable through keywords and visuals, and measuring what content performs best. The document then provides an example clinic for a company's website, pointing out opportunities to improve navigation by customer needs, adding more resources and making them easily findable. It concludes by offering additional resources for better B2B marketing.
RBC Business Presentation: Social Media 101 for Businesses Best Practices Oct...Brainrider B2B Marketing
This document provides tips for using social media like Twitter, Facebook, and LinkedIn for business purposes. It recommends claiming business listings on search engines and social networks and completing profiles. It also suggests sharing useful customer-centric content to build expertise and handling customer comments respectfully. The goal is to increase brand awareness, showcase credentials, and get more customers through social media marketing.
Business To Business Marketers: B2B Dating Rules From the Field TWG PresentationBrainrider B2B Marketing
The document discusses marketing strategies using dating as an analogy. It provides 5 rules for marketing based on dating: 1) work from understanding customers' interests rather than pushing your products, 2) focus on customers not yourself, 3) don't rush relationships with customers, 4) socialize more by engaging with customers, and 5) don't guess what customers want but understand it from their activities. The overall message is that marketing should focus on learning what customers want to know and using that to create more customers.
How hard is your content working for your marketing and sales team? How much does it contribute to your ability to connect with and convert more customers?
This presentation gives you practical, actionable guidance on how to re-organize and re-purpose your existing content in the framework of your buyer's decision-making process.
Originally presented at Pardot Elevate 2010 by Nolin LeChasseur.
B2B Pipeline Marketing How To Get More Customers Presentation (12 slides) apr...Brainrider B2B Marketing
The marketing and sales context has changed as buyers now have more access to information earlier in their purchase process. Therefore, generating sales has become more complex. As customers learn more independently about companies and competitors, businesses must work smarter through targeted marketing assets and connections to attract and nurture more prospects. Schlumberger evolved its approach over 15 years from focusing on credentials to generating dynamic content and connections with customers. Knowledge marketing programs can help optimize lead generation and pipeline visibility by understanding customer information needs and focusing communications accordingly.
This is version 5.0 of our B2B content, website, lead generation planning methodology.
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more information
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5. Help With
• Content
– Research, Planning & Alignment
– Sourcing/Curating
– The Value of Metacontent
• Syndication
– Internet Sharing
– Social Media Marketing
• Curation
– Specifically in relation to Twitter
6. The Buyers Journey
1 Define the 2 Evaluate 3 Negotiate
Problem Alternatives and Commit
Thought Products &
Leadership Solutions Credentials
7. Aligning Content
The Client Define the Evaluate Negotiate
Problem Alternatives & Commit
wants to:
To do this Education & Solutions & Credentials
Thought Product & Decision
they need: Leadership Suitability Support
• 101 Education • Need & Gap • Credentials
Content to • Trends & Stats assessment
• Real use-case
share: • Benchmarks • Solution studies
• comparisons
News • ROI/TCO
• Roadmaps
• Analyst coverage • How to build
• Implementation business case
plans
8. Content Inventory
• Thought leadership
• One (poor) eBook
• One Webinar
• Products and Solutions
• 6-7 Product brochures
• Two CBA Calculators
• Credentials
• Three case studies
9. Content Framework
TARGET • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM • Bank, CU, WM
• Operations • Operations • Operations • Operations • Operations
• Finance • Marketing • Finance • Marketing • Finance
• Marketing • C-Suite • Compliance • C-Suite • Marketing
• Compliance • Compliance
• C-Suite • C-Suite
NEEDS/PAINS • Reduce • Improve Customer • Process • Integrated • Reduce
Operational Service Improvement Marketing Operational
Expense • Reduce CSR • Ease of document • Cross sell and Up sell Expense
• Meet client workload access • Marketing Cost • Increased
demand for • Branding across • Faster CSR response Reduction Operational
eStatements multiple channels times • Enhanced Customer Efficiency
• Compliance • Reduce Operational Communications • Compliance
• Being Green Expense • Being Green
• Compliance
• Being Green
VALUE PROPOSITION Help Financial Service Providers to create, deliver and manage business critical documents and content more
efficiently and effectively, enhancing their customer’s experience
eStatements Better Looking Document Imaging Statement Based Marketing Know Your Customer
Statements (paperless loans)
Categories • eStatement Best • Communicating • Document imaging • Marketing with your • Compliance and
Practice better with your & management best statements customer
statements practices identification
Topics • eStatements • Better Looking • Document Imaging • Better Looking • Document Imaging
• Customer Service Statements • Customer Service Statements • Customer Service
• Compliance • Customer Service • Operational • Customer Service • Operational
• Operational • Statement Improvement • Statement Improvement
Improvement Marketing Marketing
• Operational
Improvement
10. Collateral Map
EARLY - Research/Identification MID - Identify/Evaluate LATE - Evaluate/Select
COLLATERAL Education, information, Industry Help reader understand why Doxim is the right choice
OBJECTIVE viewpoints, thought leadership
COLLATERAL TYPES White papers, webinars, eBooks, Five and Competitive analysis, Case studies. Testimonials, NPS info, Awards,
Ten things info sheets, videos, How to’s, Data center/data security, 5970, Service and support offering,
Green Initiatives Demo request,
OBJECTIVES Lead Generation/Conversion Help reader to shortlist and select Doxim
EXISTING MATERIAL eBook – Doc mgmt/imaging Service Provider case studies – CUPS, League Data, Gilmore
CBA - Doc Imaging Enhanced statements case study – Wainwright CU
CBA – eStatements Document Imaging Case Study – Westminster Savings
Solutions Videos - doc imaging, KYC, paperless lending
MISSING MATERIALS 5 things to look out for in an eStatement Additional Case studies:
provider •Tax Pack for Wealth Management
eBooks: •eStatements for Wealth Management
eStatements •eStatements for CUs
Better looking statements •Enhanced statements for Wealth management
Paperless lending •Partner marketing programs for Service Providers
Statement solutions 5 ways Doxim impacts your bottom line
eInserts/eNewsletters? Something on Document Management Strategies/going
Going paperless – tied to document paperless(see Doculabs) document
management strategy and tied to the three 5 Ways Doxim impacts your bottom line
types of documents- Point in time, activity, Why choose Doxim
relationship
11. CATEGORY: Early Research and Identification Breaking the Barriers: x
Content focusing on Education, information, Industry viewpoints, Achieving Enhanced /eStatement goals (what’s holding you back?
thought leadership Cost? IT? Exec?)
Doc mgmt - breaking the barriers /making the business case for doc
Have Don’t Have mgmt . Segway to "Developing a great doc mgmt strategy" in the mid to
10 Reasons/Things to look for late evaluation
Things to look for in EStatement provider x
Things to look for in Doc imaging provider x Going paperless x
10 Reasons – eStatements x also tied to document management strategy and tied to the three
types of documents- Point in time, activity, relationship
10 Reasons - BL Statements x
10 Reasons – Doc Imaging x
Other ideas:
14 Reasons – Doc Management x – Branding across multiple channels x
10 Reasons – Enhanced Statements – CSR workload/efficiency x
– Cloud Computing 101 x
Calculators – Document mgmt x
CBA - Doc Imaging x – Compliance x
CBA – eStatements x – Going Green x
– Professional Services - something about figuring out what's best
x
for you? How do you know what you need? Type of thing.
Webinar program
– Developing a Practical Document Management Strategy x
How to: x
– Document Imaging: Capturing the Right Information x Statement Design Principles: Creating Best in Class Statements x
– Paperless Lending Made Easy – Streamlining Your Loan x Pt 1: Effective statement Design x
Management Process Pt 2: Advanced Statement Design x
eBooks: also good blog material Pt 3: Cheques x
Doc mgmt/imaging x
ECM ebook x Primers – “Dick and Jane Style” (or doesn’t have to be that format but a
eStatements quick primer)Good blog material/website/one pager pdf/slideshare. x
x
Also beneficial as sales tool to help reps recognize the needs/pains of
Better looking statements x the target audience.
Paperless lending x
Focus on the needs/pains of target audience picking mkting/ops/c-
Statement solutions x suite/ for example (or whichever made most sense to focus on)
eInserts/eNewsletters? x
“Meet Sally. She’s a marketing mgr at ABC Credit Union,…etc” and the
focus of primer would be on: channels
• Branding across multiple (from content framework doc) x
White papers / short“info” Videos- Trends create document using • Integrated Marketing x
existing content from presentations and ebooks, other sources etc • Cross sell and Up sell x
then can also create “short info video” where it makes sense… good x
• Marketing Cost Reduction x
for website /youtube. Also great blog and twitter food. Example ideas:
• Enhanced Customer Communications x
• Being Green x
Other… x
Statement Trends: The Road to Interactive, Intelligent Documents x
− Customer service x
− Going Green x
eStatement Trends: looking beyond the paper statement. x
− CSR workload/efficiency x
Edelivery
− Operational Improvements x
Enotification − Meeting client needs x
Inserts/newsletters
12. Category: Mid to Late Evaluation and Selection Doxim Customer Service Excellence x
Content focusing on Why Doxim is the right choice Doxim's successful track record of excellent service and support.
We're with you etc.. Create story using customer surveys, customer
Case Studies Have Don’t Have support etc. could have testimonials from clients on sidebar.
Service Provider case studies – CUPS, League Data, Gilmore x
Enhanced statements case study – Wainwright CU x Keeping your Data Secure x
Document Imaging Case Study – Westminster Savings x Doxim data security protocols – 5970 audits etc. You're
eStatement Case Study Credit Union – PenFinanacial x secure.(based from web content)
eStatement Case Study Credit Union – Your Credit Union x
Tax Pack for Wealth Management – OBL x Blog
eStatements for Wealth Management x more bragging about our Awards Tweet/blog
Enhanced statements for Wealth management x Compliance
Partner marketing programs for Service Providers x
Fill in gaps in the categories
Videos
Existing Solutions Videos
doc imaging, KYC, paperless lending x
Solution Videos
Using existing presentations create 30 – 45 second camtasia -
solution/need specific. Youtube/slideshare/website x
Record a video - interview style with Chris R. x
Product Demos x
Papers - also good to parse out for blog food and potentially little
video snippets for You Tube Channel
Why choose Doxim - need to turn this into something that prospect x
5 ways Doxim impacts your bottom line x
Document Management Strategies/going paperless(see Doculabs)
document. This ties back to content created for early category. x
Doxim Professional Services - More than just implementation and
training… or something like that. x
13. Where to Find Content
• Presentations/Webinars
• Product Brochures
• White Papers
• RFPs and Proposals
• Tech Specs & Manuals
• Training Materials
• News Releases
14. Repurpose it
Start with a Turn it into an eBook Create an InfoSheet
webinar
Turn that
Tweet about into a video
Create x blog
it all posts
17. Content Re-Inventory
• Thought Leadership
• Eight webinars
• Four eBooks
• Multiple “10 Reasons Why” Info sheets
• Dozens of blog articles
• Hundreds of Tweets
• Products and Solutions
• 11+ Product brochures
• 4 videos
• 2 x CBAs
• Credentials
• Eight Case Studies
• Multiple Why Doxim documents
18. Remember the Metacontent
• The content about the content
• Helps merchandize the content
• Almost as important as the content itself
• Develop with the content
19. Metacontent Template
Category Detail
Content topic/title Descriptive title focused on the customer’s pain. 5-10 words , 65
characters, with most important keywords to left
Tags/keywords All the relevant keywords customers would use to describe this
content asset in priority order
Abstract/Description 20-30 word, up to 160 characters, describing what it is and why it’s
worth reading
Call out Typically a significant quote pulled directly from the content copy
Landing page copy Longer description of content, including sub topics and headings,
benefit bullets etc.
Call to action 4-6 words of benefit copy to call the reader to action – typically to
complete the form
Tweets/updates 3-5 tweets promoting the content with keywords and relevant
hashtags as appropriate
Blogs 1-5 blogs that home in on section of the content and provide links
to the complete piece
Thumbnail Hero shot of the content for landing page, blog articles etc