Marketing - A House Divided


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Never mind sales and marketing. How are the interactions within the marketing team itself? Do you have product marketers off running rogue campaigns without anyone else knowledge? Then it's time to address how you are creating content and how you are managing that process.

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Marketing - A House Divided

  1. 1. Marketing: A House Divided January 2010 Marcus R. Tewksbury Director of Customer Intelligence Bob Barker VP of Corporate Communications
  2. 2. On the same team… But moving in different directions Field Product Corporate Direct Brand Analysts Do your marketer’s work as an integrated team? Or are they throwing it over the wall...
  3. 3. Need a shared objective… Collective reason for being should be revenue generation Field Product Corporate Each has a role in advancing a prospect through the stages of their buying cycle
  4. 4. Customer centric The only successful marketing has a central focus on the customer <ul><li>What is the customer looking for in these areas? </li></ul><ul><li>What do we have to engage them/solve their pains? </li></ul><ul><li>How do we engage them? </li></ul><ul><li>How do we move them down the funnel? </li></ul>Questions marketing needs to solve to generate qualified leads for sales:
  5. 5. Trust your teammates Each group has an important role to play <ul><li>Product & Market Expertise </li></ul><ul><li>With the technology – features/functions/benefits </li></ul><ul><li>With the market and customers – what customers want </li></ul><ul><li>With the future – through analyst input and research </li></ul><ul><li>Product Plan </li></ul><ul><li>Significant releases </li></ul><ul><li>Competitive positioning </li></ul><ul><li>Value propositions </li></ul><ul><li>Pricing </li></ul><ul><li>Go-to-market Ideas </li></ul><ul><li>Exhibitions we could attend </li></ul><ul><li>Places to speak </li></ul><ul><li>Online communities </li></ul><ul><li>Places we could advertise </li></ul>Product
  6. 6. Lessons from publishing world Stick to your lanes. Let each play its own role. Field Knows the process. Can facilitate content creation process. Corporate Feel for macro concerns and trends driving decision making Product Know the product and how it can solve pains
  7. 7. Approach is key. The best players in the world can’t execute without a plan.
  8. 8. Content Generation Methodology Consistently producing sticky, valuable content is a process – not inspiration 5-Steps to Quality Content Generation
  9. 9. 1. Segment a micro-audience You can’t be all things to all people. Find a very specific audience and serve them well. Target an audience of 300... ... and know them very well
  10. 10. 2. Map the buying cycle Interview sales, customers, and whomever else needed to build an understanding of the buyers’ buying process 4. And then begin describing what that means to each role throughout the buying cycle. 2. Identify the roles you commonly encounter 1. Start by laying out the simple stages 3. Start by laying out the critical issues faced by the customer…
  11. 11. 3. Establish asset map Overlay content over the buying cycles to target specific assets to specific pain points Don’t worry about not being able to apply relevant content to each cell right out of the gate. Over time as your asset library grows it will become easier.
  12. 12. 4. Spawn formats Maximize the return on your content investment by repurposing to as many formats as possible Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
  13. 13. 5. Weave your matrix The cost of distribution is approaching free – spread your ideas far and wide Layout asset types on horizontal Identify which assets are deployed via which channel Layout Channels on Vertical
  14. 14. Always keep accountability in the forefront
  15. 15. Identify what moves the needle Close the loop by tracking which assets can be directly related to a sale
  16. 16. Boiling it down…
  17. 17. What you need to be successful Reflection on things that have and haven’t worked <ul><li>Field marketing needs the key pains the product solution is trying to solve </li></ul><ul><ul><li>By buying centre </li></ul></ul><ul><ul><li>By sales cycle – AIDA </li></ul></ul><ul><li>Working together, field and product (or corporate) then need to figure out: </li></ul><ul><ul><li>Which content assets are moving the needle </li></ul></ul><ul><ul><li>What we need to create/already have we can repurpose </li></ul></ul><ul><li>Finally, field marketing will then: </li></ul><ul><ul><li>Distribute/market those assets based on </li></ul></ul><ul><ul><li>Managing the buying/engagement cycle </li></ul></ul>
  18. 18. Thank You! Marcus R. Tewksbury Director of Customer Intelligence [email_address] Bob Barker VP of Corporate Communications [email_address]