add fuel to your campaign fires with 3-d content mapping
DESCRIPTION
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.TRANSCRIPT
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Presented by: Micky Long, Vice President, Arke4 Group Derek Grant, Sr. Vice President of Sales, Pardot June 21, 2012
Add Fuel to your Campaign Fires with 3-‐D Content Mapping
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Speakers
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• Micky Long, Vice President, Arke4 Group • Derek Grant, Sr. Vice President of Sales, Pardot
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• Introduc4ons • 3-‐D Content Mapping • Message Types • Simple Campaigns • Ques4ons
Agenda
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3-‐D Content Mapping Micky Long, Arke= Group
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Defining 3-‐D Content Mapping Three main components:
1 Mapping to pain point
2 Mapping appropriate content
3 Mapping to buy cycle
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Pain Points Uncovered
Who What Why
• Develop personas • Key Ques4ons
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“I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’ ‘what is revenue/customer?’ and ‘how efficient is our plant running?’”
Brad the CFO Age: 45 Educa4on: Bachelor’s (Finance) with most likely an MBA
CFO Message • “Our plant solutions can bring
immediate ROI through reduced inventory.”
• “We enhance compliance through advanced reporting.”
About Brad • Reports to CEO • Has financial responsibility for firm • Spends too much time on compliance/
risk mitigation/SOX • Must see fast ROI
Influencers • Peers • Case studies
with ROI • Current
clients • Analyst firms
Goals • Efficiency • Less expenses • Proven ROI • Better
financial ratios
Proof Points • Avg.20%
decrease in inventory
• 30% less waste
Words-phrases that resonate • ROI • Proven • Financially
stable • Integrated
Objections • Cost too much • Burdensome
implementation
Completed Buyer Persona
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John Doyle CIO
Other Titles:
• VP Informa4on Systems, CTO
Challenges:
• Business units making requests faster than IT can deliver
Costs:
• License so^ware maintenance fees and configuring legacy systems
Goals:
• Lower cost of delivery, business innova4on and increased services capabili4es
Solu=on Value Drivers:
• Fast onboarding • Inventory visibility
“Delivering high service levels and suppor4ng cost effec4ve growth are key.”
“The business is moving faster than IT can support it.”
Persona Outline
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Goals:
• Efficient processes
• Reduce cost • Simplify process
Solu=on Value Drivers:
• Save 4me
• Save money
• Improve opera4ons
• Implement best prac4ces
Other Titles:
• COO, VP/Dir. Opera4ons Challenges:
• Escala4ng material/labor costs
• Supply chain issues • Vendor management issues
• Outmoded business processes
Costs:
• People, materials, outsourced services
Brian May Director of Opera4ons
Persona Outline
“Current cost of delivery and skills required for the current solu4ons is unmanageable.”
“Our current vendor con4nues to raise maintenance.”
“I need to understand how we are performing for our Lines of Business.”
Persona Outline
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Research comes from anywhere • Sales feedback • Industry publica4ons / reports
Pain Points Uncovered
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If you can’t find it, create your own • Conduct industry surveys
• Survey your database
Pain Points Uncovered
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Now that we know who they are, it’s =me to determine where they are in the buy cycle:
Discovery: Browsing.
Validation: Comparing.
Awareness: Window shopping.
Buy Cycle Integrated
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Product comparisons, price info, offers
Industry white papers, educational material
Case studies, other validation info
Post-sales communication, user newsletter
Emails with a mix of industry and product info
To be effec=ve, content must be:
• Relevant
• Varied • Personal • Fresh
Call-‐to-‐Ac=on / Content
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Reuse
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Start with a white paper, run a podcast, create a video
Reuse
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Partner with an analyst, run a webinar, highlight in a collateral piece
Reuse
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Content Cura=on -‐ is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. – Courtesy of Rohit Bhargava, Influen4al Marke4ng blog
Five Cura=on Models: 1. Aggrega4on – “Top five 4ps for success” 2. Dis4lla4on – shorten and simplify 3. Eleva4on – spot trends from other material 4. Mashup – pulling together items to create new POV 5. Chronology – Pulling together 4meline to show trends
Curate (Borrow)
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• Know your market (have we said that before?)
• Always be searching
• Look for the unusual
• Don’t forget to akribute
• Commercial tools are available (Curata)
• Don’t overlook Google alerts, RSS feeds, LinkedIn discussions, etc.
Cura=on Tips
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Industry White Paper
Technical White Paper
Vendor Video
Response
Response
Response Product Datasheet
Product Case Study
Industry Webinar Response
Response
Response Product Case Study
Technical White Paper
Industry White Paper Response
Response
Response
Industry Webinar
Industry PodcastResponse
Return to Pool
Offer/Sales
Y
N
NNN
N N N
N
Y Y
Y Y Y
Y Y Y
Awareness
Discovery
Validation
Response
NN
Y
Well-‐mapped content can feed highly effec=ve drip marke=ng programs
Put It All Into Ac=on
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10% Response Rate
20-‐30% Response Rate
40+% Response Rate
Prospect Drip Program
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Message Types Light v. Heavy HTML Derek Grant, Pardot
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Mapping to buy cycle
Choose the Right Type of Email
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Mapping to buy cycle
Choose the Right Type of Email
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Mapping to buy cycle
Choose the Right Type of Email
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Simple Campaigns Prac=cal Ideas For Prospects
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Premise • Retain early stage leads as
marke4ng assets • “Put the pebble in the shoe” Strategy • Heavy HTML from Marke4ng@ • Whitepapers, broad webinars Goal • Create an MQL
Educate Non-‐Sales Ready Leads
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So They Don’t Want to Talk • Recycle non-‐responsive leads • Automa4on can reclaim Strategy • Revert to broad content
(Whitepapers, Webinars, etc…) If Successful Sales Engagement • Light HTML from “Assigned User” If No Sales Engagement • Heavy HTML from Marke4ng@ Goal • A more responsive MQL
Recycle Dormant Leads
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Stay Top of Mind Stay Top-‐of-‐Mind • Stay in touch • Non-‐responsive leads • Re-‐acquain4ng the prospect with key features
Content • Light HTML from “Assigned
User” Goal • Faking sincerity un4l re-‐engagement
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Try it before you buy it… • Product trials • Consistent messages • Defined end point Content • From Marke4ng@ & Heavy HTML • “How To” videos, KB ar4cles,
ROI info • Align 4ming with trial 4meline Goal • Convert 4re kicker to customer
Automate Trial Messaging
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They Bought From Who??? • Nurture Closed / Lost Opportuni4es • Prospects using a compe44ve
product Strategy • Light HTML from “Assigned User” • Wait several months to start • Align 4ming with contract term Goal • Another chance to make a first
impression
Re-‐Engage aaer a Loss
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Ques=ons
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Micky Long Arke= Group Vice President
www.twiker.com/arke4
Contact Informa=on
Derek Grant Pardot Sr. Vice President of Sales
@derekgrant
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