the user-driven content experience-presented by highroad solution at aptify 2015

The User-Driven Content Experience

The Game of Seconds

Do We Understand (and Accept) Our Current World?Are We Communicating Using Outdated Premises?

“Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”

Rishad Tobaccowala

Chief Strategy & Innovation OfficerVivaKi

Changed Buyer’s Journey

Tertiary Competitors

Tertiary Competitors

Tertiary Competitors

Tertiary Competitors

Do You Know Your Current User?Are You Honoring Your Relationship?

Why Aren’t They Opening?

Do You Get It?

Where’s Your User ?

Where’s Your User ?

Where’s Your User ?

Where’s Your User ?

CrossroadsGet More from Current Base or Add to Base?

We Need RevenueGame: Grow Your Know

Typical Association Tech Stack

Aptify

CMS ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

Usage

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Email Drives Users

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Closed Ecosystem

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Free Social

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

People Data

Possibly the Issue?

Closed Ecosystem

Aptify

CMS(Webite)

ESP(Email

Service Provider)

EMS(Event) PR &

Advocacy

User Journey

People Data

Growth=New People

User-Driven Content MarketingModels & Methodologies

Profile Personas

The Content Funnel to Conversion

Find New Heathers

Buyer’s Journey

Help Heather Make the Right Decision

Content Mapping

Content to Lifecycle Mapping

Identify the Right Time to Reach Out to Heather

Rise of Scoring

Scoring Schemas

• 0-10: Suspect• 11-20: Prospect• 21-30: Lead• 31-40: MQL• 41-50: SQL• 51-60: Opportunity• 90: Customer• 100: Evangelist

May Have Multiple Scoring Schemas For Prospect vs. Members vs. Customers!

?uniqueme@specialperson.com

User-Driven Content MarketingIn Practice

Re-Targeting Ads

Re-Targeting

Slideshare

LinkedIn

LMS, Webinars & Surveys

Social Media

Pinterest

BrightInfo

?uniqueme@specialperson.com

$

You Decide

• Every Organization Needs to Define their Own:

• Target markets• Buyer’s personas• Lifecycle stages• Content Mapping & Distribution strategies• Opportunity stages

• Call (25%) • Proposal (50%)• Negotiation (75%)• Win/Loss (100%)

• Scoring• KPI Metrics

Summary

• User-Driven World• Automate!• Strategy before Tactics• Focus, Focus, Focus• Target, Test, Measure• Constantly Evolve Your User Model through Data

Thank YouPlease let us know if you have any questions.

Ron McGrath Suzanne CarawanCEO, Co-Founder CMO

www.highroadsolution.com www.highroadu.com