creating content campaigns that push the mental buy button
TRANSCRIPT
PRESENTED BY!
#C2C14!
Creating Content Campaigns That! Push The Mental Buy Button!
David Lewis, CEO, DemandGen International!
@demandgenglobal | @demandgendave
CREATING CONTENT CAMPAIGNS THAT PUSH THE MENTAL BUY BUTTON SPEAKER: DAVID LEWIS, CEO | DEMANDGEN INTERNATIONAL, INC.
© 2014 | DemandGen® Interna9onal, Inc.
BUY!
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
Look at the words and SAY THE COLOR YOU SEE for each word:
RED WHITE GREEN BLUE BLACK GREEN RED BROWN WHITE BLUE
RED WHITE GREEN BLUE BLACK GREEN RED BROWN WHITE BLUE BLACK BLUE WHITE BROWN RED
@demandgenglobal | @demandgendave
Source: Neuromarke9ng
@demandgenglobal | @demandgendave
Pains, Claims, and Gains
@demandgenglobal | @demandgendave
Source: Neuromarke9ng
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
@demandgenglobal | @demandgendave
LEAD NURTURING WITH CONTENT
@demandgenglobal | @demandgendave
The DemandGen Framework™ A holis9c model for engaging prospects and clients.
Customer Expansion
Customer AcquisiIon
Inquiry
Marke9ng Qualified Lead
Sales Accepted Lead
Opportunity
Customer
Client
Adopter
Advocate
Loyalist
Customer Nurturing
Lead Nurturing
@demandgenglobal | @demandgendave
• Segment • Goal • Content • Timing • Measurement
Step 1: Dra] a Lead Nurture Project Brief
It’s A: Simple Guide Containing The Messages
@demandgenglobal | @demandgendave
Step 2: Plan Your Content (pain, gain, claims)
Suspect Touch 1 • Pain message: Entering expense data into spreadsheets sucks Suspect Touch 2 • Pain message: Tracking paper receipts is a hassle Suspect Touch 3 • Pain message: Gedng reimbursed is slow
Call to Ac9on: Download Asset Used: 5 Reasons Why A Spreadsheet is a Horrible Way to Create & Submit Expenses
@demandgenglobal | @demandgendave
Step 3: Leverage Your Content Inventory
@demandgenglobal | @demandgendave
Step 4: 1. Dra] the nurture flow 2. Build the program in the marke9ng automa9on system.
@demandgenglobal | @demandgendave
Step 5 : Create the Nurture Assets
@demandgenglobal | @demandgendave
1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle
Step 6 : Repeat for each segment and key funnel stages
@demandgenglobal | @demandgendave
1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle
@demandgenglobal | @demandgendave
1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle
@demandgenglobal | @demandgendave
1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle
@demandgenglobal | @demandgendave
Feeling Overworked? Too Much Batch and Blast?
Need Guidance? Not Enough Expert Resources?
@demandgenglobal | @demandgendave
Reach out for expert guidance and unlimited help from
@demandgenglobal | @demandgendave
You’ll be glad you did
@demandgenglobal | @demandgendave
You can learn more on: -‐ Marke9ng Automa9on -‐ CRM -‐ Sales & Marke9ng Alignment -‐ Demand Funnel -‐ Lead Nurturing -‐ Lead Scoring -‐ Measurement Free copies available here or at: www.ManufacturingDemand.com
@demandgenglobal | @demandgendave
8 Key Takeaways ü Know thy customer’s pain, the gains, and your claims ü Create engaging and purposeful content ü Trigger the brains 6 s9muli with Neuromarke9ng ü Follow the 6 steps to great nurturing ü Nurture the upper funnel, lower funnel, and recycle ü Be agile: plan, pilot, perfect ü Measure against goals ü [email protected]
@demandgenglobal | @demandgendave
DemandGen Interna9onal, Inc. David Lewis – CEO [email protected] @demandgendave www.demandgen.com www.manufacturingdemand.com
I’d love to hear from you!
®