marketing a sizzling version
TRANSCRIPT
Marketing: A House Divided
January 2010Marcus R. Tewksbury
Director of Customer Intelligence
Bob Barker
VP of Corporate Communications
Field
ProductCorporate
On the same team…But moving in different directions
Dire
ctBrand
Analysts
Do your marketer’s work as an integrated team?
Or are they throwing it over
the wall...
Need a shared objective…Collective reason for being should be revenue generation
Each has a role in advancing a prospect through the stages of
their buying cycle
Field
Product
Corporate
Customer centricThe only successful marketing has a central focus on the customer
Questions marketing needs to solve to generate qualified leads
for sales:
• What is the customer looking for in these areas?• What do we have to engage them/solve their pains?• How do we engage them?• How do we move them down the funnel?
Product & Market Expertise• With the technology –
features/functions/benefits• With the market and customers –
what customers want• With the future – through analyst
input and research
Product Plan• Significant releases• Competitive positioning• Value propositions• Pricing
Go-to-market Ideas• Exhibitions we could attend• Places to speak• Online communities• Places we could advertise
Trust your teammatesEach group has an important role to play
Product
Customer Orientation• Intimately engaged with the
demand generation process• Has frequent and direct interaction
with sales and customers• Serves as the “voice” of the
customer
Editorial Discipline• Well schooled on social campaign
management execution• Aligns content to pain and life stage• Can communicate audience
requirements to content creators
Social Practitioners• Fluent in the technologies of the
social web• Wields the power of reach
Field
Central Themes• Knowledge of major market trends• Story telling and vision
development
Positioning• Promotion of individual & corporate
brands• Localization of stories for specific
geographic and vertical markets
Command & Control• Branding• Coordinated production schedules• Access to unique resources
Corporate
Lessons from publishing worldStick to your lanes. Let each play its own role.
Know the product and how it can solve pains
Knows the process. Can facilitate content creation process.
Feel for macro concerns and trends driving decision making
Product
Corporate
Field
Approach is key. The best players in the world can’t execute
without a plan.
Content Generation MethodologyConsistently producing sticky, valuable content is a process – not inspiration
5-Steps to Quality Content Generation
1
•Segment a micro-audience
2
•Map the buying cycle
3
•Create asset map
4
•Spawn formats
5
•Weave matrix
1. Segment a micro-audienceYou 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
Identify what moves the needleClose the loop by tracking which assets can be directly related to a sale
Boiling it down…
What you need to be successfulReflection on things that have and haven’t worked
• Field marketing needs the key pains the product solution is trying to solve– By buying centre– By sales cycle – AIDA
• Working together, field and product (or corporate) then need to figure out:– Which content assets are moving the needle– What we need to create/already have we can repurpose
• Finally, field marketing will then:– Distribute/market those assets based on– Managing the buying/engagement cycle
Thank You!
Marcus R. Tewksbury
Director of Customer Intelligence
Bob Barker
VP of Corporate Communications