pardot elevate 2011: designing content for your marketing machine
DESCRIPTION
TRANSCRIPT
More Leads. Higher Quality. Lower Cost TM
Elevate November 16, 2011
Designing Content for your
Marke=ng Machine
Friday, November 18, 2011
These slides are made available to you as a courtesy. They remain the copyrighted property of Gossamar Inc. You may share them at will, but please remember to a=ribute them to us if you do.
Friday, November 18, 2011
Eric GoldmanPresident
TwiEer: @gossamarFacebook:. http://www.facebook.com/pages/Gossamar-Inc/189667453494LinkedIn Profile: http://www.linkedin.com/in/ericgoldmangossyWebsite: http://www.gossamar.com
These slides are made available to you as a courtesy. They remain the copyrighted property of Gossamar Inc. You may share them at will, but please remember to a=ribute them to us if you do.
Friday, November 18, 2011
Introduction
• It’s a Process -‐ CPI
Friday, November 18, 2011
Introduction
• Content is King -‐ the fuel• It’s a Process -‐ CPI
Friday, November 18, 2011
Introduction
• Content is King -‐ the fuel• It’s a Process -‐ CPI
• Context is Queen
Friday, November 18, 2011
Introduction
• Content is King -‐ the fuel• It’s a Process -‐ CPI
• Context is Queen• Timing is everything
Friday, November 18, 2011
Introduction
This is why we need to:
Friday, November 18, 2011
Introduction
This is why we need to:
• Know our visitors Personas
Friday, November 18, 2011
Introduction
This is why we need to:
• Know our visitors
• Understand what informa=on they want Buying-‐Cycles
Personas
Friday, November 18, 2011
Introduction
This is why we need to:
• Know our visitors
• Understand what informa=on they want
• Know when they want it Buying-‐Cycles
Personas
Friday, November 18, 2011
Introduction
This is why we need to:
• Know our visitors
• Understand what informa=on they want
• Know when they want it
• Know its value to them and preferred format
Buying-‐Cycles
Personas
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
Content’s Purpose
There are 4 goals:
Friday, November 18, 2011
Display Thought Leadership
Inform and Educate
Erect Barriers to CompeFFon
Content’s Purpose
There are 4 goals:
And the 4th?
Friday, November 18, 2011
Display Thought Leadership
Inform and Educate
Erect Barriers to CompeFFon
Content’s Purpose
Sell !
There are 4 goals:
Friday, November 18, 2011
But…
Content’s Purpose
Friday, November 18, 2011
But…
Content is difficult!
Content’s Purpose
Friday, November 18, 2011
But…
Content is difficult!
Content’s Purpose
Time
CreaFve Effort
PublicaFon Effort/Cost
Friday, November 18, 2011
Content’s Purpose
So create the minimum!
Friday, November 18, 2011
Content’s Purpose
Tips to follow
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager Products/Services: SoluFon #1
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager
Titles:• OperaFons Manager• Director of OperaFons• VP of OperaFons (Vice President…)
Products/Services: SoluFon #1
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager
Role:i) Manages the operaFon of the business funcFon in which your product/service will be installed/operated/used.ii) Role in decision-‐making-‐process?
Products/Services: SoluFon #1
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager
Concerns:• Needs InformaFon• Needs ease of use• Conscious of costs• Wants/expects high quality• Is it swamp land in Florida?
Products/Services: SoluFon #1
Friday, November 18, 2011
Developing Personas
Profile # 1: OperaFons Manager Products/Services: SoluFon #1
QuesFons:• What is…?• How much does it cost?• Who on my team looks at this?
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
Deciphering Persona Buying-Cycles
Classic B2B:
Friday, November 18, 2011
Deciphering Persona Buying-Cycles
Classic B2B:• Awareness• Research• Evaluate AlternaFves• Purchase Decision• Ongoing Support
Friday, November 18, 2011
Deciphering Persona Buying-Cycles
Classic B2B:• Awareness• Research• Evaluate AlternaFves• Purchase Decision• Ongoing Support
IMA B2B:
Friday, November 18, 2011
Deciphering Persona Buying-Cycles
Classic B2B:• Awareness• Research• Evaluate AlternaFves• Purchase Decision• Ongoing Support
IMA B2B:• Identify/define problem• Research SoluFons• Analyze and Evaluate• Purchase• Post-‐Sale Support
Friday, November 18, 2011
Tips 1: It’s a Team Effort
Make Content the Company’s Problem
Friday, November 18, 2011
Tips 1: It’s a Team Effort
Make Content the Company’s Problem
• Orient Company Culture
Friday, November 18, 2011
Tips 1: It’s a Team Effort
Make Content the Company’s Problem
• Orient Company Culture
• Walk the walk -‐ know the value ($5-‐$10k per White Paper = CPL?)
Friday, November 18, 2011
Tips 1: It’s a Team Effort
Make Content the Company’s Problem
• Orient Company Culture
• Give prizes and peer recogniFon
• Walk the walk -‐ know the value ($5-‐$10k per White Paper = CPL?)
Friday, November 18, 2011
Tips 2: Understanding Personas
• Interview Sales, Support, Field Service, AccounFng
Friday, November 18, 2011
Tips 2: Understanding Personas
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
Friday, November 18, 2011
Tips 2: Understanding Personas
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
• What informaFon did the client ask for and when (stage?)
Friday, November 18, 2011
Tips 2: Understanding Personas
• Not all Personas travel through all stages
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
• What informaFon did the client ask for and when (stage?)
Friday, November 18, 2011
Tips 2: Understanding Personas
• Not all Personas travel through all stages
• The progression is not always linear
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
• What informaFon did the client ask for and when (stage?)
Friday, November 18, 2011
Tips 2: Understanding Personas
• Not all Personas travel through all stages
• The progression is not always linear
• Cycles vary in duraFon -‐ Sales will know yours
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
• What informaFon did the client ask for and when (stage?)
Friday, November 18, 2011
Tips 2: Understanding Personas
• Not all Personas travel through all stages
• The progression is not always linear
• Cycles vary in duraFon -‐ Sales will know yours
• Pinpoint campaign or source for ROI
• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?
• What informaFon did the client ask for and when (stage?)
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
“ways to speed up production” identi5ied problem -‐ no idea how
to solve it. (Stage 1)
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
“numerical control” problem identi5ied(quicker production);
potential solution (NC instead of manual),but no machine or supplier yet. (Stage 2)
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
“NC milling machine”, andphrases which include
“comparison or compare”, (Stage 3)
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
“Cheap”, or “Inexpensive” (Stage 3),but a sensitivity to price
(or “best,” or “high-‐quality”).
Friday, November 18, 2011
Tips 3: Deciphering Buying-Cycles
Search Phrase Results
Your company name?
Friday, November 18, 2011
Tips 4: Deciphering Buying-Cycles
Talk to People
Friday, November 18, 2011
Tips 4: Deciphering Buying-Cycles
Talk to PeopleProspects/CustomersYour Search PhrasesYour Buying ProcessYour Stage Now?# People and Roles
DuraFon?
Friday, November 18, 2011
Tips 4: Deciphering Buying-Cycles
Talk to PeopleUse Social Media
Ask quesFons online
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
What goes Where…
Stage Pitch
Friday, November 18, 2011
What goes Where…
Stage Pitch• Identify/define problem
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons • Educate Only
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• Educate Only
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• Educate Only
• Our Features (Spec Sheets)
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Educate Only
• Our Features (Spec Sheets)
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Educate Only
• Our Features (Spec Sheets)
• Features/Benefits/Pricing
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Purchase
• Educate Only
• Our Features (Spec Sheets)
• Features/Benefits/Pricing
Friday, November 18, 2011
What goes Where…
Stage Pitch• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Purchase
• Educate Only
• Our Features (Spec Sheets)
• Features/Benefits/Pricing
• Convince & Support Decision
Friday, November 18, 2011
What goes Where…
Stage Pitch
• Post-‐Sale Support
• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Purchase
• Educate Only
• Our Features (Spec Sheets)
• Features/Benefits/Pricing
• Convince & Support Decision
Friday, November 18, 2011
What goes Where…
Stage Pitch
• Post-‐Sale Support
• Information only• Identify/define problem
• Research SoluFons
• Analyze and Evaluate
• NegoFate Deal
• Purchase
• Educate Only
• Our Features (Spec Sheets)
• Features/Benefits/Pricing
• Convince & Support Decision
• Up Sell
Friday, November 18, 2011
Tips 5: Creating Content
• Follow the Process
Friday, November 18, 2011
Tips 5: Creating Content
• Follow the Process
• Team Think It
Friday, November 18, 2011
Tips 5: Creating Content
• Follow the Process
• Team Think It
• Hire Experts -‐ but remember YOU are the SME!
Friday, November 18, 2011
Tips 5: Creating Content
• Follow the Process
• Team Think It
• Hire Experts -‐ but remember YOU are the SME!
• Quality is important -‐ Digital Trust Factor
Friday, November 18, 2011
Tips 5: Creating Content
• Follow the Process
• Team Think It
• Hire Experts -‐ but remember YOU are the SME!
• Quality is important -‐ Digital Trust Factor
• Length is not important, # of pieces is
Friday, November 18, 2011
And the common theme…
Circle ofConsistency
Friday, November 18, 2011
And the common theme…
World
Landing Page
Website
Content
Circle ofConsistency
Friday, November 18, 2011
Your Keywords
And the common theme…
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
Putting it all together…
Map The Content
Friday, November 18, 2011
Putting it all together…
Map The Content
To Buying-‐CyclesFriday, November 18, 2011
Putting it all together…
Map The Content
To Buying-‐CyclesTo what they want to know about
Friday, November 18, 2011
Putting it all together…
Map The Content
To Buying-‐CyclesTo what they want to know about
To a persona
Friday, November 18, 2011
Putting it all together…
Map The Content
To Buying-‐CyclesTo what they want to know about
IdenFfy item of content
To a persona
Friday, November 18, 2011
Putting it all together…
Map The Content
To Buying-‐CyclesTo what they want to know about
IdenFfy item of content
To a persona
Friday, November 18, 2011
Putting it all together…
Friday, November 18, 2011
Using Pardot PI
Landing Pages
Friday, November 18, 2011
Using Pardot PI
Landing PagesHeading
Images
Body copy
Form (Max 4 ques=ons)
BuEon
Privacy Policy
Friday, November 18, 2011
Engage - with the RIGHT Content at the RIGHT time
Nurturing Campaigns
Friday, November 18, 2011
Engage - with the RIGHT Content at the RIGHT time
Nurturing Campaigns
For eachPersona
Friday, November 18, 2011
Engage - with the RIGHT Content at the RIGHT time
Nurturing Campaigns
For eachPersona
Friday, November 18, 2011
Agenda
1. Introduc=on
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
8. Conclusion
5. Designing Content
7. Developing Insight
Friday, November 18, 2011
Using Pardot’s PI
Developing Insight
Friday, November 18, 2011
Using Pardot’s PI
Developing Insight
Friday, November 18, 2011
Using Pardot’s PI
Developing Insight
Friday, November 18, 2011
Using Pardot’s PI
Developing Insight
Friday, November 18, 2011
Using Pardot’s PI
Developing InsightGoodData
Friday, November 18, 2011
Conclusion
Summary
2. Content’s purpose
3. Developing Personas
4. Deciphering Buying-‐Cycles
6. PuUng it all together
7. Conclusion
5. Designing Content
1. Introduc=on
Friday, November 18, 2011
Questions
?
Friday, November 18, 2011