Herding Cats & Corralling Chickens: A CMOs Guide To Virtual Collaboration

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    HerdingCats&CorrallingChickens

    ACMOsguidetovirtualcollaboration

    PresentedbyCherylHanley,SeniorDirectorofDemandGenerationatPGi

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    TheStrategy TheProcess ThePeople TheTools TheResults

    BestPracticesforImplementingaLargeContentMarketingProgram

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    Definethetargetaudience/personas Definethepainpointsorwhatkeepsthemupatnight Definethecampaignframework Leverageresearch

    TheStrategy

    77%ofMarketerssayitsessentialfortheircompanytodeliveraneffectivecustomerexperience

    (source:Accenture)

    89%ofhigh-growthcompaniesarefocusedoncustomerexperiencecomparedtoonly60%of

    low-growthcompanies(source:Accenture)

    84%ofcompaniesemployremoteworkforces(source:Frost&Sullivan)

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    TheProcess

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    MarketingNurtureCampaign- Collaboration

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    CollaborationContent

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    EmailandLandingPage

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    Collaborationwaskeytosuccessfullypulling thisprogramoff

    InordertocreatethisinfographicalongwithourMarketingNurtureCampaigns,wehadtoworkwithanumberofpeople Including:Writers,Designers,

    MarketingManagers,ProjectManagers,KeyStakeholders,andOutsideAgencies

    ThePeople

    ContentProjectTeam

    Writers

    Designers

    MarketingManagers

    ProjectManager

    KeyStakeholders

    OutsideAgencies

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    TheToolsQuicklyArrangeVirtualMeetings CreateaCentralizedProjectWorkspace

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    OpenRate:59.46%(avg fornontransactional email is38%) ClickThruRate:9.16%(avg fornontransactional emailis3.2%) ClicktoOpenRate:14.23%(avg fornontransactional emailis13.4%) ForwardRate:4%

    TheResults

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    Ouroverallcontentmarketingefforthas:

    Influencedoverallpipeline valuedatover$761Kwith90Opportunities

    Contenthasdriveninbound leadsattributingto>41%ofourmarketingdatabase

    MediaexposurethroughInc,Entrepreneur.com,CIO.comandBusinessNewsDaily

    BigPictureResults

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    Questions?

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    PickupacopyoftheHerdingCatsandCorrallingChickensInfographic Grabafunorhandygiveaway EnterourraffletowinanAmazonEcho

    StopByOurBooth#15

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