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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StopByOurBooth#15

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