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#C2C16
PlanningContentCampaignsfromConcepttoClick
#C2C16
PaulBurgessDirectorOnlineMarketing
#C2C16
DevelopingAHolisticStrategy• Confirmyourresources• Setyourgoals• Identifyyouraudience• DeterminetheBusinessChallenge• Createcontentthataddressesthe
BusinessChallenge• Establishthemarketingchannels• Aligncontenttochannel&lead
stages• Integrateoffers
• Allocateresources• Buildsegments• Finalizeengagementstrategyby
Channel• Developlandingplatforms• SetTheKPIs• PublishTheActivationPlan• CreateprogramsinMAplatform• Test&launchprograms• Analyzereporting&optimize
#C2C16
Don’tSkipTheSteps
• Skipping stepsleavesholes• Holesleadstopoorperformance• Usersstuckinthefunnel• Contentthatdoesn’tdeliveronthechannelitisbeingused• Contentthatdoesn’tdelivertothesegmenttowhichitisbeingtargeted• Reportinggaps• Lookbadonteamcalls
#C2C16
CreateContentThatUsersDemand
• Whatcontentformatsandtopicsdoyourusersneed?• Increaseopenrates,clicks,formcompletions,conversions• Whenauser’sneedsaligntoyourbusinessproblemsolutionsyouhavea
winning campaign• Greatcontentkeepsongiving
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• Doesitefficientlyreachtheprioritysegments?
• Doesiteffectivelyengageusersinthosesegments?
• Doesitbestfitthecontentformat?
• Doesitdelivertherequisitevolumeandqualityofleads?
ChoosingTheChannels
SQL
Attract
Nurture
MQLs
Prospects
SuspectInquiry
Suspects
DisplayAds OnlineVideoContent
Syndication
PaidSocialWebsite&Blog
EmailNurture Retargeting
Website ContactUs EmailLeadGen
Paid&OrganicSearch
LeadGenPrograms
P.R.
#C2C16
GreatestAchievementsCampaignDisplayAdsEmail
WebsiteHero
ContentSynd.
OnlineVideo
#C2C16
Touch Who Receives Land PgForm Form Notes Wait Per iod Key Message Asset Type - Non-Gated Asset Type - Gated CTA
Email #1 MM - Low, mid, high email address from Eloqua database, Net new prospects from digital, mass media, natural search content discovery
Yes A, B
Yes Prospects completed Name, Email, Company, Title
2 weeks cadence Catskill Hudson achieves competitive advantage
Catskill Hudsoncustomer v ideo approx. :60 sec. / Checklist offer
Greatest Achievement Checklist Primary - Watch CHB video now; Secondary - Download Greatest Achievement Checklist
Email #1A Non-opens, non-clicks
Yes A, B
Yes Prospects completed Name, Email, Company, Title
3 days; 5 days clicks, send #2
Catskill Hudson achieves competitive advantage
Catskill Hudsoncustomer v ideo approx. :60 sec. / Checklist offer
Greatest Achievement Checklist Primary - Watch CHB video now; Secondary - Download Greatest Achievement Checklist
Email #2 Everyone in canvas
Yes C, D
Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.
2 week cadence Green Dot Public School transforms unique locations
Green Dot Public School customer v ideo approx. :60 sec / Checklist offer
High Growth Checklist Primary - Watch GDPS video now; Secondary - Download High Growth Checklist
Email #2A - Resend, New SL
Non-opens, non-clicks
Yes C, D
Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.
3 days; 5 days clicks, send #3
Green Dot Public School transforms unique locations
Green Dot Public School customer v ideo approx. :60 sec / Checklist offer
High Growth Checklist Primary - Watch GDPS video now; Secondary - Download High Growth Checklist
Email #3 Everyone in canvas
Yes Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.
2 week cadence Cloud Imperium Games builds teams without borders
Cloud Imperium Games customer v ideo approx :60 sec. / Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now; Secondary - Download TBD Best Practice Guide
Email #3A - Resend, New SL
Non-opens, non-clicks
Yes Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.
3 days; 5 days clicks Cloud Imperium Games builds teams without borders
Cloud Imperium Games customer v ideo approx :60 sec. / Offer TBD
TBD Best Practice Guide Primary - Watch CIG video now; Secondary - Download TBD Best Practice Guide
EmailProgramPlanning
• Strategyforeachfunnelstage• Detailtheprogram
#C2C16
DisplayCampaignPlanning
• Segments/Remarketing• FunnelStage• AdNetworks/Publishers• Frequency• Tags
• LeadType• Campaign/MediaID• NurturePath• LeadRouting• Analytics• MarketingAutomation
(LeadScore)
#C2C16
Repeat.Repeat.Repeat.• Buildsustainable
programs• Optimize• Analyze• Update• Refresh
• Repeat• Repeat• Repeat• Repeat• Repeat• Repeat
#C2C16
ThankYou!
The Demand Generation Core How to effectively organize and plan for the global execution of campaign-based B2B demand gen marketing
Heather BerggrenDell Enterprise Global Marketing
Evolve201420132012 2015
ESG Demand
Gen team is formed
Regional guidance process begins
‘New Sourced
Pipeline’ metric adopted
Campaign review &
refinement process begins
Marketing spend
control system
deployed
New solution
campaign model
activated
Redesigned campaign guidance launched
Launch awareness & credibility
analysis project
Cross-org executive scorecards distributed
Begin predictive integration
process
Initiate content
analytics evolution
Next planning evolution process
launched
The Dark Ages
72% Growth 35% Growth 35% Growth
Dell’s Enterprise Demand Gen Journey
0
20 0
40 0
60 0
80 0
10 0 0
1200
140 0
FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY16 Q1 FY16 Q2 FY16 Q3 FY16 Q4
Pipe
1x ~2x ~2.5x ~3x
3yr Goal Threshold47% CAGR
A successful demand gen engine operates with a clear mission, a solid basis in analytics, and the ability to continuously innovate and improve
Establish Refine
Quarterly Pipeline
3 STEPSTo Building
A Demand Gen Core
Establish your CoreBring your planning and analytics together to focus on the big picture and develop a
cohesive executional strategy
Centralize your Planning – Develop a core planning group that sits outside of the day-to-day content and execution engine that is focused on guiding the strategy and execution of your marketing
Analyze your Business – Ensure decision making is supported by the data and analytics, leverage the insights derived from data to guide your activation strategy and optimize marketing dollar impact
Guide your Activation – Provide regular intermediate term guidance to your marketing organization communicating the strategic context, the budgets & goals and campaign objectives & execution plans
Baseline your AnalyticsTo properly plan and define your goals you need a clear picture of today’s performance
and impact
Define your Purpose – Demand gen focuses on leveraging marketing’s ability to reach a broad range of customers to deliver informed leads that convert to opportunities !
Measure your Impact – Ensure you are focusing on the right metrics that drive your mission – look beyond engagement and cost metrics to pipeline & leads to truly measure demand gen contribution
Set your Goals – With the right metrics in place, establish a baseline for current performance to develop attainable plan goals and aspirational journey goals for your organization
Refine your ExecutionLeverage the insights your analytics provide to evaluate and refine your campaign,
content and activation planning
Evaluate your Vendors – Observe performance of similar campaigns across vendors to determine which perform best within different markets and vehicles, find the point of diminishing returns
Optimize your Vehicles- Determine what vehicle balance provides the most impact and the right engagements for your customers. Guide your spend and content BOMs to support the optimal mix
Review your Campaigns – Start at the campaign level to understand what messages and content packages are working. Evaluate at various levels of activation – global, regional, segment, topic
Iterate for the Horizon
Evolve to Continuously ImproveAdopting a deeper perspective on customer engagement to define content & campaign
executional excellence
Feedback Loop – Integrate enhanced content-level data points within current analytical & guidance framework to further inform the marketing campaign and content design processes
Customer Mapping – Develop the platform for multi-touch evaluation of individual customer experiences, mapping 1st and 3rd party content engagement points to the customer’s buyer journey
Content Metrics –Evaluate individual asset performance with deeper engagement metrics beyond clicks, likes and downloads to gauge HVE and understand what drives engagement and interaction
Innovate to Reach New HeightsIntroducing a market-informed predictive system from 6sense to develop new
marketing capabilities for global demand generation
Dynamic Campaigns – Enable 1x1 campaigns that adapt to active buyers and their buyer stage to deliver the right message, to the right customer, at the right time, at the right place
Optimized Execution – Improve campaign efficiency, effectiveness and experience with focused marketing delivery that ensures your dollars are spent on the customers that matter today
RevCost
Engagement Orchestration – Understanding a customer’s intent level allows your lead engine to better route and guide customer interactions to the appropriate level engagement vehicle
Implement to Enhance Execution6sense analyzes billions of digital engagements to identify our customers’ intent to buy
and journey stage enabling more dynamic campaigns
Programmatic Segmentation – Intent scores are based off of engagement signals and cumulative activity relative to an opportunity opening, enabling segmentation by customer interest and stage
Messaging Alignment – Product specific intent signals matched to a journey enable marketers to align the right assets and messaging to the customers’ interests and needs, providing a deeper engagement
Programmatic Delivery – Leverage intent scores to identify the right customers to target across multiple properties while also delivering the right assets that align to their buyer stage
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