Integrated Demand Generation Execution Framework

INTEGRATED DEMAND GENERATION CAMPAIGN Integrated Demand Generation Framework and Example Campaign Plan Joseph Schwartz 914-414-9935 | [email protected] www.linkedin.com/in/josephschwartz

Integrated Demand Generation: Framework and Example 1

Agenda

§  Integrated Campaign Model §  IDG Planning and Opera5ng Model §  IDG Planning and Opera5ng Model

§  Campaign Working Team Roles §  Example of Campaign Goals §  Buyer Landscape Example

§  Strategic Messaging §  Solu5on Marketecture

§  IDG Programs Timelime §  IDG Nurture Streams §  RACI

§  Timeline §  Campaign Flow Example


Integrated Campaign Model Integrated Demand Generation: Framework and Example 3

The building of awareness, interest and urgency around a theme

The sourcing and nurturing of demand based on the theme

The help with progression of opportunities sourced by the theme

§  Focus group §  SWOT analysis §  Internal survey

§  Press release §  Blog/social §  Event/Briefing

§  E-Book §  Webcast §  Video §  Trial (e.g.

assessment)

§  Value Menu §  Battlecard §  Playbook §  ROI tool

THE TACTICS

The knowledge building of external targets and internal audiences

Market Intelligence

Reputa3on

Integrated Demand Gen.

Sales Enablement

THE PROGRAMS

Focus

IDG Planning and Operating Model


IDG Artifact Relationships and Operating Model


Campaign Working Team Roles

• Campaign Leader: VP/Director of Marketing • Program Management: IDG Manager •  Line of Business GTM Lead: Product/Solution Marketing

Manager • ELT Sponsor: LOB/BU GM • Sales Sponsor: Sales Leader • Partner Marketing: Alliances Leader

• Content Services: Content Marketing Manager • Online/Web/Social: Marketing Programs Lead • Event Coordination Lead: Field Marketing Leader


Example of Campaign Goals

• Goal: Warm up contacts/prospects (economic buyers/technical buyers/champions) - with regular and consistent email communication, compelling value-content and offers - into leads and opportunities:

•  Target Audience: Ad Ops: Economic Buyer, Champion • See/Try/Buy: Purpose Built Microsite

•  Messaging and Navigation built on Core Value Deck •  CTAs/Offers •  Event schedule •  SEO based on themes/topics/keyword strategy

• Waterfall Targets (Note: MQL target ~1,600; Mkt Sourced Oppty: $4.5M over 12 months)


Buyer Landscape Example Integrated Demand Generation: Framework and Example 8

Strategic Messaging Key Questions • Who is our main audience?

•  EB: C-Level, Head of Ops • What is our one primary objective?

•  Drive awareness that our outsourcing solutions can help accelerate strategic growth

• What is our one key takeaway? •  Grow your business by focusing on core competences

• What is it we’re offering? •  Education •  Best practices •  Community / sharing •  Engagement with experts and opportunity for solutions


Strategic Messaging Additional Considerations

•  Is this a broad campaign? •  Yes, campaign to run ~12 months.

•  Prospective buyers have common needs •  Better performance •  Employee satisfaction •  Career growth •  Operational excellence / focus on growth, retention… •  Peer recognition

•  Any do’s or don'ts? •  Do: Connect the theme to proof points •  Do: Connect the theme to buyer / user personas •  Do: Gather metrics/KPIs from customer engagements that allow us to

quantify measurable positive business outcomes for customers who adopt the vision and the solution

•  Don’t: Fail to make it real


Solution Marketecture Integrated Demand Generation: Framework and Example 11

IDG Programs Timeline – July & August


IDG Programs Timeline – Sept & Oct Integrated Demand Generation: Framework and Example 13

IDG Programs Timeline – Nov & Dec


IDG Nurture Streams- New 2H FY13


.

Stream Market

Awareness (1)

Pipeline Generation(6)

Nested Campaigns (3X3 Pub & Agcy:

Gr. Fld., Comp. Repl., UpSl/Cr.Sl)

Who are we targeting

New and existing

contacts with no

Vendor selection

New logos, existing logos, logos that have selected a

competitor

How often Monthly Every 2 weeks

Objective Identify Profile and move to

PG

Drive to Assessment

Social Support TBD TBD

Follow-up Follow-up to leads LDR

Key Offers

4 Webinars

Best Practice e-Book

Free Benchmarking Assessment

Video* Explainer / How-To’s

Video* / Customer

Testimonials

Infographic

Topics

When

Scalability M1

Ad Server Expertise M2

Ad Operations Best Practices M3

Managing Peaks and Valleys M4

Reducing Employee Turnover M5

Retaining Clients by Reducing Error

Rates M6

Increasing Client Satisfaction M7

*Research shows that video responders deliver 4X open / conversion rates of text/graphics

IDG RACI (June / July) Integrated Demand Generation: Framework and Example 16

Deliverable

LDR

s

Sales Team

Lead

IDG

M

anager

Web/

Social Team

Lead

Cam

paign Leader

Promo

Partner

Content

Marketing

MS M

ktg Lead

Ad Monsters July 8th Webinar

List Management & Promotion Plan + Execution A R

Promo Copy I R C A C I

Landing Page Execution C C C A

Webinar content C C A C I

MS Ad Ops COE Campaign

Microsite content inventory & plan A C R

Microsite build A C

Nurture stream design (at least two: Awareness / Scalability) A R C Nurture stream build A R C I I

Social layer C C R A I C R/I

Nurturing

Campaign Playbook Design & Build I C A I C C I

Nurture Stream Execution R C A C C I C I

June-July Activity/Deliverable Timeline (Launch)


Example of High Level Webinar Campaign Flow
