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Presented by: Micky Long, Vice President & Prac.ce Director Lead Nurturing, Arke. Group Derek Grant, Sr. Vice President of Sales, Pardot An ExactTarget® Company Learn the Latest Marke4ng Strategies with 3D Content Mapping

Marketing Strategies with 3-D Content Mapping

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Join Micky Long (Vice President & Practice Director - Lead Nurturing, Arketi Group) and Derek Grant (Sr. Vice President of Sales at Pardot, An ExactTarget® Company), as they give us an in-depth view of how to use 3-D Content Mapping to increase market reach and show us how to put it all into action.

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Page 1: Marketing Strategies with 3-D Content Mapping

Presented  by:    Micky  Long,  Vice  President  &  Prac.ce  Director  -­‐  Lead  Nurturing,  Arke.  Group  Derek  Grant,  Sr.  Vice  President  of  Sales,  Pardot  -­‐  An  ExactTarget®  Company  

Learn  the  Latest  

Marke4ng  Strategies  with  3-­‐D  Content  Mapping  

 

Page 2: Marketing Strategies with 3-D Content Mapping

Speakers  

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 • Micky  Long,  Vice  President  and  Prac.ce  Director,  Lead  Nurturing  Arke4  Group    • Derek  Grant,  Sr.  Vice  Pres.  of  Sales,  Pardot  -­‐  An  ExactTarget®  Company    

Page 3: Marketing Strategies with 3-D Content Mapping

 •  Introduc4ons  •  3-­‐D  Content  Mapping  •  Message  Types  •  Simple  Campaigns  •  Ques4ons    

Agenda    

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Page 4: Marketing Strategies with 3-D Content Mapping

3-­‐D  Content  Mapping    Micky  Long,  Vice  President  &  Prac?ce  Direc?on,  Lead  Nurturing  Arke?  Group  

Page 5: Marketing Strategies with 3-D Content Mapping

Top  content  challenges  

5  

42%  

20%  

18%  

12%  

7%  

1%  0  Challenges  

Engaging  content  Enough  content  Budget    Lack  of  exec  buy-­‐in  Content  variety  License  budget  

Top  Content  Challenges  

Page 6: Marketing Strategies with 3-D Content Mapping

Defining  3-­‐D  Content  Mapping  Three  main  components:  

1 Mapping  to  pain  point  

2 Mapping appropriate content

3 Mapping to buy cycle

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Page 7: Marketing Strategies with 3-D Content Mapping

Pain  Points  Uncovered  

Who What Why

• Develop  personas  • Key  Ques4ons  

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Page 8: Marketing Strategies with 3-D Content Mapping

“I  have  3  concerns  when  I  sit  down  at  my  desk:  ‘what’s  our  cash  flow?’  ‘what  is  revenue/customer?’  and  ‘how  efficient  is  our  plant  running?’”    

Brad  the  CFO  Age:  45      Educa.on:  Bachelor’s  (Finance)  with  most  likely  an  MBA  

CFO Message •  “Our plant solutions can bring

immediate ROI through reduced inventory.”

•  “We enhance compliance through advanced reporting.”

About Brad •  Reports to CEO •  Has financial responsibility for firm •  Spends too much time on compliance/

risk mitigation/SOX •  Must see fast ROI

Influencers •  Peers •  Case studies

with ROI •  Current

clients •  Analyst firms

Goals •  Efficiency •  Less expenses •  Proven ROI •  Better

financial ratios

Proof Points •  Avg.20%

decrease in inventory

•  30% less waste

Words-phrases that resonate •  ROI •  Proven •  Financially

stable •  Integrated

Objections •  Cost too much •  Burdensome

implementation

Completed  Buyer  Persona  

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Page 9: Marketing Strategies with 3-D Content Mapping

64%  

56%  

47%  

43%  

0%   10%   20%   30%   40%   50%   60%   70%  

Customer/prospect  interviews  

Sales  interviews  

Customer/prospect  survey  

Mining  in-­‐house  database  

Persona-­‐building  methods  

Top  Persona-­‐Building  Methods  

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Page 10: Marketing Strategies with 3-D Content Mapping

Research  comes  from  anywhere  •  Sales  feedback  •  Industry  publica4ons  /  reports  

Pain  Points  Uncovered  

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Page 11: Marketing Strategies with 3-D Content Mapping

If  you  can’t  find  it,  create  your  own  •  Conduct  industry  surveys  

•  Survey  your  database  

Pain  Points  Uncovered  

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Page 12: Marketing Strategies with 3-D Content Mapping

Now  that  we  know  who  they  are,  it’s  ?me  to  determine  where  they  are  in  the  buy  cycle:  

Discovery: Browsing.

Validation: Comparing.

Awareness: Window shopping.

Buy  Cycle  Integrated  

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Product comparisons, price info, offers

Industry white papers, educational material

Case studies, other validation info

Post-sales communication, user newsletter

Emails with a mix of industry and product info

To  be  effec?ve,  content  must  be:  •  Relevant  •  Varied  •  Personal  •  Fresh  

Call-­‐to-­‐Ac?on  /  Content  

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Page 14: Marketing Strategies with 3-D Content Mapping

0%   20%   40%   60%   80%   100%  

White  paper  Webinar  

Case  study  Blog  post  E-­‐book  Video  

Infographic  Presenta4on  

Podcast  

Content  type  u?lized  during  business  search  

Source:  DemandGen  Report,  Content  Preference  Survey  

Why  variety  is  cri?cal    

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Reuse  

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Page 16: Marketing Strategies with 3-D Content Mapping

Start  with  a  white  paper,  run  a  podcast,    create  a  video  

Reuse  

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Partner  with  an  analyst,  run  a  webinar,  highlight  in  a  collateral  piece  

Reuse  

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Page 18: Marketing Strategies with 3-D Content Mapping

Content  Cura?on  -­‐  is  a  term  that  describes  the  act  of  finding,  grouping,  organizing  or  sharing  the  best  and  most  relevant  content  on  a  specific  issue.                              –  Courtesy  of  Rohit  Bhargava,  Influen.al  Marke.ng  blog  

 

Five  Cura?on  Models:  1.  Aggrega4on  –  “Top  five  4ps  for  success”  2.  Dis4lla4on  –  shorten  and  simplify  3.  Eleva4on  –  spot  trends  from  other  material  4.  Mashup  –  pulling  together  items  to  create  new  POV  5.  Chronology  –  Pulling  together  4meline  to  show  trends  

Curate  (Borrow)  

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• Know  your  market  (have  we  said  that  before?)  

• Always  be  searching  

• Look  for  the  unusual  

• Don’t  forget  to  akribute    

• Commercial  tools  are  available  (Curata)  

• Don’t  overlook  Google  alerts,  RSS  feeds,  LinkedIn  discussions,  etc.  

Cura?on  Tips  

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Industry White Paper

Technical White Paper

Vendor Video

Response

Response

Response Product Datasheet

Product Case Study

Industry Webinar Response

Response

Response Product Case Study

Technical White Paper

Industry White Paper Response

Response

Response

Industry Webinar

Industry PodcastResponse

Return to Pool

Offer/Sales

Y

N

NNN

N N N

N

Y Y

Y Y Y

Y Y Y

Awareness

Discovery

Validation

Response

NN

Y

Well-­‐mapped  content  can  feed  highly  effec?ve  drip  marke?ng  programs  

Put  It  All  Into  Ac?on  

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Page 21: Marketing Strategies with 3-D Content Mapping

10%  Response  Rate  

20-­‐30%  Response  Rate  

40+%  Response  Rate  

Prospect  Drip  Program  

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Message  Types Light  v.  Heavy  HTML    Derek  Grant,  Pardot-­‐An  ExactTarget®  Company  

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Mapping to buy cycle

Choose  the  Right  Type  of  Email  

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Mapping to buy cycle

Choose  the  Right  Type  of  Email  

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Page 25: Marketing Strategies with 3-D Content Mapping

Mapping to buy cycle

Choose  the  Right  Type  of  Email  

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Simple  Campaigns Prac?cal  Ideas  For  Prospects  

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Premise  •  Retain  early  stage  leads  as  marke4ng  assets  •  “Put  the  pebble  in  the  shoe”  

   

Strategy  •  Heavy  HTML  from  Marke.ng@  • Whitepapers,  broad  webinars  

 

Goal  •  Create  an  MQL  

Educate  Non-­‐Sales  Ready  Leads  

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So  They  Don’t  Want  to  Talk  •  Recycle  non-­‐responsive  leads  •  Automa4on  can  reclaim  

   

Strategy  •  Revert  to  broad  content  (Whitepapers,  Webinars,  etc…)    

If  Successful  Sales  Engagement  •  Light  HTML  from  “Assigned  User”  

 

If  No  Sales  Engagement  •  Heavy  HTML  from  Marke.ng@  

 

Goal  •  A  more  responsive  MQL    

Recycle  Dormant  Leads  

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Stay  Top  of  Mind  Stay  Top-­‐of-­‐Mind    •  Stay  in  touch  •  Non-­‐responsive  leads  •  Re-­‐acquain4ng  the  prospect  with  key  features    

Content  •  Light  HTML  from  “Assigned  User”  

 

Goal  •  Faking  sincerity  un4l  re-­‐engagement  

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Try  it  before  you  buy  it…  •  Product  trials  •  Consistent  messages  •  Defined  end  point  

 

Content  •  From  Marke.ng@  &  Heavy  HTML  •  “How  To”  videos,  KB  ar4cles,  ROI  info  •  Align  4ming  with  trial  4meline  

 

Goal  •  Convert  4re  kicker  to  customer  

Automate  Trial  Messaging  

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They  Bought  From  Who???  •  Nurture  Closed  /  Lost  Opportuni4es  •  Prospects  using  a  compe44ve  product  

 

Strategy  •  Light  HTML  from  “Assigned  User”    • Wait  several  months  to  start  •  Align  4ming  with  contract  term  

 

Goal  •  Another  chance  to  make  a  first  impression  

Re-­‐Engage  acer  a  Loss  

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Ques?ons  

Page 33: Marketing Strategies with 3-D Content Mapping

Micky  Long  Arke?  Group  Vice  President  and  Prac.ce  Director  -­‐  Lead  Nurturing  

[email protected]  

www.twiker.com/arke4  

Contact  Informa?on  

Derek  Grant  Pardot,  An  ExactTarget®  Company  Sr.  Vice  President  of  Sales  

[email protected]  

@derekgrant  

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