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TechValidate CEO Brad O’Neill and Drobo VP Marketing Jim Sherhart discuss strategies and best practices behind building effective, targeted campaigns to drive prospect engagement: - Practical tips for segmenting your prospect database by solution, vertical, and buyer persona. - Scalable practices for creating content that is relevant to your audience. - How to maximize and measure your investment in marketing automation platforms for demand generation.
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Who’s Speaking? • Brad O’Neill – CEO, TechValidate. Veteran of many startups. – Nearly 20 years in technology and markeJng. – Random Facts: write plays, love dogs… and cheese.
• Jim Sherhart – VP of MarkeJng at Drobo – Senior management roles covering MarkeJng, Sales and Demand Gen.
– Random Facts: Hockey, Kalamazoo, 2 great kids
Our Goals for this Call
• First: Avoid wasJng your Jme! • Introduce key concepts around targeJng • See examples of targeted campaigns • IdenJfy pi\alls and best pracJces • Leave you with concrete ideas for your team
TargeJng in AcJon: Is this you?
• You’re a hands-‐on B2B markeJng professional • Probably in tech, possibly business services • MarkeJng AutomaJon user (or soon will be) • Deal with demand gen, lead nurture • Familiar with content markeJng pains
The Drobo Context
• Over 200,000 customers
• Evenly split between personal and business users • Business users cover all verJcals and applicaJons • High Cost Per Lead (CPL) through tradiJonal avenues • Small markeJng team with limited budget
Ø How to leverage limited resources to dramaJcally increase awareness of business-‐class products?
The TechValidate Context
• Content CreaJon Sobware Pla\orm for B2B • Work with hundreds of global B2B corporaJons • Helped deliver thousands of targeted messages • Experienced with our own targeted campaigns
(That’s how we got you here today, shhhh.)
Poor Targe'ng: The “Sneaky Killer” Clues You Suffer From Poor TargeJng: 1. Recent drop in overall prospect engagement 2. Loss of microsite traffic and conversions 3. Email campaigns with odd results 4. Decline in qualified leads in early funnel stages (“Bad Fit” Creep) 5. Complaints from salespeople about content
Key New Concept: Refinements
Refinements are explicit, applied criteria that
dis3ll your prospect popula3on so that a targeted message is measurably relevant.
NOTE: Refinements based on your old standard criteria might not be sufficient for your future
campaigns!
Standard vs. Custom Message TargeJng
STANDARD Refinements: -‐Refine DB by industry, geography, size, role -‐Refine DB by product or soluJon -‐VS-‐
CUSTOM Refinements: -‐Refine DB by other relevant products deployed -‐Refine DB by problems they have stated/known -‐Refine DB by known compeJJve dynamics -‐Refine DB by acJviJes (e.g. events, funnel, referrals)
Custom Refinements: Fast-‐Track to the Goldilocks Zone
PRO: If you can refine your prospect pool based on a common highly differenJated criterion, big pay-‐off CON: • It takes Jme to get that informaJon • May require an investment in tools or services
Targeted Delivery: A Challenge
• Complexity of campaign structures are crazy • Costs for running targeted campaigns is high – Design – Site development – Management
• MarkeJng AutomaJon: blessing and curse • CRM access can be a challenge
Targeted Content: A Challenge
• Time-‐consuming • Expensive • Customers/Partners are reJcent to help • Does not scale easily
Thus, most companies fail to target adequately
Successful TargeJng: What we see in the field
1. Invest in scalable content tools and plans 2. Build adequate management dashboards 3. Apply your refinements though\ully 4. Test with controlled A/B offers 5. Measure and assess 6. Repeat and improve
Costs of Targeted Marke'ng at Scale: Doesn’t have to break the bank!
• MarkeJng AutomaJon/CRM management • Microsite Development • Web/Campaign Design • Internal Content Development • Third Party Content and Data Services • Customized Content CreaJon Tools/Sobware
Drobo Targeted Example #1 • Challenge: IdenJfy target customers and markets for a small
form factor (portable) Drobo – Will product resonate beyond niche travelers? – What are the primary purchase drivers?
• SoluJon: Survey of owners and prospects – Small form factor increased apracJveness across the board – Primary driver was purchase of new Thunderbolt computer – Primary uses were backup and media storage
Ø These key learnings helped to drive the most successful product launch in company history
Drobo Targeted Example #2 • Challenge: quickly idenJfy top purchase drivers from thousands of customers – QuanJfy those drivers as markeJng assets
• SoluJon: TechValidate survey – Created over 50 assets within 2 weeks – ResulJng ads generated 5x average click rates
Targeted Campaign Sample
Drobo Insights and Tips • Get automated for scale
– Scoring, nurturing, analyzing, targeJng, converJng
• Capture your anonymous web traffic
• Nurture prospects in or out quickly – Don’t waste Jme and energy on inacJve prospects
• ConJnually refine your customer “buckets” – Behavior-‐based progressive profiling
• Smaller targeted campaigns – Quality vs. quanJty
• Make it personal – ConnecJng with customers is hugely powerful
TechValidate Client Examples
Splicing Specific Audiences on a Website
LexisNexis Microsite for Government Prospects
White Paper: Large Financial Services
Targe'ng PiFalls We OIen See • Overly staJc prospect refinements
• Changing products, geo, value props, etc.
• Under-‐esJmaJng content requirements • Inadequate measurement of campaigns • Poor DB hygiene (all the way back to CRM) • UnrealisJc content calendar • “Drive-‐by” campaigns, inconsistent follow-‐up
Drobo Insights and Tips • Get automated for scale
– Scoring, nurturing, analyzing, targeJng, converJng
• Capture anonymous web traffic
• Nurture prospects in or out – Don’t waste Jme and energy on inacJve prospects
• ConJnually refine your customer “buckets” – Behavior-‐based progressive profiling
• Smaller targeted campaigns – Quality vs. quanJty
• Make it personal – ConnecJng with customers is hugely powerful
TechValidate Hard-‐Won Tips
• Make execs aware of the incremental costs of running more targeted projects.
• Measure like crazy to defend your ROI gains • CulJvate your customers. 90% like you but are not being used as a targeted content resource.
• Targeted campaigns take 2-‐3x longer than you think, even if you plan carefully. Calendars!
Best PracJce: Targeted Content Calendaring
• On a quarter-‐by-‐quarter basis • IdenJfy themes and value props • Work backwards to ID content requirements • Aggressively manage content creaJon owners • Reach out to us if you want to discuss: Lauren Locke-‐Paddon
Thanks! Ques'ons?