Presented  by:    Micky  Long,  Vice  President,  Arke4  Group  Derek  Grant,  Sr.  Vice  President  of  Sales,  Pardot    June  21,  2012  

 

Add  Fuel  to  your  Campaign  Fires  with  3-­‐D  Content  Mapping  

 

Speakers  

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 • Micky  Long,  Vice  President,  Arke4  Group    • Derek  Grant,  Sr.  Vice  President  of  Sales,  Pardot  

 

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

Agenda    

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3-­‐D  Content  Mapping    Micky  Long,  Arke=  Group  

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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Pain  Points  Uncovered  

Who What Why

• Develop  personas  • Key  Ques4ons    

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“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      Educa4on:  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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John  Doyle  CIO  

Other  Titles:    

•  VP  Informa4on  Systems,  CTO  

Challenges:      

•  Business  units  making  requests  faster  than  IT  can  deliver  

Costs:    

•  License  so^ware  maintenance  fees  and  configuring  legacy  systems  

Goals:    

•  Lower  cost  of  delivery,  business  innova4on  and    increased  services  capabili4es  

Solu=on  Value  Drivers:  

•  Fast  onboarding  •  Inventory  visibility  

“Delivering  high  service  levels  and  suppor4ng  cost  effec4ve  growth  are  key.”    

“The  business  is  moving  faster  than  IT  can  support  it.”  

Persona  Outline  

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Goals:    

•  Efficient  processes  

•  Reduce  cost  •  Simplify  process  

Solu=on  Value  Drivers:  

•  Save  4me  

•  Save  money  

•  Improve  opera4ons  

•  Implement  best  prac4ces  

Other  Titles:    

•  COO,  VP/Dir.  Opera4ons  Challenges:    

•  Escala4ng  material/labor  costs  

•  Supply  chain  issues  •  Vendor  management  issues  

•  Outmoded  business  processes  

Costs:  

•  People,  materials,  outsourced  services  

Brian  May  Director  of  Opera4ons  

Persona Outline

“Current  cost  of  delivery  and  skills  required  for  the  current  solu4ons  is  unmanageable.”  

“Our  current  vendor  con4nues  to  raise  maintenance.”  

“I  need  to  understand  how  we  are  performing  for  our  Lines  of  Business.”  

Persona  Outline  

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

Pain  Points  Uncovered  

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

•  Survey  your  database  

Pain  Points  Uncovered  

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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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Reuse  

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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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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,  Influen4al  Marke4ng  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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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      

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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Mapping to buy cycle

Choose  the  Right  Type  of  Email  

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Simple  Campaigns Prac=cal  Ideas  For  Prospects  

Premise  •  Retain  early  stage  leads  as  

marke4ng  assets  •  “Put  the  pebble  in  the  shoe”    Strategy  •  Heavy  HTML  from  Marke4ng@  •  Whitepapers,  broad  webinars  Goal  •  Create  an  MQL  

Educate  Non-­‐Sales  Ready  Leads  

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  Marke4ng@  Goal  •  A  more  responsive  MQL    

Recycle  Dormant  Leads  

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  

Try  it  before  you  buy  it…  •  Product  trials  •  Consistent  messages  •  Defined  end  point  Content  •  From  Marke4ng@  &  Heavy  HTML  •  “How  To”  videos,  KB  ar4cles,  

ROI  info  •  Align  4ming  with  trial  4meline  Goal  •  Convert  4re  kicker  to  customer  

Automate  Trial  Messaging  

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  aaer  a  Loss  

Ques=ons    

Micky  Long  Arke=  Group  Vice  President  

mlong@arke4.com  

www.twiker.com/arke4  

Contact  Informa=on  

Derek  Grant  Pardot  Sr.  Vice  President  of  Sales  

derek.grant@pardot.com  

@derekgrant  

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