herding cats & corralling chickens: a cmos guide to virtual collaboration
TRANSCRIPT
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HerdingCats&CorrallingChickens
ACMO’sguidetovirtualcollaboration
PresentedbyCherylHanley,SeniorDirectorofDemandGenerationatPGi
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§ TheStrategy§ TheProcess§ ThePeople§ TheTools§ TheResults
BestPracticesforImplementingaLargeContentMarketingProgram
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§ Definethetargetaudience/personas§ Definethepainpointsorwhatkeepsthemupatnight§ Definethecampaignframework§ Leverageresearch
TheStrategy
77%ofMarketerssayit’sessentialfortheircompanytodeliveraneffectivecustomerexperience
(source:Accenture)
89%ofhigh-growthcompaniesarefocusedoncustomerexperiencecomparedtoonly60%of
low-growthcompanies(source:Accenture)
84%ofcompaniesemployremoteworkforces(source:Frost&Sullivan)
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TheProcess
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MarketingNurtureCampaign- Collaboration
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CollaborationContent
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EmailandLandingPage
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§ Collaborationwaskeytosuccessfullypulling thisprogramoff
§ InordertocreatethisinfographicalongwithourMarketingNurtureCampaigns,wehadtoworkwithanumberofpeople§ Including:Writers,Designers,
MarketingManagers,ProjectManagers,KeyStakeholders,andOutsideAgencies
ThePeople
ContentProjectTeam
Writers
Designers
MarketingManagers
ProjectManager
KeyStakeholders
OutsideAgencies
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TheToolsQuicklyArrangeVirtualMeetings CreateaCentralizedProjectWorkspace
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§ OpenRate:59.46%(avg fornontransactional email is38%)§ ClickThruRate:9.16%(avg fornontransactional emailis3.2%)§ ClicktoOpenRate:14.23%(avg fornontransactional emailis13.4%)§ ForwardRate:4%
TheResults
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Ouroverallcontentmarketingefforthas:
§ Influencedoverallpipeline valuedatover$761Kwith90Opportunities
§ Contenthasdriveninbound leadsattributingto>41%ofourmarketingdatabase
§ MediaexposurethroughInc,Entrepreneur.com,CIO.comand
BusinessNewsDaily
BigPictureResults
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Questions?
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§ PickupacopyoftheHerdingCatsandCorrallingChickensInfographic§ Grabafunorhandygiveaway§ EnterourraffletowinanAmazonEcho
StopByOurBooth#15
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