Killer Content In The Trenches: How To Implement Scalable, Repeatable Demand Generation Programs And Processes
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The document outlines strategies for implementing scalable and repeatable demand generation processes, focusing on defining the Ideal Customer Profile (ICP), creating effective messaging frameworks, and understanding the sales cycle and buyer journey. It emphasizes the importance of crafting differentiated messaging to engage target customers at various stages of their buying process. Additionally, it presents frameworks for theme development and content distribution to address business challenges and drive engagement.
Killer Content In The Trenches: How To Implement Scalable, Repeatable Demand Generation Programs And Processes
- 2. #C2C16 Is the plan built to scale? Jeff Soriano Sr. Director of Demand Generation, Offerpop E: jeff.soriano@offerpop.com
- 3. #C2C16
- 4. #C2C16 Scalable Build processes that can deliver more output, over time, without additional resources
- 5. #C2C16
- 8. #C2C16
- 11. #C2C16 Messaging Framework Company Category Description of What is Offered Impact #1 Impact #2 Characteristic #2Characteristic #1 Characteristic #4Characteristic #3 Used to… Use Case #2Use Case #1 Use Case #4Use Case #3 Differentiator #2Differentiator #1 Differentiator #4Differentiator #3 IMPACTWHATHOWAPPSUSEASSETS
- 14. #C2C16 Understanding the Sales Cycle Sales Stages Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 WON Desired Outcome Entry Criteria Exit Criteria Key Activities Key Challenges Recurring Themes Unique Challenges Stakeholders
- 16. #C2C16 Buyer Process Framework BUYING PHASES NOT IN MARKET MOTIVATED NARROWING OPTIONS EVALUATION SELECTION IMPLEMENTATION KEY BUYER ACTIONS BUYER MENTALITY • Observe Educational Trends • Track Peer Activity • Not a priority • Unaware • Event Occurs • Problem Surfaces • Problem Studied • Is it Worth Solving • Identify Options • Establish Functional Requirements • Determine Approx. Budget • Involve Stakeholders • Explore Promising Options • Narrow Options • Detailed Evaluation of Short List • Collect Stakeholder Feedback • Check References • Secure Stakeholder Consensus • Submit for Approval • Implementation • Evaluate Performance Not in Market Motivated Narrowing Options Evaluation Selection Implementation
- 17. #C2C16 Buyer Process: Micro Questions Not in Market Motivated Narrowing Options Evaluation Selection Implementation Not in the Market Key Buyer Action Questions <Name> Asks Answers <Company> Provides Observe technology trends Track competitive activity Monitor customer opinions NAME Title: TITLE Company Size: TBD PHOTO
- 20. #C2C16 Theme Theme Description Brief Description Content Type Determine the content type Channel Define the distribution channels Why • Thought Leadership • Strategic Approach • Business Challenges • Whitepaper • Research • Infographic • PR • Advertising • Website • Social What • Best Practices • Applications • Specific Challenges • eBook • Webinar • Infographic • Advertising • Social • Website • Email How • Use Cases • Scenarios • Results • Case Studies • Webinar • Blog • Social • Website • Email • PR Theme Framework
- 23. #C2C16