Marketing Strategies with 3-D Content Mapping
4 likes3,071 views
The document discusses 3-D content mapping strategies for marketing. It involves mapping content to buyer personas' pain points, appropriate content for where buyers are in the purchase cycle, and reusing content in different formats. The speakers discuss defining buyer personas through research, uncovering pain points, and integrating the buyer journey. They provide tips on creating varied content like white papers, videos and curating others' content. Marketers are advised to put the mapped content into drip marketing programs to nurture leads through the sales process.
Marketing Strategies with 3-D Content Mapping
- 1. Learn the Latest Marke4ng 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
- 2. Speakers • Micky Long, Vice President and Prac.ce Director, Lead Nurturing Arke4 Group • Derek Grant, Sr. Vice Pres. of Sales, Pardot -‐ An ExactTarget® Company 2
- 3. Agenda • Introduc4ons • 3-‐D Content Mapping • Message Types • Simple Campaigns • Ques4ons 3
- 4. 3-‐D Content Mapping Micky Long, Vice President & Prac?ce Direc?on, Lead Nurturing Arke? Group
- 5. Top content challenges Top Content Challenges Challenges 0 1% Engaging content 7% Enough content Budget 12% Lack of exec buy-‐in 42% Content variety License budget 18% 20% 5
- 6. Defining 3-‐D Content Mapping Three main components: 1 Mapping to pain point 2 Mapping appropriate content 3 Mapping to buy cycle 6
- 7. Pain Points Uncovered • Develop personas • Key Ques4ons Who What Why 7
- 8. Completed Buyer Persona “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 About Brad Goals Words-phrases Objections • Reports to CEO • Efficiency that resonate • Cost too much • Has financial responsibility for firm • Less expenses • ROI • Burdensome • Spends too much time on compliance/ • Proven ROI • Proven implementati risk mitigation/SOX • Better • Financially on • Must see fast ROI financial stable ratios • Integrated CFO Message Influencers Proof Points • “Our plant solutions can bring • Peers • Avg.20% immediate ROI through reduced • Case studies decrease in inventory.” with ROI inventory • “We enhance compliance through • Current • 30% less advanced reporting.” clients waste • Analyst firms 8
- 9. Top Persona-‐Building Methods Persona-‐building methods Mining in-‐house database 43% Customer/prospect survey 47% Sales interviews 56% Customer/prospect interviews 64% 0% 10% 20% 30% 40% 50% 60% 70% 9
- 10. Pain Points Uncovered Research comes from anywhere • Sales feedback • Industry publica4ons / reports 10
- 11. Pain Points Uncovered If you can’t find it, create your own • Conduct industry surveys • Survey your database 11
- 12. Buy Cycle Integrated Now that we know who they are, it’s ?me to determine where they are in the buy cycle: Awareness: Window shopping. Discovery: Browsing. Validation: Comparing. 12
- 13. Call-‐to-‐Ac?on / Content To be effec?ve, content must be: • Relevant • Varied • Personal • Fresh Emails with a mix of industry and product info Product comparisons, price info, offers Industry white papers, Case studies, Post-sales communication, educational material other validation info user newsletter 13
- 14. Why variety is cri?cal Content type u?lized during business search Podcast Presenta4on Infographic Video E-‐book Blog post Case study Webinar White paper 0% 20% 40% 60% 80% 100% Source: DemandGen Report, Content Preference Survey 14
- 15. Reuse 15
- 16. Reuse Start with a white paper, run a podcast, create a video 16
- 17. Reuse Partner with an analyst, run a webinar, highlight in a collateral piece 17
- 18. Curate (Borrow) 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 18
- 19. Cura?on Tips • 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. 19
- 20. Put It All Into Ac?on Well-‐mapped content can feed highly effec?ve drip marke?ng programs Industry Industry Industry Industry Industry Awareness White Paper Response Webinar Response White Paper Response Webinar Response Podcast Response N N N N Y Y Y Y Technical Product Technical Discovery Response Response Response Return to Pool White Paper Case Study White Paper N N N Y Y Y Vendor Product Product Validation Video Response Datasheet Response Case Study Response N N N Y Y Y Offer/ Sales 20
- 21. Prospect Drip Program 10% Response Rate 20-‐30% Response Rate 40+% Response Rate 21
- 22. Message Types Light v. Heavy HTML Derek Grant, Pardot-‐An ExactTarget® Company
- 23. Choose the Right Type of Email Mapping to buy cycle 23
- 24. Choose the Right Type of Email Mapping to buy cycle 24
- 25. Choose the Right Type of Email Mapping to buy cycle 25
- 26. Simple Campaigns Prac?cal Ideas For Prospects
- 27. Educate Non-‐Sales Ready Leads 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 27
- 28. Recycle Dormant 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 Marke.ng@ Goal • A more responsive MQL 28
- 29. 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 29
- 30. Automate Trial Messaging 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 30
- 31. Re-‐Engage acer a Loss 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 31
- 32. Ques?ons
- 33. Contact Informa?on Micky Long Derek Grant Arke? Group Pardot, An ExactTarget® Company Vice President and Prac.ce Sr. Vice President of Sales Director -‐ Lead Nurturing derek.grant@pardot.com mlong@arke4.com @derekgrant www.twiker.com/arke4 33