Pardot Elevate 2011: Designing Content for your Marketing Machine

More Leads. Higher Quality. Lower Cost TM

Elevate November 16, 2011

Designing Content for your

Marke=ng Machine

Friday, November 18, 2011

These slides are made available to you as a courtesy. They remain the copyrighted property of Gossamar Inc. You may share them at will, but please remember to a=ribute them to us if you do.

Eric GoldmanPresident

TwiEer: @gossamarFacebook:. http://www.facebook.com/pages/Gossamar-Inc/189667453494LinkedIn Profile: http://www.linkedin.com/in/ericgoldmangossyWebsite: http://www.gossamar.com

These slides are made available to you as a courtesy. They remain the copyrighted property of Gossamar Inc. You may share them at will, but please remember to a=ribute them to us if you do.

Introduction

• It’s a Process -‐ CPI

Introduction

• Content is King -‐ the fuel• It’s a Process -‐ CPI

Introduction

• Context is Queen

Introduction

• Context is Queen• Timing is everything

Introduction

This is why we need to:

Introduction

• Know our visitors Personas

Introduction

• Know our visitors

• Understand what informa=on they want Buying-‐Cycles

Personas

Introduction

• Understand what informa=on they want

• Know when they want it Buying-‐Cycles

Personas

Introduction

• Understand what informa=on they want

• Know when they want it

• Know its value to them and preferred format

Buying-‐Cycles

Personas

Agenda

1. Introduc=on

2. Content’s purpose

3. Developing Personas

4. Deciphering Buying-‐Cycles

6. PuUng it all together

8. Conclusion

5. Designing Content

7. Developing Insight

Content’s Purpose

There are 4 goals:

Display Thought Leadership

Inform and Educate

Erect Barriers to CompeFFon

Content’s Purpose

There are 4 goals:

And the 4th?

Display Thought Leadership

Inform and Educate

Erect Barriers to CompeFFon

Content’s Purpose

Sell !

There are 4 goals:

But…

Content’s Purpose

But…

Content is difficult!

Content’s Purpose

But…

Content is difficult!

Content’s Purpose

CreaFve Effort

PublicaFon Effort/Cost

Content’s Purpose

So create the minimum!

Content’s Purpose

Tips to follow

Agenda

1. Introduc=on

8. Conclusion

Developing Personas

Profile # 1: OperaFons Manager

Developing Personas

Profile # 1: OperaFons Manager Products/Services: SoluFon #1

Developing Personas

Titles:• OperaFons Manager• Director of OperaFons• VP of OperaFons (Vice President…)

Products/Services: SoluFon #1

Developing Personas

Role:i) Manages the operaFon of the business funcFon in which your product/service will be installed/operated/used.ii) Role in decision-‐making-‐process?

Developing Personas

Concerns:• Needs InformaFon• Needs ease of use• Conscious of costs• Wants/expects high quality• Is it swamp land in Florida?

Developing Personas

Profile # 1: OperaFons Manager Products/Services: SoluFon #1

QuesFons:• What is…?• How much does it cost?• Who on my team looks at this?

Agenda

1. Introduc=on

8. Conclusion

Deciphering Persona Buying-Cycles

Classic B2B:

Classic B2B:• Awareness• Research• Evaluate AlternaFves• Purchase Decision• Ongoing Support

IMA B2B:

IMA B2B:• Identify/define problem• Research SoluFons• Analyze and Evaluate• Purchase• Post-‐Sale Support

Tips 1: It’s a Team Effort

Make Content the Company’s Problem

• Orient Company Culture

• Walk the walk -‐ know the value ($5-‐$10k per White Paper = CPL?)

• Give prizes and peer recogniFon

• Walk the walk -‐ know the value ($5-‐$10k per White Paper = CPL?)

Tips 2: Understanding Personas

• Interview Sales, Support, Field Service, AccounFng

• Interview Sales, Support, Field Service, AccounFng• What did you do to help the prospect become a client or deal with an issue?

• What informaFon did the client ask for and when (stage?)

• Not all Personas travel through all stages

• The progression is not always linear

• Cycles vary in duraFon -‐ Sales will know yours

• Pinpoint campaign or source for ROI

Tips 3: Deciphering Buying-Cycles

Search Phrase Results

“ways to speed up production” identi5ied problem -‐ no idea how

to solve it. (Stage 1)

“numerical control” problem identi5ied(quicker production);

potential solution (NC instead of manual),but no machine or supplier yet. (Stage 2)

“NC milling machine”, andphrases which include

“comparison or compare”, (Stage 3)

“Cheap”, or “Inexpensive” (Stage 3),but a sensitivity to price

(or “best,” or “high-‐quality”).

Your company name?

Talk to People

Talk to PeopleProspects/CustomersYour Search PhrasesYour Buying ProcessYour Stage Now?# People and Roles

DuraFon?

Talk to PeopleUse Social Media

Ask quesFons online

Agenda

1. Introduc=on

8. Conclusion

What goes Where…

Stage Pitch

What goes Where…

Stage Pitch• Identify/define problem

What goes Where…

Stage Pitch• Information only• Identify/define problem

What goes Where…

• Research SoluFons

What goes Where…

• Research SoluFons • Educate Only

What goes Where…

• Analyze and Evaluate

• Educate Only

What goes Where…

• Educate Only

• Our Features (Spec Sheets)

What goes Where…

• NegoFate Deal

• Educate Only

What goes Where…

• NegoFate Deal

• Educate Only

• Features/Benefits/Pricing

What goes Where…

• NegoFate Deal

• Purchase

• Educate Only

What goes Where…

• NegoFate Deal

• Purchase

• Educate Only

• Convince & Support Decision

What goes Where…

Stage Pitch

• Post-‐Sale Support

• Information only• Identify/define problem

• NegoFate Deal

• Purchase

• Educate Only

What goes Where…

Stage Pitch

• Post-‐Sale Support

• Information only• Identify/define problem

• NegoFate Deal

• Purchase

• Educate Only

• Up Sell

Tips 5: Creating Content

• Follow the Process

• Team Think It

• Hire Experts -‐ but remember YOU are the SME!

• Team Think It

• Quality is important -‐ Digital Trust Factor

• Team Think It

• Quality is important -‐ Digital Trust Factor

• Length is not important, # of pieces is

And the common theme…

Circle ofConsistency

Landing Page

Website

Content

Circle ofConsistency

Your Keywords

Agenda

1. Introduc=on

8. Conclusion

Putting it all together…

Map The Content

To Buying-‐CyclesFriday, November 18, 2011

Map The Content

To Buying-‐CyclesTo what they want to know about

Map The Content

To a persona

Map The Content

IdenFfy item of content

To a persona

Map The Content

IdenFfy item of content

To a persona

Using Pardot PI

Landing Pages

Using Pardot PI

Landing PagesHeading

Images

Body copy

Form (Max 4 ques=ons)

Privacy Policy

Engage - with the RIGHT Content at the RIGHT time

Nurturing Campaigns

For eachPersona

Nurturing Campaigns

For eachPersona

Agenda

1. Introduc=on

8. Conclusion

Using Pardot’s PI

Developing Insight

Using Pardot’s PI

Developing Insight

Using Pardot’s PI

Developing Insight

Using Pardot’s PI

Developing Insight

Using Pardot’s PI

Developing InsightGoodData

Conclusion

Summary

7. Conclusion

1. Introduc=on

Questions

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