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Summit 2012: Targeted Contact Mapping and Campaign Content Alignment Presenters: Michelle Vaughn, WW Director of Demand Generation, Citrix Systems, Inc. with Frank Willley, President of Asset Management, Oceanos, Inc. Sponsored by: Oceanos (www.oceanosinc.com) With greater levels of intelligence your ability to map and target specific contact types greatly enhances your ability to align your specific content to the audience and create a more responsive contact universe. B-to-b marketers can use this high level mapping to create micro level messaging designed to a very specific audience allowing the marketer to provide very focused and engaging messaging to activate their audience and increase pipeline velocity and downstream revenue alignment to a campaign. In this presentation, we will answer the following questions: • What types of intelligence can be accessed to improve contact mapping? • What tools are used to assess content alignment? • Is this cost effective? What is my return going to be? • What does a program like this look like?
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Michelle Vaughan – Citrix Systems
Frank Willey - Oceanos
Contact Target Mapping and Content Alignment
A Case Study
© 2012 Citrix | Confidential – Do Not Distribute
The Situation
Competitive space Compelling message Specific target
“Ready to move from the iron age to the cloud age?”
© 2012 Citrix | Confidential – Do Not Distribute
• Develop air cover and resources to successfully penetrate competitive accounts
• Highlight superiority in meeting key customer requirements not product feature advantages
• Know the audience and map content to their needs
• Focus on demand marketing and sales engagement
The Strategy
© 2012 Citrix | Confidential – Do Not Distribute
Industry best 2048-bit SSL performance
Consolidation without compromise
True pay as you grow. No new hardware
All functionality, all devices, all the time
Unrivaled expertise in both virtualization and networking
Focus on the Message
© 2012 Citrix | Confidential – Do Not Distribute
The Plan
Message
List Acquisition
Paid Media
Lead Generation
Corporate Web
Global Events
Field EventsCustomer Communications
Google SEM & Domain Target
Appointment Setting
Call Down
© 2012 Citrix | Confidential – Do Not Distribute
Campaign Creative
Target Mapping & Content AligmentOceanos
© 2012 Citrix | Confidential – Do Not Distribute
• Identify and utilize opportunities in the environment to increase performance
• Actively seek new “intelligent attributes” to provide competitive advantage
• Innovative reporting and segmentation to maximize the return on marketing assets
• Ability to integrate with marketing and sales to create efficiencies
• Continuity of data quality
• Response behavior profile of your potential client
Asset Management – Opportunity Development
© 2012 Citrix | Confidential – Do Not Distribute
• CI is sources from hundreds of sources including news releases, lease filings, trade publications and the web
• Data is reviewed, standardized and processed through and algorithm that assigns a confidence indicator
• Process is systematically repeated to idetify and validate new and existing intelligence
Business Intelligence – Competitive Intelligence
CI empowers sales and marketing to more effectively target named accounts with competitive or complementary offers.
Key Takeaways
© 2012 Citrix | Confidential – Do Not Distribute
Message
Timing
Methodology to reach target
Legal review
Global appeal
Considerations
© 2012 Citrix | Confidential – Do Not Distribute
Excellent campaign message performance
64x ROI
37% net new
Sales advocacy
Results
