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#NavigateCrisis@PRNewswire@CNWGroup
Matt HeinzPresidentHeinz Marketingwww.heinzmarketing.com@HeinzMarketing
#NavigateCrisis@PRNewswire@CNWGroup
Housekeeping• Copy of this deck• Offers for you
• Full Funnel Marketing – the BOOK• Modern Marketer’s Field Guide• Matt’s award-winning* smoked bacon recipe
• Send me an email ([email protected]) noting what you want
#NavigateCrisis@PRNewswire@CNWGroup
I am serious about bacon
Five keys to multi-channel content strategy
1.Do the math (quantify what success looks like)
2.Create a clear customer profile3.Map the sales and buying process4.Embrace revenue responsibility5.How will you measure it?
#NavigateCrisis@PRNewswire@CNWGroup
Calculating what
you need
Assumptions
Meaghan ASP $ 65,000
Jennifer ASP $ 75,000
John ASP $ 80,000
Opp/Close % 25.0%Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16Meaghan Sales # 1 1 2 3 2 4Jennifer Sales # 1 2 2 2 2 2John Sales # 1 1 1 1 2 1Total Sales # 2 3 4 5 4 7
Meaghan Sales $ $ 65,000
$ 65,000
$ 130,000
$ 195,000
$ 130,000
$ 260,000
Jennifer Sales $ $ 75,000
$ 150,000
$ 150,000
$ 150,000
$ 150,000
$ 150,000
John Sales $ $ 75,000
$ 75,000
$ 75,000
$ 75,000
$ 150,000
$ 75,000
Total Sales $ $ 215,000
$ 290,000
$ 355,000
$ 420,000
$ 430,000
$ 485,000
Meaghan Pipeline # 4 4 8 12 8 16Jennifer Pipeline # 4 8 8 8 8 8John Pipeline # 4 4 4 4 8 4Total Pipeline # 12 16 20 24 24 28
Meaghan Pipeline $ $ 260,000
$ 260,000
$ 520,000
$ 780,000
$ 520,000
$1,040,000
Jennifer Pipeline $ $ 300,000
$ 600,000
$ 600,000
$ 600,000
$ 600,000
$ 600,000
John Pipeline $ $ 300,000
$ 300,000
$ 300,000
$ 300,000
$ 600,000
$ 300,000
Total Pipeline $ $ 860,000
$1,160,000
$1,420,000
$1,680,000
$1,720,000
$1,940,000
Meaghan Leads 80 80 160 240 160 320Jennifer Leads 80 160 160 160 160 160John Leads 80 80 80 80 160 80Total Leads 240 320 400 480 480 560
#NavigateCrisis@PRNewswire@CNWGroup
One slide to rule them all
#NavigateCrisis@PRNewswire@CNWGroup
Defining & developing trust
Trust = (relationships + content)
Xreputation
#NavigateCrisis@PRNewswire@CNWGroup
Only two sales stages matter
#NavigateCrisis@PRNewswire@CNWGroup
Only two sales stages matter
#NavigateCrisis@PRNewswire@CNWGroup
The buyer’s journey
#NavigateCrisis@PRNewswire@CNWGroup
Marketing plan in 5 questions
1. What/who are your targets?• Direct & indirect users, influencers• Address entire buyer ecosystem
2. What do they care about? What outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and (eventually) buy?
#NavigateCrisis@PRNewswire@CNWGroup
Other planning best practices
1. Campaigns vs programs vs “sends”2. Know the objective (content is the drill, what is the hole??)
3. What is the customer point of view?4. What stage of the buyer’s journey are you addressing?5. What is the customer context (i.e. how and when will the content
be received?)
6. What is the right format?7. How will content integrate with other channels or outreach
efforts?
#NavigateCrisis@PRNewswire@CNWGroup
#NavigateCrisis@PRNewswire@CNWGroup
One framework to rule them all!
Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
Engage Educate Mobilize Convert
Editorial Calendar Planning
Internal External SME Crowd-Sourced
Created Curated
Written Video Audio Presentation Live/Recorded
Blog Social Third Party Site Offline Influencers
Email Lists Social Influencers
Social Shares Influencers Employees/Customers
Engagements Clicks Leads Opportunity Conversion
Target
Focus Areas
Context
Objective
Topics
Input Source
Content Type
Content Format
Publish
Distribute
Amplify
Measure & Convert
#NavigateCrisis@PRNewswire@CNWGroup
#NavigateCrisis@PRNewswire@CNWGroup
Housekeeping• Copy of this deck• Offers for you
• Full Funnel Marketing – the BOOK• Modern Marketer’s Field Guide• Matt’s award-winning* smoked bacon recipe
• Send me an email ([email protected]) noting what you want
#NavigateCrisis@PRNewswire@CNWGroup
Questions?
Matt HeinzPresidentHeinz Marketing@HeinzMarketing
FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942
CANADA: (877) 269-7890
