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THE B2B MARKETING OPERATING SYSTEM © 2016
Kapost 50:Learning from World-Class Marketers
THE B2B MARKETING OPERATING SYSTEM © 2016
What is the Kapost 50?
The 2016 Kapost 50 are top-notch marketing teams that:
→ Integrate their marketing strategies across teams
→ Create full-funnel content
→ Value quality over quantity
→ ...plus a whole lot more
THE B2B MARKETING OPERATING SYSTEM © 2016
Presenting our speakers!
Starting his career at a startup and working through rapid growth,
Dylan now works at Kroll to expand the digital presence of the 45 year old leader in risk solutions
Dylan PressManager, Web Content and
Marketing Technologies at Kroll
ICON / IMAGE
James FurbushManaging Editor at AthenaHealth
ICON / IAGE
Rafi KretchmerVP Marketing at Panaya
ICON / IMAGE
Rafi brings more than 17 years of senior management in B2B
corporate and product marketing from the software
enterprise arena
A former journalists turned marketer, James has spent the
past three years at athenahealth aligning editorial, marketing, and sales strategies
PANAYA© Panaya | An Infosys Company
CMO Confessions Meetup
Rafi Kretchmer
Panaya ABM case study
Make Marketing Strategic Again
Vice President, Marketing
PANAYA© Panaya | An Infosys Company
TARGETING MAJOR ACCOUNTS
LONGER SALES CYCLES
COMPLEX BUYING CYCLE
DIFFERENT BUYING CENTER
SENIOR EXECUTIVES
BIGGER CHECK REQUIRES EMOTIONAL TRUST
PANAYAPANAYA5
PANAYA© Panaya | An Infosys Company
Pillar IIIHigher Engagement
High sales probability - Top 5-10 major accounts
Strategic ABM
• Personalized marketing activities (e.g. RTP)• Account based activities – events, webinars
etc.
• X major accounts pipeline
X new opportunities
Pillar IIMeaningful Engagement
Interested – 100 major accounts
ABM Lite
• Events• Nurture• Sales follow up
• Meaningful engagement for X accounts
X F2F meetings (Director level and up)
6
ABM - Major Accounts Program Plan and Objectives
Goals Pillar ITargeted Awareness & Curiosity
Target All major accounts
Methodology Programmatic ABM
Tactics• Thought leadership content – minisite• Programmatic ABM, native advertising,
content syndication
KPIs
• Impressions• Clicks & Landing Page Arrivals
Guaranteed HQ Engagements
Push Push
+ Pull Pull
PANAYA© Panaya | An Infosys Company
Introduction of “Account Intent Level”• Remove the use of MQL terminology• Provide sales with account level indication• Calculate score on the account level based on agreed parameters
• Weighted score• Engagement details to the specific contact level
PANAYA© Panaya | An Infosys Company
Thought Leadership Content Hubhttp://www.panaya.com/making-ERP-agile/
1. Analyze all converted traffic aggregated by account level
2. prioritize based on:1. #of engagements2. #of engaged contacts
per account3. Weekly dashboard on
marketing funnel progress
Follow up process:1. Weekly report to Sales/SD2. Accounts follow up3. Marketing dashboard to
present pipeline progress according to buying cycle
Campaign Flow
Targeted advertisement in C-level business portals
1
2 3 4
PANAYA© Panaya | An Infosys Company
Results to Date - Exceeded Awareness Goals
Exceeded Awareness Goals Engaged with the Right Audience•Over 13,170,199 Impressions
•~28,600 people clicked on the Panaya ads/promotions
•CTR – 0.22% - X7 Industry Benchmark (0.03)
•19,599 visits to the Panaya ERP Agility Mini Site
•Average time on page – 00:03:02 mins.
•1,004 Unique Video Views, ~260 assets reads
•450 Content Downloads
PANAYA© Panaya | An Infosys Company
What Did we Learn• Get Management Buy-in
• Believe in your motivation to change• Set clear objectives – Measurable, realistic, value-oriented (not execution objectives)• Present a clear handshake process with sales – KEY!!!!
• Elevate the discussion through exec-level content• Don’t sell your product. Present a promise. • Tie your message to a broader umbrella story (digital transformation)
• Talk the Sales language• MQLs are irrelevant – Focus on account level view
• Plan Plan and Plan again
athenaInsight as ABM engine
James Furbush, audience development
1,705
quality measuressupported
40Mdenial
preventionscenarios in
BillingRules Engine
85,000
providers across
the network
100MPatient
encounters per year
1 in10Americans seen
by an athenahealth
Provider in 2016
athenahealth Healthcare technology and services
Sales and Marketing headwinds
18-24 month sales cycle
Market differentiation and
Education
Buyer, decision-maker, user not the
same
Engagement matters
Not a seller’s market
Launched in June 2016
Reporting on public health trends
PR has secured great earned media from athenaInsight content
17
athenaInsight:We crushed most of our benchmarks
18
METRIC 2016GOAL
2016ACTUAL % OF GOAL DEFINITION
Unique visitors 70,000 141,200 202% The number of unique people that access athenaInsight within a given time
Engaged readers 76.0% 81.2% 107% The percentage of this story’s audience that engaged for longer than 15 seconds on a story
Avg. engaged stories/visitor/visit 1.45 1.28 88% For every reader, number of stories that are consumed in one sitting at the 15 second threshold or better
Repeat visitors 7.0% 7.8% 111% The rate of readers who returned to the site within 90 days
Avg. time on site (minutes) 1.95 3.6 185% How long our audience engaged with stories each visit (1.95 minutes = 117 seconds)
Newsletter sign-up 1,000 1,679 168% Number of visitors that opt-in to weekly newsletter by EOY 2016 (does not include athena employees)
Click through to ah.com 644 409 64% Number of users who click through to athenahealth.com from links embedded within athenaInsight
Activating ABM accounts directly in content development
Tom Jackiewicz, CEO of USC’s Keck School of
Medicine
19
Michael Covert, CEO of CHI St. Luke’s
Health
20
Where we go in 2017
Sharpen our focus
21
Executive vision
Develop and publish content that engages audiences and
drives awareness and performance
Network data
Industry research
(self-generated)
Product Marketing
Client Marketing & Education
PR/Social
Inpu
ts
Dow
nstr
eam
En
gage
men
t
Marketing
Client/Prospect innovations
Understand our audience
22
Evolve site from pure newsfeed design to Package and feature content
23
24
Thank you!
THE B2B MARKETING OPERATING SYSTEM © 2016
Using Kapost to Bridge the Gap Between the Digital and Physical
PARTNER THREE
Kroll
THE B2B MARKETING OPERATING SYSTEM © 2016
Small team at a big(ish) companyKroll = ~1000 employees across 20 countries
Content Marketing Team = 9 full time and 2 interns
THE B2B MARKETING OPERATING SYSTEM © 2016
Everyone at Kroll uses Kapost, whether they are aware of it or not.
THE B2B MARKETING OPERATING SYSTEM © 2016
The Collateral Process
1. Practitioners/Experts Write a Piece of Collateral
2. The Marketing team transforms this into usable content
3. The Marketing team works in Kapost to tag and categorize content
4. Content is then exported into the Kapost Gallery
5. The Kapost Gallery is displayed in the company intranet via iframe
6. Practitioners pull content from the intranet to use in client meetings
THE B2B MARKETING OPERATING SYSTEM © 2016
Practitioners
Marketing Team
Kapost
GalleryClients &
Prospective Clients
12
3
Intranet
5
4
6
The Collateral Process
THE B2B MARKETING OPERATING SYSTEM © 2016
“We are going to launch a new practice focused on Law Enforcement Consulting”
THE B2B MARKETING OPERATING SYSTEM © 2016
THE B2B MARKETING OPERATING SYSTEM © 2016
Q&A