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.


http://www.facebook.com/pages/Gossamar-Inc/189667453494

http://www.facebook.com/pages/Gossamar-Inc/189667453494

http://www.linkedin.com/in/ericgoldmangossy

http://www.linkedin.com/in/ericgoldmangossy

http://www.gossamar.com

http://www.gossamar.com

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

Time

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







• 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




• 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



World

Email

Landing Page

Website

Content

Circle ofConsistency


Your Keywords



Agenda

1. Introduc=on





8. Conclusion




Putting it all together…

Map The Content



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)

BuEon

Privacy Policy


Engage - with the RIGHT Content at the RIGHT time

Nurturing Campaigns



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

?


Technology

Pardot Elevate 2011: Designing Content for your Marketing Machine