Pardot Elevate 2011: Designing Content for your Marketing Machine

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  • 1. TMMore Leads. Higher Quality. Lower CostDesigning Content for yourMarke=ng MachineElevate November 16, 2011Friday, November 18, 2011

2. 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.Friday, November 18, 2011 3. Eric GoldmanPresidentThese 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.TwiEer: @gossamarFacebook:.http://www.facebook.com/pages/Gossamar-Inc/189667453494LinkedIn Prole: http://www.linkedin.com/in/ericgoldmangossyWebsite: http://www.gossamar.comFriday, November 18, 2011 4. Introduction Its a Process - CPIFriday, November 18, 2011 5. Introduction Its a Process - CPI Content is King - the fuelFriday, November 18, 2011 6. Introduction Its a Process - CPI Content is King - the fuel Context is QueenFriday, November 18, 2011 7. Introduction Its a Process - CPI Content is King - the fuel Context is Queen Timing is everythingFriday, November 18, 2011 8. Introduction This is why we need to:Friday, November 18, 2011 9. Introduction This is why we need to: Know our visitors PersonasFriday, November 18, 2011 10. Introduction This is why we need to: Know our visitorsPersonas Understand what informa=on they want Buying-CyclesFriday, November 18, 2011 11. Introduction This is why we need to: Know our visitorsPersonas Understand what informa=on they want Buying-Cycles Know when they want itFriday, November 18, 2011 12. Introduction This is why we need to: Know our visitorsPersonas Understand what informa=on they want Buying-Cycles Know when they want it Know its value to them and preferred formatFriday, November 18, 2011 13. Agenda1. Introduc=on2. Contents purpose3. Developing Personas4. Deciphering Buying-Cycles5. Designing Content6. PuUng it all together7. Developing Insight8. ConclusionFriday, November 18, 2011 14. Contents Purpose There are 4 goals:Friday, November 18, 2011 15. Contents Purpose There are 4 goals: Inform and Educate Display Thought Leadership Erect Barriers to CompeFFon And the 4th?Friday, November 18, 2011 16. Contents Purpose There are 4 goals: Inform and Educate Display Thought Leadership Erect Barriers to CompeFFon Sell !Friday, November 18, 2011 17. Contents Purpose ButFriday, November 18, 2011 18. Contents Purpose ButContent is dicult!Friday, November 18, 2011 19. Contents Purpose ButContent is dicult!TimeCreaFve EortPublicaFon Eort/CostFriday, November 18, 2011 20. Contents PurposeSo create the minimum!Friday, November 18, 2011 21. Contents PurposeTips to followFriday, November 18, 2011 22. Agenda1. Introduc=on2. Contents purpose3. Developing Personas4. Deciphering Buying-Cycles5. Designing Content6. PuUng it all together7. Developing Insight8. ConclusionFriday, November 18, 2011 23. Developing Personas Prole # 1: OperaFons ManagerFriday, November 18, 2011 24. Developing Personas Prole # 1: OperaFons Manager Products/Services: SoluFon #1Friday, November 18, 2011 25. Developing Personas Prole # 1: OperaFons Manager Products/Services: SoluFon #1Titles: OperaFons Manager Director of OperaFons VP of OperaFons (Vice President)Friday, November 18, 2011 26. Developing Personas Prole # 1: OperaFons Manager Products/Services: SoluFon #1Role:i) Manages the operaFon of the business funcFon in which your product/service will be installed/operated/used.ii) Role in decision-making-process?Friday, November 18, 2011 27. Developing Personas Prole # 1: OperaFons Manager Products/Services: SoluFon #1 Concerns: Needs InformaFon Needs ease of use Conscious of costs Wants/expects high quality Is it swamp land in Florida?Friday, November 18, 2011 28. Developing Personas Prole # 1: OperaFons Manager Products/Services: SoluFon #1 QuesFons: What is? How much does it cost? Who on my team looks at this?Friday, November 18, 2011 29. Agenda1. Introduc=on2. Contents purpose3. Developing Personas4. Deciphering Buying-Cycles5. Designing Content6. PuUng it all together7. Developing Insight8. ConclusionFriday, November 18, 2011 30. Deciphering Persona Buying-Cycles Classic B2B:Friday, November 18, 2011 31. Deciphering Persona Buying-Cycles Classic B2B: Awareness Research Evaluate AlternaFves Purchase Decision Ongoing SupportFriday, November 18, 2011 32. Deciphering Persona Buying-Cycles Classic B2B: IMA B2B: Awareness Research Evaluate AlternaFves Purchase Decision Ongoing SupportFriday, November 18, 2011 33. Deciphering Persona Buying-Cycles Classic B2B: IMA B2B: Awareness Identify/dene problem Research Research SoluFons Evaluate AlternaFves Analyze and Evaluate Purchase Decision Purchase Ongoing Support Post-Sale SupportFriday, November 18, 2011 34. Tips 1: Its a Team Effort Make Content the Companys ProblemFriday, November 18, 2011 35. Tips 1: Its a Team Effort Make Content the Companys Problem Orient Company CultureFriday, November 18, 2011 36. Tips 1: Its a Team Effort Make Content the Companys Problem Orient Company Culture Walk the walk - know the value ($5-$10k per White Paper = CPL?)Friday, November 18, 2011 37. Tips 1: Its a Team Effort Make Content the Companys Problem Orient Company Culture Walk the walk - know the value ($5-$10k per White Paper = CPL?) Give prizes and peer recogniFonFriday, November 18, 2011 38. Tips 2: Understanding Personas Interview Sales, Support, Field Service, AccounFngFriday, November 18, 2011 39. Tips 2: Understanding Personas Interview Sales, Support, Field Service, AccounFng What did you do to help the prospect become a client or deal with an issue?Friday, November 18, 2011 40. Tips 2: Understanding Personas 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?)Friday, November 18, 2011 41. Tips 2: Understanding Personas 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 stagesFriday, November 18, 2011 42. Tips 2: Understanding Personas 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 linearFriday, November 18, 2011 43. Tips 2: Understanding Personas 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 yoursFriday, November 18, 2011 44. Tips 2: Understanding Personas 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 ROIFriday, November 18, 2011 45. Tips 3: Deciphering Buying-CyclesSearch Phrase ResultsFriday, November 18, 2011 46. Tips 3: Deciphering Buying-CyclesSearch Phrase Results ways to speed up production identi5ied problem - no idea how to solve it. (Stage 1)Friday, November 18, 2011 47. Tips 3: Deciphering Buying-CyclesSearch Phrase Results numerical control problem identi5ied (quicker production);potential solution (NC instead of manual),but no machine or supplier yet. (Stage 2)Friday, November 18, 2011 48. Tips 3: Deciphering Buying-CyclesSearch Phrase ResultsNC milling machine, andphrases which include comparison or compare, (Stage 3)Friday, November 18, 2011 49. Tips 3: Deciphering Buying-CyclesSearch Phrase ResultsCheap, or Inexpensive (Stage 3), but a sensitivity to price (or best, or high-quality).Friday, November 18, 2011 50. Tips 3: Deciphering Buying-CyclesSearch Phrase Results Your company name?Friday, November 18, 2011 51. Tips 4: Deciphering Buying-Cycles Talk to PeopleFriday, November 18, 2011 52. Tips 4: Deciphering Buying-Cycles Talk to PeopleProspects/Customers Your Search Phrases Your Buying Process Your Stage Now?# People and Roles DuraFon?Friday, November 18, 2011 53. Tips 4: Deciphering Buying-Cycles Talk to People Use Social MediaAsk quesFons onlineFriday, November 18, 2011 54. Agenda1. Introduc=on2. Contents purpose3. Developing Personas4. Deciphering Buying-Cycles5. Designing Content6. PuUng it all together7. Developing Insight8. ConclusionFriday, November 18, 2011 55. What goes WhereStage PitchFriday, November 18, 2011 56. What goes WhereStagePitch Identify/dene problemFriday, November 18, 2011 57. What goes WhereStagePitch Identify/dene problem Information onlyFriday, November 18, 2011 58. What goes WhereStagePitch Identify/dene problem Information only Research SoluFonsFriday, November 18, 2011 59. What goes WhereStage Pitch Identify/dene problem Information only Research SoluFons Educate OnlyFriday, November 18, 2011 60. What goes WhereStagePitch Identify/dene problem Information only Research SoluFons Educate Only Analyze and EvaluateFriday, November 18, 2011 61. What goes WhereStagePitch Identify/dene problem Information only Research SoluFons Educate Only Analyze and Evaluate Our Features (Spec Sheets)Friday, November 18, 2011 62. What goes WhereStagePitch Identify/dene problem Information only Research SoluFons Educate Only Analyze and Evaluate Our Features (Spec Sheets) NegoFate DealFriday, November 18, 2011 63. What goes WhereStagePitch Identify/dene problem Information only Research SoluFo