planning content campaigns from concept to click

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PlanningContentCampaignsfromConcepttoClick

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PaulBurgessDirectorOnlineMarketing

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DevelopingAHolisticStrategy• Confirmyourresources• Setyourgoals• Identifyyouraudience• DeterminetheBusinessChallenge• Createcontentthataddressesthe

BusinessChallenge• Establishthemarketingchannels• Aligncontenttochannel&lead

stages• Integrateoffers

• Allocateresources• Buildsegments• Finalizeengagementstrategyby

Channel• Developlandingplatforms• SetTheKPIs• PublishTheActivationPlan• CreateprogramsinMAplatform• Test&launchprograms• Analyzereporting&optimize

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Don’tSkipTheSteps

• Skipping stepsleavesholes• Holesleadstopoorperformance• Usersstuckinthefunnel• Contentthatdoesn’tdeliveronthechannelitisbeingused• Contentthatdoesn’tdelivertothesegmenttowhichitisbeingtargeted• Reportinggaps• Lookbadonteamcalls

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CreateContentThatUsersDemand

• Whatcontentformatsandtopicsdoyourusersneed?• Increaseopenrates,clicks,formcompletions,conversions• Whenauser’sneedsaligntoyourbusinessproblemsolutionsyouhavea

winning campaign• Greatcontentkeepsongiving

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• Doesitefficientlyreachtheprioritysegments?

• Doesiteffectivelyengageusersinthosesegments?

• Doesitbestfitthecontentformat?

• Doesitdelivertherequisitevolumeandqualityofleads?

ChoosingTheChannels

SQL

Attract

Nurture

MQLs

Prospects

SuspectInquiry

Suspects

DisplayAds OnlineVideoContent

Syndication

PaidSocialWebsite&Blog

EmailNurture Retargeting

Website ContactUs EmailLeadGen

Paid&OrganicSearch

LeadGenPrograms

P.R.

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GreatestAchievementsCampaignDisplayAdsEmail

WebsiteHero

ContentSynd.

OnlineVideo

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Touch Who Receives Land PgForm Form Notes Wait Per iod Key Message Asset Type - Non-Gated Asset Type - Gated CTA

Email

Email #1 MM - Low, mid, high email address from Eloqua database, Net new prospects from digital, mass media, natural search content discovery

Yes A, B

Yes Prospects completed Name, Email, Company, Title

2 weeks cadence Catskill Hudson achieves competitive advantage

Catskill Hudsoncustomer v ideo approx. :60 sec. / Checklist offer

Greatest Achievement Checklist Primary - Watch CHB video now; Secondary - Download Greatest Achievement Checklist

Email #1A Non-opens, non-clicks

Yes A, B

Yes Prospects completed Name, Email, Company, Title

3 days; 5 days clicks, send #2

Catskill Hudson achieves competitive advantage

Catskill Hudsoncustomer v ideo approx. :60 sec. / Checklist offer

Greatest Achievement Checklist Primary - Watch CHB video now; Secondary - Download Greatest Achievement Checklist

Email #2 Everyone in canvas

Yes C, D

Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.

2 week cadence Green Dot Public School transforms unique locations

Green Dot Public School customer v ideo approx. :60 sec / Checklist offer

High Growth Checklist Primary - Watch GDPS video now; Secondary - Download High Growth Checklist

Email #2A - Resend, New SL

Non-opens, non-clicks

Yes C, D

Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.

3 days; 5 days clicks, send #3

Green Dot Public School transforms unique locations

Green Dot Public School customer v ideo approx. :60 sec / Checklist offer

High Growth Checklist Primary - Watch GDPS video now; Secondary - Download High Growth Checklist

Email #3 Everyone in canvas

Yes Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.

2 week cadence Cloud Imperium Games builds teams without borders

Cloud Imperium Games customer v ideo approx :60 sec. / Offer TBD

TBD Best Practice Guide Primary - Watch CIG video now; Secondary - Download TBD Best Practice Guide

Email #3A - Resend, New SL

Non-opens, non-clicks

Yes Yes Auto Populate all fields minus qualifier Auto-populate Name, Email, Company.

3 days; 5 days clicks Cloud Imperium Games builds teams without borders

Cloud Imperium Games customer v ideo approx :60 sec. / Offer TBD

TBD Best Practice Guide Primary - Watch CIG video now; Secondary - Download TBD Best Practice Guide

EmailProgramPlanning

• Strategyforeachfunnelstage• Detailtheprogram

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DisplayCampaignPlanning

• Segments/Remarketing• FunnelStage• AdNetworks/Publishers• Frequency• Tags

• LeadType• Campaign/MediaID• NurturePath• LeadRouting• Analytics• MarketingAutomation

(LeadScore)

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Repeat.Repeat.Repeat.• Buildsustainable

programs• Optimize• Analyze• Update• Refresh

• Repeat• Repeat• Repeat• Repeat• Repeat• Repeat

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ThankYou!

The Demand Generation Core How to effectively organize and plan for the global execution of campaign-based B2B demand gen marketing

Heather BerggrenDell Enterprise Global Marketing

Evolve201420132012 2015

ESG Demand

Gen team is formed

Regional guidance process begins

‘New Sourced

Pipeline’ metric adopted

Campaign review &

refinement process begins

Marketing spend

control system

deployed

New solution

campaign model

activated

Redesigned campaign guidance launched

Launch awareness & credibility

analysis project

Cross-org executive scorecards distributed

Begin predictive integration

process

Initiate content

analytics evolution

Next planning evolution process

launched

The Dark Ages

72% Growth 35% Growth 35% Growth

Dell’s Enterprise Demand Gen Journey

0

20 0

40 0

60 0

80 0

10 0 0

1200

140 0

FY13 Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY14 Q1 FY14 Q2 FY14 Q3 FY14 Q4 FY15 Q1 FY15 Q2 FY15 Q3 FY15 Q4 FY16 Q1 FY16 Q2 FY16 Q3 FY16 Q4

Pipe

1x ~2x ~2.5x ~3x

3yr Goal Threshold47% CAGR

A successful demand gen engine operates with a clear mission, a solid basis in analytics, and the ability to continuously innovate and improve

Establish Refine

Quarterly Pipeline

3 STEPSTo Building

A Demand Gen Core

Establish your CoreBring your planning and analytics together to focus on the big picture and develop a

cohesive executional strategy

Centralize your Planning – Develop a core planning group that sits outside of the day-to-day content and execution engine that is focused on guiding the strategy and execution of your marketing

Analyze your Business – Ensure decision making is supported by the data and analytics, leverage the insights derived from data to guide your activation strategy and optimize marketing dollar impact

Guide your Activation – Provide regular intermediate term guidance to your marketing organization communicating the strategic context, the budgets & goals and campaign objectives & execution plans

Baseline your AnalyticsTo properly plan and define your goals you need a clear picture of today’s performance

and impact

Define your Purpose – Demand gen focuses on leveraging marketing’s ability to reach a broad range of customers to deliver informed leads that convert to opportunities !

Measure your Impact – Ensure you are focusing on the right metrics that drive your mission – look beyond engagement and cost metrics to pipeline & leads to truly measure demand gen contribution

Set your Goals – With the right metrics in place, establish a baseline for current performance to develop attainable plan goals and aspirational journey goals for your organization

Refine your ExecutionLeverage the insights your analytics provide to evaluate and refine your campaign,

content and activation planning

Evaluate your Vendors – Observe performance of similar campaigns across vendors to determine which perform best within different markets and vehicles, find the point of diminishing returns

Optimize your Vehicles- Determine what vehicle balance provides the most impact and the right engagements for your customers. Guide your spend and content BOMs to support the optimal mix

Review your Campaigns – Start at the campaign level to understand what messages and content packages are working. Evaluate at various levels of activation – global, regional, segment, topic

Iterate for the Horizon

Evolve to Continuously ImproveAdopting a deeper perspective on customer engagement to define content & campaign

executional excellence

Feedback Loop – Integrate enhanced content-level data points within current analytical & guidance framework to further inform the marketing campaign and content design processes

Customer Mapping – Develop the platform for multi-touch evaluation of individual customer experiences, mapping 1st and 3rd party content engagement points to the customer’s buyer journey

Content Metrics –Evaluate individual asset performance with deeper engagement metrics beyond clicks, likes and downloads to gauge HVE and understand what drives engagement and interaction

Innovate to Reach New HeightsIntroducing a market-informed predictive system from 6sense to develop new

marketing capabilities for global demand generation

Dynamic Campaigns – Enable 1x1 campaigns that adapt to active buyers and their buyer stage to deliver the right message, to the right customer, at the right time, at the right place

Optimized Execution – Improve campaign efficiency, effectiveness and experience with focused marketing delivery that ensures your dollars are spent on the customers that matter today

RevCost

Engagement Orchestration – Understanding a customer’s intent level allows your lead engine to better route and guide customer interactions to the appropriate level engagement vehicle

Implement to Enhance Execution6sense analyzes billions of digital engagements to identify our customers’ intent to buy

and journey stage enabling more dynamic campaigns

Programmatic Segmentation – Intent scores are based off of engagement signals and cumulative activity relative to an opportunity opening, enabling segmentation by customer interest and stage

Messaging Alignment – Product specific intent signals matched to a journey enable marketers to align the right assets and messaging to the customers’ interests and needs, providing a deeper engagement

Programmatic Delivery – Leverage intent scores to identify the right customers to target across multiple properties while also delivering the right assets that align to their buyer stage

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