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4 LEADERSHIP SHIFTS YOU MUST MAKE FOR SUCCESSFUL CONTENT MARKETING IN 2016
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Proprietary and Confidential ©2016 OpenView Investments, LLC. All Rights Reserved 2
I am a marketer.
I’ve written 3 books.
Head of Marketing StrategyOpenView Venture Partners
Previously atExactTarget & Salesforce
ABOUT KYLE
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1. BUILDING THE RIGHT TEAM
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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative
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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative
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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research
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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research
Marketing AutomationAnalytics
Digital Manager
WriterEditorDesignVideoEvents
BDR / SDRField Sales
Data Scientists
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REMEMBER TO SUPPORT THE DOTTED LINE
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
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THE MOST IMPORTANT DOTTED LINE?
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
v
v
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2. THOUGHT LEADERSHIP IS NOT ABOUT YOU
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THOUGHT LEADERSHIP STARTS WITH YOUR CUSTOMER
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Customer Survey – primary research developed for your customer’s customer. For example, interviewing 2500 consumers on how they use a mobile phone.
Peer Survey – primary research for peer groups. Example – sell to marketers? Interview marketers on their plans for next year.
Benchmark – use internal data to create benchmark metrics for the industry. Example – analyze 2M emails on best time to send for the retail industry
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3 TYPES OF THOUGHT LEADERSHIP
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CUSTOMER SURVEY
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PEER SURVEY
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BENCHMARKING THE INDUSTRY
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RESULTS?
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$15M MQP
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$15M MQP$1.5M CLOSED
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$15M MQP$1.5M CLOSED
80% PRESS
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3. DON’T FORGET INTERNAL ACTIVATION
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INTERNAL ACTIVATION OF CONTENT IS ALMOST MORE IMPORTANT THAN EXTERNAL
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REMEMBER THE DOTTED LINE
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
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• Powerpoint deck of relevant data points
• Call script for BDR team
• Product data sheets corresponding with deliverable
• Downloadable Deliverable
• Single page snapshot
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INTERNAL ACTIVATION KIT
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4. OBSESS OVER UNIT ECONOMICS
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OPEN RATECLICK THROUGH RATE
COST PER CLICKTIME ON SITEBOUNCE RATE
LEAD CLOSE RATECLOSE RATE PER CHANNEL
CONVERSION RATEMQL PER CHANNEL
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DIG DEEP
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“We must move from numbers keeping score to numbers that drive better actions.”
David Walmsley
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CAC RATIOPAYBACK PERIOD
CUSTOMER RETENTION
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YOU ARE NOT MARKETERS.
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FOUNDERS OR THE CEO
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DEMAND GEN OR CONTENTMARKETING EXPERTS
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YOU ARE EXPERIENCE MAKERS AND MANAGERS
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EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT
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THANKS!FIND ME @KYLEPLACY