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HerdingCats&CorrallingChickens

ACMO’sguidetovirtualcollaboration

PresentedbyCherylHanley,SeniorDirectorofDemandGenerationatPGi

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§ TheStrategy§ TheProcess§ ThePeople§ TheTools§ TheResults

BestPracticesforImplementingaLargeContentMarketingProgram

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§ Definethetargetaudience/personas§ Definethepainpointsorwhatkeepsthemupatnight§ Definethecampaignframework§ Leverageresearch

TheStrategy

77%ofMarketerssayit’sessentialfortheircompanytodeliveraneffectivecustomerexperience

(source:Accenture)

89%ofhigh-growthcompaniesarefocusedoncustomerexperiencecomparedtoonly60%of

low-growthcompanies(source:Accenture)

84%ofcompaniesemployremoteworkforces(source:Frost&Sullivan)

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TheProcess

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MarketingNurtureCampaign- Collaboration

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CollaborationContent

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EmailandLandingPage

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§ Collaborationwaskeytosuccessfullypulling thisprogramoff

§ InordertocreatethisinfographicalongwithourMarketingNurtureCampaigns,wehadtoworkwithanumberofpeople§ Including:Writers,Designers,

MarketingManagers,ProjectManagers,KeyStakeholders,andOutsideAgencies

ThePeople

ContentProjectTeam

Writers

Designers

MarketingManagers

ProjectManager

KeyStakeholders

OutsideAgencies

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TheToolsQuicklyArrangeVirtualMeetings CreateaCentralizedProjectWorkspace

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§ OpenRate:59.46%(avg fornontransactional email is38%)§ ClickThruRate:9.16%(avg fornontransactional emailis3.2%)§ ClicktoOpenRate:14.23%(avg fornontransactional emailis13.4%)§ ForwardRate:4%

TheResults

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Ouroverallcontentmarketingefforthas:

§ Influencedoverallpipeline valuedatover$761Kwith90Opportunities

§ Contenthasdriveninbound leadsattributingto>41%ofourmarketingdatabase

§ MediaexposurethroughInc,Entrepreneur.com,CIO.comand

BusinessNewsDaily

BigPictureResults

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Questions?

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§ PickupacopyoftheHerdingCatsandCorrallingChickensInfographic§ Grabafunorhandygiveaway§ EnterourraffletowinanAmazonEcho

StopByOurBooth#15

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