killer content in the trenches: how to implement scalable, repeatable demand generation programs and...
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KillerContentintheTrenchesHowToImplementScalableRepeatableDemandProgramsandProcesses
JeffSoriano:Sr.DirectorofDemandGeneration,Offerpop
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Is the plan built to scale?
JeffSorianoSr.DirectorofDemandGeneration,OfferpopE:[email protected]
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ScalableBuild processes that can deliver more output, over time, without additional resources
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ICP,MessagingFramework,MessagingMatrix
SalesFramework
BuyerJourneyFramework
ThemeFramework
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ICP,MessagingFramework,MessagingMatrix
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ICP,MessagingFramework,MessagingMatrix
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Definingyouridealcustomerprofile(ICP)Who(Demographics)Industry/Vertical
Revenue
JobFunction
Job Level
UniqueCharacteristicsTechnology theyuse
Wheretheyspendbudget
Businesschallenges
Volumedrivers&Indicators
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MessagingFrameworkCompany
Category
DescriptionofWhatisOffered
Impact#1 Impact#2
Characteristic#2Characteristic#1 Characteristic#4Characteristic#3
Usedto…
UseCase#2UseCase#1 UseCase#4UseCase#3
Differentiator#2Differentiator#1 Differentiator#4Differentiator#3
IMPA
CTWHA
THO
WAP
PSUS
EAS
SETS
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MessagingMatrix
ElevatorPitch…
OurSolution…(Descriptor)
For…(TargetCustomer)
Who…(Compelling ReasontoBuy/AreaofFocus)
Technology/Product…(Companyxhastheabilityto)
That…(KeyBenefits foryourcustomers)
Unlike(Competitive Differentiators)
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ICP,MessagingFramework,MessagingMatrix
SalesFramework
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UnderstandingtheSalesCycleSales Stages Stage 1 Stage 2 Stage3 Stage4 Stage5 WON
DesiredOutcome
EntryCriteria
Exit Criteria
KeyActivities
KeyChallenges
RecurringThemes
UniqueChallenges
Stakeholders
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ICP,MessagingFramework,MessagingMatrix
SalesFramework
BuyerJourneyFramework
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BuyerProcessFramework
BUYINGPHASES NOTINMARKET MOTIVATED NARROWINGOPTIONS
EVALUATION SELECTION IMPLEMENTATION
KEYBUYER ACTIONSBUYER MENTALITY
• ObserveEducationalTrends
• TrackPeerActivity
• Notapriority• Unaware
• EventOccurs• Problem Surfaces• Problem Studied• IsitWorth
Solving
• IdentifyOptions• Establish
FunctionalRequirements
• DetermineApprox.Budget
• InvolveStakeholders
• Explore PromisingOptions
• Narrow Options
• DetailedEvaluationofShortList
• CollectStakeholderFeedback
• CheckReferences• Secure
StakeholderConsensus
• SubmitforApproval
• Implementation• Evaluate
Performance
NotinMarket Motivated NarrowingOptions Evaluation Selection Implementation
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BuyerProcess:MicroQuestions
NotinMarket Motivated NarrowingOptions Evaluation Selection Implementation
NotintheMarket
Key BuyerAction Questions<Name>Asks Answers <Company>Provides
Observetechnologytrends
Trackcompetitive activity
Monitor customer opinions
NAMETitle:TITLE
CompanySize:TBD
PHOTO
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ICP,MessagingFramework,MessagingMatrix
SalesFramework
BuyerJourneyFramework
ThemeFramework
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UmbrellaTheme
Sub-ThemeSub-ThemeSub-Theme
Why
What
How
Why
What
How
Why
What
How
Why
What
How
UmbrellaThemeFramework
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ThemeTheme
DescriptionBriefDescription
ContentTypeDeterminethecontent type
ChannelDefinethedistributionchannels
Why • ThoughtLeadership• StrategicApproach• Business Challenges
• Whitepaper• Research• Infographic
• PR• Advertising• Website• Social
What • BestPractices• Applications• Specific Challenges
• eBook• Webinar• Infographic
• Advertising• Social• Website• Email
How • UseCases• Scenarios• Results
• CaseStudies• Webinar• Blog
• Social• Website• Email• PR
ThemeFramework
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ICP,MessagingFramework,MessagingMatrix
SalesCycleFramework
BuyerJourneyFramework
ThemeFramework
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Are there any questions?
JeffSorianoSr.DirectorofDemandGeneration,OfferpopE:[email protected]
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