2. Changes in the Buying Process:
Time
Institutional
Digital
Awareness
Interest
Development
Negotiation
Acceptance
1. Buyer Journey has changed
2. Sales used to engage buyers at the Awareness stage
3. Clients are now 60-70% through their buying process before sales is aware there
is a potential opportunity
4. How is this GAP addressed? With a Revenue Marketing Strategy
10. Target Customer and Mindset
Needs
Wants
Value Exchange
Segmentation
Spend
11. Map Your Digital Customer Journey
Awareness
Recognition
Consideration
Preference
Justification
We have a pain point,
or creating a new
strategy
We understand the
problem and its impact
There is a solution that
alleviates our problem
We’ve built our short
list of providers
Business case is
justified internally
•
•
•
•
11
12. Identify the relevant content
for your specific audience
Helpful Hint:
•
Steps:
•
1.
Align your business objectives with your VOC
2.
Then align target audience’s level of expertise and the context
Target
Audience’s
Context
Mindset Context
Business
objectives
(e.g. Increase
demand for
Electronic
Medical
Records)
VOC
(e.g. A Hospital
Administrator
looking to
increase her
Hospital’s
revenue)
Customer’s present
state of mind (e.g.
Should I buy now?)
Media Context
Device customer
accesses content
Physical Context
Consider your contents length
and format because more users
are accessing content from
mobile devices.
Below is an example of how you
would use the framework to
create content for a hospital
administrator. See appendix
page 35-36 for more in-depth
examples.
Target
Audience’s Level
of expertise
Advanced
Intermediate
Foundation
e.g. Hospital Admin just
got the role
Content
you
should
create
(e.g. Paper on
increasing hospital
revenue including how
EMR systems increase
doctor efficiency.)
Customer’s present
location
12
13. Sample Buyer Persona:
ECONOMIC BUYER:
CIO, COO, CMO, VP
VALUE PROPOSITION
Akamai Media Delivery helps
companies monetize media
assets quickly & effectively
PAIN POINTS
Add rich media & personalization
Losing business because website so
slow
Poor website performance driving
customers to competitors
Need to give customers a richer online
experience to differentiate
GOALS / TRIGGERS
SEGMENT PROFILE
Buyer Type: Economic
Title: CIO, COO, CMO, VP
Sector: Media & Entertainment
Revenue: $100-$500 million
Employees: 1,000 – 10,000
Buying Cycle: TBD
Political
Ego
Recognition
Making a measurable impact on the
company’s profitability
Nurturing & supporting direct report
staff in mentor role
INFO SOURCES
JOB DESCRIPTION /
KEY RESPONSIBILITIES
Add Text
Peer validations remains the strongest
validation for decision making support
Respected 3rd party validation is also
an important factor in supporting
purchase decisions
Downstream community constituents
remain important
MEDIA CHANNEL MIX
(Source, Format, Time, Access)
Online Media
Webinar: Website Value
3rd Party Research
MEDIA PREFERENCES
ABC Web Properties
Top rated info resource for
ecommerce executives –
350K subscribers
Daily coverage of trends, best
practices, thought leaders
ZDNet
Premier resource for Web
infrastructure leaders –
1.1M subscribers
Content tailored to vertical,
applications, additional audience
attributes
14. Create a Revenue Marketing Message Map
MEDIA &
ENTERTAINMENT
ECONOMIC BUYER:
CIO, COO, CMO, VP
Converting Behavioral Cues Into Message Maps
PAIN #1
MESSAGE #1
We need rich
media &
personalization to
make our online
strategy
successful.
Learn how to deploy rich
media & personalization
to increase online
revenues by 60% via our
new WP: 9 Ways to Win
on Web
PAIN #2
MESSAGE #2
We’re losing
business because
our website is so
slow.
Speed up your Web site
& reduce abandonment
with our Webcast :
Accelerating Web $
@Warp Speed
PAIN #3
MESSAGE #3
OFFER #1
SEGMENT: M&E
Akamai Media Delivery
helps companies
monetize media assets
quickly & effectively
Poor website
performance is
driving our
customers to
competitor sites.
Enhance Web site
performance via incisive
self-assessment:
20-Point Interactive
Diagnostic Assessment
OFFER #2
OFFER #3
15. BUYERS PURCHASE PROCESS
Digital Customer Journey / Content Strategy
Awareness
Recognition
Consideration
Preference
Justification
We have a pain point,
or creating a new
strategy
We understand the
problem and its impact
There is a solution that
alleviates our problem
We’ve built our short
list of providers
Business case is
justified internally
BUYER’S INVOLVEMENT LEVEL
BUYERS RESEARCH
SOLUTIONS
ECONOMIC
ECONOMIC
ECONOMIC
ECONOMIC
TECHNICAL
TECHNICAL
TECHNICAL
TECHNICAL
TECHNICAL
EXECUTIVE
EXECUTIVE
EXECUTIVE
EXECUTIVE
EXECUTIVE
INFLUENCER
SALES CYCLE &
MARKETING
GOALS
ECONOMIC
INFLUENCER
INFLUENCER
INFLUENCER
INFLUENCER
• White Paper
• Business Case
• Market Research
Report
• Whiteboard Video
• Webcast
• eBook
• Print Advertising
• Tradeshow
• Blogs
• Editorial Events
• White Paper
• Technical Brief
• Business Case
• Market Research
Report
• Whiteboard Video
• Webcast
• Buyer’s Guide
• Blogs
• Case Study
• White Paper
• Technical Brief
• Demo Video
• Webcast
• Buyer’s Guide
• Benchmark
Assessment
• Blogs
• Case Study
• White Paper
• Technical Brief
• Demo Video
• Webcast
• Buyer’s Guide
• TCO Calculator
• ROI Calculator
• Competitive
Tools
• Sales
Enablement
Tools
• Case Study
• Demo Video
• Webcast
• Buyer’s Guide
• TCO Calculator
• ROI Calculator
• Live Event
Thought
Leadership
Solution
Knowledge
Solution
Validation
Competitive
Intelligence
Investment
Validation
Create awareness around
new or existing problem
Align with business
issues & drive urgency
Help identify needs in
solving the problem
Align solution with
need & differentiate
Demonstrate core
features & functionality
25. Engagement Model Funnel
Building a framework to measure, refine, nurture and accelerate prospects
through the buying process
Nurture Deferred,
Unresponsive
Leads
PAID ADVERTISING
WEBSITE CONTENT
SEARCH
MARKETING
EMAIL NURTURE
Loyalty
SOCIAL GROUPS
Self-Serve
REWARD PROGRAMS
Vendor Selection
Service Value
Research
Pricing
25
Relevant and vetted offer for the audience Test!A/B split – offer one and offer two
Now let’s move to facebook. It is important to strike that critical balance of offering content that is relevant and adds value – with content that entertains. At Marketo, we like to ask two questions before every Facebook interaction we plan: Does this help our brand's likeability? Is this interesting, engaging, useful content? This slide shows a few examples of some of our promoted posts. We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. (We have found that posting on Tuesday mornings tend to have the best results.)
A Twitter strategy we have used with great success is Promoted Tweets in timelines. These are targeted to followers and users who were similar to our followers. Our Promoted Tweets contain timely and engaging content (like I am showing above – this is our recent Definitive Guide to Marketing Automation).Every promoted Tweet that we run goes to a gated resource page. It is important to do some testing and see what works for you. We often see significant spikes in relevant Tweets during industry events.
Now let’s start with a few tactics for top of the funnel.SlideShare as many of you know was acquired by LinkedIn in May 2012, and is the world's largest community for sharing presentations, like PowerPoint, videos and webinars. It boasts 60 million monthly visitors and 130 million page views, making it one of the most visited sites on the web today. Here are some SlideShare Tips:Make sure the content you select is in an area where you (or your company) has expertise. Make sure it looks good!!!Use both paid and earned media in your promotion strategy. Leverage the ability to present the viewer with a form (as you can see here on this slide)
TipsConsider mid-stage contentGate content System integrationGet creditNew names matterFreshness
Content kind of a big deal
Engagement Score enables marketers to quickly judge how effectively each piece of content is engaging prospects and customers over time. This proprietary metric takes many factors into consideration, and outputs a single number that gives marketers a fast, apples-to-apples method of measuring content performance…See trend over time, how updates to program improve engagement.
Content kind of a big deal
Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Website+Blog = 38% of all oppsBut I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources.
