The document discusses 3-D content mapping strategies for marketing. It involves mapping content to buyer personas' pain points, appropriate content for where buyers are in the purchase cycle, and reusing content in different formats. The speakers discuss defining buyer personas through research, uncovering pain points, and integrating the buyer journey. They provide tips on creating varied content like white papers, videos and curating others' content. Marketers are advised to put the mapped content into drip marketing programs to nurture leads through the sales process.

1. Learn
the
Latest
Marke4ng
Strategies
with
3-­‐D
Content
Mapping
Presented
by:
Micky
Long,
Vice
President
&
Prac.ce
Director
-­‐
Lead
Nurturing,
Arke.
Group
Derek
Grant,
Sr.
Vice
President
of
Sales,
Pardot
-­‐
An
ExactTarget®
Company

2. Speakers
• Micky
Long,
Vice
President
and
Prac.ce
Director,
Lead
Nurturing
Arke4
Group
• Derek
Grant,
Sr.
Vice
Pres.
of
Sales,
Pardot
-­‐
An
ExactTarget®
Company
2

3. Agenda
• Introduc4ons
• 3-­‐D
Content
Mapping
• Message
Types
• Simple
Campaigns
• Ques4ons
3

4. 3-­‐D
Content
Mapping
Micky
Long,
Vice
President
&
Prac?ce
Direc?on,
Lead
Nurturing
Arke?
Group

5. Top
content
challenges
Top
Content
Challenges
Challenges
0
1%
Engaging
content
7%
Enough
content
Budget
12%
Lack
of
exec
buy-­‐in
42%
Content
variety
License
budget
18%
20%
5

6. Defining
3-­‐D
Content
Mapping
Three
main
components:
1 Mapping
to
pain
point
2 Mapping appropriate content
3 Mapping to buy cycle
6

7. Pain
Points
Uncovered
• Develop
personas
• Key
Ques4ons
Who What Why
7

8. Completed
Buyer
Persona
“I
have
3
concerns
when
I
sit
down
at
my
desk:
‘what’s
our
cash
flow?’
‘what
is
revenue/customer?’
and
‘how
efficient
is
our
plant
running?’”
Brad
the
CFO
Age:
45
Educa.on:
Bachelor’s
(Finance)
with
most
likely
an
MBA
About Brad Goals Words-phrases Objections
• Reports to CEO • Efficiency that resonate • Cost too much
• Has financial responsibility for firm • Less expenses • ROI • Burdensome
• Spends too much time on compliance/ • Proven ROI • Proven implementati
risk mitigation/SOX • Better • Financially on
• Must see fast ROI financial stable
ratios • Integrated
CFO Message Influencers Proof Points
• “Our plant solutions can bring • Peers • Avg.20%
immediate ROI through reduced • Case studies decrease in
inventory.” with ROI inventory
• “We enhance compliance through • Current • 30% less
advanced reporting.” clients waste
• Analyst firms
8

9. Top
Persona-­‐Building
Methods
Persona-­‐building
methods
Mining
in-­‐house
database
43%
Customer/prospect
survey
47%
Sales
interviews
56%
Customer/prospect
interviews
64%
0%
10%
20%
30%
40%
50%
60%
70%
9

10. Pain
Points
Uncovered
Research
comes
from
anywhere
• Sales
feedback
• Industry
publica4ons
/
reports
10

11. Pain
Points
Uncovered
If
you
can’t
find
it,
create
your
own
• Conduct
industry
surveys
• Survey
your
database
11

12. Buy
Cycle
Integrated
Now
that
we
know
who
they
are,
it’s
?me
to
determine
where
they
are
in
the
buy
cycle:
Awareness: Window shopping.
Discovery: Browsing.
Validation: Comparing.
12

13. Call-­‐to-­‐Ac?on
/
Content
To
be
effec?ve,
content
must
be:
• Relevant
• Varied
• Personal
• Fresh
Emails with a mix of
industry and product info
Product comparisons,
price info, offers
Industry white papers, Case studies, Post-sales communication,
educational material other validation info user newsletter
13

14. Why
variety
is
cri?cal
Content
type
u?lized
during
business
search
Podcast
Presenta4on
Infographic
Video
E-­‐book
Blog
post
Case
study
Webinar
White
paper
0%
20%
40%
60%
80%
100%
Source:
DemandGen
Report,
Content
Preference
Survey
14

15. Reuse
15

16. Reuse
Start
with
a
white
paper,
run
a
podcast,
create
a
video
16

17. Reuse
Partner
with
an
analyst,
run
a
webinar,
highlight
in
a
collateral
piece
17

18. Curate
(Borrow)
Content
Cura?on
-­‐
is
a
term
that
describes
the
act
of
finding,
grouping,
organizing
or
sharing
the
best
and
most
relevant
content
on
a
specific
issue.
–
Courtesy
of
Rohit
Bhargava,
Influen.al
Marke.ng
blog
Five
Cura?on
Models:
1. Aggrega4on
–
“Top
five
4ps
for
success”
2. Dis4lla4on
–
shorten
and
simplify
3. Eleva4on
–
spot
trends
from
other
material
4. Mashup
–
pulling
together
items
to
create
new
POV
5. Chronology
–
Pulling
together
4meline
to
show
trends
18

19. Cura?on
Tips
• Know
your
market
(have
we
said
that
before?)
• Always
be
searching
• Look
for
the
unusual
• Don’t
forget
to
akribute
• Commercial
tools
are
available
(Curata)
• Don’t
overlook
Google
alerts,
RSS
feeds,
LinkedIn
discussions,
etc.
19

20. Put
It
All
Into
Ac?on
Well-­‐mapped
content
can
feed
highly
effec?ve
drip
marke?ng
programs
Industry Industry Industry Industry Industry
Awareness White Paper
Response
Webinar
Response
White Paper
Response
Webinar
Response
Podcast
Response
N N N N
Y Y Y Y
Technical Product Technical
Discovery Response Response Response Return to Pool
White Paper Case Study White Paper
N N N
Y Y Y
Vendor Product Product
Validation Video
Response
Datasheet
Response
Case Study
Response
N N N
Y Y Y
Offer/
Sales
20

21. Prospect
Drip
Program
10%
Response
Rate
20-­‐30%
Response
Rate
40+%
Response
Rate
21

22. Message
Types
Light
v.
Heavy
HTML
Derek
Grant,
Pardot-­‐An
ExactTarget®
Company

23. Choose
the
Right
Type
of
Email
Mapping to buy cycle
23

24. Choose
the
Right
Type
of
Email
Mapping to buy cycle
24

25. Choose
the
Right
Type
of
Email
Mapping to buy cycle
25

26. Simple
Campaigns
Prac?cal
Ideas
For
Prospects

27. Educate
Non-­‐Sales
Ready
Leads
Premise
• Retain
early
stage
leads
as
marke4ng
assets
• “Put
the
pebble
in
the
shoe”
Strategy
• Heavy
HTML
from
Marke.ng@
• Whitepapers,
broad
webinars
Goal
• Create
an
MQL
27

28. Recycle
Dormant
Leads
So
They
Don’t
Want
to
Talk
• Recycle
non-­‐responsive
leads
• Automa4on
can
reclaim
Strategy
• Revert
to
broad
content
(Whitepapers,
Webinars,
etc…)
If
Successful
Sales
Engagement
• Light
HTML
from
“Assigned
User”
If
No
Sales
Engagement
• Heavy
HTML
from
Marke.ng@
Goal
• A
more
responsive
MQL
28

29. Stay
Top
of
Mind
Stay
Top-­‐of-­‐Mind
• Stay
in
touch
• Non-­‐responsive
leads
• Re-­‐acquain4ng
the
prospect
with
key
features
Content
• Light
HTML
from
“Assigned
User”
Goal
• Faking
sincerity
un4l
re-­‐engagement
29

30. Automate
Trial
Messaging
Try
it
before
you
buy
it…
• Product
trials
• Consistent
messages
• Defined
end
point
Content
• From
Marke.ng@
&
Heavy
HTML
• “How
To”
videos,
KB
ar4cles,
ROI
info
• Align
4ming
with
trial
4meline
Goal
• Convert
4re
kicker
to
customer
30

31. Re-­‐Engage
acer
a
Loss
They
Bought
From
Who???
• Nurture
Closed
/
Lost
Opportuni4es
• Prospects
using
a
compe44ve
product
Strategy
• Light
HTML
from
“Assigned
User”
• Wait
several
months
to
start
• Align
4ming
with
contract
term
Goal
• Another
chance
to
make
a
first
impression
31

32. Ques?ons

33. Contact
Informa?on
Micky
Long
Derek
Grant
Arke?
Group
Pardot,
An
ExactTarget®
Company
Vice
President
and
Prac.ce
Sr.
Vice
President
of
Sales
Director
-­‐
Lead
Nurturing
derek.grant@pardot.com
mlong@arke4.com
@derekgrant
www.twiker.com/arke4
33