Pardot Elevate 2011: Designing Content for your Marketing Machine

TM
More Leads. Higher Quality. Lower Cost

Designing
Content

for
your
Marke=ng
Machine

Elevate
November
16,
2011

Friday, November 18, 2011

These
slides
are
made
available
to
you
as
a
courtesy.
They
remain
the

copyrighted
property
of
Gossamar
Inc.
You
may
share
them
at
will,

but
please
remember
to
a=ribute
them
to
us
if
you
do.


Eric
Goldman
President

These
slides
are
made
available
to
you
as
a
courtesy.
They
remain
the

copyrighted
property
of
Gossamar
Inc.
You
may
share
them
at
will,

but
please
remember
to
a=ribute
them
to
us
if
you
do.

TwiEer:
@gossamar
Facebook:. http://www.facebook.com/pages/Gossamar-Inc/189667453494
LinkedIn Proﬁle: http://www.linkedin.com/in/ericgoldmangossy
Website: http://www.gossamar.com


Introduction

•
It’s
a
Process
-‐
CPI


Introduction

•
It’s
a
Process
-‐
CPI
•

Content
is
King
-‐
the
fuel


Introduction

•
It’s
a
Process
-‐
CPI
•

Content
is
King
-‐
the
fuel
•

Context
is
Queen


Introduction

•
It’s
a
Process
-‐
CPI
•

Content
is
King
-‐
the
fuel
•

Context
is
Queen
•

Timing
is
everything


Introduction

This
is
why
we
need
to:


Introduction

This
is
why
we
need
to:
•
Know
our
visitors Personas


Introduction

This
is
why
we
need
to:
•
Know
our
visitors Personas

•
Understand
what
informa=on
they
want

Buying-‐Cycles


Introduction

This
is
why
we
need
to:
•
Know
our
visitors Personas

•
Understand
what
informa=on
they
want

Buying-‐Cycles
•
Know
when
they
want
it


Introduction

This
is
why
we
need
to:
•
Know
our
visitors Personas

•
Understand
what
informa=on
they
want

Buying-‐Cycles
•
Know
when
they
want
it

•
Know
its
value
to
them
and

preferred
format


Agenda

1.
Introduc=on

2.
Content’s
purpose

3.
Developing
Personas

4.
Deciphering
Buying-‐Cycles

5.
Designing
Content

6.
PuUng
it
all
together

7.
Developing
Insight

8.
Conclusion


Content’s Purpose

There
are
4
goals:


Content’s Purpose

There
are
4
goals:

Inform
and
Educate

Display
Thought
Leadership

Erect
Barriers
to
CompeFFon

And
the
4th?


Content’s Purpose

There
are
4
goals:

Inform
and
Educate

Display
Thought
Leadership

Erect
Barriers
to
CompeFFon

Sell
!

Content’s Purpose

But…


Content’s Purpose

But…

Content
is
diﬃcult!


Content’s Purpose

But…

Content
is
difficult!
Time
CreaFve
Effort
PublicaFon
Effort/Cost


Content’s Purpose

So
create
the
minimum!


Content’s Purpose

Tips
to
follow


Developing Personas

Proﬁle
#
1:
OperaFons
Manager


Developing Personas

Proﬁle
#
1:
OperaFons
Manager
Products/Services:
SoluFon
#1


Developing Personas

Proﬁle
#
1:
OperaFons
Manager
Products/Services:
SoluFon
#1

Titles:
•
OperaFons
Manager
•
Director
of
OperaFons
•
VP
of
OperaFons
(Vice
President…)


Developing Personas

Proﬁle
#
1:
OperaFons
Manager
Products/Services:
SoluFon
#1

Role:
i)
Manages
the
operaFon
of
the

business
funcFon
in
which
your

product/service
will
be
installed/
operated/used.
ii)
Role
in
decision-‐making-‐process?


Developing Personas

Proﬁle
#
1:
OperaFons
Manager
Products/Services:
SoluFon
#1

Concerns:
•
Needs
InformaFon
•
Needs
ease
of
use
•
Conscious
of
costs
•
Wants/expects
high
quality
•
Is
it
swamp
land
in
Florida?


Developing Personas

Proﬁle
#
1:
OperaFons
Manager
Products/Services:
SoluFon
#1

QuesFons:
•
What
is…?
•
How
much
does
it
cost?
•
Who
on
my
team
looks
at
this?


Deciphering Persona Buying-Cycles

Classic
B2B:



Classic
B2B:
•
Awareness
•
Research
•
Evaluate
AlternaFves
•
Purchase
Decision
•
Ongoing
Support



Classic
B2B: IMA
B2B:
•
Awareness
•
Research
•
Evaluate
AlternaFves
•
Purchase
Decision
•
Ongoing
Support



Classic
B2B: IMA
B2B:
•
Awareness •
Identify/deﬁne
problem
•
Research •
Research
SoluFons
•
Evaluate
AlternaFves •
Analyze
and
Evaluate
•
Purchase
Decision •
Purchase
•
Ongoing
Support •
Post-‐Sale
Support


Tips 1: It’s a Team Effort

Make
Content
the
Company’s
Problem



Make
Content
the
Company’s
Problem

•
Orient
Company
Culture



Make
Content
the
Company’s
Problem

•
Orient
Company
Culture

•
Walk
the
walk
-‐
know
the
value
($5-‐$10k
per
White
Paper
=
CPL?)



Make
Content
the
Company’s
Problem

•
Orient
Company
Culture

•
Walk
the
walk
-‐
know
the
value
($5-‐$10k
per
White
Paper
=
CPL?)

•
Give
prizes
and
peer
recogniFon


Tips 2: Understanding Personas

•
Interview
Sales,
Support,
Field
Service,
AccounFng



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?

•
What
informaFon
did
the
client
ask
for
and
when
(stage?)



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?

•
What
informaFon
did
the
client
ask
for
and
when
(stage?)

•
Not
all
Personas
travel
through
all
stages



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?

•
What
informaFon
did
the
client
ask
for
and
when
(stage?)

•
Not
all
Personas
travel
through
all
stages

•
The
progression
is
not
always
linear



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?

•
What
informaFon
did
the
client
ask
for
and
when
(stage?)

•
Not
all
Personas
travel
through
all
stages

•
The
progression
is
not
always
linear

•
Cycles
vary
in
duraFon
-‐
Sales
will
know
yours



•
Interview
Sales,
Support,
Field
Service,
AccounFng
•
What
did
you
do
to
help
the
prospect
become
a
client
or
deal
with
an
issue?

•
What
informaFon
did
the
client
ask
for
and
when
(stage?)

•
Not
all
Personas
travel
through
all
stages

•
The
progression
is
not
always
linear

•
Cycles
vary
in
duraFon
-‐
Sales
will
know
yours

•
Pinpoint
campaign
or
source
for
ROI


Tips 3: Deciphering Buying-Cycles

Search
Phrase
Results



Search
Phrase
Results

“ways
to
speed
up

production”
identi5ied

problem
-‐
no
idea
how

to
solve
it.

(Stage
1)



Search
Phrase
Results

“numerical
control”
problem
identi5ied
(quicker
production);
potential
solution
(NC
instead
of
manual),
but
no
machine
or
supplier
yet.

(Stage
2)



Search
Phrase
Results

“NC
milling
machine”,
and
phrases
which
include

“comparison
or
compare”,

(Stage
3)



Search
Phrase
Results

“Cheap”,
or
“Inexpensive”
(Stage
3),
but
a
sensitivity
to
price
(or
“best,”
or
“high-‐quality”).



Search
Phrase
Results

Your
company
name?



Talk
to
People



Talk
to
People
Prospects/Customers
Your
Search
Phrases
Your
Buying
Process
Your
Stage
Now?
#
People
and
Roles
DuraFon?



Talk
to
People
Use
Social
Media

Ask
quesFons
online


What goes Where…

Stage Pitch


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal •
Features/Beneﬁts/Pricing


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal •
•
Purchase


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal •
•
Purchase •
Convince
&
Support
Decision


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal •
•
Purchase •
Convince
&
Support
Decision
•
Post-‐Sale
Support


What goes Where…

Stage Pitch
•
Identify/deﬁne
problem •
Information
only
•
Research
SoluFons •
Educate
Only
•
Analyze
and
Evaluate •
Our
Features
(Spec
Sheets)
•
NegoFate
Deal •
•
Purchase •
Convince
&
Support
Decision
•
Post-‐Sale
Support •
Up
Sell


Tips 5: Creating Content

•
Follow
the
Process



•
Follow
the
Process

•
Team
Think
It



•
Follow
the
Process

•
Team
Think
It

•
Hire
Experts
-‐
but
remember
YOU
are
the
SME!



•
Follow
the
Process

•
Team
Think
It

•
Hire
Experts
-‐
but
remember
YOU
are
the
SME!

•
Quality
is
important
-‐
Digital
Trust
Factor



•
Follow
the
Process

•
Team
Think
It

•
Hire
Experts
-‐
but
remember
YOU
are
the
SME!

•
Quality
is
important
-‐
Digital
Trust
Factor

•
Length
is
not
important,
#
of
pieces
is


And the common theme…

Circle
of
Consistency



World

Website Email

Circle
of
Consistency

Landing
Page Content



Your

Keywords

Putting it all together…

Map
The
Content



Map
The
Content

To
Buying-‐Cycles


Map
The
Content

To
what
they
want
to
know
about
To
Buying-‐Cycles


Map
The
Content To
a
persona

To
what
they
want
to
know
about
To
Buying-‐Cycles


Map
The
Content To
a
persona

IdenFfy
item
of
content

To
what
they
want
to
know
about
To
Buying-‐Cycles

Using Pardot PI

Landing
Pages


Using Pardot PI

Landing
Pages
Heading
Images
Body
copy
Form
(Max
4
ques=ons)
BuEon
Privacy
Policy


Engage - with the RIGHT Content at the RIGHT time

Nurturing
Campaigns


Engage - with the RIGHT Content at the RIGHT time

Nurturing
Campaigns

For
each
Persona


Using Pardot’s PI

Developing
Insight


Using Pardot’s PI

Developing
Insight
GoodData


Conclusion

Summary
1.
Introduc=on

2.
Content’s
purpose

3.
Developing
Personas

4.
Deciphering
Buying-‐Cycles

5.
Designing
Content

6.
PuUng
it
all
together

7.
Conclusion


Questions

?


Pardot Elevate 2011: Designing Content for your Marketing Machine

Pardot Elevate 2011: Designing Content for your Marketing Machine

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