View this #sps17 Webcast on-demand here: http://dg-r.co/2fXqvEW
Join Paige Musto, Sr. Director, Corporate Marketing at Act-On Software as she walks you through six important steps that will help you jumpstart your 2018 marketing strategy and execution plan. Plus, learn the necessary tips to help you close out 2017 on a high note.
Attendees will benefit by learning how to:
● Build effective campaign themes to support their marketing goals;
● Pull the levers needed to grow brand awareness and influence in the market;
● Identify the keys to successful reporting;
● Make an impact on the business by championing a big idea!
8. BUYER STAGES
How do your customers make
purchase decisions?
STEP 1
Buyer-centric
Planning
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
11. The New Paradigm
ACCESS TO INFORMATION
+
ACCESS TO CHOICE
_____________________
BUYER CONTROL
12. The Customer Journey Has Been Digitally Transformed
78% start the buying process with a web search, 50% turn to social media for peer reviews
Attract
Capture
Nurture
Expand
Convert
WebCompany WebsiteEvents Sales Social Email Content
BEN BETH
Web search
Product pages
Attends Tradeshow
Downloads
Whitepaper
Sales Call #1
Meeting Occurs
Registers for
webinar
Downloads Case
Study
Downloads
eBook
Sales Call #2
Meeting Occurs Connects with other
customers
Follow-Up
Email
Sales Call #1
Meeting Occurs
Downloads
Case Study
Confers with peers
on LinkedIn
Looks at Company LinkedIn
Product
Pages
Attends virtual
Event
Downloads
Whitepaper
Sales Call #2
Meeting Occurs
Follow-Up
Email
Sales Call #3
Becomes Customer
Subscribes to customer
newsletter
Downloads
Datasheet
Attends User Group
Pricing pages
Sales Call #3 Becomes
Customer
New customer
welcome email
13. Marketing plays a role across the life-cycle
Today the customer dictates
the actions and messages
that marketing and sales
should take.
14. A New Way of Marketing
Customers
Keep customers and
future customers at
the center of your
plans
15. BUYER STAGES
How do your customers make
purchase decisions?
STEP 2
Themes &
Content
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
16. The Four Tenets of Effective Campaign Themes
Based on buyer
pain points and
needs
Simple to
understand
Enduring
enough to stand
the test of time
Relevant during
all stages of the
buyer’s journey
Rule of thumb: stick with 1 to 3 core themes
18. Map your content to customer lifecycle stages
Establish trust
and thought
leadership
• Present solutions to pain points
• Aid in the purchase decision-making process
• Validate purchase decision
Training,
education, and
adoption
19. EXAMPLE THEME: TurboTax makes complicated taxes easy to manage and easy to understand
Press release:
TurboTax
releases new
mobile app
• eBook: 10 easy bookkeeping habits that make end-of-year
taxes a breeze.
• Analyst Report: 2017’s best tax tools
• Case Study: How Acme Industries saved millions on man-
hours by switching to TurboTax
Training
video: how to
upload your
deductible
expenses in 30
seconds
20. BUYER STAGES
How do your customers make
purchase decisions?
STEP 3
Tactics &
Opportunities
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
21. The Modern Buyer’s Journey
Increase
inbound activity
& website
traffic
Amplify social
media
engagement
Consistently
communicate
brand value
Increase website
conversions
Maximize trade
show & online
event success
Increase lead
volume
Educate, engage
& build trust
with prospects
Enable account-
based marketing
Seamless lead
handoff to sales
Prioritize leads
& engage at the
right time.
Reduce cold-
calling
Enable sales
with content &
templates
Welcome,
onboard & train
new customers
Capitalize on
upsell & cross-
sell
opportunities
Increase loyalty
and retention
rates
MarketingOpportunities
22. Mind Your Gaps!
Increase
inbound activity
& website
traffic
Amplify social
media
engagement
Consistently
communicate
brand value
Increase website
conversions
Maximize trade
show & online
event success
Increase lead
volume
Educate, engage
& build trust
with prospects
Enable account-
based marketing
Seamless lead
handoff to sales
Prioritize leads
& engage at the
right time.
Reduce cold-
calling
Enable sales
with content &
templates
Welcome,
onboard & train
new customers
Capitalize on
upsell & cross-
sell
opportunities
Increase loyalty
and retention
rates
MarketingOpportunities
23. The Nitty-Gritty
Opportunity: Increase inbound activity & website traffic
What we need to do:
• Conduct SEO audits on key pages to determine areas of improvement
• Increase social posting & referrals to the website
• Increase blogging frequency from 1x per week to 2x per week
Who’s responsible:
• John Snow, Brand Marketing Manager
Potential Obstacles:
• No SEO auditing tool currently in place
• Time constraints for current blog writers
24. Mind Your Gaps!
Increase
inbound activity
& website
traffic
Amplify social
media
engagement
Consistently
communicate
brand value
Increase website
conversions
Maximize trade
show & online
event success
Increase lead
volume
Educate, engage
& build trust
with prospects
Enable account-
based marketing
Seamless lead
handoff to sales
Prioritize leads
& engage at the
right time.
Reduce cold-
calling
Enable sales
with content &
templates
Welcome,
onboard & train
new customers
Capitalize on
upsell & cross-
sell
opportunities
Increase loyalty
and retention
rates
MarketingOpportunities
25. The Nitty-Gritty
Opportunity: Educate, engage & build trust with prospects
What we need to do:
• Build email nurture tracks for prospects in an open opportunity
• Create behavior-triggered emails that respond to active prospects when they visit the website
Who’s responsible:
• Katie Stark, Demand Generation Manager
Potential Obstacles:
• Current email tool does not support email automation, manual work required
26. BUYER STAGES
How do your customers make
purchase decisions?
STEP 4
Marketing
Tech Stack
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
29. Marketing automation is the cornerstone
of a modern B2B strategy.
As interactions with buyers become more
complex – across both multiple messages and
multiple channels – this is the technology that
allows marketers to streamline and simplify
the process of managing these relationships.
— ANDREW GAFFNEY
Publisher, Demand Gen Report
30. What Comprises Marketing Automation?
Customers
EMAIL
NURTURING
WEB
FORMS
SOCIAL
PROSPECT
SOCIAL
PUBLISH
ACTIVITY
SCORING
LEAD
SCORING
LANDING
PAGES
WEBINARS REPORTING
SEGMENTATION
31. More Enhance New
Do more of what’s
working
Try Something NewImprove what you’re
already doing
Only 3 Levers Marketers Can Pull
32. More Enhance New
Lead Nurture
Automate Sales’
Outreach
[Connected] Social
Engagement
Account-based
Marketing
Trigger-based Emails
Dynamic Segmentation =
More Relevant
Lead Prioritization
3 Levers: How Marketing Automation Can Help
33. BUYER STAGES
How do your customers make
purchase decisions?
STEP 5
Reports that
“Wow”
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
34. The Keys to Successful Reporting Plans
Establish overall
funnel metrics
Develop specific
KPIs to measure
progress for the
“gaps” you
identified earlier
Make sure you
have the tech in
place to track
performance
Get buy-in from
the whole team
36. BUYER STAGES
How do your customers make
purchase decisions?
STEP 6
Your Big Idea
THEMES
What messages do you want to get
out to your target buyers?
TACTICS
What do you need to do to get in
front of buyers in each stage?
TECH STACK
What technical systems do you need
to support your activities?
REPORTS
What reports do you need to report
back to your boss?
BIG IDEA
How do you make your mark and
innovate?
37. Champion a Big Idea
A new channel or
tactic that could
open doors for
your business
Innovative content
- think beyond the
eBook.
A new technology
solution to
support your plan
New ways of
reporting or
motivating the
team to achieve
KPIs
This is your opportunity to be a leader and an agent of change