Presented by the MD of Green Hat, this presentation overviews our 3C3P methodology in planning and implementing a successful lead nurture and marketing automation program. For more information, please visit our website on www.green-hat.com.au or call +61 3 9290 9777.
7. What new challenges does this present
for today’s Modern Marketer?
Find the prospect
Cultivate a virtual &
online relationship
Select right channels
Achieve new KPIs
(aligned with Sales)
8. … and added to that,
we need compelling content
to keep the conversation going.
9. Let’s have a look to a 6-Step
formula to help us through…
the 3C3P Methodology
Contacts
Communications
Content
Process
Performance
Platform
11. Build a Persona of your typical buyers. Get feedback
from Sales and research the buyers themselves.
My KPIs
My Challenges
What I’m not interested in
Challenges in communicating with me
How I like to receive information
What I’m interested in
My buying process
Who am I?
40+ male, works long hours, ambitious, independent, looks for
opportunities to move forward and is comfortable leading the way
12. Data gets lots of ‘air time’
but not enough ‘work time’
All Contacts 68,113
Contacts with email
57,825
Contact s with email &
Key Position Codes
40,918
Opt-in Key
Contacts
27,074
Opt-in Key
Responders
14. Decide your ideal channels to use to nurture
your buyers. Our top 4 today in b2b are …
Contextual Email channel
Web channel
Tele channel
Social channel
15. Create contextual email streams to deliver the right
content to the right person at the right time
Technology Stream
(CIO, ITM, ITP)
Profiling
Tracking
Scoring
Pain Point
#1
Thought
Leadership
Nurture Streams
Tactical Bursts
(solution
positioning)
Business Stream
(GM, LOB Exec)
Pain Point
#2
Pain Point
#3
Pain Point
#4
Opportunity
Streams
(tele initiated)
Pain Point
#1
Pain Point
#2
Pain Point
#3
Pain Point
#4
Finance Stream
(CFO, Finance)
19. Develop a Content Map & Strategy to deliver
timely content in the buying process
Buyer segments
Content media types
Examples of Thought
Leadership assets
Examples of
Solution Positioning assets
20. Top 6 Tips for Content Management:
1. Recycle & re-purpose content
2. Use trusted third party content
3. Use video content
4. Gate content mid-pipeline, not at pipeline entry
5. ‘Mobilise’ your content (responsive design)
6. Appoint a Content Curator
22. Marketing
Qualified
Leads
Thought Leadership Streams
Tactical Burst Streams
Opportunity Streams
Social Media
& Forums
Tele
MarketingContent
Contact
Acquisition
Search
Marketing
Online
Adverts
Events
Lead Nurture &
Automation
Program (+CRM)
Website
Develop your LNAP to become your central
communications backbone interlocking all channels
23. So what are the
process levers you
need to control in your
LNAP plan?
Host ‘Brand’
Cadence
Explicit & Implied Profiling
Content Gating
Lead Scoring
Lead Routing
Tele-Nurturing
29. Meet some of the new
players in the Modern
Marketing team
(internal & external)?
Chief Marketing Technologist
Content Curator/Coordinator
Content Editor
Marketing Automation Technologist
Data Analytics Specialist
Digital/Web Specialist
30. The Wrap Up
1. Plan the process upfront
2. Develop a content strategy
3. Spend time on the data (garbage in, garbage out)
4. Align Marketing and Sales (goals, process, structures)
5. Think 3C3P to drive your Lead Nurture & Automation
Program