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featuring:
#NavigateCrisis
@PRNewswire
@CNWGroup
Matt Heinz
President
Heinz Marketing
www.heinzmarketing.com
@HeinzMarketing
#NavigateCrisis
@PRNewswire
@CNWGroup
Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want
#NavigateCrisis
@PRNewswire
@CNWGroup
I am serious about bacon
Five keys to multi-channel content strategy
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Embrace revenue responsibility
5. How will you measure it?
#NavigateCrisis
@PRNewswire
@CNWGroup
Calculating
what you
need
Assumptions
Meaghan ASP $ 65,000
Jennifer ASP $ 75,000
John ASP $ 80,000
Opp/Close % 25.0%
Lead/Opp % 5.0%
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Meaghan Sales # 1 1 2 3 2 4
Jennifer Sales # 1 2 2 2 2 2
John Sales # 1 1 1 1 2 1
Total Sales # 2 3 4 5 4 7
Meaghan Sales $ $ 65,000 $ 65,000
$
130,000
$
195,000
$
130,000
$
260,000
Jennifer Sales $ $ 75,000
$
150,000
$
150,000
$
150,000
$
150,000
$
150,000
John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000
$
150,000 $ 75,000
Total Sales $
$
215,000
$
290,000
$
355,000
$
420,000
$
430,000
$
485,000
Meaghan Pipeline # 4 4 8 12 8 16
Jennifer Pipeline # 4 8 8 8 8 8
John Pipeline # 4 4 4 4 8 4
Total Pipeline # 12 16 20 24 24 28
Meaghan Pipeline $
$
260,000
$
260,000
$
520,000
$
780,000
$
520,000 $1,040,000
Jennifer Pipeline $
$
300,000
$
600,000
$
600,000
$
600,000
$
600,000
$
600,000
John Pipeline $
$
300,000
$
300,000
$
300,000
$
300,000
$
600,000
$
300,000
Total Pipeline $
$
860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000
Meaghan Leads 80 80 160 240 160 320
Jennifer Leads 80 160 160 160 160 160
John Leads 80 80 80 80 160 80
Total Leads 240 320 400 480 480 560
#NavigateCrisis
@PRNewswire
@CNWGroup
One slide to rule them all
#NavigateCrisis
@PRNewswire
@CNWGroup
Defining & developing trust
Trust =
(relationships + content)
X
reputation
#NavigateCrisis
@PRNewswire
@CNWGroup
Only two sales stages matter
#NavigateCrisis
@PRNewswire
@CNWGroup
Only two sales stages matter
#NavigateCrisis
@PRNewswire
@CNWGroup
The buyer’s journey
#NavigateCrisis
@PRNewswire
@CNWGroup
Marketing plan in 5 questions
1. What/who are your targets?
• Direct & indirect users, influencers
• Address entire buyer ecosystem
2. What do they care about? What outcome are they seeking?
3. Where do you find them?
4. What or who influences them?
5. How do they want to engage and (eventually) buy?
#NavigateCrisis
@PRNewswire
@CNWGroup
Other planning best practices
1. Campaigns vs programs vs “sends”
2. Know the objective (content is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. What is the customer context (i.e. how and when will the content
be received?)
6. What is the right format?
7. How will content integrate with other channels or outreach
efforts?
#NavigateCrisis
@PRNewswire
@CNWGroup
#NavigateCrisis
@PRNewswire
@CNWGroup
One framework to rule them all!
Industry Company Persona
Buyer’s Journey Insights
Attention/Engagement Believe/Commit Believe/Commit To Me
Engage Educate Mobilize Convert
Editorial Calendar Planning
Internal External SME Crowd-Sourced
Created Curated
Written Video Audio Presentation Live/Recorded
Blog Social Third Party Site Offline Influencers
Email Lists Social Influencers
Social Shares Influencers Employees/Customers
Engagements Clicks Leads Opportunity Conversion
Target
Focus Areas
Context
Objective
Topics
Input Source
Content Type
Content Format
Publish
Distribute
Amplify
Measure & Convert
#NavigateCrisis
@PRNewswire
@CNWGroup
#NavigateCrisis
@PRNewswire
@CNWGroup
Housekeeping
• Copy of this deck
• Offers for you
• Full Funnel Marketing – the BOOK
• Modern Marketer’s Field Guide
• Matt’s award-winning* smoked bacon recipe
• Send me an email (matt@heinzmarketing.com) noting what
you want
#NavigateCrisis
@PRNewswire
@CNWGroup
Questions?
Matt Heinz
President
Heinz Marketing
@HeinzMarketing
FOR INFORMATION ABOUT OUR SERVICES, CALL:
US: (888) 776-0942
CANADA: (877) 269-7890

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Multichannel Content Strategy: How to Build Awareness, Customers & Revenue

  • 3. #NavigateCrisis @PRNewswire @CNWGroup Housekeeping • Copy of this deck • Offers for you • Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) noting what you want
  • 5. Five keys to multi-channel content strategy 1. Do the math (quantify what success looks like) 2. Create a clear customer profile 3. Map the sales and buying process 4. Embrace revenue responsibility 5. How will you measure it? #NavigateCrisis @PRNewswire @CNWGroup
  • 6. Calculating what you need Assumptions Meaghan ASP $ 65,000 Jennifer ASP $ 75,000 John ASP $ 80,000 Opp/Close % 25.0% Lead/Opp % 5.0% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Meaghan Sales # 1 1 2 3 2 4 Jennifer Sales # 1 2 2 2 2 2 John Sales # 1 1 1 1 2 1 Total Sales # 2 3 4 5 4 7 Meaghan Sales $ $ 65,000 $ 65,000 $ 130,000 $ 195,000 $ 130,000 $ 260,000 Jennifer Sales $ $ 75,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 $ 150,000 John Sales $ $ 75,000 $ 75,000 $ 75,000 $ 75,000 $ 150,000 $ 75,000 Total Sales $ $ 215,000 $ 290,000 $ 355,000 $ 420,000 $ 430,000 $ 485,000 Meaghan Pipeline # 4 4 8 12 8 16 Jennifer Pipeline # 4 8 8 8 8 8 John Pipeline # 4 4 4 4 8 4 Total Pipeline # 12 16 20 24 24 28 Meaghan Pipeline $ $ 260,000 $ 260,000 $ 520,000 $ 780,000 $ 520,000 $1,040,000 Jennifer Pipeline $ $ 300,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 $ 600,000 John Pipeline $ $ 300,000 $ 300,000 $ 300,000 $ 300,000 $ 600,000 $ 300,000 Total Pipeline $ $ 860,000 $1,160,000 $1,420,000 $1,680,000 $1,720,000 $1,940,000 Meaghan Leads 80 80 160 240 160 320 Jennifer Leads 80 160 160 160 160 160 John Leads 80 80 80 80 160 80 Total Leads 240 320 400 480 480 560 #NavigateCrisis @PRNewswire @CNWGroup
  • 7. One slide to rule them all #NavigateCrisis @PRNewswire @CNWGroup
  • 8. Defining & developing trust Trust = (relationships + content) X reputation #NavigateCrisis @PRNewswire @CNWGroup
  • 9. Only two sales stages matter #NavigateCrisis @PRNewswire @CNWGroup
  • 10. Only two sales stages matter #NavigateCrisis @PRNewswire @CNWGroup
  • 12. Marketing plan in 5 questions 1. What/who are your targets? • Direct & indirect users, influencers • Address entire buyer ecosystem 2. What do they care about? What outcome are they seeking? 3. Where do you find them? 4. What or who influences them? 5. How do they want to engage and (eventually) buy? #NavigateCrisis @PRNewswire @CNWGroup
  • 13. Other planning best practices 1. Campaigns vs programs vs “sends” 2. Know the objective (content is the drill, what is the hole??) 3. What is the customer point of view? 4. What stage of the buyer’s journey are you addressing? 5. What is the customer context (i.e. how and when will the content be received?) 6. What is the right format? 7. How will content integrate with other channels or outreach efforts? #NavigateCrisis @PRNewswire @CNWGroup
  • 14. #NavigateCrisis @PRNewswire @CNWGroup One framework to rule them all! Industry Company Persona Buyer’s Journey Insights Attention/Engagement Believe/Commit Believe/Commit To Me Engage Educate Mobilize Convert Editorial Calendar Planning Internal External SME Crowd-Sourced Created Curated Written Video Audio Presentation Live/Recorded Blog Social Third Party Site Offline Influencers Email Lists Social Influencers Social Shares Influencers Employees/Customers Engagements Clicks Leads Opportunity Conversion Target Focus Areas Context Objective Topics Input Source Content Type Content Format Publish Distribute Amplify Measure & Convert #NavigateCrisis @PRNewswire @CNWGroup
  • 15. #NavigateCrisis @PRNewswire @CNWGroup Housekeeping • Copy of this deck • Offers for you • Full Funnel Marketing – the BOOK • Modern Marketer’s Field Guide • Matt’s award-winning* smoked bacon recipe • Send me an email (matt@heinzmarketing.com) noting what you want
  • 17. FOR INFORMATION ABOUT OUR SERVICES, CALL: US: (888) 776-0942 CANADA: (877) 269-7890

Hinweis der Redaktion

  1. Hello and welcome to the PR Newswire & CNW webinar titled Multichannel Content Strategy: How to Build Awareness, Customers and Revenue featuring Matt Heinz, President of Heinz Marketing I’m Micah Leibowitz and I am the leader of digital and events at PR Newswire and I am really excited about today’s conversation. Before we start I have a few housekeeping items to share: There is no need to take notes as we will be emailing you the on-demand webinar replay along with the slides from today. Please submit questions by typing them in the “ask a question” box at the bottom of the screen. We will address as many of your questions as we can at the end of the discussion and feel free to ask questions throughout the presentation. The hashtag for the webinar today is #MKTGTrendspot so M-K-T-G-trendspot. We encourage you to continue the conversation on twitter by following the feed on your screen and engaging in the conversation. Thanks again to Marian and Ken for joining today, and without further delay, I will hand it over to Ken!
  2. Great panel today
  3. Great panel today
  4. We’ve come to the end of hour. I want to thank our speakers again and all of you who joined us. Have a great day.