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Influential Strategies Capabilities

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Influential Strategies Capabilities

  1. 1. What Did You Publish Today? Copyright: Influential, 2012
  2. 2. 3 Essential Questions1. What do your sales prospects need to learn or understand about your company (from your content)?2. How can the right content help bridge gaps or roadblocks in your sales process?3. How will content marketing help you achieve wider strategic goals? 2011 B2B Content Marketing Report Copyright: Influential, 2012
  3. 3. About Michael Teeling23 years in tech marketing, 18 years in Silicon Valley  7th employee, agency management Dave Duffield’s publicist   Geoff Moore’s book publicist Dot-com director of marketing   Founded in 2001 Interim marketing executive for many clients Copyright: Influential, 2012
  4. 4. What is Content Marketing?Content Marketing is the art of understandingexactly what your customers need to know, whenthey need to know it,and delivering it to themin a relevant and compelling way. Copyright: Influential, 2012
  5. 5. 5 Goals of Content Marketing1. Build greater awareness of your company/product(s)2. Appeal to each buyer persona’s unique requirements3. Generate interest and inquiries4. Move sales prospects through your buying cycle5. Support all outbound & inbound 2011 B2B Content Marketing Report marketing efforts Copyright: Influential, 2012
  6. 6. The Old Model: Sales Funnel  Website  Press releases  News & analyst coverage  Trade show booth signageAWARENESS  Advertising copy  Speeches  Direct mail/promo copy  Corporate brochure INTEREST  Sales presentation  Product data sheets  White papers (vision, market)  (Analyst studies & reports)EVALUATION  Competitive kill documents  Benchmark studies & shootouts  White papers (technical)COMMITMENT  Customer case studies  Customer case studies/ references Copyright: Influential, 2012
  7. 7. The New Model: Your Buyer’s JourneyContent Strategy Messaging Industry Content Branded Content Sales Content Influencer Relations Programs Content Product Content Customer Content Copyright: Influential, 2012
  8. 8. Content Interdependencies
  9. 9. Top 10 Content Marketing Trends1. Ditch the Pitch: solve problems, answer Qs, deliver insight, have conversations2. Customize content by persona, supporting their unique needs and discovery process3. Map content to the buyer’s journey, in the customer’s context, bringing them along4. Go cross-channel, but target only those social networks your prospects use5. Atomize content into bite-size discrete pieces to repurpose, reuse, repackage6. Focus sales content deeper on value and outcomes, leveraging customer advocates7. Curate 3rd party content to aggregate “thought leadership” from industry influencers8. Think like a publisher. Embrace a process orientation in content creation.9. Try everything. Execute small, laser-targeted campaigns for quick payback10.Monitor & measure effectiveness with the right metrics for your business Copyright: Influential, 2012
  10. 10.  Content Marketing firm for B2B technology companies Offer content strategy, creation and execution One-stop shop for complete project management Integration with all inbound/outbound programs We’ve serviced nearly 50 clients since 2001 Copyright: Influential, 2012
  11. 11. Under The Influence Our Clients: • Enterprise B2B software or service vendors • Emerging, high growth startups ($1M-100M in sales) • CMOs, VPMs juggling multiple hats • End-to-end project management required • Markets: BI/Big Data, ERP/CRM, IT services, networking, application development, information security… Average client tenure: ~ 2 years It is our pleasure to offer relentless marketing execution and deliver excellent results We help our clients... “Influence the Influencers” Copyright: Influential, 2012
  12. 12. Content Marketing Services Content Strategy • Messaging Frameworks: corporate, product, brand • Content Curation: gathers industry content that educates, informs, entertains for thought leadership • Content Mapping: aligns current inventory to the buyer’s journey, by persona, by stage, by channel • Content Atomization: fragments exiting assets for reuse, repurpose, refresh, repackage Content Creation • Creative Services: full-service editing, writing, design, video, web dev • Content Calendar: editorial board for content publishing that integrates with marketing programs & events Content Execution by deliverable, by project, by program Copyright: Influential, 2012
  13. 13. How Content Atomization works…VIDEO: Financial Institutions are at WarJoseph Menn, Financial Times Technology Writer,Author of Fatal System Error Atom 1 Atom 2 Atom 3TWEET: LINKED IN: BLOG POST:Criminals have a better Fraudsters invest more Economists vs. U.S. vs.system than ours. Huh? in R&D than Banks. FT Foreign governmentsWatch this video! <link> author explains… <link> on cybercrime war. Copyright: Influential, 2012
  14. 14. How Content Curation works… New Industry Research Report issued: "Online Fraud Mitigation: Tools of the Trade“ October 2011 Today Tomorrow Next WeekTWEET: BLOG POST: PORTAL:You can market fraud Right on! Here are 2 Download the reportprevention to your ways to not affect online from us! Here’s ourcustomers! <link> usability… take on what to do… Copyright: Influential, 2012
  15. 15. Our Client Engagement Model Project/Program Management Finite, customized engagements focused on delivering measurable results Interim Executive Role Fulfill 75% of FTE headcount position retained for 3 to n monthsAffiliate Network: Creative teams unite domain experts Copyright: Influential, 2012
  16. 16. Analyst Relations Servicesa.k.a. “Research Subscription Account Management” Not “AR for PR” Focus on maximizing ROI on your analyst spend Focus not just on quotes of support, but also… 1. Analyst impact on sales cycle 2. Analyst feedback to product strategy, positioning 3. Analyst content creation 4. Contract negotiation and leverage Quarterly planning, monthly activity reporting Flexibility and scalability Similar to internal AR role, not agency Copyright: Influential, 2012
  17. 17. Clients Advised to Successful Exits CygNet Software (acquired by Weatherford) Fortify Software (acquired by HP) CITTIO (acquired by Nimsoft) ITM Software (acquired by BMC) ClearApp (acquired by Oracle) Codefast (acquired by Coverity) Creekpath Systems (acquired by Opsware) Bristlecone (acquired by Mahindra Group) Copyright: Influential, 2012
  18. 18. How We Are Different Seasoned storytellers Brand building expertise meets technical acumen Senior level strategic thinking + “get sh*t done” Extensive software startup experience One-stop single contract model Affiliate network of marketing domain specialists Range of service options: walk before we run East coast attitude. Period. Copyright: Influential, 2012
  19. 19. “When content programs fail, it’s usually not due to a lack ofquality content, but because of poor execution. That’s why aProject Manager may be your most important contentasset… The Project Manager must ensure excellence in everycontent marketing tactic, and assume responsibility foraccomplishing the goals of the project.” The Content Marketing Institute Copyright: Influential, 2012
  20. 20. Let Us Tell Your Story! Copyright: Influential, 2012