Marketers are constantly challenged to deliver remarkable, content-driven experiences… Creating these experiences requires a proper understanding of how to effectively connect each marketing touchpoint through a focused and unified framework. These slides accompany a webinar put on by Pinpointe and Linda Ford, content marketing expert and President of BB Marketing Group. They explain how to leverage a digital marketing transformation framework to guide your marketing initiatives, create connected experiences and deliver positive business outcomes. If you'd like to see more, check out the webinar replay at http://email-marketing.pinpointe.com/webinar-how-to-transform-your-digital-marketing-ford

2. Email Marketing for Teams
Teams and agencies use Pinpointe to produce better
email campaigns quickly and at a larger scale
BROUGHT TO YOU BY:
Pinpointe On-Demand, Inc.
MODERATOR:
Eryn Branham
Pinpointe On-Demand, Inc.
ebranham@pinpointe.com
623.975.3335

3. § Design mobile friendly campaigns in minutes
§ Designed for high volume sending
§ Better Results: Advanced segments + behavioral targeting
Email Marketing for Teams:
In-Depth Analytics
Track meaningful
ROI
WHY
PINPOINTE?
Collaborative EMAIL
MARKETING where teams
can CREATE, DEVELOP,
SEND and SUCCESSFULLY
TRACK email marketing ROI
Create Teams
Up to 500 Dedicated
‘Teams’
Campaigns
Easy to use
Drag-N-Drop Builder
Support
Free Onboarding +
Dedicated Account Manager

4. Providing advanced sending options to
improve results.
TESTING +
REPORTING
§ Predictive sending
§ Auto-add utm_tracking
for easy reporting in
google analytics
§ Drill-down reporting
§ Split tests
§ Auto-batch - Test send
time batches
§ Compare campaign
details
§ Plus more…

5. A few of Our Customers:
INDUSTRIES
WE SERVE
• Agencies
• Franchises
• Real-Estate Teams
• Partner Networks
• Multi-Office
• Publishing
• Digital Media
• Technology
• Salesforce Marketing
Cloud

6. https://landing.pinpointe.com/schedule-live-demo/
SCHEDULE A
PERSONAL DEMO

7. FOR TODAY’S ATTENDEES
FREE
1 MONTH OF PINPOINTE
EMAIL MARKETING
• Monthly subscription - up to 100k/mo
• $550 value
• https://bit.ly/2I7RfCz
• Use coupon code PPTWEBNR in your
shopping cart

8. Linda Ford
President, Marketing Content Expert
BB Marketing Group
P: (224) 433-6900 | lford@bbmktg.com
www.bbmktg.com
§ Over 20 years marketing experience
§ Specializes in a broad range of technology and channel
marketing solutions
§ Works with top technology manufacturers and distributors
§ Recognized by CRN Magazine as one of the Most Powerful
Women in the Channel
FEATURED SPEAKER

9. With extensive experience in channel marketing, BB Marketing Group provides Marketing-as-a-
Service solutions to help our clients deliver on their business mandates, find their digital voice
and expand their brand power.
LINDA FORD
President, Founder
INTRODUCTIONS

10. DIGITAL MARKETING
TRANSFORMATION

11. According to Hubspot…
WHAT IS
DIGITAL MARKETING?
Digital marketing encompasses all marketing
efforts that use an electronic device or the
internet. Businesses leverage digital channels
such as search engines, social media, email, and
other websites to connect with current and
prospective customers.
§ Content Marketing
§ Social Media Marketing
§ Pay Per Click (PPC)
§ Affiliate Marketing
§ Native Advertising
§ Marketing Automation
§ Email Marketing
§ Online PR
§ Inbound Marketing
§ SEO
EXAMPLES OF
DIGITAL MARKETING

12. WHAT IS DIGITAL MARKETING
TRANSFORMATION?
§ Change in the way we spend
§ Change is the way customers purchase
§ Content-led culture
§ Omni-channel approach

13. § Email campaigns (87%) and educational
content (77%) are the top content
marketing methods B2B marketers use to
support and develop their audience
§ Infographics, photos, charts and other
image content have seen a 56% increase
for B2B marketers in the last four years
§ 90% of B2B content marketers prioritize
their audience’s needs over their sales
message when creating content
WHY IS DIGITAL MARKETING
SO CRITICAL?
[SOURCE: CONTENT MARKETNG INSTITUTE]

14. 32%
of marketers say visual images
are the most important form of
content for their businesses.
HubSpot, 2018
51%
of B2B marketers prioritize
creating visual assets as part of
their content marketing
strategy.
HubSpot, 2019
45%
of B2C marketers believe visual
content is their most important
type of content.
Content Marketing Institute, 2017
72%
of marketers said that having a
good content strategy was a
major key to their success in
2018.
B2B Content Marketing, 2018
3x
Content marketing gets three
times more leads than paid
search advertising.
Content Marketing Institute, 2017
88%
marketers said they included
visuals in over 50% of the articles
that were published.
Impact, 2019
MORE

15. WHERE ARE COMPANIES
SPENDING MARKETING
DOLLARS?
§ The average percentage of revenue – that companies
spend on marketing is 11.2%.
Source: Brafton/Gardner CMO
§ 48% of companies are spending between 4-10% of their
revenue on marketing
Source: Hook Agency
§ The digital/online part of marketing budgets is expected to
go up from 42% in 2019 – to around 45% on average by 2020
Source: Hook Agency
§ 69.7% of people said they were spending less than half of
their marketing budgets on digital/online marketing for
2020.
Source: Hook Agency

16. Your Marketing Journey
Starts HERE
CUSTOMER UNDERSTANDING
Business Drivers & Strategy
SOLUTION UNDERSTANDING
Differentiation | Alignment with Customer Needs
MARKETING GOALS
New Leads Expansion in Current Accounts Revenue Growth
§ Brand Identity
§ Channel
Marketing
§ Solution Dev
§ Public Relations
§ Demand Gen
§ Digital Strategy
DIGITAL/CONTENT
MARKETING
SALES SUPPORT
CUSTOMER ADVOCACY
& ADOPTION
§ Infographics
§ White Papers
§ eBooks &
Magazines
§ Videos
§ Presentations
§ Blogs & Websites
§ Productization
§ Incentive Trips
§ Sales Meetings
§ Sales Guides &
Materials
§ Case Studies
§ Interviews &
Profiles
§ Solution
Adoption
Programs
STRATEGY
• WEBSITE
• SOCIAL MEDIA
• WORD OF
MOUTH
• REFERRALS
• PARTNERS
• SALES
• SEO/PPC
• EMAIL
• SYNDICATION
• TELESALES
Nurture & Loyalty Programs
MAS
CRM
ANALYTICS
BUSINESS OUTCOMES
Customer
Experience &
Satisfaction
Revenue Growth Brand Equity Employee Pride
§ Executive
Briefings
§ Technical
Workshops
§ Online Events
§ Trade Shows
EVENTS
A T T R A C T – D E L I G H T - E N G A G E I N F O R M – E D U C A T E - L I S T E N
DIGITAL MARKETING TRANSFORMATION FRAMEWORK
SYSTEMS
CHANNELS

17. MARKETING
TACTICS

18. § How many different
audiences do you have?
§ What are their pains?
WHO IS YOUR
AUDIENCE?
Interview your
customers

19. Create content aligned to
the needs of your
customers. Make it useful.
Make it personal. Make it
easy to find and obtain.
Create content pieces that
can be used in lots of
different ways, lots of
different times, through lots
of different channels.
Create gated and
ungated assets to drive
interest. Gate prime
assets to drive
conversions.
LEVERAGING CONTENT TO HELP BUYERS
& SUPPORT THEIR BUYING PROCESS

20. AWARENESS
Whitepaper, eBook,
Kit, Tip Sheet,
Checklist, How-to-Video,
Educational Webinar
EVALUATION
Product Webinar,
Case Study, Sample,
FAQ, Data Sheet,
Demo Video
PURCHASE
Free Trial, Live Demo,
Consultation, Estimate,
Coupon
ALIGN CONTENT TO LIFECYCLE
PHASE

21. IDEAS FOR CREATING
ORIGINAL CONTENT
Talk to your customer
facing team.
What are the top 5-10
questions you get from
customers?
Look at & follow your
customer’s social
channels
What makes good
original content?

22. MARKETING CONTENT
WE RECOMMEND…
Create educational marketing
resources:
§ Gated: Whitepapers, research documents, in-
depth surveys, etc.
§ Un-Gated: Partner content, new solution offers,
infographics, case studies, branded marketing
slicks, etc.
How to Leverage
the Content
Educational
Resource
Email Marketing
Social Media Posts
SEO
Blog Posting
CTA throughout website
Landing pages
Press Releases

23. HOW WE TURN 1 NEW MARKETING
CONTENT PIECE INTO 57 STAND
ALONE CONTENT PIECES
§ 4 Articles
§ 2 Ways to Gather Prospect Data (Gated Page)
§ 1 Partnership Ad
§ 1 Company Ad
§ 4 Blog Articles
§ 40 Social Media Posts
§ 5 Printed Documents

24. LEVERAGING WEBINARS
WE RECOMMEND…
PreWebinar
Email
Marketing
Social Media
Posts
SEO
Press Release
PostWebinar
Blog Posts
Gated Resource
Social Media Posts
SlideShare
YouTube
Vimeo
SEO
Marketing to Partners

25. TEAMS ALLOWS YOU TO...
WORK IN A WAY THAT MAKES YOU MORE PRODUCTIVE
WHY MICROSOFT TEAMS IS THE
PERFECT HUB FOR TEAMWORK
Your central hub to meet, work, share and chat.
Microsoft Teams brings everything together in one place: people, conversations, content,
and tools. It becomes your hub for chats, calls, meetings, and all project-specific private and
group messages. It also allows you to share a wide range of applications within Teams.
Office 365 applications include Word, Planner, and OneNote. Third parties include
things like Twitter, Constant Contact, and even competitors solutions
like Evernote, Trello, Salesforce, and Adobe. And, you can share assets
like calendars, files and email, too – all seamlessly, in real-time.
TEAMS IS FOR...
MARKETING
TEAMS
SALES
TEAMS
PROJECT
MANAGERS
CUSTOMER
SUPPORT
Teams is available for PC, Mac, or mobile devices.
Channels is where real work gets done.
Hold meetings, have team
conversations & share files.
Lead notifications,
research &
deal mentions
Streamline timelines and
communication, get feedback
& coordinate tasks
Quickly research
answers &
chat instantly
CUSTOMIZE YOUR WORKPLACE
Integrate apps from Microsoft and third-party
partner services to tailor your processes.
SET UP YOUR OWN CHANNELS
Channels are how Microsoft Teams organizes conversations.
You can set up your channels however you like — by topic,
discipline, project or even just for fun! Channels are open
to everyone on the team.
SET YOUR FAVORITE CHANNELS
Being in multiple teams can mean lots of communication.
You can keep on top of the most relevant channels to you
by setting them as Favorites. These channels will stay on
your list and make it really simple to stay up to date.
ADD THE TOOLS YOU NEED WITH TABS
Tabs lets you set your channels up with the tools and
services your team needs. Files and notes are built in, and
you can add your own tabs for PowerPoint presentations,
Power BI reports or SharePoint sites for your team to
access, discuss and collaborate on — all within the channel.
Express your personality!
A huge collection of emojis, GIFs,
stickers and customizable memes help
you communicate effectively while
keeping the conversation fun and
Research, campaign
coordination, tasks, &
timelines
OMNI-CHANNEL
PREMIUM CONTENT PIECE:
White Paper or Infographic
Versioned for
targets or
channels
Promotional
Blog
Social
Amplification
via Twitter,
LinkedIn and
FB)
Call to Action
Custom
Graphic for
Website
Landing Page
Email
Promotion

26. SAMPLES

27. OTHER SAMPLES

28. CISCO CAMPAIGN

30. KEY TAKEAWAYS
§ Leverage the Digital Marketing
Transformation Framework as a checkpoint
for your planning process
§ Implement digital omni-channel tactics across your
entire campaign and event strategy
§ Turn to syndicated content to help fill content gaps
§ Democratize your content and look at different
sources – business units, customers, partners,
suppliers
Contact me with any
questions:
§ Linda Ford
§ lford@bbmktg.com
§ www.bbmktg.com

31. THANK YOU
Questions?
Linda Ford | lford@bbmktg.com
Create a buzz for your organization

32. SEE US IN ACTION
PINPOINTE DEMO
REQUEST A
PERSONAL LIVE DEMO + STRATEGY REVIEW
NEXT STEPS
• sales@pinpointe.com
• https://landing.pinpointe.com/sched
ule-live-demo/
• (800) 557-6584 or US:
(408) 834-7577, Option #2

33. FOLLOW
PINPOINTE
Get MARKETING TIPS &
INFO @pinpointe
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