Integrated Demand Generation Execution Framework

50 %
50 %
Information about Integrated Demand Generation Execution Framework
Marketing

Published on December 23, 2013

Author: jschwartzny

Source: slideshare.net

Description

Integrated Demand Generation Framework and Example Campaign Plan

Integrated Demand Generation: Framework and Example 1 INTEGRATED DEMAND GENERATION CAMPAIGN Integrated Demand Generation Framework and Example Campaign Plan Joseph Schwartz 914-414-9935 | joe@jschwartzny.com www.linkedin.com/in/josephschwartz

Integrated Demand Generation: Framework and Example Agenda   2 §  Integrated  Campaign  Model   §  IDG  Planning  and  Opera5ng  Model   §  IDG  Planning  and  Opera5ng  Model   §  Campaign  Working  Team  Roles   §  Example  of  Campaign  Goals   §  Buyer  Landscape  Example   §  Strategic  Messaging     §  Solu5on  Marketecture   §  IDG  Programs  Timelime   §  IDG  Nurture  Streams   §  RACI   §  Timeline   §  Campaign  Flow  Example  

Integrated Demand Generation: Framework and Example 3 Integrated Campaign Model THE PROGRAMS THE TACTICS Reputa3on   §  Press release §  Blog/social §  Event/Briefing Integrated   Demand  Gen.   §  E-Book §  Webcast §  Video §  Trial (e.g. assessment) Sales   Enablement   §  Value Menu §  Battlecard §  Playbook §  ROI tool The help with progression of opportunities sourced by the theme Market   Intelligence   §  Focus group §  SWOT analysis §  Internal survey The knowledge building of external targets and internal audiences The building of awareness, interest and urgency around a theme Focus The sourcing and nurturing of demand based on the theme

Integrated Demand Generation: Framework and Example IDG Planning and Operating Model 4

Integrated Demand Generation: Framework and Example 5 IDG Artifact Relationships and Operating Model

Integrated Demand Generation: Framework and Example 6 Campaign Working Team Roles •  Campaign Leader: VP/Director of Marketing •  Program Management: IDG Manager •  Line of Business GTM Lead: Product/Solution Marketing Manager •  ELT Sponsor: LOB/BU GM •  Sales Sponsor: Sales Leader •  Partner Marketing: Alliances Leader •  Content Services: Content Marketing Manager •  Online/Web/Social: Marketing Programs Lead •  Event Coordination Lead: Field Marketing Leader

Integrated Demand Generation: Framework and Example 7 Example of Campaign Goals •  Goal: Warm up contacts/prospects (economic buyers/ technical buyers/champions) - with regular and consistent email communication, compelling value-content and offers - into leads and opportunities: •  Target Audience: Ad Ops: Economic Buyer, Champion •  See/Try/Buy: Purpose Built Microsite •  Messaging and Navigation built on Core Value Deck •  CTAs/Offers •  Event schedule •  SEO based on themes/topics/keyword strategy •  Waterfall Targets (Note: MQL target ~1,600; Mkt Sourced Oppty: $4.5M over 12 months)

Integrated Demand Generation: Framework and Example Buyer Landscape Example 8

Integrated Demand Generation: Framework and Example Strategic Messaging Key Questions •  Who is our main audience? •  EB: C-Level, Head of Ops •  What is our one primary objective? •  Drive awareness that our outsourcing solutions can help accelerate strategic growth •  What is our one key takeaway? •  Grow your business by focusing on core competences •  What is it we’re offering? •  Education •  Best practices •  Community / sharing •  Engagement with experts and opportunity for solutions 9

Integrated Demand Generation: Framework and Example 10 Strategic Messaging Additional Considerations •  Is this a broad campaign? •  Yes, campaign to run ~12 months. •  Prospective buyers have common needs •  Better performance •  Employee satisfaction •  Career growth •  Operational excellence / focus on growth, retention… •  Peer recognition •  Any do’s or don'ts? •  Do: Connect the theme to proof points •  Do: Connect the theme to buyer / user personas •  Do: Gather metrics/KPIs from customer engagements that allow us to quantify measurable positive business outcomes for customers who adopt the vision and the solution •  Don’t: Fail to make it real

Integrated Demand Generation: Framework and Example Solution Marketecture 11

Integrated Demand Generation: Framework and Example 12 IDG Programs Timeline – July & August


Integrated Demand Generation: Framework and Example 13 IDG Programs Timeline – Sept & Oct

Integrated Demand Generation: Framework and Example IDG Programs Timeline – Nov & Dec
 14

Integrated Demand Generation: Framework and Example 15 IDG Nurture Streams- New 2H FY13 Stream Market Awareness (1) . Who are we targeting New and existing contacts with no Vendor selection Pipeline Generation(6) Nested Campaigns (3X3 Pub & Agcy: Gr. Fld., Comp. Repl., UpSl/Cr.Sl) New logos, existing logos, logos that have selected a competitor How often Monthly Objective Identify Profile and move to PG Drive to Assessment TBD TBD Social Support Follow-up Every 2 weeks Follow-up to leads LDR Key Offers Topics When 4 Webinars Scalability M1 Best Practice eBook Ad Server Expertise M2 Ad Operations Best Practices M3 Managing Peaks and Valleys M4 Reducing Employee Turnover M5 Retaining Clients by Reducing Error Rates M6 Increasing Client Satisfaction M7 Free Benchmarking Assessment Video* Explainer / How-To’s Video* / Customer Testimonials Infographic *Research shows that video responders deliver 4X open / conversion rates of text/graphics

16 Integrated Demand Generation: Framework and Example IDG RACI (June / July) MS Mktg Lead Campaign Leader Content Marketing Web/ Social Team Lead Promo Partner IDG Manager Sales Team Lead LDRs List Management & Promotion Plan + Execution A R Promo Copy I R C Landing Page Execution C C C A Webinar content C C A A C Deliverable A C I C I Ad Monsters July 8th Webinar MS Ad Ops COE Campaign Microsite content inventory & plan Microsite build A Social layer C R C C C R A Nurture stream build C A Nurture stream design (at least two: Awareness / Scalability) R A R I C R/I C I I I C I Nurturing Campaign Playbook Design & Build I C A I C Nurture Stream Execution R C A C C I

Integrated Demand Generation: Framework and Example 17 June-July Activity/Deliverable Timeline (Launch)

Integrated Demand Generation: Framework and Example Example of High Level Webinar Campaign Flow 18

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Integrated Demand Generation Execution Framework - Marketing

Integrated Demand Generation Framework and Example Campaign Plan
Read more

Demand Creation Planning Template - Four Quadrant

Leverage the Demand Creation Planning template to ... tactical execution. By following the demand ... of an integrated demand generation plan ...
Read more

16 Reasons Why B2B Demand Gen Programs Fail

Customer Advocacy Framework. Documented and Adhered-to Sales Process. Account Segmentation Model. ... Integrated Demand Generation ( Execution Framework, ...
Read more

QEDbaton Integrated Demand Generation Services - Documents

Link. QEDbaton Integrated Demand Generation Services. by abhijitgangoli
Read more

Outbound Demand Generation Platform Overview | Integrate

Outbound Demand Generation Software. Integrate’s software is built to help marketers scale their demand generation strategies by making outbound as ...
Read more

Demand Generation and Website Services

... increase Sales and Revenue with an integrated and ... At the core of our commitment is a framework ... execution and a deep ...
Read more

Development of an integrated modelling framework ...

Development of an integrated modelling framework: comparing client-server and demand ... integrated modelling framework ... execution. The framework ...
Read more

Services | DemandGen

Demand Funnel Framework – Our award ... operationalize your Demand Factory. Lead Scoring – DemandGen’s ... for custom demand generation ...
Read more

Lead Nurturing - DemandGen

Our highly effective lead nurturing methodology ... integrated lead nurture ... Nurture campaign design and execution; Strategic nurture framework ...
Read more

Integrated Marketing Framework - Documents

This is a marketing framework I developed back in 2004 when I led technology marketing programs for Itron. ... Share Integrated Marketing Framework.
Read more