Published on December 23, 2013
Integrated Demand Generation: Framework and Example 1 INTEGRATED DEMAND GENERATION CAMPAIGN Integrated Demand Generation Framework and Example Campaign Plan Joseph Schwartz 914-414-9935 | email@example.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
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