Power Tools for Demand Generation

Your Desired Outcome:

Challenges putting your outcome at risk:

Today’s Agenda

Your Desired Outcome:

Challenges putting your outcome at risk:

Today’s Agenda

Pick the Right Starting Point

Your Prospect’s Brain

What does it mean?

Your messaging needs to:

•  Make the status quo unsafe

•  Challenge current assumptions

•  Create urgency for change

•  Show desired outcomes at risk

Wake the Old Brain

Warning! Warning!

There’s a Risk: If you are using

Personas and Voice of the Customer (VOC) to

drive your message development.

Power Positioning® Process

Customer Status Quo

Identify executive outcomes and strategic objectives that may be at risk

Reveal threats, problems and missed opportunities for each outcome that need to

be solved to reach desired outcome

Re-de!ne the needs and point to your relevant and advantaged strengths that solve for each

challenge above

Describe the positive business impact, including customer stories with contrast

before and after the solution

De!ne your target “status quo” why it’s safe and where there are gaps

Threats

Misses

New

Nee

ds

Outcome at risk

Problems

Solution

New End State

Threats

Misses

New

Nee

ds

Outcome at risk

Problems

Solution

New End State

Threats

Misses

New

Nee

ds

Outcome at risk

Problems

Solution

New End State

Develop prospect-centric, challenge-focused content that loosens the status quo and convinces the prospect

they need to change.

Big Idea 1

Your Desired Outcome:

Challenges putting your outcome at risk:

Today’s Agenda

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Your Prospect’s Brain White  paper  

What does it mean?

Visual Storytelling

Reach the Old Brain

Use proven visual storytelling “message

objects” for appealing to the old brain and

breaking free from the written-word trap.

Big Idea 2

Conversation Roadmap Identi!es Desired Customer Outcomes and the Challenges that put them at risk!

Visual Storyboard Develops a well-choreographed visual storyboard based on each identi!ed Challenge

Quick Video Modules Delivers a fast-paced, 2-3 minute vignette with visuals and voiceover

Demand Gen Content Process

Warning! Warning!

There’s a risk: If you aren’t using

videos as a core part of your demand

generation campaign.

Your Desired Outcome:

Challenges putting your outcome at risk:

Today’s Agenda

Marketing and Sales Alignment

What does it mean?

Apply proven selling conversation techniques in providing better lead

hand-offs to salespeople with !rst-call coaching

prompters.

Big Idea 3

Marketing and Sales Alignment

Integrated Campaign

Customer Sample Email

Video

Paper Prompter

Nine Powerful Campaigns Your Conversation Roadmap

Download the Solution Brief

http://win.corporatevisions.com/PowerToolsforDemandGeneration_SolutionBrief-Download.html

The solution brief contains links to a customer sample toolset. Download the PDF and then click on the icons on page 2. Click to Download

CVI Conference

CHICAGO, SEPT. 18-20

3 Professional Development Break Out Tracks: 1.  Marketing Messaging &

Content Creation 2.  Sales Customer Conversation

Delivery 3.  Power Coaching Workshop for

Sales Managers

Billy Beane

Ben Zander

Learn More and Register at http://conference.corporatevisions.com

MARKETING AND SALES MESSAGING CONFERENCE 2012