Integrated Demand Generation Execution Framework
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Transcript of Integrated Demand Generation Execution Framework
INTEGRATED DEMAND GENERATION CAMPAIGN Integrated Demand Generation Framework and Example Campaign Plan Joseph Schwartz 914-414-9935 | [email protected] www.linkedin.com/in/josephschwartz
Integrated Demand Generation: Framework and Example 1
Agenda
§ 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 2
Integrated Campaign Model Integrated Demand Generation: Framework and Example 3
The building of awareness, interest and urgency around a theme
The sourcing and nurturing of demand based on the theme
The help with progression of opportunities sourced by the theme
§ Focus group § SWOT analysis § Internal survey
§ Press release § Blog/social § Event/Briefing
§ E-Book § Webcast § Video § Trial (e.g.
assessment)
§ Value Menu § Battlecard § Playbook § ROI tool
THE TACTICS
The knowledge building of external targets and internal audiences
Market Intelligence
Reputa3on
Integrated Demand Gen.
Sales Enablement
THE PROGRAMS
Focus
IDG Planning and Operating Model
Integrated Demand Generation: Framework and Example 4
IDG Artifact Relationships and Operating Model
Integrated Demand Generation: Framework and Example 5
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 6
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 7
Buyer Landscape Example Integrated Demand Generation: Framework and Example 8
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
Integrated Demand Generation: Framework and Example 9
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 10
Solution Marketecture Integrated Demand Generation: Framework and Example 11
IDG Programs Timeline – July & August
Integrated Demand Generation: Framework and Example 12
IDG Programs Timeline – Sept & Oct Integrated Demand Generation: Framework and Example 13
IDG Programs Timeline – Nov & Dec
Integrated Demand Generation: Framework and Example 14
IDG Nurture Streams- New 2H FY13
Integrated Demand Generation: Framework and Example 15
.
Stream Market
Awareness (1)
Pipeline Generation(6)
Nested Campaigns (3X3 Pub & Agcy:
Gr. Fld., Comp. Repl., UpSl/Cr.Sl)
Who are we targeting
New and existing
contacts with no
Vendor selection
New logos, existing logos, logos that have selected a
competitor
How often Monthly Every 2 weeks
Objective Identify Profile and move to
PG
Drive to Assessment
Social Support TBD TBD
Follow-up Follow-up to leads LDR
Key Offers
4 Webinars
Best Practice e-Book
Free Benchmarking Assessment
Video* Explainer / How-To’s
Video* / Customer
Testimonials
Infographic
Topics
When
Scalability M1
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
*Research shows that video responders deliver 4X open / conversion rates of text/graphics
IDG RACI (June / July) Integrated Demand Generation: Framework and Example 16
Deliverable
LDR
s
Sales Team
Lead
IDG
M
anager
Web/
Social Team
Lead
Cam
paign Leader
Promo
Partner
Content
Marketing
MS M
ktg Lead
Ad Monsters July 8th Webinar
List Management & Promotion Plan + Execution A R
Promo Copy I R C A C I
Landing Page Execution C C C A
Webinar content C C A C I
MS Ad Ops COE Campaign
Microsite content inventory & plan A C R
Microsite build A C
Nurture stream design (at least two: Awareness / Scalability) A R C Nurture stream build A R C I I
Social layer C C R A I C R/I
Nurturing
Campaign Playbook Design & Build I C A I C C I
Nurture Stream Execution R C A C C I C I
June-July Activity/Deliverable Timeline (Launch)
Integrated Demand Generation: Framework and Example 17
Example of High Level Webinar Campaign Flow
Integrated Demand Generation: Framework and Example 18