Power tools for demand generation
28
Power Tools for Demand Generation
-
Upload
corporate-visions-inc -
Category
Business
-
view
2.074 -
download
4
description
Most b2b marketing demand generation relies on volumes of text-heavy content like whitepapers. Whitepapers appeal to the analytical part of the brain but ignore the decision-making part of the brain. Learn how to create sales-ready leads with visual storytelling marketing campaigns.
Transcript of Power tools for demand generation
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
Whitepaper
Whitepaper Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepaper
Whitepapers
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
