Influential Strategies Capabilities

Influential Strategies Capabilities

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  What Did YouPublish Today? Copyright: Influential, 2012
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  3 Essential Questions 1.What do your sales prospects need to learn or understand about your company (from your content)? 2. How can the right content help bridge gaps or roadblocks in your sales process? 3. How will content marketing help you achieve wider strategic goals? 2011 B2B Content Marketing Report Copyright: Influential, 2012
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  About Michael Teeling 23years in tech marketing, 18 years in Silicon Valley  7th employee, agency management Dave Duffield’s publicist   Geoff Moore’s book publicist Dot-com director of marketing   Founded in 2001 Interim marketing executive for many clients Copyright: Influential, 2012
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  What is ContentMarketing? Content Marketing is the art of understanding exactly what your customers need to know, when they need to know it, and delivering it to them in a relevant and compelling way. Copyright: Influential, 2012
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  5 Goals ofContent Marketing 1. Build greater awareness of your company/product(s) 2. Appeal to each buyer persona’s unique requirements 3. Generate interest and inquiries 4. Move sales prospects through your buying cycle 5. Support all outbound & inbound 2011 B2B Content Marketing Report marketing efforts Copyright: Influential, 2012
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  The Old Model:Sales Funnel  Website  Press releases  News & analyst coverage  Trade show booth signage AWARENESS  Advertising copy  Speeches  Direct mail/promo copy  Corporate brochure INTEREST  Sales presentation  Product data sheets  White papers (vision, market)  (Analyst studies & reports) EVALUATION  Competitive kill documents  Benchmark studies & shootouts  White papers (technical) COMMITMENT  Customer case studies  Customer case studies/ references Copyright: Influential, 2012
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  The New Model:Your Buyer’s Journey Content Strategy Messaging Industry Content Branded Content Sales Content Influencer Relations Programs Content Product Content Customer Content Copyright: Influential, 2012
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  Content Interdependencies
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  Top 10 ContentMarketing Trends 1. Ditch the Pitch: solve problems, answer Qs, deliver insight, have conversations 2. Customize content by persona, supporting their unique needs and discovery process 3. Map content to the buyer’s journey, in the customer’s context, bringing them along 4. Go cross-channel, but target only those social networks your prospects use 5. Atomize content into bite-size discrete pieces to repurpose, reuse, repackage 6. Focus sales content deeper on value and outcomes, leveraging customer advocates 7. Curate 3rd party content to aggregate “thought leadership” from industry influencers 8. Think like a publisher. Embrace a process orientation in content creation. 9. Try everything. Execute small, laser-targeted campaigns for quick payback 10.Monitor & measure effectiveness with the right metrics for your business Copyright: Influential, 2012
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   Content Marketingfirm for B2B technology companies  Offer content strategy, creation and execution  One-stop shop for complete project management  Integration with all inbound/outbound programs We’ve serviced nearly 50 clients since 2001 Copyright: Influential, 2012
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  Under The Influence Our Clients: • Enterprise B2B software or service vendors • Emerging, high growth startups ($1M-100M in sales) • CMOs, VPMs juggling multiple hats • End-to-end project management required • Markets: BI/Big Data, ERP/CRM, IT services, networking, application development, information security…  Average client tenure: ~ 2 years  It is our pleasure to offer relentless marketing execution and deliver excellent results  We help our clients... “Influence the Influencers” Copyright: Influential, 2012
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  Content Marketing Services Content Strategy • Messaging Frameworks: corporate, product, brand • Content Curation: gathers industry content that educates, informs, entertains for thought leadership • Content Mapping: aligns current inventory to the buyer’s journey, by persona, by stage, by channel • Content Atomization: fragments exiting assets for reuse, repurpose, refresh, repackage  Content Creation • Creative Services: full-service editing, writing, design, video, web dev • Content Calendar: editorial board for content publishing that integrates with marketing programs & events  Content Execution by deliverable, by project, by program Copyright: Influential, 2012
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  How Content Atomizationworks… VIDEO: Financial Institutions are at War Joseph Menn, Financial Times Technology Writer, Author of Fatal System Error Atom 1 Atom 2 Atom 3 TWEET: LINKED IN: BLOG POST: Criminals have a better Fraudsters invest more Economists vs. U.S. vs. system than ours. Huh? in R&D than Banks. FT Foreign governments Watch this video! <link> author explains… <link> on cybercrime war. Copyright: Influential, 2012
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  How Content Curationworks… New Industry Research Report issued: "Online Fraud Mitigation: Tools of the Trade“ October 2011 Today Tomorrow Next Week TWEET: BLOG POST: PORTAL: You can market fraud Right on! Here are 2 Download the report prevention to your ways to not affect online from us! Here’s our customers! <link> usability… take on what to do… Copyright: Influential, 2012
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  Our Client EngagementModel Project/Program Management Finite, customized engagements focused on delivering measurable results Interim Executive Role Fulfill 75% of FTE headcount position retained for 3 to n months Affiliate Network: Creative teams unite domain experts Copyright: Influential, 2012
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  Analyst Relations Services a.k.a.“Research Subscription Account Management”  Not “AR for PR”  Focus on maximizing ROI on your analyst spend  Focus not just on quotes of support, but also… 1. Analyst impact on sales cycle 2. Analyst feedback to product strategy, positioning 3. Analyst content creation 4. Contract negotiation and leverage  Quarterly planning, monthly activity reporting  Flexibility and scalability  Similar to internal AR role, not agency Copyright: Influential, 2012
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  Clients Advised toSuccessful Exits  CygNet Software (acquired by Weatherford)  Fortify Software (acquired by HP)  CITTIO (acquired by Nimsoft)  ITM Software (acquired by BMC)  ClearApp (acquired by Oracle)  Codefast (acquired by Coverity)  Creekpath Systems (acquired by Opsware)  Bristlecone (acquired by Mahindra Group) Copyright: Influential, 2012
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  How We AreDifferent  Seasoned storytellers  Brand building expertise meets technical acumen  Senior level strategic thinking + “get sh*t done”  Extensive software startup experience  One-stop single contract model  Affiliate network of marketing domain specialists  Range of service options: walk before we run  East coast attitude. Period. Copyright: Influential, 2012
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  “When content programsfail, it’s usually not due to a lack of quality content, but because of poor execution. That’s why a Project Manager may be your most important content asset… The Project Manager must ensure excellence in every content marketing tactic, and assume responsibility for accomplishing the goals of the project.” The Content Marketing Institute Copyright: Influential, 2012
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  Let Us TellYour Story! Copyright: Influential, 2012