Messaging for Complex Markets

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G3 Communications

Marketing Negócios Economia e finanças

PRESENTED BY!
#C2C14!
Marketing Complex Content!
Direct Edge Order Type Guide !

#C2C14!
§  Direct Edge "!
§  Operates two U.S. stock exchange !
§  Your Partner in Trading !
§  Marketing goals – increase market share, support sales,
educate customers and industry !
!
§  Industry Environment!
§  Industry rhetoric around complexity of the markets and
proliferation of order types!
§  Historically one-on-one Member education based on need!
§  Primary source of information – SEC ﬁlings !
Background!

#C2C14!
§  Project!
§  Create an interactive guide to breakdown order type complexity!
!
§  Goals!
§  Educate industry and customers about order type offering!
§  Position Direct Edge as a thought leader !
§  Create a valuable consultative sales tool !
!
§  Content Considerations !
§  Use a combination of text, animation and video !
§  Scope – Comprehensive yet focused!
§  Length and pacing – Clear but engaging !
Project Framework!

#C2C14!
§  Requirements !
§  Vision/Project Plan/Outline!
§  Internal Team!
§  Vendor !
§  Dissemination Plan !
!
§  Pain Points!
§  Assembling the content/staying in scope !
§  Approval process and delays!
Project Execution !

#C2C14!
The Final Product!

#C2C14!
Industry Feedback!
Great idea! Transparency and
education of this nature is a
great way to squash all of the
media hype around the number
of order types. – KCG
Absolutely brilliant
idea! Good for
you, leading this! –
Credit-Suisse
It is really cool presentation and I look
forward to understanding some of the
motivation behind and the popularity of these
order types. – Morgan Stanley
This came out really
well….the examples are
nice and clear and easy to
follow. – Level ATS
Very well done, this is a great instructional
asset. Professional, clear, concise. Great
job… – Joe Ratterman, BATS Global Markets

#C2C14!
Engagement!
§  Twitter retweets and Linked In posts!
§  Featured in various trade publications !
§  Continue to get page views more than 6 months later!
!
! First Month’s Results
§  Total Number of Views – 1,562
§  Average Duration per Visit – 31 minutes
§  Average Number of Slides Viewed Per Visit – 13

#C2C14!
!
!
Lindsey Peters!
Head of Marketing!
BATS Global Markets!
lpeters@bats.com!
201.418.3420!
@BATSGlobal !
Questions?!

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How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1851123/DEA043797F4B69BB82731C9B36A9B172 Everyone talks about the importance of personalizing the customer experience. But what does that really mean? Sure, you can greet people by name in email, but that feature has been around for a decade already. Today’s customer experience is bigger than email, and to your customer, true personalization is about so much more than seeing their name. After this session, you’ll be able to: Identify new ways to personalize across your entire customer experience, including and beyond email Maximize the most valuable customer data that exists in your different tools and systems Strategize and coordinate with your internal teams to deliver more relevant, accurate, and productive customer and lead nurturing

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1861706/5433650BDB199FF227EC5D4E2F2E72BC "Does the task of identifying what existing content you can use for a new campaign bring on a cold sweat? Can you justify the cost of new content, without knowing exactly what you’ve got on hand? Content audits are the gifts that keep on giving, unwrapping new opportunities as you analyze the results and identify opportunities for targeting existing and new personas; diversifying your formats; and identifying neglected buying stages. The results of a custom audit can go further to give you laser focus on a specific campaign, a trending topic, or a new theme or persona. Presenting the results of a content audit can also help educate stakeholders and gain support for making investments in content marketing best practices. Join Content4Demand and JLL to see how JLL examined its existing content to mine the gems it could use for its upcoming Future of Work (FOW) campaign. Christine Elliott and Dana Harder will walk viewers through JLL’s successful custom content audit and discuss its value, including: The importance of an audit as a foundational element for a cost-effective and best-in-class content strategy The importance of identifying critical audit criteria to align to the desired outcomes Content to be used for upcoming demand generation campaign Providing data and insights on how content aligns to five campaign dimensions, service lines, and other strategic initiatives (like client maturity) How the audit helped align existing content to the five Future of Work campaign dimensions and used scoring to determine depth of relevance How applying additional custom criteria can create audit results that become a strategic weapon in advancing key marketing initiatives JLL was able to instantly see where to allocate budget for new content development to achieve multiple campaign objectives. Ready to uncover the secret treasures in your content library? Register for the webinar and learn to mine your content for a complete campaign.

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

How a Partner-First Approach Drives Revenue & ROI

How a Partner-First Approach Drives Revenue & ROI

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1812978/8E56FF06B70D20F23162F0F26D49402F In the digital age, the partner is in the driver's seat as they build the full solutions the customers are expecting. If you are looking to recruit, engage, empower, motivate, manage and support solution provider partners to grow sales, you'll need to adopt a lifecycle approach. Mimicking the customer journey, the partner journey is defined as the complete sum of experiences partners go through when interacting with a vendor. Also like the customer buying-decision, data shows about 60% of a solution provider’s decision on what products to market, sell and support is completed before they engage in a vendor’s enrollment process. Join us to discuss data around the partner journey: Awareness: 70% of partners learn about new technologies via vendor events; Consideration: On average partners consider 2 - 3 vendors against each other; Decision: Technical evaluation is the most important element in their decision to bring on a new vendor; Experience: People affect the experience the most (infrastructure second); and Growth: On average, partners drop 10% of their vendors each year.

5 Stages of the Partner Journey

5 Stages of the Partner Journey

5 Stages of the Partner Journey

G3 Communications

Access the full webcast here: https://dg-r.co/2L5QdrM Data fuels every marketer’s strategy, but not all data is created equal. To be successful today, marketers need to be able to effectively analyze, optimize and maintain data accuracy as the first steps to gaining true insight. This is particularly true for account-based programs, where visibility into key decision makers is imperative. As the saying goes, “Garbage in, garbage out.” If the data going into your CRM is incomplete, incorrect or simply not the right data, any programs that rely on that data will deliver disappointing results. During this webinar, David Cowings, Chief Marketing Data Scientist at RingCentral, and Chris Lynde, CEO of SaleScout Data Solutions, will share the steps needed to optimize buyer contact data and sales intelligence, with real-life insights from RingCentral’s demand gen data optimization process.

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

How RingCentral Optimized Account-Based Insights and Buyer Intelligence To Ra...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

G3 Communications

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How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

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How a Partner-First Approach Drives Revenue & ROI

How a Partner-First Approach Drives Revenue & ROI

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Accelerate Your Partners' Digital Transformation With Point-Based Rewards

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Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

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Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

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In the annals of bizarre and unsettling mysteries, the “Circleville Letters” stand out as a chilling and enigmatic series of correspondences that have puzzled investigators and captured the public’s imagination for decades. Spanning several years and intertwined with tragedy, conspiracy, and unanswered questions, the story behind the Circleville Letters continues to intrigue and haunt those who delve into its perplexing details.

Unraveling the Mystery of The Circleville Letters.pptx

Unraveling the Mystery of The Circleville Letters.pptx

Unraveling the Mystery of The Circleville Letters.pptx

elizabethella096

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Branding strategies of new company .pptx

Branding strategies of new company .pptx

Branding strategies of new company .pptx

VikasTiwari846641

Labour Day, observed on the first Monday of September in many countries, is a significant occasion that honors the contributions and achievements of workers. Also known as International Workers’ Day in some regions, this annual celebration serves as a tribute to the resilience, dedication, and accomplishments of the labor force. From its historical roots to its modern-day significance, Labour Day holds deep cultural and social importance that resonates worldwide.

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

Labour Day Celebrating Workers and Their Contributions.pptx

elizabethella096

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Leverage generative AI to further creativity and productivity in every marketing setting.Come learn how anyone — 🎨 graphic and 🖊️ copy consultants to CEOs — can Supercharge Creativity with Enterprise-Worthy Generative AI by designing AI systems to power their originality and 10x output. Key Takeaways: Learn new workflows and tools to leverage in marketing initiatives to be more creative — faster, better, and with further reach.Add meaningful video concepts to marketing initiatives and walk away with products and workflowsLearn the Man of the World Media Method for brand creation

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Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

personal branding kit for music business

personal branding kit for music business

personal branding kit for music business

In the annals of unsolved crimes, the Hinterkaifeck Murders stand as a haunting testament to the enigmatic and macabre. This chilling incident, which occurred in rural Germany in 1922, continues to captivate the imagination of investigators, historians, and true crime enthusiasts alike. The events that transpired at Hinterkaifeck, a remote farmstead located about 70 kilometers north of Munich, remain shrouded in mystery, with numerous unanswered questions lingering over the decades.

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

elizabethella096

This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Instant digital issuance (IDI) creates a pre-activated digital version of a new or reissued card before physical card delivery. These digital cards, available for immediate use in a digital wallet for online shopping, are highly popular with consumers, especially younger, tech-savvy cardholders. The right customer communications for Instant Digital Issuance (IDI) can boost engagement and spend. Our card marketing experts have assembled an IDI overview with definitions and best practices for the critical first touch, including examples from Chase, SoFi, Venmo, Affirm, Bank of America and Chime.

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

AI is transforming the marketing landscape by pioneering the creation of dynamic marketing videos, crafting compelling stories in real-time, and developing automated, personalized responses based on intricate customer data analysis. With advanced machine learning and natural language processing capabilities, AI tools are now adept at producing engaging and highly targeted video content that resonates with the audience's specific interests and behaviors. These AI systems can analyze viewer reactions and engagement metrics to refine video elements, ensuring each story is more captivating than the last. Furthermore, AI excels in real-time storytelling, adapting narratives on the fly to maintain viewer interest and engagement. It can also interpret and respond to customer interactions with personalized messages, offering solutions, recommendations, or information tailored to each individual's unique journey and preferences. This level of personalization and adaptability in video marketing was once a distant dream but is now a powerful reality, thanks to AI's continuous evolution and learning.

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Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In her talk, Natalia will introduce the absolute essentials of the International SEO Strategy, Process and Execution. Through the 5 essential International SEO tools we will also learn about the international SEO mindset, which is no less important than the toolset itself. From troubleshooting, data analysis, rank tracking and improvement implementation, we will cover the must-haves between the tools, that at the same time, don't break the bank. Without going too far away from Google, we will touch base on tools that are also relevant to Baidu and Yandex SEO tasks. Never done any International SEO before? Perfect! This talk will equip you with actionable steps to go and try the international SEO approach yourself, for the very first time! A seasoned SEO expert who has done International in the past? Make sure your tools and approaches are up to date. As with any SEO area, International SEO is never boring.

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Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

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Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

10x your Business with LinkedIn Learn tangible steps to harness the full potential of LinkedIn to expand your business reach, build valuable connections, and establish your brand authority. Join David as he reveals the strategies his team deploys for their agency clients. Key Takeaways: 1. Optimizing your LinkedIn profile for sales 2. Advance strategies to find your ideal prospects on LinkedIn 3. Buy back your time with AI and automation for LinkedIn

LinkedIn Social Selling Master Class - David Wong

LinkedIn Social Selling Master Class - David Wong

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Making small changes to your website's text for A/B tests often disappoints. Moreover, catering to diverse audiences presents its own set of hurdles. With AI capabilities like GPTs, you can tackle this challenge head-on. However, GPTs come with a blank canvas - it's up to you to define their style. In this enlightening session, Brian Massey, Managing Partner at Conversion Sciences, will unveil the secrets to crafting precise, testable, and compelling copy that speaks directly to your site's diverse prospects. Learn how to put these strategies to the test on your homepage, landing pages, or eCommerce product pages for maximum impact.

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Unraveling the Mystery of The Circleville Letters.pptx

Unraveling the Mystery of The Circleville Letters.pptx

Unraveling the Mystery of The Circleville Letters.pptx

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Branding strategies of new company .pptx

Branding strategies of new company .pptx

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Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

Unraveling the Mystery of the Hinterkaifeck Murders.pptx

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Foundation First - Why Your Website and Content Matters - David Pisarek

Foundation First - Why Your Website and Content Matters - David Pisarek

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

Instant Digital Issuance: An Overview With Critical First Touch Best Practices

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Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...

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Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15

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Social Media Marketing PPT-Includes Paid media

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Uncover Insightful User Journey Secrets Using GA4 Reports

Uncover Insightful User Journey Secrets Using GA4 Reports

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LinkedIn Social Selling Master Class - David Wong

LinkedIn Social Selling Master Class - David Wong

The Science of Landing Page Messaging.pdf

The Science of Landing Page Messaging.pdf

The Science of Landing Page Messaging.pdf

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Martal Group - B2B Lead Gen Agency - Onboarding Overview

Martal Group - B2B Lead Gen Agency - Onboarding Overview

Martal Group - B2B Lead Gen Agency - Onboarding Overview

Messaging for Complex Markets

1. PRESENTED BY! #C2C14! Marketing Complex Content! Direct Edge Order Type Guide !

2. #C2C14! §  Direct Edge "! §  Operates two U.S. stock exchange ! §  Your Partner in Trading ! §  Marketing goals – increase market share, support sales, educate customers and industry ! ! §  Industry Environment! §  Industry rhetoric around complexity of the markets and proliferation of order types! §  Historically one-on-one Member education based on need! §  Primary source of information – SEC ﬁlings ! Background!

3. #C2C14! §  Project! §  Create an interactive guide to breakdown order type complexity! ! §  Goals! §  Educate industry and customers about order type offering! §  Position Direct Edge as a thought leader ! §  Create a valuable consultative sales tool ! ! §  Content Considerations ! §  Use a combination of text, animation and video ! §  Scope – Comprehensive yet focused! §  Length and pacing – Clear but engaging ! Project Framework!

4. #C2C14! §  Requirements ! §  Vision/Project Plan/Outline! §  Internal Team! §  Vendor ! §  Dissemination Plan ! ! §  Pain Points! §  Assembling the content/staying in scope ! §  Approval process and delays! Project Execution !

5. #C2C14! The Final Product!

6. #C2C14! Industry Feedback! Great idea! Transparency and education of this nature is a great way to squash all of the media hype around the number of order types. – KCG Absolutely brilliant idea! Good for you, leading this! – Credit-Suisse It is really cool presentation and I look forward to understanding some of the motivation behind and the popularity of these order types. – Morgan Stanley This came out really well….the examples are nice and clear and easy to follow. – Level ATS Very well done, this is a great instructional asset. Professional, clear, concise. Great job… – Joe Ratterman, BATS Global Markets

7. #C2C14! Engagement! §  Twitter retweets and Linked In posts! §  Featured in various trade publications ! §  Continue to get page views more than 6 months later! ! ! First Month’s Results §  Total Number of Views – 1,562 §  Average Duration per Visit – 31 minutes §  Average Number of Slides Viewed Per Visit – 13

8. #C2C14! ! ! Lindsey Peters! Head of Marketing! BATS Global Markets! lpeters@bats.com! 201.418.3420! @BATSGlobal ! Questions?!