View this #sps17 Webcast on-demand here: http://dg-r.co/2fVlMDN
Data is the lifeblood of effective campaigns, so don't let your database hold you back from having a killer 2018! Attend this webinar to learn how to regain control of your database and glean audience-centric knowledge to plan out and fuel targeted campaigns in the upcoming year.
The webinar will cover:
● How to make your database work for you, not against you;
● Tips to identify buyer needs and pain points;
● Strategies to leverage your audience for better content and messaging; and
● How to harness the power of your audience throughout the entire funnel.
8. 01 CLEAN YOUR DATA
02 BUILD BUYER PERSONAS
04 IDENTIFY BUYER NEEDS & PAIN POINTS
03 LEVERAGING YOUR AUDIENCE FOR BETTER CONTENT
But How?
05 HARNESS THE POWER OF YOUR AUDIENCE
THROUGH THE FUNNEL
11. 01A people-first approach starts
with the quality of your data
§ Stop emailing to dead emails
§ Build segments from clean and
accurate data
THE ONLY
THING YOU
HAVE TO
LOSE IS 500
BOUNCE
BACKS.
12. 1. Cleansing and Appending
§ Recover outdated
contacts
§ Enrich current data for
segmenting
§ Net-new contacts from
persona building
14. 02UTILIZING BUYER PERSONAS
§ Building buyer personas must
be an integral part of your
marketing strategy
§ Coordinate personas to buying
groups (demand units)
§ Let data + personas drive your
audience
17. LEVERAGE YOUR AUDIENCE FOR BETTER CONTENT
ENRICH
Personalized, effective messaging requires accurate,
complete data
SEGMENT
With the right data points and complete information at your
disposal, now it’s time to segment your audience
PERSONALIZE
Build content drips tailored to your audience segments
03
18. 3. Leverage Your Audience For Better Content
Name
Company
Title
Phone Number
Email
Marketo
Allscripts
Harvard
ENRICH SEGMENT
Atlanta
MEET JACK
20. 04BUYER INTENT IDENTIFY PAIN POINTS
§ What signals are your buyers giving?
§ Foster sales & marketing alignment
§ Collaborate with sales to understand
buyers
§ Identify commonalities amongst closed-
won accounts to better understand how
your organization resonates with buyers
§ Learn from engagement and metrics
22. 05 HARNESS THE POWER OF YOUR
AUDIENCE THROUGHOUT THE FUNNEL
§ Focus on full-funnel marketing
§ Build out content drips for your audiences based on personas and data
§ Gain perspectives on the type and pattern of human and non-human interactions
that buyers use to engage in each stage of the buyer’s journey
§ Break down content that is applicable to your buyers, marketers, sales-blogs vs
eBooks, social, inbound
§ Data at the top of the funnel
23. Target net-new partners purchasing adjacent solutions
but not yours (or your competition)
CASE STUDY
24. The Power of Dynamic Content
Materials Required
+ Target products
+ Reseller exclusions (optional)
+ Vendor promotions (optional)
Timeline
+ Runs the last 5 weeks of the
quarter (weeks 9-13)
Deliverables
+ Weekly dynamic emails
+ Weekly automated
reporting
25. • 354 net new resellers purchased adjacent products
amounting to $685,196 in incremental revenue
• ROI: 33-to-1*
*(Incremental COGS MINUS Set-up Fee) DIVIDED BY (Set-up Fee)
($685,196 – 20,000) / (20,000) = 33.26
$0.00
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Ingram Micro Case Study: Microsoft