TechValidate CEO Brad O’Neill and Drobo VP Marketing Jim Sherhart discuss strategies and best practices behind building effective, targeted campaigns to drive prospect engagement: - Practical tips for segmenting your prospect database by solution, vertical, and buyer persona. - Scalable practices for creating content that is relevant to your audience. - How to maximize and measure your investment in marketing automation platforms for demand generation.

1. Get
No'ced
with
Targeted
Marke'ng
Campaigns
September
10,
2013
brad@techvalidate.com
jsherhert@drobo.com

2. Who’s
Speaking?
• Brad
O’Neill
– CEO,
TechValidate.
Veteran
of
many
startups.
– Nearly
20
years
in
technology
and
markeJng.
– Random
Facts:
write
plays,
love
dogs…
and
cheese.
• Jim
Sherhart
– VP
of
MarkeJng
at
Drobo
– Senior
management
roles
covering
MarkeJng,
Sales
and
Demand
Gen.
– Random
Facts:
Hockey,
Kalamazoo,
2
great
kids

3. Our
Goals
for
this
Call
• First:
Avoid
wasJng
your
Jme!
• Introduce
key
concepts
around
targeJng
• See
examples
of
targeted
campaigns
• IdenJfy
pialls
and
best
pracJces
• Leave
you
with
concrete
ideas
for
your
team

4. TargeJng
in
AcJon:
Is
this
you?
• You’re
a
hands-­‐on
B2B
markeJng
professional
• Probably
in
tech,
possibly
business
services
• MarkeJng
AutomaJon
user
(or
soon
will
be)
• Deal
with
demand
gen,
lead
nurture
• Familiar
with
content
markeJng
pains

5. The
Drobo
Context
• Over
200,000
customers
• Evenly
split
between
personal
and
business
users
• Business
users
cover
all
verJcals
and
applicaJons
• High
Cost
Per
Lead
(CPL)
through
tradiJonal
avenues
• Small
markeJng
team
with
limited
budget
Ø How
to
leverage
limited
resources
to
dramaJcally
increase
awareness
of
business-­‐class
products?

6. The
TechValidate
Context
• Content
CreaJon
Sobware
Plaorm
for
B2B
• Work
with
hundreds
of
global
B2B
corporaJons
• Helped
deliver
thousands
of
targeted
messages
• Experienced
with
our
own
targeted
campaigns
(That’s
how
we
got
you
here
today,
shhhh.)

7. Poor
Targe'ng:
The
“Sneaky
Killer”
Clues
You
Suffer
From
Poor
TargeJng:
1.
Recent
drop
in
overall
prospect
engagement
2.
Loss
of
microsite
traffic
and
conversions
3.
Email
campaigns
with
odd
results
4.
Decline
in
qualified
leads
in
early
funnel
stages
(“Bad
Fit”
Creep)
5.
Complaints
from
salespeople
about
content

9. Key
New
Concept:
Refinements
Refinements
are
explicit,
applied
criteria
that
dis3ll
your
prospect
popula3on
so
that
a
targeted
message
is
measurably
relevant.
NOTE:
Refinements
based
on
your
old
standard
criteria
might
not
be
sufficient
for
your
future
campaigns!

10. Standard
vs.
Custom
Message
TargeJng
STANDARD
Refinements:
-­‐Refine
DB
by
industry,
geography,
size,
role
-­‐Refine
DB
by
product
or
soluJon
-­‐VS-­‐
CUSTOM
Refinements:
-­‐Refine
DB
by
other
relevant
products
deployed
-­‐Refine
DB
by
problems
they
have
stated/known
-­‐Refine
DB
by
known
compeJJve
dynamics
-­‐Refine
DB
by
acJviJes
(e.g.
events,
funnel,
referrals)

11. Custom
Refinements:
Fast-­‐Track
to
the
Goldilocks
Zone
PRO:
If
you
can
refine
your
prospect
pool
based
on
a
common
highly
differenJated
criterion,
big
pay-­‐
off
CON:
• It
takes
Jme
to
get
that
informaJon
• May
require
an
investment
in
tools
or
services

12. Targeted
Delivery:
A
Challenge
• Complexity
of
campaign
structures
are
crazy
• Costs
for
running
targeted
campaigns
is
high
– Design
– Site
development
– Management
• MarkeJng
AutomaJon:
blessing
and
curse
• CRM
access
can
be
a
challenge

13. Targeted
Content:
A
Challenge
• Time-­‐consuming
• Expensive
• Customers/Partners
are
reJcent
to
help
• Does
not
scale
easily
Thus,
most
companies
fail
to
target
adequately

14. Successful
TargeJng:
What
we
see
in
the
field
1. Invest
in
scalable
content
tools
and
plans
2. Build
adequate
management
dashboards
3. Apply
your
refinements
thoughully
4. Test
with
controlled
A/B
offers
5. Measure
and
assess
6. Repeat
and
improve

15. Costs
of
Targeted
Marke'ng
at
Scale:
Doesn’t
have
to
break
the
bank!
• MarkeJng
AutomaJon/CRM
management
• Microsite
Development
• Web/Campaign
Design
• Internal
Content
Development
• Third
Party
Content
and
Data
Services
• Customized
Content
CreaJon
Tools/Sobware

16. Drobo
Targeted
Example
#1
• Challenge:
IdenJfy
target
customers
and
markets
for
a
small
form
factor
(portable)
Drobo
– Will
product
resonate
beyond
niche
travelers?
– What
are
the
primary
purchase
drivers?
• SoluJon:
Survey
of
owners
and
prospects
– Small
form
factor
increased
apracJveness
across
the
board
– Primary
driver
was
purchase
of
new
Thunderbolt
computer
– Primary
uses
were
backup
and
media
storage
Ø These
key
learnings
helped
to
drive
the
most
successful
product
launch
in
company
history

17. Drobo
Targeted
Example
#2
• Challenge:
quickly
idenJfy
top
purchase
drivers
from
thousands
of
customers
– QuanJfy
those
drivers
as
markeJng
assets
• SoluJon:
TechValidate
survey
– Created
over
50
assets
within
2
weeks
– ResulJng
ads
generated
5x
average
click
rates

18. Targeted
Campaign
Sample

19. Drobo
Insights
and
Tips
• Get
automated
for
scale
– Scoring,
nurturing,
analyzing,
targeJng,
converJng
• Capture
your
anonymous
web
traffic
• Nurture
prospects
in
or
out
quickly
– Don’t
waste
Jme
and
energy
on
inacJve
prospects
• ConJnually
refine
your
customer
“buckets”
– Behavior-­‐based
progressive
profiling
• Smaller
targeted
campaigns
– Quality
vs.
quanJty
• Make
it
personal
– ConnecJng
with
customers
is
hugely
powerful

20. TechValidate
Client
Examples

22. Splicing
Specific
Audiences
on
a
Website

23. LexisNexis
Microsite
for
Government
Prospects

24. White
Paper:
Large
Financial
Services

25. Targe'ng
PiFalls
We
OIen
See
• Overly
staJc
prospect
refinements
• Changing
products,
geo,
value
props,
etc.
• Under-­‐esJmaJng
content
requirements
• Inadequate
measurement
of
campaigns
• Poor
DB
hygiene
(all
the
way
back
to
CRM)
• UnrealisJc
content
calendar
• “Drive-­‐by”
campaigns,
inconsistent
follow-­‐up

26. Drobo
Insights
and
Tips
• Get
automated
for
scale
– Scoring,
nurturing,
analyzing,
targeJng,
converJng
• Capture
anonymous
web
traffic
• Nurture
prospects
in
or
out
– Don’t
waste
Jme
and
energy
on
inacJve
prospects
• ConJnually
refine
your
customer
“buckets”
– Behavior-­‐based
progressive
profiling
• Smaller
targeted
campaigns
– Quality
vs.
quanJty
• Make
it
personal
– ConnecJng
with
customers
is
hugely
powerful

27. TechValidate
Hard-­‐Won
Tips
• Make
execs
aware
of
the
incremental
costs
of
running
more
targeted
projects.
• Measure
like
crazy
to
defend
your
ROI
gains
• CulJvate
your
customers.
90%
like
you
but
are
not
being
used
as
a
targeted
content
resource.
• Targeted
campaigns
take
2-­‐3x
longer
than
you
think,
even
if
you
plan
carefully.
Calendars!

28. Best
PracJce:
Targeted
Content
Calendaring
• On
a
quarter-­‐by-­‐quarter
basis
• IdenJfy
themes
and
value
props
• Work
backwards
to
ID
content
requirements
• Aggressively
manage
content
creaJon
owners
• Reach
out
to
us
if
you
want
to
discuss:
Lauren
Locke-­‐Paddon
(lauren@techvalidate.com)

29. Thanks!
Ques'ons?