[PPT] - Creating a Balanced Engagement Platform on a Budget Dillon Allie, S PowerPoint Presentation

SLIDE 1 Dillon Allie, S enior Vice President, C lient S ervices, HDMZ J ustin C ampbell, Vice President, Marketing & S trategy, Galen Healthcare S olutions

Creating a Balanced Engagement Platform on a Budget

SLIDE 2

INTRODUCTION

SLIDE 3

Results

Content pro roliferation 200+ webinars 600+ blog posts 5,000+ wiki pages 10+ Whitepapers/ Infographics 20+ C ase S tudies Effic Efficient Bra Brand Awareness 1,000,000+ paid impressions 300,000+ emails 15+ editorial / interviews 8.5M wiki page views Imp Impact to to Sale Sales Pipeline 1,500+ MQLs 61 S QLs $3MM S ales Ne New dea deals we e ca can att attribute to to marketing Archival for 1500+ Provider Health S ystem 4 Large Data Migration Projects Imp Improved co collaboration S ales/ Marketing relationship, Executive support for marketing, culture committed to content dev & selective agency collaboration All ll on a a rel relatively fl flat budg budget No YoY change in Budget 3% of Revenue

SLIDE 4

Your r checklis ist fo for r gettin ing engaged on a a budget

1. Find your ‘why’
2. Demonstrate leadership vs. claiming it
3. Amplify your content
4. Keep score to get more

SLIDE 5

FINDING YOUR “WHY”

SLIDE 6

Does your r Bra rand have a sto tory ry?

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a customer’s decision to choose one product or service over another.

– Seth Godin

” “

SLIDE 7

Why th this is matters

McK McKinsey Strong brands outperform weak brands by 20%, and generate a higher EBIT margin. Brand is the 3rd strongest influence on buyer decisions in US companies. Bra rand Z Top brands outperformed S&P 500 by 36% between 2006 to 2013.

SLIDE 8

How to to codify your r sto tory ry

Promise Purpose Vision

Medium-to-long term strategic goal

f the brand

Personality

Why the company exists Unique benefit the brand intends to deliver to the customer Conveyed in human characteristics, describes how the brand speaks to the world

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What makes you special What the world needs

PURPOSE & PROMISE

Or r keep it it (re (reall lly) sim imple.. ...

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And in in pra ractice.. ...

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DEMONSTRATING LEADERSHIP VS CLAIMING IT

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The buyer journey is nothing more than a series of questions that must be answered.

– IDC

Conte textual conte tent marketing

Marketing doesn’t change content’s purpose, content changes marketing’s purpose

– Robert Rose

” “ “ ”

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Demonstratin ing le leadership vs cla laiming it it

The Case for Content to be Core to All Communications as Key Reasons to Believe

Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.

– Marc

Mathieu, Unilever

“ ”

SLIDE 14

Resources

Conte textual conte tent

SLIDE 15 Case Studies

Knowledge center

White Papers, Infographics & Playbooks

SLIDE 16 While every Galeneer is exceptional and contributes their own special talents, the one specific thing we all have in common in

ur culture. Get to know us better with #IAmGalen:

#IA IAmGalen & monthly newsle letter

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Conte tent waste is is a $1 $100B opport rtunity

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Im Improved communicatio ion

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Tip ips fo for r gettin ing sta tarted

Pla lanning – Content Cal alendar Defin efine Ru Rule les of f En Engagement with Agen gency (process & roles) Su Surv rvey Competitors fo for r Id Ideas (Imitation is the best form of flattery) Pro rovide Te Templates Fo For Contributors (Meet them where they are) Communication – Company/Sales Updates at at a a reg regular ca cadence Me Measure Em Employee Contribution thro through Sco Scoring & & Go Goals

SLIDE 20

AMPLIFY YOUR CONTENT

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Conte tent must t re reach people le in in ord rder to to re reach it its potential

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Amplif ify your r content

Act Like a Publisher MarketingC harts.com Data Source: DataXu

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Maximiz izing th the re reach of f your r content

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Maximiz izing th the re reach of f your r content

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Maximiz izing th the re reach of f your r content

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In Inte tegrated im imple lementation

Employees
Products /

services

Web properties
Videos
Workshops /

events

C ompany literature
Invoices and

packaging

C ompany HQ
Media coverage
“Buzz” or referrals
C ontent
Event speaking
Partnerships
Awards
Digital & print

advertising

S ponsorships
C onferences

OWNED EARNED BOUGHT

SLIDE 27

The best way to to att ttract and engage customers is is organic

Traffic Sources Email Display Referred Other

Organic search

Paid Social 5% 10% 34%

Yet, marketers focus time, resources, and investments on other channels

83%

51%

click on organic listings

17%

click on ads

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Earned media – th thought le leadership

Yet, marketers focus time, resources, and investments on other channels

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Paid media – sponsored content

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Pro rogrammatic dis isplay

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Tip ips fo for r content ampli lification

Find successful content in your niche
Find where it’s being shared
Go beyond social networks
Find who’s doing the sharing (influencers)
Copy what’s working for them
Build relationships with those who can help
Don’t treat amplification as “fire & forget,” learn & apply

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MEASURE TO GET MORE

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Measure to to get more re

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Measure to to get more re

MarketingC harts.com Data Source: The C MO Survey

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Att ttributio ion – agree upon & get cre redit

All too often elusive
Ensure proper fields are setup in MA & C RM

and incorporated into sales team workflow

You might laugh, but a lot of companies invest in content marketing on the assumption that this is how it works:

This is how content marketing really works:

SLIDE 36

Metrics

On an ongoing basis, we will measure and monitor:

conversion from universe to Lead

5%

Lead to Qualified Opp C onversion

10%

Ad C TR

0.5%

Email open rate

20%

Email C TR

2%

Average C PL across all tactics

<$50

ROI

300%+

SLIDE 37

Measure & adapt

Analyze Our Marketing ROI

Understand which of our marketing activities are driving the best visitors, leads, and customers to our business. C USTOMERS S ources ROI Number of customers Lifecycle summary C ontacts database size # of sales qualified leads Blog subscribers Keyword rankings Blog visits + readership Page views S ocial media reach C all to Action click-through Landing page conversion rate Time from visitor to lead Workflows progression S ocial Media engagement Time from lead to customer VISITORS LEADS

SLIDE 38

Measure th the ROI I of f conte tent marketin ing

REACH ENGAGE CONVERT RETAIN Organic Search Traffic Time on Site Leads Retention Rate Unbranded Search Traffic Bounce rate Subscribers Upsells Social shares Other conversions Subscriptions

SLIDE 39

Understand your r demand generation

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For r how much should ld you ask?

SOURCE WHAT IS MEASURED MARKET BUDGET AS % OF REVENUE Forrester B2B market budgets 4% C MO survey B2B products market budget 5.8% eMarketer B2B services market budget 5.9% Gartner Market budgets 10.9%

The marketing budget should be between 4-10% of expected revenue from this initiative.

SLIDE 41

Budgeting overv rvie iew

2017 PROJ ECTED EXPENSES Q1 2017 Q2 2017 Q3 2017 Q4 2017 2017 Total Misc (Shipping, Travel, Education) 4% 11% 10% 5% 8% Paid Media 17% 23% 15% 10% 16% Events 41% 28% 30% 15% 29% SEM, SMO, AdWords 2% 4% 4% 3% 3% Agency Services 20% 31% 36% 24% 26% Swag 4% 4% 4% 3% 4% Licensing (Salesforce, Pardot, HA Logic) 11% 0% 0% 40% 15% Total 33% 21% 18% 27% 100%

SLIDE 42

Tip ips fo for r measurin ing to to get more re

Define metrics, measurements & KPIs
Ensure you are tracking it all (GA, MA, C RM)
Outline handoff with sales – establish lead thresholds & attribution
Interview sales to understand what works & doesn’t work
Evaluate and make adjustments (on spend, content, tactics)
Provide feedback to 3rd party

SLIDE 43

Questions?

SLIDE 44

MUCH MORE THAN I.T.

GALENHEALTHCARE.COM