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It Takes More than a Tech Stack to Drive Demand
How to create marketing content that generates high-quality pipeline
Leslie Talbot
Vice President of Content Corporate Visions
It Takes More than a Tech Stack to Drive Demand How to create - - PowerPoint PPT Presentation
It Takes More than a Tech Stack to Drive Demand How to create - - PowerPoint PPT Presentation
It Takes More than a Tech Stack to Drive Demand How to create marketing content that generates high-quality pipeline Leslie Talbot Vice President of Content Corporate Visions Email! Content Management! Interactive! Social! MARKETING CRM!
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MARKETING AUTOMATION
Email! Social! Content Management! Interactive! Lead Mgmt! Enablement! Analytics! Community! Chat! CRM! Mobile! Video! Affiliate! SEO!
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Technology solutions
4,000
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CREATION MANAGEMENT DISTRIBUTION ECOMMERCE ENABLEMENT ANALYTICS
65%
Traffic & leads
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CREATION MANAGEMENT DISTRIBUTION ECOMMERCE ENABLEMENT ANALYTICS
CONTENT PROBLEM
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Fatal Flaw #1:
Your content answers the wrong question
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Engage YOU THEM
STATUS QUO
WHY YOU? 60% WHY CHANGE? WHY NOW?
Challenge Assumptions Re-define Needs
74 26 % %
Buying Vision Bake-Off
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MARKET TRENDS & CHANGES
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MARKET TRENDS & CHANGES
FLAWED APPROACH FLAWED THINKING
CONSEQUENCE OF NO CHANGE
NEW THINKING
(DISRUPTIVE PERSPECTIVE)
BETTER WAY LIKELY OUTCOME
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Your content is stuck in the dreaded “Red Box of Commoditization”
Fatal Flaw #2:
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NEEDS Known Known CAPABILITIES UNIQUE STRENGTHS UNCONSIDERED NEEDS VOC, Personas, Sales Discovery ?’s Commoditized Content “Value-added” UNDER- VALUED UNMET UNKNOWN
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70% 20% 100%
UNCONSIDERED NEEDS KNOWN/SPECIFIED NEEDS
THE “HAMMOCK”
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MESSAGE UNIQUENESS
50 60 70 80 90 100 Unconsidered Needs Traditional
%
40% more unexpected and unique
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PROPENSITY TO CHANGE
50 60 70 80 90 100 Unconsidered Needs First Known Needs first
%
10% greater likelihood
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Your content is overloaded with insights that don’t incite
Fatal Flaw #3:
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I N S I G H T
% % > # # < $ $ $ $ = +
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Fact Story Insight = + RESOLUTION
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EMOTIONAL IMPACT
50 60 70 80 90 100 Risk & Resolution Risk Only Resolution Only
%
12% more powerful
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BEHAVIORAL IMPACT
50 60 70 80 90 100 Risk & Resolution Risk Only Resolution Only
%
9% more persuasive
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CREATION MANAGEMENT DISTRIBUTION ECOMMERCE ENABLEMENT ANALYTICS PROCESS CONTENT
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Questions?