It Takes More than a Tech Stack to Drive Demand · It Takes More than a Tech Stack to Drive Demand...
Transcript of It Takes More than a Tech Stack to Drive Demand · It Takes More than a Tech Stack to Drive Demand...
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It Takes More than a Tech Stack to Drive Demand
How to create marketing content that generates high-quality pipeline
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Leslie TalbotVice President of
ContentCorporate Visions
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MARKETINGAUTOMATION
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
CONTENTPROBLEM
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Fatal Flaw #1:
Your content answers the wrong question
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Engage
YOU
THEM
STATUSQUO
WHY YOU?
60%
WHY CHANGE?WHY NOW?
Challenge Assumptions
Re-defineNeeds
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
KnownCAPABILITIES
UNIQUESTRENGTHS
UNCONSIDEREDNEEDS
VOC, Personas, Sales Discovery ?’s
Commoditized Content
“Value-added”
UNDER-VALUEDUNMET
UNKNOWN
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70%
20%
100%
UNCONSIDEREDNEEDS 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?