SALES ENABLEMENT MARKETING

Sunday, August 25, 13

B2B marketers often come to a marketing person with a list of tactical needs. “We need a brochure for our sales team.” Item by item, they tick off each deliverable.

The problem sales teams often have though is that their materials don’t tell their story in the right logical progression. Additionally, organizations focused on a traditional sales funnel do not line up their communications efforts to the right stage of the funnel.

I focus on blending creativity and big data insights in integrated marketing. I’ve created a system for what I call “Sales enablement marketing.” Whether you have too many leads and not enough time to follow up, or are just not getting the volume of qualified customers you need, I can custom-taylor a system that will work for your organization.

OBJECTIVE

Sunday, August 25, 13

What is the single most important piece of information you want your prospect to know about you? Often organizations are hampered by a confusing array of features and products targeting multiple industries and job titles.

I help make sense of each offering and who the target market is. From there, I deliver a plan to build a Sales Enablement Marketing campaign that takes a prospect through each stage of the sales funnel, building your story and their interest to the point where you’re certain they’re a qualified lead.

CONCEPT PLATFORM

Sunday, August 25, 13

I help you create an integrated strategy where each communications piece lines up to a stage in the traditional sals and marketing funnels. Each piece has a goal of leading the prospect to tell you they are interested, saving your sales team valuable time avoiding wild goose chases.

SALES ENABLEMENT

Sunday, August 25, 13

Facebook ads offer a low-cost way to zero in on our target market in each vertical. Targeting is done by:

• Interests

• Job title

• Location

FACEBOOK ADSLEAD GENERATION

DRIVES TO:

• LANDING PAGES

• FACEBOOK TAB

• SLIDESHARE

• VIDEO CONTENT

• PROMOTING FACEBOOK

PAGE POSTS

• CONTESTS

• WEBINARS

Sunday, August 25, 13

While more expensive than Facebook, LinkedIn offers more precise targeting at the executive level. We can target higher level executives at major chains with offers for them to send their franchisees. LinkedIn allows for “lead collection” where the lead can opt to be contacted via a single button. Video ads, unlike Facebook are also available on the site as an ad unit.

We can also, for free, post our relevant content to LinkedIn groups our targets join.

LINKEDIN ADSLEAD GENERATION

DRIVES TO:

• LANDING PAGES

• CONTENT MARKETING

• SLIDESHARE

• VIDEO CONTENT

• PROMOTING FACEBOOK

PAGE POSTS

• CONTESTS

• WEBINARS

Sunday, August 25, 13

Create niche blogs for each vertical focused on generating long-tail SEO content offering your insights and leadership. We’ll target keywords business your prospects are searching for. Content can be delivered to social media and promoted with paid advertising.

CONTENT MARKETINGLEAD GENERATION

DRIVES TO:

• LANDING PAGES

• SLIDESHARE

• VIDEO CONTENT

• WEBINARS

• CONTESTS

• REMARKETING

• FACEBOOK PAGE CONTENT

• SOCIAL MEDIA

Sunday, August 25, 13

Landing pages are a vital part of the sales funnel. This is the make it or break it moment where your prospect, having learned a bit about your offering decides to enter their email for more information. We help you develop compelling reasons for them to do this - such as videos, SlideShares, white papers, and webinars.

LANDING PAGESLEAD QUALIFICATION

DRIVES TO:

• EMAIL MARKETING

CAMPAIGNS

• CALL FOR QUOTE

• SLIDESHARE

• VIDEO CONTENT

• WEBINARS

• CONTESTS

• REMARKETING

• SOCIAL MEDIA

Sunday, August 25, 13

Webinars offer a narrowly targeted, interactive and highly measurable way to present the product benefits to a customer and close a deal. Leads are far more likely to part with their name and email in exchange for a free high-value, hands-on approach.

WEBINARSCLOSURE

DRIVES TO:

• EMAIL MARKETING

CAMPAIGNS

• CONTESTS

• REMARKETING

• SOCIAL MEDIA

• TELEMARKETING

Sunday, August 25, 13

Remarketing is a powerful way to stay engaged with your target audience. Presenting them with highly relevant ads and offers across the Web -- and making sure your brand is top of mind when they’re ready to buy –- can radically improve ROI. Achieve even higher conversions by combining other targeting methods, such as interest categories, demographics, or keyword campaigns. We can embed an RSS feed of our recent content, include videos and messaging about webinars, white papers and slide shares.

REMARKETINGPORTFOLIO MANAGEMENT

DRIVES TO:

• TRENDING CONTENT

• DIRECTV DIGITAL SALES

ASSETS

• WEBINARS

• SLIDESHARE

• WHITE PAPERS

• CONTESTS

• VIDEO

Sunday, August 25, 13

Content Curation gives you the opportunity to take a leadership role in each industry it serves by curating relevant informative content to its potential customers via its social channels. Our content curation can be embedded in remarketing ads, with the links to the content featuring a banner ad above it “Presented by Your Brand.”

CONTENT CURATIONPORTFOLIO MANAGEMENT

DRIVES TO:

• CALL FOR QUOTE

• SLIDESHARE

• VIDEO CONTENT

• WEBINARS

• CONTESTS

• REMARKETING

• SOCIAL MEDIA

Sunday, August 25, 13

Combining captured email from specific initiatives combined with remarketing cookies will allow us to harness data to make informed decisions about which existing or new email marketing initiatives our target will be most responsive to.

EMAIL MARKETINGPORTFOLIO MANAGEMENT

DRIVES TO:

• WEBINARS

• DIRECT MAIL

• REMARKETING

Sunday, August 25, 13

OVERVIEW OF TACTICAL INTEGRATION

Sunday, August 25, 13

HOW WE CAN USE BIG DATA TO IDENTIFY TRENDING NICHE CONTENT

Sunday, August 25, 13

WE MINE BIG DATA TO FIND THE OPTIMAL POST TIMES + FREQUENCY

TypeType Mon Tues Wed Thurs Fri Sat Sun

Status

optional 10 optional optional 20 15trending

postsStatus

optional 25 optional optional 40 30

trendingposts

Link

optional optional optional 12 optionaltrending

poststrending

postsLink

optional optional optional 20 optional

trending posts

trendingposts

Photo

7 14 repost 14trending

postsPhoto

15 20 repost 20

trendingposts

Video

8 repost repost trending 6

Video

8 repost repost trending 6

Sunday, August 25, 13

WE CROSS REFERENCE THE INTERESTS OF YOUR FANS TO FIND UNEXPECTED TARGETING OPPORTUNITIES

These interests can be directly targeted via Facebook ad buys....

Sunday, August 25, 13

TARGETING INTERESTS BASED ON BEHAVIOR DRIVES RESULTS

Sunday, August 25, 13

27 W 20TH ST, 9TH FLOOR, NYC 10011t 646 230 8013 f 646 230 8011 w catch24design.com

Catch 24 Advertising and Design is a full-service marketing communications company. We develop strategic, integrated marketing programs, implement and manage them across all media.All contents of this presentation are property of Catch 24 Advertising & Design. Any replication of content without express consent from Catch 24 is subject to penalty.

FOR MORE INFORMATION

MARC LEFTON

marc@halffiction.com

THANK YOU

Sunday, August 25, 13