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