The User-Driven Content Experience-presented by HighRoad Solution at Aptify 2015
73
The User-Driven Content Experience
-
Upload
highroad-solution -
Category
Marketing
-
view
314 -
download
0
Transcript of The User-Driven Content Experience-presented by HighRoad Solution at Aptify 2015
The User-Driven Content Experience
The Game of Seconds
Do We Understand (and Accept) Our Current World?Are We Communicating Using Outdated Premises?
“Today you are not behind your competition. You are not behind the technology. You are behind your consumer.”
Rishad Tobaccowala
Chief Strategy & Innovation OfficerVivaKi
Changed Buyer’s Journey
Tertiary Competitors
Tertiary Competitors
Tertiary Competitors
Tertiary Competitors
Do You Know Your Current User?Are You Honoring Your Relationship?
Why Aren’t They Opening?
Do You Get It?
Where’s Your User ?
Where’s Your User ?
Where’s Your User ?
Where’s Your User ?
CrossroadsGet More from Current Base or Add to Base?
We Need RevenueGame: Grow Your Know
Typical Association Tech Stack
Aptify
CMS ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
Usage
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
Email Drives Users
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
Closed Ecosystem
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
Free Social
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
People Data
Possibly the Issue?
Closed Ecosystem
Aptify
CMS(Webite)
ESP(Email
Service Provider)
EMS(Event) PR &
Advocacy
User Journey
People Data
Growth=New People
User-Driven Content MarketingModels & Methodologies
Profile Personas
The Content Funnel to Conversion
Find New Heathers
Buyer’s Journey
Help Heather Make the Right Decision
Content Mapping
Content to Lifecycle Mapping
Identify the Right Time to Reach Out to Heather
Rise of Scoring
Scoring Schemas
• 0-10: Suspect• 11-20: Prospect• 21-30: Lead• 31-40: MQL• 41-50: SQL• 51-60: Opportunity• 90: Customer• 100: Evangelist
May Have Multiple Scoring Schemas For Prospect vs. Members vs. Customers!
User-Driven Content MarketingIn Practice
Re-Targeting Ads
Re-Targeting
Slideshare
LMS, Webinars & Surveys
Social Media
BrightInfo
You Decide
• Every Organization Needs to Define their Own:
• Target markets• Buyer’s personas• Lifecycle stages• Content Mapping & Distribution strategies• Opportunity stages
• Call (25%) • Proposal (50%)• Negotiation (75%)• Win/Loss (100%)
• Scoring• KPI Metrics
Summary
• User-Driven World• Automate!• Strategy before Tactics• Focus, Focus, Focus• Target, Test, Measure• Constantly Evolve Your User Model through Data
Thank YouPlease let us know if you have any questions.
Ron McGrath Suzanne CarawanCEO, Co-Founder CMO
www.highroadsolution.com www.highroadu.com
