Don’t Worry, Just Steal Ideas:Must-See Examples of Compelling

Campaigns, Remarkable Content, and Digital Nurturing Strategies

Presented By:Bill Kent

Act-on Troy O’Bryan

Bonfire Marketing

This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.

2510 Alpine Road | P.O. Box 509 | Eau Claire, WI 54702-0509Email: ASMinfo@associationofmarketing.org | Web: www.associationofmarketing.orgTelephone: 866.226.0828 | Fax: 715.833.3953 | Seminar ID: 401600

ASM The ASSOCIATION ofSTRATEGIC MARKETINGTM

Don’t Worry, Just Steal Ideas:

Must-See Examples of Compelling Campaigns,

Remarkable Content, and Digital Nurturing Strategies

©2017 Association of Strategic Marketing, a division of Lorman Business Center. All Rights Reserved.

All Rights Reserved. ASM programs are copyrighted and may not be recorded or transcribed in whole or part without its express prior written permission. Your attendance at an ASM seminar constitutes your agreement not to record or transcribe all or any part of it. Full terms and conditions available at www.associationofmarketing.org/terms.php.

This publication is designed to provide general information on the topic presented. It is sold with the understanding that the publisher is not engaged in rendering any legal or professional services. The opinions or viewpoints expressed by faculty members do not necessarily reflect those of ASM. These materials were prepared by the faculty who are solely responsible for the correctness and appropriateness of the content. Although this manual is prepared by professionals, the content and information provided should not be used as a substitute for professional services, and such content and information does not constitute legal or other professional advice. If legal or other professional advice is

required, the services of a professional should be sought. ASM is in no way responsible or liable for any advice or information provided by the faculty.

This disclosure may be required by the Circular 230 regulations of the U.S. Treasury and the Internal Revenue Service. We inform you that any federal tax advice contained in this written communication (including any attachments) is not intended to be used, and cannot be used, for the purpose of (i) avoiding federal tax penalties imposed by the

federal government or (ii) promoting, marketing or recommending to another party any tax related matters addressed herein.

Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 | Telephone: 866.226.0828 | Fax: 715.833.3953Email: ASMinfo@associationofmarketing.org | Web: www.associationofmarketing.org

Seminar ID: 401600

Prepared By:Bill Kent

Act-on Troy O’Bryan

Bonfire Marketing

Association of Strategic MarketingThe Association of Strategic Marketing is dedicated to enhancing the marketing profession. ASM is committed to the specific educational and developmental needs of our members.

ASM is focused on being the principal source of effective and pertinent marketing solutions, information and techniques for the business and consumer sectors. Members of ASM gain access to an assortment of specialized marketing courses, product offerings and other educational tools. These opportunities assist members in securing their position at the forefront of their discipline.

ASM delivers an overall experience that gives our community of marketing professionals a distinct competitive advantage.

How Does ASM Benefit You?Unique Member Experience

9 Hot industry issues 9 Specialized training events 9 Proven solutions

Superior Training 9 Live webinars and on-demand webinars 9 Distinguished faculty 9 Certificate of Marketing Merit™

Community of Experts 9 Exclusive networking opportunities 9 Timely advice and consultation 9 Building professional relationships

Enhance your knowledge of effective marketing techniques by joining our community of marketing professionals.

Visit www.associationofmarketing.org to join now!

Certificate of Marketing Merit™Distinguish yourself by committing to continued education that will help you sharpen your skills and excel in the workplace. In today’s competitive marketplace, it is necessary to stand out within your industry. Set yourself apart and enhance your marketability by earning this professionally recognized certificate.

How Does It Work?All you have to do is complete 3.0 CMM credits within a 2-year period to qualify for your certificate. All ASM live audio conferences and webinars qualify for 0.5 CMM credit.

Earn your Certificate of Marketing Merit™ today!

DON’T WORRY, JUST STEAL IDEASCompelling Campaigns + Remarkable Content + Digital Nurturing

1

2

hi.

Director of Demand Generation VP of StrategyTroy O’BryanBill Kent

...for your 2018 planning

3

The Buying Process Evolves

4

Number of People Involved in B2B Deals

6.8 on average(5.4 just two years ago)

5

The Buyer’s Journey Has Been Digitally Transformed78% start the buying process with a web search; 50% turn to peer reviews

Attract

Capture

Nurture

Expand

Convert

WebCompany WebsiteEvents Sales Social Email Content

BEN BETHWeb search

Product pages

Attends Tradeshow

Downloads Whitepaper

Sales Call #1Meeting Occurs

Registers for webinar

Downloads Case Study

Downloads eBook

Sales Call #2 Meeting Occurs Connects with

other customers

Follow-Up Email

Sales Call #1Meeting Occurs

DownloadsCase Study

Confers with peers on LinkedIn

Looks at Company LinkedIn

Product Pages

Attends virtual Event

Downloads Whitepaper

Sales Call #2Meeting Occurs

Follow-Up Email

Sales Call #3Becomes Customer

Subscribes to customer newsletter

Downloads Datasheet

Attends User Group

Pricing pages

Sales Call #3 Becomes Customer

New customer welcome email

COMPELLING CAMPAIGNSPersonalization Drives Engagement

6

Act-On Inbound Tools

What do you want to see?

Lead Nurturing

Sales Enablement

Reporting & Analytics

Show Me Everything!

Customizable Product Tour: Don’t be afraid to ask

7

Two channels, same offer = higher click-through rate

Nurture Program Flow → Ads Based on Known Variables

8

PLEASE DO take this personally

Embedded CTAs

More = More Engagement

of our viewers watched the entire video

Increase in time spent on campaign landing page82%

Compare to average of 45% of viewers on other campaign videos of similar length

62%

As compared to similar campaign landing pages

There’s still a chance I can hold a job

9

All you do is Win-Win-Win

• Key product pages: Visitor-to-lead conversion rates saw a 104% lift by incorporating video CTAs

• Year one: 21K video leads, accounting for $27 million in opportunities

On-going orientation to your buyer

Later stage● Use any intel you’ve got

(personalize)● Don’t be afraid to ask

(exception = BANT)

BEN BETH

Product Page

Downloads eBook

Early stage● Topics of interest● Challenges / goals

(pain + aspiration)

10

Life Looks Bleak

How do we serve?

FROM THIS TO THIS

How do we sell?

11

• Total Targets: 42 Accounts • Content: Customized Assessment• Engagement: Emails, digital ads• CTA: Meeting to review findings• Result: 12 Meetings with Sr. Decision Makers

30% Appt. Rate at Fortune 1000 Accounts

Your Results vs. Benchmark Data ACME, Inc.

4.34.3

2.62.6

2.72.7

Industry Group Benchmark

ACME, Inc.2.7

Highest Ranked

4.3

Comparisons

Ratings breakdownYour average IVR rating

2.6

Personalized Assessment

12

Do I have to pay for this?Senior Director, Customer ExperiencePrime Therapeutics (Revenue of $3B+)

“

“Midway Q&A

Compelling Campaigns + Remarkable Content

13

The Challenge

In the face of the “me too” messaging war with competitors, and low YOY retention, how can one company rise above the rest?

The Solution

Create new asset to tap into emotional triggers and entertain

14

Interactive quiz designed to drive high-engagement

Show them where they fit: Visual identities

15

Key take-aways: How do we provide value / seek to serve?

From long, catch-all docs to… shorter and more personalized

From static to interactive

From lots of the same to…signature asset

Create once, distribute everywhere(C.O.D.E.)

DIGITAL NURTURE PROGRAMS

16

The Why

Companies that excel at lead nurturing generate

50% more sales-ready

leads at 33% lower cost.

- Forrester Research

Common nurturing challenges

• Basic: Manual, one-off efforts• Volume: Limited automation not driving enough • Quality: 50% of marketers say campaigns = same or worse as last year

17

Consistency Across Channels

4 or moredigital channels will outperform

single- or dual-channel campaigns by 300%

- Gartner Research

Example Multi-channel Touch Sequence

Display Email

Sales Meeting

Social Ads Phone

Direct Mail PhoneEmail

New Lead / Response

Engagement (yay! now what?)

ROI Piece Emails

Email

Middle of Funnel (MoFu)

Bottom of Funnel (BoFu)

Email

Top of Funnel (ToFu)

18

Multi-channel digital nurture strategy

Email

19

Display Ads

Social Cover Photos

20

SlideShare

C.O.D.E. → Create Once, Distribute Everywhere

Let them binge

21

4 Key Ingredients to Steal

1. Imply to segment, but ask to personalize

2. Shorter and visual reduces waste (Less, but Better)

3. 3x rule: Package in multiple formats and distribute everywhere (C.O.D.E.)

4. Consistent messages across multiple channels boosts engagement + ROI

oh hey… you’re still here?!

Questions?(Now’s your chance to make Troy look bad.

Remember, it’s not mean if it’s hilarious!)

22

holler.

Director of Demand Generation VP of StrategyTroy O’BryanBill Kent

Linkedin.com/in/billhkentbill.kent@act-on.com

Linkedin.com/in/troyobryantobryan@thinkbonfire.com

23

Notes

24