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© 2017 Decca Design. All rights reserved.

Sample Implementation Guide

September 2017


Overview 3

Target Audience 4

Campaign Overview 6

Marketing to the C-Suite 9

Media Strategy 12

Implementation Overview 18

Digital Flow 20

TA B L E O F C O N T E N T S

S I T U AT I O N A L O V E R V I E W

The X market is constantly

evolving as services expand,

attacks increase, and companies

transform their data centers.

Meanwhile, companies also

struggle to secure their diverse

and proliferating endpoints.

At Company Name the brand

level, awareness is low.

So we need to raise awareness

of Company Name as a trusted

advisor.

At the solution level, we need

to communicate that Company

Name has X solutions.

© 2017 Decca Design. All rights reserved. 4

TA R G E T A U D I E N C E O V E R V I E W

Product Name

Tier 1 Titles TBD

Tier 2 Titles TBD

Target

Audience

Organizations:

TBD

New:

TBD TBD TBD

Geos TBD


TA R G E T A U D I E N C E

Who we’re talking (and selling) to

Personas

• Primary TBD

• Secondayr TBD

Segments

TBD

Verticals

Industries TBD

Channel

Parnters

SAI and

Alliance

Partners


C A M PA I G N O V E R V I E W

Product Name

Campaign Objectives TBD

Existing Awareness Level TBD

Top Level Key Messages TBD

Sub messages TBD

Advantage TBD


T H E B U Y I N G P R O C E S S H A S C H A N G E D

Customers want more control and more interactions during their buying journey.

90% 72%11of customers initiate the

first step in the buying

cycle

of customers want an

integrated marketing

approach

the number of times

a customer will “touch” a

vendor before making a

purchase

Self-Initiated Starts Online Integrated Journey


They want time to do their homework

• IT pros download an average of 7 content pieces during the buying process

• They prefer to receive a call from the sales team only after they’ve either downloaded about five

content pieces or are six days into the process

• They expect to continue receiving content for a total of 3 weeks

H O W M U C H I N F O R M AT I O N D O T H E Y W A N T ?

2014 IDG Enterprise Customer Engagement survey

http://www.idgenterprise.com/resource/research/customer-engagement-2014/

Marketing to the C-Suite


M A R K E T I N G T O T H E C - S U I T E

C-Suite executives are

disregarding traditional

marketing efforts

The key is to offer

them something they

can’t get elsewhere—

relevant content

C-Suiters are constantly

looking for fresh ideas

from outside sources

Content is the “new

creative” that gets

C-Suite attention


M A R K E T I N G T O T H E C - S U I T E

get noticed

challenge

conventional

thinking

address

needs

be credible by using

third-party

endorsements

strengthen

the brand

provide one

touchpoint from start

to finish

A successful content

strategy must:

Media Strategy


M E D I A S T R AT E G Y

When purchasing

media, it is important to

consider these steps:

Media

Strategy

Media

Strategy



Step 1

C-Suite: Split plan between

technical publications/sites

and business publications/sites.

Focus on CIO/CISO/CSO sites

and business sites.

Consider high visibility activities

such as print and digital

signage. Provide 3rd party

content to validate messaging.

Operations: Disruptive digital

campaign including mobile and

social.

Media

Media

Strategy

Media

Strategy



Develop and promote

extensive content library

hosted on 3rd party sites

to support current

consumption trends.

Implement nurture stream

communications plan.

Media

Strategy

Media

Strategy

Step 2



Step 3

Target by product

installation, account name,

competitive products.

Media

Strategy



Step 4

Leverage the flow of the

implementation plan to avoid

serving up multiple conflicting

messages. Awareness

components must be

sequential and integrated.

Media

Strategy

Implementation Overview


I M P L E M E N TAT I O N A P P R O A C H

19

Campaign Includes Multiple Messaging Opportunities

Each topic highlights a unique content asset allowing a prospect to

consume the content in varied environments.

• Media for a given topic should run for 30-60 days.

• Media to C-Suite should include a 50/50 split by

campaign.

• Media to Tier 2 targets should include a 50/50 split by

campaign where there is overlap. Media targeting Tier 2

titles should also include stand alone buys as appropriate.

• All assets require tracking urls to be embedded prior to

launch, contact your Web team for custom links.

Umbrella Campaign Theme

Applied to two unique topics

Product B

Topic 2

Product A

Topic 1


D I G I TA L F L O W O V E R V I E W

20

Landing Page

• Main focus: Whitepaper

• Secondary content:

White Papers and Analyst Reports

Webcast

Content Hosted on 3rd Party sites

• Video Content

• White Papers

Content SyndicationRetargeting

BannersNurture Stream

User

exits

User

engages

Animated Banners

Expandable

Animated Banners

Standard

Mobile

Banners Email 1 Email 2* Social Banners PR

*Email goes to non-responders.


C O N T E N T C O N S U M P T I O N P E R T O P I C

Deeper Dive Into Flow: Installed Base

Emails send prospects to landing page. Follow up email sent once prospect engages in nurture stream.

User Initiates Sales

Engagement

Prospect Enrolled

in Nurture Stream

Lead Routed

to Sales

Email 1

Email 2*

Landing Page

• Main focus: Whitepaper

• Secondary content:

White Papers and Analyst Reports

Webcast

*Email goes to non-responders.


T I M E L I N E ( S A M P L E )

Campaign Launch/Pilot Refine Based on Results

Content & Creative Run

4 Weeks

30 days

Program Launch

Launch asset you have yet to deploy or Message B Test new placements basedon first 30 days 4 Weeks

Capture

complete

results

Next 30 days refine creative

Continue existing activities

Next Quarter: Refresh & Add New Assets

Online banner placement can be adjusted as early as one week in.

Emails: Test subject lines

Content & Creative Run

4 Weeks

Message II Creative

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