© 2017 Decca Design. All rights reserved.
Sample Implementation Guide
September 2017
© 2017 Decca Design. All rights reserved.
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
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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
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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
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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
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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
Marketing to the C-Suite
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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
© 2017 Decca Design. All rights reserved. 11
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
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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
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M E D I A S T R AT E G Y
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
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M E D I A S T R AT E G Y
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
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M E D I A S T R AT E G Y
Step 3
Target by product
installation, account name,
competitive products.
Media
Strategy
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M E D I A S T R AT E G Y
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
© 2017 Decca Design. All rights reserved.
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
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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.
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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.
© 2017 Decca Design. All rights reserved. 22
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