4 leadership shifts you must make for successful content marketing in 2016
TRANSCRIPT
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I am a marketer.
I’ve written 3 books.
Head of Marketing StrategyOpenView Venture Partners
Previously atExactTarget & Salesforce
ABOUT KYLE
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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative
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BUILDING THE RIGHT MARKETING TEAM
MARKETING
Operations Creative
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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research
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BUILDING THE RIGHT GO-TO-MARKET TEAM
GO-TO-MARKET
Operations Creative Inbound Research
Marketing AutomationAnalytics
Digital Manager
WriterEditorDesignVideoEvents
BDR / SDRField Sales
Data Scientists
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REMEMBER TO SUPPORT THE DOTTED LINE
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
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THE MOST IMPORTANT DOTTED LINE?
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
v
v
Customer Survey – primary research developed for your customer’s customer. For example, interviewing 2500 consumers on how they use a mobile phone.
Peer Survey – primary research for peer groups. Example – sell to marketers? Interview marketers on their plans for next year.
Benchmark – use internal data to create benchmark metrics for the industry. Example – analyze 2M emails on best time to send for the retail industry
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3 TYPES OF THOUGHT LEADERSHIP
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CUSTOMER SURVEY
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BENCHMARKING THE INDUSTRY
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REMEMBER THE DOTTED LINE
GO-TO-MARKET
Support
Corporate Sales
Customer Success
Product
• Powerpoint deck of relevant data points
• Call script for BDR team
• Product data sheets corresponding with deliverable
• Downloadable Deliverable
• Single page snapshot
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INTERNAL ACTIVATION KIT
OPEN RATECLICK THROUGH RATE
COST PER CLICKTIME ON SITEBOUNCE RATE
LEAD CLOSE RATECLOSE RATE PER CHANNEL
CONVERSION RATEMQL PER CHANNEL