kapost 50 learning from world-class marketers

THE B2B MARKETING OPERATING SYSTEM © 2016

Kapost 50:Learning from World-Class Marketers


What is the Kapost 50?

The 2016 Kapost 50 are top-notch marketing teams that:

→ Integrate their marketing strategies across teams

→ Create full-funnel content

→ Value quality over quantity

→ ...plus a whole lot more

https://kapost.com/2016-kapost-50/


Presenting our speakers!

Starting his career at a startup and working through rapid growth,

Dylan now works at Kroll to expand the digital presence of the 45 year old leader in risk solutions

Dylan PressManager, Web Content and

Marketing Technologies at Kroll

ICON / IMAGE

James FurbushManaging Editor at AthenaHealth

ICON / IAGE

Rafi KretchmerVP Marketing at Panaya

ICON / IMAGE

Rafi brings more than 17 years of senior management in B2B

corporate and product marketing from the software

enterprise arena

A former journalists turned marketer, James has spent the

past three years at athenahealth aligning editorial, marketing, and sales strategies

PANAYA© Panaya | An Infosys Company

CMO Confessions Meetup

Rafi Kretchmer

Panaya ABM case study

Make Marketing Strategic Again

Vice President, Marketing


TARGETING MAJOR ACCOUNTS

LONGER SALES CYCLES

COMPLEX BUYING CYCLE

DIFFERENT BUYING CENTER

SENIOR EXECUTIVES

BIGGER CHECK REQUIRES EMOTIONAL TRUST

PANAYAPANAYA5


Pillar IIIHigher Engagement

High sales probability - Top 5-10 major accounts

Strategic ABM

• Personalized marketing activities (e.g. RTP)• Account based activities – events, webinars

etc.

• X major accounts pipeline

X new opportunities

Pillar IIMeaningful Engagement

Interested – 100 major accounts

ABM Lite

• Events• Nurture• Sales follow up

• Meaningful engagement for X accounts

X F2F meetings (Director level and up)

6

ABM - Major Accounts Program Plan and Objectives

Goals Pillar ITargeted Awareness & Curiosity

Target All major accounts

Methodology Programmatic ABM

Tactics• Thought leadership content – minisite• Programmatic ABM, native advertising,

content syndication

KPIs

• Impressions• Clicks & Landing Page Arrivals

Guaranteed HQ Engagements

Push Push

+ Pull Pull


Introduction of “Account Intent Level”• Remove the use of MQL terminology• Provide sales with account level indication• Calculate score on the account level based on agreed parameters

• Weighted score• Engagement details to the specific contact level


Thought Leadership Content Hubhttp://www.panaya.com/making-ERP-agile/

1. Analyze all converted traffic aggregated by account level

2. prioritize based on:1. #of engagements2. #of engaged contacts

per account3. Weekly dashboard on

marketing funnel progress

Follow up process:1. Weekly report to Sales/SD2. Accounts follow up3. Marketing dashboard to

present pipeline progress according to buying cycle

Campaign Flow

Targeted advertisement in C-level business portals

1

2 3 4

http://www.panaya.com/making-ERP-agile/


Results to Date - Exceeded Awareness Goals

Exceeded Awareness Goals Engaged with the Right Audience•Over 13,170,199 Impressions

•~28,600 people clicked on the Panaya ads/promotions

•CTR – 0.22% - X7 Industry Benchmark (0.03)

•19,599 visits to the Panaya ERP Agility Mini Site

•Average time on page – 00:03:02 mins.

•1,004 Unique Video Views, ~260 assets reads

•450 Content Downloads


What Did we Learn• Get Management Buy-in

• Believe in your motivation to change• Set clear objectives – Measurable, realistic, value-oriented (not execution objectives)• Present a clear handshake process with sales – KEY!!!!

• Elevate the discussion through exec-level content• Don’t sell your product. Present a promise. • Tie your message to a broader umbrella story (digital transformation)

• Talk the Sales language• MQLs are irrelevant – Focus on account level view

• Plan Plan and Plan again

athenaInsight as ABM engine

James Furbush, audience development

1,705

quality measuressupported

40Mdenial

preventionscenarios in

BillingRules Engine

85,000

providers across

the network

100MPatient

encounters per year

1 in10Americans seen

by an athenahealth

Provider in 2016

athenahealth Healthcare technology and services

Sales and Marketing headwinds

18-24 month sales cycle

Market differentiation and

Education

Buyer, decision-maker, user not the

same

Engagement matters

Not a seller’s market

Launched in June 2016

Reporting on public health trends

PR has secured great earned media from athenaInsight content

17

athenaInsight:We crushed most of our benchmarks

18

METRIC 2016GOAL

2016ACTUAL % OF GOAL DEFINITION

Unique visitors 70,000 141,200 202% The number of unique people that access athenaInsight within a given time

Engaged readers 76.0% 81.2% 107% The percentage of this story’s audience that engaged for longer than 15 seconds on a story

Avg. engaged stories/visitor/visit 1.45 1.28 88% For every reader, number of stories that are consumed in one sitting at the 15 second threshold or better

Repeat visitors 7.0% 7.8% 111% The rate of readers who returned to the site within 90 days

Avg. time on site (minutes) 1.95 3.6 185% How long our audience engaged with stories each visit (1.95 minutes = 117 seconds)

Newsletter sign-up 1,000 1,679 168% Number of visitors that opt-in to weekly newsletter by EOY 2016 (does not include athena employees)

Click through to ah.com 644 409 64% Number of users who click through to athenahealth.com from links embedded within athenaInsight

Activating ABM accounts directly in content development

Tom Jackiewicz, CEO of USC’s Keck School of

Medicine

19

Michael Covert, CEO of CHI St. Luke’s

Health

20

Where we go in 2017

Sharpen our focus

21

Executive vision

Develop and publish content that engages audiences and

drives awareness and performance

Network data

Industry research

(self-generated)

Product Marketing

Client Marketing & Education

PR/Social

Inpu

ts

Dow

nstr

eam

En

gage

men

t

Marketing

Client/Prospect innovations

Understand our audience

22

Evolve site from pure newsfeed design to Package and feature content

23

24

Thank you!


Using Kapost to Bridge the Gap Between the Digital and Physical

PARTNER THREE

Kroll


Small team at a big(ish) companyKroll = ~1000 employees across 20 countries

Content Marketing Team = 9 full time and 2 interns


Everyone at Kroll uses Kapost, whether they are aware of it or not.


The Collateral Process

1. Practitioners/Experts Write a Piece of Collateral

2. The Marketing team transforms this into usable content

3. The Marketing team works in Kapost to tag and categorize content

4. Content is then exported into the Kapost Gallery

5. The Kapost Gallery is displayed in the company intranet via iframe

6. Practitioners pull content from the intranet to use in client meetings


Practitioners

Marketing Team

Kapost

GalleryClients &

Prospective Clients

12

3

Intranet

5

4

6

The Collateral Process


“We are going to launch a new practice focused on Law Enforcement Consulting”


Q&A