playing the influence game win the minds of your customers
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Playing the Influence Game Win The Minds of Your Customers. Niki Hall, VP Corporate Marketing. 8 0 %. 3 Step Approach. Engage Influencers. Understand Influencers. Leverage Reach. Understand . Engage influencers. Understand Influencers. Leverage Reach. - PowerPoint PPT PresentationTRANSCRIPT
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Playing the Influence GameWin The Minds of Your CustomersNiki Hall, VP Corporate Marketing
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80%
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3 Step Approach
Understand Influencers
Engage Influencers
Leverage Reach
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Understand
Understand Influencers
Engage influencers
Leverage Reach
1. Influencer mapping: balance between share of voice, customer reach and wall street
2. Perception Audit
3. Engagement Plan
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Engage
Understand Influencers
Engage to create
advocacy
Leverage Reach
1. Corporate identity/ messaging validation
2. Product Roadmap Reviews
3. Executive Buddy Program
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Leverage
Understand Influencers
Engage influencers
Leverage Reach
1. Social channels
2. Recommendation
3. Sales Assist
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Campaign Theme: Defy Distance + CreativeAgency: John McNeil Studios
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Influence Along the Buyer Journey
Influence
Lifetime Customer
Confirms Problem
Seeks Solution
Makes Choice
Implementation
Shows Interest
Adoption - Expansion
Renewal/Refresh
Decision Customer Success
Evaluates Solution
Discovery Consideration
Unaware
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Content is King Context is Queen Conversion is Ace
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Framework Operationalization
Content Strategist
Demand Waterfall Campaign Framework
Content Framework
Demand Creation Framework
Step 1Profiling
Opportunity Gap
Target Audience
Buying Phase
Topic
Strategic Priority
Key Message
Messaging Approach
Topic Themes
Step 2Content Creation
Categories
Formats
Killer Content
Core Content
Supporting Content
Step 3Delivery
Email WebSocial
PRAR
ContentSyndication
CampaignBuilder
Education& Training
SRCPPC
EventCollateral
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Influencers Killer Content
Conversion ratetwo weeks
70%
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Amplification Influencers
Conversion rate first two weeks
33%
400+Articles
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ZK Research
• Reach: ~1500 inquiries annually from buyers, resellers, vendors, financial community, press
• Mix: 25% mid-large size enterprises, 20% channel, 25% financial, 30% vendor
• Differentiation: work with the media companies
Zeus Kerravala
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Questions
• Where have you seen vendors have the most success penetrating mindshare?
• How do you see the buyers journey? • Where the influencers have impact?• Creative ways vendors engage analysts in competitive de-positioning?• How different was it 15 years ago?• What types of content appeals to buyers?• What is your definition of a successful vendor engagement?• One piece of advice….
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Understand Influencers
Engage vs Influence
Actively Collaborate
Action Plan
Leverage Influence
Measure