Presentation deck from On24's Webinar World 2018 Conference

1. @heinzmarketing
Content That Converts
Drive ROI and Revenue Through 2018
and Beyond

2. @heinzmarketing
Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the two day version? Let me know…
• Want the workbook behind this? Email me at
matt@heinzmarketing.com

3. @heinzmarketing
Why is selling so hard today?

4. @heinzmarketing
What has changed?

5. @heinzmarketing
Five customer changes impacting your success

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Your customers are:
1. Busier than ever

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Your customers are:
1. Busier than ever
2. Self-educated

9. @heinzmarketing
When do they call you?

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Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded

11. @heinzmarketing
Your customers are:
1. Busier than ever
2. Self-educated
3. Skeptical
4. Distrustful
5. Jaded
6. A lot like you!

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Are we helping or hurting?

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Are we helping or hurting?

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Are we helping or hurting?

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So what IS working today?

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4 lessons from The Challenger Sale

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Let’s not pretend this is new…

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1. How you sell is more important than what
you sell

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2. Challengers teach, tailor & take control

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3. The value of your insights trumps
the quality of your product

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4. Be memorable, not agreeable

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The buyer’s journey

23. @heinzmarketing
Establishing the Foundation
Company Goals
Calculating what you
need
3/7/2018
Workbook – pg 6

24. @heinzmarketing
Establish the Foundation - Personas
• Develop “Pathological Empathy” – get out of the company-centric world!
• Who are your primary personas – prioritize to focus content development
• Companies are made of people – consider group dynamics
• Multiple people will likely influence, decide on, and ultimately use or be
impacted by your solution.
• Decision makers, stake holders, influencers, end users
• Attributes, motivators and concerns
3/7/2018
Workbook – pg8
Department Head Primary Business UserDecision Maker
Workbook – pg 8

25. @heinzmarketing
3/7/2018rketing, Inc
Persona Framework
Workbook – pg8
Decision Maker
How I Buy Concerns Decision Factors Questions Desired Outcomes
How they research,
evaluate, lead
Identify motivators
based on
performance,
reputation, success
What matters the
most? What areas
are negotiable
tradeoffs?
What’s the long term
value and impact?
Will we be
successful? Can we
trust the vendors?
The vision for success

26. @heinzmarketingWorkbook – pg 9
3/7/2018rketing, Inc
Motivational Framework
Workbook – pg9
Customer
Journey Stage
Not In Market Stimulated
Inquiry
Problem
Identified
Research
Solutions
Evaluation Decision
Journey Stage
Mindset
Status quo works
Needs evolving
Status quo pains
Opportunities
emerge
Desire to define
problem
Active vendor
research
Focus on desired
outcomes
Anticipating positive
change and
achieving vision
Journey Stage
Actions & Behaviors
Irregular market
research
Peer networking
Informal info
gathering and
research
Push internal fixes
for status quo to
work better
Internal assessment
or audit
Consensus building
to change
Desire to define
requirements &
needed capabilities
Extensive internal
assessment
Review internal dev
or third party
solution
Pricing inquiry
Ask for referrals
Research reviews
Trial evaluations and
bake-off
Vendor matrix
mapping to internal
requirements
Committee reviews
RFP options
Negotiate purchase
terms
Internal mobilization
for next steps
Next Stage Catalyst Status quo problem
emerges
Lost business, cost
increases
Who can help fix the
problem?
Share requirements
& RFP with vendors
Confirmation that
final vendors
support desired
outcomes
Content Topic
Suggestions
• Industry trends
• Surveys
• Case Studies
• Interviews
• Innovation guides
• Self-assessment
tools
• Analyst reports
• Step by step
business impact
analysis
• Thought
leadership
• Evaluation guides
• ROI tools
• Customer reviews
& success stories
• RFP tools
• Sales content
• Proof of concept
• Customer stories

27. @heinzmarketing
Buying Committee Mapping
• Marketing usage: general committee
model for market segments
• Long standing approaching to strategic
account planning
• A starting point for Account Based
Marketing
• Create models for your market
segments
• Industry
• Company size
• Solution
• Book Resources:
• Full Funnel Marketing – Heinz Marketing
• The New Strategic Selling – Robert Miller
3/7/2018Workbook – pg 11

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Expectation-Setting
• Resources
• Tools
• Budget
• Roadmap and ramp timeline
3/7/2018rketing, Inc
Workbook – pg12

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Benchmarking Your Current State

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Content Audit Details
3/7/2018
Title Date Published Content Type Persona Journey Stage Product, Company,
Customer Centric
Marketing
Technology
Reviewer’s Guide
2014 Paper CMO, CMTO,
Director Marketing
Ops
TOFU Customer
ROI Calculator 2016 Web Tool CMO, CFO MOFU, BOFU Customer
WhizBang Product
Data Sheet
2012 Data Sheet End User TOFU Product
Blog Post ABC 2014 Blog Post IT Director TOFU Product
Customer 123 Video
Profile
2015 Video CMO TOFU Customer

31. @heinzmarketing
Content Inventory Mapping:
Theme, Persona, Funnel, and Journey Stages
• Identify the gaps in themes, funnel and persona engagement
• Look for funnel conversion blocks
• Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion
blocks?
3/7/2018rketing, Inc
Workbook – pg13
Workbook – pg 13

32. @heinzmarketing
Content Inventory Mapping:
Buying Stages and Sales Stages
Workbook – pg 14

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Mapping Content Outcomes
• Content mapping to personas and buyer journey identifies the gaps
• Identity the gaps in the personas and motivational frameworks
• Current State vs. Desired State
*Remember: quantity does NOT equal quality
3/7/2018rketing, Inc

34. @heinzmarketing
3/7/2018rketing, Inc
Benchmarking Your Current State
Current Channels
Workbook – pg15
Workbook – pg 15

35. @heinzmarketing
3/7/2018rketing, Inc
Benchmarking Your Current State
Formats
Workbook – pg16
Workbook – pg 16

36. @heinzmarketingWorkbook – pgs 18-19
3/7/2018rketing, Inc
Workbook – pg18
Benchmarking Your Current State
Sales Enablement Deep Dive

37. @heinzmarketing
5 Common Content Marketing Mistakes:
1. Not having a plan up front
2. Writing for the company instead of the
customer
3. Not encouraging and participating in two-
way communication
4. Not promoting, aggregating and curating
great content from others
5. Only producing written content
3/7/2018rketing, Inc

38. @heinzmarketing
Demand Gen + Sales Integration
Workbook – pg 25

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Demand Gen + Sales Integration
• Align to impact + ROI
• Establish requirements up front
• Integrate with existing systems & processes
• Practice the OODA Loop
• Quarterly reviews
• Be deliberate

40. @heinzmarketing
Getting sales to use your content…
1. How does it help them make money?
2. Get sales leadership to buy-in first
3. Show examples of how it works
4. Teach, train, launch, reinforce, measure and celebrate
5. Create systems that make it easy

41. @heinzmarketing
Execution Process

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Tools – Creative Brief
Workbook – pg 28

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Setting Up Your Editorial Calendar

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Content Plan Development
Workbook – pg 23

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Measurement expectations
• The right metrics
• Can you buy a beer with it?
• Operational vs. executive dashboards
• External impact
• Profit center vs. cost center mentality
3/7/2018rketing, Inc
Workbook – pg12

46. @heinzmarketing
Content Influence – What’s Needed
System of
Record
Workflow
Lead Source
Tracking
Campaign
Budget and
Costs
Marketing Automation  Leads 
Contacts  Campaigns  Opportunities

47. @heinzmarketing
The Five Foundations of Customer Commitment

48. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention

49. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention
2. Interest

50. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust

51. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction

52. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement

53. @heinzmarketing
The Five Foundations of Customer Commitment
1. Attention
2. Interest
3. Trust
4. Interaction
5. Engagement

54. @heinzmarketing
How we doin’?

55. @heinzmarketing
Don’t try this all at once

56. @heinzmarketing
Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the two day version? Let me know…
• Want the workbook behind this? Email me at
matt@heinzmarketing.com

57. @heinzmarketing
Thank you!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com
Craig Rosenberg
Chief Analyst, TOPO
@funnelholic
craig@topohq.com