Senior Marketing Director, SAP America

Transcription

1 Senior Marketing Director, SAP America

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5 Aerospace Automotive Banking Chemicals Consumer Products EC&O Healthcare Higher Education High Tech IM&C Insurance Legal Services Life Sciences Oil & Gas Professional Services 5 Public Sector Retail Utilities Wholesale Distribution Distinct Industries

6 Digital Transformation About 9,950,000 results (0.51 seconds) 6

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9 Senior Marketing Director, SAP America

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13 Industry-specific image with consistent, powerful intro language

14 Core flagship whitepaper offering Articulating the end-toend industry digital business strategy

15 Industry-specific, Ted Talkstyle videos Compelling talks in which industry and LoB leaders share their perspective on how digitization will transform the industries, lines of business and the world around us

16 Featured events, videos and blog posts 10 posts per industry, published in Forbes, Digitalist, LinkedIn, SCN, and promoted through SAP social channels

17 Premium report download

18 Infographics Executive presentation Whitepapers Videos

19 Podcast episodes: Coffee Break with Game Changers radio show Education network and magazine offers MOOC with opensap DX Specialist certification 19

20 Digital transformation survey Industry-specific questionnaire to help companies benchmark 20

21 Industry-specific customer case studies 21

22 PLUS Tweet cards Multi-touch EDM Social Activation: paid search, content syndication, social selling Industry forums Live events 22

23 Four Key Elements

24 Crafting a Complex Content Strategy

25 Focus on incremental, bite-sized, digitally-native assets and amplifying existing content through ALL digital & traditional channels to speak to: Chief information officer Chief technology officer Chief digital officer Chief innovation officer Chief marketing officer Chief customer engagement officer Other digital titles

26 Make it personal Make it role and industry specific Make it work for different learning styles

27 Whitepapers Landing Page and TED Talk-Style Video Tele Guide MOOC Infographics Radio Executive Briefing Deck Video Whitepaper Social Media

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29 Crafting a Complex Content Strategy

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31 Take the pressure off Start with an outline, bullet points Interview and ghostwrite Focus on your seminal piece i.e., the central whitepaper Keep it at a thought leadership level Manage the imposter syndrome Tap your sales organization for hidden content and expertise

32 Compared to other tech trends, digital business is in its infancy: Source: Google Trends, August 21, 2015

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34 Crafting a Complex Content Strategy

35 Looking to initial results through early and soft engagement metrics Creating a mechanism to communicate early wins Building trust and securing further buy-in and momentum internally Being realistic and managing expectations

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40 Crafting a Complex Content Strategy

41 1. Identified the required work streams Social media, creating s, spearheading landing pages, etc. 2. Nominated members of the larger marketing team to join a strategy call Asked for volunteers to lead the Tiger Team 3. Recognized this would be layered on top of existing responsibilities No new hires! 4. Looked for economies of scale and efficiencies Use your industry as your master; template it across the rest of the industry owners who can then fine tune for their unique audience

42 Start Triggered by whitepaper approval Week 1 Week 5 Week 10 Week 15 Landing Page Build Refresh featured content Refresh featured content Refresh featured content Refresh featured content Blogs Blog build/edit Create BOM using white paper Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Publish Graphics Fill in template Graphic build/edit Publish Publish Social Promotion Social Promotion

43 Social Media Events: Physical, Online, Radio 1 Gated Offer 1 Ungated Offer 1 Register? NO 2 Gated Offer 2 Ungated Offer 2 Register? NO 3 Gated Offer 3 Ungated Offer 3 Register? NO YES YES YES Rapid Outbound VITO Calling (w/i X hours) IMR Social Selling / Appointment? YES AE NO Nurture

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45 96,000+ blog views across 25 industries and 2 lines of business 26,600,000+ social media impressions 43,708 unique contacts from 14,200+ different companies 15,300 social engagements 21% cross-industry share of voice 21,700+ TED video views 8,600+ infographic views 16,124 radio listeners 5,300+ blog referrals 4.5% s opened 2,915 whitepaper downloads

46 96,000+ blog views across 25 industries and 2 lines of business 26,600,000+ social media impressions 43,708 Unique contacts from 14,200+ different companies 3,086 inquiries 125 qualified leads $23,488,300 pipeline from 107 marketing generated opportunities 15,300 Social engagements 21% Cross-industry Share of Voice 21,700+ TED video views 8,600+ Infographic views 16,124 Radio listeners 5,300+ Blog referrals 4.5% s opened 2,915 whitepaper downloads

47 Crafting a Complex Content Strategy 1. Serve the individual customer 2. Find underutilized sources of valuable knowledge 3. Give content time to take hold 4. Execute by finding pockets of efficiency in existing streams

48 1. Invest in a writer Not everyone can write (and that s okay!) 2. Build more time than you think for planning up front Including what you gate don t make these decisions on the fly 3. Pay attention to how people consume information Diversify your format, media and channels

49 Fully Aligned: A how-to session with Reader s Choice winner, SAP, on navigating relevancy, and gaining the buyin you need from stakeholders at every step Wednesday 3:35 4:00 p.m. Senior Marketing Director, SAP America Account Supervisor, KERN (an Omnicom Agency)

50 Ginger Shimp, SAP