This document outlines best practices for implementing a large content marketing program, including defining the target audience and their pain points, developing a campaign framework, and leveraging research. It describes the process of creating a marketing nurture campaign through collaboration between writers, designers, managers, and outside agencies. Key tools for virtual collaboration included arranging meetings and creating a centralized project workspace. The results of the content marketing effort showed above-average email engagement metrics and influenced over $760k in pipeline opportunities.

1. #C2C16

2. #C2C16
Herding Cats & Corralling Chickens
A CMO’s guide to virtual collaboration
Presented by Cheryl Hanley, Senior Director of Demand Generation at PGi

3. #C2C16
§ The Strategy
§ The Process
§ The People
§ The Tools
§ The Results
Best Practices for Implementing a Large Content
Marketing Program

4. #C2C16
§ Define the target audience/personas
§ Define the pain points or what keeps them up at night
§ Define the campaign framework
§ Leverage research
The Strategy
77% of Marketers say it’s essential for their company
to deliver an effective customer experience
(source: Accenture)
89% of high-growth companies are focused on
customer experience compared to only 60% of
low-growth companies
(source: Accenture)
84% of companies employ remote workforces
(source: Frost & Sullivan)

5. #C2C16
The Process

6. #C2C16
Marketing Nurture Campaign - Collaboration

7. #C2C16
Collaboration Content

8. #C2C16
Email and Landing Page

9. #C2C16
§ Collaboration was key to successfully
pulling this program off
§ In order to create this infographic along
with our Marketing Nurture Campaigns,
we had to work with a number of people
§ Including: Writers, Designers,
Marketing Managers, Project
Managers, Key Stakeholders, and
Outside Agencies
The People
Content
Project
Team
Writers
Designers
Marketing
Managers
Project
Manager
Key
Stakeholders
Outside
Agencies

10. #C2C16
The Tools
Quickly Arrange Virtual Meetings Create a Centralized Project Workspace

11. #C2C16
§ Open Rate: 59.46% (avg for nontransactional email is 38%)
§ Click Thru Rate: 9.16% (avg for nontransactional email is 3.2%)
§ Click to Open Rate: 14.23% (avg for nontransactional email is 13.4%)
§ Forward Rate: 4%
The Results

12. #C2C16
Our overall content marketing effort has:
§ Influenced overall pipeline valued at over $761K with 90
Opportunities
§ Content has driven inbound leads attributing to > 41% of our marketing
database
§ Media exposure through Inc, Entrepreneur.com, CIO.comand
Business News Daily
Big Picture Results

13. #C2C16
Questions?

14. #C2C16
§ Pick up a copy of the Herding Cats and Corralling Chickens Infographic
§ Grab a fun or handy giveaway
§ Enter our raffle to win an Amazon Echo
Stop By Our Booth #15

15. #C2C16