Killer Content In The Trenches: An Insider’s Look At B2B’s Top Campaigns
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PANEL: Alex Schutte of Paycor, Alicia Esposito of Demand Gen Report, Amanda Fildes of Grant Thornton LLP, Colman Murphy of Xerox http://b2bmarketing.exchange
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Killer Content In The Trenches: An Insider’s Look At B2B’s Top Campaigns
- 1. #B2BMX An Insider’s Look At B2B’s Top Campaigns Killer Content In The Trenches:
- 2. #B2BMX Our Panelists Amanda Fildes Director, Content & Editorial Strategy, Grant Thornton Alex Schutte Principal Digital Marketing Strategist, Paycor Colman Murphy VP, Digital & Customer Marketing, Xerox
- 3. #B2BMX Inside the content marketing machine…
- 5. #B2BMX Tasks, timelines and processes…
- 15. #B2BMX Results and lessons learned…
- 16. #B2BMX Thank you! Amanda Fildes Director, Content & Editorial Strategy, Grant Thornton Alex Schutte Principal Digital Marketing Strategist, Paycor Colman Murphy VP, Digital & Customer Marketing, Xerox
- 17. #B2BMX
Notas del editor
- QUESTION: EVERYONE INTRODUCE YOURSELF AND PLEASE SHARE YOUR ROLE IN YOUR ORGANIZATION – WHAT YOU’RE RESPONSIBLE FOR WHEN THE TIME COMES TO PLAN, DEVELOP AND ROLLOUT NEW CONTENT AND CAMPAIGNS…
- QUESTION: TO THAT END, I’D LOVE FOR US TO DISCUSS YOUR UNIQUE PROCESSES AND ORGANIZATIONAL STRUCTURE. SINCE YOU ALL COME FROM DIFFERENT ROLES AND YOUR COMPANIES VARY IN SIZE AND STATURE, I WANT TO KNOW: WHAT DOES THE TYPICAL MARKETING PROCESS LOOK LIKE – FROM INITIAL CONCEPT OR IDEATION TO FULL ON EXECUTION AND AMPLIFICATION? WHO’S TYPICALLY INVOLVED, WHO DO YOU NEED TO GET BUY IN FROM, ETC.? FOLLOW-UP QUESTION: DOES PROCESS VARY AT ALL BASED ON THE SIZE OR DURATION OF THE CAMPAIGN?
- QUESTION: YOUR BRANDS ARE BEING RECOGNIZED FOR VERY SPECIFIC CAMPAIGNS THAT HAVE THEIR OWN UNIQUE TARGET AUDIENCES, GOALS AND FINAL ASSETS AND CAMPAIGN ELEMENTS. CAN YOU EACH WALK THROUGH YOUR GOALS FOR THE WINNING CAMPAIGNS AND HOW YOU WENT ABOUT DETERMINING THE STORY YOU WANTED TO TELL AND WENT ABOUT BUILDING YOUR STRATEGY? QUESTION: HOW DID YOUR KNOWLEDGE OF YOUR TARGET BUYERS, THEIR PREFERENCES AND CONTENT CONSUMPTION BEHAVIORS, IMPACT THE STORY YOU WANTED TO TELL AND ULTIMATELY THE COMPONENTS OF YOUR CAMPAIGN AND THE FORMATS YOU MOVED FORWARD WITH?
- QUESTION: FOCUS ON AMANDA FIRST – AMANDA YOU HAD A VERY SPECIFIC TIMELINE THAT YOU NEEDED TO ADHERE TO FOR YOUR CAMPAIGN – THE US ELECTION. HOW DID THIS IMPACT YOUR OVERALL CAMPAIGN PLANNING AND CONTENT CREATION? EXTEND QUESTION TO REST OF THE TEAM – ALEX AND COLMAN, DID YOU HAVE TO DEAL WITH SIMILAR SITUATIONS WHERE YOU HAD TO TRIM TIMELINES OR ALTER THE CONTENT CREATION PROCESS TO MEET A SPECIFIC CAMPAIGN NEED? QUESTION: YOU ALL HAD SEVERAL ELEMENTS THAT NEEDED TO BE CREATED AND FINALIZED FOR A COMPREHENSIVE CAMPAIGN – HOW DID THIS IMPACT THE CONTENT PLANNING AND CREATION PROCESS, AND HOW TASKS WERE DISTRIBUTED?
- QUESTION: AMANDA – HOW DID YOU AND YOUR TEAM MEMBERS GO ABOUT KEEPING A PULSE ON ELECTION DEVELOPMENTS TO UPDATE THE SITE AND ALSO DETERMINE HOW TO UPDATE OR REFINE YOUR CAMPAIGN IDEAS OR MESSAGING? NOW THAT THE ELECTION IS OVER WHAT’S NEXT? HOW ARE YOU BUILDING UPON THE CONTENT YOU ALREADY HAVE OR FURTHER LEVERAGING THAT CONTENT TO ENGAGE CUSTOMERS AND PROSPECTS?
- ALEX: PAYCOR FOCUSED A LOT ON INTERACTIVITY FOR THIS PARTICULAR CAMPAIGN – CAN YOU WALK THROUGH WHAT GRAVITATED YOU TO TAKING THIS ROUTE AND HOW THE EXPERIENCES VARIED FOR EACH ASSET BASED ON THEIR GOALS AND OF COURSE THE STAGE OF THE BUYERS JOURNEY YOU WERE TARGETING?
- ALEX: PAYCOR FOCUSED A LOT ON INTERACTIVITY FOR THIS PARTICULAR CAMPAIGN – CAN YOU WALK THROUGH WHAT GRAVITATED YOU TO TAKING THIS ROUTE AND HOW THE EXPERIENCES VARIED FOR EACH ASSET BASED ON THEIR GOALS AND OF COURSE THE STAGE OF THE BUYERS JOURNEY YOU WERE TARGETING?
- COLMAN: RESEARCH DATA WAS A REALLY CRITICAL PART OF XEROX’S CAMPAIGN. HOW DID YOU GO ABOUT DESIGNING THE SURVEY AND USING THE FINAL DATA TO FUEL SUPPORTING CONTENT CREATION? DID YOU DESIGN THE OVERALL CAMPAIGN WITH REUSING AND REPURPOSING IN MIND?
- QUESTION: DESCRIBE YOUR PROMOTION AND AMPLIFICATION STRATEGIES. WHAT CHANNELS AND TACTICS WERE TOP PRIORITY FOR YOU? WERE THEY VALIDATED AT ALL BY PERFORMANCE HISTORY OR BUYER INSIGHTS?
- QUESTION: WHAT WERE YOUR KEY LESSONS LEARNED WITH THESE CAMPAIGNS? HOW WILL THEY IMPACT OR INFLUENCE YOUR FUTURE CAMPAIGNS?
- Thanks to everyone for joining us!