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Herding Cats & Corralling Chickens: A CMOs Guide To Virtual Collaboration
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.
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Herding Cats & Corralling Chickens: A CMOs Guide To Virtual Collaboration
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- 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)
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- 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
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- 11. #C2C16 § Open Rate: 59.46% (avg for nontransactionalemail 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
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- 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
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