Stop Playing Guess Who With Your Buyers: The Critical Link Between Audience Analysis & Campaign Success

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Stop Playing
With Your Buyers:
The Link Between
Audience Analysis
& Campaign
Success
&

#B2BMX
Agency Overview
DANA HARDER
Vice President of Strategy
@DanaHarder
 Buyer-Focused Strategy & Content Agency
 Content Creation for Every Stage of the
Buyer’s Journey
 Campaign Strategy & Audience Analysis
 Driving Demand Through Buyer-Focused
Content & Campaigns

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Today’s Speakers:
Eileen Cassidy Rivera
 Vice President of Marketing
 Background in branding, product
development and go-to-market
campaign development
 I learned to play football (in
Spanish) on an all-girls semi-pro
flag football team in Mexico City

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Today’s Speakers:
Cindy Bagley
 Marketing Segment Manager
 Background in audience
segmentation and buyer-focused
campaign development
 My husband and I have been
building a 20ft wooden, plank-
stripped boat for the past 5 years

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Ciox, a technology-driven healthcare company,
is dedicated to improving health decisions by quickly and
securely sharing vital health information with the right
people, at the right time across the breadth of the
healthcare continuum.
Delivering a next-generation information sharing
platform, Ciox disrupts the way healthcare information is
shared and acted upon, resulting in a better quality of life
and improved outcomes for the nation.
We are transforming the information that matters,
because every medical record represents a real person.

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 B2B Content & Campaigns
Landscape
 5 Steps to Aligning Buyers and
Content for Improved Campaign
Performance
 Wrap-Up and Q&A
Today’s Discussion

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Setting the Stage for Audience, Content &
Campaign Alignment

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B2B Marketing & Demand Generation Priorities for 2018
Source: 2018 Demand Generation Benchmark Survey Report, Demand Gen Report

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Buyers continue to rely heavily on content…
Source: 2017 Content Preferences Survey Report, Demand Gen Report

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Not all content is created equally…
…Your buyers have specific needs

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Consider the message they need to hear…

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Consider their format preferences…

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What’s the common link
between all of this?
Your Buyers!

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Audience Understanding is THE Key Ingredient for
Effective Content & Campaign Execution

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5 Steps for Aligning Buyers, Content & Campaigns

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 Grow and expand beyond traditional
markets
 Compare “Batch” vs. “On-Demand”
 Top needs:
 Uncover the personas of the new
markets
 Discover their pain points
 Understand decision maker criteria
 Law firms were chosen as the initial market
to launch the “on demand” solution
Goals & Desired Outcomes

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Audience Analysis
STEP 1

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Understanding the Audience

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Isolate Buyer Pain Pain
Points & Trigger Actions
STEP 2

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Document the Findings &
Craft Audience Messaging
STEP 3

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The Final Audience Analysis Deliverables

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How to Get Even More Out of Personas?
Focus Here
to Develop
Buyer
Messaging

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A Framework for Audience Requirements

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A Deep Dive On Pain Points: Slow Turnaround

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Create the Campaign &
the Content to Support
STEP 4

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The Plan
6-Part Campaign
Combining Audience
Messaging & Unique
Content Formats

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Early Stage | Infographic
Open Rate: 26.64%
Click Rate: 6.85%
Prospects: 462
MQLs: 135
SQLs: 8
Pipeline Ops: 8
“Almost TRIPLE the Performance of Previous Infographic”

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Early Stage | Interactive Assessment
Open Rate: 20%
Click Rate: 2%
Prospects: 511
MQLs: 146
SQLs: 11
Pipeline Ops: 11
“Social Media Sharing Provided the
Biggest Boost”

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Mid Stage | Interactive “Listicle”
Prospects: 531
MQLs: 131
SQLs: 49
Pipeline Ops: 49

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Mid Stage | Checklist
Prospects: 575
MQLs: 137
SQLs: 51
Pipeline Ops: 37

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Late Stage | Q&A
Prospects: 607
MQLs: 140
SQLs: 54
Pipeline Ops: 37

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Late Stage | Mixed-Media Video
Prospects: 628
MQLs: 141
SQLs: 54
Pipeline Ops: 36

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Measure Success & Optimize
STEP 5

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Aggregate Campaign Performance

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43%
1,884
15%
prospect pool
campaign awareness
Campaign engagement

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0
2000
4000
6000
8000
10000
12000
14000
Feb March April May June July Aug Sept
Record Requests
Final Results
Campaign Start

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0
2000
4000
6000
8000
10000
12000
14000
March April May June July August September
Charts Requested by Ciox Smart Request
Charts Requested by Ciox Smart Request
Percentage Growth of Chart Requests
+140% +260%
+1000%
+1500%
+2226%
+2420%

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0 140% 260%
1000%
1500%
2226%
2420%
MARCH APRIL MAY JUNE JULY AUGUST SEPTEMBER
% Increase In Charts Requested
% Increase In Charts Requested
Percentage Growth of Chart Requests

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 Always start with your audience
 Prioritize buyer pain points and triggers
 Extend those buyer insights into all campaign components
 Repeat what works and optimize what needs adjusting!
Top Takeaways

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Eileen Rivera | Ciox Health
Vice President of Marketing
Eileen.Rivera@cioxhealth.com
Cindy Bagley | Ciox Health
Segment Marketing Manager
Cindy.Bagley@cioxhealth.com
Dana Harder | Content4Demand
Vice President of Strategy
dana@content4demand.com
Questions?

Stop Playing Guess Who With Your Buyers: The Critical Link Between Audience Analysis & Campaign Success

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