This deck is being used for a presentation at High Alpha's Marketing Forum in Indianapolis on 1/2/17. I've spent the past two years working at OpenView, a venture capital firm based in Boston.
The lessons I learned watching the partners, my colleagues, portfolio CEOs, countless pitch meetings and hundreds of conversations between leadership teams was invaluable.
Here are a few.
19. @KYLEPLACY
Marketing Persona Development
Name
Job Title
• Age
• Gender
• Salary
• Location
Goals & Challenges
Values & Fears
Demographics
• How do you help achieve their goals?
• How do you help solve their problems?
• Why wouldn’t they buy?
• How do you help alleviate their fears?
• How do you support their values?
• Education
• Family
21. 1. Pick your most important target persona first.
Experiences first.
22. 1. Pick your most important target persona first.
2. Build your target persona journey stages.
Experiences first.
AWARENESS CONSIDERATION PURCHASE USAGE REPURCHASE
23. 1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
Experiences first.
The CEO gains social proof by being referred to ABC’s
content or website by someone they trust.
24. 1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
4. Pick the top 3-4 experiences for each stage.
Experiences first.
25. 1. Pick your most important target persona first.
2. Build your target persona journey stages.
3. List all experiences within each stage.
4. Pick the top 3-4 experiences for each stage.
5. Apply tactics to each of the experiences.
6. Apply KPIs to each of the tactics.
Experiences first.
26. STAGE EXPERIENCE TACTIC KPIs
Awareness Gains social proof – is referred to content or
website by someone they trust
Influencer
Marketing
X times featured on
influencer blog
X times features in
top SaaS resource
Reads and finds value from tactical content Website X new users
X conversion rate
X net new leads
Experiences first.
31. • Your content should be “pitchable” to journalists.
• Most of your press mentions should be attributable to content campaigns.
• Every sales deck should incorporate some aspect of your content (a stat or
quote for example).
• Your content should support a 60 minute keynote and presentation deck.
• Your content should be relevant at every stage of the funnel, not just the top.
• Your content should be directly tied to closed ACV or another metric that
points to closed business.
Great Content Characteristics
35. @KYLEPLACY@KYLEPLACY
Shopped in 100 retail stores
Tracked 80 different marketing
touch points over 90 days
Delivered tailored report cards
and competitive analysis
Experiential
43. @KYLEPLACY@KYLEPLACY
Peer Research
Interview the top
influencers in the field.
• Create a target list of top influencers
• Skype / Call Recorder / Voice Recorder
• Speechpad.com for transcription
• Publish interviews over the year
• Roll up into fun end of year deliverable
57. @KYLEPLACY@KYLEPLACY
Content Enablement Kit
• PowerPoint deck of relevant data points
• Call script for BDR team
• Product data sheets corresponding to content
• PDF of content
• Single page snapshot of top learnings
78. @KYLEPLACY@KYLEPLACY
How does marketing efficiently
manage data?
• Sales & product alignment is critical
• Database cleansing should be top priority
• Do you have someone focused on data
management?
• Get your team off spreadsheets
• One system of record for the entire company
• Get your team off spreadsheets
• Get your team off spreadsheets
81. @KYLEPLACY@KYLEPLACY
LTV the lifetime value of a typical customer
CAC
the cost to acquire a typical customer & months
to recover CAC
Churn existing customers that cancelled their
subscription
Hiring the right people for the right job.
VP of Human Resources – Recruiting and Hiring – they are bad about hiring warm bodies.
Many of their staffers are college students – not commited
Leasing Persona – College student 17-18 Generation Z / End of Millennial /