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Playing the Influence Game Win The Minds of Your Customers

Playing the Influence Game Win The Minds of Your Customers. Niki Hall, VP Corporate Marketing. 8 0 %. 3 Step Approach. Engage Influencers. Understand Influencers. Leverage Reach. Understand . Engage influencers. Understand Influencers. Leverage Reach.

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Playing the Influence Game Win The Minds of Your Customers

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  1. Playing the Influence GameWin The Minds of Your Customers Niki Hall, VP Corporate Marketing

  2. 80%

  3. 3 Step Approach Engage Influencers Understand Influencers Leverage Reach

  4. Understand Engage influencers Understand Influencers Leverage Reach Influencer mapping: balance between share of voice, customer reach and wall street Perception Audit Engagement Plan

  5. Engage Engage to create advocacy Understand Influencers Leverage Reach Corporate identity/ messaging validation Product Roadmap Reviews Executive Buddy Program

  6. Leverage Engage influencers Understand Influencers Leverage Reach Social channels Recommendation Sales Assist

  7. Campaign Theme: Defy Distance + Creative Agency: John McNeil Studios

  8. Influence Along the Buyer Journey Influence Implementation Renewal/Refresh Seeks Solution Makes Choice Adoption - Expansion Evaluates Solution Shows Interest Unaware Confirms Problem Lifetime Customer Discovery Consideration Decision Customer Success

  9. Content is King Context is Queen Conversion is Ace

  10. Framework Operationalization Demand Waterfall Demand Creation Framework Campaign Framework Content Framework Step 1Profiling Step 2Content Creation Step 3Delivery Content Strategist Opportunity Gap Strategic Priority Categories Killer Content Email Web Social PR AR Content Syndication Target Audience Key Message Core Content Buying Phase Messaging Approach Supporting Content Campaign Builder Education & Training SRC PPC Event Collateral Topic Topic Themes Formats

  11. Influencers Killer Content 70% Conversion rate two weeks

  12. Amplification Influencers 33% Conversion rate first two weeks 400+ Articles

  13. ZK Research • Reach: ~1500 inquiries annually from buyers, resellers, vendors, financial community, press • Mix: 25% mid-large size enterprises, 20% channel, 25% financial, 30% vendor • Differentiation: work with the media companies • Zeus Kerravala

  14. Questions • Where have you seen vendors have the most success penetrating mindshare? • How do you see the buyers journey? • Where the influencers have impact? • Creative ways vendors engage analysts in competitive de-positioning? • How different was it 15 years ago? • What types of content appeals to buyers? • What is your definition of a successful vendor engagement? • One piece of advice….

  15. Understand Influencers Engage vs Influence Actively Collaborate Leverage Influence Measure Action Plan

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