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Playing the Influence GameWin The Minds of Your CustomersNiki Hall, VP Corporate Marketing

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80%

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3 Step Approach

Understand Influencers

Engage Influencers

Leverage Reach

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Understand

Understand Influencers

Engage influencers

Leverage Reach

1. Influencer mapping: balance between share of voice, customer reach and wall street

2. Perception Audit

3. Engagement Plan

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Engage

Understand Influencers

Engage to create

advocacy

Leverage Reach

1. Corporate identity/ messaging validation

2. Product Roadmap Reviews

3. Executive Buddy Program

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Leverage

Understand Influencers

Engage influencers

Leverage Reach

1. Social channels

2. Recommendation

3. Sales Assist

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Campaign Theme: Defy Distance + CreativeAgency: John McNeil Studios

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Influence Along the Buyer Journey

Influence

Lifetime

Customer

Confirms Problem

Seeks Solution

Makes Choice

Implementation

Shows Interest

Adoption - Expansion

Renewal/Refresh

Decision Customer Success

Evaluates Solution

DiscoveryConsideratio

n

Unaware

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Content is King Context is Queen Conversion is Ace

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Framework Operationalization

Content Strategist

Demand WaterfallCampaign Framework

Content Framework

Demand Creation Framework

Step 1

Profiling

Opportunity Gap

Target Audience

Buying Phase

Topic

Strategic Priority

Key Message

Messaging Approach

Topic Themes

Step 2

Content Creation

Categories

Formats

Killer Content

Core Content

Supporting Content

Step 3

Delivery

Email WebSocial

PRAR

ContentSyndication

CampaignBuilder

Education& Training

SRCPPC

EventCollateral

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Influencers Killer Content

Conversion rate

two weeks

70%

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Amplification Influencers

Conversion rate

first two weeks

33%

400+Articles

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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

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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….

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Understand Influencers

Engage vs Influence

Actively Collaborate

Action Plan

Leverage Influence

Measure