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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

Discovery Consideration

Unaware

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Content is King Context is Queen Conversion is Ace

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Framework Operationalization

Content Strategist

Demand Waterfall Campaign Framework

Content Framework

Demand Creation Framework

Step 1Profiling

Opportunity Gap

Target Audience

Buying Phase

Topic

Strategic Priority

Key Message

Messaging Approach

Topic Themes

Step 2Content Creation

Categories

Formats

Killer Content

Core Content

Supporting Content

Step 3Delivery

Email WebSocial

PRAR

ContentSyndication

CampaignBuilder

Education& Training

SRCPPC

EventCollateral

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Influencers Killer Content

Conversion ratetwo 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