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Hi and welcome back to Lesson 2.
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Let's pick up with identifying campaign
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Kpi's. So my North Star metrics are revenue and
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qualified pipeline because let's face it,
that is what CEO's care about.
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That is what my boss cares about.
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And I like to look at both marketing
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source revenue.
That means first touch people who are not
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in your database before they consume the
report.
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And marketing influence revenue.
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So these are contacts that were already
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known to the company.
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They had already given you their
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information, they were already in the
database.
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But they then went on to read the report
and become customers.
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So it was not their first touch, but it
still matters because it helped them
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along in their customer journey.
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So here's an example of what we look at
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in Salesforce.
As you can see under leads and campaign,
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those are all the leads that have viewed
this report.
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Now this is the report that I mentioned
went live about a month ago.
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So that's great.
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We've already had unless about not less
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than a month, little bit over a month,
maybe like 30 to 33 days, one thousand
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three hundred seventy four people consume
this report that we're calling leads.
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Now up in the top right, you see
opportunities in campaign a hundred
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thirty nine, that's what I consider to be
qualified pipeline.
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You might know the term SQO sales
qualified opportunity.
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It just means that a BDR has contacted
and talked to this person and they've
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said, yeah, this person is definitely a
good fit for our company and we're going
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to pass them along to an account
executive to do the demo.
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So out of the 1000 three hundred seventy
four we've already said that one thirty
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nine are qualified to buy and then right
underneath that the one opportunities in
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campaign, that's everyone that read the
report and went on to become a customer.
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Of those 14 people all the way at the
bottom right value one opportunities in
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campaign that is the revenue associated
with this report.
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So the people read the report became a
customer and the total revenue is sixty
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seven thousand eight hundred ninety four
dollars.
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So we also use Domo.
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It gets a little complicated because we
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do multi touch attribution.
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So of that 64,000 thousand we can go in
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and see what percentage of that was first
touch, what percentage of that was last
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touch. But I know multi touch is something a lot
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of companies don't have.
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So I'm not going to get too deep into
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that. If your company does do multi touch,
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definitely take a look at that.
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Additionally, since we are category
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creators, we look at some softer metrics,
for example HTML page views.
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Just because you didn't fill out the form
doesn't mean you didn't get influenced or
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get value from that report.
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Organic social views and shares, that's
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important for awareness category
mentions.
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So anytime that somebody talks about
talent optimization, I know that the
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report is working, especially if it's a
state of talent optimization report.
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Category searches.
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I use some rush to track keyword volume,
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growth course and certification
completions.
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So we have a Learning Center and we have
a talent optimization course and
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certification. So of course if I put out an annual
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talent optimization report, I would
expect to see some growth in course and
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CERT completions.
So next you need to decide if and how
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you'll get the report.
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This might not be your decision.
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This could be the decision of your
manager or your client.
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Or maybe you're partnering together with
demand Gen.
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Either way, it's a very personal thing,
so I'm not going to tell you the right or
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wrong way to gate your report.
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I'm just going to let you know how I
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approach it at pi and how I typically
approach it with clients.
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So at pi, our highest converting lead
type is a request demo hand raiser.
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And if you're a sales led company versus
a product led company, chances are that's
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going to be your highest converting lead
type as well.
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And usually these people have consumed a
lot of content before they're ready to
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say, hey, I want a demo, but what if you
need to produce leads immediately like
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most of us do?
Well, that is when you can turn to what I
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call strategic gating.
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You give sales what they want while
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you're building for the future.
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While you're getting that demand built
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and how we do it, we build the full
report in PDF format and then we gate
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that and we ask for name, email phone
number.
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We then build an ungated HTML page or web
page that shares the top findings.
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It's actually a pretty robust web page.
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We have an introduction.
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We have six or seven key findings.
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We have some takeaways.
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We have charts, graphics, animations,
quotes from external, external subject
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matter experts.
So really we're giving away a lot of
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value even before someone does have to
fill out that form.
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And then we invite them to fill out the
form and download the full report as a
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PDF. And you know, if we get at the entire
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report behind a form, we would get a lot
more leads.
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But we would not be able to get that
report in front of this many people
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because some people will just never fill
out the form.
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So it's kind of the happy medium.
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We're giving away a lot of value for
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free, but we're also giving enough, say,
enough leads to sales that we can hit our
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numbers. Ok. So now you want to prepare for the
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kickoff meeting.
And the kickoff meeting is going to have
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every single person who is contributing
to the report creation and promotion.
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So before you have the kickoff, you are
going to complete the campaign brief,
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which is in this deck here at the bottom,
the DAB framework deck.
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Now, WTF is a DAB framework?
It's a framework that I created and I
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explain it in detail in this guest blog
here.
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So if you do want to go into detail,
please feel free to read it.
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Simply it's a it's a framework to help
project managers avoid mistakes and in
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this part of the framework.
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It's all about discussing the report,
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making sure that everybody is crystal
clear on what's expected of them.
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So let's take a quick look at this deck.
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Ok, so just like the other template, you
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can make a copy of this and you can edit
it so that it is unique to each report
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that you run.
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So what you're going to do is edit
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everything in red.
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You're going to replace this with.
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An overview of your target audience and
an explanation of how this campaign helps
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your company achieve its strategic goals.
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What's our central message?
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So what is your ideal storyline?
This is where you're going to link out to
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your project board.
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So I actually write in the kickoff
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meeting. Click through, I open up my asana, and I
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walk everybody through the tasks.
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That way, everybody's clear on who's
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doing what.
And they're able to ask any questions.
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Or if there's a step that's missing,
they're able to flag that racy chart.
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This is optional.
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It's nice to have.
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It can help give that extra layer of
clarity who's responsible, who's
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accountable, who's consulted and who's
informed for every big chunk of the
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project kpi's so again, this is something
that's likely not going to be just you,
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but you're going to decide in advance
what your goals are and you're going to
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share them with the groups.
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You can all be working toward the same
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goals together and then you're going to
do a quick pre mortem and pre parade
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during the kickoff.
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You're going to ask, imagine this
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campaign was a failure, what did we get
wrong?
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And as people share, you're going to type
it right into this slide and then imagine
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this campaign was a success.
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What did we do right?
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Been a lot of research that has shown
when teams do this, imagine the success
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and failure of the campaign.
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They're able to get better results so the
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pre work is done.
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So congratulations, you've made it
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through. Lesson 2 before we move on to data
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collection. Lesson 3, why don't you take a minute to
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stand and stretch, walk around the block,
grab a drink of water and I'll see you
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back here in a few thanks.
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