Intro to Marketplace
Q5. What type of content is suggested to work best?
Ebooks, Whitepapers, Analyst content
Q3. After launch, this is the first deliverable sent to our marketplace customer
First leads delivered and check-in
If customer already has target accounts and they want to run a marketing campaign that only leverages accounts from providers, can still use Integrate program
- Adding to the existing target list - If we know up front that they will be leveraging any intent services, we want to see what the master account list looks like - Need to outline what starting perimeters look like o On average what is size of target account going through?
Content best practices: Steer Away
- Data sheets - Product pitches - Product specific content
Content best practices: Suggested
- Ebooks - Whitepapers - Analyst content - On-demand webinars - Infographics
Integrate Marketplace + Orchestration: More powerful
- Integrate Marketplace connects directly to the Integrate platform - Validate, de-deduplicate and enrich leads - Map fields from vendors to the fields in your MA or CRM - Manage programs, campaigns, vendors and assets from one dashboard - Real-time lead routing to your MAP or CRM - Intent data integrations (Bombora, Mintigo)
Two Touch Campaign
- Media partners engage prospects with awareness content and follow-up with a second down-funnel content asset, enabling you to: o Identify prospects further along in the buyer's journey o Improve brand recognition as a result of multiple touches o Impact lead scoring based on repeated interactions
Gain multi-channel access by testing new sources to scale marketing results
- Media partners use a variety of acquisition techniques to engage their audience o Usually email and telemarketing - Leverage email, display, social, search, video and telemarketing - Determine which channels work best for your campaigns and programs
Global Compliant Campaigns
- Obtain GDPR and CCPA compliance confirmation from all third-party lead sources - Ensure lead providers acknowledge compliance with data privacy and transfer regulations - Customize compliance agreements to regional regulations or company requirements
Engage the people who matter to your business
- Persona and professional training - Firmographic targeting - Account based targeting - Intent targeting - Install-based targeting: if you have customer that wants tot target people who want to use Microsoft or companies that are leveraging ecommerce or retail sites o Used for competitive analysis, who are our competitors' customers and target them
3 things we are measuring Media Partners on
1. Can you generate leads on time? 2. Are they quality leads? 3. Communication between themselves and Media Partner support team
How it works, Average Timeline: Post-Launch
1. First Leads Delivered & Check-in 2. Weekly Pacing Reports 3. Confirmation of Campaign Completion 4. Wrap-Up Review & Optimizations
How it works, Average Timeline: Pre-Launch
1. Marketplace Insertion Order 2. Kickoff call 3. Campaign set up & Integration Testing 4. Internal Promotion QA 5. Go Live
Q1. In a campaign pre-launch process, what is the step after a marketplace insertion order has been placed?
Kick-off Call - A kick off call has to take place before the campaign can be set up and tested.
Content best practices: Nurture
Lead from syndication should be nurtured direct from brand and scored BEFORE passing onto Sales. Leverage down funnel content for this, such as Case Studies
Content best practices: Refresh
Suggested rotation of new assets in each quarter when possible
Q4. (T/F) Two touch campaigns begin by getting awareness content in front of your prospect, and then follow-up with a second down-funnel content asset.
True - By doing this, we are able to identify prospects further along in their buying journey. We are also able to help improve brand recognition.
Q2. (T/F) Integrate can work with our providers to customize compliance agreements to any regional regulations or specific company requirements.
True - In addition to being fully GDPR / CCPA compliant, we are able to fully customize our compliance agreements to customer's regional or specific organization policy needs.
Highly Qualified Lead Campaigns: How they work
o Media partners promote to target audience o Custom qualifying questions identity "engaged or in market" prospect o Telemarketing can be leveraged for best results
