embedded analytics campaign strategy
TRANSCRIPT
Design a fun & unique interac0ve experience targe0ng 5 personas (CEO, CFO, VP Product, Product Manager, Dev.)
Offer each targeted resources that educate and deliver value Build a narra0ve around data mone0za0on & embedded analy0cs Create mul0ple opportuni0es for targets to self-‐iden0fy and MQL, rou0ng them to gated content (30 CTAs across all personas)
Embedded Analy0cs Campaign Strategy
Jessica Legg
Objec0ves • Build a differen0ated narra0ve around GoodData’s posi0on as the leading
provider of mone&zable embedded analy0cs
• Design a fun & unique interac0ve experience targe0ng 5 personas (CEO, CFO, VP Product, Product Manager, Developer)
• Launch GoodData’s first fully-‐integrated campaign across all mediums (paid, owned, earned): web, print, display, paid social/content, blog, email, PR
• Create mul0ple opportuni0es for targets to self-‐iden0fy and MQL, feeding the sales pipeline with PbG leads
• Achieve a new standard for content excellence at GoodData
Interac0ve Web Experience LAUNCHING: 11/16/15
• Targeted messaging by persona
• SEO-‐op0mized copy throughout
• 30 unique MQL opportuni0es
CONCEPT: “DATA LAND”
• Challenge prospects to reach “the next level” in their business via a gaming experience (80’s 8-‐bit theme) that educates them on how to mone0ze their data with embedded analy0cs
• Players must turn their bag of data into dollars, answering targeted ques0ons that drive to related ebooks
GAMING EXPERIENCE • Animated experience (blinking eyes,
dots, text types in, “Play” flies out)
• Pick from five players (illustra0ons match the covers of related guides)
• Game play automa0cally begins
GAMING EXPERIENCE
• Four targeted ques0ons per player are indicated with ?
• Four animated landscape elements push to gated assets in the theme (data lake, cash crop, data mine, cloud)
• GoodData branding (fractals) subtly incorporated into the sky
GAMING EXPERIENCE • Player gets bag of data at first
ques0on, around mone0za0on opportunity
• Three more ques0ons map to Marketo form fill via cookies
• Player automa0cally advances aier answering each ques0on
GAMING EXPERIENCE • Player is told the correct answer,
and directed to download the full guide to learn more
GAMING EXPERIENCE
• If the form is not completed, they are given the op0on to con0nue playing or switch players-‐-‐revealing a new set of ques0ons, and related guide
GAMING EXPERIENCE • Players can also explore the
landscape elements, which also link to gated assets
• Subtle movement will direct their ajen0on to each, as well as some copy
GAMING EXPERIENCE • Once they’ve completed the game,
their bag of data transforms into a rainstorm of spinning coins and dollar signs
• The player jumps up and down, and dances
• They are congratulated for becoming a D4T4 M4ST3R! and offered a free t-‐shirt if they complete the form
• A custom email will be created for sales, to reply to qualified prospects, providing them with a code and a url to redeem their custom shirt (Seen later in the presenta0on)
Persona Targeted EBooks PERSONA-‐ TARGETED EBOOKS
• Explain it to Me like I’m a CEO: What’s So Great About Embedded Analy0cs?
• Explain it to Me like I’m a CFO: Why Buy Embedded Analy0cs? • Explain it to Me like I’m a VP of Product: How to GTM with
Embedded Analy0cs • Explain it to Me Like I’m a Product Manager: How to
Successfully Launch an Embedded Analy0cs Product • Powered by GoodData: Mone0ze Data with Embedded
Analy0cs
Resource Landing Pages & Web CTAs WWW TRAFFIC DRIVERS
• Integra0on in resources sec0on • Redirec0ng old “Ul0mate Guide” to
main DataLand landing page for SEO value
• Mobile-‐op0mized graphic headers (shown)
• Animated CTA banners on homepage, embedded analy0cs/PbG page, and nav (in development)
• Graphic CTAs in all related blog posts (both old and new, shown later in preso)
Persona Targeted Email Campaigns FOUR UNIQUE TRACKS
• Three touch campaigns for: CEOs, CFOs, VPs of Product, and PMs
• Touch 1: DataLand • Touch 2: Persona targeted ebook
• Touch 3: Powered by GoodData ebook • VP of Product track shown at lei
Blog Posts 12 NEW BLOG POSTS
CEO: How to Explain Data Mone0za0on to Your CEO Roman Contributed Byline
CFO:
The CFO’s Guide to Data Mone0za0on 7 Tradi0onal Industries that will be Disrupted by
Data Products Philip Contributed Byline
VP Product:
To Integrate, or to Create? How to Choose Your Data Product Strategy
5 Considera0ons for Bringing Data Products to Market
PM: The Whiteboard Session You Need to Have
When Designing Data Products How to Launch a Data Product-‐-‐A Product
Manager Checklist GoodData PM & Customer Guest Blogs
Powered by GoodData ebook -‐ offer on mul0ple blogs
Blog & CTA Graphics CTA GRAPHICS
• Integrated in new & old PbG blog posts
• Integrated into organic & paid social
• Several versions for each guide
Organic & Paid Content Distribu0on LIGHTNING:
• Launch blog first week of Nov. • Integrated DataLand campaign to kick
off ROLLING THUNDER
• Two week sprint campaigns for each guide on Outbrain, Taboola, Twijer, LinkedIn
Employee/Sales Enablement LINKEDIN HEADERS:
• 3 unique header op0ons drive traffic to DataLand, crea0ng MQL opportuni0es
SALES EMAIL
• DataLand follow up email template
SALES TRAINING
• Messaging & process training session • Leads coming from:
• Gated Assets • DataLand Gaming Experience (t-‐
shirt follow up) • Live Events • Email Campaigns
Event Experience EVENT LEAD GEN
• Large DataLand event banner • Laptops with gaming
experience • Scan badge to play
EVENT SWAG
• 1-‐2 ques0ons correct: USB with guides
• 3-‐4 ques0ons correct: DataLand t-‐shirt
• All players: Entered for grand prize
EVENT GIVEAWAYS
• Gaming package (Contents TBD)