Cmw2014 mfglab mc_duffee_final

“Content Marketing for
Manufacturing Companies”
Bruce McDuffee
Rick Neiman
Mike Turner
Karen Primm
#CMWorld @CMIContent @brucemcduffee @av8r2000

Agenda
9:00 – 9:15 Welcome
9:15 – 9:45 Foundations
9:45 – 10:30 Workshop 1
10:30 – 10:45 Break
10:45 – 11:30 Getting Started
11:30 – 12:15 Tools of CM
12:15 – 12:30 Bonus
12:30 – 1:00 Lunch
1:00 – 1:45 Eaton Case
1:45 – 2:30 Workshop 2
2:30 – 3:00 Q&A - Closing

Foundations & Facilitator
Bruce McDuffee, Knowledge Marketing for Industry (KMI)
– Formerly with Boeing
– 15 years Industrial marketing & sales
– Consulting niche – manufacturing – top of the funnel for TOMA and Credibility
– www.knowledgemktg.com; Manufacturer’s Growth Manifesto; Webinar Toolkit
Email: bruce@knowledgemktg.com

Getting Started
Rick Neiman, Global Director Digital Marketing, Avery Dennison
Rick is an experienced marketing professional who has influenced the strategic direction of multiple businesses
by leveraging expertise in all facets of marketing. His career has included marketing leadership positions in both
startup and Fortune 500 companies where he’s experienced every aspect of digital and traditional marketing.
Rick has spent the past 10 years at Avery Dennison and is currently the Global Director of Digital Marketing. He
has initiated a global digital marketing organization for the Materials Group and has driven strategies that
include a content-focused interactive website, a marketing automation platform, and a centralized
Salesforce.com CRM system for their global commercial teams.

Tools for Success
Mike Turner, Senior Marketing Manager, Textron Aviation
Mike is senior manager, lead-to-revenue marketing for Textron Aviation Inc., the leading general aviation
authority and home to the iconic Beechcraft, Cessna and Hawker brands. His expertise is developing
marketing strategies and processes that have helped the company transition from an inwardly-focused
marketing strategy, to building a stronger integrated demand generation model that is focused on nurtured
customer interactions and lead-to-revenue strategies. A major component of these strategies is a robust
content development program to provide useful information through multiple, integrated channels that
helps current or potential aircraft customers navigate the buying process while fulfilling their business or
personal missions.

Manufacturing Success
Eaton Case Study
Karen Primm, Marcom Operations Manager, Eaton
Karen Primm is the manager of Marketing Operations for Eaton’s Electrical Sector. During her tenure in this
role, she implemented the Electrical Sector’s email program and furthered it along by implementing
Oracle’s Eloqua marketing automation platform globally across the sector. The success of the program has
been outstanding in not only generating demand for Eaton’s products, but it has also won Karen’s team
two prestigious Markie awards. Currently, Karen is developing a strategy to implement marketing
automation throughout the rest of the Eaton businesses and helping marketers understand the value of
delivering the right content at the right time. She is a graduate of Duquesne University and lives in
Pittsburgh with husband Ed and children Isabella and Chase.

Goals, Mission & Takeaways

MFG Lab Mission Statement
Help you define and implement a content
marketing strategy that will increase
organic growth and gain market share
through deeper and broader engagement
with your target audience.

4 Biggest Challenges
(for manufacturing companies)
1. Overcoming culture of the product
2. Getting started
3. Measurement
4. Buy-in from skeptical management

What we’ll cover
1. Foundation for success
2. How to find your sweet spot for high
engagement
3. How to get started
4. Tools for success
5. Eaton Case Study
6. Prepare your Implementation Plan

Takeaways
1. Content marketing sweet spot
2. Content marketing mission
statement
3. Plan for getting started
Image credit - Kapost

The Foundation
A house cannot stand without a strong foundation
Bruce McDuffee

1. The Marketing Plan – 6 parts
1. Assessment
2. Objectives
3. Target market analysis
4. Marketing strategy
5. Marketing programs
6. Financial
7. Measurement and controls

2. What is Their Problem?
• Pain
• Passion

3. What is Your Expertise?
• Not your product!
• Unique is best but not required.
• You are the “go to” source for
this expertise.

4. Find the Sweet Spot?
How can your firm’s experts and knowledge
help the people in your target audience
 Be better at something
 Have less pain
 Intensify their passion

Your CM Mission Statement is Born
• “We help the people in our target audience to be better
_____________.”
• “By sharing our expertise about _________, the people in our
target audience are more efficient ____________.”
• “To help the people in our target audience make a more
reliable, dependable, accurate and repeatable measurement”
• “We help pilots be better pilots.”

Summary

Workshop – Find Your Sweet Spot
& Write Your Mission Statement

Workshop 9:45 – 10:30
• Group or individual is OK
• 25 – 30 minutes
– Pain or passion of your
audience
– Your firm’s expertise
– Sweet spot
– Mission statement
• 10 – 15 minutes for a
couple of presentations
• Takeaway – a working
document

Hint for Final Workshop
1. Sweet Spot & Mission Statement
2. Anticipate hurdles, resistance, issues
3. Choose your ‘pilot’ project
4. Make a 6 month timeline
5. Internal promotion plan

“Content Marketing
…How to Get Started”
Rick Neiman
Global Director – Digital Marketing
Avery Dennison Corporation

It’s Only Marketing
2006

Avery Dennison….A Global Market Leader
• Founded in 1935
• $6.7 billion sales in 2013
• 2013 Fortune 500® ranking: 375 (“AVY”)
• Global operations in 60 countries
• Based in Pasadena, California,
with more than 30,000 employees worldwide
2006

Our Businesses Are a Powerful Part of Everyday Life
Pressure-sensitive Materials
Retail Branding and
Information Solutions
Specialty Materials
Sales in millions

Pressure-sensitive Materials — Label and Packaging Materials Division
• Market segments:
– Food, Beverage, Beer, Wine and Spirits, Household Products, Health
and Beauty, Durable, Pharmaceutical, Tracking Goods
• What we make:
– Fasson® Pressure-sensitive and non-adhesive papers, films and foils in
roll form
• Customer applications:
– Prime labels, branding, functional and decorative packaging
• Customers:
– Label converters who work directly with consumer product
manufacturers, contract packagers and package design agencies
Raw
Material
Supplier
Label
Material
Manufacturer
Converters End Users
(CPG’s)
Retailers Consumers

What Needed to Change?
• Cultural
• Not traditionally a “marketing” organization
• Proof of concept
• Limited resources ($’s)
• Improve Customer Experience
• Focus on the “Buying Process”
• Provide relevant content
• Enhance revenue and profit generation
• Uncover new opportunities, contact acquisition, targeted product promotions
• Improve Data and Analytics
• Capture relevant customer/prospect data from all touch points
• Marketing ROI

Marketing “contacts” customer
•Email
•Direct Mail
Then marketing
contacts sales
Disruptive
Marketing
Disruptive
Selling
• One and done marketing
• Disruptive marketing and selling
• Focus is on selling process, not buying process
• So many unqualified leads, so little time
Then sales
contacts
customer
The (Disruptive) Selling Process

The (Disruptive) Selling Process
Qualifying
Understanding
Sampling
Negotiating
Close
• When we’re ready to engage
• “Finite” campaigns
• Focusing on product features
• Lead buyer down a path so we can
extract them from their cash

The Buying Process
The internet and social media have placed the buyer firmly in the seat of control.

The (Perpetual) Selling Process
The Buying Process
Awareness
Identify Need
Research Solutions
Preference - Develop Short List
Evaluate Proposals / Solutions
Purchase
• Inbound and outbound
• Relevant content
•Top of mind issues and pain points
• Continue dialogue to potential solutions
• Progressively profiling
• Scoring behavior
• Identify purchase behavior
• Requires automated and live interactions

“Closed Loop” Demand Generation
Digital Marketing – Closed Loop

Multi-step
Campaigns
Alerting CRM
Integration
Getting Started
Getting Started
Find a Free Trial!!!!
Features SEO Pricing Email
Marketing
Landing
Pages
Lead
Scoring
Management responds better to results than ideas!
[Social Media
Sharing/Tracking]
Package
Act-On Software Yes Act-On Yes Yes Yes Yes Yes Yes Yes
Eloqua Yes Eloqua Yes Yes Yes Yes Yes Yes Yes
HubSpot Yes Hubspot Yes Yes Yes Yes Yes Yes Yes
Pardot Unknown Pardot Yes Yes Yes Yes Yes Yes Yes
Silverpop Unknown Silverpop Yes Yes Yes Yes Yes Yes Yes
Publitrac Unknown Publitrac Yes Yes Yes Yes Yes Yes Yes
Genius Unknown Genius Yes Yes Yes Yes Yes Yes Yes
Marketo Yes Marketo Yes Yes Yes Yes Yes Yes Yes

Getting Started – Identify Targets
Getting Started
• What is the product, segment or service we will be marketing?
• Which individuals (titles) will be involved in the buying process of the product or service
we are marketing?
• What are the key buying criteria/issues/goals/problems for these audiences
It is imperative that you invest the time to gather buyer insights

Getting Started – Develop Relevant Content
Getting Started
• Educational Materials
• Whitepapers, webinars, e-books, analyst reports, etc.
• Better response and avoids the perception of marketing spam.
• Marketing to People Not Companies
• Develop content that is relevant for the titles of target recipients.
• Waves of mailings to nurture recipient through their buying process
• Outside – In Approach, Not Inside – Out
Remember, you need to be Authors, not Advertisers!

Getting Started – Develop Relevant Content

Getting Started
• Used to determine the level of interest of the target audience.
• Assigned to the contact downloading the asset.
• The cumulative score will help determine the level of interest.
• The higher the score, the more likely they're engaged in the buying process.
Step 1 Review assets with sales to make sure they understand the content
Step 2 With each individual asset, ask the sales team the following question:
If your customer downloaded this asset, what would you interpret their level of interest to be?
High? Medium? Low?
Step 3 Assign the value based on their answer.
Step 4 Assign a point threshold to determine when the contact is considered a
qualified opportunity.
Getting Started – Scoring Assets
Scoring can be adjusted based on campaign results

Getting Started – Scoring Assets
Getting Started
Track - 1
Purchasing
Track - 2
Marketing/Sales
Track - 3
Technical
Email -
Wave 1 G N E
Email -
Wave 2 J O I
Email -
Wave 3 M M P
Email -
Wave 4 H F C
Email -
Wave 5 B B A
ID Name Score
A Prime Film Brochure 30
B Global MDO Product Overview 30
C Global MDO Technical Bulletin 20
D MDO Greenprint 15
E Pet Liner News Article 15
F Adhesive Overview 15
G How to choose the right film laminate 20
H End user case studies 15
I Data sheets 15
J Greenprint Overview 15
K Film Overview 15
L S7000 Adhesive Overview 15
M Innovation Article 15
N Corporate Sustainability Report 15
O Label Questionnaire 15
P PET Converting Training Video 20
Q Sample Request 35

Getting Started – Develop Email Copy
Getting Started
• Each track and each wave has a unique email.
•3 tracks and 5 waves will require 15 unique email messages.
• Email sender should be a person not a department
• Copy should be targeted to the title of the recipient.
• Reflect the voice of the sender, not marketing speak.
• If it sounds too smart, they’ll know sales didn’t write it!
• Email subject lines are critically important.
• Add a mobile subject line that will be used for mobile rendering.

Getting Started – Create Landing Pages
Getting Started
• A web page that hosts the assets that have been developed for a campaign
• If campaign is inbound protect asset with a form for progressive profiling

Campaign Creation – Project Timeline
Getting Started
Content Development is the key…CONTENT IS KING!

Digital Outbound Campaign Scope
Digitally Top-coated Portfolio
• 2 Customer Types
– 1.) Indigo press owners: 200+ converters, 800+ contacts
– 2.) All others: 2600 (to establish thought leadership)
• 4 tracks: purchasing; mgmt/sales/mktg; ops/technical; no digital press
• 5 email touches per track spaced at approximately two week intervals
• Each email linked to a landing page containing an asset and link to library
• Contacts would be scored based on download behavior
• Contacts with a score of >30 would be sent to sales for follow up
• Contacts who submitted sample request awarded 1,001 points: hot lead
The campaign launched Sept 1, 2013.

Why Digital
Digital Market
Update
Technologies
Available
Purchasing
Mgmt/Marketing
/Sales Ops/Tech
Wave 4 - 10/19
Why Digital with
Avery
Why Digital with
Avery
Why Digital with
Avery
Material
Decision Guide
Wave 5- 11/2
Fasson Digital
Portfolio - Indigo
Fasson Digital
Portfolio - Indigo
Fasson Digital
Portfolio - Indigo
Fasson Digital
Portfolio
OWN HP INDIGO
DO NOT OWN A
DIGITAL PRESS
Audience:
Expand Your
Digital
Applications
To Topcoat or
Not to Topcoat
Material
Decision Guide
Wave 1 - 9/7
Wave 2 - 9/21
Wave 3 - 10/5
To Topcoat or
Not to Topcoat
Digital Market
Update
Expand Your
Digital
Applications
Digital Market
Update
Expand Your
Digital
Applications
To Topcoat or Not
to Topcoat
Email Schedule

Communication Flow – Customer Email

Communication Flow – Landing Page

Communication Flow – Content Library

Communication Flow – Sample Order Form

Communication Flow – Potential Opportunities
in SF.com
2013 Digital Mktg/Sales

in SF.com

in SF.com
212
USD 3.4M

52
Total Number of Email Deployments: 84
Total Sent 18,592
Total Bounced 1,567
Average Bounce Rate 4.42%
Average Opened No-visit Rate 33.21%
Average Multi-page Visit Rate 15.51%
Average Single-page Visit Rate 8.74%
Total Visits 2,202
Total Page Views 7,507
Observations:
• bounce rates are high…fin the B2B world, bounce
rates should be no greater than 2%
• generally expect ~21% open rate to installed
base, so 23.21% is excellent
• very encouraging to see the multi-page visit rate
is >2x the single-page visit rate
• B2B click rates for installed base emails is usually
~3%, so the single-page visit and multi-page visit
rates are outstanding
Recommendations:
• clean up the database (or at least campaign
target lists) to reduce bounce rates.
• Re-send the campaign to all tracks, non-openers
+ non-clickers only, English and
German only
• Craft subject lines for the ops / technical
tracks to be “tech-friendly”
• Dispense with gender-specific salutations for
French and German audiences
Email Response Rates - The Big Picture

The Results - Digital NA Campaign
Quantitative Results
• Targeted 200 digital press owners, 2000 who didn’t own a digital press
• 286 potential “unique” opportunities created
• 11 opportunities closed won
• Net revenue = $1.2mm
• ROI (Revenue) = 5,000%
Qualitative Results
• Multiple discussions with converters that don’t own digital presses

Questions?

Tools for Success
Mike Turner
Senior Manager, Lead-to-Revenue Marketing
Textron Aviation

Nurturing –
“The process of engaging prospects
by providing
useful information and dialogue
they need at each stage
of their buying process
to position the company
as the best choice
to help them achieve
their
business objectives.”

Development Tools

Ideation
• How do people search for our products and services?
• What questions are being asked?
• How can we exchange value instead of just messages?
• What problems might they be encountering?
• What do they need to know to solve a problem?
• What are the kinds of things a buyers needs to know?
• Why should they change?
What’s in it for me?

Nurturing – Delivering Right Info to the Right People at Right time
Status Quo Awareness Research Consideration Purchase
Nurtured Interactions

Nurturing – Delivering the Right Info to the Right People at the Right time
Persona Buying Stage Questions Answers
Create
Content
• What questions does this persona ask at each stage?
• Answer each question
• Create content that addresses persona’s questions at each stage with calls to action to engage further

Content Development Matrix
Persona-to-Buying Stage Content Matrix
Personas Status Quo Awareness Researching Alternatives Consideration Purchase Validation
Maintenance Lead
Parts Buyer
Military Special Mission Buyer
Govt Special Mission Buyer
Buying Stages
Multi-Aircraft Turbine Owner
Single-Aircraft Turbine Owner
Single-Engine Aircraft Owner
Lead Pilot

Articles
Content Types
Advisory Series
Definitive Guides
Infographics
Case Studies
Videos

Content Management/Development System

Editorial Calendar

Email
MAP
Landing
Pages
Forms
Social Nurturing
Web Data
CRM
Marketing Automation

Sample Nurture Flow
Awareness Research Consideration
Content A Content H Content N
Content B Content I Content O
Content C Content J Content P
Content D Content K Content Q
Content E Content L
Content F Content M
Content G

Customer Content Resource Site
• Content resource site
• Optimized for real-time
personalization
• Interaction data tied to marketing
automation system
• BeechcraftJourney.com

Gating vs Non-gating
• What buying stage is
the piece designed for?
• What type of content
piece is it?
• Limit the number of
fields requested
• Use progressive
profiling

Post Links via Social Media
Business aircraft is a boom to oil & gas
exploration and production. Download
the case study here: bit.ly/14TQbET
Facebook link
LinkedIn link to
Case Study LP
Twitter link
• Understand applicable social
media properties for your target
segments
• Owned, Earned, Paid
• Execute multi-channel campaigns
• Tie interactions back to marketing
automation system

Localization

Metrics

Google Analytics
Who these Unique Visitors
are and what activities they
do on the site is unknown

Great
individual
detail

Lead
Scoring

Content Metrics

Revenue Cycle Analytics

Marketing Prospect Score Pipeline
1207
134
43 25 15
1400
1200
1000
800
600
400
200
0
7/16/2014
Number of Leads
Score Segmentation
26-50 51-75 76-99 76-85 86-99
Nearing MQL

Content Tools
• Editorial Board
• Personas
• Persona-to-Buying Stage Matrix
• Content Development/Management Tool
• Marketing Automation Program
• Integrated Demand Generation Model
• Lead Scoring Model
• Content Resource Site
• Localization
• Metrics and Reporting Tools

Questions?
Mike Turner
mturner@txtav.com
IN/mikedturner
@av8r2000

“Bonus Section”
Product Marketing Fails Where
Educational Marketing Sails
Bruce McDuffee

Why does product marketing fail?
Marketing to product features, benefits, differences creates a perception that the
offering is the same between competitors because they all say the same things.
This is your target
audience
This small dot represents
the people who are in
the immediate mode to
purchase your product at
any given time they see
your product message.

Why does educational marketing sail?
Educating people in the target audience about their pain or passion gets the attention of a much
larger group.
Target Audience
This large circle represents
the people who are
challenged with a
particular issue and
interested in addressing
the issue now or some
time in the future.

Product content is still important!

Product marketing fails
Educational marketing sails

Morning Summary
• Foundation & Fundamentals
• Sweet Spot & Content Mission Statement
• How to Get Started
• Tools for Success
• Product Marketing Fails where Educational
Marketing _________

Lunch
Return at 1:00
Eaton Case Study

“Manufacturing Success”
Karen Primm
Marcom Operations Manager

Agenda
• Overcoming Obstacles
• Creating a Solid Foundation
• Educational Marketing
• Target Audience Engagement
• Getting Buy-in
• Overcoming Culture of Product Promotion
• Tool for Success
• Key Take-Aways

Have you heard this before?
“Our products are engineered to order”
“Our customers don’t want to read emails”
“Don’t spam my customers”
“Just put a link to the product
brochure…everything is there that they need.”

Building blocks for a strong foundation
• Crafting good content can be challenging
• But having a plan for how your content will be used and work for you is
sometimes the more difficult task
• Your plans must be rooted in fundamentals

Marketing fundamentals
• People – know your customers - Do research!
– Key influencers
– Decision makers
– Buying behaviors
• Promotion – finding the optimal mix
• Product – product features, benefits – competitive
differentiation
• Measure results

Content drives marketing communications
• 80% of business decision-makers
prefer to receive
information about a company
in a series of content versus
traditional marketing tactics
• Nearly 82% of B2B buyers
have less time to devote to
reading and research
Source: Demand Gen report Content Preferences Survey May 2013

Staying on track
• Having a defined plan and knowing
your customers is key to good content
strategy
• If you know what makes your
customers tick, that will help you
create the right kind of content to
help them with their decision making

Educate
The build it and they will come model doesn’t always work.

Why?
57%
CEB Stat

How we got started
• Identifying the needs, pains,
challenges/passion of target
audience
• IT channel – we needed to grow

Background & Challenges
• Grow IT market share
• Generate awareness, preference and leads
• Recent brand study confirmed lack of Eaton awareness in IT
• We’re up against the 800 lb
gorilla that has a bunch of $$
• Brand has been a key strategic goal but
funds have been limited

Brand Study - Key Findings
• Currently Eaton cannot credibly
challenge the competition in the UPS
market
• Made sense to take a “challenger
brand” approach
• Remarkable power in simply
increasing brand familiarity

Challenger Brands: The Defining Principles
• They have ambition that exceeds their resource
(Fire in the belly that drives them)
• They always look for ways to do more with less (If
you can’t outspend the competition, you have to
outsmart them)
• They sacrifice and focus to tell a clear story
• They are willing to break from the conventional
• They create an unmistakable identity
• They create an emotional connection

EATON IS THE LEADING
IT POWER SOLUTIONS
BRAND THAT TRULY
“GETS” IT.
Our New Brand Category

Our Target
• IT Professional or Procurement Officer
• M25-54 Professional/Managerial
• HHI $75K+
• College graduate
• Married
• Super influencer for computers &
technology

•Flavored with a bit of wit and sarcasm
•Find humor in those that aren’t as technically savvy as themselves
•Tend to be a bit shy
Our Target

Campaign Theme
“The IT landscape is always changing—I want to work with an IT company that’s
cutting edge, that has a new point of view, and is willing to look at things a little
differently. Like I do.”
“Things Have Changed” builds upon the idea that IT is
changing fast—and IT pros need the right products and
services to stay ahead in the new landscape. Eaton not only
provides smart, reliable solutions, they provide a new
perspective on power management—by celebrating the IT
professionals who run the show.

Things Have Changed Campaign - 2014
• Continued advertising (print & web banners) with incremental new creative
focused on two core programs and product launches
• Claw-O’-Matic II & Build Your IT Empire familiarity promotions
– Support by email & social campaigns and advertising
• Lead nurture program enhancements
• The Plug blog entries and newsletter
updates
• Social media outreach
– Launch of social chorus

IT campaign: The Claw-O’Matic
• “The Claw” campaign: March - July
– Familiarity promotion to:
• Build brand familiarity by increasing brand engagement
• Reinforce image as an IT industry thought leader to build
preference
• Deliver qualified leads that have the potential of converting to
sales
– Player Stats
• 69,307 players
• 5K individual game plays (almost every player played more than
once)
• Avg. number of play per user 15.26
– Results
• Average 18% lift in familiarity with Eaton offerings
• 63% drop in lack of familiarity
• Significant number of players registered for our weekly
newsletter, The Plug

IT Grand Master -2
• 1,173% increase in end user leads
• Players 29% more familiar with Eaton’s
offerings than non-players
• Strong hot/warm lead conversion
• 86% of participants created new site
profiles
• 151,611 visitors to the site during the 3
month game period

Familiarity Campaign:
• Launching in Sept. 2014
• Promotion: incentive for end-users to increase
their knowledge of Eaton’s products, brand, and
value proposition, while offering additional
insight into the user’s IT environment and
potential needs.
• Goals:
– Primary: Build brand familiarity by increasing brand engagement
– Secondary: Reinforce image as an IT industry thought leader to build preference
– Tertiary: Deliver qualified leads that have the potential of converting to sales
Build Your Own IT Empire

Life cycle marketing program
• Grow customer relationships with ongoing
email communications
• Single-phase online registration
• Three-phase welcome kit mailings and
monthly emails for the first year
• IPSS life cycle marketing program

Thought leadership
• White papers:
– Your input on topics is important
• Webcasts
– Series with Mission Critical
• Professor Wattson Videos
• Fundamentals handbook
(updated) and working on UPS Fundamental Handbook II
• Moving towards more visual, short
content and videos for remainder for
2014 and into 2015

Converged Infrastructure
Current assets:
• Converged Infrastructure pitch deck
• The Plug blog post
– “The Buzz on Converged Infrastructure”
• Professor Wattson video
• SwitchON to Eaton CI page
• CI landing page, which will direct to EMC and NetApp landing pages
• CI white paper
• PR outreach and desk side tours
• Tradeshow properties

• Advertising
• Community involvement
• SpiceCorps events
• SpiceWorld
• Product specific pages
270,780 followers & counting

Content Marketing Strategy
• Getting buy in from executives – starting
with the IT campaign in our PQ division
• For other divisions, we illustrated success
• Provide value
• Still a work in progress for some divisions
and parts of the company

Overcoming A Product Promotion Culture
• One day at a time
• Share successes – everyone likes cool stuff
• Provide ideas and council on how to develop
content for other products
• Have marketing communications get involved
with product managers and the launch
process sooner – help guide the process and
develop the right kinds of content

Beyond IT, Other Programs That Work
• We jumped in feet first with the IT campaign
• Still wading for some other divisions, but we do
have successes
– A welcome program across divisions
– Segment newsletters
– A lifecycle marketing program for installed
gear (projects $500K and up)

Welcome program
• Goals
– Introduce a person to Eaton
and its depth and breadth of
product offerings
– Company messaging
– Build profile
– Understand preferences
– Engage beyond first touch

Sustaining A Content Marketing Program
• People – talented communicators are at the heart of any
good program
• Marketing automation- build programs and monitor
effectiveness
• Web site – the number one platform for delivering content
• Webinars – we don’t have a single platform
• Social media – know your audience the right outlets are
dependent on your audience

Key Take-Aways
• Start small
• It’s a work in progress
• Review existing content – asset inventory
• Designate content based on where it will fit in
the buyers’ journey
– Educate/learning
– Decision making

Resources
• Topliners
• CMI
• B2B
• Marketing Sherpa

Workshop – Build Your
Implementation Plan

Workshop 1:45 – 2:30
• Group or individual is OK
• 30 minutes
– Make a plan you can start
implementing on Monday,
September 15th !
• 10 – 15 minutes for a
couple of presentations
• Takeaway – a working
document

1. Sweet Spot & Mission Statement
2. Anticipate hurdles, resistance, issues
3. Choose your ‘pilot’ project
4. Make a 6 month timeline
5. Internal promotion plan

Write your implementation plan.
1. What organizational, cultural or logistical obstacles do you anticipate
and how will you overcome?
2. Who or what will be your biggest foe? Best champion?
3. Based on your sweet spot and CM mission statement, what tactic will
you use for your ‘quick win’ pilot?
4. How will you promote the success of your pilot program?
5. Jot down a timeline starting with Day 1 when you return to work.

“Content Marketing for
Manufacturing Companies”
Questions – Wrap-up
Bruce McDuffee
Rick Neiman
Mike Turner
Karen Primm

Questions
20 minutes for panel questions

Closing Comments

Resources
• Content Marketing Institute
– MFG Industry Benchmark Report
– Essentials of CM Strategy – 36 Qs
– CM Playbook – 24 Epic Ideas
• David Meerman Scott
– Gobbledygook Manifesto
• Bruce McDuffee - KMI
– Webinar Toolkit
• Velocity Partners
– B2B CM Strategy Checklist
– B2B Marketing Manifesto
– Crap – Single Biggest Threat
• Trew Marketing
– Marketing to Engineers
• Marian Burk Wood
– The Marketing Plan Handbook

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