1. Marketing: A House Divided January 2010 Marcus R. Tewksbury Director of Customer Intelligence Bob Barker VP of Corporate Communications

2. On the same team…But moving in different directions Field Direct Do your marketer’s work as an integrated team? Or are they throwing it over the wall... Analysts Product Brand Corporate

3. Need a shared objective…Collective reason for being should be revenue generation Corporate Each has a role in advancing a prospect through the stages of their buying cycle Field Product

4. Customer centricThe only successful marketing has a central focus on the customer Questions marketing needs to solve to generate qualified leads for sales: What is the customer looking for in these areas? What do we have to engage them/solve their pains? How do we engage them? How do we move them down the funnel?

6. Has frequent and direct interaction with sales and customers

8. Aligns content to pain and life stage

13. Coordinated production schedules

15. With the market and customers – what customers want

17. Competitive positioning

18. Value propositions

20. Places to speak

21. Online communities

22. Places we could advertiseProduct Field Corporate

23. Lessons from publishing worldStick to your lanes. Let each play its own role. Product Field Know the product and how it can solve pains Corporate Knows the process. Can facilitate content creation process. Feel for macro concerns and trends driving decision making

24. Approach is key. The best players in the world can’t execute without a plan.

25. Content Generation MethodologyConsistently producing sticky, valuable content is a process – not inspiration 5-Steps to Quality Content Generation

26. 1. Segment a micro-audienceYou can’t be all things to all people. Find a very specific audience and serve them well. ... and know them very well Target an audience of 300...

27. Identify what moves the needleClose the loop by tracking which assets can be directly related to a sale

28. Boiling it down…

29. What you need to be successfulReflection on things that have and haven’t worked Field marketing needs the key pains the product solution is trying to solve By buying centre By sales cycle – AIDA Working together, field and product (or corporate) then need to figure out: Which content assets are moving the needle What we need to create/already have we can repurpose Finally, field marketing will then: Distribute/market those assets based on Managing the buying/engagement cycle

30. Thank You! Marcus R. Tewksbury Director of Customer Intelligence tewksbum@alterian.com Bob Barker VP of Corporate Communications Bob.Barker@alterian.com