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Sketchnotes: The Very Versatile Drip–Mathew Sweezey (Pardot)

Posted: - Modified: | sketchnotes

UPDATE: Dec 13, 2012 Want to watch the webinar? Here’s the video recording.

In this marketing webinar hosted by Pardot, Mathew Sweezey shared tips on setting up a drip nurturing program for marketing and sales support. Click on the image to view a larger size, and feel free to share this with attribution!

20121206 Pardot - The Very Versatile Drip - Mathew Sweezey

Pardot has many other webinars and recordings, so check them out if you’re curious about marketing automation.

Like this? Browse through my other sketchnotes, including my visual summary of The 5 Key Elements of a Better B2B Content Marketing Strategy by Nolin LeChasseur. I sketchnote technology/business conferences and presentations – if that sounds interesting, get in touch!

Text:

THE VERY VERSATILE DRIP
Mathew Sweezey
Dec 6 2012
Pardot

Email marketing
Drip nurturing
one-to-one conversations!

#1 LOOK AT MARKETING LIKE SALES LOOKS AT DEALS

Unidentified need -> Identified need not yet ready -> Starting to evaluate

competitive vs greenfield

Figure out your stages and buying cycles

#2 RELEVANT

context intelligence -> communication (must be relevant!)

Not just automation!
Relevance is key.

#3 NOT E-MAIL MARKETING AS YOU KNOW IT
HTML? marketer

One-to-one relationship
inbox = battlefield
Make it feel like a one-to-one email (rich text)

#4 HAVE A GOAL, THEN STICK TO IT!

(I feel bad not working with this guy.. He’s so ATTENTIVE)
Lost a deal? Nurture the relationship!

#5 USE THAT COLD DATABASE

Value per lead x Size of database = $$$
* maximize your database
* Find leads that slipped through cracks

#6 GIVE SALES AN EXCUSE.

Don’t get overwhelmed!
Sales drip = great ROI

Marketing – Sales
Bridge the gap

expecially for prospects that are challenging

engaged -> excuse to call (Whew!)

PROBLEMS/GOALS

cold database
automate lead nurturing
event pre-/post-follow ups
cold marketing/cold sales
competitive
lost deal

TYPES

3..2..1
start with stage 3, then 2, then 1
Good for cold databases, tradeshow lists..

Why reverse?
Engage HOT prospects right away!

Event-specific
straightforward

Stage-specific
Give people “carrots” to encourage them to move stages

Straight
simplest drip goal: engage, excuse to reach out

(Give me your best emails)

(Thought you might enjoy this..)
..doesn’t have to be your stuff
Nurture relationship

Q&A:
Q: Whitepaper vs video for scoring?
A: Topic, sales readiness
Q: Rich text vs images?
A: Images often make people think “marketing!” Images okay if fake-forwarded.
FWD:…
Hey take a look at this
Q: # of emails?
A: Start small. 3 emails, ~12-18 days. Then more. Iterate.
Test List. at least 1 day before. ALWAYS.
Q: Length?
A: 1 goal, 1-2 actions
Q: Replace e-mail blasts?
A: Nope.
Q: Bcc?
A: Not needed – CRM, reply.
Q: Timing?
A: Overanalyzed
Q: Timing?
A: Ask your salespeople. 6-45 days is good. -> not twice in a week
Q: From?
A: Depends, can be dynamic.
Q: Not engaging?
A: Don’t remove the, keep on going.

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Sketchnotes: ENT101 Business Plan and Other Communication Tools–Veronika Litinski

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This talk is part of the free MaRS Entrepreneurship 101 series (webcast and in-person session every Wednesday). Feel free to share this! You can credit it as (c) 2012 Sacha Chua under the Creative Commons Attribution 2.5 Canada licence. Click on the image for a larger version of sketchnotes.

20121205 ENT101 Business Plan and Other Communication Tools - Veronika Litinski

Check out my other ENT101 sketchnotes, or other sketchnotes and visual book notes!

Text:

MaRS ENTREPRENEURSHIP 101
Dec 5, 2012
#ENT101
Veronika Litinski
BUSINESS PLAN AND OTHER COMMUNICATION TOOLS

Announcements:
Dec 12 Meet the Entrepreneurs
Jan 9 Lived It Lecture
Dec 10 Substance of Silicon Valley

idea -> product
(with lots of help!)

Business
profitable
product ideas

idea -> (build) product -> (measure) data -> (learn)

You are building a PROFIT ENGINE
must be SCALABLE
must be PROFITABLE

Work with your customers
1. What do you do?
2. Who cares?
3. How do you make money?

customers ->
strategic partners ->
investors ->
employees ->

Executive summary
Presentation
Whitepaper
Business plan

What are your milestones?

Problem
domain knowledge

Path
investigate, compare, test purchase
Revenue model
Demo/prototype
Marketing equation

Proof
Key members
Scalable solution

CUSTOMER DISCOVERY
Problem -> Solution

What?
What is quality?
Don’t get stuck in jargon!
-> use customer words

Toolkit
presentation
executive summary
Business plan with projections
visual assets are powerful!

Develop the right METAPHOR to help people anchor an idea.

Business plan
You want investors to be EXCITED about YOU.
Be visible online, too.
meet in person!

PLANNING vs SELLING
-> good for dealing with distractions
Understand biases and work with them
availability ->
representative ->
escalation of commitment (handy!) ->
Pick info carefully

Know your audience (not just tech) and BUILD YOUR STORY.

Social media
Become an expert.
When you’re ready for thought-provoking

Value proposition
Discover with your customers

Business planning and communication
These people know their stuff

checklist (see slides)
video: problem and solution, short

CONTEXT
value proposition
brand
profiles
case studies

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Sketchnotes: Visual Problem-solving–Dan Roam (DAN ROAM!)

Posted: - Modified: | drawing, sketchnotes

Dan Roam (Back of the Napkin; Blah, Blah, Blah) was in Toronto yesterday to give a talk on visual problem-solving at the Rotman School of Management. I like to think that I was cool and composed during the post-talk book-signing, but really, the only reason I didn’t get a picture with him was because I was too busy trying to not hyperventilate about the fact that he recognized me from Twitter and said he liked my work. =)

I did ask him to sign this sketchnote, though. 20121204 Visual Problem-solving - Dan Roam

“Whoever best describes the problem is the most likely to fix it.” That reminds me of SPI 046: Building a Lucrative Business with No Ideas, No Expertise & No Money with Dane Maxwell, a Smart Passive Income podcast that dove deeper into defining problems and building businesses around them. Nugget from that one: “If you can define the problem better than your target customer, then they will assume you have the solution.”

Check out my other sketchnotes for one-page summaries of business and technology talks. Look at Rotman’s upcoming events calendar for other cool speakers!

Text from the sketchnote, to simplify searching:

Whoever best describes the problem is the most likely to fix it.

Say more with less: ideas -> pictures (easy to share, easy to act on)

Stories:

  • Best – Boeing: built in 17 countries; challenge: languages; solution: all communication is visual
  • Worst – Politics: challenges: intentional obfuscation, outcome is so many words
  • 1974 Dr. Arthur Laffer – taxes; If you reduce taxes, you might increase revenue. Napkin sketch.

We can solve our problems with pictures. Simple drawing is okay. 75% of brain = vision. We are highly visual people. But we teach linear, verbal thinking in school!

detail + big picture. We think detail is intelligence. Power on your visual operating system. You can recognize ~100% after delay. You can figure out time from simple images. Our memory uses images and then we translate

The six ways we see:

  • who/what: portrait
  • how much: chart
  • where: map (how things fit, what’s missing)
  • when: timeline; also, motion
  • how: flowchart
  • why: equation (now + change = new)

Maybe it’s enough to draw 6 simple pictures

Drawing – you don’t have to remember anything!

Why visual thinking? Run away from death by Powerpoint.

Tools: Tablet PC (can use mouse as well), PowerPoint – pen tool

Wong-Baker pain scale; maps: spatial relationships; time: we recognize the when through the change in the where in the what.

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Sketchnotes: Lean Startup Day

Posted: - Modified: | sketchnotes

Update: Watch the videos / view the slides!

Sketchnotes from all the talks at Lean Startup Day 2012 (MaRSDD local content in Toronto + livestreamed talks from San Francisco!)

You can view or copy these notes from Dropbox or browse through the gallery below. Feel free to share the images under the Creative Commons Attribution Licence!


What people said:

Interested in Lean Startup? Check out the Lean Startup Conference or my other sketchnotes too. Other notes from around the Web: community notes, Trevor Lohrbeer.

Visual learner? Check out my other sketchnotes and visual book notes!

Event organizer or conference organizer? I’d love to help you help your attendees remember and share key points. Talk to me about sketchnoting your next event!

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Sketchnotes: Angel Hack Toronto pitches!

Posted: - Modified: | sketchnotes

Sketchnotes from today’s pitch afternoon – 62 2-minute pitches from the different teams in Angel Hack Toronto. Lots of great stuff! Feel free to share these visual summaries under the Creative Commons Attribution License.

20121202 AngelHack 1 20121202 AngelHack 2 20121202 AngelHack 3 20121202 AngelHack 4

See the AngelHack Toronto presentation list for links to short descriptions.

Like this? Check out my other sketchnotes for business- and technology-related visual summaries. Want me to draw for you? Get in touch!

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Sketchnotes: The 5 Key Elements of a Better B2B Content Marketing Strategy–Nolin LeChasseur

Posted: - Modified: | sketchnotes

Nolin LeChasseur of Brainrider shared these 5 key elements of a B2B content marketing strategy:

  1. Prioritize measurable objectives
  2. Articulate the business you’re in using customer terms
  3. Profile target customer segments
  4. Identify content that’s working now
  5. Develop content aligned with what your customer wants to know

Click on the image to see a larger version.
20121129 Brainrider - The 5 Key Elements of a Better B2B Content Marketing Strategy - Nolin LeChasseur

For more details, check out the slides and the video of a previous talk!

Like this? Check out my other sketchnotes for business- and technology-related visual summaries. Want me to draw for you? Get in touch!

Text:

The 5 Key Elements of a Better B2B Content Marketing Strategy

CUSTOMER-focused content that demonstrates ExPERTISE
– supports programs
– easy to share
– measurable performance

BETTER CONTENT IS NOT ABOUT YOU

Solve problems

Google – popular searches: Not branding, but problem solving

Key questions:

What’s my problem? Define, build consensus
– Trends
– Benchmarks
– Analysts
– 101, How-to

How do I fix it? Different approaches
– Comparisons
– Assessments
– Pitfalls

Are you right for me? Credentials, decisions
– How to buy
– Business case
– Expertise

Align it with your programs!

Acquire -> Nurture -> Determine sales readiness

1. PRIORITIZE MEASURABLE OBJECTIVES

Awareness: Find you
Acquiring prospects: Identify and give permission
Nurturing prospects: Active, Engaged; Segmented interest, profile info
Determining sales readiness: Qualified leads, readiness to buy
(Retain/cross-sell/upsell)

2. ARTICULATE THE BUSINESS YOU’RE IN USING CUSTOMER TERMS

I’m in the good times business.

3. PROFILE TARGET CUSTOMER SEGMENTS

What do your best customers have in common?
Ideal customer?
Events/initiatives that create a need?
Ex: acquisition, repositioning

4. IDENTIFY CONTENT THAT’S WORKING NOW

What? How organized? Most engaging? What do people like about it?
Repurpose: anything > 5 min, split it up and repurpose
Make sure this is aligned with your business

5. DEVELOP CONTENT ALIGNED WITH WHAT YOUR CUSTOMER WANTS TO KNOW

Use their words

How to… Should we… How do I… Comparing… Do I need… Choosing…

Post-it notes: Group based on key questions, topics: 3-6 works well

Measure! Categories: engaging?
Reorganize: Format -> Customer needs

Examples: Empathica, STR, Livingston, Hubwoo

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Awesome Foundation Toronto pitch night: Kensington Mesh Network, Women and Tech, Lovecraft TO, 360 Screenings

| sketchnotes

Got an awesome idea? Every month, the Awesome Foundation Toronto trustees get together and award $1,000 in a brown paper bag to the coolest idea and team!

20121129 Awesome Foundation Toronto - Kensington Mesh Network, Women and Tech, Lovecraft TO, 360 Screenings

Congratulations to Lovecraft TO – good luck with your project.

Check out Awesome Foundation Toronto or my other sketchnotes!

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