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1. #B2BMX Using A Data-Driven Approach For Creating Messaging With A Measurable Impact Christine Elliott, Content Strategy & Operations Practice Leader Crowe Horwath LLP @Im_Christine44 @CroweHorwathUS 2. #B2BMX Crowe Horwath LLP is one of the largest public accounting, consulting and technology firms in the United States. Crowe uses its deep industry expertise to provide audit services to public and private entities while also helping clients reach their goals with tax, advisory, risk and performance services. Crowe serves clients worldwide as an independent member of Crowe Horwath International, one of the largest global accounting networks in the world. The network consists of more than 200 independent accounting and advisory services firms in more than 130 countries around the world. Crowe Horwath LLP 3. 2006 2007 2011 2008 20172009 20162010 2015 2012 2014 2013 2018 APRIL 2005 Learned about lead nurture at Marketing Profs B2B demand gen conference. SEPT 2005 Hired Kern Consulting to develop lead nurture strategy for Risk business unit. SEPT 2008 Implemented marketing automation platform (Eloqua.) APR 2010 Initiated first firmwide marketing plan with common objectives, one of which was expert positioning. JAN 2012 Asked to develop a lead nurture program for the Performance Consulting business unit in banking. DEC 2013 Created virtual content team: reps from all groups that develop or touch content. DEC 2014 Recommended formal change to org structure to bring content groups together. MAY 2015 Official launch of Content Strategy & Operations team. MAR 2016 Hired first full-time content strategist. JAN 2017 Recommending re-alignment of team, revamp of processes and expansion of coverage. The Crowe Horwath LLP Content Marketing Journey 4. #B2BMX Why marketers should care about technology The importance of an iterative approach to marketing campaigns Why an iterative approach is wholly inadequate on its own Getting connected to the market conversation A model for a sustainable content ecosystem Takeaways 5. #B2BMX Technology Accelerates the Pace of Change 6. #B2BMX 7. #B2BMX Traditional Iterative Marketing Approach Develop / Refine Messaging Execute ProgramsMeasure Results 8. #B2BMX Dodd -F ran k an d S tress Testin g : Baselin e JANUARY FEBRUARY MARCH APRIL Performance Improvement EARLY EARLY MID LATE Dodd-Frank EARLY EARLY MID MID AML EARLY EARLY MID LATE Vendor Selection & Management EARLY EARLY MID MID Big Data EARLY EARLY EARLY MID Credit Portfolio Management EARLY MID MID LATE Open Rate Click-to- Open Rate Open Rate Click-to- Open Rate Dodd-Frank 61% 19% 54% 15% Anti-Money Laundering 95% 12% 80% 11% Vendor Selection & Management 65% 12% 31% 9% Performance Improvement 79% 11% 58% 12% Credit Portfolio Management 94% 6% 42% 29% Big Data 56% 6% 38% 4% Total 76% 13% 48% 12% April 2013 Track December 2014 9. #B2BMX Dodd-Frank & Stress Testing – Iteration #1 Develop / Refine Messaging OVERARCHING BRAND MESSAGE Crowe Credit 360 is a powerful stress-testing system that leverages machine learning – leading to a better, faster way to aggregate data, standardize modeling, provide dashboard reporting, and create submission reports, while providing capabilities to independently perform on-demand stress testing. SMART DECISIONS LASTING VALUE Employ machine learning to reduce the costs, time, and effort to support critical stress testing and capital planning needs, and to support extended model value and applications. Automate and calibrate the stress-testing process from one year to the next to redirect resources from information modeling toward information analysis. BRAND PILLARS Results Relationships Values We implement a powerful, proprietary platform that simplifies the complex stress- testing process Crowe professionals combine banking industry experience and technological expertise to develop a robust solution that simplifies and streamlines the stress-testing process. We approach every client engagement with a commitment to helping organizations move beyond compliance toward operationalizing data for improved decision-making. PROOF POINTS DIFFERENTIATORS Crowe Credit 360 produces a fully automated stress-testing analysis tool and submission file. New brand message development process Creating a sustainable and cost-effective stress- testing program to address Dodd-Frank requires advanced technology designed to improve model development and validation. Creation of storylines for each campaign Cascade messaging for business units, industries and even at the solution / product level. 25 message maps created this year. 10. #B2BMX Dodd-Frank & Stress Testing – Iteration #1 Execute Programs 11. #B2BMX Dodd-Frank & Stress Testing – Iteration #1 Execute Programs Trigger emails Offer multiple content assets per email CHECKLIST / E-Book Sidebar CASE STUDY (if downloaded Checklist) CASE STUDY E-BOOK CHECKLIST / CASE STUDY CHECKLIST (if downloaded Case Study) E-BOOK / CHECKLIST / CASE STUDY 12. #B2BMX Dodd-Frank & Stress Testing – Iteration #1 CHECKLIST / E-Book Sidebar CASE STUDY (if downloaded Checklist) CASE STUDY E-BOOK CHECKLIST / CASE STUDY CHECKLIST (if downloaded Case Study) E-BOOK / CHECKLIST / CASE STUDY Open Rate Click-to- Open Rate 18.3% 17.5% Open Rate Click-to- Open Rate 18.9% 16.1% Open Rate Click-to- Open Rate 18.5% 12.8% Open Rate Click-to- Open Rate 72.3% 63.0% Open Rate Click-to- Open Rate 83.3% 66.7% Open Rate Click-to- Open Rate 83.3% 80.0% Open Rate Click-to- Open Rate 66.3% 45.6% 13. #B2BMX Building a Sustainable Content Ecosystem 2 Find white space and develop a unique perspective. 3 Align your messaging to the themes and terms being used. 4 Continuously innovate and test new platforms, technologies and formats. 5 Publishing content is not a strategy. Aggressively promote your content. 6 Look for non-traditional influencers and up-and-comers. 7 Make connections that provide value. Nurture those relationships. 10 Always stay focused on the market conversation. 9 Find ways to measure engagement, not just opens and clicks. 8 Make incremental improvements, but also swing for the fences. Spectacular failure is success. 1 Identify the conversations you want to be part of (or lead) and monitor them. 14. #B2BMX
