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From YouTube: Content Journeys & Campaign Planning: Mtg 2
Description
Meeting Notes: https://docs.google.com/document/d/1xovVtczdg86gFZEpO9ZmHykgNty4HRAIzVIt8Fa21sY/edit#heading=h.tmhgmkq9xd1m
A
All
right
so
thanks
for
joining
it'll
be
a
shorter
meeting
today,
but
just
wanted
to
give
a
quick
status,
update
on
the
prescriptive
buyer
journeys
and
then
address
any
questions,
comments,
concerns
and
things
that
are
coming
up
for
content
from
different
teams.
But
you
can
look
at
the
mural
that
is
the
latest
on
the
enterprise
buyer
journey
with
the
help
of
content
and
product
and
technical
marketing.
Last
week
we
had
a
good
discussion
just
around
the
actual
content
to
go
into
those.
A
B
A
C
A
As
I
say
basically
like
some
of
it
is
also
just
a
little
bit
reflected
from
the
existing
use
case,
integrated
campaigns
because
we
did
have
breakouts
by
or
in
his
consideration
purchase.
I
think,
having
a
discussion
all
together
on
the
cohesiveness
between
the
stages
was
helpful
to
get
on
the
same
page,
but
I
think
the
discussion
around
the
storyboarding
was
really
interesting
about
potentially
rolling
those
out.
I.
C
C
What
are
we
anticipating
that
we
think
they
need
at
that
point,
I
mean
we're
doing
it
right
now,
but
we're
doing
it
really
superficially
we're
doing
it
individually.
So
it's
so
it's
happening
in
silos.
It's
happening
in
individuals
heads
what
what
I
think
erica-
and
I
are
both
suggesting
that
we
do
for
the
ci
campaign-
is,
let's
double
click
on
one
of
these.
C
Right
now
you
know
agnes
and
jackie
agnes
and
you
both
have
to
create
54
different
emails
with
offers.
I
mean
you
have
a
non-trivial
exercise
ahead
of
you,
and
so
you
guys
can
get
started
on
that
and
go,
but
we,
this,
I
think,
is
an
opportunity
for
us
to
revisit
one
of
these
and
see.
How
can
we
further
refine.
A
A
Was
cutting
out
a
little
bit?
I
think
I
caught
the
last
bit
of
that
but
yeah.
Hopefully
that
does
move
forward
for
okay
or
for
an
okr,
just
especially
being
specific
to
the
persona
identifying
the
messaging
per
stage
and
then
defining
what
that
content
looks
like
if
we
don't
already
have
it
existing
and
I'm
also
going
to
drop
in
the
google
doc,
the
working
google
doc
of
the
content
that
as
aligns
to
the
stages
and
that's
by
practitioner
and
manager.
A
So
just
wanted
to
point
that
out
and
then
in
discussions
with
partner
marketing,
the
alliance
partners
would
have
their
own
prescriptive
buyer
journeys
that
I
think
initially
we
were
discussing
having
those
be
in
routes
to
the
into
the
overall
journey.
So
we
need
to
have
kind
of
that
prescription
across
all
of
the,
and
I
don't
know
if
we
have
the
content
yet,
but
we
need
to
identify
what
content
we
need
for
each
partner
and
then
build
to
that,
but
just
to
identify
that
we
have
some
of
those
included.
A
A
Is
this
something
that
you
could
see
being
useful
in
defining
your
campaign
tactics
or
that
perhaps
like
calling?
You
maybe
know
some
of
the
things
that
are
coming
up
for
analyst
relations
content
that
will
fit
in
here
or
that
you
can
see
see
where
maybe
things
that
we
could
purchase
in
the
future
would
fit
into
this.
F
Yeah,
I
think
that
that's
how
we
could
use
it
is
just
to
help
understand
what
kind
of
the
degree
or
the
depth
of
which
kind
of
looking
at
these
different
the
volume
and
the
different
kind
of
themes,
as
we're
kind
of
looking
at
that.
So
we
can
make
a
joint
decision
on
like
what
do
we
pay
for
and
where
it
might
it
fit
and
have
some
suggestions
around
you
know
swapping
things
out,
etc.
D
E
A
A
Because
this
will
fit
into
the
nurtures,
as
well
as
the
digital
plans
like
across
the
channels
when
we're
offering
these
things
to
a
user.
If,
as
we
can
build
that
scale
of
saying,
we
know,
this
bucket
of
people
is
in
the
ci
consideration
stage,
for
example
the
assets
that
we
identify
here,
we
can
play
against
in
our
retargeting
our
like
prospecting
and
account
based
digital
tactics
as
well
as
in
our
nurture.
A
D
A
A
There
are
some
specific
technical
challenges
like
the
idea
of
pushing
people
to
path
factory
and
having
it
not
be
like
nothing
be
behind
a
form
is
a
little
bit
contingent
on
having
the
tracking
be
able
to
pass
through
the
channels
that
somebody
engaged
with
to
the
touch
points.
So,
for
example,
right
now,
we
can
send
them
to
a
landing
page
when
they
fill
out
the
form,
the
visible
javascript
fires,
all
of
the
rich
utm
content
or
utm
parameters
are
tracked
specifically
and
then
that
can
then
be
aggregated
into
our
reporting.
A
So
we
can
see
channels
and
tactics
what's
working.
What's
not
what
levers
do
we
want
to
pull
when
you
push
them
into
path
factory?
When
someone
fills
out
a
form,
the
javascript
is
sometimes
firing,
but
it's
not
consistent
and
that's
what
robert
and
sarah
are
diving
into
with
path
factory
invisible,
because
if
we're
losing
that
utm
data,
then
we
kind
of
are
losing
half
the
story
of
the
roi
of
the
spend.
So
this.
A
Progressive
is
is
more
just
like
how
you
set
up
your
forms,
so
progressive
is
a
piece
of
it,
but
it's
more
about.
We
can
send
people
to
un-gated
journeys
in
path
factory,
but
we
would
be
looking
at
considerable
decreases
in
inquiries.
I
would
say,
if
we're
giving
the
content
away,
I
I
still
agree
with
the
un-gating,
but
I
do
would
say
that
there
are
some
technical
pieces.
We
need
to
work
out
and
we're
still
moving
that
direction.
D
A
Yes,
and
let
me
also
clarify
one
thing:
when
we
push
from
nurture,
we
do
not
push
them
to
a
form.
We
do
not
push
them
to
a
landing
page,
because
we
know
who
they
are.
We
put
a
parameter
into
the
link
so
that
they
go
straight
into
path,
factory
and
because
they're
not
anonymous,
they
are
known,
they
don't
get
served
at
and
they
can
con
binge
on
the
content
and
not
have
to
fill
out
a
form.
A
A
C
But
but
the
distinction,
though,
is
for
there's
two
different
scenarios.
One
scenario
is,
if
you're
doing,
if
we're
doing
ads
and
search
engine
marketing
and
we're
directing
people
to
an
asset,
of
course,
we
want
them
to
hit
a
landing
page
where
they
have
to
register
for
it.
How
else
are
we
going
to
know
who
they
are?
A
C
Yes,
I
mean
they're
different
right.
If
I'm
doing
a
nurture,
I
know
who
they
are,
I'm
not
going
to
send
them
to
a
forum,
because
I
don't
need
to
get
more
information
from
them,
I'm
going
to
send
them
to
the
asset.
I
want
them
to
click
and
read
it
correct
I
mean
straight
through,
and
so
in
the
case
of
an
email,
nurture,
gated
or
ungated
is
irrelevant
right.
A
Let
me
let
me
challenge
how
you're
going
about
this,
because
the
the
prescriptive
buyer
journey
is
to
identify
this
persona
at
this
stage,
would
best
relate
to
this
content,
and
this
content
would
help
them
progress
to
the
next
stage,
so,
whether
it's
email
nurture
digital,
maybe
a
nurture,
we're
pushing
them
straight
into
path
factory,
maybe
from
paid
digital
we're
pushing
straight
into
landing
pages.
Until
we
get
the
tracking
figured
out
from
the
website,
you
could
choose
to
put
them
into
a
path
factory.
A
A
Correct
so
right,
but
but
for
example
like
the
you
can,
you
could
separately
run
an
exercise
to
say
what
web
pages
that
are.
Ungated
are
relevant
for
each
stage
of
the
of
the
buyer
journey.
That
might
be
a
relevant
exercise.
But
for
the
purpose
of
this
we
needed
a
framework
and
a
starting
point
to
build
the
right
content
at
the
right
time
for
a
nurture
for
advertising
and
for
some
of
the
tactics
that
we'll
be
running
to
make
sure
everything's.
A
You
could,
and
I
think
that
we
should
investigate
that,
but
I
also
think
you
could
push
them
to,
for
example,
the
breakthrough
devops
successful,
devops
adoption
strategies
webcast
and
in
the
path
factory
track.
You
can
have
related
assets
that
aren't
all
gated
like
that's
where
you
can
put
more
pages
for.
A
I
think,
for
the
purposes
of
what
we
needed,
this
prescriptive
buyer
journey
to
accomplish,
which
is
to
tell
us
what
the
content
is
that
will
move
them
forward.
That
was
the
goal
here
and
that's
why
it
was
expedited,
because
we
don't
want
to
create
a
bunch
of
plans
and
tactics
that
aren't
aligned
to
what
you
would
identify
as
the
ideal
prescriptive
buyer
journey.
But
if
we
want
to
sprinkle
in
things
that
are
not
gated
like,
I
think
that
those
those
would
be
super
relevant
to
be
in
all
of
the
yeah.
C
I
think
the
goal
ultimately
is:
what's
the
right
buyer's
journey,
what's
the
right
content,
that's
going
to
help
people
to
move
along
and
to
to
learn
and
to
move
through
their
buyers
journey
and-
and
I
think
the
characteristic
of
whether
it's
gated
or
ungated
is
important
to
know,
but
I
wouldn't
use
that
my
concern
was
that
early
on
in
this
conversation
it
was
almost
a
filter.
That
said,
don't
put
it
on
the
spreadsheet
unless
it's
gated
and
I
think
that's
putting
a
priority
on
gated
or
ungated
versus.
What's
the
right
flow.
A
C
A
I
I
do
think
it
would
be
helpful
to
see-
and
I
well
also
we
have
like
the
topic
and
solution
pages
are
built
into
the
mural
framework,
and
so
those
are
entry
points
or
where
we
are
categorizing
them
based
on
the
buyer
journey
stage.
So
awareness
consideration
or
decision
purchase,
and
so
that's
also
part
of
why
we
were
it's
already
included
in
the
framework.
So,
if
you're
pointing
from
topic
page
to
a
topic
page
that
doesn't
really
relate,
it
makes
sense
but
keep
challenging
me.
C
Now
it's
you've
got
a
much
broader
palette
of
things
you
can
do
with
them
because
you
know
who
they
are,
and
you
know
whether
or
not
they're
clicking
on
it.
You
know
because
it's
all
an
email.
So
that's
the
distinction
I
was
making,
as
I
think
about
it
from
the
buyer's
perspective,
not
from
the
whether
or
not
I
get
mql
points
on
the
back
end
of
it.
I
think
about
it
from
the
buyer's
perspective
of
what's
the
things
that
they
need
to
know,
do
they
need
to
see
an
roi
study?
D
D
A
C
A
No,
when
I
say
buyer
I
mean
practitioner
manager
or
executive,
like
just
general,
they
we
do
want
to
think
about
it
and
having
that
lens
of
gated
or
ungated,
that's
more
critical
in
the
awareness
stage,
because
that's
where
they
are
heating
up
to
mql,
so
for
pushing
them
to
pages
where
we're
not
tracking
or
not
seeing
their
engagement
reflected
in
the
scoring.
That's.
A
That
is
a
concern,
but
for
in
terms
of
actually
building
out
the
prescriptive
buyer
journey
by
persona,
and
as
we
talk
about
these
story
boards,
I
think
what
you're
mentioning
is
really
going
to
be
key,
and
even
if
we
just
get
everything
in
one
spot
and
having
it
by
stage
whether
it's
gated
or
ungated
would
still
be
useful
to
I've
documented,
which
I
think
is
mostly
captured
in
the
mural,
where
it
says
topic
and
solution.
But
there
are
probably
other
pages
categories
that
aren't
reflected
there
and
the
question
would
be:
are
they
useful?
A
How
do
we
use
them?
What
stages
do
they
align
to
and
in
the
effort
right,
your
your
team
is
moving
a
bunch
of
the
handbook
pages
to
be
publicly
available.
I
think
across
across
all
the
strategic
marketing
right,
so
that's
kind
of
a
separate
conversation,
but
how
does
that
fit
into
the
journey
as
well?
We
need
to
discuss.
C
A
G
G
Maybe
we
can
get
away
with
it,
because
that
same
content
is
available
in
an
upgraded
format.
You
know
so
it's
not
like
you
have
to
go
through
a
gated
process
to
consume
it.
It's
just.
If
you
want
it
in
a
particular
way
or
format,
then
you
kind
of
sign
up,
and
you
know,
give
your
name
a
number
and
you
get
the
pdf
right
version
of
the
same
thing
that's
available
on
the
website.
So
I
think
that
way
you
can
check
both
boxes.
That
was
sort
of
part
of
the
thought
process
there.
So.
G
So
maybe
we
can
look
at
the
content
more
broadly,
but
highlight
the
ones
that
are
more
suited
for
getting
you
know
as
with
an
asterisk,
or
something
like
that,
so
you
have
a
full
view
of
the
buyer's
journey
or
the
content
available
to
take
them
through
that
journey
awareness,
consideration
and
purchase,
but
we
can
just
highlight
the
ones
that
are
more
suited
for
you
know
putting
behind
a
gate.
You
know
so
that
you
can
just
purely
when
coming
from
an
ad
or
some
other.
You
know
investment.
You
know
in
in
other
platforms.
G
You
can
bring
them
into
that
landing
page,
but
the
rest
of
them.
You
know
they
just
kind
of
you
know,
float
around
and
just
consume
the
content,
but
at
least
we'll
know
where
to
direct
them,
and
we
can
get
the
right,
as
you
said,
additional
content
right.
What
is
that
additional
content,
these
list
of
web
pages
well,
at
least
if
you
have
a
full
holistic
picture,
you
know
what
links
to
add
to
that
page.
That
particular.
A
G
A
But
if
we
can
actually
do
that
audit
and
I'll
be
on
the
same
page
and
use
that
as
the
source
of
truth
of
where
something
belongs,
then
I
think
that
accomplishes
what
you
all
are
mentioning
and
we
can
use
that
in
turn
for
our
planning,
john
you're,
making
a
weird
face.
I
mean
not
weird
you're
scrunching
your
face
up,
like
you,
don't
agree
so.
C
A
C
Need
to
revisit
that
and
the
face
I'm
making
was
try
kind
of
the
face
of
what
happens
when
you
know
of
like
of
I
don't
know
biting
into
a
lemon.
I
was
like,
oh
really,
because
I
don't
know
if
we've
exercised,
that
kind
of
discipline
around
types
of
content,
equal
stages,
which
is
like
it's
a
it.
I
think
we'd
get
random
results,
so
it's
one.
I
think
we
need
to
do
the
audit
path
factory
a
b.
I
think
that
the
I
think
the
double
click
into
path
factory.
C
You
know:
we've
got
a
content
inventory
that
it's
gotten
much
more
mature
as
we've
worked.
It
we've
done
pretty
cool
stuff
on
that,
but
I
think
if
we,
if
I
look
forward
for
the
content
inventory
that
we've
done,
I
think
we
need
to
look
at
how
we
evolve
it
into
being
content
that
lives
in
path
factory.
A
C
F
Just
for
what
it's
worth
from
the
the
gated
ungated
thing,
yeah
we're
we're
on
board
with
the
un-gating
as
much
as
possible,
but
there's
obviously
some
things
that
make
more
sense,
high
value
or
interactive.
Like
the
tei
estimator,
where
I
mean
it's
personal,
you
know,
there's
a
personalization
function
to
it,
where
it
makes
sense
to
do
that
and
yeah
big
fan
about
using
this
journey
thing
and
just
getting
that
reconciled
with
with
pat
factory,
like
let's,
let's
tell
stories
with
with
path
factory,
he's
supposed
to
hear
some
stuff
big
fan
of
that.