Modular Content Campaign

Marketing Strategy

Setting The Stage

Modular Content Marketing Strategy

The Trellist & CIQ partnership aims to introduce and promote modular content and advanced analytics solutions to highly regulated industries, focusing on Pharmaceuticals and Financial Services. �

The project involves a sales-led, marketing-supported strategy with emphasis on thought leadership, targeted outreach, and customer journey mapping.

�The goal is to generate qualified leads, support sales teams with high-quality enablement materials, and build long-term brand awareness.

�Over the next few slides, we will outline how CIQ and Trellist will work together for sales/marketing as well as once work is "won".

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Trellist Marketing & Technology

Trellist / CIQ Partnership Sales and Marketing Process

Modular Content Marketing Strategy

Strategic Planning & Alignment�

• Joint Planning Sessions:
• Trellist and CIQ conducted joint planning meetings to align sales and marketing strategies, ensuring both teams work toward shared objectives.�
• Co-Development of Sales Strategies:
• Collaborate to build a cohesive sales approach that includes targeted outreach, personalized sales messaging, and tailored sales enablement materials.�
• Role Definitions:
• Trellist: Leads content strategy, creative execution, and marketing communications.
• CIQ: Provides input and feedback.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Sales and Marketing Process | Cont.

Modular Content Marketing Strategy

Sales & Marketing Collaboration

• Sales Enablement:
• Trellist creates sales collateral such as pitch decks, one-pagers, case studies, and email templates.
• CIQ contributes by providing content as needed, other input, and feedback. �
• Lead Generation & Nurturing:
• Develop joint multi-touch outreach campaigns, integrating marketing content with sales-led follow-ups.
• Trellist supports the sales team with content that nurtures leads through automated email sequences and personalized communications.�
• Co-Branded Marketing Initiatives:
• Execute joint webinars, presentations, and thought leadership content to establish authority in Pharma and FinServ industries.
• Trellist manages the creative and content aspects, while CIQ provides input, content as needed, and feedback.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Sales and Marketing Process | Cont.

Modular Content Marketing Strategy

Sales Process Integration

• Support During Sales Pitches:
• Trellist and CIQ collaborate on sales presentations, offering a unified narrative that highlights both marketing and analytics strengths.
• CIQ representatives provide live platform demonstrations during client meetings.�
• Feedback Loop:
• Sales teams share on-the-ground insights from client interactions with both Trellist and CIQ.
• Trellist uses this feedback to adjust marketing messages and content strategies.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Sales and Marketing Process | Cont.

Modular Content Marketing Strategy

Post-Sales & Client Engagement�

• Client Onboarding Support:
• Trellist develops onboarding materials and communication strategies to enhance client experience.�
• Ongoing Account Management:
• The two teams continue to collaborate on account growth strategies, using data to identify upsell opportunities and inform marketing campaigns.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Process

Modular Content Marketing Strategy

The partnership between Trellist and CIQ is designed to seamlessly integrate Trellist's marketing strategy, creative execution, and modular content development with CIQ's advanced analytics and data-driven insights. Here's a breakdown of how the two teams collaborate:

• Strategic Planning & Alignment:�
• Kickoff & Strategy Sessions: Trellist and CIQ hold joint planning sessions to align on project goals, target audiences, and key performance indicators (KPIs).�
• Role Definitions: Trellist leads creative, content, and campaign strategy – CIQ provides input, content as requested, and feedback.�
• Integration Workshops: Establish workflows, tools, and communication channels between teams (e.g., shared project management tools like Asana or Monday.com).

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Trellist Marketing & Technology

Trellist Proposal | Capital One Personalization Roadmap

Roadmap to Success

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Assessment &�Readiness

Build the

Structure

Incorporate

Semantic

Build the Foundation

MarTech Preparedness

Next Best Action

Enrichment

Orchestrate

Integrate

Execute

Configure for� Adaptive Content

MarTech

Preparedness

Trellist Marketing & Technology

Trellist / CIQ Partnership Process | Cont.

Modular Content Marketing Strategy

• Campaign Development & Content Creation:�
• Trellist Responsibilities:
• Create all marketing materials, including pitch decks, sales enablement assets, and digital content.
• Develop customer journey maps and nurture campaigns to align with sales outreach.
• Produce thought leadership content (blogs, whitepapers, case studies) that highlights the combined value of Trellist and CIQ solutions.�
• CIQ Responsibilities:
• Provide data insights to inform content creation, including audience segmentation and behavior analysis.
• Develop analytics dashboards and reporting tools to track campaign performance.
• Support content personalization efforts with advanced data models and predictive analytics.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Process | Cont.

Modular Content Marketing Strategy

• Campaign Execution:�
• Joint Execution Steps:
• Launch multi-touch outreach campaigns with combined Trellist and CIQ branding.
• Conduct webinars and presentations showcasing modular content and analytics capabilities.
• Manage cross-functional project timelines, ensuring seamless collaboration across teams.�
• Sales and Marketing Alignment:
• Trellist provides sales teams with detailed collateral and messaging.
• CIQ offers input and feedback.
• Weekly sync meetings to evaluate campaign performance and adjust tactics as needed.

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Trellist Marketing & Technology

Trellist / CIQ Partnership Process | Cont.

Modular Content Marketing Strategy

• Ongoing Management & Optimization:�
• Data-Driven Adjustments:
• Trellist reviews data from the campaigns and collects feedback from both teams.�
• Feedback Loop:
• Sales teams share insights from client interactions, feeding into CIQ's data models and Trellist’s content strategies.�
• Continuous Improvement:
• Monthly reviews of KPIs, lead quality, and conversion metrics.
• Develop new assets or pivot strategies based on performance data.

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Trellist Marketing & Technology

SWOT Analysis

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Campaign Overview

Modular Content Marketing Strategy

CAMPAIGN RUN DATES

Q1 2025 to Q4 2025

Initial launch in April 2025, with key campaigns and activities mapped throughout the year.

Phased approach to align with sales cycles, industry events, and seasonal opportunities.

Total media budget is $20k.

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PROJECT OVERVIEW

The Trellist & CIQ partnership aims to introduce and promote modular content and advanced analytics solutions to highly regulated industries, focusing on Pharmaceuticals and Financial Services.

​

The project involves a sales-led, marketing-supported strategy with emphasis on thought leadership, targeted outreach, and customer journey mapping. The goal is to generate qualified leads, support sales teams with high-quality enablement materials, and build long-term brand awareness.

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CAMPAIGN OBJECTIVES

• Primary Objective:
• Support sales teams with detailed, role-specific sales enablement materials.�
• Secondary Objective:
• Position Trellist & CIQ as leaders in modular content and analytics solutions for Pharma and FinServ
• Generate high-quality leads through a multi-touch sales outreach strategy
• Enhance brand visibility through thought leadership and targeted SEO strategies.
• Drive engagement with a strong call-to-action for a "Free Consultation."

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Trellist Marketing & Technology

Campaign Key Activities By Month

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Campaign Timeline - EXAMPLE

Modular Content Marketing Strategy

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LEGEND:

• Deliverables

Paid Campaign End

Mid-Campaign Paid Report

Paid Campaign Wrap Report

Organic Content

Phase 1 Ad Launch​

Phase 1 Strategy

SEP

Creative Kickoff

Trellist Marketing & Technology

Owned Channels

• Trellist Website: Dedicated landing page, blog/LI article content, and thought leadership.
• Email Marketing: Nurture campaigns and sales outreach.
• Social Media: Focus on LinkedIn for B2B engagement.
• Webinars: In-house and ANA partnered events.

Organic Strategies

• SEO: Implement keyword strategies, meta descriptions, and optimized content.
• Content Marketing: Develop whitepapers, blogs, and case studies that attract organic traffic.

Paid Strategies

• Limited use of paid media focused on boosting organic content on LinkedIn and retargeting.
• Netline will be used to gain additional cold lead contacts for the nurture stream.

Earned Strategies

• Sponsored content in industry-specific publications. *This would be an additional cost*
• Press release about partnership.

Sales-Led Channels

• Presentations as part of the sales process.
• Direct sales outreach with personalized email and LinkedIn messages.

Channels

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Audience

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Companies: 

• Finserv:
• JPMorgan Chase Bank, U.S. Bank, PNC Bank, Capital One, TD Bank, The Bank of New York Mellon, Fifth Third Bank, Ally Bank, �The Huntington National Bank, Flagstar Bank, FSB, Brighthouse Financial, Fidelity Investments, Investco, Vanguard
• Pharma:
• Johnson & Johnson, Pfizer, Merck, Abbvie, Eli Lilly, Amgen, Bristol-Myers Squibb, Gilead, Celgene, Biogen, Regeneron, Zoetis, Alexion, Elanco Animal Health, Vertex, Catalent, Incyte, Amneal, United Therapeutics, Biomarin

Targeting

Pharmaceutical

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Job Functions:

• Marketing & Brand Management
• Medical, Legal, Regulatory (MLR) Compliance
• Medical Affairs
• MarTech (Marketing Technology)
• Data & Analytics

Titles:

• Marketing Manager / Director
• Brand Manager / Director
• Compliance Officer / Manager
• Medical Affairs Manager / Director
• Chief Analytics Officer (CAO)
• MarTech Lead / Specialist
• MLR Coordinator / Reviewer

Seniority Levels:

• Executive (Chief Officers, VPs)
• Senior Management (Directors)
• Mid-Level (Managers, Leads)
• Specialist/Analyst Level (MarTech, MLR Reviewers)

Business Size:

Enterprise $100B+

Finance

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Job Functions:

• Marketing & Communications
• Customer Experience (CX) / User Experience (UX)
• IT & Data Management
• Compliance & Risk Management
• Digital Transformation

Titles:

• Chief Marketing Officer (CMO)
• Customer Experience Director / Manager
• IT Director / Manager
• Data Analytics Manager / Specialist
• Compliance Officer
• Digital Transformation Lead
• Marketing Operations Specialist

Seniority Levels:

• Executive (C-Suite, VPs)
• Senior Management (Directors)
• Mid-Level (Managers, Team Leads)
• Operational (Specialists, Analysts)

Business Size:

Enterprise $100B+

Trellist Marketing & Technology

Industry-Specific Considerations

Modular Content Marketing Strategy

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Finserv

Pharma

More specific messaging around MLR (Medical, Legal, Regulatory) processes, compliance, and modular content benefits.

• Accelerate Asset Creation: Modular content solutions facilitate faster creation of sales and promotional assets by allowing pre-approved "modules" to be combined into comprehensive materials.
• Streamlined MLR Review: Pre-approval of individual content modules means MLR reviewers spend less time on compliance checks, focusing instead on evaluating asset variations.
• Compliance Checker Tool: Our custom compliance tool automatically scans promotional materials for potential issues, ensuring higher compliance rates and reducing MLR review times.
• Enhancing Personalization: By freeing up MLR reviewers' time, our solutions enable the creation of more personalized and high-performing customer experiences efficiently.

Keep the messaging focused on operational efficiency, compliance, and personalized marketing.

• Optimizing Operational Efficiency: Highlight how Trellist & CIQ solutions streamline marketing operations, reducing costs and improving productivity.
• Enhancing Compliance: Emphasize how advanced analytics and modular content support regulatory compliance without sacrificing marketing agility.
• Driving Personalized Customer Experiences: Use data-driven insights to create targeted, relevant marketing messages that resonate with specific customer segments.
• Supporting Digital Transformation: Position Trellist & CIQ as partners in evolving digital strategies, helping financial institutions stay competitive and innovative.

Trellist Marketing & Technology

Business / Marketing Decision-Makers

Core Messaging:

• Enhance customer engagement through personalized, data-driven content strategies.
• Streamline content creation and improve marketing efficiency with modular solutions.

Supporting Points:

• Focus on how modular content can reduce time-to-market and support personalized marketing initiatives.
• Highlight benefits such as increased engagement, better content performance tracking, and agile content deployment.
• Show how reusing pre-approved pieces of content across channels ensures a consistent brand voice and compliance.

Examples of Tailored Messaging:

• Transform your campaigns with modular content that adapts quickly to market needs.
• Deliver seamless user experiences with personalized, data-driven strategies.

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Modular Content Marketing Strategy

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Marketers + UX Professionals

Trellist Marketing & Technology

IT and Data Professionals

Modular Content Marketing Strategy

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IT and Data Professionals

Core Messaging:

• Seamlessly integrate analytics, automation, and modular content for enhanced marketing performance and compliance.
• Support data-driven marketing initiatives with advanced analytics, compliance tools, and AI-driven automation.

Supporting Points:

• Emphasize the ease of integration with existing systems, enabling automated workflows and real-time analytics.
• Showcase automation and AI-driven tools that enhance compliance, streamline data management, and reduce manual tasks.
• Position CIQ as a valuable partner for data management, automation, and compliance support in regulated industries.

Examples of Tailored Messaging:

• Strengthen your data strategy with advanced analytics that drive compliant and efficient marketing.
• Enhance system performance with seamless integration of analytics and modular content tools.

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Trellist Marketing & Technology

Activity Map – Full flow chart

User see’s boosted or organic content (social, website, landing page, etc.)

Audience loaded into BD/PIC outreach program

User exposed to Trellist / CIQ via webinar, committee, shared success program, etc.

User funneled in via...

Retargeting

Nurture Journey

Customer Journey

Trellist Marketing & Technology

Customer Journey Map

STAGES

Customer Activities

Browsing industry content, attending events, exploring solutions.

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Researching specific solutions, comparing vendors, attending webinars.

Engaging in consultations, reviewing proposals, assessing ROI.

Onboarding, learning about tools and services, integrating solutions.

Using services, providing feedback, engaging with loyalty programs.

Customer Goals

None at this point.

Find the best solution for them.

Make a confident purchasing decision.

Seamlessly integrate and start seeing value quickly.

Maximize the value of services and be recognized as a valued client.

Touchpoints

Website, social media, industry events, thought leadership content.

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Case studies, webinars, personalized emails, sales interactions.

One-on-one consultations, detailed proposals, ROI presentations.

Onboarding materials, training sessions, client support.

Newsletters, loyalty programs, client success stories, referrals.

Business Goal

Increase brand awareness and drive website traffic.

Generate leads and encourage deeper engagement.

Convert leads to sales.

Ensure a smooth onboarding process and client satisfaction.

Increase client retention and drive referrals.

KPI

Website visits, content engagement, social media interactions.

Content downloads, webinar attendance, email engagement.

Number of consultations booked, proposals sent, deals closed.

Onboarding completion rate, client satisfaction scores, support ticket resolution time.

Client retention rate, advocacy-driven leads, testimonial participation.

Organizational

Marketing team, content creators, event coordinators.

Marketing and sales teams, webinar hosts, sales enablement.

Sales teams, account managers, proposal writers.

Client services, support teams, account managers.

Client services, marketing, account management.

Experience

Open

Excited

Inspired

Painful

Happy when received

Supported

Satisfied

Valued

Shared

Nurture Journey Map

STAGES

Customer Activities

Send introductory emails with educational content, promote thought leadership on social media.

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Share more detailed content such as case studies, whitepapers, and host webinars. Initiate nurture email sequences based on lead behavior.

Trigger personalized emails offering consultations, share tailored content that addresses specific pain points, and engage sales teams for direct follow-up.

Onboarding, learning about tools and services, integrating solutions.

Using services, providing feedback, engaging with loyalty programs.

Customer Goals

Discover new solutions that address their specific challenges and pain points.

Evaluate if Trellist & CIQ solutions meet their business needs and deliver measurable value.

Make an informed decision with confidence and reduce risk in selecting a partner.

Quickly integrate solutions and realize initial benefits without friction.

Maximize the value of their investment and feel valued as a partner.

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Touchpoints

Email marketing, social media posts, targeted ads.

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Automated email sequences, personalized content recommendations, retargeting ads.

One-on-one consultations, tailored emails, proposal follow-ups.

Onboarding materials, training sessions, client support.

Newsletters, loyalty programs, client success stories, referrals.

Business Goal

Increase awareness and build a contact list of engaged leads.

Move leads further down the funnel and generate sales opportunities.

Convert leads to sales.

Ensure a smooth onboarding process and client satisfaction.

Increase client retention and drive referrals.

KPI

Email open rates, social media engagement, ad impressions.

Content downloads, webinar sign-ups, progression to the next stage of the nurture flow.

Number of consultations booked, proposals sent, deals closed.

Onboarding completion rate, client satisfaction scores, support ticket resolution time.

Client retention rate, advocacy-driven leads, testimonial participation.

Organizational

Marketing team, content creators, digital advertising specialists.

Marketing automation team, sales support, content strategists.

Sales teams, account managers, proposal writers.

Client services, support teams, account managers.

Client services, marketing, account management.

Experience

Interested

Excited

Inspired

Painful

Happy when received

Supported

Satisfied

Valued

Shared

Modular Content Approach

Modular Content Marketing Strategy

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Core Content Pieces: Develop foundational pieces that can be repurposed across different assets and tailored for specific audiences. (atoms, fragments, components)

Pre-Approved Compliance Modules (for Pharma): Create content "building blocks" that meet MLR (Medical, Legal, Regulatory) standards, enabling quicker asset creation and approval.

Customizable Templates: Use standardized templates for pitch decks, one-pagers, and sales scripts to maintain brand consistency while allowing for audience-specific customization.

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Trellist Marketing & Technology

Modular Content Approach Continued

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Messaging Matrix

Trellist / CIQ Messaging

​

​

Messaging Streams

Key Points

Trellist & CIQ combine modular content strategy with advanced analytics to deliver personalized, compliant, and data-driven marketing solutions that enhance operational efficiency, streamline compliance processes, and drive measurable business outcomes for highly regulated industries.

Pharma

Core Message: Accelerate compliance and enhance personalization with MLR-friendly modular content.

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Key Points:

• Simplify MLR review processes with pre-approved modules.
• Ensure compliance and reduce regulatory risks with our compliance checker tool.
• Support medical, legal, and regulatory teams with ready-to-use, compliant content.

Finserv

Core Message: Boost operational efficiency and maintain compliance with advanced analytics and modular content.

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Key Points:

• Enhance customer engagement with data-driven, personalized content.
• Ensure compliance in highly regulated environments with automated tools.
• Improve marketing operations with content that is adaptable, compliant, and ready for quick deployment.

Marketing / UX Professionals

Core Message: Enhance customer engagement and streamline marketing operations with modular content solutions

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Key Points:

• Improve personalization through data-driven insights.
• Boost efficiency in content creation and approval processes.
• Support agile marketing strategies with flexible, modular content.

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IT / Data Professionals

Core Message: Integrate advanced analytics and ensure compliance with modular content that supports digital goals.

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Key Points:

• Enable seamless integration of data and content systems.
• Automate compliance processes and minimize risks.
• Provide robust analytics that enhance marketing performance and compliance.

Trellist Marketing & Technology

Free Consultation – The Offer

Modular Content Marketing Strategy

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Purpose of the Free Consultation:

• Provide potential clients with a personalized analysis of their marketing and analytics needs.
• Demonstrate the value of Trellist & CIQ's combined modular content and analytics solutions.
• Position the consultation as a low-commitment opportunity to explore potential solutions.

Consultation Structure:

• Duration: 30-60 minutes (virtual or in-person).
• Format:
• Initial discovery session to understand business challenges.
• Overview of relevant case studies and solutions.
• Tailored recommendations based on their specific industry and role to be provided after consultation. (Would not have time in a 30 min call, this would be a follow-up)

Deliverables:

• Summary document with key insights and next steps.
• Paperflite collection showing potential solutions.
• Access to a follow-up consultation if needed.

Terms and Conditions: Need to work with legal on these.

Trellist Marketing & Technology

Asset Matrix

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Asset Matrix

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Sales Asset Prioritization (for Execution)

Modular Content Marketing Strategy

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Recommendation from Maria (4/2):�Consider a LinkedIn invitation to an "Exclusive Roundtable Discussion" around personalization...we've selected a small list of leaders in the industry to have a candid discussion about the hurdles associated with personalization at scale...

Trellist Marketing & Technology

Marketing Asset Prioritization (for Execution)

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Organic LinkedIn

• Frequency: 2 posts per month (total of 16 posts over 8 months)
• Duration: May – December 2025

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Content Types: Note we are using content that is already being created

• Whitepapers (4): Promote in-depth resources with links to Paperflite for download.
• LinkedIn Articles (4): Publish thought leadership pieces directly on LinkedIn with links to the landing page.
• One-Pagers (4): Share images or excerpts, driving traffic to full content on the website or Paperflite.
• Case Studies (4): Highlight success stories with links to detailed case studies on Paperflite.
• Images (4): Use branded visuals to boost engagement and direct viewers to explore more content.

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• What's Needed: Assets + Copy

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Trellist Marketing & Technology

Organic LinkedIn Content Calendar Example

Modular Content Marketing Strategy

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Trellist Marketing & Technology

Email Nurture – Marketers/UX Professionals

EMAIL NURTURE STREAM EXAMPLE�

• Email 1: Welcome Email
• From: Trellist & CIQ Team
• Subject Line: "Welcome to Smarter Marketing Solutions with Trellist & CIQ!"
• Content: Reaffirm their choice to engage with Trellist & CIQ, highlight the benefits of modular content for marketers and UX professionals, and provide a glimpse of upcoming valuable resources.
• CTA: "Explore More Solutions" with a link to additional resources on Paperflite or the website.
• Trigger: Sent immediately upon opt-in from the landing page.
• Email 2: Thought Leadership from Sales Person
• From: [Sales Representative's Name]
• Subject Line: "Insights from [Sales Rep Name]: Boost Your Marketing Efficiency"
• Content: A personalized email from a sales rep offering expert insights into how modular content can transform marketing strategies, including a link to a whitepaper or a relevant article.
• CTA: "Download the Whitepaper" to drive engagement with educational content.
• Trigger: Sent 4 days after the welcome email.
• Email 3: Free Consultation Offer
• From: Trellist & CIQ Team
• Subject Line: "Maximize Your Results with a Free Consultation"
• Content: Highlight the immediate benefits of a personalized strategy session, showing how a consultation can address specific marketing and UX challenges.
• CTA: "Schedule Your Consultation" with a clear link to the booking page.
• Trigger: Sent 7 days after Email 2.
• Email 4: Consultation Reminder
• From: [Sales Representative's Name]
• Subject Line: "Don't Miss Out: Secure Your Free Consultation Today!"
• Content: A friendly reminder from the sales rep, reinforcing the value of the consultation and providing an easy path to schedule.
• CTA: "Book Now" with a direct link to the consultation scheduling page.
• Trigger: Sent 7 days after Email 3.�

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Modular Content Marketing Strategy

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Trellist Marketing & Technology

Email Nurture – IT/Data Professionals

EMAIL NURTURE STREAM EXAMPLE

• Email 1: Welcome Email
• From: Trellist & CIQ Team
• Subject Line: "Welcome to Operational Efficiency with Trellist & CIQ!"
• Content: Reinforce the benefits of modular content and advanced analytics for IT and Data professionals, highlighting how our solutions support compliance and operational efficiency.
• CTA: "Explore Our IT Solutions" with a link to the landing page or Paperflite collection.
• Trigger: Sent immediately upon opt-in from the landing page.
• Email 2: Thought Leadership from Sales Person
• From: [Sales Representative's Name]
• Subject Line: "Data-Driven Insights from [Sales Rep Name]"
• Content: Provide a personalized message from a sales rep, focusing on how advanced analytics and modular content can streamline IT processes and ensure compliance.
• CTA: "Download the Whitepaper" to access a detailed resource on improving IT and data operations.
• Trigger: Sent 4 days after the welcome email.
• Email 3: Free Consultation Offer
• From: Trellist & CIQ Team
• Subject Line: "Boost Your Efficiency with a Free Consultation"
• Content: Emphasize the benefits of a personalized strategy session, specifically how our solutions can optimize IT workflows and enhance compliance measures.
• CTA: "Schedule Your Consultation" with a direct link to the booking page.
• Trigger: Sent 7 days after Email 2.
• Email 4: Consultation Reminder
• From: [Sales Representative's Name]
• Subject Line: "Don't Miss Out: Secure Your Free Consultation Today!"
• Content: A reminder from the sales rep, offering a final opportunity to book a consultation and reinforcing the tangible benefits of our solutions.
• CTA: "Book Now" with a direct link to the consultation scheduling page.
• Trigger: Sent 7 days after Email 3.�

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Modular Content Marketing Strategy

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Trellist Marketing & Technology

Email Nurture - Pharmaceutical

EMAIL NURTURE STREAM EXAMPLE�

• Email 1: Welcome Email
• From: Trellist & CIQ Team
• Subject Line: "Welcome to Smarter Compliance with Trellist & CIQ!"
• Content: Introduce the partnership and the benefits of modular content for streamlining MLR (Medical, Legal, Regulatory) processes. Set expectations for upcoming valuable insights and resources.
• CTA: "Explore Our Pharma Solutions" with a link to the landing page or relevant resources on Paperflite.
• Trigger: Sent immediately upon opt-in from the landing page.
• Email 2: Thought Leadership from Sales Person
• From: [Sales Representative's Name]
• Subject Line: "How to Streamline MLR Processes: Insights from [Sales Rep Name]"
• Content: Share expert insights into how modular content and compliance tools can reduce MLR review times, including a link to a whitepaper on the topic.
• CTA: "Download the Whitepaper" to provide actionable insights on improving compliance workflows.
• Trigger: Sent 4 days after the welcome email.
• Email 3: Free Consultation Offer
• From: Trellist & CIQ Team
• Subject Line: "Simplify Compliance with a Free Consultation"
• Content: Highlight the benefits of a personalized strategy session, focusing on how our solutions can address specific compliance challenges within the pharma industry.
• CTA: "Schedule Your Consultation" with a clear link to the booking page.
• Trigger: Sent 7 days after Email 2.
• Email 4: Consultation Reminder
• From: [Sales Representative's Name]
• Subject Line: "Don't Miss Out: Secure Your Free Consultation Today!"
• Content: A reminder from the sales rep, offering a final opportunity to book a consultation and reinforcing the compliance and efficiency benefits of our solutions.
• CTA: "Book Now" with a direct link to the consultation scheduling page.
• Trigger: Sent 7 days after Email 3.

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Modular Content Marketing Strategy

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Trellist Marketing & Technology

Email Nurture - Finance

EMAIL NURTURE STREAM EXAMPLE�

• Email 1: Welcome Email
• From: Trellist & CIQ Team
• Subject Line: "Welcome to Operational Efficiency with Trellist & CIQ!"
• Content: Introduce the partnership and highlight how modular content and advanced analytics can improve compliance and operational efficiency for financial services professionals.
• CTA: "Explore Our Financial Solutions" with a link to the landing page or relevant resources on Paperflite.
• Trigger: Sent immediately upon opt-in from the landing page.
• Email 2: Thought Leadership from Sales Person
• From: [Sales Representative's Name]
• Subject Line: "Enhance Compliance and Efficiency: Insights from [Sales Rep Name]"
• Content: Share expert insights into how financial institutions can leverage modular content and analytics to streamline compliance processes and optimize marketing strategies, including a link to a whitepaper on the topic.
• CTA: "Download the Whitepaper" to provide actionable insights on enhancing financial services operations.
• Trigger: Sent 4 days after the welcome email.�
• Email 3: Free Consultation Offer
• From: Trellist & CIQ Team
• Subject Line: "Improve Compliance with a Free Consultation"
• Content: Highlight the benefits of a personalized strategy session, focusing on how Trellist & CIQ solutions can address compliance and operational challenges within the financial services industry.
• CTA: "Schedule Your Consultation" with a clear link to the booking page.
• Trigger: Sent 7 days after Email 2.�
• Email 4: Consultation Reminder
• From: [Sales Representative's Name]
• Subject Line: "Don't Miss Out: Secure Your Free Consultation Today!"
• Content: A reminder from the sales rep, offering a final opportunity to book a consultation and reinforcing the compliance and efficiency benefits of our solutions.
• CTA: "Book Now" with a direct link to the consultation scheduling page.
• Trigger: Sent 7 days after Email 3.

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Modular Content Marketing Strategy

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Trellist Marketing & Technology

Press Release Example

Trellist and CatalystIQ Partner to Deliver Innovative Modular Content and Advanced Analytics Solutions for Pharmaceuticals and Financial Services

Trellist, a leader in marketing and technology solutions, has partnered with CatalystIQ (CIQ), a data analytics and compliance innovation firm, to deliver advanced modular content and analytics-driven solutions for Pharmaceuticals and Financial Services. The collaboration will focus on helping organizations improve compliance efficiency, boost operational productivity, and enhance personalized customer experiences through innovative, data-driven strategies.

The partnership will introduce modular content solutions that accelerate asset creation and streamline regulatory compliance, particularly benefiting Pharmaceutical companies navigating MLR (Medical, Legal, Regulatory) processes. CIQ's robust analytics capabilities will empower organizations to leverage data insights for optimized marketing strategies, driving measurable business outcomes in Financial Services. The combined expertise of Trellist & CIQ will support compliance officers, marketing teams, and IT professionals in achieving their business goals with speed, accuracy, and personalized engagement strategies.

"We are excited to join forces with CatalystIQ to provide clients with agile, compliance-ready solutions that enhance both operational efficiency and customer engagement," said [Name], [Title] at Trellist.�"Our partnership with Trellist aligns perfectly with our mission to help businesses transform data into actionable insights, offering a powerful combination of analytics and modular content to drive success," added [Name], [Title] at CatalystIQ.

Businesses interested in learning more about the partnership’s offerings can visit [Website URL] or schedule a free consultation to explore tailored solutions for their industry.

About Trellist:�Trellist is a full-service marketing and technology firm specializing in delivering strategic, creative, and data-driven solutions that drive measurable results for clients across diverse industries.

About CatalystIQ:�CatalystIQ (CIQ) is an analytics and compliance technology provider, dedicated to helping organizations harness the power of data to improve efficiency, ensure compliance, and optimize marketing strategies.

Media Contact:�[Name]�[Title]�Trellist Marketing and Technology�[Phone Number]�[Email Address]

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Webinar Strategy

Overview: Host two webinars throughout the year. One via Trellist/CIQ and one via the ANA.

Pre-Webinar:

• Email Campaigns:
• Send invitations through HubSpot segmented by audience (Pharma, FinServ, Marketers, IT).
• Use Bitly links to track engagement with promotional emails.
• Social Media:
• Organic and boosted posts on LinkedIn targeting relevant job titles and industries.
• Create an event page on LinkedIn to capture RSVPs and build awareness.

Post-Webinar:

• Follow-Up Emails:
• Send a thank you email with a link to the webinar recording on Paperflite.
• Include a CTA to schedule a "Free Consultation" using Calendly.
• Content Repurposing:
• Create bite-sized clips for LinkedIn posts and use in email nurture streams.
• Develop a whitepaper or article based on key insights shared during the webinar.
• Retargeting Campaigns:
• Use LinkedIn retargeting ads to engage those who registered but did not attend.
• Highlight key takeaways and offer the recorded webinar as gated content.

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Webinar Strategy Continued

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Paid Campaign Breakdown – Boosting

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Objective: Amplify the reach of organic LinkedIn posts by investing in boosting high-performing content, targeting key audiences

Pharmaceuticals and Financial Services.

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Content to Boost:

• Thought Leadership Posts: Share expert insights on modular content strategies, compliance benefits, and analytics-driven marketing.
• Case Studies: Highlight specific successes in Pharma (compliance efficiency) and FinServ (operational efficiency).
• Engagement Posts: Promote the "Free Consultation" offer with clear, action-oriented messaging.
• Event Highlights: Recap key takeaways webinars, encouraging further engagement.

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Targeting Strategy:

• Audience Segmentation: Focus on roles such as Marketers, UX Professionals, IT & Data Professionals, and Compliance Officers.
• Industry Focus: Prioritize Pharmaceuticals and Financial Services, leveraging LinkedIn's industry targeting.

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Timeframe: May – December

Frequency: 1 boost per month

Budget: $500 per post (total $4k)

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Paid Campaign Breakdown – LI Retargeting

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Objective: Re-engage high-intent audiences on LinkedIn by delivering targeted retargeting ads to users who previously interacted with Trellist & CIQ content, with the goal of driving them toward scheduling a "Free Consultation" or engaging further with our thought leadership.

Content for Retargeting:

• Case Studies:
• Retarget users who viewed case studies or related content on LinkedIn.
• Highlight specific success stories, focusing on compliance efficiency in Pharma and operational efficiency in FinServ.
• Engagement Posts:
• Show ads to users who interacted with posts promoting the "Free Consultation."
• Use strong CTAs like "Get back on track—schedule your free consultation today!"

Targeting Strategy:

• Website visitors using the LinkedIn Insight Tag
• People who engaged with organic and boosted posts
• Attendees of LinkedIn-hosted webinars and events�

Timeframe: May – December

Budget: Total $8,000

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Paid Campaign Breakdown – NetLine

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Objective: Utilize NetLine’s B2B lead generation platform to reach targeted professionals in Pharmaceuticals and Financial Services, capturing high-quality leads through gated content and promoting the "Free Consultation" offer.

Content: Use content we are already creating. An example of what that could look like is below.

Timeframe: May – December

Budget: Total $8,000

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Sponsored Content Strategy, Industry-Specific Publications

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• Objective:
• Leverage sponsored content in targeted industry publications to increase brand awareness, establish thought leadership, and drive high-quality traffic to the Trellist & CIQ landing page, website, and Paperflite collection.
• Targeted Publications:
• Pharma Industry: Fierce Pharma, Pharmaceutical Executive, DIA Global Forum, MM+M.
• Financial Services Industry: American Banker, Financial Brand, ABA Banking Journal.
• Content Formats:
• Sponsored Articles: Establish thought leadership with in-depth articles.
• Whitepapers & Case Studies: Promote gated content to capture leads.
• Banner Ads: Drive traffic to key destinations with strong CTAs.
• General Considerations:
• Content Quality: Ensure that your sponsored content is educational, non-promotional, and tailored to the publication's audience to maximize engagement and compliance with editorial guidelines. bankingjournal.aba.com
• Budgeting: Advertising rates can vary widely; having a clear budget in mind will help in selecting the most appropriate publications and content formats. 
• Lead Time: Publications often have editorial calendars and deadlines; reaching out well in advance is crucial for timely placement.

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Sponsored Content Strategy, Industry-Specific Publications: Pharma

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• 1. Fierce Pharma:
• Advertising Opportunities: Fierce Pharma offers various advertising options, including sponsored content, to engage with professionals in the pharmaceutical industry. 
• Next Steps: To obtain detailed information on sponsored content opportunities and pricing, you can access their media kit or contact their advertising team directly through their website. fiercepharma.com
• 2. Pharmaceutical Executive:
• Advertising Opportunities: Pharmaceutical Executive provides platforms for sponsored content targeting senior leaders and decision-makers in pharma companies. 
• Next Steps: For specific pricing and availability, it's advisable to reach out to their advertising department through their official website. 
• 3. DIA Global Forum:
• Advertising Opportunities: The DIA Global Forum publishes white papers and articles relevant to the pharmaceutical industry. 
• Next Steps: To explore sponsored content options, consider contacting the DIA Global Forum's editorial team via their website. https://bankingjournal.aba.com/category/sponsored-content-2/
• 4. MM+M (Medical Marketing & Media):
• Advertising Opportunities: MM+M offers a range of sponsored content and advertising solutions, focusing on healthcare marketing and communications.
• Next Steps: Review available options and pricing details on their official site: https://www.mmm-online.com/advertise-with-us/

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Sponsored Content Strategy, Industry-Specific Publications: Finserv

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• 5. American Banker:
• Advertising Opportunities: American Banker offers various advertising solutions, including sponsored content, to connect with professionals in the financial services sector. 
• Next Steps: For detailed information on sponsored content opportunities and pricing, visit their website or contact their advertising department. americanbanker.com
• 6. Financial Brand:
• Advertising Opportunities: The Financial Brand provides platforms for sponsored content aimed at marketing and strategy leaders in the banking and financial sectors. 
• Next Steps: To obtain pricing and placement details, reach out to their advertising team through their official website. https://www.fiercepharma.com/fiercelifesciencescom/advertise
• 7. ABA Banking Journal:
• Advertising Opportunities: The ABA Banking Journal offers sponsored content placements, allowing companies to position themselves as thought leaders in the banking industry. officialmediaguide.com
• Next Steps: For specific rates and availability, consult their media guide or contact their advertising department. aba.com

Trellist Marketing & Technology

Trellist.com Modular Content Landing Page

• Landing Page Development (more on the next two slides):
• Design and Development of a new Modular Content Landing Page
• Highlight key benefits, case studies, and the "Free Consultation" offer.
• Form for free consultation.
• Website SEO Updates: 
• Target specific keywords related to modular content, analytics, Pharma, and FinServ.
• Implement best practices in on-page SEO, including meta tags, structured data, and internal linking.
• Consider updates to the home page.
• Update partner pages as well.
• Paperflite Collection:
• Content Organization:
• Primary Collection: "Modular Content Solutions by Trellist & CIQ" with an overview of the offering and a direct link back to the landing page.
• Subsections for Each Audience:
• Marketers & UX Professionals: Access to relevant whitepapers, case studies, and articles.
• IT & Data Professionals: Content focused on analytics and operational efficiency.
• Pharma Professionals: MLR compliance tools, success stories, and educational materials.
• Financial Services Professionals: Resources on maintaining compliance and improving efficiency.

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Campaign Landing Page Criteria

• Clear and Compelling Headline
• Value Oriented Subheadings 
• Engaging and Relevant Visuals 
• Strong CTA: "Let's Talk", "Speak With an Expert", "Explore Your Options" 
• Calendly link for free online consultation scheduler
• Craig Image and Bio + Dave Image and Bio
• Form (more on the next page)

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Form Strategy Criteria - EXAMPLE 

• Opt-in checkbox
• Description
• Trellist description
• Form Questions
• First and last name
• Job title
• Company name
• Email
• Work phone number
• Industry
• Level of support needed
• Thank You Message

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Sales Support

• Sales Enablement Materials:
• Pitch Decks: Co-branded and tailored for each audience segment (Marketers/UX, IT/Data, Pharma, FinServ).
• One-Pagers & Case Studies: Highlighting industry-specific success stories and modular content benefits.
• Sales Scripts & FAQs: Prepared responses to common objections and detailed talking points for outreach.
• Lead Generation & Nurturing:
• Email Nurture Streams: Automated and personalized follow-ups for each audience.
• Consultation Reminders: Triggered emails and direct outreach to encourage "Free Consultation" bookings.
• Collaboration & Feedback:
• Real-Time Analytics: Provide insights to identify high-potential leads.
• Sales Feedback Loop: Regular meetings with sales teams to refine messaging and adjust content strategies based on lead interactions.
• Content & Campaigns:
• Targeted LinkedIn Ads: Paid and retargeting ads aligned with sales goals.
• Thought Leadership Content: Position Trellist & CIQ as industry experts to support sales conversations.

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MarTech Stack

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MarTech Stack Working Together

Modular Content Marketing Strategy

• Lead Generation:
• NetLine captures leads through content syndication and sends them to HubSpot.
• Leads from the landing page (tracked by GA4) are also fed into HubSpot.
• Nurture & Engagement:
• HubSpot automates email nurture streams, sending leads relevant content from Paperflite.
• Bitly links in emails and ads allow tracking of content engagement.
• Conversion Tracking:
• Calendly (or Outlook) tracks consultation bookings, integrating with HubSpot for follow-up.
• GA4 measures overall campaign performance, from ad clicks to form submissions.
• Campaign Optimization:
• LinkedIn analytics guide adjustments to organic and paid strategies.
• Paperflite insights help identify which resources resonate with each audience segment.
• Reporting & Insights:
• GA4, HubSpot, and LinkedIn provide real-time analytics and performance dashboards.
• Use HubSpot to generate weekly and monthly reports on lead quality, conversion rates, and sales impact.
• Bitly adds an additional layer of reporting, helping track link performance across all channels.
• Insights are shared with sales teams to align outreach strategies and refine marketing messages.

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Future Consideration

• ANA (Association of National Advertisers) Events:
• ANA Masters of Marketing Conference: Brings together top brand marketers and industry leaders.
• ANA Committees: Participate in relevant committees like B2B Marketing, Data & Measurement, and Integrated Marketing to engage directly with decision-makers.
• Local Chambers of Commerce:
• Attend regional business events hosted by chambers of commerce in key markets. These events often include executives from various industries, including Pharma and FinServ.
• Business Networking Associations:
• Executive Leadership Councils: Engage with C-level and senior management professionals through organizations like Vistage, Executive Women's Forums, and industry-specific roundtables.
• Pharmaceutical Industry Events:
• Medical, Legal, Regulatory (MLR) Conferences:
• Specifically target regulatory professionals who influence content approval processes.
• Pharma-specific Business Forums:
• Events like the "Pharma Market Research Conference" where we can engage directly with business leaders and marketers in the Pharma industry.
• Financial Services Industry Events:
• American Bankers Association (ABA) Conferences:
• Attend events focused on operational efficiency, compliance, and data analytics in financial services.
• Local Finance Leadership Summits:
• Engage with financial services executives through more targeted, local events and forums.

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Primary KPIs and Reporting

Optimizations to be made weekly if necessary. Reporting mid-campaign and after the conclusion of the XX-day campaign.

• Awareness Stage KPIs
• Increase in website visits from organic and social channels.
• Growth in LinkedIn followers and post engagement.
• Consideration Stage KPIs
• Number of content downloads and webinar registrations.
• Engagement rates on nurture email campaigns.
• Decision Stage KPIs
• Conversion rate of leads to qualified opportunities.
• Volume of sales meetings booked and consultations delivered.
• Loyalty & Advocacy KPIs
• Client retention rate and repeat business.
• Volume of client referrals and advocacy-driven leads.

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Next Steps

1. Legal Review & Approval:

• Consultation Terms & Conditions:
• Collaborate with the legal team to finalize and approve the "Free Consultation" T&Cs.

2. Asset Development:

• Sales Enablement Materials:
• Complete pitch decks, one-pagers, case studies, and sales scripts for each audience segment.
• Content Creation:
• Develop and finalize thought leadership content, whitepapers, and articles for both Pharma and FinServ industries.
• Design social media assets and prepare nurture email sequences.

3. Campaign Preparation:

• Landing Page & Paperflite Setup:
• Optimize the landing page for conversions with approved T&Cs.
• Organize Paperflite collections for easy access to marketing materials.
• Nurture Stream Configuration:
• Automate email nurture streams for Marketers/UX, IT/Data, Pharma, and FinServ audiences.
• Test email triggers, content accuracy, and CTA effectiveness.

4. Pre-Launch Activities:

• Internal Training:
• Provide sales teams with a walkthrough of new assets and messaging strategies.
• Share insights on how to leverage modular content and analytics in sales conversations.
• Campaign Setup:
• Schedule LinkedIn organic and paid posts.
• Set up retargeting campaigns and ensure analytics are integrated for performance tracking.

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Project Timeline and Milestones

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Appendix

Adobe Target & AEM Campaign

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KPI Definitions

Adobe Target & AEM Campaign

• Lead Metrics: 
• Reach Metrics:
• Unique Users: The total number of unique individuals who have seen any content related to the campaign. Identifying the growth patterns and etc. 
• Impressions: Total number of times the campaign content has been viewed.
• CPC: The cost of each click on creative.
• CPM: The cost of per 1000 impressions that were served to the audience.
• Reach: Measures the unique audience exposed to the content
• Frequency: Measures the average number of times an ad was seen by each user within a given time period.
• Engagement Metrics:
• Likes, Comments, Shares: Total engagements across social platforms to measure the content's ability to engage viewers.
• Engagement Rate: The percentage of viewers who engage with the content after viewing it.
• Click-Through Rate: The percentage of viewers who click on the ad after seeing it and landing on the LP.
• Website Traffic: Specifically, traffic to rebrand-related content or landing pages (bounce rate, average time on site and etc).
• Audience Growth:
• New Followers/Subscribers: Increase in the brand's followers or subscribers on social media.
• Social Media Audience Growth Rate: Percentage growth of the audience on each social media platform.

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