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How to get the right content, to the right people at the right time
November 16, 2017
TODAY’S SPEAKERS
Nina Brakel-SchuttBrand Strategist,
Widen
Jake AtheyVP Marketing,
Widen
Nate HolmesContent Marketing Manager,
Widen
ABOUT WIDEN
We help people like you get the right content to the
right people at the right time
THE RIGHT CONTENT
1. Your brand essence
2. Your audience
Pave the way with the right content strategy
Increasing volume, variety, and velocity
won’t cut it
ComplexitySALE, PRODUCT, INDUSTRY, BUYER, AND JUSTIFICATION
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
Product & Partners
MODERN MARKETING STRATEGY
POSITION
CONTENT
Brand
MODERN MARKETING STRATEGY
POSITION
INFLUENCE
CONTENT
Media & Analyst Relations
Brand
MODERN MARKETING STRATEGY
POSITION
INFLUENCE
REACH
CONTENT
Media & Analyst Relations
Brand
Digital
MODERN MARKETING STRATEGY
POSITION
INFLUENCE
REACH
GUIDE
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
MODERN MARKETING STRATEGY
POSITION
INFLUENCE
REACH
GUIDE
ENGAGE
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
MODERN MARKETING STRATEGY
POSITION
INFLUENCE
REACH
GUIDE
ENGAGE
GROW
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
Product & Partners
MODERN MARKETING STRATEGY
Have a clear content mission
CONTENT MISSION
Widen is a place where marketing and creative teams find actionable advice,
practical resources, and success stories to flourish in a world connected by content.
CONTENT MISSION
Widen is a place where marketing and creative teams find actionable advice,
practical resources, and success stories to flourish in a world connected by content.
Who?
CONTENT MISSION
Widen is a place where marketing and creative teams find actionable advice,
practical resources, and success stories to flourish in a world connected by content.
What?
CONTENT MISSION
Widen is a place where marketing and creative teams find actionable advice,
practical resources, and success stories to flourish in a world connected by content.
Why?
Great content marketing is customer service at scale
THE RIGHT PEOPLE
Target your content to the right audiences
WHO
Customers
Buyers
Partners
CONTENT STAKEHOLDERS
Analysts
Industrypeers
Employees
Use the right tools to support your content strategy
Salesforce(CRM)SELL
HubSpot(Marketing automation)
NURTURE
Widen Collective(Content management)
CONNECT
WIDEN’S MARTECH STACK
Tools that support our content strategy
WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
Personas, Tracking
WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
MARKETING MANAGEMENT
Digital asset management
Content analytics
Personas, Tracking Work management
DAM AND CONNECTIVITYCONTENT LIFECYCLEDAM CONNECTS CONTENT
< EMBED ASSET >
Blog
Social
Web CMS
Landing Pages
Drip Campaigns
LEADS
ACCOUNTS
CONTACTS
OPPORTUNITIES
CAMPAIGNS
WIDEN.COM LANDING PAGE
WIDEN’S MARTECH STACK
WIDEN’S MARTECH STACK
WIDEN’S MARTECH STACK
WIDEN’S MARTECH STACK
$30,000
WIDEN’S MARTECH STACK
WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
MARKETING MANAGEMENT
Digital asset management
Content analytics
Personas, Tracking Work management
WIDEN’S MARTECH STACK
Collect + Track + ShareDigital interactions with all buyers and customers
THE RIGHT TIME
INSIGHTS CASE STORYTHE HERO’S JOURNEY
The hero’s journey
The ordinaryworld
The call to adventure
Refusalof thecall
Meeting with thementor
Crossingthethreshold
Tests, allies, and enemies
Theapproach
Theordeal
Thereward
Theroad back
Theresurrection
Returnwith elixir
The hero’s innerjourney
Limited awareness of the problem
Increasedawarenessfor the need to change
Fear and resistance to change
Overcome fear
Commit to the change
Experiment with new conditions
Prepare for major change
Big change with feeling of life or death
Accept new life
New challenge rededication
Final attempts, last minute danger
Mastery
The 13 major steps
The takeaway for the hero at each step (or moment)
Storify the customer journey
Time to synchronize the experience
BUYER RESEARCH
If you give a marketing team an email nurturing campaign
BUYER RESEARCH
Direct Traffic & Discovery & Guest
PassRequest for marketing
Discovery Call &
Project now with
Trigger:Help marketing teams organize and publish content.
Widen Summit & DemoSolution Architect has
buy-in from business unit heads but not executives
Signed MSA and Customer Brief
04/04/16 06/15/16
9/16/16
1/17/17
Web DemoSolution Architect
06/20/16
CallSolution Architect
07/29/16
CallSr. Project Manager
11/01/16 Email x3POCAPI
convos, inDesign Plug-In.
11/17/16
Map buyer journeyspoc
Lead - MQL
BUYER RESEARCH
Direct Traffic & Discovery & Guest
PassRequest for marketing
Discovery Call &
Project now with
Widen Summit & DemoSolution Architect has
buy-in from business unit heads but not executives
Signed MSA and Customer Brief
04/04/16 06/15/16
9/16/16
1/17/17
Web DemoSolution Architect
06/20/16
CallSolution Architect
07/29/16
CallSr. Project Manager
11/01/16Email x3
POCAPI
convos, inDesign Plug-In
11/17/16
poc
Lead - MQL
BUYER RESEARCH
Trigger:Help marketing teams organize and publish content.
Solution Architect
IT Consultant
Photography Producer
BUYER RESEARCH
6 month buying process
Contact 1
Contact 2
Contact 3
When buyers got our nurturing emails
Inqu
iry
Pur
chas
e
Lessons learned● The buying cycle is longer and less predictable
● There are more contacts involved
● Marketing automation wasn’t always sharing content relevant to the buyers moments
BUYER JOURNEY MAPPING
BUYER RESEARCH
If you give a marketing team a buyer’s journey map
“Is our content answering the questions the _____ persona has
throughout the buying process?”
Audit key content
BUYER RESEARCH
Awareness Consideration Decision
Buyer journey framework
EVALUATE WIDEN MARKETING CONTENT
Buyer journey framework
EVALUATE WIDEN MARKETING CONTENT
Are we getting the right content in front of the right people?
EVALUATE WIDEN MARKETING CONTENT
EVALUATE WIDEN MARKETING CONTENT
Buyer journey framework
Is the information adequately answering buyer questions?
Read your content with your buyer’s questions in mind
Are they taking action?
EVALUATE WIDEN MARKETING CONTENT
Buyer journey framework
BUYER RESEARCH
If your marketing team conducts a content audit
They’ll want to update their content based on personas
Personas and the customer journey
Profiles of our target audiences and “ideal customer”
PERSONAS ARE:
Anticipate buyer behaviorsUnderstand who we’re talking to
Create groups of content packages
BUYER PERSONAS HELP US:
DAM AND CONNECTIVITYHISTORICAL PERSONA GROUPS
Creative IT Marketing
Old personas
DAM AND CONNECTIVITYHISTORICAL PERSONA GROUPS
TOO BROAD
Old personas
Creative IT Marketing
HUBSPOT PERSONAS GROUPS
HUBSPOT PERSONAS GROUPS
● Tailored content for 8 personas wasn’t manageable● Hard to measure content effectiveness with overlapping messages
DAM AND CONNECTIVITYTHE CUSTOMER JOURNEY
DISCOVERLEARN
TRY
BUY
ENGAGEADOPT
ADVOCATERE-BUY
BUY
Re-buy Stage(EXISTING CUSTOMERS)
Buying Stage(NEW CUSTOMERS)
AWARE CONSIDER DECIDE UTILIZEONBOARD
DAM AND CONNECTIVITYSTAGES OF THE CUSTOMER JOURNEY
Re-buy StageBuying Stage
DISCOVERLEARN
TRY
BUY
ENGAGEADOPT
ADVOCATE
Re-buy StageBuying Stage
INSIGHTS CASE STORY
What we looked at
Current personas visiting our website (HubSpot data)
Highest performing marketing content (DAM data)
Average customer close time (Salesforce data)
Job titles for those going through our buying process
Our primary point of contact at each buyer organization
Content spoon fed by advisors vs. consumed on their own
INSIGHTS CASE STORY
● Their roles and the goals for their roles● The pain points they experience when trying to achieve their goals
AWARE CONSIDER
DAM AND CONNECTIVITYSTAGES OF THE CUSTOMER JOURNEY
MARKETING CONTENT FOCUS
CONSIDER
DISCOVERLEARN
TRY
BUY
ENGAGEADOPT
ADVOCATE
DAM AND CONNECTIVITYNEW BUYER PERSONAS
Seller/Marketer
Tech Specialist/Systems
supporter
Evaluator/Researcher
New personas
Creator/Executor
Seller/Marketer
Markets and/or sells products and services for the organization.
Manager = DIFM Tactical worker = DIY
NEW BUYER PERSONAS
TechSpecialist/Supporter
Supports the success of systems for the organization or has expertise
running them. Has business acumen.Manager = DIFM
Tactical worker = DIY
NEW BUYER PERSONAS
Evaluator/ResearcherResearches, negotiates with, and
screens vendors for the organization’s system investments. Hands on. DIY.
NEW BUYER PERSONAS
Creator/Executor
Writes, designs, oversees creation or does production of content for the organization. Hands on. DIY.
NEW BUYER PERSONAS
“Any department that needs something will come to us. I have a nice set of long term projects I’ve organized, but every day there’s one or two things that just appear.”
“All the assets I use will go into the DAM so it’s important it makes sense to me.”
“I presented the prefered DAM to an internal group. The executive director made the ultimate decision, considering financials, timelines, and other things.”
FROM OUR INTERVIEWS - CREATOR/EXECUTOR QUOTES
INSIGHTS CASE STORYPERSONA PROFILE - CREATOR/EXECUTOR
How they find Widen Pain points
They want to know
Who are they?
They don’t want... Why they buy from us
How our tools help their creative process + integrate with the tools they use (Adobe CC, Dropbox, etc)
How we’re different from competitors
How to sell/present our solutions and services to upper management
We’re not salesy
Our workflow/proofing tool is directly integrated into DAM
We understand the creative and agency world
Our partner-led approach
UI makes sense/is intuitive
Graphic/Web Designer, Creative Director, Creative Ops, UX Strategist, Video Producer/Editor
Writes, designs, oroversees creative and content production at any size organization
Referred to Widen by another creative
Referred to Widen by a client
Google search for concepts around creative and marketing pains (search, versioning, rights management, brand control, etc)
To be talked down to
Complexity (in product, sales conversations, or onboarding process)
Prioritizing work and meeting deadlines
Keeping work requests organized
Getting things done quickly, but still producing good design/writing/content
Being the hub for creative requests
Collaborating successfully with all teams
Measuring work against business strategy
TODAY’S AGENDA
AWARENESS
Become aware of a problem
Commit to fix the problem
[Marketing content to educate about pain/solutions]
- Blog posts- White papers- Industry research
- General webinars- Community- Thought leader interviews
CONSIDERATION
Research vendors
Evaluate diff. vendor solutions
[Marketing/Sales content to evaluate diff. software categories]
- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits
- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates
List pros/cons of DAM vs.
other categories
Content subjects: Address the general pain points of creatives, educate about DAM
as a solution to their pain
Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of
human power with software
DECISION
[Sales content that shows why to choose Widen]
Share pros/cons for
top DAM vendors with buy-in team
Justify reasonsto purchase
Commit to a specific DAM
solution
Try/ test before you buy
Identify other plans needed:
implementation, training, etc.
- Live demos- Proof of concept- Knowledge base- User manuals
- Product webinars- Workshops- Sales contracts
Content subjects: Why Widen, highlight people behind the software, sell to leadership,
implementation preview, get started using the product
Content types: Content types:
Content types:
INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE
TODAY’S AGENDA
AWARENESS
Become aware of a problem
Commit to fix the problem
[Marketing content to educate about pain/solutions]
- Blog posts- White papers- Industry research
- General webinars- Community- Thought leader interviews
CONSIDERATION
Research vendors
Evaluate diff. vendor solutions
[Marketing/Sales content to evaluate diff. software categories]
- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits
- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates
List pros/cons of DAM vs.
other categories
Content subjects: Address the general pain points of creatives, educate about DAM
as a solution to their pain
Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of
human power with software
DECISION
[Sales content that shows why to choose Widen]
Share pros/cons for
top DAM vendors with buy-in team
Justify reasonsto purchase
Commit to a specific DAM
solution
Try/ test before you buy
Identify other plans needed:
implementation, training, etc.
- Live demos- Proof of concept- Knowledge base- User manuals
- Product webinars- Workshops- Sales contracts
Content subjects: Why Widen, highlight people behind the software, sell to leadership,
implementation preview, get started using the product
Content types: Content types:
Content types:
INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE
TODAY’S AGENDA
AWARENESS
Become aware of a problem
Commit to fix the problem
[Marketing content to educate about pain/solutions]
- Blog posts- White papers- Industry research
- General webinars- Community- Thought leader interviews
CONSIDERATION
Research vendors
Evaluate diff. vendor solutions
[Marketing/Sales content to evaluate diff. software categories]
- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits
- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates
List pros/cons of DAM vs.
other categories
Content subjects: Address the general pain points of creatives, educate about DAM
as a solution to their pain
Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of
human power with software
DECISION
[Sales content that shows why to choose Widen]
Share pros/cons for
top DAM vendors with buy-in team
Justify reasonsto purchase
Commit to a specific DAM
solution
Try/ test before you buy
Identify other plans needed:
implementation, training, etc.
- Live demos- Proof of concept- Knowledge base- User manuals
- Product webinars- Workshops- Sales contracts
Content subjects: Why Widen, highlight people behind the software, sell to leadership,
implementation preview, get started using the product
Content types: Content types:
Content types:
INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE
The results!
THE RESULTS
TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN
THE RESULTS
BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS
TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN
THE RESULTS
BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS
STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE
TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN
THE RESULTS
BETTERSEGMENTATION OF MARKETING CAMPAIGNS
BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS
STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE
TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN
THE RESULTS
BETTERSEGMENTATION OF MARKETING CAMPAIGNS
BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS
STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE
USEFUL DATA WE CAN TRACK OVER TIME TO GUIDE AND VALIDATE MARKETING DECISIONS
TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN
USE OUR LEARNINGS FOR YOUR MARKETING
Marketing isn’t advertising. It’s a game plan that drives revenue for your business. Treat it that way.
1
REMEMBER
Challenge your assumptions of the buying process by mappingyour customer journey.
2
REMEMBER
Talk to your customers and document their questions. This will help you understand what answers your content should be providing at what times.
3
REMEMBER
Use your persona data to deliver more personalized messages and content to your audiences.
4
REMEMBER
Set-up weekly or bi-weekly meetings with your team to review data regularly and use it to guide your marketing decisions.
5
REMEMBER
Continually interview people who fit your persona profiles to keep them current and inspire meaningful content.
6
REMEMBER
Find the right mix of tools to support your customer journey and content strategy.
7
REMEMBER
List three ways you can get data to map your buyer’s journey
What’s next?
Thank you!
Nina [email protected]
Twitter: @Nbrakel
Jake [email protected]: @jakeathey
Nate [email protected]
Twitter: @nate_holmes
QUESTIONS?
Get the slides at go.widen.com/bma-mke
Questions to ask about your content● Are we getting the right content in front of the
right people?
● Is this information adequately answering the buyer’s questions?
● Are they taking action?
FOR YOU - CONTENT AUDIT QUESTIONS
INSIGHTS CASE STORYFOR YOU - PERSONA PROFILE TEMPLATE
How they find you Pain points
They want to know
Who are they?
They don’t want... Why they buy from you
Image to represent your persona here
TODAY’S AGENDA
AWARENESS
Become aware of a problem
Commit to fix the problem
[Marketing content to educate about pain/solutions]
- Blog posts- White papers- Industry research
- General webinars- Community- Thought leader interviews
CONSIDERATION
Research vendors
Evaluate diff. vendors
[Marketing + Sales content to help personas evaluate you]
- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits
- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates
List pros/cons of your offering
vs. others
Content subjects: Address the general pain points of your persona, educate about
your offering as a solution to their pain
Content subjects: Identify business requirements, evaluate and compare providers,
create the business case
DECISION
[Sales content that shows why to choose you]
Share pros/cons of top
offerings with buy-in team
Justify reasonsto purchase
Commit to a specific provider
Try/ test before you buy
Identify other plans needed:
consulting, training, etc.
- Live demos- Proof of concept- Knowledge base- User manuals
- Product webinars- Workshops- Sales contracts
Content subjects: Why your offering over others, highlight differentiators,
justify to leadershipContent types: Content types:
Content types:
INSIGHTS CASE STORYFOR YOU - CONTENT STRATEGY TEMPLATE