Download - Where Sales and Marketing Meet
B-to-B Content: The Revolution Is Now Marisa Kopec Erin Estep VP and Group Director Service Director, SCM
9 May 2013
© Copyright SiriusDecisions. All Rights Protected and Reserved.
B-to-B Content Supply Chains Are Broken
2
SiriusPerspective: We estimate that 60 percent to 70 percent of content produced by b-to-b marketing goes unused, sitting on portal shelves.
Content About What We Want to Sell
Supply Content to Fuel Conversations
Demand
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Executive Summary
• Key issues – Organizations are struggling with a content conundrum – too much
demand, not enough supply – The evolved marketing factory must be engineered to produce content to
fuel inbound and outbound marketing – Leading organizations are figuring out how to optimize their content
process to reduce waste and improve product quality
• What you will walk away with – A revolutionized organizational content process framework – Details on the roles and best practices required for change – A view into how a content operations role leads the revolution
3
© Copyright SiriusDecisions. All Rights Protected and Reserved. 4
Polling Question
• How optimized is your organization’s content process?
– Dark ages: We reactively create content, don’t measure it and have a fragmented and redundant content process
– Age of enlightenment: We are becoming conscious that our content process is broken, and as a result have begun to question the established order
– Revolutionized: We have transformed our content process; it is highly optimized
The Revolutionized Content Factory
An evolved perspective on content strategy
© Copyright SiriusDecisions. All Rights Protected and Reserved. 6
The SiriusDecisions Content Model
Ideation
Activation
Curation
SiriusPerspective: The new paradigm requires a proactive, thorough and rational decisionmaking framework to guide new content creation.
• Which audiences are we trying to connect with? • Which decisionmaking inflection point are we trying to enable? • What is the information required to facilitate the desired decision?
• Who are the resources required to create this content? • Who will need to receive this content in order to activate it?
• How will the core content components be consumed and repurposed? • How will we ensure the content is effective at achieving its purpose?
CURATION IDEATION ACTIVATION
Design
Sales Requirements
Creative Brief
Creative Concept
Format Selection
Regional Requirements
Measure
Usage
Feedback
Web Analytics
A/B Testing
Customize
Language
Culture
Audience
Market Segment
Buyer Personas
Sales Personas
Originate
Content Requirement
Topic Selection
Messaging Components
Information Artifacts
Architect
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Build
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
© Copyright SiriusDecisions. All Rights Protected and Reserved.
The B-to-B Content Supply Chain
7
SiriusPerspective: There are five core functions in the marketing and sales ecosystem that contribute to producing content.
Portfolio
Go-to-Market Architecture
Source of Product or Industry
Knowledge
Sales Enablement
Sales Requirements
Assembles Into Sales
Plays
Communications
Brand Guidelines
Forms Raw
Content Into
Finished “On-Brand”
Goods
Campaign Framework
Design Content Offers
for Buyers
Global Campaigns Field Marketing
Local Requirements
Translates and
Localizes Content
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination.
8
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
• The offering, strategy and interlock discipline • There is more than one way to go to market – product,
service, solution, audience or segment • Global campaigns and programs need content offers
based on buyer needs and issues • Moving toward persona- and solution-based portfolio
marketing requires a different way of creating content
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination.
9
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
10
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
11
PRODUCT-CENTRIC
Capabilities
Offering
Capability
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
12
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer Persona
Topic
Persona
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
13
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer Persona
Topic
Persona
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
14
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer Persona
Topic
Persona
© Copyright SiriusDecisions. All Rights Protected and Reserved.
SiriusPerspective: Best-in-class content factories have two types of content coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
15
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer Persona
Topic
Persona
Prod
uct L
aunc
h Inbound M
arketing
Market Segment Buying Center Buying Center
Buyer Need Buyer Need
Offering Offering
Capabilities and Benefits Capabilities and Benefits
Solution Content
PERSONA-BASED
Education Solution Selection Engagement
Market Segment Buying Center Buying Center
Buyer Need Buyer Need
Topic Content Education Solution Selection Engagement
PRODUCT-BASED
Buyer Persona
Buyer Persona
Topics List Topics List
Buyer Persona
Buyer Persona
Topics List Topics List
Initiative or Challenge
Initiative or Challenge
Initiative or Challenge
Initiative or Challenge +
Preference-Based Assets Menu-Based Assets
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Global Campaigns and Programs’ Role in the Factory Line
16
SiriusPerspective: Global campaigns and programs are responsible for ensuring content offers align to buyers and buying cycle stages.
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
• The discipline that creates and enables demand creation • Create a holistic view of all demand sources to gain
leverage through shared program execution capabilities • Focus on content strategy, assembly and repurposing
across inbound, outbound and sales-driven demand
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Architecture SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience.
17
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Buyers Content Requirements by Persona
Business Value Solution Fit Examples
Issue Mapping Demonstration Stories
Business Issues Persona Topics
Customer Needs Triggers
Competitive Comparison Testimonials SME Insights
Value Actualization Differentiation References
Onboarding Community
Value Review
Sellers
Best Practice: Content Architecture
BUYING PROCESS: DECISION STAGES
Vendor Selection
Solution
Education
Engagement
Propose
Qualify
Close
Retain
Grow
SALES PROCESS: WORKFLOW STAGES
SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience.
18
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Buyers Content Requirements by Persona
Business Value Solution Fit Examples
Issue Mapping Demonstration Stories
Business Issues Persona Topics
Customer Needs Triggers
Competitive Comparison Testimonials SME Insights
Value Actualization Differentiation References
Onboarding Community
Value Review
Sellers
Best Practice: Content Architecture
BUYING PROCESS: DECISION STAGES
Vendor Selection
Solution
Education
Engagement
Propose
Qualify
Close
Retain
Grow
SALES PROCESS: WORKFLOW STAGES
SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience.
19
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Communications’ Role in the Factory Line SiriusPerspective: Communications is primarily responsible for bringing organizational insight to life through content activation.
20
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Creative Brief
Creative Concept
Web Analytics Format Selection
A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Global Components
Regional Components
Assemble
Sales Requirements
Regional Requirements
Third-Party
Brand Check
Activities or Processes Primary Accountability
• The discipline that builds a framework for strategic marketing positioning that will transform how content is managed
• Opportunity not only to be the developer of content, but to create operational strategies and frameworks that will enable enterprise content operations
• The way that content is architected and designed today is very different from how this will be done in the future
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
21
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
22
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
23
Content Source
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
24
Content Source Campaign Theme
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
25
Content Source Campaign Theme Creative Concept
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
26
Content Source Campaign Theme Creative Concept Topic/Headline
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
27
Content Source Campaign Theme Creative Concept Topic/Headline Asset Type
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.
28
Content Source Campaign Theme Creative Concept Topic/Headline Asset Type Brand
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
29
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
30
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
31
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
32
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
33
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
34
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
35
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
36
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.
37
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Sales Enablement’s Role In The Factory Line SiriusPerspective: Sales enablement is responsible for providing sales requirements and architecture needs (sales methodology) to the factory.
38
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
• Provides a key (if not the key) integration role between marketing and sales
• Selling higher and selling solutions require issue-based content
• Supply and demand stressed by need for content that does more than describe the product
• Content must align to sales process
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Persona and Customized Value Content
39
SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Persona and Customized Value Content
40
SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Persona and Customized Value Content
41
SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Persona and Customized Value Content
42
SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Not In Top 10 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Persona and Customized Value Content
43
SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Not In Top 10 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Sales Playbook 10 9
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4 Competitive Profiles 2 5 Competitive Matrices 3 1 Industry Trends Overviews 4 6 Product Roadmap 5 8 Buyer Persona Insights 6 Qualifying Questions 7 2 Portfolio Architecture 8 7 Value Actualization Tools 9 Not in Top 10 Sales Playbook 10 9
© Copyright SiriusDecisions. All Rights Protected and Reserved. 44
Polling Question
• How optimized is your content localization approach?
– Dark ages: We build content assets, ship them to the regions and don’t follow up, measure or learn; it’s a one-way process
– Age of enlightenment: We realize that local country teams and regions don’t use the content, or the rework is huge
– Revolutionized: Regional requirements are gathered in the design stage of our content process; we create components that are then modified and repurposed in the regions to meet local market needs (e.g. timing, translation)
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Field Marketing’s Role in the Factory Line SiriusPerspective: Field marketing’s role is to engage local experts and customers to feed messaging components and leverage third-party sources.
45
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Activities or Processes Primary Accountability
• Regional and field marketing is the function that curates content and adapts it for local market relevance
• Field marketing must be involved upstream in the content process; there should be formal regional requirements input
• Field marketing can create content in local factories; the process needs to capture this workflow and measure this content
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Best Practice: Avoid Local Rework Via Reverse Process
46
SiriusPerspective: SiriusDecisions reports that at least 20 percent of content is originated in local markets by field or regional marketing.
Corporate 80%
Regional 5%
Local 15%
© Copyright SiriusDecisions. All Rights Protected and Reserved.
The Emerging Role of Content Operations SiriusPerspective: Content operations owns visibility into the end-to-end process, acting as a knowledge repository for all contributors.
47
CURATION IDEATION ACTIVATION Measure Design Customize
Usage
Feedback
Sales Requirements
Creative Brief
Creative Concept
Web Analytics Format Selection
Regional Requirements A/B Testing
Language
Culture
Originate Audience Architect
Content Requirement
Topic Selection
Market Segment
Buyer Personas
Messaging Components
Sales Personas
Information Artifacts
Campaign Framework
Buying Cycle
Sales Process
Demand Type
Deliver Build
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global Components
Regional Components
Assemble
Brand Check
Systems Infrastructure
Feedback, Usage and Behavioral Analysis and Reporting
Process Mapping and Socialization
© Copyright SiriusDecisions. All Rights Protected and Reserved.
Content Optimization Dashboard SiriusPerspective: Use relevant metrics and key performance indicators to measure enterprise-wide content operational effectiveness.
48
Contribution • Lead Attribution • Won Deals Attribution
• Referrals • Form Conversion • Satisfaction Scores • Feedback Survey Data
• Content ROI
Process • Content Pipeline • Alignment
• On-Time Delivery • Time to Create • Repurpose Ratio • Time to Repurpose
• Language Translation Cost • Waste/Redundancy
Utilization • Consumption by Channel • Consumption by Audience
• Views • Downloads • Clickstreams • Third Party vs. Organic
• Cost per Asset (Outsourced) • Cost per Asset (Insourced)
KPI
s M
etric
s Fi
nanc
ial
© Copyright SiriusDecisions. All Rights Protected and Reserved. 49
Action Items
• Marketing – Beyond a content audit, measure the effectiveness of content and
the overall level of optimization of the content factory – Rebalance the factory to support demand for inbound
• Sales – Build clear requirements; articulation of the seller’s needs is critical
so the factory knows what to produce – Avoid creating redundant processes to what already exists
• Product – Retool and retrain content creators to support the new content
paradigm (messaging, personas, social)
© Copyright SiriusDecisions. All Rights Protected and Reserved. 50
Recommended Reading
• Core Strategy Report: Building a Content Strategy • Content Curation: The Sirius Perspective • Conducting a Field Content Collection Week • Sales Content: It’s Time for an Overhaul • Solving the Content Creation Conundrum • Demand Type: Its Impact on Content Strategy • Building a Persona-Based Content Framework • The SiriusDecisions Product Messaging Map Framework