CONTENT ROI & ANALYTICS

Sponsored by:

Head of B2B Marketing, Business & Government

Australia Post

CHANTELLELANE

Content – data – technology

Getting to full funnel content analytics & ROI

We thought we had content marketing nailed, but then we looked a little closer….

A Tale of two Sales Teams

Our two best performing sales teams are competing for the coveted Sales Professional of the Year Award!We’ll decide the winner based on the number, and value of deals. Both teams have the same training, the same number

(and value) of leads, and the same opportunities in the pipeline.

The right content at the right time

Personalised pitches

Quick access to SMEs

Tracking engagement And the

winner is…

With insights, information and the

ability to create more targeted pitches

at their fingertips, Team A was able to

close the deal fast, by giving the

customer everything they needed -

quickly, efficiently, and professionally.

Team A

ask B2B Marketing for pitch help.

Team B

has already found and shared content with the customer.

pulls together a personalisedpitch, and sends it over!

Team ALook up the Q&A forum and find the answer while the customer is on the phone.

Team A

mins.

15

1-2

daysStarts asking aroundthe business to see if anyone has the answer. They’ll get back to the customer in a week or two.

Team Bask B2B Marketing for pitch help.

Team B

Drops the customeran email asking if they’ve read the proposal, or have any questions. Then they wait for a response.

Team A

has already found and shared content with the customer.

Team A

has promised to get right on it, and will send their content.

Team B

mins.

5

5-10

days

Looks at the analytics dashboard for the pitch document so they can see which content is important to the customer (based on dwell time). They focus their close around this information and win the deal.

Team A

Having the ability to track and

identify the resources your

reps use most means less

wasted time, and content.

Having everything they

need to pursue a lead

handed to them, when

they need it, is

something every sales

professional dreams of.

Every business challenge is

unique,

and customers expect more than

just a one-size-fits-all solution. To

make a real difference,

salespeople need to be able to

tailor their messaging, value

propositions, and presentations

quickly, efficiently, and

individually.

Selling isn’t always simple,

so the ability to gather

and share knowledge

across the organisation

(especially with

salespeople out in the

field) is critical.

Team A is leveraging the Sales Enablement Uplift Program - with Seismic integrated into their Salesforce, data insights and updated content.

So, what’s the difference? Team B is using traditional methods.

Performance differentials are illustrative only and have not been quantified based on existing performance measures as we can not track this.

The sales enablement uplift program

Content TechnologyData

Result

Full suite of content easily available to sales

Result

Know our customers and propensity to buy

Result

Improved conversion and deal velocity

There are three core elements of our sales enablement uplift program, that when combined, will help our Sales and Marketing Teams work together to deliver growth for Australia Post.

1. Content audit

• Collect content assets from a range of

repositories and sources

• Collate and organise content into product

categories / themes

• Document all content in one central

spreadsheet

• Rate content against quality measures

3. Plan, assign and fund

• Establish project team members

• Engage agency partners as virtual

team members

• Assign responsibilities to team members

• Establish project management plans and

processes (Trello, excel, stand-ups, RACI,

administration, reporting etc.)

• Set targets, goals and timelines

• Assign budgets and raise PO’s

6. Review

• Periodic review and evaluation of content is critical to

success.

• Return to content audit to identify new opportunities.

2. Analyse and prioritise

• Identify content gaps

• Define MVP content deliverables

• Prioritise delivery of content based on agreed

business priorities

• Balancing output based on value, ease to

develop and required resources

• Validate plans with Product, Sales, Marketing

and Segment Development SMEs /

Reprioritise where necessary

5. Engage and forward-plan

• Develop pipeline of content deliverables

• Engage and involve stakeholders

at all levels

• Educate stakeholders on the role of

sales enablement content

• Develop continuous content

improvement processes

• Develop content life cycle management

processes

4. Content uplift

• Develop pipeline of content deliverables

• Define objectives of every planned asset

• Map content to sales funnel

• Engage SMEs upfront and establish

working groups

• Define RACI for every content deliverable

• Brief agency partners (copy and design)

• Develop drafts, proofs, final artwork

• Obtain stakeholder feedback / approvals

• Obtain CCP approval

• Manage delivery to agreed timelines

• Prepare content for upload into content management

platform

800+ contentAssets collected!

Creating a library of compelling contentMoving from adhoc, product led content to a suite of value led content

that gives our sales team confidence to sell and customers confidence to buy

Slide 8AUSTRALIA POST– Strategic slide templates 2019

We can’t reach the right person

Poor data population at source

Inaccurate data health reporting

Right person, right message,

Validation in place

Accurate data health reporting

Central Data Uplift Program

Training/Process/Governance

Establish baseline data health

Incomplete and outdated data

No standardized data creation process

Verified and accurate data

Clean and accurate data

Central Data Uplift Program

Define and implement control

Current state Future state

Creating a unified data governance strategy, central uplift program & effective data models

No use of data models for targetingBuild & test propensity models Right customer with right offer

Technology to enable the right content at the right time with measurable results

Page 10© 2016 Australia Post

We’re getting results✓ We can now measure efficacy of

all content throughout the buying stages

✓ We know what contents working

✓ We’re know what content’s missing

✓ We’re delivering a better customer experience

✓ Deal velocity is increasing!

INSERT SCREEN GRAB OF SEISMIC DASHBOARD

Questions?