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

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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


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

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© 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


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


The B-to-B Content Supply Chain

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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


Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination.

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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


Sales Personas


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


•  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


Portfolio Marketing’s Role in the Factory Line SiriusPerspective: Product, solution, industry and segment marketers are primarily responsible for content origination.

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Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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



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

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PRODUCT-CENTRIC

Capabilities

Offering

Capability




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PRODUCT-CENTRIC

Capabilities

Offering

Capability

PERSONA-CENTRIC

Buyer Persona

Topic

Persona




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PRODUCT-CENTRIC

Capabilities

Offering

Capability

PERSONA-CENTRIC

Buyer Persona

Topic

Persona




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PRODUCT-CENTRIC

Capabilities

Offering

Capability

PERSONA-CENTRIC

Buyer Persona

Topic

Persona




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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 +

Preference-Based Assets Menu-Based Assets


Global Campaigns and Programs’ Role in the Factory Line

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SiriusPerspective: Global campaigns and programs are responsible for ensuring content offers align to buyers and buying cycle stages.


Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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


•  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


Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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



Best Practice: Content Architecture SiriusPerspective: Content requirements are defined after figuring out how to align content to knowledge inflection points of the audience.

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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.

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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.

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Communications’ Role in the Factory Line SiriusPerspective: Communications is primarily responsible for bringing organizational insight to life through content activation.

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Usage

Feedback

Creative Brief

Creative Concept


A/B Testing

Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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


•  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


Best Practice: Content Anatomy SiriusPerspective: Best practice requires thinking about content modularly, with a defined set of attributes acting as a decision framework.

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Content Source



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Content Source Campaign Theme



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Content Source Campaign Theme Creative Concept



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Content Source Campaign Theme Creative Concept Topic/Headline



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Content Source Campaign Theme Creative Concept Topic/Headline Asset Type



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Content Source Campaign Theme Creative Concept Topic/Headline Asset Type Brand


Best Practice: Content Anatomy SiriusPerspective: Content represents implicit and explicit attributes, all of which should represent conscious, purposeful, informed decisions.

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35



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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.

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Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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


•  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


Best Practice: Persona and Customized Value Content

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SiriusPerspective: High-performing reps require persona knowledge and assets as well as tools that customize the business value conversation.



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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



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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



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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


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


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)


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.

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Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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


•  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


Best Practice: Avoid Local Rework Via Reverse Process

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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%


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.

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Usage

Feedback

Sales Requirements

Creative Brief

Creative Concept



Language

Culture


Content Requirement

Topic Selection

Market Segment

Buyer Personas


Sales Personas


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


Content Optimization Dashboard SiriusPerspective: Use relevant metrics and key performance indicators to measure enterprise-wide content operational effectiveness.

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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


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)


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

Date post:	14-Sep-2014
Category:	Business
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