science of nurture session 3 module 5. 2 session three: defining content and asset needs
Post on 28-Dec-2015
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Science of Nurture within Marketing Context
Lead
Creat
eRes
pons
e
Gen
erat
ion
RESPONSE
NURTURE
Lead
Progr
ess
Lead
Nurtu
re
Close
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With this new method, the definition of nurture must evolve:
FROM TO
Nurture consists of three email touches, used to help continue the conversation between response capture and LDR engagement
Nurture is an approach to continue interaction with clients, based upon their interests and needs, across a variety of communication methods.
Nurture helps the client move along the Buyer Journey to next- step actions. Nurture will be triggered and stopped based on the client’s behavior.
And, only based on the client’s readiness will it be passed to engage LDRs for lead validation and assists Sales with the progression of leads to wins
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We need a more effective approach to marketing
From:
One size fits all and what IBMwants to say
To
Personalized around the client, what they are looking to understand,what needs they have to solveWhen and where they require.
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Education recap
• Module 1: Putting Nurture into Context– Identifies how client-centric Nurture is a critical element of the 2015
Roadmap
• Module 2: Defining Nurture– Describes why a redefinition of Nurture is necessary to the
business
• Module 3: Identifying Objectives and Target Audiences– Introduces the Nurture Worksheet to integrate the teams behind
Nurture efforts
• Module 4: Using the Buyer Journey and Personas – Helps us move from regular target audience descriptions to
Personas that deliver insight
• Module 5: Defining Content and Asset Needs– Highlights the importance of quality content, how to
practically evaluate content quality, and how to identify content gaps within the Buyer Journey
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What you will learn in this module
• Key benefits– Details a complete approach to sourcing and or creating high quality content– Provides guidance on how to map content to hurdles within the Nurture Worksheet
• Key learnings– The quality and quantity of content is at the heart of personalized marketing and our
ability to satisfy our client/prospect’s needs– To move a buyer towards a sale, we must deliver content that addresses the
hurdles the target audience needs to overcome– Content must be audited for quality, and gaps should be addressed quickly while
we use interim solutions to keep our Nurture efforts moving forward
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Purpose
To apply a practical framework which identifies the content needs for the target audiences to further engage in a conversation
Why
Right content at the right stage will move potential clients past hurdles and toward the sale
Helps identify physical and quality gaps in content
Behavior change
Enables the IBMer to scrutinize content for relevance and quality
Who How we’ll use the brand quality differentiators
WW• DPP: Identify existing content
to address hurdles and determine content gaps
• Agency to help evaluate content gaps and create content to fill gaps
LOCAL• DPP: Review WW identified
content; determine relevance for local market and modify or request new content as needed
Science of Nurture education
Defining content and asset needs
1. Setting the shared agenda:
With the use of appropriate content and assets, show how we can deliver progress for our clients and their clients.Use references and proof points to inspire confidence and overcome doubts
2. Making the case with expertise and proven outcomes:Content is how we make the case. It is the vehicle that demonstrates our expertise and proven outcomes. We arm our clients to make the case to their constituents
4. Charting the client’s path to deliver that value:Client roles are assigned content that is most relevant and valuable at the right time in a client’s Buyer Journey
3. Collaborating with experts to define future value:Content provides opportunities for collaboration with experts
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Relevant, quality content aligned to client needs is critical to effective engagement and progression toward win
FROM TO
Nurture is built around existing content Nurture is built top-down based on target audience insight, which defines content and offer
Identifying existing quality content and closing content gaps are essential to building client-centric Nurture
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Assuring the quality of our content is critical to Nurture
Content… ...fuels the conversation
…shows us how to respond to the client’s need to learn
…is how we communicate our expertise
…is how we create belief
…is how we make our case with proven outcomes and expertise
…offers opportunities for collaboration
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Quality content comes in a variety of formats and interaction methods
Content is delivered through a wide range of formats and different interaction methods. Content is information that provides value to an audience.
Specifically:
• Asset– Content delivered through a specific interaction
method to generate a response is called an asset
• Interaction ("The How")– Method of delivering content
• Format ("The What")– How content is presented through text, visuals
and/or sound. Examples of format are: a white paper, an email or a video
Example: A research finding (content) is delivered…
• by a speaker during an event breakout session (interaction)
• in the format of a presentation (asset)
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Remember content and assets can come in many different interaction methods and formats*
Asset: Analyst Report Asset: Case Study
Asset: Webcast / Whiteboard Session
Asset: Interactive eBook
Content: Resource Centre
Asset: Content from an Event
Asset: An Event
*List not exhaustive
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Quality assets help overcome hurdles in the Buyer Journey
As a reminder, in previous modules we defined:
• Hurdles: obstacles that prevent buyer from purchasing after they have identified a business need
• Buyer Journey: illustrates the hurdles which clients need to overcome in order to consider IBM’s solutions
BQDSet the Shared
Agenda Make the Case Collaborate with Experts Chart the Path
Buyer Journey
Learn Solve Compare Purchase
Hurdles
L1: Pressured by senior management to stay ahead of industry trends and act as subject matter expert on relevant information, in addition to other responsibilities
L2: Views himself as a marketer, not an expert in data security or technology solutions
L3: No clear resource where he could learn about new solutions, so starts research with a generic Web search or asks peers for advice
S1: Problems are ambiguous and require input from multiple stakeholders within the company
S2: Unaware of technological developments and tends to choose tools he’s already familiar with
S3: As a Vice President, he is expected to develop his own structured problem solving system and lacks guidance
S4: Limited financial resources and overloaded schedule
C1: Because solution providers provide product information in different units and formats, he has difficulty comparing products to each other and against his list of requirements
C2: Distrusts salespeople and prefers objective commentary by third-party experts or customizable reviews
C3: Needs data that makes the business case for the product by demonstrating potential impact on margins
P1: Each procurement proposal requires a formal business case
P2: Must build support from other internal stakeholders
P3: Proposal review committee meets quarterly, so proposals rarely maintain momentum
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Quality content leverages the brand quality differentiators with IBM’s corporate character
+ =
IBM Brand QualityDifferentiators
IBM’s Corporate Character
What we really mean by quality
Putting our expertise to work in support of
clients’ ambitions, challenges and environments
Delivering experiences that look like, sound like, think like and perform like
IBM
Creating assets and experiences that drive demand and
uniquely and brilliantly differentiate IBM
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We can use the Quality Scorecard to assess content…
http://w3.ibm.com/connections/communities/service/html/communityview?communityUuid=d710e974-ed2f-4396-ac87-58f6f46ee7a8#fullpageWidgetId=We70451a7b846_4ea3_b261_e1a70fba05a5&file=fd5ed6b2-6edc-4e16-9143-47f8054b7abd
What is the threshold that offers must meet in order to be included?
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…and to determine if assets are of sufficient quality to be included in our Nurture Worksheet
• Make sure you have:– Collected available content in different formats– Check the asset against the Quality Scorecard– Use the quick Nurture checklist to evaluate content
Is it addressing the right audience/roleIs it making reference to a specific industryIs the hurdle to overcome clearDoes it demonstrate our expertise and proven outcomes to make the caseIs there a clear and compelling call to action to continue the dialogHas it been developed within the last 12 month – is it still current and relevantIs it in the right format?
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Good Nurture content fulfills the Offer Quality Assessment
Insert picture of new offer quality assessment
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GOOD: Is clearly aligned to a target audience/role
GOOD: Addresses a specific hurdle in the Buyer Journey
MISSED OPPORTUNITY: Does not provide evidence needed to make the case
MISSED OPPORTUNITY: Does not have a strong call to action
These examples show how we can assess quality against our four criteria
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Content clearly states who this document is written for
Content did not go the step further and state if this was interesting for CMOs or Web specialists
Try this: Integrate more precise information on who finds document interesting and who benefits most from reading it
This example shows how content can be identified as aligning to a target audience
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Content clearly addresses a hurdle in SOLVE: “Expected to develop structured problem solving system but lacks guidance. This solution will help me to do that”
This example shows how content can be identified as addressing a specific hurdle
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Content does not provide evidence in the form of client quotes or facts to make the case
Try this: Add references from existing clients e.g., increased conversion rates by up to 50% and sales by up to 25%
This example shows how content should be identified as providing evidence needed to make the case
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Provides a call-to-action with multiple contact opportunities
Did not point directly to related content and did not offer opportunity to speak with an expert
Try this: Provide links to specific content and offer the option to speak with an expert
This example shows how strong calls to action and links to related content help deepen collaboration
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Data is hidden in the back within the “editorial”
Try this:Highlight clearly up front how recent this document is. It shows confidence and immediately communicates relevancy
Document is less than 12 months old
This example shows how content should be confirmed to be current and still relevant
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Preferred format and interaction methods can be found in the Persona
Here we see the preferred interaction methods that can be used to deliver the white paper
Here we see that White papers are appropriate for SOLVE stage
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This analysis then helps us map all relevant assets that meet quality guidelines in our Nurture Worksheet
Solve
S1: Problems are ambiguous and require input from multiple stakeholders within the company
S2: Unaware of technological developments and tends to choose tools he’s already familiar with
S3: As a Vice President, he is expected to develop his own structured problem solving system and lacks guidance
S4: Limited financial resources and overloaded schedule
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Existing assets may not allow us to address our hurdles within the right format and interaction methods• Once you have mapped the individual assets, you need to evaluate the overall campaign against
the following criteria:– Do you have the right mix of third-party vs. IBM-authored content? Below is a rough guide:
– Do you have the right mix of formats based on information from the Persona?
• The goal is to have all hurdles mapped to content. When content is not available, consider creating new content– An asset should be mapped to a single hurdle– Where a hurdle is present in more than one Persona, so to, can the asset
• To close the gap, you can either search for additional content, or you will need to create content
• The work done so far will help you write a clear brief describing the content
IBM authored content Third-party content
Learn Low proportion High proportion
Solve Equal proportion High proportion
Compare Equal proportion Equal proportion
Purchase High proportion Low proportion
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This example illustrates content gaps within the Nurture Worksheet for Smarter Commerce
ASSET GAP: Not enough content available for a robust Nurture effort
ASSET GAP: Not enough content is available and not in the right format and interaction method
GOOD: Significant amount of content available, in correct format and interaction methods
ASSET GAP: Not enough content available for a robust Nurture effort
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Once we identify a content gap, we must identify an interim solution and we must work to address the gap
• Look for additional content that may fill the gaps temporarily
– Even if the content is not in the best format or interaction method
– Consider content from adjacent stages within the Buyer Journey
• Existing content is available in multiple sources:
– Campaign and Sales Play planning portal: https://guidancehub.raleigh.ibm.com/programs
– MAM: http://217.28.164.25/IBM001/templates/login.html
• Complete a Content Brief based on the Nurture Worksheet, Persona and Planning for Interactions documents
– Content brief is available at http://w3-03.ibm.com/marketing/resources/briefs.html
• The following key elements can be used to create a brief that will produce the right content for your needs
– Campaign objective– Persona– Stage in Buyer Journey– Hurdles– Format and interaction method
Interim solution Address the gap
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To address the content gap, we can create a Content Brief to direct content creation teams
http://w3-03.ibm.com/marketing/resources/briefs.html
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Module 5 – Notes for local teams
• Content will be global in nature, but should reflect best practices and general target audience needs
• Review to understand where a local content infusion can have a significant impact
• Does the content align to the local target audience insights?
• Consider each piece of local content available in the context of quality
– Is there a match with a specific hurdle?
– Is the content of high quality?
• Replace content where appropriate, rather than re-creating Nurture streams
• Highlight gaps and submit requests for WW to address
Evaluating worldwide-provided content
Criteria for keeping or adapting
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Summary of learnings
• Content is at the heart of personalized marketing– Establishes a point of view– Aligns to the Brand Quality Differentiators and IBM Corporate Character– Explains our solutions– Positions against the competition– Makes the case through our expertise and proven outcomes
• Content must be audited for quality, and gaps should be addressed quickly while we use interim solutions to keep our Nurture efforts moving forward
• To move a buyer towards a sale, we must deliver content that addresses the hurdles the target audience needs to overcome
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