It Starts with Buy-in: How to Achieve Executive Support for Your Content Strategy Initiatives

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• Who are the execs I need to target?• What do execs care about?• How do I get execs to care about my objectives?• How have other companies done this?

– HTC– ExactTarget– Blackboard

• Questions?

Overview

Who are the Execs I need to target?

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Marketing

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Customer Experience

Courtesy of http://www.ereachconsulting.com/

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Sales

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Support

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Product

What do execs care about?

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What do Execs care about?

• Goals– Revenue– Decrease in Costs

• Previously failed initiatives– Fool me once…

• Keeping up with the Joneses– What are competitors doing?

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Marketing Goals

• Help Sales close business• Getting/Converting leads• Drive interest and buzz around the product• Maintain the reputation of the

Company/Product online/offline• Tracking, Tracking, Tracking• Continuity of information across systems

(CRM, Email, Marketing Automation, Social Media, Sales Slicks/Materials)

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Sales Goals

• Close business– ABC - Always be closing

• Renew customers with ease – Account Management/Customer Experience

• Increasing revenue opportunities– Upsales

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Support Goals

• Customer Satisfaction– Net Promoter scores

• Closing Tickets– Metrics typically measure # of tickets closed

and how fast they are closed

• Deflecting Tickets– Self Help options

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Product Goals

• Customer Adoption– Making the product easy to use

• Customer Retention– Making sure the product keeps up with requirements

• Customer Feedback– Enhance the product based on usage

• Effectively communicating the hard work done by development team– Appreciation for the hard work

• Quality

How do I get execs to care about my objectives?

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That is my Goal too!

• Identify overlap• Commonality among goals• Find undiscovered benefits for their goals

with your goals• Most logical path of least resistance

– It accomplishes all goals and I don’t have to do anything? Where do I sign?

How have other companies done this?

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How do I get started?

• How do I get buy in?– Micro Business Plan

• Who do I approach?• How do I approach them?

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Objective• Global Initiative to

establish brand control

Scope• 120+ mobile devices• Tutorials, videos, FAQ’s,

Troubleshooting, user guides, FAQs…

• Global audience, 16 languages

• Web self-serve• Agent facing• .COM integration• In product

Outcome• Success powered by

MindTouch

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Objective• Increase customer success

and improve retention

Scope• Web self-service• In-product help• Case management

integration• Knowledge collaboration

Outcome• Success powered by

MindTouch

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Objective• Increase knowledge

capture from SMEs and better experience for end users

Scope• Speedy updates• Collaboration of Internal

and External SMEs• Flexible, Scalable, and

Secure Solution

Outcome• Success powered by

MindTouch

Questions?

Thank you