Content Map the Buyer Experience-CMA B2B Event
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Transcript of Content Map the Buyer Experience-CMA B2B Event
The Buyer ExperienceContent Mapping for a Buyer-Centric Content Strategy
Corinne SchmidDirector, Solutions Marketing | OpenText
POP QUIZ
HINT:
It’s the same year that the Four P‟s defined the
“Marketing Mix”.
HINT:
It’s the same year that the Four P‟s defined the
“Marketing Mix”.
1960
Isn’t it madness to market based on practices from over 50 years ago?
When was the New Coke launched?
When was the New Coke launched?
1985
When was the New Coke launched?
The first brand-focused crowd sourcing was live, in person.
Consumers engaged. Enraged.They took to the streets.
Coke halted production of New Coke the same week it launched.
Time Magazine, The Death of New Coke, 1985
Consumer revolt forced the GAP to abandon
its new logo…when?
Consumer revolt forced the GAP to abandon
its new logo…when?
2010
Consumer revolt forced the GAP to abandon
its new logo…when?
The second largest brand debacle through online crowd sourcing.
The GAP had social media on its side and spun the incident as an ‘experiment’.
GAP reverted back to its original logo within the same week.
Let’s take a swing at the new B2B marketing
The new face of B2B marketing
1. It’s about the Buyer
2. And knowing their influencers / peers / networks
3. Meeting their distinct information needs
4. With a compelling narrative
5. Mapped to each stage of the Buyer experience
Let me give you an example….
Meet the Smith’s
They’re going to LA, California, this year for their family vacation.
Why LA?
How long will it take us to pay off
this trip?
FINALLY! I’ll become Paris Hilton’s new
BFF!!
Six Flags!Disneyland!Comic Can !
Is there time to visit them all?
I can’t wait to have family
time....especially along Rodeo
Drive!
B2B Translation: Buying Center
RatifierInfluencerAdminChampion
B2B Translation: Buying Center
What’s the impact to our cash flow?
Life will be better. And I’m going to be famous
How does this align with and impact other projects and resources?
Where do I get the most value?
„Champion‟
Mom went online and found the best
family vacation deal with the best
reviews. She had the trip booked,
itinerary set, kids organized, house
care confirmed, bags packed…
„IT Admin‟
Robbie was overwhelmed. What
about his science project? Batman
PS3 just launched – while away, he
could lose his coveted top score
status. But LA did sound really cool!
„Influencer‟
Beth couldn‟t believe that mom
finally agreed to it! She‟d been
begging to go since the first season
of Paris Hilton‟s, “My New BFF.” If
only her loser brother wasn‟t coming
along…
„Financial Ratifier‟
Dad agreed that it was the right thing
for the family. Pushing back the kitchen
reno‟s until next Spring wasn‟t ideal,
but family comes first. He hoped this
meant Beth would stop emailing them
vacation property rentals in Beverly
Hills.
B2B Translation: Buying Center roles
Shepherd the buying process; act as the key sponsor for a particular purchase
Internal or external sources that play a behind-the-scenes role
Influencers
Executives or decision makers who generally are involved very early or late
CXOs
Evaluators; individuals or groups that will be impacted by a purchase on a day-to-day basis
Users
What is the business value?Why should we spend $ on this?
Will it help me do my job better?Will my experience be good?
Is it stable, reliant and efficient?How will the performance be?
Will the solution meet our needs?Can we justify the spend?
24Adopted from SiriusDecisions
Active in the B2B Sales Cycle
Early Middle Late
Map the Buying Cycle to extend reach
Before ByCy Early Middle Late Loyalty
B2B Buying Cycle: Mapping Content
B.B.C Early Middle Late Loyalty
Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate
Common narrative withmulti-channel and format
delivery
Whitepapers Website Whitepapers Analyst Reports Whitepapers
Webinars SEO Webinars Case Studies Case Studies
Email Collateral Events Webinars Webinars
Newsletters Internal blogs Proposal User Events
Intro Video Self Guided online demosProduct Demo References Newsletter
Market Trends Presentation Business Case Communities
Thought Leadership Benchmarks
B2B Buying Cycle: Mapping Content
B.B.C Early Middle Late Loyalty
Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate
Whitepapers Website Whitepapers Analyst Reports Whitepapers
Common narrative with multi-channel and format
delivery
Webinars SEO Webinars Case Studies Case Studies
Email Collateral Events Webinars Webinars
Newsletters Internal blogs Proposal User Events
Intro Video Self Guided online demosProduct Demo References Newsletter
Market Trends Presentation Business Case Communities
Thought Leadership Benchmarks
Word of Mouth
Whitepapers
Online Events
Videos: YouTube
Facebook Wall
Affiliate Marketing
Slideshare
Social Communities
External Blogs
Articles
Media: PR/Online
Summary
Know your buyer Develop Personas
Know the buying center Beyond the Champion
Understand their motivations Talk to them! Do research
Meet their information needs Buyer Experience Map