How to get the right content, to the right people at the right time€¦ · Inbound Community &...

How to get the right content, to the right people at the right time

November 16, 2017

TODAY’S SPEAKERS

Nina Brakel-SchuttBrand Strategist,

Widen

Jake AtheyVP Marketing,

Widen

Nate HolmesContent Marketing Manager,

Widen

ABOUT WIDEN

We help people like you get the right content to the

right people at the right time

THE RIGHT CONTENT

1. Your brand essence

2. Your audience

Pave the way with the right content strategy

Increasing volume, variety, and velocity

won’t cut it

ComplexitySALE, PRODUCT, INDUSTRY, BUYER, AND JUSTIFICATION

CONTENT

Media & Analyst Relations

Brand

Digital

Inbound

Community & Events

Product & Partners

MODERN MARKETING STRATEGY

POSITION

CONTENT

Brand

MODERN MARKETING STRATEGY

POSITION

INFLUENCE

CONTENT

Media & Analyst Relations

Brand

MODERN MARKETING STRATEGY

POSITION

INFLUENCE

REACH

CONTENT

Media & Analyst Relations

Brand

Digital

MODERN MARKETING STRATEGY

POSITION

INFLUENCE

REACH

GUIDE

CONTENT

Media & Analyst Relations

Brand

Digital

Inbound

MODERN MARKETING STRATEGY

POSITION

INFLUENCE

REACH

GUIDE

ENGAGE

CONTENT

Media & Analyst Relations

Brand

Digital

Inbound

Community & Events

MODERN MARKETING STRATEGY

POSITION

INFLUENCE

REACH

GUIDE

ENGAGE

GROW

CONTENT

Media & Analyst Relations

Brand

Digital

Inbound

Community & Events

Product & Partners

MODERN MARKETING STRATEGY

Have a clear content mission

CONTENT MISSION

Widen is a place where marketing and creative teams find actionable advice,

practical resources, and success stories to flourish in a world connected by content.

CONTENT MISSION

Widen is a place where marketing and creative teams find actionable advice,

practical resources, and success stories to flourish in a world connected by content.

Who?

CONTENT MISSION

Widen is a place where marketing and creative teams find actionable advice,

practical resources, and success stories to flourish in a world connected by content.

What?

CONTENT MISSION

Widen is a place where marketing and creative teams find actionable advice,

practical resources, and success stories to flourish in a world connected by content.

Why?

Great content marketing is customer service at scale

THE RIGHT PEOPLE

Target your content to the right audiences

WHO

Customers

Buyers

Partners

CONTENT STAKEHOLDERS

Analysts

Industrypeers

Employees

Use the right tools to support your content strategy

Salesforce(CRM)SELL

HubSpot(Marketing automation)

NURTURE

Widen Collective(Content management)

CONNECT

WIDEN’S MARTECH STACK

Tools that support our content strategy

WIDEN’S MARTECH STACK

SALES ENABLEMENT

Customer relationship management

Business intelligence

WIDEN’S MARTECH STACK

SALES ENABLEMENT

Customer relationship management

Business intelligence

CX MANAGEMENT

Web CMS

Email, Social, Digital

Personas, Tracking

WIDEN’S MARTECH STACK

SALES ENABLEMENT

Customer relationship management

Business intelligence

CX MANAGEMENT

Web CMS

Email, Social, Digital

MARKETING MANAGEMENT

Digital asset management

Content analytics

Personas, Tracking Work management

DAM AND CONNECTIVITYCONTENT LIFECYCLEDAM CONNECTS CONTENT

< EMBED ASSET >

Blog

Email

Social

Web CMS

Landing Pages

Drip Campaigns

LEADS

ACCOUNTS

CONTACTS

OPPORTUNITIES

CAMPAIGNS

WIDEN.COM LANDING PAGE

WIDEN’S MARTECH STACK

WIDEN’S MARTECH STACK

WIDEN’S MARTECH STACK

WIDEN’S MARTECH STACK

$30,000

WIDEN’S MARTECH STACK

WIDEN’S MARTECH STACK

SALES ENABLEMENT

Customer relationship management

Business intelligence

CX MANAGEMENT

Web CMS

Email, Social, Digital

MARKETING MANAGEMENT

Digital asset management

Content analytics

Personas, Tracking Work management

WIDEN’S MARTECH STACK

Collect + Track + ShareDigital interactions with all buyers and customers

THE RIGHT TIME

INSIGHTS CASE STORYTHE HERO’S JOURNEY

The hero’s journey

The ordinaryworld

The call to adventure

Refusalof thecall

Meeting with thementor

Crossingthethreshold

Tests, allies, and enemies

Theapproach

Theordeal

Thereward

Theroad back

Theresurrection

Returnwith elixir

The hero’s innerjourney

Limited awareness of the problem

Increasedawarenessfor the need to change

Fear and resistance to change

Overcome fear

Commit to the change

Experiment with new conditions

Prepare for major change

Big change with feeling of life or death

Accept new life

New challenge rededication

Final attempts, last minute danger

Mastery

The 13 major steps

The takeaway for the hero at each step (or moment)

Storify the customer journey

Time to synchronize the experience

BUYER RESEARCH

If you give a marketing team an email nurturing campaign

BUYER RESEARCH

Direct Traffic & Discovery & Guest

PassRequest for marketing

Discovery Call &

Project now with

Trigger:Help marketing teams organize and publish content.

Widen Summit & DemoSolution Architect has

buy-in from business unit heads but not executives

Signed MSA and Customer Brief

04/04/16 06/15/16

9/16/16

1/17/17

Web DemoSolution Architect

06/20/16

CallSolution Architect

07/29/16

CallSr. Project Manager

11/01/16 Email x3POCAPI

convos, inDesign Plug-In.

11/17/16

Map buyer journeyspoc

Lead - MQL

BUYER RESEARCH

Direct Traffic & Discovery & Guest

PassRequest for marketing

Discovery Call &

Project now with

Widen Summit & DemoSolution Architect has

buy-in from business unit heads but not executives

Signed MSA and Customer Brief

04/04/16 06/15/16

9/16/16

1/17/17

Web DemoSolution Architect

06/20/16

CallSolution Architect

07/29/16

CallSr. Project Manager

11/01/16Email x3

POCAPI

convos, inDesign Plug-In

11/17/16

poc

Lead - MQL

BUYER RESEARCH

Trigger:Help marketing teams organize and publish content.

Solution Architect

IT Consultant

Photography Producer

BUYER RESEARCH

6 month buying process

Contact 1

Contact 2

Contact 3

When buyers got our nurturing emails

Inqu

iry

Pur

chas

e

Lessons learned● The buying cycle is longer and less predictable

● There are more contacts involved

● Marketing automation wasn’t always sharing content relevant to the buyers moments

BUYER JOURNEY MAPPING

BUYER RESEARCH

If you give a marketing team a buyer’s journey map

“Is our content answering the questions the _____ persona has

throughout the buying process?”

Audit key content

BUYER RESEARCH

Awareness Consideration Decision

Buyer journey framework

EVALUATE WIDEN MARKETING CONTENT

Buyer journey framework

EVALUATE WIDEN MARKETING CONTENT

Are we getting the right content in front of the right people?

EVALUATE WIDEN MARKETING CONTENT

EVALUATE WIDEN MARKETING CONTENT

Buyer journey framework

Is the information adequately answering buyer questions?

Read your content with your buyer’s questions in mind

Are they taking action?

EVALUATE WIDEN MARKETING CONTENT

Buyer journey framework

BUYER RESEARCH

If your marketing team conducts a content audit

They’ll want to update their content based on personas

Personas and the customer journey

Profiles of our target audiences and “ideal customer”

PERSONAS ARE:

Anticipate buyer behaviorsUnderstand who we’re talking to

Create groups of content packages

BUYER PERSONAS HELP US:

DAM AND CONNECTIVITYHISTORICAL PERSONA GROUPS

Creative IT Marketing

Old personas

DAM AND CONNECTIVITYHISTORICAL PERSONA GROUPS

TOO BROAD

Old personas

Creative IT Marketing

HUBSPOT PERSONAS GROUPS

HUBSPOT PERSONAS GROUPS

● Tailored content for 8 personas wasn’t manageable● Hard to measure content effectiveness with overlapping messages

DAM AND CONNECTIVITYTHE CUSTOMER JOURNEY

DISCOVERLEARN

TRY

BUY

ENGAGEADOPT

ADVOCATERE-BUY

BUY

Re-buy Stage(EXISTING CUSTOMERS)

Buying Stage(NEW CUSTOMERS)

AWARE CONSIDER DECIDE UTILIZEONBOARD

DAM AND CONNECTIVITYSTAGES OF THE CUSTOMER JOURNEY

Re-buy StageBuying Stage

DISCOVERLEARN

TRY

BUY

ENGAGEADOPT

ADVOCATE

Re-buy StageBuying Stage

INSIGHTS CASE STORY

What we looked at

Current personas visiting our website (HubSpot data)

Highest performing marketing content (DAM data)

Average customer close time (Salesforce data)

Job titles for those going through our buying process

Our primary point of contact at each buyer organization

Content spoon fed by advisors vs. consumed on their own

INSIGHTS CASE STORY

● Their roles and the goals for their roles● The pain points they experience when trying to achieve their goals

AWARE CONSIDER

DAM AND CONNECTIVITYSTAGES OF THE CUSTOMER JOURNEY

MARKETING CONTENT FOCUS

CONSIDER

DISCOVERLEARN

TRY

BUY

ENGAGEADOPT

ADVOCATE

DAM AND CONNECTIVITYNEW BUYER PERSONAS

Seller/Marketer

Tech Specialist/Systems

supporter

Evaluator/Researcher

New personas

Creator/Executor

Seller/Marketer

Markets and/or sells products and services for the organization.

Manager = DIFM Tactical worker = DIY

NEW BUYER PERSONAS

TechSpecialist/Supporter

Supports the success of systems for the organization or has expertise

running them. Has business acumen.Manager = DIFM

Tactical worker = DIY

NEW BUYER PERSONAS

Evaluator/ResearcherResearches, negotiates with, and

screens vendors for the organization’s system investments. Hands on. DIY.

NEW BUYER PERSONAS

Creator/Executor

Writes, designs, oversees creation or does production of content for the organization. Hands on. DIY.

NEW BUYER PERSONAS

“Any department that needs something will come to us. I have a nice set of long term projects I’ve organized, but every day there’s one or two things that just appear.”

“All the assets I use will go into the DAM so it’s important it makes sense to me.”

“I presented the prefered DAM to an internal group. The executive director made the ultimate decision, considering financials, timelines, and other things.”

FROM OUR INTERVIEWS - CREATOR/EXECUTOR QUOTES

INSIGHTS CASE STORYPERSONA PROFILE - CREATOR/EXECUTOR

How they find Widen Pain points

They want to know

Who are they?

They don’t want... Why they buy from us

How our tools help their creative process + integrate with the tools they use (Adobe CC, Dropbox, etc)

How we’re different from competitors

How to sell/present our solutions and services to upper management

We’re not salesy

Our workflow/proofing tool is directly integrated into DAM

We understand the creative and agency world

Our partner-led approach

UI makes sense/is intuitive

Graphic/Web Designer, Creative Director, Creative Ops, UX Strategist, Video Producer/Editor

Writes, designs, oroversees creative and content production at any size organization

Referred to Widen by another creative

Referred to Widen by a client

Google search for concepts around creative and marketing pains (search, versioning, rights management, brand control, etc)

To be talked down to

Complexity (in product, sales conversations, or onboarding process)

Prioritizing work and meeting deadlines

Keeping work requests organized

Getting things done quickly, but still producing good design/writing/content

Being the hub for creative requests

Collaborating successfully with all teams

Measuring work against business strategy

TODAY’S AGENDA

AWARENESS

Become aware of a problem

Commit to fix the problem

[Marketing content to educate about pain/solutions]

- Blog posts- White papers- Industry research

- General webinars- Community- Thought leader interviews

CONSIDERATION

Research vendors

Evaluate diff. vendor solutions

[Marketing/Sales content to evaluate diff. software categories]

- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits

- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates

List pros/cons of DAM vs.

other categories

Content subjects: Address the general pain points of creatives, educate about DAM

as a solution to their pain

Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of

human power with software

DECISION

[Sales content that shows why to choose Widen]

Share pros/cons for

top DAM vendors with buy-in team

Justify reasonsto purchase

Commit to a specific DAM

solution

Try/ test before you buy

Identify other plans needed:

implementation, training, etc.

- Live demos- Proof of concept- Knowledge base- User manuals

- Product webinars- Workshops- Sales contracts

Content subjects: Why Widen, highlight people behind the software, sell to leadership,

implementation preview, get started using the product

Content types: Content types:

Content types:

INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE

TODAY’S AGENDA

AWARENESS

Become aware of a problem

Commit to fix the problem

[Marketing content to educate about pain/solutions]

- Blog posts- White papers- Industry research

- General webinars- Community- Thought leader interviews

CONSIDERATION

Research vendors

Evaluate diff. vendor solutions

[Marketing/Sales content to evaluate diff. software categories]

- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits

- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates

List pros/cons of DAM vs.

other categories

Content subjects: Address the general pain points of creatives, educate about DAM

as a solution to their pain

Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of

human power with software

DECISION

[Sales content that shows why to choose Widen]

Share pros/cons for

top DAM vendors with buy-in team

Justify reasonsto purchase

Commit to a specific DAM

solution

Try/ test before you buy

Identify other plans needed:

implementation, training, etc.

- Live demos- Proof of concept- Knowledge base- User manuals

- Product webinars- Workshops- Sales contracts

Content subjects: Why Widen, highlight people behind the software, sell to leadership,

implementation preview, get started using the product

Content types: Content types:

Content types:

INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE

TODAY’S AGENDA

AWARENESS

Become aware of a problem

Commit to fix the problem

[Marketing content to educate about pain/solutions]

- Blog posts- White papers- Industry research

- General webinars- Community- Thought leader interviews

CONSIDERATION

Research vendors

Evaluate diff. vendor solutions

[Marketing/Sales content to evaluate diff. software categories]

- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits

- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates

List pros/cons of DAM vs.

other categories

Content subjects: Address the general pain points of creatives, educate about DAM

as a solution to their pain

Content subjects: Identify business requirements, form an internal team to evaluate solutions, business case for DAM, the importance of

human power with software

DECISION

[Sales content that shows why to choose Widen]

Share pros/cons for

top DAM vendors with buy-in team

Justify reasonsto purchase

Commit to a specific DAM

solution

Try/ test before you buy

Identify other plans needed:

implementation, training, etc.

- Live demos- Proof of concept- Knowledge base- User manuals

- Product webinars- Workshops- Sales contracts

Content subjects: Why Widen, highlight people behind the software, sell to leadership,

implementation preview, get started using the product

Content types: Content types:

Content types:

INSIGHTS CASE STORYCONTENT STRATEGY BY BUYING STAGE

The results!

THE RESULTS

TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN

THE RESULTS

BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS

TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN

THE RESULTS

BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS

STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE

TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN

THE RESULTS

BETTERSEGMENTATION OF MARKETING CAMPAIGNS

BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS

STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE

TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN

THE RESULTS

BETTERSEGMENTATION OF MARKETING CAMPAIGNS

BETTER UNDERSTANDING OF WHAT CONTENT RESONATES WITH DIFFERENT PERSONAS

STREAMLINED TOOLS THAT MAKE OUR SMALL TEAM MORE NIMBLE, MORE AGILE

USEFUL DATA WE CAN TRACK OVER TIME TO GUIDE AND VALIDATE MARKETING DECISIONS

TRUE GRASP OF WHO WE’RE SELLING TO, WHAT THEY WANT, AND WHEN

USE OUR LEARNINGS FOR YOUR MARKETING

Marketing isn’t advertising. It’s a game plan that drives revenue for your business. Treat it that way.

1

REMEMBER

Challenge your assumptions of the buying process by mappingyour customer journey.

2

REMEMBER

Talk to your customers and document their questions. This will help you understand what answers your content should be providing at what times.

3

REMEMBER

Use your persona data to deliver more personalized messages and content to your audiences.

4

REMEMBER

Set-up weekly or bi-weekly meetings with your team to review data regularly and use it to guide your marketing decisions.

5

REMEMBER

Continually interview people who fit your persona profiles to keep them current and inspire meaningful content.

6

REMEMBER

Find the right mix of tools to support your customer journey and content strategy.

7

REMEMBER

List three ways you can get data to map your buyer’s journey

What’s next?

Thank you!

Nina Brakel-Schuttnbrakel-schutt@widen.com

Twitter: @Nbrakel

Jake Atheyjathey@widen.comTwitter: @jakeathey

Nate Holmesnholmes@widen.com

Twitter: @nate_holmes

QUESTIONS?

Get the slides at go.widen.com/bma-mke

Questions to ask about your content● Are we getting the right content in front of the

right people?

● Is this information adequately answering the buyer’s questions?

● Are they taking action?

FOR YOU - CONTENT AUDIT QUESTIONS

INSIGHTS CASE STORYFOR YOU - PERSONA PROFILE TEMPLATE

How they find you Pain points

They want to know

Who are they?

They don’t want... Why they buy from you

Image to represent your persona here

TODAY’S AGENDA

AWARENESS

Become aware of a problem

Commit to fix the problem

[Marketing content to educate about pain/solutions]

- Blog posts- White papers- Industry research

- General webinars- Community- Thought leader interviews

CONSIDERATION

Research vendors

Evaluate diff. vendors

[Marketing + Sales content to help personas evaluate you]

- Sales decks/presentations- Competitive analysis- Comparison checklists- Product features/benefits

- Product demo videos- Case studies- Customer interview videos- Product free trials- Proposal/Estimates

List pros/cons of your offering

vs. others

Content subjects: Address the general pain points of your persona, educate about

your offering as a solution to their pain

Content subjects: Identify business requirements, evaluate and compare providers,

create the business case

DECISION

[Sales content that shows why to choose you]

Share pros/cons of top

offerings with buy-in team

Justify reasonsto purchase

Commit to a specific provider

Try/ test before you buy

Identify other plans needed:

consulting, training, etc.

- Live demos- Proof of concept- Knowledge base- User manuals

- Product webinars- Workshops- Sales contracts

Content subjects: Why your offering over others, highlight differentiators,

justify to leadershipContent types: Content types:

Content types:

INSIGHTS CASE STORYFOR YOU - CONTENT STRATEGY TEMPLATE