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Inside Three-D Content Mapping
Micky Long
Whitney Boudreaux
Agenda
• Today’s Reality
• Defining Three-D Content Mapping
• Pain Points Uncovered
• Buy Cycle Integrated
• Content Identified
Today’s reality
Defining Three-D Content Mapping
Three main components
1 Mapping to pain point
2 Mapping appropriate content
3 Mapping to buy cycle
Pain Points Uncovered
• Develop personas
• Key questions:
Who What, What Why
6
Persona Outline
John DoeCIO
Other Titles:
• VP Information Systems, CTO
Challenges:
• Business units making requests faster than IT can deliver
Costs:
• License software maintenance fees and configuring legacy systems
Goals:
• Lower cost of delivery, business innovation and increased services capabilities
Solution Value Drivers:
• Easy integration
• Flexible delivery models
“Delivering high service levels and supporting cost effective growth are key.”“The business is moving faster than IT can support it.”
Goals: Efficient processesReduce costSimplify processSolution Value Drivers:Save timeSave moneyImprove operationsImplement best practices
Other Titles: • COO, VP/Dir. OperationsChallenges: • Escalating material/labor costs• Supply chain issues• Vendor management issues• Outmoded business processesCosts:• People, materials, outsourced
services
John DoeDirector ofOperations
7
Persona Outline
“Current cost of delivery and skills required for the current solutions is unmanageable”“Our current vendor continues to raise maintenance”“I need to understand how we are performing for our Lines of Business”
Pain Points Uncovered
Research comes from anywhere–Sales feedback
–Industry publications / reports
Pain Points Uncovered
If you can’t find it, create your own–Conduct industry surveys
–Survey your database
Buy Cycle Integrated
Now that we know who they are, it’s time to determine where they are in the buy cycle
Discovery: Browsing.
Validation: Comparing.
Awareness: Window shopping.
Call-to-action/content
Product comparisons, price info, offers
Industry white papers, educational material
Case studies, other validation info
Post-sales communication, user newsletter
Emails with a mix of industry and product info
To be effective, content must be
• Relevant
• Varied
• Personal
• Fresh
Think
KISS
Reuse
This file is licensed under the Creative Commons Attribution 2.0 Generic license.
Reuse
Start with a white paper, run a podcast, create a video
Reuse
Partner with an analyst, run a webinar, highlight in a collateral piece
Put it all into action
Industry White Paper
Technical White Paper
Vendor Video
Response
Response
ResponseProduct
Datasheet
Product Case Study
Industry Webinar
Response
Response
ResponseProduct
Case Study
Technical White Paper
Industry White Paper
Response
Response
Response
Industry Webinar
Industry Podcast
Response
Return to Pool
Offer/Sales
Y
N
NNN
N N N
N
Y Y
Y Y Y
Y Y Y
Awareness
Discovery
Validation
Response
NN
Y
Summary
1. Get inside your prospect’s head
2. Recognize that you don’t control the process
3. Embrace diversity
4. Leverage automation to avoid “Batch and Blast”
5. Test, test, test… and then test some more
