Science of Nurture

Science of Nurture

2H 2012

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Session Two: Identifying Objectives and Target Audiences. Using Buyer Journeys and Personas

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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

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What We Will Cover Today

• How to define objectives

• Where to find these objectives as part of overall campaign objectives

• Identifying target audiences with enough specificity to strategically plan customized nurture

• And two key foundational concepts– Personas– Buyer Journeys

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3. IDENTIFYING OBJECTIVES AND TARGET AUDIENCES

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Purpose

Ensure Nurture efforts are always aligned to campaign objectives and target audiences

Why

Alignment allows us to target effectively and define content needs more specifically and in a consistent manner

Behavior change

Focuses marketing actions within Nurture on business performance

Who How we’ll use the brand quality differentiators

Science of Nurture education

Identifying objectives and target audiences3

1. Setting the shared agenda:

Not applicable to this module

2. Making the case with expertise and proven outcomes:Nurture starts with objectives and deep understanding of the decision makers and influencers we should focus on

3. Collaborating with experts to define future value:Identifying objectives allows us to focus Nurture on the type of value we aim to create for our clients – and IBM – by collaborating

WW• Market Segment Manager

(MSM) provides guidance on the objectives and target audience for the campaign.

• DPP to identify the relevant subset of objectives and audiences for Nurture

LOCAL• MSM and DPP update with local

campaign objectives and validate target audiences based on market insight

4. Charting the client’s path to deliver that value:Not applicable to this module

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Customized nurturing requires objectives and target audiences to be identified, but also aligned to our campaign design

FROM TO

A bottom-up approach to building Nurture that starts by examining existing assets for relevance to customer needs and delivering these assets to broad target audiences

A top-down approach that starts with the identification of an objective and target audience. By understanding clients’ decision-making processes, Nurture can align content and interactions to help chart the clients’ path to delivering value

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In order to consistently map campaign objectives to client needs, we have a method to help us

• Currently, campaign guidance provides broad goals and objectives, but does not account for details that are specific to Nurture

• The method utilizes a worksheet to document the key elements of the Nurture strategy within the overall campaign guidance

• This method will then become part of campaign guidance and provide a common foundational approach that will integrate the teams behind Nurture efforts

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Introducing the Nurture Worksheet

• The Nurture Worksheet– Promotes a common approach to Nurture strategy – Ensures we understand our client/prospect audience– Facilitates consistent quality of execution around the world– Brings together all the elements to design client centric Nurture

• WW marketing teams are responsible for originating the Nurture Worksheet as part of campaign guidance documentation– Worksheet should be as concise as possible– Versioned as needed – usually one worksheet per role per campaign or buying

agenda– Assists local marketing teams in selecting Nurture and adjusting for country needs

• The worksheet will be utilizing information from the following existing (or soon to exist) elements– Campaign guidance - Planning for

Interactions/Campaign Briefs– Personas - Available assets and

offers

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The Nurture Worksheet is designed to organize and consolidate the information needed to define Nurture

Program Campaign

Objective Sales Play

Target Audience (Roles) Industries

Customer Need

BQDSet the Shared

Agenda Make the Case Collaborate with Experts Chart the Path

Buyer Journey Learn Solve Compare Purchase

Hurdles

Format

Interaction

Asset

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In this module, we will focus on filling in the top part

BQDSet the Shared

Agenda Make the Case Collaborate with Experts Chart the Path

Buyer Journey Learn Solve Compare Purchase

Hurdles

Format

Interaction

Asset

Program Campaign

Objective 1 Sales Play 2

Target Audience (Roles) 3 Industries 4

Customer Need 5

The section below will be explained in future modules

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Consistent Definitions of the Fields will Drive Consistency

Program

The name of the group of campaigns and/or projects supporting the DP plans this campaign aligns to

Campaign

IBM's solution-selling response to the client’s key concerns and challenges (based on research, trends and market forces). The campaign articulates the client’s perspective, specific to their role within the organization, when addressing a complex business challenge

ObjectiveThe overall quantitative goal for this Campaign

Sales Play

A Sales or Market Management prioritized revenue driving effort to focus IBM sellers, practitioners and/or Business Partners on targeted IBM products, offerings or solutions in selected markets

Target Audience (Roles)

Usually expressed as a generic title (e.g. VP Marketing) for the audience segments targeted by this campaign

IndustriesThe industries for which the program and buying agenda are most relevant (e.g. Retail)

Customer Need

If there are multiple customer needs, content must be aligned to a customer need and hurdle

The top half of the worksheet contains Nurture program labels sourced from campaign planning documentation

This is always filled in by the team originating the campaign (usually WW)

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The Live Example: Smarter Commerce• We have selected Smarter Commerce because it offers a significant growth

play for IBM. It also offers both market-making and market-capture opportunities

Program Smarter Commerce Campaign Enterprise Market Management

Objective 1 Sales Play 2

Target Audience (Roles) 3 Industries 4

Customer Need 5

We will continue to use this example all the way through the rest of the education.

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Filling in the Nurture Worksheet1. Objective• A campaign objective is defined as the overall goal for this specific campaign

– At IBM, the campaign objective should be stated in terms of the following measures:• Response to Validated Lead conversion rate• Number of Validated Leads needed and associated revenue• Number of wins needed and associated revenue

– The campaign objectives should be identified by Market Segment Managers

• Why is this important? – Nurture results will be measured against goals – These goals must contribute to IBM’s bottom line– Goals should be set prior to launch

Program Smarter Commerce–Market Campaign Enterprise Market Management

Objective6% of the overall Smarter Commerce VL, VLRC and WR

Sales Play


Industries

Customer Need

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Filling in the Nurture Worksheet2. Sales Play• Nurture should be aligned to a Sales Play where possible

– We align Sales Plays to Nurture in order to increase the likelihood of a win by enabling the seller to continue the conversation that began with Nurture

– The goal of Nurture is to move a client from prospect through to handoff to Sales and progression through to win

– Nurture cannot make a sale – Nurture helps identify who is ready to progress to win

• Sales plays aligned with demand generation are identified on the Campaign and Sales Play Planning Portal

• By aligning Nurture to a Sales Play, we ensure all responses we drive are aligned to what we can sell and are a focus area for Sales


Objective6% of the overall Smarter Commerce objective

Sales PlayUsing benchmarking as a competitive advantage for Web analytics


Industries

Customer Need

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Filling in the Nurture Worksheet3. Target Audience• It is imperative to reference a Persona when completing target audience

• To make Nurture effective, it is critical to understand who the target audience is– In future modules we will learn how to better understand our target audiences – Nurture requires understanding the audience at a deeper level than most demand generation

efforts

• Target audience and roles are identified as part of the Consolidated Guidance Summary and should be sourced from this document aligned with job role spreadsheet

• For each campaign there are potentially multiple target audience roles, and a separate nurture worksheet is required for each.


Objective6% of the overall Smarter Commerce objective



VP Marketing Industries

Customer Need

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Campaign Objective6% of the overall Smarter Commerce objective



VP Marketing Industries Retail

Customer Need

Filling in the Nurture Worksheet4. Industries

• Understanding the industries our target audiences are in helps focus us on profitable segments– From the Consolidated Guidance Summary, prioritize the industries and target

audiences that together have the greatest opportunity for profitability at a WW level. Local customization may be required

– The question of whether industry-specific content is required is decided at a program level. Nurture is focusing on specific roles

– There are specific industries (e.g. Government, Healthcare) which require a very local approach. These country-specific industries are identified by the local MSM

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Filling in the Nurture Worksheet5. Customer Need






Customer NeedListen to all the information provided by their customers and prospects – both explicit and implicit across all channels

If there are multiple customer needs, choose a single need per Nurture Worksheet

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A completed top section of the nurture worksheet

• WW teams will complete the entire worksheet and make it available to the local teams– Worksheets will be needed and developed by role, by campaign

• Local teams may customize the worksheet according to local market needs– Nurture also needs to be customized to reflect local market factors such as

variations in roles, available translated content and budget limitations






Customer NeedListen to all the information provided by their customers and prospects – both explicit and implicit–across all channels

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Summary of learnings

• A new way of thinking about how we plan and execute Nurture that focuses on setting objectives and understanding our target audience

• The Nurture Worksheet supports a methodology that everyone will be using to ensure a better understanding of our audience and facilitate consistent quality of execution

• The worksheet will then become part of campaign guidance that will integrate teams behind Nurture efforts

• A focus on campaign objectives sets us up for success by ensuring Nurture activities are aligned to an overarching business goal

• WW completes the Nurture Worksheet which is provided to the local teams

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Module 3 – Notes for local teams

• The Nurture Worksheet reflects the worldwide business objectives

– Make sure the Nurture Worksheet you receive has numeric objectives

• The Nurture Worksheet reflects worldwide target audience roles

• Review these roles to determine whether they reflect local organizational structures

• The business objectives must be localized based on your expected contribution to worldwide goals

• Sometimes, titles may be different but the roles are the same locally

– Use the worksheet as is

• Sometimes, a role may not be relevant because that role does not exist locally

– Do not use the worksheet

• Sometimes, a role may be missing because the role is specific to a local market

– Determine whether this is a large enough part of the target audience to warrant creating a new worksheet specific to this audience

Evaluating a Worldwide Nurture Worksheet Criteria for Keeping or Adapting

Documents

Science of Nurture