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B2B Content Requirements By Funnel Stage

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Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com …

Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com

Help develop a more effective B2B content strategy. Save time. Provide a great starting point for defining your stage by stage requirements. Provides, requirements for the internal B2B champion at each stage of the buyers journey to ensure they become an “Insanely Great Customer” . Provides sample descriptions for each stage include: What the champion needs to accomplish. The information they need. The best way for you to provide that information. The experience you will need to create for them so they are motivated to take the next step with you instead of your competition.

| www.spicecatalyst.com |

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  • 1. Crea%ng  Insanely  Great  Customers  Crea%ng  Insanely  Great  B2B  Content  Stage  by  Stage  Requirements  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Mike  Connor  |  Principal  |  Spice  Catalyst  mike@spicecatalyst.com  Status  Quo  www.spicecatalyst.com    
  • 2. Crea%ng  Insanely  Great  Customers  What  will  this  presenta?on  do  for  you?  •  Help  develop  a  more  effec?ve  B2B  content  strategy  •  Save  ?me  •  Provide  a  great  star?ng  point  for  defining  your  stage  by  stage  requirements  •  Requirements  for  the  internal  B2B  champion  at  each  stage  of  the  buyers  journey  to  ensure  they  become  an  “Insanely  Great  Customer”    •  Sample  Descrip?ons  for  each  stage  include:  •  What  the  champion  needs  to  accomplish  •  The  informa?on  they  need  •  The  best  way  for  you  to  provide  that  informa?on  •  The  experience  you  will  need  to  create  for  them  so  they  are  mo?vated  to  take  the  next  step  with  you  instead  of  your  compe??on  What  does  it  cover?  
  • 3. Crea%ng  Insanely  Great  Customers  You  have  a  lot  to  do!  The  demand  to  produce  great  B2B  content  is  skyrocke?ng!  
  • 4. Crea%ng  Insanely  Great  Customers  Unfortunately.  .  .  you  aren’t  the  only  one  crea%ng  content  You  Prospects  
  • 5. Crea%ng  Insanely  Great  Customers  So  the  obvious  ques%on  is.  .  .    “How  do  you  create  valuable,  differen%ated,  easy  to  find  and  use  content?”  You  Prospects  Content  that  leads  to  conversion  
  • 6. Crea%ng  Insanely  Great  Customers  Food  for  thought  #1  B2B  Marke%ng  2013  CMO  Impera%ve  •  Embed  personas  in  marke%ng  plans  •  Map  the  buyers  journey  •  Address  data  and  analy%c  skills  gaps  •  Foster  collabora%on  across  marke%ng,  product  and  sales  silos  
  • 7. Crea%ng  Insanely  Great  Customers  In  B2B  crea%ng  in-­‐depth  personas  is  key  to  crea%ng  great  content    Content  that  leads  to  conversion  
  • 8. Crea%ng  Insanely  Great  Customers  B2B  purchases  usually  involve  mul%ple  account  types  and  mul%ple  decision  makers  (personas)  
  • 9. Crea%ng  Insanely  Great  Customers  The  Customer’s  Journey  provides  a  powerful  framework  for  defining  and  delivering  a  highly  effec?ve  content  strategy  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Status  Quo  
  • 10. Crea%ng  Insanely  Great  Customers  To  create  personas  that  drive  conversion  requires  stage  by  stage  insight  into  each  persona’s  requirements  Explore  Op%ons  Evaluate  Solu%ons  Internal  Buy  In  Business  Case  Validate  Value  Expand  Use  Refer  Deploy  Solu%on  Status  Quo  Trigger  Point  Purchase  
  • 11. Crea%ng  Insanely  Great  Customers  •  Their  goals  /  desired  outcomes  •  What  informa?on  they  need  and  in  what  form  •  The  experience  you  need  to  provide  so  they  are  mo?vated  to  move  to  the  next  buying  stage  with  you  In  addi%on  to  the  typical  Persona  you  will  need  to  know  
  • 12. Crea%ng  Insanely  Great  Customers  Stage  based  Content  /  Experience  Requirements  This  is  a  starter  set  focusing  on  the  Champion’s  needs  Actual  requirements  will  vary  by  product,  industry,  and  persona  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  • 13. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Status  Quo:  Starts  before  prospects  know  they  need  a  solu?on  Status  Quo  •  Excel  at  Job  •  Stay  on  top  of  trends  &  drivers  •  Leadership  insight  into  industry  and  func?on  trends  and  prac?ces  •  Objec?ve  thought  leadership  on  their  industry  and  job  func?on  •  Be  a  trusted  informa?on  source  •  Provide  objec?ve  informa?on  •  Deliver  be^er  insight  than  most  •  Make  it  easy  for  them  to  be  seen  as  objec?ve  when  they  present  the  insight  you  provided  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  The  experience  you  need  to  create?  
  • 14. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  •  Convey  solid  grasp  of  issues  •  Establish  leadership  role  •  Define  ini?al  needs,  decision  makers  and  influencers  •  Framework  for  comparison  •  Key  solu?on  requirements  •  Impact,  deployment    &  risk  factors  •  Decision  making  process  •  Objec?ve,  insight  •  Thought  leadership  led  framework  for  requirements  &  decision  making  •  Provide  them  a  solid,  objec?ve  grasp  of  the  business  drivers  and  and  solu?on  benefits  and  a  balanced  perspec?ve  of  compe??ve  solu?ons  Trigger  Point:  A  business  driver  creates  need  for  change  and  ac?on  (A  cross  func?onal  team  (mul?ple  personas)  is  formed)  Trigger  Point  The  experience  you  need  to  create?  
  • 15. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  •  Framework  to  narrow  field  •  Define  constraints  •  Needs  of  users  &  influencers  •  Understand  impact  of  change  /  adop?on  /  deployment,  and  training  /  support  and  costs  •  Methodology  and  detail  for  framework  •  Comparisons  for  key  solu?on,  impact,  deployment    &  risk  areas.  •  Support  for  evalua?on  method  and  process  •  Informa?on  easily  modularized  to  fit  into  evalua?on  framework  •  Support  for  choice  of  evalua?on  framework  •  Provide  objec?ve  informa?on  •  Offer  an  objec?ve  framework  for  selec?ng  solu?ons  to  more  deeply  evaluate  •  Help  them  convey  recommenda?ons  in  a  credible  non  biased  way  Explore  Op%ons:  The  team  explores  a  broad  range  of  solu?ons  Explore  Op%ons  The  experience  you  need  to  create?  
  • 16. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  •  Rank  value  of  core  needs  •  Refine  with  influencers  input  •  Compare  capability  &  reputa?on  •  Analyst  reports,  peer  discussions,  vendor  presenta?ons,  live  trial  •  Meet  w/  reference  customers  •  Contrast  &  compare  vendor  proof  points  on  core  issues  •  3rd  party  assessments  /  valida?on  of  vendor  capability  and  competency  •  Hands  on  experience  and  comparison  in  areas  most  relevant  to  their  highest  value  needs  •  Modular  3rd  party  info  for  key  use  /  concern  areas  •  Demo  framework  to  explore  /  compare  /  validate  capability  in  high  value  use  areas  •  Help  them  be  confident  of  evalua?on  criteria  •  Make  it  easy  to  asses  alterna?ves  •  Help  them  confidently  and  objec?vely  communicate  findings  and  conclusions  •  Provide  solid  /  balanced  proof  points  that  your  solu?on  delivers  the  best  business  value  for  them    Evaluate  Solu%ons:  Detailed  evalua?ons  of  a  handful  of  alterna?ves  Evaluate  Solu%ons  The  experience  you  need  to  create?  
  • 17. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  •  Build  business  case  to  move  forward  with  vendor  selec?on  criteria  •  Review  with  key  stakeholders  •  Iden?fy  key  proof  points  •  Define  areas  of  nego?a?on  •  Review  internally  with  key  stakeholders  •  Succinct  descrip?on  of  business  need  •  Business  value  delivered  •  How  need  is  addressed  •  Differen?a?ng  elements  •  Proof  points,  3rd  party  input  •  Full  view  of  cost  /  impact  of  ownership  and  risk  areas  •  Framework  for  business  case  •  Modular  suppor?ng  content  •  Helped  them  build  a  solid  objec?ve  business  case  •  Be  seen  as  a  trusted  partner  •  Have  delivered  greater  value  at  each  stage  than  compe?tors  •  Can  be  relied  on  to  address  issues  and  concerns  in  a  clear  and  objec?ve  way  Business  case:    Findings  and  recommenda?ons  created  /  presented  Business  Case  The  experience  you  need  to  create?  
  • 18. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  Internal  buy  in:  Champion  resolves  internal  concerns  /  differences  Internal  Buy  In  •  Present  to  internal  decision  makers  •  Address  requests  for  addi?onal  inves?ga?on,  proof  points  and  pet  peeves  •  Re-­‐present  to  specific  stakeholders    •  3rd  party  valida?on  assessments  •  Valida?on  of  vendor  capability  and  competency  •  Hands  on  experience  and  comparison  that  support  business  case  •  Fast  turn  around  on  new  requests  •  Modular  content  /  proof  points  •  3rd  party  references  to  support  needs  of  specific  stakeholders  •  Make  sure  they  have  everything  they  need  to  confidently  support  their  recommenda?on  and  to  deal  with  push  back.  •  Make  sure  they  feel  excited  about  closing  the  deal  working  with  you  to  deploy  it  The  experience  you  need  to  create?  
  • 19. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  Purchase:  Nego?a?ons  are  completed  –  Deal  is  signed  Purchase    •  Nego?ate  key  areas  •  Set  up  vendor  •  Clear  understandable,  descrip?on  of  what  is  being  purchased  and  why  •  Clear  understanding  of  tradeoffs  •  Industry  acceptable  terms,  condi?ons  and  payment  structure  •  Well  structured,  enterprise  ready  legal  agreements  •  Balanced  viewpoints  on  tradeoffs  •  Provide  win  /  win  partnership  /  ethics  during  nego?a?ons.  •  Be  a  partner  rather  than  an  adversary  in  the  nego?a?on  process  •  Make  sure  they  are  seen  as  a  hero  The  experience  you  need  to  create?  
  • 20. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  The  experience  you  need  to  create?  Deploy  Solu%on:  People  are  trained  and  the  solu?on  is  deployed  Deploy  Solu%on  •  Review  and  priori?ze  deployment,  training  and  support  issues  •  Establish  metrics  for  value  created.  •  Train,  rollout  and  support  users  in  being  successful  in  key  use  areas    •  Best  prac?ces  for  deployment  •  Support  to  reduce  risk,  disrup?on  and  abandonment  •  Great  training  and  support  •  Best  prac?ce  deployment  and  training  workbook  /  guidelines  •  Support  escala?on  path  •  Community  support  •  Searchable  reference  materials  •  Fast  resolu?on  of  technical  or  user  issues  •  Someone  that  can  be  there  quickly  and  be  flexible  in  helping  them  deal  with  issues  •  Con?nued  commitment  to  their  success  
  • 21. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  The  experience  you  need  to  create?  Validate  Value:  Value  of  solu?on  is  revealed  though  use  and  support    Validate  Value  •  Gather  input  from  stakeholders  •  Assess  value  promised  versus  results  •  Evaluate  vendor  responsiveness  •  Build  case  to  con?nue  or  abandon  •  Present  findings  /  recommenda?ons  •  Input  from  users  •  Data  and  metrics  to  help  validate  business  value  •  Quotes  &  comments  to  to  support  recommenda?ons  •  Data  from  use,  users  and  support  /  training  •  Framework  to  capture  /  present  ROI  •  Provide  them  what  they  need  to  feel  confidence  that  they  are  receiving  the  value  promised  •  Help  them  objec?vely  iden?fy  proof  points  •  Quickly  /  fairly  resolve  issues  or  address  new  needs  
  • 22. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  The  experience  you  need  to  create?  Expand  Expand:  If  value  is  demonstrated  customer  may  expand  rela?onship  •  Make  business  case  to  expand  •  Business  case  materials  and  informa?on  to  support  incremental  deployment  •  Valida?on  that  vendor  &  solu?on  is  delivering  value  •  Data  from  use,  users  •  Framework  to  capture  /  present  ROI  /  business  case  •  A  track  record  from  that  makes  them  confident  and  excited  about  moving  forward  with  you  that  makes  them  excited  to  share  that  with  others  
  • 23. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  Champion  Needs  /  Ac%ons  Informa%on  needed  by  champion  What  should  you  provide?  The  experience  you  need  to  create?  Refer  Refer:  Willing  to  tell  others  about  your  great  company  and  products!  •  Convey  the  good,  bad  and  the  ugly  of  their  experience  •  Balanced  score  card  to  assess  value  and  experience  •  Encouragement  and  easy  pathway  to  refer  •  Scorecard  •  Easy  way  for  them  to  share  •  Suppor?ve  and  balanced  approach  to  helping  them  obtain  the  evidence  and  permission  the  need  to  present  you  as  a  trusted  and  respected  partner  and  a  must  have  -­‐  best  in  class  solu?on  
  • 24. Crea%ng  Insanely  Great  Customers  Validate  Value  Expand  Use  Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  Content  /  Experience  Analy%cs  &  VOC    Process  Flow  Progress  /  Risk  Tracking  &  Mgt.  Customer  Insight  Requirements  SWOT  Assessment  of  your  exis?ng  customer  journey  How  well  does  your  current  content  and  customer  experience  address  the  needs?  How  well  do  your  personas  reflect  the  prospect’s  and  influencer’s  needs  at  each  stage?  Rate  each  cell  from  –  5  to  +  5.  (  -­‐-­‐  5  =  Losing  momentum  &  credibility,  0  =  Good  Enough,  +5    Provides  Breakthrough  Compe%%ve  Value)  
  • 25. Crea%ng  Insanely  Great  Customers  www.spicecatalyst.com  For  addi?onal  tools  and  guidance  
  • 26. Crea%ng  Insanely  Great  Customers  Let’s  get  this  done!  Your  Agile  Business  Accelera%on  Agency  Thank  You