Business ProblemSitecore OMS and Eloqua both platformsSolutions alone dont answer the problemBoth shouting, dissonanceWhat you need is harmonyHeighten engagementConnect the dotsMulti-channel engagementWebsite and EloquaPolls1. Have you done a content mapping exerciseTechnologiesHow many own Sitecore?How many Eloqua?How many own both?PollsActionable takeaways...Define the Buying CycleGet ContextMap contentMake your site dynamicProvide PersonalizationAbout Edynamic Here are the problems that we solve
According to Wikipedia, Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging customers and prospects. Content Marketing has been around for at least 100 years under various labels – advertorials, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism - but it has been in the last 5-7 years with the web, email and more recently online social interactions that content marketing has truly become a focus for marketers.So why is Content Marketing so popular?A survey conducted by the Content marketing Institute showed that 71 percent of marketers are doing more of it than a year ago and entire departments are now being set up focused on content. In contrast, just 2% are doing less. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving the stature of your brand or your product or service offering in the eyes of your customer.. The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert. The biggest tangible business benefit for content marketing is its abilityto drive awareness, leads, and engagement withprospects, to compensate where traditional tacticsare falling short.
No wonder then that 9 out of 10 marketers are spending more on content.
But as more and more marketing departments churn out content on all the various channels – the noise level also increases and the amount oif information that a customer is exposed to – increases.This in turn means that they are becoming less responsive
The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
The bigger problem? Marketers know this.While we are spending more and more on content and getting more and more granular on the types of content we are producing and the channels we using for distributing this content, there is an increasing lack of confidence in the effectiveness of what they are producing.
The number one challenge is … producing trulyengaging, compelling content (48 percent). This iscontent that grabs your audience and makes them wantto reach out to you. The next biggest content marketingchallenge is producing enough content to serve theneeds of your marketing programs (44 percent).
How we engage with prospects and customers determines how quickly we move them through the buying cycle to conversion
Content marketing is complex and requiresa very different approach and skill setcompared to traditional marketing tactics.
But the benefits of doing it right are enormous. Engaging your customer with personalized messaging and timely communications generates a 2 to 3 times For best in class organizations, average performance in terms of revenue was 59%.If you look at the industry average, the average performance increase was just 9%So the question then is how do you there?
When it comes to online marketing, the top challenges marketers face relate to gaining an all-encompassing view of operations and in determining the value they are deriving from the data they collect, including obtaining an integrated view of customers, understanding the influence of the marketing campaign, and interpreting this data to make business decisions
Show multiple channels at the topMessaging layerPlatform layer
Content Management (CMS): Implementing a content management system to support personalized interactions on the company's Web site.Customer Relationship Management (CRM) : Upgrading the existing CRM system to support personalized interactions involving members of the sales team.Marketing Automation (MA) : Upgrading the marketing automation system (Eloqua) to support personalized interactions via email and other digital channels.Integration and Mapping : Integrating the three systems -- customer relationship management,marketing automation, and content management -- to create centralized buyer profiles that could then be mapped to a defined buying process.Measurement and Reporting : Implementing the dashboards and measurement tools necessary to support ongoing performance measurement and management.
Content in Context Webinar: June 9 2011 A Digital Solutions Firm delivering Marketing and Technology SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
IntroductionseDynamic Webinar Team Rolf Kraus: CMS Practice Director Shawn De Souza: Demand Generation Practice Director 1
About the eDynamiceDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutionsExperienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education, Travel and Hospitality, Oil and Gas and othersGlobal. Locations in United States, Canada, Middle-East and 2India
What we will cover today1. Challenges with Content Marketing2. What is Context-driven Marketing3. How to get there4. What is Unified Customer Engagement 3
The Buzz About Content... “Content is King!” “Content is the fuel for Marketing Automation” “Content marketing is becoming a widespread strategy more and more for growing tech companies. It allows them to achieve their lead generation 5 and marketing goals.”
Content is King….of Marketing BudgetsContent marketing is now 33% of the total marketing budgetwith 9 out of 10 B2B marketers using it to grow their businesses 6 Source : Junta 42 + MarketingProfsSpending Survey
Changes in Visitor BehaviorComScore: Clickers—the visitors that act on your website—represent a small and declining segment of web users 7
Changes in Buyer BehaviorBuyers have choices and options—they look for the mostconvenient, lowest risk and highest comfort options 8
Content Does Not Equate to ConversionSiriusDecisions: Demand creation leaders have little choice butto flood the waterfall with hand raisers from outbound efforts Top of the Funnel Inquiries to MQLs 9 Source : Marketing Sherpa, Sirius Decisions and ProperlGrowth
The Confidence GapThere are gaps between rates of adoption of specific contenttactics and the perceived effectiveness of those tactics 10
The Challenge with Content36% of marketers said their biggest challenge is “producing thekind of content that engages prospects and customers” 11
Importance of EngagementMoving people from consideration to commitment is the mostimportant path of the sales process — also the most necessary 12 Marketing Sherpa B2B Benchmarking Report
What is Context-driven Marketing?Engaging customers where they are at—at their point in thebuying cycle—with relevant content that promotes action 14
Driving-up Content Value with ContextRelevance, personalization and timely communicationsgenerates 2-3X higher engagement with the target audience 15
Context Requires a Common ViewConsistent personalization across multiple channels requiresthat each channel has the same customer viewDelivering personalizedmessages across channels tocustomers requires a commonunderstanding of the customerChallenges Customer information—both behavioral and profile—is stored in “siloed” systems Integrated or third-party analytics platforms, along with the CRM platform, are typically 16 disparate systems Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
Steps to Context-driven EngagementeDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect2. Characterize prospect Properties include buying cycle state and segmentation parameters3. Develop content to align with the prospect expectations Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the 18 engagement cycle
Closed-loop Engagement CycleThe closed loop engagement cycle is the model used to gaincustomer understanding, adjust and communicate the messageDeliver the messages andcapture the reaction Use analytics and forms to capture behavior and profileUnderstand the customercontext Analyze the customer contextAlign the content to customerexpectations Package the content to align 19 with the customer context
Using Buying Cycle to Define EngagementUse the buying cycle to understand how, when and withwhat to engage prospects at each step of buying process Understand your Segment your Map the Implement the Buying Cycle audience Messages PlatformsUnderstand your buying cycle Understand your customer’s mindset through the buying cycle journeySegment your audience Determine the target groups within your audienceMap the messages Understand and align the messages with the segment and their objections 20Implement the platforms Implement the multi-channel platforms
Understand your Buying CycleThis is typically 5-6 stages customers pass through from thepoint of need recognition to a purchase decision 21
Segment your AudienceWho is buying from you? Understand the distinctbuying groups within your prospect population Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 22
Align Content to the SegmentationIdentify content that address customer expectations. Considerbuying cycle, segmentation, pain points and motivators Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 23
Map the MessagingObjective: Understand prospect needs and motivations persegment per stage, walk the buying cycle like they wouldMapping content Per stage in the buying cycle Per segmentPut yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be 24 overcome?
Summary1. Understand the buying cycle Do the standard stages apply your customer? B2B versus B2C differences2. Perform a segmentation exercise Industries Roles Pain points and motivators3. Define a content map Identify content that addresses customer expectations 25
Leveraging Digital PlatformseDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect2. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters3. Develop content to align with the profiles Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the 27 engagement cycle
Leveraging Digital PlatformsCMS + MAP + CRM + Context = Increased acquisition. It takesboth platforms and approach to drive improved acquisition1. Content Management (CMS): Supports personalized interactions on the web site2. Marketing Automation Platform (MAP): Supports personalized interactions via outbound digital channels3. Customer Relationship Management (CRM): Supports personalized interactions involving members of the sales team4. Integration and Mapping: Integrating the three systems to create centralized buyer profiles that could then be mapped to a defined buying process 285. Measurement and Reporting: Implementing the dashboards and measurement tools necessary to support ongoing performance measurement and management
The Trifecta for Richer EngagementThis Unified Customer Engagement Platform delivers anexperience based on a common customer context Web CMS Common Customer Context Marketing CRM Automation 29
Automating the Engagement CycleAutomating the engagement cycle across the buying cyclerequires context-specific content delivered at the right time1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified2. Develop content: Develop the dynamic content3. Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context 30
Technologies Working TogetherWeb CMS, market automation and CRM offer a common view ofthe customer that drives personalization across web and email 31
eDynamic’s Unified Engagement PlatformDelivering context-driven, multi-channel experiences across thebuying cycle requires a unified engagement platform 32