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Marketing transformation: get ready

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How to get your B2B organisation READY to transform from Product Marketing to Content Marketing
Key Takeaways
- Global Content Marketing Organisation structure
- Leveraging Step Change Models
- Introducing Scrum for Agile Marketing

"Its not about the technology. Its about people. People speaking the same language. Consistently. Over a period of time. With executives who have your back. Supporting your evangelists as your champions"

Published in: Marketing
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Marketing transformation: get ready

  1. 1. Marketing Transformation: Get READY Katrina Neal Content Marketing Evangelist LinkedIn London
  2. 2. Hello 1 How to get your B2B organization READY to transform from Product Marketing to Content Marketing 2 Change Management mistakes not to make
  3. 3. You think you can do it alone
  4. 4. YOU NEED: Executive buy in •You need executive buy in •You need IT team buy in •You need sales buy in •And you’re going to need to find some friendly fellow innovators along the way Get Started: • Search: “Getting Executive Buy in” on Content Marketing Institute • Search: Kapost Blueprint of a modern marketing campaign @katrina_neal
  5. 5. Headcount Budget Customer Journey Organisation Challenges Why are we doing this? @katrina_neal
  6. 6. The customer journey has changed. 68% of people share content to give others a better sense of who they are and what they care about. – New York Times 2014 Source: NewsCred@katrina_neal
  7. 7. The content journey is the customer journey
  8. 8. Buyers aren’t listening to interruption-based messages anymore
  9. 9. We all choose what matters to us. We follow, like, subscribe and recommend only the things we really care about.
  10. 10. Has Marketing Really Changed?
  11. 11. Are the right people engaging with our content?
  12. 12. Is our content driving the business forward?
  13. 13. Without newsroom teams, we’ve been unable to consistently drive valuable messaging to target customers Portfolio Marketing “product selfie” Corporate Communications “amplification” Regional Field Marketing “rebellion” Value“lost” ? ? ? ? ? ? ? = Execution today … @katrina_neal
  14. 14. A new agile marketing framework ... with Cisco Newsrooms Teams Source: The Blueprint of a Modern Marketing Campaign - Kapost @katrina_neal
  15. 15. ValueInstant content Effectiveness reporting =Content Marketing Distribute Cisco Newsroom Organise  Calendar Content Pillar Companion Asset Editorial Board Align “Customer Themes” WITH newsroom teams, we can accelerate true content marketing = $ for Cisco @katrina_neal
  16. 16. Content Marketing Superheroes Who are you? Customer Experience Manager (CXM) AKA “The People Champion” Content Managing Editor (CME) AKA “The Diplomat & Pacesetter” Subject Matter Expert (SME) AKA “The Creator” Content Marcom Manager (CMM) AKA “The Wizard”– Making Magic Happen What do you do? Audience/Industry Expert Content Orchestrator Content Storyteller Creative Chief Whats your Superpower? Understanding the customer and piecing it all together Ability to say “No” and still survive Knows their s**t and is able to write about it Juggling a thousand balls, without dropping one @katrina_neal
  17. 17. The Editorial Board Hero's Who are you? What do we do? Forward thinking & planning ahead Address and prioritize stakeholder agendas Agree on customer business challenges Establish content opportunities What are your Superpowers? Map our vast portfolio to our customer challenges Evangelist of leading to our products not from them Reduce duplication Develop economies of scale @katrina_neal
  18. 18. Roles and Responsibilities Executive Sponsor The executive attends meetings when needed or once a quarter to check in. Managing Editor Drives the editorial board (manages the master editorial calendar, schedules and leads board meetings, sets agenda. They have the most visibility into creation and distribution programs Recorder Keeps track of the meeting. These are the concerns, key themes, objectives, and needs of the teams, and distributes them to the board after each meeting Messaging Leader Ensures company is aware of content announcements they deeply understand the messaging, personas, and company objectives PR Lead Establish connection between newsroom and wider corp & brand PR. Brings customer insights & champion opportunities to leverage newsroom content for PR purposes. AR Lead Establish connection between newsroom and industry analysts. Brings customer insights & champion opportunities to leverage newsroom content for AR purposes. Insights Lead Brings customer insights, ensuring our customers are our north star of the content that is created. Primary and Secondary Research, Social Listening Regional Lead Establish connection between newsroom and regional sales teams. Brings reginal customer insights & champion opportunities to meet sales proprieties Portfolio Lead Establish connection between newsroom and Business Unites. Brings customer insights & champion opportunities to meet BU proprieties @katrina_neal
  19. 19. Headcount Budget Customer Journey Organisation Challenges What are YOUR triggers? @katrina_neal
  20. 20. What are YOUR triggers? Objectives 1) Discuss in groups of five what are the common themes in your organisation? 2) Why do you think content marketing can solve these issues? 3) Present back to the group Managing Change @katrina_neal
  21. 21. You think technology is your answer
  22. 22. Congratulations! You bought a content marketing platform Implementation  An all day training session for the team  Weekly drop in clinics for questions  Assigned a wonderful client success manager  Access to content marketing strategists  Real-time virtual team collaboration  90 day plan with milestones to hit It seemed we were set and so we began our pilot…. Content Planning Content Production Content Metrics @katrina_neal
  23. 23. 25 The right content marketing platform can and should literally change how the marketing team work, but be prepared for the human impact of this Katrina Neal Content Marketing Evangelist, LinkedIn @katrina_neal
  24. 24. You need a change management plan
  25. 25. YOU NEED: Change management 1. Think Platform + Process + People 2. Beware human reactions to highly structured workflows 3. Think marketing transformation skills & attitudes Get Started: • http://www.contentmarketinguniversity.com/ • http://resources.kapost.com/content-marketing- workflow @katrina_neal
  26. 26. Vision Skills Incentives Resources Action Plan Change= Managing Complex Change + + + + Vision Skills Incentives Resources Action Plan Confusion=+ + + + Vision Skills Incentives Resources Action Plan Anxiety=+ + + + Vision Skills Incentives Resources Action Plan Resistance=+ + + + Vision Skills Incentives Resources Action Plan Frustration=+ + + + Vision Skills Incentives Resources Action Plan False Stars=+ + + +
  27. 27. Reflection: what will YOUR change framework look like? Self Study: 1) What is your content marketing vision statement? 2) What will your content marketing skills curriculum look like? 3) What incentives will you provide for stakeholders? 4) What resources will you need? 5) What will your action plan take?
  28. 28. You think change is a sprint not a marathon
  29. 29. Isaac Cordal - Politicians Discussing Global Warming, 2011, Berlin, Germany, installation view
  30. 30. Kotter 8 Step change model Step 1: Create Urgency Step 2: Form a Powerful Coalition Step 3: Create a Vision for Change Step 4: Communicate the Vision Step 5: Remove Obstacles Step 6: Create Short-Term Wins Step 7: Build on the Change Step 8: Anchor the Changes in Corporate Culture Managing Change @katrina_neal
  31. 31. Change Management Tactics 1. Create sense of urgency 2. Build a guiding coalition 3. Form strategic visions and initiatives 4. Enlist volunteer army 5. Enable action by removing barriers 6. Generate short term wins 7. Sustain acceleration 8. Institute change Illuminating problem areas through discussion bringing the right people together and establishes momentum through teamwork work with the group to build a picture of success communicating direction being clear about timescale and letting people know what part they will be playing Empowering those who have been involved in the creation of the new vision with key tasks The crunchy bit - juggling lots of different projects and initiatives Encouraging people to take stock of where they are, and reflect on how much has been achieved Offsite ScrumScrumFY15 CMO Proposal Kapost Pilot CMO Proposal Workshops Buddy System Editorial Board King Content Scrum Scrum Retrospective Scrum Review @katrina_neal
  32. 32. Our Agile Scrum framework 34@katrina_neal
  33. 33. 35 Our highest priority is to satisfy the customer through early and continuous delivery of useful and engaging content. We welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage. Deliver content frequently, in a continuous content development cycle, with a digital first, country first and always on mindset Our ecosystems agency and Cisco content teams work together daily throughout the project. Build projects around motivated individuals. Give them the environment and support they need, and trust them to get the job done. The most efficient and effective method of conveying information to and within a development team is face-to-face conversation. Engaging content is the primary measure of progress. Agile processes promote sustainable content development. The content team should be able to maintain a constant pace indefinitely. Continuous attention to ensuring our customers are the heroes in our storytelling and living our brand values enhances our agility. Simplicity--the art of maximizing the amount of work not done--is essential. The most innovative, engaging content and creativity emerge from self-organizing teams. At regular intervals, the team reflects on how to become more effective, then tunes and adjusts its behavior accordingly. Our Agile Team Manifesto Topics @katrina_neal
  34. 34. 30 Day Plan • Sprint 1 - [15 Feb - 26 Feb] • Sprint 2 - [29 Feb - 11 Mar] 60 Day Plan • Sprint 3 - [14 Mar - 25 Mar] • Sprint 4 - [28 Mar - 8 Apr] 90 Day Plan • Sprint 5 - [11 Apr - 22 Apr] • Sprint 6 - [25 Apr - 6 May] Milestones 36 1st Editorial Board Meeting Content Strategy Workshop Our First Content Out TBD May Customer Insights & Business priorities Publish 1st Editorial Calendar Newsroom content hub live 2nd March 23rd March 9th May Storytelling Workshops 15 April @katrina_neal
  35. 35. You forget your internal marketing
  36. 36. Don’t be lazy with internal communications • People need to speak the same language • Be consistent. Repetition required • Use content marketing techniques @katrina_neal
  37. 37. YOU NEED: Great marketing 1. Communicate the vision 2. Consider different learning styles 3. What content do they need to motivate? Get Started: • Stakeholder Interviews • Company meetings • Lunch and Learn [skills] @katrina_neal
  38. 38. Content Team 90 Day Work Streams Workstream 1 - Newsroom Set Up Workstream 2 - Agency Onboarding Workstream 3 - Content Management System (CMS) Online Workstream 4 - Content Hub Development Workstream 5 - Templates & Best Practice Guides Workstream 6 - Team Training & Development Program Workstream 7 - Customer Insights @katrina_neal
  39. 39. Weekly Stakeholder Communication What did we accomplish What we will do in the next sprint [9 May - 20 May] What obstacles are impeding our progress? Content Champions Resources @katrina_neal
  40. 40. @katrina_neal “The people dimension of change: The most commonly cited reason for project failure is problems with the people side of change” Source: The Prosci ADKAR Model is a goal-oriented change management model to guide individual and organizational change.
  41. 41. @katrina_neal @katrina_neal
  42. 42. @katrina_neal Know you stakeholders
  43. 43. @katrina_neal https://www.16personalities.com/free-personality-test
  44. 44. @katrina_neal Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers www.16personalities.com
  45. 45. @katrina_neal Empathy| Diplomacy | Imaginative | Brings Harmony | Can find it hard to make decisions www.16personalities.com
  46. 46. @katrina_neal Highly Practical| Create Order | Rules | Excellent Logisticians| Can be inflexible www.16personalities.com
  47. 47. @katrina_neal Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky www.16personalities.com
  48. 48. @katrina_neal ENTP “The Debater” Smart and curious thinkers who cannot resist an intellectual challenge. @katrina_neal
  49. 49. @katrina_neal ? ? ?? ? www.16personalities.com Explorers Spontaneous| Think on Feet| Masters | Brilliant in a Crisis | Can be seen as risky Analysts Rational | Impartial | Strong Willed | Strategic Thinkers | Can ruffle feathers Diplomats Empathy| Diplomacy | Imaginative | Brings Harmony | Tough decision making Sentinels Highly Practical | Create Order | Like Rules | Excellent Logisticians| Can be inflexible
  50. 50. How will YOU get ready? www.16personalities.com
  51. 51. “Its not about the technology. Its about people. People speaking the same language. Consistently. Over a period of time. With executives who have your back. Supporting your evangelists as your champions” Katrina Neal Content Marketing Evangelist LinkedIn London
  52. 52. Key Takeaways 1.You can’t do this alone 2.Don’t think technology is your answer 3.It’s a marathon (of lots of little sprints) 4.Don’t forget your internal marketing 5.Consider the diverse needs of people @katrina_neal
  53. 53. Q&A
  54. 54. Marketing Transformation: Get READY Katrina Neal Content Marketing Evangelist LinkedIn London

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