Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Post-Sales Content and the Future of Marketing

199 views

Published on

Andrea's presentation at Content Marketing World 2017

Are your marketing priorities focused primarily on the traditional “get sales” mantra? Or perhaps the holy grail of customer advocacy is in your sights? Maybe you’re hoping for both sales and advocates and are discouraged by the challenges of attacking two seemingly unrelated goals. If this sounds like you, you’re not alone.

Luckily, the answer is simple — not easy, but simple. The simple part: The experience with the product and the product content is the bridge that closes the gap between a customer purchasing your product and that customer advocating for the product. The not-easy part: You likely don’t own the post-sales customer experience.

Join Andrea in this session as she throws down a controversial gauntlet: Post-sales product content is not only the most critical key to solving this problem but also the future of marketing. WHAT?! If that’s the case, how do you ensure that this content is satisfying the needs of marketing? Andrea’s going to discuss that, too! In this session, she will discuss:

The right environment to ensure a customer experience that drives sales and advocacy
The critical components of that environment for measurably impactful content
The skills needed to lead and drive the creation of that content

Published in: Business
  • Be the first to comment

  • Be the first to like this

Post-Sales Content and the Future of Marketing

  1. 1. Post-Sales Content and the Future of Marketing The Bridge Between Buy and Advocate Andrea L. Ames Idyll Point Group @aames @ a a m e s • # C M W o r l d
  2. 2. AGENDA ① First, a story ② Then, a poll ③ Some content factoids ④ A quick sermon: end-to-end content strategy J ⑤ So why don’t we do it? ⑥ What you can do ⑦ Want more? @ a a m e s • # C M W o r l d
  3. 3. 1 Once upon a time… @ a a m e s • # C M W o r l d
  4. 4. @ a a m e s • # C M W o r l d
  5. 5. @ a a m e s • # C M W o r l d
  6. 6. 2 Why not? @ a a m e s • # C M W o r l d
  7. 7. Why aren't you using post-sales content as part of your content marketing? ① But Andrea, I AM! <Good for you! J> ② The idea never occurred to me ③ Post-sales content doesn’t exist in my world ④ I don’t know who creates it ⑤ I don’t know how to reach out, talk to them, or get them on board @ a a m e s • # C M W o r l d to (207) 520-2006 Text ⑥ I don’t have time to do my own job, let alone manage them ⑦ I’ve seen the …uh… *stuff* they create – no thanks! L ⑧ My boss doesn’t care if I use it ⑨ My boss’s boss REALLY doesn’t care if I use it ⑩ My customer doesn’t care about that stuff ‘til after they buy
  8. 8. Why aren't you using post-sales content as part of your content marketing? @ a a m e s • # C M W o r l d
  9. 9. 3 Content factiods @ a a m e s • # C M W o r l d
  10. 10. @ a a m e s • # C M W o r l d …Buyers, influencers and researchers are not simply consuming content and speeding to decisions. Rather, they are creating distinct sharing circles that curate and circulate content across the decision-making hierarchy… Source: CMO Council & Content ROI Center Viable sales leads generated via content Source: Forbes Time spent in sales cycle time using content (vs. 21% spent talking to sales people) Source: Marketing Interactions <55% <50%
  11. 11. @ a a m e s • # C M W o r l d Using technical content is the 2nd most important pre-sales activity for technology buyers 2nd only to interacting with the tech team Source: IDC
  12. 12. @ a a m e s • # C M W o r l d <47% 44% Technical content page views Returning visitors looking for technical content 32% New visitors looking for technical content Source: IBM Digital Analytics on ibm.com http://bit.ly/2rt8jt8
  13. 13. Importance of high-quality technical content Based on survey of IBM clients and prospective clients @ a a m e s • # C M W o r l d Source: IBM CIO Digital http://bit.ly/2rt8jt8
  14. 14. 4 End-to-end content strategy @ a a m e s • # C M W o r l d
  15. 15. Defining and validating the right messages and the right experience for delivering those messages including when and where in the experience the content is delivered the form, format, presentation, media, etc., of the content What is it? @ a a m e s • # C M W o r l d
  16. 16. @ a a m e s @ • # C M W o r l d Supporting the end-to-end customer experience Awareness Research Evaluation Purchase Use Loyalty
  17. 17. Based on a deep validated understanding of the "content ecosystem” What is it? @ a a m e s • # C M W o r l d
  18. 18. Create the right environment @ a a m e s • # C M W o r l d
  19. 19. Content consumer Delivery context Business context Creation context Growth Content ecosystem @ a a m e s • # C M W o r l d
  20. 20. Supported by a practical and maintainable content creation and curation process appropriate organizational incentives and professional content creator career development tools and technologies for authoring, management, analytics, and delivery What is it? @ a a m e s • # C M W o r l d
  21. 21. 5 Why not? @ a a m e s • # C M W o r l d
  22. 22. Because. It’s. Hard. @ a a m e s • # C M W o r l d
  23. 23. Across silos @ a a m e s • # C M W o r l d
  24. 24. Documentation Technical support Training … Who creates content? How are they incented? @ a a m e s • # C M W o r l d
  25. 25. Managed with stakeholders in mind @ a a m e s • # C M W o r l d
  26. 26. Customers Executives Sales Other content creation teams … Who are your stakeholders? How are they “incented?” @ a a m e s • # C M W o r l d
  27. 27. @ a a m e s • # C M W o r l d
  28. 28. Management support Incentives A career path Respect and value for the role … Do you have… @ a a m e s • # C M W o r l d
  29. 29. 6 What can you do @ a a m e s • # C M W o r l d
  30. 30. Key tips ① Put someone …the right someone… in charge; give them authority ② Communicate it ③ Write it down; keep it updated ④ Communicate it ⑤ Validate and measure it constantly; fix it incrementally ⑥ Communicate it…incessantly @TwitterHandle • #CMWorld
  31. 31. 7 Want more? “Yes, please!” @ a a m e s • # C M W o r l d
  32. 32. What is your biggest block to using post-sales content? ① I don’t think I can get what I need from them ② My customer doesn’t care about it ③ I’d like to try it, but I don’t know how to determine whether its working @ a a m e s • # C M W o r l d to (207) 520-2006 Text ⑤ I don’t know who creates it or how talk to them about it OR I don’t have time to deal with it OR I have no incentive – props from boss, good eval feedback, promotion, etc. – to go out of my way for this
  33. 33. What is your biggest block to using post-sales content? @ a a m e s • # C M W o r l d
  34. 34. @ a a m e s • # C M W o r l d But wait, there’s more! Text “prodcontent” to 44222 or e-mail me: andrea@IdyllPointLLC.com
  35. 35. Andrea L. Ames CEO/Founder & Content Experience Strategist Idyll Point Group @ a a m e s • # C M W o r l d

×