The Buyer ExperienceContent Mapping for a Buyer-Centric Content StrategyCorinne SchmidDirector, Solutions Marketing | Open...
POP QUIZ
HINT:It’s the same year that the Four P‟s defined the“Marketing Mix”.
HINT:It’s the same year that the Four P‟s defined the“Marketing Mix”.                             1960
Isn’t it madness to market based on practices from over 50 years ago?
When was the New Coke launched?
When was the New Coke launched?                            1985
When was the New Coke launched?                    The first brand-focused crowd                     sourcing was live, in...
Consumer revolt forced the GAP to abandon          its new logo…when?
Consumer revolt forced the GAP to abandon          its new logo…when?                                2010
Consumer revolt forced the GAP to abandon          its new logo…when?                    The second largest brand debacle ...
Let’s take a swing at thenew B2B marketing
The new face of B2B marketing  1. It’s about the Buyer  2. And knowing their influencers / peers / networks  3. Meeting th...
Meet the Smith’s
They’re going to LA, California, this year fortheir family vacation.
Why LA?  I can’t wait to                       FINALLY! I’ll become                         Six Flags!                    ...
B2B Translation: Buying Center   Champion   Admin   Influencer   Ratifier
B2B Translation: Buying CenterWhat’s the impact to our cash flow?Where do I get the most value?How does this align with an...
„Champion‟Mom went online and found the bestfamily vacation deal with the bestreviews. She had the trip booked,itinerary s...
„IT Admin‟Robbie was overwhelmed. Whatabout his science project? BatmanPS3 just launched – while away, hecould lose his co...
„Influencer‟Beth couldn‟t believe that momfinally agreed to it! She‟d beenbegging to go since the first seasonof Paris Hil...
„Financial Ratifier‟Dad agreed that it was the right thingfor the family. Pushing back the kitchenreno‟s until next Spring...
B2B Translation: Buying Center roles            Shepherd the buying process; act as the key sponsor      Will the solution...
Active in the B2B Sales Cycle               Early    Middle   Late                                                     ...
Map the Buying Cycle to extend reach     Before ByCy   Early   Middle   Late   Loyalty                                 ...
B2B Buying Cycle: Mapping Content           B.B.C                     Early                   Middle                      ...
B2B Buying Cycle: Mapping Content           B.B.C                     Early                   Middle                      ...
Summary   Know your buyer                Develop Personas   Know the buying center         Beyond the Champion   Unders...
Content Map the Buyer Experience-CMA B2B Event
Content Map the Buyer Experience-CMA B2B Event
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Content Map the Buyer Experience-CMA B2B Event

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Presentation delivered at the Canadian Marketing Association annual B2B event in Toronto, Canada. Focuses on the buyer experience that includes buyer personas, buying cycle and buying center and how to map content / information to the right person at the right stage.

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Content Map the Buyer Experience-CMA B2B Event

  1. 1. The Buyer ExperienceContent Mapping for a Buyer-Centric Content StrategyCorinne SchmidDirector, Solutions Marketing | OpenTextcschmid@opentext.com
  2. 2. POP QUIZ
  3. 3. HINT:It’s the same year that the Four P‟s defined the“Marketing Mix”.
  4. 4. HINT:It’s the same year that the Four P‟s defined the“Marketing Mix”. 1960
  5. 5. Isn’t it madness to market based on practices from over 50 years ago?
  6. 6. When was the New Coke launched?
  7. 7. When was the New Coke launched? 1985
  8. 8. When was the New Coke launched? The first brand-focused crowd sourcing was live, in person. Consumers engaged. Enraged. They took to the streets. Coke halted production of New Coke the same week it launched. Time Magazine, The Death of New Coke, 1985
  9. 9. Consumer revolt forced the GAP to abandon its new logo…when?
  10. 10. Consumer revolt forced the GAP to abandon its new logo…when? 2010
  11. 11. Consumer revolt forced the GAP to abandon its new logo…when? The second largest brand debacle through online crowd sourcing. The GAP had social media on its side and spun the incident as an ‘experiment’. GAP reverted back to its original logo within the same week.
  12. 12. Let’s take a swing at thenew B2B marketing
  13. 13. The new face of B2B marketing 1. It’s about the Buyer 2. And knowing their influencers / peers / networks 3. Meeting their distinct information needs 4. With a compelling narrative 5. Mapped to each stage of the Buyer experience Let me give you an example….
  14. 14. Meet the Smith’s
  15. 15. They’re going to LA, California, this year fortheir family vacation.
  16. 16. Why LA? I can’t wait to FINALLY! I’ll become Six Flags! How long will it have family Disneyland! Paris Hilton’s newtime....especially take us to pay off Comic Can ! BFF!! along Rodeo this trip? Is there time to Drive! visit them all?
  17. 17. B2B Translation: Buying Center Champion Admin Influencer Ratifier
  18. 18. B2B Translation: Buying CenterWhat’s the impact to our cash flow?Where do I get the most value?How does this align with and impact otherprojects and resources?Life will be better. And I’m going to be famous
  19. 19. „Champion‟Mom went online and found the bestfamily vacation deal with the bestreviews. She had the trip booked,itinerary set, kids organized, housecare confirmed, bags packed…
  20. 20. „IT Admin‟Robbie was overwhelmed. Whatabout his science project? BatmanPS3 just launched – while away, hecould lose his coveted top scorestatus. But LA did sound really cool!
  21. 21. „Influencer‟Beth couldn‟t believe that momfinally agreed to it! She‟d beenbegging to go since the first seasonof Paris Hilton‟s, “My New BFF.” Ifonly her loser brother wasn‟t comingalong…
  22. 22. „Financial Ratifier‟Dad agreed that it was the right thingfor the family. Pushing back the kitchenreno‟s until next Spring wasn‟t ideal,but family comes first. He hoped thismeant Beth would stop emailing themvacation property rentals in BeverlyHills.
  23. 23. B2B Translation: Buying Center roles Shepherd the buying process; act as the key sponsor Will the solution meet our needs? for a particular purchase Can we justify the spend? Internal or external sources that play a behind-the- Will it help me do my job better? scenes role Will my experience be good? Influencers Executives or decision makers who generally are What is the business value? involved very early or late Why should we spend $ on this? CXOs Evaluators; individuals or groups that will be impacted Is it stable, reliant and efficient? by a purchase on a day-to-day basis How will the performance be? Users 24Adopted from SiriusDecisions
  24. 24. Active in the B2B Sales Cycle Early Middle Late       
  25. 25. Map the Buying Cycle to extend reach Before ByCy Early Middle Late Loyalty             
  26. 26. B2B Buying Cycle: Mapping Content B.B.C Early Middle Late Loyalty              Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate Whitepapers Website Whitepapers Analyst Reports Whitepapers Webinars SEO Webinars Case Studies Case Studies Email Collateral Events Webinars Webinars Common narrative with Newsletters Internal blogs Proposal User Events multi-channel and format Product delivery Intro Video Self Guided online demos Demo References Newsletter Market Trends Presentation Business Case Communities Thought Leadership Benchmarks
  27. 27. B2B Buying Cycle: Mapping Content B.B.C Early Middle Late Loyalty      Word of Mouth Whitepapers Online Events Videos: YouTube   Facebook Wall Affiliate Marketing LinkedIn Slideshare Social Communities    External Blogs Articles Media: PR/Online   Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate Whitepapers Website Whitepapers Analyst Reports Whitepapers Webinars SEO Webinars Case Studies Case Studies Email Collateral Events Webinars Webinars Common narrative with Newsletters Internal blogs Proposal User Events multi-channel and format Product delivery Intro Video Self Guided online demos Demo References Newsletter Market Trends Presentation Business Case Communities Thought Leadership Benchmarks
  28. 28. Summary Know your buyer Develop Personas Know the buying center Beyond the Champion Understand their motivations Talk to them! Do research Meet their information needs Buyer Experience Map

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