Download as PDF, PPTX
Uploaded byProductCamp Boston
108 - 3 Trends Impacting Messaging and Content
This document discusses 3 trends impacting B2B messaging and content: 1) data democratization which has led to more content marketing and sales/buyer enablement, 2) increased focus on customer experience, and 3) accelerating tech disruption. It notes challenges in keeping up with these trends like decreased marketing effectiveness and revenue due to inconsistent messaging. Potential solutions discussed include reducing content, increasing staff ("brute force"), using 2D message maps, or a multi-dimensional message database to better organize messaging objects and customize messages.
More Related Content
Similar to 108 - 3 Trends Impacting Messaging and Content
108 - 3 Trends Impacting Messaging and Content
- 1. 3 Trends ImpactingB2B Messaging and Content (and How We Can Address Them) Jonathan Bracken GrokSpark Inc.
- 2. AGENDA • Introduction • KeyTrend #1: Data Democratization • Key Trend #2: Customer Experience • Key Trend #3: Accelerating Tech Disruption • Challenges • Impact • What can we do about it? • Conclusion / Q&A
- 3.
- 4. CONTENT MARKETING KEY TREND#1: DATA DEMOCRATIZATION • 89% of B2B marketers use Content Marketing in 2019 • Industry will grow from $195B in 2016 to $412B by 2021 • 62% of companies outsource their content
- 5. SALES ENABLEMENT KEY TREND#1: DATA DEMOCRATIZATION • 59% of companies now have a formal sales enablement person, program or function in place, up from 19% in 2013 • Google searches for “sales enablement” have increased 51.2% over the past year • # LinkedIn users with “Sales Enablement” in their current Job Title more than doubled from 2016 to 2018.
- 6.
- 7. WebsiteVisitMarketing GoogleAdMarketing WebsiteVisitMarketing BlogVisitMarketing WebsiteVisitMarketing Article3rdParty EmailSales WebsiteVisitMarketing CallSales CallSales VoicemailSales EmailSales TicketSupport TradeshowMarketing TrialProduct DocumentationSupport Recorded Demo Marketing LiveDemoSales WebinarMarketing BlogVisitMarketing GoogleAdMarketing Customer Reviews 3rdParty 65-90% BEFORE SPEAKING TOSALES BUYER ENABLEMENT KEY TREND #1: DATA DEMOCRATIZATION
- 8. KEY TREND #2:CUSTOMER EXPERIENCE
- 9. KEY TREND #2:CUSTOMER EXPERIENCE Source: HubSpot
- 10. KEY TREND #3:ACCELERATING TECH DISRUPTION DevOps Agile
- 11.
- 12. CHALLENGES 1. Creating morecontent usually means less consistency 2. Lots of human touchpoints makes it harder to keep everyone involved on the same page 3. Harder to update messaging and content at the pace of external and internal tech initiatives
- 13. IMPACTS • Decreased marketingeffectiveness and spending efficiency It takes 5-9 exposures to a message to remember it • Decreased conversion rates (and subsequently, revenue)
- 14. What can wedo about it?
- 15. Datasheets REDUCE CONTENT Web Pages Personas SlideDecks Whitepapers Solution Guides
- 16. Core Product MarketersSolution/Industry Marketers Sales Enablement Competitive Intelligence BRUTE FORCE
- 17.
- 18. MULTI-DIMENSIONAL MESSAGE DATABASE Products Features CapabilitiesSolutions Personas
- 19. Options Pros Cons Reduce Content •Reduces need to update content as the product changes • Obfuscates the specific value and capabilities you can deliver for each target segment • High-level “vanilla” messaging might not resonate with anyone “Brute Force” • Reduces the workload by dividing it between more PMMs • Expensive! • Still hampered by limitations of existing tools 2D Message Map • Readily available templates • Highly customizable • “Free” • Time consuming to set up and maintain • Consumers don’t like to search spreadsheets to find messages • Collaboration can be difficult Multi- Dimensional Database • Highly customizable • Supports all relationships between messaging objects • Easier to find and manage messaging (for you and others) • Costs money (~depending on build vs buy decision) • You still need to write your messaging !
- 20.
- 21.