1. The document discusses challenges with traditional content marketing and introduces the concept of context-driven marketing, which aims to engage customers through relevant content tailored to their point in the buying cycle. 2. It outlines four steps to achieving context-driven marketing: employing a closed-loop engagement cycle to build customer profiles; characterizing prospects; developing targeted content; and automating engagement across channels. 3. Integrating digital platforms like CMS, marketing automation, and CRM provides a unified view of customers to deliver personalized, multi-channel experiences aligned with their stage in the buying process.

1. Content in Context
Webinar: June 9 2011
A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi

2. Introductions
eDynamic Webinar Team
Rolf Kraus: CMS Practice Director
Shawn De Souza: Demand Generation Practice Director
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3. About the eDynamic
eDynamic is a digital consultancy that helps clients acquire and
engage customers through cutting edge interactive solutions
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
Financial Services, Technology, Retail, Media & Publishing,
Education, Travel and Hospitality, Oil and Gas and others
Global. Locations in United States, Canada, Middle-East and 2
India

4. What we will cover today
1. Challenges with Content Marketing
2. What is Context-driven Marketing
3. How to get there
4. What is Unified Customer Engagement
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5. The State of Content
Marketing
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6. 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
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and marketing goals.”

7. Content is King….of Marketing Budgets
Content marketing is now 33% of the total marketing budget
with 9 out of 10 B2B marketers using it to grow their businesses
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Source : Junta 42 + MarketingProfsSpending Survey

8. Changes in Visitor Behavior
ComScore: Clickers—the visitors that act on your website—
represent a small and declining segment of web users
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9. Changes in Buyer Behavior
Buyers have choices and options—they look for the most
convenient, lowest risk and highest comfort options
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10. Content Does Not Equate to Conversion
SiriusDecisions: Demand creation leaders have little choice but
to flood the waterfall with hand raisers from outbound efforts
Top of the Funnel Inquiries to MQLs
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Source : Marketing Sherpa, Sirius Decisions and ProperlGrowth

11. The Confidence Gap
There are gaps between rates of adoption of specific content
tactics and the perceived effectiveness of those tactics
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12. The Challenge with Content
36% of marketers said their biggest challenge is “producing the
kind of content that engages prospects and customers”
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13. Importance of Engagement
Moving people from consideration to commitment is the most
important path of the sales process — also the most necessary
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Marketing Sherpa B2B Benchmarking Report

14. The Case for
Context-driven
Marketing 13

15. What is Context-driven Marketing?
Engaging customers where they are at—at their point in the
buying cycle—with relevant content that promotes action
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16. Driving-up Content Value with Context
Relevance, personalization and timely communications
generates 2-3X higher engagement with the target audience
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17. Context Requires a Common View
Consistent personalization across multiple channels requires
that each channel has the same customer view
Delivering personalized
messages across channels to
customers requires a common
understanding of the customer
Challenges
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

18. Steps toward
Context-driven
Marketing 17

19. Steps to Context-driven Engagement
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospect
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the prospect expectations
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the 18
engagement cycle

20. Closed-loop Engagement Cycle
The closed loop engagement cycle is the model used to gain
customer understanding, adjust and communicate the message
Deliver the messages and
capture the reaction
Use analytics and forms to
capture behavior and profile
Understand the customer
context
Analyze the customer context
Align the content to customer
expectations
Package the content to align 19
with the customer context

21. Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
Understand your buying cycle
Understand your customer’s mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
Map the messages
Understand and align the messages with the segment and their objections 20
Implement the platforms
Implement the multi-channel platforms

22. Understand your Buying Cycle
This is typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision
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23. Segment your Audience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
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24. Align Content to the Segmentation
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
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25. Map the Messaging
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would
Mapping content
Per stage in the buying cycle
Per segment
Put 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?

26. Summary
1. Understand the buying cycle
Do the standard stages apply your customer?
B2B versus B2C differences
2. Perform a segmentation exercise
Industries
Roles
Pain points and motivators
3. Define a content map
Identify content that addresses customer expectations
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27. Leveraging Digital
Platforms
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28. Leveraging Digital Platforms
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospects with a profile
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the profiles
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement
Use web CMS and marketing automation platforms to automate the 27
engagement cycle

29. Leveraging Digital Platforms
CMS + MAP + CRM + Context = Increased acquisition. It takes
both platforms and approach to drive improved acquisition
1. Content Management (CMS): Supports personalized
interactions on the web site
2. Marketing Automation Platform (MAP): Supports personalized
interactions via outbound digital channels
3. Customer Relationship Management (CRM): Supports
personalized interactions involving members of the sales team
4. Integration and Mapping: Integrating the three systems to
create centralized buyer profiles that could then be mapped to
a defined buying process 28
5. Measurement and Reporting: Implementing the dashboards
and measurement tools necessary to support ongoing
performance measurement and management

30. The Trifecta for Richer Engagement
This Unified Customer Engagement Platform delivers an
experience based on a common customer context
Web CMS
Common
Customer
Context
Marketing
CRM Automation
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31. Automating the Engagement Cycle
Automating the engagement cycle across the buying cycle
requires context-specific content delivered at the right time
1. Content map: Defines the content topics that address
the segmentation, pain points and motivations identified
2. Develop content: Develop the dynamic content
3. 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
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32. Technologies Working Together
Web CMS, market automation and CRM offer a common view of
the customer that drives personalization across web and email
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33. eDynamic’s Unified Engagement Platform
Delivering context-driven, multi-channel experiences across the
buying cycle requires a unified engagement platform
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34. Next Steps: Demo
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35. Questions?
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36. Contact Us
Rolf Kraus
rolf.kraus@edynamic.net
Shawn De Souza
shawn.desouza@edynamic.net
http://demandgeneration.edynamic.net
http://cms.edynamic.net
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37. Thank You
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