Content in Context
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1. The webinar discussed challenges with traditional content marketing and introduced the concept of context-driven marketing, which aims to engage customers through relevant content tailored to their point in the buying cycle. 2. Context-driven marketing requires understanding customers' buying cycles, segmenting audiences, mapping messaging to audience needs, and automating engagement across channels. 3. The webinar demonstrated how a unified engagement platform integrating web content management, marketing automation, and CRM systems can deliver personalized, multi-channel experiences through automated rules based on a common customer profile.
Content in Context
- 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 1
- 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 3
- 5. The State of Content Marketing 4
- 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 5 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 6 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 7
- 9. Changes in Buyer Behavior Buyers have choices and options—they look for the most convenient, lowest risk and highest comfort options 8
- 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 9 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 10
- 12. The Challenge with Content 36% of marketers said their biggest challenge is “producing the kind of content that engages prospects and customers” 11
- 13. Importance of Engagement Moving people from consideration to commitment is the most important path of the sales process — also the most necessary 12 Marketing Sherpa B2B Benchmarking Report
- 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 14
- 16. Driving-up Content Value with Context Relevance, personalization and timely communications generates 2-3X higher engagement with the target audience 15
- 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
- 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 21
- 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 22
- 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 23
- 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 25
- 27. Leveraging Digital Platforms 26
- 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 29
- 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 30
- 32. Technologies Working Together Web CMS, market automation and CRM offer a common view of the customer that drives personalization across web and email 31
- 33. eDynamic’s Unified Engagement Platform Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform 32
- 34. Next Steps: Demo 33
- 35. Questions? 34
- 36. Contact Us Rolf Kraus rolf.kraus@edynamic.net Shawn De Souza shawn.desouza@edynamic.net http://demandgeneration.edynamic.net http://cms.edynamic.net 35
- 37. Thank You 36
Editor's Notes
- #5: Business ProblemSitecore OMS and Eloqua both platformsSolutions alone dont answer the problemBoth shouting, dissonanceWhat you need is harmonyHeighten engagementConnect the dotsMulti-channel engagementWebsite and EloquaPolls1. Have you done a content mapping exerciseTechnologiesHow many own Sitecore?How many Eloqua?How many own both?PollsActionable takeaways...Define the Buying CycleGet ContextMap contentMake your site dynamicProvide PersonalizationAbout Edynamic Here are the problems that we solve
- #7: According to Wikipedia, Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging customers and prospects. Content Marketing has been around for at least 100 years under various labels – advertorials, customer publishing, member media, private media, branded content, corporate media, corporate publishing, corporate journalism - but it has been in the last 5-7 years with the web, email and more recently online social interactions that content marketing has truly become a focus for marketers.So why is Content Marketing so popular?A survey conducted by the Content marketing Institute showed that 71 percent of marketers are doing more of it than a year ago and entire departments are now being set up focused on content. In contrast, just 2% are doing less. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving the stature of your brand or your product or service offering in the eyes of your customer..[1] The motivation behind content marketing is the belief that educating the customer results in the brand’s recognition as a thought leader and industry expert. The biggest tangible business benefit for content marketing is its abilityto drive awareness, leads, and engagement withprospects, to compensate where traditional tacticsare falling short.
- #8: No wonder then that 9 out of 10 marketers are spending more on content.
- #9: But as more and more marketing departments churn out content on all the various channels – the noise level also increases and the amount oif information that a customer is exposed to – increases.This in turn means that they are becoming less responsive
- #10: The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
- #12: The bigger problem? Marketers know this.While we are spending more and more on content and getting more and more granular on the types of content we are producing and the channels we using for distributing this content, there is an increasing lack of confidence in the effectiveness of what they are producing.
- #13: The number one challenge is … producing trulyengaging, compelling content (48 percent). This iscontent that grabs your audience and makes them wantto reach out to you. The next biggest content marketingchallenge is producing enough content to serve theneeds of your marketing programs (44 percent).
- #14: How we engage with prospects and customers determines how quickly we move them through the buying cycle to conversion
- #16: Content marketing is complex and requiresa very different approach and skill setcompared to traditional marketing tactics.
- #17: But the benefits of doing it right are enormous. Engaging your customer with personalized messaging and timely communications generates a 2 to 3 times For best in class organizations, average performance in terms of revenue was 59%.If you look at the industry average, the average performance increase was just 9%So the question then is how do you there?
- #18: When it comes to online marketing, the top challenges marketers face relate to gaining an all-encompassing view of operations and in determining the value they are deriving from the data they collect, including obtaining an integrated view of customers, understanding the influence of the marketing campaign, and interpreting this data to make business decisions
- #21: Show multiple channels at the topMessaging layerPlatform layer
- #30: Content Management (CMS): Implementing a content management system to support personalized interactions on the company's Web site.Customer Relationship Management (CRM) : Upgrading the existing CRM system to support personalized interactions involving members of the sales team.Marketing Automation (MA) : Upgrading the marketing automation system (Eloqua) to support personalized interactions via email and other digital channels.Integration and Mapping : Integrating the three systems -- customer relationship management,marketing automation, and content management -- to create centralized buyer profiles that could then be mapped to a defined buying process.Measurement and Reporting : Implementing the dashboards and measurement tools necessary to support ongoing performance measurement and management.