Messaging That Matters: The Art of Shifting to Audience-Based Marketing

© 2015 SiriusDecisions. All Rights Reserved 1
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Messaging That Matters
The Art of Shifting to Audience-Based Marketing
Rachel Young @rpyoung_ #siriusdecisions

SiriusDecisions B-to-B Content Study
On average, 60-70% of b-to-b content goes unused, representing
hundreds of thousands if not millions of dollars wasted

SiriusPerspective:
Best-in-class organizations are shifting from product- to persona-
based architecture to create meaningful connections with their audiences.
Content Architecture: Product vs. Persona
ProductLaunch
InboundMarketing
Offering
Menu-Based Assets
Capabilities and Benefits
Solution Content
Buyer Need
Buying Center
Market Segment
PERSONA-BASED
Preference-BasedAssets
Topic Content
Buyer Need
Buying Center
Market Segment
PRODUCT-BASED
+
Offering
Capabilities and Benefits
Buyer Need
Buying Center
Buyer Need
Buying Center
Education Solution Selection Engagement Education Solution Selection Engagement
Topics List
Initiative or
Challenge
Topics List
Initiative or
Challenge
Topics List
Initiative or
Challenge
Topics List
Initiative or
Challenge
Buyer
Persona
Buyer
Persona
Buyer
Persona
Buyer
Persona

SiriusPerspective:
Arc 1: Audience Isolation
Isolate the target market segments, down to the buyer persona,
for an offering.
Arc 2: Persona Context
Define the buyer persona attributes the messaging will be conducted
for and internalize those insights.
Arc 3: Intent
State the messaging intent by demand type.
Arc 4: Value Proposition
Craft the core value proposition for the buyer persona.
Arc 5: Inflection Points
Catalog the persona’s information requirements by stage.
Arc 6: Narrative Elements
Build the narrative elements – the raw materials. Use the right words.
Arc 7: Activation Mapping
Map the content activation routes.
Arc 8: Operationalize
Build out the components in each arc and form content via
messaging templates.
The SiriusDecisions Messaging Nautilus
The Messaging Nautilus is a sequential and logical process for
transforming messaging skills in order to create more relevant, audience-centric content.

Arc 1: Audience Isolation
Isolate the target market
segments, down to the
buyer persona,
for an offering.

Arc 2: Persona Context
Define the buyer persona
attributes the messaging
will be conducted for, and
internalize those insights.

Arc 3: Intent
State the messaging intent
by demand type.

Arc 4: Value Proposition
Craft the core value
proposition for the buyer
persona using the five
building blocks of
audience, need, assertion,
outcome and distinction.

Arc 5: Inflection Points
Catalog the persona’s
information requirements
by stage.

Arc 6: Narrative Elements
Build the narrative
elements – the raw
materials.
Use the right words.

Arc 7: Activation Mapping
Map the content activation
routes.

Arc 8: Operationalize
Build out the components
in each arc and form
content via messaging
templates.

Use Case: Persona-Based Messaging and Content
Consistency
Precise targeting of
buyers across all content
Problem Statement
Client needed to reduce the ad
hoc nature of content
development and increase the
quality of messaging
Results
The new persona-based
message maps increased the
speed of content development
while ensuring consistency of
messaging strategy developed
from person insight Efficiency
Increase speed of
content development
Alignment
Message maps are
source of sales talking
points and content
Solution
summary
Web site copy
Blogs
Videos
White papers
Email
Press
releases
CFO ITUser

Abraham Lincoln
Give me eight hours to chop
down a tree and I will spend
the first six sharpening the
axe.

Lots of Meetings on the Same Topic
Solution
summary
Web Site
copy
Blogs VideosWhite
papers
Email

It Was Exhausting
Conflicting ideas and wordage
Disagreements on messaging
Post-publishing feedback
Conflicting ideas and language
Disagreements on messaging
Post-publishing feedback

Tons of Content Message Maps
Buyer Preferences
Personas
Strategy
What We Had

Connected Relationship of Arcs

This Is What We Were Doing…
Topic
We were only
focusing here

Sharpening the Axe: Audience Definition
Gathering Subject Matter
Experts:
• Who are we targeting?
• What do we want them to do?
• What will make them do that?

We’ve Matured Our Approach
Topic Topic
CFO IT User
Before After

Solution
summary
Web site copy
Blogs
Videos
White papers
Email
Press
releases
CFO ITUser
Aligned Persona-Based Content

A Feller Buncher…

Content Someone Else Made?

Making Messaging Accessible

Results
Alignment
Direct and Channel
using the message maps
to create talking points
and content
Efficiency
Increase speed of
content development
Consistency
Precise targeting of
buyers across all
content

Abraham Lincoln
Give me eight hours to chop
down a tree and I will spend
the first six sharpening the
axe.

A Successful Content Creator
Give me eight hours to create
content and I will spend the
first six sharpening the
messaging.

Use Case: EnterpriseAdoption of Messaging Framework
Deep Buyer
Understanding
driving product and
marketing strategies
Problem Statement
Client needed to align multiple
business units to a messaging
framework that is audience-
centric and effective in sales
enablement
Results
The new, standardized
messaging process is proven,
repeatable, and easy to deploy
as client brings on additional
business units through
acquisition
Persona-Based
messaging that emphasizes
key differentiators
Sales Enablement
“Best sales content I’ve ever
seen” – SVP, Marketing

Use Case: Product To Audience Messaging
+59%
Web visitors
+53%
Web revenue
+10%
Orders from email
-78%
Time to market
Problem Statement
Client’s product-centric
messaging did not maximize
inbound marketing and
contributed to limited product
launch success
Results
New messaging, tools, and
system designed around the
persona buyer journey

Action
Items
• Marketing
• Review messaging process, toolsand templates to isolate
and fix flaws
• Train content originators on how to conduct audience
segmentation and persona definition for their offerings
• Sales
• Determine the key buyer personas that sales needs
content for to drive growth
• Help to construct and validate messaging before content
is assembled or delivered to sellers
• Product
• Ensure that value propositions for offerings are centered
around the buyer need vs. capabilities
• Work with marketing to build an audience framework for
tier one offerings (supported by campaigns)

Buyer Insights

Persona Research to Jump Start Your Initiatives
Executive IT and Technical Vertical Industry Company Size
CXO IT Professional Financial Services Emerging: $0-50M
CEO Infrastructure and Ops Healthcare Mid-Size: $50-500M
CIO Applications Development Information Services Large: $500M-1B
COO Enterprise Architect Manufacturing Extra Large: $1-3B
CFO Extra Extra Large: $3B+
Marketing Leader Horizontal Function Generation
Sales Leader Procurement Millennials Role
Business Unit Leader Product Management Gen X Influencer
Human Resources Baby Boomers Decision Maker
Finance

www.siriusdecisions.com
1.203.665.4000

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Messaging That Matters: The Art of Shifting to Audience-Based Marketing

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Messaging That Matters: The Art of Shifting to Audience-Based Marketing