Sirius Content Revolution

B-to-B Content: The Revolution Is Now
Marisa Kopec Erin Estep
VP and Group Director Service Director, SCM
9 May 2013

© Copyright SiriusDecisions.
All Rights Protected and Reserved.
B-to-B Content Supply Chains Are Broken
2
SiriusPerspective: We estimate that 60 percent to 70 percent of content
produced by b-to-b marketing goes unused, sitting on portal shelves.
Content About What We Want to Sell
Supply
Content to Fuel Conversations
Demand

Executive Summary
•  Key issues
–  Organizations are struggling with a content conundrum – too much
demand, not enough supply
–  The evolved marketing factory must be engineered to produce content to
fuel inbound and outbound marketing
–  Leading organizations are figuring out how to optimize their content
process to reduce waste and improve product quality
•  What you will walk away with
–  A revolutionized organizational content process framework
–  Details on the roles and best practices required for change
–  A view into how a content operations role leads the revolution
3

All Rights Protected and Reserved. 4
Polling Question
•  How optimized is your organization’s content process?
–  Dark ages: We reactively create content, don’t measure it
and have a fragmented and redundant content process
–  Age of enlightenment: We are becoming conscious that our
content process is broken, and as a result have begun to
question the established order
–  Revolutionized: We have transformed our content process; it
is highly optimized

The Revolutionized Content Factory
An evolved perspective on content strategy

The SiriusDecisions Content Model
Ideation
Activation
Curation
SiriusPerspective: The new paradigm requires a proactive, thorough and
rational decisionmaking framework to guide new content creation.
•  Which audiences are we trying to connect with?
•  Which decisionmaking inflection point are we trying to enable?
•  What is the information required to facilitate the desired decision?
•  Who are the resources required to create this content?
•  Who will need to receive this content in order to activate it?
•  How will the core content components be consumed and repurposed?
•  How will we ensure the content is effective at achieving its purpose?
CURATIONIDEATION ACTIVATION
Design
Sales
Requirements
Creative Brief
Creative
Concept
Format
Selection
Regional
Requirements
Measure
Usage
Feedback
Web Analytics
A/B Testing
Customize
Language
Culture
Audience
Market
Segment
Buyer
Personas
Sales
Personas
Originate
Content
Requirement
Topic
Selection
Messaging
Components
Information
Artifacts
Architect
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
Deliver
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Build
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
Activities or Processes
Primary Accountability

The B-to-B Content Supply Chain
7
SiriusPerspective: There are five core functions in the marketing and
sales ecosystem that contribute to producing content.
Portfolio
Go-to-Market
Architecture
Source of
Product or
Industry
Knowledge
Sales Enablement
Sales
Requirements
Assembles
Into Sales
Plays
Communications
Brand
Guidelines
Forms Raw
Content
Into
Finished
“On-Brand”
Goods
Campaign
Framework
Design
Content
Offers
for
Buyers
Global Campaigns Field Marketing
Local
Requirements
Translates
and
Localizes
Content

Portfolio Marketing’s Role in the Factory Line
SiriusPerspective: Product, solution, industry and segment marketers
are primarily responsible for content origination.
8
MeasureDesign Customize
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
OriginateAudience Architect
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
•  The offering, strategy and interlock discipline
•  There is more than one way to go to market – product,
service, solution, audience or segment
•  Global campaigns and programs need content offers
based on buyer needs and issues
•  Moving toward persona- and solution-based portfolio
marketing requires a different way of creating content

Portfolio Marketing’s Role in the Factory Line
SiriusPerspective: Product, solution, industry and segment marketers
are primarily responsible for content origination.
9
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check

SiriusPerspective: Best-in-class content factories have two types of content
coming off the conveyor belt: product-centric and audience-centric.
Best Practice: Shift to Supply Inbound and Audience
10

11
PRODUCT-CENTRIC
Capabilities
Offering
Capability

12
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer
Persona
Topic
Persona

13
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer
Persona
Topic
Persona

14
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer
Persona
Topic
Persona

15
PRODUCT-CENTRIC
Capabilities
Offering
Capability
PERSONA-CENTRIC
Buyer
Persona
Topic
Persona
ProductLaunch
InboundMarketing
Market Segment
Buying Center Buying Center
Buyer Need Buyer Need
Offering Offering
Capabilities and Benefits Capabilities and Benefits
Solution Content
PERSONA-BASED
Education Solution Selection Engagement
Market Segment
Buying Center Buying Center
Buyer Need Buyer Need
Topic Content
Education Solution Selection Engagement
PRODUCT-BASED
Buyer
Persona
Buyer
Persona
Topics ListTopics List
Buyer
Persona
Buyer
Persona
Topics ListTopics List
Initiative or
Challenge
Initiative or
Challenge
Initiative or
Challenge
Initiative or
Challenge
+
Preference-Based AssetsMenu-Based Assets

Global Campaigns and Programs’ Role in the Factory Line
16
SiriusPerspective: Global campaigns and programs are responsible for
ensuring content offers align to buyers and buying cycle stages.
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
•  The discipline that creates and enables demand creation
•  Create a holistic view of all demand sources to gain
leverage through shared program execution capabilities
•  Focus on content strategy, assembly and repurposing
across inbound, outbound and sales-driven demand
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check

Best Practice: Content Architecture
SiriusPerspective: Content requirements are defined after figuring out
how to align content to knowledge inflection points of the audience.
17

Buyers
Content Requirements by Persona
Business Value
Solution Fit
Examples
Issue Mapping
Demonstration
Stories
Business Issues
Persona Topics
Customer Needs
Triggers
Competitive Comparison
Testimonials
SME Insights
Value Actualization
Differentiation
References
Onboarding
Community
Value Review
Sellers
BUYING PROCESS:
DECISION STAGES
Vendor
Selection
Solution
Education
Engagement
Propose
Qualify
Close
Retain
Grow
SALES PROCESS:
WORKFLOW STAGES
18

Buyers
Content Requirements by Persona
Business Value
Solution Fit
Examples
Issue Mapping
Demonstration
Stories
Business Issues
Persona Topics
Customer Needs
Triggers
Competitive Comparison
Testimonials
SME Insights
Value Actualization
Differentiation
References
Onboarding
Community
Value Review
Sellers
BUYING PROCESS:
DECISION STAGES
Vendor
Selection
Solution
Education
Engagement
Propose
Qualify
Close
Retain
Grow
SALES PROCESS:
WORKFLOW STAGES
19

Communications’ Role in the Factory Line
SiriusPerspective: Communications is primarily responsible for bringing
organizational insight to life through content activation.
20
Usage
Feedback
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Global
Components
Regional
Components
Assemble
Sales
Requirements
Regional
Requirements
Third-Party
Brand Check
•  The discipline that builds a framework for strategic
marketing positioning that will transform how content is
managed
•  Opportunity not only to be the developer of content, but to
create operational strategies and frameworks that will
enable enterprise content operations
•  The way that content is architected and designed today is
very different from how this will be done in the future

Best Practice: Content Anatomy
SiriusPerspective: Best practice requires thinking about content
modularly, with a defined set of attributes acting as a decision framework.
21

22

23
Content Source

24
Content Source
Campaign Theme

25
Content Source
Campaign Theme
Creative Concept

26
Content Source
Campaign Theme
Creative Concept
Topic/Headline

27
Content Source
Campaign Theme
Creative Concept
Topic/Headline
Asset Type

28
Content Source
Campaign Theme
Creative Concept
Topic/Headline
Asset Type
Brand

SiriusPerspective: Content represents implicit and explicit attributes, all
of which should represent conscious, purposeful, informed decisions.
29

30

31

32

33

34

35

36

37

Sales Enablement’s Role In The Factory Line
SiriusPerspective: Sales enablement is responsible for providing sales
requirements and architecture needs (sales methodology) to the factory.
38
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
•  Provides a key (if not the key) integration role between
marketing and sales
•  Selling higher and selling solutions require issue-based
content
•  Supply and demand stressed by need for content that
does more than describe the product
•  Content must align to sales process

Best Practice: Persona and Customized Value Content
39
SiriusPerspective: High-performing reps require persona knowledge and
assets as well as tools that customize the business value conversation.

40

41
Very High-Performing Reps Mediocre-Performing Reps
Product Collateral 1 4
Competitive Profiles 2 5
Competitive Matrices 3 1
Industry Trends Overviews 4 6
Product Roadmap 5 8
Buyer Persona Insights 6
Qualifying Questions 7 2
Portfolio Architecture 8 7
Value Actualization Tools 9
Sales Playbook 10 9

42
Product Roadmap 5 8
Sales Playbook 10 9
Product Roadmap 5 8
Buyer Persona Insights 6 Not In Top 10
Sales Playbook 10 9

43
Product Roadmap 5 8
Sales Playbook 10 9
Product Roadmap 5 8
Buyer Persona Insights 6 Not In Top 10
Sales Playbook 10 9
Product Roadmap 5 8
Value Actualization Tools 9 Not in Top 10
Sales Playbook 10 9

Polling Question
•  How optimized is your content localization approach?
–  Dark ages: We build content assets, ship them to the regions
and don’t follow up, measure or learn; it’s a one-way process
–  Age of enlightenment: We realize that local country teams
and regions don’t use the content, or the rework is huge
–  Revolutionized: Regional requirements are gathered in the
design stage of our content process; we create components
that are then modified and repurposed in the regions to meet
local market needs (e.g. timing, translation)

Field Marketing’s Role in the Factory Line
SiriusPerspective: Field marketing’s role is to engage local experts and
customers to feed messaging components and leverage third-party sources.
45
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
•  Regional and field marketing is the function that curates
content and adapts it for local market relevance
•  Field marketing must be involved upstream in the content
process; there should be formal regional requirements
input
•  Field marketing can create content in local factories; the
process needs to capture this workflow and measure this
content

Best Practice: Avoid Local Rework Via Reverse Process
46
SiriusPerspective: SiriusDecisions reports that at least 20 percent of
content is originated in local markets by field or regional marketing.
Corporate
80%
Regional
5%
Local
15%

The Emerging Role of Content Operations
SiriusPerspective: Content operations owns visibility into the end-to-end
process, acting as a knowledge repository for all contributors.
47
Usage
Feedback
Sales
Requirements
Creative Brief
Creative
Concept
Web Analytics
Format
Selection
Regional
Requirements
A/B Testing
Language
Culture
Content
Requirement
Topic
Selection
Market
Segment
Buyer
Personas
Messaging
Components
Sales
Personas
Information
Artifacts
Campaign
Framework
Buying Cycle
Sales Process
Demand Type
DeliverBuild
Blogs/Social
Agency
Sales Portal
Web Site
MAP
Third-Party
Global
Components
Regional
Components
Assemble
Brand Check
Systems Infrastructure
Feedback, Usage and Behavioral Analysis and Reporting
Process Mapping and Socialization

Content Optimization Dashboard
SiriusPerspective: Use relevant metrics and key performance indicators
to measure enterprise-wide content operational effectiveness.
48
Contribution
•  Lead Attribution
•  Won Deals Attribution
•  Referrals
•  Form Conversion
•  Satisfaction Scores
•  Feedback Survey Data
•  Content ROI
Process
•  Content Pipeline
•  Alignment
•  On-Time Delivery
•  Time to Create
•  Repurpose Ratio
•  Time to Repurpose
•  Language Translation Cost
•  Waste/Redundancy
Utilization
• Consumption by Channel
• Consumption by Audience
•  Views
•  Downloads
•  Clickstreams
•  Third Party vs. Organic
•  Cost per Asset (Outsourced)
•  Cost per Asset (Insourced)
KPIsMetricsFinancial

Action Items
•  Marketing
–  Beyond a content audit, measure the effectiveness of content and
the overall level of optimization of the content factory
–  Rebalance the factory to support demand for inbound
•  Sales
–  Build clear requirements; articulation of the seller’s needs is critical
so the factory knows what to produce
–  Avoid creating redundant processes to what already exists
•  Product
–  Retool and retrain content creators to support the new content
paradigm (messaging, personas, social)

Recommended Reading
•  Core Strategy Report: Building a Content Strategy
•  Content Curation: The Sirius Perspective
•  Conducting a Field Content Collection Week
•  Sales Content: It’s Time for an Overhaul
•  Solving the Content Creation Conundrum
•  Demand Type: Its Impact on Content Strategy
•  Building a Persona-Based Content Framework
•  The SiriusDecisions Product Messaging Map Framework

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