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.
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
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
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
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
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
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
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.
No wonder then that 9 out of 10 marketers are spending more on content.
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
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
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.
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).
How we engage with prospects and customers determines how quickly we move them through the buying cycle to conversion
Content marketing is complex and requiresa very different approach and skill setcompared to traditional marketing tactics.
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?
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
Show multiple channels at the topMessaging layerPlatform layer
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.