inside 3-d content mapping - pardot users conference

Inside Three-D Content Mapping

Micky Long

Whitney Boudreaux

Agenda

• Today’s Reality

• Defining Three-D Content Mapping

• Pain Points Uncovered

• Buy Cycle Integrated

• Content Identified

Today’s reality

Defining Three-D Content Mapping

Three main components

1 Mapping to pain point

2 Mapping appropriate content

3 Mapping to buy cycle

Pain Points Uncovered

• Develop personas

• Key questions:

Who What, What Why

6

Persona Outline

John DoeCIO

Other Titles:

• VP Information Systems, CTO

Challenges:

• Business units making requests faster than IT can deliver

Costs:

• License software maintenance fees and configuring legacy systems

Goals:

• Lower cost of delivery, business innovation and increased services capabilities

Solution Value Drivers:

• Easy integration

• Flexible delivery models

“Delivering high service levels and supporting cost effective growth are key.”“The business is moving faster than IT can support it.”

Goals: Efficient processesReduce costSimplify processSolution Value Drivers:Save timeSave moneyImprove operationsImplement best practices

Other Titles: • COO, VP/Dir. OperationsChallenges: • Escalating material/labor costs• Supply chain issues• Vendor management issues• Outmoded business processesCosts:• People, materials, outsourced

services

John DoeDirector ofOperations

7

Persona Outline

“Current cost of delivery and skills required for the current solutions is unmanageable”“Our current vendor continues to raise maintenance”“I need to understand how we are performing for our Lines of Business”

Pain Points Uncovered

Research comes from anywhere–Sales feedback

–Industry publications / reports

Pain Points Uncovered

If you can’t find it, create your own–Conduct industry surveys

–Survey your database

Buy Cycle Integrated

Now that we know who they are, it’s time to determine where they are in the buy cycle

Discovery: Browsing.

Validation: Comparing.

Awareness: Window shopping.

Call-to-action/content

Product comparisons, price info, offers

Industry white papers, educational material

Case studies, other validation info

Post-sales communication, user newsletter

Emails with a mix of industry and product info

To be effective, content must be

• Relevant

• Varied

• Personal

• Fresh

Think

KISS

Reuse

This file is licensed under the Creative Commons Attribution 2.0 Generic license.

Reuse

Start with a white paper, run a podcast, create a video

Reuse

Partner with an analyst, run a webinar, highlight in a collateral piece

Put it all into action

Industry White Paper

Technical White Paper

Vendor Video

Response

Response

ResponseProduct

Datasheet

Product Case Study

Industry Webinar

Response

Response

ResponseProduct

Case Study

Technical White Paper

Industry White Paper

Response

Response

Response

Industry Webinar

Industry Podcast

Response

Return to Pool

Offer/Sales

Y

N

NNN

N N N

N

Y Y

Y Y Y

Y Y Y

Awareness

Discovery

Validation

Response

NN

Y

Summary

1. Get inside your prospect’s head

2. Recognize that you don’t control the process

3. Embrace diversity

4. Leverage automation to avoid “Batch and Blast”

5. Test, test, test… and then test some more

Questions?

Thank You!

Micky Long, mlong@arketi.com

Whitney Boudreaux, wboudreaux@arketi.com