The Buyer ExperienceContent Mapping for a Buyer-Centric Content Strategy

Corinne SchmidDirector, Solutions Marketing | OpenText

cschmid@opentext.com

POP QUIZ

HINT:

It’s the same year that the Four P‟s defined the

“Marketing Mix”.

HINT:

It’s the same year that the Four P‟s defined the

“Marketing Mix”.

1960

Isn’t it madness to market based on practices from over 50 years ago?

When was the New Coke launched?

When was the New Coke launched?

1985

When was the New Coke launched?

The first brand-focused crowd sourcing was live, in person.

Consumers engaged. Enraged.They took to the streets.

Coke halted production of New Coke the same week it launched.

Time Magazine, The Death of New Coke, 1985

Consumer revolt forced the GAP to abandon

its new logo…when?

Consumer revolt forced the GAP to abandon

its new logo…when?

2010

Consumer revolt forced the GAP to abandon

its new logo…when?

The second largest brand debacle through online crowd sourcing.

The GAP had social media on its side and spun the incident as an ‘experiment’.

GAP reverted back to its original logo within the same week.

Let’s take a swing at the new B2B marketing

The new face of B2B marketing

1. It’s about the Buyer

2. And knowing their influencers / peers / networks

3. Meeting their distinct information needs

4. With a compelling narrative

5. Mapped to each stage of the Buyer experience

Let me give you an example….

Meet the Smith’s

They’re going to LA, California, this year for their family vacation.

Why LA?

How long will it take us to pay off

this trip?

FINALLY! I’ll become Paris Hilton’s new

BFF!!

Six Flags!Disneyland!Comic Can !

Is there time to visit them all?

I can’t wait to have family

time....especially along Rodeo

Drive!

B2B Translation: Buying Center

RatifierInfluencerAdminChampion

B2B Translation: Buying Center

What’s the impact to our cash flow?

Life will be better. And I’m going to be famous

How does this align with and impact other projects and resources?

Where do I get the most value?

„Champion‟

Mom went online and found the best

family vacation deal with the best

reviews. She had the trip booked,

itinerary set, kids organized, house

care confirmed, bags packed…

„IT Admin‟

Robbie was overwhelmed. What

about his science project? Batman

PS3 just launched – while away, he

could lose his coveted top score

status. But LA did sound really cool!

„Influencer‟

Beth couldn‟t believe that mom

finally agreed to it! She‟d been

begging to go since the first season

of Paris Hilton‟s, “My New BFF.” If

only her loser brother wasn‟t coming

along…

„Financial Ratifier‟

Dad agreed that it was the right thing

for the family. Pushing back the kitchen

reno‟s until next Spring wasn‟t ideal,

but family comes first. He hoped this

meant Beth would stop emailing them

vacation property rentals in Beverly

Hills.

B2B Translation: Buying Center roles

Shepherd the buying process; act as the key sponsor for a particular purchase

Internal or external sources that play a behind-the-scenes role

Influencers

Executives or decision makers who generally are involved very early or late

CXOs

Evaluators; individuals or groups that will be impacted by a purchase on a day-to-day basis

Users

What is the business value?Why should we spend $ on this?

Will it help me do my job better?Will my experience be good?

Is it stable, reliant and efficient?How will the performance be?

Will the solution meet our needs?Can we justify the spend?

24Adopted from SiriusDecisions

Active in the B2B Sales Cycle

Early Middle Late

Map the Buying Cycle to extend reach

Before ByCy Early Middle Late Loyalty

B2B Buying Cycle: Mapping Content

B.B.C Early Middle Late Loyalty

Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate

Common narrative withmulti-channel and format

delivery

Whitepapers Website Whitepapers Analyst Reports Whitepapers

Webinars SEO Webinars Case Studies Case Studies

Email Collateral Events Webinars Webinars

Newsletters Internal blogs Proposal User Events

Intro Video Self Guided online demosProduct Demo References Newsletter

Market Trends Presentation Business Case Communities

Thought Leadership Benchmarks

B2B Buying Cycle: Mapping Content

B.B.C Early Middle Late Loyalty

Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate

Whitepapers Website Whitepapers Analyst Reports Whitepapers

Common narrative with multi-channel and format

delivery

Webinars SEO Webinars Case Studies Case Studies

Email Collateral Events Webinars Webinars

Newsletters Internal blogs Proposal User Events

Intro Video Self Guided online demosProduct Demo References Newsletter

Market Trends Presentation Business Case Communities

Thought Leadership Benchmarks

Word of Mouth

Whitepapers

Online Events

Videos: YouTube

Facebook Wall

Affiliate Marketing

LinkedIn

Slideshare

Social Communities

External Blogs

Articles

Media: PR/Online

Summary

Know your buyer Develop Personas

Know the buying center Beyond the Champion

Understand their motivations Talk to them! Do research

Meet their information needs Buyer Experience Map