Science of NurtureSession 3Module 5

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Session Three: Defining Content and Asset Needs

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Science of Nurture within Marketing Context

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With this new method, the definition of nurture must evolve:

FROM TO

Nurture consists of three email touches, used to help continue the conversation between response capture and LDR engagement

Nurture is an approach to continue interaction with clients, based upon their interests and needs, across a variety of communication methods.

Nurture helps the client move along the Buyer Journey to next- step actions. Nurture will be triggered and stopped based on the client’s behavior.

And, only based on the client’s readiness will it be passed to engage LDRs for lead validation and assists Sales with the progression of leads to wins

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We need a more effective approach to marketing

From:

One size fits all and what IBMwants to say

To

Personalized around the client, what they are looking to understand,what needs they have to solveWhen and where they require.

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Education recap• Module 1: Putting Nurture into Context

– Identifies how client-centric Nurture is a critical element of the 2015 Roadmap

• Module 2: Defining Nurture– Describes why a redefinition of Nurture is necessary to the

business

• Module 3: Identifying Objectives and Target Audiences– Introduces the Nurture Worksheet to integrate the teams behind

Nurture efforts

• Module 4: Using the Buyer Journey and Personas – Helps us move from regular target audience descriptions to

Personas that deliver insight

• Module 5: Defining Content and Asset Needs– Highlights the importance of quality content, how to

practically evaluate content quality, and how to identify content gaps within the Buyer Journey

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5. DEFINING CONTENT AND ASSET NEEDS

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What you will learn in this module

• Key benefits– Details a complete approach to sourcing and or creating high quality content– Provides guidance on how to map content to hurdles within the Nurture Worksheet

• Key learnings– The quality and quantity of content is at the heart of personalized marketing and our

ability to satisfy our client/prospect’s needs– To move a buyer towards a sale, we must deliver content that addresses the

hurdles the target audience needs to overcome– Content must be audited for quality, and gaps should be addressed quickly while

we use interim solutions to keep our Nurture efforts moving forward

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Purpose

To apply a practical framework which identifies the content needs for the target audiences to further engage in a conversation

Why

Right content at the right stage will move potential clients past hurdles and toward the sale

Helps identify physical and quality gaps in content

Behavior change

Enables the IBMer to scrutinize content for relevance and quality

Who How we’ll use the brand quality differentiators

WW• DPP: Identify existing content

to address hurdles and determine content gaps

• Agency to help evaluate content gaps and create content to fill gaps

LOCAL• DPP: Review WW identified

content; determine relevance for local market and modify or request new content as needed

Science of Nurture educationDefining content and asset needs

1. Setting the shared agenda:

With the use of appropriate content and assets, show how we can deliver progress for our clients and their clients.Use references and proof points to inspire confidence and overcome doubts

2. Making the case with expertise and proven outcomes:Content is how we make the case. It is the vehicle that demonstrates our expertise and proven outcomes. We arm our clients to make the case to their constituents

4. Charting the client’s path to deliver that value:Client roles are assigned content that is most relevant and valuable at the right time in a client’s Buyer Journey

3. Collaborating with experts to define future value:Content provides opportunities for collaboration with experts

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Relevant, quality content aligned to client needs is critical to effective engagement and progression toward win

FROM TO

Nurture is built around existing content Nurture is built top-down based on target audience insight, which defines content and offer

Identifying existing quality content and closing content gaps are essential to building client-centric Nurture

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Assuring the quality of our content is critical to Nurture

Content… ...fuels the conversation

…shows us how to respond to the client’s need to learn

…is how we communicate our expertise

…is how we create belief

…is how we make our case with proven outcomes and expertise

…offers opportunities for collaboration

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Quality content comes in a variety of formats and interaction methods

Content is delivered through a wide range of formats and different interaction methods. Content is information that provides value to an audience.

Specifically:

• Asset– Content delivered through a specific interaction

method to generate a response is called an asset

• Interaction ("The How")– Method of delivering content

• Format ("The What")– How content is presented through text, visuals

and/or sound. Examples of format are: a white paper, an email or a video

Example: A research finding (content) is delivered… • by a speaker during an

event breakout session (interaction)

• in the format of a presentation (asset)

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Remember content and assets can come in many different interaction methods and formats*

Asset: Analyst Report Asset: Case Study

Asset: Webcast / Whiteboard Session

Asset: Interactive eBook

Content: Resource Centre

Asset: Content from an Event

Asset: An Event

*List not exhaustive

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Quality assets help overcome hurdles in the Buyer Journey

As a reminder, in previous modules we defined:

• Hurdles: obstacles that prevent buyer from purchasing after they have identified a business need

• Buyer Journey: illustrates the hurdles which clients need to overcome in order to consider IBM’s solutions

BQD Set the Shared Agenda Make the Case Collaborate with

Experts Chart the Path

Buyer Journey Learn Solve Compare Purchase

Hurdles

L1: Pressured by senior management to stay ahead of industry trends and act as subject matter expert on relevant information, in addition to other responsibilities

L2: Views himself as a marketer, not an expert in data security or technology solutions

L3: No clear resource where he could learn about new solutions, so starts research with a generic Web search or asks peers for advice

S1: Problems are ambiguous and require input from multiple stakeholders within the company

S2: Unaware of technological developments and tends to choose tools he’s already familiar with

S3: As a Vice President, he is expected to develop his own structured problem solving system and lacks guidance

S4: Limited financial resources and overloaded schedule

C1: Because solution providers provide product information in different units and formats, he has difficulty comparing products to each other and against his list of requirements

C2: Distrusts salespeople and prefers objective commentary by third-party experts or customizable reviews

C3: Needs data that makes the business case for the product by demonstrating potential impact on margins

P1: Each procurement proposal requires a formal business case

P2: Must build support from other internal stakeholders

P3: Proposal review committee meets quarterly, so proposals rarely maintain momentum

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Quality content leverages the brand quality differentiators with IBM’s corporate character

+ =

IBM Brand QualityDifferentiators

IBM’s Corporate Character

What we really mean by quality

Putting our expertise to work in support of

clients’ ambitions, challenges and environments

Delivering experiences that look like, sound like, think like and perform like

IBM

Creating assets and experiences that drive demand and

uniquely and brilliantly differentiate IBM

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How do we evaluate if our content meets IBM quality standards and map it to hurdles

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We can use the Quality Scorecard to assess content…

http://w3.ibm.com/connections/communities/service/html/communityview?communityUuid=d710e974-ed2f-4396-ac87-58f6f46ee7a8#fullpageWidgetId=We70451a7b846_4ea3_b261_e1a70fba05a5&file=fd5ed6b2-6edc-4e16-9143-47f8054b7abd

What is the threshold that offers must meet in order to be included?

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…and to determine if assets are of sufficient quality to be included in our Nurture Worksheet

• Make sure you have:– Collected available content in different formats– Check the asset against the Quality Scorecard– Use the quick Nurture checklist to evaluate content

Is it addressing the right audience/roleIs it making reference to a specific industryIs the hurdle to overcome clearDoes it demonstrate our expertise and proven outcomes to make the caseIs there a clear and compelling call to action to continue the dialogHas it been developed within the last 12 month – is it still current and relevantIs it in the right format?

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Good Nurture content fulfills the Offer Quality Assessment

Insert picture of new offer quality assessment

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GOOD: Is clearly aligned to a target audience/role

GOOD: Addresses a specific hurdle in the Buyer Journey

MISSED OPPORTUNITY: Does not provide evidence needed to make the case

MISSED OPPORTUNITY: Does not have a strong call to action

These examples show how we can assess quality against our four criteria

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Content clearly states who this document is written for

Content did not go the step further and state if this was interesting for CMOs or Web specialists

Try this: Integrate more precise information on who finds document interesting and who benefits most from reading it

This example shows how content can be identified as aligning to a target audience

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Content clearly addresses a hurdle in SOLVE: “Expected to develop structured problem solving system but lacks guidance. This solution will help me to do that”

This example shows how content can be identified as addressing a specific hurdle

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Content does not provide evidence in the form of client quotes or facts to make the case

Try this: Add references from existing clients e.g., increased conversion rates by up to 50% and sales by up to 25%

This example shows how content should be identified as providing evidence needed to make the case

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Provides a call-to-action with multiple contact opportunities

Did not point directly to related content and did not offer opportunity to speak with an expert

Try this: Provide links to specific content and offer the option to speak with an expert

This example shows how strong calls to action and links to related content help deepen collaboration

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Data is hidden in the back within the “editorial”

Try this:Highlight clearly up front how recent this document is. It shows confidence and immediately communicates relevancy

Document is less than 12 months old

This example shows how content should be confirmed to be current and still relevant

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Preferred format and interaction methods can be found in the Persona

Here we see the preferred interaction methods that can be used to deliver the white paper

Here we see that White papers are appropriate for SOLVE stage

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This analysis then helps us map all relevant assets that meet quality guidelines in our Nurture Worksheet

Solve

S1: Problems are ambiguous and require input from multiple stakeholders within the company

S2: Unaware of technological developments and tends to choose tools he’s already familiar with

S3: As a Vice President, he is expected to develop his own structured problem solving system and lacks guidance

S4: Limited financial resources and overloaded schedule

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Existing assets may not allow us to address our hurdles within the right format and interaction methods• Once you have mapped the individual assets, you need to evaluate the overall campaign against

the following criteria:– Do you have the right mix of third-party vs. IBM-authored content? Below is a rough guide:

– Do you have the right mix of formats based on information from the Persona?

• The goal is to have all hurdles mapped to content. When content is not available, consider creating new content– An asset should be mapped to a single hurdle– Where a hurdle is present in more than one Persona, so to, can the asset

• To close the gap, you can either search for additional content, or you will need to create content

• The work done so far will help you write a clear brief describing the content

IBM authored content Third-party content

Learn Low proportion High proportion

Solve Equal proportion High proportion

Compare Equal proportion Equal proportion

Purchase High proportion Low proportion

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This example illustrates content gaps within the Nurture Worksheet for Smarter Commerce

ASSET GAP: Not enough content available for a robust Nurture effort

ASSET GAP: Not enough content is available and not in the right format and interaction method

GOOD: Significant amount of content available, in correct format and interaction methods

ASSET GAP: Not enough content available for a robust Nurture effort

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Once we identify a content gap, we must identify an interim solution and we must work to address the gap

• Look for additional content that may fill the gaps temporarily

– Even if the content is not in the best format or interaction method

– Consider content from adjacent stages within the Buyer Journey

• Existing content is available in multiple sources:

– Campaign and Sales Play planning portal: https://guidancehub.raleigh.ibm.com/programs

– MAM: http://217.28.164.25/IBM001/templates/login.html

• Complete a Content Brief based on the Nurture Worksheet, Persona and Planning for Interactions documents

– Content brief is available at http://w3-03.ibm.com/marketing/resources/briefs.html

• The following key elements can be used to create a brief that will produce the right content for your needs

– Campaign objective– Persona– Stage in Buyer Journey– Hurdles– Format and interaction method

Interim solution Address the gap

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To address the content gap, we can create a Content Brief to direct content creation teams

http://w3-03.ibm.com/marketing/resources/briefs.html

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Module 5 – Notes for local teams

• Content will be global in nature, but should reflect best practices and general target audience needs

• Review to understand where a local content infusion can have a significant impact

• Does the content align to the local target audience insights?

• Consider each piece of local content available in the context of quality

– Is there a match with a specific hurdle?

– Is the content of high quality?

• Replace content where appropriate, rather than re-creating Nurture streams

• Highlight gaps and submit requests for WW to address

Evaluating worldwide-provided content Criteria for keeping or adapting

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Summary of learnings

• Content is at the heart of personalized marketing– Establishes a point of view– Aligns to the Brand Quality Differentiators and IBM Corporate Character– Explains our solutions– Positions against the competition– Makes the case through our expertise and proven outcomes

• Content must be audited for quality, and gaps should be addressed quickly while we use interim solutions to keep our Nurture efforts moving forward

• To move a buyer towards a sale, we must deliver content that addresses the hurdles the target audience needs to overcome