Failure to Communicate B2B Market Messages and Customer Preferences Cares about dialogue with customers “Honest and open dialogue, which Acts responsibly across supply chain customers considered B2B messages most important, was one Has high level of specialist expertise of the three themes not Fits well with my values emphasized at all by the Customer preference 90 companies in our Is a leader in its field sample.” --McKinsey Provides a broad product portfolio Is a driver of innovation Promotes sustainability Promotes diversity and equal opportunity Has global reach Shapes direction of the market Corporate social responsibility Has low prices -10 0 10 20 30 40 50 60 70 80 90 100 Source: “How B2B companies talk past their customers,” McKinsey & Co., October, 2013 @pgillin @pgillin
Circular File How much do you agree with the following statements about the content salespeople provide?” 63% Scan and throw away 55% 79% Vendors give me too much material 70% 59% Much of the material is useless 65% IT execs Business execs Source: “Valuable Message Development For B2B Marketing In The Context Of Sales Enablement,” Forrester Research, September, 2015 @pgillin @pgillin
Why content misfires Aimed at wrong person Aimed at right person in the wrong stage of the buying cycle Poorly matched to buying motivations Poorly described Hard to find Boring Hard to understand Too general @pgillin @pgillin
Tech Explainer Testimonials Click to edit Master title style Community Newsletter Webinar Demos Ebook/ Match Tools to Offer Blog Customer Type Awareness Research Comparison Purchase Loyal Customer At-risk Customer @pgillin #mpb2b
Segment Customer Behavior Who are your High Enthusiasts high-value customers? Online Aficianados How do they Leading-Edge Practicals Technology typically enter your sales funnel? How Best Buy Ambivalent Aspirers segments its customers Low Deal Drivers High Low Price Sensitivity @pgillin @pgillin @pgillin #mpb2b
Develop Content for Each Stage Topic: Choosing a Cloud Service Provider Awareness The Ease and Flexibility of Cloud Computing Research Create Your Cloud Needs Assessment Consideration Questions to Ask Prospective Cloud Providers Purchase Success Stories from the Field Loyal Customer Getting More from You Cloud Investment At-Risk Customer Free Cloud Development Webinars @pgillin @pgillin @pgillin #mpb2b
Use Multiple Media Content: What to Ask Prospective Cloud Providers White Paper Blog Series: 10 Questions to Ask Video/Audio Podcast Expert Explains Questions to Ask Media Placement The Questions Businesses Fail to Ask SlideShare 10 Questions PowerPoint Visual 10 Questions infrographic Interactive Checklist and worksheet @pgillin @pgillin @pgillin #mpb2b
The Content Cube Content Asset Buying Stage @pgillin @pgillin
Why Not Flickr-ize This Graphic? @pgillin @pgillin
20 Ways to Tackle a Topic – Online Privacy 1. Quiz : Test Your Privacy IQ Skeptic : You Don’t Control Your Privacy Anymore 2. 3. Explainer: The Privacy Debate in Plain English 4. Case Study : How One Person Got Control Over Privacy 5. Contrarian : Why Online Privacy Concerns Are Rubbish 6. Definitional: Common Privacy Terms Explained 7. How To : Five Ways to Strengthen Your Online Privacy 8. How NOT To: Five Ways to Screw Up Your Online Privacy 9. First Person: My Personal Privacy Horror Story 10. List: 10 Important Facts about Online Privacy 11. Comparison: How Privacy Protection Services Measure Up 12. FAQ: Your Privacy Questions Answered 13. Q&A: What One Expert Says About Privacy 14. Data: Roundup of Survey Data ‘Man on the Street’: We Ask People Around the Office about Online Privacy 15. Outrageous: There’s No Such Thing as Online Privacy 16. 17. Poetic: Online Privacy Haiku 18. Musical: The Ballad of Online Privacy 19. Historic: What Shakespeare Would Have Said Humorous: Debate in the form of Abbott and Costello’s ‘Who’s On First?’ 20. @pgillin @pgillin
Think modular What you could break out of this white paper • Defining social innovation in transportation & mobility • 10 trends shaping the future of cities (series) • Impact of changing vehicle ownership patterns • Growth opportunities in rail • Defining intelligent mobility • Social benefits of smart cities • Sizing the market opportunity • Video interviews with authors • Video summary of results Each of these is a potential content asset Twitter: @pgillin @pgillin @pgillin
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