Bruce Rogers. Forbes. Chief Insights Officer and Head of the CMO Practice

Transcription

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2 Publish or Perish

3 Bruce Rogers Forbes Chief Insights Officer and Head of the CMO Practice

4 Publish or Perish A CMO Roadmap for Managing, Systematizing, and Optimizing The Marketing Content Supply Chain

5 Marketing Is Becoming Publishing $10B! $43B! $20B! Native Advertising! Digital Marketing! Sales Effectiveness!

6 Content is essential to growth What investments will have the greatest impact on your top line growth? 95% of marketing executives agree that the quality and organization of their marketing content is essential to achieving their growth goals! Digital marketing (73%)! Social media (58%)! Sales enablement technologies (53%)! Mobile marketing (50%)! Predictive targeting & analytics (48%)! Content marketing (46%) Forbes Insights Survey of Marketing Executives, 2015

7 Content is essential to the CMO s success Individual Business Priorities and Objective of CMO s 81% 73% 56% Well organized, designed and high quality content is essential to:! Improving sales effectiveness (78%)! Leveraging social, mobile and digital channels (75%)! Developing the brand (82%)! Selling value to the customer (73%) Brand Engagement Demand Generation Sales Enablement Forbes Insights Survey of Marketing Executives, 2015

8 The content challenge The Buyers Journey Marketing Sales Too much content Distribution Little business Impact Thousands of pieces of content Content sourced from over100 places across the company 1 Limited resources and time to create, manage, and track content Most of content is not targeted or relevant to client 1 Most content is not in one place 1 Growing content budgets Content is hard to find and consume by salespeople and customers Content is not channel ready for digital sales, marketing and media channels Poor execution of sales targeting, campaigns and predictive analytics Most marketing assets do not support of the buyers journey 1 Content fails to motivate customers to buy, drive cross sell or challenge the customer mindset 2 Content does not support 1:1 personalized experiences Fragmented media and clutter Content does not support value selling methods or training 3 Source: 1) Forbes CMO Survey 2) Richardson, 3) Accenture

9 Imagine

10 Optimizing The Content Supply Chain Manage Produce Distribute Optimize

11 Optimizing The Content Supply Chain! Target! Approve! Personalize! Assemble! Relevant! Real time Manage! Sales enablement! Channel ready! Digital marketing! Interactive! Configurable Produce Distribute! Social, Mobile and Earned Media! Compelling Optimize! Top Line Growth! Cost to Sell! ROI! ROA! Client Experience

12 10 Core Competencies Catalog Assemble Manage Target 1:1 Personalize Produce Distribute Source Control Distribute Optimize Plan Track Optimize

13 Where is Marketing Involved? Control over content quality, consistency, compliance and relevance The measurement of content ROI and performance The distribution marketing content in all sales channels The distribution marketing content in digital marketing channels The distribution marketing content in media channels The management of marketing content across the company The planning and creation of marketing content across the company 61% 55% 52% 50% 52% 61% 61% Heavy Involvement Some Involvement No Involvement Forbes Insights Survey of Marketing Executives, 2015

14 The CMO Roadmap for success The Forbes TM Marketing Content Optimization Maturity Model Own content Reorganize content Systematize content processes Operationalize content effectiveness Content Governance Content Architecture Publishing Systems Content Optimization

15 Step One: Own your content The Forbes TM Marketing Content Optimization Maturity Model Own content Content Governance Define and develop an organizational competency for managing and optimizing marketing content effectiveness

16 The CMO Wants to Own Content The Chief Marketing Officer 49% Is there a single individual or organization responsible for creating, managing and distributing marketing content across the enterprise? The digital marketing team The digital marketing team A dedicated specialist An outside agency/partner Our channel support organization Responsibility for content is shared No organization is responsible 3% 3% 3% 1% 14% 11% 16% Other 0% Forbes Insights Survey of Marketing Executives, 2015

17 Establish Enterprise Content Governance A Single Point of Organizational Ownership and Control over Content Editor In Chief Structures for planning, sourcing, aggregating, organizing, delivering and tracking sales content assets Content Sourcing Content Catalog Editorial Calendar Targeting Criteria Content Architecture Targeting & Tracking

18 Step Two: Organize your content The Forbes TM Marketing Content Optimization Maturity Model Own content Reorganize content Content Governance Content Architecture Architect your content so it can be planned, sourced, organized, targeted, distributed, and reused across many programs, sales channels and devices.

19 Target Pain, Process and Persona By customer need or pain point 58% How is your marketing content currently organized and targeted? By customer persona or job function By stage of the buyers journey or sales process By target industry vertical By product or solution None of these, our marketing content is not targeted in this way 2% 55% 47% 46% 38% Other 1% Forbes Insights Survey of Marketing Executives, 2015

20 Engineer Content to Drive Business Outcomes

21 Align content with the go-to-market approach

22 Package content to support selling conversations A Sales Playbook

23 Plan content that addresses customer pain A strategic thought leadership agenda

24 Step Three: Systematize Your Process The Forbes TM Marketing Content Optimization Maturity Model Own content Reorganize content Systematize content processes Content Governance Content Architecture Publishing Systems Establish a publishing process with systems that help create, manage, distribute, and track content efficiently through a wide variety of sales channels, programs and devices

25 Publishing Systems Investment Where are you investing to streamline, automate, and support the publishing, management and distribution of marketing content? Forbes Insights Survey of Marketing Executives, 2015 Sales content portals Enterprise content management systems Publishing software Marketing automation solutions Content curation solutions CRM solutions Content tracking analytics 43% 43% 39% 38% 38% 37% 31%

26 The Publishing Technology Ecosystem

27 Best of Breed Capabilities: Production Ten Core Competencies Source Catalog Plan Control Assemble Target Personalize Distribute Optimize Track! Out-of-the-box integration to content sources & platforms! Open sourcing from multiple internal sources! Shared calendars and collaboration tools for extended teams! Content discovery, topic modeling, and recommendation tools

28 Best of Breed Capabilities: Management Ten Core Competencies Source Catalog Plan Control Assemble Target Personalize Distribute Optimize Track! Journey mapping tools and utilities to align content! Unified access and visibility to all content assets (single source of truth)! Targeting by process step, persona and pain point! Personalization based on profile data (out of the box integration)! Automated workflow and streamlined approval processes

29 Best of Breed Capabilities: Distribution Ten Core Competencies Source Catalog Plan Control Assemble Target Personalize Distribute Optimize Track! Out-of-the-box integration to sales, media and marketing touch points! Contextual recommendations based on profile (next best content)! Real-time assembly and customization at the point of sale! Channel ready packaging & configuration for social, digital and sales! Multi channel orchestration and scheduling

30 Step Four: Optimize Your Content The Forbes TM Marketing Content Optimization Maturity Model Own content Reorganize content Systematize content processes Operationalize content effectiveness Content Governance Content Architecture Publishing Systems Content Optimization Optimize the effectiveness, value, and return on your marketing content assets by actively managing and measuring the key points of failure and leverage in your go-to-market process

31 Manage The Key Points of Leverage & Scale Marketing Sales Brand Consistency Ensuring Buyer Relevance Sales Experience Process Alignment Trackability A consistent brand value message in sales & marketing channels Addressing buyer pain points, channel preference and buying stage Simplifying and speeding content access by salespeople and partners Supporting targeting, value selling, training & the sales process Performance tracking to ID the content most effective at facilitating sales Unique Value Proposition Reasons to Respond Actionable Content Real Time Personalization Using ideas, insights & thought leadership to differentiate & drive leads Compelling content that drives customer engagement and response Content that opens doors, generates sales meetings, and changes minds Sales Playbooks and live documents to deliver insights to relevant solutions and SME

32 Establish Content Effectiveness Criteria Content Effectiveness Criteria 1. Actionable 2. Targetable 3. Useful 4. Trackable 5. Reusable

33 June 2015