Presentation delivered at the Canadian Marketing Association annual B2B event in Toronto, Canada. Focuses on the buyer experience that includes buyer personas, buying cycle and buying center and how to map content / information to the right person at the right stage.

1. The Buyer Experience
Content Mapping for a Buyer-Centric Content Strategy
Corinne Schmid
Director, Solutions Marketing | OpenText
cschmid@opentext.com

2. POP QUIZ

4. HINT:
It’s the same year that the Four P‟s defined the
“Marketing Mix”.

5. HINT:
It’s the same year that the Four P‟s defined the
“Marketing Mix”.
1960

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

7. When was the New Coke launched?

8. When was the New Coke launched?
1985

9. 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

10. Consumer revolt forced the GAP to abandon
its new logo…when?

11. Consumer revolt forced the GAP to abandon
its new logo…when?
2010

12. 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.

13. Let’s take a swing at the
new B2B marketing

14. 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….

15. Meet the Smith’s

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

17. Why LA?
I can’t wait to FINALLY! I’ll become
Six Flags! How long will it
have family Disneyland! Paris Hilton’s new
time....especially take us to pay off
Comic Can ! BFF!!
along Rodeo this trip?
Is there time to
Drive! visit them all?

18. B2B Translation: Buying Center
Champion Admin Influencer Ratifier

19. B2B Translation: Buying Center
What’s the impact to our cash flow?
Where do I get the most value?
How does this align with and impact other
projects and resources?
Life will be better. And I’m going to be famous

20. „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…

21. „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!

22. „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…

23. „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.

24. B2B Translation: Buying Center roles
Shepherd the buying process; act as the key sponsor Will the solution meet our needs?
for a particular purchase Can we justify the spend?
Internal or external sources that play a behind-the- Will it help me do my job better?
scenes role Will my experience be good?
Influencers
Executives or decision makers who generally are What is the business value?
involved very early or late Why should we spend $ on this?
CXOs
Evaluators; individuals or groups that will be impacted Is it stable, reliant and efficient?
by a purchase on a day-to-day basis How will the performance be?
Users
24
Adopted from SiriusDecisions

25. Active in the B2B Sales Cycle
Early Middle Late
  

 


26. Map the Buying Cycle to extend reach
Before ByCy Early Middle Late Loyalty
    
 
  
  

27. 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
Webinars SEO Webinars Case Studies Case Studies
Email Collateral Events Webinars Webinars
Common narrative with Newsletters Internal blogs Proposal User Events
multi-channel and format Product
delivery Intro Video Self Guided online demos Demo References Newsletter
Market Trends Presentation Business Case Communities
Thought Leadership Benchmarks

28. B2B Buying Cycle: Mapping Content
B.B.C Early Middle Late Loyalty
    
Word of Mouth
Whitepapers
Online Events
Videos: YouTube
 
Facebook Wall
Affiliate Marketing
LinkedIn
Slideshare
Social Communities   
External Blogs
Articles
Media: PR/Online
 
Sirius Best Practices Early: Education Middle: Solution Late: Selection Evaluate
Whitepapers Website Whitepapers Analyst Reports Whitepapers
Webinars SEO Webinars Case Studies Case Studies
Email Collateral Events Webinars Webinars
Common narrative with Newsletters Internal blogs Proposal User Events
multi-channel and format Product
delivery Intro Video Self Guided online demos Demo References Newsletter
Market Trends Presentation Business Case Communities
Thought Leadership Benchmarks

29. 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