Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

108 - 3 Trends Impacting Messaging and Content

ProductCamp Boston is the world's largest and most exciting crowd-sourced one-day event for product people. It's organized by and for product managers, product marketers and entrepreneurs, so attendees get the most out of the day.

Attendees learn about and discuss topics in product management and product marketing, product discovery, product development & design, go-to-market, product strategy and lifecycle management, and product management 101, startups, and career development.

www.ProductCampBoston.org

  • Inicia sesión para ver los comentarios

  • Sé el primero en recomendar esto

108 - 3 Trends Impacting Messaging and Content

  1. 1. 3 Trends Impacting B2B Messaging and Content (and How We Can Address Them) Jonathan Bracken GrokSpark Inc.
  2. 2. AGENDA • Introduction • Key Trend #1: Data Democratization • Key Trend #2: Customer Experience • Key Trend #3: Accelerating Tech Disruption • Challenges • Impact • What can we do about it? • Conclusion / Q&A
  3. 3. 3 Key Trends
  4. 4. CONTENT MARKETING KEY TREND #1: DATA DEMOCRATIZATION • 89% of B2B marketers use Content Marketing in 2019 • Industry will grow from $195B in 2016 to $412B by 2021 • 62% of companies outsource their content
  5. 5. SALES ENABLEMENT KEY TREND #1: DATA DEMOCRATIZATION • 59% of companies now have a formal sales enablement person, program or function in place, up from 19% in 2013 • Google searches for “sales enablement” have increased 51.2% over the past year • # LinkedIn users with “Sales Enablement” in their current Job Title more than doubled from 2016 to 2018.
  6. 6. WebsiteVisitMarketing GoogleAdMarketing WebsiteVisitMarketing BlogVisitMarketing WebsiteVisitMarketing Article3rdParty EmailSales WebsiteVisitMarketing CallSales CallSales VoicemailSales EmailSales TicketSupport TradeshowMarketing TrialProduct DocumentationSupport Recorded Demo Marketing LiveDemoSales WebinarMarketing BlogVisitMarketing GoogleAdMarketing Customer Reviews 3rdParty BUYER ENABLEMENT KEY TREND #1: DATA DEMOCRATIZATION
  7. 7. WebsiteVisitMarketing GoogleAdMarketing WebsiteVisitMarketing BlogVisitMarketing WebsiteVisitMarketing Article3rdParty EmailSales WebsiteVisitMarketing CallSales CallSales VoicemailSales EmailSales TicketSupport TradeshowMarketing TrialProduct DocumentationSupport Recorded Demo Marketing LiveDemoSales WebinarMarketing BlogVisitMarketing GoogleAdMarketing Customer Reviews 3rdParty 65-90% BEFORE SPEAKING TO SALES BUYER ENABLEMENT KEY TREND #1: DATA DEMOCRATIZATION
  8. 8. KEY TREND #2: CUSTOMER EXPERIENCE
  9. 9. KEY TREND #2: CUSTOMER EXPERIENCE Source: HubSpot
  10. 10. KEY TREND #3: ACCELERATING TECH DISRUPTION DevOps Agile
  11. 11. Challenges & Impacts
  12. 12. CHALLENGES 1. Creating more content usually means less consistency 2. Lots of human touchpoints makes it harder to keep everyone involved on the same page 3. Harder to update messaging and content at the pace of external and internal tech initiatives
  13. 13. IMPACTS • Decreased marketing effectiveness and spending efficiency It takes 5-9 exposures to a message to remember it • Decreased conversion rates (and subsequently, revenue)
  14. 14. What can we do about it?
  15. 15. Datasheets REDUCE CONTENT Web Pages Personas Slide Decks Whitepapers Solution Guides
  16. 16. Core Product Marketers Solution/Industry Marketers Sales Enablement Competitive Intelligence BRUTE FORCE
  17. 17. 2D MESSAGE MAP https://docs.google.com/spreadsheets/d/183FyklQaBzJh1ZZRvdNKS8TJmVfRm7weTSj4Hb27o8k/edit#gid=409433448
  18. 18. MULTI-DIMENSIONAL MESSAGE DATABASE Products Features Capabilities Solutions Personas
  19. 19. Options Pros Cons Reduce Content • Reduces need to update content as the product changes • Obfuscates the specific value and capabilities you can deliver for each target segment • High-level “vanilla” messaging might not resonate with anyone “Brute Force” • Reduces the workload by dividing it between more PMMs • Expensive! • Still hampered by limitations of existing tools 2D Message Map • Readily available templates • Highly customizable • “Free” • Time consuming to set up and maintain • Consumers don’t like to search spreadsheets to find messages • Collaboration can be difficult Multi- Dimensional Database • Highly customizable • Supports all relationships between messaging objects • Easier to find and manage messaging (for you and others) • Costs money (~depending on build vs buy decision) • You still need to write your messaging !
  20. 20. Q&A
  21. 21. APPENDIX

×