Science of Nurture Session 3 Module 5

2 Session Three: Defining Content and Asset Needs

3 Science of Nurture within Marketing Context Lead Create Response Generation RESPONSE NURTURE Lead Progress Lead Nurture Close

4 With this new method, the definition of nurture must evolve: FROMTO Nurture consists of three 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

5 We need a more effective approach to marketing From: One size fits all and what IBM wants to say To Personalized around the client, what they are looking to understand, what needs they have to solve When and where they require.

6 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

7 5. DEFINING CONTENT AND ASSET NEEDS

8 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

9 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 WhoHow 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 education Defining 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 5

10 Relevant, quality content aligned to client needs is critical to effective engagement and progression toward win FROMTO Nurture is built around existing contentNurture 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

11 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

12 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 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)

13 Remember content and assets can come in many different interaction methods and formats* Asset: Analyst ReportAsset: Case Study Asset: Webcast / Whiteboard Session Asset: Interactive eBook Content: Resource Centre Asset: Content from an Event Asset: An Event *List not exhaustive

14 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

15 Quality content leverages the brand quality differentiators with IBM’s corporate character += IBM Brand Quality Differentiators 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

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

17 We can use the Quality Scorecard to assess content… 58f6f46ee7a8#fullpageWidgetId=We70451a7b846_4ea3_b261_e1a70fba05a5&file=fd5ed6b2-6edc-4e f8054b7abd What is the threshold that offers must meet in order to be included?

18 …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/role Is it making reference to a specific industry Is the hurdle to overcome clear Does it demonstrate our expertise and proven outcomes to make the case Is there a clear and compelling call to action to continue the dialog Has it been developed within the last 12 month – is it still current and relevant Is it in the right format?

19 Good Nurture content fulfills the Offer Quality Assessment Insert picture of new offer quality assessment

20 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

21 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

22 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

23 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

24 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

25 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

26 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

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

28 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 contentThird-party content LearnLow proportionHigh proportion SolveEqual proportionHigh proportion CompareEqual proportion PurchaseHigh proportionLow proportion

29 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

30 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: ms ms –MAM: Complete a Content Brief based on the Nurture Worksheet, Persona and Planning for Interactions documents –Content brief is available at 03.ibm.com/marketing/resources/briefs.htmlhttp://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 solutionAddress the gap

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

32 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

33 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