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THOUGHT LEADERSHIP Getting the whole company aligned
19

Basware Steve Muddiman: Thought Leadership 22.01.2014

Jan 27, 2015

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Marketing

Basware's Steve Muddiman's presentation slides at the Ajatusjohtajuus 2014 seminar on 22.1.2014. The seminar was organized by Procom and AC-Sanafor.
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Page 1: Basware Steve Muddiman: Thought Leadership 22.01.2014

THOUGHT LEADERSHIP

Getting the whole company aligned

Page 2: Basware Steve Muddiman: Thought Leadership 22.01.2014

Agenda

• Introduction to Basware

• Thought Leadership and its role in the

marketing mix

• Content strategy

• Aligning your content to drive revenue

• Ensuring participation

2

Page 3: Basware Steve Muddiman: Thought Leadership 22.01.2014

Basware Vision

4

The Largest Business Commerce Network

# of suppliers & buyers

# of transactions

€ value moving across the

network

P2P software

Basware Commerce Network

Value Added Services

Page 4: Basware Steve Muddiman: Thought Leadership 22.01.2014

Our journey in becoming a Service

Company

Becoming a service company:

Transitioning from a software company into

a service company.

Everything changes:

Our operating methods, how we design new

product/service, how we package, price and

position for new markets, the way we

present & deliver value, the customer

segments are changing, employee change

management, shareholder & customer

expectations only become higher.....

Marketing plays a critical role uniting all

these elements

Page 5: Basware Steve Muddiman: Thought Leadership 22.01.2014

Charting a difficult course....

6

Products Services

Accelerated growth Global leader Channel sales

Network growth Enterprises + SMEs

Page 6: Basware Steve Muddiman: Thought Leadership 22.01.2014

As we change, our story evolves too

7

”Unlocking value in a

connected business

world”

2004:

“Value for financial

processes”

Page 7: Basware Steve Muddiman: Thought Leadership 22.01.2014

•So how do we get

there?

8

Page 8: Basware Steve Muddiman: Thought Leadership 22.01.2014

You want to influence buyer behaviour with

your content (lead their thoughts)

• 70% of the content that supports a buying

decision is discovered by the buyers

themselves (they think!)

• And an equal 15% from sales & marketing

Source: Forrester Research [ 9

Marketers need to create content available

to be found:

• By each buyer, in their context

• When they are looking

Content that accelerates the buyers along their

journey and leaves behind you ‘brand scent’

Page 9: Basware Steve Muddiman: Thought Leadership 22.01.2014

Developing thought leadership along the

Customer Journey The Differentiating Moments of Truth

Aware Engaged Interacting Involved Transacting Delighted Advocate

…..a series of MoT’s

“If you’re available at the Zero Moment of

Truth, your prospects and customers will

find you at the very moment they’re

thinking about buying, and also when

they’re thinking about thinking about

buying.”

Page 10: Basware Steve Muddiman: Thought Leadership 22.01.2014

11

Brand Advertising & Messaging

Products, Services & Collateral

Solutions, Customer

References & Evaluation

Tools

Thought

Leadership Impact of

ideas on

potential

buyers

Major

Minor

Thought Leadership sits at the pinnacle of content

marketing strategy

Content

Marketing

Page 11: Basware Steve Muddiman: Thought Leadership 22.01.2014

Source: Forrester Research

Relevant

Provocative

Forward Leading

Distinct

Inspiring

Actionable

Results Driven

Conversational

• Deals with big issues your buyers face

• Challenges conventional thinking

• Anticipates what’s coming over the

horizon

• Different from what everyone is else

is saying

• Energises people about this way of

thinking

• Provides actionable advice on what

clients can do now

Credible

Independant

• Using the ideas can produce

breakthrough results

• The tone encourages a dialogue

and feedback

• Your company can help people

get there

• Makes no reference to your

products or services

Thought Leadership embodies bold attributes

Page 12: Basware Steve Muddiman: Thought Leadership 22.01.2014

What is content?

• Content is a representation of our brand promise

• Good content tells a story

• A good story should create curiosity (‘I want to know more’)

• Good content drives action

• Content should drive engagement

• Examples include:

• Video

• White Papers/e.Guides

• Blog posts

• PR editorial

• Social shares (Twitter, LinkedIn, Google+)

• Content and channels overlap and need to be ‘fit for purpose’

• Twitter is not good for sharing complex content or ideas

Page 13: Basware Steve Muddiman: Thought Leadership 22.01.2014

Content Marketing

• Content = Marketing

• Approach is the same – but need to act like a publisher not a broadcaster:

• What stories do we want to tell?

• To whom? (what personas, segments, targets)

• To get them to do what? (CTA)

• How do we reach them? (channels)

• How do we measure success (engagement metrics)?

• How do we turn curiosity and engagement into Sales Ready Leads?

• How do we measure the overall process so that it becomes predictable and drives funnel management?

• What tools and platforms do we need to automate/ manage all this?

13 February,

2014

Page 14: Basware Steve Muddiman: Thought Leadership 22.01.2014

Solution communications;

why us?

Brand communications:

problem definition

Content engages our audience

across the buying cycle

Untroubled

& Unaware

Acknowledge

Pain

Define

Needs

Receive

Proposals

Select

Vendors

Select

Single

Vendor

Engage Buy

CFO

AP

Other

Finance

Purchasi

ng

IT

SMB

13 February,

2014

Buyer’s Journey

T

a

r

g

e

t

P

e

r

s

o

n

a

Content

Content

Content

Content

Content Content

Content

Content

$

Nurturing/ Engagement

Page 15: Basware Steve Muddiman: Thought Leadership 22.01.2014

End to End Process - Demand Mgt & Direct Sales

Demand

Generation

Import

contact

details from

Eloqua

Identify

Sales

Opportunity

Retrieve

leads

Prepare for

contact

Contact

Prospect

Landscape

Prospect

needs/req

Propose

solution

Qualify

prospect

Quote

Generation

Generate

Proposal

Gain internal

approval

Client

Acceptance &

Contracting

Proposal

Discussion

Understand

client &

negotiate

Gain client

acceptance

Gain credit

acceptance

Gain

commercial

approval

Contract

Signing and

Acceptance

Contract

Signing &

Acceptance

Activation

Order

Handling

Marketing

Management

Understand

Market

Develop Market

Strategy & Plan

Customer

Contact Strategy

Build

Campaigns

Segmentation

Marketing

Proposition

Pricing &

Bundling

Strategy

Product Portfolio

Definition

Propensity

Targeting

Design

Campaigns &

Rules

Execute

Campaigns

Prospect

initial contact

Reach

BANT

Generate

contract

Plan Engage Discover Qualify Quote Negotiate Close Implement

Opportunity

Qualification

Nurture

Leads

Activation

Contract

Handling

Transition

to Service

Key:

Supports Differentiated MoT

Supports Competence MoT:

Demand

Centre Scope

Pain Point:

Page 16: Basware Steve Muddiman: Thought Leadership 22.01.2014

17

End to end customer experience framework & impact on content

Key:

Differentiated MoT

Competence MoT:

Demand

Centre Scope

Other Interaction

Pain Point:

Visit website

or have call

Recognised/

Personalised

Tailor

proposition &

obtain quote

Submit order

Use service Assisted help Manage

account

Receive

retention

marketing

Receive win-

back

marketing

Extend/

Configure

service

Learn about

propositions

Problem

identification

Receive

marketing Manage bill/

statement

Receive

Suggested

Service

Advice

Self help

Access

resources

Help chat/

community

Resolve

queries

Implement

Organisation

Changes

Define

requirements

Decide to

purchase

Make payment

Receive

supplier

activation

comms

Brand

awareness

View mass

media

content

Search for

solutions Installation

Complete

activation

Learn to use

Receive

welcome

comms

View new

media/ social

content

Receive

support

notification

Receive

version update

comms

View user

dashboard

reporting

Interact –

Welcome

Interact

- Nurture Transact Fulfil Use

Support:

Get Help Awareness Renew Service

Page 17: Basware Steve Muddiman: Thought Leadership 22.01.2014

18

Identify your target audience, their issues,

and the sources of information they trust.

Develop your thought leadership platform:

the ideas and content that express the

company’s positions

Engage your audience through a

considered mix of digital, social, and

traditional channels.

Assess the impact on your business and

revise or reinvest.

Ways to ensure your stakeholders

are always engaged

Page 18: Basware Steve Muddiman: Thought Leadership 22.01.2014

19

Immersion

&

Discovery

Research

& Insight

Brand

Strategy &

Positioning

Brand

Platform

Creation

Activation

Brand development platform

• Immersion and Discovery: Business, brand understanding and internal

viewpoints

• Research and Insight: Market,audience and competitor insights

• Brand Strategy and Positioning: Opportunity for the brand in the market

• Brand Platform Creation: Mission/vision, values/character, proposition and

creative platform

• Activation: Internal and external activation

Page 19: Basware Steve Muddiman: Thought Leadership 22.01.2014