Abstract:
The present invention provides a repeatable, sequential approach for portfolio marketers to originate messaging that is highly relevant to buyers by replacing internally focused perspectives and vernacular with topics, language and value propositions that reflect market trends and buyer needs. A sequence of eight automated or semi-automated processes brings order and precision to the creative process of b-to-b messaging. Like the chambers of a nautilus shell, the progression of activities provided by the present invention is arranged in an expanding sequence of arcs, each of which represents a step in the messaging process.

Description:
[0001]    This application claims the benefit of U.S. Provisional Application No. 62/051,420 filed on Sep. 17, 2014 which is incorporated herein and made a part hereof by reference for all purposes. 
     
    
     BACKGROUND OF THE INVENTION 
       [0002]    The present invention relates to the field of sales and marketing. More specifically, the present invention relates to systems and methods for a sequential approach to creating business-to-business (b-to-b) marketing messages. 
         [0003]    Research shows that messaging origination is often characterized by misalignment, process breakdowns and skills gaps, causing the production of ineffective content. At the heart of this problem are flawed and obsolete messaging templates that center around either an offering, an aspirational product category, or a brand identity. Accordingly, it is submitted that portfolio marketers (product, solution, industry or segment) must reinvent their messaging templates and content creation processes to stay relevant in today&#39;s business environment. 
         [0004]    The logical progression of a Fibonacci sequence can advantageously be applied to the creative process of planning and producing b-to-b messaging. In a Fibonacci sequence, named for 12th-century Italian mathematician Leonardo Fibonacci, pairs of numbers are successively added (e.g. 1+1=2, 1+2=3, 2+3=5, 5+3=8) to create a distinctive pattern of progression. Many expansive patterns in nature (e.g., tree leaves, hurricanes, nautilus shells) embody Fibonacci sequences. 
         [0005]    It would be advantageous to provide a messaging methodology shaped like a nautilus shell, which starts with the audience—not the offering—at its center. It would be further advantageous to provide a repeatable, sequential approach for portfolio marketers to originate messaging that is highly relevant to buyers by replacing internally focused perspectives and vernacular with topics, language and value propositions that reflect market trends and buyer needs. 
         [0006]    The systems and methods of the present invention provide the foregoing and other advantages. 
       SUMMARY OF THE INVENTION 
       [0007]    Automated methods and systems are provided for creating marketing messaging templates and messaging content. In an example embodiment, a sequence of automated messaging processes are provided. 
         [0008]    An audience isolation sequence is provided for defining a target audience for the message and categorizing associated content, the target audience being defined by personas entered into a database in a prioritized manner and associated with content stored in the database. Market segmentation and sizing data is either input into the database or the user can leverage data provided in a corresponding tool to select which market segments to focus the content and campaigns on. The market segmentation levels include industry, sub-vertical, enterprise size and geographic regions. 
         [0009]    Once the market segments are chosen, there is an automated method for calculating buyer audiences (buying centers and buyer personas) to target with the messaging. There is a scoring mechanism based on a series of attributes (which, e.g., may be obtained from the SiriusDecisions Persona Prioritization framework) that enables the user to select which persona targets are recommended by the tool as the best candidates. 
         [0010]    A persona context sequence is provided for identifying buyer need and buyer-specific lexicon for each of the personas, and storing persona attributes in the database for each of the personas. This tool leverages the SiriusDecisions Buyer Persona Framework, which is a definitional model representing a series of required attributes to categorize and define a b-to-b buyer persona. The user can either input their own data into the tool or leverage pre-existing data that the tool provides based on research undertaken by SiriusDecisions. 
         [0011]    An intent sequence is provided for defining and documenting message intent of the message for each of three demand types comprising new concept, new paradigm, and established markets, and assigning a demand type and strategy statement to each offering, the demand types and strategy statements being entered into the database. 
         [0012]    A value proposition sequence is provided for creating definitions for one or more value propositions for an offering subject to the message and the corresponding demand type, and storing the definitions in the database. The value proposition framework is devised of five critical information components: persona, need, assertion, outcome and distinction. The system provides a worksheet and templates for the user to construct the components of the value proposition and then to assemble those components together into one or more value propositions. 
         [0013]    An inflection points sequence is provided for defining buyer information needs and content preferences for the message, and storing the inflection points in the database. The system prompts the user with the types of questions a buyer persona will ask at each phase of the SiriusDecisions Buying Decision Framework. This framework embodies the human cognitive process of purchasing decision making for b-to-b offerings. 
         [0014]    A narrative elements sequence is provided for creating core messaging components for the message for each demand type and storing the messaging components in the database. The system provides a set of worksheets and templates for the user to use in constructing the narrative elements aligned to the various phases of the buying decision process. 
         [0015]    An activation mapping sequence is provided for constructing a content blueprint for assembling one or more of the messaging components to create messaging templates, which are stored in the database. The system provides a worksheet and templates for constructing the content blueprint. The database provides the users with the interaction types and content assets types most used by the buyer persona as well as those deemed most impactful to the decision phase based on SiriusDecisions research. In addition, the user has the ability to enter in their own custom market research to build the content blueprint. 
         [0016]    An operationalize sequence is provided for automatically populating the messaging templates based on the messaging components. The operationalize sequence provides the completed messaging template, an aggregation of all previous sequences, to support internal workflow for campaign execution and content activation, such as audit trails, approval rights and delivery mechanisms. 
         [0017]    The populated messaging templates may then be activated for electronic delivery to the content distribution channels such as an internal sales portal or external website, social media property or marketing automation tool. The APIs to those systems are standard interfaces. 
         [0018]    The tools of the present invention also encompass basic user and administrator reporting features and functions. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0019]    The present invention will hereinafter be described in conjunction with the appended drawing figures, wherein like reference numerals denote like elements, and: 
           [0020]      FIG. 1  shows an example illustration of the methodology of the present invention in the form of eight arcs progressing in the form of a nautilus, in accordance with an example embodiment of the invention; 
           [0021]      FIG. 2  shows an example embodiment of an output of the Audience Framework process of Arc  1 ; and 
           [0022]      FIG. 3  is a high-level block diagram of an example embodiment of a system for implementing the present invention. 
       
    
    
     DETAILED DESCRIPTION 
       [0023]    The ensuing detailed description provides exemplary embodiments only, and is not intended to limit the scope, applicability, or configuration of the invention. Rather, the ensuing detailed description of the exemplary embodiments will provide those skilled in the art with an enabling description for implementing an embodiment of the invention. It should be understood that various changes may be made in the function and arrangement of elements without departing from the spirit and scope of the invention as set forth in the appended claims. 
         [0024]    The present invention provides a methodology for creating messaging that connects with buyer and customer audiences using a logical progression of messaging activities. The methodology may be computer implemented, with various steps being carried out by software running on a computer processor, either locally on a user&#39;s computer, in a web-based format, or in an ASP format. As will be discussed in detail below, a sequence of eight activities (referred to herein as “arcs”) brings order and precision to the creative process of b-to-b messaging. Like the chambers of a nautilus shell, the progression of activities provided by the present invention is arranged in an expanding sequence of arcs, each of which represents a step in the message creation process. The present invention is sometimes referred to as the “Messaging Nautilus”. 
         [0025]    An example embodiment of the present invention is described in detail below in connection with  FIG. 1  and arcs  1 - 8 . The discussion of arcs  1 - 6  below each refers to one or more documents published by SiriusDecisions, Inc., the Assignee of the present invention, which are available on the SiriusDecisions&#39; website, www.siriusdecisions.com. Each of these published documents are incorporated herein and made a part hereof by reference in their entirety and for all purposes.
   Arc  1 : Audience isolation/prioritization. This arc embodies an alignment exercise aimed at creating a shared understanding of target audiences with unique messaging requirements. Product, marketing and sales must agree on the target audience at the first stage of the content creation process in order to ensure that the messaging can later be activated by sales and marketing. Tools are also provided for inputting, classifying, and categorizing marketing content. Content is identified and associated with a primary audience (e.g., a buyer, customer, influencer, employee, sales manager, or the like).   
 
         [0027]    The tools may comprise software running on a computer processor and the information may be entered into a database via a user interface, as described below in connection with  FIG. 2 . The content itself may also be loaded into the database. The tools may enable automatic sorting and searching of the content based on the input information. 
         [0028]    In this arc, an audience segment should not be defined as “everyone” or a set of accounts. In collaboration with product and sales, marketing must isolate the buyer personas that are involved in the purchasing decision for the offering and that will receive the messaging (see the SiriusDecisions&#39; brief “Prioritizing Buyer Personas”). Market segmentation and sizing data is either input into the database or the user can leverage the data provided in the tool to select which market segments to focus the content and campaigns on. The market segmentation levels include industry, sub-vertical, enterprise size and geographic regions. 
         [0029]    Once the market segments are chosen, there is an automated method for calculating buyer audiences (buying centers and buyer personas) to target with the messaging. A persona prioritization tool is provided for associating various personas with external and internal weighting factors, such that personas to be targeted can be scored and ranked (prioritized) automatically. For example, a scoring mechanism may be provided which may be based on a series of attributes that enables the user to select which persona targets are recommended by the tool as the best candidates. 
         [0030]    Although messaging occasionally must be created for broader audience categories, it is recommended that most messaging components be constructed at the persona level. The output of this arc is a completed Audience Framework template (see the brief “The SiriusDecisions Content Model: Audience Framework”). 
         [0031]    An example embodiment of an Audience Framework worksheet is shown in Table 1: 
         [0000]                                      TABLE 1                   Arc 1 Worksheet. Audience Framework                    Key Issues   Buyer Need                   Instructions   These are    What will                topics that    trigger each                drive    audience                urgency or   segment to               momentum    purchase                related to    the offering?               a buyer    The need                need—e.g.   to achieve               economic    a business                factors,    opportunity               industry   or goal                regulations,    or solve a               legal   business issue                changes,   through the               local trends.   application                    of an offering.       Industry    Define the key issues for the                    vertical segment related to                   industry-specific market                    trends, regulations, legal issues,                   market drivers or challenges.                    The buyer need should                   pinpoint the most significant                    problem or opportunity that                   professionals in that industry                    are collectively dealing with.               Region   Define the regions being                    targeted and how regional needs                   differ. Key issues revolve                    around trends specific to a                   geographic region (government                    regulations, cultural or                   economic factors).               Org Type   Large organizations&#39; buyer                    needs are usually very different                   from the buyer needs                    of a startup; capture those                   differences here.               Buying    Buying centers are organizational                Center   entities (e.g. department,                   team, functional level)                    comprising a group of buyer                   personas who participate in                    decisions about what to                   purchase. Describe the key                    issues include business                   opportunities, organizational                    goals or business problems.                   Each buying center typically                    has its own primary buyer                   need.               Buyer    Explain the key business issues                Persona    related to the offering that               (s)   the specific persona cares                    about. Each buyer persona                   should have a differentiated                    primary buyer need.               ® 2014 SiriusDecisions All Rights Reserved 3 SiriusDecisions                        
The Audience Framework worksheet helps define the key issues and buyer needs for a particular industry, region, organization type, buying center, and buyer persona(s).
 
         [0032]      FIG. 2  illustrates an example embodiment of a buyer audience framework process flow and output. The buyer audience framework may be engineered at a master brand level  10  (for less complex portfolios) or a sub-brand level  12  (for larger, more complex portfolios). In either case, one or more offerings for the brand  10  or sub-brands  12  at issue are identified, along with the corresponding industry or industries  14  applicable to the brand or sub-brand (e.g., high tech, financial services, insurance, utilities, public sector, transportation, manufacturing, retail, healthcare, and the like). The corresponding region or regions  16  where markets exist for each brand or sub-brand are also identified (e.g., North America, EMEA (Europe, Middle East, Africa), Asia Pacific, Latin America, and the like). The organization type  18  is then selected for each brand or sub-brand. The organization type  18  may be defined by size, revenue or other factors. As an example only,  FIG. 2  shows organization type defined by revenue (e.g., $3 billion or more, $1-3 billion, $500-999 million, $50-499 million). Other categorizations may be used. The buying centers  20  for each organization type are then identified (e.g., Line of Business, IT, Finance, and the like). The organization types  18  and buying centers  20  are selected based on the greatest opportunity for growth. Buyer personas  22  for each buying center are then identified. The buyer personas (e.g., job role dimension) that will be the most involved in the purchasing decision for each offering are chosen as targets for the campaign and content strategy. For example: for the line of business buying center, the buyer personas may include line of business head, chief digital officer, and the like: for the IT buying center, the buyer personas may include chief information officer, head of applications, head of operations, enterprise architect, developer, and the like; for the finance buying center, the buyer personas may include chief financial officer, head of procurement, and the like. Other buying centers and personas may be identified, depending on the brand and industry. The buyer needs are then isolated and the offering portfolio for the enterprise is mapped to bring visibility to where business units share a persona or where they are distinct. 
         [0033]    In the example shown in  FIG. 2 , the enterprise is mapped as being in the North American region and a $1-3 billion dollar company with targeted personas from line of business, IT and finance buying centers. In the example shown, Sub-Brands  1 ,  2 , and  3  (B 1 , B 2 , and B 3 ) are shown as sharing the targeted persona “line of business head”, with an additional targeted persona for the offering(s) for sub-brand  1  (B 1 ) identified as the chief information officer of the IT buying center. The head of procurement of the finance buying center is also identified as a target persona for the offering(s) for sub-brands  2  and  3  (B 2  and B 3 ). 
         [0034]    End user personas  24  may also be identified/selected (e.g., project manager, release engineer, quality assurance, developer, application architect, and the like). End-user personas are the actual users of the product or consumers of the services. Sometimes they participate or control the decision to purchase but many times, the offering is purchased by the buyer persona on behalf of the end-users. For example, the CFO and financial team may purchase an expense reporting system for the organization. In such a case, every associate in the organization is an end-user. It is thus important to define end-users as part of the audience framework to clearly delineate where buying control resides in the buying audience as well as to identify tangential or associated end-users who may influence the decision to purchase.
   Arc  2 l Buyer Persona context. Ultimately, organizations must create messaging that speaks precisely to buyers&#39; primary needs, using their tone and vernacular, covering business issues and topics they care about. In this stage, buyer personas are defined and key attributes are identified to enable informed content preferences and messaging resonance. Personas may include head of marketing, head of sales, head of finance, marketing operations leader, head of IT, business owner, and the like. Robust and precise definition of the personas is critical for creating this audience-centric messaging. Portfolio marketers must collect sufficient persona insights to complete the SiriusDecisions Persona Template (see the Core Strategy Report “B-to-B Personas”) and internalize persona knowledge. The output of this stage is a description of each persona&#39;s primary buyer need and a list of the keywords and phrases in each persona&#39;s lexicon.   
 
         [0036]    An example embodiment of Persona Definition worksheet is shown in Table 2: 
         [0000]    
       
         
               
             
               
               
               
             
           
               
                 TABLE 2 
               
             
             
               
                   
               
               
                 Arc 2 Worksheet. Persona Definition 
               
             
          
           
               
                   
                   
                 Persona  
               
               
                 Attributes 
                 Instructions 
                 Insights 
               
               
                   
               
               
                 Job Role 
                 Individuals should be grouped by their  
                   
               
               
                   
                 day-to-day responsibilties, accountabilities and 
                   
               
               
                   
                 how their performance is measured (e.g.  
                   
               
               
                   
                 management by objectives). What they do?  
                   
               
               
                   
                 Describe a day in the site. 
                   
               
               
                 Common  
                 Compile the titles commonly  
                   
               
               
                 Titles 
                 associated with the job role. 
                   
               
               
                 Buying  
                 List the entity that holds the budget for a  
                   
               
               
                 Center 
                 purchase, typically a business unit, 
                   
               
               
                   
                 department or team. 
                   
               
               
                 Position  
                 The persona&#39;s position in the organization  
                   
               
               
                 On Org 
                 is an important indicator of decision making 
                   
               
               
                 Chart 
                 impact and influence. Do they report  
                   
               
               
                   
                 into the buying center or not? 
                   
               
               
                 Initiatives 
                 Find out what programs and projects the  
                   
               
               
                   
                 person is tasked with, and capture their 
                   
               
               
                   
                 feelings and aspirations about these  
                   
               
               
                   
                 initiatives. What are their motivations? How do 
                   
               
               
                   
                 they earn credibility and get promoted? 
                   
               
               
                 Challenges 
                 Identify the persona&#39;s business issues,  
                   
               
               
                   
                 problems and pain points, including factors 
                   
               
               
                   
                 that could impede the persona&#39;s attainment  
                   
               
               
                   
                 of objectives. Capture the persona&#39;s  
                   
               
               
                   
                 feelings about these challenges  
                   
               
               
                   
                 (e.g. fears, uncertainties, doubts). 
                   
               
               
                 Buyer Role  
                 List the buyer role characterized by decision  
                   
               
               
                 Type 
                 making criteria and power level. The five 
                   
               
               
                   
                 common buyer roles are champion, influencer,  
                   
               
               
                   
                 decision maker(or economic buyer), 
                   
               
               
                   
                 user and raidier (a professional  
                   
               
               
                   
                 purchaser or negotiator). 
                   
               
               
                 Buyer Need 
                 A persona may have multiple needs; isolate  
                   
               
               
                   
                 the primary buyer need that is most likely 
                   
               
               
                   
                 to attract the persona to the offering 
                   
               
               
                 Lexicon 
                 Note the specific vernacular. What are the  
                   
               
               
                   
                 keywords and phrases they organically use 
                   
               
               
                   
                 to discuss the buyer need  or  business issue? 
                   
               
               
                 Content  
                 List the persona&#39;s content preferences (e.g.  
                   
               
               
                 Preferences 
                 type of information, format). For example, 
                   
               
               
                   
                 a persona may prefer short-term content  
                   
               
               
                   
                 assets (e.g. blog, infographic, demo, video) 
                   
               
               
                   
                 over long-form assets (e.g. white paper, case  
                   
               
               
                   
                 study, presentation, analyst report). 
                   
               
               
                 Tactic  
                 List the different ways of interacting with the  
                   
               
               
                 Preferences 
                 selling organization (e.g. in-person 
                   
               
               
                   
                 meetings, phone calls, emails, video  
                   
               
               
                   
                 conferencing, conducting research via Web,  
                   
               
               
                   
                 mobile and social media). 
                   
               
               
                 Watering Holes 
                 These are physical or virtual places where the  
                   
               
               
                   
                 persona goes to network or exchange 
                   
               
               
                   
                 information with peers (e.g. Linkedin,  
                   
               
               
                   
                 online communities, forums, publications, 
                   
               
               
                   
                 events). 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 4 SiriusDecisions             4   
               
             
          
         
       
     
         [0037]    The Persona Definition worksheet assists in defining attributes of the various personas (e.g., job role, title, position in organization, job initiatives, business challenges, type of buyer role, lexicon, content preferences, tactic preferences, and watering holes for information gathering). An automated tool may be provided that leverages the SiriusDecisions Buyer Persona Framework which is a definitional model representing a series of required attributes to categorize and define a b-to-b buyer persona. The user can either input their own data into the tool or leverage pre-existing data that the tool provides based on prior research results which may be stored in the database. The persona definitions may be loaded into the database.
   Arc  3 : Messaging Intent. The objective of this step is to align messaging strategy to the market context (e.g. demand type for the offering) into which the offer is being extended. While the narrative elements of messaging components will be adjusted later in the process based on demand type (e.g. new concept, new paradigm, established market), portfolio marketers may use the SiriusDecisions Demand Spectrum Framework in this arc to define and document messaging intent (e.g. evangelize, provoke, compete). The output of this arc is a messaging strategy statement that describes what the messaging is intended to do or what observable outcome it should achieve (see the brief “So, What&#39;s your (Demand) Type?”).   
 
         [0039]    An example embodiment of Messaging Intent worksheet is shown in Table 3: 
         [0000]    
       
         
               
             
               
               
               
             
           
               
                 TABLE 3 
               
             
             
               
                   
               
               
                 Arc 3 Worksheet. Messaging Intent 
               
             
          
           
               
                 Demand Spectrum 
                 Description 
                 Intent 
               
               
                   
               
               
                 New Concept 
                 For offerings that address a problem  
                 Evangelize 
               
               
                   
                 or opportunity potential buyers 
                   
               
               
                   
                 aren&#39;t even aware of. Requires intensive  
                   
               
               
                   
                 issue opportunity creation and 
                   
               
               
                   
                 education on the part of the seller and  
                   
               
               
                   
                 budget line item creation on the 
                   
               
               
                   
                 part of the buyer. 
                   
               
               
                 New Paradigm 
                 For offerings that solve a known  
                 Provoke 
               
               
                   
                 problem in a new or better way 
                   
               
               
                   
                 Requires the seller to make case  
                   
               
               
                   
                 for new solution type and mitigate 
                   
               
               
                   
                 perceived risk associated with  
                   
               
               
                   
                 change. Requires business process 
                   
               
               
                   
                 change on the part of the buyer and  
                   
               
               
                   
                 sometimes new budget line item. 
                   
               
               
                 Established Market 
                 For offerings that are bought by virtually  
                 Compete 
               
               
                   
                 every buyer in a target market. 
                   
               
               
                   
                 Requires the seller to make case for a  
                   
               
               
                   
                 superior solution through features, 
                   
               
               
                   
                 cost, or services. 
               
               
                   
               
               
                 Demand Type: Based on the market situation for the offering, what is the SiriusDecisions demand type?. 
               
               
                 Strategy Statement: State the objective of the messaging intent and business outcomes desired. 
               
             
          
         
       
     
         [0040]    The Messaging Intent worksheet is used to define the demand type based on the market situation for the offering and to create a strategy statement based on the objective of the messaging intent and business outcome desired. The new concept demand type is for offerings that address a problem or opportunity potential buyers aren&#39;t even aware of, and requires intensive issue/opportunity creation and education on the part of the seller, along with a budget line item creation on the part of the buyer. The intent of the new concept demand type is defined as “Evangelize”. 
         [0041]    The new paradigm demand type is for offerings that solve a known problem in a new or better way than standard solutions. This demand type requires the seller to make a case for the new solution and mitigate perceived risk associated with a change to the new solution. This demand type requires business process change on the part of the buyer and sometimes a new budget line item. The intent of the new paradigm demand type is defined as “provoke”. 
         [0042]    The established market demand type is for offerings that are bought by virtually every buyer in a target market, and requires the seller to make a case for a superior solution through the features, costs, or services provided. The intent of the established market demand type is defined as “compete”. The demand type and strategy statement for the offering may be loaded into the database.
   Arc  4 : Value proposition. A value proposition is the most basic articulation of the offering&#39;s value to a particular audience. However, creating value propositions has become a lost art in b-to-b marketing. The SiriusDecisions Value Proposition Framework is used during this step to construct a value proposition with thoughtful, fact-based claims centering on the persona&#39;s primary buyer need, rather than a simple product descriptor or paraphrasing the offering&#39;s functionality. The value of an offering is connected to the primary buyer need of the audience, and centers on the audience, not the offering. A single offering most likely will require a value proposition for each persona it is sold to—and possibly multiple value propositions for a single persona if several buyer needs are present. Each value proposition should include five components: audience, need, assertion, outcome and distinction (see the briefs “Crafting a Product or Solution Value Proposition” and “B-to-B Messaging Echelons”). An example embodiment of Value Proposition worksheet is shown in Table 4:   
 
         [0000]    
       
         
               
             
               
               
               
               
             
               
               
               
               
             
           
               
                 TABLE 4 
               
             
             
               
                   
               
               
                 Arc 4 Worksheet: Value Proposition 
               
             
          
           
               
                   
                 Instructions 
                 Explanation Notes 
                 Building Block 
               
               
                   
               
             
          
           
               
                   
                   
                 Based on the  
                 Summarize  
               
               
                   
                   
                 persona definition,  
                 and shorten  
               
               
                   
                   
                 tilt in long  
                 the notes into  
               
               
                   
                   
                 descriptions 
                 phrases or  
               
               
                   
                   
                 that explain 
                 words that  
               
               
                   
                   
                 each one of the  
                 will become  
               
               
                   
                   
                 value proposition 
                 the value  
               
               
                   
                   
                 components for  
                 proposition  
               
               
                   
                   
                 the offering. 
                 sentence. 
               
               
                 Audience 
                 Identify a unique buyer  
                   
                   
               
               
                   
                 persona involved in 
                   
                   
               
               
                   
                 the purchase process  
                   
                   
               
               
                   
                 for the offering. 
                   
                   
               
               
                 Need 
                 Define the need for  
                   
                   
               
               
                   
                 the buyer persona 
                   
                   
               
               
                   
                 that&#39;s most critical to  
                   
                   
               
               
                   
                 their goals, initiatives 
                   
                   
               
               
                   
                 and challenges  
                   
                   
               
               
                   
                 relative to the offering. 
                   
                   
               
               
                 Assertion 
                 Explain “how” the  
                   
                   
               
               
                   
                 offering addresses  
                   
                   
               
               
                   
                 the need. 
                   
                   
               
               
                 Outcome 
                 Describe the business or  
                   
                   
               
               
                   
                 personal value that 
                   
                   
               
               
                   
                 will be achieved for  
                   
                   
               
               
                   
                 that buyer persona if 
                   
                   
               
               
                   
                 they purchase and  
                   
                   
               
               
                   
                 engage with the offering. 
                   
                   
               
               
                 Distinction 
                 Isolate the element that  
                   
                   
               
               
                   
                 makes the offering 
                   
                   
               
               
                   
                 unique to other  
                   
                   
               
               
                   
                 alaternatives available  
                   
                   
               
               
                   
                 to the buyer. 
               
               
                   
               
               
                 Value Proposition: Using the building blocks from the worksheet above, construct the value statement for the offering. 
               
               
                 ® 2014 SiriusDecisions All Rights Reserved ε SiriusDecisions             
               
             
          
         
       
     
         [0044]    Using this worksheet, a description is provided that, based on the persona definition, explains each of the value proposition components for the offering. These definitions are then shortened into phrases or words that will become the value proposition sentence. This is done for each of the value proposition components: audience, need, assertion, outcome, and distinction. For the audience component, a unique buyer persona involved in the purchase process for the offering is defined. For the need component, a need is defined for that buyer persona that is most critical to their goals, initiatives, and challenges relating to the offering. For the assertion component, an explanation is provided as to how the offering addresses the need. For the outcome component, a description is provided for the business or personal value that will be achieved for that buyer persona if they purchase and engage with the offering. For the distinction component, the element is isolated that makes the offering unique to other alternatives available to the buyer. Once the definitions for each value proposition are created and shortened, the value statement/proposition for the offering can be created using these building blocks. The definitions may be loaded into the database and the shortening of the definitions into keywords or phrases, and the creation of the value proposition from these keywords and/or phrases, can be an automated process carried out by software running on the processor.
   Arc  5 : Inflection points. During this step, portfolio marketers ensure that messaging content takes into account buyers&#39; purchasing behavior (e.g. information needs, content preferences) at each stage. The characteristics of the buying cycle depend on the industry, demand type and the offering itself (e.g. complex, expensive solution vs. transactional product). The SiriusDecisions Buying Cycle Framework (see the brief “Inside a Customer Buying cycle”) and Customer Lifecycle Framework may be leveraged to help define and validate the stages of the buying process and customer lifecycle. Designing messaging to match inflection points requires more than simply assigning an asset type to each stage (e.g. white paper at early stages, case study at late stages). To engineer the messaging foundation, portfolio marketers must understand each persona&#39;s understandings and knowledge requirements at each stage as well as the information components and psychological reassurance required not just to satisfy buyers&#39; current needs, but also to advance them to the next stage. The determination of the inflection points depends in part on the demand type and corresponding messaging intent, and may be different for the New Concept, New Paradigm, and Established Market demand types.   
 
         [0046]    An example embodiment of a Knowledge Inflection Points worksheet for the New Concept demand type is shown in Table 5a: 
         [0000]    
       
         
               
             
               
               
               
             
               
               
               
             
           
               
                 TABLE 5a 
               
             
             
               
                   
               
               
                 Arc 5 Worksheet. Knowlegde Inflection Points 
               
             
          
           
               
                   
                   
                 Knowledge Requirements 
               
               
                   
               
             
          
           
               
                   
                 New Concept 
                 Map out the questions  
               
               
                   
                   
                 that buyers have at each 
               
               
                   
                   
                 stage in the journey.  
               
               
                   
                   
                 Put yourself in the 
               
               
                   
                   
                 shoes of the buyer, and  
               
               
                   
                   
                 identify the key issues 
               
               
                   
                   
                 and questions they are  
               
               
                   
                   
                 struggling with at 
               
               
                   
                   
                 each stage. 
               
               
                 Education 
                 Loosening of the Status Quo 
                   
               
               
                   
                 Why is this business issue important  
                   
               
               
                   
                 to address now, and what are its 
                   
               
               
                   
                 market, technology, and economic  
                   
               
               
                   
                 drivers? What do industry experts 
                   
               
               
                   
                 and thought leaders think about the  
                   
               
               
                   
                 relevance of the issue and its 
                   
               
               
                   
                 impact on the business  
                   
               
               
                   
                 environment? 
                   
               
               
                   
                 Committing to Change 
                   
               
               
                   
                 Why should we have this on our  
                   
               
               
                   
                 radar? Are peer companies paying 
                   
               
               
                   
                 attention to this issue? Does the  
                   
               
               
                   
                 new concept represent a validated 
                   
               
               
                   
                 shift in the industry vs.  
                   
               
               
                   
                 an unsubstantiated trend? 
                   
               
               
                 Solution 
                 Exploring Possible Solutions 
                   
               
               
                   
                 What is the solution? How does it  
                   
               
               
                   
                 work and how does it address this 
                   
               
               
                   
                 business issue?  
                   
               
               
                   
                 How will this offering 
                   
               
               
                   
                 impact the current environment 
                   
               
               
                   
                 and processes? What are the risks  
                   
               
               
                   
                 and why are they worth taking? 
                   
               
               
                   
                 Committing to a Solution 
                   
               
               
                   
                 What data or proof justify the  
                   
               
               
                   
                 investment in the solution  
                   
               
               
                   
                 of this problem? 
                   
               
               
                   
                 What are the risks of the status  
                   
               
               
                   
                 quo, what are the risks 
                   
               
               
                   
                 of the new solution and how to  
                   
               
               
                   
                 they balance out in favor of  
                   
               
               
                   
                 investment? 
                   
               
               
                 Selection 
                 Justifying the Decision 
                   
               
               
                   
                 What is the priority level of the  
                   
               
               
                   
                 offering vs. other business cases 
                   
               
               
                   
                 that are vying for funds? Is this  
                   
               
               
                   
                 the right investment for the 
                   
               
               
                   
                 company at the right time? Is  
                   
               
               
                   
                 there a competitive  
                   
               
               
                   
                 advantage in early 
                   
               
               
                   
                 adoption? Will the expected value  
                   
               
               
                   
                 outweigh the disruption involved? 
                   
               
               
                   
                 Making the Selection 
                   
               
               
                   
                 Is adopting the new concept the  
                   
               
               
                   
                 best decision for  
                   
               
               
                   
                 the company, and is 
                   
               
               
                   
                 the vendor the right partner for the  
                   
               
               
                   
                 long term? The persona may also 
                   
               
               
                   
                 be looking for a way to influence  
                   
               
               
                   
                 other personas that feel less  
                   
               
               
                   
                 positive about the new concept. 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 3 SiriusDecisions             
               
             
          
         
       
     
         [0047]    In this worksheet, knowledge requirements for buyer education, solution, and selection stages are mapped out so that key issues and questions can be identified. The parameters to be considered at each stage are defined in Table 5a, including: “loosening of the status quo” and “committing to change” for the education stage; “exploring possible solutions” and “committing to a solution” for the solution stage; and “justifying the decision” and “making the selection” for the selection stage. 
         [0048]    An example embodiment of a Knowledge Inflection Points worksheet for the New Paradigm demand type is shown in Table 5b: 
         [0000]    
       
         
               
             
               
               
               
             
               
               
               
             
           
               
                 TABLE 5b 
               
             
             
               
                   
               
               
                 Arc 5 Worksheet. Knowlegde Inflection Points 
               
             
          
           
               
                   
                   
                 Knowledge Requirements 
               
               
                   
               
             
          
           
               
                   
                 New Paradigm 
                 Map out the questions  
               
               
                   
                   
                 that buyers have at each  
               
               
                   
                   
                 stage in the journey.  
               
               
                   
                   
                 Put yourself in the 
               
               
                   
                   
                 shoes of the buyer,  
               
               
                   
                   
                 and identify  
               
               
                   
                   
                 the key issues  
               
               
                   
                   
                 and questions they  
               
               
                   
                   
                 are struggling with at 
               
               
                   
                   
                 each stage. 
               
               
                 Edu- 
                 Loosening of the Status Quo 
                   
               
               
                 cation 
                 How does the alternative solution  
                   
               
               
                   
                 satisfy unmet needs or how is it 
                   
               
               
                   
                 better than the current solution?  
                   
               
               
                   
                 How will changing the way we solve 
                   
               
               
                   
                 this problem impact our process?  
                   
               
               
                   
                 What are the risks? 
                   
               
               
                   
                 Committing to Change 
                   
               
               
                   
                 What are the negative consequences  
                   
               
               
                   
                 of keeping the current solution? 
                   
               
               
                   
                 How is it an impediment to remaining  
                   
               
               
                   
                 competitive? Is this a true 
                   
               
               
                   
                 industry shift or just a trend?  
                   
               
               
                   
                 How can a potential partner help me 
                   
               
               
                   
                 mitigate disruption, as we  
                   
               
               
                   
                 make the proposed change? 
                   
               
               
                 Solu- 
                 Exploring Possible Solutions 
                   
               
               
                 tion 
                 What innovations in technology  
                   
               
               
                   
                 or methodology enable new or  
                   
               
               
                   
                 additional value? Which alternatives  
                   
               
               
                   
                 are stable and sustainable? 
                   
               
               
                   
                 What changes in skill sets, processes  
                   
               
               
                   
                 and technology must the buyer 
                   
               
               
                   
                 organization make before realizing  
                   
               
               
                   
                 each solution&#39;s full benefits and  
                   
               
               
                   
                 value? What are the paths for  
                   
               
               
                   
                 migration and associated risks? 
                   
               
               
                   
                 Committing to a Solution 
                   
               
               
                   
                 Does the seller have the technical  
                   
               
               
                   
                 or subject-matter prowess and  
                   
               
               
                   
                 resources to ensure sustainable  
                   
               
               
                   
                 innovation? Does it have experience 
                   
               
               
                   
                 delivering value in a similar  
                   
               
               
                   
                 customer environment? How does the  
                   
               
               
                   
                 seller respond to the buyer&#39;s specific  
                   
               
               
                   
                 business needs and challenges? 
                   
               
               
                 Selec- 
                 Justifying the Decision 
                   
               
               
                 tion 
                 Why should the company switch to  
                   
               
               
                   
                 the new alternative now? How will 
                   
               
               
                   
                 this change help to provide a  
                   
               
               
                   
                 competitive advantage? 
                   
               
               
                   
                 Making the Selection 
                   
               
               
                   
                 Is this the right decision for the  
                   
               
               
                   
                 company? Is this the right partner? 
                   
               
               
                   
                 How will we mitigate business  
                   
               
               
                   
                 disruption during this  
                   
               
               
                   
                 period of change? 
                   
               
               
                   
                 How will the seller  
                   
               
               
                   
                 support this plan of action? 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 11 SiriusDecisions             
               
             
          
         
       
     
         [0049]    For the New Paradigm demand type, the process is similar to that described above for the New Concept demand type, except that the parameters for the three stages are defined differently, as can be seen via a comparison of the content of Tables 5a and 5b. 
         [0050]    An example embodiment of a Knowledge Inflection Points worksheet for the Established Market demand type is shown in Table 5c: 
         [0000]    
       
         
               
             
               
               
               
             
               
               
               
             
           
               
                 TABLE 5c 
               
             
             
               
                   
               
               
                 Arc 5 Worksheet. Knowlegde Inflection Points 
               
             
          
           
               
                   
                   
                 Knowledge Requirements 
               
               
                   
               
             
          
           
               
                   
                 Established Market 
                 Map out the questions  
               
               
                   
                   
                 that buyers have at each  
               
               
                   
                   
                 stage in the journey.  
               
               
                   
                   
                 Put yourself in the 
               
               
                   
                   
                 shoes of the buyer,  
               
               
                   
                   
                 and identify the key  
               
               
                   
                   
                 issues and questions they  
               
               
                   
                   
                 are struggling with at 
               
               
                   
                   
                 each stage. 
               
               
                 Education 
                 Loosening of the Status Quo 
                   
               
               
                   
                 Does the seller really understand  
                   
               
               
                   
                 my business needs? Are they 
                   
               
               
                   
                 a leader or a laggard in the industry?  
                   
               
               
                   
                 What additional information 
                   
               
               
                   
                 or value can they provide me  
                   
               
               
                   
                 on the industry as a whole? 
                   
               
               
                   
                 Committing to Change 
                   
               
               
                   
                 Why should I change service  
                   
               
               
                   
                 providers or displace the 
                   
               
               
                   
                 incumbent product?  
                   
               
               
                   
                 Why shouldn&#39;t I? 
                   
               
               
                 Solution 
                 Exploring Possible Solutions 
                   
               
               
                   
                 What could an alternative solution  
                   
               
               
                   
                 provide that is better than the 
                   
               
               
                   
                 one I currently have in place? 
                   
               
               
                   
                 Committing to a Solution 
                   
               
               
                   
                 What features, functionality,  
                   
               
               
                   
                 and benefits are unique to the 
                   
               
               
                   
                 solution and how do these  
                   
               
               
                   
                 qualities provide value? 
                   
               
               
                 Selection 
                 Justifying the Decision 
                   
               
               
                   
                 Why should we keep (or increase)  
                   
               
               
                   
                 the budget in place for this 
                   
               
               
                   
                 offering, or why should we buy this  
                   
               
               
                   
                 offering when the competetion 
                   
               
               
                   
                 has a lower-priced option? Will  
                   
               
               
                   
                 this investment help grow the 
                   
               
               
                   
                 company, provide competitive  
                   
               
               
                   
                 advantage, or save time or 
                   
               
               
                   
                 money? 
                   
               
               
                   
                 Making the Selection 
                   
               
               
                   
                 How can I validate the decision to  
                   
               
               
                   
                 renew or purchase? How can I 
                   
               
               
                   
                 influence my peers to see my  
                   
               
               
                   
                 perspective on this? What are the 
                   
               
               
                   
                 risks of switching vendors and  
                   
               
               
                   
                 how will the seller help mitigate 
                   
               
               
                   
                 this disruption? 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 14 SiriusDecisions             
               
             
          
         
       
     
         [0051]    For the Established Market demand type, the process is similar to that described above for the New Concept and New Paradigm demand types, except that the parameters for the three stages are defined differently, as can be seen via a comparison of the content of Tables 5a, 5b, and 5c. 
         [0052]    The inflection points for each demand type can be entered into the database.
   Arc  6 : Narrative elements. During this step, core messaging components are created to support advancement from one stage of the buyer&#39;s journey or customer lifecycle to the next (see the brief “The SiriusDecisions Product Messaging Map Framework”). These raw components (e.g. bullets, phrases, words) will be assembled into assets during the downstream content creation process, which may be carried out by software running on the processor. The messaging components should be designed to work either separately or together, depending on the asset format, and tell a logical story to guide buyers through their decision making process, regardless of the content delivery mechanism. Narrative elements should take into account the knowledge requirements at each stage of the buyer&#39;s journey (see the briefs “Messaging by Demand Type: Established Market,” “Messaging by Demand Type: New Paradigm” and “Messaging by Demand Type: New Concept”). The messaging components will be based in part on demand type.   
 
         [0054]    An example embodiment of a Narrative Elements worksheet for the New Concept demand type is shown in Table 6a: 
         [0000]    
       
         
               
             
               
               
               
               
             
               
               
               
               
             
           
               
                 TABLE 6a 
               
             
             
               
                   
               
               
                 Arc 6 Worksheet. Narrative Elements 
               
             
          
           
               
                   
                   
                 Messaging  
                 Content  
               
               
                   
                   
                 Components 
                 Offers 
               
               
                   
               
             
          
           
               
                   
                 New Concept 
                 How will you  
                 Consider  
               
               
                   
                   
                 meet this buyer&#39;s  
                 potential 
               
               
                   
                   
                 knowledge  
                 content  
               
               
                   
                   
                 requirements?  
                 offers for  
               
               
                   
                   
                 In bullet 
                 delivering  
               
               
                   
                   
                 format, detail the  
                 each 
               
               
                   
                   
                 information that 
                 component  
               
               
                   
                   
                 needs to be  
                 based 
               
               
                   
                   
                 delivered at  
                 on the tactic 
               
               
                   
                   
                 each stage. 
                 and asset  
               
               
                   
                   
                   
                 preferences of 
               
               
                   
                   
                   
                 the persona 
               
               
                 Edu- 
                 Loosening of the Status Quo 
                   
                   
               
               
                 cation 
                 Innovation or insight that  
                   
                   
               
               
                   
                 that captures the 
                   
                   
               
               
                   
                 persona&#39;s attention and  
                   
                   
               
               
                   
                 triggers realization of 
                   
                   
               
               
                   
                 business problem or opportunity. 
                   
                   
               
               
                   
                 Committing to Change 
                   
                   
               
               
                   
                 “Issue creator” statements  
                   
                   
               
               
                   
                 that illuminate pain 
                   
                   
               
               
                   
                 or opportunity and create  
                   
                   
               
               
                   
                 a sense of urgency 
                   
                   
               
               
                   
                 to seek take action 
                   
                   
               
               
                 Solu- 
                 Exploring Possible Solutions 
                   
                   
               
               
                 tion 
                 Bullets that enable persona  
                   
                   
               
               
                   
                 to understand what 
                   
                   
               
               
                   
                 the new offering is and how it 
                   
                   
               
               
                   
                 remedies or exploit the situation 
                   
                   
               
               
                   
                 Committing to a Solution 
                   
                   
               
               
                   
                 Bullets illustrating  
                   
                   
               
               
                   
                 capabilities and value in 
                   
                   
               
               
                   
                 context of buyer  
                   
                   
               
               
                   
                 persona challenges. 
                   
                   
               
               
                 Selec- 
                 Justifying the Decision 
                   
                   
               
               
                 tion 
                 Benefits and value  
                   
                   
               
               
                   
                 delivered, specific points of 
                   
                   
               
               
                   
                 impact to business  
                   
                   
               
               
                   
                 drivers—must drive budget 
                   
                   
               
               
                   
                 justification. 
                   
                   
               
               
                   
                 Making the Selection 
                   
                   
               
               
                   
                 Concept validation  
                   
                   
               
               
                   
                 from influencers, 
                   
                   
               
               
                   
                 testimonials or case  
                   
                   
               
               
                   
                 studies from beta 
                   
                   
               
               
                   
                 customers, first wins. 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 9 SiriusDecisions             
               
             
          
         
       
     
         [0055]    In this worksheet, messaging components and content offers are determined for each buyer stage of education, solution, and selection. The parameters for each stage are the same as that defined above with regard to Arc  5 , but the considerations for these parameters are different at this stage, as is apparent from a comparison of Tables 5a and 6a. 
         [0056]    An example embodiment of a Narrative Elements worksheet for the New Paradigm demand type is shown in Table 6b: 
         [0000]    
       
         
               
             
               
               
               
               
             
               
               
               
               
             
           
               
                 TABLE 6b 
               
             
             
               
                   
               
               
                 Arc 6 Worksheet. Narrative Elements 
               
             
          
           
               
                   
                   
                 Messaging  
                 Content  
               
               
                   
                   
                 Components 
                 Offers 
               
               
                   
               
             
          
           
               
                   
                 New Paradigm 
                 How will you  
                 Consider  
               
               
                   
                   
                 meet this  
                 potential  
               
               
                   
                   
                 buyer&#39;s  
                 content  
               
               
                   
                   
                 requirements? 
                 offers for 
               
               
                   
                   
                 In bullet format,  
                 delivering  
               
               
                   
                   
                 detail the information 
                 each  
               
               
                   
                   
                 that needs to  
                 component 
               
               
                   
                   
                 be delivered at 
                 based on the  
               
               
                   
                   
                 each stage. 
                 tactic and asset 
               
               
                   
                   
                   
                 preferences  
               
               
                   
                   
                   
                 of the persona 
               
               
                 Edu- 
                 Loosening of the Status Quo 
                   
                   
               
               
                 cation 
                 Topic that connects the  
                   
                   
               
               
                   
                 persona with the known 
                   
                   
               
               
                   
                 problem or opportunity  
                   
                   
               
               
                   
                 and that the current 
                   
                   
               
               
                   
                 solution type is not optimal. 
                   
                   
               
               
                   
                 Committing to Change 
                   
                   
               
               
                   
                 Provocative statements  
                   
                   
               
               
                   
                 that illuminate current 
                   
                   
               
               
                   
                 areas of dissatisfaction  
                   
                   
               
               
                   
                 and recast possible 
                   
                   
               
               
                   
                 solutions to known problem. 
                   
                   
               
               
                 Solu- 
                 Exploring Possible Solutions 
                   
                   
               
               
                 tion 
                 Bullets that connect  
                   
                   
               
               
                   
                 offering as better solution to 
                   
                   
               
               
                   
                 old paradigm problems. 
                   
                   
               
               
                   
                 Committing to a Solution 
                   
                   
               
               
                   
                 Bullets mitigating risk or  
                   
                   
               
               
                   
                 concerns of the buyer 
                   
                   
               
               
                   
                 persona. 
                   
                   
               
               
                 Selec- 
                 Justifying the Decision 
                   
                   
               
               
                 tion 
                 Bullets supporting rationale  
                   
                   
               
               
                   
                 to switch solution 
                   
                   
               
               
                   
                 type—benefits and value  
                   
                   
               
               
                   
                 delivered by moving to 
                   
                   
               
               
                   
                 new alternative. 
                   
                   
               
               
                   
                 Making the Selection 
                   
                   
               
               
                   
                 Testimonials or case  
                   
                   
               
               
                   
                 studies from customers 
                   
                   
               
               
                   
                 illustrating ease of  
                   
                   
               
               
                   
                 migration and benefits of  
                   
                   
               
               
                   
                 change. 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 12 SiriusDecisions             
               
             
          
         
       
     
         [0057]    For the New Paradigm demand type, the process is similar to that described above for the New Concept demand type, except that the parameters for the three stages are defined differently, as can be seen via a comparison of the content of Tables 6a and 6b. 
         [0058]    An example embodiment of a Narrative Elements worksheet for the Established Market demand type is shown in Table 6c: 
         [0000]    
       
         
               
             
               
               
               
               
             
               
               
               
               
             
               
               
               
             
               
               
               
               
             
           
               
                 TABLE 6c 
               
             
             
               
                   
               
               
                 Arc 6 Worksheet. Narrative Elements 
               
             
          
           
               
                   
                   
                 Messaging  
                 Content  
               
               
                   
                   
                 Components 
                 Offers 
               
               
                   
               
             
          
           
               
                   
                 Established Market 
                 How will you  
                 Consider  
               
               
                   
                   
                 meet this buyer&#39;s 
                 potential  
               
               
                   
                   
                 knowledge  
                 content  
               
               
                   
                   
                 requirements? 
                 offers for 
               
               
                   
                   
                 In bullet format,  
                 delivering  
               
               
                   
                   
                 detail the  
                 each 
               
               
                   
                   
                 information 
                 component  
               
               
                   
                   
                 that needs to  
                 based on 
               
               
                   
                   
                 be delivered at 
                 the tactic  
               
               
                   
                   
                 each stage. 
                 and asset  
               
               
                   
                   
                   
                 preferences  
               
               
                   
                   
                   
                 of the 
               
             
          
           
               
                   
                   
                 persona. 
               
             
          
           
               
                 Edu- 
                 Loosening of the Status Quo 
                   
                   
               
               
                 cation 
                 Topic or theme that  
                   
                   
               
               
                   
                 connects persona as well as  
                   
                   
               
               
                   
                 elucidates key differentiator  
                   
                   
               
               
                   
                 or unique value. 
                   
                   
               
               
                   
                 Committing to Change 
                   
                   
               
               
                   
                 Promotional trigger or  
                   
                   
               
               
                   
                 incentive that will persuade 
                   
                   
               
               
                   
                 persona to take action; this  
                   
                   
               
               
                   
                 will either be an attack or 
                   
                   
               
               
                   
                 defend messaging strategy. 
                   
                   
               
               
                 Solu- 
                 Exploring Possible Solutions 
                   
                   
               
               
                 tion 
                 Bullets that describe business  
                   
                   
               
               
                   
                 value impact that the 
                   
                   
               
               
                   
                 persona cares about,  
                   
                   
               
               
                   
                 how does these benefits  
                   
                   
               
               
                   
                 compare to competitive offerings? 
                   
                   
               
               
                   
                 Committing to a Solution 
                   
                   
               
               
                   
                 Bullets that compare  
                   
                   
               
               
                   
                 conpetitive offerings in context 
                   
                   
               
               
                   
                 of persona&#39;s distinct buyer need. 
                   
                   
               
               
                 Selec- 
                 Justifying the Decision 
                   
                   
               
               
                 tion 
                 Facts, figures and proof  
                   
                   
               
               
                   
                 points enabling competitive 
                   
                   
               
               
                   
                 comparisons and decision  
                   
                   
               
               
                   
                 to retain or buy. 
                   
                   
               
               
                   
                 Making the Selection 
                   
                   
               
               
                   
                 Stories or testimonials of  
                   
                   
               
               
                   
                 competitive wins and win 
                   
                   
               
               
                   
                 backs showing unique  
                   
                   
               
               
                   
                 differentiation—real or 
                   
                   
               
               
                   
                 perceived. 
               
               
                   
               
               
                 ® 2014 SiriusDecisions All Rights Reserved 15 SiriusDecisions            
               
             
          
         
       
     
         [0059]    For the Established Market demand type, the process is similar to that described above for the New Concept and New Paradigm demand type, except that the parameters for the three stages are defined differently, as can be seen via a comparison of the content of Tables 6a, 6b, and 6c. 
         [0060]    The messaging components for each stage of each demand type are entered into the database. Particular content identified for each stage of each demand type, which was entered and is present in the database as a result of the Arc  1  process, may be linked either to the messaging component, or the stage for the corresponding demand type.
   Arc  7 : Activation mapping. When creating messaging components, portfolio marketers must understand and consider messaging formats (asset types) and avenues of delivery (channels) in order to use the right tone, style and structure of the messaging components. Messaging must also take into account broader marketing plans and campaign strategy. In this arc, portfolio marketers align with campaign planning function, content operations and sales enablement to understand the assets and channels that will be used to distribute the messaging narrative, as well as how campaigns will shape the message. Using the campaign plan or sales enablement plan, the groups then jointly construct a content blueprint for the final assembled messaging components. This step minimizes rework and wasted effort downstream in the activation phase of the content process or campaign execution. The production source is determined for each asset in this arc. While portfolio marketers will originate some assets (e.g. by filling in a battlecard or Web page template), an internal or external creative team is typically responsible for others (e.g. infographics, videos). The messaging templates may be entered into the database for subsequent use.   
 
         [0062]    An example embodiment of an Activation Mapping worksheet is shown in Table 7: 
         [0000]    
       
         
               
               
               
               
             
           
               
                 TABLE 7 
               
               
                   
               
               
                   
                 Asset Types 
                   
                   
               
               
                   
                 List the content assets that 
                 Delivery Channels 
                   
               
               
                   
                 need to be created based on 
                 List the mechanism that 
                 Copy Block 
               
               
                   
                 the tactic and asset 
                 will deliver that asset (e.g. 
                 Insert the final messaging for that asset, or insert the 
               
               
                 ARC 7: 
                 preferences of the persona 
                 Web site, channel partner 
                 hyperlink to the asset template or content brief you 
               
               
                 Activation 
                 and the campaign plan. 
                 portal, Linkedin sponsored 
                 have filled out in order to have the content asset 
               
               
                 Mapping 
                 (Examples are listed below.) 
                 ad.) 
                 created. 
               
               
                   
               
             
             
               
                   
                 Tagline or One-Line 
                   
                   
               
               
                   
                 Descriptor 
                   
                   
               
               
                   
                 Media Announcement 
                   
                   
               
               
                   
                 Elevator Pitch 
                   
                   
               
               
                   
                 Search Keywords 
                   
                   
               
               
                   
                 Offering Description 
                   
                   
               
               
                   
                 Point of View (Business 
                   
                   
               
               
                   
                 Issue Perspectives) 
                   
                   
               
               
                   
                 Prospecting Email 
                   
                   
               
               
                   
                 Quotes 
                   
                   
               
               
                   
                 Infographics (Data Points) 
                   
                   
               
               
                   
                 Presentation Session 
                   
                   
               
               
                   
                 Abstract 
                   
                   
               
               
                   
                 Tweets 
                   
                   
               
               
                   
                 Blog 
                   
                   
               
               
                   
                 Case Studies 
               
               
                   
               
             
          
         
       
     
         [0063]    For each type of asset or content (e.g., tagline or one line descriptor, media announcement, elevator pitch, search keywords, offering description, point of view, prospecting email, quotes, infographic, presentation session abstract, tweets, blog, case studies, and the like), possible delivery channels or delivery mechanisms are identified (e.g., website, channel partner portal, web-based ad such as LinkedIn sponsored ad, and the like). The final messaging for the asset, or a hyperlink for the asset, is then provided for each asset or content type and the corresponding delivery channel/mechanism. The associations of asset or content type with the corresponding delivery channel/mechanism can be stored in the database and linked to the corresponding asset or content identified, for later use in the activation process.
   Arc  8 : Operationalize. In this arc, portfolio marketers populate messaging templates, using the messaging components to create the message content. The populated messaging templates are then passed to communications or integrated marketing for activation. The messaging templates are structured to enable audience-centric messaging assembled from the messaging components produced earlier. In this arc, careful attention is paid to content localization: Portfolio marketers must understand regional requirements before creative production and assembly, and note localization needs in messaging template instructions. Finally, the Messaging Nautilus template is completed as the final output of the messaging sequence.   
 
         [0065]    Table 8 below illustrates example outputs of each audience-centric messaging process in accordance with an example embodiment of the present invention: 
         [0000]    
       
         
               
             
               
               
               
               
               
               
               
               
             
               
             
               
               
               
               
               
               
               
               
               
             
               
             
               
               
               
             
               
             
               
               
               
               
               
             
               
             
               
               
               
             
               
             
               
               
               
               
               
               
             
               
             
               
               
               
               
               
               
             
           
               
                 TABLE 8 
               
               
                   
               
             
             
               
                 Arc 1: Audience Isolation 
               
               
                   
               
             
          
           
               
                 Master  
                 Offering 
                 Industry 
                 Region 
                 Sub- 
                 Organization 
                 Buying  
                 Persona 
               
               
                 Brand 
                   
                   
                   
                 Vertical 
                 Type 
                 Center 
               
               
                   
               
             
          
           
               
                 Arc 2: Persona Context 
               
               
                   
               
             
          
           
               
                 Job Role 
                 Initiatives 
                 Challenges 
                 Primary 
                 Lexicon 
                 Content 
                 Buying 
                 Decision 
                 Watering 
               
               
                   
                   
                   
                 Buyer Need 
                   
                 Preferences 
                 Process 
                 Drivers 
                 Holes 
               
               
                   
               
             
          
           
               
                 Arc 3: Intent 
               
               
                   
               
             
          
           
               
                 New Paradigm: Provoke 
                 Established Market: Compete 
                 New Concept: Evangelize 
               
               
                   
               
             
          
           
               
                 Arc 4: Value Proposition 
               
               
                   
               
             
          
           
               
                 Audience 
                 Need 
                 Assertion 
                 Outcome 
                 Distinction 
               
               
                   
               
             
          
           
               
                 Arc 5: Inflection Points 
               
               
                   
               
             
          
           
               
                 Education Knowledge  
                 Solution Knowledge  
                 Selection Knowledge  
               
               
                 Requirements 
                 Requirements 
                 Requirements 
               
               
                   
               
             
          
           
               
                 Arc 6: Narrative Elements 
               
               
                   
               
             
          
           
               
                 Inform 
                 Trigger 
                 Benefit 
                 Differentiate 
                 Business Case 
                 Confirm 
               
               
                   
               
             
          
           
               
                 Arc 7: Activation Mapping 
               
               
                   
               
             
          
           
               
                 Program 
                 Delivery  
                 Format 
                 Interaction Type 
                 Asset Type 
                 Source 
               
               
                   
                 Channel 
               
               
                   
               
             
          
         
       
     
         [0066]    These outputs may be automatically provided to communications and/or integrated marketing for activation and distribution. It is noted that Arc number  8  is not included in the above Table as Arc number  8  relates to operationalizing of the previous  7  Arcs. 
         [0067]      FIG. 3  shows an example embodiment of a system for implementing the present invention, including the various tools mentioned above. The system includes a user interface  30  via which any data for any of the arcs discussed above can be entered. A processor  40  is provided for running one or more software programs  42  for carrying out automated functions of the arcs on the entered data. A database  50  is associated with the processor  40  and the user interface  30  for storing entered data and any results of the software processing, for each of the arcs.  FIG. 3  shows the user interface  30 , processor  40 , and database  50  connected to one another via a network  35 , such as the Internet, an intranet, a wide area network or a local area network. Those skilled in the art will appreciate that user interface  30 , processor  40 , and database  50  may be implemented on the same device, or may be located separately at the same or at one or more different locations. 
         [0068]    Worksheets  1 - 7  set forth above may be implemented as web-based forms presented on the user interface  30 . Information entered on the web-based forms may be stored in the database  50  for use by the processor  40  and software applications  42  to provide the outputs described above. 
         [0069]    The user interface  30  may comprise a computing device with a keyboard and screen, such as a personal computer, a portable computer, a tablet computer, a smartphone or any other Internet enabled device. The processor  40  may be implemented on the same or different computing device. For example, the processor  40  may be located at a central server accessible by a number of users each having a dedicated user interface  30 . The database  50  may be implemented as a separate database, as several databases each for storing different types of data and content identified herein, or may be integrated into the user interface device  30  or the processor device  40  as memory associated therewith. 
         [0070]    While b-to-b organizations are at varying levels of maturity for gathering persona insights and intelligence, even organizations with advanced persona knowledge sometimes revert to product-centric messaging because they have not changed their core messaging frameworks. To truly benefit from persona insights and enable audience-centricity, marketers must overhaul their messaging process. The eight arcs of the Messaging Nautilus provided by the present invention provide a step-by-step methodology for delivering the truly relevant messaging that buyers require, while making the content creation process more efficient from start to finish. 
         [0071]    It should now be appreciated that the present invention provides advantageous systems and methods for creating audience-centric messaging templates and message content for use in business-to-business sales and marketing. 
         [0072]    Although the invention has been described in connection with various illustrated embodiments, numerous modifications and adaptations may be made thereto without departing from the spirit and scope of the invention as set forth in the claims.