Uxdc content-heatmapping

IT’S ABOUT THE JOURNEY
UXDC Workshop - April 14, 2017
@UXDC #UXDC2017 @lindroux @digitallydeft

TODAY’S JOURNEY
➤ Ice-breaker
➤ Why are we here?
➤ Creating personas and journeys
➤ Exercise 1: Deﬁne the journey
➤ Putting your personas and
journeys to work
➤ Creating a content heat map
➤ Exercise 2: Create a heat map
➤ Q & A
2@UXDC #UXDC2017 @lindroux @digitallydeft

3
Group Challenge: Find 3 things you
have in common (no body parts)

5
…of content B2B marketers consider ‘audience
relevance’ the most important factor in determining
content marketing effectiveness
-Boardview
58%

6
…more effective and easier to use by targeted users
-HubSpot
2-5X
Using marketing personas made websites…

7
-MLT Creative
2X
Using buyer personas in an email campaign improved…
5X
Open rate by… Clickthrough rate by…
and

8
-Boardview
58%
It is more effective to target…
45%
Cold leads with Persona
based content…
…than targeting warm
leads without using
Persona based content

9
However, only…
15%…of marketers believe
their Personas are making
a signiﬁcant impact on
marketing success
Promoters - 15.2%
Passives - 48.5%
Detractors - 36.4%
-DEFT Survey

10
Source: Buyer Persona Institute, 2017

11
57%
-DEFT Survey
Speciﬁcally, only…
…of marketers who are using Personas say they can easily
map content back to the audiences for whom it is intended

„Take Your Personas Off the Fridge
and Put Them to Work
- Erik Devaney, Hubspot
12
https://blog.hubspot.com/marketing/ways-to-use-buyer-personas#sm.0010blydr171recdtuf1jeitje3td

PERSONAS, AS WE SEE THEM
14
Personas are multidimensional representations of real users or
customers. They help companies to focus on understanding the
behaviors, preferences and needs of key target customers.
Meet Adam
“As an [audience type] I am most concerned about [primary
goals and triggers] and I am most likely to seek answers
[content, engagement and channel preferences]

PERSONA REPRESENTATION

SOME THOUGHTS ON PERSONAS
➤ Personas are not segments, segments are not personas
➤ Insights into your personas come from many sources:
➤ Your audiences
➤ Your sales team
➤ Your customer service team
➤ Your web, social and CRM analytics
➤ 3rd party research
➤ Alignment across geographies and business units is critical
➤ Hypothesize, test and reﬁne

JOURNEYS, AS WE SEE THEM
24
Journeys are representations of the multiple stages or touch points
a single persona will move through during the course of their
relationship with your organization.
Awareness
Consideration
Decision to
Engage
Use & Support
Advocacy Awareness
Consideration
Advocacy
Decision
Engagement

SAME GUY, DIFFERENT JOURNEY STAGE
25
Adam, the prospect

26
Adam, the prospect Adam, the customer

27
Adam, the prospect Adam, the customer Adam, the advocate

JOURNEY OVERVIEW
28
Awareness
REACH DEPTH RELATIONSHIP
Consideration AdvocacyDecision Engagement

JOURNEY OVERVIEW
29
What your audiences need
Awareness
Understand more
about your
organization, your
products or my
needs
Evaluate offering and
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Audience Needs

JOURNEY OVERVIEW
30
What you need your audience to do
Awareness
Understand more
about your
organization, your
products or my
needs
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Brand recall
Product education
Engage with brand
Conversion
Engage with brand
Informed conversion
Conversion and
loyalty
Become an advocate
Engage with brand
Demonstrate loyalty
Become an advocate
Awareness of a new
need
Remain loyal
Audience Needs
Organizational Goals

JOURNEY OVERVIEW
31
What you need your audience to do
What brings the two together
Awareness
Understand more
about your
organization, your
products or my
needs
compare solutions
Transactional ease
Security and trust
Help getting to yes
internally
Help when and as I
seek it
Easy way to contact
you
A way to share my
experience with
others
Value proposition
Thought leadership -
speciﬁc question
Comparative info
Case studies
Pricing
ROI calculator
How/where to buy
Transactional
features
Internal decision
support
Best practices
Thought leadership
answering my
questions
Community stories
Brand recall
Product education
Engage with brand
Conversion
Engage with brand
Informed conversion
Conversion and
loyalty
Become an advocate
Engage with brand
Demonstrate loyalty
Become an advocate
Awareness of a new
need
Remain loyal
Audience Needs
Organizational Goals
Content & Functionality

32
Events that might trigger this particular journey stageTriggers
Key objectives of the persona in this stageNeeds
The content and functionality that meets audience needs
Content /
Functionality
Most appropriate channels in which to engageChannels
Desired outcomes of that journey stageOutcomes
JOURNEY REPRESENTATION

33
Awareness Consideration Decision Engagement AdvocacyJourney Stages:
Triggers
Needs
Content /
Functionality
Channels
Outcomes
JOURNEY REPRESENTATION

EXERCISE 1:
DEFINE THE
JOURNEY

THE SCENARIOS
35
2
1
3
B2B
Construction/industrial company
Average deal size in the tens of millions
Ability to deliver on complex projects a key value proposition
B2B2C
Consumer electronics manufacturer
Sells through owned and 3rd party retail outlets
Global market
Non-profit
Healthcare provider system, specializing in cancer care
Renowned as a research institution and teaching hospital
Relies heavily on donor participation to fund programs

THE PLAYERS
36
Engineer Decision-maker Media Job-seeker
IT Purchasing Business Owner College Student “Home IT Guy”
Patient Patient family Donor Resident physician
2
1
3 @UXDC #UXDC2017 @lindroux @digitallydeft

37
AwarenessJourney Stages:
Solving for a specific business problem
Passive
Triggers
Understand more about company X
Answer a specific question, eg planning for a
construction project
Understand engagement process
Needs
Thought leadership
News - recent projects, philanthropy, etc
About the X company (diversity of capabilities,
etc.)
Content /
Functionality
Advertising
Social
Search (unbranded)
Events
Channels
Consideration
Decision to start the bid process
Internal committee to evaluate a project
Is X company qualified to take on my project?
What other projects like mine has X worked on?
What certifications does X have?
How does X differ from the competition
Certifications
ROI Calculator
Stories about current and past projects
Statistics
Web Search (branded)
Social
Word of mouth
Third party web
Need to researchOutcomes
Issue RFP
Advocacy
JOURNEY REPRESENTATION - EXAMPLE

38
DecisionJourney Stages:
Research prior to making a decision
Internal evaluation process
Triggers
How financially stable is X as a company?
Does X comply with sustainability requirements?
Is X a company we can trust?
Help me get to yes internally
Needs
Statistics
X and the environment
Community involvement
Key leadership
Content /
Functionality
Web (company site, corporate)
Word of mouth (peers)
Industry community / groups
Channels
Engagement
Decision to start the bid process
Internal committee to evaluate a project
Tips for during and after construction
If my contact is on vacation, who to call next
I want to be kept in the know on what X is doing
Thought Leadership - Project management
Project management tools
Status reporting
Company directory
In-person
Email
Web
Portal
Project kickoff
Advocacy
Outcomes
Advocacy

39
AdvocacyJourney Stages:
Successful completionTriggers
I want to be kept in the know on what X company
is doing
I want to share my success with peers
Needs
Advocacy prompts
Content /
Functionality
Web
Email
In-person
Channels
Continued engagement and advocacyOutcomes

40
Awareness
Journey
Stages:
Triggers
Needs
Content /
Functionality
Channels
Outcomes
JOURNEY REPRESENTATION - YOUR TURN

41
Journey
Stages:
Consideration
Triggers
Needs
Content /
Functionality
Channels
Outcomes

42
Decision
Journey
Stages:
Triggers
Needs
Content /
Functionality
Channels
Outcomes

43
Journey
Stages:
Engagement
Triggers
Needs
Content /
Functionality
Channels
Outcomes

44
Advocacy
Journey
Stages:
Triggers
Needs
Content /
Functionality
Channels
Outcomes

PUTTING YOUR
PERSONAS AND
JOURNEYS TO WORK

PUTTING PERSONAS AND JOURNEYS TO WORK
• Content heat-mapping, voice & tone
• Personalization and targeting
• CRM categorization and integration
• Define/refine sales enablement tools
• Establish KPI’s and define success metrics
• Customer service touchpoint mapping
• On-boarding and training
• Recruitment for user research
• Inform digital experience and ecosystem optimization

JOURNEY MAPS GET COMPLEX

FIND COMMON GROUND
49
I want to read about
successful projects that your
company has completed

FIND COMMON GROUND
50
Case Study
Awareness
Consideration
Decision
Engagement
Advocacy

FIND COMMON GROUND
51
I want to hear from others
who have bought this product

FIND COMMON GROUND
52
Awareness
Consideration
Decision
Engagement
Advocacy
Endorsements

FIND COMMON GROUND
53
I want to experience stories
about real patients and their
experiences

FIND COMMON GROUND
54
My Story Videos
Awareness
Consideration
Decision
Engagement
Advocacy

FULL CONTENT HEATMAP: UNDER THE HOOD
55
Awareness Consideration
Purchase &
Installation |
Selection Use & Support Advocacy Assessment
About Company and Business Strategy
TDME TDME ¢
Contact Us ME TDME TD TD M ¢
Services Descriptions TDME TD TD ✔
Product Descriptions and Benefits TDME TD TD ¢
Regulatory Compliance Track Record and Overview DM ✔
Comparison across markets and products TDM TDM ✖
Market List TDM TDM TDE ✔
Profiles on Company Experts, Employees, Leadership
Bios TDME M ✖
Customer List TDME TDM TDME ✖
Introductory Articles on Markets and Products DME ME M ✔
Market Data and Commentary TDME TD TM ✔
Webinars and Events Showcasing Thought
Leadership TDM TDME ✔
Process and Workflow Diagrams TD TD TD ¢
Online Demos TDM TD TDME ¢
Success Stories and Solution ROI TDM TD TD TDME ✖
Technical Specifications and Customization guidance D D ✖
Installation Checklists and Support D D ✖
Training Documentation TD ✖
Troubleshooting and FAQ TD ¢
Sales Process Overview TD TD ✖
Clear path to Pricing Information TD D TD ¢
Shareable list of current openings E E ¢
Mechanism to submit success stories TDM ✖
Key:
Exists ✔
Exists but needs improvement ¢
Does not exist ✖
T = Tom Trader D = Dan Decision Maker M = Mike Media Influencer E = Emma Employee

EXERCISE 2:
CREATE THE
HEATMAP

SCENARIO 1
57
Awareness
Consideration
Decision
Engagement
Advocacy
_______________

SCENARIO 2
58
Awareness
Consideration
Decision
Engagement
Advocacy
_______________

SCENARIO 3
59
Awareness
Consideration
Decision
Engagement
Advocacy
_______________

DEFT
61
WE DEFINE AND OPTIMIZE DIGITAL EXPERIENCES
DEFT is a collective of agency professionals with end-to-end
expertise in creating successful digital campaigns. We pride
ourselves on a ‘no-BS’ approach to strategy. We love to roll up our
sleeves and spend time collaborating with your team on the right
solution for your business and customers.
Together, we have decades of experience in content and digital
strategy, CMS and digital asset management, user experience and
insights. Over 4 continents, with clients ranging from Fortune 500
big hitters to Hollywood upstarts, we’ve led a ton of engagements,
including enterprise websites, integrated campaigns, mobile
applications and email & social media campaigns.
PLANNING CONTENT EXPERIENCE
At DEFT, we deliver experiences with the right CONTENT, speaking to right PEOPLE, in the right CONTEXT.

DECADES OF
COMBINED
EXPERIENCE
Roadmapping
Migration Planning
Governance
Tool Selection
RFPs
PLANNING
Workshops
Seminars
Thought Leadership
Change Management
CMS Training
TRAINING
Personalization
Persona Development
Journey Mapping
User Testing
User Research
Content Audits/ROI
Heatmapping
Object Modeling
Taxonomy
SEO Assessments
CONTENT & EXPERIENCE
Deft is a consulting company focused on the
strategic end of the digital customer
experience. With deep roots in content strategy and
management, and an end-to-end understanding of
what it takes to create digital experiences, we're
helping our clients to define, deliver and optimize ROI
on their efforts in the digital space.
OUR FOCUS
USA South Africa
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GLOBALPARTNERS
Media
Technology
Non-profit
Travel
Pharma
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Medical
Financial
INDUSTRIES WE SERVE

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