Connective dx bmc-case-study-cspdx

Content First | A Case Study Mark Fries Principal Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, Connective DX @digistrategist

The story: BMC Software & Connective DX

The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to

Where We Were What We Did How It’s Working

@mark_f | @digistrategist

Where We Were:

Five Challenges 1.  Inconsistent representation of the

brand story 2.  Too product-centric, not reflecting

customer needs 3.  Cumbersome and overwhelming UX 4.  Lacking content direction 5.  Needed scalable technology and

infrastructure


Inconsistent representation of the brand story


Too product-specific, not reflective of customer needs


Cumbersome and overwhelming UX


Lacking content direction and governance


Needed scalable technology and infrastructure

•  200+ products •  5 separate business units •  Moving to centralized content management

and editing •  New commitment to testing and

optimization •  Plans to expand global footprint


What We Did:

The Five Approaches

1.  Defined specific business goals and aligned them

to touchpoints

2.  Defined the customer needs

3.  Aligned pages to personas

4.  Defined the content components: think modular

5.  Mobile first, mobile always


Defined specific business goals and aligned them to touchpoints We asked the questions: •  What is the purpose of this

page to our business? •  What are the KPIs we’re

measuring? •  What is the primary call to

action? •  More importantly: What role

is it targeting? Strategic vs. Functional


Aligned pages to profiles


Defining specific needs and identifying content to meet them enabled our modular approach.


Defined the customer needs

Assump9ons Prototype & Test Adjust

Some key insights learned:

•  Users commonly have specific products in mind, or a specific func9onal need

•  Users prefer func9onal categories

•  Product/solu9on features preferred to high-‐level benefit statements

•  Data sheets are a highly valued content asset

We made some assump9ons and then tested them with customers.


Defined the content components


Designed in the browser Some key benefits: • Working with real content to beLer inform design

•  Could see the mobile experience and break points

•  Founda9onal FED mark-‐up sped up development 9me

Jumping quickly to building a site, vs. building pictures of sites


Strategy applied to the copy Translated the model to copy decks to speed produc9on and ensure alignment.


Reused the content components Think modular…


Mobile first, mobile always Concise Ac9onable Focused on task comple9on Contextual

Let’s circle back on a few key challenegs.


Three specific challenges: 1.  Streamlined and intui9ve UX 2.  Comprehensive content direc9on and governance 3.  Scalable technology and infrastructure


Streamlined and intuitive UX Bottom-up experience: Ensuring visitors entering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging

Top-down experience: Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings

Bonus: Lim

it fights for

space on th

e homepage


Comprehensive content direction and governance

We have a clear POV and strategy behind how our site is constructed •  Makes conversations with the business easier •  Eases optimization since learnings in one area can be

deployed in multiple places


Scalable technology and infrastructure Remember this?

The Intelligent Content Approach was key to our geYng there: •  Atomized the content •  Established coding

standards •  Enabled u9lity of the

CMS •  Proved the design

worked


How’s It Working?

The Four Big Payoffs •  A framework for optimization •  Increased content creation efficiencies •  Overall engagement is up •  Contacts – UP! (And that means

money)


A framework for optimization Our goal with optimization: never “redesign” again •  Highly structured infrastructure makes it

possible to get experiments up and running quickly anywhere

•  Findings from experiments can easily roll out across the site


Never redesign again. Think about that.


A framework for optimization


Increased content creation efficiencies 1.   Headline & Customer Logo

•  Top level benefit/result of engagement with BMC

•  Customer Logo 2.   “At a glance” data points

•  Up to 4 key sta9s9cs that communicate either benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organiza9on

3.   Video (if available) or customer quote •  Real stories from actual business leaders and

user •  Focus on benefits and outcomes BMC brought

to the business

4.   Body b.  Challenge

•  Brief descrip9on of the business problem •  Can be in sentence format or bullet, may

include in-‐line links to more informa9on c.  Solu9on

•  Brief descrip9on of how the problem was solved through partnership with BMC

•  Can be in sentence format or bullet, may include in-‐line links to more informa9on

d.  Results •  Brief descrip9on of business impact •  Can be in sentence format or bullet, may

include in-‐line links to more informa9on 5.   Next steps

a.  Contact BMC CTA b.  Related products

•  list with links to learn more/try c.  Related Resources

•  White papers/reports/videos related to the challenge (2-‐3 max)

3

4

2

1

5

Visitor mindset

Does this relate to my challenges?

How can I learn m

ore? What are the details?

5a

5b

5c

4a

4b

4c


Overall engagement is up 10% MORE ORGANIC TRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS


Revenue!

+67% Contact Sales

Requests

+67% Marketing Sourced Pipeline associated

with requests

=

Thanks! Derek Phillips Director of Content Strategy Connective DX @digistrategist

Mark Fries Principal Strategic Marketing Manager BMC Software @mark_f

Connective dx bmc-case-study-cspdx

Business

Transcript of Connective dx bmc-case-study-cspdx