Messaging Nautilus Workshop Overview A two-day workshop designed to transform the way b-to-b marketers create effective content and connect with buyers.

© 2014 SiriusDecisions. All Rights Reserved 2 Messaging Nautilus Workshop Overview This workshop is a high value learning experience is designed to enable portfolio marketers who create content every day to modernize their messaging skills. The workshop will focus on building organizational capabilities to transform the way b-to-b marketers create effective content and connect with buyers.

© 2014 SiriusDecisions. All Rights Reserved 3 Messaging Nautilus Workshop Objectives During this workshop, the attendees will: Learn how to build an audience framework and define the b-to-b buyer persona Understand why and how messaging should be adapted based on the concept of demand type Craft a value proposition that aligns the offering to the target personas Understand the buyer’s journey and identify buyer knowledge inflection points Learn how to create narrative elements by demand type and prepare messaging for content activation Determine how to operationalize the Messaging Nautilus new process and learnings

© 2014 SiriusDecisions. All Rights Reserved 4 Who Should Attend? Portfolio marketers who are product, solution, industry, segment, audience or business unit marketers by title Corporate or marketing communications or anyone or function reporting into central marketing responsible for modernizing marketing, internal training or professional development Product management and Sales leaders who need to align offerings to personas should attend for the beginning portion of the workshop

© 2014 SiriusDecisions. All Rights Reserved 5 Sample Agenda The agenda is based on the different “Arcs” in the Messaging Nautilus Model Setting the Audience Framework Defining the Buyer Persona Creating the Messaging Strategy Statement Crafting the Value Proposition Knowledge Inflection Points Building the Narrative Elements Mapping for Messaging Activation Operationalizing the Messaging Nautilus

© 2014 SiriusDecisions. All Rights Reserved 6 Sample Prerequisite Work In order to have a successful workshop, based on scope, we may ask the workshop sponsor/s and key stakeholders to provide information, complete online surveys and assist in the collection of data. This will allow us to gather an accurate view of the current state at your organization, and develop a workshop geared to meet your organizational needs. Background and context setting, including any company cultural information needed Selection of a market segment, offering and personas to use throughout the workshop Provide key stakeholder interview or survey participant lists, if applicable Provide additional information as needed

© 2014 SiriusDecisions. All Rights Reserved 7 Sample Pre-Reading Materials Given the significant body of research in this area, the list will enable the workshop participant to discuss core topics essential to the success of the project. 1.The SiriusDecisions Messaging Nautilus 2.Introducing the SiriusDecisions Content Model 3.The SiriusDecisions Content Model: Audience Framework 4.B-to-B Messaging Echelons 5.Crafting a Product or Solution Value Proposition 6.Foundations of Positioning and Differentiation

© 2014 SiriusDecisions. All Rights Reserved 8 Sample Workshop Deliverables A completed SiriusDecisions Audience Framework template, used for a specific offering Completed persona templates for select personas Messaging strategy statements aligned to the selected market segments, using the SiriusDecisions Demand Type framework Crafted Value Proposition Statements based on the Building Blocks of Value for each persona selected A map of inflection points from the buyer’s journey for selected personas A completed content blueprint designed to interlock with campaign planning functions A go-forward action plan on how to operationalize the new messaging process

© 2014 SiriusDecisions. All Rights Reserved 9 SiriusDecisions Workshop Leaders Our workshop leaders are seasoned practitioners who have planned, executed and measured successful initiatives, campaigns and projects in their respective subject matter areas of expertise. They engage hundreds of clients annually in continuous research, benchmark studies and client inquiries to identify trends, issues and challenges and provide models, frameworks and actionable pragmatic advice to clients. After the workshop, clients continue to work with our Analysts to leverage the new learnings and practices through our Advisory Services.