Storytelling Content/Asset Development

08/09/2022Group introduction 2

Global reach

A team of 500+ fully dedicated B2B specialists

Americas Seattle, San Fran, Denver, New York

Europe London, Oxford,

Munich

APAC Sydney

Full-funnel growth

Pursuit

Market share Growth Price

Awareness Engagement

Leads

Opportunities Pipeline value

Pipeline velocity

Revenue Deal size Win rate

Customer growth Adoption/Consumption

Lifetime value

Brand strategy

Demand creation

Demand capture

ABM ABM Customer lifecycle

Audience insight

Growth metric

08/09/2022Group introduction

How we work

We build tightly integrated teams with all the skills you need to create and execute go-to-market programs in one place.

Picked from over 500 B2B specialists, our team will augment your existing team and work in partnership with you to take responsibility for outcomes, not just outputs.

Our model

5

Content Development Scenarios

Strategic Content

"We need to run a campaign in the short term, but we

have limited content to

support it."

Goal: To identify and develop

content to power ABM and lead gen

campaigns

Contextual Content

"The business climate

is changing, but our content

is staying the same."

Goal: To provide

guidance on updating or

extending content to anticipate market shifts and evolving

customer needs

Content Evolution

"We need to evolve our content

approach to keep up with how our

buyers are consuming

information."

Goal: To provide strategy

and production to meet customer

content consumption

habits

1 2 3

Storytelling: Content/Asset Development 28/09/2022

6

Content Process & Deliverables

DISCOVER EXPLORE BUILD OPTIMIZE

• Content Audit: Establish an understanding of current content (both in-market and shelved content)

• Experience Map: Used to dissect the buyer's journey and identify gaps in content throughout the journey

• Audience Research: Who is our buyer and how do they buy? We can take already developed personas or research or we can conduct our own

• SME Identification: Who are the experts and how will we lean on them in the process?

• Competitive Audit: What assets are top competitors making, and how do we differentiate?

• Kick-off Meeting: Align on short and long-term goals, target audiences, key decision makers, program deliverables and timelines

• Current Activity Review: Overview of active campaigns, paid media channels, partners and performance

• Outline Development: What is the structure of the piece of the content? In the case of Infographics or an interactive piece, this may be a sketch, a wireframe or a user logic flow

• Drafts: Progressive drafts of the content, that can take the form of copy docs, storyboards, hi-fidelity wireframe s, etc.

• Agreement: Alignment on copy and approach as we move into production from all relevant stakeholders

• Production: Iterative process of building assets based on type of media – could include production partners for audio and video work, or development time for interactive assets

• Promotion: Synch asset launch with ongoing campaign efforts and develop promotional materials to drive response

• Response Optimization: Monthly reporting on asset performance, and optimization plans based on response goals

• Creative Testing: Promotional ad testing of copy and visuals to optimize response

• Contextual Adaptation: Asset "refreshes" where performance plateaus or falls – has the asset outlived its life or does it just need new context for relevance?

While all these steps may not be necessary to develop content, these are the basic steps we take to get the right stories into market.

Storytelling: Content/Asset Development 28/09/2022

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Content Creation Content serves three primary purposes: to inform, educate and inspire.

A well-crafted content strategy orchestrates audience needs with purpose, substance and format at each stage of the customer journey.

Articles – Infographics –

Podcasts – White Papers –

Explainer Videos – Blogs –

Animations – A Day In The Life –

eNewsletters – Feature Guide –

Describe your

expertise

Informing the unaware • Describe your expertise. • Position as an expert in your

field & create the opportunity for the customer to see that his/her performance could be improved.

• Provide guidance around problems you solve.

eBooks – Solution Guide – Trend Reports –

Playbooks – Comparisons –

Workbooks – Webinars –

Ask the Expert – Case Studies -

Virtual Demos – Survey/Quiz – Testimonials –

ROI Calculators – Business Case Builders –

Assessment Tools – Requirement Guides –

Customer Training – Implementation Roadmap - Interactive Decision Tree –

Educating the Curious • Describe who you help and

how. • Announce relevant

developments (product launch, solution updates, acquisitions, etc.)

• Provide perspective on relevant trends, challenges and solutions.

Inspiring the Interested • Inspire the customer to solve

his/her problem – to take action. • Show the customer what could

be, what others have done, what is possible when working with you.

• Remove risks of taking action.

Describe who you help and

how

Inspire customers

to solve their

problems

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Sample Assets

ROI Reports (Oracle: Retail ABM)

Third-Party Reviews (Boeing: Aviator)

eBooks (Boeing: Mobile FliteDeck)

Technical White Papers (IBM Watson Health: Analytics)

Peer Trend Reports (IBM Watson Health: ABM)

Online Quizzes (Visa: Developer)

1:1 Consultations (RES: Healthcare ABM)

Interactive Decision Tools

(Gogo: Oshkosh)

Interactive Infographics (Paladina Health: Employers)

Comparison Guides (Cognizant: TPS)

Online Assessments (Boeing: Aviator)

Interactive Solution Stories

(Trimble: Constructibles)

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ABM Video Client: Gates Corporation

Why we love this An opportunity to show vs. tell.

What we did To prove how serious Gates Corporation was about partnering with Tennant, we created a program where a Gates engineer gets “under the hood” to revolutionize the design of a product manufactured by Tennant using Gates Quick-Lock couplings. The multi-touch campaign included: custom video of the engineer retrofitting the product, avatar of the decision maker (used in the video), direct mail, and company-targeted digital media.

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Podcast Client: Oracle

Why we love this A new way to reach target prospects.

What we did We partnered with Oracle Cloud to develop a series of podcasts that harness the power of data - which ties directly to Oracle’s mission; to help people see data in new ways and unlock endless possibilities.

Title: Answers, by Data A podcast about stories shaped by surprising, inspiring, and sometimes even strange pieces of data.

(Press speaker icon to play)

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Application Story Client: Swisslog

Why we love this A different way to tell a ”solution” story.

What we did To communicate how Swisslog’s automation solutions enhance safety, speed response times and improve patient care in hospitals, we created an in-depth interactive sales tool (which we also leveraged in marketing campaigns) enabling Swisslog to demonstrate features, benefits, and the business case for hospital automation solutions.

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Interactive Asset Client: Gogo

Why we love this A fun way to guide decision-making.

What we did Gogo Business Aviation wanted to offer affordable, powerful connectivity solutions specifically designed for light jets and turboprops. From in-flight Internet and email, to personal smartphone use (for calls and texting), as well as unleashing the full potential of cockpit apps. We created an interactive experience to show how Gogo makes Wi-Fi work for owners, operators, passengers and pilots.

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Interactive Infographic Client: Everside Health

Why we love this Infographics – with a boost

What we did Created an interactive infographic to educate (and drive enrollment) the eligible population on the importance of primary care. This asset was created from insights around consumer mindset, motivation and needs - and then aligned this research with key points on how Everside Health can address these topics.

Click here to view.

https://90octane.vev.site/everside-health-c-suite-infographic/

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Interactive Infographic Client: Oracle

Why we love this Infographics – with a boost

What we did Created an interactive infographic to educate target retail prospects on the evolution of retail and how to thrive in the wake of disruption - with Oracle’s help.

Click here to view.

https://www.90octane.com/design/oracle/retail-lp/index.html

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Interactive eBook Client: PFL

Why we love this A better way to educate prospects.

What we did PFL was looking to break into new industries of focus with the first being Cybersecurity. With limited assets available, we created a static PDF eBook to communicate the benefits of “Tactile Marketing Automation” for use in campaign materials and promotion. From there, an interactive version was created to dial up an even better experience for viewers in the top of the funnel.

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ABM eBook Client: Oracle

Why we love this Content for 1:1

What we did Created an eBook, specifically for CVS (Oracle target account) leveraging research and key account insights. This eBook gathered expert perspectives into how finance teams are helping customers like CVS look forward. The goal was to paint the picture of what unmatched 1-t0-1 healthcare could look like when partnering with Oracle.

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Trend Report Client: IBM Watson Health

Why we love this Customer-driven storytelling.

What we did As part of an ABM initiative to expand relationships and create deeper engagement with higher-level contacts at key accounts (CXOs and VPs), we created a campaign that leveraged an interactive survey to inform a peer trend report. Customer insights were leveraged to create a secure, customized survey for each enterprise client (e.g. Prudential). Participation was incentivized by offering to share results via the trend report.

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Calculators Client: CMN Hospitals

Why we love this Data-driven storytelling.

What we did Since all it takes to support sick children in hometowns across the country is a few lines of code on e-commerce sites, we worked with Children’s Miracle Network Hospitals to create a simple online calculator that not only showed the potential community impact targeted retail prospects could make, but also aligned this impact with actual patients needing help.

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Guides Client: Oracle

Why we love this Turning customers into “super users.”

What we did There is a significant difference between customers who use tools like Oracle Eloqua to “batch & blast” - and those who use the technology to its full potential. For Oracle CX Marketing, we developed a multi-touch program designed to educate and train customers on the products they’ve already invested in. Not only has this program significantly improved customer retention, it also reinforces Oracle as a partner, not a vendor.

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ROI Reports Client: Oracle

Why we love this ABM content – designed to scale.

What we did As part of an ABM campaign targeting top retailers in the UK, we created a scalable, customized high value offer. By leveraging an existing ROI calculator, we entered information specific to each target account (employees, annual revenue, etc.) that were inputs to a customer-specific Efficiency Report. By creating a template that required limited customization, we were able to quickly, and efficiently communicate the value of partnering with Oracle.

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eBook Client: Honeywell

Why we love this Filling a content gap.

What we did Recognizing that Honeywell did not have a compelling story to tell the healthcare segment, we created a “Business Outcomes Report” that leveraged research to frame up Honeywell’s POV and position them as a thought leader in a new market.

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Interactive AssessmentClient: Boeing Why we love this C-Suite storytelling.

What we did Working with Sales & Business Strategy Teams, we created a decision tree based dynamic assessment. This tool was designed to address a key question from the C-Suite within key commercial aviation accounts: “Is this the right investment for my airline?”

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Videos + Animations

Boeing | “Happy Travelers” Campaign

Boeing | “Briefing Module” Aviator Campaign

NTT | “iNTTerconnected” Campaign

https://youtu.be/vEuj7JEIYjg https://youtu.be/vEuj7JEIYjg https://www.youtube.com/watch?v=sdkILpS9Bec&list=PLlBteMNDAmaZ2JKbuEnQT1TWYfg-1JFuD&index=9 https://www.youtube.com/watch?v=sdkILpS9Bec&list=PLlBteMNDAmaZ2JKbuEnQT1TWYfg-1JFuD&index=9 https://youtu.be/bwlbAV-EABk https://youtu.be/bwlbAV-EABk

08/09/2022Group introduction 24

Pricing Guide Assets Investment Considerations

Infographic (static) $8,000 - $15,000 Outline, content, proofing, wireframing, design, build. High end = number of review cycles & getting the right data to make a compelling story.

Infographic (interactive) $10,000 - $25,000 Outline, content, proofing, wireframing, design, build and code.

White Paper (8 pages) $10,000 - $18,000 Outline, SME interview, content, and design.

Topic-Specific Guide (10 pages) $15,000 - $25,000 Outline, content, proofing, wireframing, design, and build. Low end assumes client has topic selected and content/research to leverage.

Blog (1) $3,000 - $5,000 Outline, content and proofing on a client provided topic (high end includes keyword research & integration)

Product Spec Sheet (1) $3,000 - $5,000 Outline and design (assumes client has content)

Animated Video (60-90 seconds) $20,000 - $40,000 Script, storyboards, design, animation, VO, music, production and editing (assumes client has content, clear story direction, assets to work from, and image library that adheres to corporate style guide).

eBook (10 pages) $15,000 - $30,000 Outline, content, proofing, wireframing, design, build. Low end = client has content and SMEs to leverage.

Interactive eBook $20,000 - $40,000 Outline, content, proofing, wireframing, design, build and code.

Case Study (4 pages) $10,000 - $15,000 Interview, outline, content and design

ROI Report (e.g. Oracle Retail) $15,000 - $25,000 Concepting, UX, content, design and development. Low end assumes client has content we can leverage.

Calculator $32,000 - $48,000 Concepting, UX, content, design and development. Investment needed is dictated by complexity of calculation, inputs/variables, desired output, etc.

Thank you