How to Best Connect and Engage Buyers in a World of "Short Attention Span Theater"?
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How to Best Connect and Engage Buyers in a World of "Short Attention Span Theater"?

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New research shows that today's buyers want more succinct and relevant content to help facilitate their decision making....

New research shows that today's buyers want more succinct and relevant content to help facilitate their decision making.

Do you know how your content stacks up to these new buyer expectations?

Join Tom Pisello, The ROI Guy and Chairman / Founder of Alinean, Inc. to explore the latest marketing effectiveness research findings, and learn the best practice methods to better connect and engage today's more empowered, skeptical and frugal buyer.

In this webinar we will answer several important questions to help drive your content marketing effectiveness:

Which content is most effective at connecting and engaging today's buyer?
How this content should be shaped to deliver more relevant decision support content in less time?
Which best practices and new content can be best used to achieve content marketing success?

At the end of this webinar you will be provided with several real world examples and links to improve content marketing, and better connect, engage and sell.

More in: Business , Technology
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  • 1. The Best Content For Short Attention Span Theater Tom Pisello, The ROI Guy, Chairman & Founder, AlineanDecember 01, 2011
  • 2. Our SpeakerTom Pisello: The ROI Guy – A 25-year career helping companies to get more business value from their IT and business investments – Serial Entrepreneur – Chairman and Founder • Alinean – Content Optimization w/ Interactive Smart Content and Value-Based Sales Enablement Tools • Akonna – Social Media Marketing Competitive Benchmarking – Evangelist & Blogger © 2011 Alinean, Inc. 2
  • 3. Agenda1. The Significance of Content Marketing2. Content Marketing Challenges3. Why the Content Marketing Crisis in Confidence?4. New Content Optimization Strategies & TacticsPage 3 12/1/201 3 © 2011 Alinean, Inc.
  • 4. The Significance of Content for Marketing & Sales Enablement © 2011 Alinean, Inc. 4
  • 5. Content Marketing Spending and Tactics 51% increasing budget over next 12 months © 2011 Alinean, Inc. 5Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
  • 6. Content Marketing Challenges © 2011 Alinean, Inc. 6Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
  • 7. Crisis in Confidence Only 41% indicate that their content marketing efforts are effective. © 2011 Alinean, Inc. 7Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
  • 8. Why The Content Marketing Crisis in Confidence? © 2011 Alinean, Inc. 8
  • 9. Buyers Have Fundamentally and Permanently ChangedMore Leads to Close Same Executive Scrutiny Reduced Deal Size Amount of Business Longer Sales Cycles Increased CompetitionMore Stakeholders Stalled Deals Page 9 12/1/201 9 © 2011 Alinean, Inc.
  • 10. How would you describe the budgeting/approval process for your most recent solution purchase? 26.7% Budget for project was approved and allocated during beginning of the year 26.1%Budget was allocated as part of a larger line item once need was established 20.6% Budget was determined post multiple bids 15.8% Budget was taken from another line item after need was established/clear 10.9%Determined potential impact through other adopters and built a business caseDCS - 2011 © 2011 Alinean, Inc. 10
  • 11. How would you say the buying/decision-making process changed for most recent purchases vs. prior decisions?Multiple Responses Allowed Took more time to research and consider solutions 48% Utilized a wider variety of sources to research options 36% Did more detailed analysis of costs/ROI of solution before finalizing the process 34% More internal team members provided their input into decision process 30% Relied more on live customer feedback/recommendations 21% Fewer internal team members provided their input into decision process 16%DCS - 2011 © 2011 Alinean, Inc. 11
  • 12. Which resources did you find most useful in the early stages of buying process? 70.9% 44.2% 40.6% 34.5% 21.2% 16.4% 10.3%DCS - 2011 © 2011 Alinean, Inc. 12
  • 13. As you progressed through the research process on the company, which types of communication/content did you feel were most helpful in supporting your decision? 57.6% Vendor Comparison Analysis 48.5%Case studies of successful implementations Documents/Tools that supported the ROI 43% justification for the project White papers supporting the business 26.1% case/impact of the solution 7.3% Other DCS - 2011 © 2011 Alinean, Inc. 13
  • 14. In the later stages of selecting a vendor and rolling out the product or solution, which tools did you feel were most helpful in supporting your decision? 56.4% 56.4% 27.3% 23.6% 12.1% 12.1% “Freemium” ApproachDCS - 2011 © 2011 Alinean, Inc. 14
  • 15. Who do Buyers Trust for Decision Support Content?ost often selected as trusted source for purchase decisions content 35% 30% Internal events/triggers Peers 25% Industry analysts 20% Trade publications 15% Search engine results 10% VARs/Partners Consultants 5% Vendors 0% Early Middle Late Source: SiriusDecisions 2010 © 2011 Alinean, Inc. 15
  • 16. Short Attention Span TheaterMaking the Case for Shorter Content, IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008http://www.idgconnect.com/view_abstract/6005/making-case-shorter-content?source=connect © 2011 Alinean, Inc. 16
  • 17. Lack of Content Relevance Has a Significant Cost • Drives up content creation costs • Increases the buyer’s decision making process by two weeks or more • Reduces the chances of making the buyer’s selection shortlist by 1/3rd • Shrinks the chance of getting the sale by almost 50% 86% of respondents indicated that relevant content drove the buyer’s decisionMaking the Case for Shorter Content, IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008http://www.idgconnect.com/view_abstract/6005/making-case-shorter-content?source=connect © 2011 Alinean, Inc. 17
  • 18. Content Optimization Strategies & Tactics © 2011 Alinean, Inc. 18
  • 19. Making Content Relevant to Facilitate the Buyer’s Journey Why Change?Buyer’s Journey Why Now? Why You?Purchasing a Solution can be a Complex Change Management Process for the Buyer Discovery Consideration DecisionBuyers Need Help in Facilitating the Steps in the Process: • Easier to Do Nothing than to Change • Several Stakeholders • Economic Scrutiny • Competitive AgendasBuyers are Seeking from Solution Providers: • Decision Support Content that is Personalized and Concise: One-to-One • Consultative Advice Not a Sales Pitch • Relevancy • Answers to Reasons Why © 2011 Alinean, Inc. 19
  • 20. Relevant Content to Facilitate the Buyer’s Journey © 2011 Alinean, Inc. 20
  • 21. Interactive Smart Content™ & Diagnostic Sales Tools• Interactive• Increased Relevance• Intelligent Quantitative & Qualitative Personalization • Interactive White Papers • Diagnostic Assessments • ROI Calculators • TCO Comparisons © 2011 Alinean, Inc. 21
  • 22. Other Content Optimization Techniques• Social Sharing of Content & Collaboration• E-Books• Video – Presentations – Case Studies – FAQ Guides – Landing Pages• Free Trials / Demos © 2011 Alinean, Inc. 22
  • 23. Conclusions• Buyers Have Changed – Purchase process is more complex – More empowered, but overloaded – More skeptical and frugal / economic-focused• Content Marketing Must be More Relevant to Be Effective – Concise – Personalized – Consultative – Facilitate the Buyer’s Journey• New Content Marketing Needed to Drive Relevancy – Interactive Smart Content – Diagnostic Sales Tools – E-Books, Video / Video White Papers / Video Landing Pages – Demos & Trials – Social Sharing and Collaboration © 2011 Alinean, Inc. 23
  • 24. Questions? © 2011 Alinean, Inc. 24
  • 25. Next StepsContent Optimization Assessmenthttp://www.alinean.com/COABest Practice Resource Centerhttp://fightfrugalnomics.comAsk the ROI Guy Resource Centerhttp://www.alinean.com/faqDCS Research & Content Connection Bloghttp://www.demandcreationspecialists.com/blog/ Page 25 12/1/201 25 © 2011 Alinean, Inc.