Your SlideShare is downloading. ×
Interactive White Paper Webcast: Increase content marketing effectiveness
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Interactive White Paper Webcast: Increase content marketing effectiveness

606
views

Published on

White papers remain the most important content to help buyers make purchase decisions – helping buyers to understand opportunities, understand solution options and understand the competitive …

White papers remain the most important content to help buyers make purchase decisions – helping buyers to understand opportunities, understand solution options and understand the competitive differences of your solution vs. others.

However, in today's world of information overload, white paper download rates have declined, and your investment in traditional white paper marketing campaigns is not as effective as it used to be.

Published in: Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
606
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. TOM PISELLO, Chairman & FounderBlog: http://tompiselloroiguy.blogspot.com/Twitter: @tpisellohttp://www.alinean.com http://www.fightfrugalnomics.com Connecting Despite Information Overload: Driving More High Quality Leads with Interactive White Papers
  • 2. Today’s B2B Buyer and Marketing Trends http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 2
  • 3. The Economic-Focused Buyer• Size © 2011 Alinean, Inc. 3
  • 4. Information Overload Rising / Effectiveness Declining Campaigns Received Per Week60% 50% Average 2006: 15.4 campaigns50% Average 2010: 20.3 campaigns 40% 32% increase40% 37%30% 28%20% 10% 11%10% 6% 6% 3% 3% 3% 3%0% 1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+ 2006 2010 Source: SiriusDecisions 2010 62% of B2B vendors need more leads in order to generate the same amount of sales 4 4 © 2011 Alinean, Inc.
  • 5. Who do Buyers Trust for Decision Support Content? 3rd Party sources such as Peers, Analysts & Trade Pubs Impart Most Influence Most often Direct vendor sources yield the least influence selected 35% 30% Internal events/triggers Peers 25% Industry analysts 20% Trade publications 15% Search engine results 10% VARs/Partners 5% Consultants Vendors 0% Early Middle LateSource: SiriusDecisions 2010 © 2011 Alinean, Inc. 5
  • 6. Which Content is Most Effective? White Papers Remain King of Decision Support Content Most often selected 70% White papers 60% Peer referrals 50% Webinars 40% Email 30% User Events 20% Analyst reports 10% Case Studies 0% Early Middle LateSource: SiriusDecisions 2010 © 2011 Alinean, Inc. 6
  • 7. Will White Papers Retain The Content King Crown?• > 84 % buyers use white papers during the buying journey (most used)• Average of 3.2 white paper downloads per month (very active)• Leveraged throughout the buying lifecycle: – Discovery • 35% for awareness and finding ideas to challenge status-quo • 33% for finding solution options – Consideration -23% for creating a short list of vendors and vendor evaluation – Decision - 10% for making a final decisionBUT, utilization and frequency of use are DOWN year over year…Need something newer, more personalized / dynamic to break through the clutter and renew relevance to more skeptical / frugal buyers ….Source: Ziff-Davis Enterprise © 2011 Alinean, Inc. 7
  • 8. Marketing Strategies for 2011 and Beyond http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 8
  • 9. Fight Frugalnomics with Value MarketingProduct Focus Solution Focus Value FocusDiscussion: Discussion: Discussion:• Customer knows issue • Prescriptive & Quantified • Customer knows issues &• Tie features / functions to desired outcome • Discover… Is customer needs aware of issue? • Questions to discover pain• Compares product points alternatives • Diagnose… How bad is it?• Feature • Function • Price • Recommend solution to • Quantify … Value of change solve pain • Compare … Value vs. StatusDrive: Product Driven Drive: Pain-Point Driven Quo / Competition Drive: Diagnostics-Driven: What is issue & outcome / value of change? Solution Vendor Trusted Advisor 9 Provider © 2011 Alinean, Inc.
  • 10. Buying Lifecycle: How Companies Buy vs. How to Market / Sell Loosening of the Status Quo Discovery Committing to Change Prospect Exploring Lead Possible Solutions Consideration Marketing Qualified Lead Committing to a Solution Sales Qualified Lead Justifying the Decision Opportunity Decision Making the Close Selection Traditional Marketing Cycle SiriusDecisions Buying Cycle © 2011 Alinean, Inc. 10
  • 11. Content Marketing Strategy and the Buying Lifecycle BUYING CYCLE NEW CONCEPT NEW PARADIGM ESTABLISHED MARKET Loosening Exploring Committing Justifying Committing Making the of the possible to a the to change selection status quo solutions solution decision Reputation Demand Creation Sales Enablement Content Marketing Strategy Vendor Selection Education Solution Create Align awareness Demonstrate Validate/ Illuminate Help buyer proposed around a financial value reinforce you problem & identify solution new / technical are correct drive solutions to with problem, competence to choice vs. urgency the problem decision new solve problem alternatives criteria paradigmSource: SiriusDecisions © 2011 Alinean, Inc. 11
  • 12. Value Marketing and the Buying Lifecycle Help buyer diagnose / illuminate issues Benchmark / comparison proof that peers Loosening / leaders are solving issues faster / better of the Status Quo Recommend roadmap for solving issues Discovery Make issues you solve a priority vs. other Committing to issues Change Exploring Quantify the “cost of doing nothing” Possible Solutions Make the “case for change” Consideration Quantify rewards vs. risks Committing to a Solution Make your proposed project a priority vs. other projects Justifying the Need to prove solution is best value Decision Decision Total cost of ownership (TCO) comparisons can help Making the Make your solution a priority vs. all other Selection solutions © 2011 Alinean, Inc. 12
  • 13. Challenges for B2B Marketers• Engaging “Buyer-Frugalnomicus” – How do you stand out from the 100 other marketing emails / campaigns buyer receives each day? – How do you create credible content that users will trust / believe? – How do you engage without overload? • Long and more comprehensive assets have value, but demand a lot of time and some information may not be relevant or may confuse buyer • But, if you make it short, you may not have enough information to really engage the prospect and hit their specific pain points – How do you deliver what buyers need based on their stage / role in the buying decision?• Improving Marketing Effectiveness – How do you increase the effectiveness of content marketing being created? – How do you help drive higher quality sales ready leads to sales? – How do you get more lead intelligence to directly assist sales in more successful calls and increased conversions? © 2011 Alinean, Inc. 13
  • 14. Connect and Engage with Interactive White Papers http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 14
  • 15. Connect and Engage with Interactive White Papers • Break through the Noise! • 3rd Party Credibility • Improved Intelligence via Profile PERSONALIZATION • CUSTOMIZATION • ONE-ON-ONE COMMUNICATION © 2011 Alinean, Inc. 15
  • 16. Abstract and Simple Profile Preview w/ Abstract Pivot Points: • Industry • Location • Size • Stage in Buying Cycle • Role in Buying Cycle • Pain Points • AS IS: Asset / Service Survey © 2011 Alinean, Inc. 16
  • 17. User Provides Responses to Profile Questions User Fills in Simple Form Tip Help Provided Confirms Edits © 2011 Alinean, Inc. 17
  • 18. Pain Point Profile Collects Additional Information Pain Point Profile Intelligence for: • Personalized report • Lead Nurturing Weigh Value of Each Question versus: • User Time • Personalization / Intelligence Value Once Questionnaire Complete, Can Download Report © 2011 Alinean, Inc. 18
  • 19. Registration Customized Registration Integrate with Existing Registration Rich Lead Nurturing Integration • Lead information • Profile information • Key results © 2011 Alinean, Inc. 19
  • 20. Personalization Qualitative • Company Name • Focus on Pain Points • Case Studies by Industry / Location / Size Quantitative • Cost of Doing Nothing • Quantify Value / Benefits • ROI / Payback • TCO Advantages © 2011 Alinean, Inc. 20
  • 21. Connect and Engage with Interactive White Papers • Break through the Noise! • Generate More Leads vs. Traditional White Papers • Engage and Educate • Reduce Sales Cycles • Drive more Sales • Engage • Personalized • One to One Dialogue • Research Based • 3rd Party Credibility • Improved Intelligence via Profile © 2011 Alinean, Inc. 21
  • 22. Interactive White Paper Development ProcessExisting White Paper (2-4 wks) Original White Paper (3-6wks) – Week 1: – Week 1: • Receive original white paper content • Outline goals and objectives • Collaboratively decide on pivot points • Determine pivot points • Rapid prototype interface (questionnaire / • Identify research / sources abstract) • Provide outline • Gather / author personalized content – Week 2 – 3: – Week 2: • Gather research and 3rd party sources • Finalize personalized content / reviews • Write original content • Program personalized content rules • Conduct content reviews / editing • Integrate with lead intelligence system • Post Alpha (prototype) • Post pilot – Week 4 – Week 3 • Program personalized content rules • Incorporate pilot findings • Post Beta (working, but not finalized) • Post final • Incorporate Beta findings – Week 4 and On-going – Week 5 • Promote with marketing campaigns • Post pilot • Verify lead quantity / quality meeting goals • Incorporate Pilot findings – Week 6 and On-going • Promote with marketing campaigns • Verify lead quantity / quality meeting goals © 2011 Alinean, Inc. 22
  • 23. Partnerships for Complete Interactive White Paper Solution Research / Content Reach Intelligence Integration © 2011 Alinean, Inc. 23
  • 24. Next StepsGet a Free White Paper Assessment• Examine existing white paper inventory for potential Interactive conversion – Pivot points – Content availability / content / research needed• Examine new white paper potential – Properly aligned with Demand Creation Spectrum? – Help Buyers Journey along the Buying Lifecycle? – Value Focused: Diagnostics / Justification / Competitive Value? http://www.alinean.com/demand-gen/interactive_white_paper.aspx http://www.fightfrugalnomics.com © 2011 Alinean, Inc. 24

×