Demand Generation From the Outside In

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My slide deck from Online Marketing Summit in San Diego.

My slide deck from Online Marketing Summit in San Diego.

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  • Natural Nurturing
  • conversations
  • Triggering events

Transcript

  • 1. Demand Generation from the Outside In Ardath Albee @ardath421 San Diego | Room 31B Marketing Interactions, Inc.
  • 2. About Ardath Albee Clients include:Storyteller, Die-Hard Writer, Marketing Geek, Strategy Nut27 years of business management & marketing leadership Author of eMarketing Strategies for the Complex Sale Industry Speaker, Workshop Leader, Blogger Top 50 Marketing & Sales Influencer 2012Obsessed about helping B2B companies use eMarketingstrategies & contagious content platforms to turn prospectsinto buyers.Believes buyer personas are the key foundational tool for everycontent strategy.www.marketinginteractions.com @ardath421
  • 3. The View from Outside
  • 4. The View From Inside
  • 5. The Result
  • 6. Attention is…a capacity to maintain selective or sustained concentration.
  • 7. Cursory AttentionI might beinterested…
  • 8. Misleading Attention That started out interesting…I wonder if my dry cleaning is ready?
  • 9. Voluntary AttentionEvery time I read their stuff, I learn something useful.
  • 10. Intentional Attention This information will help me solve a problem I’m dealing with. I wonder what else they can add…
  • 11. The Content Marketing ContinuumThe Evolution of Attention Cursory Voluntary Intentional Attention Attention Attention
  • 12. Value is…where your company’s strengthsand your customers’ needsintersect.
  • 13. The Latest Trends for Buyers Using a wider variety of sources More time self-serving research Increased the team members involved Conducted deeper analysis Spent more time on social media doing research The 2012 B2B Buyer Landscape: New Challenges, New Complexity
  • 14. Context MattersCarol in Customer Service Steve in SalesMy call center agents need I need the call center toto reduce average handle increase up and cross sell oftime (AHT) to improve our new product to expandefficiency. our footprint with existing customers.
  • 15. What Buyers Want• 75% want content with less “sales messaging” – DemandGen Report• 73% of IT Decision Makers want to discover ideas they can share and discuss with colleagues. – IDG• 56% said they were unsatisfied with their buying experience – 2012 B2B Buyer Landscape: New Challenges, New Complexity• 47% prefer text/narrative content, 33% visual – DemandGen Report• 39% IT buyers appreciate receiving follow-up content related to content viewed; Up to 2 assets in 4 – 6 weeks – IDG• Only 25% say they’re willing to consider vendor content as trustworthy – DemandGen Report
  • 16. A Few Things to Consider• One-size-fits-all content doesn’t work. – 45% of buyers want to see content structured by business role DemandGen Report• What you think about buyers may not ring true. – Only 31% of marketers say they completely know their target audience. Demandbase / Ziff Davis• Content Marketing means more than content – Top challenge for marketers in 2012 is creating enough content Content Marketing Institute / Marketing Profs
  • 17. The Story Never Ends
  • 18. Going Au Naturel Nurturing programs are not defined by your database.
  • 19. Gain Reach With “Natural Nurturing” Your Database Has Limits Search Get Found Email for Tweets Press Release Nurturing Articles Blog Lead Posts DatabaseConnected Conversations LinkedIn Status/Groupsand Content Pathways Offers for Lead Generation
  • 20. Channel Consistency is Critical Twitter Website Blog 3 new widgets for How access to colleagues We’re the leading #collaboration in 2013 and data powers #ourcompany + link provider of… productivity Our SaaS #collaboration Our X solution won Improve your customertools increase productivityby 30% - check it out + link another award! satisfaction with presenceWe just released a mobile We added 37 new Shorten your time to app for secure doc customers this revenue with project #collaboration + link month workspaces Product Focus Company Focus Customer Focus
  • 21. Why Consistency CountsIt’s up to you to connect the dots for your prospects.They will not do it themselves.
  • 22. Engagement Is Your Compass • Audience Use this data • Topics to inform • Channels marketing • Content program design
  • 23. How to Develop Consistency Pre-Event: Post-Event: • PPC Campaign • SlideShare • Press Release • Email Archive Link • Industry News Ad • Q&A Blog Post(s) • White Paper • Registration Page • Article Series • Email Invitations • Podcasts • Tweets • Invitation to view • LinkedIn On-Demand • Blog Posts
  • 24. When to Pull the Trigger 5 Tips for How to Gain How ABC Co. Productive User Adoption Uses Video Video for Video Conferencing Meetings Conferencing to GrowDiscover Explore Buy Revenues Education Expertise Evidence
  • 25. Email Twitter Facebook LinkedIn Google+ WOMGain “Earned” Triggers
  • 26. Shift Ideas Approaches Focus Orchestration
  • 27. Thank You!Ardath Albee, B2B Marketing StrategistMarketing Interactions, Inc.Web: www.marketinginteractions.comTwitter: @ardath421Blog: http://marketinginteractions.typepad.com Free Persona Tool www.upcloseandpersona.com