Content Changes Everything

9,397 views
9,341 views

Published on

Strategy, insights, and trends in the B2B space.

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
9,397
On SlideShare
0
From Embeds
0
Number of Embeds
8,877
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Content Changes Everything

  1. 1. Strategy, insights, and trends in the B2B space
  2. 2. 2
  3. 3. 3 • • •
  4. 4. 4 • • •
  5. 5. 5
  6. 6. • 67% of the B2B buyer journey is now done digitally – senior officers included • Peer to peer references and COIs are important in the short list and buying decision • 86% of business buyers engage in some form of social media activity for work purposes • Information workers spend >30% of time daily online seeking info to do their jobs • Consumer intimacy important: “Show me you know me and demonstrate value” 6 References: Sirius Decisions and Forrester Research
  7. 7. AWARENESS 7 CONSIDERATION RELATIONSHIP CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL
  8. 8. 8
  9. 9. 9 “The hunter has become the hunted. Buyers are more informed and seek information independent of sales. How sales people want to sell has little impact on how buyers are choosing to buy.” Source: SiriusDecisions, “Marketing Needed for Sales 2.1”
  10. 10. 10 Sales Presentations Product Information Service Profiles Features and Benefits
  11. 11. 11 • • •
  12. 12. 12 BRAND PRODUCT CLAIMS SERVICE PROMISE NATIONAL PROMOTION IDENTIFYING LEADS CLOSING DEALS RELATIONSHIP MANAGEMENT LOCAL REPRESENTATION MARKETING SALES
  13. 13. 13 “We know what clients want, why don’t THEY use what we make!” “We know what clients want, why don’t THEY make stuff we can use!”
  14. 14. 14
  15. 15. 15 “The sales rep must prepared to discuss the buyer’s specific business – yet 31% of sales reps are not prepared with even a basic level of Web-available information before taking a buyer’s valuable time.” Source: IDC, “Sales Enablement and the Year of the Sales Rep.”
  16. 16. AWARENESS 16 CONSIDERATION RELATIONSHIP CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL
  17. 17. • Clients are engaged long before you are in the room. • Your offering is judged and evaluated by more people than you will ever meet. • More complex: multichannel, multi-device, mobile. • Clients are demanding more bespoke, personalized and social interactions. • Forces us to create content that truly serves clients’ needs. 17
  18. 18. 18 I need to reduce my overall real estate costs Talent retention is a concern for me – how can I help employees optimize work-life balance? How do I support more devices and operating systems without adding to my head count? COO CIO HR Director
  19. 19. 19 Do I have the info I need to support this decision in the C-suite? When asked for input on this initiative, do I have the info to support this change? Do I have the info to champion this initiative? Do I have the info to choose the right partner? COO CIO HR Director
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23 • • •
  24. 24. 24
  25. 25. 25
  26. 26. 26 I downloaded a research report that convinced me that this is a good idea. The company sent me a great email series to help me with my department’s issues. By participating in an online client forum for several months, I have a high degree of confidence. COO CIO HR Director
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32 “Ensure that you develop a mix of resources, both internal and external to your company, to ensure that you project a true outside-in point of view. This will make your content more attractive to prospects, buyers, and users at all stages of their journeys.” Source: Peter O’Neill, Forrester Research, B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing
  33. 33. 1. Know who the content is for and why they matter to your organization. 2. Know what you expect them to do with it. Ask how this furthers your business. 3. Know how this makes your client’s job easier. 4. Understand the implicit promise in offering this content and know that you can sustain it. 33
  34. 34. 34 “We have everything we need to go ahead. Let’s go with Colliers”

×