Developing Content for the Digital Conversaton

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In this webinar, DemandGen Report’s Andrew Gaffney and Manticore Technology’s Jeff Erramouspe have teamed up to take the Content Blueprint one step further and discuss how to create and use content strategically to build relationships with buyers and drive lead conversion. Join us to learn:

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Developing Content for the Digital Conversaton

  1. 1. Developing  Content  for  the     Digital  Conversa?on   September  7,  2011   Man?core  Technology  -­‐  Copyright  2011.  All  rights  reserved.  12/30/11   Technology,  Inc.  –  Copyright  2011.    All  rights  reserved.  
  2. 2. Welcome  To  The  Webinar   Your  GoToWebinar  A3endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  quesCon  here  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  3. 3. Panelists   Jeff  Erramouspe   President   ManCcore  Technology   Andrew  Gaffney   Editor   DemandGen  Report  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  4. 4. B2B  Purchasing  Behavior   § Prefer  to  u?lize  Web  and  social  media  to  create  a  shortlist   § Resistant  to  sales  calls/messaging  during  this  phase   § Without  1:1  interac?on,  seller  has  no  control  of  the  process  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  5. 5. Changes  Role  of  MarkeCng   § Marke?ng  must  take   responsibility  for  early   stage  selling   § Turning  to  technology  to   track  buyer  behaviors   and  automate   interac?ons   § U?lizing  content  to   engage  prospects  and   guide  them  through  their   buying  process  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  6. 6. SymbioCc  RelaConship   Content   MarkeCng     AutomaCon  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  7. 7. What  would  you  say  are  your  greatest  challenges  in  creaCng   and  opCmizing  your  demand  generaCon  efforts?   51%   44.9%   34.7%   24.5%   12.2%   8.2%   Insufficient   Insufficient   Lack  of   Lack  of   Insufficient   Other   staff   content   processes   exper?se   technology  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  8. 8. What  campaigns  have  been  the  most  successful  for  your   department  over  the  past  year  in  driving  leads  and  engaging   prospects?   55.1%   42.9%   24.5%   8.2%   8.2%   Content-­‐based   Events   Search   Telemarke?ng   Other   offers   marke?ng  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  9. 9. If  you  were  able  to  increase  your  budget  in  2012,  where  would   you  most  likely  increase  your  spend?   65.3%   12.2%   24.5%   28.6%   12.2%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  10. 10. How  are  you  currently  measuring  the  effecCveness  of  your   content  campaigns?   Number  of  leads  generated   75.5%   Number  of  qualified  opportuni?es  it  drives   73.5%   Traffic  driven  to  web  site   49%   Feedback  from  sales  team   32.7%   Ac?vity  generated  via  social  media   16.3%   Other   8.2%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  11. 11. Are  you  currently  or  are  you  interested  in  measuring  the   impact  of  specific  content  pieces  on  various  phases  of  the  sales   funnel?   We  have  no  current  need  to   measure  specific  impact   10.2%   Yes,  we  are  currently  measuring   30.6%   and  acribu?ng  the  impact  of   59.2%   specific  content   We  are  not  currently   measuring,  but  are  interested  in   tools  that  will  help  us  measure   the  impact  of  specific  content   campaigns  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  12. 12. As  you  evaluate  your  current  content  programs,  where  do  you   see  the  greatest  opportunity  to  improve  your  results?   Finding  the  right  partners  to   8.2%   28.6%   drive  content   Increasing  budget  to  fund   content  ini?a?ves   16.3%   Iden?fying  the  right  channels   to  distribute  content   24.5%   Developing  the  right  mix  of   offers   22.4%   Mapping  content  to  buyer   needs  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  13. 13. As  you  conduct  win/loss  analysis  of  your  pipeline,  do  you   currently  measure  the  role  content  plays  in  influencing  your   customer’s  purchase  decisions?   No  we  do  not  look  at  the   role  of  content  specifically   24.5%   We  are  planning  to   include  content  influence   in  our  win/loss  reviews  in   49%   the  next  12  to  24  months   26.5%   Yes  that  is  one  of  the   factors  we  consider  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  14. 14. Please  indicate  if  you  have  completed  any  of  the  following  exercises  to  improve  your  content  effecCves  and  the  value  of  each  step:   Rate  1  –  4  with  1  being  most  value;  N/A  =  Not  Completed   1   2   3   4   N/A   Conduc?ng  an  audit  of  exis?ng   offers   23%   23%   15%   8%   31%   Developing  buyer  personas   23%   13%   15%   2%   46%   Mapping  content  to  buyer  needs   and  stages   35%   23%   6%   8%   29%   Crea?ng  assets  and  offers  that  align   with  the  lifecycle  of  a  prospect   33%   27%   17%   4%   19%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  15. 15. Please  indicate  if  you  have  completed  any  of  the  following  exercises  to  improve  your  content  effecCves  and  the  value  of  each  step:   Rate  1  –  4  with  1  being  most  value;  N/A  =  Not  Completed   1   2   3   4   N/A   Conduc?ng  an  audit  of  exis?ng   offers   23%   23%   15%   8%   31%   Developing  buyer  personas   23%   13%   15%   2%   46%   Mapping  content  to  buyer  needs   and  stages   35%   23%   6%   8%   29%   Crea?ng  assets  and  offers  that  align   with  the  lifecycle  of  a  prospect   33%   27%   17%   4%   19%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  16. 16. ConducCng  A  Content  Audit   1.  Build  a  complete  list  of  your  current  content  assets,  including   web  content,  sales  presenta?ons,  case  studies,  etc.     2.  Try  to  map  out  the  assets  visually  to  correspond  with  different   buyer  phases,  including  awareness,  educa?on,  considera?on  and   valida?on.;     3.  Assemble  a  list  of  poten?al  content  contributors,  including   internal  and  external  op?ons,  such  as  media  partners,   consultants,  analysts,  etc.    12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  17. 17. Please  indicate  if  you  have  completed  any  of  the  following  exercises  to  improve  your  content  effecCves  and  the  value  of  each  step:   Rate  1  –  4  with  1  being  most  value;  N/A  =  Not  Completed   1   2   3   4   N/A   Conduc?ng  an  audit  of  exis?ng   offers   23%   23%   15%   8%   31%   Developing  buyer  personas   23%   13%   15%   2%   46%   Mapping  content  to  buyer  needs   and  stages   35%   23%   6%   8%   29%   Crea?ng  assets  and  offers  that  align   with  the  lifecycle  of  a  prospect   33%   27%   17%   4%   19%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  18. 18. Building  Buyer  Personas   1.  Start  by  determining  your  core  target  audiences.     2.  Avoid  being  too  broad.  For  example,  don’t  just  build  profiles   around  broad  ?tles  such  as  CIOs.     3.  Determine  what  their  pain  points  are  and  what  is  keeping  them   up  at  night.     4.  Drill  down  into  common  characteris?cs  and  needs  for  different   buyer  segments.     5.  Iden?fy  acributes  and  preferences  for  these  various  profiles  and   segments.    12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  19. 19. Please  indicate  if  you  have  completed  any  of  the  following  exercises  to  improve  your  content  effecCves  and  the  value  of  each  step:   Rate  1  –  4  with  1  being  most  value;  N/A  =  Not  Completed   1   2   3   4   N/A   Conduc?ng  an  audit  of  exis?ng   offers   23%   23%   15%   8%   31%   Developing  buyer  personas   23%   13%   15%   2%   46%   Mapping  content  to  buyer  needs   and  stages   35%   23%   6%   8%   29%   Crea?ng  assets  and  offers  that  align   with  the  lifecycle  of  a  prospect   33%   27%   17%   4%   19%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  20. 20. Mapping  Content  To  Buyer  Needs  &  Stages   1.  Iden?fy  gaps  in  the  current  menu  of  assets  to  determine  the  buyer   phases  where  you  are  light  on  content  and  build  plans  to  create  new   assets.       2.  Develop  content  offers  that  address  the  unique  needs  of  prospects   at  different  stages  of  the  buying  cycle.       3.  Early  stage  content  should  start  a  conversa?on  and  address   business  issues.     4.  Later  stage  content  should  be  more  product  specific  and  focus  on   purchasing  concerns,  such  as  ROI  and  compe??ve  analysis.  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  21. 21. Please  indicate  if  you  have  completed  any  of  the  following  exercises  to  improve  your  content  effecCves  and  the  value  of  each  step:   Rate  1  –  4  with  1  being  most  value;  N/A  =  Not  Completed   1   2   3   4   N/A   Conduc?ng  an  audit  of  exis?ng   offers   23%   23%   15%   8%   31%   Developing  buyer  personas   23%   13%   15%   2%   46%   Mapping  content  to  buyer  needs   and  stages   35%   23%   6%   8%   29%   Crea?ng  assets  and  offers  that  align   with  the  lifecycle  of  a  prospect   33%   27%   17%   4%   19%  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  22. 22. CreaCng  Assets  &  Offers  That  Align  With  The  Lifecycle  Of  A   Prospect   1.  Think  about  mul?ple  formats  and  channels  for  your  messaging;   don’t  become  over-­‐  reliant  on  email  messaging  alone.     2.  Consider  your  cadence;  you  don’t  want  to  contact  prospects  so   oien  that  you  become  a  burden,  but  you  also  don’t  want  to  be   forgocen  about.     3.  Develop  content  offers  that  will  help  progress  and  accelerate   prospects  through  the  buying  cycle.     4.  Don’t  jump  too  quickly  to  pricing  and  ROI;  start  out  with   research  and  case  studies  un?l  they  are  ready  to  talk  terms.    12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  23. 23. MANTICORE  TECHNOLOGY   CONTENT  AUDIT  LESSONS  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  24. 24. Some  Personas/Phases  Lacked     Adequate  Content   §  CXO  oriented  material  for  awareness  to   considera?on  phase   §  CMO  material  for  closing  phase   §  Some  content  in  wrong  form  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  25. 25. A  Lot  of  Content  Could  be  Repurposed   §  Older  white  papers  could  be  refreshed  with   more  current  examples   §  Older  content  could  be  reused  as  current  blog   posts   §  Turned  white  paper  paragraphs  into  sales-­‐ oriented  e-­‐mails  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  26. 26. Visibility  Made  Everything  Work  Be3er   §  Pre-­‐audit,  our  content  strategy  was  foggy   §  Post-­‐audit,  we:   §  Understood  where  to  focus   §  Realized  we  were  in  becer  shape  than  we  thought   §  Developed  a  baseline  by  which  to  measure     future  efforts  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  27. 27. Q&A   Your  GoToWebinar  A3endee  Viewer  is  made  of  2  parts:   1.  Viewer  Window   2.  Control  Panel   Type  your  quesCon  here  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  
  28. 28. THANK  YOU!   Download  the  Blueprint  For  Using   Content  To  Connect  With  Buyers   white  paper  here:   hcp://bit.ly/content-­‐blueprint  12/30/11   Man?core  Technology    -­‐  Copyright  2011.    All  rights  reserved.  

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