From White Papers To Rich Media

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From White Papers to Rich Media: The Next Generation of Lead Generation. This webcast can be viewed at www.insight24.com/webcasts/content-92097_1.

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  • From White Papers To Rich Media

    1. 1. THURSDAY, AUGUST 23 FROM WHITE PAPERS TO RICH MEDIA: THE NEXT GENERATION OF LEAD GENERATION
    2. 2. Go to www.insight24.com To Watch this Webcast: www.insight24.com/webcasts/content-92097_1
    3. 3. Ellis Booker <ul><li>Editor, BtoB Magazine and Media Business </li></ul>
    4. 4. THE GAME IS CHANGING CHALLENGE: What kinds of media attract the best leads? What attracts the most? What’s the difference?
    5. 5. Today’s Panel <ul><li>Bill Rigby Director of Online Account Services Computerworld </li></ul><ul><li>Alexa Wriggins Director of Online Marketing PCWorld </li></ul>
    6. 6. Bill Rigby <ul><li>Director of Online Account Services Computerworld </li></ul>
    7. 7. The evolution of lead generation Bill Rigby Director, Online Account Services Computerworld, Inc.
    8. 8. Agenda <ul><ul><ul><ul><ul><li>Where are we in the evolution of lead gen? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>What’s hot at this stage in the evolution? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Where do we go next? </li></ul></ul></ul></ul></ul>
    9. 9. The evolution of lead generation Before online 1990s 2002-2006 Now RIGHT AUDIENCE? RIGHT AUDIENCE? CLICKS RIGHT AUDIENCE? CLICKS LEADS RIGHT AUDIENCE? CLICKS LEADS ENGAGEMENT
    10. 10. This is why a lot of advertisers have turned to expandable, rich media ads
    11. 11. Each ad spot is measured almost like a mini-site <ul><li>Engagement metrics </li></ul><ul><li>Which pieces within the ad were clicked? </li></ul><ul><li>How much time was spent interacting? </li></ul><ul><li>How many leads were generated within unit? </li></ul>
    12. 12. More engagement = higher quality lead - 20% of registrants viewed more than 1 piece. (5% viewed all) - 22% of this group came back on a different day to register for more
    13. 13. What’s the right vehicle? <ul><ul><ul><ul><ul><li>Podcasting? Must be interesting enough to build a fanbase, but can draw a very qualified lead. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Webcasting? Draws a smaller crowd, but a highly qualified one </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Email? Still a great way to convert a lead! The ability to target high volumes of a specific audience, and to follow up with them </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>White papers? High quantity, potential for low quality. But can be used as a “funnel” for higher qualified leads. </li></ul></ul></ul></ul></ul>
    14. 14. The evolution of lead generation Before online 1990s 2002-2006 Now Future RIGHT AUDIENCE? RIGHT AUDIENCE? CLICKS RIGHT AUDIENCE? CLICKS LEADS RIGHT AUDIENCE? CLICKS LEADS ENGAGEMENT RIGHT AUDIENCE? CLICKS LEADS ENGAGEMENT THE CUSTOMER JOURNEY
    15. 15. The customer’s journey… Don’t rely on just one vehicle. <ul><ul><ul><ul><ul><li>Find out where your customer is on his journey </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Build a program that encourages multiple engagements with different types of content (podcasts, white papers, webcasts and email, all working together) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Use these engagements to build trust and take them one step further down their path </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Help them find the end of the journey </li></ul></ul></ul></ul></ul>
    16. 16. Tips for better lead generation … <ul><ul><ul><ul><ul><li>Ask questions on your reg form that can further qualify your lead “What is your role in the decision process?” “What is your timeframe for purchase?” </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Use your reg form to build a newsletter circulation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Leverage one asset to drive qualified leads to the next (Ex: A white paper can funnel highly qualified leads to a podcast, if you use a landing page.) </li></ul></ul></ul></ul></ul>
    17. 17. Tips for better lead generation … <ul><ul><ul><ul><ul><li>New PDF Formats. More bang for your buck. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>For email, consider shifting from text to HTML. Study the latest deliverability guidelines for e-mail. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Don’t be afraid to experiment with rich media. Banner space isn’t what it used to be! </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Don’t distract them! Have your call to action submit directly to a registration page and DO NOT present more options. They either register or they don’t. </li></ul></ul></ul></ul></ul>
    18. 18. Bill Rigby Director, Online Account Services Computerworld, Inc. Thank You! [email_address]
    19. 19. Alexa Wriggins <ul><li>Director of Online Marketing PCWorld </li></ul>
    20. 20. Lead Nurturing Through Traditional and Rich Media Channels Alexa Wriggins Director, Online Marketing PC World Communications August 23, 2007
    21. 21. Advertisers Are Facing Increasing Pressure to Demonstrate ROI <ul><li>Reaching out to potential </li></ul><ul><li>buyers when they are </li></ul><ul><li>ready to make a purchase </li></ul><ul><li>may be too late. </li></ul><ul><li>How do we reach out to </li></ul><ul><li>buyers, develop a </li></ul><ul><li>relationship and gain their </li></ul><ul><li>trust before they decide to </li></ul><ul><li>buy ? </li></ul>
    22. 22. Target Each Phase of the Buying Process <ul><li>Phase One – Awareness </li></ul><ul><ul><li>Get their attention through traditional media channels </li></ul></ul><ul><ul><ul><li>Display Ads - Rich Media - Interstitial - Banners </li></ul></ul></ul>
    23. 23. Now That We Have Your Attention <ul><li>Phase Two </li></ul><ul><li>Consideration & Research </li></ul><ul><ul><li>A great opportunity to </li></ul></ul><ul><ul><li>influence and gain trust </li></ul></ul><ul><ul><li>Buyers are looking for </li></ul></ul><ul><ul><li>information – they want to </li></ul></ul><ul><ul><li>be educated about your </li></ul></ul><ul><ul><li>product </li></ul></ul><ul><ul><li>Be there to guide them </li></ul></ul><ul><ul><li>through this process </li></ul></ul>
    24. 24. What Types of Information Are Buyers Looking For? <ul><li>Expert, unbiased, and </li></ul><ul><li>independent reviews </li></ul><ul><ul><li>Industry magazines and </li></ul></ul><ul><ul><li>websites </li></ul></ul><ul><li>Peer reviews </li></ul><ul><ul><li>What have people like me </li></ul></ul><ul><ul><li>experienced with this </li></ul></ul><ul><ul><li>product, in the real world? </li></ul></ul><ul><li>Vendor supplied product </li></ul><ul><li>information </li></ul><ul><ul><li>Specs, service and support, </li></ul></ul><ul><ul><li>availability, updates and </li></ul></ul><ul><ul><li>enhancements </li></ul></ul>
    25. 25. Become a Mentor – Educate Your Prospects <ul><li>Opportunities for mentorship </li></ul><ul><ul><li>Co-marketing programs </li></ul></ul><ul><ul><ul><li>Unbiased reviews or product test with industry experts </li></ul></ul></ul><ul><ul><ul><li>Produce webcasts, hosted by industry experts </li></ul></ul></ul><ul><ul><li>Educational Tools </li></ul></ul><ul><ul><ul><li>Interactive ROI calculator –demonstrates the benefits of a product or technology </li></ul></ul></ul><ul><ul><li>Encourage employees to write about news, </li></ul></ul><ul><ul><li>technology or innovations in a corporate </li></ul></ul><ul><ul><li>blog </li></ul></ul><ul><ul><ul><li>Example: The Official Google Blog </li></ul></ul></ul><ul><ul><li>Write white papers outlining your framework </li></ul></ul><ul><ul><ul><li>Benchmark Claims </li></ul></ul></ul>
    26. 26. Consider the Diversity of Your Audience <ul><li>Mentor your leads the way that works best for them </li></ul><ul><ul><li>Time constraints </li></ul></ul><ul><ul><ul><li>Is it faster to read a white paper than attend a webcast? </li></ul></ul></ul><ul><ul><ul><li>I’ve got a meeting during the time of the event </li></ul></ul></ul><ul><ul><ul><li>I can read it on the plane </li></ul></ul></ul><ul><ul><li>Willingness to invest </li></ul></ul><ul><ul><ul><li>I’ll download the white paper first, before I decide to watch the webcast </li></ul></ul></ul><ul><ul><ul><li>I’ll watch the webcast because I can get a better sense of what this company really stands for </li></ul></ul></ul><ul><ul><li>Environmental factors </li></ul></ul><ul><ul><ul><li>I sit in a cube and watching a webcast may bother others nearby </li></ul></ul></ul>
    27. 27. Micro Site and Landing Pages <ul><li>Dedicated micro sites bring </li></ul><ul><li>complex touch points </li></ul><ul><li>Some prospects may </li></ul><ul><li>engage with multiple lead </li></ul><ul><li>touch points in the same </li></ul><ul><li>session </li></ul><ul><li>Others may engage step by </li></ul><ul><li>step, when triggered by </li></ul><ul><li>email campaigns, banner </li></ul><ul><li>ads, contextual text links </li></ul><ul><li>Consistency is the goal </li></ul>Blogs Interactive Tools White Papers Video Webcasts Micro-Site
    28. 28. Establishing Communication <ul><li>Send a series of triggered or </li></ul><ul><li>related emails </li></ul><ul><ul><li>Thank you for registering </li></ul></ul><ul><ul><li>Reminders for live events and missed events </li></ul></ul><ul><ul><li>Suggestions for further reading </li></ul></ul><ul><li>Provide opportunities to gather </li></ul><ul><li>information that does not </li></ul><ul><li>require registration </li></ul><ul><li>Make it easy to access multiple </li></ul><ul><li>touch points </li></ul><ul><ul><li>Passive registration </li></ul></ul>
    29. 29. Building Better Leads, Step by Step <ul><li>Engagement at each point serves as </li></ul><ul><li>building block towards qualification </li></ul><ul><ul><li>Builds trust with your brand </li></ul></ul><ul><ul><li>Prospects are more informed </li></ul></ul><ul><ul><li>Warmer leads </li></ul></ul><ul><li>Leads that have been engaged more </li></ul><ul><li>frequently are more likely to watch </li></ul><ul><li>videos and webcasts. </li></ul>
    30. 30. Lead Composition by Source
    31. 31. Lead Composition by Touch Point
    32. 32. Degree of Qualification by Touch Point <ul><li>Co-marketing programs </li></ul><ul><ul><li>Often the first touch point </li></ul></ul><ul><li>White papers </li></ul><ul><ul><li>The most common type of lead program we </li></ul></ul><ul><ul><li>see, often not part of a larger integrated </li></ul></ul><ul><ul><li>lead program </li></ul></ul><ul><li>Webcasts & videos </li></ul><ul><ul><li>Tend to be most effective when bundled </li></ul></ul><ul><ul><li>with other touch points </li></ul></ul><ul><ul><li>Leads often engage with this touch point </li></ul></ul><ul><ul><li>after engaging with white papers or vendor </li></ul></ul><ul><ul><li>supplied information </li></ul></ul>
    33. 33. Effective Lead Campaigns <ul><li>Start with awareness </li></ul><ul><li>Create an opportunity to earn trust through </li></ul><ul><li>education and mentorship </li></ul><ul><li>Include multiple touch points </li></ul><ul><li>Utilize triggered email campaigns </li></ul><ul><li>Produce more qualified leads over a longer </li></ul><ul><li>period of time </li></ul>
    34. 34. Thank You For Listening! alexa_wriggins@pcworld.com
    35. 35. Q&A
    36. 36. CONTACT INFO <ul><li>Bill Rigby Director of Online Account Services, Computerworld [email_address] </li></ul><ul><li>Alexa Wriggins Director of Online Marketing, PCWorld [email_address] </li></ul>
    37. 37. Go to www.insight24.com To Watch this Webcast: www.insight24.com/webcasts/content-92097_1

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