From White Papers To Rich Media

Slide 1: FROM WHITE PAPERS TO RICH MEDIA: THE NEXT GENERATION OF LEAD GENERATION THURSDAY, AUGUST 23

Slide 2: Go to www.insight24.com To Watch this Webcast: www.insight24.com/webcasts/content-92097_1

Slide 3: Ellis Booker Editor, BtoB Magazine  and Media Business

Slide 4: THE GAME IS CHANGING CHALLENGE: What kinds of media attract the best leads? What attracts the most? What’s the difference?

Slide 5: Today’s Panel Bill Rigby  Director of Online Account Services Computerworld Alexa Wriggins  Director of Online Marketing PCWorld

Slide 6: Bill Rigby Director of Online Account Services  Computerworld

Slide 8: Agenda • Where are we in the evolution of lead gen? • What’s hot at this stage in the evolution? • Where do we go next?

Slide 9: The evolution of lead generation ENGAGEMENT LEADS LEADS CLICKS CLICKS CLICKS RIGHT RIGHT RIGHT RIGHT AUDIENCE? AUDIENCE? AUDIENCE? AUDIENCE? Before 2002- 1990s Now online 2006

Slide 10: This is why a lot of advertisers have turned to expandable, rich media ads

Slide 11: Each ad spot is measured almost like a mini-site Engagement metrics • Which pieces within the ad were clicked? • How much time was spent interacting? • How many leads were generated within unit?

Slide 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

Slide 13: What’s the right vehicle? odcasting? ust be interesting enough to build a fanbase, but can draw very qualified lead. ebcasting? raws a smaller crowd, but a highly qualified one mail? till a great way to convert a lead! The ability to target igh volumes of a specific audience, and to follow up with them hite papers? igh quantity, potential for low quality. But can be used s a “funnel” for higher qualified leads.

Slide 14: The evolution of lead generation THE CUSTOMER JOURNEY ENGAGEMENT ENGAGEMENT LEADS LEADS LEADS CLICKS CLICKS CLICKS CLICKS RIGHT RIGHT RIGHT RIGHT RIGHT AUDIENCE? AUDIENCE? AUDIENCE? AUDIENCE? AUDIENCE? Before 2002- Future 1990s Now online 2006

Slide 15: The customer’s journey… Don’t rely on just one vehicle. Find out where your customer is on his journey Build a program that encourages multiple engagements with different types of content (podcasts, white papers, webcasts and email, all working together) Use these engagements to build trust and take them one step further down their path Help them find the end of the journey

Slide 16: Tips for better lead generation … • 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?” • Use your reg form to build a newsletter circulation • 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.)

Slide 17: Tips for better lead generation … • New PDF Formats. More bang for your buck. • For email, consider shifting from text to HTML. Study the latest deliverability guidelines for e-mail. • Don’t be afraid to experiment with rich media. Banner space isn’t what it used to be! 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.

Slide 18: Thank You! Bill_Rigby@Computerworld.com Bill Rigby Director, Online Account Services Computerworld, Inc.

Slide 19: Alexa Wriggins Director of Online Marketing  PCWorld

Slide 20: Lead Nurturing Through Traditional and Rich Media Channels Alexa Wriggins Director, Online Marketing PC World Communications August 23, 2007

Slide 21: Advertisers Are Facing Increasing Pressure to Demonstrate ROI Reaching out to potential buyers when they are ready to make a purchase may be too late. How do we reach out to buyers, develop a relationship and gain their trust before they decide to buy ?

Slide 22: Target Each Phase of the Buying Process Phase One – Awareness Get their attention through traditional media channels Display Ads - Rich Media - Interstitial - Banners

Slide 23: Now That We Have Your Attention Phase Two Consideration & Research A great opportunity to influence and gain trust Buyers are looking for information – they want to be educated about your product Be there to guide them through this process

Slide 24: What Types of Information Are Buyers Looking For? Expert, unbiased, and independent reviews Industry magazines and websites Peer reviews What have people like me experienced with this product, in the real world? Vendor supplied product information Specs, service and support, availability, updates and enhancements

Slide 25: Become a Mentor – Educate Your Prospects Opportunities for mentorship Co-marketing programs Unbiased reviews or product test with industry • experts Produce webcasts, hosted by industry experts • Educational Tools Interactive ROI calculator –demonstrates the • benefits of a product or technology Encourage employees to write about news, technology or innovations in a corporate blog Example: The Official Google Blog • Write white papers outlining your framework Benchmark Claims •

Slide 26: Consider the Diversity of Your Audience Mentor your leads the way that works best for them Time constraints Is it faster to read a white paper than attend a webcast? • I’ve got a meeting during the time of the event • I can read it on the plane • Willingness to invest I’ll download the white paper first, before I decide to watch the • webcast I’ll watch the webcast because I can get a better sense of • what this company really stands for Environmental factors I sit in a cube and watching a webcast may bother others • nearby

Slide 27: Micro Site and Landing Pages Dedicated micro sites bring complex touch points Webcasts Some prospects may engage with multiple lead touch points in the same Video Blogs session Micro-Site Others may engage step by step, when triggered by email campaigns, banner White Interactive ads, contextual text links Papers Tools Consistency is the goal

Slide 28: Establishing Communication Send a series of triggered or related emails Thank you for registering Reminders for live events and missed events Suggestions for further reading Provide opportunities to gather information that does not require registration Make it easy to access multiple touch points Passive registration

Slide 29: Building Better Leads, Step by Step Engagement at each point serves as building block towards qualification Builds trust with your brand Prospects are more informed Warmer leads Leads that have been engaged more frequently are more likely to watch videos and webcasts.

Slide 30: Lead Composition by Source 5% 10% 10% 75% Email Newsletters Banners Contextual Ads

Slide 31: Lead Composition by Touch Point 5% 15% 45% 30% Co-Marketing White Papers Webcasts & Video Other

Slide 32: Degree of Qualification by Touch Point Co-marketing programs Often the first touch point White papers The most common type of lead program we see, often not part of a larger integrated lead program Webcasts & videos Tend to be most effective when bundled with other touch points Leads often engage with this touch point after engaging with white papers or vendor supplied information

Slide 33: Effective Lead Campaigns Start with awareness Create an opportunity to earn trust through education and mentorship Include multiple touch points Utilize triggered email campaigns Produce more qualified leads over a longer period of time

Slide 34: Thank You For Listening! alexa_wriggins@pcworld.com

Slide 35: Q&A

Slide 36: CONTACT INFO Bill Rigby  Director of Online Account Services, Computerworld bill_rigby@computerworld.com Alexa Wriggins  Director of Online Marketing, PCWorld alexa_wriggins@pcworld.com

Slide 37: Go to www.insight24.com To Watch this Webcast: www.insight24.com/webcasts/content-92097_1

Slideshare.net (beta)