Post sale content marketing trends 2013

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This report details our findings about which content tactics B2B marketing organizations are using, and which distribution channels are most effective in the after-sales cycle. This data should help …

This report details our findings about which content tactics B2B marketing organizations are using, and which distribution channels are most effective in the after-sales cycle. This data should help CMO’s invest in the right content marketing tactics for executing their post-sales content marketing strategy.

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  • 1. Rethinking Post Sales Content Marketing Survey Report June 2013 Post-Sales Content Marketing Trends 2013 Research
  • 2. 2013 Post-Sales Content Marketing Trends With over 90,500 searches on Google every month, content marketing is soon moving from being just a hype to an established discipline. While the popularity of content marketing is yet to surpass Social Media Marketing which has around 300,000 searches a month, marketers are soon realizing the importance of content marketing and the need to fit it in their traditional marketing mix. Regalix Research has conducted a study to help marketers overcome this challenge at various stages of the customer lifecycle. Earlier in April 2013, Regalix Research released a report on Content Marketing Trends for the year 2013 to enable marketers to map various content tactics to their pre-sales objectives. The current report comes as a follow-up and covers the content marketing strategies for post-sales stages. Marketers dedicate a majority of their time on initiatives that create awareness and influence the purchase decisions of their customers. The activities post-sales are usually neglected, resulting in marketers losing out on golden opportunities to build large scale customer engagements, increase revenue from existing clients and ensure retention of profitable accounts. The post-sales content marketing strategy report tackles just that, the right content marketing tactics that will enable CMO’s execute their content marketing strategy effortlessly. We identified the six most significant post-sales stages for a B2B CMO: Aiding Consumption, Increasing Satisfaction, Activating Engagement, Ensuring Repurchase, Driving Loyalty and Enabling Advocacy. We analyzed content types and distribution mechanisms through the lens of these marketing objectives. This report details our findings about which content tactics B2B marketing organizations are using, and which distribution channels are most effective in the after-sales cycle. This data should help CMO’s invest in the right content marketing tactics for executing their post-sales content marketing strategy. Rethinking Post Sales Content Marketing; Survey Report June 2013 Unveiling Post sales content creation and distribution Tactics in the B2B Landscape By Greg Sherwin and Priscilla Selwine 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 01
  • 3. The convergence of data, technology, new consumer consumption habits and digital distribution means marketers can no longer neglect content marketing programs. B2B marketers are now highly cognizant of this fact, as 97% of marketer’s surveyed claim that content marketing is crucial to their post-sales content strategy. However only 82% of the marketers surveyed feel that their organizations are leveraging content marketing in the right way during this phase. Key takeaways Content marketing is a must in the post-sales cycle 99% of content marketing efforts in the post-sales cycle are targeted to customers as opposed to partners, resellers and distributors. 97% of B2B marketers believe that it is important to continue content marketing in the post sales cycle; only 82% of them currently use content marketing in this phase. 63% of marketers claim that brand loyalty is the core benefit of a post-sales content marketing campaign. 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 02
  • 4. 99% of content marketing efforts are targeted to Customers in an attempt to help bolster renewal efforts as well as establish customer confidence. Some 63% of these efforts are targeted to Partners, through educational programs that enable them to sell better. While Resellers (54%) and Distributors (27%) attract lesser attention as compared to the former two, our survey reveals that they are not neglected in the post-sales cycle. Customers are the main focus of post-sales content marketing programs 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 03 Target audience for post sales marketing programs 55% Resellers 9% Others 27% Distributors 64% Partners 99% Customers Source: Regalix Research, June 2013
  • 5. Cross-analysis of the benefits of a post-sales content marketing campaign reveals that 63% of marketers surveyed find it helpful in increasing Brand Loyalty. Engagement (54%) and Repurchase (46%) are other core benefits derived from post-sales content marketing programs. However providing support(8%), improving brand perception (15%) and facilitating product training to customers (8%) were not recognized and leveraged as much by B2B organizations. These are untapped benefits of a post-sales content marketing program and need to be added and implemented. Loyalty, engagement and repurchase are the top 3 benefits, say B2B marketers 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 04 Post sales content marketing benefits Increases brand loyalty Activates engagement with customers Helps to re-sell, up-sell and cross-sell Builds a feedback loop, captures the customers voice Disseminates product updates Increases product satisfaction Improves brand perfection Facilitates product adoption through training Provides support to customers Gather sales references 63% 54% 46% 40% 38% 30% 15% 8% 8% 0% Source: Regalix Research, June 2013
  • 6. The survey demonstrates that the content assets most frequently used by marketers are Blogs (64%), followed by Online Videos (55%) and Newsletters (46%). Email is still the most frequently used channel for distributing content to existing customers (82%), followed by Websites (73%) and Social Media (64%). Content assets and distribution channels that are most utilized by our marketers surveyed are detailed in the table below. Create a blog post and hit the send button, say B2B marketers 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 05 Content type Distribution Channel Blog Online Videos Newsletters Webinars /Webcasts Whitepapers Social posting Case studies Infographics Articles Mobile content Email Websites Social Media Events Search Engine Paid Search Mobile Phone Display Advertising Print 64% 82% 73% 64% 27% 9% 9% 9% 1% 1% 55% 46% 36% 27% 18% 18% 18% 9% 8% 8% Source: Regalix Research, June 2013
  • 7. B2B Marketers prefer different content assets at different stages of the post-sales cycle. The adjacent table indicates the most effective content asset and distribution channels for each stage of the B2B post-sales process, as indicated by the B2B marketer. Case Studies and Whitepapers transform customers to brand advocates. 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 06 Aiding Consumption: One of the key challenges for marketers in the post-purchase cycle is ensuring that the customer has a good experience with the product and brand. Apple mastered this by focusing on the details when a user first experienced a new Apple product. The same cardinal rule applies to B2B products and services. The survey points that ebooks (65%), Podcasts (53%) and Online Videos(48%) help create that right first impression with the brand and aid product consumption. The marketers surveyed indicated that the most effective means to distribute this content is through Social Media (33%) and Mobile (28%). Increasing Satisfaction: Post-purchase cognitive dissonance is a phenomenon that plagues even the B2B buyer transacting with an organization. Ensuring that you validate the buyers purchasing decision, by providing the right content is important at this stage. Marketers who responded to our survey found Case Studies (50%), Webinars (38%) and Online Videos (33%) to be extremely useful in re-enforcing purchase decisions. Email (66%) Mobile (33%) and Phone(30%) were the most effective media channels used to gauge and increase customer satisfaction. Activating Engagement: Infographics (69%), Blogs (61%) and Webinars (59%), promoted through Social Media(50%), Search (33%) and Mobile (17%) are the best means to engage an existing customer. Ensuring that customers have all the information needed to understand the product by frequently publishing product updates is what motivates B2B marketers to activate customer engagement campaigns. Ensuring Repurchase: If a customer decides to re-invest in your brand, then it is safe to assume that the product, promotion and the post-purchase experience has been correct. B2B marketers surveyed found that Whitepapers (36%) and Case Studies (23%), distributed through Email (33%) and the Website (24%) help in confirming positive brand experiences and triggering repurchases.
  • 8. Driving Loyalty: Brand loyal customers are the ones who provide the basis for increasing market-share. The goal for most marketers is to build a selective loyal customer base who have a strong resistance to counter persuasion attempts from competitors. Blogs(43%), Newsletters(36%) and Webinars(31%) help B2B marketers in this endeavor. Emails (66%), Social (33%) and Mobile (23%) are best suited for distributing content in this stage. Post Sales Stage Content Asset Distribution Channel Aiding Consumption Ebooks Podcasts Online Videos 65% 53% 48% Social Media Mobile Website 33% 28% 13% Increasing Satisfaction Case Studies Webinars Online Videos 50% 38% 33% Email Mobile Phone 66% 33% 30% Activating Engagement Infographics Blogs Webinars 69% 61% 59% Social Media Search Mobile 50% 33% 17% Ensuring Repurchase Whitepapers Case Studies Webinars 36% 23% 20% Emails Website Phone 33% 24% 14% Driving Loyalty Blogs Newsletters Webinars 43% 36% 31% Emails Social Mobile 66% 33% 23% Enabling Advocacy Case Studies Whitepapers Articles 60% 32% 28% Events Social Media Email 54% 33% 30% 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 07 Source: Regalix Research, June 2013
  • 9. As indicated by the B2B marketers interviewed. The need for a post-sales content marketing program is high. However the locus of control for developing and executing such a program shifts from Marketing (12%) to Sales (67%). Website visits are still being viewed as‘the’metric to measure the success or failure of a post-sales campaign as opposed to referrals, repeat purchases or the number of brand loyal customers. The true power of a post-sales content marketing will only be unleashed once marketers successfully map and leverage innovative ways to market content during each of these stages. A long way to go About the analyst’s Enabling Advocacy: No one promotes something that isn’t the best out there for atleast some dimension of customer experience. Building an army of brand advocates starts with a great product and then goes into planning customer touch-points right from the pre-sales cycle leading all the way to post-sales. Sharing the right content and creating avenues for customers to share branded content would enable marketers in propelling brand loyals to become brand advocates. B2B marketers feel that Case Studies (60%), Whitepapers (32%) and Articles (28%) on third party websites are the most useful for enabling advocacy. Sharing these at Events(54%) as well as through Social Media (33%) and Email (30%) would help in reaching customers who are at the cusp of moving from loyalty to advocacy. Greg is the executive vice president and principal analyst serving Product Marketing Professionals. He leads Regalix Research research on how Software, IT and Internet companies develop and execute digital marketing strategies by aligning business and brand goals with sales enablement across all channels. PRISCILLA SELWINE Associate Director Priscilla’s research is focused on B2B content creation and distribution practices that enable product marketing professionals deliver targeted sales enablement material. Her research combines creative with scientific measurement that creates real digital marketing leverage. GREG SHERWIN Executive Vice President 2013 Post-Sales Content Marketing TrendsRegalix Research © 06/2013 08
  • 10. About Regalix Research For more information Regalix Research Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market. Regalix Research helps marketers through research-based insights, consulting and peer-to-peer programs that guide marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real marketing results for both leading Fortune 500 companies as well as venture backed firms. Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital technology and marketing. For over a decade, we have provided complete marketing services – Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics – to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare, NetApp, Cypress, LSI, Keynote, and MetricStream To find out how Regalix Research can help you, please contact our office, or visit us at http://research.regalix.com/ 1121 San Antonio Road, Suite # B200 Palo Alto, CA 9 4303 Phone: 650 - 331 - 1167 Email: research@regalix-inc.com