Content Marketing Battle Cry: Let's Declare War on Collateral!

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If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.

These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand

About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.

www.yesler.com

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Content Marketing Battle Cry: Let's Declare War on Collateral!

  1. 1. Let’s Declare War On Collateral! Kathleen Schaub Ann Naumann Guest Speaker Content Marketing Director Research Vice President Yesler IDC CMO Advisory Service
  2. 2. The Problem with Collateral
  3. 3. Today’s Discussion• How is today’s buyer driving the need for a transformed content strategy?• What are the six collateral “pests” that must be stamped out?• What content marketing strategies should replace those pests?
  4. 4. Meet Today’s Technology BuyerQ. If you could condense the next 12 months into one work day, what percentof your typical work day would you spend on the following activities? Other Strategy, Planning 9.0% and Budgeting 20.0% Personal/Professional 14.5% Development Pre-purchase IT Product or Solution-Related Activities 13.2% 19.4% Staff Hiring/Mgmt./ Coaching/Development 23.9% Post-purchase IT Product or Solution-Related Activities Source: IDC 2012
  5. 5. The New Buyer Is an Expert “I Know How to “I need you to take what I’ve learned Buy” and help me achieve what I’m expecting. And don’t lie to me.” “I know how to figure out what I need and compare things myself. I’ve been “I have a network of people and buying things since I was a kid. I know websites I use to find out what how to buy. Don’t sell me.” options are out there.” “I’m willing to give a fair price and “I constantly look around to loyalty to a company that can see how I can be better.” offer me a good value.” Source: IDC 2012
  6. 6. Pest #1: The Punch List
  7. 7. A Better Framework Than the “Funnel”:The IDC Customer Creation Framework Buyer Communication Buyer’s Journey Stages Conduct the Digital Dialog Exploration Stage “Raised Hand” What’s Different? 1. Buyer-centric Evaluation Stage 2. Integrates marketing and sales 3. Smart: data-driven Agree to be Pursued Conduct Purchase Stage the Inter- personal Dialog © IDC Buy Source: IDC 2012
  8. 8. Buyer Personas
  9. 9. Essential Guidance1. Replace the punch list with the buyer’s journey
  10. 10. Pest #2: Speeds & Feeds Blast
  11. 11. REAL Content R E A LRelevant Enlightening Actionable Lively Source: Yesler
  12. 12. Essential Guidance1. Replace the punch list with the buyer’s journey2. Replace speeds & feeds with education, trust, and service
  13. 13. Pest #3: The One-Way Street
  14. 14. Preferred Information Sources Q. As part of your pre-purchase IT product or solution-related activities, please indicate the relative importance of the following on your decision-making process by using a pool of 100 points. Interaction with vendors technical teams (e.g., engineers, CTO) Buyers value Consumption of vendor content* expertise Interaction with sales representatives Buyers value Interaction with vendors corporate self-sufficiency executives (e.g., CEO, COO) Improve the dialog with Sales Other Enablementn = 204 0 10 20 30 40* Vendor Content: e.g., Collateral, white papers, case studies, webcasts,product information, other information available on their web site Distribution of a pool of 100 points Source: IDC 2012**Refer to IDC’s Sales and CMO Advisory Research
  15. 15. Impact of Social Networking on Vendor Interaction. . . Not Much So Far Q. Has social networking influenced how you interact with vendors? (e.g., gathering information on vendors, following them through social communities, interacting at virtual events, communicating with sales, etc.) Vendor information: • “Access a greater amount of more up-to-date Yes information” • “It has made fleshing out details and specs much more 18.6% immediate.” Peer interaction: • “I have a trusted set of peers to ask questions of.” • “I benefit from instantaneous access to all my questions and problems.” • “Social networking is the easiest way to get feedback No from other customers.” 81.4% Impact on buying process: • “It has provided an outlet to get more from your vendors in terms of better service.” Source: IDC 2012n = 204
  16. 16. IDC Believes that Social Media Influence in B2B Tech Buying…Will Expand Faster Than Most Expect Q. Please indicate how you are leveraging social media channels to keep up with business and/or technology trends or to stay connected with peers and other business contacts. I visit business and/or technology-based blogs at least once per month I visit business and/or technology-based communities at least once per month I visit LinkedIn at least once per month I have been contacted by sales reps via Twitter, LinkedIn, or other social media applications I contribute to a blog (my own or someone elses) at least once every 3 months I Tweet at least once every 2 weeks Other or None of the Above 0 10 20 30 40 50 60 70 % of Participants 2012 2011 Source: IDC 2012n = 339
  17. 17. Essential Guidance1. Replace the punch list with the buyer’s journey2. Replace speeds & feeds with education, trust, and service3. Replace the one-way street with two-way dialog
  18. 18. Pest #4: Over Sharing
  19. 19. WRONG !
  20. 20. Essential Guidance1. Replace the punch list with the buyer’s journey2. Replace speeds & feeds with education, trust, and service3. Replace the one-way street with two-way dialog4. Replace over-sharing with the right content to the right person in the right format at the right time in the right place. 20
  21. 21. Pest #5: The Marcom Generalist
  22. 22. Marketing Content and Asset Lifecycle Marketing Asset Content Maintenance Planning Marketing Marketing Assets Content Asset Creation Distribution Marketing Asset Development (Content Proliferation) Source: IDC 2012
  23. 23. Direct Messaging fromProduct Lines is to be Avoided Corporate etc.Buyers Events Advertising PR Product Field Product Line 1 Product Line 3 Product Line 2 Product Line 4 x Sales Region 1 Sales Region 3 Sales Region 2 Sales Region 4 Source: IDC 2012
  24. 24. Think Circles Not Silos Corporate etc.Buyers Events Advertising PR Campaign & Sales Content Enablement Management Product Field Product Product Sales Sales Line 1 Line 2 Region 1 Region 2 Product Product Sales Sales Line 3 Line 4 Region 3 Region 4 Source: IDC 2012
  25. 25. New Content Roles• Content strategists, editors and curators• Campaign managers• Social media/community managers• Journalists• Videographers• Designers who understand how to work with quantitative information
  26. 26. Essential Guidance1. Replace the punch list with the buyer’s journey2. Replace speeds & feeds with education, trust, and service3. Replace the one-way street with two-way dialog4. Replace over-sharing with the right content to the right person in the right format at the right time in the right place.5. Replace the marcom generalist with the content specialist
  27. 27. Pest #6: Gut Feel
  28. 28. IDC Hierarchy of Metricsfor Content MarketingMetric Level Business Questions Examples AnsweredCorporate What is the health of our Not Applicable company?Operational Productivity: Productivity: How effectively are we • Investment management: People investment & Program investment trends and vs. managing our resources industry benchmarks applied to content • Staff efficiency: Staff through-put, staff allocations marketing? • Program investment efficiency: Cost per performance value Process Performance: Process Performance: How well are our content • Increase product value: Up-sell and cross-sell ratio marketing efforts • Improve reputation: Brand perception performing in • Create customers: Share-of-voice, lead quality contribution to our core • Enable sales and partners: Sales and partner productivity and satisfaction business processes? • Increase customer satisfaction: Net Promoter Score, customer experienceExecution How well are we • Engagement and behavioral data: Time on page, average page per visit, emails or managing our content shares, downloads , fans & friends marketing programs? • Health data: Web traffic, listening metrics (topics mentioned, authorship), page How well are our rank different content marketing programs performing? Source: IDC 2012
  29. 29. Essential Guidance1. Replace the punch list with the buyer’s journey2. Replace speeds & feeds with education, trust, and service3. Replace the one-way street with two-way dialog4. Replace over-sharing with the right content to the right person in the right format at the right time in the right place.5. Replace the marcom generalist with the content specialist6. Replace the gut feel with data that informs the art
  30. 30. Let’s Stamp Out Collateral Pests!Replace these Collateral Pests with…. Content Marketing Best Practices!1. The Punch List 1. Buyer’s Journey2. Speeds & Feeds Blast 2. Education, Trust, and Service3. The One-way Street 3. The Two-way Dialog4. Over-sharing 4. Right sharing5. Marcom Generalist 5. Content Marketing Specialists6. Gut Feel 6. Data that Informs the Art
  31. 31. Questions
  32. 32. Let’s Declare War On Collateral! Kathleen Schaub Ann Naumann Guest Speaker Content Marketing Director Research Vice President Yesler IDC CMO Advisory Service

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