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What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
What's driving demand gen   content or context webinar
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What's driving demand gen content or context webinar

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  • 1. Content in Context Webinar: June 9 2011 A Digital Solutions Firm delivering Marketing and Technology SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
  • 2. IntroductionseDynamic Webinar Team Rolf Kraus: CMS Practice Director Shawn De Souza: Demand Generation Practice Director 1
  • 3. About the eDynamiceDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutionsExperienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education, Travel and Hospitality, Oil and Gas and othersGlobal. Locations in United States, Canada, Middle-East and 2India
  • 4. What we will cover today1. Challenges with Content Marketing2. What is Context-driven Marketing3. How to get there4. What is Unified Customer Engagement 3
  • 5. The State of ContentMarketing 4
  • 6. The Buzz About Content... “Content is King!” “Content is the fuel for Marketing Automation” “Content marketing is becoming a widespread strategy more and more for growing tech companies. It allows them to achieve their lead generation 5 and marketing goals.”
  • 7. Content is King….of Marketing BudgetsContent marketing is now 33% of the total marketing budgetwith 9 out of 10 B2B marketers using it to grow their businesses 6 Source : Junta 42 + MarketingProfsSpending Survey
  • 8. Changes in Visitor BehaviorComScore: Clickers—the visitors that act on your website—represent a small and declining segment of web users 7
  • 9. Changes in Buyer BehaviorBuyers have choices and options—they look for the mostconvenient, lowest risk and highest comfort options 8
  • 10. Content Does Not Equate to ConversionSiriusDecisions: Demand creation leaders have little choice butto flood the waterfall with hand raisers from outbound efforts Top of the Funnel Inquiries to MQLs 9 Source : Marketing Sherpa, Sirius Decisions and ProperlGrowth
  • 11. The Confidence GapThere are gaps between rates of adoption of specific contenttactics and the perceived effectiveness of those tactics 10
  • 12. The Challenge with Content36% of marketers said their biggest challenge is “producing thekind of content that engages prospects and customers” 11
  • 13. Importance of EngagementMoving people from consideration to commitment is the mostimportant path of the sales process — also the most necessary 12 Marketing Sherpa B2B Benchmarking Report
  • 14. The Case forContext-drivenMarketing 13
  • 15. What is Context-driven Marketing?Engaging customers where they are at—at their point in thebuying cycle—with relevant content that promotes action 14
  • 16. Driving-up Content Value with ContextRelevance, personalization and timely communicationsgenerates 2-3X higher engagement with the target audience 15
  • 17. Context Requires a Common ViewConsistent personalization across multiple channels requiresthat each channel has the same customer viewDelivering personalizedmessages across channels tocustomers requires a commonunderstanding of the customerChallenges Customer information—both behavioral and profile—is stored in “siloed” systems Integrated or third-party analytics platforms, along with the CRM platform, are typically 16 disparate systems Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
  • 18. Steps towardContext-drivenMarketing 17
  • 19. Steps to Context-driven EngagementeDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect2. Characterize prospect Properties include buying cycle state and segmentation parameters3. Develop content to align with the prospect expectations Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the 18 engagement cycle
  • 20. Closed-loop Engagement CycleThe closed loop engagement cycle is the model used to gaincustomer understanding, adjust and communicate the messageDeliver the messages andcapture the reaction Use analytics and forms to capture behavior and profileUnderstand the customercontext Analyze the customer contextAlign the content to customerexpectations Package the content to align 19 with the customer context
  • 21. Using Buying Cycle to Define EngagementUse the buying cycle to understand how, when and withwhat to engage prospects at each step of buying process Understand your Segment your Map the Implement the Buying Cycle audience Messages PlatformsUnderstand your buying cycle Understand your customer’s mindset through the buying cycle journeySegment your audience Determine the target groups within your audienceMap the messages Understand and align the messages with the segment and their objections 20Implement the platforms Implement the multi-channel platforms
  • 22. Understand your Buying CycleThis is typically 5-6 stages customers pass through from thepoint of need recognition to a purchase decision 21
  • 23. Segment your AudienceWho is buying from you? Understand the distinctbuying groups within your prospect population Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 22
  • 24. Align Content to the SegmentationIdentify content that address customer expectations. Considerbuying cycle, segmentation, pain points and motivators Understand your Segment your Map the Implement the Buying Cycle audience Messages Platforms 23
  • 25. Map the MessagingObjective: Understand prospect needs and motivations persegment per stage, walk the buying cycle like they wouldMapping content Per stage in the buying cycle Per segmentPut yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be 24 overcome?
  • 26. Summary1. Understand the buying cycle Do the standard stages apply your customer? B2B versus B2C differences2. Perform a segmentation exercise Industries Roles Pain points and motivators3. Define a content map Identify content that addresses customer expectations 25
  • 27. Leveraging DigitalPlatforms 26
  • 28. Leveraging Digital PlatformseDynamic uses four steps to achieve multi-channel engagementthat aligns with customer expectations and drives acquisition1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect2. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters3. Develop content to align with the profiles Content will speak directly to a prospect profile4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the 27 engagement cycle
  • 29. Leveraging Digital PlatformsCMS + MAP + CRM + Context = Increased acquisition. It takesboth platforms and approach to drive improved acquisition1. Content Management (CMS): Supports personalized interactions on the web site2. Marketing Automation Platform (MAP): Supports personalized interactions via outbound digital channels3. Customer Relationship Management (CRM): Supports personalized interactions involving members of the sales team4. Integration and Mapping: Integrating the three systems to create centralized buyer profiles that could then be mapped to a defined buying process 285. Measurement and Reporting: Implementing the dashboards and measurement tools necessary to support ongoing performance measurement and management
  • 30. The Trifecta for Richer EngagementThis Unified Customer Engagement Platform delivers anexperience based on a common customer context Web CMS Common Customer Context Marketing CRM Automation 29
  • 31. Automating the Engagement CycleAutomating the engagement cycle across the buying cyclerequires context-specific content delivered at the right time1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified2. Develop content: Develop the dynamic content3. Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context 30
  • 32. Technologies Working TogetherWeb CMS, market automation and CRM offer a common view ofthe customer that drives personalization across web and email 31
  • 33. eDynamic’s Unified Engagement PlatformDelivering context-driven, multi-channel experiences across thebuying cycle requires a unified engagement platform 32
  • 34. Next Steps: Demo 33
  • 35. Questions? 34
  • 36. Contact UsRolf Krausrolf.kraus@edynamic.netShawn De Souzashawn.desouza@edynamic.nethttp://demandgeneration.edynamic.nethttp://cms.edynamic.net 35
  • 37. Thank You 36

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