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

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

Ellis Booker Editor, BtoB Magazine and Media Business

Editor, BtoB Magazine and Media Business

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

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

Bill Rigby Director of Online Account Services Computerworld

Alexa Wriggins Director of Online Marketing PCWorld

Bill Rigby Director of Online Account Services Computerworld

Director of Online Account Services Computerworld

The evolution of lead generation Bill Rigby Director, Online Account Services Computerworld, Inc.

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

Where are we in the evolution of lead gen?

What’s hot at this stage in the evolution?

Where do we go next?

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

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

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?

Engagement metrics

Which pieces within the ad were clicked?

How much time was spent interacting?

How many leads were generated within unit?

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

What’s the right vehicle? Podcasting? Must be interesting enough to build a fanbase, but can draw a very qualified lead. Webcasting? Draws a smaller crowd, but a highly qualified one 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 White papers? High quantity, potential for low quality. But can be used as a “funnel” for higher qualified leads.

Podcasting? Must be interesting enough to build a fanbase, but can draw a very qualified lead.

Webcasting? Draws a smaller crowd, but a highly qualified one

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

White papers? High quantity, potential for low quality. But can be used as a “funnel” for higher qualified leads.

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

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

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

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.)

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.)

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.

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.

Bill Rigby Director, Online Account Services Computerworld, Inc. Thank You! [email_address]

Alexa Wriggins Director of Online Marketing PCWorld

Director of Online Marketing PCWorld

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

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 ?

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 ?

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

Phase One – Awareness

Get their attention through traditional media channels

Display Ads - Rich Media - Interstitial - Banners

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

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

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

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

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

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

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

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

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

Dedicated micro sites bring

complex touch points

Some prospects may

engage with multiple lead

touch points in the same

session

Others may engage step by

step, when triggered by

email campaigns, banner

ads, contextual text links

Consistency is the goal

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

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

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.

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.

Lead Composition by Source

Lead Composition by Touch Point

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

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

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

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

Thank You For Listening! alexa_wriggins@pcworld.com

Q&A

CONTACT INFO Bill Rigby Director of Online Account Services, Computerworld [email_address] Alexa Wriggins Director of Online Marketing, PCWorld [email_address]

Bill Rigby Director of Online Account Services, Computerworld [email_address]

Alexa Wriggins Director of Online Marketing, PCWorld [email_address]

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