Gilbanebuyjourn11272012fin

262 views
188 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
262
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • I’ve been a CIO, CTO, SVP Operations, and COO, and industry analysts so I’ve made and sold, bought, used and analyzed products and vendors from all perspectives. Today I’m straddling vendor marketing and buyer roles. My focus is on B2B buying with a technology slant, but generally applicable to any “considered purchase” cycle
  • B2B buying process both longer and more complex. Lots of information, much is irrelevant or inaccurate. Effective content marketing can help solve both problems
  • Marketers are increasingly dependent on content to drive engagement--70 percent of the buyer’s journey occurs before contacting a vendor (Sirius)
  • Answer without a question is noise—much marketing content is noise
  • Key words are conceptual and unique—difficult to impossible to actually track a buyer’s journey—approximation to improve results
  • 79% before contact with sales
  • A nice manicured view of the process—useful as an abstraction and framework, but not for real-world content deploymentDone because it maps to the sales pipeline.
  • The messy reality—start/stop, retreat.Note the “latent need” stage—buyer is blissfully unaware of problem or opportunity much less a vendor’s solution. This is often the starting point and will increasingly be so as solutions continue to multiply. I believe that the Vendor that gets in at this stage has an edge—he can set the stage for the cycle.
  • Gilbanebuyjourn11272012fin

    1. 1. Content Marketing and the Buyer’s Journey Make Your Content Work for a Living Gilbane Conference November 2012
    2. 2. The Buyer’s Dilemma • Too much content, not enough relevant content • Stakeholders in buying process increased from 4 to 6 or more in past 3 years • Buying cycle increased from 4.5 to 5.4 months in past 3 years – 60.8% said internal buying process complexity hampered efforts – 55.6 % blamed poor marketing and sales efforts by vendors IDC 2012 Buyer Experience Study 2012 Agile Business Logic All Rights Reserved 2
    3. 3. The Marketer’s Dilemma • • • • 86% of buyers say relevant content drove buying decisions 51% of marketers plan to increase content marketing spend Only 41% of marketers believe their content is effective Vendors lose 40% of potential sales because of mismatched content MarketingProfs/Junta42; IDG Connect Content marketing strategies are producing too much content that is not relevant to buyers, reducing vendors chance of making shortlist by 1/3. IDG Connect’s IT Buyer Survey 2012 Agile Business Logic All Rights Reserved 3
    4. 4. What is Relevant Content? • Right content, right person, right time – Role specific – Anticipates and answers buyer’s questions – Engaging, compelling, and concise – Objective and actionable – Available when, where, how the buyer wants it 2012 Agile Business Logic All Rights Reserved 4
    5. 5. What is the Buyer’s Journey? • Conceptual framework that describes the cognitive processes that a buyer goes through in making a buying decision. • Strategy for sales and marketing to engage with customers, both digitally and live, by exchanging valuable information. The Buyer’s Journey is a strategy for ensuring relevant content 2012 Agile Business Logic All Rights Reserved 5
    6. 6. Buyer’s Journey Tenets • The buying process starts before contact with a vendor • Buyers move through a unique cognitive process with multiple states/stages • Multiple decision makers are involved and have their own agendas • Content needs are different for each stage, role, and situation 2012 Agile Business Logic All Rights Reserved 6
    7. 7. Buyer’s Journey: Linear View Discovery Latent need Discovery of need Research Seek solutions Vet possible solutions Decision Justify solution Make buying decision Stakeholders CEO CMO CFO CIO CSO 2012 Agile Business Logic All Rights Reserved 7
    8. 8. Buyer’s Journey in Reality Discovery Latent need Discovery of need Research Seek solutions Vet possible solutions Decision Justify solution Make buying decision Buyer 1 Buyer 2 Buyer 3 2012 Agile Business Logic All Rights Reserved 8
    9. 9. Personas • Profile of example buyers • More than just a role description • Goals, concerns, preferences, and decisionmaking processes • Map to content, format, and stages 2012 Agile Business Logic All Rights Reserved 9
    10. 10. A Simple Sample Framework Personas/Ro Stages les Goals Topic Format • CEO • • • CIO/CTO • • • • • Latent Need CFO • Sales Executive Discovery of Need • Seek solutions • Marketing Executive • User • Staff • Other • Justify solution • Make buying decision • • Vet solutions • • • Discovery of problem Discovery of solutions Ability to justify purchase Ability to persuade other decision-makers Confidence to make a decision • • • • • • Market validation Problems and symptoms Competitive landscape Case studies Product applications Product features/functions Creating a business case ROI calculation 2012 Agile Business Logic All Rights Reserved • • • • • • White papers Webinars Analyst reports Customer reviews Data sheets Software tools Conference 10
    11. 11. Getting Started • Study and understand your buyers’ journeys • Conduct a content audit – Start with what you have, use “OPC” • Develop personas, map questions and content • Let the buyers do the leg work – Organize and label content, don’t forget search • Don’t strive for perfection! Take your best shot, learn, and refine 2012 Agile Business Logic All Rights Reserved 11
    12. 12. Agile Business Logic Marc Strohlein, Principal, Agile Business Logic and Author of The Energized Enterprise – mstrohlein@agilebusinesslogic.com – Twitter: mstrohlein 2012 Agile Business Logic All Rights Reserved 12

    ×