Best Practices Webinar Series Presents…“Stay Relevant: Map Your InteractiveWhite Papers to the Buyers Journey” Featuring T...
Tom Pisello: The ROI GuyA 20-year career helping companies to get more business value    from their IT and business invest...
Agenda• The Significance of Content Marketing• Content Marketing Challenges• The Interactive White Paper EvolutionPage 3  ...
The Significance of Content Marketing
Content Marketing Spending and Tactics         51% increasing budget         over next 12 monthsJunta42 and MarketingProfs...
Content Marketing Challenges
Crisis in Confidence                 Only 41% indicate that their                 content marketing efforts               ...
Why Does Content Marketing Have Effectiveness                  Issues?
Buyers Have Fundamentally and Permanently ChangedMore Leads to Close Same   Executive Scrutiny      Reduced Deal Size Amou...
Information Overload Rising / Effectiveness Declining                               Campaigns Received Per Week60%        ...
Short Attention Span TheaterMaking the Case for Shorter Content, IDG Connect, Bob Johnson, Analyst, n=389, October 30, 200...
Which Content is Most Effective?            Most often used to help make purchase decisions      70%                      ...
Will White Papers Retain The Content King Crown?   •     > 84 % buyers use white papers during the buying journey (most us...
Who do Buyers Trust for Decision Support Content?Most often selected as trusted source for purchase decisions content     ...
Irrelevant Content Has a Significant Cost     Irrelevant Content :              • Drives up content creation costs        ...
Making Content Relevant with the Buyer’s JourneyBuyer’s Journey    Discovery          Consideration           Decision
Content to Facilitate the Buyer’s Journey
The Interactive White Paper Evolution
Why Different Strategy is Needed?•   Connect, Engage and Sell to More Empowered, Skeptical and Frugal Buyers     – How do ...
Evolving to Meet Buyer ChallengesOne size fits all white papers don’t work any   more•   Challenges:     – Cut through inf...
Connect and Engage with Interactive White Papers                               • Break through the Noise!                 ...
User Provides Responses to Profile Questions                                    User Fills in Simple Form                 ...
Personalization                  Qualitative                       • Company Name                       • Focus on Pain Po...
Next StepsGet a Free White Paper Assessmenthttp://www.alinean.com/white_paper_audit/• Examine existing white paper invento...
Questions?Page 25   6/2/2011
Tom Pisello: The ROI GuyEmail:tpisello@alinean.comBlog:http://tompiselloroiguy.blogspot.com/Alinean Inc.http://alinean.com...
Page 27   6/2/2011
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IT Marketing World: Optimize B2B Content Marketing with Interactive White Papers

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Content Marketing investments are significant, but not always effective, unless you map content to Buyer’s Journey and invest in new marketing tools such as Interactive White Papers.

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IT Marketing World: Optimize B2B Content Marketing with Interactive White Papers

  1. 1. Best Practices Webinar Series Presents…“Stay Relevant: Map Your InteractiveWhite Papers to the Buyers Journey” Featuring Tom Pisello, Chairman & Founder, Alinean Inc. 26 May 2011
  2. 2. Tom Pisello: The ROI GuyA 20-year career helping companies to get more business value from their IT and business investments• Blogger• Evangelist• CEO• Analyst• Serial Entrepreneur• EngineerPage 2 6/2/2011
  3. 3. Agenda• The Significance of Content Marketing• Content Marketing Challenges• The Interactive White Paper EvolutionPage 3 6/2/2011
  4. 4. The Significance of Content Marketing
  5. 5. Content Marketing Spending and Tactics 51% increasing budget over next 12 monthsJunta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
  6. 6. Content Marketing Challenges
  7. 7. Crisis in Confidence Only 41% indicate that their content marketing efforts are effective.
  8. 8. Why Does Content Marketing Have Effectiveness Issues?
  9. 9. Buyers Have Fundamentally and Permanently ChangedMore Leads to Close Same Executive Scrutiny Reduced Deal Size Amount of Business Longer Sales Cycles Increased CompetitionMore Stakeholders Stalled Deals Page 9 6/2/2011
  10. 10. Information Overload Rising / Effectiveness Declining Campaigns Received Per Week60% 50% Average 2006: 15.4 campaigns50% Average 2010: 20.3 campaigns 40% 32% increase40% 37%30% 28%20% 10% 11%10% 6% 6% 3% 3% 3% 3% 0% 1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+ 2006 2010 32% increaseSource: SiriusDecisions 2010 10
  11. 11. Short Attention Span TheaterMaking the Case for Shorter Content, IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008http://www.idgconnect.com/view_abstract/6005/making-case-shorter-content?source=connect
  12. 12. Which Content is Most Effective? Most often used to help make purchase decisions 70% White papers 60% Peer referrals 50% Webinars 40% Email 30% User Events 20% Analyst reports 10% Case Studies 0% Early Middle LateSource: SiriusDecisions 2010
  13. 13. Will White Papers Retain The Content King Crown? • > 84 % buyers use white papers during the buying journey (most used) • Average of 3.2 white paper downloads per month (very active) • Leveraged throughout the buying lifecycle: – Discovery • 35% for awareness and finding ideas to challenge status-quo • 33% for finding solution options – Consideration -23% for creating a short list of vendors and vendor evaluation – Decision - 10% for making a final decision BUT, utilization and frequency of use are DOWN year over year… Overload, Length and Relevance are all issuesSource: Ziff-Davis Enterprise
  14. 14. Who do Buyers Trust for Decision Support Content?Most often selected as trusted source for purchase decisions content 35% 30% Internal events/triggers Peers 25% Industry analysts 20% Trade publications 15% Search engine results 10% VARs/Partners Consultants 5% Vendors 0% Early Middle LateSource: SiriusDecisions 2010
  15. 15. Irrelevant Content Has a Significant Cost Irrelevant Content : • Drives up content creation costs • Increases the buyer’s decision making process by two weeks or more • Reduces the chances of making the buyer’s selection shortlist by 1/3rd • Shrinks the chance of getting the sale by almost 50% 86% of respondents indicating that relevant content drove the buyer’s decisionMaking the Case for Shorter Content, IDG Connect, Bob Johnson, Analyst, n=389, October 30, 2008http://www.idgconnect.com/view_abstract/6005/making-case-shorter-content?source=connect
  16. 16. Making Content Relevant with the Buyer’s JourneyBuyer’s Journey Discovery Consideration Decision
  17. 17. Content to Facilitate the Buyer’s Journey
  18. 18. The Interactive White Paper Evolution
  19. 19. Why Different Strategy is Needed?• Connect, Engage and Sell to More Empowered, Skeptical and Frugal Buyers – How do you stand out from the 100 other marketing emails / campaigns buyer receives each day? – How do you create credible content that users will trust / believe? – How do you engage without overload? • Long and more comprehensive assets have value, but demand a lot of time and some information may not be relevant or may confuse buyer • But, if you make it short, you may not have enough information to really engage the prospect and hit their specific pain points – How do you deliver what buyers need based on their stage / role in the buying decision?• Improving Marketing Effectiveness – How do you increase the effectiveness of content marketing being created? – How do you help drive higher quality sales ready leads to sales? – How do you get more lead intelligence to directly assist sales in more successful calls and increased conversions?
  20. 20. Evolving to Meet Buyer ChallengesOne size fits all white papers don’t work any more• Challenges: – Cut through information overload with something new and different – Evolve into more relevant one-to-one content – Connect with frugal buyers• Percentage indicating targeted content is more valuable when customized for: – By Industry: 82% – By Role / Job Function: 67%. Source: MarketingSherpa and KnowledgeStorm – By Company Size: 49% http://www.knowledgestorm.com/search/viewabstract/90153 – By Geography: 29%
  21. 21. Connect and Engage with Interactive White Papers • Break through the Noise! • 3rd Party Credibility • Improved Intelligence via Profile Pivot Points: • Industry • Location PERSONALIZATION • Size • Stage in Buying Cycle • • Role in Buying Cycle CUSTOMIZATION • Pain Points • AS IS: Asset / Service • SurveyONE-ON-ONE COMMUNICATION
  22. 22. User Provides Responses to Profile Questions User Fills in Simple Form Tip Help Provided Confirms Edits Intelligence for: • Personalized report • Lead Nurturing Weigh Value of Each Question versus: • User Time • Personalization / Intelligence Value Once Questionnaire Complete, Can Download Report
  23. 23. Personalization Qualitative • Company Name • Focus on Pain Points • Case Studies by Industry / Location / Size Quantitative • Cost of Doing Nothing • Quantify Value / Benefits • ROI / Payback • TCO Advantages
  24. 24. Next StepsGet a Free White Paper Assessmenthttp://www.alinean.com/white_paper_audit/• Examine existing white paper inventory for potential Interactive conversion – Pivot points – Content availability / content / research needed• Examine new white paper potential – Properly aligned with Demand Creation Spectrum? – Help Buyers Journey along the Buying Lifecycle? – Value Focused: Diagnostics / Justification / Competitive Value?
  25. 25. Questions?Page 25 6/2/2011
  26. 26. Tom Pisello: The ROI GuyEmail:tpisello@alinean.comBlog:http://tompiselloroiguy.blogspot.com/Alinean Inc.http://alinean.comhttp://fightfrugalnomics.com Page 26 6/2/2011
  27. 27. Page 27 6/2/2011

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