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Best Practices And Next Gen Formats: Supercharging Web Content Performance

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SPEAKER: Phyllis Davidson of SiriusDecisions

http://b2bmarketing.exchange

Published in: Marketing
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Best Practices And Next Gen Formats: Supercharging Web Content Performance

  1. 1. Best Practices and Next-Gen Formats: Supercharging Content Performance Phyllis Davidson Research Director @PhyllisMusings Content2Conversion February 23, 2017
  2. 2. #B2BMX Why Cat Videos Kept Me Up at Night
  3. 3. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 3 Why Your Web Site Is So Important Web content strategy becomes critical as pre-purchase, purchase and post-purchase experiences become increasingly digital. 67% Percentage of the buyer’s journey that is now completed digitally @PhyllisMusings
  4. 4. © 2017 SiriusDecisions. All Rights Reserved 4 Web Site Email SEO Social Media SEM Analyst Relations Public Relations Events Tele Direct Mail Ads Retargeting Content Syndication The corporate Web site is the home base for digital engagement © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  5. 5. © 2017 SiriusDecisions. All Rights Reserved 5 Common B-to-B Web Site Challenges • Key issues • Many Web sites are virtual brochureware designed to support the selling process instead of the buying process • Often, no content strategy informs site design and architecture or content development • Asset chaos – no cohesive understanding of what content assets are on the site, how they are performing, and how they are supporting audiences and objectives • Outdated or underutilized technology and tools – missing basic ”modern Web experience” functionality or measurement capabilities @PhyllisMusings
  6. 6. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 6 Goals of Web Content Strategy The goal of Web content strategy is ultimately to support the delivery of the right content to the right audience, at the right place, and at the right time. Everything starts with audience. All content must be considered within the context of audience. Right Audience What are your audiences’ content format preferences? What are their knowledge requirements? Right Content When is the right time to deliver content to the audience based on known history and consumption? Right Time Where does your audience go to consume content? What are its preferred channels? Right Place ➕ ➕ ➕ @PhyllisMusings
  7. 7. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 7 Web Content Strategy Dependencies Web content strategy is a derivative strategy that supports business, go-to-market and product strategy, digital type, content strategy and campaigns. Web Content Strategy Campaign FrameworkContent Strategy Digital Type Product StrategyGo-to-Market Strategy Business Strategy @PhyllisMusings
  8. 8. © 2017 SiriusDecisions. All Rights Reserved 8 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINTKey Elements of Content Performance @PhyllisMusings
  9. 9. © 2017 SiriusDecisions. All Rights Reserved 9 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Audience Prioritization Digital Content Experience Messaging Framework Connecting On- and Offline Content Measurement
  10. 10. © 2017 SiriusDecisions. All Rights Reserved 10 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Audience Prioritization How well-defined and prioritized is your audience?
  11. 11. © 2014 SiriusDecisions. All Rights Reserved 11 The Web-Specific Value of Audience-Centricity Organizations that have adopted the SiriusDecisions Persona Framework have reported: 59% increase in Web visitors 50% increase in Web revenue © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  12. 12. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 12 • The SiriusDecisions Persona Framework Align the organization around a common understanding of target buyers and their needs to drive Web site messaging, content and campaigns. Functional Attributes Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Engagement Level Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes @PhyllisMusings
  13. 13. © 2017 SiriusDecisions. All Rights Reserved 13 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Messaging Framework Do we have a messaging map that informs our Web site strategy?
  14. 14. © 2017 SiriusDecisions. All Rights Reserved 14 The ROI of Audience-Centric Messaging “Best-practice demand creation strategy that includes more personalized and customized messaging built on personas yields 2x the average sales pipeline. “ - SiriusDecisions • Engages buyers earlier and more effectively • Focuses messaging, increases precision of targeting • Creates shared understanding among marketing, sales and product • Improves sales productivity © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  15. 15. © 2017 SiriusDecisions. All Rights Reserved 15 B-to-B Messaging Best Practices Messaging is too product-centric and sales-oriented. Product- and solution-level messaging is disconnected from corporate-umbrella messaging and air-cover campaign themes. Messaging aligns with audience needs, NOT offerings. A documented top-to-bottom messaging map and value props fit together into a logical hierarchy and narrative that resonate with audiences and support go-to-market strategy. WORST PRACTICE BEST PRACTICE © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  16. 16. © 2017 SiriusDecisions. All Rights Reserved 16 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Digital Content Experience How well does our content, and the experience of consuming it, serve goals and audience needs?
  17. 17. © 2017 SiriusDecisions. All Rights Reserved 17 The Web Content Format Explosion Web Site Data Sheets Videos Infographics White Papers E-Books Webinars Case Studies Press Releases Demos Product Descriptions Event Promos Blog Posts Reviews Tools © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  18. 18. © 2017 SiriusDecisions. All Rights Reserved 18 Most Impactful Content Asset Types Q. What do you recall were the content assets that you or your colleagues considered meaningful or impactful during each phase of the buyer’s journey? Source: SiriusDecisions 2015 Buying Study © 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings
  19. 19. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 19 Web Content and Approach to Attract and Engage Attracting and engaging visitors requires searchable content with both quality and consistency, and optimization through testing and experimentation. Brand Consistency Through logo, tagline, tone, etc. Ungated Content to View/Download White papers, demos, polling questions Messaging Consistency Through tone, value proposition, etc. Social Sharing/Community Social content, widgets, links Up-to-Date Content Through metadata and tagging Internal Search Optimized results Targeting An audience segment and/or individual Testing Iterative testing and experimentation @PhyllisMusings
  20. 20. © 2017 SiriusDecisions. All Rights Reserved 20 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Connecting on- and offline How well do we align our target audience experience on- and offline?
  21. 21. © 2017 SiriusDecisions. All Rights Reserved 21 A Metamorphosis CONTENT Engagement @PhyllisMusings
  22. 22. © 2017 SiriusDecisions. All Rights Reserved 22 The SiriusDecisions Buyer’s Journey Map Framework: Sample Data Education Solution SelectionBuying Phase Buying Decision Stage Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection PersonaA Interaction Non- Human Human Content Asset Type 1. Analyst Report 2. Article/Publication 3. Case Study 4. Sales Presentation 5. Brochure 6. Promotional Video 7. Sales Presentation 8. White Paper 9. Case Study 10. No Asset 11. Sales Presentation 12. Case Study 13. No Asset 14. Analyst Report 15. Analyst Report 16. Sales Presentation 17. No Asset Delivery Channel 1. Landing Page 2. Web Site 3. Email 4. Sales Call 5. Event 6. YouTube 7. Sales Call 8. Sales Call 9. Sales Call 10. Reference Call 11. Sales Call 12. Reference Call 13. No Asset 14. Sales Call 15. Sales Call 16. Sales Call 17. No Asset Engagement Presence Authority 6 Customer Reference (Vendor) Customer Service Rep Product Manager Sales Rep Sales Rep Explore YouTube 1 Peer Networking Event Explore Web Site Live Vendor Webinar Sales Rep Search Internet 13 14 17 Industry Analyst Customer Reference (Buyer) Value Actualization Tool Sales Rep Executive Sales Rep 15 168 9 10 11 1272 3 5 Simulated Facilitated Orchestrated Influenced Fully Significantly Moderately Slightly Not at all Decision Maker High Influence Average Influence Low Influence No Influence 4 @PhyllisMusings
  23. 23. © 2017 SiriusDecisions. All Rights Reserved 23 The SiriusDecisions Buyer’s Journey Map Framework: Sample Data Education Solution SelectionBuying Phase Buying Decision Stage Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection PersonaA Interaction Non- Human Human Content Asset Type 1. Analyst Report 2. Article/Publication 3. Case Study 4. Sales Presentation 5. Brochure 6. Promotional Video 7. Sales Presentation 8. White Paper 9. Case Study 10. No Asset 11. Sales Presentation 12. Case Study 13. No Asset 14. Analyst Report 15. Analyst Report 16. Sales Presentation 17. No Asset Delivery Channel 1. Landing Page 2. Web Site 3. Email 4. Sales Call 5. Event 6. YouTube 7. Sales Call 8. Sales Call 9. Sales Call 10. Reference Call 11. Sales Call 12. Reference Call 13. No Asset 14. Sales Call 15. Sales Call 16. Sales Call 17. No Asset Engagement Presence Authority 6 Customer Reference (Vendor) Customer Service Rep Product Manager Sales Rep Sales Rep Explore YouTube 1 Peer Networking Event Explore Web Site Live Vendor Webinar Sales Rep Search Internet 13 14 17 Industry Analyst Customer Reference (Buyer) Value Actualization Tool Sales Rep Executive Sales Rep 15 168 9 10 11 1272 3 5 Simulated Facilitated Orchestrated Influenced Fully Significantly Moderately Slightly Not at all Decision Maker High Influence Average Influence Low Influence No Influence 4 Are you optimizing your channel and content mix throughout the buyer’s journey? Event Promotional Video Sales Call Case Study @PhyllisMusings
  24. 24. © 2017 SiriusDecisions. All Rights Reserved 24 Next-Gen Content: A Three-Legged Stool Instrumented for marketing • Dynamic forms • Personalization • Integration Intelligence for sales • More data • Faster access to sales support • Bring product descriptions to life The multi-channel content journey Engaging “objects” • Interactive • VR/AR • AI-driven • Immersive experiences @PhyllisMusings
  25. 25. © 2017 SiriusDecisions. All Rights Reserved 25 @PhyllisMusings
  26. 26. © 2017 SiriusDecisions. All Rights Reserved 26 Interactive Content: What’s New? Assessment tools Benchmarking tools TCO/ROI Tools Better user experience, greater backend value • Conditional question formatting • Inbound referral sourcing • Automated lead flow to marketing automation systems • Self-service reporting • User data held in tool • SSL certified • Can capture data from responses to fuel sales interactions and future marketing campaigns • Sales notification functionality and customer sales reports • Optimized for mobile @PhyllisMusings
  27. 27. © 2017 SiriusDecisions. All Rights Reserved 27 Interactive Content With Powerful Foundation Visual interaction = better engagement PDFs Turbo charge measure/optimize cycles Visibility in marketing automation Trigger workflows based on viewer action
  28. 28. © 2017 SiriusDecisions. All Rights Reserved 28 App-Based “Show, NOT Tell” ROI and impact calculators deliver not only engagement, but also intelligence • Prior custom versions had no MAS integration, no way to include lead form, no access to actual data • SnapApp interactive platform version solves these challenges • Provides interactivity through the buyer’s journey • Significantly improved appointment setting, revenue from digital marketing @PhyllisMusings
  29. 29. © 2017 SiriusDecisions. All Rights Reserved 29 Packaging the Nurture Campaign Within the Asset 3X Increase in MQL conversion rates 124% Increase in engagement 2.5X More content per click 93% Faster go-to- market for new nurture campaigns Solving the engagement problem: • LookBookHQ content destination • Multiple assets in one for dynamic nurture based on real- time customer engagement • Time-based conversion forms • Real-time tracking and intelligence • Sales team triggers • Seamless integration to MAS “When someone decides to engage with you by clicking on your email, they’re saying, ‘Right now is the moment that I'm ready to consume your content and give you my attention.’ And we are able to optimize this window of opportunity and offer up more relevant content in the same experience.” @PhyllisMusings
  30. 30. © 2017 SiriusDecisions. All Rights Reserved 30 Virtual Reality/Augmented Reality Immersive or digitally enhanced experiences • Explain complex value propositions – tap into the neuroscience of how we make sense of information • Create “aha” moments that accelerate prospects through pipeline • Feature in a multi-channel campaign – trade shows, digital/direct mail, meetings, • Collaboration, customer loyalty @PhyllisMusings
  31. 31. © 2017 SiriusDecisions. All Rights Reserved 31 Virtual Reality – Capnography VR for Educational awareness • Make the case for proper respiratory monitoring • Use a unique and engaging learning experience to highlight the effects of respiratory compromise • Drive interest in supporting medical devices Key Delivery Elements “When can I get this? I want to bring it back to my RTs (respiratory therapists). This would be a perfect training tool.”
  32. 32. © 2017 SiriusDecisions. All Rights Reserved 32 Augmented Reality – Thermosphere “I got a great reaction from a physician you could tell was struggling with the concept, but I showed him the zSpace and he got it. He said the device brought the concept alive.” AR to Demonstrate Medical Marvels • Explain an abstract surgical procedure through immersive experience • Turn viewers into users • Showpiece for events that promote the brand Key Delivery Elements @PhyllisMusings
  33. 33. © 2017 SiriusDecisions. All Rights Reserved 33 Adding VR to the Campaign Experience @PhyllisMusings
  34. 34. © 2017 SiriusDecisions. All Rights Reserved 34 Artificial Intelligence: Optimizing Customer Experience High repeatability of calls High- value interactions Technical advisor High- volume calls Humans Humans Smart machines 10 AI-driven technical advisor supercharges customer service and technical support • Cognitive engine provides real-time issue resolution • Meets growing self-service preference • Consistent messaging from single knowledge pool • Creates a connection without the use of avatars • Faster time to resolution • Reduced cost to serve @PhyllisMusings
  35. 35. © 2017 SiriusDecisions. All Rights Reserved 35 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Content Measurement How well do we measure our content performance?
  36. 36. SiriusPerspective: © 2017 SiriusDecisions. All Rights Reserved 36 Performance Measurement: Impact There’s no point in generic assessments that ask “Is our content good?”; evaluation must be done relative to the achievement of business objectives. Buyer Seller Customer • Revenue growth (correlated) • Customer acquisition growth • Cycle time • Customer growth • Retention rates • Loyalty rates • Sales productivity • Revenue growth/rep • Avg. time to productivity Audience Process Impact Education Solution Selection Buyer’s Journey Initiate Participate Advocate Customer Lifecycle Early Middle Late Sales Process PURCHASE RENEWAL SALE @PhyllisMusings
  37. 37. © 2017 SiriusDecisions. All Rights Reserved 37 SUB POINT SUB POINT SUB POINT SUB POINT SUB POINT MAIN POINT Thank you to contributors Ceros Lookbook Optera VolumeGlobal
  38. 38. © 2017 SiriusDecisions. All Rights Reserved 38 Key Takeaways • Examine the consistency of audience focus in your digital and offline marketing content • Audit both content and channels for engagement value • Consider whether new approaches/technologies can help break through a sales obstacle • Validate your nurture streams – both content and process • Remember that cool is great, but b-to-b value is greater • Take a risk! Run a pilot – but be sure you’re ready to leverage the full feature set @PhyllisMusings
  39. 39. Questions
  40. 40. © 2017 SiriusDecisions. All Rights Reserved 40 With over 75 sessions to choose from and 3,000+ of your peers in attendance, 2017 #SDSummit is not to be missed. Register today to receive our lowest rate!
  41. 41. Thank you!
  42. 42. #B2BMX

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