Content As A Competitive Differentiator


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Hear from author Ardath Albee on how contagious content drives conversations –the ultimate outcome marketers need to produce for sales.

Live Date: February 4, 2010 12:00 PM

Published in: Business, Technology
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  • Presentation Title Goes Here Insert Version Number Here © 2003 Citrix Systems, Inc.—All rights reserved.
  • Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • VMWare, IBM, Novell – re: virtualization benefits highlighted
  • IDG found that this lack of relevancy perceived by buyers is responsible for reducing the vendor's chance of closing the sale by 45%.
  • Reactions, comments and questions
  • In 2007, Pam Casale, the CMO of Intellitactics was challenged to provide her sales team with fully qualified, well informed sales opportunities – instead of raw leads. She worked with her sales team to define just what that meant and then implemented Manticore’s solution to manage the process to get the results she needed. Because she’d done the groundwork, she was able to see ROI from the system within 2 months. But take a look at these statistics after their first year. Prior to using marketing automation, marketing had been able to qualify only 30% of their leads. They’re now at 60% and that’s pretty dramatic. Because they’re working more closely with sales, their accuracy in this qualification has resulted in a huge increase in the amount of leads sales is accepting. And look at how much better they’ve become at connecting. Considering that a majority of salespeople are only successful at setting initial meetings half the time, this change puts Intellitactics in the running far more often. When you consider that their competition is the big guns like EMC, with much larger budgets, this is even more impressive. It truly shows that size doesn’t have to slow your company down. And, finally, who wouldn’t want shorter sales cycles?
  • Content drove nurturing touch points and conversational guides. The more we talked about the content ideas and tied the two together, the more engagement we were able to produce. Even if you haven’t used your content as a competitive differentiator, it’s not too late to get started.
  • Content As A Competitive Differentiator

    1. 1. Content As A Competitive Differentiator
    2. 2. Welcome Webinar Attendees <ul><li>Your GoToWebinar Attendee Viewer is made of 2 parts: </li></ul>1. Viewer Window 2. Control Panel Type your question here
    3. 3. Panelists Andrew Gaffney Content Director Demand Creation Specialists Ardath Albee CEO Marketing Interactions Author of: eMarketing Strategies for the Complex Sale
    4. 4. Rethinking Marketing <ul><li>“ Never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring their offerings accordingly…And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use.” </li></ul>Jan./Feb. Issue of HBR has a feature titled : “Rethinking Marketing”
    5. 5. Defining Content Marketing
    6. 6. Budgeting For Content Marketing <ul><li>Avg. content marketing budgets are 33% of the total marketing budget (up from 29% in 2008) </li></ul><ul><li>6 of 10 marketers are increasing content marketing spending in 2010. </li></ul><ul><li>Small companies spend more than 2x the amount on content marketing as larger companies. </li></ul>
    7. 7. Budgeting For Content Marketing <ul><li>Nearly 3/4 of survey participants are leveraging their content through social media channels such as Twitter and Facebook </li></ul>
    8. 8. Our Featured Speaker… Ardath Albee, CEO Marketing Interactions, Inc. [email_address]
    9. 9. Differentiation is a BIG Opportunity “ Only 14% of the ‘ unique benefits ’ promoted by companies drive enough preference to have a commercial impact.” Corporate Executive Board
    10. 10. What’s the Difference? Achieve Dramatic Cost Savings, Increase Operational Efficiency and Business Agility Reduce Costs, Improve Service Delivery, Enable Business Innovation Reduce IT Costs, Improve Performance, Do More with Less
    11. 11. What You Sell is NOT What They Buy Buyers say they only find relevant content 42% of the time. - IDG
    12. 12. Listening Fuels Relevance <ul><li>Priorities </li></ul><ul><li>Phrasing </li></ul><ul><li>Perspective </li></ul><ul><li>Proximity </li></ul>
    13. 13. Sources for Listening <ul><li>Blogs </li></ul><ul><li>Industry Portals </li></ul><ul><li>Google Alerts </li></ul><ul><li>Twitter Streams (#keyword) </li></ul><ul><ul><li> + </li></ul></ul><ul><li>LinkedIn </li></ul><ul><li>Webinars </li></ul>
    14. 14. What Makes YOU Different? <ul><li>Unique </li></ul><ul><li>Unexpected </li></ul><ul><li>Understood </li></ul><ul><li>Ubiquitous </li></ul>
    15. 15. Build Your Content Storyline Listening + Your Difference
    16. 16. The Role of B2B Content is to… provide pieces of the puzzle for solving a business problem in a way that promotes active response.
    17. 17. Online Dialogue – One-off is Over Hmm. Should I click? Okay – I clicked… now what? Dialogue: an exchange of information and ideas on a particular subject of interest.
    18. 18. Contagious Content as Differentiator <ul><li>Focused on top priority issues. </li></ul><ul><li>Answers questions to build momentum. </li></ul><ul><li>Builds confidence through expertise. </li></ul><ul><li>Serves as a guide to what’s next. </li></ul>
    19. 19. Peers and Colleagues <ul><li>The people prospects turn to first. </li></ul>
    20. 20. Prospects and Salespeople <ul><li>Seamless Transitions </li></ul><ul><li>Relevant Extensions </li></ul><ul><li>Strategic Advantage </li></ul><ul><li>Partner, not Peddler </li></ul>
    21. 21. Prospects With Buying Committees <ul><li>Share Your Ideas </li></ul><ul><li>Equate Impact to Priorities </li></ul><ul><li>Influence the Invisibles </li></ul>
    22. 22. Recognition & Credibility <ul><li>100% increase in lead qualification </li></ul><ul><li>171% increase in sales-accepted leads </li></ul><ul><li>200% higher personal connection rate </li></ul><ul><li>30% shorter sales cycles </li></ul>
    23. 23. Pipeline Momentum <ul><li>Sales Opportunities increased from 16 to 76 per month. </li></ul><ul><li>Added $4.9M to the sales pipeline in 8 mos. </li></ul>
    24. 24. Trusted Advisor eMarketing Strategies for the Complex Sale
    25. 25. Content + Conversations = Pipeline Growth <ul><li>Situation: </li></ul><ul><li>Dormant Leads – had been qualified at one time. </li></ul><ul><li>Untouched for 90 days or more. </li></ul><ul><li>Began nurturing with email, content articles - including phone outreach with follow-up content. </li></ul><ul><li>Outcome: </li></ul><ul><li>3 month program </li></ul><ul><li>2,200 Decision Maker conversations based on business priorities. </li></ul><ul><li>119 sales-qualified leads accepted into pipeline. </li></ul>
    26. 26. 5 Tips for Content as Competitive Advantage <ul><li>Listen to Your Markets </li></ul><ul><li>Incorporate Your Secret Sauce </li></ul><ul><li>Share Relevant Ideas </li></ul><ul><li>Promote Conversations </li></ul><ul><li>Keep it Coming </li></ul>
    27. 27. Questions Andrew Gaffney Editor DemandGen Report [email_address] Ardath Albee, CEO Marketing Interactions, Inc. [email_address]
    28. 28. Thank you! Ardath Albee, CEO Marketing Interactions, Inc. [email_address] Andrew Gaffney Editor DemandGen Report [email_address]