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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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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]