AMA Webinar - New Ways to Deliver Content that Drives Engagement

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My webinar presentation for the American Marketing Association on Jan 15, 2014. Sponsored by ReadyTalk.

As marketers, we all face the same challenges. It’s no surprise that now more than ever, customers control the buying process. Companies that use multiple content delivery methods - and the best matched content for the different stages of the buying cycle - will maximize their selling potential and drive more revenue.
Integrating platforms with diverse content delivery channels is increasingly important. Mobile devices, email, blogs, social, and webinars can all be seamlessly combined with marketing automation to help marketers better engage prospects, measure behaviors and response rates, and improve ROI.
Are you looking for new ways to deliver content and drive engagement throughout the buying process? Brian Hansford, client service director with Heinz Marketing, will deliver new, actionable ideas that marketers can incorporate into their plans for 2014.
You will learn:
• How to map content to personas and stages of the buyers’ journey
• Why it is important to integrate platforms for marketing success & full ROI visibility
• How to incorporate multiple content delivery methods to drive customer engagement
• How to provide your customers with content according to their terms and their timing
• How to measure success with multiple channels

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  • Customers control the buying process.  Companies that use multiple content delivery methods - and the best matched content for the different stages of the buying cycle - will maximize their selling potential and drive more revenue. Integrating platforms with diverse content delivery channels is increasingly important. Orchestrating and measuring channels is more important than ever. Mobile devices, email, blogs, social, and webinars can seamlessly combined with marketing automation to help marketers better engage prospects, measure behaviors and response rates, and improve ROI. Are you looking for new ways to deliver content and drive engagement throughout the buying process? Brian Hansford, client service director with Heinz Marketing, will deliver new, actionable ideas that marketers can incorporate into their plans for 2014.
  • We are all customers. We buy groceries, clothes, phones, cars, computers. In B2B marketing we are STILL consumers and customers and we still have human behavior. For B2B customers, I have yet to see a building cut a purchase order or sign a check. People make the decisions what to buy and when and they consume all kinds of information from a massive amount of sources to help them make these decisions. Sometimes my fellow B2B marketers and I call this the Buyer’s Journey. The journey customers take can ebb and flow and twist and turn. It can go slow or fast. Companies that successfully identify, engage, listen, and measure will succeed in winning business and the hearts and minds of these customers. The challenge is connecting the plethora of marketing channels and content format to help synthesize the important messages and ensure a positive experience. With this slide I’ll provide the intro for how companies are learning, or need to learn, how to engage with customers and support them through their buying journey.
  • We have emerged from the traditional 1990’s Marcom and Sales model where the company controlled the flow of information to the customerCustomers began their education evaluation by calling companies very early in their buying journeySales reps could control what information to send and when to send it.
  • The organizations that make the best content available through the integrated channels will win the most business.Engage to earn the honor of the hearts and minds of customers.Customer Command and ControlCompanies and third parties publish and share more informationCustomers have more resources and choices than ever to learn, evaluate, and consider solutions BEFORE engaging with companies.Sirius Decisions has research that B2B buyers complete 67% of their buying decision process BEFORE communicating directly with sales reps.
  • Why should people care? Build professional persona based on role and professional focusUser (The hands-on users who implement and use)Influencer (Vested interest, referral, buy-in) Decision Maker (Strategic & tactical, ROI)CxO (Strategic, high level, ROI, budget)Focus the content assets on the intended audience through the channelsDon’t get into personal dynamics like pets, favorite colors, household incomeCompanies don’t write checks. People do. Focus your content on people and their interest in their roles.
  • This is a mock up of a content grid I am having designed into a better graphic for this presentation. It will appear similar to the Eloqua Content Grid v2. The idea is to show how different content types and tactics support different stages of the customer lifecycle.Different flavors of content can fit in different stages. Different people need different content to help with evaluations and making a buying decisionInsert where the content fits in the journey (see the next slide)
  • The purpose of this slide is to show how all of the channels and content assets can be managed and measured with a marketing automation platform. Customers are able to consume and engage with companies and the content they offer in any way they want. Marketing Automation integrated with CRM provides a powerful wrapper around many of these channels.
  • The purpose of this slide is to show how all of the channels and content assets can be managed and measured with a marketing automation platform. Customers are able to consume and engage with companies and the content they offer in any way they want. Marketing Automation integrated with CRM provides a powerful wrapper around many of these channels.
  • A recent B2B Online study sponsored by Eloqua noted that: “Prospects are hungry for content and marketers know it. Among the most important approaches marketers use to inform their lead-gen efforts, content-intensive tactics like white papers and webcasts are prominent.” Many marketers use live and recorded webinars as a vehicle for delivering early stage content, bringing new prospects into the top of the funnel and nurturing them until they are sales ready. They also use techniques like polling questions and post-event surveys to learn more about prospects and qualify them.In the middle of the funnel, sales professionals are using conferencing for online meetings and sales demos, helping connect with prospects, develop the opportunity, and illustrate how their product is the right solution to the prospect’s problem.And, once the deal is closed, conferencing plays a role by helping companies deliver live and recorded online training to help onboard new customers and ramp usage faster.Let’s focus in on that marketing professional for a bit. This is a mock up of a content grid I am having designed into a better graphic for this presentation. It will appear similar to the Eloqua Content Grid v2. The idea is to show how different content types and tactics support different stages of the customer lifecycle.Different flavors of content can fit in different stages. Different people need different content to help with evaluations and making a buying decisionInsert where the content fits in the journey (see the next slide)
  • This is a mock up of a content grid I am having designed into a better graphic for this presentation. It will appear similar to the Eloqua Content Grid v2. The idea is to show how different content types and tactics support different stages of the customer lifecycle.Different flavors of content can fit in different stages. Different people need different content to help with evaluations and making a buying decisionInsert where the content fits in the journey (see the next slide)
  • This is a mock up of a content grid I am having designed into a better graphic for this presentation. It will appear similar to the Eloqua Content Grid v2. The idea is to show how different content types and tactics support different stages of the customer lifecycle.Different flavors of content can fit in different stages. Different people need different content to help with evaluations and making a buying decisionInsert where the content fits in the journey (see the next slide)
  • Content Audit – map content to how your customer engageWhat do customers want? What’s missing? What’s needed? What needs updating? Build a campaign and content calendar and follow itMobilize to create new or repurposed contentContent providersMap content to people and their problemsMEASUREFind opportunities to integrate platformsMarketing Automation & CRM & Content Delivery
  • AMA Webinar - New Ways to Deliver Content that Drives Engagement

    1. 1. CUSTOMERS, CONTENT, PLATFORMS ENGAGING CUSTOMERS DURING THEIR BUYING JOURNEY BRIAN HANSFORD HEINZ MARKETING JANUARY 15, 2014 AMA WEBINAR SPONSORED BY #AMAReadyTalk
    2. 2. AGENDA      The Journey Customer Behavior Embrace the Chaos Focus on People Engage with Content  Manage with Integrated Platforms  Measure Engagement  Q1 Action Plan #AMAReadyTalk Brian Hansford Client Services Director, Marketing Automation Practice Heinz Marketing B2B Demand Generation and Sales Acceleration Agency www.HeinzMarketing.com
    3. 3. THE JOURNEY #AMAReadyTalk
    4. 4. MARKETING DARK AGES: CONTENT GATEKEEPERS #AMAReadyTalk
    5. 5. #AMAReadyTalk
    6. 6. EMBRACE THE CUSTOMER “CHAOS”! Build the process and strategy… Integrate the right platforms and channels #AMAReadyTalk
    7. 7. SURVEY QUESTION: HAVE YOU MAPPED THE STEPS YOUR CUSTOMERS FOLLOW WHEN BUYING FROM YOU? • We have mapped the buyer’s journey. • Kind of. But we don’t engage well. • We haven’t mapped a buyers journey. • I don’t understand the question. #AMAReadyTalk
    8. 8. B2B MARKETERS SURVEY DATA 82% of marketers are most concerned about reaching customers. 75% of marketers are concerned with demonstrating ROI. - Adobe’s Digital Distress Survey Sept 2013 93% of B2B Marketers use Content Marketing Yet only 42% say they are EFFECTIVE with Content Marketing -Content Marketing Institute & Marketing Profs – B2B Content Marketing Benchmarks, Budgets and Trends Oct 2013 #AMAReadyTalk
    9. 9. B2B CUSTOMER SURVEY DATA 45.9% of B2B buyers list “web search” as their first source of information. Vendor sites and peer recommendations were second and third preferred sources. - DemandGen Report 2013 Buyer Behavior Survey (announcement) “Diverse content, when deployed appropriately, can largely influence the success of a deal.” -DemandGen Report #AMAReadyTalk
    10. 10. FOCUS ON PEOPLE: ROLES & OBJECTIVES MATTER FOR SUCCESSFUL ENGAGEMENT “Globally, 61% of technology buying teams include 5 or more people involved in the research process; 88% for companies with more than 1000 employees.” – 2013/2014 TechTarget Media Consumption Research Brief CxO – Decision Maker #AMAReadyTalk Business Manager – Solution Owner Stakeholders and Influencers
    11. 11. CONNECTING WITH CUSTOMERS Focus #AMAReadyTalk Engage Educate Entertain Convert Measure
    12. 12. SURVEY QUESTION: ARE YOUR MARKETING AND SALES TEAMS “ALIGNED”? • Yes. Our teams are aligned on goals, customer focus, plans and results. • Somewhat. Alignment is getting better. • Our two organizations don’t work closely together on goals, customer focus, campaigns. • We need UN Peacekeeper intervention. #AMAReadyTalk
    13. 13. #AMAReadyTalk
    14. 14. DISCONNECTED ENGAGEMENT TACTICS AND FRAGMENTED DATA SILOS Uncoordinated channels Data locked in platform silos Videos Social Channels Webinars Papers and Guides Website Customer Emails Events No method for scoring engagement or KPI Poor follow up. Poor customer experience! #AMAReadyTalk
    15. 15. ENGAGE AND CONVERT WITH INTEGRATED PLATFORMS Marketing Automation CRM Videos Social Channels Tracking, Scheduling, Scoring Webinars Papers and Guides Website Customer Emails #AMAReadyTalk Events Coordinate d engagement thru multiple channels
    16. 16. Live & Recorded Webinars Live & Recorded Sales Demos Live & Recorded Trainings #AMAReadyTalk Pipeline Velocity Live & Recorded Webinars
    17. 17. • Data Locked in Conferencing Platform • Manual Download/Upload Live & • Delayed Follow-Up Recorded • Longer Sales Cycles Sales Demos • Lack of Sales Visibility/Access • Must Leave SF to Schedule/Start Demos • Demo Activities Not Tracked in SF #AMAReadyTalk Pipeline Velocity Problems:
    18. 18. Solutions: • • • • • • Automated Processes Higher Attendance Rates Fast, Tailored Follow-Up Easy Sales Visibility/Access Schedule/Start Demos from SF Demo Activities Captured in SF #AMAReadyTalk
    19. 19. MEASURE ENGAGEMENT AND RESULTS  Score activity and engagement behaviors with Marketing Automation and CRM  Identify how content drives lead flow and pipeline opportunities  Measure how coordinated engagement channels affect pipeline velocity  Identify qualitative engagement as much as quantitative #AMAReadyTalk
    20. 20. SURVEY QUESTION: HOW CONFIDENT ARE YOU IN YOUR MARKETING PLAN SUPPORTING YOUR Q1 REVENUE GOALS? • 2014 Revenue targets haven’t been set yet. • Very confident. Our plan & execution are solid. • Moderate confidence. • Low confidence. We’re struggling. • Unknown. We can’t track contribution to revenue. #AMAReadyTalk
    21. 21. GET STARTED IN Q1  Process Building  Customer Focus  People  Platform Integration  Content Audit & Development  Campaign and Content Calendar #AMAReadyTalk
    22. 22. THANK YOU! My Contact Info: Brian Hansford www.Heinz Marketing.com Brian@HeinzMarketing.com Twitter: @RemarkMarketing Google+: https://plus.google.com/+BrianHansford #AMAReadyTalk

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