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eMarketer Webinar: Maximizing your B2B Content Marketing ROI


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The volume of content flowing out of B2B companies continues to grow, as more marketers find success with the tactic. Topics in this webinar include: What have B2Bs learned about content marketing ROI in the long term? How much content are B2B firms producing for their marketing efforts? What types content process and strategy deliver the best results? How are B2Bs tailoring content marketing efforts for their audiences?

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eMarketer Webinar: Maximizing your B2B Content Marketing ROI

  1. 1. © 2016 eMarketer Inc. Made possible by Maximizing your B2B Content Marketing ROI Jillian Ryan Analyst April 7, 2016
  2. 2. © 2016 eMarketer Inc. Today’s Agenda:  The Evolving B2B Content Marketing Landscape  Thinking Long-Term: Nurturing Leads  Laying the Groundwork for Maximum Return  Creation, Dissemination and Optimization  The Cost-Effective Flywheel
  3. 3. © 2016 eMarketer Inc. The Evolving B2B Content Marketing Landscape
  4. 4. © 2016 eMarketer Inc. B2B marketers expect to increase their content creation efforts this year  76% anticipated creating more content in 2016 than they did in 2015
  5. 5. © 2016 eMarketer Inc. The Changing Digital Ad Landscape  Traditional digital streams are oversaturated and too expensive  Concerns like ad blindness, viewability and ad blocking make it harder to reach B2B buyers  Digital ad campaigns are a one-shot strategy  Content provides a permanent “home.” Unlike an ad, it doesn’t disappear if an action doesn’t occur straight away
  6. 6. © 2016 eMarketer Inc. Content can create an authentic story and relationship with the customer “Content marketing allows for a two-way exchange, and a meaningful, authentic dialogue and conversation with the customer.” —Steve Chadwick, Director, Marketing Communications, Verizon Enterprise Solutions “Content marketing facilitates a long-term value exchange between brands and buyers, creating customers who stay longer and buy more.” —Joe Pulizzi, Founder and CEO, The Content Marketing Institute
  7. 7. © 2016 eMarketer Inc. B2B marketing budgets aren’t heavily invested in content marketing 72%
  8. 8. © 2016 eMarketer Inc. Content marketing is deemed effective
  9. 9. © 2016 eMarketer Inc. Content marketing generates leads
  10. 10. © 2016 eMarketer Inc. Thinking Long-Term: Nurturing Leads
  11. 11. © 2016 eMarketer Inc. The number of leads is no longer content marketing’s leading performance metric. Sales conversions is the top consideration, with lead quality and cost savings rising in importance, too
  12. 12. © 2016 eMarketer Inc. B2B marketers are focused on conversion rates
  13. 13. © 2016 eMarketer Inc. Generating leads isn’t enough to show success; leads are people and need to be nurtured “When a lead enters the funnel, they need to have consumed enough content from you that they’re ready to make a purchase.” —Annette Barnes Promes, CMO, Moz “Buyers want to understand how different vendors see the world. The more content they read, the more they get a sense of what a company offers.” —Tomasz Tunguz, venture capitalist, Redpoint Ventures
  14. 14. © 2016 eMarketer Inc. B2B buyers consume a lot of content before making a purchase
  15. 15. © 2016 eMarketer Inc. Content marketing can feel like a waiting game “In order for content marketing to work, we’ve got to create value before we extract that value. Extracting value too soon kills the relationship with the customer, and that’s why, in a lot of cases, content marketing doesn’t work.” —Joe Pulizzi, Founder and CEO, The Content Marketing Institute “The No. 1 cardinal sin is that B2B marketers do not stick with content marketing long enough. They are quick to say, ‘It’s underperforming. Let’s not do content marketing anymore.’ And no matter the challenges, that is the worst thing to do.” —Jeremy Goldman, CEO and Founder, Firebrand Group
  16. 16. © 2016 eMarketer Inc. Laying the Groundwork for Maximum Return
  17. 17. © 2016 eMarketer Inc. Some B2Bs have problems with the basics 38% of B2B marketers have “no content strategy that tracks to business.” Source: CMO Council, Content ROI Center and NetLine, Q2 2015 92% of B2B marketers have trouble meeting content deadlines, and 90% felt that redundant content creation was inefficient. Source: Gleanster in association with Kapost, April 2015
  18. 18. © 2016 eMarketer Inc. Building a content marketing engine takes time “Looking back, it was an incredibly hard journey. Even just getting the right people in place and getting all of marketing to take content seriously as an organization, it was difficult, like herding cats.” —Amrita Thapar, Content Leader, Genpact
  19. 19. © 2016 eMarketer Inc. Know your audience and their buyer journey  Content becomes irrelevant if individual assets are designed for more than a single audience  Generic content can be a wasted effort. It must be designed for a specific archetype and be audience-focused  Brands need to understand who they are speaking to: 1. Who the buyers are 2. Where they are in the buyer journey
  20. 20. © 2016 eMarketer Inc. B2Bs recognize the importance of audience 82% used buyer personas and buyer journey maps Source: Akoonu, August 2015 93% believed understanding the customer buying journey is important Source: Regalix, January 2016
  21. 21. © 2016 eMarketer Inc. Developing buyer profiles: 62% of senior B2B marketing and sales professionals in North America used persona-based marketing to drive content creation. 58% modeled best customers and identified best audience segments. Common criteria to develop buyer personas included: job function, title, core buyer pain points, product interest, purchase authority, and size/revenue of the company. (Source: Dun & Bradstreet, December 2015)
  22. 22. © 2016 eMarketer Inc. A B2B buyer’s department is also important to consider when creating content
  23. 23. © 2016 eMarketer Inc. Audience research streamlines content marketing “After categorizing content based on parts of our customer’s journey, we realized that we were producing a lot more at the top of the funnel than we did mid- and post-sale.” —Loni Stark, Senior Director, Strategy and Product Marketing, Adobe “We talk to our current clients, to prospects, and we define what that customer lifecycle journey looks like, to find challenges and opportunities to answer their questions with our content.” —Ken Wincko, SVP, Marketing, PR Newswire
  24. 24. © 2016 eMarketer Inc. Creation, Dissemination and Optimization
  25. 25. © 2016 eMarketer Inc. Effective content types vary depending on your company’s goals …  For B2Bs looking to drive leads, white papers and webinars were the best content marketing tactics
  26. 26. © 2016 eMarketer Inc. … but certain content types are more effective at various stages of the buying process
  27. 27. © 2016 eMarketer Inc. US B2B buyers found third-party and analyst reports to be the most valuable type of content during the decision-making process
  28. 28. © 2016 eMarketer Inc. Other B2B buyer attitudes on content marketing: 100% placed a higher emphasis on the trustworthiness of the source, and 95% were willing to consider vendor-related content trustworthy. Source: Demand Gen Report, January 2016 On-demand and mobile-optimized content were important factors for content consumption. 83% found themselves overwhelmed by the amount of content available.
  29. 29. © 2016 eMarketer Inc. The majority of B2B buyers have opinions on how content can be improved
  30. 30. © 2016 eMarketer Inc. Utilizing the right channel to disseminate content isn’t a one-and-done deal  Two-thirds of US B2B enterprise marketers delivered content via five or more different marketing tactics
  31. 31. © 2016 eMarketer Inc. Common digital distribution channels for B2B marketing executives included website, email, SEO and social
  32. 32. © 2016 eMarketer Inc. Just as the effectiveness of content type varies across the buying cycle, so does the preferred content channel
  33. 33. © 2016 eMarketer Inc. Email and LinkedIn were the leading channels used for sharing business-related content
  34. 34. © 2016 eMarketer Inc. B2B marketers implemented the following optimization tactics in 2015:  A/B and/or multivariate testing  Landing page optimization  Progressive profiling
  35. 35. © 2016 eMarketer Inc. Testing enhances performance and provides insight “We’re looking at content consumption to understand what’s top of mind for the market so that we can then double-down in those areas, whether it’s through additional content or specific campaigns that are tied to those topics.” —Andy Hilton, Vice President of Communications, Content and Brand, ADP “When content was underperforming, we studied the variables—the title, summary, the site’s structure, the location on the landing page—and we tested, optimized it. We saw a double-digit lift in conversion.” —Ken Wincko, SVP, Marketing, PR Newswire
  36. 36. © 2016 eMarketer Inc. Repurposing existing assets maximizes effort “We produce in-depth content about specific business challenges. Then we make derivative content for our audience who may not want to commit to reading a 20-page report.” —Loni Stark, Senior Director, Strategy and Product Marketing, Adobe “We deconstruct our content into more relevant, snackable, consumable pieces along the buying journey rather than pushing full reports out and hoping somebody reads it.” —Steve Chadwick, Director, Marketing Communications, Verizon Enterprise Solutions
  37. 37. © 2016 eMarketer Inc. The Cost-Effective Flywheel
  38. 38. © 2016 eMarketer Inc. Spinning the Flywheel
  39. 39. © 2016 eMarketer Inc. Content marketing’s long tail provides “compounding returns”  The freshest content usually doesn’t see the most traffic  As content is shared, linked to and indexed by search engines, it gets more traffic over time  Evergreen content creates the flywheel, delivering increased results through its long tail
  40. 40. © 2016 eMarketer Inc. Content marketing allows B2B companies to truly own their audience, rather than just rent it “Trying to rent an audience through media is getting more expensive, less effective. But if you own your audience through content, they keep coming back.” —Patricia Travaline, CMO, Skyword “By dealing more directly with your customer through your content, you have more data and a better understanding of your customer.” —Jeremy Goldman, CEO and Founder, Firebrand Group
  41. 41. © 2016 eMarketer Inc. A cost-effective investment? “yes…” “over time…” “with the right investment…”
  42. 42. © 2016 eMarketer Inc. Let’s recap:  Content marketing is effective; more content is being produced to create authenticity and value  B2B buyers are real people with a long decision-making process and marketers must think long-term and nurture leads  Pre-work must be done before starting to create content in order to maximize return  Effective content marketing strategies must incorporate a continual process of content creation, dissemination and optimization  As the flywheel spins, momentum allows for compounding returns and B2B marketers often begin to own their audience, thus maximizing cost-effectiveness over time
  43. 43. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Oracle Marketing Cloud Kaila Garrison Head of Product Marketing Oracle Marketing Cloud Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Winning with an Effective Content Marketing Strategy
  44. 44. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Everyone Believes Content is King of enterprise CMOs said that content marketing is important to their business in 2014. 91% indexed pages of content in Google. In 2008, only 1 trillion. 30TRILLION of marketers say they are producing more content than they did a year ago. 73% of content is wasted each day. 70% But it Fails to Deliver
  45. 45. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Content is Not Strategic of Marketers say they lack a consistent or integrated content strategy – Altimeter Group 70% Marketers employ the “spray & pray” approach instead of an overall strategy.
  46. 46. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. of customers are frustrated that web content doesn’t map to their interest 74% Mark Jones, 29 INETERESTS: Skiing, Grilling, Camping, Base Jumping There is a Broken Marketers Experience for Content Content is Not Personalized As a result we have a broken customer experience.
  47. 47. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. It’s Time for Marketers to Take a Different Approach.
  48. 48. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Scale Relevant Content Across Customer Journey With Oracle’s Content Marketing solution, create personas and deliver your audience relevant, contextualized content throughout their journey
  49. 49. Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Enterprise Ready Create large volumes of targeted content Why The Oracle Marketing Cloud? Deliver Personalized Experience Provide 1:1 messaging through content developed for specific personas and funnel stages Marketing Simplicity Provide central view of editorial schedule, content repository, and analytics
  50. 50. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: 800-405-0844 or Jillian Ryan Analyst Maximizing your B2B Content Marketing ROI  B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time  Six B2B Mobile Marketing Trends for 2016: With a More Mobile Workplace, Budgets and Tactics Must Follow  Marketing Automation: Examining Users and Usage, and What's Coming Next  Marketing Technology: The Six Developments That Matter the Most in 2016