Making the Most of your Demand Generation Content

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How to deliver content that engages? It's more than great content - you need content that aligns to the buyer, every step of the way for demand generation. Session content from #CMWorld 2016 via Jennifer Harmel, ANNUITAS

Marketing

@TwitterHandle • #CMWorld
Making The Most of Your
Demand Generation
Content
Jennifer Harmel
ANNUITAS
@JenniferHarmel2
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
AGENDA
① The Content Conundrum
② What We Really Need in Terms of Content
③ How Do You Get Started?
④ How Content Can Fuel Your Demand Generation
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
1 We Have A Content Problem
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content Producers or Content Marketers?
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
We Are Not Seeing Results From Our Efforts
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Lack Of Strategy is Impacting Demand Generation
@JenniferHarmel2 • #CMWorld
“79% of marketing generated leads
never convert to sales” –
MarketingSherpa

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
2
The Content Needed for
Demand Generation
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content Focused on the Buyer(s)
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content That Engages, Nurtures & Converts
@JenniferHarmel2 • #CMWorld
• Mix of inbound &
outbound
• Conversation centers
on buyers top of mind
issues, pain points &
challenges
• Educational
• Continuation of
Dialogue
• Moves from top of
mind issues to
potential solution
categories
• Educational moving
to promotional
• Moves to a sales
conversation
• Discussion on how
vendor can help –
solutions/services
• Reps should continue
to educate but also
will be “selling”

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Content That Aligns to a Buyers Journey
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
3
Where Do You Start?
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Put The Buyer At The Center of Your Strategy
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Start With Knowing Your Buyer(s) – Ask Them!
@JenniferHarmel2 • #CMWorld
Questions to ask to gain buyer insight:
• What event(s) triggered your buying process?
• Who all is/was involved in the buying process and what roles did they play?
• What was the first step you took in the buying process, what was next?
• What kind of content did you consume during the process?
• How soon did you engage with a vendor once the buying process was
initiated?
• What problems and challenges were you looking to address with this
purchase?
• Where did you place the highest value?
• What were you looking for in a vendor or solution?

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
But Wait . . . There Is More!
@JenniferHarmel2 • #CMWorld
• Engage sales and make them part of the program development – they
have a unique perspective
• Conduct research into your industry
• Are there trends that will impact or cause organizations to purchase?
• Has there been legislation that will impact a purchase (example: The
impact of the Affordable Care Act on Healthcare buyers)
• Have there been acquisitions, mergers, bankruptcies in your industry
that could impact an organizations need to purchase
• Mine your data and look for behavioral patterns of your buyer

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Operationalize Your Demand Generation
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Be Coin Operated
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Align People, Process, Technology & Data
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
4
The Benefits of Buyer-
Centric Content
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
What You Gain With Buyer-Centricity
@JenniferHarmel2 • #CMWorld
① Move from stories to 1-1 dialogue
② Alignment of marketing & sales around the buyer
③ Improvement of marketing contribution to pipeline
and revenue
④ Derive more value from your marketing technology
⑤ Increased conversion rates at every “funnel stage”
⑥ Marketing as a strategic growth engine for the
organization

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
“We need more content
marketers, not more producers
of content”
Carlos Hidalgo
CEO, ANNUITAS
@JenniferHarmel2 • #CMWorld

@TwitterHandle • #CMWorld
Jennifer Harmel
EVP and Principal
ANNUITAS
713-204-8689
jenniferharmel@annuitas.com
@JenniferHarmel2
@JenniferHarmel2 • #CMWorld

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Making the Most of your Demand Generation Content

1. @TwitterHandle • #CMWorld Making The Most of Your Demand Generation Content Jennifer Harmel ANNUITAS @JenniferHarmel2 @JenniferHarmel2 • #CMWorld

2. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld AGENDA ① The Content Conundrum ② What We Really Need in Terms of Content ③ How Do You Get Started? ④ How Content Can Fuel Your Demand Generation @JenniferHarmel2 • #CMWorld

3. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 1 We Have A Content Problem @JenniferHarmel2 • #CMWorld

4. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content Producers or Content Marketers? @JenniferHarmel2 • #CMWorld

5. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld We Are Not Seeing Results From Our Efforts @JenniferHarmel2 • #CMWorld

6. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Lack Of Strategy is Impacting Demand Generation @JenniferHarmel2 • #CMWorld “79% of marketing generated leads never convert to sales” – MarketingSherpa

7. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 2 The Content Needed for Demand Generation @JenniferHarmel2 • #CMWorld

8. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content Focused on the Buyer(s) @JenniferHarmel2 • #CMWorld

9. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content That Engages, Nurtures & Converts @JenniferHarmel2 • #CMWorld • Mix of inbound & outbound • Conversation centers on buyers top of mind issues, pain points & challenges • Educational • Continuation of Dialogue • Moves from top of mind issues to potential solution categories • Educational moving to promotional • Moves to a sales conversation • Discussion on how vendor can help – solutions/services • Reps should continue to educate but also will be “selling”

10. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Content That Aligns to a Buyers Journey @JenniferHarmel2 • #CMWorld

11. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 3 Where Do You Start? @JenniferHarmel2 • #CMWorld

12. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Put The Buyer At The Center of Your Strategy @JenniferHarmel2 • #CMWorld

13. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Start With Knowing Your Buyer(s) – Ask Them! @JenniferHarmel2 • #CMWorld Questions to ask to gain buyer insight: • What event(s) triggered your buying process? • Who all is/was involved in the buying process and what roles did they play? • What was the first step you took in the buying process, what was next? • What kind of content did you consume during the process? • How soon did you engage with a vendor once the buying process was initiated? • What problems and challenges were you looking to address with this purchase? • Where did you place the highest value? • What were you looking for in a vendor or solution?

14. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld But Wait . . . There Is More! @JenniferHarmel2 • #CMWorld • Engage sales and make them part of the program development – they have a unique perspective • Conduct research into your industry • Are there trends that will impact or cause organizations to purchase? • Has there been legislation that will impact a purchase (example: The impact of the Affordable Care Act on Healthcare buyers) • Have there been acquisitions, mergers, bankruptcies in your industry that could impact an organizations need to purchase • Mine your data and look for behavioral patterns of your buyer

15. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Operationalize Your Demand Generation @JenniferHarmel2 • #CMWorld

16. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Be Coin Operated @JenniferHarmel2 • #CMWorld

17. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld Align People, Process, Technology & Data @JenniferHarmel2 • #CMWorld

18. @TwitterHandle • #CMWorld AGENDA @TwitterHandle • #CMWorld 4 The Benefits of Buyer- Centric Content @JenniferHarmel2 • #CMWorld

19. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld What You Gain With Buyer-Centricity @JenniferHarmel2 • #CMWorld ① Move from stories to 1-1 dialogue ② Alignment of marketing & sales around the buyer ③ Improvement of marketing contribution to pipeline and revenue ④ Derive more value from your marketing technology ⑤ Increased conversion rates at every “funnel stage” ⑥ Marketing as a strategic growth engine for the organization

20. @TwitterHandle • #CMWorld@TwitterHandle • #CMWorld “We need more content marketers, not more producers of content” Carlos Hidalgo CEO, ANNUITAS @JenniferHarmel2 • #CMWorld

21. @TwitterHandle • #CMWorld Jennifer Harmel EVP and Principal ANNUITAS 713-204-8689 jenniferharmel@annuitas.com @JenniferHarmel2 @JenniferHarmel2 • #CMWorld

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