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@heinzmarketing #CMWorld
Buyer Behavior in 2017 & Beyond
Research, Trends & Best Practices to Improve Your Results
Matt He...
@heinzmarketing #CMWorld
First a little housekeeping…
• A copy of this presentation
• Other freebies:
– Copies of today’s ...
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 30% of B2B marketers
think their content
marketing is ef...
@heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 27% of B2B marketers
think their content is
relevant to ...
@heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 23% of B2B marketers
think their content is reaching
the...
@heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Half of B2B marketers lack
confidence in their ability to
mea...
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
Importance of content marketing elements
Source: Heinz Marketing, Nov 2016
Over 76% of B2B market...
@heinzmarketing #CMWorld
Important vs performance gap analysis
Source: Heinz Marketing, Nov 2016
Marketers see major perfo...
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
Generational detail & differences
13% of millennials are
decision-makers, 28%
influence purchase ...
@heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017
@heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017
@heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017
@heinzmarketing #CMWorld
@heinzmarketing #CMWorld
Where to focus now
• Better persona precision
• Buying committee & journey definition
• Content a...
@heinzmarketing #CMWorld
Establish the Foundation - Personas
• Develop “Pathological Empathy” – get out of the company-cen...
@heinzmarketing #CMWorld
Persona Framework
Decision Maker
How I Buy Concerns Decision
Factors
Questions Desired
Outcomes
H...
@heinzmarketing #CMWorld
Motivational Framework
Workbook – pg9
Customer
Journey Stage
Not In Market Stimulated
Inquiry
Pro...
@heinzmarketing #CMWorld
Buying Committee Mapping
• Marketing usage: general committee
model for market segments
• Long st...
@heinzmarketing #CMWorld
Benchmarking your current state
@heinzmarketing #CMWorld
Creative Brief
@heinzmarketing #CMWorld
Content Influence & ROI Tracking
@heinzmarketing #CMWorld
Housekeeping reminders..
• A copy of this presentation
• Other freebies:
– Copies of today’s feat...
@heinzmarketing #CMWorld
THANK YOU!
Matt Heinz
@heinzmarketing
matt@heinzmarketing.com
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Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve Your Results

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Presentation deck from breakout at Content Marketing World, September 7, 2017 in Cleveland, OH

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Buyer Behavior in 2017 & Beyond: Research, Trends & Best Practices to Improve Your Results

  1. 1. @heinzmarketing #CMWorld Buyer Behavior in 2017 & Beyond Research, Trends & Best Practices to Improve Your Results Matt Heinz President, Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com
  2. 2. @heinzmarketing #CMWorld First a little housekeeping… • A copy of this presentation • Other freebies: – Copies of today’s featured research – Our persona/buying journey templates – “If it looks like a spreadsheet…” – My NEW smoked chicken teriyaki recipe (or bacon) • Send me an email at matt@heinzmarketing.com (or bring me a biz card) noting what you want
  3. 3. @heinzmarketing #CMWorld
  4. 4. @heinzmarketing #CMWorld
  5. 5. @heinzmarketing #CMWorld Source: Heinz Marketing, July 2017 “Only 30% of B2B marketers think their content marketing is effective” via @heinzmarketing
  6. 6. @heinzmarketing #CMWorld Source: Heinz Marketing, July 2017 “Only 27% of B2B marketers think their content is relevant to prospects” via @heinzmarketing
  7. 7. @heinzmarketing #CMWorld Source: Heinz Marketing, July 2017 “Only 23% of B2B marketers think their content is reaching their target audience” via @heinzmarketing
  8. 8. @heinzmarketing #CMWorld Source: Heinz Marketing, July 2017 “Half of B2B marketers lack confidence in their ability to measure impact of content marketing efforts” via @heinzmarketing
  9. 9. @heinzmarketing #CMWorld
  10. 10. @heinzmarketing #CMWorld
  11. 11. @heinzmarketing #CMWorld
  12. 12. @heinzmarketing #CMWorld
  13. 13. @heinzmarketing #CMWorld
  14. 14. @heinzmarketing #CMWorld
  15. 15. @heinzmarketing #CMWorld
  16. 16. @heinzmarketing #CMWorld Importance of content marketing elements Source: Heinz Marketing, Nov 2016 Over 76% of B2B marketers cited “engaging” as the most important content element via @heinzmarketing
  17. 17. @heinzmarketing #CMWorld Important vs performance gap analysis Source: Heinz Marketing, Nov 2016 Marketers see major performance gaps in their ability to deliver engaging, actionable, customized content @heinzmarketing
  18. 18. @heinzmarketing #CMWorld
  19. 19. @heinzmarketing #CMWorld Generational detail & differences 13% of millennials are decision-makers, 28% influence purchase decisions via @heinzmarketing Source: SnapApp & Heinz Marketing, Sept 2017
  20. 20. @heinzmarketing #CMWorld Source: SnapApp & Heinz Marketing, Sept 2017
  21. 21. @heinzmarketing #CMWorld Source: SnapApp & Heinz Marketing, Sept 2017
  22. 22. @heinzmarketing #CMWorld Source: SnapApp & Heinz Marketing, Sept 2017
  23. 23. @heinzmarketing #CMWorld
  24. 24. @heinzmarketing #CMWorld Where to focus now • Better persona precision • Buying committee & journey definition • Content audit & management • Internal process management • Track & reporting discipline
  25. 25. @heinzmarketing #CMWorld Establish the Foundation - Personas • Develop “Pathological Empathy” – get out of the company-centric world! • Who are your primary personas – prioritize to focus content development • Companies are made of people – consider group dynamics • Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution. • Decision makers, stake holders, influencers, end users • Attributes, motivators and concerns Department Head Primary Business UserDecision Maker
  26. 26. @heinzmarketing #CMWorld Persona Framework Decision Maker How I Buy Concerns Decision Factors Questions Desired Outcomes How they research, evaluate, lead Identify motivators based on performance, reputation, success What matters the most? What areas are negotiable tradeoffs? What’s the long term value and impact? Will we be successful? Can we trust the vendors? The vision for success
  27. 27. @heinzmarketing #CMWorld Motivational Framework Workbook – pg9 Customer Journey Stage Not In Market Stimulated Inquiry Problem Identified Research Solutions Evaluation Decision Journey Stage Mindset Status quo works Needs evolving Status quo pains Opportunities emerge Desire to define problem Active vendor research Focus on desired outcomes Anticipating positive change and achieving vision Journey Stage Actions & Behaviors Irregular market research Peer networking Informal info gathering and research Push internal fixes for status quo to work better Internal assessment or audit Consensus building to change Desire to define requirements & needed capabilities Extensive internal assessment Review internal dev or third party solution Pricing inquiry Ask for referrals Research reviews Trial evaluations and bake-off Vendor matrix mapping to internal requirements Committee reviews RFP options Negotiate purchase terms Internal mobilization for next steps Next Stage Catalyst Status quo problem emerges Lost business, cost increases Who can help fix the problem? Share requirements & RFP with vendors Confirmation that final vendors support desired outcomes Content Topic Suggestions • Industry trends • Surveys • Case Studies • Interviews • Innovation guides • Self-assessment tools • Analyst reports • Step by step business impact analysis • Thought leadership • Evaluation guides • ROI tools • Customer reviews & success stories • RFP tools • Sales content • Proof of concept • Customer stories
  28. 28. @heinzmarketing #CMWorld Buying Committee Mapping • Marketing usage: general committee model for market segments • Long standing approaching to strategic account planning • A starting point for Account Based Marketing • Create models for your market segments • Industry • Company size • Solution • Book Resources: • Full Funnel Marketing – Heinz Marketing • The New Strategic Selling – Robert Miller
  29. 29. @heinzmarketing #CMWorld Benchmarking your current state
  30. 30. @heinzmarketing #CMWorld Creative Brief
  31. 31. @heinzmarketing #CMWorld Content Influence & ROI Tracking
  32. 32. @heinzmarketing #CMWorld Housekeeping reminders.. • A copy of this presentation • Other freebies: – Copies of today’s featured research – Our persona/buying journey templates – “If it looks like a spreadsheet…” – My NEW smoked chicken teriyaki recipe (or bacon) • Send me an email at matt@heinzmarketing.com (or bring me a biz card) noting what you want
  33. 33. @heinzmarketing #CMWorld THANK YOU! Matt Heinz @heinzmarketing matt@heinzmarketing.com

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