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Mapping Communications Strategies to Resonate With the New Buyer

Download to read offline

Mapping Communications Strategies to Resonate With the New Buyer

On-Demand Webinar Link: https://vts.inxpo.com/Launch/Event.htm?ShowKey=21552

Presenters:
Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS
Ken Wincko, SVP, Marketing, PR Newswire

Moderator:
Michael Pranikoff, Global Director, Emerging Media, PR Newswire

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Mapping Communications Strategies to Resonate With the New Buyer

  1. 1. MAPPING COMMUNICATIONS STRATEGIES TO RESONATE WITH THE NEW BUYER WEBINAR #BUYERJOURNEY
  2. 2. SPEAKERS: MODERATOR: #BUYERJOURNEY Ken Wincko @PRNewswire SVP, Marketing PR Newswire Mapping Communications Strategies to Resonate With the New Buyer August 28, 2014 Michael Pranikoff @MPranikoff Global Director, Emerging Media PR Newswire Adam B. Needles @abneedles Chief Strategy Officer and Principal ANNUITAS
  3. 3. Understanding Buyer 2.0 Twitter: @abneedles
  4. 4. Who is ANNUITAS? • Founded in 2005 • B2B Demand Process Transformation firm – Demand generation change management – Buying-process alignment – Lead-to-revenue process context – NPV / ROI / CLV focus • Serving global, growth-oriented, $1B+ enterprise organizations – Financial services – Industrial – Technology
  5. 5. Today the Buyer is Taking the Lead … Online Twitter: @abneedles
  6. 6. Marketing Now (Should Own) a Majority of the Buying Process “[T]he average [B2B] customer had completed more than one-half of the purchase decision-making process prior to engaging a supplier sales rep directly … . At the upper limit, that number ran as high as 70% … .” Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.
  7. 7. It’s a Digital Buyer Journey, With Sales Engaged Later in the Process Source: Enquiro/Mediative, “Integrated Persuasion: Online and Offline,” 2010.
  8. 8. Outbound Marketing is Declining, Inbound is ‘In’ Twitter: @abneedles
  9. 9. “One-and-done” Outbound Engagement Metrics Started Declining in 2009! Average email click-through rates 3.00% 2.00% 1.00% 0.00% 2.90% 1.60% 1.20% 1.16% 2007 2009 2010 2011 MailerMailer Oceanos 5% Forrester: B2B marketers who cite enewsletters and email as “highly effective” top-of-funnel tactics. Sources: MailerMailer, “Email Marketing Metrics Report, Click Rates, July 2010 Edition”; Oceanos, “The List Intelligence Report, Spring & Summer 2011”; Forrester (L. Wizdo), 2012 Tech Marketing Planning Guidance - With Proliferating Tactics and constrained budgets, Targeting and Focus are a Mandate, 2011.
  10. 10. Adapting to Buyer 2.0’s Buying Process Changes our Demand Generation ROI Source: Hubspot (Georgieva, M.), “20 Revealing Stats, Charts, and Graphs Every Marketer Should Know,” May 2012.
  11. 11. Inbound Must Be Multi-medium Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.
  12. 12. Engaging, Substantive Content is ‘King’ Twitter: @abneedles
  13. 13. [Marketing] Content Drives the Buying Process • “79% ... feel that vendors’ level of relevant content affects their likelihood to make the shortlist ... • “66% ... feel content could certainly be more relevant ... • “[V]endors with irrelevant content are 25% less likely to make the shortlist than others.” Source: IDG Connect, “Buyer Research Provides Irrelevant Digital Content Impacts B2B Vendors’ Bottom Line,” February 2014.
  14. 14. … Yet Our Demand Generation Content Does Not Support the Buying Process "Half of the marketers create and use content that educates buyers on their issues and problems, but only 14% align compelling content with buyer journeys in a way that tells a story." Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011
  15. 15. We Lead with What We Want to Sell, Not With Engaging Our Buyers’ Pain Points “86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create preference.” Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity,” 2010.
  16. 16. We Need to ‘Curb the Sales Messages’ Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.
  17. 17. Buyer Behavior Has Forever Changed … Now Marketing Needs to! Twitter: @abneedles
  18. 18. “Which Tactic” Is the Wrong Question “[M]arketers are juggling too many tactical balls. A full 75% of respondents reported they were using 15 of the 26 techniques we surveyed.” Source: Forrester, “2012 Tech Marketing Planning Guidance,” December 2011.
  19. 19. Contact • Me: Adam B. Needles – Chief Strategy Officer – P: 617-413-6087 – E: adamneedles@annuitas.com – Tw: @abneedles • Us: ANNUITAS, Inc. – A: 3399 Peachtree Road, NE, Suite 400, Atlanta, GA 30326 – P: 404-751-5131 – E: info@annuitas.com – Tw: @_ANNUITAS
  20. 20. DRIVING SUCCESS IN THE AGE OF THE CUSTOMER What you need to do to win true buyer engagement. DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  21. 21. There Are 3 Success Factors For Driving Buyer Engagement 1. An Enhanced Content Strategy 2. The Shifting Marketing Mix 3. Measurement and Analytics DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  22. 22. The First Step Is Enhancing Your Content Strategy 85% of brand marketers are publishing content. Source: Forrester, October 2013 So how do you produce content that stands out and gains attention? DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  23. 23. The First Step Is Enhancing Your Content Strategy But only 36% are doing it effectively. Source: Forrester, October 2013 So how do you produce content that stands out and gains attention? DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  24. 24. Which Is An Area Of Concern For Many Marketers 87% of marketing professionals find producing content that engages buyers to be a major challenge. 62% of marketers develop content campaign by campaign. Source: July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester Research, Inc. DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  25. 25. You Need To Map Your Content To The New Buyer Journey 1. Customer determines the need to solve a problem. 2. Budget for solution is determined. 3. Approaches to solving the issue are assessed. 4. Needs are refined into requirements. 5. Business case is written and approved; budget is revised. 6. Potential vendors are contacted. 10. Onboarding/installation is completed. 11. Support and service are provided. 12. Results are measured and benchmarked. 7. Shortlist of vendors is invited to bid. 8. Vendors submit offers. 9. Solution is acquired. Source: February 21, 2013, “Rethink Marketing In The Buyer’s Context” Forrester Research, Inc. DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  26. 26. Using Persona-Driven Marketing Based On Insights 1. Understand Buyer Needs, Interests and Goals 2. Know Where Your Buyers Spend Time DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire 3. Acquire and Nurture Higher Quality Leads 4. Drive Increased Organizational Alignment 5. Optimize Through Better Data Source: HubSpot
  27. 27. To Reshape Your Content Strategy To Meet Buyer Needs GOALS What do you want to achieve with your programs? CAMPAIGNS What programs are you running or developing? CONTENT What content is included? DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  28. 28. Utilizing A Consistent, Integrated Content Distribution Strategy Online Ads Corporate Communications Mobile/Apps Website Events DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire Social Search Blogs/Forums In-Product Website Customer Service Reviews/References Sales
  29. 29. That Optimizes The Mix of Paid, Earned and Owned Channels Brand Building Effectiveness Consumer Firms Rate the Method More Effective Ads on Social Nets Own Social Custom Print PR Search Direct Mail Email Print Newspaper Radio TV Smartphone Print Directories Video Tablets Webinars General Sites Own Sites Own Events Exhibitions Print Mags Sponsorships Topic Specific Sites Sales Collateral Virtual Exhibitions Vertical Search 90% 80% 70% 60% 50% 40% 30% 20% 10% Conferences B2B Firms Rate the Method More Effective Blue = Digital Method, Orange = Traditional Method 10% 20% 30% 40% 50% 60% 70% 80% 90% Consumer Focused Firms B2B Focused Firms Source: Outsell 2014 Advertising and Marketing Study © 2014 Outsell, Inc. Reproduction strictly prohibited without permission. DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  30. 30. That Optimizes The Mix of Paid, Earned and Owned Channels DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  31. 31. With An Increased Focused On Earned Media To Build Buyer Trust Source: Chartbeat Are paid channels delivering the type of buyer engagement you need? DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  32. 32. The WestJet Christmas Miracle Campaign Created Huge Buzz DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  33. 33. And Generated A Spike In Revenue DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  34. 34. TripAdvisor Shows The Benefits Of An Alternative Approach DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  35. 35. To Tie It All Together, Optimize Based On Analytics Start with your EDITORIAL CALENDAR: • Content type/title • Distribution date/time • Category • Author • Visuals, etc. Understand what KPIs you’re measuring: • Visits/views • Social engagement (shares/likes) • Form fills/leads • Downloads, etc. • Pipeline • Revenue INSIGHTS you can glean: • Best places/times for engagement • Authors or styles your target audience is most likely to respond to • Topics that are trending • Types of content that are resonating Source: Content Marketing Institute DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  36. 36. To Tie It All Together, Optimize Based On Analytics Refine your existing content and produce NEW CONTENT using this data to maintain and sustain your content marketing strategy. Source: Content Marketing Institute DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
  37. 37. Ken Wincko SVP, Marketing, PR Newswire Ken.Wincko@prnewswire.com
  38. 38. Ken Wincko @PRNewswire SVP, Marketing PR Newswire QUESTIONS Mapping Communications Strategies to Resonate With the New Buyer August 28, 2014 Michael Pranikoff @MPranikoff Global Director, Emerging Media PR Newswire Adam B. Needles @abneedles Chief Strategy Officer and Principal ANNUITAS #BUYERJOURNEY
  39. 39. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890
  • yahoraque

    Aug. 31, 2015

Mapping Communications Strategies to Resonate With the New Buyer On-Demand Webinar Link: https://vts.inxpo.com/Launch/Event.htm?ShowKey=21552 Presenters: Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS Ken Wincko, SVP, Marketing, PR Newswire Moderator: Michael Pranikoff, Global Director, Emerging Media, PR Newswire

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