Planning content for effective B2B demand generation  What kind of content resonates best with business decision makers? How to customise content for different industries? How to use content in lead nurturing programs?

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Content for B2B Demand Generation
#Content360SG - April 9, 2015
@rupalishah

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January 10, 20XXFuji Xerox: Brand Perception
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Managed Print Services Software Solutions
Fuji Xerox: More than Photocopiers
Business Process Outsourcing Production Services

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1. Increase awareness of the scope and variety of business
2. Drive engagement with the key decision makers and influencers
3. Support sales with qualified and interested leads
Three Goals for Fuji Xerox Content Strategy
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Increase Awareness
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Fuji Xerox IT Solutions- Doraemon Challenge: Japan
The Challenge:
Telephoto Megaphone
The Challenger:
Doraemon
The Team:
5 Innovative Companies
1. Gocco
2. SwitchScene
3. Yukai Engineering
4. Amauchi Co Ltd
5. Cross Effect
Video: Fourth-Dimensional Pocket Project
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January 10, 20XXFuji Xerox IT Solutions- Doraemon Challenge
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January 10, 20XXEvents
DocuWorld: A leading conference on current business trends targeted at
influencers in specific industries in Singapore, Hong Kong, Thailand, Australia,
Indonesia, Malaysia, Philippines, Korea
Themes:
•A CFO’s Journey to Digital
•360 Degrees of Green Office
•Embracing a New Work Style
•Innovating the Future
Presentations:
•The Internet-of-Things Round-table with The Business Times
•Asian Economic Community trends on CSR for private sector
•Sustainable world of tomorrow by Hong Kong Information Technology
Federation
@rupalishah

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January 10, 20XX
Drive Engagement
@rupalishah

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January 10, 20XX
@rupalishah

11. Fuji Xerox Internal Use Only
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January 10, 20XX
Decision
Maker
Influencer
Initiator Buyer
User
Identifying the B2B Decision Making Process
@rupalishah

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January 10, 20XXWho is Who in the Process?
Initiator
Identifies problem and suggests
consideration for solution.
IT, Marketing, Finance, HR, Sales
Decision Maker
Has the financial authority to make the
ultimate decision
CEO, CIO, CFO
Influencer
improves choice criteria on the decision
with more information
Senior member such as IT Manager,
Marketing Manager
Buyer
Conducts the transaction, makes the
payment and effects delivery
Procurement Manager, Finance Manager
Gatekeeper
Controls access to Decision Maker.
Executive Assistant, Secretary, PA
User
Ultimate user of the product/service.
End users in the company
@rupalishah

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January 10, 20XX
Case Study
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January 10, 20XXChief Optimist Campaign: Xerox Corporation
The magazine is created in
collaboration with Forbes, for
senior executives who know that
positive attitudes in business
yield positive results.
It is designed to deliver insights
that lead to opportunities. The
magazine features:
•Original interviews
•In-depth articles
•Objective & expert reporting
Available in multiple formats
@rupalishah

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January 10, 20XXPersonalized Lead Nurturing
Custom versions created for specific industries
•*Commercial *Higher Education
•*Government *Health Care
Inaugural Edition
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January 10, 20XXAchieving Success with Goals
Getting Past the Admin Gatekeepers
The magazine opened doors and got past
the gatekeepers due to its perceived value
and relevancy for the decision maker
Assisting the Sales Team
Sales representatives report that sharing the
magazine with the prospect changes the
very nature of the first call conversation.
Instead of immediately diving into the details
of products and services, the prospect would
often start talking about the topics in the
magazine
@rupalishah

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January 10, 20XX
Nurturing Leads
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January 10, 20XXCampaign Evolution
The campaign evolved in
stages:
•Bi-weekly Emails
•Microsite
•Webinars
•Print Magazine
•Magazine App for Tablets,
Smartphone
@rupalishah

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Results:
•70% of targeted companies
interacted with the Microsite
•300-400% increase in readership
over previous email campaigns
•20,000 new contacts added
•1,000+ scheduled appointments
generated
•$1.3 B in pipeline revenue
Campaign Results
@rupalishah

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Known Mistakes to Avoid
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“B2B buyers and
influencers are
turned off by self-
serving, irrelevant,
over-hyped, and
overly technical
content.”
Over-hype
Source: Forrester Research 2014
@rupalishah

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January 10, 20XX
“B2B vendor
websites are
inadequate and
hard to
navigate”
Lack of Simplicity
Source: Forrester Research 2014
@rupalishah

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“The sites lack the depth,
objectivity and strategic
context that buyers are
seeking to inform and
lead them through
complex evaluation and
purchasing processes.”
Brochure Websites
Source: Forrester Research 2014
@rupalishah

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‘B2B Marketers rely on
poorly conceived
content that doesn’t
connect with customer
needs and concerns.”
Content for the Sake of Content
Source: Forrester Research 2014
@rupalishah

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“Content that comes with
too many requirements for
downloading is a major
turn-off.”
Take More Give Less 
Source: Forrester Research 2014
@rupalishah

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Quality over Quantity
• Willingness to think differently
• Focus on the right targets and ensure internal buy-in
• Provide truly valuable content
• Customize, measure and refine
@rupalishah

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Thank You!
@rupalishah

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