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Copyright © SageCircle LLP 2024. All rights reserved.
Generating
leads with
analyst content
Personalization & cold
email
Shawn Newman & Duncan
Chapple
Tuesday 14 May, 11 am
Eastern
bit.ly/AR4leads
Copyright © SageCircle LLP 2024. All rights reserved. 2
Your speakers
and their
recent
experience
Duncan Chapple
• SageCircle consultant
• Elisa AR contractor
Shawn Newman
• IDC Product Manager
• 451 Product Specialist
Copyright © SageCircle LLP 2024. All rights reserved.
Agenda
1. Context
o Where the webinar came from
2. Presentation
o Enhancing Lead Generation with Analyst Content
▪ Shawn
3. Questions and comments
▪ You and the other attendees
4. Drill down section If you don't have many questions
o Leveraging Analyst Relations for Effective Sales Enablement
▪ Duncan
3
Context: where
the webinar
came from
4
Copyright © SageCircle LLP 2024. All rights reserved.
The discussion on analyst content & the buyer journey
5
November
Anna Galchenko
January
Duncan's CCGroup
Catalyst reports
January
Webinar with
Carter Lusher on
TechTarget
February
ARMasterminds:
pipeline & content
Mid February
Natalie Harms &
Sven Litke
Mid February
Julian Tirsu &
Bram Weerts
End February
Edoardo Cariglia
April
SageCircle
engagement with
services firm
April
Natalia Protsenko
April
SageNote: From
Analyst-Focus to
Buyer-Focus
May
SageTalk with Pat
Polpitts
Copyright © SageCircle LLP 2024. All rights reserved.
Sales Enablement Challenges
Companies often fail to recognize the crucial link between
analyst relations (AR) and sales enablement. Understanding
buyer needs is essential, and leveraging analyst coverage
can significantly enhance sales processes.
The AR-Sales Intersection: It’s often empty
AR's Role Beyond Reports
Analyst relations should not be confined to supplying
reports to sales teams. Instead, it should focus on building
relationships and providing actionable insights that can be
used strategically in the sales process.
01
02
Enhancing Lead
Generation with
Analyst Content
Shawn
7
Copyright © SageCircle LLP 2024. All rights reserved.
There is no silver bullet.
8
Copyright © SageCircle LLP 2024. All rights reserved.
Create a revenue-centric mission statement.
“Use analyst research, data, and opinion to accelerate lead generation and
win revenue through continuous refinement of internal product strategy
and building awareness via external go-to-market.”
9
Copyright © SageCircle LLP 2024. All rights reserved.
AR can drive revenue in all phases
10
• Cold Emails
• Differentiation
• Sales Collateral
• 3rd Party Validation
• Buyer Influence
• Geo Expansion
• Growth Forecasts
• Partnerships
• M&A
• Board/VC/Investor Validation
• Lead Generation
• Content Creation
• Message Testing
• Awareness Building
• Channel Strategy
• Events
• Persona Building
• Buyer Insight
• Product Roadmap
• Market Size/Share
• Competitive Insight
• Localization
Product Marketing
Sales
Strategy
AR
Better
understand
your customers.
Help
customers
understand
you.
Copyright © SageCircle LLP 2024. All rights reserved.
Analyst support during the Buyer Journey
Leverage data to create topical content throughout the year.
11
AWARENESS,
EDUCATION, &
PLANNING
SOLUTION,
CONSIDERATION, &
IDENTIFY
DECISION,
SELECTION, &
EVALUATE
PHASE 1
Focus on
customer challenges
TACTICS: Use quick-hitting,
easily digestible and
stage-setting content format
QUESTION: Is the technology
at the right maturity for our
consideration? (CtC)
► Blogs, social assets,
infographics, snackable
content, webinars
BUYER JOURNEY
PHASE 2
Focus on
digital maturity
TACTICS: Data-gathering
engagement, longer-format
content
QUESTION: What are the
potential benefits? What
vendors are my peers using?
► Benchmarking tools,
whitepapers, sales
enablement, assessments
PHASE 3
Focus on
business outcomes
TACTICS: Longer-format,
more in-depth content,
utilizing peer insight
QUESTION: How well have
the vendors on my shortlist
performed in the real world?
► Third-party support in
data sheets, ROI proposals,
business case
Jobs to be done
by the buyers
How analyst
content can
help
Copyright © SageCircle LLP 2024. All rights reserved.
Sample Content Campaign
12
Copyright © SageCircle LLP 2024. All rights reserved.
Sell to others as you want to be sold.
• Relevance makes you open an email
• Think about some of your “jobs-to-be-done”:
• Learn something
• Solve a problem
• Save time
• Avoid a mistake
• Make money
• Make me (or my boss) look good
• Does your organization employ your buyer?
• Ask them if they open any cold emails, what gets their attention, use them as a sounding board.
• Developers, CIO, CTO, CMO, Product Managers, HR, SALES!, etc…
• You may (or may not) be shocked how many they get per day…
13
Copyright © SageCircle LLP 2024. All rights reserved.
• Build credibility and awareness by providing
structured, reliable, consistent content:
• Newsletters
• Win Report
• Strategy Days
• Training
• Help your sales team understand:
• specific drivers for adoption
• how their market is changing and what’s driving it
• spot the key sales barriers and tactics to
overcome them
• understand the widening set of roles involved in
the IT purchase decision process
14
• Hooks to engage sales:
• Market definitions and evolution
• Market dynamics and trends
• Customer adoption and buying behavior
• Ideal Customer Profile/Firmographics
• Develop prospect list based on specified criteria
• Demand drivers and inhibitors
• Broad overviews of the competitive landscape
• Profiles of key competitors, including:
• Overview and assessment of
products/services/technology
• Business model and go-to-market strategy
• Analyst Insight and SWOT analysis
• Creation of sales messaging/battle cards for
targeted campaigns
Starting the AR/Sales Partnership
Copyright © SageCircle LLP 2024. All rights reserved.
AR translates Analyst support for Sales
15
Copyright © SageCircle LLP 2024. All rights reserved.
Steps to building analyst content
16
16
Build the
strategy
Gather
market
input
Create
thought
leadership
• Interview your stakeholders, the product/marketing/sales/executive team
• Define your value proposition
• Identify key customer pain points
• Determine where and how to engage your prospects in their buying journey
• Identify the metrics used by your stakeholders for assessment: use them!
• Gather market intelligence and uncover unique insight
• Leverage existing data or do customer research with your target audience
• Validate your value proposition
• Quantify the importance of each customer pain point
• Gather data on the issues that your prospects are grappling with
• Create a bundle of thematically linked content assets.
• Help your prospects to make decisions and execute their initiatives
• Build trust in your brand
• Open an opportunity for your sales team to engage
Enable the
sales team
• Ensure that your sales team can fully leverage your strategy
• Help them to connect the topics with your value proposition
• Ask your analyst firm or outsource lead generation services for mql's
• Turn inquiries into opportunities!
Copyright © SageCircle LLP 2024. All rights reserved.
Cold Sales Emails help fill in the gaps.
• Sales reps and SDR’s are always looking for personalized, data driven content for outreach to prospects.
• Not to be confused with “bulk email”, which is sent by marketing
• Analyst firms produce a ton of data and it is an effective way to support cold outreach.
• Many firms allow you to use small amounts of content as part of your subscription to enhance the value.
• IDC – One or two paragraphs and a chart
• 451 – Spotlight reports and charts/graphs
17
Less
Flexible
More
Flexible
Copyright © SageCircle LLP 2024. All rights reserved. 18
Copyright © SageCircle LLP 2024. All rights reserved.
BLOG SOURCE: Majority of applications will use cloud-native technologies in two years
DATA SOURCE: Cloud Native, Development, Migration and Modernization 2024 survey
SUBJECT: Top goals for modernization initiatives
Hi Duncan,
According to a recent survey from 451 Research, 42% of organizations they surveyed
are currently using cloud-native technologies like containers and another 32% are
planning to implement these technologies over the next two years.
The top goal for those companies planning to implement cloud-native technologies is
enabling more centralized visibility and management of IT resources (chart below).
If this is also something your organization is also looking to improve let me know and
I’d be happy to introduce you to one of our specialists. In the meantime, here is a link
to a video with a 451 Research analyst on best practices in improving visibility and
management of IT resources.
If you have any other questions, please let me know.
Best,
Shawn
19
Example One
Source: 451 Research
Target: IT
Sector: Cloud Native
Topic: Modernization
From: Observability Vendor
Copyright © SageCircle LLP 2024. All rights reserved.
BLOG SOURCE: 10 Practices To Prepare Marketing For GenAI’s Disruptive Impact
DATA SOURCE: GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years; Then
Sam Altman Says It Could Be Closer to 95%
SUBJECT: Increase Marketing Productivity by More than 40%
Hi Robin,
As you may know, GenAI is rapidly advancing and is poised to redefine marketing roles,
skills, and practices. Its ability to learn and improve exponentially means that within the
next few years, it will be capable of managing and optimizing marketing processes with
unprecedented efficiency.
According to the models of technology analysts at IDC, the delegation of workloads to
GenAI will increase marketing productivity by 40% over the next 5 years. They estimate
that for Analytics and Reporting specifically, this will increase from 15% of
organizations today to 45% by 2029.
To help you stay ahead of the competition, here is a link to a blog post on 10 Practices
to Prepare Marketing for GenAI’s Disruptive Impact, where you’ll also find a whitepaper
that goes deeper on the subject.
If there is anything else I can do to assist, please let me know.
Best,
Shawn
20
Example Two
Source: IDC
Target: Marketing
Sector: AI
Topic: Marketing Workloads
From: Analytics Vendor
Copyright © SageCircle LLP 2024. All rights reserved.
BLOG SOURCE: Top Cybersecurity Threats In 2024
DATA SOURCE: Top Cybersecurity Threats In 2024
SUBJECT: Top Cybersecurity Threats In 2024
Hi Chris,
According to a Forrester survey, the number of companies that have been breached at
least once has risen from 63% two years ago to 78% in the past year. Even more
concerning is the number of organizations that said that they have been breached
anywhere from six to 10 times, which has jumped to 22%.
As more organizations are getting breached and more frequently, it’s important to stay
on top of the latest threats. To help you stay on top of them, here is a link to a recent
podcast where Forrester analysts review the Top Cybersecurity Threats in 2024. From
there, you’ll be able to access an online benchmarking tool to assess your current
ability to detect and remediate threats.
If there is anything else I can do to assist, please let me know.
Best,
Shawn
21
Example Three
Source: Forrester
Target: CISO
Sector: InfoSec
Topic: Breaches
From: Threat Detection
Vendor
Copyright © SageCircle LLP 2024. All rights reserved.
Want help from Shawn and Duncan ?
Book the SageWorkshop on Lead Generation Strategy
bit.ly/SageLeads
22
Revenue Growth
• Revenue-Centric
Mission Statement
Sales and AR
Partnership
• Market Intelligence
Thought
Leadership
• Analyst Relations
Integration
Sales Enablement
• Sales Training
Integration
Customer
Profiling
• Narrative Crafting
• Content Mapping
Tactical Content
Use
• Content
Personalization
Questions
Answers!
23
Thank You

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Generating Leads with Analyst Content Webinar Slides_SJN Final.pdf

  • 1. Copyright © SageCircle LLP 2024. All rights reserved. Generating leads with analyst content Personalization & cold email Shawn Newman & Duncan Chapple Tuesday 14 May, 11 am Eastern bit.ly/AR4leads
  • 2. Copyright © SageCircle LLP 2024. All rights reserved. 2 Your speakers and their recent experience Duncan Chapple • SageCircle consultant • Elisa AR contractor Shawn Newman • IDC Product Manager • 451 Product Specialist
  • 3. Copyright © SageCircle LLP 2024. All rights reserved. Agenda 1. Context o Where the webinar came from 2. Presentation o Enhancing Lead Generation with Analyst Content ▪ Shawn 3. Questions and comments ▪ You and the other attendees 4. Drill down section If you don't have many questions o Leveraging Analyst Relations for Effective Sales Enablement ▪ Duncan 3
  • 5. Copyright © SageCircle LLP 2024. All rights reserved. The discussion on analyst content & the buyer journey 5 November Anna Galchenko January Duncan's CCGroup Catalyst reports January Webinar with Carter Lusher on TechTarget February ARMasterminds: pipeline & content Mid February Natalie Harms & Sven Litke Mid February Julian Tirsu & Bram Weerts End February Edoardo Cariglia April SageCircle engagement with services firm April Natalia Protsenko April SageNote: From Analyst-Focus to Buyer-Focus May SageTalk with Pat Polpitts
  • 6. Copyright © SageCircle LLP 2024. All rights reserved. Sales Enablement Challenges Companies often fail to recognize the crucial link between analyst relations (AR) and sales enablement. Understanding buyer needs is essential, and leveraging analyst coverage can significantly enhance sales processes. The AR-Sales Intersection: It’s often empty AR's Role Beyond Reports Analyst relations should not be confined to supplying reports to sales teams. Instead, it should focus on building relationships and providing actionable insights that can be used strategically in the sales process. 01 02
  • 8. Copyright © SageCircle LLP 2024. All rights reserved. There is no silver bullet. 8
  • 9. Copyright © SageCircle LLP 2024. All rights reserved. Create a revenue-centric mission statement. “Use analyst research, data, and opinion to accelerate lead generation and win revenue through continuous refinement of internal product strategy and building awareness via external go-to-market.” 9
  • 10. Copyright © SageCircle LLP 2024. All rights reserved. AR can drive revenue in all phases 10 • Cold Emails • Differentiation • Sales Collateral • 3rd Party Validation • Buyer Influence • Geo Expansion • Growth Forecasts • Partnerships • M&A • Board/VC/Investor Validation • Lead Generation • Content Creation • Message Testing • Awareness Building • Channel Strategy • Events • Persona Building • Buyer Insight • Product Roadmap • Market Size/Share • Competitive Insight • Localization Product Marketing Sales Strategy AR Better understand your customers. Help customers understand you.
  • 11. Copyright © SageCircle LLP 2024. All rights reserved. Analyst support during the Buyer Journey Leverage data to create topical content throughout the year. 11 AWARENESS, EDUCATION, & PLANNING SOLUTION, CONSIDERATION, & IDENTIFY DECISION, SELECTION, & EVALUATE PHASE 1 Focus on customer challenges TACTICS: Use quick-hitting, easily digestible and stage-setting content format QUESTION: Is the technology at the right maturity for our consideration? (CtC) ► Blogs, social assets, infographics, snackable content, webinars BUYER JOURNEY PHASE 2 Focus on digital maturity TACTICS: Data-gathering engagement, longer-format content QUESTION: What are the potential benefits? What vendors are my peers using? ► Benchmarking tools, whitepapers, sales enablement, assessments PHASE 3 Focus on business outcomes TACTICS: Longer-format, more in-depth content, utilizing peer insight QUESTION: How well have the vendors on my shortlist performed in the real world? ► Third-party support in data sheets, ROI proposals, business case Jobs to be done by the buyers How analyst content can help
  • 12. Copyright © SageCircle LLP 2024. All rights reserved. Sample Content Campaign 12
  • 13. Copyright © SageCircle LLP 2024. All rights reserved. Sell to others as you want to be sold. • Relevance makes you open an email • Think about some of your “jobs-to-be-done”: • Learn something • Solve a problem • Save time • Avoid a mistake • Make money • Make me (or my boss) look good • Does your organization employ your buyer? • Ask them if they open any cold emails, what gets their attention, use them as a sounding board. • Developers, CIO, CTO, CMO, Product Managers, HR, SALES!, etc… • You may (or may not) be shocked how many they get per day… 13
  • 14. Copyright © SageCircle LLP 2024. All rights reserved. • Build credibility and awareness by providing structured, reliable, consistent content: • Newsletters • Win Report • Strategy Days • Training • Help your sales team understand: • specific drivers for adoption • how their market is changing and what’s driving it • spot the key sales barriers and tactics to overcome them • understand the widening set of roles involved in the IT purchase decision process 14 • Hooks to engage sales: • Market definitions and evolution • Market dynamics and trends • Customer adoption and buying behavior • Ideal Customer Profile/Firmographics • Develop prospect list based on specified criteria • Demand drivers and inhibitors • Broad overviews of the competitive landscape • Profiles of key competitors, including: • Overview and assessment of products/services/technology • Business model and go-to-market strategy • Analyst Insight and SWOT analysis • Creation of sales messaging/battle cards for targeted campaigns Starting the AR/Sales Partnership
  • 15. Copyright © SageCircle LLP 2024. All rights reserved. AR translates Analyst support for Sales 15
  • 16. Copyright © SageCircle LLP 2024. All rights reserved. Steps to building analyst content 16 16 Build the strategy Gather market input Create thought leadership • Interview your stakeholders, the product/marketing/sales/executive team • Define your value proposition • Identify key customer pain points • Determine where and how to engage your prospects in their buying journey • Identify the metrics used by your stakeholders for assessment: use them! • Gather market intelligence and uncover unique insight • Leverage existing data or do customer research with your target audience • Validate your value proposition • Quantify the importance of each customer pain point • Gather data on the issues that your prospects are grappling with • Create a bundle of thematically linked content assets. • Help your prospects to make decisions and execute their initiatives • Build trust in your brand • Open an opportunity for your sales team to engage Enable the sales team • Ensure that your sales team can fully leverage your strategy • Help them to connect the topics with your value proposition • Ask your analyst firm or outsource lead generation services for mql's • Turn inquiries into opportunities!
  • 17. Copyright © SageCircle LLP 2024. All rights reserved. Cold Sales Emails help fill in the gaps. • Sales reps and SDR’s are always looking for personalized, data driven content for outreach to prospects. • Not to be confused with “bulk email”, which is sent by marketing • Analyst firms produce a ton of data and it is an effective way to support cold outreach. • Many firms allow you to use small amounts of content as part of your subscription to enhance the value. • IDC – One or two paragraphs and a chart • 451 – Spotlight reports and charts/graphs 17 Less Flexible More Flexible
  • 18. Copyright © SageCircle LLP 2024. All rights reserved. 18
  • 19. Copyright © SageCircle LLP 2024. All rights reserved. BLOG SOURCE: Majority of applications will use cloud-native technologies in two years DATA SOURCE: Cloud Native, Development, Migration and Modernization 2024 survey SUBJECT: Top goals for modernization initiatives Hi Duncan, According to a recent survey from 451 Research, 42% of organizations they surveyed are currently using cloud-native technologies like containers and another 32% are planning to implement these technologies over the next two years. The top goal for those companies planning to implement cloud-native technologies is enabling more centralized visibility and management of IT resources (chart below). If this is also something your organization is also looking to improve let me know and I’d be happy to introduce you to one of our specialists. In the meantime, here is a link to a video with a 451 Research analyst on best practices in improving visibility and management of IT resources. If you have any other questions, please let me know. Best, Shawn 19 Example One Source: 451 Research Target: IT Sector: Cloud Native Topic: Modernization From: Observability Vendor
  • 20. Copyright © SageCircle LLP 2024. All rights reserved. BLOG SOURCE: 10 Practices To Prepare Marketing For GenAI’s Disruptive Impact DATA SOURCE: GenAI Will Increase Marketing Productivity by More than 40% in the Next Five Years; Then Sam Altman Says It Could Be Closer to 95% SUBJECT: Increase Marketing Productivity by More than 40% Hi Robin, As you may know, GenAI is rapidly advancing and is poised to redefine marketing roles, skills, and practices. Its ability to learn and improve exponentially means that within the next few years, it will be capable of managing and optimizing marketing processes with unprecedented efficiency. According to the models of technology analysts at IDC, the delegation of workloads to GenAI will increase marketing productivity by 40% over the next 5 years. They estimate that for Analytics and Reporting specifically, this will increase from 15% of organizations today to 45% by 2029. To help you stay ahead of the competition, here is a link to a blog post on 10 Practices to Prepare Marketing for GenAI’s Disruptive Impact, where you’ll also find a whitepaper that goes deeper on the subject. If there is anything else I can do to assist, please let me know. Best, Shawn 20 Example Two Source: IDC Target: Marketing Sector: AI Topic: Marketing Workloads From: Analytics Vendor
  • 21. Copyright © SageCircle LLP 2024. All rights reserved. BLOG SOURCE: Top Cybersecurity Threats In 2024 DATA SOURCE: Top Cybersecurity Threats In 2024 SUBJECT: Top Cybersecurity Threats In 2024 Hi Chris, According to a Forrester survey, the number of companies that have been breached at least once has risen from 63% two years ago to 78% in the past year. Even more concerning is the number of organizations that said that they have been breached anywhere from six to 10 times, which has jumped to 22%. As more organizations are getting breached and more frequently, it’s important to stay on top of the latest threats. To help you stay on top of them, here is a link to a recent podcast where Forrester analysts review the Top Cybersecurity Threats in 2024. From there, you’ll be able to access an online benchmarking tool to assess your current ability to detect and remediate threats. If there is anything else I can do to assist, please let me know. Best, Shawn 21 Example Three Source: Forrester Target: CISO Sector: InfoSec Topic: Breaches From: Threat Detection Vendor
  • 22. Copyright © SageCircle LLP 2024. All rights reserved. Want help from Shawn and Duncan ? Book the SageWorkshop on Lead Generation Strategy bit.ly/SageLeads 22 Revenue Growth • Revenue-Centric Mission Statement Sales and AR Partnership • Market Intelligence Thought Leadership • Analyst Relations Integration Sales Enablement • Sales Training Integration Customer Profiling • Narrative Crafting • Content Mapping Tactical Content Use • Content Personalization