This document discusses how diagnostic content marketing helped improve a company's marketing funnel. It provides examples of relevant, personalized, and diagnostic content types. It then describes how the company used calculators and speed tests to identify problems in prospects' organizations. Key lessons learned were that highlighting problems prospects may not realize made information more effective. The document concludes by providing resources and suggesting ways for others to build diagnostic content for their own marketing.

1. Tim Matthews
VP Marketing
Incapsula/Imperva
@timmatthewssv
THREE B2B SUCCESS STORIES
Diagnostic Content Marketing: How Customized
Reports Unstuck Our Funnel

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Men are moved by two levers only: fear and self interest.
Napoleon Bonaparte“ ”
Fear Self Interest
The best headlines are those that appeal to the reader’s
self-interest.
John Caples
“ ”

3. Content Types
Confidential3
Relevant Personalized Diagnostic
Content that relates to a
prospects job, problems
or interests
Content that has been
customized to match
the industry, title and/or
personal details of a
prospect
Content that offers an
analysis of a prospect’s
organization or
processes, with the aim
of identifying problems

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di•ag•nos•tic con•tent (dī′əg-nŏs′tĭk) (kŏn′tĕnt′)
1. Content designed to identify problems in
a prospect’s organization or operations.

5. Cost of DDoS Calculator
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6. Data Breach Calculator
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7. Speed Test
• Simulated users hitting prospect’s
site and measured the difference
• (When we could help) Sent results
of the test to prospects
• Offer of follow up with engineer to
help fix the problem
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8. Lessons Learned
• Better than ______ works better than just
“better”
• Holding back information increased form fills for
full report
• Many customers don’t understand they are in
pain – so we needed to make it abundantly clear
• The bias against calculators is overstated.
Credible data shows value and builds trust.
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9. How You Can Build Diagnostic Content
• “Plays” You Can Run
– Turn a study into calculator
– Memorialize best practices and have customers
assess themselves against them
– Capture data from your SaaS application and use it
to create a benchmark for prospects
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10. Resources
• Data Breach Calculator
– www.databreachcalculator.com
• Cost of DDoS Calculator
– lp.incapsula.com/ddos-downtime-cost-calculator.html
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Tested Advertising Methods
John Caples
http://amzn.com/0130957011

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