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![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.](https://image.slidesharecdn.com/mappingcommunicationsstrategiestoresonatewiththenewbuyercke-140904083850-phpapp01/75/Mapping-Communications-Strategies-to-Resonate-With-the-New-Buyer-6-2048.jpg)
![[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.](https://image.slidesharecdn.com/mappingcommunicationsstrategiestoresonatewiththenewbuyercke-140904083850-phpapp01/75/Mapping-Communications-Strategies-to-Resonate-With-the-New-Buyer-13-2048.jpg)
![“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.](https://image.slidesharecdn.com/mappingcommunicationsstrategiestoresonatewiththenewbuyercke-140904083850-phpapp01/75/Mapping-Communications-Strategies-to-Resonate-With-the-New-Buyer-18-2048.jpg)
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Mapping Communications Strategies to Resonate With the New Buyer
The document discusses the evolving buyer journey in the context of B2B marketing, emphasizing that buyers are now leading the purchasing process and engaging with suppliers later than before. It highlights the importance of creating effective content that resonates with buyers' needs, adhering to a multi-channel approach, and refining measurement strategies to enhance marketing effectiveness. Key recommendations include mapping content to the buyer journey, understanding buyer personas, and leveraging analytics for ongoing optimization.
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Similar to Mapping Communications Strategies to Resonate With the New Buyer
Mapping Communications Strategies to Resonate With the New Buyer
- 1. MAPPING COMMUNICATIONS STRATEGIESTO RESONATE WITH THE NEW BUYER WEBINAR #BUYERJOURNEY
- 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. Understanding Buyer 2.0 Twitter: @abneedles
- 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. Today the Buyeris Taking the Lead … Online Twitter: @abneedles
- 6. Marketing Now (ShouldOwn) 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. It’s a DigitalBuyer Journey, With Sales Engaged Later in the Process Source: Enquiro/Mediative, “Integrated Persuasion: Online and Offline,” 2010.
- 8. Outbound Marketing is Declining, Inbound is ‘In’ Twitter: @abneedles
- 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. Adapting to Buyer2.0’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. Inbound Must BeMulti-medium Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.
- 12. Engaging, Substantive Contentis ‘King’ Twitter: @abneedles
- 13. [Marketing] Content Drivesthe 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. … Yet OurDemand 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. We Lead withWhat 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. We Need to‘Curb the Sales Messages’ Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.
- 17. Buyer Behavior HasForever Changed … Now Marketing Needs to! Twitter: @abneedles
- 18. “Which Tactic” Isthe 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. 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. DRIVING SUCCESS INTHE 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. There Are 3Success 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. The First StepIs 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. The First StepIs 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. Which Is AnArea 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. You Need ToMap 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. Using Persona-Driven MarketingBased 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. To Reshape YourContent 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. 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. That Optimizes TheMix 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. That Optimizes TheMix of Paid, Earned and Owned Channels DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
- 31. With An IncreasedFocused 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. The WestJet ChristmasMiracle Campaign Created Huge Buzz DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
- 33. And Generated ASpike In Revenue DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
- 34. TripAdvisor Shows TheBenefits Of An Alternative Approach DRIVING SUCCESS IN THE AGE OF THE CUSTOMER August 2014 #PRNewswire
- 35. To Tie ItAll 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. To Tie ItAll 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. Ken Wincko SVP,Marketing, PR Newswire Ken.Wincko@prnewswire.com
- 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. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890
Editor's Notes
- #23 <Slide Build> According to Forrester, 85% of brand marketers are publishing content. But only 36% are doing it efficiently. The harsh reality is that even when branded content is great, it’s not being discovered by audiences. Source: http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effectively/-/E-PRE6125
- #24 <Slide Build> According to Forrester, 85% of brand marketers are publishing content. But only 36% are doing it efficiently. The harsh reality is that even when branded content is great, it’s not being discovered by audiences. Source: http://www.forrester.com/Forrester+85+Of+Marketers+Publish+Branded+Content+But+Only+36+Do+It+Effectively/-/E-PRE6125
- #25 As you’ll notice in this slide, we are reinforcing the traditional mix of using owned, paid and earned channels to distribute/share/amplify content.
- #27 1. Use: Generating content that drive buyer actions 2. Use: Distribute your content to the right channels 3. Use: All of the data from insights 1 and 2 = the right content in the right place, at the right time in front of the right customer…moving you one step closer to closing the sale 4. Use: Especially for brands and companies creating and supporting a wide range of products—and serving various industry segments—having targeted, go-to buyer personas ensures that product, marketing and sales are on the same page and positioning your capabilities using the same language. 5. Over time, as you reach the right audience with the right content and produce higher quality leads, you’ll have more data on WHO actually BUYS—meaning your already targeted efforts can be even more laser-focused on driving results. 6. The personas—and the actual buyer behavior and feedback—will provide a roadmap of what your target buyer is looking for…and inform product updates, development and launches going forward.
- #28 Do the content pieces have specific goals that meet buyer needs at each stage of their journey? E.g., Photos and videos Sharing in social channels White papers New prospects Infographics Share or conversation
- #29 As you’ll notice in this slide, we are reinforcing the traditional mix of using owned, paid and earned channels to distribute/share/amplify content. Talk through gaps and when owned, paid and earned come into play/are most appropriate.
- #32 http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/ On a typical article two-thirds of people exhibit more than 15 seconds of engagement, on native ad content that plummets to around one-third. You see the same story when looking at page-scrolling behavior. On the native ad content we analyzed, only 24% of visitors scrolled down the page at all, compared with 71% for normal content. If they do stick around and scroll down the page, fewer than one-third of those people will read beyond the first one-third of the article.