Marketers are no longer in control of when their messaging is consumed. An On Demand B2B marketing strategy makes the buyer’s journey more personal.

1. ON-DEMAND MARKETING

2. As a society, our consumption habits have changed.

3. 8 out of 10 IT Decision Makers find it challenging to locate enough
high-quality content.

4. On Demand Marketing
Your Path to Conversion Should Be:
✓ Consistent across all channels
✓ Focused on personalization
✓ Driven by audience behavior
✓ Actionable at every step
✓ Integrated to achieve synergy
Hold the burst with data-driven personalization
- “Based on X you should explore Y”
- 35% of Amazon’s revenue is generated by its recommendation engine
Allow for self-nurturing
- With established paths, audiences can consume at their preferred pace
Attention spans have evolved from drips to burst
- Content needs to facilitate further action
Expect to convert and nurture any click you receive
- Have multiple paths to conversion established from Day 1/Click 1
On Demand Marketing is the understanding that attention spans have
shifted to burst mode. Here, marketers need to have multiple established
paths of relevant content leading to conversion, built out from Day 1.
Source: http://www.slideshare.net/G3Com/look-bookhq-dgr-always-on-nurturing-webinar-final

5. 75%
75% of B2B Buyers spend
more time on the second
asset than on the first
55%
Studies show that 55% of ‘binge
watchers’ will stop watching a
series after 1 inadequate
experience; the same can be
assumed for marketing content
4 Minutes
The average burst session
lasts for over 4 minutes
(104 seconds/asset)
The Appetizer Effect:
An initial piece of short content earns more time from your audience for longer form content,
further down the funnel. Effective short content gets the mind thinking and leaves the audience
hungry for more.
Example: Help identify challenges & pains (short form) > provide solutions and methods to
overcome (long form)
3
B2B Buyers consume on
average 3 different assets
during a burst session
Source: http://www.slideshare.net/G3Com/look-bookhq-dgr-always-on-nurturing-webinar-final