Webcast: Optimize Your Content Marketing to Facilitate the Buyer's Journey
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Transcript of Webcast: Optimize Your Content Marketing to Facilitate the Buyer's Journey
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Optimize Your Content
Marketing to Facilitate
the Buyer's Journey
Tom Pisello, The ROI Guy
Chairman & Founder, Alinean
September 20, 2011
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© 2011 Alinean, Inc. 2
Our Speakers
Tom Pisello: The ROI Guy
– A 25-year career helping companies to get more business value from their IT and business investments
– Serial Entrepreneur
– Pundit & Blogger
– Chairman and Founder
• Alinean – Content Optimization w/ Interactive Smart Content and Value-Based Sales Enablement Tools
• Akonna – Social Media Marketing Competitive Benchmarking
9/20/201
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© 2011 Alinean, Inc. 3
Agenda
1. The Significance of Content for Marketing & Sales Enablement
2. Top Content Challenges
3. New Content Optimization Strategies & Tactics
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© 2011 Alinean, Inc. 4
The Significance of Content for Marketing & Sales Enablement
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© 2011 Alinean, Inc. 5
51% increasing budget
over next 12 months
Content Spending and Tactics
Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
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© 2011 Alinean, Inc. 6
Top Content Marketing Challenges
Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
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© 2011 Alinean, Inc. 7
Crisis in Confidence?
Only 41% indicate
that their content
marketing efforts
are effective.
Junta42 and MarketingProfs, 2010 Content Marketing Benchmark Survey
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© 2011 Alinean, Inc. 8
Why The Content Marketing Crisis in Confidence?
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© 2011 Alinean, Inc. 9
Buyers Have Fundamentally and Permanently
Changed
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Longer Sales Cycles
Reduced Deal Size More Leads to Close Same
Amount of Business
Stalled Deals
Increased Competition More Stakeholders
Executive Scrutiny
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© 2011 Alinean, Inc. 10
Quantifiable benefits
are mandatory
On average 90% of corporations surveyed require
quantifiable proof of bottom-line benefits on most
projects.
Quantifying value is
difficult for buyers
Two-thirds (65%) of buyers indicate that they do not
have the knowledge or tools needed to do business
value assessments and calculations.
Third party validation is
essential
Most trusted sources are: Industry Analysts (31.4%),
and Peers (28.7%).
Vendors lag as a trusted source for only 8.1%.
Buyers turn to vendors
for value proof points
81% of buyers expect vendors to quantify business
value of proposed solutions.
Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.
Frugalnomics: the new mantra for B2B Buyers
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© 2011 Alinean, Inc. 11
Describe the budgeting/approval process for most
recent solution purchase?
Determined potential impact throughother adopters and built a business
Budget was taken from another line itemafter need was established/clear
Budget was determined post multiplebids
Budget was allocated as part of a largerline item once need was established
Budget for project was approved andallocated during beginning of the year
26.7%
26.1%
20.6%
15.8%
10.9%
Demand Creation Specialists B2B Buyer Survey - 2011
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© 2011 Alinean, Inc. 12
How has the buying/decision-making process changed for
the most recent purchases vs. prior decisions?
Relied more on live customerfeedback/recommendations
More internal team members providedtheir input into decision process
Did more detailed analysis of costs/ROI ofsolution before finalizing the process
Utilized a wider variety of sources toresearch options
Took more time to research and considersolutions
48%
36%
34%
30%
21%
Multiple Responses Allowed
Demand Creation Specialists B2B Buyer Survey - 2011
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© 2011 Alinean, Inc. 13
Which Content is The Most Effective?
0%
10%
20%
30%
40%
50%
60%
70%
Early Middle Late
White papers
Peer referrals
Webinars
User Events
Analyst reports
Case Studies
Most often used to help make purchase decisions
Source: SiriusDecisions 2010
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© 2011 Alinean, Inc. 14
Content Optimization Strategies & Tactics
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© 2011 Alinean, Inc. 15
Fight Frugalnomics™ with Value Selling &
Marketing
Value Focus
Discussion:
• Prescriptive & Quantified
• Discover… Is customer
aware of issue?
• Diagnose… How bad is it?
• Quantify … Value of change
• Compare … Value vs. Status
Quo / Competition
Drive: Diagnostic Led: What
is issue & value of change?
Product Focus
Discussion:
• Customer knows issue
• Tie features / functions to needs
• Compares product alternatives
• Feature • Function • Price
Drive: Sales Led: Product
Driven
Solution Focus
Discussion:
• Customer knows issues &
desired outcome
• Questions to discover pain
points
• Recommend solution to
solve pain
Drive: Sales Led: Pain-Point
Driven
Solution
Provider Trusted Advisor Vendor
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© 2011 Alinean, Inc. 16
Making Content Relevant by Mapping to the
Buyer’s Journey
Buyer’s Journey
Discovery Consideration Decision Purchasing a Solution is a Complex Change Management Process
Need Help in Facilitating the Steps in the Process:
• Easier to Do Nothing than to Change
• More Stakeholders
• Competitive Agendas
• More Economic Scrutiny
Seeking Content that is:
• Consultative, Not a Sales Pitch
• Proactive
• Personalized and Concise: One-to-One
• More Relevant
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© 2011 Alinean, Inc. 17
Content to Facilitate the Buyer’s Journey
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© 2011 Alinean, Inc. 18
Facilitating the Buyer’s Journey w/ Interactive
Smart Content & Diagnostic Sales Tools
BUYER’S JOURNEY
Interactive White Papers
Diagnostic Assessment Tools
ROI Analysis Tools TCO Comparison Tools
Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Make the business case
for change
Validate/ reinforce choice
Prove best value
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Content Marketing & Sales Enablement Strategy
DISCOVERY CONSIDERATION DECISION
PROVOCATIVE APPROACH VALUE APPROACH
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© 2011 Alinean, Inc. 19
Interactive White Papers
• Interactive Profiling to Align Content
• Intelligent Quantitative & Qualitative Personalization
• Concise
• Increased Relevance
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© 2011 Alinean, Inc. 20
Diagnostic Assessment Tools
• Identify / Prioritize Issues and Recommend Solutions
• Survey to Identify Opportunities
• Peer / Leader Benchmarking
• Intelligent Roadmap Recommendations
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© 2011 Alinean, Inc. 21
ROI Calculators & TCO Comparison Tools
• Quantify Cost of Doing Nothing
• Justify Solutions
• Differentiate Value
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© 2011 Alinean, Inc. 22
Are You Ready to Optimize Your Content?
• Buyers Have Changed
– Purchase process is more complex
– More empowered, but overloaded
– More skeptical and frugal / economic focus
– Need help from solution providers
• Content Must be More Relevant to be Effective
– Facilitate the Buyer’s Journey
– Consultative & Concise
– Personalized / One-to-One
• New Content Marketing Needed to Drive Relevancy
– Interactive White Papers
– Diagnostic Assessment Tools
– ROI Calculators
– TCO Comparison Tools
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© 2011 Alinean, Inc. 23
Next Steps
Content Optimization Assessment
http://www.alinean.com/COA
Best Practice Resource Center
http://fightfrugalnomics.com
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© 2011 Alinean, Inc. 24
Questions?