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Deliver Engaging Content to Your Buyers: A Tale of Two Journeys

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Buyers want more.

More access to more information before they talk to sales. More useful content that they can trust. More self discovery. More control.

BUT NOT MORE CONTENT.

Successful marketers are evolving to give buyers what they want across their journey. More static content is not the answer. Usefulness and utility separate an engaging interactive dialogue from a passive one.

This presentation will guide you through:
- Contrasting static and interactive buyer journeys
- How interactive content can support every stage of the journey with social sharing, lead generation, demand generation, sales enablement and inbound generation
- Using an interactive dialogue to provide rich, explicit insights for lead scoring, sales outreach and marketing segmentation

Publié dans : Marketing
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Deliver Engaging Content to Your Buyers: A Tale of Two Journeys

  1. 1. The New Buyer Journey It’s all about your content!
  2. 2. What’s inside: What’s happening with content?
 A buyer’s journey
 Interactive across the funnel
 Pass/fail versus rich insights
  3. 3. To attract, acquire and engage an 
 audience.
  4. 4. What types of content
 are we creating to attract,
 acquire & engage our
 audience?
  5. 5. 2016 B2B Content Marketing Trends
 North America: Content Marketing Institute/MarketingProfs Types of Content
  6. 6. 76% of marketers expect to create
 more content this year than last. 76% ~ Content Marketing Institute
  7. 7. BUT only 30% of B2B marketers say their content
 marketing is effective. 30% ~ Content Marketing Institute
  8. 8. And 60% of B2B marketers say their producing
 engaging content is a challenge. 60% ~ Content Marketing Institute
  9. 9. “70% of the buyer’s journey is complete before 
 a buyer reaches out to sales.” ~ Sirius Decisions 70%
  10. 10. “Buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way.” ~ Lori Wizdo, Forrester
  11. 11. dealermarketing.net The Buyers Journey AWARENESS
 STAGE CONSIDERATION
 STAGE DECISION
 STAGE
  12. 12. ~ Hubspot
  13. 13. ~ Forrester Research
  14. 14. Pass/Fail Journey vs. Interactive Journey
  15. 15. • Interact with an interactive 
 infographic • Interact with an interactive 
 white paper • Complete a quiz • Register to download a white 
 paper • Answer a 15-question self 
 assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator VS SPEAK AT YOUR 
 BUYERS • View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video SUPPORT THE MODERN BUYERS JOURNEY The Tale of Two Journeys
  16. 16. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y Let’s begin a typical 
 buyer’s journey through static content…
 An anonymous visitor clicks on a tweet 
 and lands on an infographic. So far, 
 that’s all we know. Over here, let’s compare that with a modern buyer’s experience through interactive content…the visitor clicks on a tweet and engages with an interactive
 infographic. We know each element 
 he interacts with. VS
  17. 17. In both versions of our journey, it’s likely that marketing has placed a cookie
 on the visitor for retargeting. B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S
  18. 18. Now the anonymous visitor is retargeted with ads that pick up where his
 affinity for the infographic left off. He clicks through one of the ads! B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S
  19. 19. He lands and (maybe/hopefully) downloads a white paper. He’s no longer anonymous as marketing now has his contact record. He lands and engages with an interactive white paper experience. We know every element he interacts with and what percentage he “consumed.” He’s still anonymous at this point. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  20. 20. He loves the content in the interactive white paper and he decides he
 wants the PDF version as well. I N T E R A C T I V E J O U R N E Y
  21. 21. Now he converts from an anonymous visitor to “Bill”. B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S
  22. 22. In the static content journey, once he completes the form, Bill’s previous interactions are married to his contact information. We know he viewed the infographic and downloaded the white paper. In the interactive content journey, once 
 he completes the form, Bill’s previous interactions are married to his contact information. We know which elements of both the interactive infographic and white paper he interacted with and even how much of the interactive white paper he consumed. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y VS
  23. 23. In both journeys, Bill is added to a nurture campaign
 in the marketing automation system B O T H S T A T I C & I N T E R A C T I V E J O U R N E Y S
  24. 24. Bill gets an email offering a static downloadable solution brief PDF. Bill gets an email offering a self-guided interactive needs assessment tool. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  25. 25. Bill downloads the solution brief PDF. 
 That's all we know. Over in the interactive journey, Bill completes the assessment! We know his personal responses to questions about his needs, pains and challenges. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  26. 26. In Bill’s static buyers journey, marketing is capturing page views, emails clicked and downloads. These measurements are
 “pass/fail,” not providing insight or measurement beyond the views, 
 clicks and downloads. In Bill’s interactive journey, marketing is able to capture Bill’s key behaviors and responses. These are rich insights that illuminate his interactions with the content and make the content itself far more measurable. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  27. 27. After Bill downloads 
 the solution brief, he might share it with 
 his boss (or, it might sit unopened in his computer downloads folder, forgotten in 
 a matter of moments). In our interactive journey, Bill found the assessment to be very valuable, providing him with a score benchmarked against his peers, and personalized recommendations and best practices. He decides to share the assessment results with his boss. S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y VS
  28. 28. Bill receives the next generic
 nurture email in the drip program,
 a link to the product page. Marketing’s next nurture email to Bill is personalized based on his previous responses in the assessment. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  29. 29. Bill clicks through and reads
 the product page. Bill clicks through and uses a solution builder tool. Behind the scenes, marketing continues to capture all his inputs and responses. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  30. 30. Bill (maybe) sends a link of the
 product page to his colleagues. Bill shares the solution builder
 results with his colleagues. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  31. 31. In our static journey, Bill bubbles up to the sales team. Sales can see that Bill has viewed some pages, clicked some emails and downloaded some documents. 
 They reach out to learn about Bill
 and qualify him. In our interactive journey, Bill also bubbles
 up to the sales team as an active lead. Sales can see Bill’s interactions with the white paper, assessment and solution builder, and can see he’s likely qualified based on his responses. Sales reaches
 out to contact Bill and begin the conversation, starting at his point of interest and current state. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  32. 32. After their call, sales sends Bill some
 more product info and
 an ROI whitepaper. After their call, sales sends sends
 Bill an interactive ROI calculator. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  33. 33. Sales waits a few days then reaches
 out to Bill to see if he read through
 the materials they sent. When Bill interacts with the ROI
 calculator, the data is captured and surfaced to sales. They can see that
 the ROI for Bill is pretty compelling. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  34. 34. Sales is trying to reestablish
 communication with Bill. He’s gone
 dark. He’s been a bit too busy to do the math on the ROI and review the
 other PDFs, so he’s been
 avoiding sales. But over in the interactive journey, Bill already knows the ROI because of the interactive calculator. He’s engaged. Bill calls sales. He’s got buying questions. VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  35. 35. In the interactive journey, Bill & sales discuss getting started, using
 an implementation configurator together. Over in the static journey,
 sales is still trying to get back in touch with Bill. I N T E R A C T I V E J O U R N E Y
  36. 36. Bill got a lot of value from his meeting with sales and was able to
 learn more about the solution and implementation details. He shares
 the new information with his boss and colleagues. I N T E R A C T I V E J O U R N E Y
  37. 37. I N T E R A C T I V E J O U R N E Y Bill is thinking and planning.
  38. 38. Bill is talking with his boss about implementation details
 and program goals. I N T E R A C T I V E J O U R N E Y
  39. 39. I N T E R A C T I V E J O U R N E Y Bill talking to procurement and doing legwork.
  40. 40. Back in our static journey, sales finally
 gets Bill on the phone. He’s ready to (maybe) pick up back where they left
 off the conversation. Now,
 where were they??? In our interactive journey, Bill had a
 great content experience. He had a
 relevant experience with sales. Bill
 gained team buy-in by demonstrating
 value through the assessment, solution builder, calculator and implementaion planner. Bill is ready to buy! VS S T A T I C J O U R N E Y I N T E R A C T I V E J O U R N E Y
  41. 41. Bill says yes to sales. I N T E R A C T I V E J O U R N E Y
  42. 42. I N T E R A C T I V E J O U R N E Y The interactive 
 content experience: • Supports the modern buyer's desire 
 for self-discovery
 • Engages the buyer with content that 
 feels personalized, relevant and useful
 • Helps sales start the conversation at 
 the buyer's point of interest
 • Provides rich insights and measurements for marketing
  43. 43. VS • View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video PASS/FAIL • Interact with an interactive 
 infographic • Interact with an interactive 
 white paper • Complete a quiz • Register to download a white 
 paper • Answer a 15-question self 
 assessment • Configure a solution • Use an ROI calculator • Use an implementation calculator RICH INSIGHTS FOR SALES & MARKETING The Tale of Two Journeys
  44. 44. It’s hard to surface buyer insights & meaningful digital body language without content interactions.
  45. 45. What does interactive
 content mean for the organization?
  46. 46. Content that 
 is not simply
 pass/fail
  47. 47. Content that your audience wants to consume—that they will engage with and use.
  48. 48. Better engaged
 and educated prospects.
  49. 49. Sales can meet
 the buyer at the point of interest.
  50. 50. Better sales 
 and marketing alignment
  51. 51. More
 opportunities
  52. 52. More
 customers
  53. 53. Interactive Content
 Across the
 Buyer’s Journey
  54. 54. Content – defined as all information components produced by marketing to communicate ideas and transfer knowledge to buyer and seller audiences – plays a critical role in driving demand. But when the type of content created does not align with buyers’ and sellers’ needs, it fails to support the types of conversations that are required to move the buying process forward.
 “ ”~ Sirius Decisions
  55. 55. Early Stage Begin the dialog. Design for content engagement. Seek to educate. EBOOKS INTERACTIVE
 WHITE PAPERS QUIZZESLOOKBOOKSINTERACTIVE
 INFOGRAPHICS
  56. 56. Middle Stage Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. EBOOKS INTERACTIVE
 WHITE PAPERS CALCULATORSASSESSMENTSINTERACTIVE
 INFOGRAPHICS SURVEYS SOLUTION
 BUILDERS
  57. 57. Late Stage Continue the relationship. Increasing specificity of education. Transform general concepts into more concrete ones. ASSESSMENTS SOLUTION
 BUILDERS CONFIGURATORS CALCULATORS
  58. 58. B2B Content preferences survey: Buyers want short, visual, mobile-optimized content. ~ Demand Gen Report
  59. 59. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... Generating Conversions 36% INTERACTIVE CONTENT PASSIVE CONTENT 70% VS
  60. 60. Comparing interactive to content, interactive content
 is somewhat or very effective at... Educating the Buyer 70% INTERACTIVE CONTENT PASSIVE CONTENT 93% VS
  61. 61. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... Differentiating from Competitors 55% INTERACTIVE CONTENT PASSIVE CONTENT 88% VS
  62. 62. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... Being Shared 17% INTERACTIVE CONTENT PASSIVE CONTENT 38% VS
  63. 63. 53% of marketers use interactive content. 53%
  64. 64. 75% plan to increase their usage this year. 75%
  65. 65. Our audience engagement has increased since my organization started using interactive content tactics Engagement 66 AGREE% 66%
  66. 66. Non gated interactive content
 can provide a “sample” of
 the brand, resulting in a higher degree of lead nurturing Lead
 Nurturing 75 AGREE% 75%
  67. 67. Combining traditional content marketing tactics with interactive content enhances retention of my organization’s message Education 79 AGREE% 79%
  68. 68. That’s a Wrap Your prospects and customers
 don’t want your content 
 They want answers to their 
 questions or new information 
 They want you to be useful 
 and helpful
 They want to learn
 They want something 
 interesting
  69. 69. Thank You info@ioninteractive.com atalerico@ioninteractive.com twitter: @annatalerico
  70. 70. We Can Help. Get a Demo of the Platform that Creates Interactive Journeys Engage, convert and profile higher quality buyers using interactive content. info@ioninteractive.com Contact Sales: www.ioninteractive.com Visit:

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