ama webinar - new ways to deliver content that drives engagement
DESCRIPTION
My webinar presentation for the American Marketing Association on Jan 15, 2014. Sponsored by ReadyTalk. As marketers, we all face the same challenges. It’s no surprise that now more than ever, customers control the buying process. Companies that use multiple content delivery methods - and the best matched content for the different stages of the buying cycle - will maximize their selling potential and drive more revenue. Integrating platforms with diverse content delivery channels is increasingly important. Mobile devices, email, blogs, social, and webinars can all be seamlessly combined with marketing automation to help marketers better engage prospects, measure behaviors and response rates, and improve ROI. Are you looking for new ways to deliver content and drive engagement throughout the buying process? Brian Hansford, client service director with Heinz Marketing, will deliver new, actionable ideas that marketers can incorporate into their plans for 2014. You will learn: • How to map content to personas and stages of the buyers’ journey • Why it is important to integrate platforms for marketing success & full ROI visibility • How to incorporate multiple content delivery methods to drive customer engagement • How to provide your customers with content according to their terms and their timing • How to measure success with multiple channelsTRANSCRIPT
CUSTOMERS, CONTENT, PLATFORMSE N G AG I N G C U S T O M E R S D U R I N G T H E I R B U Y I N G J O U R N E Y
BRIAN HANSFORD
HEINZ MARKETING
J A N U A R Y 1 5 , 2 0 1 4
A M A W E B I N A R S P O N S O R E D B Y
#AMAReadyTalk
AGENDA The Journey
Customer Behavior
Embrace the Chaos
Focus on People
Engage with Content
Manage with Integrated Platforms
Measure Engagement
Q1 Action Plan
Brian HansfordClient Services Director,
Marketing Automation Practice
Heinz MarketingB2B Demand Generation and Sales Acceleration Agency
www.HeinzMarketing.com
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THE JOURNEY
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MARKETING DARK AGES: CONTENT GATEKEEPERS
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EMBRACE THE CUSTOMER “CHAOS”!
Build the process and strategy…
Integrate the right platforms and channels#AMAReadyTalk
SURVEY QUESTION: HAVE YOU MAPPED THE STEPS YOUR CUSTOMERS FOLLOW WHEN BUYING FROM YOU?
• We have mapped the buyer’s journey.
• Kind of. But we don’t engage well.
• We haven’t mapped a buyers journey.
• I don’t understand the question.
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B2B MARKETERS SURVEY DATA82% of marketers are most concerned about reaching
customers.
75% of marketers are concerned with demonstrating ROI. - Adobe’s Digital Distress Survey Sept 2013
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93% of B2B Marketers use Content Marketing
Yet only 42% say they are EFFECTIVE with Content Marketing -Content Marketing Institute & Marketing Profs – B2B Content Marketing Benchmarks, Budgets and Trends Oct 2013
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B2B CUSTOMER SURVEY DATA
45.9% of B2B buyers list “web search” as their first source of information. Vendor sites and peer recommendations were second and third preferred sources.- DemandGen Report 2013 Buyer Behavior Survey (announcement)
“Diverse content, when deployed appropriately, can largely influence the success of a deal.”
-DemandGen Report
FOCUS ON PEOPLE: ROLES & OBJECTIVES MATTER FOR SUCCESSFUL ENGAGEMENT
“Globally, 61% of technology buying teams include 5 or more people involved in the research process; 88% for companies with more than 1000 employees.” – 2013/2014 TechTarget Media Consumption Research Brief
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CxO – Decision Maker Business Manager – Solution Owner
Stakeholders and Influencers
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CONNECTING WITH CUSTOMERS
Focus
Engage
Educate
Entertain
Convert Measure
SURVEY QUESTION: ARE YOUR MARKETING AND SALES TEAMS “ALIGNED”?
• Yes. Our teams are aligned on goals, customer focus, plans and results.
• Somewhat. Alignment is getting better.
• Our two organizations don’t work closely together on goals, customer focus, campaigns.
• We need UN Peacekeeper intervention.
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DISCONNECTED ENGAGEMENT TACTICS AND FRAGMENTED DATA SILOS
Customer
Videos
Webinars
Website
Events
SocialChannels
Papers and
Guides
Emails
Data locked in platform silos
Uncoordinated channels
No method for scoring engagement or KPI
Poor follow up. Poor customer experience!
ENGAGE AND CONVERT WITH INTEGRATED PLATFORMS
Customer
Marketing Automation
CRM
Videos
Webinars
Website
Events
SocialChannels
Papers and Guides
Emails
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Tracking, Scheduling, Scoring
Coordinate dengagementthru multiple channels
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Live & Recorded Webinars
Live & Recorded Sales Demos
Live & Recorded Trainings
Pip
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Live & Recorded Webinars
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Live & Recorded
Sales Demos
Pip
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ity
Problems:• Data Locked in Conferencing
Platform• Manual Download/Upload• Delayed Follow-Up• Longer Sales Cycles• Lack of Sales Visibility/Access• Must Leave SF to Schedule/Start
Demos• Demo Activities Not Tracked in SF
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Solutions:• Automated Processes• Higher Attendance Rates• Fast, Tailored Follow-Up• Easy Sales Visibility/Access• Schedule/Start Demos from SF• Demo Activities Captured in SF
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MEASURE ENGAGEMENT AND RESULTS Score activity and engagement behaviors with Marketing
Automation and CRM
Identify how content drives lead flow and pipeline opportunities
Measure how coordinated engagement channels affect pipeline velocity
Identify qualitative engagement as much as quantitative
SURVEY QUESTION: HOW CONFIDENT ARE YOU IN YOUR MARKETING PLAN SUPPORTING YOUR Q1 REVENUE GOALS?
• 2014 Revenue targets haven’t been set yet.
• Very confident. Our plan & execution are solid.
• Moderate confidence.
• Low confidence. We’re struggling.
• Unknown. We can’t track contribution to revenue.
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GET STARTED IN Q1 Process Building
Customer Focus
People
Platform Integration
Content Audit & Development
Campaign and Content Calendar
THANK YOU!
My Contact Info:
Brian Hansford
www.Heinz Marketing.com
Twitter: @RemarkMarketing
Google+: https://plus.google.com/+BrianHansford
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