Download - Content – knowing when and how to use it
Content – Knowing when and how to use it 14th June 2012
Rupert Denny - Banner Twitter: @doops65
© Banner Corporation plc, 2012
Today’s presentation
• Content
• Knowing what you have got and when to use it
• Understanding the value of it
• Extending its life
• Using it as substantiation
• Following some simple rules
© Banner Corporation plc, 2012
© Banner Corporation plc, 2012
But, does content volume equate to sales success?
more content types than five years ago
40% growth in Formats since 2005
80% increase in Vendor Web Page Count in the past five years
+60% Content
Overload
“We keep adding new content to our website but customers and partners complain more than ever that they can’t find what they need.” Head of Marketing, Major Hardware Manufacturer
Source: IDG Connect IT Buyer Survey - September 2010
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The impact of irrelevant content is significant
* Results from IDG Connect IT Buyer Survey - September 2010
Content Creation Costs Decision Making Process Delayed 18%
Making the Shortlist by One Third
Getting the Sale More than 40 %
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We need to understand the content requirements for each stage in the buying process
No awareness No need
Awareness Needs recognition
Consideration Information search
Preference Active consideration
Purchase Decision
Loyalty Post-purchase evaluation and usage
Buying process steps
Is actively considering new services, searching
brand and competitor sites and literature
Negotiating service costs and contract
Managing services over time
Post purchase activity (upgrades, new services etc.)
Hig
h Lo
w
Act
ivity
leve
l
Influenced by colleagues, advertising, news
articles, etc.
Semi-actively looking for possible options on,
and offline
Life goes on…
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Buying Stages
General Education Prospect Goals: Clarity Issue as Relevant Gain Context for Internal Discussion Build Understanding About Issues and Trends Seller Goals: Offer Context for Discussion Build Awareness and be Visible Foster Shared Interest
Business Case Development
Prospect Goals: Confirm Interest Resolve Gaps in Understanding Match Assessment to Organizational Needs Seller Goals: Provide Frameworks and Discussion Process Steps Confirm Interest with Relevant Content Gain Legitimacy and Perception of Expertise
Implementation Scenarios
Buyer Goals: Accurate Comparison of Alternatives Build Confidence Confirm Business Case Assumptions Seller Goals: Alignment of Evaluation Steps with Solution Capabilities Extend Solution Discussion to Interested Parties Build Confidence
Shortlist Creation Prospect Goals: Meaningful Comparison Realistic Testing Confirm Viability of Shortlist Alternatives Seller Goals: Differentiate Confirm Value Proposition Engage with Buying Team Individuals
Final Decisions Prospect Goals: Confirm Alignment Manage Risk Realize Benefits Seller Goals: Reinforce Value Stress Shared Vision and Viability Build Sense of Control
Source: IDG Connect
© Banner Corporation plc, 2012
Content is used differently during buying phases
32%
3%66%
Info on specific productInfo on specific vendorTech/market overview
Q11_1. “Information types or topics is of greatest value to your decision making process… General Education stage”
38%
11%
51%
Info on specific productInfo on specific vendorTech/market overview
Q11_2. “Information types or topics is of greatest value to your decision making process… Business Case Development stage”
1%
48%51%
Info on specific productInfo on specific vendorTech/market overview
Q11_2. “Information types or topics is of greatest value to your decision making process… Business Case Development stage”
52%
13%
35%
Info on specific productInfo on specific vendorTech/market overview
Q11_3. “Information types or topics is of greatest value to your decision making process… Vendor shortlist stage”
Business Case Educate Short List Final Selection
Source: IDG Connect
© Banner Corporation plc, 2012
Novell European Virtualization Campaign • To augment a proposed Lead Nurturing program, Banner recommended
a Content Audit to Novell EMEA.
• Working in conjunction with IDG Connect, Content Audits review existing content and rate them according to their ability to progress a prospect through a buying cycle.
• IDG has identified a five stage process from initial consideration through to sale. Each stage has been exhaustively researched to uncover insights about buyer/prospect behaviour.
• Content gaps are identified and under-performing assets unearthed.
• Ultimately recommendations are made to ensure that all content is created with a prospect-centric view...
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Content Audit: Instant insight into useful content assets by buying stage
RE
LEVA
NC
E
GENERAL EDUCATION
BUSINESS CASE DEVELOPMENT
IMPLEMENTATION SCENARIO
SHORTLIST CREATION
FINAL DECISIONS
0
10
20
30
40
50
60
70
80
90
100
8
1
104
Audio Podcast Tool Video Webcast HTML Document
Game Downloadable Document
52
7
47 49
23
18
29
17
25 24
39
6
5
4
Content rated below 70% requires revision. Source: IDG Connect
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The challenge Autodesk Showcase enables designers and engineers to preview and test designs in 3D without building expensive prototypes.
Autodesk needed to tap into existing social networks to drive trials and ultimately sales of the latest version of Autodesk’s Showcase software.
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Understand sentiment and language
What you are talking about on your site and in communications
What your customers are talking about - and where they are
AIM HERE
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Highly visible to search engines
Concentrates content around customer need
But you own the brand experience
Enables peer-to-peer interaction
Distribute & aggregate content
© Banner Corporation plc, 2012
Highly visible to search engines
Concentrates content around customer need
But you own the brand experience
Enables peer-to-peer interaction
Drive leads via tools and content
© Banner Corporation plc, 2012
© Banner Corporation plc, 2012
1 7 30 4 2 1 € €€€
Local Global
Plan content production and ownership
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The challenge CA technologies have a wide range of products and services from Cloud to Mainframe optimisation
Each of these areas are well known individually but in the Nordics there was a low awareness of the whole portfolio and breadth of offering – especially amongst C Suite
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Building the event • 11 Booths • 2,500 individual pieces of content
• Whitepapers • Video • Pod Casts • Spec Sheets
• Full Live day, as life repeat and on demand.
• Traffic drivers across 4 countries using multiple media formats and calls to action
• Registrants from target account list
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The Results • All registrations 327 • Total Live Participants 106 • On demand Participants 143 • Repeat Visitors 12 • Exhibit Hall Visitors 156 • Networking Lounge Visitors 106 • Virtual Theatre Visitors 140 • Average no. of Booth Visits per person 5 • Average time spent in a Booth 10 Minutes • Total Number of Content Viewed 1353 • Total Number of Content Downloaded 985
© Banner Corporation plc, 2012
Following some simple rules for online lead generation events
• Who are you trying to talk to? • What are their pain points? • What information are they looking for/
need? • Don’t just assume there is a demand • Do some research, is your audience
ready for what you are going to tell them?
• Are you inviting the right people for your message?
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Keep it to the point
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Timing
Page 22
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Choosing speakers – Don’t let country borders hold you back
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Choose the right format Format Description Pros Cons
Single Speaker A single speaker presents/takes Q&A
Easy to co-ordinate, write and train
May suffer from lack of interaction… a bit like a lecture
Interview Style The interviewer asks a set of prepared questions to a speaker(s) individually
More engaging ( Two voices) . Interaction encourages audience interaction
More people to train and co-ordinate
Moderated Panel/Discussion
Multiple speakers with a moderator facilitating
Variety of content, voices and perspectives
Challenging to stop panellists talking over each other. More people to train and co-ordinate
Interactive Full audience participation via exercises and facilitated conversations
Much deeper interaction and understanding. A dialogue
Complicated. Requires a skilled moderator. Only applicable to a few participants
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Promote the event • Start with your installed/prospect base • Target industry/trade publications from a
PR and advertising perspective • Reach out to bloggers and key journalists
• Utilise your LinkedIn Group/Page • Be social • Consider creating a countdown to the
event • Create a video or audio introduction to
the event • Embed into your website/LinkedIn Page • Post it on YouTube
© Banner Corporation plc, 2012
Landing Page and Registration • A crucial contact point will be your
landing/registration page • You’ve captured their attention with
your initial message; now make sure you keep them interested!
• Consider some A/B testing on your registration page – to determine what works best for you.
• Should you put a teaser on the registration page to encourage registration?
• Ensure your registration page has full calendar functionality (for reminders etc)
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Analyse • Most webinar platforms will tell you who attended
your event, how they interacted and what, if any follow-up information was requested
• Analyse this data quickly • Score them based on levels of interaction, how
long they viewed for, what level of information they requested.
• Look at who registered and did not attend or those who dropped off very quickly
• Segment the leads into categories and define a process of follow-up for each (ie through email/telephone or straight to sales)
© Banner Corporation plc, 2012
Follow -Up • The best time to follow up with your webinar
attendees is within 24-48 hours when the information is still fresh and the motivation to act is still high
• Include any promised information such as the presentation slide deck, event recording or an incentive you may have offered
• Request feedback with a post-event survey • Those who registered but did not attend are not
necessarily a lost cause • Ensure an on-demand version is available
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Wrap-up
1. Understand the value of your content
2. Improve under-performing content and fill the gaps
3. Distribute and re-aggregate content
4. Stick to the rules – but challenge them
5. Follow-up quickly
Rupert Denny– Banner Email: [email protected] http://uk.linkedin.com/pub/rupert-denny/1/6ab/222 Twitter: @doops65