mapping communications strategies to resonate with the new buyer

MAPPING COMMUNICATIONS STRATEGIES TO RESONATE

WITH THE NEW BUYER

WEBINAR

#BUYERJOURNEY

Mapping Communications Strategies to Resonate With the New Buyer August 28, 2014

MODERATOR:SPEAKERS:

#BUYERJOURNEY

Ken Wincko@PRNewswireSVP, MarketingPR Newswire

Michael Pranikoff @MPranikoffGlobal Director, Emerging Media PR Newswire

Adam B. Needles@abneedles Chief Strategy Officer and PrincipalANNUITAS

https://twitter.com/prnewswire

https://twitter.com/MPranikoff


https://twitter.com/abneedles



Understanding Buyer 2.0

Twitter: @abneedles

Who is ANNUITAS?

• Founded in 2005• B2B Demand Process Transformation firm

– Demand generation change management– Buying-process alignment– Lead-to-revenue process context– NPV / ROI / CLV focus

• Serving global, growth-oriented, $1B+ enterprise organizations

– Financial services– Industrial– Technology

Today the Buyer is Taking the Lead … Online

Twitter: @abneedles

Marketing Now (Should Own) a Majority of the Buying Process

“[T]he average [B2B] customer had completed more than one-half of the purchase decision-making process prior to engaging a supplier sales rep directly … . At the upper limit, that number ran as high as 70% … .”

Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.

It’s a Digital Buyer Journey, With Sales Engaged Later in the Process

Source: Enquiro/Mediative, “Integrated Persuasion: Online and Offline,” 2010.

Outbound Marketing is Declining, Inbound is ‘In’

Twitter: @abneedles

“One-and-done” Outbound Engagement Metrics Started Declining in 2009!

Average email click-through rates

Sources: MailerMailer, “Email Marketing Metrics Report, Click Rates, July 2010 Edition”; Oceanos, “The List Intelligence Report, Spring & Summer 2011”; Forrester (L. Wizdo), 2012 Tech Marketing Planning Guidance - With Proliferating Tactics and constrained budgets, Targeting and Focus are a Mandate, 2011.

2007 2009 2010 20110.00%

1.00%

2.00%

3.00% 2.90%

1.60%

0.012 0.0116MailerMailerOceanos

5%Forrester: B2B marketers who cite enewsletters and email

as “highly effective” top-of-funnel tactics.

Adapting to Buyer 2.0’s Buying Process Changes our Demand Generation ROI

Source: Hubspot (Georgieva, M.), “20 Revealing Stats, Charts, and Graphs Every Marketer Should Know,” May 2012.

Inbound Must Be Multi-medium

Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.

Engaging, Substantive Content is ‘King’

Twitter: @abneedles

[Marketing] Content Drives the Buying Process

• “79% ... feel that vendors’ level of relevant content affects their likelihood to make the shortlist ...

• “66% ... feel content could certainly be more relevant ...

• “[V]endors with irrelevant content are 25% less likely to make the shortlist than others.”

Source: IDG Connect, “Buyer Research Provides Irrelevant Digital Content Impacts B2B Vendors’ Bottom Line,” February 2014.

… Yet Our Demand Generation Content Does Not Support the Buying Process

"Half of the marketers create and use content that educates buyers on their issues and problems, but only 14% align compelling content with buyer journeys in a way that tells a story."

Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011

We Lead with What We Want to Sell, Not With Engaging Our Buyers’ Pain Points

“86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create preference.”

Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity,” 2010.

We Need to ‘Curb the Sales Messages’

Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.

Buyer Behavior Has Forever Changed …

Now Marketing Needs to!

Twitter: @abneedles

“Which Tactic” Is the Wrong Question

“[M]arketers are juggling too many tactical balls. A full 75% of respondents reported they were using 15 of the 26 techniques we surveyed.”

Source: Forrester, “2012 Tech Marketing Planning Guidance,” December 2011.

Contact

• Me: Adam B. Needles– Chief Strategy Officer– P: 617-413-6087– E: [email protected]– Tw: @abneedles

• Us: ANNUITAS, Inc.– A: 3399 Peachtree Road, NE, Suite 400, Atlanta, GA

30326– P: 404-751-5131– E: [email protected]– Tw: @_ANNUITAS

mailto:[email protected]


DRIVING SUCCESS IN THE AGE OF THE CUSTOMERAugust 2014 #PRNewswire

DRIVING SUCCESS IN THE AGE OF THE CUSTOMER

What you need to do to win true buyer engagement.


1. An Enhanced Content Strategy

2. The Shifting Marketing Mix

3. Measurement and Analytics

There Are 3 Success Factors For Driving Buyer Engagement


85%of brand marketers

are publishing content.Source: Forrester, October 2013

The First Step Is Enhancing Your Content Strategy

So how do you produce content that stands out and gains attention?


Source: Forrester, October 2013

The First Step Is Enhancing Your Content Strategy

36%are doing it effectively.

But only

So how do you produce content that stands out and gains attention?


87% of marketing professionals find producing content that engages buyers to be a major challenge.

62% of marketers develop content campaign by campaign.

Source: July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester Research, Inc.

Which Is An Area Of Concern For Many Marketers


1. Customer determines the need to solve a problem.

2. Budget for solution is determined.

3. Approaches to solving the issue are assessed.

4. Needs are refined into requirements.

5. Business case is written and approved; budget is revised.

6. Potential vendors are contacted.

10. Onboarding/installation is completed.

11. Support and service are provided.

12. Results are measured and benchmarked.

7. Shortlist of vendors is invited to bid.

8. Vendors submit offers.9. Solution is acquired.

You Need To Map Your Content To The New Buyer Journey

DISCOVER EXPLORE

ENGAGE BUY

Source: February 21, 2013, “Rethink Marketing In The Buyer’s Context” Forrester Research, Inc.


Using Persona-Driven Marketing Based On Insights

1. Understand Buyer Needs, Interests

and Goals

2. Know Where Your

Buyers Spend Time

3. Acquire and

Nurture Higher Quality Leads

4. Drive Increased Organizational

Alignment

5. Optimize Through

Better Data

Source: HubSpot


To Reshape Your Content Strategy To Meet Buyer Needs

GOALSWhat do you want to achieve with your programs?

CAMPAIGNSWhat programs are you running or developing?

CONTENTWhat content is included?


Utilizing A Consistent, Integrated Content Distribution Strategy

DISCOVER EXPLORE

ENGAGE BUY

Corporate Communications

Mobile/Apps

Website

Social Search

Blogs/Forums

In-Product

Website

Reviews/ReferencesCustomer Service

Online Ads

Events

Sales


10% 20% 30% 40% 50% 60% 70% 80% 90%10%

20%

30%

40%

50%

60%

70%

80%

90%

Custom PrintDirect Mail

Email

General Sites

Print Directories

Exhibitions

Topic Specific Sites

Smartphone

Own Sites

Own Social

Print Mags

Print Newspaper

PR

Sales Collateral

SearchAds on Social Nets

Sponsorships

Vertical SearchVirtual Exhibitions

WebinarsTablets

Brand Building Effectiveness

B2B Focused Firms

Cons

umer

Foc

used

Firm

s

Source: Outsell 2014 Advertising and Marketing Study© 2014 Outsell, Inc. Reproduction strictly prohibited without permission.

Consumer Firms Rate the Method More Effective

B2B Firms Rate the Method More Effective

Conferences

Own Events

Radio TV

Video

Blue = Digital Method, Orange = Traditional Method

That Optimizes The Mix of Paid, Earned and Owned Channels


That Optimizes The Mix of Paid, Earned and Owned Channels


Source: Chartbeat

Are paid channels delivering the type of buyer engagement you need?

With An Increased Focused On Earned Media To Build Buyer Trust


The WestJet Christmas Miracle Campaign Created Huge Buzz


And Generated A Spike In Revenue


TripAdvisor Shows The Benefits Of An Alternative Approach


Start with your EDITORIAL CALENDAR:

• Content type/title• Distribution

date/time• Category• Author• Visuals, etc.

Understand what KPIs you’re measuring:

• Visits/views• Social engagement

(shares/likes)• Form fills/leads• Downloads, etc.• Pipeline• Revenue

INSIGHTS you can glean:• Best places/times for

engagement• Authors or styles your

target audience is most likely to respond to

• Topics that are trending• Types of content that

are resonating

Source: Content Marketing Institute

To Tie It All Together, Optimize Based On Analytics


Source: Content Marketing Institute

To Tie It All Together, Optimize Based On Analytics

Refine your existing content and produce NEW CONTENT using this data to maintain

and sustain your content marketing strategy.

Ken WinckoSVP, Marketing, PR [email protected]


Mapping Communications Strategies to Resonate With the New Buyer August 28, 2014

Ken Wincko@PRNewswireSVP, MarketingPR Newswire

Michael Pranikoff @MPranikoffGlobal Director, Emerging Media PR Newswire

Adam B. Needles@abneedles Chief Strategy Officer and PrincipalANNUITAS

QUESTIONS

#BUYERJOURNEY

https://twitter.com/prnewswire






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