Content – knowing when and how to use it
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The document discusses using content strategically throughout the customer buying process. It notes that simply adding more content does not guarantee sales success. The buying process involves different stages from general education to business case development to implementation scenarios. Content needs to be tailored to each stage, with different types of information being most valuable. For example, during the business case development stage, information on specific products and vendors is most useful, while during final selection, technical/market overviews become more important. The presentation emphasizes understanding customer needs at each stage of the buying process and using content appropriately to engage and inform prospects.
Content – knowing when and how to use it
- 1. Content – Knowing when and how to use it 14th June 2012 Rupert Denny - Banner Twitter: @doops65
- 2. 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
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- 4. But, does content volume equate to sales success? “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 40 % more content types 80 % growth in Formats +60 % increase in Vendor Content Overload than five years ago since 2005 Web Page Count in the past five years © Banner Corporation plc, 2012 Source: IDG Connect IT Buyer Survey - September 2010
- 5. The impact of irrelevant content is significant Decision Making Content Creation Costs Process Delayed 18% Making the Shortlist Getting the Sale by One Third More than 40 % © Banner Corporation plc, 2012 * Results from IDG Connect IT Buyer Survey - September 2010
- 6. We need to understand the content requirements for each stage in the buying process Buying process steps No awareness Awareness Consideration Preference Purchase Loyalty No need Needs recognition Information Active Decision Post-purchase search consideration evaluation and usage High Is actively considering new services, searching brand and competitor Managing services sites and literature over time Activity level Semi-actively looking for possible options on, Negotiating service and offline costs and contract Post purchase activity Influenced by colleagues, (upgrades, new advertising, news services etc.) articles, etc. Life goes on… Low © Banner Corporation plc, 2012
- 7. Buying Stages Business Case General Education Development Implementation Scenarios Shortlist Creation Final Decisions Prospect Goals: Prospect Goals: Buyer Goals: Confirm Interest Clarity Issue as Accurate Comparison of Prospect Goals: Resolve Gaps in Prospect Goals: Relevant Alternatives Understanding Meaningful Comparison Confirm Alignment Gain Context for Build Confidence Match Assessment to Realistic Testing Manage Risk Internal Discussion Confirm Business Case Organizational Needs Confirm Viability of Build Understanding Assumptions Realize Benefits Shortlist Alternatives About Issues and Trends Seller Goals: Seller Goals: Seller Goals: Provide Frameworks Seller Goals: and Discussion Alignment of Evaluation Reinforce Value Seller Goals: Steps with Solution Differentiate Process Steps Stress Shared Vision Offer Context for Capabilities Confirm Value and Viability Confirm Interest with Proposition Discussion Relevant Content Extend Solution Build Sense of Control Build Awareness and be Discussion to Interested Engage with Buying Gain Legitimacy and Parties Team Individuals Visible Perception of Expertise Foster Shared Interest Build Confidence © Banner Corporation plc, 2012 Source: IDG Connect
- 8. Content is used differently during buying phases Educate Business Case Short List Final Selection 32% 35% 38% 48% 51% 51% 52% 66% 3% 13% 11% 1% Info on specific product Info on specific product Info on specific product Info on specific product Info on specific vendor Info on specific vendor Info on specific vendor Info on specific vendor Tech/market overview Tech/market overview Tech/market overview Tech/market overview Q11_2. “Information types Q11_3. “Information types or Q11_1. “Information Q11_2. “Information types or or topics is of greatest topics is of greatest value to types or topics is of topics is of greatest value to value to your decision your decision making greatest value to your your decision making making process… process… Vendor shortlist decision making process… Business Case Business Case stage” process… General Development stage” Education stage” Development stage” © Banner Corporation plc, 2012 Source: IDG Connect
- 9. 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... © Banner Corporation plc, 2012
- 10. Content Audit: Instant insight into useful content assets by buying stage 100 39 90 47 49 80 70 1 7 24 25 60 17 50 6 40 30 5 8 18 20 52 29 23 4 10 104 0 RELEVANCE GENERAL BUSINESS CASE IMPLEMENTATION SHORTLIST FINAL EDUCATION DEVELOPMENT SCENARIO CREATION DECISIONS Audio HTML Downloadable Podcast Tool Video Webcast Game Document Document Content rated below 70% requires revision. © Banner Corporation plc, 2012 Source: IDG Connect
- 11. 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. © Banner Corporation plc, 2012
- 12. Understand sentiment and language What you are talking about on your site and in communications AIM HERE What your customers are talking about - and where they are © Banner Corporation plc, 2012
- 13. Distribute & aggregate content Highly visible to search engines Concentrates content around customer need Enables peer-to-peer interaction But you own the brand experience © Banner Corporation plc, 2012
- 14. Drive leads via tools and content Highly visible to search engines Concentrates content around customer need Enables peer-to-peer interaction But you own the brand experience © Banner Corporation plc, 2012
- 15. © Banner Corporation plc, 2012
- 16. Plan content production and ownership 1 7 30 4 2 1 € €€€ Local Global © Banner Corporation plc, 2012
- 17. 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 © Banner Corporation plc, 2012
- 18. 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 © Banner Corporation plc, 2012
- 19. 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
- 20. 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? © Banner Corporation plc, 2012
- 21. Keep it to the point © Banner Corporation plc, 2012
- 22. Page 22 Timing © Banner Corporation plc, 2012
- 23. Choosing speakers – Don’t let country borders hold you back © Banner Corporation plc, 2012
- 24. Choose the right format Format Description Pros Cons Single Speaker A single speaker Easy to co-ordinate, write May suffer from lack of presents/takes Q&A and train interaction… a bit like a lecture Interview Style The interviewer asks a More engaging ( Two More people to train and set of prepared questions voices) . Interaction co-ordinate to a speaker(s) encourages audience individually interaction Moderated Panel/ Multiple speakers with a Variety of content, voices Challenging to stop Discussion moderator facilitating and perspectives panellists talking over each other. More people to train and co-ordinate Interactive Full audience Much deeper interaction Complicated. Requires a participation via exercises and understanding. A skilled moderator. Only and facilitated dialogue applicable to a few conversations participants © Banner Corporation plc, 2012
- 25. 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
- 26. 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) © Banner Corporation plc, 2012
- 27. 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
- 28. 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 © Banner Corporation plc, 2012
- 29. 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 © Banner Corporation plc, 2012
- 30. Rupert Denny– Banner Email: rupert.denny@b1.com http://uk.linkedin.com/pub/rupert-denny/1/6ab/222 Twitter: @doops65