be a publisher, by a publisher building a content architecture · ©techtarget 4 12.5% with you...
TRANSCRIPT
#ROISummit | www.techtarget.com/ForMarketers
Be a Publisher, By a Publisher: Optimizing Content Delivery
Courtney Kay VP, Field & Product Marketing @CourtneyLKay
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Session 1
Architecture
Team
Taxonomy
Content
Session 2
Delivery
Distribution
Enablement
Measurement
Image: adapted from Shutterstock
3 ©TechTarget Image: adapted from Shutterstock
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12.5% with you
37.5% with your
competitors
50% with
everybody
else
Where your
buyer is spending
their time
Source: CEB
Image Credit: Shutterstock
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89% of buyers
referenced vendor
sites for content in
2014
Your efforts are
paying off
Source: TechTarget 2015 Media Consumption; Image Credit: Shutterstock
74% of buyers
referenced vendor
sites for content in
2012
“The content purist
will tell you not to
gate any top of
funnel content. I
say gate content if
it has value” Jason Miller LinkedIn
Gating
Content
When gating content
makes sense: 1. business goals
appropriately align
2. content presents
adequate value
20-50x Increase in
downloads for
an ungated E-
Book or White
Paper
6 ©TechTarget Sources: Uberflip, Content Marketing Institute;
Image: Adapted from Shutterstock
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5% fill out a form on
your website
71% of searches start
with a generic
search query
10.4 pieces of content
consumed before
yours
12 searches before
vendor site
engagement
Source: Google; Forrester Image Credit: Shutterstock
Striking a Balance
20% of those don’t
open your emails
1% The opportunities
you’re likely reaching
8 ©TechTarget Source: CEB; Image: adapted from Shutterstock
Turn Back…
Better Solution
Ahead
Wrong Way…
to Solve the
Problem
Dead End…
for Your
Infrastructure
Where are they online & when if they’re not on vendor sites
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0%
10%
20%
30%
40%
50%
60%
70%
IT Pubs & Communities
Analysts & research
Business Pubs
Social Networks
Awareness Consideration Decision
Source: 2015 TechTarget Media Consumption
Where are they offline & when if they’re not on vendor sites
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Awareness Consideration Decision
0%
5%
10%
15%
20%
25%
30%
35%
40%
45% Peers & Colleagues
Events
VARs
Don’t underestimate the
importance of VARs- equip
them meaningful content
Source: 2015 TechTarget Media Consumption
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Context
Source: 2015 TechTarget Media Consumption
89% of buyers note the
most important
characteristic of
content to be its
relevance to their
current project
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Context
Buyer Channel
78% likely click on
ads running on
sites with
content related
to the current
buy
19% increase in
sales for
businesses that
personalize
experiences
Sources: Monetate; 2015 TechTarget Media Consumption
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Putting it all together
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Stop dropping
your prospects
(& customers)
off a cliff…
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Enabling your emails (order of our operations)
Align Prioritize Personalize
108% Increase in SSD/Flash
CTRs through the
application of Priority
Engine™ data in mailings
16 ©TechTarget Source: TechTarget Media Consumption; MarketingSherpa; Lattice Engines
61% of B2B marketers
send all leads directly
to sales, but only 27%
are ready
Higher first call
expectations
Premature lead
transition
Too much of
the wrong info
65% of sales people feel
they don’t have the
right info before
making a call
90% of buyers want sales
to speak to their
implementation on the
first call
Enabling the caller
17 ©TechTarget Source: TechTarget Qualified Sales Opportunities; eMarketer
80% of tech decision-
makers said it was
important to receive
content after making
a purchase
Customers aren’t
all that loyal
They want
content post sale
25% of current North America projects are not considering their installed vendor as a provider (18% APAC, 21% EMEA)
Enabling the customer
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We can’t be
everywhere, finding
the right sources
and delivering the
right content in a
way that captures
meaningful insights
is key
Considerations • Gate when goals & content
warrant it • Balance inbound & outbound • Consider context in both
recommendation & placements • Find your influencers & be there
with something worthwhile • Align, prioritize & personalize
emails • Enable content, sales &
customers
Distribution &
Enablement
Image: Adapted from Shutterstock
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A
A
A
A
B
B
B
B
Attributing Value (more accurately)
Image: Adapted from Shutterstock
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Architect, Information Technology
The Journey
of a Lead
First Touch
Landscape Technology Publication
Photo Credit: Shutterstock
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Architect, Information Technology
The Journey
of a Lead Last
Touch
Article on
Data Center
Outsourcing
Photo Credit: Shutterstock
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Architect, Information Technology
The Journey
of a Lead
10 More touches
taking place on
sVMware.com &
sDataCenter.com
Our Architect confirmed a DR/Business Continuity project, and in fact, has VMware installed
Photo Credit: Shutterstock
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20% Use first touch
attribution models
5% Don’t currently
measure attribution
47% Use last touch
attribution models
Source: Building Bridges to the promised land: Big Data, Attribution & Omni-
Channel- The CMO Club & VisualIQ Photo Credit: Shutterstock
13% Use multi-touch
attribution models
5% Use attribution
technologies
The state of
B2B attribution
Single Touch Attribution Models Multi-Touch Attribution Models
First Touch Last Touch Linear Time Decay Position-based
Can be used in conjunction with a multi-touch model to determine which channels are generating the new opportunities & which are generating influence
Only make sense for products that have no real consideration phase (keep in mind, building the brand is still critically important here)
Useful for efforts designed to deliver continuous influence through the sales cycle
Are best for situations where campaigns are shorter term and designed to drive a specific outcome
Helpful when there’s a heavy emphasis on both brand building and conversion
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Which attribution model to use when
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Looking at source &
influence can help
in optimizing the
media mix
Considerations
• Work with sales to align lead/MQL/SQL definitions
• Select the attribution that makes sense for your goals & your campaign
• Be sure follow-up processes can efficiently differentiate key measurement metrics
Attribution
Models
Image: Adapted from Shutterstock
Next step: Align your content to the specific needs of your target audience
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● See the results from TechTarget’s latest Media Consumption Report and receive an in-depth briefing from a TechTarget content expert
● To receive, please indicate on your agenda or survey, or notify your TechTarget rep
Thank you Next session: Closing remarks: How TechTarget Can Help You Build an Intelligence-Driven Marketing and Sales Strategy Presented by: Steve Niemiec
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