hp lead gen ecosystem

HP – Nuturing Ecosystem

ALWAYS ON BRAND TO DEMAND SOLUTIONS

4.21.15

50%-80%of discovery done

before contacting a vendor

3

Topic Sponsorships

BANT Leads

Custom Webcasts

Always On Brand to Demand Solutions

• The classic marketing ‘funnel’ is not relevant in today’s B2B world

• Marketers need the ability to attract a targeted audience, engage them, and nurture them into customers and/or advocates

• CBSi B2B has the media placements that map to this complete customer journey; from Topic sponsorships to Custom Webcasts to BANT Lead-Generation programs

5

Multi-Touch Sequential Messaging Strategy

6

An Always on Brand to Demand Strategy

7

CAMPAIGN STRATEGY SUCCESS METRICSTOPIC SPONSORSHIPSHIGH IMPACT DISPLAYDIRECT BYPASSBUILD AUDIENCE SEGMENTS

CAMPAIGN TACTICSONSITE PROMOTIONSEDITORIAL NEWSLETTERSSHARED EMAILSDEDICATED EMAILSONSITE SEARCHRESEARCH LIBARY

BRAND RECALLTARGETED REACHSHARE OF VOICE.COM TRAFFIC LIFT

• News Stories• Financial Reports• New Product Coverage• Editorial Newsletters• RSS Topic Alert Emails• Social Media feeds

Find solutions to potentially transform your business

DISCOVER

63% top of mind — Avg: 3 months

Phase 1: Educate

CONTENT STRATEGY

8

DOMAIN TARGETINGLINKEDIN SPONSORED UPDATESFACEBOOK DARK POSTSCBSi SOCIAL AMPLIFICATIONMULTI-TOUCH RETARTGETING OFAUDIENCE SEGMENTSDYNAMIC CREATIVE

CAMPAIGN TACTICSONSITE PROMOTIONSEDITORIAL NEWSLETTERSSHARED EMAILSDEDICATED EMAILSONSITE SEARCHRESEARCH LIBRARYMASS SEQUENTIAL MESSAGING

BRAND LIFT %CONTENT LIFT %.COM TIME SPENT LIFT %COST PER VISITORCOST PER PAGE VIEWSTANDARD LEADSTOPIC LEADS+ TOPIC SCORING+ READER PROFILES

• Opinion/Perspective• Editorial Features• Deep Dives• Peer Opinions• Premium Research

Dig deeper on potential solutions

INVESTIGATE

88% top of mind — Avg: 1.9 months

• Product Reviews• Product Selection Coverage• Vendor Selection Coverage• Vendor Ratings & Comparisons

Target the best products and vendors

COMPARE


Phase 2: Engage

SUCCESS METRICS

CONTENT STRATEGY

CAMPAIGN STRATEGY

9

CAMPAIGN STRATEGY SUCCESS METRICS

CRM RETARGETING OFAUDIENCE SEGMENTSWEBSITE RETARGETING OFAUDIENCE SEGMENTSDOMAIN TARGETINGLINKEDIN SPONSORED UPDATESFACEBOOK DARK POSTSCBSi SOCIAL AMPLIFICATIONDYNAMIC CREATIVE

CAMPAIGN TACTICSTELEMARKETINGONSITE PROMOTIONSEDITORIAL NEWSLETTERSSHARED EMAILSDEDICATED EMAILSONSITE SEARCHRESEARCH LIBARY

# LEADSHQL LEADSBANT LEADSPREDICTIVE COMPANY LEADSPREDICT COMPANY CONTACT LEADS+TOPIC SCORING+READER PROFILESLEAD STREAMREGISTRATION FORM LIFTCOST PER LEADOPPORTUNITY CONTRIBUTIONREVENUE CONTRIBUTION

• Quick Tips• How-To Guides• Advice & Best Practices• Peer-to-Peer Troubleshooting• Vendor Tutorials

Get the most value out of the product you chose

OPTIMIZE


• Editorial Case Studies• ROI & TCO Analysis• Vendor Case Studies• Premium Charts and Tools

Confirm the right buying decision

JUSTIFY

73% top of mind — Avg: 1 month

Phase 3: Nurture

CONTENT STRATEGY

10

Lead Generation Tactics

11

Direct Bypass

No registration gate on the CBSi site• User is sent directly to the client’s

landing page• Client captures the user’s

information, CBSi only refers traffic

Benefits:• CPC based • Can assist in keeping conversion

rates high

Caveats:• No information is captured unless

the user converts• Conversion is dependant on

design/experience of the client’s site and the assets

• Ensure that a 3rd party ad-serving system is being used to track clicks

12

Topic (Category) Leads

Over 190k monthly downloads from the Resource Library are unsponsored

• These leads are available for purchase

Benefits:• Competitive pricing of targeted leads• Filters are available at an additional

cost: Company Size and Geo (outside NA)

• Over 150 topics from which to use

Caveats:• Unsponsored assets cannot be taken

and sponsored by clients• Recency window impacts volume (last

30 days to 1 year)

13

Standard (4-Filter) Leads

Our ‘classic’ lead generation package• Standard filters include:

• Company Size• Job Title• Geography

• Client provides 3-5 assets at a minimum• Varying pricing model based on number of filters:

$50-$90 (on average)

Benefits:• Provides detailed contact information vs. Direct

Bypass and Topic Leads• Ability to package Branded Content based on

where the client is lacking assets• Offer Lead Extender units and charge a CPM on

the unit to increase deal size

Caveats:• Following process is key: work with Ryan (see

BOOM! for more details)• https://sites.google.com/a/cbsinteractive.com/cnet-d

irect-us/

• Ask about their process for following up with the leads so we are clear on any pitfalls/obstacles around delivering to the client’s goals

https://sites.google.com/a/cbsinteractive.com/cnet-direct-us/

https://sites.google.com/a/cbsinteractive.com/cnet-direct-us/

14

BANT Leads

This is our ‘premium’ lead generation package

• True differentiator for CBSi B2BBenefits:• Telemarketing is the primary recruitment method

Also includes White Papers, eDM and online placements

“High Touch” recruitment method to gauge interest/parameters

Caveats:• A qualified lead does not have to have every BANT parameter – it can incorporate one or several of them

15

1. Topic Score

Provides an additional prioritization filter for Topic, Engagement, and HQL Lead programs✔

Available topics include:

1. Cloud

2. Mobility

3. Networking

4. Security

5. Software

6. Ent Software

7. Data Mgmnt

8. Hardware

9. Windows

10. Microsoft

11. Tablets

12. Business Intel

13. Smartphones

14. Proj Management

15. CXO

16. Servers

17. Linux

18. Storage

19. Software Dev

20. Data Centers

Prioritization Based on Behavioral Data

Leads will be given a score based on their online consumption of content around a specific topic (on CBSi sites and across the Web), which will further assist in assigning a filter of quality and ‘hotness’ to each lead

16

2. Reader Profiles

Enables smarter follow-up, through insights and competitive information; to serve more relevant offers/assets based on behavioral profile✔

• Includes recent in-category behaviors across ZDNet & TechRepublic:

Asset Downloads

Webcast Registrations

Article Consumption

Blog Consumption

Video Views

Email / Newsletter Opens & Clicks

Photo Galleries Viewed

And more

Insight into Lead Behaviors

The ability to attach detailed behavioral information to each lead delivered…

Reader Profile

An “activity count” gives a numerical value to each lead, for prioritization at-a-glance

17

Predictive Company Leads

• CBSi will deliver a list of companies that are at or above a “hotness” threshold within a given topic/solution

• For example, “Decision makers from John Deere are exhibiting specific content consumption behaviors around the Web indicating that the company is looking to make a large Storage investment”

• To reach individuals from these companies, advertisers can a) look into their own databases and/or b) leverage CBSi for additional contact leads programs (see “3b”)

✔24 people constitute the decision-making group around any tech purchase *; Influence decision makers at companies that are close to purchase *(Source: CBS B2B Business Purchase Process Study Q4 2013, North America)

CBSi will analyze multiple internal and 3rd-party data points to identify which companies are ready to invest, around a particular category/solution

18

Predictive Contact Leads

✔

CBSi will deliver contacts/leads from companies that are ready to invest around a particular category/solution

• Once we identify the companies that are poised to invest around a particular category/solution…

• CBSi will deliver a list of contacts from those hot/warm companies

24 people constitute the decision-making group around any tech purchase *; Influence decision makers at companies that are close to purchase *(Source: CBS B2B Business Purchase Process Study Q4 2013, North America)

19

4. LeadStream TM

• Leads files are kept fresh and up to date with ongoing Behavioral information:

Asset Downloads

Webcast Registrations

Article Consumption

Blog Consumption

Video views

Email / Newsletter opens & clicks

Photo Galleries viewed

And more

✔Advertiser’s gains a continually ‘fresh’ view of the contacts in their database to, subsequently, deliver more relevant messaging; Advertisers saves time and resources with automatic updating

CBSi leads are uploaded to an advertiser’s CRM system, where they are continuously updated with Advanced Behavioral Information

Reader

20

Dynamic Creative

Dynamically serving creative tailored an individual based on real-time asset-download behavior

Topic & Buying Cycle:

• Ex: User downloads an Server white paper that fits into the “Discover” stage of the Buying Cycle. They are then automatically served a banner promoting Server/Investigate or Server/Compare asset

21

Editorial VIP Dinners

CBS interactive will host exclusive by-invitation-only dinners organized around events that Samsung is sponsoring

2015• American Manufacturing Summit - March

• HIMMS – April

• PLM World - May

22

Lead Generation Product Details

23

On-site Promotions

Throughout both ZDNet and TechRepublic, dynamic modules display assets related to the user’s browsing history, ensuring users see the most relevant assets to them, thus increasing the likelihood of download.

24

Editorial Newsletters

ZDNet and TechRepublic editorial newsletters have an audience of avid and engaged readers. By incorporating dynamic assets into these newsletters, we provide readers with downloadable content that they’re likely to consume in their daily quest for news and information.

50,000 downloads from newsletters each

month

Source: CBS Interactive Internal 2012.

25

Dedicated Emails

Dedicated emails compile multiple assets from your campaign and deliver them directly to our subscribers. These emails ensure your assets are seen by your target audience.

14-30% average open rate


26

Shared Emails

ZDNet and TechRepublic send regular emails to our members that dynamically promote the latest and hottest assets to individual subscribers. Members turn to these emails for a quick snapshot of what’s new and relevant to them.

14-20% average open rate


27

On-Site Search

All assets are searchable on both ZDNet and TechRepublic, allowing users to find your assets alongside the latest news, blog posts and special features.

4,000 monthly downloads directly from on-site search


28

Internet Search / SEO

ZDNet and TechRepublic enjoy the SEO benefits of being part CBSi's large and respected stable of premier content sites. Assets are searchable through major online search engines, ensuring your content is seen by anyone searching the web.

55,000 annual downloads from

major search engines


29

Research Library

Thousands of IT and business professionals turn to the TechRepublic Research Library daily for the insights they need to make the best decisions about technology solutions and to get the on-going advice they need to be successful.

More than 5 million downloads annually


30

Telemarketing

Our San Francisco-based in-house call center works tirelessly to get your assets in front of the right individuals. They call opted-in ZDNet and TechRepublic subscribers and discuss the benefits of receiving your material before getting permission to send it.

Hello, the reason for my call today is that we have a

complimentary resource kit for select members of the IT

Community.

72% average close rate once the subscriber is

contacted

31

Content Amplification: Social Syndication

ZDNet / TechRepublic 558,000

IDG Enterprise 476,000

TechWeb Network 93,000

TechTarget 4,400

Social Connections

Each video & Infographic will be promoted via ZDNet’s and TechRepublic’s social feeds

ZDNet & TechRepublic Social Social SphereVideos & Infographics

32

Domain Targeting

Leveraging 1st and 3rd-party data, we identify CBSi readers by Account, and target them across the CBSi network of premium sites.

Gives HP the ability to message and nurture users within commercial account list with high impact and dynamic display

33

Summary – Why CBSi?

34

What makes our leads better than the competition?

1. Solid Foundation: – High quality database, leveraging the largest pool of 1st party cookies in

the B2B space

2. Multi-channel approach:– We’re not a one trick pony in contacting our database, we use a variety of

tactics that take into account past performance and message frequency

3. Concierge-level service of database:– We actually talk to our users to gauge where their interests and needs

lay. This ensures the most updated fields of information and better quality of leads

4. Editorial connection:– Our users come to our sites to read our content as well, opening up

opportunities for greater targeting

5. IT Buying Cycle overlay:– By understanding the stage of the buying cycle in which a lead resides,

the most appropriate means of follow-up can be executed

35

LeadStream TM

• Leads files are kept fresh and up to date with ongoing Behavioral information:

Asset Downloads Webcast Registrations Article Consumption Blog Consumption Video views Email / Newsletter opens & clicks Photo Galleries viewed And more

✔Advertiser’s gains a continually ‘fresh’ view of the contacts in their database to, subsequently, deliver more relevant messaging; Advertisers saves time and resources with automatic updating

CBSi leads are uploaded to an advertiser’s CRM system, where they are continuously updated with Advanced Behavioral Information

Reader

Thank You

hp lead gen ecosystem

Documents