interactive white paper webcast: increase content marketing effectiveness
DESCRIPTION
White papers remain the most important content to help buyers make purchase decisions – helping buyers to understand opportunities, understand solution options and understand the competitive differences of your solution vs. others. However, in today's world of information overload, white paper download rates have declined, and your investment in traditional white paper marketing campaigns is not as effective as it used to be.TRANSCRIPT
Connecting Despite Information Overload:
Driving More High Quality Leads with Interactive White Papers
TOM PISELLO, Chairman & Founder
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.comhttp://www.fightfrugalnomics.com
© 2011 Alinean, Inc.2
Today’s B2B Buyer and Marketing Trends
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.3
The Economic-Focused Buyer
• Size
© 2011 Alinean, Inc.4
Information Overload Rising / Effectiveness Declining
4
50%
28%
10%6%
3% 3%
37%40%
6%3%
11%
3%
0%
10%
20%
30%
40%
50%
60%
1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+
Campaigns Received Per Week
2006 2010
Average 2006: 15.4 campaigns
Average 2010: 20.3 campaigns
32% increase
62% of B2B vendors need more leads in
order to generate the same amount of
sales
Source: SiriusDecisions 2010
© 2011 Alinean, Inc.5
Who do Buyers Trust for Decision Support Content?
0%
5%
10%
15%
20%
25%
30%
35%
Early Middle Late
Internal events/triggers
Peers
Industry analysts
Trade publications
Search engine results
VARs/Partners
Consultants
Vendors
Most often
selected
Source: SiriusDecisions 2010
3rd Party sources such as Peers, Analysts & Trade Pubs Impart Most Influence
Direct vendor sources yield the least influence
© 2011 Alinean, Inc.6
Which Content is Most Effective?
0%
10%
20%
30%
40%
50%
60%
70%
Early Middle Late
White papers
Peer referrals
Webinars
User Events
Analyst reports
Case Studies
Most often
selected
Source: SiriusDecisions 2010
White Papers Remain King of Decision Support Content
© 2011 Alinean, Inc.7
• > 84 % buyers use white papers during the buying journey (most used)
• Average of 3.2 white paper downloads per month (very active)
• Leveraged throughout the buying lifecycle:
– Discovery
• 35% for awareness and finding ideas to challenge status-quo
• 33% for finding solution options
– Consideration -23% for creating a short list of vendors and vendor evaluation
– Decision - 10% for making a final decision
BUT, utilization and frequency of use are DOWN year over year…
Need something newer, more personalized / dynamic to break through the clutter and renew relevance to more skeptical / frugal buyers ….
Will White Papers Retain The Content King Crown?
Source: Ziff-Davis Enterprise
© 2011 Alinean, Inc.8
Marketing Strategies for 2011 and Beyond
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.9
Fight Frugalnomics with Value Marketing
Value Focus
Discussion:
• Prescriptive & Quantified
• Discover… Is customer
aware of issue?
• Diagnose… How bad is it?
• Quantify … Value of change
• Compare … Value vs. Status
Quo / Competition
Drive: Diagnostics-Driven:
What is issue & outcome /
value of change?
Product Focus
Discussion:
• Customer knows issue
• Tie features / functions to needs
• Compares product alternatives
• Feature • Function • Price
Drive: Product Driven
Solution Focus
Discussion:
• Customer knows issues &
desired outcome
• Questions to discover pain
points
• Recommend solution to
solve pain
Drive: Pain-Point Driven
Solution
ProviderTrusted AdvisorVendor
© 2011 Alinean, Inc.10
Buying Lifecycle: How Companies Buy vs. How to Market / Sell
SiriusDecisions Buying Cycle
Loosening
of the
Status Quo
Committing to
Change
Exploring
Possible
Solutions
Justifying
the
Decision
Making
the
Selection
Committing
to a Solution
Decision
Consideration
Discovery
Lead
Prospect
Marketing Qualified
Lead
Sales Qualified Lead
Opportunity
Close
Traditional Marketing Cycle
© 2011 Alinean, Inc.11
Content Marketing Strategy and the Buying Lifecycle
Create awareness around a
new problem,
new paradigm
Illuminate problem &
drive urgency
Help buyer identify
solutions to the problem
Align proposed solution
with decision criteria
Demonstrate financial value
/ technical competence to solve problem
Validate/reinforce you are correct choice vs.
alternatives
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Education Solution
Vendor Selection
BUYING CYCLENEW CONCEPT
NEW PARADIGMESTABLISHED MARKET
Content Marketing Strategy
Reputation Demand Creation Sales Enablement
Source: SiriusDecisions
© 2011 Alinean, Inc.12
Value Marketing and the Buying Lifecycle
Loosening
of the
Status Quo
Committing to
Change
Exploring
Possible
Solutions
Justifying
the
Decision
Making
the
Selection
Committing
to a Solution
Decision
Consideration
Discovery
Help buyer diagnose / illuminate issues
Benchmark / comparison proof that peers
/ leaders are solving issues faster / better
Recommend roadmap for solving issues
Make issues you solve a priority vs. other
issues
Quantify the “cost of doing nothing”
Make the “case for change”
Quantify rewards vs. risks
Make your proposed project a priority vs.
other projects
Need to prove solution is best value
Total cost of ownership (TCO)
comparisons can help
Make your solution a priority vs. all other
solutions
© 2011 Alinean, Inc.13
• Engaging “Buyer-Frugalnomicus”
– How do you stand out from the 100 other marketing emails / campaigns buyer receives each day?
– How do you create credible content that users will trust / believe?
– How do you engage without overload?
• Long and more comprehensive assets have value, but demand a lot of time and some information may not be relevant or may confuse buyer
• But, if you make it short, you may not have enough information to really engage the prospect and hit their specific pain points
– How do you deliver what buyers need based on their stage / role in the buying decision?
• Improving Marketing Effectiveness
– How do you increase the effectiveness of content marketing being created?
– How do you help drive higher quality sales ready leads to sales?
– How do you get more lead intelligence to directly assist sales in more successful calls and increased conversions?
Challenges for B2B Marketers
© 2011 Alinean, Inc.14
Connect and Engage with Interactive White Papers
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.15
Connect and Engage with Interactive White Papers
• Break through the Noise!
• 3rd Party Credibility
• Improved Intelligence via Profile
PERSONALIZATION
•
CUSTOMIZATION
•
ONE-ON-ONE COMMUNICATION
© 2011 Alinean, Inc.16
Abstract and Simple Profile
Preview w/ Abstract
Pivot Points:• Industry
• Location
• Size
• Stage in Buying Cycle
• Role in Buying Cycle
• Pain Points
• AS IS: Asset / Service
Survey
© 2011 Alinean, Inc.17
User Provides Responses to Profile Questions
User Fills in Simple
Form
Tip Help Provided
Confirms Edits
© 2011 Alinean, Inc.18
Pain Point Profile Collects Additional Information
Pain Point Profile
Intelligence for:
• Personalized report
• Lead Nurturing
Weigh Value of Each
Question versus:
• User Time
• Personalization /
Intelligence Value
Once Questionnaire
Complete, Can
Download Report
© 2011 Alinean, Inc.19
Registration
Customized
Registration
Integrate with
Existing Registration
Rich Lead Nurturing
Integration
• Lead information
• Profile information
• Key results
© 2011 Alinean, Inc.20
Personalization
Qualitative
• Company Name
• Focus on Pain Points
• Case Studies by
Industry / Location /
Size
Quantitative
• Cost of Doing Nothing
• Quantify Value /
Benefits
• ROI / Payback
• TCO Advantages
© 2011 Alinean, Inc.21
Connect and Engage with Interactive White Papers
• Break through the Noise!
• Generate More Leads vs.
Traditional White Papers
• Engage and Educate
• Reduce Sales Cycles
• Drive more Sales
• Engage
• Personalized
• One to One Dialogue
• Research Based
• 3rd Party Credibility
• Improved Intelligence via Profile
© 2011 Alinean, Inc.22
Interactive White Paper Development Process
Existing White Paper (2-4 wks)
– Week 1:• Receive original white paper content
• Collaboratively decide on pivot points
• Rapid prototype interface (questionnaire / abstract)
• Gather / author personalized content
– Week 2:• Finalize personalized content / reviews
• Program personalized content rules
• Integrate with lead intelligence system
• Post pilot
– Week 3• Incorporate pilot findings
• Post final
– Week 4 and On-going• Promote with marketing campaigns
• Verify lead quantity / quality meeting goals
Original White Paper (3-6wks)
– Week 1:• Outline goals and objectives
• Determine pivot points
• Identify research / sources
• Provide outline
– Week 2 – 3:• Gather research and 3rd party sources
• Write original content
• Conduct content reviews / editing
• Post Alpha (prototype)
– Week 4• Program personalized content rules
• Post Beta (working, but not finalized)
• Incorporate Beta findings
– Week 5• Post pilot
• Incorporate Pilot findings
– Week 6 and On-going• Promote with marketing campaigns
• Verify lead quantity / quality meeting goals
© 2011 Alinean, Inc.23
Partnerships for Complete Interactive White Paper Solution
Research / Content Reach
Intelligence Integration
© 2011 Alinean, Inc.24
Next Steps
Get a Free White Paper Assessment
• Examine existing white paper inventory for potential Interactive conversion
– Pivot points
– Content availability / content / research needed
• Examine new white paper potential
– Properly aligned with Demand Creation Spectrum?
– Help Buyers Journey along the Buying Lifecycle?
– Value Focused: Diagnostics / Justification / Competitive Value?
http://www.fightfrugalnomics.com
http://www.alinean.com/demand-gen/interactive_white_paper.aspx