Download - Content – knowing when and how to use it

Content – Knowing when and how to use it 14th June 2012

Rupert Denny - Banner Twitter: @doops65

© Banner Corporation plc, 2012

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


But, does content volume equate to sales success?

more content types than five years ago

40% growth in Formats since 2005

80% increase in Vendor Web Page Count in the past five years

+60% Content

Overload

“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

Source: IDG Connect IT Buyer Survey - September 2010


The impact of irrelevant content is significant

* Results from IDG Connect IT Buyer Survey - September 2010

Content Creation Costs Decision Making Process Delayed 18%

Making the Shortlist by One Third

Getting the Sale More than 40 %


We need to understand the content requirements for each stage in the buying process

No awareness No need

Awareness Needs recognition

Consideration Information search

Preference Active consideration

Purchase Decision

Loyalty Post-purchase evaluation and usage

Buying process steps

Is actively considering new services, searching

brand and competitor sites and literature

Negotiating service costs and contract

Managing services over time

Post purchase activity (upgrades, new services etc.)

Hig

h Lo

w

Act

ivity

leve

l

Influenced by colleagues, advertising, news

articles, etc.

Semi-actively looking for possible options on,

and offline

Life goes on…


Buying Stages

General Education Prospect Goals: Clarity Issue as Relevant Gain Context for Internal Discussion Build Understanding About Issues and Trends Seller Goals: Offer Context for Discussion Build Awareness and be Visible Foster Shared Interest

Business Case Development

Prospect Goals: Confirm Interest Resolve Gaps in Understanding Match Assessment to Organizational Needs Seller Goals: Provide Frameworks and Discussion Process Steps Confirm Interest with Relevant Content Gain Legitimacy and Perception of Expertise

Implementation Scenarios

Buyer Goals: Accurate Comparison of Alternatives Build Confidence Confirm Business Case Assumptions Seller Goals: Alignment of Evaluation Steps with Solution Capabilities Extend Solution Discussion to Interested Parties Build Confidence

Shortlist Creation Prospect Goals: Meaningful Comparison Realistic Testing Confirm Viability of Shortlist Alternatives Seller Goals: Differentiate Confirm Value Proposition Engage with Buying Team Individuals

Final Decisions Prospect Goals: Confirm Alignment Manage Risk Realize Benefits Seller Goals: Reinforce Value Stress Shared Vision and Viability Build Sense of Control

Source: IDG Connect


Content is used differently during buying phases

32%

3%66%

Info on specific productInfo on specific vendorTech/market overview

Q11_1. “Information types or topics is of greatest value to your decision making process… General Education stage”

38%

11%

51%


Q11_2. “Information types or topics is of greatest value to your decision making process… Business Case Development stage”

1%

48%51%


Q11_2. “Information types or topics is of greatest value to your decision making process… Business Case Development stage”

52%

13%

35%


Q11_3. “Information types or topics is of greatest value to your decision making process… Vendor shortlist stage”

Business Case Educate Short List Final Selection

Source: IDG Connect


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...


Content Audit: Instant insight into useful content assets by buying stage

RE

LEVA

NC

E

GENERAL EDUCATION

BUSINESS CASE DEVELOPMENT

IMPLEMENTATION SCENARIO

SHORTLIST CREATION

FINAL DECISIONS

0

10

20

30

40

50

60

70

80

90

100

8

1

104

Audio Podcast Tool Video Webcast HTML Document

Game Downloadable Document

52

7

47 49

23

18

29

17

25 24

39

6

5

4

Content rated below 70% requires revision. Source: IDG Connect


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.


Understand sentiment and language

What you are talking about on your site and in communications

What your customers are talking about - and where they are

AIM HERE


Highly visible to search engines

Concentrates content around customer need

But you own the brand experience

Enables peer-to-peer interaction

Distribute & aggregate content


Highly visible to search engines

Concentrates content around customer need

But you own the brand experience

Enables peer-to-peer interaction

Drive leads via tools and content


1 7 30 4 2 1 € €€€

Local Global

Plan content production and ownership


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


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


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


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?


Keep it to the point


Timing


Choosing speakers – Don’t let country borders hold you back


Choose the right format Format Description Pros Cons

Single Speaker A single speaker presents/takes Q&A

Easy to co-ordinate, write and train

May suffer from lack of interaction… a bit like a lecture

Interview Style The interviewer asks a set of prepared questions to a speaker(s) individually

More engaging ( Two voices) . Interaction encourages audience interaction

More people to train and co-ordinate

Moderated Panel/Discussion

Multiple speakers with a moderator facilitating

Variety of content, voices and perspectives

Challenging to stop panellists talking over each other. More people to train and co-ordinate

Interactive Full audience participation via exercises and facilitated conversations

Much deeper interaction and understanding. A dialogue

Complicated. Requires a skilled moderator. Only applicable to a few participants


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


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)


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)


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


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

Rupert Denny– Banner Email: [email protected] http://uk.linkedin.com/pub/rupert-denny/1/6ab/222 Twitter: @doops65

Download - Content – knowing when and how to use it

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