Be a Publisher, By a Publisher:

Transcription

1 Be a Publisher, By a Publisher: Optimizing Content Delivery Courtney Kay VP, Field & Product #ROISummit

2 Session 1 Architecture Team Taxonomy Content Session 2 Delivery Distribution Enablement Measurement Image: adapted from Shutterstock 2

3 Image: adapted from Shutterstock 3

4 Where your buyer is spending their time 50% 37.5% with your competitors 12.5% with you with everybody else Source: CEB Image Credit: Shutterstock 4

5 Your efforts are paying off 89% of buyers referenced vendor sites for content in % of buyers referenced vendor sites for content in 2012 Source: TechTarget 2015 Media Consumption; Image Credit: Shutterstock 5

6 Gating Content 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 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 Sources: Uberflip, Content Marketing Institute; Image: Adapted from Shutterstock 6

7 Striking a Balance 5% fill out a form on your website 20% of those don t open your s 1% The opportunities you re likely reaching 71% of searches start with a generic search query 12 searches before vendor site engagement 10.4 pieces of content consumed before yours Source: Google; Forrester Image Credit: Shutterstock 7

8 Turn Back Better Solution Ahead Dead End for Your Infrastructure Wrong Way to Solve the Problem Source: CEB; Image: adapted from Shutterstock 8

9 Where are they online & when if they re not on vendor sites 70% 60% 50% 40% IT Pubs & Communities Analysts & research Business Pubs Social Networks 30% 20% 10% 0% Awareness Consideration Decision Source: 2015 TechTarget Media Consumption 9

10 Where are they offline & when if they re not on vendor sites 45% Peers & Colleagues 40% 35% 30% 25% 20% 15% 10% 5% 0% Events VARs Don t underestimate the importance of VARs- equip them meaningful content Awareness Consideration Decision Source: 2015 TechTarget Media Consumption 10

11 Context 89% of buyers note the most important characteristic of content to be its relevance to their current project Source: 2015 TechTarget Media Consumption 11

12 Context Buyer Channel 19% increase in sales for businesses that personalize experiences 78% likely click on ads running on sites with content related to the current buy Sources: Monetate; 2015 TechTarget Media Consumption 12

13 Putting it all together 13

14 Stop dropping your prospects (& customers) off a cliff 14

15 Enabling your s (order of our operations) Align Prioritize Personalize 108% Increase in SSD/Flash CTRs through the application of Priority Engine data in mailings 15

16 Enabling the caller Higher first call expectations Premature lead transition Too much of the wrong info 90% of buyers want sales to speak to their implementation on the first call 61% of B2B marketers send all leads directly to sales, but only 27% are ready 65% of sales people feel they don t have the right info before making a call Source: TechTarget Media Consumption; MarketingSherpa; Lattice Engines 16

17 Enabling the customer 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) 80% of tech decisionmakers said it was important to receive content after making a purchase Source: TechTarget Qualified Sales Opportunities; emarketer 17

18 Distribution & Enablement 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 s Enable content, sales & customers Image: Adapted from Shutterstock 18

19 Attributing Value (more accurately) B A A B A B A B Image: Adapted from Shutterstock 19

20 The Journey of a Lead Landscape Technology Publication First Touch Architect, Information Technology Photo Credit: Shutterstock 20

21 Last Touch Article on Data Center Outsourcing The Journey of a Lead Architect, Information Technology Photo Credit: Shutterstock 21

22 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 Architect, Information Technology Photo Credit: Shutterstock 22

23 The state of B2B attribution 5% Don t currently measure attribution 20% Use first touch attribution models 47% Use last touch attribution models 13% Use multi-touch attribution models 5% Use attribution technologies Source: Building Bridges to the promised land: Big Data, Attribution & Omni- Channel- The CMO Club & VisualIQ Photo Credit: Shutterstock 23

24 Which attribution model to use when Single Touch Attribution Models Multi-Touch Attribution Models First Touch Last Touch Linear Time Decay Position-based Can be used in conjunction with a multitouch 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 24

25 Attribution Models 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 Image: Adapted from Shutterstock 25

26 Next step: Align your content to the specific needs of your target audience 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 26

27 Thank you Next session: Closing remarks: How TechTarget Can Help You Build an Intelligence- Driven Marketing and Sales Strategy Presented by: Steve Niemiec 27