Go Beyond Boring: Creative Content That Engages At Every Stage Of The Funnel Aaron Dun SVP of Marketing SnapApp SVP Marketing @snap_app 1
WHY ARE YOU HERE? Anyone Feeling OVERWHELMED? 2
a = v t Where acceleration is the change in velocity over the change in time 3
GENERATIONAL DYNAMICS PROSPECT PREFERENCES THINGS AREN T WORKING THE WAY THEY USED TO 4
# MILLENIALS BUT I DON T SELL TO MILLENIALS! 5
WRONG BUYING COMMITTEES ARE BIG 100+ employees 1000+ employees From: The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today 6
THE NEW FACE OF THE BUYING COMMITTEE MILLENIALS ON THE BUYING COMMITTEE 40% of millennials make or influence purchase decisions From: The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today 7
OKAY, SO MILLENIALS ARE BECOMING BUYERS START PAYING ATTENTION! From: The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today 8
THE MILLENIAL APPROACH - ME BEFORE WE - SALES AVOIDERS - VALUES OVER FEATURES WHAT DOES THIS MEAN FOR OUR TRADITIONAL PLAYBOOK? 9
70% of B2B marketers say they will create more content in 2017 vs. 2016. B2B Content Marketing 2017: Benchmarks, CMI 10
Number 60 White Papers Produced 50 40 30 20 10 0 2015 2016 2017 2018 11
Sales is cranky Sales is cranky 12
Probably NEVER. 13
BUT IT S OUR BIBLE! Download white paper = +10 Visit platform page = +5 Opened 5 emails = +15 Attend a webinar = +10 Name begins with A = +5 < M A G I C S C O R E T H R E S H O L D > QUALIFIED!!! ALL LEADS ARE TREATED THE SAME 14
SALES QUALIFIES EVERYONE snapapp.com/master-the-cold-call 15
Something Missing? We can do better. 16
We re all doing the same thing it all looks the same.. Buyers are overwhelmed slide PROSPECTS HATE IT! n: 503 From: The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today 17
Spoiler alert: IT AIN T WORKING! The Struggle is Real 18
10X GROWTH IS NOT 10X MORE OF THE SAME The traditional funnel doesn t scale 19
THE OLD CONTENT-GATED SELLER CENTRIC PDF PLAYBOOK IS DEAD TWO PROBLEMS COME TOGETHER Changes in buying committee dynamics Your old playbook 20
STEP ONE: SET YOUR PLAYBOOK ON FIRE 21
STEP TWO: LOSE THE GATE. NOT THE LEADS. LIFE WITHOUT LEAD GATES - ALIGN CONTENT AND CAMPAIGNS - DELIVER ENGAGING EXPERIENCES THAT RESONATE - SCORE, NURTURE, AND QUALIFY BASED ON CRITERIA - FOCUS ON GETTING THE NEXT ACTION 22
ARE YOU CHANGE IS NEEDED BRAVE ENOUGH? 23
RETHINK LEAD SCORING PROVIDE VALUABLE ENGAGING CONTENT FOCUS ON THE NEXT ACTION RETHINK LEAD SCORING 24
QUALIFY ON SALES CRITERIA NOT ACTIVITY. SALES CRITERIA EXAMPLES Firmographic/Demographic Team size Other tech in use Markets selling to Scale of spend Others 25
Value to the Reader CREATE VALUABLE, ENGAGING CONTENT AVOID THE CONTENT COMMODITY CURVE Little/No Competition Competitors Launch Competition Accelerates Content that Engages + Resonates, Brand Stands Out, Unique Message + Delivery Go-To Content Source Getting Started Struggle to Stand Out Me-toos, Volume Play, Content as Commodity Value Relative to Market Saturation 26
PROVIDE SOMETHING OF VALUE IT STARTS WITH A CONVERSATION 27
AND BECOMES AN EXPERIENCE WHAT IS AN EXPERIENCE? - VISUAL, INTERESTING, DYNAMIC - ENCOURAGES INPUT FROM VIEWERS - PROVIDES VALUE WORTH ENGAGING WITH - CONNECTS DEEPLY, RESONATES 28
FOCUS ON GETTING A NEXT ACTION 29
BOTTOM MIDDLE TOP CONVERSATIONS ACROSS THE FUNNEL Ebook Survey Quiz White Paper Assessment Interactive Infographic Success Story Interactive Video Calculator NO RANDOM ACTS OF INTERACTIVE Early Stage: Awareness Blog post Assessment White Paper Calculator Webinar Middle Stage: Consideration Late Stage: Decision Sales Qual. Assessment Success Stories Event Product Picker Demo Request 30
What does Acceleration look like? Top Overtime Calculator for net new leads Middle Time Savings Calculator for leads in nurture Bottom Solution Finder w/specific, need-based products 31
Marketing with interactive experiences accrued over 3,700 responses that generated 23% of all digital marketing revenue in two months. 32
Hack no 1 Create an introductory quiz 33
Hack no 2 Launch a benchmark assessment Hack no 3 Launch a topical calculator 34
Hack no 4 Transform your existing PDFs Hack no 5 Conduct a readiness survey 35
Hack no 6 Add questions to a video Hack nos 7-101 WANT MORE? snapapp.com/101-ic-ideas 36
IN SUMMARY: Activity Takers to sales Blast emails Score leads on activity Static content Seller-centric Hand Raisers only Nurture longer Score leads on criteria Interactive content Buyer-centric! A 4-STEP ACTION PLAN 1. Identify key sales criteria 2. Ungate your PDFs focus on the next action 3. Produce something other than a whitepaper 4. Test ungating for free with LeadREV (leadrev.snapapp.com/) 37
FINAL EXERCISE: Write down one thing you are going to ungate! THANK YOU! 38
Ask me anything at the Post-Presentation Huddle! Aaron Dun, Learn more about our research: snapapp.com/generationresearch 39