Content: the Key to Influencing the B2B Buying Process
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CONTENT. The Key to Influencing the B2B Buying Process
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Transcript of Content: the Key to Influencing the B2B Buying Process
CONTENT. The Key to Influencing the B2B Buying Process
The hardest thing about B2B selling today is that customers
the way they used to. - The End of Solution Sales, Harvard Business Review
““DON’T NEED YOU
There’s NO denying it.The web and social media have changed the B2B buying process.
Buyers are in MORE control
than EVER before.
Whileof buyers begin their SEARCHfor a solution online ....
90%
While
A startling of the buying decision ismade BEFORE speaking with a supplier.
of buyers begin their SEARCHfor a solution online ....
90%
60%*
* The End of Solution Sales, Harvard Business Review
NO LONGER are companies and their sales people the gatekeepers that must be sought out for help.
- Ardath Albee, author of “eMarketing Strategies for the Complex Sale”
“ “
The informational gatekeepers are now represented by SEARCH ENGINES SOCIAL NETWORKS and PERCEPTIONSof relevance.
- Ardath Albee, author of “eMarketing Strategies for the Complex Sale”
“ “
Like it or not, buyers are SELF-SERVING on the web.
They’re identifying their requirements.
They’re searching for information and solution options.
They’re determining the criteriathey’ll use to select a product.
They’re short-listing vendors and comparing solutions.
FREE 30 Day Trial
All WITHOUT speaking to a sales
representative.
This presents new CHALLENGES for vendors.
Customers are coming to the table
with a deep understanding of their problem and a well scoped RFP. It’s turning many of our sales conversations into FULFILLMENT conversations.
- Chief Sales Officer, High Tech Company
ARMED TO THE TEETH ““
But there’s HOPE on the horizon.
But there’s HOPE on the horizon.
And CONTENT is key.
Vendors can STILL be a trusted advisor and influence
the B2B buying process ...
... by publishing content on theweb that helps buyers make smarter decisions.
“But NOTany old content will do.
“ In a context where buyers are in control,
Instead, marketers must inform buyers with content that builds relationships and trust.
- Content: The Force that Moves Buyers Down the Funnel (Kapost)
INTERRUPTION IS NOLONGER EFFECTIVE. “
Let’s compare the
way of communicating
with buyers and the
way.
SELF-SERVING
BUYER-CENTRIC
old
new
Self-ServingBuy our product.It has all these great
FEATURES and FUNCTIONALITYthat you’ll love.
Self-Serving
Buyer-Centric
Buy our product.It has all these great
FEATURES and FUNCTIONALITYthat you’ll love.
Here are ways to solve your PROBLEM and
attain your GOALS.
In the self-serving approach, not only is the message
ALL ABOUT YOU ...
This is what is known as CONTENT MARKETING.
Chances are you’ve REVERSE-ENGINEERED your product’s value based on its features,
so it doesn’t REALLY speak to buyers’ needs.
* “For Compelling Content, Let Your Buyers Be Your Guide” - Buyer Persona Institute
Value Features,Functionality
*
In the buyer-centric approach, you focus on the buyer’s
PAINPOINTS and NEEDS.
More importantly, you have EARN the right to talk about your product ...
... but only AFTER you’ve gained the buyer’s trust.
This is what’s known as CONTENT MARKETING.
““
(Content Marketing) ... is being there when customers need you and seek you out
with RELEVANT, EDUCATIONAL, HELPFUL,COMPELLING, ENGAGING and sometimes
ENTERTAINING information. - Rebecca Lieb, author of “Content Marketing: How to
Use Content to Market Online and in Social Media
In this brave new world, content takes on much more interesting and helpful SHAPES and FORMS.
Content GENRES
- Case Study- Best Practices- ROI Calculator- How-To Tips- FAQs
- Interview- Trends- Survey- Research - Etc.
Content FORMATS
- Video - Demo - Infographic- Slideshare
- Blog- Article- Whitepaper- E-Book - Podcast
VISUALTEXT AUDIO
- Seminar- Workshop
EVENT
This means there are MANY opportunities to create content that positions your company as a subject EXPERT and trusted ADVISOR ...
Blog
Case Study
Best Practice
ROI Calculator
How-To Tips
FAQs
Interview
Trends
Survey
Research
Other
Article E-Book Video Demo SeminarWhitePaper
Info-Graphic
CUSTOMERQUESTION
Slide-Share
Work-Shop
Pod-Cast
... for EACH question the customer has.
Who has had a similarproblem and what did they
do about it? What wasthe ROI?
In addition to being helpful, publishing buyer-centric content gives you a clear COMPETITIVE ADVANTAGE.
““
By publishing content that shows buyers you UNDERSTAND their problems and can SHOW them how to solve them, you build credibility .... prospects will
PROACTIVELY SEEK IT OUT.
- Ardath Albee, author of “eMarketing Strategies for the Complex Sale”
“ “Content marketing enables companies to build a level of trust among their customers that makes it
EASIER FOR CUSTOMERS TO BUY.- Joe Pulizzi and Newt Barrett, authors of “Get Content, Get Customers:
Turn Prospects into Buyers with Content Marketing”
This is what is known as CONTENT MARKETING.There are also many OPERATIONAL benefits
to publishing buyer-centric content.
This is what is known as CONTENT MARKETING.
The more content you publish, thehigher you’ll rank in ORGANIC search results.
- Case Study- Best Practices- ROI Calculator- How-To Tips- FAQs
- Interview- Trends- Survey- Research - Etc.
- Video - Demo - Infographic- Slideshare
- Blog- Article- Whitepaper- E-Book - Podcast
- Seminar- Workshop
- 2012 Hubspot Report
Better still, Google’s latest algorithm, Hummingbird, recognizes and rewardsQUALITY content with higher ranking.
Leads that are generated through organic search have a close rate ...14.6%
- The 2012 State of Inbound Marketing Report (Hubspot)
This means there are MANY opportunities to create content that positions your company as a subject EXPERT and trusted ADVISOR ...
Leads that are generated through organic search have a close rate ...14.6%
1% ... while outbound marketing leads
only have a close rate. - The 2012 State of Inbound Marketing Report (Hubspot)
Per dollar, content marketing produces
3X MORE LEADS. - Content Marketing ROI (Kapost and Eloqua)
“ “:
So it’s easy to understand why 91% of surveyed B2B companies
practice content marketing ...
- B2B Content Marketing 2013 Research Report
... and allocate up to of their annual marketing budget to content marketing ...
33%
- B2B Content Marketing 2013 Research Report
... to DRIVE key marketing and sales tactics.
Brand awareness
Customer acquisition
Lead generation
Thought leadership
Retention / loyalty
Engagement
Website traffic
Lead management
Sales
79%
74%
71%
64%
64%
63%
60%
45%
43%
- B2B Content Marketing 2013 Research Report
What’s more, when content is combined with social media, you can engage buyers in a CONVERSATION ...
What’s more, when content is combined with social media, you can engage buyers in a CONVERSATION ...
...and the ROI can be signficant.
Case in point: AT&T
“ Thanks to a blog-centered, social sales strategy, AT&T generated within a period of 18 months.
$47M in NEW BUSINESS
www.businessgrow.com
“
47 Million!
- Ann Handley, author of ‘Content Rules’- Ann Handley, author of ‘Content Rules’
The bottom line.
“ Content drives CONVERSATIONS.
Content drives CONVERSATIONS.
Conversation ENGAGES your customers.
Brand awareness
Customer acquisition
Lead generation
Thought leadership
Retention / loyalty
“Content drives CONVERSATIONS.
Engaging with people is how your company will SURVIVE and THRIVE in this new social world.
Conversation ENGAGES your customers.
- Ann Handley and C.C. Chapman, authors of “Content Rules”
“
HOWEVER
“You need to get your content in front of buyers BEFORE your competitors do.
“You need to get your content in front of buyers BEFORE your competitors do.
And it has to truly RESONATE with them.
...and the ROI can be signficant.
“If your content isn’t easy to find or doesn’t provide the answers they are seeking, buyers will move on to a different provider who is more helpful.
- Adele Revella, President of the Buyer Persona Institute
“
And it has to truly RESONATE with them.
Seize the OPPORTUNITY to publish content that delivers VALUE and INFLUENCES the B2B buying process.
47 Million!
Join the content marketing REVOLUTION today.
Gordana StokB2B Content Strategist & Writer,
Founder of Content Bridge
www.contentbridge.ca
twitter.com/ContentBridge_
Please share this presentation.
Thank you.
