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Enhancing Buyer Engagement and Revenue through Webinar Valuable Development

Learn effective strategies to fuel buyer engagement and drive revenue through webinar development. Gain insights on the fine art of being found by 21st century buyers and creating new interactions based on their needs.

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Enhancing Buyer Engagement and Revenue through Webinar Valuable Development

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  1. WebinarValuable Message Development Will Fuel Buyer Engagement And Drive Revenue Events Peter O’Neill, Vice President, Principal Analyst February 6, 2014. Call in at 10:55 a.m. Eastern time • @poneillforr

  2. 21st century buyers and the fine art of being found New Interactions based on needs Seller Buyer Offer Need Seller Buyer Match Respond Engage Fulfill O-R-F scales with media. N-M-E scales with social media. Old Interactions based on offers Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

  3. Messages find their own route to buyers Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report BT B2B social graph

  4. Am I even in control over my messages and how they’re consumed?

  5. Agenda • Profiling your buyers is the basis for your message development. • A framework to ensure your message sticks in the right place. • Message and content auditing as a standard operating process

  6. Agenda • Profiling your buyers is the basis for your message development. • A framework to ensure your message sticks in the right place. • Message and content auditing as a standard operating process

  7. Audience is a combination of various buyer archetypes

  8. Buyer archetypes are an element of Forrester’s customer reference model

  9. Role profiles will inform your content IT’S ABOUT PEOPLE AND THEIR NEEDS, NOT TITLES Background What is the recent story behind this role? How have market and business changes affected this role? Responsibilities What are the day-to-day objectives that this role is responsible for? What do they need to spend more/less time doing? Pressures What are the top-down requirements that this role faces? How does this change if this role reports into different people? Operational challenges What are the barriers that this role faces from peers and direct reports? What are the consequences of not overcoming these barriers?

  10. Agenda • Profiling your buyers is the basis for your message development. • A framework to ensure your message sticks in the right place. • Message and content auditing as a standard operating process

  11. This is what B2B buyers perceive 70% of the content that supports a buying decision is discovered by the buyers themselves, they say. Source: Forrester Tech Marketing Navigator, Q1 2012

  12. Buyers are fishing for your content • B2B marketers need theircontent to be found: • By each buyer in their context, • When they are looking. Create content thataccelerates the buyers alongtheir journey and leavesbehind your “brand scent.” Base: 418 executive-level buyers at global companies of 100 or more employees; Source: Q4 2012 Global Executive Buyer Insight Online Survey

  13. Forrester’s messaging reference model

  14. Establishing your strategic positioning OUR market category Level 1:Corporate positioning and strategy How are we a RELEVANT solution provider in the market we sell into? Level 2:Marketsegmentpositioning How do we deliver value to all buyer archetypes? Level 3:Buyer archetypepositioning Outcome 1 Outcome 2 Outcome N Level 4:Outcomemessaging . . .

  15. Example of strategic positioning Integrated customer experience Level 1:Corporate positioning and strategy Level 2:Marketsegmentpositioning MS No. 2: Web content management MS No. 1: Digital marketing management CMO/EVP/VP marketing Level 3:Buyer archetypepositioning Outcome 3: L2RM automation Outcome 1: Increase inbound traffic Outcome 2: Capable eCommerce platform Level 4:Outcomemessaging

  16. The buyer journey starts earlier than your traditional marketing work and continues . . . Offer-respond-fulfill marketing Image Source: Forrester Research

  17. Buyer journey research needed

  18. Content needs to vary by solution complexity Source: July 29, 2013, “Establish Your Content Marketing Life Cycle” Forrester report

  19. Thought leadership sits at the pinnacle of content marketing strategy Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  20. Forrester’s four-step IDEA framework I Identify your target audience, their issues, and the sources of information they trust. D Develop your thought leadership platform: the ideas and content that express the company’s positions. Engage your audience through a considered mix of digital, social, and traditional channels. E A Assess the impact on your business, and revise or reinvest. Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  21. From content to conversation Sales account managers are now often in the role of “content concierge.” Use tools such as Brainshark or Postwire to support this. Create content about content. Tag each content asset: audience, sales stage, next step. Provide sales guides/battle cards around content programs. Thought leadership: What is the thought? Who? Why? What? Forrester Wave™ reprint: Where are we good/not so good — why, what do we say about it?

  22. Agenda • Profiling your buyers is the basis for your message development. • A framework to ensure your message sticks in the right place. • Message and content auditing as a standard operating process

  23. The big picture . . . we have entered the age of the customer Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

  24. Strategic budget imperatives for customer-obsessed enterprises Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

  25. It is always time for a content audit Leading IT vendor: 20 million pieces of collateral. And in the last six months, they added 3 million more . . . in multiple languages. For one product line alone, they found 165 white papers! All content should have a “use by“ date. Tag each content asset: audience, sales stage, next step. Record usage, and withdraw unused pieces. Measure effectiveness, and withdraw ineffective pieces.

  26. Content audit checklist Each piece of content must pass these audit test questions

  27. Evaluate the strength of your TL platform Source: April 4, 2013, “Nurture Thought Leadership To Nurture Your Brand” Forrester report

  28. Some things just haven’t changed Customer magazine first published by Deere & Company in 1895 Now available in more than 40 countries and in 12 different languages

  29. Mobile first?

  30. Peter O’Neill +49 (0)69.959.29839 poneill@forrester.com Twitter: @poneillforr blogs.forrester.com/peter_oneill

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