Date post: | 14-Aug-2015 |
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Business |
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PROVOCATIVE, VALUEFocused Content Marketing Strategies a Requirement
CONTENT MARKETING INVESTMENTS ARE SIGNIFICANT
CRISIS IN CONFIDENCE
TODAY’S BUYERS ARE
TODAY’S BUYERS REQUIRE NEW STRATEGIES & TACTICS
NEW CONTENT TACTICS REQUIRED
Content marketing budgets are significant and growing, yet most B2B solution providers indicate that current content marketing investments are ineffective.
Buyers have fundamentally changed, now more empowered, skeptical and frugal than ever before, a condition called Frugalnomics.
Achieving a return on content marketing investment requires more relevant, provocative, and value focused strategies and tools in order to successfully Fight Frugalnomics™ - connecting, engaging and selling to this new breed of buyer.
Companies are spending more on content marketing to address this new challenge:
26% AVERAGE COMPANY21% 1000+ EMPLOYEES22% 100 - 999 EMPLOYEES
25% 10 - 99 EMPLOYEES34% < 10 EMPLOYEES
MARKETING BUDGET ALLOCATED TO
CONTENT MARKETING Content
Marketing
51% SAID
YESWE WILLINCREASE CONTENT MARKETING INVESTMENTS OVER THE NEXT 12 MONTHS
However, current content marketing is perceived ineffective by over 41% of marketers
31% BELIEVE SOCIAL MEDIA MARKETING IS EFFECTIVE 40% BELIEVE BLOGS ARE EFFECTIVE
45% BELIEVE VIDEOS ARE EFFECTIVE 46% BELIEVE ARTICLE POSTING IS EFFECTIVE
50% BELIEVE WHITE PAPERS ARE EFFECTIVE 51% BELIEVE PRINT MAGAZINES ARE EFFECTIVE
53% BELIEVE CASE STUDIES ARE EFFECTIVE 55% BELIEVE E-NEWSLETTERS ARE EFFECTIVE 56% BELIEVE WEBCASTS ARE EFFECTIVE
72% BELIEVE IN-PERSON EVENTS ARE EFFECTIVE
MORE EMPOWERED
FRUGALNOMICS IS IN FULL EFFECT!
MORE SKEPTICAL MORE FRUGALInternet and social media fuels buying cycles
Inviting sales later and later into decisions
Third party sources remain most trusted content:
Over 90% require proof of bottom-line impacts
Demand lowest price / best value from every purchase
81% expect vendors to provide value proof-points
Content
Marketing31% Industry Analysts
Content
Marketing29% Peers
Content
Marketing 8% Vendors
New marketing and sales enablement strategies are needed to Fight Frugalnomics – and effectively connect, engage and sell to this new breed of buyer.
Content marketing, to be more effective, needs to facilitate the buyer’s journey, helping them navigate and progress through each step.
B����-F�ug��n��i�u�FACILITATING THE
BUYER’S JOURNEY
CONTENT MARKETING & SALES ENABLEMENT STRATEGY
Loosening ofthe status quo
Commitingto change
Commitingto a solution
Justifyingthe decision
Making theselection
Exploringpossiblesolutions
DISCOVERY CONSIDERATION DECISION
Create awarenessaround anew problem
Align problemwith businessissues; driveurgency
Help buyeridentify needsin solving theproblem
Align solutionwith specificset of businessneeds
Make thebusiness casefor change
Validate /reinforcechoiceProve bestvalue
PROVOCATIVE APPROACH VALUE APPROACH
Interactive WhitePapers & Webcast
/ Events
Diagnostic AssessmentTools &
Case Studies
Solution White Papers& ROI Analysis Tools
Feature Comparisons& TCO Comparison
Tools
Engage Diagnose Justify Differentiate
Content needs to be more relevant, provocative and value-focused to Fight Frugalnomics™
New breed of more relevant, provocative and value-focused sales and marketing tools:
Provocative approach needed early in sales cycle to better engage and diagnose.
Personalization can dramatically improve effectiveness:
By Industry: 82%By Role: 67%By Company Size: 49%By Geography: 29%
Value approach needed later in sales cycle to justify and differentiate solutions.
InteractiveWhite Papers
DiagnosticAssessmentTools
ROI AnalysisTools
TCOComparisonTools
powering B2B sales to economic buyers
sources: Junta42 and MarketingProfs, SiriusDecisions 2011, MarketingSherpa and KnowledgeStorm http://www.knowledgestorm.com/search/viewabstract/90153
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