Making the Most of your Demand Generation Content

@TwitterHandle • #CMWorld

Making The Most of Your

Demand Generation

Content

Jennifer Harmel ANNUITAS

@JenniferHarmel2

@JenniferHarmel2 • #CMWorld


AGENDA


AGENDA

① The Content Conundrum

② What We Really Need in Terms of Content

③ How Do You Get Started?

④ How Content Can Fuel Your Demand Generation



AGENDA


1 We Have A Content Problem


@TwitterHandle • #CMWorld @TwitterHandle • #CMWorld

Content Producers or Content Marketers?



We Are Not Seeing Results From Our Efforts



Lack Of Strategy is Impacting Demand Generation


“79% of marketing generated leads

never convert to sales” –

MarketingSherpa


AGENDA


2 The Content Needed for

Demand Generation



Content Focused on the Buyer(s)



Content That Engages, Nurtures & Converts


• Mix of inbound &

outbound

• Conversation centers

on buyers top of mind

issues, pain points &

challenges

• Educational

• Continuation of

Dialogue

• Moves from top of

mind issues to

potential solution

categories

• Educational moving

to promotional

• Moves to a sales

conversation

• Discussion on how

vendor can help –

solutions/services

• Reps should continue

to educate but also

will be “selling”


Content That Aligns to a Buyers Journey



AGENDA


3 Where Do You Start?



Put The Buyer At The Center of Your Strategy



Start With Knowing Your Buyer(s) – Ask Them!


Questions to ask to gain buyer insight:

• What event(s) triggered your buying process?

• Who all is/was involved in the buying process and what roles did they play?

• What was the first step you took in the buying process, what was next?

• What kind of content did you consume during the process?

• How soon did you engage with a vendor once the buying process was

initiated?

• What problems and challenges were you looking to address with this

purchase?

• Where did you place the highest value?

• What were you looking for in a vendor or solution?


But Wait . . . There Is More!


• Engage sales and make them part of the program development – they have a unique perspective

• Conduct research into your industry

• Are there trends that will impact or cause organizations to purchase? • Has there been legislation that will impact a purchase (example: The

impact of the Affordable Care Act on Healthcare buyers) • Have there been acquisitions, mergers, bankruptcies in your industry

that could impact an organizations need to purchase

• Mine your data and look for behavioral patterns of your buyer


Operationalize Your Demand Generation



Be Coin Operated



Align People, Process, Technology & Data



AGENDA


4 The Benefits of Buyer-

Centric Content



What You Gain With Buyer-Centricity


①Move from stories to 1-1 dialogue ② Alignment of marketing & sales around the buyer ③ Improvement of marketing contribution to pipeline

and revenue ④ Derive more value from your marketing technology ⑤ Increased conversion rates at every “funnel stage” ⑥Marketing as a strategic growth engine for the

organization


“We need more content marketers, not more producers

of content”

Carlos Hidalgo CEO, ANNUITAS



Jennifer Harmel EVP and Principal

ANNUITAS

713-204-8689

[email protected]

@JenniferHarmel2


mailto:[email protected]