Mapping Communications Strategies to Resonate With the New Buyer On-Demand Webinar Link: https://vts.inxpo.com/Launch/Event.htm?ShowKey=21552 Presenters: Adam B. Needles, Chief Strategy Officer and Principal, ANNUITAS Ken Wincko, SVP, Marketing, PR Newswire Moderator: Michael Pranikoff, Global Director, Emerging Media, PR Newswire

1. MAPPING COMMUNICATIONS
STRATEGIES TO RESONATE
WITH THE NEW BUYER
WEBINAR
#BUYERJOURNEY

2. SPEAKERS: MODERATOR:
#BUYERJOURNEY
Ken Wincko
@PRNewswire
SVP, Marketing
PR Newswire
Mapping Communications Strategies to Resonate With the New Buyer
August 28, 2014
Michael
Pranikoff
@MPranikoff
Global Director,
Emerging Media
PR Newswire
Adam B. Needles
@abneedles
Chief Strategy Officer
and Principal
ANNUITAS

3. Understanding
Buyer 2.0
Twitter: @abneedles

4. Who is ANNUITAS?
• Founded in 2005
• B2B Demand Process Transformation firm
– Demand generation change management
– Buying-process alignment
– Lead-to-revenue process context
– NPV / ROI / CLV focus
• Serving global, growth-oriented, $1B+ enterprise organizations
– Financial services
– Industrial
– Technology

5. Today the Buyer is Taking the
Lead … Online
Twitter: @abneedles

6. Marketing Now (Should Own) a Majority of
the Buying Process
“[T]he average [B2B]
customer had completed
more than one-half of the
purchase decision-making
process prior to engaging
a supplier sales rep
directly … . At the upper
limit, that number ran as
high as 70% … .”
Source: The Corporate Executive Board Company, “The Digital Evolution in B2B Marketing,” 2012.

7. It’s a Digital Buyer Journey, With Sales
Engaged Later in the Process
Source: Enquiro/Mediative, “Integrated Persuasion: Online and Offline,” 2010.

8. Outbound Marketing is
Declining, Inbound is ‘In’
Twitter: @abneedles

9. “One-and-done” Outbound Engagement
Metrics Started Declining in 2009!
Average email click-through rates
3.00%
2.00%
1.00%
0.00%
2.90%
1.60%
1.20% 1.16%
2007 2009 2010 2011
MailerMailer
Oceanos
5%
Forrester: B2B marketers who cite enewsletters and email
as “highly effective” top-of-funnel tactics.
Sources: MailerMailer, “Email Marketing Metrics Report, Click Rates, July 2010 Edition”; Oceanos, “The List Intelligence Report, Spring & Summer 2011”; Forrester
(L. Wizdo), 2012 Tech Marketing Planning Guidance - With Proliferating Tactics and constrained budgets, Targeting and Focus are a Mandate, 2011.

10. Adapting to Buyer 2.0’s Buying Process
Changes our Demand Generation ROI
Source: Hubspot (Georgieva, M.), “20 Revealing Stats, Charts, and Graphs Every Marketer Should Know,” May 2012.

11. Inbound Must Be Multi-medium
Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.

12. Engaging, Substantive
Content is ‘King’
Twitter: @abneedles

13. [Marketing] Content Drives the Buying
Process
• “79% ... feel that vendors’ level
of relevant content affects
their likelihood to make the
shortlist ...
• “66% ... feel content could
certainly be more relevant ...
• “[V]endors with irrelevant
content are 25% less likely to
make the shortlist than
others.”
Source: IDG Connect, “Buyer Research Provides Irrelevant Digital Content Impacts B2B Vendors’ Bottom Line,” February 2014.

14. … Yet Our Demand Generation Content
Does Not Support the Buying Process
"Half of the marketers create
and use content that educates
buyers on their issues and
problems, but only 14% align
compelling content with buyer
journeys in a way that tells a
story."
Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011

15. We Lead with What We Want to Sell, Not
With Engaging Our Buyers’ Pain Points
“86% of the 'unique benefits'
touted by vendors were not
perceived as unique or having
enough impact to create
preference.”
Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity,” 2010.

16. We Need to ‘Curb the Sales Messages’
Source: DemandGen Report, “Content Preferences Survey Report,” May 2012.

17. Buyer Behavior Has Forever
Changed …
Now Marketing Needs to!
Twitter: @abneedles

18. “Which Tactic” Is the Wrong Question
“[M]arketers are juggling too
many tactical balls. A full 75%
of respondents reported they
were using 15 of the 26
techniques we surveyed.”
Source: Forrester, “2012 Tech Marketing Planning Guidance,” December 2011.

19. Contact
• Me: Adam B. Needles
– Chief Strategy Officer
– P: 617-413-6087
– E: adamneedles@annuitas.com
– Tw: @abneedles
• Us: ANNUITAS, Inc.
– A: 3399 Peachtree Road, NE, Suite 400, Atlanta, GA 30326
– P: 404-751-5131
– E: info@annuitas.com
– Tw: @_ANNUITAS

20. DRIVING SUCCESS
IN THE AGE OF THE CUSTOMER
What you need to do to win
true buyer engagement.
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

21. There Are 3 Success Factors For Driving Buyer Engagement
1. An Enhanced Content Strategy
2. The Shifting Marketing Mix
3. Measurement and Analytics
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

22. The First Step Is Enhancing Your Content Strategy
85%
of brand marketers
are publishing
content.
Source: Forrester, October 2013
So how do you produce content that
stands out and gains attention?
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

23. The First Step Is Enhancing Your Content Strategy
But only
36%
are doing it
effectively.
Source: Forrester, October 2013
So how do you produce content that
stands out and gains attention?
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

24. Which Is An Area Of Concern For Many Marketers
87% of marketing professionals find
producing content that engages
buyers to be a major challenge.
62% of marketers develop content
campaign by campaign.
Source: July 16, 2014, “Compare Your B2B Content Marketing Maturity” Forrester Research, Inc.
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

25. You Need To Map Your Content To The New Buyer Journey
1. Customer determines the
need to solve a problem.
2. Budget for solution is
determined.
3. Approaches to solving
the issue are assessed.
4. Needs are refined into
requirements.
5. Business case is written and
approved; budget is revised.
6. Potential vendors are
contacted.
10. Onboarding/installation
is completed.
11. Support and service are
provided.
12. Results are measured and
benchmarked.
7. Shortlist of vendors is invited
to bid.
8. Vendors submit offers.
9. Solution is acquired.
Source: February 21, 2013, “Rethink Marketing In The Buyer’s Context” Forrester Research, Inc.
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

26. Using Persona-Driven Marketing Based On Insights
1.
Understand Buyer
Needs, Interests
and Goals
2.
Know Where Your
Buyers Spend
Time
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire
3.
Acquire and
Nurture Higher
Quality Leads
4.
Drive Increased
Organizational
Alignment
5.
Optimize Through
Better Data
Source: HubSpot

27. To Reshape Your Content Strategy To Meet Buyer Needs
GOALS
What do you want to
achieve with your
programs?
CAMPAIGNS
What programs are
you running or
developing?
CONTENT
What content is
included?
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

28. Utilizing A Consistent, Integrated Content Distribution Strategy
Online Ads
Corporate Communications
Mobile/Apps
Website
Events
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire
Social
Search
Blogs/Forums
In-Product
Website
Customer Service Reviews/References
Sales

29. That Optimizes The Mix of Paid, Earned and Owned Channels
Brand Building Effectiveness
Consumer Firms
Rate the Method
More Effective
Ads on Social Nets
Own Social
Custom Print
PR
Search
Direct Mail
Email
Print Newspaper
Radio TV
Smartphone
Print Directories
Video
Tablets Webinars
General Sites
Own Sites
Own Events
Exhibitions
Print Mags
Sponsorships
Topic Specific
Sites
Sales Collateral
Virtual Exhibitions
Vertical Search
90%
80%
70%
60%
50%
40%
30%
20%
10%
Conferences
B2B Firms
Rate the
Method
More
Effective
Blue = Digital Method, Orange = Traditional Method
10% 20% 30% 40% 50% 60% 70% 80% 90%
Consumer Focused Firms
B2B Focused Firms
Source: Outsell 2014 Advertising and Marketing Study
© 2014 Outsell, Inc. Reproduction strictly prohibited without
permission.
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

30. That Optimizes The Mix of Paid, Earned and Owned Channels
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

31. With An Increased Focused On Earned Media To Build Buyer Trust
Source: Chartbeat
Are paid channels delivering the type of
buyer engagement you need?
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

32. The WestJet Christmas Miracle Campaign Created Huge Buzz
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

33. And Generated A Spike In Revenue
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

34. TripAdvisor Shows The Benefits Of An Alternative Approach
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

35. To Tie It All Together, Optimize Based On Analytics
Start with your
EDITORIAL CALENDAR:
• Content type/title
• Distribution
date/time
• Category
• Author
• Visuals, etc.
Understand what KPIs
you’re measuring:
• Visits/views
• Social engagement
(shares/likes)
• Form fills/leads
• Downloads, etc.
• Pipeline
• Revenue
INSIGHTS you can glean:
• Best places/times for
engagement
• Authors or styles your
target audience is most
likely to respond to
• Topics that are
trending
• Types of content that
are resonating
Source: Content Marketing Institute
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

36. To Tie It All Together, Optimize Based On Analytics
Refine your existing content and produce
NEW CONTENT using this data to maintain
and sustain your content marketing strategy.
Source: Content Marketing Institute
DRIVING SUCCESS IN THE AGE OF THE CUSTOMER
August 2014 #PRNewswire

37. Ken Wincko
SVP, Marketing, PR Newswire
Ken.Wincko@prnewswire.com

38. Ken Wincko
@PRNewswire
SVP, Marketing
PR Newswire
QUESTIONS
Mapping Communications Strategies to Resonate With the New Buyer
August 28, 2014
Michael
Pranikoff
@MPranikoff
Global Director,
Emerging Media
PR Newswire
Adam B. Needles
@abneedles
Chief Strategy Officer
and Principal
ANNUITAS
#BUYERJOURNEY

39. FOR MORE INFORMATION:
US: (888) 776-0942
CANADA: (877) 269-7890