Transcript
B2B TECH CONTENT MARKETINGANANT DAS
95% of Tech Marketers use Content Marketing
2016 B2B Technology Trends, North America: Content Marketing Institute/Marketing Profs
96% of IT Decision Makers (ITDMs) Rely on Content when Evaluating Products
and Services2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study
ITDMs Download an Average of 6 Informational Assets During the Purchase
Process2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study
Creating engaging content is key in B2B marketing.
Content must be created and delivered quickly to be effective as a majority of
decision-makers in a company are only in the research phase of buying a product for
a few days or less.
Therefore, reusable content and usage of templates are critical.
82% of prospects value content targeted to their specific industry
67% of prospects find content targeted to their job function valuable
Marketing Sherpa via http://blog.marketo.com/2013/08/be-an-account-based-marketing-champ-in-5-simple-steps.html
Understand and Appeal to the Wide-Range of
Business Models, Hidden Roles, and Collaborators by Providing Different
Content Options
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Engage the Right Audience with the Right Content Throughout the Purchase Process
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Create Assets for Every Stage of the Buyer’s Journey
What Kind of Content?
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Customization of Content is Key
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Provide Valuable Content to
Customers and They’ll Take Action
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
ITDMs are Looking for more Content…
… And when it Comes to Content, Video Rules!
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Face-to-face Events are
Rated the #1 Most Effective
Marketing Tactic by Tech
Marketers
2016 B2B Technology Trends, North America: Content Marketing Institute/Marketing Profs
But ITDMs Need to be Contacted the Right
Way
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
And Need to be
Nurtured Correctly
Content on Social Media has become More Important
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
Quickly Follow-up with Effective
Content
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of the Technology Decision Maker Study via the
IDG Enterprise “2016 Customer Journey Poster”
2016 IDG Enterprise Customer Engagement Study and the 2015 IDG Enterprise Role & Influence of
the Technology Decision Maker Study via the IDG Enterprise “2016
Customer Journey Poster”
The Most Effective B2B Marketers Allocate 42% of their Total Marketing
Budget, on Average, to Content Marketing
The Most Sophisticated/Mature Content Marketers Allocate 46%MarketingProfs via http://www.marketingprofs.com/charts/2015/28555/2016-b2b-content-marketing-benchmarks-budgets-and-trends
The Greatest Number of B2B Marketers Publish New Content
Two or More Times a Week
Timing is Everything. Quick Turnaround and Consistent Frequency Build Opportunities, Interest, and Demand.
Communication is Key
The Greatest Percentage of B2B Marketers Meet Weekly to Discuss
Content Marketing
Sources not on slides can be found in downloaded PowerPoint under “NOTES”
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