2
The Challenge
How to reach, inform and engage buyers at the Top of the Funnel*
* 70% of a consumer’s buying experience is made before a salesperson gets involved
4
Enterprise Content
Expert / created
Curated
User-‐generated
Create credibility, trust and sharing
Create engagement + inventory
Create insight + advocates
¥
€
¢
7
B2B Toolbox
Goal?
Create credibility, trust + sharing
Create engagement + inventory
Create insight + advocates
Newsle;ers, Blogs
E-‐books, Webcasts and infographs
Top performing companies outpace others in use of rich media content says Aberdeen – most popular formats? Video (60%) and Web events (55%)
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B2B Toolbox
Goal?
Create credibility, trust + sharing
Create engagement + inventory
Create insight + advocates
Social Media and off-‐brand CommuniFes
Word of Mouth and Web Searches most frequent/useful sources of info in B2B buying process (Buyersphere)
Reviews
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Where to Invest?
What are you selling?
Consumer – Non Considered Business – Non Considered
Consumer – Considered Business – Considered
Content “Demand”
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Distribu4on Mix
€ ¢ ¥ DCreated Curated User-‐generated
$Distribu4on Syndica4on
Asset Alloca4on
Non
-‐con
sidered
Co
nsidered
LOW
MED
MED
MED
LOW
MED
MED
HIGH
HIGH
LOW
HIGH
MED
LOW
HIGH
MED
HIGH
HIGH
LOW
HIGH
MED
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B2B Outposts
Sites like American Express OPEN Forum, Workshijing.com, and Pulse on Personal Cloud bring all these elements together
Contributed Ar4cles
Video library
Social feeds
Discussions
Contextual offers
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3 Things You Can Do
1. Map Your Content (type, owner, frequency, distribu4on, syndica4on, CTA)
2. Monitoring Sharing – most popular?
3. Tag 2-‐3 rich media opportuni4es
www.thepulsenetwork.com Visit our booth to sign up for a Pulse On and to meet with our social media team
Get YOUR Pulse On!