go beyond boring: creative content that engages at every ... · go beyond boring: creative content...
Post on 21-May-2020
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#MPB2B @ajdun
Go Beyond Boring: Creative Content That
Engages At Every Stage Of The Funnel
Aaron Dun
SVP of Marketing
SnapApp
@ajdun
SVP Marketing @snap_app @ajdun
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#MPB2B @ajdun
WHY ARE YOU HERE?
#MPB2B @ajdun
Anyone Feeling
OVERWHELMED?
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#MPB2B @ajdun
=
Where acceleration is the change in velocity over the change in time
∆v
∆t a
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#MPB2B @ajdun
GENERATIONAL DYNAMICS
PROSPECT PREFERENCES
#MPB2B @ajdun
THINGS AREN’T WORKING THE WAY THEY USED TO
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MILLENIALS #
#MPB2B @ajdun
BUT I DON’T SELL TO
MILLENIALS!
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#MPB2B @ajdun
WRONG
#MPB2B @ajdun
BUYING COMMITTEES ARE BIG…
100+ employees
1000+ employees
From: “The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today
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THE NEW FACE OF THE BUYING COMMITTEE
#MPB2B @ajdun
MILLENIALS ON THE BUYING COMMITTEE
40% of millennials make or influence purchase decisions
From: “The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today
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#MPB2B @ajdun
OKAY, SO MILLENIALS ARE BECOMING BUYERS…
#MPB2B @ajdun
From: “The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today
START PAYING ATTENTION!
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THE MILLENIAL APPROACH
- ME BEFORE WE
- “SALES AVOIDERS”
- VALUES OVER FEATURES
WHAT DOES THIS MEAN FOR OUR
TRADITIONAL PLAYBOOK?
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#MPB2B @ajdun
70% of B2B marketers say they will create more content in 2017 vs. 2016.
B2B Content Marketing 2017: Benchmarks, CMI
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#MPB2B @ajdun
0
10
20
30
40
50
60
2015 2016 2017 2018
Nu
mb
er
White Papers Produced
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• Sales is cranky
• Sales is cranky
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#MPB2B @ajdun
Probably NEVER.
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#MPB2B @ajdun
Download white paper = +10
< M A G I C S C O R E T H R E S H O L D >
BUT IT ’S OUR BIBLE!
Visit platform page = +5
Opened 5 emails = +15
Attend a webinar = +10
Name begins with “A” = +5
QUALIFIED!!!
ALL LEADS ARE TREATED THE SAME
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SALES QUALIFIES EVERYONE
snapapp.com/master-the-cold-call
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#MPB2B @ajdun
Something Missing?
#MPB2B @ajdun
We can do better.
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• We’re all doing the same thing… it all looks the same.. Buyers are overwhelmed slide
#MPB2B @ajdun
From: “The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today
n: 503
PROSPECTS HATE IT!
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#MPB2B @ajdun
Spoiler alert: IT AIN’T WORKING!
The Struggle is Real
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10X GROWTH
IS NOT 10X MORE
OF THE SAME
The traditional funnel doesn’t scale
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THE OLD CONTENT-GATED
SELLER CENTRIC
PDF PLAYBOOK
IS DEAD
TWO PROBLEMS COME TOGETHER
Changes in buying committee dynamics
Your old playbook
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STEP ONE: SET YOUR PLAYBOOK ON FIRE
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STEP TWO: LOSE THE GATE. NOT THE LEADS.
#MPB2B @ajdun
LIFE WITHOUT LEAD GATES
- ALIGN CONTENT AND CAMPAIGNS
- DELIVER ENGAGING EXPERIENCES THAT RESONATE
- SCORE, NURTURE, AND QUALIFY BASED ON CRITERIA
- FOCUS ON GETTING THE “NEXT ACTION”
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#MPB2B @ajdun
ARE YOU
BRAVE ENOUGH?
CHANGE IS NEEDED
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#MPB2B @ajdun
RETHINK LEAD SCORING
PROVIDE VALUABLE ENGAGING CONTENT
FOCUS ON THE NEXT ACTION
#MPB2B @ajdun
RETHINK LEAD SCORING
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QUALIFY ON SALES CRITERIA
NOT ACTIVITY.
#MPB2B @ajdun
SALES CRITERIA EXAMPLES • Firmographic/Demographic • Team size • Other tech in use • Markets selling to • Scale of spend • Others…
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#MPB2B @ajdun
CREATE VALUABLE, ENGAGING CONTENT
#MPB2B @ajdun
AVOID THE CONTENT COMMODITY CURVE
Val
ue
to
th
e R
ead
er
Value Relative to Market Saturation
Little/No Competition Competitors Launch Competition Accelerates Content that Engages + Resonates,
Brand Stands Out, Go-To Content Source
“Me-toos,” Volume Play, Content as
Commodity
Getting Started
Unique Message + Delivery
Struggle to Stand Out
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#MPB2B @ajdun
PROVIDE SOMETHING OF VALUE
IT STARTS WITH A CONVERSATION…
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#MPB2B @ajdun
…AND BECOMES AN EXPERIENCE
#MPB2B @ajdun
- VISUAL, INTERESTING, DYNAMIC
- ENCOURAGES INPUT FROM VIEWERS
- PROVIDES VALUE WORTH ENGAGING WITH
- CONNECTS DEEPLY, RESONATES
WHAT IS AN EXPERIENCE?
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#MPB2B @ajdun
FOCUS ON GETTING A NEXT ACTION
#MPB2B @ajdun
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#MPB2B @ajdun
Interactive Infographics
Survey
Interactive Infographic
Calculator
Quiz
Interactive Video
Assessment
Ebook
White Paper
Success Story
TOP
M
IDD
LE
BO
TTO
M
CONVERSATIONS ACROSS THE FUNNEL
#MPB2B @ajdun
Blog post White Paper
Event
Success Stories
Demo Request
Assessment Calculator
Sales Qual. Assessment
Product Picker
Early Stage: Awareness
Middle Stage: Consideration
Late Stage: Decision
Webinar
NO “RANDOM ACTS OF INTERACTIVE”
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What does Acceleration look like?
#MPB2B @ajdun
Top
Middle
Bottom
Overtime Calculator for net new leads
Time Savings Calculator for leads in nurture
Solution Finder w/specific, need-based products
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#MPB2B @ajdun
Marketing with interactive experiences
accrued over 3,700 responses that
generated 23% of all digital marketing revenue in two months.
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#MPB2B @ajdun
Create an introductory quiz
1 no Hack
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#MPB2B @ajdun
Launch a benchmark assessment
2 no Hack
#MPB2B @ajdun
Launch a topical calculator
3 no Hack
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#MPB2B @ajdun
Transform your existing PDFs
4 no Hack
#MPB2B @ajdun
Conduct a readiness survey
5 no Hack
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#MPB2B @ajdun
Add questions to a video
6 no Hack
#MPB2B @ajdun
WANT MORE? snapapp.com/101-IC-ideas
nos Hack 7-101
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#MPB2B @ajdun
“Activity Takers” to sales
Blast emails
IN SUMMARY:
Score leads on activity
Static content
Seller-centric
“Hand Raisers” only
Value exchange
Nurture longer
Score leads on criteria
Interactive content
Buyer-centric
A 4-STEP ACTION
PLAN
1. Identify key sales criteria
2. Ungate your PDFs – focus on the next action
3. Produce something other than a whitepaper
4. Test ungating for free with LeadREV (leadrev.snapapp.com/)
!
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FINAL EXERCISE:
Write down one thing you are going to ungate!
THANK YOU!
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#MPB2B @ajdun
Ask me anything at the Post-Presentation Huddle!
Aaron Dun, @ajdun
Learn more about our research:
snapapp.com/generationresearch
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