content changes everything

Strategy, insights, and trends

in the B2B space

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• 67% of the B2B buyer journey is now done digitally –

senior officers included

• Peer to peer references and COIs are important in the

short list and buying decision

• 86% of business buyers engage in some form of social

media activity for work purposes

• Information workers spend >30% of time daily online

seeking info to do their jobs

• Consumer intimacy important: “Show me you know me

and demonstrate value”

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References: Sirius Decisions and Forrester Research

AWARENESS

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CONSIDERATION RELATIONSHIP

CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL

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“The hunter has become the hunted.

Buyers are more informed and seek

information independent of sales.

How sales people want to sell has little

impact on how buyers are choosing to buy.” Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

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Sales Presentations Product Information

Service Profiles Features and Benefits

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BRAND PRODUCT CLAIMS SERVICE PROMISE

NATIONAL PROMOTION

IDENTIFYING LEADS CLOSING DEALS

RELATIONSHIP MANAGEMENT LOCAL REPRESENTATION

MARKETING SALES

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“We know what clients want, why don’t THEY use what we make!”

“We know what clients want, why don’t THEY

make stuff we can use!”

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“The sales rep must prepared to

discuss the buyer’s specific

business – yet 31% of sales reps

are not prepared with even a basic

level of Web-available information

before taking a buyer’s valuable

time.” Source: IDC, “Sales Enablement and the Year of the Sales Rep.”

AWARENESS

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CONSIDERATION RELATIONSHIP

CUSTOMERS AND INFLUENCERS – INTERNAL AND EXTERNAL

• Clients are engaged long before you are in the

room.

• Your offering is judged and evaluated by more

people than you will ever meet.

• More complex: multichannel, multi-device, mobile.

• Clients are demanding more bespoke,

personalized and social interactions.

• Forces us to create content that truly serves

clients’ needs.

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I need to reduce my overall real estate costs

Talent retention is a concern for me – how can I help employees optimize work-life balance?

How do I support more devices and operating systems without adding to my head count?

COO

CIO

HR Director

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Do I have the info I need to support this decision in the C-suite?

When asked for input on this initiative, do I have the info to support this change?

Do I have the info to champion this initiative? Do I have the info to choose the right partner?

COO

CIO

HR Director

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I downloaded a research report that convinced me that this is a good idea.

The company sent me a great email series to help me with my department’s issues.

By participating in an online client forum for several months, I have a high degree of confidence.

COO

CIO

HR Director

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“Ensure that you develop a mix of resources, both internal and external to your company, to ensure that you project a true outside-in point of view. This will make your content more attractive to prospects, buyers, and users at all stages of their journeys.” Source: Peter O’Neill, Forrester Research, B2B Marketers Prefer To Create Their Own Content Mostly For Lead Nurturing

1. Know who the content is for and why they matter

to your organization.

2. Know what you expect them to do with it. Ask

how this furthers your business.

3. Know how this makes your client’s job easier.

4. Understand the implicit promise in offering this

content and know that you can sustain it.

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“We have everything we need to go ahead.

Let’s go with Colliers”