Connecting Despite Information Overload:
Driving More High Quality Leads with Interactive White Papers
TOM PISELLO, Chairman & Founder
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.comhttp://www.fightfrugalnomics.com
© 2011 Alinean, Inc.2
Today’s B2B Buyer and Marketing Trends
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.3
The Economic-Focused Buyer
• Size
© 2011 Alinean, Inc.4
Information Overload Rising / Effectiveness Declining
4
50%
28%
10%6%
3% 3%
37%40%
6%3%
11%
3%
0%
10%
20%
30%
40%
50%
60%
1 to 10 11 to 25 26 to 40 21 to 50 51 to 75 75+
Campaigns Received Per Week
2006 2010
Average 2006: 15.4 campaigns
Average 2010: 20.3 campaigns
32% increase
62% of B2B vendors need more leads in
order to generate the same amount of
sales
Source: SiriusDecisions 2010
© 2011 Alinean, Inc.5
Who do Buyers Trust for Decision Support Content?
0%
5%
10%
15%
20%
25%
30%
35%
Early Middle Late
Internal events/triggers
Peers
Industry analysts
Trade publications
Search engine results
VARs/Partners
Consultants
Vendors
Most often
selected
Source: SiriusDecisions 2010
3rd Party sources such as Peers, Analysts & Trade Pubs Impart Most Influence
Direct vendor sources yield the least influence
© 2011 Alinean, Inc.6
Which Content is Most Effective?
0%
10%
20%
30%
40%
50%
60%
70%
Early Middle Late
White papers
Peer referrals
Webinars
User Events
Analyst reports
Case Studies
Most often
selected
Source: SiriusDecisions 2010
White Papers Remain King of Decision Support Content
© 2011 Alinean, Inc.7
• > 84 % buyers use white papers during the buying journey (most used)
• Average of 3.2 white paper downloads per month (very active)
• Leveraged throughout the buying lifecycle:
– Discovery
• 35% for awareness and finding ideas to challenge status-quo
• 33% for finding solution options
– Consideration -23% for creating a short list of vendors and vendor evaluation
– Decision - 10% for making a final decision
BUT, utilization and frequency of use are DOWN year over year…
Need something newer, more personalized / dynamic to break through the clutter and renew relevance to more skeptical / frugal buyers ….
Will White Papers Retain The Content King Crown?
Source: Ziff-Davis Enterprise
© 2011 Alinean, Inc.8
Marketing Strategies for 2011 and Beyond
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.9
Fight Frugalnomics with Value Marketing
Value Focus
Discussion:
• Prescriptive & Quantified
• Discover… Is customer
aware of issue?
• Diagnose… How bad is it?
• Quantify … Value of change
• Compare … Value vs. Status
Quo / Competition
Drive: Diagnostics-Driven:
What is issue & outcome /
value of change?
Product Focus
Discussion:
• Customer knows issue
• Tie features / functions to needs
• Compares product alternatives
• Feature • Function • Price
Drive: Product Driven
Solution Focus
Discussion:
• Customer knows issues &
desired outcome
• Questions to discover pain
points
• Recommend solution to
solve pain
Drive: Pain-Point Driven
Solution
ProviderTrusted AdvisorVendor
© 2011 Alinean, Inc.10
Buying Lifecycle: How Companies Buy vs. How to Market / Sell
SiriusDecisions Buying Cycle
Loosening
of the
Status Quo
Committing to
Change
Exploring
Possible
Solutions
Justifying
the
Decision
Making
the
Selection
Committing
to a Solution
Decision
Consideration
Discovery
Lead
Prospect
Marketing Qualified
Lead
Sales Qualified Lead
Opportunity
Close
Traditional Marketing Cycle
© 2011 Alinean, Inc.11
Content Marketing Strategy and the Buying Lifecycle
Create awareness around a
new problem,
new paradigm
Illuminate problem &
drive urgency
Help buyer identify
solutions to the problem
Align proposed solution
with decision criteria
Demonstrate financial value
/ technical competence to solve problem
Validate/reinforce you are correct choice vs.
alternatives
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Education Solution
Vendor Selection
BUYING CYCLENEW CONCEPT
NEW PARADIGMESTABLISHED MARKET
Content Marketing Strategy
Reputation Demand Creation Sales Enablement
Source: SiriusDecisions
© 2011 Alinean, Inc.12
Value Marketing and the Buying Lifecycle
Loosening
of the
Status Quo
Committing to
Change
Exploring
Possible
Solutions
Justifying
the
Decision
Making
the
Selection
Committing
to a Solution
Decision
Consideration
Discovery
Help buyer diagnose / illuminate issues
Benchmark / comparison proof that peers
/ leaders are solving issues faster / better
Recommend roadmap for solving issues
Make issues you solve a priority vs. other
issues
Quantify the “cost of doing nothing”
Make the “case for change”
Quantify rewards vs. risks
Make your proposed project a priority vs.
other projects
Need to prove solution is best value
Total cost of ownership (TCO)
comparisons can help
Make your solution a priority vs. all other
solutions
© 2011 Alinean, Inc.13
• Engaging “Buyer-Frugalnomicus”
– How do you stand out from the 100 other marketing emails / campaigns buyer receives each day?
– How do you create credible content that users will trust / believe?
– How do you engage without overload?
• Long and more comprehensive assets have value, but demand a lot of time and some information may not be relevant or may confuse buyer
• But, if you make it short, you may not have enough information to really engage the prospect and hit their specific pain points
– How do you deliver what buyers need based on their stage / role in the buying decision?
• Improving Marketing Effectiveness
– How do you increase the effectiveness of content marketing being created?
– How do you help drive higher quality sales ready leads to sales?
– How do you get more lead intelligence to directly assist sales in more successful calls and increased conversions?
Challenges for B2B Marketers
© 2011 Alinean, Inc.14
Connect and Engage with Interactive White Papers
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.15
Connect and Engage with Interactive White Papers
• Break through the Noise!
• 3rd Party Credibility
• Improved Intelligence via Profile
PERSONALIZATION
•
CUSTOMIZATION
•
ONE-ON-ONE COMMUNICATION
© 2011 Alinean, Inc.16
Abstract and Simple Profile
Preview w/ Abstract
Pivot Points:• Industry
• Location
• Size
• Stage in Buying Cycle
• Role in Buying Cycle
• Pain Points
• AS IS: Asset / Service
Survey
© 2011 Alinean, Inc.17
User Provides Responses to Profile Questions
User Fills in Simple
Form
Tip Help Provided
Confirms Edits
© 2011 Alinean, Inc.18
Pain Point Profile Collects Additional Information
Pain Point Profile
Intelligence for:
• Personalized report
• Lead Nurturing
Weigh Value of Each
Question versus:
• User Time
• Personalization /
Intelligence Value
Once Questionnaire
Complete, Can
Download Report
© 2011 Alinean, Inc.19
Registration
Customized
Registration
Integrate with
Existing Registration
Rich Lead Nurturing
Integration
• Lead information
• Profile information
• Key results
© 2011 Alinean, Inc.20
Personalization
Qualitative
• Company Name
• Focus on Pain Points
• Case Studies by
Industry / Location /
Size
Quantitative
• Cost of Doing Nothing
• Quantify Value /
Benefits
• ROI / Payback
• TCO Advantages
© 2011 Alinean, Inc.21
Connect and Engage with Interactive White Papers
• Break through the Noise!
• Generate More Leads vs.
Traditional White Papers
• Engage and Educate
• Reduce Sales Cycles
• Drive more Sales
• Engage
• Personalized
• One to One Dialogue
• Research Based
• 3rd Party Credibility
• Improved Intelligence via Profile
© 2011 Alinean, Inc.22
Interactive White Paper Development Process
Existing White Paper (2-4 wks)
– Week 1:• Receive original white paper content
• Collaboratively decide on pivot points
• Rapid prototype interface (questionnaire / abstract)
• Gather / author personalized content
– Week 2:• Finalize personalized content / reviews
• Program personalized content rules
• Integrate with lead intelligence system
• Post pilot
– Week 3• Incorporate pilot findings
• Post final
– Week 4 and On-going• Promote with marketing campaigns
• Verify lead quantity / quality meeting goals
Original White Paper (3-6wks)
– Week 1:• Outline goals and objectives
• Determine pivot points
• Identify research / sources
• Provide outline
– Week 2 – 3:• Gather research and 3rd party sources
• Write original content
• Conduct content reviews / editing
• Post Alpha (prototype)
– Week 4• Program personalized content rules
• Post Beta (working, but not finalized)
• Incorporate Beta findings
– Week 5• Post pilot
• Incorporate Pilot findings
– Week 6 and On-going• Promote with marketing campaigns
• Verify lead quantity / quality meeting goals
© 2011 Alinean, Inc.23
Partnerships for Complete Interactive White Paper Solution
Research / Content Reach
Intelligence Integration
© 2011 Alinean, Inc.24
Next Steps
Get a Free White Paper Assessment
• Examine existing white paper inventory for potential Interactive conversion
– Pivot points
– Content availability / content / research needed
• Examine new white paper potential
– Properly aligned with Demand Creation Spectrum?
– Help Buyers Journey along the Buying Lifecycle?
– Value Focused: Diagnostics / Justification / Competitive Value?
http://www.fightfrugalnomics.com
http://www.alinean.com/demand-gen/interactive_white_paper.aspx