In this webinar, DemandGen Report’s Andrew Gaffney and Manticore Technology’s Jeff Erramouspe have teamed up to take the Content Blueprint one step further and discuss how to create and use content strategically to build relationships with buyers and drive lead conversion. Join us to learn:

1. Developing
Content
for
the
Digital
Conversa?on
September
7,
2011
Man?core
Technology
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Copyright
2011.
All
rights
reserved.
12/30/11
Technology,
Inc.
–
Copyright
2011.
All
rights
reserved.

2. Welcome
To
The
Webinar
Your
GoToWebinar
A3endee
Viewer
is
made
of
2
parts:
1.
Viewer
Window
2.
Control
Panel
Type
your
quesCon
here
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

3. Panelists
Jeff
Erramouspe
President
ManCcore
Technology
Andrew
Gaffney
Editor
DemandGen
Report
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

4. B2B
Purchasing
Behavior
§ Prefer
to
u?lize
Web
and
social
media
to
create
a
shortlist
§ Resistant
to
sales
calls/messaging
during
this
phase
§ Without
1:1
interac?on,
seller
has
no
control
of
the
process
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
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rights
reserved.

5. Changes
Role
of
MarkeCng
§ Marke?ng
must
take
responsibility
for
early
stage
selling
§ Turning
to
technology
to
track
buyer
behaviors
and
automate
interac?ons
§ U?lizing
content
to
engage
prospects
and
guide
them
through
their
buying
process
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
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rights
reserved.

6. SymbioCc
RelaConship
Content
MarkeCng
AutomaCon
12/30/11
Man?core
Technology
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Copyright
2011.
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rights
reserved.

7. What
would
you
say
are
your
greatest
challenges
in
creaCng
and
opCmizing
your
demand
generaCon
efforts?
51%
44.9%
34.7%
24.5%
12.2%
8.2%
Insufficient
Insufficient
Lack
of
Lack
of
Insufficient
Other
staff
content
processes
exper?se
technology
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
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rights
reserved.

8. What
campaigns
have
been
the
most
successful
for
your
department
over
the
past
year
in
driving
leads
and
engaging
prospects?
55.1%
42.9%
24.5%
8.2%
8.2%
Content-­‐based
Events
Search
Telemarke?ng
Other
offers
marke?ng
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

9. If
you
were
able
to
increase
your
budget
in
2012,
where
would
you
most
likely
increase
your
spend?
65.3%
12.2%
24.5%
28.6%
12.2%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

10. How
are
you
currently
measuring
the
effecCveness
of
your
content
campaigns?
Number
of
leads
generated
75.5%
Number
of
qualified
opportuni?es
it
drives
73.5%
Traffic
driven
to
web
site
49%
Feedback
from
sales
team
32.7%
Ac?vity
generated
via
social
media
16.3%
Other
8.2%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

11. Are
you
currently
or
are
you
interested
in
measuring
the
impact
of
specific
content
pieces
on
various
phases
of
the
sales
funnel?
We
have
no
current
need
to
measure
specific
impact
10.2%
Yes,
we
are
currently
measuring
30.6%
and
acribu?ng
the
impact
of
59.2%
specific
content
We
are
not
currently
measuring,
but
are
interested
in
tools
that
will
help
us
measure
the
impact
of
specific
content
campaigns
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

12. As
you
evaluate
your
current
content
programs,
where
do
you
see
the
greatest
opportunity
to
improve
your
results?
Finding
the
right
partners
to
8.2%
28.6%
drive
content
Increasing
budget
to
fund
content
ini?a?ves
16.3%
Iden?fying
the
right
channels
to
distribute
content
24.5%
Developing
the
right
mix
of
offers
22.4%
Mapping
content
to
buyer
needs
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

13. As
you
conduct
win/loss
analysis
of
your
pipeline,
do
you
currently
measure
the
role
content
plays
in
influencing
your
customer’s
purchase
decisions?
No
we
do
not
look
at
the
role
of
content
specifically
24.5%
We
are
planning
to
include
content
influence
in
our
win/loss
reviews
in
49%
the
next
12
to
24
months
26.5%
Yes
that
is
one
of
the
factors
we
consider
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

14. Please
indicate
if
you
have
completed
any
of
the
following
exercises
to
improve
your
content
effecCves
and
the
value
of
each
step:
Rate
1
–
4
with
1
being
most
value;
N/A
=
Not
Completed
1
2
3
4
N/A
Conduc?ng
an
audit
of
exis?ng
offers
23%
23%
15%
8%
31%
Developing
buyer
personas
23%
13%
15%
2%
46%
Mapping
content
to
buyer
needs
and
stages
35%
23%
6%
8%
29%
Crea?ng
assets
and
offers
that
align
with
the
lifecycle
of
a
prospect
33%
27%
17%
4%
19%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

15. Please
indicate
if
you
have
completed
any
of
the
following
exercises
to
improve
your
content
effecCves
and
the
value
of
each
step:
Rate
1
–
4
with
1
being
most
value;
N/A
=
Not
Completed
1
2
3
4
N/A
Conduc?ng
an
audit
of
exis?ng
offers
23%
23%
15%
8%
31%
Developing
buyer
personas
23%
13%
15%
2%
46%
Mapping
content
to
buyer
needs
and
stages
35%
23%
6%
8%
29%
Crea?ng
assets
and
offers
that
align
with
the
lifecycle
of
a
prospect
33%
27%
17%
4%
19%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

16. ConducCng
A
Content
Audit
1. Build
a
complete
list
of
your
current
content
assets,
including
web
content,
sales
presenta?ons,
case
studies,
etc.
2. Try
to
map
out
the
assets
visually
to
correspond
with
different
buyer
phases,
including
awareness,
educa?on,
considera?on
and
valida?on.;
3. Assemble
a
list
of
poten?al
content
contributors,
including
internal
and
external
op?ons,
such
as
media
partners,
consultants,
analysts,
etc.
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

17. Please
indicate
if
you
have
completed
any
of
the
following
exercises
to
improve
your
content
effecCves
and
the
value
of
each
step:
Rate
1
–
4
with
1
being
most
value;
N/A
=
Not
Completed
1
2
3
4
N/A
Conduc?ng
an
audit
of
exis?ng
offers
23%
23%
15%
8%
31%
Developing
buyer
personas
23%
13%
15%
2%
46%
Mapping
content
to
buyer
needs
and
stages
35%
23%
6%
8%
29%
Crea?ng
assets
and
offers
that
align
with
the
lifecycle
of
a
prospect
33%
27%
17%
4%
19%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

18. Building
Buyer
Personas
1. Start
by
determining
your
core
target
audiences.
2. Avoid
being
too
broad.
For
example,
don’t
just
build
profiles
around
broad
?tles
such
as
CIOs.
3. Determine
what
their
pain
points
are
and
what
is
keeping
them
up
at
night.
4. Drill
down
into
common
characteris?cs
and
needs
for
different
buyer
segments.
5. Iden?fy
acributes
and
preferences
for
these
various
profiles
and
segments.
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

19. Please
indicate
if
you
have
completed
any
of
the
following
exercises
to
improve
your
content
effecCves
and
the
value
of
each
step:
Rate
1
–
4
with
1
being
most
value;
N/A
=
Not
Completed
1
2
3
4
N/A
Conduc?ng
an
audit
of
exis?ng
offers
23%
23%
15%
8%
31%
Developing
buyer
personas
23%
13%
15%
2%
46%
Mapping
content
to
buyer
needs
and
stages
35%
23%
6%
8%
29%
Crea?ng
assets
and
offers
that
align
with
the
lifecycle
of
a
prospect
33%
27%
17%
4%
19%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

20. Mapping
Content
To
Buyer
Needs
&
Stages
1. Iden?fy
gaps
in
the
current
menu
of
assets
to
determine
the
buyer
phases
where
you
are
light
on
content
and
build
plans
to
create
new
assets.
2. Develop
content
offers
that
address
the
unique
needs
of
prospects
at
different
stages
of
the
buying
cycle.
3. Early
stage
content
should
start
a
conversa?on
and
address
business
issues.
4. Later
stage
content
should
be
more
product
specific
and
focus
on
purchasing
concerns,
such
as
ROI
and
compe??ve
analysis.
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

21. Please
indicate
if
you
have
completed
any
of
the
following
exercises
to
improve
your
content
effecCves
and
the
value
of
each
step:
Rate
1
–
4
with
1
being
most
value;
N/A
=
Not
Completed
1
2
3
4
N/A
Conduc?ng
an
audit
of
exis?ng
offers
23%
23%
15%
8%
31%
Developing
buyer
personas
23%
13%
15%
2%
46%
Mapping
content
to
buyer
needs
and
stages
35%
23%
6%
8%
29%
Crea?ng
assets
and
offers
that
align
with
the
lifecycle
of
a
prospect
33%
27%
17%
4%
19%
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

22. CreaCng
Assets
&
Offers
That
Align
With
The
Lifecycle
Of
A
Prospect
1. Think
about
mul?ple
formats
and
channels
for
your
messaging;
don’t
become
over-­‐
reliant
on
email
messaging
alone.
2. Consider
your
cadence;
you
don’t
want
to
contact
prospects
so
oien
that
you
become
a
burden,
but
you
also
don’t
want
to
be
forgocen
about.
3. Develop
content
offers
that
will
help
progress
and
accelerate
prospects
through
the
buying
cycle.
4. Don’t
jump
too
quickly
to
pricing
and
ROI;
start
out
with
research
and
case
studies
un?l
they
are
ready
to
talk
terms.
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

23. MANTICORE
TECHNOLOGY
CONTENT
AUDIT
LESSONS
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

24. Some
Personas/Phases
Lacked
Adequate
Content
§ CXO
oriented
material
for
awareness
to
considera?on
phase
§ CMO
material
for
closing
phase
§ Some
content
in
wrong
form
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

25. A
Lot
of
Content
Could
be
Repurposed
§ Older
white
papers
could
be
refreshed
with
more
current
examples
§ Older
content
could
be
reused
as
current
blog
posts
§ Turned
white
paper
paragraphs
into
sales-­‐
oriented
e-­‐mails
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

26. Visibility
Made
Everything
Work
Be3er
§ Pre-­‐audit,
our
content
strategy
was
foggy
§ Post-­‐audit,
we:
§ Understood
where
to
focus
§ Realized
we
were
in
becer
shape
than
we
thought
§ Developed
a
baseline
by
which
to
measure
future
efforts
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

27. Q&A
Your
GoToWebinar
A3endee
Viewer
is
made
of
2
parts:
1.
Viewer
Window
2.
Control
Panel
Type
your
quesCon
here
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.

28. THANK
YOU!
Download
the
Blueprint
For
Using
Content
To
Connect
With
Buyers
white
paper
here:
hcp://bit.ly/content-­‐blueprint
12/30/11
Man?core
Technology
-­‐
Copyright
2011.
All
rights
reserved.