Go Beyond Boring: Creative Content That Engages At Every ... · Go Beyond Boring: Creative Content...

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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?

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Anyone Feeling

OVERWHELMED?

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=

Where acceleration is the change in velocity over the change in time

∆v

∆t a

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GENERATIONAL DYNAMICS

PROSPECT PREFERENCES

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THINGS AREN’T WORKING THE WAY THEY USED TO

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MILLENIALS #

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BUT I DON’T SELL TO

MILLENIALS!

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WRONG

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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

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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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OKAY, SO MILLENIALS ARE BECOMING BUYERS…

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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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70% of B2B marketers say they will create more content in 2017 vs. 2016.

B2B Content Marketing 2017: Benchmarks, CMI

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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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Probably NEVER.

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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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Something Missing?

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We can do better.

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• We’re all doing the same thing… it all looks the same.. Buyers are overwhelmed slide

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From: “The Millennials Are Coming Here!: How Generational Differences Impact B2B Buying Committees Today

n: 503

PROSPECTS HATE IT!

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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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RETHINK LEAD SCORING

PROVIDE VALUABLE ENGAGING CONTENT

FOCUS ON THE NEXT ACTION

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RETHINK LEAD SCORING

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QUALIFY ON SALES CRITERIA

NOT ACTIVITY.

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SALES CRITERIA EXAMPLES • Firmographic/Demographic • Team size • Other tech in use • Markets selling to • Scale of spend • Others…

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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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PROVIDE SOMETHING OF VALUE

IT STARTS WITH A CONVERSATION…

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…AND BECOMES AN EXPERIENCE

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- VISUAL, INTERESTING, DYNAMIC

- ENCOURAGES INPUT FROM VIEWERS

- PROVIDES VALUE WORTH ENGAGING WITH

- CONNECTS DEEPLY, RESONATES

WHAT IS AN EXPERIENCE?

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FOCUS ON GETTING A NEXT ACTION

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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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Marketing with interactive experiences

accrued over 3,700 responses that

generated 23% of all digital marketing revenue in two months.

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Create an introductory quiz

1 no Hack

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Launch a benchmark assessment

2 no Hack

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Launch a topical calculator

3 no Hack

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Transform your existing PDFs

4 no Hack

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Conduct a readiness survey

5 no Hack

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Add questions to a video

6 no Hack

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WANT MORE? snapapp.com/101-IC-ideas

nos Hack 7-101

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“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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Ask me anything at the Post-Presentation Huddle!

Aaron Dun, @ajdun

Learn more about our research:

snapapp.com/generationresearch