Research-based Content Creation - INSIGHT...

Transforming B2B Sales by Leveraging Research-based Content Creation

Christina KyriaziManager - Insights, Analytics & Product Marketing

Peak 10

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@ckyriazi www.linkedin.com/ in/christinakyriazi

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My background…

Shopper Insights Client Insights & Innovation

Market Insights, Analytics, Product

Marketing

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Tell me about you…

B2B B2CBOTH!

Research Marketing Sales Other?

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Let’s get to it!

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Age of the customer…

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“In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers.”

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…putting consumer researchers at the forefrontForrester – “Competitive Strategy In The Age Of The Customer”

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Customers expect…• Personalized interaction with their brands• Consistent experience across all their interactions

• Ability to mesh the physical & digital worlds – PHYGITAL

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The Peak 10 Case…

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60%-70% complete

Customer’s first contact with supplier

Customer purchase decision

Customer due diligence begins

Buying cycle

9average number of assets downloaded during the buy cycle

6-12months devoted to the buy cycle

61%of business decision-makers report third-party sites and feedback from business partners, industry peers or social channels are more important than conversations with a company's sales teams when making a purchasing decision

© TechTarget Sources: Search Advisory; TechTarget Media Consumption; Sirius Decisions; CIO.com; Marketing Leadership Council Research; Sales Executive Council Research 2012

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Constant influence = success

UNAWARE AWARE INTEREST RESEARCH EVALUATE NEGOTIATE PURCHASE USER ADVOCATE

PRAdvertisingSocial Media

Case studieseBooks

WebinarsSlideshares

White papersWebsite

Organic searchNewsletters

Data sheetsCompetitive comparisons

Reviews/opinionsROI calculators

VideosDemo

White papersNewsletters

ReferencesLoyalty programs

ProposalsPricing

Customer experienceOnboarding

PersonalizationCustomer support knowledge base

Rewards/loyaltySurprise & delight

Innovative thought leadership

Self guided process – 60-70% of buying cycle

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- Content marketing institute

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How did it happen?

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It all started with [internal] research…

Secondary research

Market understandingKey players

Growth projectionsSocioeconomic influence

PainpointsChallenges

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Objective: Gain deep insights in IT’s pain points & strategy among healthcare organizations

Quant

Phase 1 Phase 2

Qual

n=149Online survey

n=11In-depth phone interviews

IT Decision Makers (CIOs, CMIOs, Directors of IT, Sys Admins etc.)

The research project…

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Press…

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White paper…

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Infographic…

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Webinar…

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Blogs…

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Case studies…

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Sales calls…

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Social media…

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The result?

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3-4X higher PR impressions

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New levels of awareness..80%+ of news outlets were new to P10

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Generated 10X more leads than other campaigns

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Influenced a significant portion of Peak 10’s pipeline & sales in 2015

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Spurred new level of investment in research-based lead gen programs in 2016…

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Thank you

Christina Kyriazichristina.kyriazi@peak10.com

@ckyriazi www.linkedin.com/ in/christinakyriazi