#ROISummit | www.techtarget.com/ForMarketers

Be a Publisher, By a Publisher: Optimizing Content Delivery

Courtney Kay VP, Field & Product Marketing @CourtneyLKay

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Session 1

Architecture

Team

Taxonomy

Content

Session 2

Delivery

Distribution

Enablement

Measurement

Image: adapted from Shutterstock

3 ©TechTarget Image: adapted from Shutterstock

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12.5% with you

37.5% with your

competitors

50% with

everybody

else

Where your

buyer is spending

their time

Source: CEB

Image Credit: Shutterstock

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89% of buyers

referenced vendor

sites for content in

2014

Your efforts are

paying off

Source: TechTarget 2015 Media Consumption; Image Credit: Shutterstock

74% of buyers

referenced vendor

sites for content in

2012

“The content purist

will tell you not to

gate any top of

funnel content. I

say gate content if

it has value” Jason Miller LinkedIn

Gating

Content

When gating content

makes sense: 1. business goals

appropriately align

2. content presents

adequate value

20-50x Increase in

downloads for

an ungated E-

Book or White

Paper

6 ©TechTarget Sources: Uberflip, Content Marketing Institute;

Image: Adapted from Shutterstock

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5% fill out a form on

your website

71% of searches start

with a generic

search query

10.4 pieces of content

consumed before

yours

12 searches before

vendor site

engagement

Source: Google; Forrester Image Credit: Shutterstock

Striking a Balance

20% of those don’t

open your emails

1% The opportunities

you’re likely reaching

8 ©TechTarget Source: CEB; Image: adapted from Shutterstock

Turn Back…

Better Solution

Ahead

Wrong Way…

to Solve the

Problem

Dead End…

for Your

Infrastructure

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It’s all

about the

interception

Photo Credit: Fox News

Where are they online & when if they’re not on vendor sites

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0%

10%

20%

30%

40%

50%

60%

70%

IT Pubs & Communities

Analysts & research

Business Pubs

Social Networks

Awareness Consideration Decision

Source: 2015 TechTarget Media Consumption

Where are they offline & when if they’re not on vendor sites

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Awareness Consideration Decision

0%

5%

10%

15%

20%

25%

30%

35%

40%

45% Peers & Colleagues

Events

VARs

Don’t underestimate the

importance of VARs- equip

them meaningful content

Source: 2015 TechTarget Media Consumption

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Context

Source: 2015 TechTarget Media Consumption

89% of buyers note the

most important

characteristic of

content to be its

relevance to their

current project

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Context

Buyer Channel

78% likely click on

ads running on

sites with

content related

to the current

buy

19% increase in

sales for

businesses that

personalize

experiences

Source: 2015 TechTarget Media Consumption

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Putting it all together

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Stop dropping

your prospects

(& customers)

off a cliff…

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If we keep acting like this guy… …eventually we’ll be this guy

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Enabling your emails (order of our operations)

Align Prioritize Personalize

108% Increase in SSD/Flash

CTRs through the

application of Priority

Engine™ data in mailings

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10–30x better CTRs

Enabling the journey

19 ©TechTarget Source: TechTarget Media Consumption; MarketingSherpa; Lattice Engines

61% of B2B marketers

send all leads directly

to sales, but only 27%

are ready

Higher first call

expectations

Premature lead

transition

Too much of

the wrong info

65% of sales people feel

they don’t have the

right info before

making a call

90% of buyers want sales

to speak to their

implementation on the

first call

Enabling the caller

20 ©TechTarget Source: TechTarget Qualified Sales Opportunities; eMarketer

80% of tech decision-

makers said it was

important to receive

content after making

a purchase

Customers aren’t

all that loyal

They want

content post sale

25% of current North America projects are not considering their installed vendor as a provider (18% APAC, 21% EMEA)

Enabling the customer

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We can’t be

everywhere, finding

the right sources

and delivering the

right content in a

way that captures

meaningful insights

is key

Considerations • Gate when goals & content

warrant it • Balance inbound & outbound • Consider context in both

recommendation & placements • Find your influencers & be there

with something worthwhile • Align, prioritize & personalize

emails • Enable content, sales &

customers

Distribution &

Enablement

Image: Adapted from Shutterstock

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A

A

A

A

B

B

B

B

Attributing Value (more accurately)

Image: Adapted from Shutterstock

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Architect, Information Technology

The Journey

of a Lead

First Touch

Landscape Technology Publication

Photo Credit: Shutterstock

24 ©TechTarget

Architect, Information Technology

The Journey

of a Lead Last

Touch

Article on

Data Center

Outsourcing

Photo Credit: Shutterstock

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Architect, Information Technology

The Journey

of a Lead

10 More touches

taking place on

sVMware.com &

sDataCenter.com

Our Architect confirmed a DR/Business Continuity project, and in fact, has VMware installed

Photo Credit: Shutterstock

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20% Use first touch

attribution models

5% Don’t currently

measure attribution

47% Use last touch

attribution models

Source: Building Bridges to the promised land: Big Data, Attribution & Omni-

Channel- The CMO Club & VisualIQ Photo Credit: Shutterstock

13% Use multi-touch

attribution models

5% Use attribution

technologies

The state of

B2B attribution

Single Touch Attribution Models Multi-Touch Attribution Models

First Touch Last Touch Linear Time Decay Position-based

Can be used in conjunction with a multi-touch model to determine which channels are generating the new opportunities & which are generating influence

Only make sense for products that have no real consideration phase (keep in mind, building the brand is still critically important here)

Useful for efforts designed to deliver continuous influence through the sales cycle

Are best for situations where campaigns are shorter term and designed to drive a specific outcome

Helpful when there’s a heavy emphasis on both brand building and conversion

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Which attribution model to use when

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Looking at source &

influence can help

in optimizing the

media mix

Considerations

• Work with sales to align lead/MQL/SQL definitions

• Select the attribution that makes sense for your goals & your campaign

• Be sure follow-up processes can efficiently differentiate key measurement metrics

Attribution

Models

Image: Adapted from Shutterstock

Next step: Align your content to the specific needs of your target audience

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● See the results from TechTarget’s latest Media Consumption Report and receive an in-depth briefing from a TechTarget content expert

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Thank you Next session: How TechTarget Can Help You Build an Intelligence-Driven Marketing and Sales Strategy Closing remarks by: Mike Cotoia

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