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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…
