triangles

Interaction

Interaction and conversational storytelling

create a dialogue of ideas.

Content

Visual and dynamic

content increases

engagement and conversion.

CMO Study

Interactive content and visual storytelling:

the #1 marketing trend expected in the next 2 years

Interaction

B2B buyers have dramatically heightened expectations about their digital interactions with companies seeking their business.

Organizations are starting to view personalization as more than a buzzword, with investments and importance increasing over the next 12 months.

Buyer's journey

Right Strategy

Right Delivery

Right Design

Right Return

The right goals

and audiences for

a personalization

approach.

The right types

and amount of content and data needed to reach your audience.

The right metrics

to understand the

performance of

personalization

within a program.

The right ways

and the right

time to deliver

a personalized

experience.

Content

Approaches to Content Personalization

Industry

Audience

Geo

Account

Buying group

Adding partner, channel

or other third-party info

57%

Persona

Journey stages

Create custom content based on first-party data

55%

52%

Customized content for subsets of named accounts based on need

Primary asset with

derivatives

Asset Type

Interactive

49%

Basic personalization

like name and role

Web, social, ads

Demand copy

Video / demo

Specific industry content

44%

Translation / localization

B2B

Buying Cycle

One: Loosening of the Status Quo

Education Phase

Two: Committing to Change

Three: Exploring Possible Solutions

Solution Phase

Four: Committing to a Solution

Five: Justifying the Decision

Vendor Selection Phase

Six: Making the Selection

Tactics

PERSONA

TACTIC

TYPE

CONTENT

TYPE

1

• Content
• Blogs

Thought

Leadership

• Social Media
• Trade Shows

Loosening the Status Quo

• Virtual Events Syndication

Education Phase

2

Solution

Category

• Web Site / SEO

• Webcasts

• Self-Guided Demos

Committing

to Change

• Webcasts

• Live events

Presentations

3

Exploring Possible

Solution

• Blog posts
• Videos

Value Story

• Sales

Solution Phase

• Trials

• Proofs of concept

4

• Competitive tools and assessments

Committing

to a Solution

Solution

Differentiation

5

Justifying the

Decision

Financial

Justification

• TCO Tools
• Business Case

• ROI Tools Presentation

• Financial
• Live events

Vendor

Selection Phase

• Customer references

6

Making the

Selection

Decision Validation

• Executive briefings

• Analyst reports

Buyer

role

Champions

Business Value

Will the solution meet our needs?

Does it help with one of our key initiatives?

Is it stable, reliant and efficient?

How will the performance be?

Performance

Influencers

What is the business value?

Why should we spend money on this?

CXOs

ROI

Customer

Experience

Will it help me do my job better?

Will it enable me to achieve my goals?

Users

What are the alternatives?

Can we get it cheaper?

TCO

Ratifiers

Reputation

Demand Creation

• Target
• Schedule
• Seed
• Build (e.g. communities)

Pre-Event

• Target
• Pinpoint
• Train
• Build

• Interact
• Broadcast
• Monitor
• React

Webinar

(key Objectives: Reputation, Demand Creation)

During Event

• Interact
• Triage
• Route
• Monitor

Post-Event

• Distribute
• Route
• Nurture
• Measure

• Expand
• Monitor
• Repurpose
• Migrate/Facilitate (communities)

Success

story 1

Success

story 2

Success

story 3

Success

story 4