Self-initiatedStarts onlineNo geographic, platform or organization boundariesEasily targeted and mappedThe way customers purchase has changed tremendously, and it’s more customer-initiated and customer-driven than ever. Ten years ago, all you had to do was leave a voicemail that piqued your customer’s interest to get a call back. The reality today is that the B2B buying process begins when prospects accesses a company’s website, blog, or whitepaper. They go online and Google your website but they also look at competitive offerings, reviews of your company, and check out forums or blogs discussing your company and the solutions you offer. How is your latest product or offering rated on YELP? With an increasing tendency and capacity to research purchasing decisions online long before they engage with sales, the pressure for B2B marketers is on! Combine that with the fact that 92% of B2Bbuyers start their search for a solution to their problem online, and the customer buying process has drastically changed. Cisco needs easily accessible inbound channels, content and offers that span the lifecycle of awareness, consideration and purchase.
content marketing strategy can leverage all story channels (print, online, in-person, mobile, social, etc.), be employed at any and all stages of the buying process, from attention-oriented strategies to retention and loyalty strategies, and include multiple buying groups.
From targeted outbound archery, to ping pong - a game where sometimes we serve and sometimes they (customers) serve. Engaging in social and other methods of peer-to-peer interaction will continue to increase in importance. A world of complex and every changing brand and consumer engagement.The impact of data of owned media is significant. The site side analytics available from Omniture and others provides rapid interpretation of site performance. How are people arriving? What actions are they taking when they arrive? What was the reason why they abandoned? What transactions occurred as the result of which stimuli on an individual event and lifetime basis? What do we need to do better?
We used to control the information flow, messages, channels to our target customers – at Cisco, we got very good at inside out marketing…But the landscape is changing - Two major forces, 1, the increasingly empowered buyer with direct access to trusted information from sources besides ourselves – marketeers, (this is the demand side, the challenge), but we also have a supply side to this equation… marketing technology to help us meet this challenge. These are driving a real shift in what marketing is effective – towards customer-focused inbound marketing.Stats outbound marketing $400/lead; inbound $x/lead; 70% of all leads will be inbound by 2015
B2B = “boring to businesspeople”
Hired from ChinaByte / CIO Weekly (publications that our target audience reads)
Illustrates the additive value of creating deriviative content and promoting content via CDC and socialFor 3 peak weeks Feb. 3, 10, 17:Source content: 89, 95, 83 viewsTotal views of all content: 445, 436, 512Site Catalyst data Nov. 24, 2012 through March 29, 2013Note Iniitial CDC hero locations were #1; Refresh landed during a major campaign; OVP and Blog banners delayed due to OVP overlay programming delay.
