Sales and Marketing Alignment Starts with Content Marketing

1. © i-on interactive, inc. All rights reserved • www.ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sales and Marketing Alignment Starts with Content Marketing

2. What’s Inside •What marketing traditionally surfaces to sales about the buyer’s journey: Digital Body Language • Why interactive content marketing provides untapped potential for buyer insights and deeper lead profiles through the Digital Dialogue

3. Digital is more   than half  of a Buyer’s Journey     Demand Metric Digital Body Language Benchmark Study, June 2015

4. of buyers go through their buying journey   before talking to a sales rep   chiefmarketer.com 70 % And

5. The way this digital journey gets surfaced to sales is through Digital Body Language

6. What is Digital Body Language? • Website visits • Email opens/clicks • Content downloads • Social media touches • Form Data • Marketing automation scoring

7. Digital Body Language A Salesperson’s View Of

8. It amounts to a list of emails sent, opened, clicked & pages visited & assets downloaded

9. 50% Say digital body language  identiﬁes interest   & speciﬁc needs     Demand Metric Digital Body Language Benchmark Study, June 2015 29% 0% 10% 20% 30% 40% 50% DBL Data identifies interest & specific need 18% DBL Data identifies interest & hints at needs

10. But there’s a problem

11. 36% of salespeople say they   never use digital body language     Demand Metric Digital Body Language Benchmark Study, June 2015 25% 0% 10% 20% 30% 40% 50% Not at all Significant gaps 11%

12. Why doesn’t sales use digital body language?

13. Because it’s Hard It’s noisy, it’s confusing, it’s open to interpretation and it doesn’t help build empathy or understanding of the buyer.

14. • Noisy. An active prospect may be generating tens, or even hundreds, of signals and parsing out the key insights to help have a better sales conversation is next to impossible. • Open to interpretation. Is a prospect who clicks the ‘getting started’ link really a hot lead? Maybe, maybe not. • Undifferentiated. Every sales rep knows that an unqualified lead can generate a digital body language trail that looks frighteningly similar to a highly qualified, hot lead. What sales wants to receive about a prospect is a far richer lead profile, helping to illuminate potential needs, pains, challenges, readiness and fit. Digital body language surfaced from marketing automation into the CRM tends to be:

15. This is What Sales Really Want To Know 81% 37% 19% 20% 44% 23% 20% 21% 14% Contact information Firmographic data (e.g. industry segment) Role in purchase decision Potential ROI from solution purchase Budgeting for a solution Decision timeframe Specific pain points motivating purchase Readiness to buy Anticipation barriers to acquisition Data Type Currently Receive Want to Receive 16% 55% 61% 66% 41% 66% 71% 72% 75%

16. 78% of respondents indicate that access to this type of information would yield higher close rates:

17. What does all this have to do with content marketing?

18. Content – deﬁned as all information components produced by marketing to communicate ideas and transfer knowledge to buyer and seller audiences – plays a critical role in driving demand. But when the type of content created does not align with buyers’ and sellers’ needs, it fails to support the types of conversations that are required to move the buying process forward.    Sirius Decisions “ ”

19. of B2B marketers  are creating more content  than they did a year ago   2015 B2B content marketing trends, Content Marketing Institute 70 %

20. But only 38% of marketers say their content marketing is eﬀective!   2015 B2C Content Marketing Trends, Content Marketing Institute

21. say their content doesn’t create any opportunity for engagement 58 % Demand Metric, Enhancing the Buyer’s Journey, And…

22. Why?

24. 81% 37% 19% 20% 44% 23% 20% 21% 14% Contact information Firmographic data (e.g. industry segment) Role in purchase decision Potential ROI from solution purchase Budgeting for a solution Decision timeframe Specific pain points motivating purchase Readiness to buy Anticipation barriers to acquisition Data Type Currently Receive Want to Receive 16% 55% 61% 66% 41% 66% 71% 72% 75% Remember all that stuﬀ sales said they wanted to receive about their leads?

26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com interactive content can   engage your buyer  in a radically more effective manner   while surfacing richer insights to sales that helps to  drive revenue.

27. But how do you deliver it?

28. Assessments Quiz Solution Builders Solution Finders Calculators

29. Shows Intent Identifies Need Shows Engagement Knowledge Gap or   Opportunity to Sell Into Ideal Customer Profile How does this support the sales person? Qualification Product Configuration ROI - Does the Solution   Make Sense to the Buyer Price Expectations Point of Interest

30. The Tale of Two Journeys Static content versus interactive content experiences & how it impacts sales ability to win deals.

31. of buyers go through their buying journey   before talking to a sales rep   chiefmarketer.com 70 %

32. 72 % say the role of personal selling is signiﬁcant in closing deals   Demand Metric Digital Body Language Benchmark Study, June 2015 But also…

33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A Typical Journey through Static Content • View an infographic • Register to download a white paper • Click through an email to download a best  practices guide • Read a blog post • View product pages • Download a solution   brochure • View the “getting started”  page • Attend a webinar • Watch a video • Contact sales

34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Interact with an interactive   infographic • Interact with an interactive   white paper • Register to download a  white paper • Answer a 15-question self   assessment • Conﬁgure a solution builder • Use an ROI calculator • Use an implementation   calculator • Contact sales A Typical Journey through Interactive Content

35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Tale of Two Buyer Journeys • View an infographic • Register to download a white paper • Click through an email to download a best practices guide • Read a blog post • View product pages • Download a solution brochure • View the “getting started” page • Attend a webinar • Watch a video • Contact sales Pass/fail of static content with digital body language • Interact with an interactive   infographic • Interact with an interactive   white paper • Complete a quiz • Register to download a white   paper • Answer a 15-question self   assessment • Conﬁgure a solution • Use an ROI calculator • Use an implementation calculator • Contact sales Rich lead proﬁles and buyer insights with digital dialogue VS

36. It’s hard to surface buyer insights & meaningful digital body language without interactions.

37. Let’s take a closer look at what this looks like…

38. Early Stage A visitor clicks on a tweet and engages with an interactive  infographic. We know every element he interacts with.

39. Early Stage Marketing places a cookie on the visitor   for marketing automation & retargeting.

40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VSWe know a visitor viewed the   infographic Sales knows which   stats the visitor interacted with

41. Early Stage The visitor is retargeted with specific banner ads that pick up  where his affinity for the infographic left off. He clicks!

42. Early Stage He lands and engages with an interactive white paper. Sales knows every element he interacts with, and how much of the white paper he consumed.

43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VSWe know a visitor  hit a landing page We know which sections of the white paper content the visitor interacted with, how much of the white paper was consumed.

44. Early Stage He decides he wants the PDF version emailed to him.

45. Now he converts from an anonymous visitor to Bill. Our new prospect. Early Stage

46. + Bill is added to a nurture campaign. Early Stage

47. Bill gets an email offering an assessment. Mid Stage

48. Mid Stage Bill completes the assessment.

49. Mid Stage Bill’s key behaviors and responses are being recorded and surfaced to sales in their Sell Side view.

50. Bill starts to show up as a high scored lead in the MAP notifications to sales. Sales reviews all of the rich data provided in Sell-Side to start to understand prospect profile, need, interests, etc. Mid Stage

51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VSWe know he downloaded an assessment  document We know how   Bill answered each assessment question and his ultimate score. Sales knows his pains!

52. Mid Stage Marketing’s next nurture email to Bill is triggered  based on his previous responses.

53. Mid Stage Bill clicks through and uses a solution builder.

54. Mid Stage Bill bubbles up to sales as an active lead in the MAP. Sales sees Bill’s responses in the Sell Side, and reaches out to begin a dialogue, starting at his point of interest.

55. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VS Sales knows the solution Bill conﬁgured based on his speciﬁc situation without talking to him.. We know Bill downloaded a product brochure & hit a solution page on our website.

56. Late Stage Sales reaches out to Bill with a compelling, specific, targeted message and voicemail that speaks directly to the needs and pain that Bill has surfaced throughout his digital dialogue.

57. After their call, sales sends Bill an ROI calculator. Late Stage

58. Bill’s data is captured and surfaced to sales. Late Stage

59. Late Stage Sales is able to answer Bill’s questions specifically and support the results of solution Bill built and the ROI he uncovered based upon the gaps that were revealed from Bill’s interaction with the assessment.

60. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VS Bill’s speciﬁc   ROI 1.   We know Sales sent an email 2.   We know Sales captured all   notes in the CRM

61. Late Stage Bill & sales discuss set up, using an implementation   configurator together.

62. © i-on interactive, inc. All rights reserved • www.ioninteractive.com At This Point, We Know STATIC INTERACTIVE VS All the implementation details, timelines, stakeholders,   roles are all recorded in the CRM and sell-side timeline. We know sales and the buyer talked about implementation details

63. Late Stage Bill is thinking and planning his implementation details and program goals. Bill is talking to procurement and doing legwork.

64. Sales wins the deal! Bill is a new customer.

65. What does the Digital Body Language from interactive content look like?

66. Well, it can look like this…. Just like Digital Body Language from static content:

67. Typical View Of Interactive Content Insights

68. Typical View of Interactive Content Insights

69. But there’s a better, easier way to decode the insights from interactive content: viewing it as a digital dialogue.

70. What does the digital dialogue look like? (We call it a “Sell-Side” view, created just for sales people.)

71. Send a Sell- Side Specific Link to the CRM Record

72. A sales person clicks a link on a lead record in their CRM…

73. They see a visual timeline view of that lead’s interactive content interactions

74. They dive into each piece of content to see meaningful data about the buyer interactions, like content consumption…

75. …and how the buyer answered questions in an online assessment…

76. …even inputs they selected in a calculator, with price results shown in context.

77. What does this mean  for the organization?

78. Content that your  audience wants to  consume—that they will   engage with and use

79. Better engaged/educated prospects

80. Sales can meet the  buyer at the point  of interest

81. Better sales and   marketing alignment

82. More  opportunities for sales

83. More  customers

84. Thanks! Please take a moment to connect with us. Learn how we can rapidly deploy effective, engaging interactive content experiences that generate qualified leads & create deep prospect profile for your sales team.    Twitter: @ioninteractive  Sales: 561-235-7474 info@ioninteractive.com

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