Spread the News with Online Content Libraries
May 24, 2007
Online content libraries play an essential role in getting the word out about your B2B technology. But you need to understand how they fit into the sales cycle
By Cheryl J. Goldberg
Over the last five years, b-to-b software marketers have increasingly sought to measure ROI for their marketing efforts. During a sales downturn, management's desire for marketing ROI can quickly turn into demands for leads that are ready to buy—now!
In response to such pressure, one client, "Company A," chose to post several whitepapers on one of major online content libraries, which include Bitpipe, KnowledgeStorm, TechTarget, and ZDNet, in the hopes of generating qualified leads.
At the time, because sales in the technology market were slow and companies were cautious with their marketing dollars, the online content library even offered to provide a guaranteed number of qualified leads.
Soon, Company A had posted several papers and leads began pouring in. But when the inside sales force followed up, none of the leads was ready to make a purchase. Instead, the marketing director noted, "Most people using those networks are just doing research. They don’t have active projects and budgets in place."
Frustrated, the marketing and inside sales teams concluded that the tool was ineffective and Company A asked for its money back.
On the other hand, another client, "Company B," had this to say about online content libraries: "They're an absolutely essential component of any b-to-b software marketing effort."
Why the discrepancy? Is it simply one of those inexplicable cases where one marketing tool works well for one company and doesn't for another?
Based on insights from industry experts who have studied how companies purchase technology, one can only conclude that Client B simply had a better understanding of the technology buying process.
How Online Content Libraries Fit into the Sales Cycle
According to industry experts, b-to-b technology marketers must reach two different but equally important audiences: influencers and buyers. Influencers are technical experts who recommend technology solutions based on their research and expertise. Buyers are usually executives, often the CIO, who sign the purchase order. These direct buyers rely heavily on influencers' recommendations because they don’t have time to do research themselves.
Thus, influencers play a critical role in the technology purchase decision-making process, and it is just as important for b-to-b technology marketers to reach the influencers as the direct buyers. Online content libraries help technology marketers reach a greater number of influencers as they research projects that are likely to turn into purchases six months to a year in the future.
What Content Do Influencers Need?
Once you understand who is using your content and how influencers are using it, it's much easier to post content influencers are looking for. Since influencers are usually technical experts—and thus skeptical of anything that smacks of hype—you must provide content that is truly educational, rather than content that pushes your product directly. Your content should discuss market and technology trends in your product segment and suggest ways that technology can help companies respond.
Ultimately, if you can distribute highly relevant, focused content that helps influencers look smarter to their boss, they'll come to you first when their company is ready to make a purchase. In this way, you will pave the way for your sales force to talk to the direct buyers and to close the sale more easily.
Online content libraries can enable b-to-b technology vendors to distribute content to a dramatically larger audience. While it is unlikely that you will be able to convert these leads into sales in the current quarter, you will gain the credibility and mindshare you need early in the sales cycle. Thus, your company will be considered when the prospect is ready to make a purchase.
Sidebar: Online Content Library Services
Online content libraries offer a number of services to help you get the word out about your technology. Using such sites, you can:
Post your content: Online databases post content on a well-established site in relevant categories that make it easy to find. Prospects researching solutions can find them easily through an online search.
Distribute content broadly: In addition to posting content on their own site, online content databases push content to relevant sites through a network of partnerships. For example, KnowledgeStorm has partnerships with 230 industry-specific publications such as Java Developer's Network, Windows IT Pro, and CRM Buyer.
Push content to opt-in subscribers: These services can supplement your in-house, email marketing lists by sending content directly to the email inboxes of people who have specifically subscribed to a particular type of information.
Obtain leads: To download content, users must register and provide their contact information. Online content libraries are constantly testing, modifying and refining the registration page to encourage people to register, and their customers gain the benefit of that experience.
Analyze leads: Finally, you receive reports on who has accessed your content, along with demographic information.
Cheryl J. Goldberg is principal of Goldberg Communications. Prior to starting the company, she worked as a senior copywriter for Sybase, Inc., and in senior editorial positions at leading technology publications. Since 1999, she has authored the Hi-Tech Communicator, a free quarterly newsletter for technology marketers.
|
RSS