Content saturation changes the way B2B buyers engage. They can’t read everything, so it may look like your content marketing engagement is declining, but it’s really a matter of timing. Once an initiative is activated, your buyers will read all the relevant content they can get their hands on. They will binge. Enabling bingeing on demand puts buyers in control of how they engage with your company. It also answers that elusive right time, right channel, right content, right person challenge. To make this happen, you’ll need to present your content in a way that allows buyers to connect the dots, see the value, and mitigate the risk via swift immersion—exactly when they want it.

1. #B2BMX
Bingeing on Demand: The New
Engagement Model for B2B Buyers
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
@ardath421

2. #B2BMX
Your buyer finds your email compelling…
@ardath421

3. #B2BMX
But she’s waiting…
@ardath421

4. #B2BMX
And then he goes to look elsewhere…
@ardath421

5. #B2BMX
§ Buy faster
§ Find information quickly
§ Help others buy in
§ Mitigate risk
§ Understand how to solve the
problem
§ See the increased value in
doing so
Buyers want to…
@ardath421

6. #B2BMX
§ More people are involved
§ Risk is a bigger deal
§ Other projects take priority
§ They can’t find the right info
§ Status quo is safer
§ Vendors are slow to respond
But they can’t because…
@ardath421

7. #B2BMX
Only 42% of B2B Buyers say it’s easy to find the
next piece of relevant content.
Easy
Impossible
Why Your Website Fails Buyers,
2017
@ardath421

8. #B2BMX
Content Activation is
Critical for Engagement
@ardath421

9. #B2BMX
Content Activation:
Pages per person…
Not people per page
@ardath421

10. #B2BMX
Let them binge on demand
binge
informal
verb
indulge in an
activity to excess.
@ardath421

11. #B2BMX@ardath421

12. #B2BMX
Products
A
B
Solutions
X
Y
Resources
White
Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
Contact
Most Websites are Not Built for Buyers
@ardath421

13. #B2BMX
§ They expect your
website to deliver
relevant experiences
§ Even if they’re
conducting research
anonymously
Buyers want to Choose their Customer Journey
@ardath421

14. #B2BMX
Activation Hubs Facilitate Bingeing
Products
A
B
Solutions
X
Y
Industries
Finance
Technology
Retail
Healthcare
Business
Value
Speed Time to
Market
Drive Growth
with
Collaboration
Increase User
Adoption
By Role
Product
Manager
Human
Resources
IT
Resources
White Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
@ardath421

15. #B2BMX
§ 81% of buyers conduct research before contacting a vendor (Content Marketing Institute)
§ Buyers view at least 10 content assets before engaging a vendor (CEB)
§ 71% want content that’s easier to access (Content Preferences Survey 2017)
§ 62% value content that speaks to their problems (Content Marketing Institute)
Why you need activation hubs:
@ardath421

16. #B2BMX
Problem-to-Solution Activation Hub
Challenge
Status
Quo and
Validate
the
Problem
Set the
Vision for
Future
State
Educate the Buyer
Answer
Questions
Share Best
Practices
Consensus Content
For Persona B For Persona C
82% of buyers
share information
with colleagues via
email during the
buying process
@ardath421

17. #B2BMX
§ Perspective on the job to be done
§ Obstacles that keep them from achieving objectives
§ Relationships with stakeholders
§ Orientation – time in career, carrot or stick
§ Questions by stage
Personas Inform Activation Hubs
@ardath421

18. #B2BMX
Create a Narrative with Momentum
Why should
I care?
What
happens if
we do
nothing?
What are
our
competitors
doing?
What do I
need to
know?
What are
best
practices?
What are
my choices?
How do we
get
everyone to
agree?
What
tradeoffs
can we
agree to?
Consider Change:
Is Problem Worth Solving?
Prepare for Change:
How should we solve it?
Embrace Change:
Gain Consensus
Who needs
to be
involved?
Can we fix it
internally?
What could
go wrong?
What else
does it
impact?
What will
the future
look like?
@ardath421

19. #B2BMX
Bingeing for ABM
§ Without ABM - Monologue
• Content only for her
• Treated as a siloJulie
• Content only for him
• Treated as a siloDave
• Content only for him
• Treated as a siloSam
§ With ABM - Conversations
Julie
Dave
Kerry
Sam
@ardath421

20. 62% of buyers prefer
prescriptive content
- Content Preferences Survey 2017
By Function: Marketing

21. By Industry: Higher Ed

22. By Role: IT Professional

23. #B2BMX
Thank You!
Ardath Albee, B2B Marketing Strategist
Marketing Interactions, Inc.
ardath@marketinginteractions.com
@ardath421

24. #B2BMX

25. #B2BMX
Lunch Time!
At The Princess Plaza