Presentation deck from breakout at Content Marketing World, September 7, 2017 in Cleveland, OH

1. @heinzmarketing #CMWorld
Buyer Behavior in 2017 & Beyond
Research, Trends & Best Practices to Improve Your Results
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
matt@heinzmarketing.com

2. @heinzmarketing #CMWorld
First a little housekeeping…
• A copy of this presentation
• Other freebies:
– Copies of today’s featured research
– Our persona/buying journey templates
– “If it looks like a spreadsheet…”
– My NEW smoked chicken teriyaki recipe (or bacon)
• Send me an email at matt@heinzmarketing.com (or
bring me a biz card) noting what you want

3. @heinzmarketing #CMWorld

4. @heinzmarketing #CMWorld

5. @heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 30% of B2B marketers
think their content
marketing is effective” via
@heinzmarketing

6. @heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 27% of B2B marketers
think their content is
relevant to prospects” via
@heinzmarketing

7. @heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Only 23% of B2B marketers
think their content is reaching
their target audience” via
@heinzmarketing

8. @heinzmarketing #CMWorld
Source: Heinz Marketing, July 2017
“Half of B2B marketers lack
confidence in their ability to
measure impact of content
marketing efforts” via
@heinzmarketing

9. @heinzmarketing #CMWorld

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Importance of content marketing elements
Source: Heinz Marketing, Nov 2016
Over 76% of B2B marketers
cited “engaging” as the most
important content element
via @heinzmarketing

17. @heinzmarketing #CMWorld
Important vs performance gap analysis
Source: Heinz Marketing, Nov 2016
Marketers see major performance
gaps in their ability to deliver
engaging, actionable, customized
content @heinzmarketing

18. @heinzmarketing #CMWorld

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Generational detail & differences
13% of millennials are
decision-makers, 28%
influence purchase decisions
via @heinzmarketing
Source: SnapApp & Heinz Marketing, Sept 2017

20. @heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017

21. @heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017

22. @heinzmarketing #CMWorld
Source: SnapApp & Heinz Marketing, Sept 2017

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Where to focus now
• Better persona precision
• Buying committee & journey definition
• Content audit & management
• Internal process management
• Track & reporting discipline

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Establish the Foundation - Personas
• Develop “Pathological Empathy” – get out of the company-centric world!
• Who are your primary personas – prioritize to focus content development
• Companies are made of people – consider group dynamics
• Multiple people will likely influence, decide on, and ultimately use or be impacted by your
solution.
• Decision makers, stake holders, influencers, end users
• Attributes, motivators and concerns
Department Head Primary Business UserDecision Maker

26. @heinzmarketing #CMWorld
Persona Framework
Decision Maker
How I Buy Concerns Decision
Factors
Questions Desired
Outcomes
How they research,
evaluate, lead
Identify motivators
based on
performance,
reputation, success
What matters the
most? What areas
are negotiable
tradeoffs?
What’s the long
term value and
impact? Will we be
successful? Can
we trust the
vendors?
The vision for
success

27. @heinzmarketing #CMWorld
Motivational Framework
Workbook – pg9
Customer
Journey Stage
Not In Market Stimulated
Inquiry
Problem
Identified
Research
Solutions
Evaluation Decision
Journey Stage
Mindset
Status quo works
Needs evolving
Status quo pains
Opportunities
emerge
Desire to define
problem
Active vendor
research
Focus on desired
outcomes
Anticipating positive
change and
achieving vision
Journey Stage
Actions &
Behaviors
Irregular market
research
Peer networking
Informal info
gathering and
research
Push internal fixes
for status quo to
work better
Internal
assessment or
audit
Consensus building
to change
Desire to define
requirements &
needed capabilities
Extensive internal
assessment
Review internal dev
or third party
solution
Pricing inquiry
Ask for referrals
Research reviews
Trial evaluations
and bake-off
Vendor matrix
mapping to internal
requirements
Committee reviews
RFP options
Negotiate purchase
terms
Internal mobilization
for next steps
Next Stage Catalyst Status quo problem
emerges
Lost business, cost
increases
Who can help fix
the problem?
Share requirements
& RFP with vendors
Confirmation that
final vendors
support desired
outcomes
Content Topic
Suggestions
• Industry trends
• Surveys
• Case Studies
• Interviews
• Innovation
guides
• Self-assessment
tools
• Analyst reports
• Step by step
business impact
analysis
• Thought
leadership
• Evaluation
guides
• ROI tools
• Customer
reviews &
success stories
• RFP tools
• Sales content
• Proof of concept
• Customer
stories

28. @heinzmarketing #CMWorld
Buying Committee Mapping
• Marketing usage: general committee
model for market segments
• Long standing approaching to strategic
account planning
• A starting point for Account Based
Marketing
• Create models for your market
segments
• Industry
• Company size
• Solution
• Book Resources:
• Full Funnel Marketing – Heinz Marketing
• The New Strategic Selling – Robert Miller

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Benchmarking your current state

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Creative Brief

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Content Influence & ROI Tracking

32. @heinzmarketing #CMWorld
Housekeeping reminders..
• A copy of this presentation
• Other freebies:
– Copies of today’s featured research
– Our persona/buying journey templates
– “If it looks like a spreadsheet…”
– My NEW smoked chicken teriyaki recipe (or bacon)
• Send me an email at matt@heinzmarketing.com (or
bring me a biz card) noting what you want

33. @heinzmarketing #CMWorld
THANK YOU!
Matt Heinz
@heinzmarketing
matt@heinzmarketing.com