{"id":2981,"date":"2011-06-14T15:51:27","date_gmt":"2011-06-14T23:51:27","guid":{"rendered":"http:\/\/www.regnordman.com\/?p=2981"},"modified":"2011-06-14T15:51:27","modified_gmt":"2011-06-14T23:51:27","slug":"your-web-based-content-could-be-driving-more-leads-away-than-its-bringing-in","status":"publish","type":"post","link":"https:\/\/www.regnordman.com\/2011\/06\/14\/your-web-based-content-could-be-driving-more-leads-away-than-its-bringing-in\/","title":{"rendered":"Your web based content could be driving more leads away than its bringing in."},"content":{"rendered":"<div class=\"zemanta-img\" style=\"margin: 1em; display: block;\">\n<div style=\"width: 160px\" class=\"wp-caption alignleft\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/cache.daylife.com\/imageserve\/07GPcQdfSye8H\/150x99.jpg');\"  href=\"http:\/\/cache.daylife.com\/imageserve\/07GPcQdfSye8H\/150x99.jpg\"><img loading=\"lazy\" decoding=\"async\" title=\"SYDNEY, AUSTRALIA - OCTOBER 14:  Artwork from ...\" src=\"http:\/\/cache.daylife.com\/imageserve\/07GPcQdfSye8H\/150x99.jpg\" alt=\"SYDNEY, AUSTRALIA - OCTOBER 14:  Artwork from ...\" width=\"150\" height=\"99\" \/><\/a><p class=\"wp-caption-text\">Image by Getty Images via @daylife<\/p><\/div>\n<\/div>\n<p>Your web based content could be driving more leads away than its bringing in.<\/p>\n<div>\n<div>Search is now the dominant buyer behavior:<\/div>\n<div>\n<ul>\n<li>93% of B2B buyers use search to begin the buying process. (source: <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.marketo.com');\" class=\"zem_slink\" title=\"Marketo\" rel=\"homepage\"  href=\"http:\/\/www.marketo.com\">Marketo<\/a>)<\/li>\n<li>62% of business buyers now spend more time researching product and services online than they did prior to the recession. (source: <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/google.com');\" class=\"zem_slink freebase\/en\/google\" title=\"Google\" rel=\"homepage\"  href=\"http:\/\/google.com\">Google<\/a>)<\/li>\n<li>65% of C-Suite executives conduct six or more work-related searches daily (source Google).<\/li>\n<\/ul>\n<p>Recent data \u00a0from Demandgen on what buyers do \u00a0these days show that :<\/p>\n<\/div>\n<\/div>\n<div>\n<ul>\n<li><span style=\"font-family: arial,sans-serif;\">Less than 10% of recent buyers were contacted cold by the solution provider<\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">More than 80% said they contacted the solution provider directly<\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">9 out of 10 buyers say that when they are ready to buy they will find you<\/span><\/li>\n<\/ul>\n<p>Is your content set up to attract the right buyers? \u00a0DemandGen tells us buyers make up a short list of who to contact through these activities:<\/p>\n<\/div>\n<div>\n<ul>\n<li><span style=\"font-family: arial,sans-serif;\">78% started with informal info gathering<\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">59% engaged with peers who addressed the challenge<\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">48% followed industry conversations on topic<\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">44% conducted anonymous research of a select group of vendors<\/span><\/li>\n<\/ul>\n<\/div>\n<div>R<span style=\"font-family: arial,sans-serif;\">ight now, \u00a0unless the bulk of your qualified leads are finding and approaching you, your content is not doing its job. How do you feel knowing that there are all these\u00a0short-lists\u00a0being made out there and you will never know about them!! <\/span>And if you keep going the way you are, you will keep missing opportunities.<\/div>\n<div>It gets worse, since even if the buyer finds you, <a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.idg.com\/');\" class=\"zem_slink freebase\/en\/idg\" title=\"IDG\" rel=\"homepage\"  href=\"http:\/\/www.idg.com\/\">IDG Communications<\/a> says:<\/div>\n<div>\n<ul>\n<li><span style=\"font-family: arial,sans-serif;\">IT buyers found relevant content on a vendors website only 42 percent of the time. \u00a0(way less than half) <\/span><\/li>\n<li><span style=\"font-family: arial,sans-serif;\">The lack of relevancy for the prospect reduced the vendor&#8217;s chance of closing a sale by 45 percent. ((Cut it almost in half again &#8211; your chances just dropped to less than 20% of a win, that is if they find you)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: arial,sans-serif;\">So before you redo your sales dept, add a bunch of technology to sales and marketing, spend a ton on outbound marketing, first ask yourself if your content is even giving you a fighting chance. It sounds like for most companies it is working against them.<\/span><\/p>\n<p><span style=\"font-family: arial,sans-serif;\"><br \/>\n<\/span><\/p>\n<\/div>\n<h6 class=\"zemanta-related-title\" style=\"font-size: 1em;\">Related articles<\/h6>\n<ul class=\"zemanta-article-ul\">\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/www.teleread.com\/library\/britannica-launches-a-new-web-based-ebook-service-by-sue-polanka\/');\"  href=\"http:\/\/www.teleread.com\/library\/britannica-launches-a-new-web-based-ebook-service-by-sue-polanka\/\">Britannica launches a new web-based ebook service, by Sue Polanka<\/a> (teleread.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/news.cnet.com\/8301-13506_3-20071058-17\/google-announces-host-of-search-improvements\/?part=rss&amp;subj=news');\"  href=\"http:\/\/news.cnet.com\/8301-13506_3-20071058-17\/google-announces-host-of-search-improvements\/?part=rss&amp;subj=news\">Google announces host of search improvements<\/a> (news.cnet.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/jungleg.com\/2011\/06\/14\/the-keys-to-the-cloud-are-inside-smart-caching\/');\"  href=\"http:\/\/jungleg.com\/2011\/06\/14\/the-keys-to-the-cloud-are-inside-smart-caching\/\">Jorge Escobar: The Keys to the Cloud Are Inside Smart Caching<\/a> (jungleg.com)<\/li>\n<li class=\"zemanta-article-ul-li\"><a onclick=\"javascript:pageTracker._trackPageview('\/outgoing\/pocketnow.com\/webos\/hp-may-launch-webos-cloud-based-music-service');\"  href=\"http:\/\/pocketnow.com\/webos\/hp-may-launch-webos-cloud-based-music-service\">HP May Launch webOS Cloud-Based Music Service<\/a> (pocketnow.com)<\/li>\n<\/ul>\n<div class=\"zemanta-pixie\" style=\"margin-top: 10px; height: 15px;\"><img decoding=\"async\" class=\"zemanta-pixie-img\" style=\"border: medium none; float: right;\" src=\"http:\/\/img.zemanta.com\/pixy.gif?x-id=75ffa6a5-e908-4c2f-b5b8-5909c8cc1d00\" alt=\"\" \/><span class=\"zem-script undefined\"><script src=\"http:\/\/static.zemanta.com\/readside\/loader.js\" type=\"text\/javascript\"><\/script><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Your web based content could be driving more leads away than its bringing in.<br \/>\nSearch is now the dominant buyer behavior:<\/p>\n<p>    * 93% of B2B buyers use search to begin the buying process. (source: Marketo)<br \/>\n    * 62% of business buyers now spend more time researching product and services online than they did prior to the recession. (source: Google)<br \/>\n    * 65% of C-Suite executives conduct six or more work-related searches daily (source Google). <\/p>\n<p>Recent data  from Demandgen on what buyers do  these days show that :<\/p>\n<p>    * Less than 10% of recent buyers were contacted cold by the solution provider<br \/>\n    * More than 80% said they contacted the solution provider directly<br \/>\n    * 9 out of 10 buyers say that when they are ready to buy they will find you<\/p>\n<p>Is your content set up to attract the right buyers?  DemandGen tells us buyers make up a short list of who to contact through these activities:<\/p>\n<p>    * 78% started with informal info gathering<br \/>\n    * 59% engaged with peers who addressed the challenge<br \/>\n    * 48% followed industry conversations on topic<br \/>\n    * 44% conducted anonymous research of a select group of vendors<\/p>\n<p>Right now,  unless the bulk of your qualified leads are finding and approaching you, your content is not doing its job. How do you feel knowing that there are all these short-lists being made out there and you will never know about them!! And if you keep going the way you are, you will keep missing opportunities.<\/p>\n<p>It gets worse, since even if the buyer finds you, IDG Communications says:<\/p>\n<p>    * IT buyers found relevant content on a vendors website only 42 percent of the time.  (way less than half)<br \/>\n    * The lack of relevancy for the prospect reduced the vendor&#8217;s chance of closing a sale by 45 percent. ((Cut it almost in half again &#8211; your chances just dropped to less than 20% of a win, that is if they find you)<\/p>\n<p>So before you redo your sales dept, add a bunch of technology to sales and marketing, spend a ton on outbound marketing, first ask yourself if your content is even giving you a fighting chance. It sounds like for most companies it is working against them.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,18],"tags":[1346,1343,1161,228,460,2768,60,1345,1164,1019,1249,425,424,1344],"_links":{"self":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/2981"}],"collection":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/comments?post=2981"}],"version-history":[{"count":3,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/2981\/revisions"}],"predecessor-version":[{"id":3324,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/posts\/2981\/revisions\/3324"}],"wp:attachment":[{"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/media?parent=2981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/categories?post=2981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.regnordman.com\/wp-json\/wp\/v2\/tags?post=2981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}