The Everything Experience Comes to Marketing

Prospects, leads and customers want everything. They want all the relevant information you can provide them. They want your attention. They want the best deals possible. They want your commitment. They want this every time they interact with your organization. What they want, what they expect, is the everything experience.  

Like Amazon’s claim to be “the everything store,” B2B marketers need to provide “the everything experience,” to audiences at every stage of the buying cycle. Marketers need to develop, consolidate, personalize and publish a comprehensive experience encapsulating all the relevant content from first-touch and close-won to retention and upsell.  And marketers need to do it at scale for nearly every customer.

To their credit, marketing teams are organizing to provide “everything” experiences. But there are a few problems they need to tackle first. They need to know what goes into an everything experience, how an experience works and, finally, how to scale that experience to the variety of markets it needs to address.

The Elements of Everything

First, organizations need to start with the basics. This includes personas, a map to your buyer’s journey and a keen understanding of what content you have. Marketers should also know what resonates with audiences and where within the buyer’s journey that content is most relevant.

Once these elements are mapped out, marketers ought to fill in any content gaps in their buyer’s journey. Prioritize material that scale easily, like case studies, ebooks and blog posts. After that, look for opportunities to craft intimate messages, like videos and podcasts, that address a company’s specific pain point or stage of the buyer’s journey.  

Making The Everything Experience Work

Okay, so let’s say you have most, if not all, of the content you need to address your buyer’s journey. First: congrats — you have everything it takes to create an everything experience. All you have to do now is put the parts in the right order and present them with the help of content hubs. Here, digital tools — like ON24 Target or ON24 Engagement Hub — can help simplify the creation of an experience through standardization and scale.    

Assuming you’re using a digital tool, you’ll want to create different content hubs — the centerpieces of each experience. For example, you can create several content hubs that map to a typical buyer’s journey — top, middle, bottom (or awareness, consideration and decision) as well as a hub that helps new customers to onboard, or make use of, your solution. Combined, these hubs provide the everything experience.  

Once these hubs are outlined, it’s time to map your content to them. However. There are three elements you’ll want to emphasize: interactivity, two-way communication and personalization. Don’t worry, these aren’t complicated concepts.  

Interactivity simply means providing opportunities for visitors to click, download and otherwise interact with content. This can be as simple as providing a report to download or as complex as providing an on-demand webinar with additional content to interact with.

Two-way communication is any dialogue where you ask a question and the audience provides feedback — or vice versa. Polls, surveys, feedback prompts, on-demand webinars and “contact us” buttons are some great examples where you can dialogue with your audience.

Finally, personalize it. Hubs targeting a specific account, for example, should have personalized welcomes and content addressed to the account (even if it’s only in the title). Introduction videos, ones showing visitors how to interact with the hub, where relevant items are and how they can reach your team, are a great way to add a personal touch to your hubs as well.

Providing Everything at Scale

Alright. So you have your content, you have your hubs. You have, in essence, the everything experience in place. There’s just one thing left to do: scale it up to address a growing roster of accounts and industries.

Once you’ve got one in place, duplicate content experiences for different audiences is easy. Tweak your messaging, adjust your content and suddenly you’ve created an account-based marketing campaign.

And as you iterate, you can also assess. Specialized digital content hubs — like ON24 Target and ON24 Engagement Hub — are useful tools for content creators. Here’s why: they show who interacted with what content and how often. With this data, you can identify what connects, what doesn’t, who’s most interested in your services.

The best part is that you can continue to make this assessment over time. Depending on how you deploy your everything experiences, you can even A/B test titles, headlines and additional content to learn what you need more of, how you can make your hubs more interactive and provide the perfect everything experience every time.  

Consumers have enjoyed the everything experience for a long time. B2B buyers, consumers themselves, are starting to expect the same treatment. Being able to adapt to these demands means taking the content you have and serving it up differently. It means thinking just as much about the delivery of your content as the creation of it. The everything experience is everything marketing should be — providing audiences a seamless, unlimited way to engage with your brand. The leads will follow.

ON24 Products: How ON24 Target Helps You Hit the Personalization Bullseye

Put your buyer hat on and ask yourself one question: what influences you to buy today? Likely, the content experience you have with a brand guide you more than anything else. Think of consumer-focused companies like Amazon, Netflix, Nike and ClassPass; brands who win by delivering personalized and captivating experiences.

Consumers feel connected because these brands cater to them at every turn, from showing “what you might also like” to quick and attentive customer support and opportunities to engage with the brand. B2B clients and prospects deserve the same experience.

According to Salesforce Research’s second annual State of the Connected Customer, 82 percent of business buyers want a consumer-esque experience when buying for business. When targeting prospects or connecting with current customers, you can’t forget about what drives their decisions.

Let’s take a look at the numbers and see what buyers demand.

B2B Buying By The Numbers

Seventy-three percent of business-to-business buyers expect more personalized experiences and want the same level of hyper-personalized service as they receive in business-to-consumer mediums (Accenture, 2017). Even further, nearly half of buyers are looking for personalized content portals (Showpad, 2018).

Content portals combine personalization with accessibility, simplifying the buying process and making the purchase decision quicker and easier. What’s clear is that hyper-personalization, where brands deploy content and campaigns tailored for each customer based on interest and behavioral data, drives successful audience engagement.

Consumer-focused brands are known for their ability to serve campaigns and content based on buyer interest and previous interaction. That same thinking and methodology can be applied when targeting business buyers. Understanding what your audience cares about can better inform the content you produce and provide them along their buyer journey.

The Personalization Problem

While marketers agree that personalized experiences are important and necessary, they also say personalization is one of their biggest challenges. Factors such as time to produce and difficulties with design prevents marketers from delivering the experience that they know their buyers expect. Understanding what your audience cares about can better inform the content you produce and provide to them along their buyer journey.

Building Better Experiences

To help marketers scale personalized experiences for their audiences, ON24 created ON24 Target. ON24 Target offers tools and capabilities that make it easy to create personalized experiences in a few simple steps:

  • Design/Layout: Build personalized content experiences within minutes. Select and customize content layouts and easily drag and drop content to get the experience page exactly how you want it.
  • Select the Right Content: ON24 Target offers Content Performance Metrics such as viewing time, unique visitors and top viewer job titles. These insights are brought directly into the experience builder so marketers choose the right pieces of content for their target audience, enabling them to effectively deliver the personalization that buyers expect.
  • Engage Audiences: Once a page is built, your target accounts and prospects can easily engage with you content by rating it, commenting, or clicking on customized CTAs, allowing them to seamlessly connect with your brand or sales teams.
  • Track Interactivity: Similar to how consumer-focused brands serve content based on interactions, ON24 Target enables you to see how audiences engage with your content experiences and use that data to continually improve and optimize the content and experiences you build.

ON24 Target not only delivers a customized and highly-personalized content experience, but also makes the entire process incredibly easy—enabling marketers to scale their personalization efforts, shorten sales cycles and generate better leads.

Want to learn more about how you can create and deliver personalized experiences? Watch the ON24 Target product demo now!