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How are you utilizing analyst reports in your demand generation campaigns?
Analysts reports are the most trusted source in B2B purchase decision making process. How are you utilizing analyst reports in your demand generation campaigns?
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2 Answers
Analyst reports are some of the more valuable (read: expensive) pieces of collateral in your arsenal. When I have a nicely branded piece that sends the right message, I generally use it in later stages of the buying cycle, and usually with more valuable prospects.
Later stage because these reports tend to help buyers create a short list or evaluate competitors, rather than using them as an introduction to the marketplace.
More for valuable prospects, too, as analyst reports are often expensive for buyers to purchase. I like them for progressive profiling - asking for more buyer info while offering the report as a premium. Give a little (more) - ask a little (more).
I bet they do, Adam. However, to me, that use of a valuable piece of collateral seems, on the surface, to be potentially wasteful. We only have so many good offers we can make, so there is some value, I believe, in trying to match the customer's perceived value of an offer with the value that you, as a marketer, expect to get.
There's always a debate on what you make free and what you put behind a form. I like a mix.
When you think in terms of the buyer's journey (all the way from totally unaware to thrilled customer), and think of that buyer's needs while moving through that journey, the free stuff should be early on the path. You're mostly building awareness at that point. If an analyst report does that, then go for it. But my guess is that it's often wasted on buyers who don't use the report or appreciate the value you've given away (for free). I like to use the heavy (valuable to the buyer) offerings when the buyer is making choices about approach and vendor. These are rules of thumb, of course, but the can help (me, at least) keep sane in the middle or marketing mayhem.
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