Andrew Dalglish, Director, Circle Research

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Key themes and challenges for B2B Leaders - results from the B2B Leaders Report 2013

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Andrew Dalglish, Director, Circle Research

  1. 1. Insights from B2B Leaders
  2. 2. 2 Today’s agenda #1. Top priorities #2. Brand transformation #3. Mobile and social #4. Sales and marketing collaboration #5. Bridging the Boardroom gap
  3. 3. 3 Some fuel for debate 100 interviews On, or report to, senior leadership team Average 15 years in profession Control budgets of £188 million Variety of industry sectors
  4. 4. 4 Top priorities
  5. 5. 5 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
  6. 6. 6 Is there too much internal focus? How have they changed in the last 12 months? Are these your priorities?
  7. 7. 7 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
  8. 8. 8 79% feel their team has skills gaps Data analytics and reporting (41%) Customer or market insight (34%) Digital marketing techniques (31%) Marketing technology (28%)
  9. 9. 9 Time, money and process are barriers Only 48% have a development programme for majority of team 47% have problems finding budget for training 68% say team too busy to take time out for development
  10. 10. 10 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
  11. 11. 11 Average B2B marketing budget = 4% of turnover
  12. 12. 12 28% 14% 20% 4% 12% 3% 0% 3% 0% 8% 8% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%+ 62% spend 3% or less of annual turnover on marketing Two thirds spend 3% or less of turnover on marketing
  13. 13. 13 Majority of spend still on ‘traditional’ activities 2% 1% 3% 3% 3% 3% 4% 4% 6% 7% 7% 9% 9% 11% 12% 15% Other Brand identity Online advertising Telemarketing Marketing research Marketing strategy SEO/PPC Social media Content creation PR Direct sales Website development Print Email Direct mail Trade shows Digital ‘Traditional’
  14. 14. 14 It’s much less than needed 16% It’s less than needed 59% It’s about right 22% It’s a little too generous 3% Three quarters feel their marketing budget is insufficient
  15. 15. 15 Ideal B2B marketing budget = 7% of turnover
  16. 16. 16 17% 25% 23% 29% 6% Rarely or not at allSome of the time About half of the time Most of the timeAll of the time 42% struggle to measure ROI 35% can measure ROI
  17. 17. 17 A vicious cycle? “It exacerbates the divide between marketing and sales. It is very difficult to quantify awareness and brand activities if you are a sales person, all you see is money flowing away from the business.” “Although the business is beginning to understand that there are some things we just can't measure in short-term financial returns there is still not 100% conviction that this is or should be the case.”
  18. 18. 18 Brand transformation
  19. 19. 19 77% feel that brand is key to success
  20. 20. 20 Most have the pieces in place 80% say brand clearly defined 85% have sound understanding of customers and market 72% say brand is differentiated
  21. 21. 21 But the challenge is in execution Resources - lower priority than revenue generating activity Positioning which… • appeals to all segments • is flexible enough to evolve • gets internal agreement Delivery – front line don’t live brand
  22. 22. 22 IBM and Salesforce held in highest regard
  23. 23. 23 The secrets of Salesforce’s success #1. It’s not your brand #3. Don’t just state it, live it #2. It’s not marketing’s brand #5. Have a clear, bold and simple central idea #7. Be obsessively customer centric #9. Continuously evolve to stay relevant #10. Always push the boundaries #6. Be authentic and true to yourself #8. Never breach their trust #4. Lead from the top
  24. 24. 24 Sales and marketing collaboration
  25. 25. 25 The impact of mis-alignment Tension damages morale (34%) Bottom line hit as leads not fully nurtured (61%) Brand suffers as messages inconsistent (43%) SALESMARKETING
  26. 26. 26 The solution? Setting shared goals (67%) Tracking performance to raise visibility and accountability (48%) Aligning resources around goals (47%) MARKETING SALES
  27. 27. 27 Bridging the gap to the Boardroom
  28. 28. 28 Only 33% feel marketing is a key priority for the Board
  29. 29. 29 A B2B marketing leader is… A visionary A B2B leader is… A statesman An expert An entrepreneur
  30. 30. 30 • Strategic, big picture thinker with clear vision • Business acumen and commercial focus • Analytical yet creative • Mindful of non-marketing colleagues’ agendas • Able to navigate organisation and join-up siloes • Outstanding communication and influencing skills • Deep market understanding • Insight into customer motivations • Experienced in all key marketing disciplines • Open-minded, forward-thinking, embraces new ideas • Leads by example and gets hands dirty when needed • Determined, tenacious and fights their corner • Gutsy and takes calculated risks Visionary Statesman Expert Entrepreneur

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