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The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue
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The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue

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Today's marketer has more options than ever when it comes to tools and tactics. Marketing automation, social media, events, content marketing, demand gen ... the list goes on. The problem is that …

Today's marketer has more options than ever when it comes to tools and tactics. Marketing automation, social media, events, content marketing, demand gen ... the list goes on. The problem is that while all these activities will make you look (and feel) very busy, they often don't move the needle when it comes to conversions and closed deals.

Why? Because all the infographics and interactive display ads in the world won't engage your buyers if you don't understand the buying process through their eyes. Without this insight, marketers find themselves with content that they can't leverage, one-off campaigns that don't yield results, and technology solutions that don't deliver.

In this SlideShare, learn how improve results and stop wasted effort by focusing your marketing strategy on the buyer's journey.

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  • 1. The Missing Link: Why Your B2B Tactics Won’t Lead to Revenue
  • 2. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. Sean Carney, Chief Design Officer, Philips “We’re moving away from the mind-set of trying to figure out what people want to buy and pushing it to them. Now we are looking at real-time engagement opportunities with customers.”
  • 3. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. Art courtesy of David Lewis Your buyers need more…
  • 4. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. It’s all about their experience 1% of sellers Consistently met experience expectations *CEI 2011 86% of buyers Are willing to pay for a better experience
  • 5. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. But often we don’t deliver the right experience and… 79% of marketing leads never convert into sales. (MarketingSherpa) 68% of companies report struggling with lead generation. (Source: Lattice Engines/CSO Insights) 50% of marketing leads are qualified but not yet ready to buy. (Gleanster Research) Two-thirds of B2B marketers say their biggest challenge is engaging decision makers. (Forrester)
  • 6. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. Sales cycles are lengthening…Because when we don’t understand them, our buyers don’t trust us
  • 7. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. And our marketing efforts go to waste 75% of Content Is not trusted by buyers 36% of marketers Feel they effectively target and reach buyers *Demandgen 2012
  • 8. To fix the problem you need to know your buyer and define a buyer’s journey
  • 9. Confidential | © Demandbase 2014 All rights reserved. Discover how your buyers learn about your product
  • 10. Confidential | © Demandbase 2014 All rights reserved. Targeted Advertising 3rd Party Research Studies Partner Authored Best Practices Personalized sites with Webinar & Video Blogger Infographic of Vendors in Buyers’ industry Targeted Vendor Comparisons Peer Customer Videos Then, create campaigns that map to their experience
  • 11. Success Stories
  • 12. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved. Lithium Increased Win Rates Challenge: Lithium was challenged in growing market share fast enough in new markets. The BoD and CEO wanted to know why. The CMO and CRO wanted to know how to improve sales and marketing methods to increase ROI. Action Taken: Customer Journey Mapping, Content Strategy, Sales Enablement Maps. ROI: Increase win-rates from aligning integrated campaigns to journeys, new messaging, sales re- organization, and new content plan.
  • 13. Confidential | © Demandbase 2014 All rights reserved. Docusign generated 22% sales lift COMPANY-TARGETED ADVERTISING + WEBSITE OPTIMIZATION COMBINE TO MOVE KEY SEGMENTS CLOSER TO BUYING RESULTS: 22% Boost in Sales pipeline Increase in page views by target companies3x Longer than avg. time on site8:00 Higher than benchmark click-through rates3x
  • 14. The moral of the story is: when your customers have a meaningful experience, you’re successful Identity + Intention + Interaction = Revenue

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