Marketing Misalignment

Marketing Misalignment: Missing The Mark on Engagement

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Panelists
Andrew Gaffney
Publisher
DemandGen Report
Matt West
Director of Marketing Programs
Genius.com

Areas of Misalignment
Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement
Gaps in Content Mapping
Lack of Formal Social Strategy
Inability to Measure Emerging Channel

2 Views of Engagement
The Buyer’s View
Marketer’s Reality
35% were attributed to cold call from sales was the initial engagement in recent customer wins
50% responded to marketing campaign or website visit
Only 10% of recent buyers said they were contacted cold by the solution provider they chose

First point of contact/initial engagement made with recent customers
Sales team contacted prospect via cold call
Prospect responded to a marketing campaign
Prospect contacted our team after visiting our web site.
Prospect contacted us directly following research
Connected via social media
Our rep chatted with them via live chat

Shifts In Influences
The Buyer’s View
Marketer’s Perception
Top 3 Influences Ranked by Marketers
Direct Contact from a Sales Rep
Vendor Website
Conferences/Tradeshows
Top 3 Influences Ranked by Buyers:
Search
Vendor Website
White papers/Ebooks

Missing The Mark On Content
The Buyer’s View
The Marketer’s Reality
93% of recent buyers said the solution provider they chose supplied ample content to navigate through each phase of the buying process
Only half (50%) of Marketers said they are currently mapping content offers to buying needs at different phases of the funnel

Mapping Content
Who They Are
How they digest content
Content
Behavior
Where they are in the buying Process

Social Signals
The Buyer’s View
Marketer’s Reality
62% of marketers DO NOT have budget for social media initiatives
66% of marketers said social media is a formal part of their marketing strategy
65% of buyers indicated they used social media in their research and vendor selection process

Socialization Of Buying
41% followed discussions to learn more about topic
37% posted questions on social networking sites looking for suggestions/feedback
More than 20% connected directly with potential solution providers via social networking channels

Socialization Of Buying
82% of marketers indicated only 1-5% of their leads are coming through social media
12% indicated 5-15% of leads now coming via social media
4% generating 20% of leads or more

Missing The Mark On Measurement

The New Image of Engagement
Drive to Website
Convert via form
Nurture
Alert Rep of Buying Behavior

Increased Power of Peers
Nearly 4 in 10 of buyers indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was unbudgeted.

Increased Power of Peers
59% engaged with peerswho addressed the challenge they were researching
48% followed industry conversations on topic

The New Peer Influence
Marketer’s Perception
The Buyer’s View
53% sharing experiences via 1:1 discussions
Believe 75% are serving as case study references
58% of buyers shared their post purchase experiences and findings with other peers
68% shared experiences via 1:1 discussions
Only 30% served as case study references

Reaching the 2.0 Buyer
66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.

Key Takeaways
Give buyer more credit, engage on their level
Don’t rely on old world thinking
Map your content offers to buyer stages
Enable nurturing for longer sales cycles
Increase social engagement
Add real measurement capabilities

Thank you for attendingtoday’s webinar!
Matt West
Director of Marketing Programs
Genius.com
matt@genius.com
Andrew Gaffney
Editor
DemandGen Report
andrewg@demandgenreport.com

Tune In For Part 2!
Marketing Misalignment: Part 2
A Deep Dive Into Program Performance Improvement
Date: Wed., August 4th
Time: 1pm EST/10am PST
https://www2.gotomeeting.com/register/139748762

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Marketing Misalignment

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