Marketing Misalignment Part 2


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As a follow up to the very popular Marketing Misalignment webinar, the second installment will take a deeper look into the breakdown in the engagement between the changing B2B buyer and present real world examples of how marketers can improve their program results through improved engagement and tracking techniques.

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Marketing Misalignment Part 2

  1. 1. Marketing Misalignment Part 2: Improving the Performance of Programs<br />
  2. 2. Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />Follow today’s webinar discussion on Twitter, #mktgmisaligned<br />
  3. 3. Today’s registrants will receive a copy of the newresearch paper.<br />
  4. 4. Panelists<br />Andrew Gaffney<br />Publisher<br />DemandGen Report<br />Matt West<br />Director of Marketing Programs<br /><br />
  5. 5. Areas of Misalignment<br />Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement<br />Gaps in Content Mapping<br />Lack of Formal Social Strategy<br />Inability to Measure Emerging Channel<br />
  6. 6. 2 Views of Engagement<br />The Buyer’s View<br />Marketer’s Reality<br />35% were attributed to cold call from sales was the initial engagement in recent customer wins<br />50% responded to marketing campaign or website visit<br />Only 10% of recent buyers said they were contacted cold by the solution provider they chose<br />
  7. 7. First point of contact/initial engagement made with recent customers<br />Sales team contacted prospect via cold call<br />Prospect contacted our team after visiting our web site.<br />Prospect responded to a marketing campaign<br />Prospect contacted us directly following research<br />Connected via social media<br />Our rep chatted with them via live chat<br />
  8. 8. Missing The Mark On Content<br />The Buyer’s View<br />The Marketer’s Reality<br />93% of recent buyers said the solution provider they chose supplied ample content to navigate through each phase of the buying process<br />Only half (50%) of Marketers said they are currently mapping content offers to buying needs at different phases of the funnel <br />
  9. 9. Mapping Content<br />Who they are<br />How they digest content<br />Content<br />Behavior<br />Where they are in the buying process<br />
  10. 10. The New Peer Influence<br />Marketer’s Perception<br />The Buyer’s View<br />53% sharing experiences via 1:1 discussions<br />Believe 75% are serving as case study references <br />58% of buyers shared their post purchase experiences and findings with other peers<br />68% shared experiences via 1:1 discussions<br />Only 30% served as case study references<br />
  11. 11. Reaching the 2.0 Buyer<br />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.<br />
  12. 12. Social Signals<br />The Buyer’s View<br />Marketer’s Reality<br />62% of marketers DO NOT have budget for social media initiatives<br />66% of marketers said social media is a formal part of their marketing strategy<br />65% of buyers indicated they used social media in their research and vendor selection process<br />
  13. 13. Social Signals<br />Deeper analysis of the 50% of marketers not measuring social media, revealed consistent breakdowns in engaging with the new B2B buyer:<br />48% cited a cold call from sales as the first point of engagement<br />Only 10% had won a deal directly from social media<br />
  14. 14. Socialization Of Buying<br /><ul><li>82% of marketers indicated only 1-5% of their leads are coming through social media
  15. 15. 12% indicated 5-15% of leads now coming via social media
  16. 16. 4% generating 20% of leads or more </li></li></ul><li>Socialization Of Buying<br /><ul><li>41% followed discussions to learn more about topic
  17. 17. 37% posted questions on social networking sites looking for suggestions/feedback
  18. 18. More than 20% connected directly with potential solution providers via social networking channels</li></li></ul><li>Social Media’s Growing Influence<br />What Buyers Expect<br />60%<br />Interact with companies using Social Media<br />93%<br />Believe a company should have a social presence<br />Source: Cone Business in Social Media Study<br />
  19. 19. Social Media’s Growing Influence<br />Global Reach<br />Social sites eclipsed email in <br /> global reach 68% vs. 64%<br />Social usage exceeded email<br /> usage for the first time<br />68%<br />Social Media<br />(Networking)<br />64%<br />Email<br />Source: Nielsen Global Online Media Landscape <br />
  20. 20. Missing The Mark On Measurement<br />
  21. 21. Build a Stronger Pipeline & Achieve ROI with Provocative Selling & Social Media<br />
  22. 22. Getting from “Tweet to Deal”<br />REACH<br />“Multi-Cloud” Marketing<br /><ul><li>Track All Campaigns, including Social</li></ul>Start Customer Conversations Anywhere<br />
  23. 23. Getting from “Tweet to Deal”<br />REACH<br />RESPONSE<br />“Multi-Cloud” Marketing<br />Respond and Interact<br /><ul><li>Drive response to your website, Landing Pages (W2L)
  24. 24. Intelligent Auto-response
  25. 25. Track All Campaigns, including Social</li></ul>Continue the Conversation on Your Website<br />Start Customer Conversations Anywhere<br />
  26. 26. Getting from “Tweet to Deal”<br />REACH<br />RESPONSE<br />RELATIONSHIP<br />“Multi-Cloud” Marketing<br />Respond and Interact<br />Lead Nurturing and Scoring<br /><ul><li>Drive response to your website, Landing Pages (W2L)
  27. 27. Intelligent Auto-response
  28. 28. Track All Campaigns, including Social
  29. 29. Relevant interactions build trust
  30. 30. Rank by Profile and Behavior</li></ul>Timely, Personal Communication by Prospect Profile and Interest<br />Continue the Conversation on Your Website<br />Start Customer Conversations Anywhere<br />
  31. 31. Getting from “Tweet to Deal”<br />REACH<br />RESPONSE<br />REVENUE<br />RELATIONSHIP<br />“Multi-Cloud” Marketing<br />Respond and Interact<br />Lead Nurturing and Scoring<br />Lead Routing<br /><ul><li>Timely Alerts
  32. 32. Sales = The Trusted Advisor
  33. 33. Drive response to your website, Landing Pages (W2L)
  34. 34. Intelligent Auto-response
  35. 35. Track All Campaigns, including Social
  36. 36. Relevant interactions build trust
  37. 37. Rank by Profile and Behavior</li></ul>Right-Time Connections, Informed Follow-Up<br />Timely, Personal Communication by Prospect Profile and Interest<br />Continue the Conversation on Your Website<br />Start Customer Conversations Anywhere<br />
  38. 38. Let’s See This In Action<br />Follow blog<br />Listen via TweetDeck Search<br />Follow Prospect<br />Provoke with Tweet<br />Hand Off to Sales<br />
  39. 39. Key Takeaways<br /><ul><li>Give buyer more credit, engage on their level
  40. 40. Don’t rely on old world thinking
  41. 41. Map your content offers to buyer stages
  42. 42. Enable nurturing for longer sales cycles
  43. 43. Increase social engagement
  44. 44. Add real measurement capabilities</li></li></ul><li>Thank you for attendingtoday’s webinar!<br />Matt West<br />Director of Marketing Programs<br /><br /><br />Andrew Gaffney<br />Editor<br />DemandGen Report<br /><br />
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