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Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
Marketing Misalignment Part 2
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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 …

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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  • 1. Marketing Misalignment Part 2: Improving the Performance of Programs
  • 2. Welcome Webinar Attendees
    Your GoToWebinar Attendee Viewer is made of 2 parts:
    1. Viewer Window
    2. Control Panel
    Type your question here
    Follow today’s webinar discussion on Twitter, #mktgmisaligned
  • 3. Today’s registrants will receive a copy of the newresearch paper.
  • 4. Panelists
    Andrew Gaffney
    Publisher
    DemandGen Report
    Matt West
    Director of Marketing Programs
    Genius.com
  • 5. 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
  • 6. 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
  • 7. First point of contact/initial engagement made with recent customers
    Sales team contacted prospect via cold call
    Prospect contacted our team after visiting our web site.
    Prospect responded to a marketing campaign
    Prospect contacted us directly following research
    Connected via social media
    Our rep chatted with them via live chat
  • 8. 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
  • 9. Mapping Content
    Who they are
    How they digest content
    Content
    Behavior
    Where they are in the buying process
  • 10. 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
  • 11. 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.
  • 12. 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
  • 13. Social Signals
    Deeper analysis of the 50% of marketers not measuring social media, revealed consistent breakdowns in engaging with the new B2B buyer:
    48% cited a cold call from sales as the first point of engagement
    Only 10% had won a deal directly from social media
  • 14. Socialization Of Buying
    • 82% of marketers indicated only 1-5% of their leads are coming through social media
    • 15. 12% indicated 5-15% of leads now coming via social media
    • 16. 4% generating 20% of leads or more
  • Socialization Of Buying
    • 41% followed discussions to learn more about topic
    • 17. 37% posted questions on social networking sites looking for suggestions/feedback
    • 18. More than 20% connected directly with potential solution providers via social networking channels
  • Social Media’s Growing Influence
    What Buyers Expect
    60%
    Interact with companies using Social Media
    93%
    Believe a company should have a social presence
    Source: Cone Business in Social Media Study
  • 19. Social Media’s Growing Influence
    Global Reach
    Social sites eclipsed email in
    global reach 68% vs. 64%
    Social usage exceeded email
    usage for the first time
    68%
    Social Media
    (Networking)
    64%
    Email
    Source: Nielsen Global Online Media Landscape
  • 20. Missing The Mark On Measurement
  • 21. Build a Stronger Pipeline & Achieve ROI with Provocative Selling & Social Media
  • 22. Getting from “Tweet to Deal”
    REACH
    “Multi-Cloud” Marketing
    • Track All Campaigns, including Social
    Start Customer Conversations Anywhere
  • 23. Getting from “Tweet to Deal”
    REACH
    RESPONSE
    “Multi-Cloud” Marketing
    Respond and Interact
    • Drive response to your website, Landing Pages (W2L)
    • 24. Intelligent Auto-response
    • 25. Track All Campaigns, including Social
    Continue the Conversation on Your Website
    Start Customer Conversations Anywhere
  • 26. Getting from “Tweet to Deal”
    REACH
    RESPONSE
    RELATIONSHIP
    “Multi-Cloud” Marketing
    Respond and Interact
    Lead Nurturing and Scoring
    • Drive response to your website, Landing Pages (W2L)
    • 27. Intelligent Auto-response
    • 28. Track All Campaigns, including Social
    • 29. Relevant interactions build trust
    • 30. Rank by Profile and Behavior
    Timely, Personal Communication by Prospect Profile and Interest
    Continue the Conversation on Your Website
    Start Customer Conversations Anywhere
  • 31. Getting from “Tweet to Deal”
    REACH
    RESPONSE
    REVENUE
    RELATIONSHIP
    “Multi-Cloud” Marketing
    Respond and Interact
    Lead Nurturing and Scoring
    Lead Routing
    • Timely Alerts
    • 32. Sales = The Trusted Advisor
    • 33. Drive response to your website, Landing Pages (W2L)
    • 34. Intelligent Auto-response
    • 35. Track All Campaigns, including Social
    • 36. Relevant interactions build trust
    • 37. Rank by Profile and Behavior
    Right-Time Connections, Informed Follow-Up
    Timely, Personal Communication by Prospect Profile and Interest
    Continue the Conversation on Your Website
    Start Customer Conversations Anywhere
  • 38. Let’s See This In Action
    Follow blog
    Listen via TweetDeck Search
    Follow Prospect
    Provoke with Tweet
    Hand Off to Sales
  • 39. Key Takeaways
    • Give buyer more credit, engage on their level
    • 40. Don’t rely on old world thinking
    • 41. Map your content offers to buyer stages
    • 42. Enable nurturing for longer sales cycles
    • 43. Increase social engagement
    • 44. 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

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