The State of B2B Marketing in 2013 & What to Prepare for in 2014


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6 New Reports on B2B Marketing from Gleanster:

It seems like every year brings new and innovative best practices for B2B marketing. There’s always some new concept or capability to talk about and it’s easy to lose sight of core fundamentals that have formed the foundation for success for Top Performing B2B marketers over the last decade. As we look towards the future, it’s helpful to take stock of where we are today and seed future plans based on current best practices and B2B success. Join Gleanster research Principal & Managing Director Ian Michiels for a look at the state of B2B marketing 2013 and how these findings should impact your strategic plans for 2014. Michiels will explore statistics from five benchmark surveys from the past 6 months capturing current practices and intentions from 1,243 B2B marketers.
You’ll learn:
• The top 3 most influence tactics that B2B marketers are failing to adopt and why
• How to benchmark your organizations practices against B2B marketing organizations; the strategy, tactics, technology, and processes that support a Top Performing organization.
• What to expect in 2014 and core recommendations for how we get there

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The State of B2B Marketing in 2013 & What to Prepare for in 2014

  1. 1. The State of B2B Marketing & What to Be Prepared for in 2014 Ian Michiels, Principal & Managing Director Gleanster Research Ian Michiels Principal & Managing Director Gleanster Research
  2. 2. Agenda The State of B2B Marketing 1,243 B2B marketers What to look out for in 2014 What You’re Thinking
  3. 3. The State of B2B Marketing
  5. 5. What I want. Where I want it. What I should know. Engagement with Your Brand Relevance It’s about continuity in the user experience.  Embrace social and the empowered buyer Relationships  Content is the currency for reach & relevance Perpetual Engagement  Data is the currency for customer engagement
  6. 6. THIS What I want. Where I want it. What I don’t know. Engagement with Your Brand Relevance Problem is. Relationships Perpetual Engagement LOOKS MORE LIKE: Other Email Marketing Legacy Customer Database Marketing Automation Web Analytics Email Marketing CRM
  7. 7. Top 5 Challenges with Marketing Automation Creating enough content at a reasonable cost 97% Data quality and integration Top 3 Challenges 85% Poor marketing processes 84% Rethinking legacy processes 75% Lack of skilled staff 73% 0% 25% 50% 75% 100% Top Performers * Q3 2013 Marketing Automation Survey, n= 220
  8. 8. Challenges: Using full functionality in MA Think about the buyers journey. Is your brand a engaged at all stages?
  9. 9. "How many marketing automation solutions has your organization tried?" Challenges: Finding the right MA system 70% 60% 61% 57% 53% 50% 40% 35% 38% 40% 30% 20% 10% 4% 5% 7% 0% 1 Solution 2 Solutions 2011 2012 3 or More 1H 2013 Find a solution that works for your organization. You may outgrow them.
  10. 10. Inbound Lead comes in:  The odds of calling to qualify a lead decreases by over 6 times in the first hour.  After 20 hours every additional dial your salespeople make actually hurts your ability to make contact to qualify a lead. Challenges: Lead follow-up * & MIT Study Time kills your deals. Which means automation is critical.
  11. 11.  You need content to represent the brand. Challenge: Operationalize Social  Help the team feel confident, but manage outbound communication • Doesn’t allow the organization to get emotionally invested Social Media Drivers License • “Story Tellers” Create Content • Everyone has a good blog in them • Harder to find them but free reach
  12. 12. Find a balance. You need both. PROMOTIONAL CONTENT RELATIONSHIP CONTENT
  13. 13. Inbound? / Outbound? No. Unbound Marketing There will always be a need for campaigns. But you cannot be successful if that’s all you do.
  14. 14. The Fournaise Marketing Group interviewed more than 1,200 CEOs in 2012 on the perceived value of the CMO. Challenge: The Credibility Gap 80% of CEOs didn’t believe CMOs were connected to the financial realities of business decisions the way CFOs and CIOs are. We must address credibility issues with measurement. According to Gleanster 28% of marketers using marketing automation are measuring the ROI on campaign execution.
  15. 15. FILTER CRITERIA ON DATA Top Performers, n=34 Using Marketing Automation Engaged in Nurture Marketing 13% What’s Working: Simplicity > 10 Campaign Templates 45% 5-9 Campaign Templates 23% 1-4 Campaign Templates You only need a handful of campaign templates.
  16. 16. What’s on the horizon? 2014 and beyond…
  17. 17.  Sizeable VC investments Next Generation Lead Scoring & Predictive Analytics  Analyze big data to determine customer intent and recommend next best action to sales reps or uncover similar looking opportunities Sales CRM Data + Customer Win Data + ThirdParty Data Sample Solution Providers:
  18. 18.  Social is here to stay  If you build relationships you have to foster them.  On average half of marketers follow up with 4% of leads generated. Social has side effects. • REACH • ENGAGEMENT • BRANDING “This is cool.” Joe Customer Jane Marketer Jane Marketer “My machine is broken… and I’ve been ignored.” “I don’t want to manage this.” Start thinking about how to hook social engagement into Support or Service.
  19. 19.  Be mindful of customer technology investments.  Be strategic about the roadmap.  You will inevitably run into issues that require IT support, so don’t circumvent them. Relationship with CIO Develop a plan for supporting the customer journey.  43% of marketing execs plan to hire marketing or customer analytics talent  10% plan to work more closely with the CIO and IT *Information Week
  20. 20.  Based on goal conversion, locate similar looking prospects  Based on interest target these customers Remarketing has potential for B2B  Industry is young, brand impressions are high, and you don’t pay for them. [CPC]
  21. 21. What is the catalyst for embracing new best practices?
  22. 22.  On “Display Network” Campaigns  Go to the Campaign>Display Network>Placements Tip: Check your Google AdWords Configuration  View and exclude garbage sites that you are paying for clicks on.
  23. 23. Google drove $1,000 worth of ad spend to in one month?!?
  24. 24. • 1000s of Resources • Videos • Webinars & Events • Social Media Feeds • Vendor Profiles • Analyst Commentary • Solution Reviews
  25. 25. Thanks! Ian Michiels Gleanster @InsightFanatic