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The Hidden Sales Cycle | Aberdeen & Webmarketing123

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  • 1. Winning the Hidden Sales Cycle: Digital Strategies for Navigating the New B2B Buyer’s Journey Trip Kucera Sr. Research Analyst Marketing Effectiveness & Strategy Aberdeen Group © AberdeenGroup 2013
  • 2. Objectives: 1. What is the “Hidden Sales Cycle”? 2. How does it define modern marketing? 3. How can I win? Content marketing SEO PPC & Display © AberdeenGroup 2013 2
  • 3. Lead Generation Lead Management Opportunity Management © AberdeenGroup 2013 3
  • 4. Content + Community Lead Hidden Sales Cycle Generation Lead Management Opportunity Management The Hidden Sales Cycle © AberdeenGroup 2013 4
  • 5. Competitors Content + Community Marketer (You) Control of Message & Visibility High Marketing’s Imperative: Get Vision-Shaping Content In the Path of the Buyer Discovery Consideration Evaluation Selection Low © AberdeenGroup 2013 5
  • 6. Marketing Must Adapt Batch & Blast “Always-on” / Continuous One-to-Many Aligned / Personalized Product/Co. Centric Content & Buyer Centric © AberdeenGroup 2013 6
  • 7. Content Marketing is the Alchemy of Intent © AberdeenGroup 2013 7
  • 8. Content Marketing Budgets Budget Leaders Followers Budget for content marketing-related programs (planned change in next 12 mo.) 31% 19% Content development budget (planned change in next 12 mo.) 22% 18% © AberdeenGroup 2013 8
  • 9. Top Strategies Leaders Followers 53% Use content in nurture-based marketing campaigns that move buyers closer to purchase 41% Focus on improving the targeting of our content marketing efforts (i.e. content personalization, situational content, etc.) 50% 33% 47% Increase the quantity of relevant content we’re publishing on our site 29% Adopt a multi-channel content strategy (i.e. connecting content channels together across blog, website, social channels, etc.) 43% 41% 0% © AberdeenGroup 2013 20% 40% Percentage of Respondents, n = 81 60% 9
  • 10. Map your buyer’s journey © AberdeenGroup 2013 10
  • 11. Percentage of Respondents, n = 75 Get Content Marketing Right: Right Alignment, Right Persona, Right Stage Leaders 75% Followers 59% 52% 50% 45% 38% 27% 25% 20% 0% Content marketing efforts are well-aligned with sales methodology © AberdeenGroup 2013 Process to align marketing Process to align marketing content with marketing / content with buyer persona sales funnel stage (i.e. (i.e. content is developed content is developed with with specific persona(s) in funnel stage in mind) mind) 11
  • 12. Content Marketing Execution Gap Producing high-quality content Perception of Value (percent of companies ranking activity as "Valuable" or "Very Valuable") Content Marketing Perception of Value vs. Effectiveness of Execution, n = 81 Tracking the content utilization metrics (visits, views, shares, etc.) 100% Generating / publishing sufficient content to meet our needs Tracking number of qualified leads generated 75% Driving more traffic to our website with regularly updated content 50% Generating high-quality links to our content Ability to personalize web site content 25% Accurately forecasting and budgeting leads / customer acquisition 0% 0% 25% 50% 75% 100% Effectiveness of Execution (percent of companies ranking execution as "Effective" or "Very Effective") Ability to roll out new sites or content quickly Generating social mentions of content Source: Aberdeen Group, April 2013 © AberdeenGroup 2013 12
  • 13. The SEO spirit is willing, but execution is weak Percentage of Respondents, n = 81 75% 65% All Respondents 50% 25% 13% 0% Generating high-quality links to content "valuable" or "very valuable" (4 or 5 on 1-5 scale of value) © AberdeenGroup 2013 "Effective" or "Very effective" in ability to generate high-quality links to content (4 or 5 on 1-5 scale of effectiveness) 13
  • 14. SEO Management: Don’t Call it a Comeback CMOs haven’t “trusted” SEO in the past Happy days are here again © AberdeenGroup 2013 14
  • 15. Know the Keyword of the Day Percentage of Respondents, n = 81 75% Leaders 56% Followers 55% 50% 50% 34% 25% 0% Process to share target Established process for search keywords with content creators keyword research and across organization identification © AberdeenGroup 2013 15
  • 16. Align SEO with development & distribution of content Percentage of Respondents, n = 81 75% Leaders 52% Followers 52% 50% 39% 39% 25% 0% Marketing content development aligned with search engine optimization (SEO) strategy © AberdeenGroup 2013 Content distribution aligned with search engine optimization (SEO) strategy 16
  • 17. Percentage of Respondents, n = 81 It’s not just about page rank anymore Leaders 100% 86% 79% 75% 50% 48% 50% 25% 0% Ability to measure how specific search keywords generate site traffic © AberdeenGroup 2013 Followers Ability to track site rank for specific search keywords 17
  • 18. How Content Gets Measured 95% Inbound / referral traffic 76% 91% Utilization / consumption / views 76% 82% 76% Search engine rank 64% Conversion 52% 36% Impact on the sales cycle Leaders 24% Followers 32% Virality (how much is content shared) 24% 0% 25% 50% 75% 100% Percentage of Respondents, n = 81 © AberdeenGroup 2013 18
  • 19. SEO Management Users Outperform NonUsers in Key Content Marketing Metrics 3.6% 24% Average website conversion rate 2.0% 0.0% © AberdeenGroup 2013 SEO management solution users Percent of website traffic generated by organic search 16% Non-users 2.5% 5.0% Current Performance, n = 81 SEO management solution users Non-users 0% 5% 10% 15% 20% 25% Current Performance, n = 81 19
  • 20. Only the marketing paranoid survive © AberdeenGroup 2013 20
  • 21. Best-in-Class More Effective in Search / Digital Advertising 59% Google AdWords (not including display) 55% 43% Google display network 27% Behaviorally targeted display ads (ads are shown based on browsing history, recently viewed pages, etc.) 28% 16% Contextually targeted display ads (ads are shown based on content that is being displayed on site) Best in Class All Others 27% 17% 0% 25% 50% 75% Percentage of Respondents "Effective" or "Very Effective" (4/5; 1-5 Scale), n = 130 © AberdeenGroup 2013 21
  • 22. Search marketing success: get the basics right Best in Class Percentage of Respondents, n = 130 75% 57% 57% 50% 39% 34% 25% 0% Comprehensive view of organic and paid search keywords and associated performance data © AberdeenGroup 2013 All Others We understand which keywords are likely to perform well in PPC campaigns 22
  • 23. Knowing what works leads to more of what works Percentage of Respondents, n = 130 75% Best in Class 50% 48% All Others 48% 36% 33% 25% 24% 17% 0% Ability to attribute organic Ability to track the We understand the value / and paid search to leads conversion rate and revenue ROI of each individual performance of paid search search term terms / PPC keywords © AberdeenGroup 2013 23
  • 24. Search marketing agency users 70% Identifying the right keywords for website optimization 46% 68% Ranking organically for selected keywords Don’t be afraid to get help Non users 31% 62% Identifying effective PPC terms 23% 58% Improving the organic search ranking for keywords 34% Keeping up with the latest search engine changes (i.e. search rank algorithms) 55% 33% 51% Measuring the effectiveness of the PPC spend 19% 0% 25% 50% 75% Percentage of Respondents "Effective" or "Very Effective" (4/5, 1-5 scale), n = 160 © AberdeenGroup 2013 24
  • 25. What’s next? Will it Blend? – Mixing paid, earned, and owned Ad acceleration - Digital ads integrated with lead nurturing Responsive / Just-in-Time – Dynamic targeting based on analytical customer model © AberdeenGroup 2013 25
  • 26. How do you “win” the hidden sales cycle? 1. Unhide the hidden sales cycle in your market and map your buyers’ decision journeys 2. Design content / moments that: Align to the buyer’s need Shape your buyer’s vision of success 3. Invest in content marketing / search marketing solutions (technology &/or services) © AberdeenGroup 2013 26
  • 27. Thank you trip.kucera@aberdeen.com @TripKucera linkedin.com/in/tripkucera © AberdeenGroup 2013