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Winning the Hidden Sales Cycle:
Digital Strategies for Navigating the
New B2B Buyer’s Journey

Trip Kucera
Sr. Research An...
Objectives:
1.

What is the “Hidden Sales Cycle”?

2.

How does it define modern marketing?

3.

How can I win?
Content ma...
Lead
Generation

Lead Management

Opportunity
Management

© AberdeenGroup 2013

3
Content + Community

Lead
Hidden Sales Cycle
Generation

Lead Management

Opportunity
Management

The Hidden Sales Cycle
©...
Competitors

Content + Community

Marketer (You)

Control of Message & Visibility

High

Marketing’s Imperative:
Get Visio...
Marketing Must Adapt
Batch & Blast

“Always-on” / Continuous

One-to-Many

Aligned / Personalized

Product/Co.
Centric

Co...
Content Marketing
is the Alchemy of
Intent

© AberdeenGroup 2013

7
Content Marketing Budgets
Budget

Leaders

Followers

Budget for content
marketing-related
programs (planned
change in nex...
Top Strategies
Leaders

Followers
53%

Use content in nurture-based marketing
campaigns that move buyers closer to purchas...
Map your buyer’s
journey

© AberdeenGroup 2013

10
Percentage of Respondents, n = 75

Get Content Marketing Right:
Right Alignment, Right Persona, Right Stage
Leaders

75%

...
Content Marketing Execution Gap
Producing high-quality content

Perception of Value (percent of companies ranking
activity...
The SEO spirit is willing,
but execution is weak
Percentage of Respondents, n = 81

75%
65%
All Respondents

50%

25%
13%
...
SEO Management:
Don’t Call it a Comeback

CMOs haven’t “trusted”
SEO in the past
Happy days are here
again

© AberdeenGrou...
Know the Keyword of the Day
Percentage of Respondents, n = 81

75%

Leaders
56%

Followers
55%
50%

50%
34%
25%

0%
Proces...
Align SEO with development &
distribution of content
Percentage of Respondents, n = 81

75%
Leaders
52%

Followers
52%

50...
Percentage of Respondents, n = 81

It’s not just about page rank anymore
Leaders
100%

86%
79%

75%

50%

48%

50%

25%

0...
How Content Gets Measured
95%

Inbound / referral traffic

76%
91%

Utilization / consumption / views

76%
82%
76%

Search...
SEO Management Users Outperform NonUsers in Key Content Marketing Metrics

3.6%
24%

Average website
conversion rate
2.0%
...
Only the marketing
paranoid survive

© AberdeenGroup 2013

20
Best-in-Class More Effective in Search /
Digital Advertising
59%
Google AdWords (not including display)
55%

43%
Google di...
Search marketing success:
get the basics right
Best in Class

Percentage of Respondents, n = 130

75%
57%

57%

50%
39%
34...
Knowing what works leads to
more of what works
Percentage of Respondents, n = 130

75%
Best in Class

50%

48%

All Others...
Search marketing agency users

70%

Identifying the right keywords
for website optimization

46%
68%

Ranking organically ...
What’s next?
Will it Blend? – Mixing paid, earned, and owned
Ad acceleration - Digital ads integrated with
lead nurturing
...
How do you “win” the hidden sales cycle?
1.

Unhide the hidden sales cycle in your market
and map your buyers’ decision jo...
Thank you

trip.kucera@aberdeen.com
@TripKucera
linkedin.com/in/tripkucera
© AberdeenGroup 2013
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Transcript of "The Hidden Sales Cycle | Aberdeen & Webmarketing123"

  1. 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. 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. 3. Lead Generation Lead Management Opportunity Management © AberdeenGroup 2013 3
  4. 4. Content + Community Lead Hidden Sales Cycle Generation Lead Management Opportunity Management The Hidden Sales Cycle © AberdeenGroup 2013 4
  5. 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. 6. Marketing Must Adapt Batch & Blast “Always-on” / Continuous One-to-Many Aligned / Personalized Product/Co. Centric Content & Buyer Centric © AberdeenGroup 2013 6
  7. 7. Content Marketing is the Alchemy of Intent © AberdeenGroup 2013 7
  8. 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. 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. 10. Map your buyer’s journey © AberdeenGroup 2013 10
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 20. Only the marketing paranoid survive © AberdeenGroup 2013 20
  21. 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. 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. 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. 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. 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. 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. 27. Thank you trip.kucera@aberdeen.com @TripKucera linkedin.com/in/tripkucera © AberdeenGroup 2013
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