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Dgr sps16-precap

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Watch The Free Webinar On-Demand: http://dg-r.co/2gpugBT - Top Transformational Trends In 2017 & How To Plan For Them
Get the Demand Gen Report editorial team's take on the transformational trends of 2017 highlighted during #SPS16

Predictive and AI, content mapping, personalization and account-based strategies are among the biggest trends in the B2B marketing world right now, and going in 2017, we predict the din will continue. Join the Demand Gen Report editorial team for a special introduction to our Strategy & Planning Series for a snapshot of the demand gen trends you need to understand to be prepared for the year ahead.

We'll cover:

• Priorities for ABM Rollout & Success
• Advances In Measurement and Reporting
• Expansion of AI & Predictive
• Mapping Content To Buyers

Published in: Marketing
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Dgr sps16-precap

  1. 1. #SPS16 Top Transformational Trends In 2017 & How To Plan For Them
  2. 2. #SPS16 Follow This Webinar On Twitter #SPS16 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney Carol Krol: @carolkrol Brian Anderson: @G3Brian Klaudia Tirico: @klaudiatirico
  3. 3. #SPS16 About Demand Gen Report • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 40,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists
  4. 4. #SPS16 Join The Conversation Submit your questions here Download today’s resources Join the conversation #SPS16
  5. 5. #SPS16 How Are We Doing?
  6. 6. #SPS16 Participate To Better Your Odds Attend for a chance to win prizes: • Share on social using the hashtag #SPS16 • Refer a colleague to attend • Submit questions & answer polls during the webinar • Take our post-webinar survey • BONUS – Attend all #SPS16 sessions live Amazon Echo Event Passes Amazon Gift Cards
  7. 7. #SPS16 Featured Speakers Andrew Gaffney Editorial Director Carol Krol Editor-in-chief Brian Anderson News Editor Klaudia Tirico Features Editor
  8. 8. #SPS16 Agenda 1. Priorities For ABM Rollout & Success 2. Advances In Measurement And Reporting 3. Expansion Of AI & Predictive 4. Mapping Content To Buyers
  9. 9. #SPS16 Priorities For ABM Rollout & Success • Account-based marketing (ABM) has gained significant traction. • Demand Gen Report’s ABM Benchmark Survey Report found: Close to half of marketers have an ABM strategy in place. 33% indicated they are planning to implement ABM within the next 18 months. 20% said they had no strategy or plans to implement ABM.
  10. 10. #SPS16 Roadblocks To ABM Success Don’t feel we have enough data to do deep targeting on specific accounts Not clear how to execute an ABM strategy We don’t have the staffing expertise/extra resources Not sure what accounts to target/how to structure our target accounts We don’t have the budget Other We don’t see the ROI We can’t get buy-in from sales or align on approach We prefer to focus on traditional demand generation We can’t get buy-in from executive leadership 19% 45% 35% 19% 19% 19% 13% 6% 6% 3%
  11. 11. #SPS16 Must-Haves For ABM Success Predictive Tools Analytics & Reporting Tools Campaign Execution & Orchestration Data & Augmentation Tools Insights & Intelligence Tools Account-based Advertising Tools 15% 1% 1% 3% 7% 15% 30% 59% 61% 41% 51% 37% 19% 34% 31% 38% 24% 28% 36% 6% 7% 18% 18% 20% Using, Deemed Critical Using Planning To Use No Plan To Use
  12. 12. #SPS16 Customizing Messaging For ABM 49% 75% 51% 30% 8% Personalized/custom for each account Targeted content tailored to specific industry Targeted content tailored to specific role Templated versions of generic content with customization Generic content we use for all outreach
  13. 13. #SPS16 Use Case Examples: ABM In Action
  14. 14. #SPS16 Priorities For ABM Rollout & Success Learn More: • Refine you ABM efforts — Beyond The Hype: How To Create And Measure An ABM Strategy (Monday, Nov. 14 at 3PM ET) • Align marketing, sales and SDRs — Personalized Prospecting & The Rise of Outbound SDRs: How ABM And Alignment Will Benefit From Coordinated Plays In 2017 (Wednesday, Nov. 16 at 12PM ET) • 5 steps to planning an ABM strategy — The ABM Roadmap For 2017: Five Steps To Activate Your Best Customer Accounts (Wednesday, Nov. 16 at 3PM ET)
  15. 15. #SPS16 Advances In Measurement & Reporting Metrics The C-Suite Wants To See: • Campaign-specific results (50%) • Marketing’s contribution to sales (49%) • Lead-to-funnel conversion rates (45%) Marketing ID, State Of Data-Driven Marketing Report However, 60% of marketers are not able — or unable — to prioritize revenue as their key metric of ABM success. Bizible, ABM Metrics Report 2016
  16. 16. #SPS16 Advances In Measurement & Reporting Demand Gen Priorities 83% Focusing on lead quality over lead quantity 71% Improving campaign results 61% Improving ability to measure and analyze marketing impact
  17. 17. #SPS16 Advances In Measurement & Reporting “Organizations adopting ABM are shifting conventional metrics from MQLs to more revenue-focused goals.” 64% Contribution to pipeline revenue 53% Net-new accounts engaged 41% Account engagement score
  18. 18. #SPS16 Advances In Measurement & Reporting Learn More: • How to evaluate ABM performance — Beyond The Hype: How To Create And Measure An ABM Strategy (Monday, Nov. 14 at 3PM ET) • How to retain customers through analysis — Maximize Customer Lifetime Value In 2017 By Leveraging Your 2016 Wins (Tuesday, Nov. 15 at 3 PM ET) • How tracking marketing performance enhances game plans — From Napkin To Blueprint: Mapping A Marketing Plan With Your Metrics (Thursday, Nov. 17 at 2 PM ET)
  19. 19. #SPS16 Expansion Of AI And Predictive • Evolving Machine Learning Technologies – Improved Search – Powered Recommendation engines – Programmatic advertising – Voice recognition tech (Amazon Echo, Google Home) • AI in the CRM – Einstein • Predictive = AI
  20. 20. #SPS16 Expansion Of AI And Predictive Highlights from DGR Demand Gen Benchmark Survey Report: • Predictive tools and ABM commanded larger portions of demand gen budgets in 2016. • New question this year: 34% of marketers said they plan to incorporate ABM into nurture programs.
  21. 21. #SPS16 Account-Based Marketing Marketing Automation Multichannel Lead Nurturing Retargeting Content Planning/ Syndication Social Analytics Predictive Lead Scoring Content Measurement Predictive Analytics Data Enrichment 37%42% 31% 39% 34% 33% 31% 27% 24% 24% Top Strategies Used To Drive Leads
  22. 22. #SPS16 Predictive & AI: Data Accuracy Is Key 54% of marketers improve the depth and accuracy of our database. 80% of marketers haven’t yet figured out the key to unlocking a solid database strategy. 56% indicated there is room for significant improvement in their database strategy, 26% said there is room for minor improvement. 13% of those polled indicated their strategy is solid 6% suggested their strategy — or lack thereof — is not working at all
  23. 23. #SPS16 AI & Predictive Enhance Strategy • Predictive analytics can be combined with lead nurturing and ABM • AI is designed to be an evolution of your current analytical capabilities. • Predictive and AI capabilities will only enhance ABM initiatives as they continue to grow and develop.
  24. 24. #SPS16 Expansion Of AI And Predictive Learn More: • Predictive + account-based marketing — Why ABM And Predictive Are B2B Marketing’s 2017 Power Couple (Monday, Nov. 14 @ 2 PM ET) • Predictive = AI — Artificial Intelligence Is Here – 4 Stories Personas, That Prove The Power Of Predictive (Tuesday, Nov. 15 at 2 PM ET)
  25. 25. #SPS16 Mapping Content To Buyers B2B Buyers Today: • 51% rely more on content now than ever before; • 88% prefer shorter content formats; • 69% want content that speaks directly to their company; *More people — especially executives — are involved in the buying process in the last year. Demand Gen Report 2016 B2B Buyer’s Survey Report & Content Preferences Survey Report
  26. 26. #SPS16 Mapping Content To Buyers How Are Buyers Researching A Potential Purchase? Relevant content that speaks directly to your company 69% Easy access to pricing and competitive information Vendor-focused content (e.g. case studies, product data sheets) Search and navigation tools Easy access to content (no long registration form) Relevance of their website in speaking directly to company/industry Thought leadership content(e.g. white papers, infographics) 66% 64% 63% 55% 45% 38%
  27. 27. #SPS16 Mapping Content To Buyers 78% of B2B buyers use webinars to make decisions. 82% 78% 73% 67% 66% White Papers Webinars Case Studies E-Books Infographics
  28. 28. #SPS16 Mapping Content To Buyers Learn More: • Drive leads with buyer personas and content maps — Personas, Journeys & Content Maps – 3 Keys to Filling Your 2017 Pipeline with Quality Leads (Tuesday, Nov. 15 at 12 PM ET) • Create more engagement-driven webinars — Keys To Engagement-Based Marketing: How To Integrate Webinars And Optimize Content Delivery To Drive Each Stage Of The Buying Cycle (Thursday, Nov. 17 at 3 PM ET) • Revamp your content messaging — Ignite the Spark in Buyer Relationships: Best-in-Class Tactics for Adding Context to Your Content Messaging (Friday, Nov. 18 at 12 PM ET)
  29. 29. #SPS16 Resources 2016 ABM Benchmark Survey Report 2016 Demand Generation Benchmark Report 2016 Content Preferences Survey Report
  30. 30. #SPS16 Thank You For Attending Register for sessions now thru November 18th! Please Join Our First Session Today at 12PM ET / 9AM PT www3.demandgenreport.com/sps16 Marketing Planning Mastery: 4 Strategies From The Best Marketing Organizations

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