Successfully reported this slideshow.
The New Rules of B2B Engagement: Connecting Outside the Funnel <br />
Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control ...
Speakers<br />Andrew Gaffney<br />Editor<br />DemandGen Report<br />Matt West<br />Director of Marketing Programs<br />Gen...
New White Paper: Breaking Out Of The Funnel<br />Download the new White Paper and take a look inside the mind of the new g...
Who Controls Engagement?<br />Less than 10% of recent buyers were contacted cold by the solution provider<br />More than 8...
The New Path to Purchase<br />Less than ¼ indicatedbudget was approved or allocated during the beginning of the year. <br />
New Paths To Purchase<br />33% of respondents indicated they determined “the potential impact through other adopters and b...
The New Path To Purchase<br /><ul><li> 23% indicated budget was  allocated after ROI was proven
13% said budget was determined after multiple bids were collected
9% indicated budget was taken from another lineitem.</li></li></ul><li>The New Decision-Making Process<br /><ul><li> 48% u...
48% took more time to research
36% did more detailed analysis of costs/ROI</li></li></ul><li>The New Decision-Making Process<br /><ul><li> 30% had more i...
27% relied more on live customer feedback & recommendations</li></li></ul><li>The New Influences<br /><ul><li>78% started ...
59% engaged with peerswho addressed the challenge
48% followed industry conversations on topic
44% conducted anonymous research of a select group of vendors</li></li></ul><li>The New Influences<br /><ul><li>41% follow...
37% posted questions on social networking sites looking for suggestions/feedback
More than 20% connected directly with potential solution providers via social networking channels</li></li></ul><li>Connec...
New Rules of Engagement<br />Nearly 80% of respondents indicated “timeliness of response” was an influential factor in sel...
Engaging The Unbudgeted<br />ROI was less of a motivator among this group. Only 23% of unbudgeted buyers said they did mor...
The Power of Peers<br />76% engaged peers who had addressed the challenge; versus only 59% of the total sample; <br />55% ...
Executive Perspective<br />Among executive respondents: <br />90% started purchase with informal research around a busines...
Executive Perspective<br />Use of social media was also more pronounced, with 69% of executives indicating they utilized s...
Reaching the 2.0 Buyer<br />66% of respondents indicated the “consistent and relevant communication provided by both the s...
The Post-Purchase Influence<br />59%  said they shared learnings from their research and buying process with others. The f...
Upcoming SlideShare
Loading in …5
×

Marketing Automation: Lessons From The Trenches

410 views

Published on

New Survey Provides Recommendations & Tips for Current Marketing Automation Buyers from Early Adopters.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Marketing Automation: Lessons From The Trenches

  1. 1. The New Rules of B2B Engagement: Connecting Outside the Funnel <br />
  2. 2. Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />
  3. 3. Speakers<br />Andrew Gaffney<br />Editor<br />DemandGen Report<br />Matt West<br />Director of Marketing Programs<br />Genius.com<br />C. Edward Brice<br />SVP of Worldwide Marketing<br />Lumension Security<br />
  4. 4. New White Paper: Breaking Out Of The Funnel<br />Download the new White Paper and take a look inside the mind of the new generation BtoB buyer.<br />
  5. 5. Who Controls Engagement?<br />Less than 10% of recent buyers were contacted cold by the solution provider<br />More than 80% said they contacted the solution providerdirectly<br />
  6. 6. The New Path to Purchase<br />Less than ¼ indicatedbudget was approved or allocated during the beginning of the year. <br />
  7. 7. New Paths To Purchase<br />33% of respondents indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was unbudgeted.<br />
  8. 8. The New Path To Purchase<br /><ul><li> 23% indicated budget was allocated after ROI was proven
  9. 9. 13% said budget was determined after multiple bids were collected
  10. 10. 9% indicated budget was taken from another lineitem.</li></li></ul><li>The New Decision-Making Process<br /><ul><li> 48% utilized a wider variety of sources
  11. 11. 48% took more time to research
  12. 12. 36% did more detailed analysis of costs/ROI</li></li></ul><li>The New Decision-Making Process<br /><ul><li> 30% had more internal team members provide input
  13. 13. 27% relied more on live customer feedback & recommendations</li></li></ul><li>The New Influences<br /><ul><li>78% started with informal info gathering
  14. 14. 59% engaged with peerswho addressed the challenge
  15. 15. 48% followed industry conversations on topic
  16. 16. 44% conducted anonymous research of a select group of vendors</li></li></ul><li>The New Influences<br /><ul><li>41% followed discussions to learn more about topic
  17. 17. 37% posted questions on social networking sites looking for suggestions/feedback
  18. 18. More than 20% connected directly with potential solution providers via social networking channels</li></li></ul><li>Connecting With The 2.0 Buyer<br />Reaffirming the importance of the consultative sale, almost 95% of recent purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.”<br />
  19. 19. New Rules of Engagement<br />Nearly 80% of respondents indicated “timeliness of response” was an influential factor in selecting their vendor. <br />
  20. 20. Engaging The Unbudgeted<br />ROI was less of a motivator among this group. Only 23% of unbudgeted buyers said they did more detailed analysis of costs/ROI, versus 36% of the total sample.<br />
  21. 21. The Power of Peers<br />76% engaged peers who had addressed the challenge; versus only 59% of the total sample; <br />55% conducted anonymous research of a select group of vendors; versus 44%;<br />
  22. 22. Executive Perspective<br />Among executive respondents: <br />90% started purchase with informal research around a business challenge<br />44% determined potential impact through other adopters/then built a case for immediate adoption<br />
  23. 23. Executive Perspective<br />Use of social media was also more pronounced, with 69% of executives indicating they utilized social tools<br />39% indicated more team members are involved in the buying process when an executive is involved in a purchase <br />
  24. 24. Reaching the 2.0 Buyer<br />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.<br />
  25. 25. The Post-Purchase Influence<br />59% said they shared learnings from their research and buying process with others. The forums they used included: <br /><ul><li> One on one discussions
  26. 26. Blog postings
  27. 27. Participated in discussion forums
  28. 28. Tweeted about experience</li></li></ul><li>What Does This Mean to Marketers<br />
  29. 29. What Does This Look Like<br />Drive to Website<br />Convert via form<br />Nurture<br />Alert Rep of Buying Behavior<br />
  30. 30. Let’s See This In Action<br />Drive to Website<br />Convert via form<br />Nurture<br />Alert Rep of Buying Behavior<br />
  31. 31. New White Paper: Breaking Out Of The Funnel<br />Download the new White Paper and take a look inside the mind of the new generation BtoB buyer.<br />
  32. 32. Thank you for attendingtoday’s webinar!<br />For more information on these topics, please visit: <br />www.demandgenreport.com<br />www.Genius.com<br />www.theconnectedmarketer.com<br />

×