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Marketing Misalignment: Missing The Mark on Engagement<br />
Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control ...
Panelists<br />Andrew Gaffney<br />Publisher<br />DemandGen Report<br />Matt West<br />Director of Marketing Programs<br /...
Areas of Misalignment<br />Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement<br />Gaps in Con...
2 Views of Engagement<br />The Buyer’s View<br />Marketer’s Reality<br />35% were attributed to cold call from sales was t...
First point of contact/initial engagement made with recent customers<br />Sales team contacted prospect via cold call<br /...
Shifts In Influences<br />The Buyer’s View<br />Marketer’s Perception<br />Top 3 Influences Ranked by Marketers <br />Dire...
Missing The Mark On Content<br />The Buyer’s View<br />The Marketer’s Reality<br />93% of recent buyers said the solution ...
Mapping Content<br />Who They Are<br />How they digest content<br />Content<br />Behavior<br />Where they are in the buyin...
Social Signals<br />The Buyer’s View<br />Marketer’s Reality<br />62% of marketers DO NOT have budget for social media ini...
Socialization Of Buying<br /><ul><li>41% followed discussions to learn more about topic
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>Social...
12% indicated 5-15% of leads now coming via social media
4% generating 20% of leads or more </li></li></ul><li>Missing The Mark On Measurement<br />
The New Image of Engagement<br />Drive to Website<br />Convert via form<br />Nurture<br />Alert Rep of Buying Behavior<br />
Increased Power of Peers<br />Nearly 4 in 10 of buyers indicated they determined “the potential impact through other adopt...
Increased Power of Peers<br />59% engaged with peerswho addressed the challenge they were researching<br />48% followed in...
The New Peer Influence<br />Marketer’s Perception<br />The Buyer’s View<br />53% sharing experiences via 1:1 discussions<b...
Reaching the 2.0 Buyer<br />66% of respondents indicated the “consistent and relevant communication provided by both the s...
Key Takeaways<br /><ul><li>Give buyer more credit, engage on their level
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Marketing Misalignment

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This webinar will look at the breakdown in engagement between the changing B2B buyer and the marketers who are moving too slowly to respond to their changing behaviors. The presentation will feature side by side analysis of two recent studies which looked at the shifting influences and patterns of B2B buyers and a follow up study to gauge how marketers are changing their strategies and tactics to better-engage with the new behavior.

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Marketing Misalignment

  1. 1. Marketing Misalignment: Missing The Mark on Engagement<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 />Follow today’s webinar discussion on Twitter, #mktgmisaligned<br />
  3. 3. Panelists<br />Andrew Gaffney<br />Publisher<br />DemandGen Report<br />Matt West<br />Director of Marketing Programs<br />Genius.com<br />
  4. 4. Areas of Misalignment<br />Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement<br />Gaps in Content Mapping<br />Lack of Formal Social Strategy<br />Inability to Measure Emerging Channel<br />
  5. 5. 2 Views of Engagement<br />The Buyer’s View<br />Marketer’s Reality<br />35% were attributed to cold call from sales was the initial engagement in recent customer wins<br />50% responded to marketing campaign or website visit<br />Only 10% of recent buyers said they were contacted cold by the solution provider they chose<br />
  6. 6. First point of contact/initial engagement made with recent customers<br />Sales team contacted prospect via cold call<br />Prospect responded to a marketing campaign<br />Prospect contacted our team after visiting our web site.<br />Prospect contacted us directly following research<br />Connected via social media<br />Our rep chatted with them via live chat<br />
  7. 7. Shifts In Influences<br />The Buyer’s View<br />Marketer’s Perception<br />Top 3 Influences Ranked by Marketers <br />Direct Contact from a Sales Rep <br />Vendor Website<br />Conferences/Tradeshows<br />Top 3 Influences Ranked by Buyers:<br />Search<br />Vendor Website<br />White papers/Ebooks<br />
  8. 8. Missing The Mark On Content<br />The Buyer’s View<br />The Marketer’s Reality<br />93% of recent buyers said the solution provider they chose supplied ample content to navigate through each phase of the buying process<br />Only half (50%) of Marketers said they are currently mapping content offers to buying needs at different phases of the funnel <br />
  9. 9. Mapping Content<br />Who They Are<br />How they digest content<br />Content<br />Behavior<br />Where they are in the buying Process<br />
  10. 10. Social Signals<br />The Buyer’s View<br />Marketer’s Reality<br />62% of marketers DO NOT have budget for social media initiatives<br />66% of marketers said social media is a formal part of their marketing strategy<br />65% of buyers indicated they used social media in their research and vendor selection process<br />
  11. 11. Socialization Of Buying<br /><ul><li>41% followed discussions to learn more about topic
  12. 12. 37% posted questions on social networking sites looking for suggestions/feedback
  13. 13. More than 20% connected directly with potential solution providers via social networking channels</li></li></ul><li>Socialization Of Buying<br /><ul><li>82% of marketers indicated only 1-5% of their leads are coming through social media
  14. 14. 12% indicated 5-15% of leads now coming via social media
  15. 15. 4% generating 20% of leads or more </li></li></ul><li>Missing The Mark On Measurement<br />
  16. 16. The New Image of Engagement<br />Drive to Website<br />Convert via form<br />Nurture<br />Alert Rep of Buying Behavior<br />
  17. 17. Increased Power of Peers<br />Nearly 4 in 10 of buyers 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 />
  18. 18. Increased Power of Peers<br />59% engaged with peerswho addressed the challenge they were researching<br />48% followed industry conversations on topic<br />
  19. 19. The New Peer Influence<br />Marketer’s Perception<br />The Buyer’s View<br />53% sharing experiences via 1:1 discussions<br />Believe 75% are serving as case study references <br />58% of buyers shared their post purchase experiences and findings with other peers<br />68% shared experiences via 1:1 discussions<br />Only 30% served as case study references<br />
  20. 20. 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 />
  21. 21. Key Takeaways<br /><ul><li>Give buyer more credit, engage on their level
  22. 22. Don’t rely on old world thinking
  23. 23. Map your content offers to buyer stages
  24. 24. Enable nurturing for longer sales cycles
  25. 25. Increase social engagement
  26. 26. Add real measurement capabilities</li></li></ul><li>Thank you for attendingtoday’s webinar!<br />Matt West<br />Director of Marketing Programs<br />Genius.com<br />matt@genius.com<br />Andrew Gaffney<br />Editor<br />DemandGen Report<br />andrewg@demandgenreport.com<br />
  27. 27. Tune In For Part 2!<br />Marketing Misalignment: Part 2<br />A Deep Dive Into Program Performance Improvement<br />Date: Wed., August 4th<br />Time: 1pm EST/10am PST<br />https://www2.gotomeeting.com/register/139748762<br />

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