Staying on the Bleeding Edge of B2B Marketing: A C-Level Fireside Chat with Bizo and Eloqua
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The business buyer’s journey has evolved tremendously over the past few years. Prospects are educating themselves earlier in the buying process, and starting conversations with sales much later. As new approaches to reaching and nurturing audiences have grown more sophisticated, along with enabling technologies, what are the latest and most effective strategies that leading B2B marketers can best take advantage of to stay in front of their prospects and ensure their brands rise above the competition? Join Sean Callahan, Editor of the Digital Marketing Remix, as he moderates a conversation between Russell Glass, CEO of Bizo, and Steve Woods, CTO of Eloqua. These industry executives will discuss where the “marketing technology stack” is headed and what today’s marketers can do to stay ahead of the game, including adopting “Always On” Marketing—a new approach to nurturing and unlocking the value of your prospect database.
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Staying on the Bleeding Edge of B2B Marketing: A C-Level Fireside Chat with Bizo and Eloqua
- 1. Presented by Sponsored by Staying On The Bleeding Edge Of B2B Marke6ng #B2BMktg A C-‐Level Fireside Chat With Bizo And Eloqua
- 2. Welcome Webinar A=endees Type ques6on here
- 3. Follow this webinar on Twi=er #B2BMktg
- 4. About Demand Gen Report • Launched in 2007 to track best pracDces in lead generaDon • NewsleHer has grown to more than 26,000 readers • We also offer a menu of research and best pracDces reports • New audio/video podcasts at DemandGenReport.com @DG_Report http://linkd.in/DG_Specialists
- 5. Panelists Sean Callahan Editor Digital Marke6ng Remix Russell Glass CEO Bizo Steve Woods Group VP, So1ware Development Oracle | Eloqua
- 6. © 2013 Bizo, Inc Russell Glass, CEO, Bizo Steve Woods, CTO, Eloqua Moderated by Sean Callahan, Editor, Digital Marketing Remix Staying on the Bleeding Edge of B2B Marketing: A C-‐Level Fireside Chat with Bizo and Eloqua 05/07/2013
- 7. © 2013 Bizo, Inc Let’s talk about the CURRENT STATE OF MARKETING
- 8. © 2013 Bizo, Inc MARKETING- DRIVEN REVENUE we live in the age of the
- 9. © 2013 Bizo, Inc ROI driven programs IMPACTlike never before
- 10. © 2013 Bizo, Inc more than 50% of marketers feel their marketing mix is not meeting the demands of the sales pipeline Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013 Unsure/unable to measure how well marketing is meeting the demands of sales Not meeting sales pipeline demands Meeting sales pipeline demands Exceeding sales pipeline demands 23% 37% 36% 4% But there’s a bottleneck,
- 11. © 2013 Bizo, Inc SEO Email PPC MEET TODAY’S MARKETER:
- 12. © 2013 Bizo, Inc overfishing. most marketers are SEO Email PPC
- 13. © 2013 Bizo, Inc Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 SEO Email PPC Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. Top Two B2B Marketing Challenges: • Not enough leads to support pipeline demands • Reaching target audience at scale
- 14. © 2013 Bizo, Inc Display Social Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. SEO Email PPC Top Two B2B Marketing Challenges: • Not enough leads to support pipeline demands • Reaching target audience at scale
- 15. © 2013 Bizo, Inc Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. Display Social Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 SEO Email PPC Top Two B2B Marketing Challenges: • Not enough leads to support pipeline demands • Reaching target audience at scale
- 16. © 2013 Bizo, Inc How can B2B marketers make a bigger “pond” for themselves? Russell Glass, CEO, Bizo X Steve Woods, CTO, Oracle/Eloqua Q: @glassruss @stevewoods
- 17. © 2013 Bizo, Inc Let’s talk about the B2B BUYER’S JOURNEY
- 18. © 2013 Bizo, Inc Buyer’s Journey sales rep the lonely of the buyer’s journey is complete before a salesperson is contacted Start Buyer Sales Rep Finish 10%90% Source: Forrester
- 19. © 2013 Bizo, Inc 43% Report B2B Sale Elongated N = 243 Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013 In thinking about the length of your typical B2B sales cycle, in the last 3 years how would you say it has changed? LENGTH OF B2B SALE 9% 34% 33% 22% 2% Significantly increased Somewhat increased Remained the same Somewhat decreased Significantly decreased
- 20. © 2013 Bizo, Inc ALIGNING TACTICS with where prospects are online. 3.5% 8.3% 22.7% 65.5% search email social networks other sites Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
- 21. © 2013 Bizo, Inc What can B2B marketers do to the unpredictability of today’s sales cycle? Russell Glass, CEO, Bizo X Steve Woods, CTO, Oracle/Eloqua Q: @glassruss @stevewoods
- 22. © 2013 Bizo, Inc Let’s talk about the MARKETING FUNNEL
- 23. © 2013 Bizo, Inc TOP FUNNEL IMPACT MID FUNNEL IMPACT BOTTOM FUNNEL IMPACT (Brand Awareness) (Education & Content Engagement) (Lead Generation & Sales Conversions) MARKETING FUNNEL IMPACT • Display Advertising • Email Marketing • Marketing Automation • Search Marketing • Company Targeting • CRM Retargeting
- 24. © 2013 Bizo, Inc Where are marketing technologies headed and how can marketers stay on “the bleeding edge?” Russell Glass, CEO, Bizo X Steve Woods, CTO, Oracle/Eloqua Q: @glassruss @stevewoods
- 25. © 2013 Bizo, Inc Let’s talk about POTENTIAL PITFALLS
- 26. © 2013 Bizo, Inc REVENUE The Biggest Obstacles to Marketing-‐Driven 59% LACK BUDGET AND RESOURCES 34% POOR INFRASTRUCTURE 39% INABILITY TO REACH TARGET AT RIGHT TIME IN BUYING PROCESS Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
- 27. © 2013 Bizo, Inc Are there any pitfalls to avoid as we approach this new era of digital marketing? Russell Glass, CEO, Bizo X Steve Woods, CTO, Oracle/Eloqua Q: @glassruss @stevewoods
- 28. © 2013 Bizo, Inc Let’s talk about PREDICTIONS
- 29. © 2013 Bizo, Inc What does the future hold for B2B marketers over the next 18 months? Russell Glass, CEO, Bizo X Steve Woods, CTO, Oracle/Eloqua Q: @glassruss @stevewoods
- 30. © 2013 Bizo, Inc THANK YOU! Q&A
- 31. Q&A // Submit Your Ques6ons Type ques6on here
- 32. Q&A // Panelists Sean Callahan Editor Digital Marke6ng Remix Russell Glass CEO Bizo Steve Woods CTO Eloqua
- 33. Thank You For A=ending This Webinar You can download this presentation at: http://dg-r.co/b2bmarketingweb