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Live Webinar: Rethink the B2B Buyer's Journey

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The transformed relationship between buyers, marketers, and sales people.

Dissect LinkedIn’s latest comprehensive research on the buyer’s journey and share approaches for how marketers can adapt to this new customer-centric world. You’ll come away from this webcast knowing:

- Why marketers must reach influencers throughout an organization, not just decision makers
- Why buyers crave knowledge and education from their vendors
- Simple ways you can change your marketing to leverage the transformed buyer’s journey

Published in: Marketing
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Live Webinar: Rethink the B2B Buyer's Journey

  1. 1. The Transformed Relationship Between Buyers, Marketers and Salespeople
  2. 2. How to Engage with Us  Got a question? Submit it in the Q&A box  Recorded? Of course!  Feedback? Survey will be available at the end of the Webinar  Follow us:  Twitter: @LinkedInMktg  LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
  3. 3. Today’s Speakers Sean Callahan Senior Manager, Content Marketing LinkedIn @sean_f_callahan Michael Brenner CEO Marketing Insider Group @BrennerMichael
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  5. 5. 5 TOP 3 TAKEAWAYS FOR MARKETERS Rethink Content Marketing & Social Media Rethink Sales & Marketing Alignment Rethink The B2B Buying Process
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  7. 7. 7 ATTENTION VENDORS: BUYERS LIKE YOU! 28% 56% 14% Very Good How Buyers Rate Their Relationships with Vendors Good Fair 15% 33% 49% Stronger How Buyers Rate Their Relationships with Vendors Over Time Slightly Stronger No Change
  8. 8. 8 TRUST IS PARAMOUNT Trust Personal Relationships Responsiveness Quality Improvements Value For The Money 52% 45% 45% 43% 38% Lack of Responsiveness Financial Terms Speed of Delivery Value For The Money Innovation 31% 30% 28% 23% 20% Reasons Buyers Give for Vendor Relationships Getting Stronger Reasons Buyers Give for Vendor Relationships Getting Weaker
  9. 9. 9 RULES OF ENGAGEMENT: BUYERS WANT KNOWLEDGE Understands my company’s business model26% Is a subject matter expert/thought leader25% Provides valuable consultation, education, or tools25% Knows my company’s products/services25% The 4 Most Important Factors for Buyers’ Willingness to Engage with a Vendor
  10. 10. 10 IF VENDORS AREN’T KNOWN COMPANY WIDE, THEY’RE NOT KNOWN
  11. 11. 11
  12. 12. 12 IT’S NOT YOU, IT’S YOUR CONTENT TYPE OF CONTENT BUYERS SALES Δ MARKETING Δ Product Info, Features, Functions 35% 31% -4% 24% -11% Demos 31% 23% -8% 18% -13% Best Practices 20% 18% -2% 13% -7% Case Studies 19% 24% 5% 27% 8% Expert Opinions 18% 19% 1% 18% 0 Product Ratings/Reviews 16% 13% -3% 14% -2% Peer Testimonials 16% 23% 7% 18% 2% Difference between Sales and Buyers Difference between Marketing and Buyers
  13. 13. 13 INFLUENTIAL CONTENT CHANNELS VARY BY BUYING STAGE AWARENESS SCOPE PLAN SELECT IMPLEMENT TOP 3 CONTENT CHANNELS PREFERRED BY BUYERS IN EACH STAGE OF THE FUNNEL 67 % 67 % 65 % Social Usage Info Sharing Across Organization Online Search 56 % 54 % 48 % Info Sharing Across Organization Online Search Social Usage 56 % 47 % 42 % Info Sharing Across Organization Online Search Social Usage 50 % 44 % 41 % Info Sharing Across Organization Online Search Social Usage 56 % 33 % 32 % Info Sharing Across Organization Company/ Vendor Websites or Content Social Usage
  14. 14. 14 THE IMPORTANCE OF BEING SOCIAL Buyers Are 7.2X More Connected than the Typical LinkedIn Member Buyers Are 9.2X More Likely to Share than the Typical LinkedIn Member 5.8X More Likely to Follow Companies 2.9X More Likely to Engage With InMail 7.2X More Mobile Page Views THEY ARE ALSO MORE HIGHLY ENGAGED THAN THE AVERAGE LINKEDIN MEMBER
  15. 15. 15 SOCIAL MEDIA HAS A POSITIVE IMPACT ON BUYER-VENDOR RELATIONSHIPS IMPACT OF SOCIAL USAGE ON BUYER RELATIONSHIPS 55% 34% USE SOCIAL NO SOCIAL Relationships with vendors growing stronger versus last year
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  17. 17. 17 MARKETING AND SALES ARE ALIGNED, BUT NOT COMPLETELY 86% 80% Of Marketers Report Aligned Relationships With Sales Of Sellers Report Aligned Relationships With Marketing Marketing Does Not Provide Enough Quality Leads 38%
  18. 18. 18 MARKETERS ARE A NURTURING GROUP Building Relationships Over Time 74% 67% Delivering Prospects Relevant Info To Move Them Through The Purchase Process 55% 62% Synchronizing Messaging And Content Across Channels (Multichannel Nurturing) 28% 45% Segmenting Audiences Based On Demographic Or Behavioral Date 28% 39% HOW SALES AND MARKETING DIFFER IN THEIR DEFINITIONS OF LEAD NURTURING Sales Marketing
  19. 19. 19 TECHNOLOGY DRIVES CLOSER RELATIONSHIPS AND ALIGNMENT PERCENT REPORTING RELATIONSHIPS GROWING STRONGER IN THE PAST YEAR Knowledgeable about sales process technology Less knowledgeable about sales process technology 64% 37% 77% 55% 71% 52% Buyers With Vendors Marketing With Sales Sales With Marketing
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  21. 21. 21 TOP 3 TAKEAWAYS FOR MARKETERS Rethink Content Marketing & Social Media Rethink Sales & Marketing Alignment Rethink The B2B Buying Process
  22. 22. ABOUT THE RESEARCH For this research, we conducted a survey of more than 6,000 buyers, marketers, and salespeople at mid-sized to enterprise-level B2B companies in seven countries: The United States, Canada, the United Kingdom, Australia, India, France and Germany. Each participant in the survey took a 10-minute online survey.
  23. 23. MARKETING INSIDER GROUP Map Content To The Buyer Journey Michael Brenner CEO, Marketing Insider Group @BrennerMichael
  24. 24. Your Brand Is Not What You Sell
  25. 25. MARKETING INSIDER GROUP Content Marketing Requires Empathy Content Marketing What Brands Publish What Customers Want Business Instinct CharityEmpathy
  26. 26. MARKETING INSIDER GROUP The buyer journey is nothing more than a series of questions that must be answered. ~ IDC
  27. 27. MARKETING INSIDER GROUP of marketing content goes completely unused? How do we help answer our buyers questions when
  28. 28. All Marketing should be tied to a business case that sales and executives can understand.
  29. 29. MARKETING INSIDER GROUP Content Marketing programs are assets with real value that grows over time. Need proof . . .
  30. 30. MARKETING INSIDER GROUP - 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Pageviews #Articles COMPOUNDING EFFECT OF CONTENT PUBLISHING Articles Viewed Articles Published Pageviews Content Marketing programs are assets with real value that grows over time.
  31. 31. 1. Reach early- stage buyers 2. Engage new buyers with your brand 3. Conversions you would have never reached = $ The Content Marketing Business Case
  32. 32. “The Buyer Journey Is Nothing More Than A Series of Questions That Must Be Answered.” ~ IDC What is / are __________? Why is _______ important? How to __________? Who (peers) has solved this? How much? Who sells it? Where can I find out more?
  33. 33. Few times a year 1-2X per month Less than monthly 1-2X per week 1 per day >1 per day Conversion Increase The More You Publish Hubspot
  34. 34. • Executive PPTs into Slideshares / blogs • Whitepapers into a blog series • Have your team act as journalists at events • Customer Service and Sales FAQs into articles • Customer testimonials (talking heads) into “profile” videos • Summarize your own, competitor and industry research and white papers • Email experts (internal, customer, influencer) with simple questions  articles • Your email outbox contains answers to questions important to your business Re-Use, Recycle, Re-Purpose
  35. 35. Product Content Offers Brochures Customer Testimonials Case Studies BRAND MARKETING CONTENT MARKETING Mapping Content To The Buyer Journey Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
  36. 36. What About Gating? CONTENT MARKETING Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
  37. 37. What About Gating? Gating is GOOD! 1.“Ultimate” Guides 2. Research Reports 3. Books / Excerpts 4. Events 5. Tips from the Pros CONTENT MARKETING Blogs Quizzes News Infographics Social Content Video Whitepapers Webinars Events Newsletters How-To Guides Customer Profiles 100 10 1
  38. 38. CapGemini Content-Loop.com • LinkedIn Sponsored updates • Drives to branded Content-Loop.com • Offers to deeper content • “Connect with experts” Results: ~1M visitors / year + 3K new LinkedIn followers per week + High-Quality Leads + Sales / ROI
  39. 39. MARKETING INSIDER GROUP Thanks! Michael Brenner CEO, Marketing Insider Group @BrennerMichael
  40. 40. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. Questions?
  41. 41. Thank You!

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