The document discusses strategies for aligning marketing, sales, and product teams. It recommends: 1) Creating a shared understanding of buyers and their journey; 2) Aligning conversations and content to address buyer needs; 3) Mapping the buyer experience across awareness, acquisition, nurturing, and retention; 4) Aligning metrics to define success; and 5) Socializing insights to improve engagement. The goal is establishing a common vision and optimizing engagement through flexible collaboration.

1. Lauren Goldstein
Babcock & Jenkins
laureng@bnj.com @LaurenOnDemand
©2015 Babcock & Jenkins, Inc. All rights reserved.

2. TWEET AWAY!
@LaurenOnDemand
IT’S GREAT TO
MEET YOU.

3. @LaurenOnDemand
The Wild, Wild West Defined
Practical Methods for Pioneers
Making the Case for Change
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MARKETING PLANNING FROM A
STRATEGY PERSPECTIVE

4. READY TO RIDE
@LaurenOnDemand
of B2B buyers use mobile phones to access business related content.86%
— Demand Gen Report, 2015 Content Preferences Survey
©2015 Babcock & Jenkins, Inc.
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5. @LaurenOnDemand
According to Harvard Business Review,
B2B buyers advance
60%
of the way down the path before
they reach out for help.
©2015 Babcock & Jenkins, Inc.
All rights reserved.

6. @LaurenOnDemand
BY 2020,
CUSTOMERS WILL MANAGE
OF THEIR RELATIONSHIP WITHOUT
INTERACTING WITH A HUMAN.
—Gartner Research
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7. of B2B buyers say peer reviews and user-generated content carry most
weight; third-party content and information rank a close second.
94%
@LaurenOnDemand
— Demand Gen Report, 2015 Content Preferences Survey
©2015 Babcock & Jenkins, Inc.
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8. @LaurenOnDemand
OF B2B BUYERS WANT
ORGANIZATIONS TO
STOP OVERLOADING
THEM WITH CONTENT…
AND FOCUS ON THE
QUALITY OF THE
CONTENT.
—Demand Generation Report, 2015 Buyer’s Survey Report
©2015 Babcock & Jenkins, Inc.
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9. QUALITY OVER QUANTITY
of B2B buyers expect a tailored, personalized experience when they visit your website.
@LaurenOnDemand
83%
— Demand Gen Report, 2015 B2B Buyer’s Survey Report
©2015 Babcock & Jenkins, Inc.
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10. HER EXPECTATIONS ARE VALID!
@LaurenOnDemand
HOW
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11. Marketing Technology Space 2014 to 2015
@LaurenOnDemand
WRANGLING THE PACE OF CHANGE
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12. @LaurenOnDemand
HOW DO WE
TAME
THE CRAZY?
©2015 Babcock & Jenkins, Inc.
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13. @LaurenOnDemand
CORRAL AROUND A SHARED VIEW
OF BUSINESS
GROWTH
CAN BE DIRECTLY
ATTRIBUTED TO
CREATING TIGHTER
LINKAGES BETWEEN
MARKETING, SALES
AND PRODUCT
MARKETING.
—Sirius Decisions
©2015 Babcock & Jenkins, Inc.
All rights reserved.

14. @LaurenOnDemand
Motivation and Mindset
• Big Picture &
Day to Day Perspective
Journey Map
• Where your buyer is and
what they need on their
purchase journey
Roles &
Responsibilities
• Vision and focus
#1: CREATE A COMMON VIEW
Buyer Profiles
Engagement
Strategies
©2015 Babcock & Jenkins, Inc.
All rights reserved.

15. “The partnerships I’m most
energized by are the ones
where we’re both aligned
around the idea that we
need to be flexible and
continually optimize to
deliver superior service
and innovation.”
@LaurenOnDemand
#2: ALIGN CONVERSATIONS & CONTENT
Conversation Map
©2015 Babcock & Jenkins, Inc.
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16. @LaurenOnDemand
WHAT MAKES A GREAT
CONVERSATION?
©2015 Babcock & Jenkins, Inc.
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WHAT MAKES GREAT
CONTENT?
And….

17. @LaurenOnDemand
OF B2B BUYERS
PREFER INTERACTIVE,
HIGHLY-VISUAL CONTENT
THROUGHOUT THE
BUYING PROCESS.
—Demand Gen Report, 2015 Content Preferences Survey
©2015 Babcock & Jenkins, Inc.
All rights reserved.

18. @LaurenOnDemand
#3: MAP THE EXPERIENCE
intrigue
broad awareness
1 to many 1 to few 1 to 1
engage
targeted awareness
acquire
demand generation
nurture
event triggers
convert
sales enablement
retain
loyalty and advocacy
awareness/education conversion sharing
many to many
©2015 Babcock & Jenkins, Inc.
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19. @LaurenOnDemand
©2015 Babcock & Jenkins, Inc.
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20. @LaurenOnDemand
#4: ALIGN AROUND SHARED METRICS
©2015 Babcock & Jenkins, Inc.
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21. @LaurenOnDemand
CAPTURE & SOCIALIZE INSIGHTS
©2015 Babcock & Jenkins, Inc.
All rights reserved.

22. @LaurenOnDemand
©2015 Babcock & Jenkins, Inc.
All rights reserved.

23. Create a shared & common view of your buyer
Jointly map conversations that address your buyer’s wants and needs
View engagement as an on-going and always-on strategy
Establish S.M.A.R.T. goals; characterize and socialize progress in a visual way
@LaurenOnDemand
©2015 Babcock & Jenkins, Inc.
All rights reserved.

24. @LaurenOnDemand
WERE WE
SUCCESSFUL?
©2015 Babcock & Jenkins, Inc.
All rights reserved.

25. Lauren Goldstein
VP Strategy & Partnerships
Babcock Jenkins
laureng@bnj.com
@LaurenOnDemand

26. RESOURCES FOR YOU
@LaurenOnDemand
DEMAND GEN
2015 B2B Buyer Survey Report
http://www.demandgenreport.com/resources/reports/the-2015-b2b-buyer-s-survey
DEMAND GEN
Content Preferences Report, 2015
http://content4demand.com/2015-content-preferences-survey-buyers-value-content-
packages-interactive-content/?homepage
BNJ BLOG
https://www.bnj.com/blog/
©2015 Babcock & Jenkins, Inc.
All rights reserved.