Andrew Haussegger, Green Hat's CEO & Co-Founder, presented "The A+ of B2B: Best in Class Marketing"

1. ANDREW HAUSSEGGER
CEO – GREEN HAT
andrewh@green-hat.com.au
www.green-hat.com.au
The
A+
of B2B

2. Measurement
Customer
Experience
Brand & Message
Strategy
Lead Development
(Sales Alignment)
Data
Content
Technology
Skills
Change Mgt

3. Green Hat / ADMA
B2B Marketing
Research Report
2018 Edition
Soft copy available at www.green-hat.com.au/b2b-report

4. Data, Analytics
(left brain)
Customer Empathy
(the heart)
Creativity
(right brain)
Insights (senses)
Courage (guts)
The Anatomy of the A+ B2B Marketer

5. B2B Buyer
Journey
B2B Buyers have
changed the way they
buy but many Sellers
have not changed the
way they sell.
Self-Serve
0% 50% 100%
Sales-Assisted

6. / Customer clarity
/ Alignment with Sales
/ Measurement
/ The C-level business case
/ Technology & integrations
Obstacles to
B2B Marketing
Greatness

7. Insight #1
A+ Marketers understand their
customer and take the rest of the
team on the journey

8. 68%

9. Customer
Insight Surveys
Customer
Journey Map
Problem-based
Persona
Behavioural
Analysis
Customer
Empathy
Tools

10. What is the reason that is a problem?
Why?
Why?
Why?
Why?
Problem-Analysis
and the Power
of the word ‘Why?’

15. What you can do
/ Speak to the customer (opps!)
/ Expose the internal confusion about the customer
/ Create visual reminders
/ Become the CXO

16. Insight #2
A+ Marketers measure marketing
performance and prove their value

17. Q1: Why are A+
Marketers 2x more
likely to accurately
measure
attribution?
Q2: Why do they
outrank others in
all key areas of
analytics?

18. B2B Pipeline Conversion Calculator

19. Get me more
site visits at
any cost!
Stuff that… I
just want
website
conversion!

20. DOMO Analytics

21. QLIK Analytics

22. What you can do
/ Focus on the ONE metric that drives results
/ Setup a visibility platform
/ Share targets and KPIs cross-functionally

23. Insight #3
A+ Marketers align with Sales to drive
more effective lead outcomes

24. 39%

25. A+ Marketers
excel in Lead
Management
Awareness
Interest
Consideration
Intent

26. Lead Stages
Anonymous
Known
Engaged
MQL
SQL
Customer
Metrics
Ad impressions
Website visits
Branded search
Website consumption
metrics
Social engagement
Email engagement
Form fills
Inbound enquiries
Awareness
Interest
Consideration
Intent
A+
Signal

27. Is the greatest
untapped B2B
opportunity right
under your nose?

28. Five B2B mandatories for
effective alignment
Shared
Goals
Lead Mgt
Process
MQL
Definition
Collaboration
SLA

29. B2B Buyer Journey
Back to the B2B
Buyers Journey…
Self-Directed / Digital
0% 50% 100%
B2B Seller Investment
Sales-Assisted
Digital Sales

30. Investment in Sales Team Investment in Digital Activity
DSI Ratio = 1:30

31. What you can do
/ Agree on how your buyers buy
/ Define an end-to-end lead development process with Sales
/ Align team member to funnel stages
/ Shout out success from the rafters!

32. © 2018 Green Hat 32
KORN FERRY
FOCUS PROGRAM
A Content Marketing
Program Driving
Awareness, Engagement
and Pipeline
Commenced 2015

33. • 108,000+ members
• 5 content streams
• 10+ articles monthly
• 10 countries
• 2 languages

34. Korn Ferry
/ Persona development
/ BD stakeholder engagement
/ Content mapping
/ Personalisation
/ Automation
/ Realtime measurement
What are the
A+ Traits?

35. 5:1

36. Integrated
Martech Stack
is a ‘not
negotiable’
Analytics
CRM
Marketing
Automation
Web
CMS
Paid &
Social
Media
Mgt
Data
Enrichment
Content
Mgt

37. Measurement
Customer
Experience
Brand & Message
Strategy
Lead Development
(Sales Alignment)
Data
Content
Technology
Skills
Change Mgt