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© 2018 SiriusDecisions. All Rights Reserved
Creating a Marketing Mix that Resonates
Crack the Code to
Engaging B-to-B Buyers
January 30, 2019
Cheri Keith Leela Srinivasan
Chief Marketing Officer,
SurveyMonkey
@leelasrin
Senior Research Analyst,
SiriusDecisions
@cheri29
#SurveyMonkey4biz

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2 © 2018 SiriusDecisions. All Rights Reserved@Cheri29
Executive Summary
• Key issues
• What you will walk away with
• B-to-b organizations often base strategic planning decisions about program
investments on internal assumptions and hyped market trends
• Many marketers struggle to find data that can help them clearly understand a buyer’s
thought process to create a marketing mix that will resonate
• Lack of clarity around buyer behavior affects marketers’ ability to deliver effective
audience-centric campaigns
• Understanding of key buying scenarios and buyer interactions
• Buying study data to inform your buyer’s journey maps
• Results from the SiriusDecisions Personalization Study

3.
SiriusPerspective:
@Cheri29 3 © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions 2017 B-to-B Buying Study
SiriusDecisions conducted an online survey with 600 rigorously qualified b-to-b professionals to
learn buyer habits, persona preferences and buying process insights.
Source: SiriusDecisions 2017 Buying Study

4.
SiriusPerspective:
@Cheri29 4 © 2018 SiriusDecisions. All Rights Reserved
What Questions Are You Asking?
Rather than build programs based on intuition, leverage buying study data to understand your
audience, your target personas’ preferences and applicable buying processes.
How do
customers
buy?
What tactics
should I invest in
to reach more
buyers?
What content
asset types are
most valuable to
customers?
What affects
deal velocity?
Is digital replacing
human interaction?

5.
SiriusPerspective:
@Cheri29 5 © 2018 SiriusDecisions. All Rights Reserved
How Do Customers Buy?
The 2017 buying study validated findings revealed in the 2015 study: that b-to-b buying
behavior must be understood at the persona, buyer’s journey and primary buying scenario levels.

6.
SiriusPerspective:
@Cheri29 6 © 2018 SiriusDecisions. All Rights Reserved
How Do Customers Buy?
The 2017 buying study validated findings revealed in the 2015 study: that b-to-b buying
behavior must be understood at the persona, buyer’s journey and primary buying scenario levels.

7.
SiriusPerspective:
@Cheri29 7 © 2018 SiriusDecisions. All Rights Reserved
How Do Customers Buy?
The 2017 buying study validated findings revealed in the 2015 study: that b-to-b buying
behavior must be understood at the persona, buyer’s journey and primary buying scenario levels.

8.
SiriusPerspective:
@Cheri29 8 © 2018 SiriusDecisions. All Rights Reserved
Is Digital Replacing Human Interaction?
Go-to-market strategy should be a balanced mix of non-human and human interactions with an
attribution model to capture an integrated campaign’s impact, not just activity.
Source: SiriusDecisions 2017 Buying Study

9.
SiriusPerspective:
@Cheri29 9 © 2018 SiriusDecisions. All Rights Reserved
What Tactics Should I Invest In to Reach More Buyers?
Marketers should invest in tactics that align to buyer insights and integrate into strategic
programs – instead of basing tactic selection on market hype.

10.
SiriusPerspective:
@Cheri29 10 © 2018 SiriusDecisions. All Rights Reserved
What Tactics Should I Invest In to Reach More Buyers?
Organizations are investing in the same marketing resources across all buyers instead of
leveraging data to tailor the approach to the target buyer.

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SiriusPerspective:
@Cheri29 11 © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions Buying Interactions Model
Consider how the level of reciprocity affects the decision making process, and
balance the four types of buyer interactions.
Source: SiriusDecisions 2017 Buying Study

12.
SiriusPerspective:
@Cheri29 12 © 2018 SiriusDecisions. All Rights Reserved
Facilitated Interactions
Information is delivered through online channels, providing content that buyers
can access in a self-service manner.
Source: SiriusDecisions 2017 Buying Study

13.
SiriusPerspective:
@Cheri29 13 © 2018 SiriusDecisions. All Rights Reserved
Simulated Interactions
Information is delivered through online channels for buyers to access in a self-
service manner with the ability to interact in a simulated or virtual environment.
Source: SiriusDecisions 2017 Buying Study

14.
SiriusPerspective:
@Cheri29 14 © 2018 SiriusDecisions. All Rights Reserved
Orchestrated Interactions
Information is delivered directly from a representative of the provider organization, which has
direct control over the information exchange.
Source: SiriusDecisions 2017 Buying Study

15.
SiriusPerspective:
@Cheri29 15 © 2018 SiriusDecisions. All Rights Reserved
Influenced Interactions
Information is delivered directly from a person from the provider organization or through an
external party.
Source: SiriusDecisions 2017 Buying Study

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• Back up your claims
• Quantify your ROI
• Fuel sales & marketing initiatives
• Create highly targeted content
• Publish thought leadership
Our software captures customer feedback,
fast and transforms it into case studies,
testimonials, statistics, and more.
Try TechValidate by
SurveyMonkey

17.
SiriusPerspective:
@Cheri29 17 © 2018 SiriusDecisions. All Rights Reserved
Interaction Type Preference Varies Among Top Personas
Marketers should align integrated programs to each persona’s preference for interaction
types throughout the buyer’s journey.

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SiriusPerspective:
@Cheri29 18 © 2018 SiriusDecisions. All Rights Reserved
Persona Content Preferences Vary by Buying Phase
One size does not fit all, and marketers should align content asset type to persona preferences
at each stage of the buyer’s journey.
@

19.
SiriusPerspective:
@Cheri29 19 © 2018 SiriusDecisions. All Rights Reserved
Buyer Insights: A Catalyst for Persona-Based Marketing
Buyer insights are a catalyst for persona-based marketing; they inform buyer persona
definitions and journey maps to influence demand creation program treatment plans.

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surveymonkey.com/enterprise
Your turn…
get to know your
own buyers!

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© 2018 SiriusDecisions. All Rights Reserved
But What’s Next?
In the not so distant future… or today

22.
22 © 2018 SiriusDecisions. All Rights Reserved@Cheri29
Personalization is Everywhere and Takes Many Forms

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SiriusPerspective:
@Cheri29 23 © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions 2017 Personalization Study
We conducted a proprietary survey where more than 200 responses were collected from a
qualified panel of b-to-b marketers on personalization adoption, usage and performance.
Source: SiriusDecisions 2017 Personalization Study n=207

24.
SiriusPerspective:
@Cheri29 24 © 2018 SiriusDecisions. All Rights Reserved
The SiriusDecisions 2017 Personalization Study
We conducted a proprietary survey where more than 200 responses were collected from a
qualified panel of b-to-b marketers on personalization adoption, usage and performance.
Source: SiriusDecisions 2017 Personalization Study n=207

25.
SiriusPerspective:
@Cheri29 25 © 2018 SiriusDecisions. All Rights Reserved
State of Personalization
Organizations are starting to view personalization as more than a buzzword, with
investments and importance increasing over the next 12 months.
Personalization Use
46%
Sales
71%
Marketing
Future Spend
49%plan on increasing
their spend greatly or
significantly
Activities
Pilot Program
• Social Media
Marketing
• Email
• Direct Mail
Full Program
• Web Site
• Online Advertising
• Landing Page
Source: SiriusDecisions 2017 Personalization Study n=207

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Questions

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