Crack the code to engaging B-to-B buyers.

1. © 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

2. 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.

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.

11. 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

16. 16 • 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.

18. 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.

20. 20 surveymonkey.com/enterprise Your turn… get to know your own buyers!

23. 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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27. 27 Questions

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