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DFB2B 2016 - Marketing ambition the journey so far.

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Patrick Janssen - Marketing ambition the journey so far.
Digital Future of B2B 2016 - High Tech Campus Eindhoven

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DFB2B 2016 - Marketing ambition the journey so far.

  1. 1. Patrick Janssen Marketing Lead Netherlands pajansse@cisco.com / @pjanssen1 Cisco’s MarketingAmbition The journey so far…
  2. 2. Fuel the Commercial Business Culture of Marketing and Sales Connect the Marketing Teams
  3. 3. SalesAcceptance Marketing Qualified Responses Sales Qualified Leads MARKETING SALES Moment of Truth Booked Opportunity Common Language Finding a Language that Everyone can Teach, Learn, Understand, and Apply
  4. 4. GOALS
  5. 5. FY14 – FY15 FROM PLAN TO RESULTS $- $50 $100 $150 FY14 Target - $250 Million FY15 Target - $1.024 Billion Targets $113.2M $221.4.3M Total Q1 Opportunity Value Total Q2 Opportunity Value $264M $329.5M Total Q3 Opportunity Value Total Q4 Opportunity Value $219.4M $434.9M Total Q1 Opportunity Value Total Q2 Opportunity Value $630.8M $671.5M Total Q3 Opportunity Value Total Q4 Opportunity Value Actual Results Targets
  6. 6. 67% of the customer’s journey is now done digitally Source:Sirius Decisions,The Marketing Organization in 2017
  7. 7. 57 % of the purchase decision is complete before a customer even calls a supplier 67% of the customer’s journey is now done digitally Source:Sirius Decisions,The Marketing Organization in 2017;Corporate Executive Board,The End of Solution Sales
  8. 8. Source: ITSMA/CFO 2013, How B2BBuyers Consume Information Study; Hubspot 2012; IDC 2012 EAG Buyer Experience Survey use support forums and technical discussions to inform the purchasedecision 60% of B2B buyers use social media during the purchaseprocess (LinkedIn, Twitter, Facebook) 85% of customers initiate the first step in the buying cycle, not sales 90%
  9. 9. The Business of REAL TIME!
  10. 10. @DMScott / #mktgvelocity
  11. 11. @DMScott / #mktgvelocity
  12. 12. New Digital Businesses World’s largest taxi company owns no taxis. The largest accommodation provider owns no hotels. World’s largest movie house owns no cinemas.
  13. 13. Our Vision Is to be an Innovative Leader In Real-time, Personalized Marketing and Communications. Our Opportunity Lies in Creating Unified, Omni-channel Digital and Human Experiences.
  14. 14. Predictive Audience,Market, Industry Behavioral Insight Responsive Omni-channel,Relevant Personalized ContextDriven,Emotional Connection,Anticipative Attributes of Innovative, Personalized, Real-time Marketing and Communications Insight Driven
  15. 15. Content your Customers want to Engage with
  16. 16. -Ken Kesey, author of “One Flew Over the Cuckoo’s Nest” “To hell with facts. We need stories!”
  17. 17. Primary • U.K • France • Germany Secondary • Eastern Europe • Southern Europe • Northern Europe • Russia • Middle East • Africa 9 Content Teams Closer to the customer
  18. 18. Contagious Content 122k Total Engagements 750 455 Favourites Retweets 420k Video Views >350 New Followers 117k Media Engagements 1.6k Social Responses 5.5k Clicks
  19. 19. 1. Disrupt yourself. 2. Partner with the business. 3. Do you have the right resources? 4. Content is King! 5. Use technology. Customer Experience

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