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Buzzkill - What Matters and What Doesn't in B2B Technology Marketing

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Today's marketers LOVE trumpeting their buzzwords. Terms like "automation." "UX design." "Inbound" and/or "content" marketing. "Storytelling." "Nurturing." Or everyone's favorite…"viral." But ask the common marketer about sales, revenue or ROI and, chances are, they won't have much to say.

In this June 2014 presentation for members of the Arizona Technology Council, IDS Technology Marketing CEO Scott Salkin digs into some of the biggest budget-busting marketing buzzword that have been sucking companies dry for far too long. And empower the one thing that truly will truly decide the fate of your business - CUSTOMERS!

Published in: Marketing, Business, Technology
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Buzzkill - What Matters and What Doesn't in B2B Technology Marketing

  1. 1. BUZZKILL What Matters (and What Doesn’t) in B2B Tech Marketing
  2. 2. A 2006 study by Jakob Neilsen found that 77% of visitors to a website do not scroll past THE FOLD.
  3. 3. GOOD COPY. GOOD STORY. GOOD CALL TO ACTION.
  4. 4. RESPONSIVE
  5. 5. THE GOODS We’re All Mobile We All Search on Mobile Google Likes It (Single URL) Adapts to Future Devices User Experience
  6. 6. THE BADS More Expensive & Takes Longer A Compromise Doesn’t Load Faster Confuses Users Confuses YOUR SALES TEAM
  7. 7. Will it Generate More Sales?
  8. 8. How to Become a UX Designer
  9. 9. “It starts with IDEATION.”
  10. 10. PUT ON YOUR IDEATION FACE.
  11. 11. It’s a schmorgesborg of buzzwords!
  12. 12. Will it Generate More Sales?
  13. 13. THE FUNNEL
  14. 14. The buying process is no longer linear.
  15. 15. Self-Directed Decision Making Prospects/customers started to delay purchasing conversations with suppliers. Due Diligence Begins First Engagement w/ Sales Purchase 57%-70% We’ve all heard it by now…
  16. 16. Is the funnel dead?
  17. 17. “It’s time to abandon the traditional sales and marketing funnel and instead adopt an approach that revolves around building an ongoing relationship with the prospect/customer.” Source: Forrester Research, 2014
  18. 18. Customers Suppliers Co- Workers Family Friends Personal Networks Social Networks Review Sites/Blogs Buyer
  19. 19. 52%Feel their peers’ and colleagues’ opinions are very important when making a business purchasing decision on a products or service. Source: Google B2B Customer Study, June 2012 (n=629)
  20. 20. Self-Directed Decision Making Prospects/customers started to delay purchasing conversations with suppliers. Due Diligence Begins First Engagement w/ Sales Purchase 57%-70% THEN THIS HAPPENS!
  21. 21. We are not in control.
  22. 22. 40% 22% 12% 9% 9% 6% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Ability to understand & solve my challenges Industry knowledge & expertise Ability to leverage company's resources Technology expertise Likability & personality Ability to communitcate differentiators Product knowledge Top Sales Rep Attributes in Terms of How They Influence Buying Decision… What Do Your Prospects Want? Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
  23. 23. Business Leaders IT Leaders Overall Knowledgeable about their products/solutions 88% 88% 88% Understands my issues and where they can help 34% 43% 38% Can relate to my role and responsibilities in the company 38% 29% 34% “When you meet with a salesperson, how often are they prepared for the meeting with you in the following ways?” Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers) What Are They Getting?
  24. 24. THE #1 FOCUS OF ANY B2B ORGANIZATION SHOULD BE….
  25. 25. SALES ENABLEMENT
  26. 26. “A” Leads are out there looking for “A” vendors.
  27. 27. 8 Ugly Truths About Content • It’s not targeted nor is it a campaign. • It can be really expensive. • Not just anyone can do it. • It’s not king. • Quality vs. Quantity…there’s no winner. • Stop obsessing about storytelling. • It needs strategy and… • NO, it’s not SEO.
  28. 28. BETTER YET…
  29. 29. The least automated thing EVER.
  30. 30. outbound :(
  31. 31. ALLBOUND
  32. 32. NOT NURTURING!!!
  33. 33. Nurturing
  34. 34. NOT NURTURING!!!
  35. 35. Nurturing
  36. 36. Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers) +30B Searches in IT B2B in 2013
  37. 37. Source: Google/Compete Tech B2B Customer Study, June 2013 91% of Tech B2B customers make purchase related searches from a mobile device.
  38. 38. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers) 66% of Tech B2B customers who view a video are likely to search for more information or visit your website. What’s the’ #2 Search Engine?
  39. 39. Social media is not being social.
  40. 40. You can figure out how to measure the success of anything.
  41. 41. Are you getting an ROI?
  42. 42. Are you seeing more sales?
  43. 43. Are those sales profitable?
  44. 44. In B2B, the prettiest isn’t always the most effective.

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