1.
BUZZKILL
What Matters (and What Doesn’t)
in B2B Tech Marketing

2.
A 2006 study by Jakob Neilsen found that
77% of visitors to a website do not scroll past
THE FOLD.

3.
GOOD COPY.
GOOD STORY.
GOOD CALL TO ACTION.

4.
RESPONSIVE

5.
THE GOODS
We’re All Mobile
We All Search on Mobile
Google Likes It (Single URL)
Adapts to Future Devices
User Experience

6.
THE BADS
More Expensive & Takes Longer
A Compromise
Doesn’t Load Faster
Confuses Users
Confuses YOUR SALES TEAM

7.
Will it
Generate
More Sales?

8.
How to
Become
a UX
Designer

9.
“It starts with
IDEATION.”

10.
PUT ON YOUR
IDEATION FACE.

11.
It’s a schmorgesborg
of buzzwords!

12.
Will it
Generate
More Sales?

13.
THE FUNNEL

14.
The buying process is
no longer linear.

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.
Is the funnel
dead?

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.
Customers
Suppliers
Co-
Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

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.
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.
We are not in
control.

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.
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.
THE #1 FOCUS OF ANY B2B
ORGANIZATION SHOULD BE….

25.
SALES
ENABLEMENT

26.
“A” Leads are out
there looking for
“A” vendors.

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.
BETTER YET…

29.
The least
automated thing
EVER.

30.
outbound :(

31.
ALLBOUND

32.
NOT NURTURING!!!

33.
Nurturing

34.
NOT NURTURING!!!

35.
Nurturing

36.
Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)
+30B Searches in IT B2B in 2013

37.
Source: Google/Compete Tech B2B Customer Study, June 2013
91% of Tech B2B customers make purchase
related searches from a mobile device.

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.
Social media is not
being social.

40.
You can figure out how to
measure the success of
anything.

41.
Are you getting an
ROI?

42.
Are you seeing
more sales?

43.
Are those sales
profitable?

44.
In B2B, the prettiest isn’t always
the most effective.