Aisling McKeod- Talent Development in the Digital Age
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Aisling McKeod of Gartner delivered this session at the MarTech Festival, 16th November 2017, London. #MarTechFest
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Aisling McKeod- Talent Development in the Digital Age
- 1. Talent Development in the Digital Age MarTech Festival 2017 Aisling McKeon
- 2. 2 Source: CEB analysis. Customer Due Diligence Begins Purchase Decision Illustrative Customer Buying Process Digital Marketing and Buying Journey First Contact with a Sales Rep? The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 3. 3 Source: CEB analysis. Customer Due Diligence Begins Purchase Decision 57% First contact with a sales rep 2 1 Digital Marketing and Buying Journey The MarTech Festival 2017 #MarTechFest @MarTechAlliance Illustrative Customer Buying Process
- 4. 4 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 Proportion of Time Spent on Key Buying Activities 27% Researching Independently, Online n = 750 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. B2B Buying Today The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 5. 5 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 27% Researching Independently, Online 22% Meeting with Buying Group Proportion of Time Spent on Key Buying Activities n = 750 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. B2B Buying Today The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 6. 6 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 22% Meeting with Buying Group 27% Researching Independently, Online 18% Researching Independently, Offline Proportion of Time Spent on Key Buying Activities n = 750 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. B2B Buying Today The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 7. 7 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 Proportion of Time Spent on Key Buying Activities n = 750 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. 18% Researching Independently, Offline 17% Meeting with Potential Suppliers 16% Other 22% Meeting with Buying Group 27% Researching Independently, Online B2B Buying Today The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 8. 8 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 17% Meeting with Potential Suppliers Proportion of Time Spent on Key Buying Activities n = 750 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. You are here. B2B Buying Today The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 9. 9 Source: CEB analysis. Customer Due Diligence Begins Purchase Decision 57% First contact with a sales rep Digital marketing across the entire buying journey reduces the need for Sales to reframe customers’ independent learning. 2 1 Conventional digital marketing strategies move customers only to the “handoff” to Sales despite customers’ continued digital learning. Digital Marketing and Buying Journey The MarTech Festival 2017 #MarTechFest @MarTechAlliance Illustrative Customer Buying Process
- 10. 10 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 93% 94% 83% 20% 60% 100% Early Middle Late Purchase Stage B2B Buyer Use of Digital Sources Throughout the Buying Journey n = 739 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. Percentage of Buyers Using a Digital Channel Digital Up Front The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 11. 11 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 93% 94% 83% 20% 60% 100% Early Middle Late Purchase Stage n = 739 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. Percentage of Buyers Using a Digital Channel Digital In The Middle The MarTech Festival 2017 #MarTechFest @MarTechAlliance B2B Buyer Use of Digital Sources Throughout the Buying Journey
- 12. 12 0% 50% 100% 0% 50% 100% PercentofBuyersUsingaDigitalChannel n = 739 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. 93% 94% 83% Early Middle Late The majority of buyers use at least one digital information channel in the final stage of their buying journey after initial contact with Sales. Purchase Stage Increasing Changes The MarTech Festival 2017 #MarTechFest @MarTechAlliance B2B Buyer Use of Digital Sources Throughout the Buying Journey
- 13. 13 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved. SMAC173221_28 95% 94% 93%93% 94% 81% 86% 97% 68% 20% 60% 100% Early Middle Late Percentage of Buyers Using a Digital Channel Purchase Stage Millennials Gen X Boomers n = 739 B2B Buyers. Source: CEB 2017 Digital B2B Buyer Survey. Across Generations The MarTech Festival 2017 #MarTechFest @MarTechAlliance B2B Buyer Use of Digital Sources Throughout the Buying Journey
- 14. 14 We Email YOU GET AN EMAIL The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 15. 15 Great idea! Nothing could go wrong… The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 16. © 2013–2017 Gartner Inc. and/or its affiliates. All rights reserved. MES172145 Detail about CEB Inc. and its subsidiaries can be found at cebglobal.com/offices. There’s a Real Cost If Marketing Gets It Wrong 0% 15% 30% 20% 25% 27% 29% 12% 13% 13% 14% Ignored All of That Supplier’s E-Mails Sent the Supplier’s E-Mail to My “Junk” Folder Unsubscribed from the Supplier’s E-Mail List Instantly Deleted E-Mails Without Even Reading the Subject Stopped Buying from That Company Completely Refused to Meet with That Supplier’s Sales Rep Spoken Negatively About the Supplier to Colleagues or Peers Decided to Buy Less Frequently from That Supplier Passive Punishment 51% of respondents have tuned out a supplier as a result of unwanted contact. Active Punishment 30% of respondents reported taking at least one of these actions in retaliation for undesired supplier contact. n = 545. Source: CEB analysis. Customers Will Punish Suppliers for Unwanted Marketing Contact The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 17. 17 © 2015 CEB. All rights reserved. CEB151836GD Loyal customers buy more products, more frequently, and advocate for your business. Company and Brand Impact Product and Service Delivery Value-to-Price Ratio Purchase Experience Factors Driving Loyalty The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 18. 18 © 2015 CEB. All rights reserved. CEB151836GD Loyal customers buy more products, more frequently, and advocate for your business. Company and Brand Impact Product and Service Delivery Value-to-Price Ratio Purchase Experience 53% 9% 19% 19% The MarTech Festival 2017 #MarTechFest @MarTechAlliance Factors Driving Loyalty
- 19. 19 High Performers’ Top Focus Area for Personalization Above-Average Performers Compared with Below-Average n = 90. Source: CEB 2016 Marketing Personalization Survey. Data Technology Strategy Content Distribution People 2 …just as likely to prioritize strategy… 3 …but seven times more likely to prioritize people as the top enabler of personalization. 0.5x 0.6x 0.9x 3.5x 3.5x 7.0x 1.0x Above-average performers are half as likely to prioritize data… 1 What Makes a Difference The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 20. 20 Product/ System Training Competency Training Training Type Matters! The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 21. 21 Q: How do I ensure my Marketing team stays competitive? Marketer Mind-Set Shift Traditional Media Push Marcomm Agency Message Plan Mass Trend Pay Impressions Perfect Consumer Scale Campaign Digital Media Fans Listen Brand Calendar Value Topic Trend RespondEvent Conversation Wave Content Source: CEB analysis. In a two-way dialogue world, embedded marketer mind-sets must shift to make the most of the opportunities that digital channels offer—from a focus on push to a focus on pull communications. Need to Change Mind-Set and Skills The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 22. 22 Impact of Marketing Knowledge on Corporate Sales Growth 95 90 85 80 Corporate Sales Growth Average Sales Growth Average Knowledge Marketing Managers1 Above Average MarketingKnowledge 1 n = 7,350. What the Best Companies Do Make Investments to Improve Marketing Knowledge The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 23. 23 Develop the Fundamentals What Makes a Difference? The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 24. 24 L'Oréal took it all the way… The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 25. 25 Remember… Just because in- person begins doesn’t mean online ends! Develop the right behaviours, not just the right processes Develop Team competencies not just technical training Understand the entire buying journey, not just your buying journey The MarTech Festival 2017 #MarTechFest @MarTechAlliance
- 26. Thank You Aisling McKeon Consultant - Marketing Excellence Program 02076326459 Aisling.mckeon@gartner.com
Editor's Notes
- This is not just diminishing returns, this is negative returns. So it’s not that you just didn’t increase revenue, you may actually be reducing your business's revenue.
- Customers are looking for differentiation So how do we differentiate in the sales experience? What do you think that looks like? Customer: How do we teach the customer something? We are already doing this. Your ability to differentiate based on product alone is a lot less now than what it was a couple years ago. Here enter customer experience.
- Customers are looking for differentiation So how do we differentiate in the sales experience? What do you think that looks like? Customer: How do we teach the customer something? We are already doing this.
- Organisation with higher performing campaigns.