This document summarizes a webcast presentation on addressing CMO challenges with data and expertise. It discusses four key challenges: having big buyer data silos, buyers self-educating online, inconsistent brand experiences, and changing customer expectations. The solutions proposed are: centralizing customer data; using buyer behavior data to inform content; integrating technology, people and processes for seamless experiences; and taking an agile approach to adapt quickly to changes. An additional season of webcast episodes on demand generation strategies is outlined.

1. Presented By:
Max Traylor
A blended web series addressing CMO challenges with
research, data and expertise
Join the live webcast on Tuesday September 8th at 3pm
breakoutCMO series

2. How it works
Your (CMO)
challenges
Our research,
data and
experience
breakoutCMO series
Solutions addressing your Challenges

3. Max Traylor | CRO, breakoutrevenue
 Max helps companies develop and execute demand generation
strategies.

4. Components of a comprehensive
demand generation strategy
Season 1: Episode 1

5. Episode 1: Overview
 Buyer-centric demand generation strategies incorporate your business
strategy, target markets, buyer personas, and industry segments –
applying best practices to create an agile, repeatable, scalable process of
generating demand for your solutions and qualified opportunities for sales.
 This session will talk about four major challenges in demand generation
today and how to solve them: big-buyer-data, buyer self-education,
communication silos and rapidly changing buyer expectations.

6. Challenge 1: Big-Buyer-
Data
The amount of buyer and customer data available (both 1st party
data and purchased 3rd party data) has skyrocketed and will
continue to double every year. Data “silos” prevent organizations
from making data-driven strategic decisions that could greatly
improve the customer experience and accelerate demand.

7. Analytics can drive decisions.
VisionEdge Marketing: Analytics CoE Fueling Corporate Growth

8.  8
When data drives strategic decisions
Competitive advantage
comes from gathering and
interpreting buyer and
customer data.

9. .
Technology results in data silos

10. Insight from CMOs
 “There are so many solutions out there. Managing it all requires a
substantial time investment. I want a partner who can lay out a roadmap
for me. We have 57 vendors just in marketing technology. And you need a
data scientist who has the keys to unlock what you’re sitting on.”
—JENN MCMILLEN, VICE PRESIDENT, MARKETING & CRM AT
MICHAELS STORES
Oracle’s CMO Solutions Guide Whitepaper

11. Solution: Centralized
customer data
B2B companies must collect buyer and customer data
into a centralized “customer data platform” so that
algorithmic applications can inform strategic and tactical
marketing, sales and product decisions.
Image credit: http://commons.wikimedia.org/wiki/File:PSM_V46_D167_Outer_surface_of_the_human_brain.jpg

12. Challenge 2: buyers are
self-educating
B2B buyers are doing their own research and self
educating before talking to sales. Between 60% and
90% of the buying decision happens before the buyer
ever talks to sales.

13. Forrester research + CEB+
ZMOT + Sirius Decisions
Image credit: http://blogs.forrester.com/lori_wizdo/12-10-04-
buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
Image credit:
http://www.executiveboard.com/exbd/sales-
service/challenger/new-decision-timeline/index.page

14. When buyers self-educate
Both marketing and sales are
tasked with delivering content
to buyers.

15. 15
Content Marketing Institute
identifies challenges
http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/

16. From Gartner
“Investigate and adopt predictive analytics applications to improve lead
generation and nurture marketing spend optimization and identification
of companies and individuals most likely to buy your solutions.”
Market Guide for SaaS-Based Predictive Analytics Applications for B2B
Sales and marketing
-Gartner Research, licensed for distribution by Lattice Engines

17. Most common uses of predictive analytics

18. Solution: Buyer behavior
data should drive content
strategy.B2B companies must respond to the trend of buyer self
education and develop a content strategy that leverages
buyer behavior data to anticipate the buyer’s needs for
content.
Image credit: http://www.arttherapyblog.com/art-therapy-ideas/reducing-stress-during-times-of-transition/#.VVyaIvlViko

19. Challenge 3: Consistent
brand experience
B2B buyers expect a consistent brand experience across all
channels. The problem is that most organizations operate in
silos (marketing, sales, product development, customer
service). This results in an inconsistent experience for buyers.

20. Corporate Executive Board research
in partnership with Google
“The digital evolution in B2B Marketing”, Corporate Executive Board

21. A recent CMO survey done by Oracle
In 4Q 2014 Oracle conducted a survey of 110 “CMO Club” members
on leveraging new technologies and marketing platforms.
 Only 13% thought they were able to truly deliver a seamless,
personalized consistent customer experience across all touch
points.
 66% felt they had a ways to go in creating a unified approach.
 21% said they were “not sure where to start in terms of
understanding a customer’s end-to-end experience with our brand.
 “I need help with such things as evaluating the right marketing
platform, which analytics to use to best match up to my goals, to
name a few.”
Source: Oracle’s CMO Solution Guide Whitepaper

22. Solution: Customer
centric culture
The technology, people and process used to support the customer’s experience
must be integrated and provide buyers/customers with a seamless brand experience
across channels and devices.
Image credit: https://github.com/mattray/squid-cookbook/issues/2

23. Challenge 4: Customer
expectations change -
quickly
Following rapid changes in technology, buyer
expectations are rapidly changing. Organizations
struggle to update their strategy and tactics
according to these rapidly changing buyer/customer
expectations.

24. Forbes CMO network survey
Sixty-three percent of lead marketers we surveyed
consider agility extremely important, yet only
twenty-six percent consider their organization
very agile. That’s a lot of upside.
Many marketing organizations still are challenged by
complex organizational structures, a lack of
collaboration, processes that slow them down,
and a volume of work that causes teams to be always
reacting versus working on initiatives that will drive
growth. All of these hinder an organization’s ability
to be agile.

25. 25
Forbes CMO network talks agile planning in B2B
Image Credit: http://www.forbes.com/sites/jenniferrooney/2014/04/15/applying-agile-methodology-to-marketing-can-pay-dividends-survey/

26. 26
A B2B company adopting marketing
automation can be managed using agile
principles
Create a marketing
automation engine for
one buyer persona
first, so you can use
data to inform your
strategy for the next.

27. Solution: Agile
Constant measurement and iteration is required to keep
up with rapidly changing customer expectations.
Experimentation and data-driven decisions must become
a part of a company culture.
Image credit: https://github.com/mattray/squid-cookbook/issues/2

28. Recap of key findings
Centralize buyer/customer data to make forward
looking decisions.
Buyer behavior data should inform your content
strategy to optimize performance of your content.
Organizational structure must be customer-centric
and collaborative to deliver a seamless
buyer/customer experience.
B2B organizations should use an agile approach
when implementing their demand generation
initiatives to accelerate results.

29. Additional resources
Available at:
http://www.breakoutrevenue.com/cmo-series/demand-
generation-strategy

30. Get your challenges
addressed
Tell us what is holding you back from accelerating
revenue at your organization and we will give you 60
minutes of tailored consulting.

31. breakoutCMO season 1 schedule
 Episode 1: Components of a comprehensive demand generation strategy.
Up Next
 Episode 2: How to use individual buyer behavior to segment your audience
and build personas.
 Episode 3: Predictive content analytics takes the guesswork out of content
marketing.
 Episode 4: Content strategy: the fundamental element of demand generation.
 Episode 5: Align your technology, people and process for a customer centric
culture.
 Episode 6: Vendor evaluation and selection: customer data integration across the
organization.
 Episode 7: Measuring performance of your demand generation investments.
 Episode 8: Agile implementation and iteration of your demand generation strategy

32. www.breakoutrevenue.com/CMO-
series
THANK YOU
Stay ahead of your peers, don’t fall behind!
max@breakoutrevenue.com