Connecting Buyer Preferences & Campaign Strategies

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G3 Communications

2015 B2B Content2Conversion Conference session presented by Andrew Gaffney of Demand Gen Report #C2C15

#C2C15
Please
welcome....

Andrew
Gaﬀney

Publisher

Demand
Gen
Report

#C2C15
CONNECTING
THE
DOTS
ON

CONTENT
&
DEMAND

#C2C15

§  More Than 70% Have Increased Budgets for Demand
GeneraFon
§  38%
Have Increase of 20% of More
§  More Than 70%
of MarkeFng Teams Now Have Quota
§  More Than 50% Are Tied To Revenue
IN DEMAND…

#C2C15

IT ALL STARTS WITH THE BUYER…
Ø  Only 26%
say they have
well documented
personas in place and
align them to messaging
Ø  30% sFll don’t have
personas in place

#C2C15

Ø  Needs Improvement
Ø  Fair
Ø  Good
Ø  Excellent

POLL QUESTION:
How Connected Are You To Your Buyer? How
Would You Rate Your Buyer-‐Centricity

#C2C15

§  Considered Purchase
§  Complex Sales Cycle
§  MulFple Stakeholders
§  Self-‐NavigaFng
§  Building The Business
Case
§  Long-‐Term View
§  Risk Averse

PUTTING THE “B” IN B2B

#C2C15

Increasing Relevancy By Increasing Intelligence

#C2C15

Ø  Messaging Maps
Ø  ConversaFon Paths
Ø  NarraFves
Ø  InﬂecFon Points
Ø  Triggers
CONTENT IN CONTEXT

#C2C15

CreaFng ConversaFons & Engagement
11

#C2C15

§  53% strongly prefer related content packaged
together
§  55% say they want more benchmarking data
§  52% want easier access/shorter formats
STAYING AHEAD OF THE CONTENT CURVE

#C2C15

§ Ignite Sessions
§ Behind The Scenes
§ Demo Zones
§ Access To Speakers
THE CONTENT HERE AT C2C

#C2C15

Sessions Available On-‐Demand
All General, Keynote,
Demand Gen Summit &
Content2Conversion
break out sessions will
be available.

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1. #C2C15

2. #C2C15 Please welcome.... Andrew Gaﬀney Publisher Demand Gen Report

3. #C2C15 CONNECTING THE DOTS ON CONTENT & DEMAND

4. #C2C15 ARE YOU IN DEMAND?

5. #C2C15 §  More Than 70% Have Increased Budgets for Demand GeneraFon §  38% Have Increase of 20% of More §  More Than 70% of MarkeFng Teams Now Have Quota §  More Than 50% Are Tied To Revenue IN DEMAND…

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9. #C2C15 Increasing Relevancy By Increasing Intelligence

10. #C2C15 Ø  Messaging Maps Ø  ConversaFon Paths Ø  NarraFves Ø  InﬂecFon Points Ø  Triggers CONTENT IN CONTEXT

11. #C2C15 CreaFng ConversaFons & Engagement 11

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