Digital Velocity London 2018 - Getting to Grips with Global B2B, Julian Brewer

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The document discusses challenges in B2B marketing and sales. It notes that sales roles are changing as 82% of B2B decision makers feel sales reps are unprepared. Data is fuel for insight but many marketers' data sources are inflexible and irrelevant. It argues that building long-term customer profiles and focusing on customers' positions in their journeys are important for B2B where decisions can take years. The ecosystem of influencers in B2B research has changed and buyers now represent organizations with different priorities than individual wants.

Getting to grips with global B2B
12th June 2018

Sorting out the messand
activating … your (digital) data

Data fuelsinsight …
2
… is it a problem if you’re blindB2B?

Sales are slow and you’re under increasing pressure
to drive revenue and hit numbers.
You offer customers special discounts. You realign your
commission structure. You revisit your pricing breakdown to better
segregate customers. You even consider hiringa new bod for your
sales team.

Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Marketing
Sales

Sales people won’t
disappear, but their role is
changing, and many are
struggling to adapt. 82%
of B2B decision makers
think sales reps are
unprepared

Source: Think with Google
Shift in B2B Researcher Demographic …

For many digital marketers
……our ‘sources’ are inflexible,
Unlinked and at times
Irrelevant

Unify and close the loop
…one common key …(nb. GDPR)

Arguably Tealium is more suited
to B2B … 3 good reasons

2. The ecosystem of influencersaround the B2B research process has
changed dramatically …

3. Product attributes and emotional ‘wants’
versus …
BuildingRelationship and trustin an organisation to
meet their tangibleneeds.

If you want to
hear more …
@Julianbrewer
julian.brewer@schroders .com
07870-168886

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2. Sorting out the messand activating … your (digital) data

3. Data fuelsinsight … 2 … is it a problem if you’re blindB2B?

4. Sales are slow and you’re under increasing pressure to drive revenue and hit numbers. You offer customers special discounts. You realign your commission structure. You revisit your pricing breakdown to better segregate customers. You even consider hiringa new bod for your sales team.

5. Awareness Interest Consideration Intent Evaluation Purchase Marketing Sales

6. Sales people won’t disappear, but their role is changing, and many are struggling to adapt. 82% of B2B decision makers think sales reps are unprepared

7. Source: Think with Google Shift in B2B Researcher Demographic …

8. For many digital marketers ……our ‘sources’ are inflexible, Unlinked and at times Irrelevant

9. 시장 인사이트

10. Unify and close the loop …one common key …(nb. GDPR)

11. Arguably Tealium is more suited to B2B … 3 good reasons

12. B2B decisions can taken yearsand so building a 1st party profile and nurturing it are important to supporting the long lead times … ... focusing efforts on the lead’s position in the journey. 1.

13. 2. The ecosystem of influencersaround the B2B research process has changed dramatically …

14. 2. Buyers as part of a organisation…

15. 3. Product attributes and emotional ‘wants’ versus … BuildingRelationship and trustin an organisation to meet their tangibleneeds.

16.

17. If you want to hear more … @Julianbrewer julian.brewer@schroders .com 07870-168886

Digital Velocity London 2018 - Getting to Grips with Global B2B, Julian Brewer

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