The document discusses the increasing complexity of B2B demand creation and the essential need for sales and marketing alignment due to shifting buyer behaviors. It provides insights on current marketing tactics, budget allocations, and effective strategies for driving inquiries, emphasizing the importance of technology and measurement in enhancing performance. Additionally, the document outlines an action plan for organizations to better understand buyer needs and optimize their marketing approaches.

1. © Copyright SiriusDecisions.
All Rights Protected and Reserved. 1

2. Adopting to new B2B buyer behaviour
in a connected and digital world
Julian Archer
Research Director
Demand Creation Strategies
LinkedIn: julianarcher
Twitter: JulianArcher
julian.archer@siriusdecisions.com
Tel: +31 653392741

3. © 2014 SiriusDecisions. All Rights Reserved 3
SiriusDecisions Advisory Services
Interfaces Receive:
• Dedicated Account Team
• Research portal access
• Analyst inquiry
• Access to benchmark data
• Annual custom benchmark
assessment
• Executive peer roundtables/
forums
• Monthly research Webcasts
Executive Edge CMO
Demand Creation Strategies
Strategic Communications
Management
Sales Operations Strategies
Channel Management Strategies
Marketing Operations Strategies
Portfolio Marketing
AdvisoryServices
Sales Enablement Strategies
Account-Based Marketing
Product Management
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Select Client List
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Executive Summary
• Key issues
- B-to-b demand creation is increasing in complexity. This is driving the need
for greater sales and marketing alignment
- Changes in buyer behaviour require marketers to adapt their strategies to
align with buyers’ needs and preferences throughout the buying cycle
- Many organisations lack the process discipline and technology to
measure marketing’s contribution to the business
• What you will walk away with
– Current reported tactic budget spend and perceived effectiveness driving
enquiries at the top of the Demand Waterfall across EMEA
– An understanding of content’s evolving role in demand creation,
– An understanding of technology and measurement approaches that can
drive companies to better performance
#OnTarget2014

6. SiriusDecisions:
EMEA Demand Creation Study

7. © 2014 SiriusDecisions. All Rights Reserved 7
Our Methodology
ü Series of qualitative interviews
ü Large-scale quantitative study
UK, 13%
France, 15%
Germany,
13%
Spain, 16%
Italy, 16%
Netherlands,
13%
Nordics, 13%
Ø Countries and regions
represented
ü Over 400 Organisations
#OnTarget2014

8. © 2014 SiriusDecisions. All Rights Reserved 8
Profile of Participating EMEA Organisations
Industry
4%
7%
29%
17%
10%
7%
8%
18%
Software - SaaS
based
Software - On
premise
Professional
services
Financial
Services
Information
Services
Computer/
Telecommunicat
ions Hardware
Healthcare
Other (please
specify)
Go To Market Model
43%
20%
17%
13%
7%
Direct Sales
Force
Inside Sales
Force
Third Party
Channel
Partners
Retail
14%
20%
13%
12%
11%
9%
21%
Less than 40
million EUR
40 to less than 200
million EUR
200 to less than
500 million EUR
500 to less than
1000 million EUR
1000 to less than
5000 million EUR
More than 5000
million EUR
Don’t know
EMEA Revenue
#OnTarget2014

9. EMEA Demand Creation Study
Budget Allocation by Tactic

10. © 2014 SiriusDecisions. All Rights Reserved 10
SiriusPerspective:
12.9%
11.2%
10.1%
10.4%
6.6%
4.9%
4.7%
4.7%
4.6%
4.4%
4.2%
3.9%
3.1%
2.8%
2.6%
2.5%
2.2%
2.1%
2.0%
Online Banner Advertising
Email campaigns
Live events (seminar / road show)
Tradeshows
Direct Mail
User Conferences
SEO
Newsletter
Virtual Events
Association Marketing
Search Keyword Sponsorship
Contact list rental/purchase
Trials
White Paper Downloads
Online Communities (external)
Content Syndication
Demos
Videos
Online Communities (Internal)
EMEA Budget Allocation by Tactic
Today, 35 percent of the marketing budget is used for demand
creation; of that, almost half is allocated to four tactics.
45%
34%
21%
Source: SiriusDecisions, EMEA Demand Creation Study, April 2013

11. © 2014 SiriusDecisions. All Rights Reserved 11
EMEA Budget Comparisons: Top 5 Tactics
Online Banner
Advertising
Live Events
(seminar/
road show)
Email
Campaigns
Direct
Mail
Tradeshows
UK FR IT DE SP NL NO
11.6
10.7
10.5
10.1
11.6 13.2 15.1 15.99.88.57.9
14.611.911.3
10.58.88.38.2
11.9 12.811.2
14.58.68.47.5
12.611.811.310.59.57.47.4
7.2
5.3
4.1
6.8 7.4 8.1 8.5 10.1
Average
#OnTarget2014

12. EMEA Demand Creation Study
Most Effective Tactics Reported by EMEA Marketers

13. © 2014 SiriusDecisions. All Rights Reserved 13
SiriusPerspective:
5 Most Effective EMEA Tactics: Seller’s View
Five tactics were reported to be most effective in driving
responses in EMEA.
#2
#3
CV
#4
Exploring
Possible
Solutions
Committing
to a Solution
#1
Suspect
Committing
to Change
Suspect
Online
Banner Ads
User
Conferences
Trade ShowsLive EventsEmail
#OnTarget2014

14. © 2014 SiriusDecisions. All Rights Reserved 14
SiriusPerspective:
Tac$c
Email
campaigns
Tradeshows
Live
events
Online
banner
ads
User
conferences
Direct
mail
Newsle=er
SEO
Most Effective Tactics for Driving Inquiry: Country-Level
Three of the same tactics were rated the most effective across
all key markets.
Nordic
NL
ES
IT
FR
DE
UK
39.0% 29.4% 31.0% 30.3% 40.5% 39.5% 34.1%
31.5% 29.4% 42.5% 31.5% 39.3% 36.8% 44.7%
38.4% 51.7% 36.0% 56.0% 42.1% 40.0%42.6%
36.3% 37.9% 37.1% 29.8% 30.3% 35.3%
28.1% 33.8%
35.3%
31.5%
30.6%
31.0% 30.3%
29.9%
#OnTarget2014

15. © 2014 SiriusDecisions. All Rights Reserved 15
SiriusPerspective:
Tactics: Seller’s vs. Buyer’s View
While sellers rely heavily on outbound tactics, EMEA
b-to-b buyers utilise other sources to educate themselves.
1
5
#2
#
3
C
V
#2
#
4
Expl
orin
g
Poss
ible
Solu
tions
Com
mittin
g to a
Soluti
on
Online
Banner
Ads
#2
#
3
C
V
#2
#
4
Expl
orin
g
Poss
ible
Solu
tions
Com
mittin
g to a
Soluti
on
Com
mittin
g to
Chan
ge
Call a
Peer
Vendor
Web site
Search
Engines
Search
Online
Ask
Team
#1
Com
mitti
ng to
Chan
ge
User
Conf.
Trade
Shows
Email
Online
Banner
Ads
Live
Events
Direct
Mail
SEO

16. © 2014 SiriusDecisions. All Rights Reserved 16
SiriusPerspective:
What Drives Change? B-to-B Buyer Behaviour
Up to 67 per cent of the buyer’s journey now occurs digitally,
shortening the actual time for sales engagement.
① Loosening of the Status
Quo
Vendor
Selection
Phase
Solution
Phase
Education
Phase
② Committing to Change
③ Exploring Possible
Solutions
④ Committing to a
Solution
⑤ Justifying the Decision
⑥ Making the Selection
Point of
Prospect
Intersection
With Rep
Marketing
Sales
Marketing
Is Taking
the First
Sales Call
#OnTarget2014

17. © 2014 SiriusDecisions. All Rights Reserved 17
Link Content to Buyer’s Journey
#OnTarget2014

18. © 2014 SiriusDecisions. All Rights Reserved 18
Align Content and Programs to Buying Cycle
We may have a
problem, or we
are conceiving
a vision.
Virtual
Events
Social
Media
Trade
Shows
White
Papers
Blogs
Thought
Leadership
Web
Site/SEO
Webcasts
Self-­‐Guided
Demos
Product
Collateral
We understand
the problem
and how it
connects to
our business.
Solution
Knowledge
Your solution
applies to our
need.
Sales
Presentations
Webcasts
Live
Events
Case
Studies
Internal
Blogs
Value
Story
Your solution
will have the
greatest
impact on our
business.
Trials
Proofs
of
Concept
Competitive
Tools
SME
Access
Solution
Differentiation
The business
case is
justified
internally.
ROI
Tools
TCO
Tools
Business
Case
Financial
Presentation
Live
Events
Financial
Justification
We are
confident on
moving
forward.
Executive
Briefings
Analyst
Reports
Customer
References
Decision
Validation
Loosening of
the Status Quo
Committing
to Change
Committing
to a Solution
SolutionEducation Vendor Selection
Exploring
Possible
Solutions
Justifying the
Decision
Making the
Selection

19. © 2014 SiriusDecisions. All Rights Reserved 19
Link Complexity of Buying Team from Cold to Close
#OnTarget2014

20. © 2014 SiriusDecisions. All Rights Reserved 20
The SiriusDecisions Re-architected Demand Waterfall
Close
Sales Qualification
Marketing Qualification
Inquiry
OutboundInbound
Teleprospecting Qualified
Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Sales Generated
Leads (SGLs)
Sales Accepted
Leads (SALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated
Leads (TGLs)
Sales Qualified Leads (SQLs)
Won Business
PATENT PENDING

21. © 2014 SiriusDecisions. All Rights Reserved 21
Link Importance of Technology to Demand Creation - MAP
#OnTarget2014

22. © 2014 SiriusDecisions. All Rights Reserved 22
The Usual B-to-B Scenario
Sales Qualified Leads
Close
417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Sales Qualification
Inquiries
417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
Sales Qualification
80%
No nurture/
qualification
100%
Sales accepts
everything/nothing
3% - ??
Inefficient use of
sales resources
SQL
10% - ??
Poor pipeline dynamics
#OnTarget2014

23. © 2014 SiriusDecisions. All Rights Reserved 23
The Best-in-Class B-to-B Scenario
Sales Qualified Leads
Close
417 inquiries to
close 1 deal
Sales Acceptance
Marketing and Tele Qualification
Sales Qualification
Inquiries
70 inquiries to close
1 deal
Sales Acceptance
Marketing and Tele Qualification
Inquiry
Sales Qualification
9.3%
Real lead
qualification
85%
Strong process that
is adhered to
62%
Sales becomes
more efficient
SQL
29% - ??
Pipeline dynamics
improve
#OnTarget2014

24. © 2014 SiriusDecisions. All Rights Reserved 24
Benefits of Marketing Automation
1. Visibility and Insight
• Better measurement and diagnosis of cold to close process
2. Lead Nurturing Optimization
• Clear disposition of each and every customer and prospect
3. Improved Conversion Rates
• More efficient execution with process automation
• Focus on data quality to support segmentation and targeting
• Focus on sales and marketing alignment
#OnTarget2014

25. © 2014 SiriusDecisions. All Rights Reserved 25
SiriusPerspective:
MAP Technology: Nordics Adoption and Utilization
Implementing multi-touch, integrated demand creation
programs requires a marketing automation platform.
#3
#5
#1
#2
#3
CV
#2
#4
Q) MAP currently in place? Of those having a MAP in place, 37.5% have
standardized its usage. Most common usages
include:
Q) Planning to implement within the
next 24 months?
Source: SiriusDecisions, EMEA Demand Creation Study, April 2013
Yes
16%
No
84%
Yes
26%
No
74%
12.5%
25.0%
0.0%
50.0%
25.0%
37.5%
12.5%
0.0%
0.0%
12.5%
0.0%
0.0%
0.0% 10.0%20.0%30.0%40.0%50.0%60.0%
Lead nurture programs
Lead scoring capabilities
Social Media Monitoring
Personalized content
Progressive forms
Personalized landing pages
Automatic lead conversion
Account scoring
Content reporting
Task creation
Partner acquisition
Other (please specify)

26. © 2014 SiriusDecisions. All Rights Reserved 26
SiriusPerspective:
Outbound Only Integrated Programs
Lead to Close 15.3 7.2
Sourced Pipeline 15.5% 30%+
Close Rate 19% 24.5%
Influenced Pipeline 52% 70% +
Marketing Touches 25 + 15 - 20
Programs 50 + < 30%
Program Design Single-Channel Multi-Channel
Campaign Focus Product Solution
Primary Source Email Web
Marketing Pipeline Cost 2% - 3% .5% -1.5%
Best Practice: Integrated Marketing Mix – Why Bother?
When inbound and outbound approaches are combined, more
leads are generated at a lower cost.

27. © Copyright SiriusDecisions.
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Action Plan
• To drive differentiation in a highly competitive
market, understand your buyers and their
information needs at each stage of the buying
process
• As the marketing mix continues to evolve, avoid
spreading your budget too thinly across various
tactics
• Continue to experiment and ensure tactics are
aligning with buyer interaction preferences and
information needs
• Determine marketing’s contribution using the
SiriusDecisions Demand Waterfall
2
7#OnTarget2014

28. © 2014 SiriusDecisions. All Rights Reserved 28
Thank You!
Julian Archer
julian.archer@siriusdecisons.com
#OnTarget2014