Today's marketer has more options than ever when it comes to tools and tactics. Marketing automation, social media, events, content marketing, demand gen ... the list goes on. The problem is that while all these activities will make you look (and feel) very busy, they often don't move the needle when it comes to conversions and closed deals. Why? Because all the infographics and interactive display ads in the world won't engage your buyers if you don't understand the buying process through their eyes. Without this insight, marketers find themselves with content that they can't leverage, one-off campaigns that don't yield results, and technology solutions that don't deliver. In this SlideShare, learn how improve results and stop wasted effort by focusing your marketing strategy on the buyer's journey.

1. The Missing Link:
Why Your B2B
Tactics Won’t Lead
to Revenue

2. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.
Sean Carney, Chief Design Officer, Philips
“We’re moving away from the
mind-set of trying to figure out
what people want to buy and
pushing it to them. Now we are
looking at real-time engagement
opportunities with customers.”

3. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.
Art courtesy of David Lewis
Your buyers need more…

4. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.
It’s all about their experience
1% of sellers
Consistently met experience expectations
*CEI 2011
86% of buyers
Are willing to pay for a better experience

5. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.
But often we don’t deliver the right
experience and…
79% of marketing leads never convert into sales.
(MarketingSherpa)
68% of companies report struggling with lead
generation. (Source: Lattice Engines/CSO Insights)
50% of marketing leads are qualified but not yet
ready to buy. (Gleanster Research)
Two-thirds of B2B marketers say their biggest
challenge is engaging decision makers. (Forrester)

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Sales cycles are lengthening…Because when we don’t understand them, our
buyers don’t trust us

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And our marketing efforts go to waste
75% of Content
Is not trusted by buyers
36% of marketers
Feel they effectively target and reach buyers
*Demandgen 2012

8. To fix the problem you
need to know your
buyer
and define a buyer’s
journey

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Discover how your buyers learn about your product

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Targeted Advertising
3rd Party Research
Studies
Partner Authored Best
Practices
Personalized sites with
Webinar & Video
Blogger Infographic of
Vendors in Buyers’
industry
Targeted Vendor
Comparisons
Peer Customer Videos
Then, create campaigns that map to their experience

11. Success Stories

12. Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.
Lithium Increased Win Rates
Challenge: Lithium was challenged in growing market
share fast enough in new markets. The BoD and CEO
wanted to know why. The CMO and CRO wanted to
know how to improve sales and marketing methods to
increase ROI.
Action Taken: Customer Journey Mapping, Content
Strategy, Sales Enablement Maps.
ROI: Increase win-rates from aligning integrated
campaigns to journeys, new messaging, sales re-
organization, and new content plan.

13. Confidential | © Demandbase 2014 All rights reserved.
Docusign generated 22% sales lift
COMPANY-TARGETED ADVERTISING + WEBSITE OPTIMIZATION
COMBINE TO MOVE KEY SEGMENTS CLOSER TO BUYING
RESULTS:
22% Boost in Sales pipeline
Increase in page views
by target companies3x
Longer than avg.
time on site8:00
Higher than benchmark
click-through rates3x

14. The moral of the story is: when your customers have
a meaningful experience, you’re successful
Identity
+
Intention
+
Interaction
=
Revenue