Demand generation strategies need to reflect the changing B2B buyer environment. It's not just about the product. You need to understand the buyer persona. Do you need to build bridges across different areas of the organization to win? Do you need to empower buying teams with disruptive content? Do you need to simplify the content reduce the buyers' feelings of being overwhelmed? View this presentation and take a look a deep look your content strategy to be sure it aligns with your buyer's profile.

1. Will Manning
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Demand Generation in a
Changing B2B Environment

2. ● Great content is the foundation of B2B
● Traditional product marketing works...
● Best practices still needed...
But B2B buying is shifting.
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
B2B Lead Gen Strategies

3. ● Web-empowered buyers... are now overwhelmed.
● Purchase-decision time is increasing.
● Purchasing groups are growing... diverse needs,
concerns and conflicting agendas
● Bold vision is out... playing it safe is in.
Source CEB Gartner
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Emerging B2B Buying Trends

4. ● The web is now the source of indecision.
● Information overload extends decision cycle.
○ Purchase decision time doubled in the last two years.
○ On average a buy decision takes 4.9 months…
○ And 4.7 months to decide not to buy.
There’s Too Much Information
Source CEB Gartner

5. ● Buying teams have grown from 5.4 to 6.8 members.
● Different concerns and priorities.
● It’s harder to reach consensus.
● Many options means a lot is riding on the decision.
● Bold vision being replaced with least risky solution.
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
B2B Buying Teams Are Growing
Source CEB Gartner

6. Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
The Buyer’s Journey is Getting
More Complex
● The right content at the right stage..

7. ● Align with leadership on corp goals, sales on buying dynamic
● Overlay buying dynamic.
○ Empowered learners, Diverse groups or Overwhelmed customers
● Align with top corporate goal.
○ More leads, Closing deals, Product launch, Addressing market dynamics
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
What Type of Content Works Best
for B2B Lead Gen?

8. ● Disruptive content: New, makes the case for change.
● Connecting content: Outlines stakeholder goals, priorities, areas
of conflict, and illustrates ways to move forward.
● Motivating content: What’s in it for me.
● Prescriptive content: Guides buying team and simplifies decisions.
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Chose the Best Content

9. Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Best Lead Gen Content for Your
Buyer Dynamic
Source CEB Gartner

10. Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Best Lead Gen Content for Your
Corporate Goals

11. ● Content is still king
● Sound strategy is vital
● And incorporating the new Buying Dynamic to content
Can make you more effective
Source: CEB Gartner 2017
Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Landscape is Shifting for
B2B Lead Generation

12. Bartlett Grow Online Series | How to Generate More Quality Leads from Your B2B Website, Recent Trends 2017 | July 2017
Thank You