buzzkill - what matters and what doesn't in b2b technology marketing

BUZZKILLWhat Matters (and What Doesn’t)

in B2B Tech Marketing

A 2006 study by Jakob Neilsen found that 77% of visitors to a website do not scroll past

THE FOLD.

GOOD COPY.GOOD STORY.

GOOD CALL TO ACTION.

RESPONSIVE

THE GOODS

We’re All MobileWe All Search on Mobile

Google Likes It (Single URL)Adapts to Future Devices

User Experience

THE BADS

More Expensive & Takes LongerA Compromise

Doesn’t Load FasterConfuses Users

Confuses YOUR SALES TEAM

Will it Generate

More Sales?

UX

How to Become a UX Designer

“It starts with IDEATION.”

PUT ON YOUR IDEATION FACE.

It’s a schmorgesborg of buzzwords!

Will it Generate

More Sales?

THE FUNNEL

The buying process is no longer linear.

Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.

Due Diligence Begins First Engagement

w/ Sales

Purchase

57%-70%

We’ve all heard it by now…

Is the funnel dead?

“It’s time to abandon the traditional sales and marketing funnel and instead adopt an approach that revolves around building an ongoing relationship with the prospect/customer.”Source: Forrester Research, 2014

Customers

Suppliers

Co-Workers

Family

Friends

Personal Networks

Social Networks

Review Sites/Blog

s

Buyer

52% Feel their peers’ and colleagues’ opinions are

very important when making a business purchasing decision on a products or service.

Source: Google B2B Customer Study, June 2012 (n=629)

Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.

Due Diligence Begins First Engagement

w/ Sales

Purchase

57%-70%

THEN THIS HAPPENS!

We are not in control.

THE “A”LEAD

Ability to understand & solve my challenges

Industry knowledge & expertise

Ability to leverage company's resources

Technology expertise

Likability & personality

Ability to communitcate differentiators

Product knowledge

0% 5% 10% 15% 20% 25% 30% 35% 40%

40%

22%

12%

9%

9%

6%

2%

Top Sales Rep Attributes in Terms of How They Influence Buying Decision…

What Do Your Prospects Want?

Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)

Business Leaders

IT Leaders Overall

Knowledgeable about their products/solutions 88% 88% 88%

Understands my issues and where they can help 34% 43% 38%

Can relate to my role and responsibilities in the company 38% 29% 34%

“When you meet with a salesperson, how often are they prepared for the meeting with you in the following ways?”

Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)

What Are They Getting?

THE #1 FOCUS OF ANY B2B ORGANIZATION SHOULD

BE….

SALES ENABLEMENT

“A” Leads are out there looking for

“A” vendors.

CONTENT MARKETING

8 Ugly Truths About Content

• It’s not targeted nor is it a campaign.• It can be really expensive.• Not just anyone can do it.• It’s not king.• Quality vs. Quantity…there’s no winner.• Stop obsessing about storytelling.• It needs strategy and…• NO, it’s not SEO.

BETTER YET…

The least automated thing

EVER.

outbound :(

ALLBOUND

ALLBOUNDTM 2015

Nurturing

NOT NURTURING!!!

Nurturing

NOT NURTURING!!!

Nurturing

Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)

+30B Searches in IT B2B in 2013

Source: Google/Compete Tech B2B Customer Study, June 2013

91% of Tech B2B customers make purchaserelated searches from a mobile device.

Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)

66% of Tech B2B customers who view a video are likely to search for more information or visit your website.

What’s the’ #2 Search Engine?

You are not going VIRAL.

Thought Leadership

Social media is not being social.

You can figure out how to measure the

success of anything.

Are you getting an ROI?

Are you seeing more sales?

Are those sales profitable?

In B2B, the prettiest isn’t always the most effective.