the state of b2b marketing in 2013 & what to prepare for in 2014
Post on 19-Oct-2014
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6 New Reports on B2B Marketing from Gleanster: http://www.gleanster.com/category/marketing#research It seems like every year brings new and innovative best practices for B2B marketing. There’s always some new concept or capability to talk about and it’s easy to lose sight of core fundamentals that have formed the foundation for success for Top Performing B2B marketers over the last decade. As we look towards the future, it’s helpful to take stock of where we are today and seed future plans based on current best practices and B2B success. Join Gleanster research Principal & Managing Director Ian Michiels for a look at the state of B2B marketing 2013 and how these findings should impact your strategic plans for 2014. Michiels will explore statistics from five benchmark surveys from the past 6 months capturing current practices and intentions from 1,243 B2B marketers. You’ll learn: • The top 3 most influence tactics that B2B marketers are failing to adopt and why • How to benchmark your organizations practices against B2B marketing organizations; the strategy, tactics, technology, and processes that support a Top Performing organization. • What to expect in 2014 and core recommendations for how we get thereTRANSCRIPT
The State of B2B Marketing& What to Be Prepared for in 2014Ian Michiels, Principal & Managing Director
Gleanster Research Ian MichielsPrincipal & Managing DirectorGleanster Research
Agenda The State of B2B Marketing
What to look out for in 2014
1,243 B2B marketers
What You’re Thinking
The State of B2B Marketing
Today, it’s about building relationships.
CO
MPA
NY
BR
AN
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BROADCAST / CAMPAIGN
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MPA
NY
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ONGOING RELATIONSHIP
Relevance Relationships Perpetual Engagement
It’s about continuity in the user experience.
Engagement with Your Brand
What I want. Where I want it. What I should know.
Embrace social and the empowered buyer
Content is the
currency for reach & relevance
Data is the currency
for customer engagement
Relevance Relationships Perpetual Engagement
Problem is.
Engagement with Your Brand
What I want. Where I want it. What I don’t know.
Legacy Customer Database
CRMEmail Marketing
Web AnalyticsOther Email Marketing
THIS
LOOKS MORE LIKE:Marketing
Automation
Top 3 Challenges
73%
75%
84%
85%
97%
0% 25% 50% 75% 100%
Lack of skilled staff
Rethinking legacy processes
Poor marketing processes
Data quality and integration
Creating enough content at a reasonable cost
Top 5 Challenges with Marketing Automation
Top Performers
* Q3 2013 Marketing Automation Survey, n= 220
Challenges: Using full functionality in MA
Think about the buyers journey. Is your brand a engaged at all stages?
Challenges: Finding the right MA system
61%
35%
4%
57%
38%
5%
53%
40%
7%
0%
10%
20%
30%
40%
50%
60%
70%
1 Solution 2 Solutions 3 or More
"How many marketing automation solutions has your organization tried?"
2011 2012 1H 2013
Find a solution that works for your organization. You may outgrow them.
Challenges: Lead follow-up
Time kills your deals. Which means automation is critical.
Inbound Lead comes in:
The odds of calling to qualify a lead decreases by over 6 times in the first hour.
After 20 hours every additional dial your salespeople make actually hurts your ability to make contact to qualify a lead.
*Insidesales.com & MIT Study
Challenge: Operationalize Social
You need content to represent the brand.
Help the team feel confident, but manage outbound communication
• “Story Tellers” Create Content• Everyone has a good blog in them
• Harder to find them but free reach
• Doesn’t allow the organization to get emotionally invested
Social Media Drivers License
Find a balance. You need both.
PROMOTIONAL CONTENT
RELATIONSHIPCONTENT
Inbound? / Outbound?
No.
Unbound Marketing
There will always be a need for campaigns. But you cannot be successful if that’s all you do.
Challenge: The Credibility Gap
The Fournaise Marketing Group interviewed more than 1,200 CEOs in 2012 on the perceived value of the CMO.
80% of CEOs didn’t believe CMOs were connected to the financial realities of business decisions the way CFOs and CIOs are.
According to Gleanster 28% of marketers using marketing automation are measuring the ROI on campaign execution.
We must address credibility issues with measurement.
What’s Working: Simplicity
You only need a handful of campaign templates.
> 10 Campaign Templates
5-9 Campaign Templates
1-4 Campaign Templates
13%
45%
23%
Top Performers, n=34 Using Marketing Automation Engaged in Nurture Marketing
FILTER CRITERIA ON DATA
What’s on the horizon?2014 and beyond…
Next Generation Lead Scoring & Predictive Analytics
Sales CRM Data
Customer Win Data
Third-Party Data
Sample Solution Providers:
Sizeable VC investments
Analyze big data to determine customer intent and recommend next best action to sales reps or uncover similar looking opportunities
+ +
Social has side effects.
Social is here to stay
If you build relationships you have to foster them.
On average half of marketers follow up with 4% of leads generated.
Start thinking about how to hook social engagement into Support or Service.
“This is cool.”
• REACH• ENGAGEMENT• BRANDING
“My machine is broken… and I’ve been ignored.”
“I don’t want to manage this.”
Jane Marketer
Joe Customer
Jane Marketer
Relationship with CIO
Be mindful of customer technology investments.
Be strategic about the roadmap.
You will inevitably run into issues that require IT support, so don’t circumvent them.
Develop a plan for supporting the customer journey.
43% of marketing execs plan to hire marketing or customer analytics talent 10% plan to work more closely with the CIO and IT
*Information Week
Remarketing has potential for B2B
Based on goal conversion, locate similar looking prospects
Based on interest target these customers
Industry is young, brand impressions are high, and you don’t pay for them. [CPC]
What is the catalyst for embracing new best practices?
Tip: Check your Google AdWords Configuration
On “Display Network” Campaigns
Go to the Campaign>Display Network>Placements
View and exclude garbage sites that you are paying for clicks on.
Google drove $1,000 worth of ad spend to 1dirtyshare.net in one month?!?
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