what makes excellent b2b marketing? the evidence uncovered
TRANSCRIPT
Presented by:Peter Young – Chairman of the JudgesGraham Wylie – Awards judge
Thank YouNina Bennett – Marketing Communications Director – COLT
Nicholas Berendt – Director of Global Market Development – Sealed Air Medical Applications
John Bottom – Head of Content and Communications – Base One
Kate Bresnan – Head of Marketing Communications – Digitalk
Anne Byrne – Marketing Communications Manager – SL Investments
Danea Chandler – Business Intelligence Manager – ARCO
Anthea Christie – Head of Marketing Communications – Standard Life
Rob Coveney – Communications Manager – GL Noble Denton
Bill Douglas – Head of International Customer Communications – Orange
Neil Dowling – Head of Marketing – Cognizant
Andrew Fitzgerald – Senior Marketing Manager – IBM
James Foster – Marketing Communications Manager – BOC
Gill Greenwood – Marketing Director EMEA – ACI Worldwide
Lesley Hill – Client Services Director - Express Systems
Kate Kilpatrick – Marketing Manager – PMI Healthgroup
Georgios Kolovos – European Marketing Director – GE Capital
Andrew Nicholson – Head of Online – Sodexo Prestige
Peter O’Neill – Vice President and Principal Analyst – Forrester Research
Sue Pryce – Head of Marketing – Unipart Logistics
Zoe Sands – Head of Digital Marketing EMEA – Juniper Networks
Elizabeth Smyth – EMEA Marketing Director – Marketo
Michael Wolfe – Head of Marketing – AXA PPP Healthcare
The Evidence
Agenda
What it is?
Why it’s needed?
What we learned?
How to use it?
People view the world
differently
Sometimes we need a
different perspective
9 Questions...1
Can marketing still innovate in a meaningful
way to build shareholder
value?
2 What is
the value of our market research
and insight programme?
3 Engineering, Manufacturing,
Sales and Finance are all ready to launch, why should the business wait for marketing?4
How do we optimise our
international marketing to make the most impact
while minimising costs?
5 What is the value of any
marketing investment that does not result
in direct lead generation?
6 What is the right balance between
the tools?
7 How do I know
marketing is working?
8 How do we get the
best from both sales and
marketing?
9 What skills do
marketers need to be truly effective?
And some opinions
Why...
10% London Business School – 10% of Board time
UnaccountableUntouchableSlipperyExpensive
Cranfield study of FTSE 500 Boards
20%Deloitte – only 20% of senior marketers believe their teams are truly effective
17%B2B Marketing – 17% of marketers in sales led organisations feel respected
90%of literature not used
80%of leads abandoned
75%Pipeline self-generated
In many organisations
Marketing isn’t working…
40hrsper month sales tool creation
Empoweredbuyers….
20 times the information they had even 5 years ago!
New behaviours
So what did we learn
Selected chapter highlights and specific conclusions from over 60 case studies
How do I know my marketing is working?
For crimesagainst marketers
Meaningful metrics require clear objectives
• Brand or demand?
• What’s been proven before can still work
• Get it right and Marketing Automation rocks!
• Big data is an opportunity and a threat
Can marketers still innovate to add shareholder value
Innovation is live and well
Product innovationPlace innovationProcess innovation
Insight
Doing more for less
Small is beautiful
Markets are defined by more than geography
Technology is a powerful enabler
5 steps to sales alignment
Emotional wins
Technology enabled
Long term shared objectives
Integrated processes and behaviours
A shared vision
How to use this – our conclusions
Marketing is collaboration
The 7Ps still matter
Insight is the lifeblood of the business
Its objectives that really matter
Brand and Demand – it’s not either/or
A final thought
