Marketing Success in the New B2B Buying Paradigm

IRIS CHAN

Marketing Director, Asia Pacific & Japan19.11.19

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B2B Buying: Paradigm Shift

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B2B Buying Journey Today

MYTH VS REALITY

• Episodic

• Loops and cycles

• Highly complex

• Unpredictable

• Not linear

444

Source: SiriusDecisions 2017

Buyers interact with Sales in every part of the purchasing journey

from Education, Solution to Selection.

50-50Buyers engage digital channels

and Sales with near equal frequency across buying journey.

Source: Gartner, 2019Source: CEB, now Gartner

57%of the buying journey is complete

before engaging a sales rep.

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Influenced by product19%

Buyer decisions are influenced by the sales experience

53%

9% Influenced by price

19% Influenced by company

Buyer Decision Influence

B2B BUYING

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Buyers WantPersonalisation

BUYER PREFERENCES

88% Buyers expect more relevant and personalised content than 5 yrs ago1

Buyers likely to switch brands if a vendor didn’t personalise communications365%

B2B prospects want personalisedrecommendations at every touchpoint250%

Over

Source: 1 Forrester-Seismic, 20192 PROS, 20193 Perficient

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Buyers Want aSeamless Experience

BUYER PREFERENCES

78% Customers expect consistent interactions across departments

ANZ customers expect connected experiences.

66%

ANZ customers feel they are communicating with different departments vs same company

60%

Source: Salesforce, 2019

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Where Marketing and Sales Fit in the Buying Journey

Marketing Sales Sales

Marketing

Typical Campaign Workflow The Reality

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A Disconnected Buyer Experience

Wasted dollars and resources creating un-used materials

30 hrs/mo spent searching for &

customizing content

Content and messaging not

alignedContent doesn’t show buyers your

differentiated value

Analytics lack ability to determine

content to use to close deals

RESULT

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Role and Responsibility of Marketing is Changing

INDUSTRY TRENDS

Demonstratepipeline contribution

Lead generationTop of the Funnel

Quantify impact on revenue outcomes

Opportunity progression to closed/won deals

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Marketing’s Challenge to Prove Revenue Impact

LEAD GENERATION

Australian marketers can demonstrate content

has increased leads 2

73% 47%

ANZ marketers can demonstrate contenthas increased sales 2

REVENUE

Marketing investment in 2019 to be spent on content development

in Australia 1

40%

CONTENT CREATION

Source: 1 Green Hat-Australian Marketing Institute, 20192 Content Marketing Institute-ADMA, 2018

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Key Success Imperatives

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Rethink how you approach Sales and Marketing alignment

Success Imperative #1

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Industry Best Practices for Sales Alignment

Inform and inspire reps to sell with breaking news

Consolidate all content for a single source of truth

Use data to identify sales and marketing best practices

Automate the delivery of situational materials to sales

Leverage next-generation platformsto deliver these capabilities

Leverage automation to eliminate redundant assets

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Adopt a Holistic Content Strategy

Success Imperative #2

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3C’s of the Buying Experience

TRIFECTA

Volume, Quality

CONTENT

Right content, right audience,right time, right delivery

CONTEXT

Content and messaging consistent throughout buying journey

CONSISTENT

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Hyper-personalise.

• Across the buyer’s journey.

• At speed.• At scale.

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Industry Best Practices for Marketers

Target content assets tothe buyer’s journey

Hyper-personalised, hyper-relevantcontent for sales to make an impact

Control brand messaging through content automation

Surface content so it’s easier for sales rep to find

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Measure marketing impact on revenue outcomes

Success Imperative #3

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Marketing Analytics Needs to Span the EntireBuying Journey

Track how buyers are engaging with content shared by Sales

Content

Measure the ROI of your content investments

ROI

Analytics guide marketers to produce more content that

move deals forward

Optimise

Leverage insights to determine and/or recommend the most

compelling content

Predictive

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Level of Success

BUSINESS VALUE

PIPELINE

32% in Pipeline 2

32% $10M

$10M Saved byConsolidating Portals 2

OPERATIONS

65%

65% More Revenue from New Sellers 1

REVENUE

350% Increasein Content Usage 1

350%

USAGE

Source: 1 Aberdeen Group2 Seismic

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B2B Marketing

The Future CMO

Span marketing analytics across buying journey

Leverage technology to optimise

Drive sales and marketing alignment

Develop holistic content strategy

seismic.com

Thank You