Staying on the Bleeding Edge of B2B Marketing: A C-Level Fireside Chat with Bizo and Eloqua
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Presented by Sponsored by Staying On The Bleeding Edge Of B2B Marke6ng #B2BMktg A CLevel Fireside Chat With Bizo And Eloqua
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Transcript of Staying on the Bleeding Edge of B2B Marketing: A C-Level Fireside Chat with Bizo and Eloqua
Presented by Sponsored by
Staying On The Bleeding Edge Of B2B Marke6ng
#B2BMktg
A C-‐Level Fireside Chat With Bizo And Eloqua
Welcome Webinar A=endees
Type ques6on here
Follow this webinar on Twi=er
#B2BMktg
About Demand Gen Report
• Launched in 2007 to track best pracDces in lead generaDon
• NewsleHer has grown to more than 26,000 readers
• We also offer a menu of research and best pracDces reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
Panelists
Sean Callahan Editor
Digital Marke6ng Remix
Russell Glass CEO Bizo
Steve Woods Group VP, So1ware
Development Oracle | Eloqua
© 2013 Bizo, Inc
Russell Glass, CEO, Bizo Steve Woods, CTO, Eloqua Moderated by Sean Callahan, Editor, Digital Marketing Remix
Staying on the Bleeding Edge of B2B Marketing: A C-‐Level Fireside Chat with Bizo and Eloqua
05/07/2013
© 2013 Bizo, Inc
Let’s talk about the CURRENT STATE OF MARKETING
© 2013 Bizo, Inc
MARKETING- DRIVEN REVENUE
we live in the age of the
© 2013 Bizo, Inc
ROI driven programs
IMPACT like never before
© 2013 Bizo, Inc
more than 50% of marketers feel their marketing mix is not meeting the demands of the sales pipeline
Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
Unsure/unable to measure how well marketing is meeting the demands of sales
Not meeting sales pipeline demands
Meeting sales pipeline demands
Exceeding sales pipeline demands
23%
37%
36%
4%
But there’s a bottleneck,
© 2013 Bizo, Inc
SEO
PPC
MEET TODAY’S MARKETER:
© 2013 Bizo, Inc
overfishing. most marketers are
SEO Email PPC
© 2013 Bizo, Inc
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
SEO
PPC
Marketers need to fish in a
BIGGER POND. More rods in the same small pond won’t clear the bottleneck.
Top Two B2B Marketing Challenges:
• Not enough leads to support pipeline demands
• Reaching target audience at scale
© 2013 Bizo, Inc
Display
Social
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
Marketers need to fish in a
BIGGER POND. More rods in the same small pond won’t clear the bottleneck.
SEO
PPC
Top Two B2B Marketing Challenges:
• Not enough leads to support pipeline demands
• Reaching target audience at scale
© 2013 Bizo, Inc
Marketers need to fish in a
BIGGER POND. More rods in the same small pond won’t clear the bottleneck.
Display
Social
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
SEO
PPC
Top Two B2B Marketing Challenges:
• Not enough leads to support pipeline demands
• Reaching target audience at scale
© 2013 Bizo, Inc
How can B2B marketers make a bigger “pond” for themselves?
Russell Glass, CEO, Bizo
X
Steve Woods, CTO, Oracle/Eloqua
Q:
@glassruss @stevewoods
© 2013 Bizo, Inc
Let’s talk about the B2B BUYER’S JOURNEY
© 2013 Bizo, Inc
Buyer’s Journey
sales rep the lonely
of the buyer’s journey is complete before a salesperson is contacted
Start
Buyer Sales Rep
Finish
10% 90%
Source: Forrester
© 2013 Bizo, Inc
43% Report B2B Sale Elongated
N = 243 Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
In thinking about the length of your typical B2B sales cycle, in the last 3 years how would you say it has changed?
LENGTH OF B2B SALE
9%
34% 33%
22%
2%
Significantly increased Somewhat increased Remained the same Somewhat decreased Significantly decreased
© 2013 Bizo, Inc
ALIGNING TACTICS
with where prospects are online.
3.5% 8.3%
22.7% 65.5% search email
social networks
other sites
Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
© 2013 Bizo, Inc
What can B2B marketers do to the unpredictability of today’s sales cycle?
Russell Glass, CEO, Bizo
X
Steve Woods, CTO, Oracle/Eloqua
Q:
@glassruss @stevewoods
© 2013 Bizo, Inc
Let’s talk about the MARKETING FUNNEL
© 2013 Bizo, Inc
TOP FUNNEL IMPACT
MID FUNNEL IMPACT
BOTTOM FUNNEL IMPACT
(Brand Awareness)
(Education & Content Engagement)
(Lead Generation & Sales Conversions)
MARKETING FUNNEL IMPACT
• Display Advertising • Email Marketing
• Marketing Automation
• Search Marketing
• Company Targeting
• CRM Retargeting
© 2013 Bizo, Inc
Where are marketing technologies headed and how can marketers stay on “the bleeding edge?”
Russell Glass, CEO, Bizo
X
Steve Woods, CTO, Oracle/Eloqua
Q:
@glassruss @stevewoods
© 2013 Bizo, Inc
Let’s talk about POTENTIAL PITFALLS
© 2013 Bizo, Inc
REVENUE The Biggest Obstacles to Marketing-‐Driven
59% LACK BUDGET
AND RESOURCES
34% POOR
INFRASTRUCTURE
39% INABILITY TO REACH
TARGET AT RIGHT TIME IN BUYING PROCESS
Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
© 2013 Bizo, Inc
Are there any pitfalls to avoid as we approach this new era of digital marketing?
Russell Glass, CEO, Bizo
X
Steve Woods, CTO, Oracle/Eloqua
Q:
@glassruss @stevewoods
© 2013 Bizo, Inc
Let’s talk about PREDICTIONS
© 2013 Bizo, Inc
What does the future hold for B2B marketers over the next 18 months?
Russell Glass, CEO, Bizo
X
Steve Woods, CTO, Oracle/Eloqua
Q:
@glassruss @stevewoods
© 2013 Bizo, Inc
THANK
YOU ! Q&A
Q&A // Submit Your Ques6ons
Type ques6on here
Q&A // Panelists
Sean Callahan Editor
Digital Marke6ng Remix
Russell Glass CEO Bizo
Steve Woods CTO
Eloqua
Thank You For A=ending This Webinar
You can download this presentation at:
http://dg-r.co/b2bmarketingweb
