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
3
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.
5
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
6
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
8
Where Marketing and Sales Fit in the Buying Journey
Marketing Sales Sales
Marketing
Typical Campaign Workflow The Reality
9
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
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