• B2B Marketing Facts
• B2B Marketing Challenges
• Digital Trends leading to new Challenges & Opportunities
• B2B Buyers Purchase Journey (Zero Moment of Truth)
• How to integrate your marketing into the buyers Purchase Journey
• Analysis of what channels work well for Online B2B Marketing
• Importance of Marketing Automation and calculation of ROI
• Summary
Source: Advertising Age – published May 19,2014
74% Percentage of B2B marketers include
Content Marketing in their go-to-market
strategy
66% B2B Marketing
organizations are
required to prove ROI on Marketing spends
$24B Projected size of the
CRM market in 2018
53% Percentage of B2B
marketers using Marketing
Automation
23.5% of b-to-b marketers expect
to spend between 50%
and 74% of their budgets on digital in 2014
93%
Of B2B Buying decisions start with
Internet Search for relevant content
Average B2B Buyers decision making journey is 7 Months
long, how to create sustained
PERSONALIZED
engagement?
How do I
best ALLOCATE my
budgets across growing number of media
channels?
B2B Buyers complete
57% of the DECISION
MAKING journey
before contacting suppliers!!
How to ascertain
the ROI on the Marketing
Investments?
How to integrate marketing
to drive the core BUSINESS PRIORITIES?
How to market in the
increasingly DIGITIZED WORLD?
Personalized Experiences
Multi-channel, and Socially Connected
World
Data driven real-time decisions
Digital is now an integral part of
business strategy
Core Business
Digital
Digital
Core
5
Stimulus Second Moment of Truth
First Moment of Truth
Supplier Contact Product / Service Experience
Stimulus Second Moment of Truth
First Moment of Truth
Supplier Contact Product / Service Experience
Stimulus Second Moment of Truth
First Moment of Truth
93% of B2B buyers begin their buying process using
Internet SEARCH
SEARCH – Organic + Paid
Stimulus Second Moment of Truth
First Moment of Truth
Business buyers do not contact suppliers directly until
57% of the purchase process is complete
SEARCH – Organic + Paid CONTENT MARKETING – Whitepapers, Case Studies,
Demo Videos, Reviews, Testimonials, etc
Stimulus Second Moment of Truth
First Moment of Truth
CONTENT MARKETING – Whitepapers, Case Studies,
Demo Videos, Reviews, Testimonials, etc
SEARCH – Organic + Paid MARKETING AUTOMATION – CRM, LMS, marketing analytics
53% of B2B marketers using marketing automation
Stimulus Second Moment of Truth
First Moment of Truth
74% of B2B marketers include content marketing in
their go-to-market strategy
CONTENT MARKETING – Whitepapers, Case Studies,
Demo Videos, Reviews, Testimonials, etc
SEARCH – Organic + Paid CONTENT MARKETING –Reviews, Testimonials, etc
Which becomes the next person’s ZMOT
MARKETING AUTOMATION – CRM, LMS, marketing analytics
https://www.youtube.com/watch?v=mEl1fiqLCVM
SEARCH IS TOP TACTIC FOR ATTRACTING AND
CONVERTING VISITORS
Source: Marketing Sherpa 2012 Lead Generation Benchmark Survey (n=1,915)
Organic Search, email marketing &
Paid Search continue to be the top
tactics for driving traffic
Top Traffic Sources for Volume
Organic Search & email marketing
beat all other tactics for driving
engagement (converting traffic)
Total Traffic VS. Converting Traffic of
Online Channels
CRM / LMS / MARKETING ANALYTICS
Ab
ility to vie
w &
analyze
the
full
wate
rfall
BENCHMARKING: Demand generation waterfall
IMPRESSIONS
CLICKS
LEADS
MQLs
SQLs
SALES
0.5% - 1%
4% - 9%
53% - 68%
50% - 57%
23% - 31%
IT Industry Average
Leading B2B companies are also measuring and tracking “Marketing Contribution to Sales Pipeline(SQLs)”
• B2B Buying process starts with a Internet Search for relevant information – Show up
• Winning the ZMOT is very important – Content is King
• E-Mail is still a key channel – Personalize and Engage through relevant content
• Tracking the conversion funnel is important – Automate and Optimize