#DriveB2BSales

Marketers are too focused on short-term results, we must look at the long-term brand health”

For marketing to have a good relationship with sales they need to gain credibility. They need to do this by getting in front of them”

No one is ever 100 per cent confident about something they have purchased. Marketers need to ensure that buyers are confident and not worried”

Vanessa Clifford, Chief Executive, Newsworks

Scott Allen, CMO, Microsoft

Vanessa Clifford, Chief Executive, Newsworks

Denise Turner, Director of Insight, Newsworks

Gemma Davies, Marketing Director, Apttus

Digital has given us a lot of good things, but just because you can measure it doesn’t mean you should”

Everyone in the business is a marketer they just don't know it - we need to educate them"

Many people have a brand in mind right from the startThe majority only have two brands in mind for two thirds of the journey.

The journey is about reducing worry

For short journeys the worry is still present with confidence still the aim

To reduce worry, build confidence and ultimately drive profit, marketing needs to be better aligned to sales

70 per cent of those with only one brand in mind do not even test drive another car

Over 40 per cent were always intending to get the brand they bought

Source: Newsworks

Source: Newsworks

What drives B2B sales?Clue, it’s not clicks

On 5 April over 70 senior B2B marketers gathered at The Ritz, London, to discuss if we are really measuring the right thing.

Here are some of the top takeaways from the event

For example, with big purchases like buying a car

And even in short purchases like buying a phone...

Build up Realisation

Build up Realisation

Expand Identifying

options

Expand Identifying

options

Filter Excluding options

Filter Excluding options

Test Confirming conclusion

Test Confirming conclusion

Buy best deal

Buy best deal

13%

14%

31%

45%

33%

22%

23%

19%

Only one brand in mind

Only one brand in mind

Choice of two brands

Choice of two brands

Shortlist

Shortlist

No preference to being with

No preference to being with

Very confident of making the right decision

Very confident of making the right decision

Worried about making mistakes

Worried about making mistakes

51%

40%

45%

50%

45%

43%

28%

33%

29%

29%

16%

33%

19%

34%

20%

37%

24%

39%

31%

51%