Myth Busting 101: Insights Into The B2B Buyer Journey

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    11-Aug-2014
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The folklore of B2B marketing is loaded with fables, myths, and urban legends about todays B2B buyer. Sure, meta trends represent dramatic changes in the averages, but its irresponsible to build your customer engagement strategy on aggregate trends. In this session, guest speaker Lori Wizdo and Giles House revealed a strategic framework you can use to drive buyer engagement, including: - What mix of traditional, social, and digital channels attract your target buyer. - How the sales/marketing handoff changes for different buyer archetypes. - How you can right-size your content strategy to accelerate your buyers journey

transcript

  • Myth-Busting 101: Insights Into The B2B Buyer Journey June 26, 2014
  • Todays Featured Speakers Giles House Chief Marketing Officer CallidusCloud Lori Wizdo, Guest Speaker Principal Analyst Forrester Research Inc.
  • Agenda Myth-busting 101: 1: The B2B Funnel 2: Marketing to the decision maker 3: Sales Enablement Recap and Questions
  • #caldc3 Pace of change 25% of goods and services shipped and sold in the last 10yrs Pace of Change Products & Services
  • 2014 Forrester Research, Inc. Reproduction Prohibited 5 Myth No. 1: The funnel is dead
  • 2014 Forrester Research, Inc. Reproduction Prohibited 6 Myth No. 1 - False The funnel is dead
  • 2014 Forrester Research, Inc. Reproduction Prohibited 7 Great lead! Can I get 2,000 more just like that?
  • 2014 Forrester Research, Inc. Reproduction Prohibited 8 Its not a numbers game anymore. The B2B funnel needs a tune-up.
  • 2014 Forrester Research, Inc. Reproduction Prohibited 9 Attract Capture Nurture Convert Expand Its not about . . . . . . moving hundreds of leads through a process of serial attrition until dozens of deals emerge.
  • 2014 Forrester Research, Inc. Reproduction Prohibited 10 . . . take a single lead through an optimized process . . . . . . and then repeat that process hundreds or thousands of times. Our new goal is to . . . Source: November 16, 2012, Pinpoint The Actions And Outcomes That Elevate Leads To Revenue Forrester report
  • 2014 Forrester Research, Inc. Reproduction Prohibited 11 Myth No. 1 - False The funnel is dead
  • 2014 Forrester Research, Inc. Reproduction Prohibited 12 Myth No. 2 Weve got to focus our marketing on the decision-maker
  • 2014 Forrester Research, Inc. Reproduction Prohibited 13 Myth No. 2 - False Weve got to focus our marketing on the decision-maker
  • 2014 Forrester Research, Inc. Reproduction Prohibited 14 Fact: Buying team dynamics vary greatly Base: Buyers of virtualization and systems management software, US, companies of 500+ employees; buyers of apps and infrastructure, US, companies of 1,000+ employees Source: Forresters Business Technographics Customer Journey Survey, Q1 2013 CXO 36% 11% 7% 9% 7% 9% 9% 7% 31% 7% 12% 9% CIO 30% 42% 32% 31% 24% 37% 15% 23% 51% 28% 35% 34% LOB 9% 11% 13% 6% 6% 10% 6% 7% 6% 7% 12% 9% IT manager 20% 23% 22% 19% 23% 21% 30% 26% 16% 32% 14% 18% IT specialist 29% 29% 34% 39% 24% 29% 50% 37% 5% 41% 22% 33% Channel 2% 4% 7% 5% 8% 13% 8% 8% 2% 8% 4% 7% Procurement 3% 9% 13% 23% 25% 10% 11% 18% 15% 2% 12% 7% Internal end user 6% 4% 4% 4% 3% 4% 9% 6% 2% 8% 9% 5% Someone else 2% 1% 2% 2% 2% 1% 1% 4% 7% 2% 3% 6% CXO 16% 6% 3% 6% 4% 6% 3% 3% 22% 3% 8% 5% CIO 20% 29% 15% 20% 13% 21% 11% 14% 37% 15% 23% 24% LOB 12% 11% 12% 8% 9% 12% 7% 7% 9% 7% 12% 13% IT manager 23% 28% 26% 26% 30% 23% 27% 28% 16% 30% 26% 28% Internal IT dept specialist 35% 36% 41% 32% 29% 35% 55% 36% 14% 52% 30% 38% Channel 3% 4% 7% 7% 8% 12% 10% 11% 4% 9% 7% 5% Procurement 4% 9% 17% 24% 31% 14% 7% 26% 20% 6% 11% 6% Internal end user 16% 8% 8% 5% 6% 10% 18% 12% 7% 13% 10% 8% Someone else 6% 4% 5% 3% 6% 3% 4% 4% 6% 6% 5% 5% 18% to 29.99% high 30%+ extremely high 10% to 17% medium