Marketing Misalignment Part 2

Marketing Misalignment Part 2:

Improving the Performance of Programs

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Panelists

Andrew GaffneyPublisherDemandGen Report

Matt WestDirector of Marketing ProgramsGenius.com

Areas of Misalignment

1) Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement

2) Gaps in Content Mapping

3) Lack of Formal Social Strategy

4) Inability to Measure Emerging Channel

2 Views of Engagement

The Buyer’s View

• Only 10% of recent buyers said they were contacted cold by the solution provider they chose

Marketer’s Reality• 35% were attributed to

cold call from sales was the initial engagement in recent customer wins

• 50% responded to marketing campaign or website visit

First point of contact/initial engagement made with recent customers

Sales team contacted prospect via cold call

Prospect contacted our team after visiting our web site.

Prospect contacted us directly following research

Our rep chatted with them via live chat

Prospect responded to a marketing campaign

Connected via social media

Missing The Mark On Content

The Buyer’s View• 93% of recent buyers

said the solution provider they chose supplied ample content to navigate through each phase of the buying process

The Marketer’s Reality• Only half (50%) of

Marketers said they are currently mapping content offers to buying needs at different phases of the funnel

Mapping Content

Who they areHow they digest content

Behavior

Content

Where they are in the buying process

The New Peer Influence

The Buyer’s View• 58% of buyers shared their

post purchase experiences and findings with other peers

• 68% shared experiences via 1:1 discussions

• Only 30% served as case study references

Marketer’s Perception• 53% sharing experiences

via 1:1 discussions• Believe 75% are serving as

case study references

Reaching the 2.0 Buyer

• 66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.

Social Signals

The Buyer’s View

• 65% of buyers indicated they used social media in their research and vendor selection process

Marketer’s Reality• 62% of marketers DO NOT

have budget for social media initiatives

• 66% of marketers said social media is a formal part of their marketing strategy

Social Signals

Deeper analysis of the 50% of marketers not measuring social media, revealed consistent breakdowns in engaging with the new B2B buyer:

• 48% cited a cold call from sales as the first point of engagement

• Only 10% had won a deal directly from social media

Socialization Of Buying

82% of marketers indicated only 1-5% of their leads are coming through social media

12% indicated 5-15% of leads now coming via social media

4% generating 20% of leads or more

Socialization Of Buying

41% followed discussions to learn more about topic

37% posted questions on social networking sites looking for suggestions/feedback

More than 20% connected directly with potential solution providers via social networking channels

Social Media’s Growing Influence

Source: Cone Business in Social Media Study

Believe a company should have a social presence

93%

Interact with companies using Social Media

60%

What Buyers Expect

• Social sites eclipsed email in

global reach 68% vs. 64%• Social usage exceeded email

usage for the first time

Source: Nielsen Global Online Media Landscape

Email

64%

Social Media

(Networking)

68%

Global Reach

Social Media’s Growing Influence

Track Clicks Track Conversions Track ROI0%

10%

20%

30%

40%

50%

60%

70%

80%

Missing The Mark On Measurement

Build a Stronger Pipeline & Achieve ROI with Provocative Selling & Social Media

Getting from “Tweet to Deal”

REACH

Start Customer Conversations

Anywhere

“Multi-Cloud” Marketing

• Track All Campaigns, including Social

REACH


Anywhere



RESPONSERespond and

Interact

Continue the Conversation on

Your Website

• Drive response to your website, Landing Pages (W2L)

• Intelligent Auto-response


REACH


Anywhere



RESPONSERespond and

Interact


Your Website



RELATIONSHIP

• Relevant interactions build trust

• Rank by Profile and Behavior

Lead Nurturing and Scoring

Timely, Personal Communication by

Prospect Profile and Interest


REACH


Anywhere



RESPONSERespond and

Interact


Your Website



REVENUE

• Timely Alerts• Sales = The

Trusted Advisor

Lead Routing

Right-Time Connections,

Informed Follow-Up

RELATIONSHIP

• Relevant interactions build trust

• Rank by Profile and Behavior

Lead Nurturing and Scoring

Timely, Personal Communication by

Prospect Profile and Interest


Let’s See This In Action

Listen via TweetDeck Search

Follow blog

Provoke with Tweet

Follow Prospect

Hand Off to Sales

Key Takeaways

Give buyer more credit, engage on their levelDon’t rely on old world thinkingMap your content offers to buyer stagesEnable nurturing for longer sales cycles Increase social engagementAdd real measurement capabilities

Thank you for attendingtoday’s webinar!

Andrew GaffneyEditorDemandGen [email protected]

Matt WestDirector of Marketing [email protected]