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This webinar will look at the breakdown in engagement between the changing B2B buyer and the marketers who are moving too slowly to respond to their changing behaviors. The presentation will feature side by side analysis of two recent studies which looked at the shifting influences and patterns of B2B buyers and a follow up study to gauge how marketers are changing their strategies and tactics to better-engage with the new behavior.
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Marketing Misalignment: Missing The Mark on
Engagement
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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
Shifts In Influences
The Buyer’s View
• Top 3 Influences Ranked by Buyers:
1) Search
2) Vendor Website
3) White papers/Ebooks
Marketer’s Perception• Top 3 Influences Ranked
by Marketers
1) Direct Contact from a Sales Rep
2) Vendor Website
3) Conferences/Tradeshows
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
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
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
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
Track Clicks Track Conversions Track ROI0%
10%
20%
30%
40%
50%
60%
70%
80%
Missing The Mark On Measurement
The New Image of Engagement
Drive to Website
Convert via form
Nurture
Alert Rep of Buying Behavior
Increased Power of Peers
• Nearly 4 in 10 of buyers indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was unbudgeted.
Increased Power of Peers
• 59% engaged with peers who addressed the challenge they were researching
• 48% followed industry conversations on topic
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.
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]
Tune In For Part 2!
Marketing Misalignment: Part 2A Deep Dive Into Program Performance Improvement
Date: Wed., August 4th
Time: 1pm EST/10am PST
https://www2.gotomeeting.com/register/139748762
