BtoB MKT Trends - idclatin.com · New email role in Social Media: “Social Sharing” Email Mobile MKT, another Key trend that marketers are focused on but it is a definitely a challenge

Copyright 2010 IDC. Reproduction is forbidden unless authorized. All rights reserved.

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BtoB MKT TrendsEl Escenario Online

Luciana SarioJune 3, 2010


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The Web is getting “smarter”

Web 1.0 was mostly static

publishers communicating to

consumers

Web 2.0 is two-way, with

consumers talking back to

publishers.

Web 3.0 uses information from

the consumer to tailor the

experience to individuals

Gmail ads already do this.

By taking advantage of email

content, Google is able to serve

ads that are immediately and

individually relevant

The entire infrastructure of the

Web 3.0 economy is built on

what's known as ”semantic

web”


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Email, SEM & Website is at the heart of the Online MKT


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Email Marketing Role Shifted, an Email MKT Strategy is a MUST

Relevancy is crucial, give the list

the content and information they

want

Email marketing is the key driver

for online MKT, is tying together

all the web 2.0 elements

New email role in Social Media:

“Social Sharing”

Email Mobile MKT, another Key

trend that marketers are focused

on but it is a definitely a challenge

(proper html, different devices,

lack of standardization)Argentina

Brasil

Chile

Colombia

Mexico

Venezuela

61,18

36,46

55,95

46,91

51,61

52,50

8,24

13,54

9,52

16,05

8,60

15,00

30,59

50,00

34,52

37,04

39,78

32,50

Usted mira emails en su celular relacionados con su trabajo?

Todos los días Una vez por semana Nunca

Source: IDC Latin America, October 2009

Methodology: Survey 519 End Users


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SEM the main source of information for End Users

How to make the pages

sing to the search engine

It makes possible to reach

business buyers at all

different stages of the buying

cycle

Opportunity to present

stage-appropriate materials

Ideal Solution to Balancing

Lead Flow


Methodology: Survey 519 End Users Chile Cut

Webinar/webcast realizado por la compañía de TI

Videos Online

Website de la compañía

Eventos / Conferencias de TI

Representante de Ventas

Comunidad Online de usuarios

Herramientas de Búsqueda Online como: Google -Yahoo

11,90

15,48

27,38

29,77

30,95

38,10

73,81

Fuentes de Informaciòn utilizadas para obtener informaciòn sobre un

producto o servicio que deseaba comprar


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How Well Managed is the Hub of Your Marketing Strategy?

The foremost change in B2B

marketing during the past

decade or so has been the

emergence of a company's

website as the primary point of

contact with prospects and

customers.

The website has also become

an extremely efficient platform for

integrating and automating the

lead generation process

Using Website Analytics

Website Messaging Clear & Compelling

Use Separate Microsite for Specific MKT Initiatives

Changes to Website Happen Efficiently and on Schedule

Website is Regularly Optimized for Search Engines

Integrated with CRM System so Leads Flow to Database


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Social Media is Rapidly Evolving

Lack of knowledge is, major barrier to adopting a social media marketing strategy

Achieving Branding Goal is Most effective Use of Social Media

Social Marketing Maturity is in transition from Trial to Strategic

Aligning Social MKT Objectives with Corresponding Metrics

Identifying social media "influencers"

Integration of Social Media into the MKT Mix


Tactics Line Blurring Cross Functional Strategies

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Online Campaigns Platform


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Content Big part of MKT

MKT can't just be a message

it needs to be useful

People are searching for

content. Content that helps

them solve the problem

Different formats: video,

newsletter article, white paper,

PR, event speech etc.

Many offers rely on content.

Content as a lead generation

incentive.

Content relevancy. From

marketers to editors-in-chief


Methodology: Survey 519 End Users Chile Cut

Otra

White Paper con Beneficios del Producto

Entrevista con un analista destacado de la industria

Entrevista con un ejecutivo destacado de la industria

Guía de Uso

Anàlisis de Mercado de la Industria de su Interés

Casos de Éxito

1,19

8,33

21,43

25,00

28,57

29,76

55,95

Contenidos más atractivos para obtener información sobre un producto o servicio


Multi - Touch Campaigns

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Understanding the Buyer`s Stage


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Mismatch Between Buying and Selling Process

We need to ensure that the message for each potential buyer maps their interest and stage in

the buying process, passing leads to sales that are in an active buying stage.


Take Away

The Web is getting “smarter”

Email, SEM & Website is at the heart of the Online

MKT

Cross Functional Strategies & Multi – touch

campaigns

Relevant, high-quality information in your

messaging and outreach assets is CRITICAL

Manage your campaigns across your prospects

buying cycle

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Best Practices in Marketing for IT&T:

The Sales Enablement Paradigm

IDC CMO Advisory Practice

Raul Ceja

VP LATAM

Round Table, Brasil Maio 2010


The “Great” Recession

Source: IDC Worldwide Black Book, Q4 2009

Worldwide IT Spending Growth 1996-2013 (%)

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Copyright 2010 IDC. Reproduction is forbidden unless authorized. All rights reserved. 17

Sales and Marketing Investment

* Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)

Source: IDC’s CMO Tech Marketing Benchmarks and Barometer Studies 2003-2010 and IDC Q4 ‘09 Black Book


What Does a Healthy Pipeline Look Like?

Yes, quality leads are important to sales, but their

main attention is focused on opportunities

Marketing’s

Perspective

Sales’

Perspective

Responses

Leads

Qualified Leads

Opportunities

Contacts

Deals

Opportunities

(50%–90%)

Deals(90%–100%)

!?


Buyer Sentiment of Sales Is Very Poor

½ of All Sales Reps

Did Not Hit Their Quota

in 2009

“Poor Sales Team Relationships”

were at fault 2/3rds of the time for

buyers switching vendors in 2009

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Sales’ Impact on the Buy-Cycle:“Be Prepared” is Job # 1

Source: IDC’s 2010 Customer Experience Survey (n = 213)

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Sales Impact on the Buy Cycle: “Before the Call”

Q. Which of the following can a sales rep do to improve the value of your relationship

with the sales team and the vendor they represent? (top 3 responses)

Source: IDC's 2010 Customer Experience Survey (n=213)


Not Prepared? Your Buyers Are Ready and Willing to Switch Vendors

Q. [If you have switched vendors during the past year, was it] in significant part due to a poor

relationship with your sales rep and related teams or due to a better relationship with

another sales team?


!?


Marketing deve melhorar o processo de operacionalização de vendas

Source: IDC's CMO Tech Marketing Benchmarks Study 2003-2010 and IDC Q4 ’09 Black Book



Why Do Buyers Buy?

Q. What do you consider the most important organizational goal that will compel your

organization to consider IT investment alternatives and purchase decisions in 2010?



What Drives IT Purchase Decisions?

Q. Please indicate the impact and relative importance of the following areas when your company makes its IT decisions. (Split amongst 100 points)



How Do They Spend Their Time? … A Day in the Life of an IT Buyer

Q. If you could condense the next 12 months into one work day, what percent of your typical

work day would you spend on the following activities?


Staff Hiring/Mgmt./

Coaching/Development

(13.5%)

Personal/Professional

Development

(15.3%)

Pre-purchase IT

Product or Solution-

Related Actvities

(19.5%)

Post-purchase IT

Product or Solution-

Related Actvities

(24.7%)

Strategy, Planning and

Budgeting

(20.3%)

Other

(6.2%)

n=213


IT Vendors Have Failed to Impact the Buying Cycle Length

• The buying cycle has

increased over 10% in

the past 12 months.

• However, IT buyers still

want to shorten this time

by ~50%.

Q. How long is your typical purchase process for an

enterprise-level purchase when multiple vendors are

competing for your business, in terms of months?

Source: IDC's 2009 and 2010 Customer Experience Survey


Significant Opportunities Exist for Marketing & Sales to Impact the Buying Cycle

Q. How much of the delay is primarily caused by . . .(Select 3 responses)


!?


CSO Priorities for 2010




Marketing Impact on the Buy-Cycle:“Before the Call”

Q. Please indicate how you are leveraging social media channels to keep up with

business and/or technology trends or to stay connected with peers and other

business contacts



Marketing Impact on the Buy-Cycle:“Before the Call”Q. As part of your pre-purchase IT product or solution-related activities, please indicate the

relative importance of the following on your decision-making process by using a pool of 100

points. The more important each one is, the more points it should receive:



Three Recommendations from CIOs

1. To know in advance what are my needs (goals and pains)

2.To be able to demonstrate solutions to them in 20 minutes.

3. To be able to show three references on that particular solution




Actions to Take in 2010 to Improve Sales Productivity

1. Better Prepare and Enable your Sellers

• This is the Buyers’ Biggest Complaint

• Account Planning; Customer Intelligence; Sales Enablement

2. Optimize Sales’ Time

Identify where sales’ time is being spent. Reduce administrative

time in exchange for CI + Prep time; and more customer face time

3. Reduce Churn (of sales reps. and sales managers)

Improve talent management strategies

Reinvigorate sales training, leveraging new methods and channels

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IDC’s Sales Productivity Framework

!?


Your Partner in Strategic Market Management

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BtoB MKT Trends - idclatin.com · New email role in Social Media: “Social Sharing” Email Mobile MKT, another Key trend that marketers are focused on but it is a definitely a challenge