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The Transformed Relationship Between
Buyers, Marketers and Salespeople
How to Engage with Us
Got a question? Submit it in the Q&A box
Recorded? Of course!
Feedback? Survey will be available at the end of the
Webinar
Follow us: Twitter: @LinkedInMktg
LinkedIn www.linkedin.com/company/linkedin-marketing-solutions
Today’s Speakers
Sean Callahan
Senior Manager, Content Marketing
@sean_f_callahan
Michael Brenner
CEO
Marketing Insider Group
@BrennerMichael
4
5
TOP 3 TAKEAWAYS FOR MARKETERS
Rethink
Content Marketing
& Social Media
Rethink
Sales & Marketing
Alignment
Rethink
The B2B
Buying Process
6
7
ATTENTION VENDORS: BUYERS LIKE YOU!
28%
56%
14%
Very Good
How Buyers Rate Their
Relationships with Vendors
Good
Fair
15%
33%
49%
Stronger
How Buyers Rate Their
Relationships with Vendors Over Time
Slightly Stronger
No Change
8
TRUST IS PARAMOUNT
Trust
Personal
Relationships
Responsiveness
Quality
Improvements
Value For
The Money
52%
45%
45%
43%
38%
Lack of
Responsiveness
Financial
Terms
Speed of Delivery
Value For
The Money
Innovation
31%
30%
28%
23%
20%
Reasons Buyers Give for Vendor
Relationships Getting Stronger
Reasons Buyers Give for Vendor
Relationships Getting Weaker
9
RULES OF ENGAGEMENT:
BUYERS WANT KNOWLEDGE
Understands my company’s business model 26%
Is a subject matter expert/thought leader25%
Provides valuable consultation, education, or tools25%
Knows my company’s products/services25%
The 4 Most Important Factors for Buyers’
Willingness to Engage with a Vendor
10
IF VENDORS AREN’T KNOWN COMPANY WIDE,
THEY’RE NOT KNOWN
11
12
IT’S NOT YOU, IT’S YOUR CONTENT
TYPE OF CONTENT BUYERS SALES Δ MARKETING Δ
Product Info, Features, Functions 35% 31% -4% 24% -11%
Demos 31% 23% -8% 18% -13%
Best Practices 20% 18% -2% 13% -7%
Case Studies 19% 24% 5% 27% 8%
Expert Opinions 18% 19% 1% 18% 0
Product Ratings/Reviews 16% 13% -3% 14% -2%
Peer Testimonials 16% 23% 7% 18% 2%
Difference between
Sales and Buyers
Difference between
Marketing and Buyers
13
INFLUENTIAL CONTENT CHANNELS VARY
BY BUYING STAGE
AWARENESS
SCOPE
PLAN
SELECT
IMPLEMENT
TOP 3 CONTENT CHANNELS PREFERRED BY BUYERS IN EACH STAGE OF THE FUNNEL
67%
67%
65%
Social UsageInfo Sharing Across Organization
Online Search
56%
54%
48%
Info Sharing Across Organization
Online Search Social Usage
56%
47%
42%
Info Sharing Across Organization
Online Search Social Usage
50%
44%
41%
Info Sharing Across Organization
Online Search Social Usage
56%
33%
32%
Info Sharing Across Organization
Company/Vendor Websites or Content
Social Usage
14
THE IMPORTANCE OF BEING SOCIAL
Buyers Are 7.2XMore Connected than the
Typical LinkedIn Member
Buyers Are 9.2XMore Likely to Share than the
Typical LinkedIn Member
5.8X More Likely to
Follow Companies
2.9X More Likely to
Engage With InMail
7.2X More Mobile
Page Views
THEY ARE ALSO MORE HIGHLY ENGAGED THAN THE AVERAGE LINKEDIN MEMBER
15
SOCIAL MEDIA HAS A POSITIVE IMPACT
ON BUYER-VENDOR RELATIONSHIPS
IMPACT OF SOCIAL USAGE ON BUYER RELATIONSHIPS
55%
34%
USE SOCIAL NO SOCIAL
Relationships with vendors
growing stronger versus last year
16
17
MARKETING AND SALES ARE ALIGNED,
BUT NOT COMPLETELY
86% 80%
Of Marketers Report Aligned
Relationships With Sales
Of Sellers Report Aligned
Relationships With Marketing
Marketing Does Not Provide
Enough Quality Leads38%
18
MARKETERS ARE A NURTURING GROUP
Building Relationships
Over Time
74%
67%
Delivering Prospects Relevant Info
To Move Them Through The
Purchase Process
55%
62%
Synchronizing Messaging And
Content Across Channels
(Multichannel Nurturing)
28%
45%
Segmenting Audiences Based On
Demographic Or Behavioral Date
28%
39%
HOW SALES AND MARKETING DIFFER IN THEIR DEFINITIONS OF LEAD NURTURING
Sales
Marketing
19
TECHNOLOGY DRIVES CLOSER
RELATIONSHIPS AND ALIGNMENTPERCENT REPORTING RELATIONSHIPS GROWING STRONGER IN THE PAST YEAR
Knowledgeable about sales process technology
Less knowledgeable about sales process technology
64%
37%
77%
55%
71%
52%
Buyers With Vendors Marketing With Sales Sales With Marketing
20
21
TOP 3 TAKEAWAYS FOR MARKETERS
Rethink
Content Marketing
& Social Media
Rethink
Sales & Marketing
Alignment
Rethink
The B2B
Buying Process
ABOUT THE RESEARCH
For this research, we conducted a survey of more than
6,000 buyers, marketers, and salespeople at mid-sized
to enterprise-level B2B companies in seven countries:
The United States, Canada, the United Kingdom,
Australia, India, France and Germany. Each participant
in the survey took a 10-minute online survey.
MARKETING INSIDER GROUP
Map Content To The Buyer Journey
Michael BrennerCEO, Marketing Insider Group
@BrennerMichael
Your Brand Is Not What You Sell
MARKETING INSIDER GROUP
Content Marketing Requires Empathy
ContentMarketing
What Brands Publish
WhatCustomers
Want
Business Instinct CharityEmpathy
MARKETING INSIDER GROUP
The buyer journey is nothing more than a series of questions that must be
answered.
~ IDC
MARKETING INSIDER GROUP
of marketing content goes completely unused?
How do we help answerour buyers questions when
All Marketing should be tied to
a business case that sales and
executives can understand.
MARKETING INSIDER GROUP
Content Marketing programs
are assets with real value that
grows over time.
Need proof . . .
MARKETING INSIDER GROUP -
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Pa
ge
vie
ws
# A
rtic
les
COMPOUNDING EFFECT OF CONTENT PUBLISHING
Articles Viewed
Articles Published
Pageviews
Content Marketing programs are assets
with real value that grows over time.
1. Reach early-
stage buyers
2. Engage new buyers
with your brand
3. Conversions you would
have never reached
= $
The Content Marketing Business Case
“The Buyer Journey Is Nothing More Than A Series of
Questions That Must Be Answered.” ~ IDC
What is / are __________?
Why is _______ important?
How to __________?Who (peers) has solved this?
How much?
Who sells it?
Where can I find out more?
Few times
a year
1-2X per
month
Less than
monthly
1-2X per
week
1 per
day
>1 per
day
Conversion Increase The More You Publish
Hubspot
• Executive PPTs into Slideshares / blogs
• Whitepapers into a blog series
• Have your team act as journalists at events
• Customer Service and Sales FAQs into articles
• Customer testimonials (talking heads) into “profile” videos
• Summarize your own, competitor and industry research and white papers
• Email experts (internal, customer, influencer) with simple questions articles
• Your email outbox contains answers to questions important to your business
Re-Use, Recycle, Re-Purpose
Product Content
Offers
Brochures
Customer Testimonials
Case Studies
BRAND MARKETING
CONTENT MARKETING
Mapping Content To The Buyer Journey
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1
What About Gating?
CONTENT MARKETING
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1
What About Gating? Gating is GOOD!
1.“Ultimate” Guides
2. Research Reports
3. Books / Excerpts
4. Events
5. Tips from the Pros
CONTENT MARKETING
Blogs
Quizzes
News
Infographics
Social Content
Video
Whitepapers
Webinars
Events
Newsletters
How-To Guides
Customer Profiles
100
10
1
CapGemini Content-Loop.com
• LinkedIn Sponsored updates
• Drives to branded Content-Loop.com
• Offers to deeper content
• “Connect with experts”
Results:
~1M visitors / year
+ 3K new LinkedIn followers per week
+ High-Quality Leads
+ Sales / ROI
MARKETING INSIDER GROUP
Thanks!
Michael BrennerCEO, Marketing Insider Group
@BrennerMichael
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.
Questions?
Thank You!