Is Your Marketing Strategy Read for the Wild West?

#ufx2016

Lauren goldstein

TWEET AWAY!Lauren GoldsteinVP Strategy & PartnershipsBabcock Jenkins

@LaurenOnDemand#UFX2016

IT’S GREAT TO MEET YOU.

1. The Wild, Wild West Defined

2. Practical Methods for Pioneers

3. Making the Case for Change

#UFX2016@LaurenOnDemand

READY TO RIDEof B2B buyers use mobile phones to access business related content.86%

— Demand Gen Report, Content Preferences Survey


According to Harvard Business Review, B2B buyers advance

60%

of the way down the path before they reach out for help.


BY 2020,CUSTOMERS WILL MANAGE

OF THEIR RELATIONSHIP WITHOUTINTERACTING WITH A HUMAN.

—Gartner Research


of B2B buyers say peer reviews and user-generated content carry most weight; third-party content and information rank a close second.

94%

— Demand Gen Report, Content Preferences Survey


OF B2B BUYERS WANTORGANIZATIONS TOSTOP OVERLOADINGTHEM WITH CONTENT…AND FOCUS ON THEQUALITY OF THECONTENT.—Demand Gen Report, Content Preferences Survey


QUALITY OVER QUANTITY

of B2B buyers expect a tailored, personalized experience when they visit your website.83%— Demand Gen Report


HER EXPECTATIONS ARE VALID

HOW


The marketing software market is expected to grow

to more than $32B in 2018.

By 2017, 15% of B2B companies will use more than

20 data sources to personalize a high-value customer journey.

Today, there are over 3,800 MarTech tools to help us

market more efficiently and effectively.

Marketing Technology Space 2014 to 2016

WRANGLING THE PACE OF CHANGE

2014 = 947

2015 = 1,876

2016 = 3,874!!


HOW DO WE TAME THE CRAZY?


CORRAL AROUND A SHARED VIEW

OF BUSINESS GROWTHCAN BE DIRECTLYATTRIBUTED TOCREATING TIGHTER LINKAGES BETWEENMARKETING, SALESAND PRODUCTMARKETING.—Sirius Decisions


Motivation and Mindset• Big Picture &

Day to Day Perspective

Journey Map• Where your buyer is and

what they need on their purchase journey

Roles & Responsibilities• Vision and focus

#1: CREATE A COMMON VIEWBuyer Profiles

Engagement Strategies


“The partnerships I’m most energized by are the ones where we’re both aligned around the idea that we need to be flexible and continually optimize to deliver superior service and innovation.”

#2: ALIGN CONVERSATIONS & CONTENTConversation Map


#3: MAP THE EXPERIENCE

intriguebroad awareness

1 to many 1 to few 1 to 1

engagetargeted awareness

acquiredemand generation

nurtureevent triggers

convertsales enablement

retainloyalty and advocacy

awareness/education conversion sharing

many to many


#4: ALIGN AROUND SHARED METRICS


MAKE THE CASE AROUND WHAT MATTERS


MAKE THE CASE AROUND WHAT MATTERS

Create a shared & common view of your buyer

Jointly map conversations that address your buyer’s wants and needs

View engagement as an on-going and always-on strategy

Establish shared goals; characterize and socialize progress in a visual way


Lauren GoldsteinVP Strategy & PartnershipsBabcock [email protected]

@LaurenOnDemand#UFX2016

Is Your Marketing Strategy Read for the Wild West?

Business

Transcript of Is Your Marketing Strategy Read for the Wild West?