The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue

The Missing Link: Why Your B2B Tactics Won’t Lead to Revenue

Confidential | © Demandbase 2014 All rights reserved.Confidential | © Demandbase 2014 All rights reserved.

Sean Carney, Chief Design Officer, Philips

“We’re moving away from the mind-set of trying to figure out what people want to buy and pushing it to them. Now we are looking at real-time engagement opportunities with customers.”


Buyer

Art courtesy of David Lewis

Your buyers need more…


It’s all about their experience

1% of sellersConsistently met experience expectations

*CEI 2011

86% of buyersAre willing to pay for a better experience


But often we don’t deliver the right experience and…

79% of marketing leads never convert into sales. (MarketingSherpa)

68% of companies report struggling with lead generation. (Source: Lattice Engines/CSO Insights)

50% of marketing leads are qualified but not yet ready to buy. (Gleanster Research)

Two-thirds of B2B marketers say their biggest challenge is engaging decision makers. (Forrester)


Sales cycles are lengthening…Because when we don’t understand them, our buyers don’t trust us


And our marketing efforts go to waste

75% of ContentIs not trusted by buyers

36% of marketersFeel they effectively target and reach buyers*Demandgen 2012

To fix the problem you need to know

your buyer and define a

buyer’s journey

Confidential | © Demandbase 2014 All rights reserved.

Discover how your buyers learn about your product


Targeted Advertising

3rd Party Research Studies

Partner Authored Best Practices

Personalized sites with Webinar & Video

Blogger Infographic of Vendors in Buyers’

industry

Targeted Vendor Comparisons

Peer Customer Videos

Then, create campaigns that map to their experience

Success Stories


Lithium Increased Win Rates

Challenge: Lithium was challenged in growing market share fast enough in new markets. The BoD and CEO wanted to know why. The CMO and CRO wanted to know how to improve sales and marketing methods to increase ROI.

Action Taken: Customer Journey Mapping, Content Strategy, Sales Enablement Maps.

ROI: Increase win-rates from aligning integrated campaigns to journeys, new messaging, sales re-organization, and new content plan.


Docusign generated 22% sales liftCOMPANY-TARGETED ADVERTISING + WEBSITE OPTIMIZATION COMBINE TO MOVE KEY SEGMENTS CLOSER TO BUYING

RESULTS:

22% Boost in Sales pipeline

Increase in page views by target companies

3xLonger than avg. time on site8:00

Higher than benchmark click-through rates3x

The moral of the story is: when your customers have a meaningful experience, you’re successful

Identity +

Intention +

Interaction =

Revenue

The Missing Link: Why Your B2B Marketing Tactics Don't Lead to Revenue

Marketing

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