AZTC Lunch & Learn - 5 Most Significant Challenges Facing B2B Marketers
2 likes1,321 views
The document outlines five significant challenges facing B2B marketers, highlighting the need for adaptation to technological changes and evolving buyer behaviors. It emphasizes the importance of understanding customer needs and transforming marketing strategies toward inbound practices as essential for success. Additionally, it discusses the role of mobile technology and data-driven marketing in enhancing the customer experience and delivering effective solutions.
AZTC Lunch & Learn - 5 Most Significant Challenges Facing B2B Marketers
- 1. 5CHALLENGES FACING B2B MARKETERS © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Sheila Kloefkorn President sheila@keomarketing.com @keomarketing #KEOB2B MOST SIGNIFICANT
- 2. OUR AGENDA The 5 most significant challenges facing business to business marketers today How marketing and advertising have changed in the past 12-24 months How today’s leading technology companies are re- creating themselves for unprecedented results How today’s most successful marketers are leading the way, providing more value with better results than ever before 1 2 3 4
- 3. THE GOAL OF B2B MARKETING EXPAND YOUR BRAND & GENERATE LEADS AND SALES
- 4. Expanding the pool of prospective clients/customers © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. 30% are buying now 30% think they aren’t interested 30% no opinion 7% open to it 3% buying now 90% 10% Everyone’s Focus The Real Opportunity
- 5. Why don’t prospects buy? NEGATIVE BUYING CRITERIA UNDER EDUCATED NO SEPARATION FROM THE COMPETITION YOUR ACCESS TO THEM IS LIMITED © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission.
- 6. Why don’t prospects buy? NEGATIVE BUYING CRITERIA UNDER EDUCATED NO SEPARATION FROM THE COMPETITION YOUR ACCESS TO THEM IS LIMITED © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission.
- 7. What if you could reverse all of those objections? » What if these prospects came directly to YOU? » What if they saw YOU as » Different » Special » Superior » What if they saw YOU as having a deep and intimate knowledge of » Their business » Their market » Their challenges © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission.
- 8. WHAT WOULD THAT MEAN FOR YOUR BUSINESS?
- 9. LET’S GET TO KNOW YOUR BUSINESS ENVIRONMENT
- 10. THE 5 MOST DANGEROUS THREATS FACING YOUR BUSINESS IN 2014
- 12. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. IT’S A MOBILE WORLD SPAIN SINGAPORE PORTUGAL UK FRANCE US BELGIUM GERMANY FINLAND NETHERLANDS SOUTH KOREA JAPAN 0 1 2 3 4 5 6 7 8 9 10 7.2 6.8 5.9 5.4 5.4 5.2 4.7 4.5 4.5 4.3 4.3 4.2 - Deloitte Global Mobile Consumer Survey, Developed Markets Average number of mobile devices owned per person, by country (developed markets)
- 13. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. More of the things we used to do offline, we now do online THE AGE OF MOBILE ADOPTION 85% 85% of users say mobile devices are a central part of everyday life 91% More than nine out of ten users say access to content however they want it is somewhat or very important 83% 83% of users say a seamless experience across all devices is somewhat or very important The smartphone continues to revolutionize daily activities and how people perform them
- 15. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. TRADITIONAL SOLUTION SELLING DOESN’T WORK The hardest thing about B2B selling today is that customers don’t need you the way they used to.
- 16. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. BUYERS HAVE CHANGED 60-70% OF THE SALES CYCLE IS OVER – BEFORE YOUR BUYER TALKS TO A SALESPERSON - SiriusDecisions
- 17. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. The process of selling hasn’t changed The process of buying has Visit http://youtu.be/mEl1fiqLCVM THE LANDSCAPE
- 19. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. New Era We are in a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers. - Forrester
- 20. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. We have entered the age of the customer 1900 1960 1990 2010 Beyond AGE OF MANUFACTURING Mass manufacturing makes industrial powerhouses successful » Ford » Boeing » GE » RCA AGE OF DISTRIBUTION Global connections and transportation systems make distribution key » Wal-Mart » Toyota » P&G » UPS AGE OF INFORMATION Connected PCs and supply chains mean those that control the information flow dominate » Amazon » Google » Comcast » Capital One AGE OF THE CUSTOMER Empowered buyers demand a new level of customer obsession » Macy’s » Salesforce.com » USAA » Amazon - Forrester
- 21. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. 96% OF CONSUMERS SAY THEY RECEIVED MISTARGETED INFORMATION OR PROMOTIONS
- 23. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Marketers are underwhelmed by technology management’s performance believe their IT dept. collaborates with the business on business strategy and innovation 39% believe their IT dept. delivers high- quality, timely end user support 37% believe their IT dept. has built an architecture that can easily accommodate changes to business strategy 28% believe their IT dept. department hinders business success 32% When IT decision makers who work in marketing, market research or PR/communications were asked about their IT department’s processes and capabilities… - Forrester
- 24. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Inbound marketing: Shift toward the customer Inbound marketing is leading a shift away from the internal focus on sales, marketing, and product, toward strategic decision-making based on the wants and needs of the customer ATTRACT CONVERT CLOSE DELIGHT Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart Calls-to-Action Email Workflows
- 25. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Inbound marketing changes every day » Content Marketing is Bigger than Ever » Social Media Plays an Increasingly Visible Role » Invest in Google+ & Authorship for SEO » Hummingbird Was Just the Tip of the Mobile Iceberg » The Long Versus Short Debate » Advertising Matters SEO
- 26. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. BIG DATA and business intelligence is evolving Tableu Software
- 28. “ In the past decade, what marketers do to engage customers has changed almost beyond recognition. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day. • - Harvard Business Review, July 2014
- 29. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. MARKETING AND SALES ARE MORE SOPHISTICATED » Changes in organizational dynamics » Changes in accountability » Changes in systems and technology » Changes in buyers
- 30. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. CHALLENGES THAT B2B CONTENT MARKETERS FACE 69% 55% 47% 39% 38% 33% 26% 25% LACK OF TIME PRODUCING ENOUGH CONTENT PRODUCING THE KIND OF CONTENT THAT ENGAGES LACK OF BUDGET PRODUCING A VARIETY OF CONTENT INABILITY TO MEASURE CONTENT EFFECTIVENESS LACK OF INTEGRATION ACROSS MARKETING INABILITY TO COLLECT INFORMATION FROM SME’S 25% 23% 15% 10% LACK OF KNOWLEDGE AND TRAINING LACK OF BUY-IN / VISION LACK OF INTEGRATION ACROSS ORG FINDING TRAINED CONTENT MARKETING PROFESSIONALS - Content Marketing Institute, MarketingProfs
- 32. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Disruptive marketing and business models
- 33. SO WHERE DOES THIS REALITY LEAVE US?
- 35. THE MOST EFFECTIVE STRATEGIES USED BY TODAY’S MOST SUCCESSFUL B2B MARKETERS
- 37. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. A NEW KIND OF SELLING -- BECOME A DISRUPTER DISRUPTIVE OR INSIGHT SELLING
- 38. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Transforming an industry Associated Asset Management
- 39. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Crowdsourcing innovation Local Motors Talk about turning the global automotive market on its ear. Arizona-based Local Motors connects a global community of 30,000 designers, engineers, fabricators and enthusiasts to design, manufacture, and market inspired vehicle solutions.
- 41. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. SUCCESSFUL MARKETERS & BUSINESSES TRANSFORM CUSTOMER EXPERIENCES » Set the stage - identify dream customers » Dive deep – understand customers » Design the experience – co-create an outstanding journey » Deliver your promise – execute » Monitor and improve – include customer measures -‐ IMD
- 42. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Use personas - Buyer Persona Institute, Inc. Buyer Persona Profile Priority Initiative Success Factors Perceived Barriers Decision Criteria Buyer’s Journey Persona Name Industry, Geographic or other segments Rules Reports to Education Solutions, Sales Play or campaign MY RESPONSIBILITIES • Effective planning and implementation of marketing content • Establishing and adjusting strategies to meet goals • Engaging in business partner relationships with clients and/or cross-functional resources HOW I AM EVALUATED • Knowledge of marketing project workflow process and digital process lifecycle • Attention to detail and accuracy • Quality of written, presentation and verbal communication skills • Knowledge of digital and social media analytics INFORMATION RESOURCES I TRUST • Business professionals (peers) • Consultants • Internet / websites • Business social media • Events / conferences • Personal social media Jenn Digital Marketing Manager, Marketing Manager, Agency Owner Bachelors in Marketing, Advertising, Communications Email Marketing VP Marketing or Agency Owner B2B
- 43. Service Level 80/60 80/60 Average Speed to Answer <60 Seconds <60 Seconds Average Handle Time <10 Minutes <10 Minutes Dedicated Phone Number Yes Yes Account-Customized IVR Yes Yes Dedicated Email Address Yes Yes Auto Acknowledgement Yes Yes Response Time 2 Hours 1 Hour Account-Customized Portal Yes Yes Personalization Yes Yes Single Sign On Yes Yes Available Yes Yes © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Evaluate treatments by interaction channel Accenture LLP Channel Channel Treatment Phone Email Web Face to face Place Order Change Order Lifecycle stage
- 44. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Evaluate how the actual customer experiences the company Accenture LLP Customers Segment 1 Segment 2 Segment 3 ... Segment n-1 Segment n Channels Face to Face Phone Email Web & Chat Mobile Collaboration Learn • Become aware of product/ service • Review and research product/service Buy • Decide to buy • Select product/ service options • Place order • Confirm order • Change order (contents, delivery speed/ date) Get • Check delivery status • Receive product/service • Activate product/service Use • Learn how to use product/ service and tools • Optimize use of product/service (utilization check) • Manage account and preferences Pay • Receive bill • Review bill • Pay bill Support • Check product/ service or account info • Identify need (self-identify or receive notification) • Acknowledge need • Request support • Check status • Resolve issue
- 45. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Web/App B2B application
- 47. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Segment and personalize marketing » Marketing automation » Analytics and business insight » Agile marketing / messaging
- 48. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Social logins lead to increased interactions 64%Are more likely to return to a website that remembers them without a username and password 49%Would read more articles using their mobile devices if social login made it easier to log in 42%Would make more purchases online using their mobile devices if social login made it easier for them to log in.
- 50. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. SUCCESSFUL BUSINESSES EMBRACE THE MOBILE SHIFT Traditional business Digital business Bolt-on Digitally integrated products and services Functional efficiency Cross-functional agility Safety and cost reduction Speed and innovation DIGITAL TOUCHPOINTS ORGANIZATIONAL ALIGNMENT TECHNOLOGY ATTITUDE - Forrester
- 51. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Mobile responsive website and content Profiles International Inc
- 52. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Online tours and self-serve options CyrusOne Data Centers
- 53. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. MOBILE, SOCIAL, LOCAL MARKETING GET VISIBLE. ARE SOCIAL. THINK LOCAL. INVEST IN MOBILE.
- 55. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Components of inbound marketing today INBOUND MARKETING CONTENT SOCIAL MEDIA SEARCH ANALYTICS
- 56. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Inbound marketing is here to stay 70% By 2015, 70% of B2B leads will come from inbound marketing - Sirius Decisions
- 58. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. A NEW KIND OF MARKETING ORGANIZATION CHIEF MARKETING TECHNOLOGIST WE ARE ALL MARKETERS NOW
- 59. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. The ultimate marketing machine
- 60. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Meet the agency talent of the future Account Management Project Management Analytical Entrepreneurial Brand Expertise Social CRM Engagement Graphic Design Video Data Visualization Editorial Data Science Quantitative Analysis Consultative THE DATA DRIVEN ACCOUNT OWNER THE CONVERSATIONALIST THE AGILE CONTENT CREATOR THE CUSTOMER INSIGHT SPECIALIST CONVERGED MEDIA STRATEGY | CUSTOMER CENTRIC DELIVERY MODEL | NEW TALENT AND SKILL SETS | FUTURE AGENCY TECH CONSULTANTS Skyword
- 61. WHAT DOES THIS MEAN FOR YOUR BUSINESS?
- 63. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. The KEO Marketing B2B Marketing Success Formula INSIGHT SELLING STRATEGY MARKETING AUTOMATION LEAD NURTURING INBOUND MARKETING LEAD GENERATION EDUCATION CONTENT MARKETING SEMINARS MOBILE LOCAL SOCIAL Develop and target prospects with insights designed to disrupt their thinking and help them realize they have a unique problem you can solve Target your dream clients/customers and reach them through proven inbound marketing campaigns Create and deploy compelling content and educational marketing to help clients/customers research solutions and position your company as an authority Target marketing campains and messages with a mobile, local and social focus to best reach clients/customers where they live Deploy an infrastructure to monitor, track and propel leads through a system designed to provide solutions when they are ready
- 64. © KEO Marketing Inc. 2012-2014. May not be reproduced in part or whole without permission. Sheila Kloefkorn sheila@keomarketing.com linkedin.com/sheilakloefkorn keomarketing.com/blog @keomarketing linkedin.com/company/keo-marketing facebook.com/keomarketing gplus.to/keomarketing Jenn McQuesten jenn@keomarketing.com linkedin.com/jmcquesten Ryan Grimes ryan@keomarketing.com linkedin.com/ryansgrimes Dave Fish dave@keomarketing.com linkedin.com/davefish1 Matt Bowman matt@keomarketing.com linkedin.com/mattlbowman