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Post on 01-Nov-2014
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A more efficient digital marketing mix
400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries
The Pipeline Marketing Company
The Pipeline Marketing Company
Agenda
• Our observations from 400 20 min customers + best practice
• Open discussion 60 min
• Most important insights 15 min
The Pipeline Marketing Company
The B2B marketer´s world is changing
The Pipeline Marketing Company
The Pipeline Marketing Company
The Pipeline Marketing Company
Content marketing
The Pipeline Marketing Company
The Pipeline Marketing Company
3 billion searches/day on Google
The Pipeline Marketing Company
The Pipeline Marketing Company
The Pipeline Marketing Company
The world is changing = new demands on marketing
More information - less time
Increased competition
Clients first decide what to change. Then with whom…
60% of the sales decision is made before clients contact a vendor
The Pipeline Marketing Company
Challenge B2B marketers
Knowledge, tactics & technology
The Pipeline Marketing Company
Pipeline Marketing™
What characterise B2B?
1. Long sales cycles
2. Complex offer, many people are involved in the buying process
3. Narrow target group
The Pipeline Marketing Company
100 %
Time
0 %
Meeting Day 1 Day 7 Day 30
Mem
ory
rete
ntion
Sales cycles are long but…the customers’ memory is short….
Pipeline Marketing™
The Pipeline Marketing Company
Long sales cycles
100 %
0 %
Cu
sto
mer
att
en
tion
Website visit
Cold call
eDM/E-mail Meeting Proposal Decision
Vulnerable to competition
Com
peti
tive a
cti
vit
y
- frequency
The Pipeline Marketing Company
Organisation is easy to buy from
Widespread support for the supplier across my organisation
Organisation is easily accesible
Flexible in adjusting to unique product needs
Provides the best value for the best price
Organisation is willing to collaborate with other suppliers
The Pipeline Marketing Company
Widespread support for the supplier across my organisation
Organisation is easily accesible
Organisation is easy to buy from
Organisation is willing to collaborate with other suppliers
Provides the best value for the best price
Flexible in adjusting to unique product needs
#1 Widespread support for the supplier across my organisation
Source: Sales Executive Council research, The Challenger Sales p. 102
The Pipeline Marketing Company
Lack of accessA few companies Many different roles
Pipeline Marketing™
The Pipeline Marketing Company
The more narrow target group – the more wastage
65%
35%
Wasteage
Potential buyersIrelevant target group
The Pipeline Marketing Company
Response
• More targeted channels• Identify what channels to use when (sales cycle)• Right frequency• Personal and spot-on messages
The Pipeline Marketing Company
BusinessWhat is the goal?
Who is your target group?
Why should they listen? When do they listen? What do you want them to do?
GOAL? GOAL?
GOAL?
The Pipeline Marketing Company
Main Goal Branding Top 5 KPI
Main Goal Leads Top 5 KPI
Main Goal Sales Top 5 KPI
Main Goal LoyaltyTop 5 KPI
Given desired actions for focus target groups, what do you need to do?
Marketing Score Card
The Pipeline Marketing Company
Make more of your sales pipeline withPipeline Marketing™
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