buzzkill - what matters and what doesn't in b2b technology marketing
DESCRIPTION
Today's marketers LOVE trumpeting their buzzwords. Terms like "automation." "UX design." "Inbound" and/or "content" marketing. "Storytelling." "Nurturing." Or everyone's favorite…"viral." But ask the common marketer about sales, revenue or ROI and, chances are, they won't have much to say. In this June 2014 presentation for members of the Arizona Technology Council, IDS Technology Marketing CEO Scott Salkin digs into some of the biggest budget-busting marketing buzzword that have been sucking companies dry for far too long. And empower the one thing that truly will truly decide the fate of your business - CUSTOMERS!TRANSCRIPT
BUZZKILLWhat Matters (and What Doesn’t)
in B2B Tech Marketing
A 2006 study by Jakob Neilsen found that 77% of visitors to a website do not scroll past
THE FOLD.
GOOD COPY.GOOD STORY.
GOOD CALL TO ACTION.
RESPONSIVE
THE GOODS
We’re All MobileWe All Search on Mobile
Google Likes It (Single URL)Adapts to Future Devices
User Experience
THE BADS
More Expensive & Takes LongerA Compromise
Doesn’t Load FasterConfuses Users
Confuses YOUR SALES TEAM
Will it Generate
More Sales?
UX
How to Become a UX Designer
“It starts with IDEATION.”
PUT ON YOUR IDEATION FACE.
It’s a schmorgesborg of buzzwords!
Will it Generate
More Sales?
THE FUNNEL
The buying process is no longer linear.
Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Purchase
57%-70%
We’ve all heard it by now…
Is the funnel dead?
“It’s time to abandon the traditional sales and marketing funnel and instead adopt an approach that revolves around building an ongoing relationship with the prospect/customer.”Source: Forrester Research, 2014
Customers
Suppliers
Co-Workers
Family
Friends
Personal Networks
Social Networks
Review Sites/Blog
s
Buyer
52% Feel their peers’ and colleagues’ opinions are
very important when making a business purchasing decision on a products or service.
Source: Google B2B Customer Study, June 2012 (n=629)
Self-Directed Decision MakingProspects/customers started to delay purchasing conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Purchase
57%-70%
THEN THIS HAPPENS!
We are not in control.
THE “A”LEAD
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
0% 5% 10% 15% 20% 25% 30% 35% 40%
40%
22%
12%
9%
9%
6%
2%
Top Sales Rep Attributes in Terms of How They Influence Buying Decision…
What Do Your Prospects Want?
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
Business Leaders
IT Leaders Overall
Knowledgeable about their products/solutions 88% 88% 88%
Understands my issues and where they can help 34% 43% 38%
Can relate to my role and responsibilities in the company 38% 29% 34%
“When you meet with a salesperson, how often are they prepared for the meeting with you in the following ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
What Are They Getting?
THE #1 FOCUS OF ANY B2B ORGANIZATION SHOULD
BE….
SALES ENABLEMENT
“A” Leads are out there looking for
“A” vendors.
CONTENT MARKETING
8 Ugly Truths About Content
• It’s not targeted nor is it a campaign.• It can be really expensive.• Not just anyone can do it.• It’s not king.• Quality vs. Quantity…there’s no winner.• Stop obsessing about storytelling.• It needs strategy and…• NO, it’s not SEO.
BETTER YET…
The least automated thing
EVER.
outbound :(
ALLBOUND
ALLBOUNDTM 2015
Nurturing
NOT NURTURING!!!
Nurturing
NOT NURTURING!!!
Nurturing
Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)
+30B Searches in IT B2B in 2013
Source: Google/Compete Tech B2B Customer Study, June 2013
91% of Tech B2B customers make purchaserelated searches from a mobile device.
Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
66% of Tech B2B customers who view a video are likely to search for more information or visit your website.
What’s the’ #2 Search Engine?
You are not going VIRAL.
Thought Leadership
Social media is not being social.
You can figure out how to measure the
success of anything.
Are you getting an ROI?
Are you seeing more sales?
Are those sales profitable?
In B2B, the prettiest isn’t always the most effective.