connecting buyer preferences & campaign strategies
TRANSCRIPT
#C2C15
#C2C15
Please welcome....
Andrew Gaffney Publisher
Demand Gen Report
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CONNECTING THE DOTS ON CONTENT & DEMAND
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ARE YOU IN DEMAND?
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§ More Than 70% Have Increased Budgets for Demand GeneraFon
§ 38% Have Increase of 20% of More § More Than 70% of MarkeFng Teams Now Have Quota
§ More Than 50% Are Tied To Revenue
IN DEMAND…
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IT ALL STARTS WITH THE BUYER…
Ø Only 26% say they have well documented personas in place and align them to messaging
Ø 30% sFll don’t have personas in place
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Ø Needs Improvement Ø Fair Ø Good Ø Excellent
POLL QUESTION: How Connected Are You To Your Buyer? How Would You Rate Your Buyer-‐Centricity
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§ Considered Purchase § Complex Sales Cycle § MulFple Stakeholders
§ Self-‐NavigaFng
§ Building The Business Case
§ Long-‐Term View § Risk Averse
PUTTING THE “B” IN B2B
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Increasing Relevancy By Increasing Intelligence
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Ø Messaging Maps
Ø ConversaFon Paths Ø NarraFves Ø InflecFon Points Ø Triggers
CONTENT IN CONTEXT
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CreaFng ConversaFons & Engagement
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§ 53% strongly prefer related content packaged together
§ 55% say they want more benchmarking data
§ 52% want easier access/shorter formats
STAYING AHEAD OF THE CONTENT CURVE
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§ Ignite Sessions § Behind The Scenes § Demo Zones
§ Access To Speakers
THE CONTENT HERE AT C2C
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Sessions Available On-‐Demand
All General, Keynote, Demand Gen Summit & Content2Conversion break out sessions will be available.