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Presented	
  by	
   Sponsored	
  by	
  
Staying	
  On	
  The	
  Bleeding	
  
Edge	
  Of	
  B2B	
  Marke6ng	
  
#B2BMktg
A	
  C-­‐Level	
  Fireside	
  Chat	
  With	
  Bizo	
  And	
  Eloqua	
  
Welcome	
  Webinar	
  A=endees	
  
Type	
  ques6on	
  here	
  
Follow	
  this	
  webinar	
  on	
  Twi=er	
  
#B2BMktg	
  
About	
  Demand	
  Gen	
  Report	
  
•  Launched	
  in	
  2007	
  to	
  track	
  best	
  
pracDces	
  in	
  lead	
  generaDon	
  
•  NewsleHer	
  has	
  grown	
  to	
  more	
  
than	
  26,000	
  readers	
  
•  We	
  also	
  offer	
  a	
  menu	
  of	
  research	
  
and	
  best	
  pracDces	
  reports	
  	
  
•  New	
  audio/video	
  podcasts	
  at	
  
DemandGenReport.com	
  	
  	
  
@DG_Report
http://linkd.in/DG_Specialists
Panelists	
  
Sean	
  Callahan	
  
Editor	
  
Digital	
  Marke6ng	
  Remix	
  
Russell	
  Glass	
  
CEO	
  
Bizo	
  
Steve	
  Woods	
  
Group	
  VP,	
  So1ware	
  
Development	
  
Oracle	
  |	
  Eloqua	
  
© 2013 Bizo, Inc
Russell Glass, CEO, Bizo
Steve Woods, CTO, Eloqua
Moderated by Sean Callahan,
Editor, Digital Marketing Remix
Staying	
  on	
  the	
  Bleeding	
  Edge	
  of	
  
B2B	
  Marketing:	
  A	
  C-­‐Level	
  Fireside	
  
Chat	
  with	
  Bizo	
  and	
  Eloqua	
  
05/07/2013
© 2013 Bizo, Inc
Let’s talk about the
CURRENT STATE OF MARKETING
© 2013 Bizo, Inc
MARKETING-
DRIVEN REVENUE
we	
  live	
  in	
  the	
  age	
  of	
  the	
  
© 2013 Bizo, Inc
ROI	
  driven	
  programs	
  
IMPACTlike	
  never	
  before	
  
© 2013 Bizo, Inc
more than 50%
of	
  marketers	
  feel	
  their	
  
marketing	
  mix	
  is	
  not	
  
meeting	
  the	
  demands	
  of	
  
the	
  sales	
  pipeline	
  
Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
Unsure/unable to measure how well marketing
is meeting the demands of sales
Not meeting sales pipeline demands
Meeting sales pipeline demands
Exceeding sales pipeline demands
23%
37%
36%
4%
But there’s a bottleneck,
© 2013 Bizo, Inc
SEO	
  
Email	
  
PPC	
  
MEET
TODAY’S
MARKETER:
© 2013 Bizo, Inc
overfishing.
most	
  marketers	
  are	
  
SEO	
   Email	
   PPC	
  
© 2013 Bizo, Inc
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
SEO	
  
Email	
  
PPC	
  
Marketers need to fish in a
BIGGER POND.
More rods in the same
small pond won’t clear
the bottleneck.
Top Two B2B Marketing Challenges:
•  Not enough leads to support
pipeline demands
•  Reaching target audience at scale
© 2013 Bizo, Inc
Display	
  
Social	
  
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
Marketers need to fish in a
BIGGER POND.
More rods in the same
small pond won’t clear
the bottleneck.
SEO	
  
Email	
  
PPC	
  
Top Two B2B Marketing Challenges:
•  Not enough leads to support
pipeline demands
•  Reaching target audience at scale
© 2013 Bizo, Inc
Marketers need to fish in a
BIGGER POND.
More rods in the same
small pond won’t clear
the bottleneck.
Display	
  
Social	
  
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
SEO	
  
Email	
  
PPC	
  
Top Two B2B Marketing Challenges:
•  Not enough leads to support
pipeline demands
•  Reaching target audience at scale
© 2013 Bizo, Inc
How can B2B marketers make a
bigger “pond” for themselves?
Russell Glass, CEO, Bizo
X	
  
Steve Woods, CTO,
Oracle/Eloqua
Q: 	
  
@glassruss	
   @stevewoods	
  
© 2013 Bizo, Inc
Let’s talk about the
B2B BUYER’S JOURNEY
© 2013 Bizo, Inc
Buyer’s Journey
sales rep
the	
  lonely	
  
of the buyer’s journey is complete before a salesperson is contacted
Start
Buyer Sales Rep
Finish
10%90%
Source: Forrester
© 2013 Bizo, Inc
43%	
  Report	
  B2B	
  Sale	
  Elongated	
  
	
  
N	
  =	
  243	
  
Source:	
  BtoB	
  magazine:	
  The	
  Evolving	
  B2B	
  Purchase	
  Process,	
  April	
  2013	
  
In	
  thinking	
  about	
  the	
  length	
  of	
  your	
  typical	
  B2B	
  sales	
  cycle,	
  in	
  the	
  last	
  3	
  
years	
  how	
  would	
  you	
  say	
  it	
  has	
  changed?	
  
	
  
LENGTH OF B2B SALE
9%
34% 33%
22%
2%
Significantly increased Somewhat increased Remained the same Somewhat decreased Significantly decreased
© 2013 Bizo, Inc
ALIGNING TACTICS
with where
prospects are
online.
3.5%	
   8.3%	
  
22.7%	
   65.5%	
  
search	
   email	
  
social	
  
networks	
  
other	
  sites	
  
Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
© 2013 Bizo, Inc
What can B2B marketers do to
the unpredictability of today’s
sales cycle?
Russell Glass, CEO, Bizo
X	
  
Steve Woods, CTO,
Oracle/Eloqua
Q: 	
  
@glassruss	
   @stevewoods	
  
© 2013 Bizo, Inc
Let’s talk about the
MARKETING FUNNEL
© 2013 Bizo, Inc
TOP FUNNEL
IMPACT
MID
FUNNEL IMPACT
BOTTOM
FUNNEL IMPACT
(Brand Awareness)
(Education & Content
Engagement)
(Lead Generation &
Sales Conversions)
MARKETING
FUNNEL
IMPACT
•  Display Advertising
•  Email Marketing
•  Marketing Automation
•  Search Marketing
•  Company Targeting
•  CRM Retargeting
© 2013 Bizo, Inc
Where are marketing
technologies headed and how
can marketers stay on “the
bleeding edge?”
Russell Glass, CEO, Bizo
X	
  
Steve Woods, CTO,
Oracle/Eloqua
Q: 	
  
@glassruss	
   @stevewoods	
  
© 2013 Bizo, Inc
Let’s talk about
POTENTIAL PITFALLS
© 2013 Bizo, Inc
REVENUE
The	
  Biggest	
  Obstacles	
  to	
  Marketing-­‐Driven	
  
59%
LACK BUDGET
AND RESOURCES
34%
POOR
INFRASTRUCTURE
39%
INABILITY TO REACH
TARGET AT RIGHT TIME
IN BUYING PROCESS
Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
© 2013 Bizo, Inc
Are there any pitfalls to avoid as
we approach this new era of
digital marketing?
Russell Glass, CEO, Bizo
X	
  
Steve Woods, CTO,
Oracle/Eloqua
Q: 	
  
@glassruss	
   @stevewoods	
  
© 2013 Bizo, Inc
Let’s talk about
PREDICTIONS
© 2013 Bizo, Inc
What does the future hold for B2B
marketers over the next 18
months?
Russell Glass, CEO, Bizo
X	
  
Steve Woods, CTO,
Oracle/Eloqua
Q: 	
  
@glassruss	
   @stevewoods	
  
© 2013 Bizo, Inc
THANK
YOU!
Q&A	
  
Q&A	
  	
  //	
  	
  Submit	
  Your	
  Ques6ons	
  
Type	
  ques6on	
  here	
  
Q&A	
  	
  //	
  	
  Panelists	
  
Sean	
  Callahan	
  
Editor	
  
Digital	
  Marke6ng	
  Remix	
  
Russell	
  Glass	
  
CEO	
  
Bizo	
  
Steve	
  Woods	
  
CTO	
  
Eloqua	
  
Thank	
  You	
  For	
  A=ending	
  This	
  Webinar	
  
You can download this presentation at:
http://dg-r.co/b2bmarketingweb

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Staying on the Bleeding Edge of B2B Marketing: A C-Level Fireside Chat with Bizo and Eloqua

  • 1. Presented  by   Sponsored  by   Staying  On  The  Bleeding   Edge  Of  B2B  Marke6ng   #B2BMktg A  C-­‐Level  Fireside  Chat  With  Bizo  And  Eloqua  
  • 2. Welcome  Webinar  A=endees   Type  ques6on  here  
  • 3. Follow  this  webinar  on  Twi=er   #B2BMktg  
  • 4. About  Demand  Gen  Report   •  Launched  in  2007  to  track  best   pracDces  in  lead  generaDon   •  NewsleHer  has  grown  to  more   than  26,000  readers   •  We  also  offer  a  menu  of  research   and  best  pracDces  reports     •  New  audio/video  podcasts  at   DemandGenReport.com       @DG_Report http://linkd.in/DG_Specialists
  • 5. Panelists   Sean  Callahan   Editor   Digital  Marke6ng  Remix   Russell  Glass   CEO   Bizo   Steve  Woods   Group  VP,  So1ware   Development   Oracle  |  Eloqua  
  • 6. © 2013 Bizo, Inc Russell Glass, CEO, Bizo Steve Woods, CTO, Eloqua Moderated by Sean Callahan, Editor, Digital Marketing Remix Staying  on  the  Bleeding  Edge  of   B2B  Marketing:  A  C-­‐Level  Fireside   Chat  with  Bizo  and  Eloqua   05/07/2013
  • 7. © 2013 Bizo, Inc Let’s talk about the CURRENT STATE OF MARKETING
  • 8. © 2013 Bizo, Inc MARKETING- DRIVEN REVENUE we  live  in  the  age  of  the  
  • 9. © 2013 Bizo, Inc ROI  driven  programs   IMPACTlike  never  before  
  • 10. © 2013 Bizo, Inc more than 50% of  marketers  feel  their   marketing  mix  is  not   meeting  the  demands  of   the  sales  pipeline   Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013 Unsure/unable to measure how well marketing is meeting the demands of sales Not meeting sales pipeline demands Meeting sales pipeline demands Exceeding sales pipeline demands 23% 37% 36% 4% But there’s a bottleneck,
  • 11. © 2013 Bizo, Inc SEO   Email   PPC   MEET TODAY’S MARKETER:
  • 12. © 2013 Bizo, Inc overfishing. most  marketers  are   SEO   Email   PPC  
  • 13. © 2013 Bizo, Inc Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 SEO   Email   PPC   Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. Top Two B2B Marketing Challenges: •  Not enough leads to support pipeline demands •  Reaching target audience at scale
  • 14. © 2013 Bizo, Inc Display   Social   Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. SEO   Email   PPC   Top Two B2B Marketing Challenges: •  Not enough leads to support pipeline demands •  Reaching target audience at scale
  • 15. © 2013 Bizo, Inc Marketers need to fish in a BIGGER POND. More rods in the same small pond won’t clear the bottleneck. Display   Social   Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012 SEO   Email   PPC   Top Two B2B Marketing Challenges: •  Not enough leads to support pipeline demands •  Reaching target audience at scale
  • 16. © 2013 Bizo, Inc How can B2B marketers make a bigger “pond” for themselves? Russell Glass, CEO, Bizo X   Steve Woods, CTO, Oracle/Eloqua Q:   @glassruss   @stevewoods  
  • 17. © 2013 Bizo, Inc Let’s talk about the B2B BUYER’S JOURNEY
  • 18. © 2013 Bizo, Inc Buyer’s Journey sales rep the  lonely   of the buyer’s journey is complete before a salesperson is contacted Start Buyer Sales Rep Finish 10%90% Source: Forrester
  • 19. © 2013 Bizo, Inc 43%  Report  B2B  Sale  Elongated     N  =  243   Source:  BtoB  magazine:  The  Evolving  B2B  Purchase  Process,  April  2013   In  thinking  about  the  length  of  your  typical  B2B  sales  cycle,  in  the  last  3   years  how  would  you  say  it  has  changed?     LENGTH OF B2B SALE 9% 34% 33% 22% 2% Significantly increased Somewhat increased Remained the same Somewhat decreased Significantly decreased
  • 20. © 2013 Bizo, Inc ALIGNING TACTICS with where prospects are online. 3.5%   8.3%   22.7%   65.5%   search   email   social   networks   other  sites   Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
  • 21. © 2013 Bizo, Inc What can B2B marketers do to the unpredictability of today’s sales cycle? Russell Glass, CEO, Bizo X   Steve Woods, CTO, Oracle/Eloqua Q:   @glassruss   @stevewoods  
  • 22. © 2013 Bizo, Inc Let’s talk about the MARKETING FUNNEL
  • 23. © 2013 Bizo, Inc TOP FUNNEL IMPACT MID FUNNEL IMPACT BOTTOM FUNNEL IMPACT (Brand Awareness) (Education & Content Engagement) (Lead Generation & Sales Conversions) MARKETING FUNNEL IMPACT •  Display Advertising •  Email Marketing •  Marketing Automation •  Search Marketing •  Company Targeting •  CRM Retargeting
  • 24. © 2013 Bizo, Inc Where are marketing technologies headed and how can marketers stay on “the bleeding edge?” Russell Glass, CEO, Bizo X   Steve Woods, CTO, Oracle/Eloqua Q:   @glassruss   @stevewoods  
  • 25. © 2013 Bizo, Inc Let’s talk about POTENTIAL PITFALLS
  • 26. © 2013 Bizo, Inc REVENUE The  Biggest  Obstacles  to  Marketing-­‐Driven   59% LACK BUDGET AND RESOURCES 34% POOR INFRASTRUCTURE 39% INABILITY TO REACH TARGET AT RIGHT TIME IN BUYING PROCESS Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
  • 27. © 2013 Bizo, Inc Are there any pitfalls to avoid as we approach this new era of digital marketing? Russell Glass, CEO, Bizo X   Steve Woods, CTO, Oracle/Eloqua Q:   @glassruss   @stevewoods  
  • 28. © 2013 Bizo, Inc Let’s talk about PREDICTIONS
  • 29. © 2013 Bizo, Inc What does the future hold for B2B marketers over the next 18 months? Russell Glass, CEO, Bizo X   Steve Woods, CTO, Oracle/Eloqua Q:   @glassruss   @stevewoods  
  • 30. © 2013 Bizo, Inc THANK YOU! Q&A  
  • 31. Q&A    //    Submit  Your  Ques6ons   Type  ques6on  here  
  • 32. Q&A    //    Panelists   Sean  Callahan   Editor   Digital  Marke6ng  Remix   Russell  Glass   CEO   Bizo   Steve  Woods   CTO   Eloqua  
  • 33. Thank  You  For  A=ending  This  Webinar   You can download this presentation at: http://dg-r.co/b2bmarketingweb