6 New Reports on B2B Marketing from Gleanster: http://www.gleanster.com/category/marketing#research It seems like every year brings new and innovative best practices for B2B marketing. There’s always some new concept or capability to talk about and it’s easy to lose sight of core fundamentals that have formed the foundation for success for Top Performing B2B marketers over the last decade. As we look towards the future, it’s helpful to take stock of where we are today and seed future plans based on current best practices and B2B success. Join Gleanster research Principal & Managing Director Ian Michiels for a look at the state of B2B marketing 2013 and how these findings should impact your strategic plans for 2014. Michiels will explore statistics from five benchmark surveys from the past 6 months capturing current practices and intentions from 1,243 B2B marketers. You’ll learn: • The top 3 most influence tactics that B2B marketers are failing to adopt and why • How to benchmark your organizations practices against B2B marketing organizations; the strategy, tactics, technology, and processes that support a Top Performing organization. • What to expect in 2014 and core recommendations for how we get there

1. The State of B2B Marketing
& What to Be Prepared for in 2014
Ian Michiels, Principal & Managing Director
Gleanster Research
Ian Michiels
Principal & Managing Director
Gleanster Research

5. Agenda
The State of B2B
Marketing
1,243
B2B marketers
What to look out
for in 2014
What You’re Thinking

6. The State of B2B
Marketing

8. COMPANY BRAND
COMPANY BRAND
Today, it’s
about building
relationships.
BROADCAST / CAMPAIGN
ONGOING RELATIONSHIP

9. What I want.
Where I want it.
What I should know.
Engagement with Your Brand
Relevance
It’s about
continuity in
the user
experience.

Embrace social and
the empowered buyer
Relationships

Content is the
currency for reach &
relevance
Perpetual Engagement

Data is the currency
for customer
engagement

10. THIS
What I want.
Where I want it.
What I don’t know.
Engagement with Your Brand
Relevance
Problem is.
Relationships
Perpetual Engagement
LOOKS MORE LIKE:
Other Email
Marketing
Legacy Customer
Database
Marketing
Automation
Web Analytics
Email Marketing
CRM

11. Top 5 Challenges with Marketing Automation
Creating enough content at a reasonable cost
97%
Data quality and integration
Top 3
Challenges
85%
Poor marketing processes
84%
Rethinking legacy processes
75%
Lack of skilled staff
73%
0%
25%
50%
75%
100%
Top Performers
* Q3 2013 Marketing Automation Survey, n= 220

12. Challenges:
Using full
functionality in
MA
Think about the buyers journey. Is your brand a engaged at all stages?

13. "How many marketing automation solutions has
your organization tried?"
Challenges:
Finding the
right MA
system
70%
60%
61%
57%
53%
50%
40%
35%
38%
40%
30%
20%
10%
4%
5%
7%
0%
1 Solution
2 Solutions
2011
2012
3 or More
1H 2013
Find a solution that works for your organization. You may outgrow them.

14. Inbound Lead comes in:
 The odds of calling to qualify a lead decreases by over 6 times in
the first hour.
 After 20 hours every additional dial your salespeople make
actually hurts your ability to make contact to qualify a lead.
Challenges:
Lead follow-up
*Insidesales.com & MIT Study
Time kills your deals. Which means automation is critical.

15.  You need content to represent the brand.
Challenge:
Operationalize
Social
 Help the team feel confident, but manage
outbound communication
• Doesn’t allow the
organization to
get emotionally
invested
Social Media Drivers
License
• “Story Tellers” Create Content
• Everyone has a good blog in them
• Harder to find
them but free
reach

16. Find a balance.
You need both.
PROMOTIONAL
CONTENT
RELATIONSHIP
CONTENT

17. Inbound? /
Outbound?
No.
Unbound
Marketing
There will always be a need for campaigns. But you cannot be successful if
that’s all you do.

18. The Fournaise Marketing Group interviewed more than 1,200
CEOs in 2012 on the perceived value of the CMO.
Challenge: The
Credibility Gap
80% of CEOs didn’t believe CMOs were
connected to the financial realities of business
decisions the way CFOs and CIOs are.
We must address credibility issues with measurement.
According to Gleanster 28% of marketers
using marketing automation are measuring
the ROI on campaign execution.

19. FILTER CRITERIA ON DATA
Top Performers, n=34
Using Marketing Automation
Engaged in Nurture Marketing
13%
What’s
Working:
Simplicity
> 10 Campaign Templates
45%
5-9 Campaign Templates
23%
1-4 Campaign Templates
You only need a handful of campaign templates.

20. What’s on the horizon?
2014 and beyond…

21.  Sizeable VC investments
Next
Generation
Lead Scoring &
Predictive
Analytics
 Analyze big data to determine customer intent
and recommend next best action to sales reps
or uncover similar looking opportunities
Sales
CRM Data
+
Customer
Win Data
+
ThirdParty
Data
Sample Solution Providers:

22.  Social is here to stay
 If you build relationships you have to foster
them.
 On average half of marketers follow up with 4% of
leads generated.
Social has side
effects.
• REACH
• ENGAGEMENT
• BRANDING
“This is cool.”
Joe Customer
Jane Marketer
Jane Marketer
“My machine is broken…
and I’ve been ignored.”
“I don’t want to
manage this.”
Start thinking about how to hook social engagement into Support or Service.

23.  Be mindful of customer technology investments.
 Be strategic about the roadmap.
 You will inevitably run into issues that require IT support, so
don’t circumvent them.
Relationship
with CIO
Develop a plan for supporting the customer journey.
 43% of marketing execs plan to hire marketing or customer analytics talent
 10% plan to work more closely with the CIO and IT
*Information Week

24.  Based on goal conversion, locate similar
looking prospects
 Based on interest target these customers
Remarketing
has potential
for B2B
 Industry is young, brand impressions are high,
and you don’t pay for them. [CPC]

25. What is the
catalyst for
embracing
new best
practices?

26.  On “Display Network” Campaigns
 Go to the Campaign>Display Network>Placements
Tip: Check
your Google
AdWords
Configuration
 View and exclude garbage sites that you are paying for clicks on.

27. Google drove
$1,000 worth
of ad spend to
1dirtyshare.net
in one
month?!?

28. www.gleanster.com
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29. Thanks!
Ian Michiels
Gleanster
@InsightFanatic
ian.michiels@gleanster.com