As consumers, we live in an overloaded world. So, as B2B marketers, how do we ensure our company's value proposition is crisp instead of part of the raucous? In this session, Christina Bottis, Head of Marketing at Coyote Logistics walked through four pillars of building a winning marketing strategy from the ground up.
3. Vendors Have a
Small Slice of
Buyer’s Time
Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
(n = 492; base: excluding "Don't Know" responses)
Research
82%
6. Christina Bottis,
Head of Global Marketing
Building a Customer
Experience that Converts:
Coyote Logistics’ Four Pillars to Creating
a Winning Marketing Strategy
9. B2B Buyer
Behavioral Trends
Customers use digital
channels at all stages of
their buying journey.
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018
of surveyed customers
accessed digital channels
even in the late purchasing
stages.
83%
10. We are currently
witnessing a shift in
power from the sales rep
to the buyer.
of buyers say they can
develop selection criteria or
finalize a vendor list based
solely on digital content.
B2B Buyer
Behavioral Trends
62%
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018
11. Once buyers engage with
Sales, they expect information
they can’t get on their own.
of buyers choose to
work with the
salesperson who first
added value.
B2B Buyer
Behavioral Trends
74%
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018
15. And we did it using
these four pillars.
Understand
who they are and
what they want
Align your
positioning
and messaging
Distribute a
unified
message
Measure, refine,
measure,
scale
22. Here’s what we came up with.
Coyote is a leading global third party logistics provider
that combines a diverse, centralized transportation marketplace matching
more than 10,000 shipments every day
with a comprehensive multi-modal solutions portfolio
and the data intelligence to empower your business
in a rapidly-changing world.
33. Quantify it, or
it didn’t happen.
“Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.”
John Wanamaker
father of modern advertising
and a “pioneer in marketing”.
37. Here’s what a little
focus did for us.
Sales +
Marketing
Partnership
Customer-validated
Technology
Roadmap
Double-digit
Increase in Traffic,
Time on site,
Pages per Visit
Increased
Lead Quality
38. Focus on your customers.
They’ll take you where
you need to go.