Buzzkill - What Matters and What Doesn't in B2B Technology Marketing
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The document discusses key factors for B2B tech marketing. It notes that 77% of website visitors do not scroll past the fold, so content needs a good copy, story, and call to action. It also discusses the importance of responsive design for mobile users, and how the traditional sales funnel has been replaced by a model focused on ongoing customer relationships. The document cautions against an overemphasis on content for its own sake without strategy, and argues the top focus for any B2B organization should be sales enablement.
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Buzzkill - What Matters and What Doesn't in B2B Technology Marketing
- 1. BUZZKILL What Matters (and What Doesn’t) in B2B Tech Marketing
- 4. A 2006 study by Jakob Neilsen found that 77% of visitors to a website do not scroll past THE FOLD.
- 9. GOOD COPY. GOOD STORY. GOOD CALL TO ACTION.
- 10. RESPONSIVE
- 11. THE GOODS We’re All Mobile We All Search on Mobile Google Likes It (Single URL) Adapts to Future Devices User Experience
- 12. THE BADS More Expensive & Takes Longer A Compromise Doesn’t Load Faster Confuses Users Confuses YOUR SALES TEAM
- 21. PUT ON YOUR IDEATION FACE.
- 22. It’s a schmorgesborg of buzzwords!
- 25. THE FUNNEL
- 28. The buying process is no longer linear.
- 30. Self-Directed Decision Making Prospects/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…
- 33. “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
- 35. 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)
- 36. Self-Directed Decision Making Prospects/customers started to delay purchasing conversations with suppliers. Due Diligence Begins First Engagement w/ Sales Purchase 57%-70% THEN THIS HAPPENS!
- 37. We are not in control.
- 40. 40% 22% 12% 9% 9% 6% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 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 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)
- 41. 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?
- 42. THE #1 FOCUS OF ANY B2B ORGANIZATION SHOULD BE….
- 43. SALES ENABLEMENT
- 45. “A” Leads are out there looking for “A” vendors.
- 48. 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.
- 50. BETTER YET…
- 55. outbound :(
- 56. ALLBOUND
- 59. NOT NURTURING!!!
- 60. Nurturing
- 61. NOT NURTURING!!!
- 62. Nurturing
- 64. Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers) +30B Searches in IT B2B in 2013
- 65. Source: Google/Compete Tech B2B Customer Study, June 2013 91% of Tech B2B customers make purchase related searches from a mobile device.
- 66. 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?
- 69. Social media is not being social.
- 71. You can figure out how to measure the success of anything.
- 72. Are you getting an ROI?
- 73. Are you seeing more sales?
- 75. In B2B, the prettiest isn’t always the most effective.