Transforming Demand Generation To Drive Revenue

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TransformingDemandGenerationtoDriveRevenue

CarlosHidalgo– CEO;ANNUITAS@cahidalgo

#C2C16@cahidalgo

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WeLiveinaBuyer2.0DominatedWorld

@cahidalgo

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SayGoodbyetothe“SalesProcess”

• 57%ofatypicalpurchasedecisionismadebeforeacustomereventalkstoasupplier

@cahidalgoSource:CEB– TheEndofSolutionSelling

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BuyersDoNotBuyinaLiner/FunnelLikeFashion

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BuyersAreMoreSophisticated+Complex

“TheaverageB2Bdecision-makinggroup includes5.4buyers”– CEB

@cahidalgoSource:DemandGen Report– ContentPreferencesStudy- 2015

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TheTypicalMarketingResponse?

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ExecuteMoreCampaigns

@cahidalgoSource:ANNUITAS– B2BEnterpriseDemandGenerationStudy- 2015

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CreateMoreContent

@cahidalgoSource:ANNUITAS– B2BEnterpriseDemandGenerationStudy- 2015

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SPAMOurDatabase&Misuse“SocialSelling”

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WhatAreTheResults?

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WeAreIneffectiveAtDemandGeneration

@cahidalgoSource:ANNUITAS– B2BEnterpriseDemandGenerationStudy- 2015

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ContentMaturityisLacking&EffectivenessisUnknown

@cahidalgoSource:CMI– ContentMarketingBenchmarks,Budgets&Trends2016

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OrganizationsAreNotConnectingWithTheirBuyers

@cahidalgoSource:ANNUITAS– B2BEnterpriseDemandGenerationStudy- 2015

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ThereisaNurtureGap

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LeadsareGettingIgnored

“79%ofB2BMarketingGeneratedleadsdonotgetsalesfollow-up”

- SiriusDecisions

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SoHowDoB2BMarketersAdapt?

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1.WeNeedtoChangetheCultureofMarketing

“InnovationissodeeplyembeddedinApple'sculture.It'sintheDNAofthecompany.”

"There'sthatword'limit.'Wedon’thavethatinApple'svocabulary."

- TimCook,AppleCEO

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2.TakeAMoreStrategic,Buyer-CentricApproach

@cahidalgoSource:AdamNeedles– BalancingtheDemandEquation- 2013

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3.RedefineDemandGeneration

• Aperpetualprocess• Engage,Nurture,Convert,Advocate• Prospects+customers• Buying-process-driven• Educate+qualify• Marketing+salesactivities• Operationalize+optimize• Todrivesustainablerevenue,CLV

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4.AdoptADemandProcessTM MindSet

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5.AlignContenttoTheBuyersPurchasePath

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IsitWorthIttoMaketheChanges?

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DemandGenerationMaturity=IncreasedConversions

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ACaseStudyinImprovement

• Reducedsalescycleby30%• Contributedover1%inincrementaltopline

revenuegrowth• 165.96%liftinQualifiedLeads• 147%liftinClosedWonconversions• Experienceda360.81%increasein

marketinggeneratedrevenueYoY• Ended201524.37%abovetherevenuegoal

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Let’sKeepTalking

CarlosHidalgoCEO&Principal@cahidalgocarloshidalgo@annuitas.com

Availabletonight@ReceptionoronAmazon.com

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