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#C2C16
TransformingDemandGenerationtoDriveRevenue
CarlosHidalgo– CEO;ANNUITAS@cahidalgo
#C2C16@cahidalgo
#C2C16
WeLiveinaBuyer2.0DominatedWorld
@cahidalgo
#C2C16
SayGoodbyetothe“SalesProcess”
• 57%ofatypicalpurchasedecisionismadebeforeacustomereventalkstoasupplier
@cahidalgoSource:CEB– TheEndofSolutionSelling
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BuyersDoNotBuyinaLiner/FunnelLikeFashion
@cahidalgo
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BuyersAreMoreSophisticated+Complex
“TheaverageB2Bdecision-makinggroup includes5.4buyers”– CEB
@cahidalgoSource:DemandGen Report– ContentPreferencesStudy- 2015
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TheTypicalMarketingResponse?
@cahidalgo
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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”
@cahidalgo
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WhatAreTheResults?
@cahidalgo
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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
@cahidalgo
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LeadsareGettingIgnored
“79%ofB2BMarketingGeneratedleadsdonotgetsalesfollow-up”
- SiriusDecisions
@cahidalgo
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SoHowDoB2BMarketersAdapt?
@cahidalgo
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1.WeNeedtoChangetheCultureofMarketing
“InnovationissodeeplyembeddedinApple'sculture.It'sintheDNAofthecompany.”
"There'sthatword'limit.'Wedon’thavethatinApple'svocabulary."
- TimCook,AppleCEO
@cahidalgo
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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
@cahidalgo
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4.AdoptADemandProcessTM MindSet
@cahidalgo
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5.AlignContenttoTheBuyersPurchasePath
@cahidalgo
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IsitWorthIttoMaketheChanges?
@cahidalgo
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DemandGenerationMaturity=IncreasedConversions
@cahidalgo
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ACaseStudyinImprovement
• Reducedsalescycleby30%• Contributedover1%inincrementaltopline
revenuegrowth• 165.96%liftinQualifiedLeads• 147%liftinClosedWonconversions• Experienceda360.81%increasein
marketinggeneratedrevenueYoY• Ended201524.37%abovetherevenuegoal
@cahidalgo
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