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[email protected] http://savagemarketingtech.com
The Transformed Relationship Between
Buyers, Marketers and Salespeople
Marcel Molenaar
Country Manager Benelux
nl.linkedin.com/in/molenaarm
@mlnr
#1 RETHINK THE BUYING TEAM
The B2B Buying Process is a team game.
There are decision makers and there are influencers.
Marketers must strive to reach both groups.
DEPARTMENTS IMPACTING THE
IT BUYING DECIS ION
T O P D E PA R T M E N T S I N C L U D E D I N T H E T Y P I C A L B U Y I N G D E C I S I O N
Information Technology 32%
31%
26%
23%
22%
21%
Finance
Business Development
Accounting
Operations
Administrative
11
#2 RETHINK CONTENT MARKETING & SOCIAL
MEDIA
B2B Needs are different from the Gets
There is a discrepancy between what buyers expect
from vendors and what they actually receive
16
#3 RETHINK NURTURING & SALES AL IGNMENT
The meaning is in the eye of the beholder
Marketing & Sales need to align on the definition of nurturing
and share the common objective
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide
the Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
I T ’S A CHALLENGING WORLD
23
A B O U T T H E R E S E A R C H
For this research, we conducted a survey of more than
6,000 buyers, marketers, and salespeople at mid-sized
to enterprise-level B2B companies in seven countries:
The United States, Canada, the United Kingdom,
Australia, India, France and Germany. Each participant
in the survey took a 10-minute online survey.
24
DOWNLOAD THE FULL EBOOK
The research in this SlideShare is part of a
larger body of research conducted by LinkedIn.
This research is contained in the “Rethink the
B2B Buyer's Journey“ ebook. This guide shows
how marketers are rethinking the buying team,
content and social media marketing, and sales
and marketing alignment.
Download ebook
[email protected] http://savagemarketingtech.com