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[email protected] http://savagemarketingtech.com

Looking Beyond the Data - Empowered Tech Buying Process LinkedIn

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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.

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THE NUMBER OF DEPARTMENTS IMPACTING THE

BUYING DECIS ION VARIES BY INDUSTRY

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

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#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

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I T ’S IN THE FEED

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#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

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DEFIN IT ION OF LEAD NURTURING

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ADDRESS MARKETING WIT H THE CUSTOMER

L IFE CYCLE IN MIND

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THANK YOU

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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.

[email protected] http://savagemarketingtech.com