From the B2B Content2Conversion Conference, with: Carlos Hidalgo, Chief Executive Officer, Annuitas

1. #C2C16
Transforming Demand Generation to
Drive Revenue
Carlos Hidalgo – CEO; ANNUITAS @cahidalgo

2. #C2C16@cahidalgo

3. #C2C16
We Live in a Buyer 2.0 Dominated World
@cahidalgo

4. #C2C16
Say Goodbye to the “Sales Process”
• 57% of a typical purchase decision is made before a customer
even talks to a supplier
@cahidalgo
Source: CEB – The End of Solution Selling

5. #C2C16
Buyers Do Not Buy in a Liner/Funnel Like Fashion
@cahidalgo

6. #C2C16
Buyers Are More Sophisticated + Complex
“The average B2B decision-making group includes
5.4 buyers” – CEB
@cahidalgo
Source: DemandGen Report – Content Preferences Study - 2015

7. #C2C16
The Typical Marketing Response?
@cahidalgo

8. #C2C16
Execute More Campaigns
@cahidalgo
Source: ANNUITAS – B2B Enterprise Demand Generation Study - 2015

9. #C2C16
Create More Content
@cahidalgo
Source: ANNUITAS – B2B Enterprise Demand Generation Study - 2015

10. #C2C16
SPAM Our Database & Misuse “Social Selling”
@cahidalgo

11. #C2C16
What Are The Results?
@cahidalgo

12. #C2C16
We Are Ineffective At Demand Generation
@cahidalgo
Source: ANNUITAS – B2B Enterprise Demand Generation Study - 2015

13. #C2C16
Content Maturity is Lacking & Effectiveness is Unknown
@cahidalgo
Source: CMI – Content Marketing Benchmarks, Budgets & Trends 2016

14. #C2C16
Organizations Are Not Connecting With Their Buyers
@cahidalgo
Source: ANNUITAS – B2B Enterprise Demand Generation Study - 2015

15. #C2C16
There is a Nurture Gap
@cahidalgo

16. #C2C16
Leads are Getting Ignored
“79% of B2B Marketing Generated leads do
not get sales follow-up”
- Sirius Decisions
@cahidalgo

17. #C2C16
So How Do B2B Marketers Adapt?
@cahidalgo

18. #C2C16
1. We Need to Change the Culture of Marketing
“Innovation is so deeply embedded in Apple's culture.
It's in the DNA of the company.”
"There's that word 'limit.' We don’t have that in
Apple's vocabulary."
- Tim Cook, Apple CEO
@cahidalgo

19. #C2C16
2. Take A More Strategic, Buyer-Centric Approach
@cahidalgo
Source: Adam Needles – Balancing the Demand Equation - 2013

20. #C2C16
3. Redefine Demand Generation
• A perpetual process
• Engage, Nurture, Convert, Advocate
• Prospects + customers
• Buying-process-driven
• Educate + qualify
• Marketing + sales activities
• Operationalize + optimize
• To drive sustainable revenue, CLV
@cahidalgo

21. #C2C16
4. Adopt A Demand ProcessTM Mind Set
@cahidalgo

22. #C2C16
5. Align Content to The Buyers Purchase Path
@cahidalgo

23. #C2C16
Is it Worth It to Make the Changes?
@cahidalgo

24. #C2C16
Demand Generation Maturity = Increased Conversions
@cahidalgo

25. #C2C16
A Case Study in Improvement
• Reduced sales cycle by 30%
• Contributed over 1% in incremental topline
revenue growth
• 165.96% lift in Qualified Leads
• 147% lift in Closed Won conversions
• Experienced a 360.81% increase in
marketing generated revenue YoY
• Ended 2015 24.37% above the revenue goal
@cahidalgo

26. #C2C16
Let’s Keep Talking
Carlos Hidalgo
CEO & Principal
@cahidalgo
carloshidalgo@annuitas.com
Available tonight @ Reception or on
Amazon.com

27. #C2C16