B2B marketing is aan verandering onderhevig: waar we enkele jaren geleden vol waren van contentmarketing als de nieuwe succesaanpak, zijn we inmiddels behoorlijk bekend en ervaren met allerlei vormen van contentmarketing. Intussen hebben zich weer nieuwe uitdagingen in B2B aangekondigd, denk aan: - Relevant engagen met leads - Leveren van gekwalificeerde leads aan sales - Het aantonen van de ROI van marketing - Besparen op marketingkosten - Afhankelijkheid van IT-afdeling verminderen Wil je leren hoe je deze uitdagingen het hoofd kunt bieden? Bekijk deze presentatie of bekijk de webinar recording op http://marketing.spotonvision.com/acton/media/3887/de-grootste-uitdagingen-van-de-b2b-marketing-manager-1

1. spotONfriday webinar:
De grootste uitdagingen van
B2B marketing managers
Presenter:
Shimon Ben Ayoun
Managing Partner
@shimonbenayoun
shimon@spotonvision.com
Host:
Charles van der Wal
Marketing Operations Consultant
@charlesvdwal
charles@spotonvision.com

2. MARKETING
PERFORMANCE
MANAGEMENT
BUYER
PERSONA
CONTENT
MARKETING
LEAD
MANAGEMENT
MARKETING
AUTOMATION
Who are we?

3. Upcoming events
spotONfriday webinars:
14 November: De kracht van webinars in B2B
spotONvision masterclass:
20 November: Buyer persona’s: inzicht in de B2B koper
Mark in your agenda:
6 November 2014: B2B Marketing at the speed of light

4. Upcoming events
17 March 2015: B2B Marketing Forum 2015

5. Questions?
GoToWebinar:
“Chat” or “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision
@charlesvdwal
#b2bnl

6. Today’s webinar:
• B2B marketing challenges
• Focus on the buyer
• Engaging with relevant content
• Generate more high quality leads
• Automate the process

7. B2B MARKETING
IS CHANGING

8. The B2B buyer
is changing
THENNOW
• Sales Dominated
• One-way, single channel, relationship-
driven
• Marketing plays critical role
• Internet-driven, analytics-driven

9. B2B buyers use
more channels
than ever before
“Salespeople think they’re going into a discovery call and
suddenly find them self neck deep in negotiations.”
Source: John Neeson, managing director SiriusDecisions

10. It’s all in the DATA!
Data volume will
grow to 20x of what it is today
by 2020 (Gartner)20X
Percentage of digital
information generated by
individuals (IDC): 75%

11. Sales wants more
higher quality leads
“It’s no longer enough for organizations to generate leads,
send them off to Sales and call it a day. Lead quality
requires finding the right buyers at the right time.”
Source: Marketingsherpa lead generation benchmark survey

12. We have to do more
with less budget
New responsibilities
76%89%
No change in
budget or resources
Leadership judges
marketing ROI faster
76%

13. We have to prove the
ROI of marketing
“Most CMOs agree that ROI, optimization and audience
insights are of premier importance.”
Source: Marketingsherpa lead generation benchmark survey

14. MAIN CHALLENGES
FACE
SALES PEOPLE

15. The Age of the Empowered Customer
Does 60% of the buyer journey without sales

16. THE LENGTH OF THE SALES CYCLE
LARGER DMU’S, SLOWER DECISION MAKING

17. Poll:
What is your biggest B2B marketing
challenge?

18. 4 steps to success in B2B marketing

19. RECOMMEND
MAINTAIN
USERESEARCH
PURCHASE
SELECT
“Represent me”
“Serve my needs”
“Earn my trust”
“Know my history”
“Give me more value”
“Be consistent”
“Be transparent”
“Engage me”
“Be relevant”
“Make it easy”
“Minimize the risk”
“Reward me”
Step 1: Understand your B2B buyer
Buyer persona’s

21. Interest & Trigger
Research & Learn
Evaluate & Assess
Justify & Purchase
How can I create better
engagement with my
customer?
What is Content Marketing
and how can I implement
it?
Who can help me there?
What other companies in
my industry also use this
strategy?
Can I sell it internally
and do we have enough
resources?
Step 1: Understand your B2B buyer
Buyer persona’s

22. Step 2: Engage with relevant content
Content Marketing
Content marketing is a
marketing technique of creating
and distributing relevant and
valuable content to attract,
acquire, and engage a clearly
defined and understood target
audience - with the objective of
driving profitable customer
action.
Source: Joe Pulizzi

24. “The Challenge: Creating content
that the buyer actually needs.
Because 83% of marketers say
buyer-centric content is a priority
Only 23% say that they’re
advanced.”

26. “Serving the buyer at every stage of their journey.
Because the number one reason content goes unused is due to it being
irrelevant to the inteded audience”
Step 2: Engage with relevant content
Content Mapping

27. Align with sales

28. Step 3: Generate more high quality leads:
Lead Management

29. Speak the same language with sales

30. Agree with sales on the way of working
B2B Sales Process

31. Step 4: Marketing Automation:
Automate & measure the process

32. What is marketing automation?

33. Engagement fit
• Interested in Content Marketing (found us via
google)
• Funnel Stage – Awareness
• Main message – You can reach more with
content
Profile fit
• Segment marketing manager
• Large Insurance company
• Large marketing teams

37. Measure what works

38. Show the ROI to your boss

39. • Increase the efficiency of marketing by focusing on your buyer
• Engage with your buyer, by increasing the relevancy of content and campaigns
• Improve the quality of leads handed over to sales
• Measure what works (or what doesn’t) and optimize
• Show the ROI of marketing to your organization
The advantages of this strategy

40. Q&A
spotONfriday webinars:
14 November: De kracht van webinars in B2B
spotONvision masterclass:
20 November: Buyer persona’s: inzicht in de B2B koper
Mark in your agenda:
6 november 2014: B2B Marketing at the speed of light
17 maart 2015: B2B Marketing Forum 2015

41. Want to know more? Or need help with the setup and
execution of marketing automation?
www.spotonvision.com
@spotONvision
@b2bmktforum
@charlesvdwal
@shimonbenayoun
LinkedIn groups:
B2B Marketing Forum, en
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision