As consumers, we live in an overloaded world. So, as B2B marketers, how do we ensure our company's value proposition is crisp instead of part of the raucous? In this session, Christina Bottis, Head of Marketing at Coyote Logistics walked through four pillars of building a winning marketing strategy from the ground up.

1. Rory Hochman
VP of Customer Success at
Uberflip
Christina Bottis
Head of Global Marketing at Coyote

2. 70%
of buying decisions
happen before
speaking to sales.
— SiriusDecisions

3. Vendors Have a
Small Slice of
Buyer’s Time
Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
(n = 492; base: excluding "Don't Know" responses)
Research
82%

4. Content Is How
You Influence
and Shape the
Conversation

6. Christina Bottis,
Head of Global Marketing
Building a Customer
Experience that Converts:
Coyote Logistics’ Four Pillars to Creating
a Winning Marketing Strategy

7. Let’s talk about
the “F” word: focus.

8. CUSTOMERS
HAVE CHANGED

9. B2B Buyer
Behavioral Trends
Customers use digital
channels at all stages of
their buying journey.
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018
of surveyed customers
accessed digital channels
even in the late purchasing
stages.
83%

10. We are currently
witnessing a shift in
power from the sales rep
to the buyer.
of buyers say they can
develop selection criteria or
finalize a vendor list based
solely on digital content.
B2B Buyer
Behavioral Trends
62%
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018

11. Once buyers engage with
Sales, they expect information
they can’t get on their own.
of buyers choose to
work with the
salesperson who first
added value.
B2B Buyer
Behavioral Trends
74%
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018

12. THE COYOTE STORY

13. We went from a start-up to a global brand.

14. Our marketing strategy
had to evolve.

15. And we did it using
these four pillars.
Understand
who they are and
what they want
Align your
positioning
and messaging
Distribute a
unified
message
Measure, refine,
measure,
scale

16. UNDERSTAND WHO THEY
ARE AND WHAT THEY WANT

17. Find out what’s important
when making a decision.

18. Use that to drive decision-making
across departments.

19. ALIGN POSITIONING
+ MESSAGING

20. You can say
anything, but you
can’t say everything.

21. Be realistic about what
you can defend.

22. Here’s what we came up with.
Coyote is a leading global third party logistics provider
that combines a diverse, centralized transportation marketplace matching
more than 10,000 shipments every day
with a comprehensive multi-modal solutions portfolio
and the data intelligence to empower your business
in a rapidly-changing world.

23. Build content like
Mr. Potatohead.

24. Content targeted
to persona

25. Guide your
customers down
a content journey

26. DISTRIBUTE A
UNIFIED MESSAGE

27. When it comes to channels,
it’s all about them.

28. Integrate channels to
create an ecosystem. Marketing
Message
Thought
Leadership
Email
Paid
Media
Website
Events
Sales
Reps

29. Ask yourself,
“And then what?”

30. Help your
customers
solve their
problems.

31. MEASURE, REFINE,
MEASURE, SCALE

32. It’s basically a game
of whackamole.

33. Quantify it, or
it didn’t happen.
“Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.”
John Wanamaker
father of modern advertising
and a “pioneer in marketing”.

34. Make what’s
working even
better.

35. Make what’s working even better.

36. SO, WHAT?

37. Here’s what a little
focus did for us.
Sales +
Marketing
Partnership
Customer-validated
Technology
Roadmap
Double-digit
Increase in Traffic,
Time on site,
Pages per Visit
Increased
Lead Quality

38. Focus on your customers.
They’ll take you where
you need to go.

39. Christina Bottis
linkedin.com/in/christinabottis
@ceebott
Thank you.