The document discusses key factors for B2B tech marketing. It notes that 77% of website visitors do not scroll past the fold, so content needs a good copy, story, and call to action. It also discusses the importance of responsive design for mobile users, and how the traditional sales funnel has been replaced by a model focused on ongoing customer relationships. The document cautions against an overemphasis on content for its own sake without strategy, and argues the top focus for any B2B organization should be sales enablement.
30. Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First
Engagement
w/ Sales
Purchase
57%-70%
We’ve all heard it by now…
33. “It’s time to abandon
the traditional sales
and marketing funnel
and instead adopt an
approach that revolves
around building an
ongoing relationship
with the
prospect/customer.”
Source: Forrester Research, 2014
35. 52%Feel their peers’ and colleagues’ opinions are very
important when making a business purchasing decision
on a products or service.
Source: Google B2B Customer Study, June 2012 (n=629)
40. 40%
22%
12%
9%
9%
6%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
Top Sales Rep Attributes in Terms of How They Influence Buying
Decision…
What Do Your Prospects Want?
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
41. Business
Leaders
IT
Leaders
Overall
Knowledgeable about their
products/solutions
88% 88% 88%
Understands my issues and where
they can help
34% 43% 38%
Can relate to my role and
responsibilities in the company 38% 29% 34%
“When you meet with a salesperson, how often are
they prepared for the meeting with you in the following
ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
What Are They Getting?
42. THE #1 FOCUS OF ANY B2B
ORGANIZATION SHOULD BE….
48. 8 Ugly Truths About Content
• It’s not targeted nor is it a campaign.
• It can be really expensive.
• Not just anyone can do it.
• It’s not king.
• Quality vs. Quantity…there’s no winner.
• Stop obsessing about storytelling.
• It needs strategy and…
• NO, it’s not SEO.
64. Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)
+30B Searches in IT B2B in 2013
65. Source: Google/Compete Tech B2B Customer Study, June 2013
91% of Tech B2B customers make purchase
related searches from a mobile device.
66. Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
66% of Tech B2B customers who view a video are likely to search for
more information or visit your website.
What’s the’ #2 Search Engine?