In the aftermath of the Sirius Decisions Summit 2013, here is a round-up of the current state of B2B marketing and the factors driving the future of B2B marketing.
Content Marketing
Let’s start with the hot topic of 2013, Content Marketing. Whilst the majority of organisations see the need for content, most are challenged with actually producing it throughout their company. Only 5% of employees feel their company is revolutionised when it comes to content creation.
Results from onsite #SDSummit poll: How optimized is your organization’s content process? bit.ly/176ytlu @siriusdecisions
— Helen Hames (@helenhames) May 12, 2013
Many companies also focus on volume of content, especially around product releases. However, content should always be around the needs of your buyers, not what we have always produced, or what sales like to use.
For #B2B Content, Will ‘Less Is More’ Become The New Normal? buff.ly/10o1lNN #SDSummit RT @shellykramer @dg_report Let’s hope!
— Meryl K. Evans (@merylkevans) May 10, 2013
@cdw reduced their content by 93% as part of their sales enablement transformation – good content, not more via @joe_levin #SDSummit
— Carlos Hidalgo (@cahidalgo) May 9, 2013
And yes, we are aware that there is still a lot of work to do.
Overhauling the b-to-b content creation process is no small task via @jessica_lillian #sdsummitow.ly/kWdqh
— Ingrid Archer (@ingridarcher) May 11, 2013
Social Media
As with many digital marketing functions, integration of teams is an enterprise-wide challenge. In order to effectively create opportunity, demand and revenue growth, social media must be integrated between strategy, tactics and execution.
Too many organizations are using social media in silos, not fully integrating their efforts into their demand programs. #sdsummit
— Jessica F. Lillian (@jessica_lillian) May 9, 2013
And, we mustn’t think that social selling is just sales. A holistic picture is typically required for the buying journey, and this is best delivered through multiple departments.
Too often we associate #socialselling w/ just #sales. It takes a village. Marketing/sales/product. #SDSummit
— Alicia Brayboy (@AskAlicia) May 10, 2013
Sales
Simplifying and streamlining tasks completed by sales is required to improve their productivity.
Ouch!Sales rep time spent.Only 29% selling. 39% research and prep. Rest in admin. #sdsummit
— ralf vonsosen (@rvonsosen) May 9, 2013
Prioritisation must be given to follow-up of opprtunity, response time and introduction of the human touch, as these are critical to conversion rates.
#SDSummit! Sales Velocity matters. Dell reports a 1 day delay in sales response has a 10pt reduction in lead conversion.
— Greg Munster (@gregmunster) May 10, 2013
Always remember to be personable. People ultimately make the decision, not companies. And people are usually swayed by those they buy from. People buy from people.
Buyer perspective @linkedin: Companies don’t buy products, people don’t buy products. People on behalf of companies buy products. #sdsummit
— Olivia Geiger (@OliviaGeiger) May 10, 2013
Marketing
As modern marketers, we are challenged more than any previous era in managing a broadening range of channels with ever increasing empowered buyers. We are tasked with developing a wider, more diverse range of skills and attributes to meet the needs of the digital environment.
Modern marketers needs skills that make us look like a psychologist, statistician, anthropologist, journalist, etc @heatherloisel #SDSummit
— grace_kraaijv (@grace_kraaijv) May 10, 2013
Furthermore, analytics have played an increasing role in driving strategy, communications and messaging. Yet we are now at a point where we are measuring activity with no purpose. Only focus on KPIs and metrics that drive insight and actions.
Just bc you can count it, doesn’t mean it counts. Hummmm #sdsummit
— Andrea Soltysiak (@andisolty) May 10, 2013
Go back to integrated basics. The sum of all parts and channels are typically better than just one, especially with conversions requiring many touches. You cannot accurately attribute a sale to just one channel or tactic. Look to deliver consistent touches accross multiple channels, always moving the prospect towards a sale.
“Is inbound better than outbound” = wrong question to ask. B2B requires multiple touches. Focus on mix of the two @the_hekler #sdsummit
— Jon Miller (@jonmiller) May 8, 2013
To drive performance gains, marketers should focus on three key areas; measuring what we do for optimisation and insight, driving the quality and consistency of content production, and integratation between all functions and departments.
RT @eeestep: Communications’ new strategic imperative: measurement, content operations, integration #SDSummit < << This is key. #b2b #mktg
— Matt de Caussin (@MattdeCaussin) May 10, 2013
Sales and Marketing Alignment
Coordination, cooperation and understanding is key to driving customer conversion. Sales must appreciate that work typically needs to be done to convert an opportunity, but feeding back to marketing on appropriateness is vital in optimising and improving performance. Alignment should also be driven through buyer persona development with all parties contributing to create a richer persona that everyone buys into.
Not every lead is an opportunity handed on a plate; there’s works that needs to be done. via @cyngumbert @dell #sdsummit
— Jonathan Block (@jblock) May 10, 2013
Buyer Personas should be shared among Prod Marketing, Marketing & Sales to foster better alignment & understanding #sdsummit
— Kurt Weisenberger (@KurtMW) May 10, 2013
Over 50% of companies need to work harder to achieve desired levels of alignment between departments.
About half of #SDSummit attendees “have problems” when it comes to alignment between sales, marketing and product.
— erin elizabeth estep (@eeestep) May 10, 2013
Only provide information needed to enable teams to get the job done. Simplicity is the key to drive adoption between departments.
Lead scoring should be simple for end-user (sales); keep complex. behind scenes to increase adoption & leverage #sdsummit RT @heinzmarketing
— AcquireB2B (@AcquireB2B) May 10, 2013
As a final thought (as if marketing teams don’t have enough to think about), consider this…
Sales and product will never be irrelevant. Marketing has the most to lose if they’re misaligned. #revenueecosystem #SDSummit
— erin elizabeth estep (@eeestep) May 10, 2013
If marketing teams don’t drive alignment throughout the organisation, will product and sales teams ever cease to exist? No. Are those teams likely to drive the change required? Probably not. As marketers we must be big and clever, and realise that alignment and continual evolution is vital to being relevant and adding value to the business.
