THE 7 DEADLIEST GAPS IN B2B MARKETING

Transcription

1 THE 7 DEADLIEST GAPS IN B2B MARKETING An interactive industry gap assessment presented by KERN, an Omnicom Agency, with comparisons drawn from over 450 marketing interviews Data sources include: Forrester Research Advertising Age Econsultancy SiriusDecisions Lead to Market Global Research

2 CALL AGENDA Research Review Presentation on qualitative and quantitative gaps in B2B marketing process based on over 150 interviews and secondary research from Forrester Research, Advertising Age, Econsultancy and SiriusDecisions Opinion Poll (Optional) Researcher will present eight questions based on the principles outlined in a new book (scheduled for release in 2015) titled The 8 Pillars of Demand Generation for Revenue Acceleration. A pre release book preview and a $50 Amazon.com gift card are available to all participants. Omnicom Marketing Assessment and Industry Benchmarking Executive authors at KERN will provide you with an industry marketing assessment and benchmark report based on responses and questions 2

3 GAP 1 Qualitative Gap Between Lead Growth and Quality Graph shows ranking of importance of quality lead sources Trade shows Shows and events and Events leads Webinars/Online meetings Meetings 60% 65% People that People respond that respond to offers to of offers industry of industry content content (whitepapers (e.g., white etc.) papers) 46% Social media Media Structured Targeted 38% 38% Outbound Telemarketing telemarketing 30% Banner ads Ads or SEO programs Programs Broadcast media 9% 14% 0% 20% 40% 60% 80% 100% 3 Source: Lead to Market Global Research N=152

4 GAP 2 As Customers Adopt Self Service Buying Behaviors, Marketing Technology Tools Are Inadequate to Identify, Capture and Process Leads Demand Demand Generation generation from Inbound from inbound leads 70% Companies ability to score, route and nurture leads as nurture good leads 39% Marketing Marketing executives executives rate rate their their companies companies marketing technology stack efficiency as marketing technology stack efficiency good 43% Gap in in marketing Marketing tool adequacy 30% 0% 20% 40% 60% 80% 100% 4 Source: Lead to Market Global Research N=149

5 GAP 3 Marketing Organizations Lag in Measuring Marketing Campaign ROI and Performance Marketing executives Executives attempting attempting to to measure measure ROI on marketing ROI on marketing programs programs 80% Marketing Executives executives ability who to have attribute the ability ROI to to Marketing attribute ROI programs to marketing as good programs 34% Performance Performance gap relative gap relative to marketing to marketing Program ROI measurement program ROI measurement 46% 0% 20% 40% 60% 80% 100% 5 Source: Lead to Market Global Research N=151

6 GAP 4 Gap Between the Quantity of Relevant Marketing Content and the Quantity Needed to Execute Against Marketing Plans and Calendars Is Severely Lacking Marketing Marketing Executives executives attempting attempting to use to content use based content-based marketing marketing to supportto marketing support marketing campaigns campaigns 90% Use Marketing of content executives based marketing who plan in to the use next of 6 content-based marketing months in the next six months 93% Performance Performance gap gap relative relative to creating to creating sufficient content to to support desired level of of content content-based marketing marketing campaigns campaigns 72% 0% 20% 40% 60% 80% 100% 6 Source: Lead to Market Global Research N=149

7 GAP 5 Lead Nurture Programs Do Not Effectively Communicate to Buyers (Based on Stage in the Buying Journey Gap Analysis) Companies which reported that it it is is important Important in in profiling the the decision buyer s process decision of process buyers in in developing developing marketing marketing campaigns campaigns 63% Percentage of lead nurture programs Percentage that of Lead exceeded Nurturing expectations programs exceeded expectations 17% Performance Performance gap between gap between the execution the execution of lead of nurture programs lead nurture and programs effectively and communicating effectively communicating to buyer based decision to buyer-based decision process process 46% 0% 20% 40% 60% 80% 100% 7 Source: Lead to Market Global Research N=110

8 GAP 6 Only Very Large Enterprises Take Advantage of Marketing Automation Percentage of of companies marketing based based on on customer customer behavior behavior 70% Companies with Companies revenue $5 with million revenue and below $5 million and below 3% 67% Companies using Marketing Automation System Companies with Companies revenue with between revenue $5 - between $5 $25million and $25 million 5% 65% Companies lacking Marketing Automation System Companies with Companies revenue with between revenue $20 - between $20 $500million and $500 million 10% 60% Companies with revenue Companies over $500 million over $500 million 60% 10% 0% 20% 40% 60% 80% 100% 8 Source: Lead to Market Global Research N=145

9 GAP 7 Applying the Research to Tactical Marketing Practice: Assessment Based on The 8 Pillars of Demand Generation for Revenue Acceleration Take the Lead to Market Global Research eight-question opinion poll and earn a $50 Amazon.com gift card 9

10 ASSESSMENT QUESTIONS 1. We have planned for the always-on consumer. Our always-on marketing infrastructure meets the needs and preferences for today's always-on buyers c) Neutral 2. We have built a marketing technology stack that enables integration of people, processes, campaigns, channels and resources across the marketing ecosystem 10 c) Neutral

11 ASSESSMENT QUESTIONS 3. We map the 10 stage modern buyer's journey to inform marketing - or- we have migrated from static to progressive personas and the 10 stage modern buyer's journey c) Uncertain 4. We develop our content strategy and our content creation by aligning content to the modern buyer s 10-stage journey c) Uncertain 11

12 ASSESSMENT QUESTIONS 5. We have defined and developed a converged media strategy that integrates paid, owned and earned media c) Uncertain 6. We have developed "always-on" lead nurture communications and assets and use marketing automation to deploy and to gain intelligence c) Neutral 12

13 ASSESSMENT QUESTIONS 7. We have service level agreements (SLA's) between Sales & Marketing in place for lead scoring, lead readiness, and designation of MQL s (Marketing Qualified Leads), SAL s (Sales Accepted Leads), and SQL s (Sales Qualified Leads) c) Neutral 8. In our organization, every program must be managed against a set of financial benchmarks and measured on ROI 13 c) Neutral

14 THANK YOU One of us will never know as much as all of us! 14