Date post: | 20-Aug-2015 |
Category: |
Business |
Upload: | b2b-marketing |
View: | 158 times |
Download: | 2 times |
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Today’s agenda
#1. Top priorities
#2. Brand transformation
#3. Mobile and social
#4. Sales and marketing collaboration
#5. Bridging the Boardroom gap
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Some fuel for debate
100 interviews
On, or report to, senior leadership team
Average 15 years in profession
Control budgets of £188 million
Variety of industry sectors
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B2B marketers’ five highest priorities
Senior level buy-in
Resource management• Getting budget• Reducing costs
Team development
Approach in-line with marketing trends
Generating leads
External
Internal
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Is there too much internal focus?
How have they changed in the last 12 months?
Are these your priorities?
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B2B marketers’ five highest priorities
Senior level buy-in
Resource management• Getting budget• Reducing costs
Team development
Approach in-line with marketing trends
Generating leads
External
Internal
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79% feel their team has skills gaps
Data analytics and reporting (41%)
Customer or market insight (34%)
Digital marketing techniques (31%)
Marketing technology (28%)
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Time, money and process are barriers
Only 48% have a development programme for majority of team
47% have problems finding budget for training
68% say team too busy to take time out for development
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B2B marketers’ five highest priorities
Senior level buy-in
Resource management• Getting budget• Reducing costs
Team development
Approach in-line with marketing trends
Generating leads
External
Internal
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1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%+
28%
14%
20%
4%
12%
3%
0%
3%
0%
8% 8%
62% spend 3% or less of annual turnover on
marketing
Two thirds spend 3% or less of turnover on marketing
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Majority of spend still on ‘traditional’ activities
OtherBrand identity
Online advertisingTelemarketing
Marketing researchMarketing strategy
SEO/PPCSocial media
Content creationPR
Direct salesWebsite development
PrintEmail
Direct mailTrade shows
2%1%
3%3%3%3%
4%4%
6%7%7%
9%9%
11%12%
15%
Digital‘Traditional’
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It’s much less than needed
16%
It’s less than needed
59% It’s about right22% It’s a little
too generous3%
Three quarters feel their marketing budget is insufficient
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Rarely or not at all
Some of the time
About half of
the time
Most of the time
All of the time
17%
25%23%
29%
6%
42% struggle to measure ROI
35% can measure ROI
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A vicious cycle?
“It exacerbates the divide between marketing and sales. It is very difficult to quantify awareness and
brand activities if you are a sales person, all you see is money flowing away from the business.”
“Although the business is beginning to understand that there are some things we just can't measure in short-term financial returns there is still not 100% conviction that this is or should be the case.”
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Most have the pieces in place
80% say brand clearly defined
85% have sound understanding of customers and market
72% say brand is differentiated
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But the challenge is in execution
Resources - lower priority than revenue generating activity
Positioning which…• appeals to all segments• is flexible enough to evolve• gets internal agreement
Delivery – front line don’t live brand
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The secrets of Salesforce’s success
#1. It’s not your brand
#3. Don’t just state it, live it
#2. It’s not marketing’s brand
#5. Have a clear, bold and simple central idea
#7. Be obsessively customer centric
#9. Continuously evolve to stay relevant
#10. Always push the boundaries
#6. Be authentic and true to yourself
#8. Never breach their trust
#4. Lead from the top
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The impact of mis-alignment
Tension damages morale (34%)
Bottom line hit as leads not fully nurtured (61%)
Brand suffers as messages inconsistent (43%)
SALESMARKETING
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The solution?
Setting shared goals (67%)
Tracking performance to raise visibility and accountability (48%)
Aligning resources around goals (47%)
MA
RK
ET
ING
SA
LE
S
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• Strategic, big picture thinker with clear vision• Business acumen and commercial focus• Analytical yet creative
• Mindful of non-marketing colleagues’ agendas• Able to navigate organisation and join-up siloes• Outstanding communication and influencing skills
• Deep market understanding• Insight into customer motivations• Experienced in all key marketing disciplines
• Open-minded, forward-thinking, embraces new ideas• Leads by example and gets hands dirty when needed• Determined, tenacious and fights their corner• Gutsy and takes calculated risks
Visionary
Statesman
Expert
Entrepreneur