6. #B2BMX
Tiny bottom as few
opportunities close5 Source: IDC 2017
Chokepoint where marketing & sales
silos collide4
Unidirectional flow assumes
leads die forever3
Filtering out prospects
makes it more narrow2
Wide Top as many
suspects enter1
Obsolete Tactics Create the
Distinctive Funnel Shape
7. #B2BMX
Buyers Increasingly Ready to Switch
Q) How willing are you to switch vendors, even if you like their solution, if you are dissatisfied with the vendor's marketing and sales? 1 =Not at all willing and 5 = Very
willing.
% of Respondents Selecting Level 4 or 5 Willingness
Source: IDC 2016 IT Buyer Experience Study
Millennial
Buyers Gen X Buyers
Baby
Boomer
Buyers
10. #B2BMX
Hello, Customer Centricity!
Creation Loop Loyalty Loop
IDC’s Customer Experience Loop
38%
How much more of
the customer
creation budget
(Marketing+ Sales)
given to Marketers
in tech companies
that have
implemented a
Buyer’s Journey
model.
Source: IDC’s 2016 Tech
Marketing Benchmarks Study
11. #B2BMX
4 Customer-centric Demand Strategies that
Blow Up the Funnel
Account-based Marketing
Concierge Selling
Analytics-driven Engagement
Loyalty-first Marketing
Source: IDC 2017
12. #B2BMX
▪ Shared Mission: Clear, compelling, purpose
▪ Orchestrated Collaboration: Specialization – yes; Silo’s – no
▪ User- Centric Focus: Adapt activities to customers, not the other way
around
▪ High Information: Reveal, prioritize, react
▪ Guided, Incremental, Process: “Do-Confirm-Adapt”
Attributes of Customer-centric
Demand Strategies
Source: IDC 2017
13. #B2BMX
Customer-Centric Demand Generation Strategy:
Account-based Marketing
Organizes demand efforts
around specific accounts Most Useful in These
Situations
Buying Cycle Time Long
Solution Cost High
Solution Complexity High
Sales Model Account-based
Source: IDC 2017
14. #B2BMX
Customer-Centric Demand Generation Strategy:
Concierge Selling
Most Useful in These
Situations
Buying Cycle Time Medium
Solution Cost Medium
Solution Complexity Medium-High
Sales Model Inside Sales or
Territory-based
Personalized, anticipatory, buying
services offered by a “concierge”
enabled with extreme automation,
contextual insights and pitch perfect
content.
Source: IDC 2017
15. #B2BMX
Customer-Centric Demand Generation Strategy:
Advanced Analytics Engagement
Most Useful in These
Situations
Buying Cycle Time Medium-Short
Solution Cost Medium-Low
Solution Complexity Medium-Low
Sales Model Inside, Territory or
eCommerce
Use of advanced analytics to discover
high propensity prospects, sense &
respond to their behavior in order to
progress them through their decision
journey
Source: IDC 2017
16. #B2BMX
Customer-Centric Demand Generation Strategy:
Loyalty-First Marketing
Most Useful in These
Situations
Buying Cycle Time Any
Solution Cost Any
Solution Complexity Any
Sales Model Any
First build community engagement
and shared purpose; then develop
solutions to monetize relationships
Source: IDC 2017
19. #B2BMX
The Customer Centric Marketing Organization
TRADITIONAL SILOED MARKETING EVOLVES IN TO CONNECTED
CUSTOMER ENGAGEMENTS
Email Web Ads Search Social
Connected
Data
Connected
Content
Connected
Channels
Unique
Content
Unique
Content
Unique
Content
Unique
Content
Unique
Database
Unique
Database
Unique
Database
Unique
Database
Single
Channel
Single
Channel
Single
Channel
Single
Channel
Email Web Ads Search Social
Unique
Content
Unique
Database
Single
Channel
Source: IDC 2017
20. #B2BMX
▪ Shared Mission: Set “Big Picture” objectives – revenue and customer
experience metrics
▪ Orchestrated Collaboration: Automate work “modules” that bridge silos
▪ User- Centric Focus: Serve the only customer there is – the external
customer
▪ High Information: Exchange insight-level information, not raw data
▪ Guided, Incremental, Process: Test and adapt everything
Marketing + Sales Information Alliance
Source: IDC 2017