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A more efficient
digital marketing mix
400+ software, tech and service B2B companies, in 13 countries and 4
continents, growing 50%+ per year, delivering in 100+...
Agenda
•

Our observations from 400
customers + best practice

20 min

•

Open discussion

60 min

•

Most important insig...
The B2B marketer´s
world is changing

The Pipeline Marketing Company
The Pipeline Marketing Company
The Pipeline Marketing Company
Content marketing

The Pipeline Marketing Company
The Pipeline Marketing Company
3 billion searches/day on Google

The Pipeline Marketing Company
The Pipeline Marketing Company
The Pipeline Marketing Company
The world is changing =
new demands on marketing
More information - less time
Increased competition
Clients first decide w...
Challenge B2B marketers
Knowledge,
tactics & technology

The Pipeline Marketing Company
Pipeline Marketing™

What characterise B2B?
1. Long sales cycles

2. Complex offer, many people are
involved in the buying...
Pipeline Marketing™

100 %

Memory retention

Sales cycles are long
but…the customers’
memory is short….

0%
Meeting

Day ...
Long sales cycles - frequency
eDM
/E-mail

Meeting

0%

Proposal

Decision

Competitive activity

Website
visit

Customer ...
Organisation is
easily accesible

Organisation is
easy to buy from
Organisation is
willing to
collaborate with
other suppl...
Source: Sales Executive Council research, The Challenger Sales p. 102

Widespread support
for the supplier across
my organ...
Pipeline Marketing™

Lack of access
A few companies
Many different roles

The Pipeline Marketing Company
The more narrow target group
– the more wastage
Wasteage
Potential
buyers

35%
65%

Irelevant
target
group

The Pipeline M...
Response
•
•
•
•

More targeted channels
Identify what channels to use when (sales cycle)
Right frequency
Personal and spo...
Business
What is the goal?
GOAL?

GOAL?

Who is your target group?
Why should they listen?

GOAL?

When do they listen?
Wh...
Given desired actions for focus target
groups, what do you need to do?
Main Goal Branding
Top 5 KPI

Main Goal Leads
Top 5...
The Pipeline Marketing Company
Make more of your
sales pipeline with
Pipeline Marketing™
Effektiv digital marknadsmix_Vendemore
Effektiv digital marknadsmix_Vendemore
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Effektiv digital marknadsmix_Vendemore

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Effektiv digital marknadsmix_Vendemore

  1. 1. A more efficient digital marketing mix
  2. 2. 400+ software, tech and service B2B companies, in 13 countries and 4 continents, growing 50%+ per year, delivering in 100+ countries The Pipeline Marketing Company
  3. 3. Agenda • Our observations from 400 customers + best practice 20 min • Open discussion 60 min • Most important insights 15 min The Pipeline Marketing Company
  4. 4. The B2B marketer´s world is changing The Pipeline Marketing Company
  5. 5. The Pipeline Marketing Company
  6. 6. The Pipeline Marketing Company
  7. 7. Content marketing The Pipeline Marketing Company
  8. 8. The Pipeline Marketing Company
  9. 9. 3 billion searches/day on Google The Pipeline Marketing Company
  10. 10. The Pipeline Marketing Company
  11. 11. The Pipeline Marketing Company
  12. 12. The world is changing = new demands on marketing More information - less time Increased competition Clients first decide what to change. Then with whom… 60% of the sales decision is made before clients contact a vendor The Pipeline Marketing Company
  13. 13. Challenge B2B marketers Knowledge, tactics & technology The Pipeline Marketing Company
  14. 14. Pipeline Marketing™ What characterise B2B? 1. Long sales cycles 2. Complex offer, many people are involved in the buying process 3. Narrow target group The Pipeline Marketing Company
  15. 15. Pipeline Marketing™ 100 % Memory retention Sales cycles are long but…the customers’ memory is short…. 0% Meeting Day 1 Day 7 Day 30 Time The Pipeline Marketing Company
  16. 16. Long sales cycles - frequency eDM /E-mail Meeting 0% Proposal Decision Competitive activity Website visit Customer attention 100 % Cold call Vulnerable to competition The Pipeline Marketing Company
  17. 17. Organisation is easily accesible Organisation is easy to buy from Organisation is willing to collaborate with other suppliers Widespread support for the supplier across my organisation Provides the best value for the best price Flexible in adjusting to unique product needs The Pipeline Marketing Company
  18. 18. Source: Sales Executive Council research, The Challenger Sales p. 102 Widespread support for the supplier across my organisation Organisation is easy to buy from Provides the best value for the best price #1 Widespread support for the supplier across my Organisation Flexible in adjusting Organisation is organisation is easily accesible to unique product needs willing to collaborate with other suppliers The Pipeline Marketing Company
  19. 19. Pipeline Marketing™ Lack of access A few companies Many different roles The Pipeline Marketing Company
  20. 20. The more narrow target group – the more wastage Wasteage Potential buyers 35% 65% Irelevant target group The Pipeline Marketing Company
  21. 21. Response • • • • More targeted channels Identify what channels to use when (sales cycle) Right frequency Personal and spot-on messages The Pipeline Marketing Company
  22. 22. Business What is the goal? GOAL? GOAL? Who is your target group? Why should they listen? GOAL? When do they listen? What do you want them to do? The Pipeline Marketing Company
  23. 23. Given desired actions for focus target groups, what do you need to do? Main Goal Branding Top 5 KPI Main Goal Leads Top 5 KPI Main Goal Sales Top 5 KPI Main Goal Loyalty Top 5 KPI The Pipeline Marketing Company
  24. 24. The Pipeline Marketing Company
  25. 25. Make more of your sales pipeline with Pipeline Marketing™

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