The presentation discusses how B2B marketing is being revolutionised. As your buyer's shift they way they buy, you need to shift the way your market and sell.

1. Welcome

2. Trends in B2B
Marketing
Chris Fell, Managing Director,
g2m Solutions
Prepared for: Client name
By Chris Fell P: 0402 340 250 E: chris.fell@g2msolutions.com.au

3. From interruption to attraction based marketing
02 3456 789
Annoying
Salesperson
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4. B2B Marketing is shifting
Outbound Inbound
Interruption based Attraction based
Talking or shouting Listening
Push Pull
Business generated User generated
Press releases, tradeshows, print ads Blog posts, high value digital content,
and collateral LinkedIn, twitter
Building websites Building communities
Sales cycle Buying cycle
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5. The Growing Lead Chasm
• Self educating buyers
• Salespeople now
operate in last 1/3rd of
funnel
• Marketing: must evolve
from lead generation to
lead nurturing
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6. Implications for B2B Marketers
• Engage AND nurture
• The 5 steps to building a prospect engine
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7. Buyer’s buy when they have a problem
The Buyer’s Journey
• Untroubled &
Step 2 • Define need
Step 4 • Rationalise
Step 6 • Engage
unaware • Acknowledge • Receive offers options • Select first
business pain choice
Step 1 Step 3 Step 5 Step 7
Source: MathMarketing
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8. Develop messages that reflect your buyer’s thinking
• “I don’t see I have a problem & btw
who are you?”
• “I recognise I do in fact have a
problem”
• “I have defined what I need to solve
• Untroubled &
unaware
Step 2
• Acknowledge
business
• Define need Step 4
• Receive
offers
• Rationalise
options
Step 6
• Select first
choice
• Engage
this problem”
pain
Step 1 Step 3 Step 5 Step 7
• “I’m evaluating a number of solutions
that could work”
• “How do I know your solution will
work? And how do I justify this
investment?”
• Has my investment paid off, should I
continue as a customer?
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9. Sorry...but its not all about you!
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10. Step 2: Content Marketing & the buyer’s journey
• Content maps
• Real value
• Leverage
• The extended ecosystem
Hug your content!
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11. Step 3: Do you have a unified “go to market” funnel?
• From first contact to loyal customer, one single view of the funnel...the buyer’s
funnel
• Align your sales & marketing effort...the data shows its worth it, you will have:
• 5.4% growth
• 38% more leads
• 36% greater retention
• Establish the “funnel maths” for the combined go to market funnel
• Establish the volume of marketing activity required at each stage
• Include lag and leakage
• Marketing and sales jointly own the funnel
o Targets
o KPIs
o Definitions & Processes
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12. A unified “go to market” buyers funnel
50,000 interactions with
target audience
5,000 Acknowledge Pain 90%
500 Show Interest 90%
Leakage
100 Define need
80%
25 Looking at
solutions 75%
20 May
purchase 25%
15 buy!25%
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Month 1 Buying Cycle Lag Month 9

13. Step 4: Process & tools, Building the lead engine
Get
Found
Analyse Inbound
Create
& Marketing content
improve Engine
Nurture
leads
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14. Functional Integration saves money and time
Email
SEO ,on and off Landing Page Social media
Blog Analytics marketing, lead CMS Expertise
page building monitoring
nurturing
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15. Inbound Marketing: Compete with the big dogs!
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16. ROI of Hubspot
HubSpot’s State of Inbound
MIT study shows: HubSpot users Marketing report shows: businesses
experienced lead increases ranging from 25% up to that focus on inbound-marketing have a 61% lower
760% within 5 months cost per lead than those that don’t.
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17. Step 5: Resources and skills to execute
“To Insource or Outsource, that is the question”
• Economic – what’s the fully loaded cost of mid level marketer?
• Flexible – can you turn the dial up or down as campaign workload dictates?
• Risk management – Can you find and retain staff, what do you do if your
marketing person quits just before a major campaign?
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18. Step 5: Resources and skills
• Realistically, do you have access to a broad range of skill sets required to
plan develop and deliver a lead generation engine?
o Strategy Planning, Go to market funnel model building, Campaign planning, Project
management
o Website copywriting, Landing page writing, Call to action writing
o Content strategy Content audit, Content planning, High value content writing (white
papers ebooks etc), Blog writing
o SEO Keyword research, SEO Link analysis, SEO Page analysis
o Lead nurturing, Email marketing, Lead database management
o Social media monitoring and participation,
o On line event production, organisation and registration
o ROI Analysis and management reporting, Blog analytics, Reach
analytics, Competitive analytics
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20. Thank you

21. Inbound Marketing creates leverage
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