BtoB MKT Trends. El Escenario Online. Luciana Sario. June 7, Gerente de Marketing IDC Latin America

Transcription

1 BtoB MKT Trends El Escenario Online Luciana Sario Gerente de Marketing IDC Latin America June 7, 2010

2 The Web is getting smarter Web 1.0 was mostly static publishers communicating to consumers Web 2.0 is two-way, with consumers talking back to publishers. Web 3.0 uses information from the consumer to tailor the experience to individuals Gmail ads already do this. By taking advantage of content, Google is able to serve ads that are immediately and individually relevant The entire infrastructure of the Web 3.0 economy is built on what's known as semantic web

3 , SEM & Website is at the heart of the Online MKT

4 Marketing Role Shifted, an MKT Strategy is a MUST Usted mira s en su celular relacionados con su trabajo? Relevancy is crucial, give the list the content and information they want Todos los días Una vez por semana Nunca marketing is the key driver for online MKT, is tying together all the web 2.0 elements Venezuela Mexico 52,50 51,61 15,00 8,60 32,50 39,78 New role in Social Media: Social Sharing Colombia Chile Brasil Argentina 46,91 55,95 36,46 61,18 13,54 16,05 9,52 8,24 37,04 34,52 50,00 30,59 Mobile MKT, another Key trend that marketers are focused on but it is a definitely a challenge (proper html, different devices, lack of standardization) Source: IDC Latin America, October 2009 Methodology: Survey 519 End Users

5 SEM the main source of information for End Users How to make the pages sing to the search engine It makes possible to reach business buyers at all different stages of the buying cycle Opportunity to present stage-appropriate materials Ideal Solution to Balancing Lead Flow Source: IDC Latin America, October 2009 Methodology: Survey 519 End Users Argentinean Cut

6 How Well Managed is the Hub of Your Marketing Strategy? Using Website Analytics Website Messaging Clear & Compelling Use Separate Microsite for Specific MKT Initiatives The foremost change in B2B marketing during the past decade or so has been the emergence of a company's website as the primary point of contact with prospects and customers. Changes to Website Happen Efficiently and on Schedule Website is Regularly Optimized for Search Engines Integrated with CRM System so Leads Flow to Database The website has also become an extremely efficient platform for integrating and automating the lead generation process

7 Social Media is Rapidly Evolving Lack of knowledge is, major barrier to adopting a social media marketing strategy Achieving Branding Goal is Most effective Use of Social Media Social Marketing Maturity is in transition from Trial to Strategic Aligning Social MKT Objectives with Corresponding Metrics Identifying social media "influencers" Integration of Social Media into the MKT Mix

8 Tactics Line Blurring Cross Functional Strategies

9 Online Campaigns Platform

10 Content Big part of MKT MKT can't just be a message it needs to be useful People are searching for content. Content that helps them solve the problem Different formats: video, newsletter article, white paper, PR, event speech etc. Many offers rely on content. Content as a lead generation incentive. Content relevancy. From marketers to editors-in-chief Source: IDC Latin America, October 2009 Methodology: Survey 519 End Users Argentinean Cut

11 Multi - Touch Campaigns

12 Understanding the Buyer`s Stage

13 Mismatch Between Buying and Selling Process We need to ensure that the message for each potential buyer maps their interest and stage in the buying process, passing leads to sales that are in an active buying stage.

14 Take Away The Web is getting smarter , SEM & Website is at the heart of the Online MKT Cross Functional Strategies & Multi touch campaigns Relevant, high-quality information in your messaging and outreach assets is CRITICAL Manage your campaigns across your prospects buying cycle

15 IDC CMO Advisory Practice Best Practices in Marketing for IT&T: The Sales Enablement Paradigm Round Table, Brasil Maio 2010 Raul Ceja VP LATAM

16 The Great Recession Worldwide IT Spending Growth (%) Source: IDC Worldwide Black Book, Q4 2009

17 Sales and Marketing Investment * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates) Source: IDC s CMO Tech Marketing Benchmarks and Barometer Studies and IDC Q4 09 Black Book 17

18 What Does a Healthy Pipeline Look Like? Marketing s Perspective Sales Perspective Responses Contacts Leads Opportunities (50% 90%) Qualified Leads Opportunities Deals!? Deals (90% 100%) Yes, quality leads are important to sales, but their main attention is focused on opportunities

19 Buyer Sentiment of Sales Is Very Poor ½ of All Sales Reps Did Not Hit Their Quota in 2009 Poor Sales Team Relationships were at fault 2/3rds of the time for buyers switching vendors in

20 Sales Impact on the Buy-Cycle: Be Prepared is Job # 1 Source: IDC s 2010 Customer Experience Survey (n = 213) 20

21 Sales Impact on the Buy Cycle: Before the Call Q. Which of the following can a sales rep do to improve the value of your relationship with the sales team and the vendor they represent? (top 3 responses) Source: IDC's 2010 Customer Experience Survey (n=213) 21

22 Not Prepared? Your Buyers Are Ready and Willing to Switch Vendors Q. [If you have switched vendors during the past year, was it] in significant part due to a poor relationship with your sales rep and related teams or due to a better relationship with another sales team?!? Source: IDC's 2010 Customer Experience Survey (n=213) 22

23 Marketing deve melhorar o processo de operacionalização de vendas Source: IDC's CMO Tech Marketing Benchmarks Study and IDC Q4 09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)

24 Why Do Buyers Buy? Q. What do you consider the most important organizational goal that will compel your organization to consider IT investment alternatives and purchase decisions in 2010? Source: IDC's 2010 Customer Experience Survey (n=213) 24

25 What Drives IT Purchase Decisions? Q. Please indicate the impact and relative importance of the following areas when your company makes its IT decisions. (Split amongst 100 points) Source: IDC's 2010 Customer Experience Survey (n=213) 25

26 How Do They Spend Their Time? A Day in the Life of an IT Buyer Q. If you could condense the next 12 months into one work day, what percent of your typical work day would you spend on the following activities? Strategy, Planning and Budgeting (20.3%) Staff Hiring/Mgmt./ Coaching/Development (13.5%) Pre-purchase IT Product or Solution- Related Actvities (19.5%) Post-purchase IT Product or Solution- Related Actvities (24.7%) Personal/Professional Development (15.3%) Other (6.2%) n=213 Source: IDC's 2010 Customer Experience Survey (n=213)

27 IT Vendors Have Failed to Impact the Buying Cycle Length Q. How long is your typical purchase process for an enterprise-level purchase when multiple vendors are competing for your business, in terms of months? The buying cycle has increased over 10% in the past 12 months. However, IT buyers still want to shorten this time by ~50%. Source: IDC's 2009 and 2010 Customer Experience Survey 27

28 Significant Opportunities Exist for Marketing & Sales to Impact the Buying Cycle Q. How much of the delay is primarily caused by... (Select 3 responses)!? Source: IDC's 2010 Customer Experience Survey (n=213) 28

29 CSO Priorities for 2010 Source: IDC's CMO Tech Marketing Benchmarks Study and IDC Q4 09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)

30 Marketing Impact on the Buy-Cycle: Before the Call Q. Please indicate how you are leveraging social media channels to keep up with business and/or technology trends or to stay connected with peers and other business contacts Source: IDC's 2010 Customer Experience Survey (n=213) 30

31 Marketing Impact on the Buy-Cycle: Before the Call Q. As part of your pre-purchase IT product or solution-related activities, please indicate the relative importance of the following on your decision-making process by using a pool of 100 points. The more important each one is, the more points it should receive: Source: IDC's 2010 Customer Experience Survey (n=213) 31

32 Three Recommendations from CIOs 1. To know in advance what are my needs (goals and pains) 2.To be able to demonstrate solutions to them in 20 minutes. 3. To be able to show three references on that particular solution Source: IDC's CMO Tech Marketing Benchmarks Study and IDC Q4 09 Black Book * Constant Currency (US$ values based on an average of 2008 calendar year exchange rates)

33 Actions to Take in 2010 to Improve Sales Productivity 1. Better Prepare and Enable your Sellers This is the Buyers Biggest Complaint Account Planning; Customer Intelligence; Sales Enablement 2. Optimize Sales Time Identify where sales time is being spent. Reduce administrative time in exchange for CI + Prep time; and more customer face time 3. Reduce Churn (of sales reps. and sales managers) Improve talent management strategies Reinvigorate sales training, leveraging new methods and channels

34 IDC s Sales Productivity Framework!?

35 Your Partner in Strategic Market Management