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B2B Marketing Ignite | July 2019
Take The Reins On Revenue SAP Marketing Cloud
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Every brandmakes a promise
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Demand realizes the
potential of the brand
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Principle of least interest
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Dietrich Mateschitz, Founder of Red Bull
“The most dangerous thing for a branded product
is low interest.”
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How do we win these customers?
Who are your best customers?
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Whichbuyersmake the best customers?
How to win every moment with these customers?
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“
Chris Capossela, CMO Microsoft
If you want to know where
B2B sales is going, look
at B2C sales first.
”
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Land on website
Fill out form
Become lead in CRM
Get nurturing email?
2nd nurturing email
Another nurturing email?
Are you qualified?
Schedule a call
Talk to someone(maybe)
This is later… not now
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81% of buyers avoid filling out forms when they encounter gated content.
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More than 75% of B2B purchases today involve limited interaction with individual sales people.
CDO Trends
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There’s a new B2B buyer out there -one who does not expect, and in many cases
does not want, to deal with a salesperson until it is time to close the deal.
BCG
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RIGHT NOWWINS OVERBETTER LATER
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Attribute tooutcomes
Engage with intelligence
Know your customers
PerformanceOrchestrationDiscovery
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OOOOOOOOOOOOOOOOO
OOOOOOOOOOOOOOOOO
XOXOXOXOXOXOXOXOXOXOXOXOXOXOXOXOX
XOXOXOXOXOXOXOXOXOXOXOXOXOXOXOXOX
Know your customers
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Brand
Engage with intelligence
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Engage with intelligence
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Awareness Consideration Purchase Use Advocacy
Attribute to outcomes
Online ad
Website
Search
References
Calculator
Commerce
Bot
Pricing
Order
Invoice
DeliverySearch
Ticket
Review
Repurchase
Service
Payment
Notification
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Close the demand gap
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Let’s talk!SAP Booth E2
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4 – 4:30 PM, Engagement Stream
How SAP is Winning with Social Selling and Employee Advocacy
Malin LidenVP, Global Field Marketing
SAP