PRACTICE ACCOUNTABLEDEMAND GENERATION

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CREATING DIFFERENTIATED,

TOP B2B CMO CHALLENGES 2015

CREATING EFFECTIVE ENGAGEMENTS

FOR TODAY’S EMPOWERED CONSUMER

B2B BUYERSARE NOW IN CONTROL OF

THE BUYING PROCESS.

Business buyers spend 21% of buying cycle in conversations with salespeople, instead

spending 23% of the time in conversations with peers and colleagues. And they spend 56% of the buying cycle searching for

and engaging with content.

DELIVERING ON THE

PR MISE$

TO DRIVE

REVENUE

BRANDED, OMNICHANNEL

EXPERIENCES

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CHALLENGE #1

BRIDGING THE

KNOWLEDGE GAP

TACKLING THE

CONTENT MARKETING CONUNDRUM

EMPOWERED

MAKING BUSINESS

M BILE

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ATTENTION B2B CMOS

90% of marketers that are not trained in marketing performance &

marketing ROI, and 80% struggle with being able to properly demonstrate to their top management the business

effectiveness of their marketing, spending, campaigns and activities.

Source: Fournaise Marketing Group

CAUSE: Marketing is and has been always perceived as a cost center.

CHALLENGE #2

CHALLENGE #3

Top barrier To B2B omnichannel implementation? 36% report a conflict between different channel organizations, implementation

difficulty (or lack of business incentives, 33%), limited staff skills (32%) and employee or management resistance (31%).

Source: Forrester Report: Building The B2B Omni-Channel Commerce Platform Of The Future

CAUSE: The modern B2B buyer’s expectations have shifted to more consumeresque experiences

CHALLENGE #4

CAUSE: Marketing has been transformed by technology, analytics and the empowered B2B buyer.

EFFECT: 75% of marketers say their lack of skills is impacting revenue in some way, and 74% say it’s contributing to misalignment between the marketing and sales teams.

Source: Oracle Marketing Cloud

CHALLENGE #5

CAUSE: Mobile access has overtaken fixed Internet as the customer’s preferred

channel of choice.

EFFECT: 70% of marketers see mobile marketing as a critical enabler of products and services. Two of the top five areas of investment

for B2B marketers this year are mobile applications (65%) and location-based mobile

tracking (65%).

Source: Salesforce.com

CHALLENGE #6

CAUSE: 86% of B2B marketers are practicing content marketing, yet less than 50% are doing it effectively.

EFFECT: Content marketing is an area that B2B marketers are struggling with, specifically in content strategy and measurement of content engagement.

CHALLENGE #7

CAUSE: At the request of marketers, organizations have made significant investments in marketing technology with little or no accountability.

50% to 65% of marketing executives anticipate spending more on marketing technology in the coming year including 28% who plan to increase their spending by more than 25%.

Source: Conductor

CHALLENGE #8

CAUSE: 95% TO 97% of leads that marketing has deemed as qualified don’t convert into sales.

EFFECT: Marketers must focus on lead quality over lead quantity, and must be prepared explain how a 95% to

97% Failure Rate is acceptable because it isn’t.