Myth Busting 101: Insights Into The B2B Buyer Journey

Myth-Busting 101: Insights Into The B2B Buyer Journey June 26, 2014

Todays Featured Speakers Giles House Chief Marketing Officer CallidusCloud Lori Wizdo, Guest Speaker Principal Analyst Forrester Research Inc.

Agenda Myth-busting 101: 1: The B2B Funnel 2: Marketing to the decision maker 3: Sales Enablement Recap and Questions

#caldc3 Pace of change 25% of goods and services shipped and sold in the last 10yrs Pace of Change Products & Services

2014 Forrester Research, Inc. Reproduction Prohibited 5 Myth No. 1: The funnel is dead

2014 Forrester Research, Inc. Reproduction Prohibited 6 Myth No. 1 - False The funnel is dead

2014 Forrester Research, Inc. Reproduction Prohibited 7 Great lead! Can I get 2,000 more just like that?

2014 Forrester Research, Inc. Reproduction Prohibited 8 Its not a numbers game anymore. The B2B funnel needs a tune-up.

2014 Forrester Research, Inc. Reproduction Prohibited 9 Attract Capture Nurture Convert Expand Its not about . . . . . . moving hundreds of leads through a process of serial attrition until dozens of deals emerge.

2014 Forrester Research, Inc. Reproduction Prohibited 10 . . . take a single lead through an optimized process . . . . . . and then repeat that process hundreds or thousands of times. Our new goal is to . . . Source: November 16, 2012, Pinpoint The Actions And Outcomes That Elevate Leads To Revenue Forrester report

2014 Forrester Research, Inc. Reproduction Prohibited 11 Myth No. 1 - False The funnel is dead

2014 Forrester Research, Inc. Reproduction Prohibited 12 Myth No. 2 Weve got to focus our marketing on the decision-maker

2014 Forrester Research, Inc. Reproduction Prohibited 13 Myth No. 2 - False Weve got to focus our marketing on the decision-maker

2014 Forrester Research, Inc. Reproduction Prohibited 14 Fact: Buying team dynamics vary greatly Base: Buyers of virtualization and systems management software, US, companies of 500+ employees; buyers of apps and infrastructure, US, companies of 1,000+ employees Source: Forresters Business Technographics Customer Journey Survey, Q1 2013 CXO 36% 11% 7% 9% 7% 9% 9% 7% 31% 7% 12% 9% CIO 30% 42% 32% 31% 24% 37% 15% 23% 51% 28% 35% 34% LOB 9% 11% 13% 6% 6% 10% 6% 7% 6% 7% 12% 9% IT manager 20% 23% 22% 19% 23% 21% 30% 26% 16% 32% 14% 18% IT specialist 29% 29% 34% 39% 24% 29% 50% 37% 5% 41% 22% 33% Channel 2% 4% 7% 5% 8% 13% 8% 8% 2% 8% 4% 7% Procurement 3% 9% 13% 23% 25% 10% 11% 18% 15% 2% 12% 7% Internal end user 6% 4% 4% 4% 3% 4% 9% 6% 2% 8% 9% 5% Someone else 2% 1% 2% 2% 2% 1% 1% 4% 7% 2% 3% 6% CXO 16% 6% 3% 6% 4% 6% 3% 3% 22% 3% 8% 5% CIO 20% 29% 15% 20% 13% 21% 11% 14% 37% 15% 23% 24% LOB 12% 11% 12% 8% 9% 12% 7% 7% 9% 7% 12% 13% IT manager 23% 28% 26% 26% 30% 23% 27% 28% 16% 30% 26% 28% Internal IT dept specialist 35% 36% 41% 32% 29% 35% 55% 36% 14% 52% 30% 38% Channel 3% 4% 7% 7% 8% 12% 10% 11% 4% 9% 7% 5% Procurement 4% 9% 17% 24% 31% 14% 7% 26% 20% 6% 11% 6% Internal end user 16% 8% 8% 5% 6% 10% 18% 12% 7% 13% 10% 8% Someone else 6% 4% 5% 3% 6% 3% 4% 4% 6% 6% 5% 5% 18% to 29.99% high 30%+ extremely high 10% to 17% medium

Myth Busting 101: Insights Into The B2B Buyer Journey

Text of Myth Busting 101: Insights Into The B2B Buyer Journey

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