As a follow up to the very popular Marketing Misalignment webinar, the second installment will take a deeper look into the breakdown in the engagement between the changing B2B buyer and present real world examples of how marketers can improve their program results through improved engagement and tracking techniques.

1. Marketing Misalignment Part 2: Improving the Performance of Programs

2. Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your question here Follow today’s webinar discussion on Twitter, #mktgmisaligned

3. Today’s registrants will receive a copy of the newresearch paper.

4. Panelists Andrew Gaffney Publisher DemandGen Report Matt West Director of Marketing Programs Genius.com

5. Areas of Misalignment Engaging Through Cold Calls, Reliance on Sales to Drive Early Stage Engagement Gaps in Content Mapping Lack of Formal Social Strategy Inability to Measure Emerging Channel

6. 2 Views of Engagement The Buyer’s View Marketer’s Reality 35% were attributed to cold call from sales was the initial engagement in recent customer wins 50% responded to marketing campaign or website visit Only 10% of recent buyers said they were contacted cold by the solution provider they chose

7. First point of contact/initial engagement made with recent customers Sales team contacted prospect via cold call Prospect contacted our team after visiting our web site. Prospect responded to a marketing campaign Prospect contacted us directly following research Connected via social media Our rep chatted with them via live chat

8. Missing The Mark On Content The Buyer’s View The Marketer’s Reality 93% of recent buyers said the solution provider they chose supplied ample content to navigate through each phase of the buying process Only half (50%) of Marketers said they are currently mapping content offers to buying needs at different phases of the funnel

9. Mapping Content Who they are How they digest content Content Behavior Where they are in the buying process

10. The New Peer Influence Marketer’s Perception The Buyer’s View 53% sharing experiences via 1:1 discussions Believe 75% are serving as case study references 58% of buyers shared their post purchase experiences and findings with other peers 68% shared experiences via 1:1 discussions Only 30% served as case study references

11. Reaching the 2.0 Buyer 66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.

12. Social Signals The Buyer’s View Marketer’s Reality 62% of marketers DO NOT have budget for social media initiatives 66% of marketers said social media is a formal part of their marketing strategy 65% of buyers indicated they used social media in their research and vendor selection process

13. Social Signals Deeper analysis of the 50% of marketers not measuring social media, revealed consistent breakdowns in engaging with the new B2B buyer: 48% cited a cold call from sales as the first point of engagement Only 10% had won a deal directly from social media

15. 12% indicated 5-15% of leads now coming via social media

17. 37% posted questions on social networking sites looking for suggestions/feedback

19. Social Media’s Growing Influence Global Reach Social sites eclipsed email in global reach 68% vs. 64% Social usage exceeded email usage for the first time 68% Social Media (Networking) 64% Email Source: Nielsen Global Online Media Landscape

20. Missing The Mark On Measurement

21. Build a Stronger Pipeline & Achieve ROI with Provocative Selling & Social Media

24. Intelligent Auto-response

25. Track All Campaigns, including SocialContinue the Conversation on Your Website Start Customer Conversations Anywhere

27. Intelligent Auto-response

28. Track All Campaigns, including Social

29. Relevant interactions build trust

30. Rank by Profile and BehaviorTimely, Personal Communication by Prospect Profile and Interest Continue the Conversation on Your Website Start Customer Conversations Anywhere

32. Sales = The Trusted Advisor

33. Drive response to your website, Landing Pages (W2L)

34. Intelligent Auto-response

35. Track All Campaigns, including Social

36. Relevant interactions build trust

37. Rank by Profile and BehaviorRight-Time Connections, Informed Follow-Up Timely, Personal Communication by Prospect Profile and Interest Continue the Conversation on Your Website Start Customer Conversations Anywhere

38. Let’s See This In Action Follow blog Listen via TweetDeck Search Follow Prospect Provoke with Tweet Hand Off to Sales

40. Don’t rely on old world thinking

41. Map your content offers to buyer stages

42. Enable nurturing for longer sales cycles

43. Increase social engagement