1. The document discusses Lauren Goldstein's presentation at the #UFX2016 conference on strategies for marketing technology companies to manage partnerships and buyer engagement. 2. It provides data on buyer preferences and trends in B2B purchasing, as well as the rapid growth of the martech industry. 3. The key recommendations are to create a common buyer understanding between partners; map customer conversations and experiences jointly; and align goals and metrics for shared success.

1. #ufx2016

2. Laurengoldstein

3. TWEET AWAY!
Lauren Goldstein
VP Strategy & Partnerships
Babcock Jenkins
@LaurenOnDemand
#UFX2016
IT’S GREAT TO
MEET YOU.

4. 1. The Wild, Wild West Defined
2. PracticalMethods for Pioneers
3. Making the Case for Change
#UFX2016
@LaurenOnDemand

5. READY TO RIDE
of B2B buyers use mobile phones to access business related content.86%
— Demand Gen Report, Content Preferences Survey
#UFX2016
@LaurenOnDemand

6. According to Harvard Business Review,
B2B buyers advance
60%
of the way down the path before
they reach out for help.
#UFX2016
@LaurenOnDemand

7. BY 2020,
CUSTOMERS WILL MANAGE
OF THEIR RELATIONSHIP WITHOUT
INTERACTING WITH A HUMAN.
—Gartner Research
#UFX2016
@LaurenOnDemand

8. of B2B buyers say peer reviews and user-generated content carry most
weight; third-party content and information rank a close second.
94%
— Demand Gen Report, Content Preferences Survey
#UFX2016
@LaurenOnDemand

9. OF B2B BUYERS WANT
ORGANIZATIONS TO
STOP OVERLOADING
THEM WITH CONTENT…
AND FOCUS ON THE
QUALITY OF THE
CONTENT.
—Demand Gen Report,ContentPreferencesSurvey
#UFX2016
@LaurenOnDemand

10. QUALITY OVER QUANTITY
of B2B buyers expect a tailored, personalized experience when they visit your website.83%
— Demand Gen Report
#UFX2016
@LaurenOnDemand

11. HER EXPECTATIONS ARE VALID
HOW
#UFX2016
@LaurenOnDemand
The marketing software
market is expected to grow
to more than $32B in
2018.
By 2017, 15% of B2B
companies will use more than
20 data sources to personalize
a high-value customer journey.
Today, there are over 3,800
MarTech tools to help us
market more efficiently and
effectively.

12. Marketing Technology Space 2014 to 2016
WRANGLING THE PACE OF CHANGE
2014 =
947
2015 =
1,876
2016 =
3,874!!
#UFX2016
@LaurenOnDemand

13. HOW DO WE
TAME
THE CRAZY?
#UFX2016
@LaurenOnDemand

14. CORRAL AROUND A SHARED VIEW
OF BUSINESS GROWTH
CAN BE DIRECTLY
ATTRIBUTED TO
CREATING TIGHTER
LINKAGES BETWEEN
MARKETING, SALES
AND PRODUCT
MARKETING.
—Sirius Decisions
#UFX2016
@LaurenOnDemand

15. Motivation and Mindset
• Big Picture &
Day to Day Perspective
Journey Map
• Where your buyer is and
what they need on their
purchase journey
Roles &
Responsibilities
• Vision and focus
#1: CREATE A COMMON VIEW
Buyer Profiles
Engagement
Strategies
#UFX2016
@LaurenOnDemand

16. “The partnerships I’mmost
energized by are the ones
where we’re both aligned
around the idea that we
need to be flexible and
continually optimize to
deliver superior service
and innovation.”
#2: ALIGN CONVERSATIONS & CONTENT
Conversation Map
#UFX2016
@LaurenOnDemand

17. #3: MAP THE EXPERIENCE
intrigue
broad awareness
1 to many 1 to few 1 to 1
engage
targeted awareness
acquire
demand generation
nurture
event triggers
convert
sales enablement
retain
loyalty and advocacy
awareness/education conversion sharing
many to many
#UFX2016
@LaurenOnDemand

18. #4: ALIGN AROUND SHARED METRICS
#UFX2016
@LaurenOnDemand

19. MAKE THE CASE AROUND WHAT MATTERS
#UFX2016
@LaurenOnDemand
MAKE THE CASE AROUND WHAT MATTERS

20. #UFX2016
@LaurenOnDemand

21. Create a shared & common view of your buyer
Jointly map conversations that address your buyer’s wants and needs
View engagement as an on-going and always-on strategy
Establish shared goals; characterize and socialize progress in a visual way
#UFX2016
@LaurenOnDemand

22. Lauren Goldstein
VP Strategy & Partnerships
Babcock Jenkins
laureng@bnj.com
@LaurenOnDemand
#UFX2016