2. A more efficient
digital marketing mix

3. 400+ software, tech and service B2B companies, in 13 countries and 4
continents, growing 50%+ per year, delivering in 100+ countries
The Pipeline Marketing Company

4. Agenda
•
Our observations from 400
customers + best practice
20 min
•
Open discussion
60 min
•
Most important insights
15 min
The Pipeline Marketing Company

5. The B2B marketer´s
world is changing
The Pipeline Marketing Company

6. The Pipeline Marketing Company

7. The Pipeline Marketing Company

8. Content marketing
The Pipeline Marketing Company

9. The Pipeline Marketing Company

10. 3 billion searches/day on Google
The Pipeline Marketing Company

11. The Pipeline Marketing Company

12. The Pipeline Marketing Company

13. The world is changing =
new demands on marketing
More information - less time
Increased competition
Clients first decide what to change.
Then with whom…
60% of the sales decision is made
before clients contact a vendor
The Pipeline Marketing Company

14. Challenge B2B marketers
Knowledge,
tactics & technology
The Pipeline Marketing Company

15. Pipeline Marketing™
What characterise B2B?
1. Long sales cycles
2. Complex offer, many people are
involved in the buying process
3. Narrow target group
The Pipeline Marketing Company

16. Pipeline Marketing™
100 %
Memory retention
Sales cycles are long
but…the customers’
memory is short….
0%
Meeting
Day 1
Day 7
Day 30
Time
The Pipeline Marketing Company

17. Long sales cycles - frequency
eDM
/E-mail
Meeting
0%
Proposal
Decision
Competitive activity
Website
visit
Customer attention
100 %
Cold
call
Vulnerable to competition
The Pipeline Marketing Company

18. Organisation is
easily accesible
Organisation is
easy to buy from
Organisation is
willing to
collaborate with
other suppliers
Widespread
support for the
supplier across
my organisation
Provides the best
value for the best
price
Flexible in adjusting
to unique product
needs
The Pipeline Marketing Company

19. Source: Sales Executive Council research, The Challenger Sales p. 102
Widespread support
for the supplier across
my organisation
Organisation is
easy to buy from
Provides the
best value for
the best price
#1 Widespread support for the supplier across my
Organisation
Flexible in adjusting
Organisation is
organisation is
easily accesible
to unique product needs
willing to collaborate
with other suppliers
The Pipeline Marketing Company

20. Pipeline Marketing™
Lack of access
A few companies
Many different roles
The Pipeline Marketing Company

21. The more narrow target group
– the more wastage
Wasteage
Potential
buyers
35%
65%
Irelevant
target
group
The Pipeline Marketing Company

22. Response
•
•
•
•
More targeted channels
Identify what channels to use when (sales cycle)
Right frequency
Personal and spot-on messages
The Pipeline Marketing Company

23. Business
What is the goal?
GOAL?
GOAL?
Who is your target group?
Why should they listen?
GOAL?
When do they listen?
What do you want them to do?
The Pipeline Marketing Company

24. Given desired actions for focus target
groups, what do you need to do?
Main Goal Branding
Top 5 KPI
Main Goal Leads
Top 5 KPI
Main Goal Sales
Top 5 KPI
Main Goal Loyalty
Top 5 KPI
The Pipeline Marketing Company

25. The Pipeline Marketing Company

26. Make more of your
sales pipeline with
Pipeline Marketing™