How ready is your organization to win over empowered and emboldened B2B buyers of 2015? These savvy buyers research on their own time, across multiple devices and ultimately expect to buy on their own terms.
What are the B2B CMO megatrends that will impact nearly every B2B marketer?
How much longer will your organization tolerate single-digit conversion rates to sales from qualified leads?
Dramatic B2B marketing paradigm shifts are already underway. To help you prepare, we invite you to attend an exclusive, live KERN event: "B2B CMO Megatrends Webcast" on June 25 at 2:00 p.m. (EST)/11:00 a.m. (PST).
WHAT YOU WILL LEARN
• Analysis from more than 20 leading studies about the megatrends causing modern marketers like you to significantly rethink strategies, staffing and technology infrastructure
• Actionable insights into overcoming the top B2B challenges straight from the boardrooms of Fortune 500 CMOs
• What's working and what's not across the entire demand generation ecosystem
REGISTER (Copy and past this short link)
http://ow.ly/OldAH
WHO SHOULD ATTEND
With the marketing landscape changing more in the past five years than it has in the previous 20, it's more critical than ever to keep up with the latest B2B marketing trends. KERN, an Omnicom B2B agency, is committed to keeping marketers informed about marketplace changes and showing them how to capitalize on significant shifts in buyer behavior and media consumption patterns.
While this event is ideally suited for CMOs, it will also yield key insights for VPs, directors, managers, product marketers and many others. We encourage you to invite your entire marketing team to attend the presentation.
REGISTER (Copy and past this short link)
http://ow.ly/OldAH
We look forward to sharing our findings and insights with you in the "B2B CMO Megatrends Webcast" on June 25 at 2:00 p.m. (EST)/11:00 a.m. (PST). This live webcast is the first presentation of a new KERN series, which will continue throughout the summer.
B2B CMO Megatrends Infographic: KERN, An Omnicom Agency
1. PRACTICE ACCOUNTABLE
DEMAND GENERATION
HARVESTING RETURN
ON TECHNOLOGY INVESTMENTS
CREATING DIFFERENTIATED,
TOP B2B CMO
CHALLENGES 2015
CREATING EFFECTIVE
ENGAGEMENTS
FOR TODAY’S
EMPOWERED CONSUMER
B2B BUYERS
ARE 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
TABLETMOBILE DESKTOP
CHALLENGE #1
BRIDGING THE
KNOWLEDGE GAP
TACKLING THE
CONTENT MARKETING
CONUNDRUM
EMPOWERED
MAKING BUSINESS
M BILE
NAVIGATE THE TUMULTUOUS WATERS OF MODERN
B2B MARKETING WITH KERN AS YOUR PARTNER.
PUT YOURSELF AHEAD OF THE NEW B2B BUYING DYNAMICS BY ADOPTING
KERN’S BEST-IN-CLASS 8 PILLARS OF DEMAND GENERATION SYSTEM.
VISIT KERNAGENCY.COM
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.