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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.

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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.