Andrew Dalglish, Director, Circle Research
Download as PPTX, PDF1 like499 views
This document discusses insights from interviews with 100 B2B marketing leaders. It finds that their top priorities are senior-level buy-in, resource management, team development, aligning their approach with trends, and lead generation. However, many leaders struggle with skills gaps in their teams, barriers to training, and insufficient budgets. While most feel their brand is clearly defined, executing branding strategies fully poses challenges. The document also examines collaboration issues between sales and marketing, and the need for marketing to be seen as a higher priority at the board level. It provides examples of best practices from companies like IBM and Salesforce.
More Related Content
![[Presentation] How GE Built a Tech Stack to Run Marketing Like a Business](https://cdn.slidesharecdn.com/ss_thumbnails/gedigitalcasestudy-171108174400-thumbnail.jpg?width=560&fit=bounds)
Similar to Andrew Dalglish, Director, Circle Research (20)
![UNIT 3 INTERNATIONAL BUSINESS [Autosaved].pptx](https://cdn.slidesharecdn.com/ss_thumbnails/unit3internationalbusinessautosaved-250828123159-46ee6bdc-thumbnail.jpg?width=560&fit=bounds)
Andrew Dalglish, Director, Circle Research
- 1. Insights from B2B Leaders
- 2. 2 Today’s agenda #1. Top priorities #2. Brand transformation #3. Mobile and social #4. Sales and marketing collaboration #5. Bridging the Boardroom gap
- 3. 3 Some fuel for debate 100 interviews On, or report to, senior leadership team Average 15 years in profession Control budgets of £188 million Variety of industry sectors
- 5. 5 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
- 6. 6 Is there too much internal focus? How have they changed in the last 12 months? Are these your priorities?
- 7. 7 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
- 8. 8 79% feel their team has skills gaps Data analytics and reporting (41%) Customer or market insight (34%) Digital marketing techniques (31%) Marketing technology (28%)
- 9. 9 Time, money and process are barriers Only 48% have a development programme for majority of team 47% have problems finding budget for training 68% say team too busy to take time out for development
- 10. 10 B2B marketers’ five highest priorities Senior level buy-in Resource management • Getting budget • Reducing costs Team development Approach in-line with marketing trends Generating leads External Internal
- 11. 11 Average B2B marketing budget = 4% of turnover
- 12. 12 28% 14% 20% 4% 12% 3% 0% 3% 0% 8% 8% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11%+ 62% spend 3% or less of annual turnover on marketing Two thirds spend 3% or less of turnover on marketing
- 13. 13 Majority of spend still on ‘traditional’ activities 2% 1% 3% 3% 3% 3% 4% 4% 6% 7% 7% 9% 9% 11% 12% 15% Other Brand identity Online advertising Telemarketing Marketing research Marketing strategy SEO/PPC Social media Content creation PR Direct sales Website development Print Email Direct mail Trade shows Digital ‘Traditional’
- 14. 14 It’s much less than needed 16% It’s less than needed 59% It’s about right 22% It’s a little too generous 3% Three quarters feel their marketing budget is insufficient
- 15. 15 Ideal B2B marketing budget = 7% of turnover
- 16. 16 17% 25% 23% 29% 6% Rarely or not at allSome of the time About half of the time Most of the timeAll of the time 42% struggle to measure ROI 35% can measure ROI
- 17. 17 A vicious cycle? “It exacerbates the divide between marketing and sales. It is very difficult to quantify awareness and brand activities if you are a sales person, all you see is money flowing away from the business.” “Although the business is beginning to understand that there are some things we just can't measure in short-term financial returns there is still not 100% conviction that this is or should be the case.”
- 19. 19 77% feel that brand is key to success
- 20. 20 Most have the pieces in place 80% say brand clearly defined 85% have sound understanding of customers and market 72% say brand is differentiated
- 21. 21 But the challenge is in execution Resources - lower priority than revenue generating activity Positioning which… • appeals to all segments • is flexible enough to evolve • gets internal agreement Delivery – front line don’t live brand
- 22. 22 IBM and Salesforce held in highest regard
- 23. 23 The secrets of Salesforce’s success #1. It’s not your brand #3. Don’t just state it, live it #2. It’s not marketing’s brand #5. Have a clear, bold and simple central idea #7. Be obsessively customer centric #9. Continuously evolve to stay relevant #10. Always push the boundaries #6. Be authentic and true to yourself #8. Never breach their trust #4. Lead from the top
- 24. 24 Sales and marketing collaboration
- 25. 25 The impact of mis-alignment Tension damages morale (34%) Bottom line hit as leads not fully nurtured (61%) Brand suffers as messages inconsistent (43%) SALESMARKETING
- 26. 26 The solution? Setting shared goals (67%) Tracking performance to raise visibility and accountability (48%) Aligning resources around goals (47%) MARKETING SALES
- 27. 27 Bridging the gap to the Boardroom
- 28. 28 Only 33% feel marketing is a key priority for the Board
- 29. 29 A B2B marketing leader is… A visionary A B2B leader is… A statesman An expert An entrepreneur
- 30. 30 • Strategic, big picture thinker with clear vision • Business acumen and commercial focus • Analytical yet creative • Mindful of non-marketing colleagues’ agendas • Able to navigate organisation and join-up siloes • Outstanding communication and influencing skills • Deep market understanding • Insight into customer motivations • Experienced in all key marketing disciplines • Open-minded, forward-thinking, embraces new ideas • Leads by example and gets hands dirty when needed • Determined, tenacious and fights their corner • Gutsy and takes calculated risks Visionary Statesman Expert Entrepreneur