transforming and empowering marketing to drive change
TRANSCRIPT
Transforming and Empowering Marketing to Drive Change & Innovation
B2B Marketing Leaders Forum Singapore Carlos Hidalgo
@cahidalgo
“Throughout history, people with new ideas – who try to change things – have always been called trouble makers” - Richelle Mead
@cahidalgo
Defining Innovation
@cahidalgoImage Courtesy of University of Arkansas
Headline
In . no. vate (verb)
1. To introduce something new; make changes in anything established.
@cahidalgoSource: Miriam Websters Dictionary
Companies That Define Innovation
@cahidalgoSource: Forbes
What Change?
Source: MarketingSherpa - HubSpot@cahidalgo
Cold Emails To The Wrong Targets
@cahidalgo
Are You Still Using “Interruptive” Tactics?
@cahidalgo
What Has Changed? B2B Customers
• 61% of B2B buyers say their buying cycle has increased over the last year
• 45% of B2B buyers state that they spend more time researching their purchases
• 76% of B2B buyers want content that speaks directly to their company
• 96% of the B2B CMOs are saying they are having to work on things that they have never had to do before
Source: DemandGen B2B Buyers Report; Forrester @cahidalgo
“…. Most CMOs and marketers I speak to want to change and adapt. But they have a hard time
understanding how to change.”- David Cooperstein
@cahidalgo
Invest In People & Allow Them To Fail
@cahidalgoSource: CMO Report
Get A Deep Understanding of Your Customers
@cahidalgoSource: Honda Automotive
Defining & Document The Full Customer Journey
CUSTOMERS
AUDIENCEENGAGEMENT
BRAND
PRODUCT
PRODUCTDELIVERY&SERVICE
BUYINGPROCESS
CUSTOMERSUPPORT
CROSSSELL—UPSELL
CUSTOMERADVOCACY
@cahidalgo
Define Success Via Revenue
Stage Conversion Rate
# of Contacts/Leads
Revenue Contribution
Inquiry 8452Qualified Inquiry 65% 5494
MQL 8% 440SAL 75 % 330SQL 86% 282
Close-Won 33% 93 $16,275,000 *ASP = $175,000 47% ROI
@cahidalgo
Maximize The Value Of Your Technology
Web Mobile Chat SocialSystems of Engagement
System of Intelligence
System of RecordCRM MAP ERP ITSM
Adapted from Greylock@cahidalgo
“Innovation distinguishes between a leader and a follower”
- Steve Jobs
@cahidalgo
