Benchmark: B2B Marketing

Summary of Contents:

• Chapter 1: B2B Marketing Maturity, Challenges and Priorities (pg.9-32)
  • B2B Marketing Process Maturity
  • B2B marketing challenges
  • Most challenging funnel processes
  • Barriers to B2B marketing success
  • B2B marketer insights on top barriers to success
  • B2B marketing needs for improvement
  • Top funnel priorities
     
• Chapter 2: CMO Perspectives on strategic objectives, challenges and ROI (pg.33-45)
  • Top strategic priorities for CMOs
  • CMO insights on challenges and barriers to success
  • CMOs indicate lead generation ROI
  • CMO insights on strategies for increasing lead generation ROI
     
• Chapter 3: Benchmarking B2B marketing budgets and KPIs (pg.46-70)
  • Determining B2B marketing budgets
  • Key performance indicators
  • Average deal size
  • Length of B2B sales cycles
  • Cost-per-lead
  • Value-per-lead
  • Cost-per-acquisition
  • Closing rate of all leads
  • Closing rate of qualified leads
  • Percentage of total lead volume that is sales-ready
     
• Chapter 4: Personas, Propositions and Content: Building Blocks for Success (pg. 71-86)
  • Getting to know your customers - establishing buyer personas
  • Use of buyer personas demonstrates improved ROI
  • Use of buyer personas
  • Top tactics in developing buyer personas
  • Creating compelling value propositions that resonate and convert
  • Use of value propositions
  • Top tactics for developing effective value propositions
  • Building trust with authentic and engaging content
  • Analyzing content development tactics
  • Frequency of content publishing and delivery
     
• Chapter 5: Lead Generation Campaigns for the Modern B2B Buyer (pg. 87-122)
  • A bird’s eye view of lead generation tactics
  • Website design, management and optimization
  • Search engine optimization (SEO)
  • Email marketing
  • Tradeshows
  • Webinars
  • Paid search (PPC)
  • Direct mail
  • Social media
  • Print advertising
  • Marketers weigh in on top lead generation tactics
     
• Chapter 6: Tackling Sales and Marketing Alignment Issues (pg. 126-134)
  • Ensuring alignment for success and sanity
  • Presence of an alignment problem among B2Bs
  • Alignment processes and indicators
  • Sales’ perceptions of marketing performance
     
• Chapter 7: The Journey to Sales Conversion – Funnel Optimization Strategies (pg. 135-169)
  • Funnel optimization demonstrates improved ROI
  • Mapping the buyer’s path
  • Defining funnel stages demonstrates improved ROI
  • Defining the marketing-sales funnel
  • Recognition of funnel stages
  • Lead qualification
  • Lead qualification maturity demonstrates improved ROI
  • Use of lead qualification
  • Top lead qualification criteria
  • Lead scoring
  • Lead scoring maturity demonstrates improved ROI
  • Use of lead scoring
  • Top lead scoring criteria
  • Lead nurturing
  • Use of lead nurturing demonstrates improved ROI
  • Use of lead nurturing
  • Conversion of nurtured to qualified leads
  • Marketing automation
  • Use of marketing automation software demonstrates improved ROI
  • Use of marketing automation software
  • Implementation marketing automation software features
  • Marketer insights on greatest funnel optimization challenges
     
• Chapter 8: Enabling Continuous Improvement with Marketing Analytics (pg.170-177)
  • Critical B2B marketing metrics
  • Delivering value to the C-Suite
     
• Chapter 9: Tales from the trenches - B2B marketing success stories (pg. 178-182)
  • Case briefing: Analytics-based content campaign drives 26,000 new monthly visits
  • Case briefing: Multichannel product campaign boosts sales pipeline by 30%
  • Case briefing: Alignment and automation leads to improved lead quality
  • Case briefing: Integrated nurturing approach creates 70% increase in inbound calls
  • Case briefing: Revenue-oriented funnel marketing campaign supports 700% two-year growth
     
• Appendix (pg.183-188)
  • Benchmark survey demographics
  • Glossary