Context: Managing customer expectation; Measuring customer satisfaction; Getting actionable insights from customer data; Working with internal teams like sales marketing; Retaining customers; Onboarding customers; Upselling cross selling of products and services; Getting budgets approved; Getting referrals; Renewing subscriptions

Context: Email; Phone; Webinars digital events; Offline events workshops seminars etc; Social media; Website

Context: Regular account updates with clients quarterly business reviews executive business reviews etc; Tutorials and demos to help use the product; Live screen shares to help use the product; Collect feedback about the product; Welcome emails; Customer satisfaction surveys; Net promoter score surveys; Workshops; Voice of customer surveys; Automated emails based on product usage

Context: Renewals; Customer churn rate; Customer health score; Net promoter score NPS; Customer satisfaction level CSAT; Revenue generated; Engagement metrics; Adoption rate; Quantum of upsell cross sell; Customer referral rate; ROI; Lifetime value

Context: Reduce churn; Increase product usage; Increase renewals; Upsell and cross sell; Increase average revenues from each customer; Gain referrals; Reduce the time spent supporting each customer

Context: B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers.

Context: Show pricing; Dont show pricing; Dont have ecommerce capabilities

Context: Instant; Curated requires site owner approval; No ecommerce via account capabilities

Context: In house; Magento; NetSuite; SAP Hybris; IBM; Other

Context: Success cases case studies; More targeted content for customer activity; Product demonstrations; Competitive comparisons; Calculations ROI economy etc; Technical information about the product

Context: Dont know

Context: Content marketing; Company website; Partners; Events; Buying mailing lists; Other

Context: Actions pertaining to client relations; Digital content; Digital media; Sales support materials; Events and sponsorships; Offline media; Press office; Other

Context: Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, discusses the challenges of delivering omnichannel digital advertising while still optimizing every channel.

Context: According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing spending.

Context: eMarketer estimates that US business-to-business (B2B) advertisers will spend $4.07 billion on digital advertising in 2017. The B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.

Context: Strongly agree; Somewhat agree; Somewhat disagree; Strongly disagree

Context: Email; Phone calls; Social media; Digital ads; Direct mail; Other

Context: SMS; Cold calling; Robo dialing; Ringless voicemail

Context: While conventional channels like TV and display ads have many advantages for B2B advertisers, emerging channels and targeting tactics are becoming just as essential to their marketing mix, according to Dell's Liz Matthews.

Context: US business-to-business (B2B) advertisers will spend over $4 billion on digital advertising in 2017, with the majority going to desktop/laptop formats.

Context: Talk too much about themselves and dont get to know our company; Dont provide me with objective information to help frame my decision; Act more like vendors than partners; Are too transactional and dont seem interested in a relationship; The sales experience is great but the service afterward disappoints; Reach out too early in the sales cycle

Context: Lack of clarity around what we need; Indecision; Other departments procurement finance etc; Too many people leading the process; New stakeholders

Context: Can support my companys goals; Can help sharpen our competitive differentiation; Can help me Identify new possibilities and avenues for revenue; Has a vision for making the category better not just selling product; Has appealing long term technology vision; Can help me get ahead in my career; Has an explicit social mission to give back to the community

Context: Total cost of ownership; How the vendor solution supports our companys goals; Efficiency gains ROI; How a solution can sharpen our competitive differentiation; Dependability; Cost savings staff speed; Brand name reputation of vendor; Security; Long term technology vision of vendor

Context: We believed the solution would generate competitive advantage; The product was the only one that solved our problem; We needed something immediately; The vendor demonstrated how their product could benefit me as a professional career promotion etc; We never pay top dollar for anything

Context: When our business strategy calls for it; When our current solution is clearly outdated; When weve had a problem; When the boss says; When I hear about something cool; When we are fined by government agencies

Context: Very satisfied; Satisfied; Neutral; Dissatisfied; Very dissatisfied

Context: Branding; Content delivery; Listening monitoring company feedback; Customer care; Demand generation; Market research; Thought leadership; Comments

Context: Just getting started with content marketing; Repurpose our content so it can be used in different formats; Have a content marketing strategy in place; Use an editorial calendar to help plan our content; Dont include content marketing in our plans; Align our content to the different phases of the buy cycle; Can show how content marketing contributes to sales

Context: We use both push outbound and pull inbound marketing but could be diversifying more; I am happy with our mix of push outbound and pull inbound marketing; We only use pull inbound channels; We only use push outbound channels

Context: Email marketing using in house lists; Tradeshows; Social Media eg Twitter LinkedIn Facebook; Search engine optimization SEO; Online directories websites; Public relations; Internet banner advertising on individual sites; Content marketing; Video; Trade magazine advertising; Search engines paid traffic; Blogs; Online newsletter sponsorships ads; Direct mail using in house lists; Internet banner advertising networks; Webinars; Printed directories; Email marketing using rented purchased lists; Native advertising; Mobile marketing; Direct mail using rented purchased lists; Telemarketing; Programmatic advertising; Podcasts; Other

Context: Customer acquisition; Sales attributed to marketing campaigns; Customer satisfaction; Customer retention; Leads; Sales generated from upselling and cross selling; Revenue per customer; RFQs; Audience reach; Content downloads; Number of touch points; Comments; We dont have a method to measure success

Context: Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, discusses the challenges of delivering omnichannel digital advertising while still optimizing every channel.

Context: Liz Matthews, senior vice president of global brand and creative at Dell, shares insights on the state of B2B digital advertising.

Context: Effective audience reach; Competitive pricing; Performance demonstrated ROI; Targeting audience segment reach; Audience insights analytics; Market knowledge expertise

Context: Industry infrastructure; Technology; Financial services; Aviation; Auto trucking; Meetings; Public infrastructure; Waste recycling; Restaurant food; Agriculture

Context: Conversions; Number of sales leads; Increased website traffic; Clickthrough rates cost click; Increased gross revenues sales

Context: Technology; Industry infrastructure; Financial services; Meetings events; Aviation; Public infrastructure; Restaurant food; Agriculture; Auto trucking; Waste recycling

Context: Pricing information; Face to face meetings; Customer reviews; Vendor presentations; Vendor videos; Colleagues and friends; Product spec sheets; Free trials; Industry analysts; Vendor comparison charts; Incentives coupons discounts; Buyers guides; Implementation guides; Online communities and blogs; ROI calculators

Context: Colleagues and friends; Search engines; Vendor websites; Conferences and trade shows; Product brochures; Trade or industry articles or websites; Case studies white papers or industry reports; Buyers guides; Online communities and blogs; Catalogs; YouTube; Direct mail; Magazine advertising; Vendor videos; Online digital mobile ads; Sponsorships; Vendor infographics; LinkedIn; Corporate social responsibility; Telemarketing cold calls

Context: BCsales to private customers; BB BGsales to businesses public authorities; Total; Wholesale; £; Transport and storage; Retail; Information and communication; Utilities; Manufacturing; Accommodation and food services; Construction; Other

Context: Data append vendors; Data enrichment; Social media data; Other

Context: Data is old outdated; Dont have time resources to implement an effective process; Not enough data on current customers; Legacy technology issues limitations; Data is siloed; Other

Context: Thanksgiving; Web retargeting impressions; BC ad spending; Web retargeting spending; Mobile impressions; Instagram ad spending; Instagram clickthrough rate; Black Friday ad spending; Mobile ad spending; Mobile clickthrough rate; BC impressions; BB ad spending; Small Business Saturday ad spending

Context: B2B marketers deal with a more complex path to purchase. New research shows that offering potential clients content downloads can help to drive conversions.

Context: Pure play internet; TV; Out of home; National newspapers; Regional newspapers; Radio; Consumer magazines; BB magazines; Cinema

Context: Media; Pure play internet; Cinema; Radio; Out of home; TV; Regional newsbrands; BB magazine brands; Consumer magazine brands; National newsbrands; Total media; Marketing services; Public relations; Broadcast partnership; Market research; Direct mail; Total marketing services; Total

Context: Media; Pure play internet; £; TV; Out of home; National newspapers; Regional newspapers; Radio; Consumer magazines; BB magazines; Cinema; Total media; Marketing services; Market research; Direct mail; Public relations; Broadcast partnership; Total marketing services; Total