#DriveB2BSales Marketers are too focused on short- term results, we must look at the long-term brand health” For marketing to have a good relationship with sales they need to gain credibility. They need to do this by getting in front of them” No one is ever 100 per cent confident about something they have purchased. Marketers need to ensure that buyers are confident and not worried” Vanessa Clifford , Chief Executive, Newsworks Scott Allen, CMO, Microsoft Vanessa Clifford , Chief Executive, Newsworks Denise Turner, Director of Insight, Newsworks Gemma Davies, Marketing Director, Apttus Digital has given us a lot of good things, but just because you can measure it doesn’t mean you should” Everyone in the business is a marketer they just don't know it - we need to educate them" Many people have a brand in mind right from the start The majority only have two brands in mind for two thirds of the journey. The journey is about reducing worry For short journeys the worry is still present with confidence still the aim To reduce worry, build confidence and ultimately drive profit, marketing needs to be better aligned to sales 70 per cent of those with only one brand in mind do not even test drive another car Over 40 per cent were always intending to get the brand they bought Source: Newsworks Source: Newsworks What drives B2B sales? Clue, it’s not clicks On 5 April over 70 senior B2B marketers gathered at The Ritz , London, to discuss if we are really measuring the right thing. Here are some of the top takeaways from the event For example, with big purchases like buying a car And even in short purchases like buying a phone... Build up Realisation Build up Realisation Expand Identifying options Expand Identifying options Filter Excluding options Filter Excluding options Test Confirming conclusion Test Confirming conclusion Buy best deal Buy best deal 13% 14% 31% 45% 33% 22% 23% 19% Only one brand in mind Only one brand in mind Choice of two brands Choice of two brands Shortlist Shortlist No preference to being with No preference to being with Very confident of making the right decision Very confident of making the right decision Worried about making mistakes Worried about making mistakes 51 % 40 % 45 % 50 % 45 % 43 % 28 % 33 % 29 % 29 % 16 % 33 % 19 % 34 % 20 % 37 % 24 % 39 % 31 % 51 %