B2B Marketing - Driving Real Returns From Your...

© Copyright OGaraCo 2018

Why Your Martech Fails To Deliver

Driving Real Returns From Your Investment

Adrian O’Gara | Consultant | O’Gara-Co


How good was your martech implementation?

© Dataxu | Modernizing the Mix: Transforming Marketing Through Technology and Analytics

Not Good

Good in Parts

Very Well


Top 3 Challenges of B2B Marketing Automation

Integrating data from different systems

People factors - sales & marketing adoption

Setting up & tracking ROI

Minor Moderate Major Challenges

10%

19%

20%

41%

34% 56%

40%

37%43%

© SmartInsights & Communigator | Managing B2B Marketing Automation


It’s not the car you’re driving...

...it’s the person driving it!

© Copyright OGaraCo 2018 © Salesforce | State of Marketing (4th Ed.) | Percentage who say their current technology stack is extremely or very effective at delivering the above (partial list)

High performing teams rely on martech

LOW MODERATE HIGH PERFORMING Collaboration across the business

marketing, sales, services...

Collaboration across marketing brand, comms, digital, events...

Increased productivity better results, ROI...

Better analytics/insight...

Improved marketing efficiencies automating tasks...

More efficient spendingbudget/channel management...

More cohesive view of customer data...

For 2-3 times better collaboration, insight & productivity


First

Marketing Alignmentthen

Stakeholder Alignmentand

Continuous Improvement


Case Study

“ROI Award in the Sales and Marketing Alignment category, for a data-driven and efficient revenue engine

aligned around key growth strategies.”

Case Study

Interfacing with the global sales team we were able to deliver an additional €3.5M of marketing sourced revenue in our first year, a 50% YOY increase in Sales Accepted Leads to pipeline, while reducing overall spend by 20% vs

the previous year.

“”

◉ 100% YOY increase in marketing sourced revenue

◉ 50% YOY increase in Sales Accepted Leads

◉ 20% reduction in overall marketing spend: increasing ROI

Craig Beddis former CMO

Results More Revenue With Less Budget


Transform customer facingteams to align & focus on growth

PEOPLE

Joined-up lead-to-revenue process mapped to the customer

journey

PLAYBOOKS

Aligned Goals via CRM,

Marketing Automation & BI

PRODUCTIVITY

➊PURPOSE &

CULTURE

➋CAPABILITY & ORG DESIGN

➍REGIONAL REVENUE

TEAMS

➎REGULAR

INTERLOCK

➌GLOBAL DEMAND CENTRE

➏LEAD MGT &

NURTURE

Transform Sales & Marketing to jointly partner & focus on growth

PEOPLE

Purpose | Culture Capabilities | Org Design

Team & Company Alignment

Joined-up lead-to-revenue process mapped to the customer journey

PLAYBOOKS

➌GO-TO-

MARKET

➊LEAD-TO-REVENUE

➋PRODUCT/

MARKET FIT

➍ENABLEMENT& LANGUAGE

➎AGILE

SCRUM

➏INTEGRATE

BACK OFFICE

Customer Alignment | Strategy Go-to-Market | Campaigns | Enablement | Governance

Aligned Goals via CRM, Marketing Automation & BI

PRODUCTIVITY

➌MARKETING

AUTOMATION

➊KPIs

BMOs / OKRs

➋ADOPT CRM +INTEGRATION

➍PROJECT

PLATFORM

➎REALTIME

ANALYTICS

➏BOARD

REPORTING

Insight & KnowledgeLearning & Development

Systems & Platforms

In the past four years, due to considered improvement initiatives, marketing contribution to creating pipeline has grown from 17% to over 60% marketing sourced opportunities. “ ”

Results: More Revenue With Less Budget

◉ 100% YOY increase in marketing sourced revenue

◉ 50% YOY increase in Sales Accepted Leads

◉ 20% reduction in overall marketing spend: increasing ROI

Webinar Automic CA: Beyond Sales & Marketing Alignment bit.ly/b2balignwebinar

Dr Chris Boorman current CMO


LEAD GENERATION

DEMAND GENERATION

REVENUE GENERATION

VALUE GENERATION

ACTIVITY GENERATION

Where are you on the Value Journey?

© Copyright OGaraCo | B2B Value Journey™


GOALS & OBJECTIVES CATEGORYMEASURES &

METRICSPROCESS & CHANNELS

SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS

Quantity of leads➊ Lead volume By tactics(budget cut risk)

Throw & stick: volume based

Number of opens, clicks & raw leads

LEAD GENERATION

Quality of leads➋Marketing

performance measurement

Based on reverse funnel metrics

(justified budget)

Global demand centre & regional

field teams

Multiple channel inbound & outbound

Marketing Leads: Mktg Qualified; Sales Accepted; Sales Qualified

DEMAND GENERATION

Value of leads &

opportunities➌Current/future

pipeline & revenue estimates

Global demand centre & regional

revenue teams

Multichannel inbound

+outbound

Marketing & Sales sourced/influence

leads, opps & revenue

REVENUE GENERATION

Customer lifetime value➍

Business performance management

Future predictive customer value

Fully integrated marketing, sales,

services CX teams

Advanced optichannel with ABM &

social selling

Predictable multi-year lifetime

value

VALUE GENERATION

Tactical activities➊ Requestor led & reactive

Ad hoc/reactive (budget cut risk)

Limited skills & resources Sales support Number of

emails/events/etcACTIVITY

GENERATION

© Copyright OGaraCo | B2B Value Matrix™

0

B2B VALUE MATRIX™ Map Your Priorities & JourneyTO

DA

Y<<

TO

MO

RR

OW

Revenue performance management

Mixed skills: global or regional


TRUST&

COMMITMENT

PEOPLE

DIRECTION&

ACCOUNTABILITY

PLAYBOOKS

INSIGHT&

LEARNING

PRODUCTIVITY

Webinar Automic CA: Sales & Marketing Alignment bit.ly/b2balignwebinar

Webinar B2B Marketing Automation bit.ly/b2bautowebinar

Guide B2B Marketing Automation bit.ly/b2bmaguide

Guide Account Based Marketing & Sales bit.ly/b2babmguide

Worksheet Revenue Funnel Templates bit.ly/funnelsheet

OGaraCo Blog Alignment, ABM, Automation ogaraco.com/blog

Find out more

B2B Marketing - Driving Real Returns From Your...

Documents

Transcript of B2B Marketing - Driving Real Returns From Your...