Marketing Strategies: Driving Demand and Connecting With Today's Buyer [webinar]
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Transcript of Marketing Strategies: Driving Demand and Connecting With Today's Buyer [webinar]
Carlos Hidalgo Chief Executive Officer
Twitter: @cahidalgo
Email: [email protected]
Taking a Strategic Approach to Demand Generation
Who is ANNUITAS?
• Founded in 2005 • B2B Demand Process Transformation !rm
– Demand generation change management – Buying-process alignment – Lead-to-revenue process context – NPV / ROI / CLV focus
• Serving global, growth-oriented, $500M+ enterprise organizations – Financial services – Industrial – Technology
How Do You De"ne Demand Generation?
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De"ning Demand Generation
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De"ning Demand Generation
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De"ning Demand Generation
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B2B Marketing’s Top Goals and Challenges
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Generating Quality Leads
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Top Goal – Quality Leads
Source: ANNUITAS Enterprise Demand Generation Study – 2014
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Challenges Persist
“On average, Sales Reps report that only 31% of all leads generated fit their Ideal Customer Profile (ICP). Said another way, Sales Reps believe roughly 70% of the leads they receive have a low probability to purchase.”
Source: Vorsight and The Bridge Group, “Sales Speaks: Perceptions and Ponderings on Marketing Leads,” 2011.
Connecting with Buyer 2.0
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Buyers Control the Buying Process
• “[T]he average [B2B] buyers completes 57% of their buyer journey before engaging with a sales rep.”
• 12% = the mindshare a vendor has with a buyer throughout the enKre buying process
Source: The Corporate Executive Board Company
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Challenges Exist With Relevant Content
"Half of the marketers create and use content that educates buyers on their issues and problems, but only 14% align compelling content with buyer journeys in a way that tells a story."
Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011
Demand Generation Effectiveness
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Not Taking a Holistic Approach
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Lack of Overall Demand Generation Effectiveness
Source: SiriusDecisions, “B-to-B Sales and Marketing: Forging a New Alliance,” 2011
Only 2.8% of B2B marketers rated their Demand Generation programs as “Very Effective” - ANNUITAS Demand Generation Survey
Getting More Value From Technology
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Marginal Marketing Automation Effectiveness
Source: ANNUITAS Enterprise Demand Generation Study – 2014
Focus on Tactics
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“Which Tactic” Is the Wrong Question
“[M]arketers are juggling too many tacKcal balls. A full 75% of respondents reported they were using 15 of the 26 techniques we surveyed.” “The reported use of tacKcs was consistent across various company sizes, from small-‐to-‐medium businesses (SMBs) to large enterprises.”
Source: Forrester, “2012 Tech Marke3ng Planning Guidance,” December 2011.
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Need To Adopt a New Approach
Demand Generation = Strategic
Taking a strategic (not a tactical) approach to demand generation
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Strategic Demand Generation is ……
• A perpetual process • Engage, Nurture, Convert • Prospects + customers • Buying-process-driven • Educate + qualify • Marketing + sales activities • Operationalize + optimize
• To drive sustainable revenue, CLV
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Demand Process
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What is Demand Process?
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Building Blocks for Demand Process
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Engaging Buyers in an End-to-End Dialogue
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Key to Success
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Align People, Process, Content and Technology Around a Demand Process Architecture … Built Around the Buyer’s Journey
Operationalize Your Demand Generation
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Building Buyer-driven, Perpetual Demand Generation Programs
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Transforming + Optimizing Demand Process
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The Bene"ts of Demand Process
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Source: Based on synthesis of ANNUITAS client performance data, benchmarked against industry data from a number of sources, including Eloqua, Forrester, Marketo and SiriusDecisions.
The Bene"ts of Demand Process
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Lead Stage Conversions – Current
Engaged to Qualified Lead 9.36%
CumulaKve Current Conversion
Prospect Impressions 189,746 #
Engaged 1,047 738 0.55%
Qualified Engaged 309 211 29.51%
Qualified Leads 98 84 31.72%
QL-‐Warm 49 49
QL-‐Hot 49 35
Pursue (Opportunity) 14 2 14.29%
Test 12 4 85.71%
Confirm (Closed Won) 8 8 66.67%
SiriusDecisions Inquiry-to-MQL mean = 5.9%
Proprietary Content of ANNUITAS, Inc. and/or Newell Rubbermaid, Inc. Copyright 2013-2014.
Used with Permission of Copyright-holders.
Closing Points
• Put the buyer at the center • Address gaps in the middle of your funnel • Build an end-to-end Demand Process • Constantly optimize your Demand Process
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THANK YOU
Carlos Hidalgo 719-464-8015 Email: [email protected] Twitter:@cahidalgo