Strategic Marketing Automation
description
Transcript of Strategic Marketing Automation
Strategic marketing automation
Adam B. NeedlesDirector, Field Marketing Twitter: @abneedles
Agenda
• Introductions• Evolving view of B2B marketing• Sales view of B2B selling• Dialogue view of B2B marketing• Implications for marketing
automation• Q&A
Product Marketing – 2% Marketing
Communications – 12%
Hiring – 10%
Market Definition –20%
Sales Process – 10%
52%Lead
Generation
Leads = your greatest challenge
52% of B2B marketing organizations say lead generation is their #1 marketing challenge
Source: SiriusDecisions
Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation
What are your goals?
Introductions
Adam[B2B marketer]
My company
• Solutions for marketers
• B2B + B2C• Marketing
automation + e-mail marketing
• CRM integration• Software-as-a-
service
www.silverpop.com
Evolving view of B2B marketing
B2B marketing is different.
B2B marketing is different.
• Direct sales forces• High-involvement sales process• Lower volume; higher purchase price• Rational vs. emotional purchase• Complex and savvy 'buying unit'
B2B marketing legacy
B2B marketing’s ‘new’ primary goals:
drive leads for sales
cost effectively
qualified
improve close rates
help retain customers
From push to pull
“No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.”
Source: Paul Greenberg, CRM at the Speed of Light (3e)
From push to pull >>> B2B redux
Source: MarketingSherpa
17.50%
12.50%
70.00%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term oppor-tunity / worth nurtur-ing
Sales view of B2B selling
Customer centered selling
"The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle."
Source: R. Jolles, Customer Centered Selling
Customer centered selling
Source: R. Jolles
Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered sellingSatisfaction
5%
Acknowledgment79%
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
New funnel dynamics
New funnel dynamics
Customer-led decision, criteria, measurement , investigation
New funnel dynamics
Engage sales
Customer-led decision, criteria, measurement , investigation
Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation
Reconsideration
MeasurementSource: R. Jolles
Dialogue view of B2B marketing
Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
Source: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
Source: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
Source: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
MeasurementAnalyst reports
SearchProduct Website
Source: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
InvestigationProduct literatureSales Proposals
MeasurementAnalyst reports
SearchProduct Website
Source: R. Jolles
Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
SelectionConsensus
InvestigationProduct literatureSales Proposals
MeasurementAnalyst reports
SearchProduct Website
Source: R. Jolles
Marketing Qualified
Interest + investigation
Sales Qualified
Sales Accepted
Awareness
Marketing
Sales
New Business
Lead stage ‘waterfall’
Search
News site
B2B buyer dialogue ‘waterfall’
White paper
E-mail nurturing
Field event
Blog posts
Analyst report
Website
Product literature
Marketing Qualified
Search
News site
B2B buyer dialogue ‘waterfall’
White paper
E-mail nurturing
Field event
Blog posts
Analyst report
Analyst report
Product literature
Marketing Qualified
C R I T I C A L P A T H
Many critical paths
Implications for marketing automation
Implications of the dialogue context• Inbound + outbound• Content• Behavioral scoring + dynamic
campaigns• Progressive profiling• Automation = strategic
Q&A
Thank you!• Phone: 617-413-6087• E-mail: [email protected]• Twitter: @abneedles• Blogs
– Demand Generation (Silverpop): • http://www.silverpop.com/blogs/demand-generation
– Propelling Brands (personal): • http://propellingbrands.wordpress.com/
• Silverpop – Strategic Marketing Automation