TDMi Targeted B2B Enterprise Software Mktg & Sales Approach - SBrazina
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Transcript of TDMi Targeted B2B Enterprise Software Mktg & Sales Approach - SBrazina
Marketing driver behind ‘04-’09 PTC (NASDAQ: PTC) $420M annual revenue & $1.6B market cap growth. Developed & implemented globally by Scott Brazina, PTC SVP Global
Enterprise Marketing, & PTC global marketing team
Targeted Decision Maker & Influencer(TDMi)
Targeted Awareness & Demand Generation
Driving Awareness, Leads & Revenue thru Marketing Reaching& Influencing People Most Critical to Revenue Plan
8x increase ‘13-’15 in targeted demand generation, driving revenue growth at DataXuInc 500 2013 #5 Overall & #1 Fastest Growing Marketing Technology Company
Targeted B2B Marketing & Sales Approach
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
Sco2Brazina,President,SB/GGlobalMarke?ngAreasofExper?se
Mktg/AdTechEnterpriseSaaS
Cloud/IaaS
BSEngineering&MSManagementfromWPI&[email protected]@Sco2BrazinaEntrepreneurialCMO&Salesexecu?vewithdeepexper?seingrowingenterpriseSaaSrevenue&enterprisevaluethrutradi?onaltargetedB2Bmarke?ng&sellingapproachesandemergingdigital&programma?cmarke?ngtechnologies.Personallyledtransforma?onofmarke?ngacrossasizerangeofenterprisesoWwarecompanies,includingapublicglobalenterprisesoWwareleaderresul?ngin$420MARR&$1.6BMarketCapgrowthfrom‘05to‘09.PassionateandsuccessfulinpartneringwithCMO’s&C-Suiteoftechnologycompaniesondrivinggrowththrutargetedmarke?ng&sellingatscaledrivenbyTDMi&programma?cmarke?ng,adver?sing&selling.Expertonmarke?ng,selling&successfuladop?onofenterpriseSaaSsolu?ons.
Recentsuccess:• DevelopedpatentpendingTelecom/ISP-based‘InternetContentGuaranteedDelivery’solu?on(AdDelivery,IoT)
• CMOforInc5002013#1fastestgrowingmarke?ngtechsoWwarecooverallwith‘13revenueof$110M-DataXu
• USCMO&USmarketlaunchofIaaS2.0(soWware-defined)cloudcompu?ngprovider-CRN2014TopCloudVendor-ProfitBricks
• AsSVPGlobalEnterpriseMarke?ng,transformedmarke?ngproducing$1.6BMarketCap,$420MARRgrowth&categorycrea?on’05-’09-PublicglobalPLMEnterpriseSoWwareLeader-PTC
• DevelopedTDMitargetedB2BenterprisesoWwaremarke?ng&sellingatscaleapproach
Greatestsuccess:• Ex-ProMXTeamHondaRider,RepresentedUSin‘80125ccMXUSGPWorldChampionship• Oldestchild‘15Stanfordgrad,Pre-Med,4yrNCAAStanfordWomen’sDiveteamcompe?tor• Middlechild‘18TrinityCollege,Na?onal-level&TrinityMen’sSoccerteamstar?ngmidfielder
Leadershipexperience(Marke6ng,Sales,BODMember)acrosscorporatestages:•Ini?alstart-up(5)•Earlygrowth$10M-$110M(2)•Publicco.growth$200M-$1B+(2)
Abstract:ThisdocumentprovidesanoverviewofthetargetedB2Benterprisemarke?ng&salesapproachSco2Brazinadeveloped&ledtotransformglobalmarke?ngattheenterprisesoWwarecoPTC.Thru?ghtpartnershipwiththeexecu?ve&globalsalesteam,developed&implementedin'03-'04,itresultedinbeingtheprimarymarke?ngdriverbehindPTC's$420Mannualrecurringrevenue&$1.6Bmarketcapgainacross'05-'09.
TDMiTargetedB2BMarke?ng&SalesApproach
Contents:-Approachoverview&structure-Frameworkforstrategicalignmentacrossenterprisedepartments-IntegratedMul?-touchMktgProgrammodeldrivingprospectjourneytobecomingacustomer-MarTechsystemarrangementenablingapproachatglobalscale-LeadGensampleplandriving25%of$180Mannualrevplan-Samplesalesenablementresponse&leadrepor?ng-SampleMktgKPIs&Metrics
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
TDMiMarke?ng&SalesApproachOverviewTargetedDecisionMaker&InfluencerMarke?ng
Thrumul6-touchmarke6ngprogramsfocusedatTDMimarketsegment
IntegratedMarke6ngPrograms• Valuable&compellingcontent• Matchedtoawareness&joblevel• Deliveredbyappropriatevehicle
Who WhatHow
TDMi
ExternalInfluencers
BeyondTDMi
TDMsInsideTargetAccnts
InfluencersInTargetAccnts
Developmentofmarketsegmentthatmarke6ngmustreach&influenceat
targetaccounts
TDMiMarketSegment• Decisionmakers/influencersinsideaccounts• Influencersoutsideaccounts• >50%reachforsignificantimpact
Marke6ngProgramPorMolio• Alignedtocorporategrowthobjec?ves• Efficientthruglobaldeployment• Effec?vethru?ghtcorp-reglcollabora?on
EfficiencythroughgloballyleveragedporMolioofintegratedmarke6ngprograms
Systema?cMarke?ngDrivenAwareness,Leads&Revenue
E-Com/Retail
Media/Ent
AdTech ConsumerInternet
SoWware/SaaS
ThoughtLeadership
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
Marke?ng>MAlignment
100%ofSMBaccounts
Z%FYRevenue
Remaining80%TargetAccountsY%FYRevenue
Top20%TargetAccountsX%FYRevenue
Marke6ngRevenueImpact
Marke6ngStrategy
Marke6ngBudget
HighLevelKPIs
100%Influenced
70%Influenced30%Sourced
50%Influenced50%Sourced
Hightouch,account/ver?calspecificevents&campaigns
Sponsoredevents&targeteddemandgen
Broadawareness&demandgen
60%
Responses,Revenue
20%
TargetA
ccou
nts
SMB
GTMStrategy
Marke?ng&Salesalignonaccountcoveragemodel,revenuegoals&marke?ngalloca?on
Responses,MQLs,SALs,SQLs,Opportuni?es,Revenue
DistChannel
Responses,MQLs,SALs,SQLs,Opportuni?es,Revenue
DirectSales
ISS
80%Influenced20%Sourced
Partnersupport&demandgen
20%PartnerCo-Mktgplans,Mktgmatls,trng,MDF$,responses
100%Partneraccounts
P%FYRevenue
AccntType
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
IntegratedMarke?ngPrograms:Mul?-TouchCampaignsDrivingCustomerJourney
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
MarTechDrivenAwareness&DemandGenTargetedMarket
SegmentsContact&OrgConfirma?on
LinkedIn,etc.
DiscoverOrg
Data.com
KeyContacts‘TDMis’
A,B,CLeads
Marke?ngResponses&GradedLeads
CRM&Marke?ngAutoma?on
Salesforce
Pardot,Hubspot,etc.
InsightSquared
Marke?ng-DrivenSalesFunnel
$
LeadsProducingForecastedSalesOpportuni?es
LeadQualifica?on&Management
TargetedMarke?ngMul?-TouchCampaigns
MTC1MTC2
MTC3
MTCsPlannedThruYr-End
Q1
Awaren
ess/De
mGe
n
SalesLoW,etc.
XTDMiscontacted/day
XTDMiscalled/day
TargetedInsideSalesCampaigns
X%ofRev
MktgDriven
Q2 Q3 Q4
ConsInternet
E-Com/RetailMedia/Ent
AdTech
SoWware/SaaS
ISPsTravel
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
DemandGenProcess&RevenuePlan(sample)
Sellers:SalesAcceptedLeads(SAL)
SalesQualifiedLeads(SQL)
Responses PR/Social Ads
Marke6ngQualifiedLeads(MQL)
Marke6ngQualifica6on
InsideSales:(Tele)QualifiedLeads(TQL/SAL)
SalesOpportuni6es
PIPELINEREVENUE
Search Events Email 92,500
1,800
5%
60%
65%
$75KAvg.DealSize
33%
Prospects
25%Plan
2,775
4,625
$135M
$45M
Responses are generated from
marketing campaigns targeted at TDMi &
general Prospects
MQLs are cleaned & rated Responses
Sales rejects MQL as disqualified or
accepts as an SAL & takes disposition
responsibility
If SAL becomes a new opportunity or is
part of an existing opportunity, it is
considered an SQL
SalesQualifica6on
Responses linked to
SQLs resulting in WON DEALS are
tracked for mktg campaign ROI
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
SalesEnablementMarke?ngResponse&LeadRepor?ng
Executive Detail
N.AMERICAResponsesbyWeekLast30Days
Regional Detail
EASTResponsesbyWeekLast30Days
EASTREPTDMiResponsesLast30Days
REP Detail
R.Newman,NYRep
ROSSNEWMAN-TDMiACCOUNTResponses
ACCOUNT Detail
Deutsch
DEUTSCHTDMiResponses
Contact Detail
SameeraWahidna,VPDataStrategy,DeutschNY,Responses
S.Wahidna,VPDataStrategy
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
ReferencesperQuarter 7Total(4Americas,2Europe,1SMB)
NamedAccountSen?ment(LikelihoodtoRecommend) Survey&KPIsTBD
#WebsiteVisits 50%IncreaseoverFY13
PublicRela?onsKPIs Coverage&Mediainterviews:20%increase
AnalystRela?onsKPIs Analystbriefings:40%increase
SocialMediaKPIs 10%perqtrincreaseinFans/FollowersacrossTwi2er,Facebook,LinkedIn
Marke?ngKPIs&Metrics-HighLevel(sample)
TotalResponses(2X+overFY13) 5,000 5,000
20+Responsesperaccount >10%ofAccounts N/A
10+Responsesperaccount >30%ofAccounts N/A
#Marke?ngQualifiedLeads(MQLs)(NamedMQLswillbehigherquality) 4,000 4,400
#SalesAcceptedLeads(SALs) 3,600 3,000
#SalesQualifiedLeads(SQLs) 430 390
Marke?ngInfluencedRevenue(60%ofNet,80%ofNewNet) $33Mtotal,$10MfromNew
Marke?ngSourcedRevenue(20%ofNet,40%ofNewNet) $12Mtotal,$5MfromNew
10+ContactsperNamedAccount(Currently25%ofaccountshave10+contacts)
>90%ofAccountswith10+Contacts N/A
Named SMB
Reach
Influ
ence&Dem
andGe
n*
BroadMarketA
waren
ess
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng
TDMiResults&Awards
AMarkeOngLeadershipCouncil®bestprac?cefor‘Corporate&RegionalMarke?ngInterplay’
Marketing driver behind ‘04-’09 PTC (NASDAQ: PTC) $420M annual revenue & $1.6B market cap growth. Developed & implemented globally by Scott Brazina, PTC SVP Global
Enterprise Marketing, & PTC global marketing team
8x increase ‘13-’15 in targeted demand generation, driving revenue growth at DataXuInc 500 2013 #5 Overall & #1 Fastest Growing Advertising & Marketing Technology Company
Copyright©2016Sco2Brazina&SB/GGlobalMarke?ng