Transcript Slide 1

Understanding the Science of
B2B Marketing
Presenter:
Date:
Andrew Haussegger
March 2011
© 2010 Green Hat. All Rights Reserved.
Why the Science of B2B Marketing?
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ADMA B2B Marketing University March 2011
Agenda
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A Short Intro to Green Hat
Top Five Marketing Observations
Snapshot of Recent B2B Marketing Research
The B2B Go-to-Market Plan
The Role of Nurture Marketing
Six Key Ingredients for Nurture Marketing
Take-Aways
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ADMA B2B Marketing University March 2011
A Short Intro to Green Hat
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ADMA B2B Marketing University March 2011
Top Five Marketing Observations
Perhaps not as controversial as this guy, but
consider this …
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ADMA B2B Marketing University March 2011
Observation #1: Balance of power has shifted
between the B2B buyer and seller.
Marketers have to find and
follow the breadcrumbs left by
the buyers who are trawling
the web and social media – in
the process of educating
themselves. Today we market
in a buyer-centric, buyer-driven
world.
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ADMA B2B Marketing University March 2011
9 out of 10 buyers say that
when they’re ready to buy,
they’ll find you
Source: DemandGen Report 2009
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ADMA B2B Marketing University March 2011
What are visitors doing on your website?
 Up to 95 percent of qualified
prospects on Web sites are there to
research and not yet ready to talk
with a sales rep
 As many as 70 percent of them will
eventually buy a product from you
— or your competitors.
Source: Google/TechTarget Behavioral Research
Project Phase 2: 2010
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And, by 2015, 70% of
all business leads will
come from the
Internet
SiriusDecisions 2010
ADMA B2B Marketing University March 2011
Observation #2: The B2B marketer cannot effectively
measure and manage prospect engagement in a vast
online/offline environment without automation tools.
Traditional
campaign
tactics
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ADMA B2B Marketing University March 2011
The Real-time Marketing Enterprise. The seller
needs to be listening and ready to respond at the
buyer’s command.
Source: JHV Blog (2010)
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ADMA B2B Marketing University March 2011
IDC survey on adoption of Marketing Automation
“Of the 235 respondents in a November 2010 IDC survey, nearly 40% had
not implemented a marketing automation solution (yet). Not
implementing a marketing automation solution may be the ultimate
career limiting move for today's marketers.
Digital marketing has exploded in scope and complexity making it
practically impossible to efficiency and effectively reach your target
audience without a fully realized marketing automation infrastructure. If
you haven't gotten started you are already way behind the ball.”
IDC (USA) Nov 2010
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ADMA B2B Marketing University March 2011
Observation #3: Content marketing is the secret
sauce in the new paradigm – getting the right
message to the right person at the right time.
 An over-supply of unfiltered content?
 Help the buyer cut through the clutter
with valued information
 Seller needs to show that they are
listening online
 Buyers value thought-leadership and
solution information aligned to their
buying process
 Win Trust
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ADMA B2B Marketing University March 2011
Observation #4: Marketing and sales need a unified
approach and must close the loop.
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ADMA B2B Marketing University March 2011
A checklist of sales/marketing collaborative
Must-Have’s
 Define a common language
 Define the end-to-end pipeline process
 Define the definition of a lead and quantify the value of the lead in
dollar terms
 Define the Ideal Customer Profile and profiling questions
 Set KPIs and metrics
 Meet regularly to review and optimise
 Align functional goals
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Observation #5: The Personal Brand will become just
as important as the Corporate Brand. Companies
need to humanise/capitalise their Personal Brands.
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ADMA B2B Marketing University March 2011
Snapshot of B2B Marketing Outlook research
Key challenges for B2B marketers – 2010
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
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ADMA B2B Marketing University March 2011
B2B marketing budget allocation – 2011
For each $1 spent on
lead generation
(trad), 53c spent on
nurturing &
managing the lead
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
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ADMA B2B Marketing University March 2011
B2B marketing key objectives - 2011
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
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ADMA B2B Marketing University March 2011
What other insights did we get from the research?
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Budget: 40% say budgets have risen year-on-year. 1-in-7 by more
than 20%.
Content: Value-add content was the top campaign offer. #2 was
workshops – also a form of information sharing.
Social: Smaller companies spend more of their budget on
digital/social marketing than larger companies.
Email me for your copy: [email protected]
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ADMA B2B Marketing University March 2011
The B2B Go-to-Market Plan
A best-practice marketing execution program will
tightly integrate lead generation and lead nurturing
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The Role of Nurture Marketing
“Every response must be
nurtured”
VP Global Marketing – Global High-Tech Brand (2011)
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The stage of buyers in your lead universe
A key to the B2B marketer’s value
proposition
Each time we go to market, we reach out to
unaware prospects as well as hot prospects. We
invest in branding and positioning touches with
all those we communicate with.
Marketers identify the hot prospects and pass
them on for sales pursuit. But unfortunately
prospects and suspects in the mid-outer circles
are often forgotten.
A systemised process can nurture them along
their buying journey to position the vendor for
the day the buyer becomes ‘in the market’.
The Seller’s Lead Universe
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Definition – Lead Nurturing
The science of progressing buyers through the
pipeline using relevant content and offers that
match their buying stage – ultimately to
develop profile-rich sales-ready leads.
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ADMA B2B Marketing University March 2011
Definition – Lead Nurturing
The science of progressing buyers through
the pipeline using relevant content and
offers that match their buying stage –
ultimately to develop
profile-rich sales-ready leads.
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ADMA B2B Marketing University March 2011
What lead nurturing is not
It is not …
 A couple of follow-up emails to a campaign
 A download offer of a case study followed by an immediate
telemarketing call
 A mass email blast
 A generic e-newsletter
 A bi-monthly call to see if they are ready for that appointment
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ADMA B2B Marketing University March 2011
Six Key Ingredients for Nurture Marketing
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
A 3-tier framework for nurture communications
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How do the nurture streams interlock?
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Considerations in the nurture dialog
 Decide your nurture voice for your email, online and
phone communications
– Trusted advisor, thought leader
– Not ‘I’m ready to sell, are you ready to buy!’
 Humanise the nurture process (all communications for
that matter)
 Align relevant offers with informationConsider the
cadence for touches
– Ask the buyer how often they want to hear from you?
– Tele-nurture call is key and timing is critical
 Communications should not be restricted to email/
telemarketing
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ADMA B2B Marketing University March 2011
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
Specific assets are more relevant than others at
different stages in the buying process
Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
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ADMA B2B Marketing University March 2011
The buyer has a ferocious appetite for information
and solution content
Average buyer consumes
20-50 content assets in
60 days (IT buyer)
Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
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ADMA B2B Marketing University March 2011
Content mapping - example
Role Category
Assets that will grow
buyer’s awareness of
problem/opportunity
Assets that will position
seller’s solution
Financial management
(CFO, Financial
Controller …)
Strategic management
(CEO, MD, Business
Owner …)
Technology
management (CIO, IT
Manager …)
Line-of-Business
management (HR,
Marketing, Supply Chain
…)
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ADMA B2B Marketing University March 2011
What is content layering?
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ADMA B2B Marketing University March 2011
Content marketing for multiple sub-segments (client example)
Finance
Assessment Index
Alliance workshops
Trade Missions
DRW Print
Global update Subscription
Country Profiles
(web)
Country alerts
International
Business Index
Identify Need
Tier 1
Australian updates subscriptions
Nurture
Assets 1
MTV
Nurture
Assets 2
Briefings/Events
Deal workshops
Customers
Chart Pack
(web)
Sales qualification
Finance tool
workshops
Tier 2
On going profiling based on
information layering and trigger events
Other
ATL
Tier 3
Self Assessment Tool
Ally /
sponsor
events
Tier 4
Welcome – self signup process
Awareness
Awareness
(finance sol’ns)
Awareness
(GFC issues)
Key
Tips for best-practice Content Marketing (from the trenches)
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Recycle and re-purpose
Setup an editorial calendar & plan your content a quarter ahead
Content-on-the-fly !
Use third party content in the problem awareness stage where
possible
– Industry analyst abstracts, independent researchers
– Link to media articles of interest
– Content can be simple such a point-of-view email on a current topic
 Build content for smart-phone consumption
 Build profiles of your thought-leaders
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ADMA B2B Marketing University March 2011
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
Designing your database pyramid dimensions.
Quality over quantity.
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ADMA B2B Marketing University March 2011
Database considerations in lead nurturing
 Assess your database position
–
–
–
–
What is your Ideal Customer Profile?
Conduct a gap analysis against your addressable target audience
Conduct an internal audit
Implement a strategy to fill the gap
 Setup a progressive profiling approach
–
–
–
–
Align with sales
Self-select V Auto-select options
Automate the collection of profile data
Use pre-determined Behavioural /Explicit Profiling rules to define when
to request profile information
 Devise strategies for gaining email opt-in rights
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ADMA B2B Marketing University March 2011
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
Getting the automated ‘measure & manage’
process (and rules) right is paramount?
Profiled
ICP
Targets**
Lead
Generation
Lead
Nurture
Engaged
** ICP = Ideal Customer Profile
MQL = Marketing Qualified Lead
SAL = Sales Accepted Lead
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Opp’ty
Development
MQL**
Marketing-managed
Lifetime Value
SAL**
Opp’ty
Closure
Retention
& Loyalty
Order
Sales-managed
ADMA B2B Marketing University March 2011
Shared
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement
Most analysts are up-beat about the potential ROI
attributable to lead nurturing
Companies that
automate lead
management processes
can increase revenue by
at least 10% within 6-9
months.
Gartner 2009
An estimated 70-90%
of leads generated by
marketing are never
followed up by sales.
Marketing Sherpa
Research Report
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Companies who excel at
lead nurturing generate
50% more sales-ready
leads at 33% lower cost.
Forrester 2009
Four out of five
unworked leads
ultimately buy
something.
SiriusDecisions
ADMA B2B Marketing University March 2011
Tracking performance of lead nurturing requires
attention to additional metrics (client scenario)
Other Lead Nurture metrics:
 Response by nurture stream
 Time lag in streams (no progression)
 Self-subscribe/auto-subscribe to streams
 Landing page drop-out
 Unsubscribes
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Consider the Nurtured-Generated
Lead vs the Nurture-Assisted Lead.
What was the source of the lead?
ADMA B2B Marketing University March 2011
Take-Aways
Take-Aways
1.
2.
3.
4.
5.
6.
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Game-changer: balance of power has shifted to the
buyer
This is driving the shift to the Science of Marketing –
data, processes, automation, content and analytics
Don’t ignore the power of social media, but don’t bet
the b2b house on it
An engaging and pervasive online presence for the
seller is mandatory
Marketing must team up with Sales – like never before
Sell the vision, objectives and imperatives internally to
the C-suite and Sales – their support is crucial
ADMA B2B Marketing University March 2011
Thanks …
Andrew Haussegger
Green Hat
w: 03 9290 9777
m: 0419 569 122
[email protected]
www.green-hat.com.au
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