Transcript Here`s - Calgary CMA

Best practices
in B2B marketing
Canadian Marketing Association
Jeff Lowe
April 29, 2009
Is B2B marketing becoming obsolete?
“Marketers Need a More
Systematic
Approach to demand Generation”
“B2B Marketers Struggling to Integrate Web 2.0 Strategies Into Marketing Mix”
“B2B marketers can no longer
afford to emphasize lead volume
over lead quality.”
“Rapid Growth of Lead Databases Posing
New Challenges For BtoB Marketers”
“B2B marketing needs a makeover – NOW!”
“How to avoid B2B Marketing Obsolescence:
Community Marketing Transforms the Marketing Role”
“B2B Marketers Fail the Community Marketing Test”
“B-to-B Marketers Must Sharpen Measurement Tools”
TELUS Business Solutions
B2B marketers face different challenges than B2C
Buying process characteristics
• B2B buying requires
complex orchestration of
activities between multiple
parties
• B2B addressable market is
a few thousand at best
• Therefore, success is less
about generating demand
than fostering relationships
B2C
B2B
Decision
makers
Individual
Many
Decision
duration
Short
Long
Purchase
approval
None
Multilevel
Product cost
Low to medium
High
Pricing style
Retail
Negotiated, contractual
Consideration
Low to medium
High
Channels
Retail, dealers
Distributors, service
providers. VARs
Predominant
Web usage
Price compare/
purchase
Gather information/
evaluate
Short term
Longer term
Loyalty
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
Prospects & decision makers rely on each other & the Web
“When researching telecom products, how important are
these media for informing your purchase decisions?”
Media/information source
Highly important
Peer/WOM
36%
Vendor Web Site
34%
Trade/ Industry magazine Web Site
34%
Consultants/VARs/SIs
21%
Trade magazines/publications
20%
Forums/communities
20%
Trade shows and conferences
19%
Blogs
15%
Webinars or online events
14%
Web 2.0: video, podcasts, Internet apps, RSS, etc.
14%
Base: 2187 telecom and network decision makers Source: Enterprise And SMB Networks And Telecom. Survey, North America And Europe, Q1 2008
Social marketing in B2B: Where to start?
TELUS Business Solutions
Start by monitoring your share of voice
Social media share of voice in the last 30 days
Total number of posts based on 2971 conversations
TELUS
TELUS Business Solutions
Example: A different kind of product launch
TELUS Business Solutions
Social media: Watching the story go viral
1
Jan 19: Agency invites
MobileSyrup.com to the event via
email
Jan 22: MobileSyrup.com
posts teaser blog
BlackBerryRocks.com reposts story
with link to Noordinaryphone.com
TELUS Business Solutions
Social media: Watching the story go viral
2
Jan 27: MobileSyrup.com posts 8350i
launch announcement with pricing
IntoMobile.com
MBsTechNews.com
BerryReview.com
DejaTalk.com
BlackBerryHomePage.com
TopBlackBerryNews.com
TheBlackBerryBlog.com
TELUS Business Solutions
Social media: Watching the story go viral
Jan 28: MobileSyrup.com posts
from launch party at AIM Autosport
3
(including a link to Noordinaryphone.com)
BlackBerryNews.com
PhonesReview.co.uk
IntoMobile.com*
MBsTechNews.com
NewMobileTech.com
CDMAandGSM.com
TelephoneIssues.com
NewTechDirectory.com
CrackBerry.com*
Mobeel.mobi
Mippin.com
TopBlackBerryNews.com*
*With link to Noordinaryphone.com
TELUS Business Solutions
Online editorial outreach: Momentum building
70
Product and pricing
announced to media
Live blogging at media/blogger
event held at AIM Autosport
Number of Blog Posts
60
50
AIM Autosport video
posted to YouTube
40
MobileSyrup.com
posts teaser blog
Engadget reviews
BlackBerry Curve 8350i
30
Invitations distributed to
bloggers and journalists
20
10
0
Dec. 28 Jan. 3
Jan. 4Jan. 10
Jan. 11 - Jan. 18 - Jan. 25 Jan. 17
Jan. 24
Jan. 31
TELUS Business Solutions
Feb. 1 Feb. 7
Feb. 8 Feb. 14
Feb. 15 - Feb. 22 Feb. 21 Feb. 28
Mar. 1 Mar. 7
Results to date









16 media & bloggers attended the event (target was 10)
 16 media & bloggers
113 blog posts
attended the event
5 YouTube postings
(target was 10)
7 online articles
 113 blog posts
“Today was no ordinary
1 forum
posting
 5 YouTube postings
day for the
folks at TELUS.
With the launch of the highly
3anticipated
print article
 7 online articles
BlackBerry 8350i, also
came aposts
by invitation
24 Twitter
 1 forum posting
only launch event, hosted
at a unusual venue.

This has to be one of the
Over
10,000,000
impressions

very first
events I have been
to;
that successfully demonstrated
~$2M
advertising value for 5% of
the importance of the technology
that is being celebrated.”


TELUS Business Solutions
3 print article
24 Twitter posts
the cost
Over 10,000,000
impressions
~$2M advertising value
for 5% of the cost
“Here's a cool way to do
up the launch event for
a new smartphone...
TELUS made official their
BlackBerry Curve 8350i by
holding the press event on
location at AIM Autosport, a
company (they race stuff fast
stuff across North America)
that takes advantage of the
Push to Talk services offered
by TELUS’ Mike system. Sweet.
If you have 10 minutes to kill,
it's a good vid to watch.
Low key, but honest.”
Key takeaway #1
With new social and online media,
start by monitoring what is being said about you
versus leaping into tactics
TELUS Business Solutions
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
The case for demand management
Source: October 4, 2006, “Improving B2B Lead Management” report, Forrester Research
Manage demand, don’t just generate it
The old way
GENERATE
The new way
INQUIRIES


Total number of handraisers
Unique metrics for current customers
HAND OFF
TO SALES
CLOSED/WON
BUSINESS?
TELUS Business Solutions
MARKETING
QUALIFIED
LEADS
 Definition through sales/marketing

SLA
Marketing deems ready for handoff
SALES
ACCEPTED
LEADS


Basic qualification tenets met
Sales agrees to work leads
SALES
QUALIFIED
LEADS
 Opportunity identified
 Now part of pipeline
CLOSED/WON
BUSINESS.


Booked revenue
IDs topline contribution
Source: Sirius Decisions
LEADS
Results from a 2-week period
Total Opt-ins (or Inquiries)
Requires Nurturing
MQL
429
297
132
Channel
MQLs
Unqualified
Not Actioned
Open
Contacted
SQL
Total
132
5
26
44
42
15
So what?
6 10% Probability of closing

132 leads scored by marketing/sales as qualified

85% of leads accepted by within 8 hours
1 25% Probability of closing

297 marketing leads for nurturing – In past
campaigns these would have been lost or passed over
to sales as poor leads.
2 50% Probability of closing
Closed loop reporting: marketing automation
interface with sales automation
2 Closed

TELUS Business Solutions
4 75% Probability of closing
Key takeaway #2
All leads are not created equal.
Collaborate with Sales on how to score leads,
nurture inquiries, and track closed business
TELUS Business Solutions
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
So what are the key drivers of loyalty in B2B?
The Marketing Leadership Council explored more than
100 marketing practices and capabilities commonly believed to
contribute to customer loyalty.
SAMPLE ATTRIBUTES TESTED FOR IMPACT ON LOYALTY
TELUS Business Solutions
SOURCE: Marketing Leadership Council Loyalty Survey,
Marketing Leadership council research.
The road to loyalty is through ‘Satisfaction Station’
The jury is still out.
Attributes associated with eliminating dissatisfaction – while critical
for satisfaction – seem to have no discernible impact on loyalty
SELECT ATTRIBUTES THAT ARE NOT STATISTICALLY SIGNIFICANT
• Responding promptly to customer concerns
• Comprehensiveness of customer problem resolution process
• Single point of contact for customer problem resolution
• Formal protocol for follow-up with disloyal customers
• Executive-level loyalty sponsorship teams
• Frequency of account manager turnover
• Resources allocated to customer problem resolution
• Set realistic (not inflated) customer expectations
“The road to Loyalty Town goes
through Satisfaction Station”
FIXING
DISSATISFIERS IS
SOURCE: Marketing Leadership Council Loyalty Survey,
TABLESTAKES
.
Marketing Leadership council
research.
TELUS Business Solutions
Drivers of customer loyalty
Percentage of contribution to customer loyalty
Drivers by percentage contribution to customer loyalty
Long-term drivers of loyalty
Short-term drivers of loyalty
52%
9%
19%
19%
Company and
brand impact
Product and
service delivery
MLC1AUTL23 © 2009 Corporate Executive Board. All Rights Reserved.
Value-toprice ratio
Purchase
experience
with Sales
Purchase experience loyalty drivers
GREATEST DRIVERS
OF LOYALTY

Helps me avoid
Supplier has widespread
support across my organization

potential land mines
Helps me

DECISION MAKERS

issues and outcomes

Collaborates with
other suppliers

Remains readily
accessible
Provides ongoing
Portrays a realistic
picture of purchase
costs and difficulties
advice or
consultation
Helps me
Excels in diagnosing
our specific needs


valuable perspectives
on the market
Educates me on new
Matches communications
to my preferences

Offers unique,
navigate
alternatives
Helps me shorten
the buying cycle
Helps me improve my
professional standing
and meet KPIs

quantify
financial value
Advocates for me
within the organization



WEAKEST DRIVERS
OF LOYALTY
Productively accelerates
decision making
WEAKEST
DRIVERS OF
LOYALTY
MLC1AUTL23 © 2009 Corporate Executive Board. All Rights Reserved.
Supplier is easy
to buy from
Supplier adjusts to
our unique needs
and specifications
END-USERS AND INFLUENCERS
Demonstrates
a high level of
professionalism
GREATEST
DRIVERS OF
LOYALTY
UNIVERSAL
VALUE OF
TEACHING
While decisionmakers and endusers differ
significantly on many
loyalty drivers, both
value suppliers’
ability to teach.
Key takeaways
1 In response to a challenging economic environment, Sales and Marketing have
aligned around a focus on customer loyalty – because it is the fastest, most
profitable path to growth.
2
In the short-term, the customers’ purchase experience is, by far, the largest single
driver of customer loyalty – larger than product, brand, service, or even price.
3 The most effective method for differentiating the purchase experience is to deliver
teaching interactions that reframe the way a customer assigns value to areas where
the supplier outperforms its competitors.
4 Accordingly, leading organizations create effective teaching interactions by
addressing the following three key questions:
•What should I teach my customers?
•How do I enable sales reps to teach?
•How do I increase customer demand for teaching?
Stages of insight and the TELUS teaching tools that align
Strategic facilitator
high
Stage 3
Benchmarker
Stage 2
Time and
effort required
Researcher
6 SOURCES
OF INSIGHT
5 TOOLS
Stage 1
6 TOOLS
Product pusher
Stage 0
Strategic
value
8 TOOLS
 Lead
low
with
products,
solutions and
benefits
Product selling
TELUS Business Solutions
Q: When do I
use this?
Q: When do I
use this?
Q: When do I
use this?
A: All accounts
A: Top 10 to 20
accounts
A: Key “must win”
deals
Consultative selling
Key takeaway #3
The sales experience is the biggest driver
of loyalty in B2B. Marketing’s role is to enable
the sales force to teach.
TELUS Business Solutions
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
Integrated approach
Programs
Advertising
Tactics
Print/radio
Sponsorships
Online ads
Email, direct mail
Emotion Experience
Relationship
Events
Sales interactions
Online ads
Web
Customer
buying cycle
Web site
Social marketing
TELUS Business Solutions
…because every buyer is a person.
To truly engage that buyer,
you need a coordinated mix.
Individual tactics won’t achieve that.
$
Integrated approach
Awareness
5.6 million
Impressions
Sponsorships
SEM/SEO
Radio
Print
Online Ads
Direct Mail
Email
Social Media Conversations
Email/Direct Mail Response form
Interest
142,000
Inquiries
Web Site Request forms
Search Engine Click Thru’s
Event Request Card
3% conversion
from impressions
Telemarketing Response
Desire
Opt-in to Permission
Based Email Database
Action
TELUS Business Solutions
Leads to
Sales Channels
5,000
Marketing
Qualified Leads
3% conversion from Inquires
500 Sales
10% conversion rate from MQL
Key takeaway #4
There is no “silver bullet” tactic.
The key is to deploy tactics in an integrated
and coordinated fashion.
TELUS Business Solutions
Five marketing best practices for B2B marketers
Five best practices
1
New online media:
2
Demand management:
3
4
5
Enhance relationships with customers through social media strategies and online community marketing
Move from generating demand to actually managing it.
Loyalty:
Quantify customer lifetime value and market to customers to advance them from retained, to satisfied,
to loyal, to advocates.
Integration:
Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional,
interactive and social media.
Measurement:
Make quantitative measurement the foundation to accountability and closed-loop marketing.
Marketing dashboard hierarchy
Organizational Strategy
Marketing Goals & Objectives
Marketing Activities
Focus only on marketing investments strategically important
to the company – then execute, measure and optimize.
TELUS Business Solutions
TELUS Business Solutions marketing dashboard
2009 Marketing Programs and Customer Communications Dashboard – January YTD
Imperative
Weight
Imperative 1
Imperative 2
Imperative 3
Imperative 4
TELUS Business Solutions
KPI
2008
Actual
2009
Target
Key takeaway #5
When it comes to measurement, define marketing
objectives together with non-marketing executives
and in context of broader organizational objectives
TELUS Business Solutions
Summary: Key takeaways
1. Social media strategies.
With new social and online media, start by monitoring what is being said
about you versus leaping into tactics.
2. Demand management.
All leads are not created equal. Collaborate with sales on how to score leads,
nurture inquiries, and track closed business.
3. Loyalty.
The sales experience is the biggest driver of Loyalty in B2B. Marketing’s role
is to enable the sales force to teach.
4. Integration.
There is no “silver bullet” tactic. The key is to deploy tactics in an integrated
and coordinated fashion.
5. Measurement.
When it comes to measurement, define marketing objectives together with
non-marketing executives and in context of broader organizational objectives.
TELUS Business Solutions