Transcript Carlos updated syd

B2B University Sydney
March 16, 2011
Agenda
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Who is The Annuitas Group?
The Changing B2B Buyer
Today’s B2B Marketer
The Impact of This Change on the B2B Marketer
The Process Approach to Manage the Change
The Lead Management Framework Defined
How to Begin Implementing
Q&A
©Copyright 2011 The Annuitas Group
The Annuitas Group
• The Annuitas Group's mission is to help our clients deliver a
measurable return on their sales and marketing practices.
• Do this through process consulting and technology (marketing and
sales automation)
• Practice Areas…
– Lead Management Audit
– Lead Management Process Development & Implementation
– Marketing Automation Selection & Implementation
– Campaign Management Services
©Copyright 2011 The Annuitas Group
Our Clients
©Copyright 2011 The Annuitas Group
The Changing B2B Market
©Copyright 2011 The Annuitas Group
Today’s B2B Buyer
• The way buyers buy has changed
• Buyers are more educated and looking
to sales much further down the buying
cycle
• Buyers are turning to online and social
as sources for decision making
• More than one buyer – buying units
• Looking to each other as sources of
information
©Copyright 2011 The Annuitas Group
Today’s B2B Marketing
• Issues with Measurement & Acquisition
– 70-80% of leads never get follow-up
– 52% of marketers say lead generation is their
biggest challenge
– More than 50% of marketing teams cannot track
ROI on program spend
• Shrinking budgets
• More pressure to justify spend
• Shift from traditional marketing to
automated, online, inbound & social
• Increased pervasive use of technology
• Marketing asked to assist in pipeline
acceleration & sales enablement
Source: Sirius Decisions; Forrester
©Copyright 2011 The Annuitas Group
The Response . . . . Adapt!
• Marketers must manage and
engage that relationship
– Buyers want a 1-1 relationship
• It’s Lead Management not Lead
Generation
• It will affect every area of your
role as a marketer
– Sales interaction
– Buyer interaction & communication
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Content Management & Marketing
Inbound Marketing Management
Social Media Strategy
– Internal marketing & sales process
– How you utilize your technology
– How you work & think as a marketer
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How To?
• So how does an
organization make the
change and bridge the
gap from the old to the
new?
• What needs to be done to
ensure a buyer centric
approach?
• What processes need to
be developed?
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A Process Based Lead Management
Approach
“Developing an internal lead management
process is key to marketing & sales
success”
“Nothing is more important than
process when it comes to building a best
in-class lead management engine.”
“Companies that focus on improving lead
management processes will increase
revenue 5% to 10%.”
©Copyright 2011 The Annuitas Group
Lead Management – What it isn’t
• Not just scoring and lead
nurturing
• It is not a practice of individual
silo’s, everything feeds into the
next and has to be looked at
holistically
• Not technology, but supported
by it.
Source: Sirius Decisions; Forrester
©Copyright 2011 The Annuitas Group
Lead Management – What it is
• The operational response to the buyers
power
• It's a process not a program that includes
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Data
Lead Planning
Lead Qualification
Lead Nurturing
Lead Routing
Metrics
Content Blueprint
• Not technology; a process supported by
technology
©Copyright 2011 The Annuitas Group
The Common Lead Management Approach
Increased Effort & Decreased Efficiency
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The Process Based Lead Management Approach
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The Value of Lead Management Process
Source: Sirius Decisions
©Copyright 2011 The Annuitas Group
Lead Management Framework
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The Lead Management FrameworkSM
Data
Lead
Planning
Content
Lead
Management
Metrics
Lead Routing
Lead
Nurturing
Lead
Qualification
©Copyright 2011 The Annuitas Group
Building the Process – Where to Start?
• Define the lead management
framework
• Conduct an Audit – Know What You
Don’t Know
• This is not a marketing only exercise
– it is cross-functional
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Marketing
Sales
Operations
Finance
IT
©Copyright 2011 The Annuitas Group
The Database
• Determine the validity of your database –
How old are the records?
• Determine your approach to data hygiene
and what team will own it
• Where will you store the customer &
prospect data?
• Define and control who will have access
to that data
• Segment the data to optimal success
based on ideal target and customer
profiles
©Copyright 2011 The Annuitas Group
Define the Buyer Profile
SEGMENT
Sophisticated
User
HELP
Business
Critical
Remote
Traditional user-base.
Larger companies.
Focused on both virtualization and uptime.
Have tried competitor(s) and failed or had a bad experience.
Focused on uptime.
Fastest-growing segment and largest opportunity.
Being targeted by competition.
Focused on virtualization.
Cannot afford IT staff for remote locations.
Being targeted by competition.
Focused on uptime.
©Copyright 2011 The Annuitas Group
The Value of Data Process
Source: Sirius Decisions
©Copyright 2011 The Annuitas Group
The Annuitas Group Lead Planning Funnel
3,000
Responses
80%
Conversion
2,400
Valid
Responses
10%
Conversion
(MQL)
Mktg Nurture Campaign
240
Mktg Qualified
(MQL)
50%
Conversion
(SAL)
Mktg Nurture Campaign
120
Sales Accepted
Leads
60%
Conversion
SQL
Sales Acceleration Nurture
Campaign
72
Sales
Qualified
Leads(SQL)
Sales Close
Rate
33%
Lead Nurture
Campaigns
Sales Acceleration
Nurture Campaign
Post-Sales Nurture
Campaign
24 closed deals
Additional
Monthly
Revenue @
$100k ASP
$2.4M per
month
©Copyright 2011 The Annuitas Group
Lead Qualification
• What do you do with leads?
• Determine between sales and marketing
the definition of a lead
• Define the qualification criteria
• What happens to non-qualified leads?
• Set-up a lead scoring model that allows
for quality leads to flow to sales
• Focus on quality not quantity
©Copyright 2011 The Annuitas Group
Lead Qualification Definitions
©Copyright 2011 The Annuitas Group
Lead Qualification Criteria
• Demographic
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Specific vertical
Company size (employees/revenue)
Job role/function
Wallet spend
Product Interest
• Behavioral
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Number of marketing program responses
Number of visits to the website
Number of clicks, opens, submissions
Number of times at an event
• BANT
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Budget
Authority
Need
Timeframe
©Copyright 2011 The Annuitas Group
Lead Scoring
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Lead Nurturing
• Building a relationship with your prospect
– not all responses are ready to buy
immediately
• Nurturing allows for pipeline acceleration
• Sales that were nurtured provide a 47%
higher order value than non-nurtured
sales.
Source: Aberdeen
©Copyright 2011 The Annuitas Group
Lead Routing
• Determine how marketing will pass
qualified leads to sales
• Avoid the black hole, know how the leads
will be tracked
• Provide sales the ability to pass back for
further nurturing
• Develop SLA’s and Business Rules to
ensure proper follow-up and no fall out
rate
©Copyright 2011 The Annuitas Group
Content Development Process
• Define the buying cycle of your
customers
• Development of content maps along the
buyers journey
• List current available offers and those
that need to be created
• Determining the proper offers that
correlate to the defined buying stages
• The content process is dynamic and
needs continual attention and focus
©Copyright 2011 The Annuitas Group
Content Creation & Mapping
Training schedules/How To’s
New product announcements
Customer Satisfaction Surveys
Fact sheets
Competitive comparison charts
Competitive comparison charts
Product demos, short videos
Case studies, customer testimonials
Internal whitepapers, webcasts
Case studies, customer testimonials
HELP
Business
Critical
Remote
Third-party whitepapers, webcasts and
podcasts. Datasheets, brochures.
Sophisticated
User
Post-Purchase
Decision-SQL
Evaluation SAL
ConsiderationMQL
Interest
Response
SEGMENT
©Copyright 2011 The Annuitas Group
Metrics
• Know why you are running a campaign or
marketing program
• Develop benchmarks and KPI’s for your
organization and measure against them
quarterly
• Use the metrics to shape the future
• Pull both marketing and sales metrics for
a complete 360o view of your organization
©Copyright 2011 The Annuitas Group
Automate the Process
• Manual run processes will fail
• Process based automation will allow you
to improve the bottom line and improve
value
• Automation is the only way to streamline
1-1 buyer dialog
• Automation is well beyond feature &
function, it enables the relationship
process with the dialog
©Copyright 2011 The Annuitas Group
Potential Roadblocks
• Executive Resistance
• Fear and Turf Guarding
• Sales Resistance
• Boiling the Ocean
©Copyright 2011 The Annuitas Group
One more thing…
• Dream big, start small, scale
appropriately
• Process equals behavior
change – be ready
• Include Sales in the process –
This bears repeating
©Copyright 2011 The Annuitas Group
Start Simple
Marketing Generated
Responses
Invite to
Flash Demo
No - 10 days
Landing
AutoPage responder
Qualified?
Qualify
• Based on lead
scoring
• Automate
fulfillment
based on
criteria
Invite to
Topical
Webinar
No - 10 days
Landing
Page
Autoresponder
Qualified?
Yes
Lead
Nurture
Qualified?
Marketing Automation
• Integrated with SF.com
• Search for duplicates;
update if found
• Trigger automated
response
No
E-mail
Topical
White
Paper
Route to
Telemarketing
Engage
Qualified?
Telemktg
Call
No - 10 days
Landing
Page
Autoresponder
Landing
Page
Autoresponder
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Maturity Will Happen Over Time
©Copyright 2011 The Annuitas Group
Contact Information
Carlos Hidalgo
The Annuitas Group
[email protected]
972-998-5630
Twitter: @cahidalgo
©Copyright 2011 The Annuitas Group