Transcript Marketing Activity Grid

The Elusive Buyer
New Challenges in B2B Marketing
Kees Henniphof
Marketing Programs & Events EMEA
B2B Marketing Forum | Utrecht, 13 March 14
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Are you hitting your target?
http://youtu.be/CXsoMT7NnK4
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Topics
Introduction
Choices
Marketing Activity Grid
Common Deal Trajectory
Take-Away
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ServiceNow – The Enterprise IT Cloud Company
• NYSE: NOW
• 1,830 employees
• Market cap: $9.5B / Trailing 12-Month
Revenue $425M
$125
• 2,060 enterprise customers
$111
$102
– 20% Penetrated in Global 2,000
• Platform designed to manage service
$86
$75
$64
relationships in the enterprise
• Cloud-hosted delivery; SaaS business model
• Major sites in Silicon Valley, San Diego,
Seattle, London and Amsterdam.
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Business goals
New Logos
“Land”
Renew
“Retain”
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“Expand”
Upsell
5
Choices
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There is so much to choose from…
For your buyer
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There is so much to choose from…
And for you
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What both buyer and vendor want
• To buy/sell the right solution at the right time for the right
price through the right channel... At maximum velocity.
—
—
—
—
Right solution (Product)
Right time (Promotion)
Right price (Price)
Right channel (Place)
• 4 P’s + velocity, because...
In 2014, B2B buying and selling shouldn’t take ages…
…if you understand where your SALs are coming from.
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Integrating Marketing & Sales
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Marketing Activity Grid – Functional IT Acquisition
Suspect
Prospect
PR &
Social
1
Addressable
suspects
in market
5
Industry
events
3
8
NowForum
6
9
Channel marketing activities
0
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AUTOMATION
Community
Marketing
10
7
Online
Demo
Media &
Search
2
Email
nurturing
Webinar
4
Customer
Opportunity
Inside
Sales
follow-up
Sales
meeting
ServiceNow
User Group
11
Experience
Now
(prospects)
Customer
Reference
12
Channel
Sales
meeting
Customer
Marketing
Thru-Channel
11
Marketing Activity Grid – Functional IT Acquisition
Suspect
Prospect
PR &
Social
1
Addressable
suspects
in market
5
Industry
events
3
8
NowForum
6
9
Channel marketing activities
0
© 2014 ServiceNow All Rights Reserved
Community
Marketing
10
7
Online
Demo
Media &
Search
2
Email
nurturing
Webinar
4
Customer
Opportunity
Inside
Sales
follow-up
Sales
meeting
ServiceNow
User Group
11
Experience
Now
(prospects)
Customer
Reference
12
Channel
Sales
meeting
Customer
Marketing
Thru-Channel
12
Understand what’s working: Common Deal Trajectory
•
•
•
•
STEP 1: Deal Analyses
STEP 2: Deal Makers, Breakers & Insights
STEP 3: Describe the Common Deal Trajectory
STEP 4: Build Integrated Marketing2Sales Programs
— Set KPI’s for tactics and touches
— Measure and Report
• STEP 5: Improve, Differentiate & Orchestrate
> Read the blog post for full description.
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Take-aways
• Aligning marketing to sales means sharing goals at the tactical level.
• Marketers should understand in great detail which activities produce
Sales Accepted Leads.
• Take your Deal Insights into account of marketing planning.
Happy selling!
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Thank you
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