Adam Needles Field Marketing 2 Dot Oh

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This presentation will examine a changing B2B marketing environment, where power has shifted from seller to buyer, and propose a new, holistic demand generation approach -- field marketing 2.0 -- for tackling this environment.

Topics covered will include: analysis of shifts in the nature of B2B buyers and in their information/channel usage patterns; cross-functional strategies for improving engagement in buyer dialogue; operational approaches for driving greater sales/marketing alignment and improving marketing strategy/execution; best practices for developing dynamic, buyer-pull-driven marketing campaigns; and insights into balancing upstream/inbound thought capital and evangelism with downstream/outbound nurturing campaigns. The session also will cover leveraging lead management strategies and marketing automation as the key infrastructure underpinning your ‘field marketing 2.0’ organization.

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  • >>> Just intro the title …
  • Key talking points:. Chart shows rapid change, not overall adoption. Not focus on tradeshows/virtual. Note that in the UK face-to-face remains very important. Riaz: Tradeshows are being used as a way to pull lists together; then moving to online.
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • Adam Needles Field Marketing 2 Dot Oh

    1. 1.
    2. 2. Field Marketing 2.0: A New Catalyst for Buyer-Centric B2B Marketing<br />Adam B. Needles <br />Director, Field Marketing and B2B Marketing Evangelist<br />Twitter: @abneedles<br />
    3. 3. Agenda<br />Intro: What is Field Marketing 2.0?<br />A changing B2B buyer<br />New building blocks<br />Implications<br />Q&A<br /> Twitter: @abneedles<br />
    4. 4. Presentation goal: Re-think our approach to demand generation – shifting from a product-centric view to a buyer-centric view.<br /> Twitter: @abneedles<br />
    5. 5. What are your goals?<br /> Twitter: @abneedles<br />
    6. 6. Our company<br />Solutions for marketers<br />B2B + B2C<br />Marketing automation + e-mail marketing<br />CRM integration<br />Software-as-a-service<br />www.silverpop.com<br /> Twitter: @silverpop<br />
    7. 7. Adam<br />[B2B field marketer]<br /> Twitter: @abneedles<br />
    8. 8. What is Field Marketing 2.0?<br /> Twitter: @abneedles<br />
    9. 9. Field Marketing 2.0<br />
    10. 10. Field Marketing 2.0<br />“Field Marketing 2.0 is basically a framework to track and review the outcome of activity designed to create sales opportunities.”<br />Source: SiriusDecisions, “SiriusDecisions Has the Proof: <br />Field Marketing 2.0 Drives Revenue Growth”<br />
    11. 11. Buyer-centric demand generation<br />
    12. 12. Buyer-centric demand generation<br />Middle-of-the-funnel dynamics<br />Buyer’s terms<br />Pull vs. push<br />Educating vs. selling<br />‘Mass one-to-one’<br />New marketing roles and infrastructure<br />
    13. 13. Field Marketing 2.0 building blocks<br />
    14. 14. Field Marketing 2.0 building blocks<br />Marketing Automation<br />Sales Team POV<br />Buyer POV<br />Scoring<br />Content Marketing<br />Lead Management<br />Opportunity Cycle<br />Buyer Education + Dialogue<br />Segmentation + Routing<br />
    15. 15. A changing B2B buyer<br /> Twitter: @abneedles<br />
    16. 16. Power is shifting<br />
    17. 17. Buyer 2.0<br />“[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”<br />Source: SiriusDecisions, “Marketing Needed for Sales 2.1”<br />
    18. 18. Where’s the proof?<br />
    19. 19. #1 - B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to research purchases before ever calling a 'live' sales rep<br />
    20. 20. Turning to online sources ...<br />“[I]t’s common to take ... partially defined need and flesh it out through online research. The result of the research is fundamental in determining potential candidates, defining comparison criteria and formalizing the purchase plan.”<br />Source:Enquiro, “Integrated Persuasion: Online and Offline<br />
    21. 21. Turning to online sources ...<br />Source:Enquiro, “Integrated Persuasion: Online and Offline”<br />
    22. 22. On their own ...<br />Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.<br />
    23. 23. #2 - B2B buyers are increasingly leveraging social media -- such as Twitter, blogs, etc. – for peer communication in the information collection phase of the buying process<br />
    24. 24. Leveraging social media ...<br />Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.<br />
    25. 25. Leveraging social media ...<br />Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.<br />
    26. 26. Leveraging the Groundswell ...<br />“The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”<br />Source: Charlene Li and Josh Bernoff, Groundswell.<br />
    27. 27. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.<br />Peer influence is king ...<br />
    28. 28. #3 - B2B buyers manifest themselves more than ever as a complex, savvy 'buying unit,' rather than simply as a single decision-maker<br />
    29. 29. Complex, savvy buying unit ...<br />Source:MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"<br />
    30. 30. #4 - B2B buyers pursuing their buying process more 'massively multi-channel' than ever before; however, channel weightings and their sequence vary by the phase of the buying process<br />
    31. 31. Massively multi-channel<br />Source:Enquiro, “Business to Business Survey 2007”<br />
    32. 32. #5 – B2B marketers are shifting their attention away from traditional, ad-driven demand generation channels as B2B buyers shift to new channels<br />
    33. 33. Education ^ ... Interruption v <br />Source: MarketingSherpa, "2009-10 B2B Marketing: Benchmark Report.“ Global data.<br />
    34. 34. New building blocks<br /> Twitter: @abneedles<br />
    35. 35. Demand generation is serendipity ...<br />planned<br />
    36. 36. Start with the buyer ...<br />
    37. 37. B2B buyer decision cycle<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    38. 38. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />5%<br />Selection<br />Acknowledgment<br />79%<br />Investigation<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    39. 39. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />2%<br />Acknowledgment<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    40. 40. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />2%<br />Acknowledgment<br />problem<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    41. 41. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />another problem<br />Selection<br />2%<br />Acknowledgment<br />problem<br />Investigation<br />2-3%<br />Decision<br />Source: R. Jolles<br />Criteria<br />Measurement<br />
    42. 42. Field Marketing 2.0 building blocks<br />Content marketing mindset<br />Lead management framework<br />Marketing automation infrastructure<br />
    43. 43. Block #1: Content marketing<br />
    44. 44. Emerging buying cycle gap ...<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />the opportunity<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
    45. 45. Aligning content<br />Acknowledgment<br />Social media<br />Thought leadership<br />(w/ E-mail nurturing)<br />Traditional media<br />Investigation<br />Detailed product literature<br />Sales proposals<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Criteria<br />Analyst reports<br />Blog + Web reviews<br />Search<br />Measurement<br />Analyst reports<br />Search<br />Product Web sites<br />Source: R. Jolles<br />w/ A. Needles contributions<br />
    46. 46. Aligning inbound to outbound<br />Twitter to Live<br />Twitter<br />Webinar<br />White Paper<br />Nurture<br />Field Event<br />Field Sales Pick-up<br />Search to Inside<br />Google<br />Blog Post<br />Other Download<br />Nurture<br />Call ‘Qual’ Team<br />Inside Sales Pick-up<br />
    47. 47. Aligning peer community<br />Source: Silverpop, “E-mails Gone Viral.” Global data.<br />
    48. 48. Block #2: Lead management<br />
    49. 49. Why lead management?<br />Source:MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"<br />
    50. 50. Lead management<br />Source:Silverpop<br />
    51. 51. Lead management framework<br />Information capture<br />Scoring<br />Dialogue routing<br />Sales<br />Nurturing<br />Monitoring<br />
    52. 52. Traditional lead management<br />15,000 Inquiries<br />12,000 Valid<br /> Inquiries<br />80% of names have valid information<br />7,200 - Leads <br />2,880 – Mktg Qualified Leads <br />60% of contacts rank as a lead<br />1,440 – Sales Accepted Leads<br />40% of contacts are ranked as a MQL<br />432 closed deals @ $25K ASP<br />50% of contacts are ranked as a SQL<br />$10.8M REVENUE <br />30% Sales Close Win Rate<br />Marketing Contribution<br />Source:The Annuitas Group<br />
    53. 53. Nurturing = dynamic lead management<br />15,000 Inquiries<br />Mktg Nurture Campaign<br />Lead Nurture Campaigns<br />12,000 Valid<br /> Inquiries<br />80% of names have valid information<br />Mktg Nurture Campaign<br />Mktg Nurture Campaign<br />7,200 - Leads <br />2,880 – Mktg Qualified Leads <br />Sales Nurture Campaign<br />60% of contacts rank as a lead<br />1,440 – Sales Accepted Leads<br />40% of contacts are ranked as a MQL<br />432 closed deals @ $25K ASP<br />50% of contacts are ranked as a SQL<br />$10.8M REVENUE <br />30% Sales Close Win Rate<br />Marketing Contribution<br />Source:The Annuitas Group<br />
    54. 54. Block #3: Marketing automation<br />
    55. 55. Marketing automation<br />
    56. 56. Marketing automation platform<br />WEB FORMS + TRACKING<br />COMMUNICATION CHANNELS<br />EMAIL<br />ENGINE<br />CONTENT MANAGEMENT<br />SEGMENTATION + ROUTING ENGINE<br />LEAD SCORING<br />ENGINE<br />CAMPAIGN MANAGEMENT<br />SALES LEAD INSIGHT TOOLS<br />MARKETING DATA<br />CLOSED-LOOP ANALYTICS<br />CRM DATA SYNCHRONIZATION<br />
    57. 57. Marketing automation campaign<br />Source:The Annuitas Group<br />
    58. 58. Field Marketing 2.0 building blocks<br />
    59. 59. Field Marketing 2.0 building blocks<br />Marketing Automation<br />Sales Team POV<br />Buyer POV<br />Scoring<br />Content Marketing<br />Lead Management<br />Opportunity Cycle<br />Buyer Education + Dialogue<br />Segmentation + Routing<br />
    60. 60. Implications<br /> Twitter: @abneedles<br />
    61. 61. Field Marketing 2.0 disciplines<br />Dynamic campaigning<br />Lead nurturing<br />Inbound to outbound integration<br />Dialogue + thought leadership<br />
    62. 62. Getting started w/ Field Marketing 2.0<br />Get to know your buyer<br />Develop content that matters<br />Talk about your lead process<br />Build a partnership with sales<br />Adopt infrastructure to help you learn, adapt and improve<br />
    63. 63. Q&A<br /> Twitter: @abneedles<br />
    64. 64. Thank you!<br />Phone: 617-413-6087<br />E-mail:aneedles@silverpop.com<br />Twitter: @abneedles<br />Blogs<br />Demand Generation (Silverpop): <br />http://www.silverpop.com/blogs/demand-generation<br />Propelling Brands (personal): <br />http://propellingbrands.wordpress.com/<br />

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