Aligning demand generation to Customer 2.0


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Debbie Williams B2B Consultant, Trainer & Tutor Chair of the IDM B2B Council

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  • Good insight on how to structure your demand generation activities
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  • The world has changed. Google indexed the world’s information and put it at every buyer’s fingertips. And that fundamentally changed the balance between buyers and sellers. No longer do buyers engage with salespeople early on in their process for education or validation. They go to the Web. They read blogs, download information, talk to your customers. They do this without ever picking up the phone and talking to sales. And so sales can’t see this activity. They can’t read the new DIGITAL body language their prospects are exhibiting. And now they are at a huge disadvantage. There has been a huge shift of power from supplier to end user with the explosion of social media. Brand association, emotions & attitudes of buyers is very critical to understand and embrace. Consumers understand that it is a very competitive marketplace out there and the fact that they have choices …. Context of conversation is key: Where did they come from? What caught their interest? Where did they land? The customer is in control DMA Report: The Future of Direct Marketing , January, 2009 Frequency, channel and message will be customer-driven Traditional DM down, digital marketing up Many channels, one message
  • In fact, it’s not even about the shortest distance anymore. It’s about creating a seamless brand experience from a chaotic landscape of interconnected communication channels and an empowered, increasingly demanding consumer. Where did this power that they wield come from? What has enabled them to dictate the new rules of the consumer/brand engagement?
  • Enterprise Marketing 3Q04 Budget - 22.07.04.ppt Debbie Williams - Confidential
  • Profitable Marketing.. Improve ROI/ payback on marketing investment from scaled up, targeted marketing campaigns database updated with rich intelligence in real-time Personalised, relevant & timely value exchange with prospect Drive incremental revenue opportunities via better quality leads for sales. Cost Savings & Efficiency.. Provide intelligent, trigger based system to efficiently run electronic campaigns with minimal marketing resource automation of manual process & consolidation of tools Valuable resources focused on value add tasks Improved manageability & tracking Marketing Automation System is a single, integrated platform that supports ‘prospect / customer life cycle management ‘– awareness through to purchase in an automated way through behavioural based targeting according to cookies and behavioural data. It supports perpetual marketing, building a relationship with the respondent over a period of time. Problem with lead generation – only 5% ready to purchase; campaigns therefore generate a high # of leads that are not ready to purchase at this point in time but could do in the future. Soln #1 : work sales harder or 2 – nurturing. Marketing Strategy: Build and execute complex, triggered campaigns that leverage all customer contact history, behavioural analysis and profiled data to target precisely those customers and prospects most likely to buy our products and services. Automate the qualification, assignment and routing of all leads, effectively extending our sales force automation applications. Automate all inbound queries and outbound responses, cutting response times to seconds and ensuring that all customer and prospect data is captured and leveraged in future campaigns Technology is a key Enabler of Alignment Single Version of the Truth Audit Trail of the full Customer Buying Cycle Automation of routine processes & tasks provides greater efficiency & effectiveness
  • Don’t send unqualified leads to sales… Nurture !! Nurturing programs generate on average: 7-10% increase in marketing qualified lead (MQL) generation > 50% acceptance from sales (SAL)
  • Online Metrics Total Clicks; CTR; CTR %; Click to Response; Click to Response %; ROI - Cost per Response. # of Unique Visitors; # of Conversions; # &% arrive at the form; # of responses, response rate, # of leads, potential revenue Return on Marketing Investment (RoMI) - Cost Per Lead; Cost per Opportunity; Cost per Sale
  • Chances of making the shortlist are cut by 33% when there is a lack of relevant content. Source: IDG
  • Bad data = bad campaigns: only Eloqua provides a comprehensive set of data tools to cleanse, normalize, and manage all of your data inputs (forms, uploads, synch with Robust database platform to track contacts (250 fields), company/organization (250 fields): allowing you to query, manage, and segment any and all the data you deem fit. Grow into multiple channels: while you may start with our world class email deliverability platform, forms and landing pages, Personalized URL’s and RSS feeds, you can easily expand into additional channels like text to voice messaging, SMS text messaging, print on demand and fax on demand when ready. Lead Scoring that measures both WHO YOU ARE (role, title, size of organization, etc) and WHAT YOU DO (email opens, website visits, critical web page visits) in combined or separate scores, according to your business needs. Email Deliverability: 97% deliverability as rated by ReturnPath’s comscore – best in class for email marketing engines.   Eloqua is the only marketing automation vendor with a Deliverability officer on-staff, Dennis Dayman, one of the industry's foremost experts on email deliverability. Leadership and Guidance through your journey of Marketing Automation: By using the combination of accurate, intelligent list segmentation, personalized campaigns and automation,
  • Create an effective dialogue with individuals Communications need to be integrated relevant personalised timely & engaging Develop valuable relationships for the long term
  • Iterative process
  • Aligning demand generation to Customer 2.0

    1. 1. Aligning Your demand generation marketing to Customer 2.0 - the new B2B Buyer Journey Debbie Williams Managing Director SMART B2B Marketing
    2. 2. The New Buying Process: Self Education Reading your blog Downloading a demo Searching on Google Listening to your podcast Reading your email campaigns Customers are now Self-Informed… Digital Body Language Sales Marketing
    3. 3. Multi-channel world
    4. 4. Engagement with Vendors is way down the line... Source: Enquiro, “Integrated Persuasion: Online and Offline”
    5. 5. 83% of B2B buyers research online >70% of B2B prospect buyers start their journey with search 64% of Executives rank Search Engines as an important information source – higher than any other on or offline resource 73% of C-suite executives use the Internet daily >60% of C-Suite Executives prefer to consume information online 77% of B2B tech decision makers use social media on the job Source: AOP B2B Survey Nov 2008; Eurostat - EU15, 2007; * enterprises with 50+ employees; EIAA Mediascope Europe Study, 2007; comScore qSearch, February 2008, divided over 29 days; 2008.; Wireless Intelligence, as referenced in The New York Times, April 2008; IAB, 2007/08; Forbes C-suite, study, June 2009 Are You visible where Your Customers are? More than 1.5 million business related search a day 20% Tweets contain reference to a product or brand 120,000 new blogs are created every day
    6. 6. What is Needed? A Continuous Conversation With Our Customers is Critical! Head of IT XXX <ul><li>xxx </li></ul><ul><li>Online Communities </li></ul><ul><li>White Papers </li></ul><ul><li>Demo Centres </li></ul><ul><li>Gadgets </li></ul>Market/Competitive Intelligence High Quality Contact Data, Segmentation & Behavioural Insight Library of Valuable Content & Compelling Calls to Action Automated Campaign & Communications Platform with Real-time Dashboards ‘ Eloqua &’ Marketing Channel Mix to fit Business Title Profile / Persona & Buying Cycle Stage Simple , Benefit Led Messages in the Customer’s Language C-Level <ul><li>Search </li></ul><ul><li>Video </li></ul><ul><li>Advertising/DM </li></ul><ul><li>PR/Analyst Relations </li></ul><ul><li>Consultants </li></ul><ul><li>CxO Content Marketing </li></ul><ul><li>Blogs </li></ul>Head of Procurement <ul><li>White papers </li></ul><ul><li>Business cases </li></ul><ul><li>Wins & Ref. Customers </li></ul><ul><li>Peer Referrals </li></ul><ul><li>Analyst Views </li></ul>
    7. 7. Smart re-purposing of content Content Marketing Mapping
    8. 8. Integrated Marketing Operations Engine - Eloqua linked with for RoMI reporting - Presentation title in footer May 13, 2011
    9. 9. The Buyer’s Journey Profile Prospects Cleanse Data Target & Segment
    10. 10. The Buyer’s Journey Execute Across Channels Plan Campaigns Trigger Events Automate Programs
    11. 11. The Buyer’s Journey Capture Score Route website landing page form
    12. 12. The Buyer’s Journey Alert Sales Enable Sales Campaigns Provide Sales Intel
    13. 13. Real Time Dashboard Reporting
    14. 14. Responding Effectively to Engaged Behaviour… Right-Time Right-Message True Personalization Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Forrester Research “ Campaigns that target based on Website user click-stream data outperform untargeted broadcast campaigns by nearly 4 to 1 .” Marketing Sherpa “ Segmented lists yielded an 11.7% CTR v. un-segmented lists of same size yielding only a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.
    15. 15. Targeting & Optimizing the Funnel through Automation 20,000 $13M revenue Sales Stage Volume Required Conversion Rates Prospects MQL SAL SQO Wins 65% 50% 20% 5% 2%** 25%** $2M revenue** ** No segmentation or optimisation
    16. 16. This Overall Approach makes sense…
    17. 17. Top Core Principles for Success <ul><li>Integrated Marketing aligned to the BUYER’s cycle & remember it is an exchange of Value! </li></ul><ul><li>Marketing aligned to the Client’s business objectives & priorities </li></ul><ul><li>Communicate multiple times with the prospect/customer using a library of engaging content . </li></ul><ul><li>‘ Nurture’ those interested parties that are not ready to buy yet. </li></ul><ul><li>Involve Sales from the beginning & only pass sales ready (highly scored) leads to Sales. </li></ul><ul><li>Continually optimise all marketing – test, monitor & analyse </li></ul><ul><li>Enable Efficient operations , so you can respond to market changes in ‘real time’ </li></ul><ul><li>Ability to measure Return on your Investment </li></ul>
    18. 18. Debbie Williams B2B Consultant, Trainer & Tutor Chair of the IDM B2B Council E: [email_address] Twitter: @debbiemwilliams LinkedIn: debbiemwilliams Don’t Forget…It’s all about People!
    19. 19. Remember …. <ul><li>‘ Trust takes time to build, </li></ul><ul><li>Seconds to lose, </li></ul><ul><li>And twice as long to regain </li></ul><ul><li>As it did to build in the first place’ </li></ul><ul><li>Anonymous Quote </li></ul>… SO Listen, Learn, Engage, Exchange, Reward, Relationships, Referral, Advocacy…