Andrew Haussegger B2B ADMA University Presentation March 2011
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Andrew Haussegger B2B ADMA University Presentation March 2011

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Understanding the Science of B2B Marketing

Understanding the Science of B2B Marketing

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  • Content curation? How will it help?
  • (WRS) Can consider removing as Carlos can cover in the process side...(AH) will fly-by…
  • But how do you get opt-in to get them started?
  • Client:
  • (WRS) can we leave for Carlos to discuss content mapping, just to save some time?(AH) flying by …
  • Retain IPNeed to hold back for future profilingTime-delay on info offeringControlled releaseContent is valuable commodity of the sellerFreely available to publicAvailable to identified strangers (tell me who are and you can have it …)Only shared with chosen profiled audience (eg in nurture program, customer community, Seek’s salary survey, Marketing Profs …)
  • (WRS) Trying to not scare people into thinking this is way too complicated...so recommend we remove.(AH) will just speak to 3 simple points – a case study example of the prior slide.Awareness = inboundTier-4 = purchased list with no-optinsTier-3 = opt-in (like engaged)Tier-2 = opt-in and in ICP (like profiled) – triggered by external events, complex triggersTier-1 = SAL (managed by sales)Grey = discard nicely (no calls-to-action)
  • (WRS) I love these(AH) From the trenches (as it says).
  • Hidden

Andrew Haussegger B2B ADMA University Presentation March 2011 Andrew Haussegger B2B ADMA University Presentation March 2011 Presentation Transcript

  • Understanding the Science ofB2B MarketingPresenter: Andrew HausseggerDate: March 2011 © 2010 Green Hat. All Rights Reserved.
  • Why the Science of B2B Marketing?Slide 2 ADMA B2B Marketing University March 2011
  • Agenda A Short Intro to Green Hat Top Five Marketing Observations Snapshot of Recent B2B Marketing Research The B2B Go-to-Market Plan The Role of Nurture Marketing Six Key Ingredients for Nurture Marketing Take-AwaysSlide 3 ADMA B2B Marketing University March 2011
  • A Short Intro to Green HatSlide 4 ADMA B2B Marketing University March 2011
  • Top Five Marketing Observations
  • Perhaps not as controversial as this guy, butconsider this …Slide 6 ADMA B2B Marketing University March 2011
  • Observation #1: Balance of power has shiftedbetween the B2B buyer and seller. Marketers have to find and follow the breadcrumbs left by the buyers who are trawling the web and social media – in the process of educating themselves. Today we market in a buyer-centric, buyer-driven world.Slide 7 ADMA B2B Marketing University March 2011
  • 9 out of 10 buyers say that when they’re ready to buy, they’ll find you Source: DemandGen Report 2009Slide 8 ADMA B2B Marketing University March 2011
  • What are visitors doing on your website?  Up to 95 percent of qualified prospects on Web sites are there to research and not yet ready to talk with a sales rep  As many as 70 percent of them will eventually buy a product from you — or your competitors. And, by 2015, 70% of all business leads will Source: Google/TechTarget Behavioral Research come from the Project Phase 2: 2010 Internet SiriusDecisions 2010Slide 9 ADMA B2B Marketing University March 2011
  • Observation #2: The B2B marketer cannot effectivelymeasure and manage prospect engagement in a vastonline/offline environment without automation tools. Traditional campaign tacticsSlide 10 (2) ADMA B2B Marketing University March 2011
  • The Real-time Marketing Enterprise. The sellerneeds to be listening and ready to respond at thebuyer’s command. Source: JHV Blog (2010)Slide 11 ADMA B2B Marketing University March 2011
  • IDC survey on adoption of Marketing Automation “Of the 235 respondents in a November 2010 IDC survey, nearly 40% had not implemented a marketing automation solution (yet). Not implementing a marketing automation solution may be the ultimate career limiting move for todays marketers. Digital marketing has exploded in scope and complexity making it practically impossible to efficiency and effectively reach your target audience without a fully realized marketing automation infrastructure. If you havent gotten started you are already way behind the ball.” IDC (USA) Nov 2010Slide 12 ADMA B2B Marketing University March 2011
  • Observation #3: Content marketing is the secretsauce in the new paradigm – getting the rightmessage to the right person at the right time.  An over-supply of unfiltered content?  Help the buyer cut through the clutter with valued information  Seller needs to show that they are listening online  Buyers value thought-leadership and solution information aligned to their buying process  Win TrustSlide 13 (3) ADMA B2B Marketing University March 2011
  • Observation #4: Marketing and sales need a unifiedapproach and must close the loop.Slide 14 ADMA B2B Marketing University March 2011
  • A checklist of sales/marketing collaborativeMust-Have’s Define a common language Define the end-to-end pipeline process Define the definition of a lead and quantify the value of the lead in dollar terms Define the Ideal Customer Profile and profiling questions Set KPIs and metrics Meet regularly to review and optimise Align functional goalsSlide 15 ADMA B2B Marketing University March 2011
  • Observation #5: The Personal Brand will become justas important as the Corporate Brand. Companiesneed to humanise/capitalise their Personal Brands.Slide 16 (2) ADMA B2B Marketing University March 2011
  • Snapshot of B2B Marketing Outlook research
  • Key challenges for B2B marketers – 2010 Source: Green Hat B2B Marketing Outlook Report (Feb 2011)Slide 18 ADMA B2B Marketing University March 2011
  • B2B marketing budget allocation – 2011 For each $1 spent on lead generation (trad), 53c spent on nurturing & managing the lead Source: Green Hat B2B Marketing Outlook Report (Feb 2011)Slide 19 ADMA B2B Marketing University March 2011
  • B2B marketing key objectives - 2011 Source: Green Hat B2B Marketing Outlook Report (Feb 2011)Slide 20 (1) ADMA B2B Marketing University March 2011
  • What other insights did we get from the research? Budget: 40% say budgets have risen year-on-year. 1-in-7 by more than 20%. Content: Value-add content was the top campaign offer. #2 was workshops – also a form of information sharing. Social: Smaller companies spend more of their budget on digital/social marketing than larger companies.Email me for your copy: andrewh@green-hat.com.auSlide 21 ADMA B2B Marketing University March 2011
  • The B2B Go-to-Market Plan
  • A best-practice marketing execution program willtightly integrate lead generation and lead nurturingSlide 23 ADMA B2B Marketing University March 2011
  • The Role of Nurture Marketing
  • “Every response must be nurtured” VP Global Marketing – Global High-Tech Brand (2011)Slide 25
  • The stage of buyers in your lead universe A key to the B2B marketer’s value proposition Each time we go to market, we reach out to unaware prospects as well as hot prospects. We invest in branding and positioning touches with all those we communicate with. Marketers identify the hot prospects and pass them on for sales pursuit. But unfortunately prospects and suspects in the mid-outer circles are often forgotten. A systemised process can nurture them along their buying journey to position the vendor for the day the buyer becomes ‘in the market’. The Seller’s Lead UniverseSlide 26 ADMA B2B Marketing University March 2011
  • Definition – Lead Nurturing The science of progressing buyers through the pipeline using relevant content and offers that match their buying stage – ultimately to develop profile-rich sales-ready leads.Slide 27 ADMA B2B Marketing University March 2011
  • Definition – Lead Nurturing The science of progressing buyers through the pipeline using relevant content and offers that match their buying stage – ultimately to develop profile-rich sales-ready leads.Slide 28 ADMA B2B Marketing University March 2011
  • What lead nurturing is notIt is not … A couple of follow-up emails to a campaign A download offer of a case study followed by an immediate telemarketing call A mass email blast A generic e-newsletter A bi-monthly call to see if they are ready for that appointmentSlide 29 ADMA B2B Marketing University March 2011
  • Six Key Ingredients for Nurture Marketing
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • A 3-tier framework for nurture communicationsSlide 32 (2) ADMA B2B Marketing University March 2011
  • How do the nurture streams interlock?Slide 33 (2) ADMA B2B Marketing University March 2011
  • Considerations in the nurture dialog Decide your nurture voice for your email, online and phone communications – Trusted advisor, thought leader – Not ‘I’m ready to sell, are you ready to buy!’ Humanise the nurture process (all communications for that matter) Align relevant offers with informationConsider the cadence for touches – Ask the buyer how often they want to hear from you? – Tele-nurture call is key and timing is critical Communications should not be restricted to email/ telemarketingSlide 34 ADMA B2B Marketing University March 2011
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • Specific assets are more relevant than others atdifferent stages in the buying process Source: Google/TechTarget Behavioral Research Project Phase 2: 2010Slide 36 ADMA B2B Marketing University March 2011
  • The buyer has a ferocious appetite for informationand solution content Average buyer consumes 20-50 content assets in 60 days (IT buyer) Source: Google/TechTarget Behavioral Research Project Phase 2: 2010Slide 37 ADMA B2B Marketing University March 2011
  • Content mapping - example Assets that will grow Assets that will position buyer’s awareness of seller’s solutionRole Category problem/opportunityFinancial management(CFO, FinancialController …)Strategic management(CEO, MD, BusinessOwner …)Technologymanagement (CIO, ITManager …)Line-of-Businessmanagement (HR,Marketing, Supply Chain…)Slide 38 ADMA B2B Marketing University March 2011
  • What is content layering?Slide 39 (3) ADMA B2B Marketing University March 2011
  • Content marketing for multiple sub-segments (client example) Awareness Awareness Key (GFC issues) (finance sol’ns) Identify NeedAware- Tier 4 Tier 3 Tier 2 Tier 1 ness DRW Print Global update Subscription Country Profiles Country alerts Ally / (web)sponsor events Chart Pack Welcome – self signup process Australian updates subscriptions (web) Other information layering and trigger events ATL International Nurture Customers Business Index Nurture Assets 2 MTV Assets 1 Briefings/Events On going profiling based on Finance tool workshops Self Assessment Tool Sales qualification FinanceAssessment IndexAlliance workshops Deal workshops Trade Missions
  • Tips for best-practice Content Marketing (from the trenches) Recycle and re-purpose Setup an editorial calendar & plan your content a quarter ahead Content-on-the-fly ! Use third party content in the problem awareness stage where possible – Industry analyst abstracts, independent researchers – Link to media articles of interest – Content can be simple such a point-of-view email on a current topic Build content for smart-phone consumption Build profiles of your thought-leadersSlide 41 (R) ADMA B2B Marketing University March 2011
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • Designing your database pyramid dimensions.Quality over quantity.Slide 43 ADMA B2B Marketing University March 2011
  • Database considerations in lead nurturing Assess your database position – What is your Ideal Customer Profile? – Conduct a gap analysis against your addressable target audience – Conduct an internal audit – Implement a strategy to fill the gap Setup a progressive profiling approach – Align with sales – Self-select V Auto-select options – Automate the collection of profile data – Use pre-determined Behavioural /Explicit Profiling rules to define when to request profile information Devise strategies for gaining email opt-in rightsSlide 45 ADMA B2B Marketing University March 2011
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • Getting the automated ‘measure & manage’ process (and rules) right is paramount? Profiled SAL** Lifetime Value ICP Lead Lead Opp’ty Opp’ty RetentionTargets** Generation Nurture Development Closure & Loyalty Engaged MQL** Order Marketing-managed Sales-managed Shared ** ICP = Ideal Customer Profile MQL = Marketing Qualified Lead SAL = Sales Accepted Lead Slide 47 ADMA B2B Marketing University March 2011
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • Lead Nurturing Ingredients#1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement
  • Most analysts are up-beat about the potential ROIattributable to lead nurturing Companies that Companies who excel at automate lead lead nurturing generate management processes 50% more sales-ready can increase revenue by leads at 33% lower cost. at least 10% within 6-9 Forrester 2009 months. Gartner 2009 An estimated 70-90% Four out of five of leads generated by unworked leads marketing are never ultimately buy followed up by sales. something. Marketing Sherpa SiriusDecisions Research ReportSlide 50 ADMA B2B Marketing University March 2011
  • Tracking performance of lead nurturing requiresattention to additional metrics (client scenario) Other Lead Nurture metrics:  Response by nurture stream Consider the Nurtured-Generated  Time lag in streams (no progression) Lead vs the Nurture-Assisted Lead.  Self-subscribe/auto-subscribe to streams What was the source of the lead?  Landing page drop-out  UnsubscribesSlide 52 ADMA B2B Marketing University March 2011
  • Take-Aways
  • Take-Aways 1. Game-changer: balance of power has shifted to the buyer 2. This is driving the shift to the Science of Marketing – data, processes, automation, content and analytics 3. Don’t ignore the power of social media, but don’t bet the b2b house on it 4. An engaging and pervasive online presence for the seller is mandatory 5. Marketing must team up with Sales – like never before 6. Sell the vision, objectives and imperatives internally to the C-suite and Sales – their support is crucialSlide 54 ADMA B2B Marketing University March 2011
  • Thanks … Andrew Haussegger Green Hat w: 03 9290 9777 m: 0419 569 122 andrewh@green-hat.com.au www.green-hat.com.auSlide 55