The Gaping Hole in B2B Marketing Automation
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The Gaping Hole in B2B Marketing Automation

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In the rush to digital, B2B marketers have ignored a crucial element that salespeople and buyers need: direct human interaction. Sales teams know that calls close customers, and 97% of B2B technology ...

In the rush to digital, B2B marketers have ignored a crucial element that salespeople and buyers need: direct human interaction. Sales teams know that calls close customers, and 97% of B2B technology buyers want direct interactions with the provider during the research and purchase process. So why have we left voice conversations behind?

In this webinar, Invoca CMO Eric Holmen and guest Forrester Analyst Lori Wizdo examine:

-Why the inbound call channel is crucial for B2B sales and marketing teams
-Why customer preferences should dictate a non-linear customer life cycle
-How to integrate the human channel into your digital world, and get more buyers calling

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The Gaping Hole in B2B Marketing Automation Presentation Transcript

  • 1. The  Gaping  Hole  in  B2B   Marke3ng  Automa3on   Lori  Wizdo   Principal  Analyst   Eric  Holmen   CMO  
  • 2. Why  Marke3ng  Automa3on?   Billions  of  commercial  emails  and  digital   touch  points.      At  low  conversion  rates.          Became  unmanageable,  manually.     Crea%ng  the  need  for  marke%ng   automa%on  and  campaign   management  technology.   Marke3ng  automa3on   solves  part  of  an  urgent   digital  marke3ng   problem.  
  • 3. POLL   Do  you  have  a  marke3ng  automa3on   process  in  your  business  today,  to   manage,  score,  nurture  and  route   leads?     Call  with  basic   informa%on  request  
  • 4. Let’s  Talk  Calls   Buyers  want  to  talk  to  sales  earlier  than  we  have  been  assuming.     Call  with  basic     informa%on  request   Calls  deliver  higher  win  rates,  higher  order  values,  and  faster  sales  cycles.       The  marke3ng  metrics  of  inbound  phone  calls  remain  a  mystery,  while  digital   prospects  are  op3mized  at  every  step.   All  in  the  cloud:  call  scoring,  dynamic  numbers,  automa3on,  rou3ng,  and   integra3ons  with  CRM  and  MA  are  cri3cal.    
  • 5. Online   Channels     Leads  Characterized  as:   -­‐Low  Value   -­‐High  Volume   Offline  &  Call   Channels     Leads  Characterized   as:   -­‐Medium  Volume   -­‐High  Value  
  • 6. Online   Channels     Leads  Characterized  as:   -­‐Low  Value   -­‐High  Volume   Offline  &  Call   Channels     Leads  Characterized   as:   -­‐Medium  Volume   -­‐High  Value  
  • 7. Call  with  basic   informa%on  request   What  does  Forrester  think  of  this  gap,   and  what  are  the  implica%ons?  
  • 8. What is lead-to-revenue management? Attract Capture Nurture Convert Expand The managed process that turns leads to prospects and then into customers. © 2013 Forrester Research, Inc. Reproduction Prohibited 8
  • 9. Revenue Marketers Step Up….. › 300% Increase in Leads? > 50% of B2B marketers have automated the process › No Problem. › We’re automated. © 2013 Forrester Research, Inc. Reproduction Prohibited 9
  • 10. …. And Kick Lead Gen Up a Notch… •  Launch 22% more campaigns •  Get some Inbound working Sales Accepts Leads Then…. a.  Puts lead on ‘back burner’ to close this Q’s deals b.  Closes lead as ‘dead’ when they don’t want a PoC c.  Creates 20% Opportunity & Task to call in 3 months •  Increase leads dramatically •  Nurture each lead, -- 4-touches •  Score Leads •  Promote Leads to Sales © 2013 Forrester Research, Inc. Reproduction Prohibited 10
  • 11. …. But is Getting the Same Old Result •  Marketing Team is working like demons •  Dramatic Increase in Traffic, Leads, MQL, SQL •  Minimal increase in marketing contribution to pipeline •  Limited contribution to revenue •  Relationship with Sales still not all that good © 2013 Forrester Research, Inc. Reproduction Prohibited 11
  • 12. Results are Better (J) ….just not good enough (L) Using your best estimate, what percentage of your B2B sales pipeline (opportunities) can be attributed to leads your marketing function has generated? 44% 34% L2RM Automation Platform Implemented (N=136) L2RM Automation Platform Not Implemented (N=69) Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 12
  • 13. The input/output machine needs a tuneup Average conversion ratios from Forrester’s Research MQL TopPerformers Pipeline 32% 32% 28% 26% (N = 211) All SQL Won deal (N = 196) (N = 201) (N = 195) 39% 37% 34% 32% (N = 65) (N = 58) (N = 59) (N = 58) Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited End-toend 0.75% 1.54% You can’t get there from here. 13
  • 14. It’s time to revisit some assumptions.
  • 15. How Deals Used to Start © 2013 Forrester Research, Inc. Reproduction Prohibited 15
  • 16. How Deals Start Today! © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  • 17. nt True or False? ve le re ir t, u B On average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier. Source: Brent Adamson, Matthew Dixon, and Nicholas Toman, "The End of Solution Sales," Harvard Business Review, JulyAugust 2012 © 2013 Forrester Research, Inc. Reproduction Prohibited 17
  • 18. There is no average buyer! This guy is buying office supplies This team is re-engineering a complicated business problem © 2013 Forrester Research, Inc. Reproduction Prohibited 18
  • 19. Forrester’s B2B Buyer Insight Research Continues to show conversations with Sales Reps is a strong source of buyer influence in many categories. How important are the following sources when researching and evaluating technologies and services to purchase? (IT departments) Important Very Important My Primary Source Industry, Trade, or Professional Websites Colleagues within your organization In-person Events, Trade Shows, or Conferences Vendor Websites Printed Publications (including magazines, research reports, white Peers outside your organization Consultants or Systems Integrators (SI's) Support Forums, Discussion Forums Vendor salespople Electronic Newsletters Industry Anaylst Firms Webinars, Webcasts Online Videos Virtual Events, Virtual Tradeshows Professional Social Networking Sites (not including LinkedIn and LinkedIn Blogs Facebook Source: Forrester’s Business Decision Makers Survey, Q4 2012 © 2013 Forrester Research, Inc. Reproduction Prohibited Twitter 19
  • 20. AWARENESS CONSIDERATION PURCHASE Forrester’s B2B Buyer Insight Research Continues to show conversations with Sales Reps is a strong source of buyer influence in many categories. Source: Forrester’s Tech Marketing Navigator: “Most Influential Vehicles: Business Intelligence Systems/Software/ All Roles” © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  • 21. POLL   Do  you  track  inbound  phone  calls   from  their  source  through  to  final   win/loss?   Call  with  basic   informa%on  request  
  • 22. The  Power  of  Talk   Qualified  buyers  want  to  talk  to  sales.           Qualified  buyers  want  to  talk  earlier  than  you  think.     Sales  always  wants  to  talk  to  buyers  sooner  than   later,  if  they  are  qualified.     Greater  sales   happen  when   buyers  and  sellers   talk,  earlier  in  the   process.  
  • 23. Ques3ons  worth  asking   •  Would  you  know  a  qualified  phone  call   from  an  unqualified  one?   •  Can  you  differen3ate  between   customers  needing  support  and  buyers   looking  for  informa3on  as  a  call  is   coming  in?   •  Do  you  know  which  keywords,  media,   and  purchase  paths  are  delivering  the   best  inbound  phone  calls?  
  • 24. Four  Essen3al  Parts:   Call  Tracking  and  Analy3cs   Programma3c  Marke3ng  Automa3on   Integra3ons  and  Synchroniza3ons   Expanded  Channel  Distribu3on:  Get  More.  
  • 25. Four  Components  of  Value   ATTRIBUTION:  Call  tracking  and  analy3cs     Knowing  precisely  where  calls  come  from  –  which  exact  keyword,  ad,   channel,  and  content  –  and  knowing  who  the  buyer  is  in  their   purchase  path.  More  than  call  tracking  –  marke3ng  analy3cs.      
  • 26. Four  Components  of  Value    INTELLIGENCE:  Programma3c  marke3ng  automa3on     Once  a  call  starts  heading  into  the  funnel  over  Invoca,  we  derive   and  apply  data,  run  data-­‐dips,  score  the  call,  and  determine   op3mal  rou3ng  rules.  A[er  the  call,  we  run  re-­‐targe3ng  online   based  on  the  call  disposi3on  –  true  mul3-­‐channel  real-­‐3me   automa3on.  
  • 27. Four  Components  of  Value   INTEGRATIONS:  CRM,  MA  &  Analy3cs       Integrated  na3vely,  off-­‐the-­‐shelf  APIs,  and  custom  APIs,  Invoca  delivers   two-­‐way  integra3ons  with  the  widest  set  of  marke3ng  automa3on,  CRM,   and  marke3ng  technology  partners  to  complete  our  customers  true  mul3-­‐ channel  marke3ng.    
  • 28. Four  Components  of  Value   EXPANSION:  Channel  Distribu3on       Over  60,000  publishers  already  on  the  pla_orm  crea3ng   quality  inbound  calls  for  adver3sers.  We  connect  the   adver3ser  to  the  distribu3on  partners.  
  • 29. Op3mizing  to  death…literally   Largest  tech  company  in  their  category,  heavy  Salesforce.com  users.       BEFORE  INVOCA   •  Tracking  tens  of  thousands  of  keywords  and  long-­‐tail   keywords,  with  phone  number  in  ad.   •   ‘Pruning’  keywords  when  they  don’t  perform.   AFTER  INVOCA   ü Revisited  old  pruned  keywords.   ü Found  some  where  MORE  valuable  because  they   were  genera3ng  inbound  calls,  but  disappearing   from  search.   ü Returned  an  immediate  pipeline  to  sales.    
  • 30. How  it  works:  Pre-­‐call   Filing  trademarks   Buyer  searches  a  keyword.   Google  search  ad  appears  with  a   unique  Invoca  number  populated   directly  into  the  ad.     Call  
  • 31. How  it  works:  In-­‐call   milliseconds   for  the  complete  tech  process.   Real-­‐3me  scoring  integra3on  and  rou3ng  inbound  calls   Sync  Integra%ons  with:   •  Salesforce.com   •  Tealium   •  Marketo   •  Ensighten   •  Eloqua   •  Marke3ng  Tech   •  Scoring   •  Detailed  Data   •  Addi3onal   Qualifica3on   Rou%ng  to  the  right  des%na%on   How  it  works:  Post-­‐call   Marketer  has  visibility  into  the  en3re  process  to  make  informed  decisions  how  best  to  op3mize  their   marke3ng/adver3sing  spend  to  drive  more,  becer  inbound  calls.  
  • 32. POLL   Does  your  sales  team  speak  with   prospec3ve  buyers  on  the  phone  at   some  point  during  every  sales   process?       Call  with  basic   informa%on  request  
  • 33. One  in  five  calls  is  high-­‐quality.  Adver3sers  need  to  know  which  ones.   %  of  calls  from  search  for  a  typical  business   Accidental  call   8   Call  with  basic   informa%on  request   Call  with  basic   informa3on  request   52   19   21   Short  sales  call   Source:  BIA/Kelsey  2012   High-­‐quality  sales   call  by  a  new  lead  
  • 34. When and where are you engaging? Create and deliver on a vision 74% Respond to request 26% RFP RFI “How often do you choose a vendor who has worked with you to turn a vision into a clear path to value?”` © 2013 Forrester Research, Inc. Reproduction Prohibited 34
  • 35. Buyers reward early engagement Executive Buyers © 2013 Forrester Research, Inc. Reproduction Prohibited 35
  • 36. Key Takeaways Buyers want real human interaction during the purchase process. Getting prospects on the phone earlier in the sales process helps close deals faster and make customers happier. Going beyond simply call tracking, to a complete call marketing automation platform is crucial to effective L2R management. © 2013 Forrester Research, Inc. Reproduction Prohibited 36
  • 37. Want  to  learn  more?   Download  Lori  Wizdo’s  new   whitepaper:     The  New  Physics  of   Lead  to  Revenue   Management       hTp://bit.ly/1hkdjmZ              
  • 38. Get  a  demo:   hcp://go.invoca.com/demo   marke3ng@invoca.com   855-­‐781-­‐4564   Call  with  basic   informa%on  request