0
The	
  Gaping	
  Hole	
  in	
  B2B	
  
Marke3ng	
  Automa3on	
  

Lori	
  Wizdo	
  
Principal	
  Analyst	
  

Eric	
  Holm...
Why	
  Marke3ng	
  Automa3on?	
  

Billions	
  of	
  commercial	
  emails	
  and	
  digital	
  
touch	
  points.	
  
	
  	...
POLL	
  

Do	
  you	
  have	
  a	
  marke3ng	
  automa3on	
  
process	
  in	
  your	
  business	
  today,	
  to	
  
manage...
Let’s	
  Talk	
  Calls	
  
Buyers	
  want	
  to	
  talk	
  to	
  sales	
  earlier	
  than	
  we	
  have	
  been	
  assumin...
Online	
  
Channels	
  
	
  

Leads	
  Characterized	
  as:	
  
-­‐Low	
  Value	
  
-­‐High	
  Volume	
  

Offline	
  &	
  C...
Online	
  
Channels	
  
	
  

Leads	
  Characterized	
  as:	
  
-­‐Low	
  Value	
  
-­‐High	
  Volume	
  

Offline	
  &	
  C...
Call	
  with	
  basic	
  
informa%on	
  request	
  

What	
  does	
  Forrester	
  think	
  of	
  this	
  gap,	
  
and	
  w...
What is lead-to-revenue management?
Attract

Capture

Nurture

Convert

Expand

The managed process that turns leads
to pr...
Revenue Marketers Step Up…..

› 300% Increase in
Leads?

> 50% of B2B
marketers
have
automated the
process

› No Problem.
...
…. And Kick Lead Gen Up a Notch…
•  Launch 22% more
campaigns
•  Get some Inbound
working

Sales Accepts Leads
Then….

a. ...
…. But is Getting the Same Old Result
•  Marketing Team is
working like
demons

•  Dramatic Increase
in Traffic, Leads,
MQ...
Results are Better (J)
….just not good enough (L)
Using your best
estimate, what
percentage of your
B2B sales pipeline
(...
The input/output machine needs a tuneup
Average conversion ratios from Forrester’s
Research
MQL

TopPerformers

Pipeline

...
It’s time to revisit some
assumptions.
How Deals
Used to Start

© 2013 Forrester Research, Inc. Reproduction Prohibited

15
How Deals
Start Today!

© 2013 Forrester Research, Inc. Reproduction Prohibited

16
nt
True or False?
ve
le
re
ir
t,
u
B
On average, nearly 60% of a typical purchasing
decision—researching solutions, rankin...
There is no average buyer!
This guy is buying office supplies

This team is re-engineering a
complicated business problem
...
Forrester’s B2B
Buyer Insight
Research
Continues to
show
conversations
with
Sales Reps is a
strong source of
buyer influen...
AWARENESS

CONSIDERATION

PURCHASE

Forrester’s B2B
Buyer Insight
Research
Continues to
show
conversations
with
Sales Reps...
POLL	
  

Do	
  you	
  track	
  inbound	
  phone	
  calls	
  
from	
  their	
  source	
  through	
  to	
  final	
  
win/los...
The	
  Power	
  of	
  Talk	
  
Qualified	
  buyers	
  want	
  to	
  talk	
  to	
  sales.	
  
	
  
	
  
	
  
	
  
Qualified	
...
Ques3ons	
  worth	
  asking	
  

•  Would	
  you	
  know	
  a	
  qualified	
  phone	
  call	
  
from	
  an	
  unqualified	
 ...
Four	
  Essen3al	
  Parts:	
  

Call	
  Tracking	
  and	
  Analy3cs	
  
Programma3c	
  Marke3ng	
  Automa3on	
  
Integra3o...
Four	
  Components	
  of	
  Value	
  

ATTRIBUTION:	
  Call	
  tracking	
  and	
  analy3cs	
  
	
  

Knowing	
  precisely	...
Four	
  Components	
  of	
  Value	
  

	
  INTELLIGENCE:	
  Programma3c	
  marke3ng	
  automa3on	
  
	
  

Once	
  a	
  ca...
Four	
  Components	
  of	
  Value	
  

INTEGRATIONS:	
  CRM,	
  MA	
  &	
  Analy3cs	
  
	
  
	
  

Integrated	
  na3vely,	...
Four	
  Components	
  of	
  Value	
  

EXPANSION:	
  Channel	
  Distribu3on	
  
	
  

	
  

Over	
  60,000	
  publishers	
...
Op3mizing	
  to	
  death…literally	
  
Largest	
  tech	
  company	
  in	
  their	
  category,	
  heavy	
  Salesforce.com	
...
How	
  it	
  works:	
  Pre-­‐call	
  

Filing	
  trademarks	
  

Buyer	
  searches	
  a	
  keyword.	
  

Google	
  search	...
How	
  it	
  works:	
  In-­‐call	
  

milliseconds	
  

for	
  the	
  complete	
  tech	
  process.	
  

Real-­‐3me	
  scor...
POLL	
  

Does	
  your	
  sales	
  team	
  speak	
  with	
  
prospec3ve	
  buyers	
  on	
  the	
  phone	
  at	
  
some	
  ...
One	
  in	
  five	
  calls	
  is	
  high-­‐quality.	
  Adver3sers	
  need	
  to	
  know	
  which	
  ones.	
  
%	
  of	
  ca...
When and where are you engaging?
Create and deliver on a vision

74%

Respond to
request

26%
RFP

RFI

“How often do you ...
Buyers reward early engagement

Executive Buyers
© 2013 Forrester Research, Inc. Reproduction Prohibited

35
Key Takeaways
Buyers want real human interaction during the purchase process.

Getting prospects on the phone earlier in t...
Want	
  to	
  learn	
  more?	
  

Download	
  Lori	
  Wizdo’s	
  new	
  
whitepaper:	
  	
  

The	
  New	
  Physics	
  of	...
Get	
  a	
  demo:	
  
hcp://go.invoca.com/demo	
  
marke3ng@invoca.com	
  
855-­‐781-­‐4564	
  

Call	
  with	
  basic	
  ...
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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 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

Published in: Marketing, Business, Technology
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Transcript of "The Gaping Hole in B2B Marketing Automation"

  1. 1. The  Gaping  Hole  in  B2B   Marke3ng  Automa3on   Lori  Wizdo   Principal  Analyst   Eric  Holmen   CMO  
  2. 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. 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. 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. 5. Online   Channels     Leads  Characterized  as:   -­‐Low  Value   -­‐High  Volume   Offline  &  Call   Channels     Leads  Characterized   as:   -­‐Medium  Volume   -­‐High  Value  
  6. 6. Online   Channels     Leads  Characterized  as:   -­‐Low  Value   -­‐High  Volume   Offline  &  Call   Channels     Leads  Characterized   as:   -­‐Medium  Volume   -­‐High  Value  
  7. 7. Call  with  basic   informa%on  request   What  does  Forrester  think  of  this  gap,   and  what  are  the  implica%ons?  
  8. 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. 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. 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. 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. 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. 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. 14. It’s time to revisit some assumptions.
  15. 15. How Deals Used to Start © 2013 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. How Deals Start Today! © 2013 Forrester Research, Inc. Reproduction Prohibited 16
  17. 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. 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. 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. 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. 21. POLL   Do  you  track  inbound  phone  calls   from  their  source  through  to  final   win/loss?   Call  with  basic   informa%on  request  
  22. 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. 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. 24. Four  Essen3al  Parts:   Call  Tracking  and  Analy3cs   Programma3c  Marke3ng  Automa3on   Integra3ons  and  Synchroniza3ons   Expanded  Channel  Distribu3on:  Get  More.  
  25. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 35. Buyers reward early engagement Executive Buyers © 2013 Forrester Research, Inc. Reproduction Prohibited 35
  36. 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. 37. Want  to  learn  more?   Download  Lori  Wizdo’s  new   whitepaper:     The  New  Physics  of   Lead  to  Revenue   Management       hTp://bit.ly/1hkdjmZ              
  38. 38. Get  a  demo:   hcp://go.invoca.com/demo   marke3ng@invoca.com   855-­‐781-­‐4564   Call  with  basic   informa%on  request  
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