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Aligning Sales and Marketing in the Digital World - Fergus Gloster bij B2B Goes Social IV op Nyenrode
 

Aligning Sales and Marketing in the Digital World - Fergus Gloster bij B2B Goes Social IV op Nyenrode

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Fergus is verantwoordelijk voor alle Europese activiteiten van Marketo, een van de grootste aanbieders van marketing automation software in de wereld. Hiervoor was Fergus de oprichter van ...

Fergus is verantwoordelijk voor alle Europese activiteiten van Marketo, een van de grootste aanbieders van marketing automation software in de wereld. Hiervoor was Fergus de oprichter van SalesForce.com’s activiteiten in Europa en vervolgens Senior Vice President Corporate Sales van het bedrijf. Vanuit zijn functie als Managing director van Marketo EMEA gaat Fergus licht werpen op het belang en de mogelijkheden van alignment van Sales & Marketing in dit digitale tijdperk. Er zijn vele berichten op social media die verloren gaan en niet worden omgezet naar leads. Marketingsoftware kan helpen de omzet te laten groeien door: de vraag naar producten te vergroten, het lead kwalificatie proces te verbeteren en de follow-up activiteiten te optimaliseren. Je leert hoe content marketing, social media en ‘lead nurturing’ als brandstof kan worden gebruikt voor jouw sales & marketing motor.

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  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… The web as a mainstream solution is only 13 years old Over the next 4 years, we will generate more data than the entire previous history of the world Social creates even more sources of information Mobile is transforming not just our access to information – but how we interact with people. When did it become OK to look up info at the dinner table?All this access to information changes the power dynamics between buyer and sales people. Today buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. [Example: last time I bought a car.] SiriusDecisions says that 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.
  • With this change, marketing has the opportunity to seize the day and take a much larger share of revenue – since Marketing is responsible for that 70%. Requires Marketing to think as rigorously about their process as Sales typically thinks about their. Here’s Marketo’s…. If you’ve seen this before, you’ll notice a few tweaks. Two key ideas:Inbound to drive leadsDevelop them until sales ready
  • Map content to the buying stage {keep it short}
  • This brings us to a broader discussion about visual content.Unfortunately, so many companies are producing content that there is too much to read.  To ensure our content is consumed we have to find ways to make it more visual and more consumable by our readers… InfographicsCartoonsMemesPhotosVisual note-taking These can be very simple, and with the proper promotion will likely end up with more views than the actual written content piece you created.  Inbound Marketing Slideshare:136K views ofslidesharevs 10,600 for the whitepaper itself –12.5X+Plus612 Downloads, 421 New Names
  • We also use the fun content for lead gen. We found the magic formula for promoted posts to be this: Clever messaging, with a fun visual, all tied back to a strong offer or piece of content. The timing is important as well. (We have found that posting on Tuesday mornings tend to have the best results.)You can use Promoted Posts to dramatically increasethe # who view it… 20% of our fans saw this organically (~10K)Paid added 300Kviews!
  • So that’s who we use Inbound and Social to drive Prospects…. But we also use paid programs to grow even faster, so let’s dive into what works best there.
  • Step 1: Important to track all touches
  • Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Inbound is 4.4X better than average Paid (e.g. tradeshow)… But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources. Paid Sources: AppExchange – 4.1x betterThis analysis has Virtual Tradeshow at 1.8xTradeshow – 0.8xPPC solid – 0.3x , Webinar – 0.3xOnline, Content syndication, 0.2xSocial Media – 0.1xRed velocity = need for NURTURE
  • See customer preso
  • Make every sharing trackable, then testable and optimize over time
  • OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
  • What needs to be different?Dance analogy:Broad top of funnel – use social and paid to get as many people to dance as possibleBut then do you just stand around waiting for someone to dance? No. Better to flirt a little (nurture). And look at their body language to see when they might be read to dance (scoring).
  • 12% points higher revenue growth vs average17% more sales time spent selling
  • Active vs Latent Leads – very different follow-up. Active <5 min response. Latent, craft a personalized message.
  • OK, so we’ve generated Prospects from Inbound and Outbound sources…. What next?
  • ModelNote Success Path and Detours; Inventory and SLAs
  • Google Analytics for Revenue

Aligning Sales and Marketing in the Digital World - Fergus Gloster bij B2B Goes Social IV op Nyenrode Aligning Sales and Marketing in the Digital World - Fergus Gloster bij B2B Goes Social IV op Nyenrode Presentation Transcript

  • © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialAligning Sales and Marketing in theDigital WorldFergus Gloster – Managing Director Marketo International
  • Page 2© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 3© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialABUNDANCEINFORMATION
  • Page 4© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialNameAwarenessFriendEngagedTargetAligning Sales and Marketing - FunnelOpportunity CustomerContactedSalesLeadNurturingDatabaseMARKETING SALES
  • © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFilling the FunnelInbound and Content Marketing
  • Page 6© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialResearch, funny videos, curatedlists, infographics, thoughtleadership, definitive guidesTypes of ContentThought leadership andentertainment to buildbrand and awarenessTools that help buyers findyou when they are lookingfor solutionsCompany-specificinformation to help evaluateand reaffirm selectionBuying guides, RFPtemplates, ROIcalculators, whitepapers, analystreports, webinarsPricing, demos, servicesinformation, 3rd partyreviews, customer case studiesEarly StageMiddle StageLate StageContent must always be relevant and helpful
  • Page 8© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe Rise of Visual Content328,000views!17,000viewseBook Interactive Infographic
  • Page 10© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialOnline Resource Center
  • © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFilling the FunnelPaid Programs
  • Page 14© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWhy Measuring Programs is Hard• Multiple touches. Seven touchesneeded to convert a cold lead into asale• Multiple influencers. Typical buyingcommittee has 5-21 people• Tyranny of time. The money you investtoday will have an uncertain impact atan uncertain point in the future
  • Page 15© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTrack All Touches Across PeopleScreenshot: Marketo Revenue Cycle Analytics
  • Page 16© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialNo Single Source even in the Digital world?Source: Marketo Revenue Cycle Analytics, Jan 2013Nurture Email - CTANurture EmailPaid Online (PPC+Email)
  • Page 17© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialReach&EngagementSocialLiftSocialLiftSocialLiftSocialLiftSocialLiftLandingPagesWebsite FacebookPagesOnline Ads EmailSocialLiftEventsMaking Every Campaign Social
  • Page 18© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 19© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTest & Tune With Social Funnel Metrics
  • © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialLove Every Lead
  • Page 22© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialAllNamesTarget&RecycledEngagedLeadNurturingLead Nurturing Plugs the LeakBuilding relationships with qualified prospectsregardless of their timing to buy, with the goalof earning their business when they are ready.Con-tactedOpportunitySalesLeadMQLSALSQLMarketo Data:•% new Targets not Opp ready: 98%•Target to Opp time: 123 days avg.•% Slow Leads: 80%
  • Page 23© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialLead Nurturing RelevanceABCD1 23Stages1. BUYING STAGES• Early (4.1.1 cadence)• Mid and Late• Customer2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN
  • Page 25© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialLead Scoring Defined“Shared sales and marketing methodology for rankingleads in order to determine their sales readiness”Nurture Nurture DisqualifyPass toSalesPass toSalesFit Interest Buying Stage@jonmiller
  • Page 26© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialHard ROI of Lead ScoringWe passeverythingto salesand letthemcherrypickWe scoreleadsbased onfitWe scoreleadsbased onfit as wellas interest0%5%10%15%20%25%30%35% Revenue Growth vs PeersWe passeverythingto salesand letthemcherrypickWe scoreleadsbased onfitWe scoreleadsbased onfit as wellas interest0%10%20%30%40%50%60%70% Sales Time Spent SellingSource: Marketo Benchmark on Revenue Performance as of May 10, 2012 (N=300)@jonmiller
  • Page 27© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialOne Way to Identify Marketing Qualified Leads21+Super-TargetLead Lead Lead9-20 Target Lead Lead2-8 Other Lead<2Engagement <20 20+ 45+ 90+Buying Intent <6 6+ 13+ 19+FitInterest@jonmiller
  • Page 28© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSales Development Reps (SDRs) Pass TheBaton from Marketing to Sales• Faster, moreconsistent, & betterquality follow-up onleads• Better economics• The human touchenhances leadnurturing• Better data and moremetrics• Talent developmentfor salesBest place for dramatic improvements in businessperformance are handoffs between functions
  • © 2013 Marketo, Inc. Marketo Proprietary and ConfidentialRevenue Cycle Metrics
  • Page 31© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialRevenue Cycle ModelerScreenshot: Marketo Revenue Cycle Analytics
  • Page 32© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialFilter/Drill intodata, e.g. byProgram Type,Business Unit,Geography, etc.Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over timeScreenshot: Marketo Revenue Cycle Analytics
  • Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential6%4%4%15%70%.2%.4%Blended New Customer ModelNewTargetsExistingActiveTargets(ProgramSuccess)SQLsNewOppsExistingOppsInbound/ProgramsWinsWinsExistingOutboundOppsNewOutboundOpps16,000150,0003602501,4403601109521NewNames25,000(600K DBTotal)60300$1,000/ea80%+ SQLsfrom database
  • Page 34© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialMarketing ForecastsGet The “Definitive Guide to Marketing Metrics & ROI”http://bit.ly/DG2MM
  • Page 35© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialKey Takeaways1. The way buyers buy has changedforever – the way we market andsell must change as well2. Publish / own content to help leadsfind you3. Leverage peer-to-peer influence togive every campaign a social boost4. Most leads are not “sales ready” –nurture relationships over time5. Use analytics to turn marketingfrom a cost center into a revenuedriver
  • Page 36© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialAdditional ResourcesThe Definitive Guide to Social Marketinghttp://marketo.com/DG2SMThe Definitive Guide to Marketing Metrics & ROIhttp://marketo.com/DG2MMPersonalized Benchmark on Email Marketinghttp://marketo.com/DG2MA
  • Page 37© 2013 Marketo, Inc. Marketo Proprietary and ConfidentialMarketo, EMEA LtdCairn HouseLeopardstownDublin 18Direct: +353 86 8097345blog.marketo.comwww.marketo.comFergus GlosterMD Director EMEAfergus@marketo.comQuestion and Answer