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Demand Generation +                                                 Marketing Technology© Leftbrain Marketing Inc. All Rig...
Your presenters                        Malcolm Friedberg                     Adam Needles                        President...
We Are a Demand Gen Agency§    Left Brain helps enterprise marketing organizations      design and execute successful, mo...
Agenda§    State of Modern Demand Generation§    Buyer 2.0 + the Modern B2B Buying Process§    Demand Generation 2.0   ...
STATE OF MODERNDEMAND GENERATION                                                 5© Leftbrain Marketing Inc. All Rights Re...
B2B demand-gen is a numbers game                                  §    Only 2-5% of raw inquiries                        ...
We look to technology for a solution §    Overall US CRM adoption has grown from 53% in       2003 to 75% in 2010. (CSO I...
Best-in-class nurturing pays off                                   Best-in-class results:                                  ...
We’re challenged in using technology                                    Among adopters of marketing                       ...
Technology alone is not a solutionSource: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
We can’t just ood our reps                                    “[S]ales reps that focused on fewer,                        ...
Today’s Demand Gen Challenges…§    The traditional B2B model is broken§    Advent of Buyer 2.0§    Going from mass mark...
Discussion: Your demandgeneration environment  © Leftbrain Marketing Inc. All Rights Reserved
BUYER 2.0 = THE MODERN B2BBUYING PROCESS© Leftbrain Marketing Inc. All Rights Reserved
Information consumption patternsof B2B buyers are rapidly changing.  © Leftbrain Marketing Inc. All Rights Reserved
And power is shifting fromsellers to buyers …  © Leftbrain Marketing Inc. All Rights Reserved
A new digital divide for nance?Source: Brett King, Bank 2.0      17
The B2B case …  © Leftbrain Marketing Inc. All Rights Reserved
Inbound is more critical than ever                                    “Currently, more than half of all                   ...
Turning to online sources ...Source: Enquiro, “Integrated Persuasion: Online and Offline”
Peer in uence is king ...Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
Leveraging social media ...Source: B2B Marketing/Base One, "BUYERSPHERE, Surveyof B2B Buyers Use of Social Media"
Buyer 2.0 listens to groundswell.Source: B2B Marketing/Base One, "BUYERSPHERE,Survey of B2B Buyers Use of Social Media"
Financial pros use of social media                                     “76% of nancial professionals use                  ...
Yet we turn more to email in B2B                                   •     89% of B2B marketers use email.                  ...
We’re sending more B2B emailSource: SiriusDecisions Summit 2010
Traditional email = declining results                             Performance of Batch/Blast Email          16.0%         ...
How new content consumptionpatterns are reshaping thetraditional B2B buying process …  © Leftbrain Marketing Inc. All Righ...
B2B buyer decision cycle                      Reconsideration   Satisfaction          Selection                           ...
Emerging buying cycle gap ...                      Reconsideration   Satisfaction                                         ...
Emerging buying cycle gap ...                      Reconsideration   Satisfaction          Selection                      ...
Emerging buying cycle gap ...                      Reconsideration   Satisfaction             problem          Selection  ...
Emerging buying cycle gap ...                      Reconsideration   Satisfaction             problem          Selection  ...
Discussion: Your buyer dynamics?  © Leftbrain Marketing Inc. All Rights Reserved
DEMAND GENERATION 2.0                                                  35 © Leftbrain Marketing Inc. All Rights Reserved
What we mean bydemand generation …  © Leftbrain Marketing Inc. All Rights Reserved
Demand Generation 2.0   Engagement                                            Acquisition   Nurturing                     ...
One-to-one nurturing dialogue =Improved sales results  © Leftbrain Marketing Inc. All Rights Reserved
One-to-one engagement?                                    “Buyers have higher expectations                                ...
Nurturing = It’s about efficiency
Nurturing = It’s about timing   definitely not ready                                              sort-of-readySource: Mar...
Dialogue = architecture of nurturing                                                                                PLAN +...
Dialogue = non-linear nurturing                                         Marketing                                         ...
Nurturing path = the dynamic campaignSource: Left Brain DGA        © Leftbrain Marketing Inc. All Rights Reserved
Discussion: Is any of your marketingone-to-one today?Are you nurturing?  © Leftbrain Marketing Inc. All Rights Reserved
Content Marketing =The new ‘secret sauce’  © Leftbrain Marketing Inc. All Rights Reserved
Content was ...
Relevant messaging?                                     “86% of the unique bene ts                                     tou...
Content is now ...§    Critical information§    Conveyed on speci c topics§    Carries the buying process forward§    ...
Catalyst for B2B buying …                                   72% of the time ‘ t for a speci c                             ...
Aligning content by buying stage                                                                        Acknowledgment    ...
Designing content marketingSource: Left Brain DGA  © Leftbrain Marketing Inc. All Rights Reserved
Combining nurturing + content layers                                               PROSPs    RESPs   QRs   SRLs   Buying C...
Content marketing in nancial services                                   “Banking and nancial services                     ...
Discussion: How’s your content?Does it align to buying stages?                                                   55  © Lef...
MARKETING TECHNOLOGY                                                 56© Leftbrain Marketing Inc. All Rights Reserved
Capabilities of marketing automation                                                         CRM   Marketing    Batch / Bl...
Technology systems                                                            Marketing Analytics                         ...
Marketing analytics?                                   “Only 50% of marketers in our                                   sur...
True ROMI§    Inbound / outbound activity                      §    Nurturing program conversion                        ...
HOW TO BRING IT INTO YOUR ORG                                                  61 © Leftbrain Marketing Inc. All Rights Re...
People + processes + content ...Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
People§    Marketing team skills requirements§    Focus on outcomes vs. activities§    Analytics-driven§    Sales team...
Process: Lead management stagesThe Left Brain Model for                                                                   ...
Takeaways§    New B2B marketing paradigm§    Holistic demand generation§    Buyer-centric§    Content becomes strategi...
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Demand Generation & Marketing Technology

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Advances in technology have created a new B2B marketing paradigm. In this presentation, Malcolm Friedberg and Adam Needles address how to create a holistic demand generation strategy in response to changes in the B2B buying process.

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Transcript of "Demand Generation & Marketing Technology"

  1. 1. Demand Generation + Marketing Technology© Leftbrain Marketing Inc. All Rights Reserved Twitter: @LeftBrainMktg
  2. 2. Your presenters Malcolm Friedberg Adam Needles President VP, Demand Gen Strategy •  Client experience: Dell, Intuit, Avery Dennison, McKesson, •  Client experience: E*TRADE, Motorola, Lenovo Motorola, Pitney Bowes, Target, Platinum/CA, Dell, Brady Corp., •  Marketing leadership: CMO, Lenovo, PTC, UW Credit Union Euphonix; VP Marketing, Metrocities Mortgage, Wholesale •  Marketing leadership: B2B Division Marketing Evangelist + Director, Field Marketing, Silverpop; VP Twitter: @malfried Marketing, The 451 Group Twitter: @abneedles 2 © Leftbrain Marketing Inc. All Rights Reserved
  3. 3. We Are a Demand Gen Agency§  Left Brain helps enterprise marketing organizations design and execute successful, modern demand generation programs.§  Left Brain combines: –  Process: Leverage TLBM proprietary approach –  Content: Centered around Buyer 2.0 –  Technology: Powered by marketing automation§  Left Brain delivers strategy, production (content, campaigns + tech), analytics and optimization. © Leftbrain Marketing Inc. All Rights Reserved
  4. 4. Agenda§  State of Modern Demand Generation§  Buyer 2.0 + the Modern B2B Buying Process§  Demand Generation 2.0 –  One-to-one nurturing dialogue –  Content marketing§  Marketing Technology –  The technology stack –  Bringing it into your organization © Leftbrain Marketing Inc. All Rights Reserved
  5. 5. STATE OF MODERNDEMAND GENERATION 5© Leftbrain Marketing Inc. All Rights Reserved
  6. 6. B2B demand-gen is a numbers game §  Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. §  25-30% of B2B marketing databases have bad or incomplete records.Source: SiriusDecisions Summit 2010
  7. 7. We look to technology for a solution §  Overall US CRM adoption has grown from 53% in 2003 to 75% in 2010. (CSO Insights) §  UK enterprise CRM adoption exceeded 50% for the rst time in 2009. (UK Office for National Statistics) §  US Marketing automation adoption is 7-10%, projected to rise to 30% by 2015. (SiriusDecisions)Sources: SiriusDecisions Summit 2010; UK Office for National Statistics, “Use ofInformation and Communication Technology (ICT) and e-commerce activity by UKbusinesses”; CRM Magazine, "CRM: Then and Now"
  8. 8. Best-in-class nurturing pays off Best-in-class results: §  Double the bid-to-win ratio on nurtured leads §  Nurtured leads delivered 47% higher average order valuesSource: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"
  9. 9. We’re challenged in using technology Among adopters of marketing automation technology, “fewer than 10% of them are deploying those tools to address programs later in the buying cycle.”Source: Heuer, Email Interview re: SiriusDecisions Sea Change Data
  10. 10. Technology alone is not a solutionSource: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
  11. 11. We can’t just ood our reps “[S]ales reps that focused on fewer, more winnable deals tend to do better. Flooding the rep with low quality/high quantity leads only increases their inefficiencies … .”Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”
  12. 12. Today’s Demand Gen Challenges…§  The traditional B2B model is broken§  Advent of Buyer 2.0§  Going from mass marketing to one-to-one§  New role of social / inbound§  Analytics + marketing’s revenue contribution§  Connecting content offers to revenue © Leftbrain Marketing Inc. All Rights Reserved
  13. 13. Discussion: Your demandgeneration environment © Leftbrain Marketing Inc. All Rights Reserved
  14. 14. BUYER 2.0 = THE MODERN B2BBUYING PROCESS© Leftbrain Marketing Inc. All Rights Reserved
  15. 15. Information consumption patternsof B2B buyers are rapidly changing. © Leftbrain Marketing Inc. All Rights Reserved
  16. 16. And power is shifting fromsellers to buyers … © Leftbrain Marketing Inc. All Rights Reserved
  17. 17. A new digital divide for nance?Source: Brett King, Bank 2.0 17
  18. 18. The B2B case … © Leftbrain Marketing Inc. All Rights Reserved
  19. 19. Inbound is more critical than ever “Currently, more than half of all new inquiries are generated through the Web; we believe that by 2015, this number will rise to nearly 75%. Inbound marketing [is not] new in theory, but ... marketers must plan for it ... .”Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”
  20. 20. Turning to online sources ...Source: Enquiro, “Integrated Persuasion: Online and Offline”
  21. 21. Peer in uence is king ...Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
  22. 22. Leveraging social media ...Source: B2B Marketing/Base One, "BUYERSPHERE, Surveyof B2B Buyers Use of Social Media"
  23. 23. Buyer 2.0 listens to groundswell.Source: B2B Marketing/Base One, "BUYERSPHERE,Survey of B2B Buyers Use of Social Media"
  24. 24. Financial pros use of social media “76% of nancial professionals use social technologies at least monthly for business purposes.”Source: Forrester, “Building Successful B2B Financial ServicesSocial Marketing Programs”
  25. 25. Yet we turn more to email in B2B •  89% of B2B marketers use email. •  Email is the number-one outbound B2B marketing tactic used today.Source: Forrester Marketing Forum 2010 presentation
  26. 26. We’re sending more B2B emailSource: SiriusDecisions Summit 2010
  27. 27. Traditional email = declining results Performance of Batch/Blast Email 16.0% 14.0% 14.0% 12.0% 11.2% 10.0% 8.0% Email open rates 6.0% Average click rates 4.0% 2.9% 1.6% 2.0% 0.0% 2H 2007 2H 2009Sources: MarketingSherpa; MailerMailer 27
  28. 28. How new content consumptionpatterns are reshaping thetraditional B2B buying process … © Leftbrain Marketing Inc. All Rights Reserved
  29. 29. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision (To begin buying process) Measurement CriteriaSource: R. Jolles
  30. 30. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision (To begin buying process) Measurement CriteriaSource: R. Jolles
  31. 31. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment 2% Investigation Decision 2-3% (To begin buying process) Measurement CriteriaSource: R. Jolles
  32. 32. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection Acknowledgment 2% Investigation Decision 2-3% (To begin buying process) Measurement CriteriaSource: R. Jolles
  33. 33. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection Acknowledgment 2% problem Investigation Decision 2-3% (To begin buying process) Measurement CriteriaSource: R. Jolles
  34. 34. Discussion: Your buyer dynamics? © Leftbrain Marketing Inc. All Rights Reserved
  35. 35. DEMAND GENERATION 2.0 35 © Leftbrain Marketing Inc. All Rights Reserved
  36. 36. What we mean bydemand generation … © Leftbrain Marketing Inc. All Rights Reserved
  37. 37. Demand Generation 2.0 Engagement Acquisition Nurturing Content marketing programs Lead management processes Technology infrastructureSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  38. 38. One-to-one nurturing dialogue =Improved sales results © Leftbrain Marketing Inc. All Rights Reserved
  39. 39. One-to-one engagement? “Buyers have higher expectations for intimacy. … We have built intimacy into the later stages of the buying process. … But at the front end, our traditional tactics are starting to come off with all the warmth and sincerity of an English royal.”Source: Chris Koch, “Why you need to turn your customers into stalkers”
  40. 40. Nurturing = It’s about efficiency
  41. 41. Nurturing = It’s about timing definitely not ready sort-of-readySource: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"
  42. 42. Dialogue = architecture of nurturing PLAN + LISTEN TO OFFER GET TUNE NEXT PROSPECT CONTENT FEEDBACK OFFERSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  43. 43. Dialogue = non-linear nurturing Marketing Sales Initial Human Sales Automation to Nurturing CRM Sync Contact Follow-up + CRM Email Sent Collect Buyer Initial Buyer Follow-up / Insights + Interest Content Offer Route Marketing Nurturing Web Form Scoring + Data Collection Segmentation + + Routing Marketing Automation Add. Explicit + Behavioral Data Collection More Buyer Interest + Action Inbound Marketing Outbound MarketingSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  44. 44. Nurturing path = the dynamic campaignSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  45. 45. Discussion: Is any of your marketingone-to-one today?Are you nurturing? © Leftbrain Marketing Inc. All Rights Reserved
  46. 46. Content Marketing =The new ‘secret sauce’ © Leftbrain Marketing Inc. All Rights Reserved
  47. 47. Content was ...
  48. 48. Relevant messaging? “86% of the unique bene ts touted by vendors were not perceived as unique or having enough impact to create preference.”Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"
  49. 49. Content is now ...§  Critical information§  Conveyed on speci c topics§  Carries the buying process forward§  Delivered via right channel / timing / voice ... aligned to speci c phases of the buying cycle. © Leftbrain Marketing Inc. All Rights Reserved
  50. 50. Catalyst for B2B buying … 72% of the time ‘ t for a speci c need at a speci c time’ is the number one reason for a B2B purchase today.Source: Forrester Marketing Forum 2010 presentation
  51. 51. Aligning content by buying stage Acknowledgment Social media Thought leadership (w/ E-mail nurturing) Traditional media Investigation Decision Detailed product literature E-mail nurturing Sales proposals Field events Search Criteria Measurement Analyst reports Analyst reports Blog + Web reviews Search SearchSource: R. Jolles Product Web sitesw/ A. Needles contributions
  52. 52. Designing content marketingSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  53. 53. Combining nurturing + content layers PROSPs RESPs QRs SRLs Buying Cycle Content BCC BCC BCC BCC Promotional Content PC PC PC PC Drip Content DC DC DC DCSource: Left Brain DGA © Leftbrain Marketing Inc. All Rights Reserved
  54. 54. Content marketing in nancial services “Banking and nancial services have high rates of content marketing adoption (93%); however, their focus is on traditional formats, such as articles (82%). They also use social media signi cantly less often than other industries (62% adoption versus 79% average).”Source: Junta42 + MarketingProfs, “B2B Content Marketing:2010 Benchmarks, Budgets and Trends”
  55. 55. Discussion: How’s your content?Does it align to buying stages? 55 © Leftbrain Marketing Inc. All Rights Reserved
  56. 56. MARKETING TECHNOLOGY 56© Leftbrain Marketing Inc. All Rights Reserved
  57. 57. Capabilities of marketing automation CRM Marketing Batch / Blast Automation Email Single Emails Nurturing Campaigns Demographic Scoring Behavioral Scoring Form Builder Landing Page Builder Dynamic List Segmentation Dynamic Email Content High Volume Emails Web Visitor Tracking ROI ReportingSource: Left Brain DGA 57 © Leftbrain Marketing Inc. All Rights Reserved
  58. 58. Technology systems Marketing Analytics Ad/Site Tracking Social Media Activity Tracking Link Source Tracking CRM Platform Inbound Website + Blog Marketing Marketing CMS Automation OptimizationSource: Left Brain DGA 58 © Leftbrain Marketing Inc. All Rights Reserved
  59. 59. Marketing analytics? “Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale.”Source: Chris Koch, “We Need an App for That”
  60. 60. True ROMI§  Inbound / outbound activity §  Nurturing program conversion rates§  Prospect acquisition –  Total rate of conversion performance –  Intermediary rates –  # Prospects / channel –  Cost / Prospect / channel §  Demand Gen program ROI –  Cost / revenue / channel –  # Prospects acquired –  # Sales Opportunities§  Content marketing –  Total value of current Sales performance Opportunities –  Revenue elasticity –  Revenue in uenced –  Offer to close time –  ROI ratios –  Cost / revenue / offer © Leftbrain Marketing Inc. All Rights Reserved
  61. 61. HOW TO BRING IT INTO YOUR ORG 61 © Leftbrain Marketing Inc. All Rights Reserved
  62. 62. People + processes + content ...Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"
  63. 63. People§  Marketing team skills requirements§  Focus on outcomes vs. activities§  Analytics-driven§  Sales team stakeholder buy-in§  Common sales/marketing lingo/ de nitions for lead stages, process§  Buyer ‘engagement’ mindset © Leftbrain Marketing Inc. All Rights Reserved
  64. 64. Process: Lead management stagesThe Left Brain Model for CLOSED-WONDemand Generation SALES NON-SOs OPPORTUNITIES SALES READY NON-SRLs LEADS QUALIFIED NON-QRs RESPONDENTS RESPONDENTS NON-RESPs PROSPECTSSource: Left Brain DGA 64 © Leftbrain Marketing Inc. All Rights Reserved
  65. 65. Takeaways§  New B2B marketing paradigm§  Holistic demand generation§  Buyer-centric§  Content becomes strategic§  Marketing + sales integration crucial§  Requires new processes, content, technology + marketing roles © Leftbrain Marketing Inc. All Rights Reserved
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