The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
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Hey all you B2B marketers: It's time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, ...

Hey all you B2B marketers: It's time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!

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  • Hey all you B2B marketers: It’s time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!Speakers: Will Schnabel, Silverpop Systems Inc.
  • Poll Audience:Sales vs MarketingDoing Nurture Marketing?Using marketing tools from app exchange? Email?
  • 70% of leads aren’t waiting on you; you’re waiting on them.
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • Add Money Graphic
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • Key talking points:. Chart shows rapid change, not overall adoption. Not focus on tradeshows/virtual. Note that in the UK face-to-face remains very important. Riaz: Tradeshows are being used as a way to pull lists together; then moving to online.
  • The traditional buying process has changed dramatically so it it vital that organizations take the time to map out the buying process and ensure they understand the paths their buyers are taking when looking to purchase.
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • Lead nurturing is a must along every phase of the funnel (response, MQL,SAL, SQL and Customer). Each phase as shown here will map to your buy cycle and deliver specific content that aligns to the buyers within each phase.Again notice that the nurturing does not stop once you have a customer. This would be akin to ceasing communication once you married your spouse. Delivering key content and information to your customers increases the loyalty, increases their life-cycle spend and increases retention rates.
  • So how does issue of dialogue connect with our marketing and sales organization?This is how I think about this issue and how I think about where field marketing fits in …As you know, marketing automation plays one key role – driving nurturing activities on a scale basis and with leads at a variety of stages.But automation can only take us so far, and – in fact – I believe it frees us to be able to focus on the big prize:Authentic dialogue with buyers that is substantive; that is an outstanding experience; and that signals our honest and legitimate participation in marketers’ communities.That’s where field marketing comes in as a critical component of nurturing leads and staying ‘IN’ the dialogue so that as a sales team you have the greatest opportunity to engage with and close new customer opportunities.Here’s one way I conceptualize field marketing in terms of this idea of dialogue … EXPLAIN CHART
  • What are your goals
  • Hey all you B2B marketers: It’s time to get back to basics! In this session, Will Schnabel of Silverpop will help you do just that by identifying and exploring the key elements of successful, end-to-end, behavioral-based buyer nurturing. B2B marketers will get a powerful jump-start on developing world-class demand-gen programs that are rooted in scalable Web/email nurturing and powered by marketing automation and real-time collaboration tools like Salesforce Chatter!Speakers: Will Schnabel, Silverpop Systems Inc.

The Art of Nurturing: Essential Elements of Successful B2B Demand Generation Presentation Transcript

  • 1. The Art of Nurturing: Essential Elements of Successful B2B Demand Generation
    Will Schnabel
    VP Alliances, Silverpop
    wschnabel@silverpop.com
    Twitter: @wschnabel
  • 2. Agenda
    The art of nurturing
    Buyer 2.0 and the buying process
    Nurturing basics
    Q&A
  • 3. Silverpop
    1300+ customers, 2000+ brands
    Email Marketing and Marketing Automation
    Appexchange Partner with CRM Integration
    >2B msgs/mo sent across our customer base
  • 4. Key Objectives
    Explain why B2B Marketing is now about engagement
    Understand the building blocks of a solid nurture program
    Explain how lead nurturing can increase number of leads and provide accelerated sales opportunities
    Understand why powering the nurture dialog requires both process and technology capabilities
  • 5. The Art of Nurturing
  • 6. Failing B2B demand generation
    Source: Bulldog Solutions/Frost & Sullivan,
    "The Executive Benchmark Assessment"
  • 7. B2B marketing legacy
    Source:MarketingSherpa
  • 8. 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, SiriusDecisions 2010
    Summit, Scottsdale, Arizona
  • 9. Nurturing = It’s about efficiency
  • 10. Why lead nurturing?
    Source:MarketingSherpa
  • 11. Nurturing = It’s about timing
    sort-of-ready
    definitely not ready
    Source: MarketingSherpa, "2010 E-mail
    Marketing: Benchmark Report"
  • 12. Dialogue = Key to Nurturing
    Outbound Marketing
    Inbound Marketing
    Initial Human Contact
    Sales Follow-up
    Marketing Automation to CRM Sync
    Sales
    Nurturing
    Email Sent
    Initial Buyer Interest
    Collect Buyer Insights + Route
    Follow-up / Content Offer
    Marketing Nurturing
    Scoring + Segmentation + Routing
    Web Form
    Data Collection
    Add. Explicit + Behavioral Data Collection
    More Buyer Interest + Action
    Source:Silverpop
  • 13. And it really pays off ...
    Nurture campaigns produce 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails
    23% shorter deal times for nurtured than non-nurtured leads
    Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.
    47% higher order value from closed sales that were nurtured versus sales that were not
    Source:Aberdeen, Sirius Decisions, and Silverpop Research
  • 14. Buyer 2.0 and the Buying Process Today
  • 15. The Power Is Shifting
    But where are buyers hiding?
  • 16. Power Shift…Buyer 2.0
    “[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.”
    Source: SiriusDecisions, “Marketing Needed for Sales 2.1”
  • 17. Information consumption patterns of B2B buyers are rapidly changing.
  • 18. #1 - B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to research purchases before ever calling a 'live' sales rep.
  • 19. Turning to online sources…
    Source:Enquiro, “Integrated Persuasion: Online and Offline”
  • 20. As they need things ...
    72% of the time ‘fit for a specific need at a specific time’ is the number one reason for a B2B purchase today.
    Source: Forrester Marketing Forum 2010 presentation
  • 21. #2 - B2B buyers are increasingly leveraging social media -- such as Twitter, blogs, etc. – for peer communication in the information collection and validation phases of the buying process.
  • 22. Leveraging social media ...
    Source: B2B Marketing/Base One, "BUYERSPHERE, Survey of
    B2B Buyers' Use of Social Media" UK data.
  • 23. Leveraging the Groundswell ...
    “The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
    Source: Charlene Li and Josh Bernoff, Groundswell.
  • 24. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
    Peer influence is king ...
  • 25. #3 – B2B marketers are shifting their attention away from traditional, ad-driven demand generation channels as B2B buyers shift to new channels.
  • 26. Education ^ ... Interruption v
    education
    interruption
    Source: MarketingSherpa, "2009-10 B2B Marketing:
    Benchmark Report.“ Global data.
  • 27. What hasn’t changed?
  • 28. B2B buyer decision cycle
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source: R. Jolles
    Criteria
    Measurement
  • 29. What has changed?
  • 30. There is no longer a traditional buying cycle
    “Transforming the BtoB Buying Process,” DemandGen Report Study – February 2010
    Defining the Buying Cycle
  • 31. Emerging buying cycle gap ...
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    the opportunity
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • 32. Enter Nurture Marketing
    Middle-of-the-funnel dynamics
    Educating vs. selling
  • 33. Content: The Secret sauce
  • 34. Content was ...
  • 35. Content is now ...
    Critical information
    Conveyed on specific topics
    Carries the buying process forward
    Delivered via right channel / timing / voice
    ... aligned to specific phases of the buying cycle.
  • 36. Aligning channel by buying stage
    Buying Process Phase
    Industry + Analyst Sites
    E-mail / Outbound
    Vendor Sites / Materials
    Social / Inbound / Thought Capital
    SATISFACTION
    ACKNOWLEDGEMENT
    DECISION
    CRITERIA
    Marketing Automation
    MEASUREMENT
    INVESTIGATION
    SELECTION
    Sources:Enquiro, R. Jolles, Silverpop.
  • 37. Aligning content by buying stage
    Acknowledgment
    Social media
    Thought leadership
    (w/ E-mail nurturing)
    Traditional media
    Investigation
    Detailed product literature
    Sales proposals
    Decision
    E-mail nurturing
    Field events
    Search
    Criteria
    Analyst reports
    Blog + Web reviews
    Search
    Measurement
    Analyst reports
    Search
    Product Web sites
    Source: R. Jolles
    w/ A. Needles contributions
  • 38. Nurturing Basics
  • 39. Keys to Successful Nurture Marketing
    Emailing Infrastructure
    Lead Nurture process and framework
    Strong Inbound Web Content
    Lead Scoring
    Dynamic Campaigning
    Sales Collaboration
  • 40. #1 – Email Infrastructure
  • 41. Email = Top B2B tactic
    • 89% of B2B marketers use email.
    • 42. Email is the number-one outbound B2B marketing tactic used today.
    Source: Forrester Marketing Forum 2010 presentation
  • 43. Email strengths and weaknesses
    Great for
    Sustaining engagement ... nurturing thread
    Delivering targeted offers to buyers you know
    Not so good for
    Front-end lead generation
    Repeated mass offers to buyers you don’t know
  • 44. 2. Lead Nurturing Process
  • 45. Source: SiriusDecisions
  • 46. Responses
    Valid
    Responses
    Lead Nurture Campaigns
    Mktg Nurture Campaign
    Mktg Qualified
    (MQL)
    Mktg Nurture Campaign
    Sales Accepted Leads
    Sales Acceleration Nurture Campaign
    Post-Sales Nurture Campaign
    Sales Qualified Leads(SQL)
    Sales Acceleration Nurture Campaign
    Closed deals/
    Customer Nurturing
    Source: The Annuitas Group
    Nurture at Every Phase...
  • 47. 3. Inbound Web Content
  • 48. Inbound is more critical than ever
    “[C]urrently, 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”
  • 49. Strong inbound Web content
    Blog content
    Downloads
    Social updates, thread participation
    Webinars
    White papers
    Video
  • 50. Inbound to outbound integration
    Twitter to Live
    Twitter
    Webinar
    White Paper
    Nurture
    Field Event
    Field Sales Pick-up
    Search to Inside
    Google
    Blog Post
    Other Download
    Nurture
    Call ‘Qual’ Team
    Inside Sales Pick-up
    Source:Silverpop
  • 51. 4. Dynamic Campaigns
  • 52. Dynamic campaigning
    Buyer triggered; pull not push
    Match content to buyer stage
    Persona targeting and 1-to-1 relevance
    Inbound-to-Outbound integration
    Progressive profiling
    Scoring/routing drive next touch point
  • 53. Dynamic campaigning
    Source:The Annuitas Group
  • 54. When should sales pounce?
  • 55. Progressive profiling
  • 56. Progressive profiling - logic
    1st
    contact
    2nd/3rd
    contact
    later
    contact + behavioral
    Source: MarketingSherpa and KnowledgeStorm,
    “Connecting Through Content"
  • 57. Progressive profiling - collection
    3. Returning Leads –
    Pre-Populate – Gather More
    2. Returning Leads –
    Pre Populate
    1. Basic Lead Form
    4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
  • 58. 5. Lead Scoring
  • 59. Criteria Used for Scoring
    Demographic
    Behavioural
    Firmagraphic
    Source: Silverpop Research
  • 60. Integrated Lead Scoring
  • 61. 6. Sales Collaboration
  • 62. Before calling a prospect ...
    “The sales rep must come to a meeting prepared to discuss the buyer's specific business — yet 31% of sales reps are not prepared with even a basic level of Web availableinformation before taking a buyer's valuable time. Only 16% are extremely prepared.”
    Source: Technology Marketing Blog (IDC), “Sales
    Enablement and the Year of the Sales Rep”
  • 63. Sales Visibility (Lead Activity)
  • 64. Sales Visibility (Lead Activity)
  • 65. Sales Control over Nurturing
  • 66. Salesperson Email Sending
    1
    2
    3
  • 67. Sales Collaboration and Alerting
  • 68. Closing Points
  • 69. Is it worth it?
    400%
    • No. of New Leads Generated through existing demand generation activities
    • 70. No. of qualified leads sent to sales
    • 71. Sales Close Rates
    • 72. Cost per Sale
    5x
    2x
    25%
  • 73. Summary
    Buyer 2.0 requires dialog-marketing tactics
    Automated Nurturing provides substantial returns on investment
    Start simply, then adapt
    Nurturing requires both process and technology
  • 74. Thank you!
    E-mail: wschnabel@silverpop.com
    Twitter: @wschnabel
    Resources: www.silverpop.com/salesforce
    Booth #813
  • 75. Email.Marketing.Automation