B2B Marketing Automation Techniques

Engagement Marketing: Modern B2B Marketing Using Marketing AutomationWill Schnabel wschnabel@silverpop.comVP Business Development, Silverpop Twitter: @wschnabel

Silverpop• Global Marketing Automation and Email Service Provider• 1300+ customers, 2000+ brands• Seamless Integrations to CRM and Web Analytics• >80M msgs/day sent across our customer base

Leads = our greatest challenge ... 52% of B2B marketing organizations say lead generation is their #1 marketing challenge Sales Process – 10% Market Definition – 20% 52% Lead Product Generation Marketing – 2% Marketing Communications – Hiring – 10% 12% Source: SiriusDecisions

Presentation goal: Shift thinking ofB2B marketing from a focus on rawleads to a focus on managing buyerdialogue using marketing automationto nurturing sales-ready relationshipsand improve revenues

Agenda• The Nurturing Imperative• The Changing B2B Buyer• Marketing Automation Fundamentals• Case Example• Q&A

The Need for Lead Nurturing

B2B marketing is Different• Direct sales forces• High-involvement sales process• Lower volume; higher purchase price• Rational vs. emotional purchase• Multiple Stakeholders involved in purchase

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

B2B marketing legacy Source: MarketingSherpa

But it is about timing definitely not ready sort-of-ready Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

B2B selling “[A]nalyze where your customers are in their decision cycle and assist in moving them through to a decision." Source: R. Jolles, Customer Centered Selling

B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Measurement Criteria Source: R. Jolles

Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Measurement Criteria

Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment 2% Investigation Decision 2-3% Source: R. Jolles Measurement Criteria

Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the problem and opportunity Investigation Decision Measurement Criteria Source: Left Brain Marketing, R. Jolles

Inefficient Marketing

Lead Nurturing Drives Efficiency

Nurturing Improves ROI• Nurture campaigns have 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

B2B Buying in a digital world

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‖

Buyers are turning to onlinesources… Source: Enquiro, ―Integrated Persuasion: Online and Offline‖

Peer influence is king ... Source: ITSMA, ―How Customers Choose Solution Providers, 2009.‖ Global

Education is in... Interruption is out Permission/ education Traditional/ interruption Source: MarketingSherpa, "2009-10 B2B Marketing: Benchmark Report.― Global data.

By 2014…9,000 emailmarketingmessages a year.…750 a month…25 each day

B2B Buyers Hearing More Noise

Enter Marketing Automation

Marketing Automation in Action Marketing Database

Marketing Automation in Action Lead Capture Marketing Database

Marketing Automation in Action Marketing Database Lead Assessment

Marketing Automation in Action Marketing Database Lead Routing to Sales

Marketing Automation in Action Marketing DatabaseLeadNurturing

Marketing Automation Capabilities 2. Web Integration & Inbound Lead Capture 3. Multi-Channel 7. ROI Reporting Campaign Execution & Analysis 1. Centralized (e.g email, DM, web, telesales) Marketing Database 6. Sales 4. Lead Scoring Integration & Management 5. Campaign (Nurture) Automation

1. Centralized Marketing Database

Centralize Data • Consolidate contacts from marketing efforts and CRM Initial Cleaning Marketing • Age of records? Database • Duplicates? • Ownership?

2. Web Integration and Lead Capture

Web Integration Website Tracking  Anonymous  Identified Landing Pages Microsites  Dynamic Content Registration Forms

Integrated Landing Page/LeadForm

Progressive profiling – Like Dating 1st contact 2nd/3rd contact later contact + behavioral Source: MarketingSherpa and KnowledgeStorm, ―Connecting Through Content"

Progressive profiling - collection 2. Returning Leads – 3. Returning Leads –1. Basic Lead Form Pre Populate Pre-Populate – Gather More 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

3. Email Infrastructure

Direct Marketing Channels Email Mobile/SMS Dynamic Landing Pages Marketing Database Share-to-Social DM with PURLs TeleQualification

Email = Top B2B tactic • 89% of B2B marketers use email. • Email is the number-one outbound B2B marketing tactic used today. Source: Forrester Marketing Forum 2010 presentation

Messages Need to Be Delivered • Opt-in/Opt-Out/Legislative Compliance • Content – SPAM Scoring – Inbox Preview • Identity & Reputation – IP Segmentation • Volume – Consistency

Messages can be shared

Best time to send?

Right Message, Right Time

Send Time Optimization 75% increase in revenue 2X conversion rate 30% increase in number of orders per program 50% increase in open rates 22% lift in conversion rates

4. Automated Lead Scoring

The Lead Challenge Right Target Target Fit Buyer Profile(You want totalk to them) Highly Engage d Web Behaviour/Interest (They want to talk to you)

Lead Definition Source: SiriusDecisions

The Lead Puzzle Demographic VP Sales Evaluating Download a Solutions Whitepaper BANT Visited Website Last $100M 5000 Has Week Company Employees 2009Budget Needs Activity Fit Solution 55

Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500

5. Lead Nurture Campaigns

Email Nurturing• Level 1: Batch and Blast• Level 2: Simple Drip Campaigns• Level 3: Multi-Track, Multi-Step Programs

Email Nurturing• Level 1: Batch and Blast • Create List, Hit Send!

Email Nurturing • Level 2: Simple Drip Campaigns eBook Link to On-Demand SalesRegistration Delivered Demo Webinar Intro Day 0 Immediate Day 2 Day 7 Day 14

Email Nurturing• Level 3: Multi-Track, Multi-Step Programs • Triggered Communications • Match Content to Buyer Stage • Utilize Buyer Personas and 1-to-1 targeting • Scoring/Routing drives next touch point

Source: Annuitas Group, Silverpop Training schedules/How To‘s Post-Purchase New product announcements Win/Loss Customer Satisfaction Surveys Selection- Fact sheets, Implementation Plans, (SQL) Competitive comparison charts Evaluation – Product Demos, short videos, testimonials product specifications (SAL)Content Mapping Consideration- Internal whitepapers, vendor sponsored webcasts, case studies, customer (MQL) testimonials 3rd-party whitepapers, webcasts. Inquiry Advertised events, brochures. Sales Director Demand Gen CRM Admin SEGMENT / Marketing/ PERSONA Specialist/ Marketing Director Admin

Nurturing path = the dynamic campaign Source: The Annuitas Group

When should sales pounce?

6. Sales Integration andCollaboration

Before calling a prospect ... ―The sales rep must come to a meeting prepared to discuss the buyers specific business — yet 31% of sales reps are not prepared with even a basic level of Web available information before taking a buyers valuable time. Only 16% are extremely prepared.‖ Source: Technology Marketing Blog (IDC), ―Sales Enablement and the Year of the Sales Rep‖

CRM SynchronizationMarketing Automation CRM Leads/Contacts Accounts Programs Marketing Activities Opportunities/€€s

Sales Visibility (Lead Activity)

Sales Control over Nurturing

Sales Routing and Alerting

7. Reporting and Analysis

Monitor the Nurturing Process  Process Reports  Campaign reports  Email reports  Custom reports  ROI Reports  Revenue Pipeline  Waterfall Reports

Tracking Revenue Pipeline Impressions Inquiries Marketing Marketing Qualified Sales Accepted Sales Qualified Sales New Business Nurture Programs = Revenue Acceleration

Case Example

Case Example: KopijyväInbound leadsbegin at theKopijyvä website

Kopijyvä: Lead CaptureCommunicationstreams beginbased onsubmitting emailaddress as part ofservice quote

Kopijyvä: Follow-up Email New email sent every two weeks • Inform on various servicesEmails contain activeoffers and links• Various Services• More Information• Offers

Kopijyvä: Microsites Microsite includes links for more information or to connect with sales Same Look and Feel as Email

Summary of the Program• Developed 10 different pieces of content (email + microsite)• New material sent every two week, with total program no more than 5 months• Reminders sent for those who didn‘t open – After 1 month – After 3 months• Leads scored based on activity and behavour of contacts• Most active leads sent to sales

Initial Results- Newsletter Sending 120.0 % 100.0 % 100.0 % 90.2 % 80.0 % 60.0 % 40.0 % 25.0 % 20.0 % 8.5 % 0.8 % 0.0 % Sent Received Opened Clicked Unsubsribed

Initial Results- Website VisitorTracking Identified Visitors 30.0 % 28.2 % 25.0 % 20.0 % 15.0 % 12.5 % 10.0 % 5.0 % 0.0 % 0.0 % 0.0 % Viikko -2 Viikko -1 Lähetysviikko 1 Lähetysviikko 2

Closing Points

CRM vs MA vs Pure Email CRM MA Email Single Emails Nurturing Campaigns Demographic Scoring Behavioral Scoring Form Builder Landing Page Builder Dynamic List Segmentation Dynamic Email Content High Volume Emails Visitor Tracking ROI Reporting Source: Left Brain Marketing

Is it worth it? • 400 Increased No. of New Leads Generated % through existing demand gen activities • 5x Increased No. of qualified leads sent to sales 2x • Improved Sales Close Rates 25 % • Reduced Cost per Sale

Summary• Dialog Marketing = Nurturing• Lead nurturing accelerates sales opportunities• Marketing Automation can scale the dialog• There is high ROI and Benefits

eBook: www.silverpop.com/suomi

Thank you!• E-mail: wschnabel@silverpop.com• Twitter: @wschnabel• Resources: www.silverpop.com/suomi

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B2B Marketing Automation Techniques

by Silverpop on Jan 22, 2011

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B2B Marketing Automation Techniques — Presentation Transcript