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Engagement Marketing: Modern B2B Marketing Using Marketing AutomationWill Schnabel                      wschnabel@silverpo...
Silverpop• Global Marketing  Automation and Email  Service Provider• 1300+ customers,  2000+ brands• Seamless Integrations...
Leads = our greatest challenge ...                52% of B2B marketing organizations say             lead generation is th...
Presentation goal: Shift thinking ofB2B marketing from a focus on rawleads to a focus on managing buyerdialogue using mark...
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...
B2B demand-gen is a numbers game          • Only 2-5% of raw inquiries            coming into the top of the            B2...
B2B marketing legacy                       Source: MarketingSherpa
But it is about timing definitely not ready            sort-of-ready                         Source: MarketingSherpa, "201...
B2B selling        “[A]nalyze where your        customers are in their decision        cycle and assist in moving them    ...
B2B buyer decision cycle              Reconsideration   Satisfaction  Selection                                    Acknowl...
B2B buyer decision cycle              Reconsideration   Satisfaction  Selection                                    Acknowl...
B2B buyer decision cycle              Reconsideration   Satisfaction  Selection                                    Acknowl...
Emerging buying cycle gap ...              Reconsideration   Satisfaction                                    5%  Selection...
Emerging buying cycle gap ...              Reconsideration   Satisfaction  Selection                                    Ac...
Emerging buying cycle gap ...              Reconsideration   Satisfaction  Selection                                     A...
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...
B2B Buying in a digital world
Power Shift…Buyer 2.0           “[T]he hunter has become           the hunted. Buyers are           more informed and seek...
Buyers are turning to onlinesources…              Source: Enquiro, ―Integrated Persuasion: Online and                     ...
Peer influence is king ...         Source: ITSMA, ―How Customers Choose Solution Providers, 2009.‖ Global
Education is in... Interruption is out                                                   Permission/                      ...
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               Marketin...
Marketing Automation in Action                Marketing                Database             Lead             Assessment
Marketing Automation in Action               Marketing               Database                            Lead             ...
Marketing Automation in Action               Marketing               DatabaseLeadNurturing
Marketing Automation Capabilities                          2. Web Integration &                         Inbound Lead Captu...
1. Centralized Marketing Database
Centralize Data • Consolidate contacts from marketing   efforts and CRM                              Initial Cleaning     ...
2. Web Integration and Lead Capture
Web Integration   Website Tracking       Anonymous       Identified   Landing Pages   Microsites       Dynamic Conte...
Integrated Landing Page/LeadForm
Progressive profiling – Like Dating                                                     1st                               ...
Progressive profiling - collection                     2. Returning Leads –         3. Returning Leads –1. Basic Lead Form...
3. Email Infrastructure
Direct Marketing Channels                       Email                       Mobile/SMS                       Dynamic Landi...
Email = Top B2B tactic            • 89% of B2B marketers use              email.            • Email is the number-one     ...
Messages Need to Be Delivered • Opt-in/Opt-Out/Legislative Compliance • Content   – SPAM Scoring   – Inbox Preview • Ident...
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 numb...
4. Automated Lead Scoring
The Lead Challenge                Right       Target    Target       Fit        Buyer    Profile(You want totalk to them) ...
Lead Definition                  Source: SiriusDecisions
The Lead Puzzle                                                               Demographic                                 ...
Integrated Lead Scoring                     Lead Breakdown                              A, 600                            ...
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       ...
Email Nurturing• Level 3: Multi-Track, Multi-Step  Programs  • Triggered Communications  • Match Content to Buyer Stage  •...
Source: Annuitas Group, Silverpop                                   Training schedules/How To‘s                  Post-Purc...
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       ...
CRM SynchronizationMarketing Automation                          CRM                        Leads/Contacts                ...
Sales Visibility (Lead Activity)
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  ...
Tracking Revenue Pipeline    Impressions              Inquiries                           Marketing                      M...
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 lin...
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, w...
Initial Results- Newsletter Sending   120.0 %             100.0 %   100.0 %                        90.2 %    80.0 %    60....
Initial Results- Website VisitorTracking                           Identified Visitors    30.0 %                          ...
Closing Points
CRM vs MA vs Pure Email                                CRM   MA        Email    Single Emails    Nurturing Campaigns    De...
Is it worth it?     •    400   Increased No. of New Leads Generated     %          through existing demand gen activities ...
Summary• Dialog Marketing = Nurturing• Lead nurturing accelerates sales opportunities• Marketing Automation can scale the ...
eBook: www.silverpop.com/suomi
Thank you!• E-mail: wschnabel@silverpop.com• Twitter: @wschnabel• Resources: www.silverpop.com/suomi
B2B Marketing Automation Techniques
B2B Marketing Automation Techniques
B2B Marketing Automation Techniques
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B2B Marketing Automation Techniques

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Modern B2B marketing techniques using advanced marketing automation features and processes. Presented by Will Schnabel at the DiViA forum in Helsinki on January 13, 2011.

Published in: Business

Transcript of "B2B Marketing Automation Techniques"

  1. 1. Engagement Marketing: Modern B2B Marketing Using Marketing AutomationWill Schnabel wschnabel@silverpop.comVP Business Development, Silverpop Twitter: @wschnabel
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Agenda• The Nurturing Imperative• The Changing B2B Buyer• Marketing Automation Fundamentals• Case Example• Q&A
  6. 6. The Need for Lead Nurturing
  7. 7. 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
  8. 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. 9. B2B marketing legacy Source: MarketingSherpa
  10. 10. But it is about timing definitely not ready sort-of-ready Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"
  11. 11. 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
  12. 12. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Measurement Criteria Source: R. Jolles
  13. 13. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Measurement Criteria Source: R. Jolles
  14. 14. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Measurement Criteria Source: R. Jolles
  15. 15. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Measurement Criteria
  16. 16. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment 2% Investigation Decision 2-3% Source: R. Jolles Measurement Criteria
  17. 17. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the problem and opportunity Investigation Decision Measurement Criteria Source: Left Brain Marketing, R. Jolles
  18. 18. Inefficient Marketing
  19. 19. Lead Nurturing Drives Efficiency
  20. 20. 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
  21. 21. B2B Buying in a digital world
  22. 22. 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‖
  23. 23. Buyers are turning to onlinesources… Source: Enquiro, ―Integrated Persuasion: Online and Offline‖
  24. 24. Peer influence is king ... Source: ITSMA, ―How Customers Choose Solution Providers, 2009.‖ Global
  25. 25. Education is in... Interruption is out Permission/ education Traditional/ interruption Source: MarketingSherpa, "2009-10 B2B Marketing: Benchmark Report.― Global data.
  26. 26. By 2014…9,000 emailmarketingmessages a year.…750 a month…25 each day
  27. 27. B2B Buyers Hearing More Noise
  28. 28. Enter Marketing Automation
  29. 29. Marketing Automation in Action Marketing Database
  30. 30. Marketing Automation in Action Lead Capture Marketing Database
  31. 31. Marketing Automation in Action Marketing Database Lead Assessment
  32. 32. Marketing Automation in Action Marketing Database Lead Routing to Sales
  33. 33. Marketing Automation in Action Marketing DatabaseLeadNurturing
  34. 34. 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
  35. 35. 1. Centralized Marketing Database
  36. 36. Centralize Data • Consolidate contacts from marketing efforts and CRM Initial Cleaning Marketing • Age of records? Database • Duplicates? • Ownership?
  37. 37. 2. Web Integration and Lead Capture
  38. 38. Web Integration Website Tracking  Anonymous  Identified Landing Pages Microsites  Dynamic Content Registration Forms
  39. 39. Integrated Landing Page/LeadForm
  40. 40. Progressive profiling – Like Dating 1st contact 2nd/3rd contact later contact + behavioral Source: MarketingSherpa and KnowledgeStorm, ―Connecting Through Content"
  41. 41. 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
  42. 42. 3. Email Infrastructure
  43. 43. Direct Marketing Channels Email Mobile/SMS Dynamic Landing Pages Marketing Database Share-to-Social DM with PURLs TeleQualification
  44. 44. 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
  45. 45. Messages Need to Be Delivered • Opt-in/Opt-Out/Legislative Compliance • Content – SPAM Scoring – Inbox Preview • Identity & Reputation – IP Segmentation • Volume – Consistency
  46. 46. Messages can be shared
  47. 47. Best time to send?
  48. 48. Right Message, Right Time
  49. 49. 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
  50. 50. 4. Automated Lead Scoring
  51. 51. 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)
  52. 52. Lead Definition Source: SiriusDecisions
  53. 53. 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
  54. 54. Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500
  55. 55. 5. Lead Nurture Campaigns
  56. 56. Email Nurturing• Level 1: Batch and Blast• Level 2: Simple Drip Campaigns• Level 3: Multi-Track, Multi-Step Programs
  57. 57. Email Nurturing• Level 1: Batch and Blast • Create List, Hit Send!
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. Nurturing path = the dynamic campaign Source: The Annuitas Group
  62. 62. When should sales pounce?
  63. 63. 6. Sales Integration andCollaboration
  64. 64. 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‖
  65. 65. CRM SynchronizationMarketing Automation CRM Leads/Contacts Accounts Programs Marketing Activities Opportunities/€€s
  66. 66. Sales Visibility (Lead Activity)
  67. 67. Sales Visibility (Lead Activity)
  68. 68. Sales Control over Nurturing
  69. 69. Sales Routing and Alerting
  70. 70. 7. Reporting and Analysis
  71. 71. Monitor the Nurturing Process  Process Reports  Campaign reports  Email reports  Custom reports  ROI Reports  Revenue Pipeline  Waterfall Reports
  72. 72. Tracking Revenue Pipeline Impressions Inquiries Marketing Marketing Qualified Sales Accepted Sales Qualified Sales New Business Nurture Programs = Revenue Acceleration
  73. 73. Case Example
  74. 74. Case Example: KopijyväInbound leadsbegin at theKopijyvä website
  75. 75. Kopijyvä: Lead CaptureCommunicationstreams beginbased onsubmitting emailaddress as part ofservice quote
  76. 76. Kopijyvä: Follow-up Email New email sent every two weeks • Inform on various servicesEmails contain activeoffers and links• Various Services• More Information• Offers
  77. 77. Kopijyvä: Microsites Microsite includes links for more information or to connect with sales Same Look and Feel as Email
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. Closing Points
  82. 82. 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
  83. 83. 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
  84. 84. Summary• Dialog Marketing = Nurturing• Lead nurturing accelerates sales opportunities• Marketing Automation can scale the dialog• There is high ROI and Benefits
  85. 85. eBook: www.silverpop.com/suomi
  86. 86. Thank you!• E-mail: wschnabel@silverpop.com• Twitter: @wschnabel• Resources: www.silverpop.com/suomi
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