Strategic Marketing Automation

Strategic marketing automation
Adam B. Needles
Director, Field Marketing Twitter: @abneedles

Agenda
Introductions
Evolving view of B2B marketing
Sales view of B2B selling
Dialogue view of B2B marketing
Implications for marketing automation
Q&A

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

Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation

What are your goals?

Introductions

Adam
[B2B marketer]

My company
Solutions for marketers
B2B + B2C
Marketing automation + e-mail marketing
CRM integration
Software-as-a-service
www.silverpop.com

Evolving view of B2B marketing

B2B marketing is different.

B2B marketing is different.
Direct sales forces
High-involvement sales process
Lower volume; higher purchase price
Rational vs. emotional purchase
Complex and savvy 'buying unit'

B2B marketing legacy

B2B marketing’s ‘new’ primary goals:
drive leads for sales
cost effectively
qualified
improve close rates
help retain customers

From push to pull
“No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.”
Source: Paul Greenberg, CRM at the Speed of Light (3e)

From push to pull >>> B2B redux
Source: MarketingSherpa

Sales view of B2B selling

Customer centered selling
"The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle."
Source: R. Jolles, Customer Centered Selling

Source:R. Jolles

Reconsideration
Satisfaction
Selection
Acknowledgment
Investigation
Decision
Source:R. Jolles
Criteria
Measurement

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

New funnel dynamics

New funnel dynamics
Customer-led decision, criteria, measurement , investigation

New funnel dynamics
Customer-led decision, criteria, measurement , investigation
Engage sales

Reconsideration
Satisfaction
Selection
2%
Acknowledgment
Investigation
Decision
Source:R. Jolles
Criteria
Measurement

Dialogue view of B2B marketing

Customer centered marketing
Reconsideration
Satisfaction
Selection
Acknowledgment
Investigation
Decision
Source:R. Jolles
Criteria
Measurement

Acknowledgment
Search
Social media
Thought leadership
Traditional media
Source:R. Jolles

Acknowledgment
Search
Social media
Thought leadership
Traditional media
Decision
E-mail nurturing
Field events
Search
Source:R. Jolles

Acknowledgment
Search
Social media
Thought leadership
Traditional media
Decision
E-mail nurturing
Field events
Search
Source:R. Jolles
Criteria
Analyst reports
Blog posts
Search

Acknowledgment
Search
Social media
Thought leadership
Traditional media
Decision
E-mail nurturing
Field events
Search
Source:R. Jolles
Criteria
Analyst reports
Blog posts
Search
Measurement
Analyst reports
Search
Product Website

Acknowledgment
Search
Social media
Thought leadership
Traditional media
Investigation
Product literature
Sales Proposals
Decision
E-mail nurturing
Field events
Search
Source:R. Jolles
Criteria
Analyst reports
Blog posts
Search
Measurement
Analyst reports
Search
Product Website

Selection
Consensus
Acknowledgment
Search
Social media
Thought leadership
Traditional media
Investigation
Product literature
Sales Proposals
Decision
E-mail nurturing
Field events
Search
Source:R. Jolles
Criteria
Analyst reports
Blog posts
Search
Measurement
Analyst reports
Search
Product Website

Awareness
Marketing
Interest + investigation
Marketing Qualified
Sales Accepted
Sales Qualified
Sales
New Business
Lead stage ‘waterfall’

News site
Search
B2B buyer dialogue ‘waterfall’
White paper
E-mail nurturing
Field event
Blog posts
Analyst report
Website
Product literature
Marketing Qualified

News site
Search
B2B buyer dialogue ‘waterfall’
White paper
E-mail nurturing
Field event
Blog posts
C R I T I C A L P A T H
Analyst report
Analyst report
Product literature
Marketing Qualified

Many critical paths

Implications for marketing automation

Implications of the dialogue context
Inbound + outbound
Content
Behavioral scoring + dynamic campaigns
Progressive profiling
Automation = strategic

Q&A

Thank you!
Phone: 617-413-6087
E-mail:aneedles@silverpop.com
Twitter: @abneedles
Blogs
Demand Generation (Silverpop):
http://www.silverpop.com/blogs/demand-generation
Propelling Brands (personal):
http://propellingbrands.wordpress.com/
Silverpop – Strategic Marketing Automation