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Strategic Marketing Automation
 

Strategic Marketing Automation

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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 ...

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.

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  • >>> Just intro the title …
  • I’m a B2B marketer …
  • 70% of leads aren’t waiting on you; you’re waiting on them.
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned

Strategic Marketing Automation Strategic Marketing Automation Presentation Transcript

  • 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
  • Customer centered selling
    Source:R. Jolles
  • Customer centered selling
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • Customer centered selling
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • Customer centered selling
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • Customer centered selling
    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
  • Customer centered selling
    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
  • Customer centered marketing
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • Customer centered marketing
    Reconsideration
    Satisfaction
    Selection
    Acknowledgment
    Investigation
    Decision
    Source:R. Jolles
    Criteria
    Measurement
  • Customer centered marketing
    Acknowledgment
    Search
    Social media
    Thought leadership
    Traditional media
    Source:R. Jolles
  • Customer centered marketing
    Acknowledgment
    Search
    Social media
    Thought leadership
    Traditional media
    Decision
    E-mail nurturing
    Field events
    Search
    Source:R. Jolles
  • Customer centered marketing
    Acknowledgment
    Search
    Social media
    Thought leadership
    Traditional media
    Decision
    E-mail nurturing
    Field events
    Search
    Source:R. Jolles
    Criteria
    Analyst reports
    Blog posts
    Search
  • Customer centered marketing
    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
  • Customer centered marketing
    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
  • Customer centered marketing
    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