Demand Generation 2011


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  • 2006 Enterprise Themes & Calendar - 12.12.05.ppt IBIS Worldwide Academic and Library File 1.2 million academic and librarian records 600 000 email addresses Over 2200 selectable subject areas Global coverage (exc. USA) Specialist libraries available (research, govt, medical, nursing, public etc) Non-academic, corporate job role coverage within UK universities (HR, Health & Safety, Catering, Finance, IT, E-learning etc) Ingenium Public Sector Database 19,200 Local Government records – including county & district and borough councils and LEA’s 38,000 NHS records – including health centres and dental practices 29,000 Education records including schools, colleges and universities 21,000 Central Government records
  • Agency & Client use
  • But suddenly, the world changed. Google indexed the world’s information and put it at every buyer’s fingertips. And that fundamentally changed the balance between buyers and sellers. No longer to buyers engage with salespeople early on in their process for education or validation. They go to the Web. They read blogs, download information, talk to your customers. They do this without every picking up the phone and talking to sales. And so sales can’t see this activity. They can’t read the new DIGITAL body language their prospects are exhibiting. And now they are at a huge disadvantage.
  • The key is to really understanding the opportunities we have to pull those levers . Ideally, the more opportunities we have, the more control we have over demand creation. The first step requires us to define and document the stages a buyer (many organizations refer to this as “lead”) moves through in our sales and marketing processes. These stages make up an Integrated Sales and Marketing Funnel (ISMF). In this example, we have adopted the lead stage definitions from Sirius Decisions . Your organization may define different labels, different number of stages, etc. – but conceptually every sales process has stages that move the buyer from awareness, to evaluation, to purchase. A level of refinement on those stages empower us to communicate most effectively. Suspect: A potential buyer that has no or outdated level of qualification. For example, a list upload used as targets for a campaign, or an inactive segment of individuals already in the database. . Inquiry: A potential buyer who has explicitly expressed initial interest. For example, a Form submission, a booth visit, an inbound Call/Email, etc. The big idea here is to differentiate a raw response to a qualified lead. MQL: A potential buyer who has met the baseline marketing qualification criteria that has been defined in a sales and marketing. The concept of a SLA between sales and marketing helps many organizations to create an objective feedback loop on lead quality – as well as ensure that “no lead is left behind” (i.e. no follow-up). SAL: A potential buyer who has been validated by sales and is being worked by sales. By initiating an SLA with the notion of sales acceptance, accountability on lead quality is distributed across both marketing and sales functions. SQL : A potential buyer who has been associated to a forecasted purchase. In other words, the sales cycle. Customer: A potential buyer who has been associated to closed revenue and fits within the definition of an active customer. The key is to document clearly the stages of your buying cycle for a specific product or solution and get buy-in from all key stakeholders. And, then map your customer’s purchase process to your internal selling process. The benefits include: Improved opportunities to segment and target communications to potential buyers Increased sales and marketing alignment Improved visibility into impact on Customer Lifetime Value
  • To summarize, you’ve seen how we can provide your marketing and sales teams with deeper, intelligent insight on your contacts, allowing for increased productivity in selecting the right people to target in your lists. Using that targeted information, you can send highly personalized, multi-channel campaigns; and that personalization will result in higher responses rates. Tying all those pieces together is automation – sending the right message to the right people at the right time, based on what their level of interest and interaction is. Finally, reporting and dashboards gives you visibility into all your marketing tactics, allowing you to make better, actionable business decisions.
  • Demand Generation 2011

    1. 1. Name Job Title Twitter Demand Generation presented by: Liz Woodbridge Account Director
    2. 2. who is Reed Elsevier? Business Information Science & Medical Legal, Risk Information & Analytics
    3. 3. RBI global portfolio Advertising Finance Construction Electronics Manufacturing ASIA Computers Construction Gifts Leisure Manufacturing Marketing Svcs Construction Business Leads Media Retail Agriculture Business Construction Finance Manufacturing Road Transport Social Services Marketing Svcs Aerospace Agriculture Chemicals Computers Property Science REX US EUROPE UK 100% B2B
    4. 4. mardevdm2 global business & vision <ul><li>A division of Reed Elsevier – world’s second largest listed professional media company with revenues of $8B, 50% of which is generated online </li></ul><ul><li>Reed employs approx. 35,000 people in 50 countries </li></ul><ul><li>mardevdm2 is one of the world’s leading providers of business information & marketing services </li></ul><ul><li>mardevdm2 mission: to solve clients’ prospecting, lead generation and business development needs by leveraging: </li></ul><ul><ul><li>A range of highly responsive named B2B contacts </li></ul></ul><ul><ul><li>An unrivalled online community of B2B decision makers </li></ul></ul><ul><ul><li>Our worldwide brand portfolio </li></ul></ul><ul><ul><li>Expertise in quality marketing services </li></ul></ul>
    5. 5. who is mardevdm2? Mardev DM2-DecisionMaker <ul><li>10M business decision makers around the globe </li></ul><ul><li>50M business decision makers primarily in US and Canada </li></ul><ul><li>Primary data services provider </li></ul><ul><li>Primary list rental provider </li></ul><ul><li>UK-based </li></ul><ul><li>US-based </li></ul><ul><li>Direct and verified sources </li></ul><ul><li>Direct and 3 rd -party verified sources </li></ul><ul><li>Automation and analytics partners </li></ul><ul><li>Research and agency partners </li></ul>
    6. 6. *UK only data coverage; All other files represent worldwide decision makers International DecisionMaker ® databases File Primary Industries Postal E-Mail Bankers Almanac International Trading Bank Execs & Offices 69,938 --- Biobase Biochemistry, Clinical, Neuroscience 652,434 495,113 Community Care* Social Services Professionals 47,464 27,503 Compendex Mechanical, Civil, Electrical Engineering 1,080,408 650,206 Computer Weekly* IT, Computer Specialties 59,465 50,500 DecisionMaker Global Europe, Asia, South America, Other Intl. 3,976,742 1,023,786 DecisionMaker UK* Cross-industry British Businesses 6,579,159 1,405,610 Embase Pharmacology, Biomedical, Drug/Chemical 1,043,087 730,746 European IT Email CEO, IT, HR, Marketing, Finance Execs. --- 152,531 Geobase Geography, Marine, Environmental Science 322,613 225,783 IBIS Academic/Library Higher Education, Corporate, Medical Educ. 1,312,417 822,280 ICIS Chemical Business Chemical Manufacturing & Distribution 4,243 2,853
    7. 7. U.S. DecisionMaker ® databases   Postal E-Mail Telemarketing Building/Construction 1,618,000 361,000 1,340,000 C-Level 4,250,000 716,000 3,280,000 Canadian 394,000 48,000 328,000 Career Women 1,330,000 149,000 1,035,000 Electronics 1,544,000 386,000 1,260,000 Energy & Utilities 770,000 357,000 551,000 Engineering 2,877,000 794,000 2,230,000 Finance 4,090,000 628,000 3,110,000 Fortune 1000 1,270,000 282,000 913,000 Hospitality 487,000 121,000 418,000 Human Resources/Training 655,000 88,000 542,000 IT 7,190,000 1,370,000 4,800,000 Management 9,099,000 1,650,000 7,350,000 Manufacturing 5,807,000 1,085,000 4,700,000 Professionals at Home 4,720,000 - - Research/Laboratory 696,000 274,000 551,000 Sales/Marketing 2,990,000 520,000 2,180,000 Small Business 7,095,000 980,000 5,250,000 Supply Chain 945,000 183,000 835,000 Transportation 529,000 84,000 450,000
    8. 8. Quality B2B Data DECISION MAKER 60 million contacts worldwide 50 million US records (Decision Maker US) 10 million UK records (Decision Maker UK) 15M US email addresses 2M UK email addresses Rebuilt 3x per year Complete Global coverage Marketing IT Reed Events Creative Service Partners RBI Online Reed Insight (Research) IBIS Worldwide Academic & Library File Ingenium Public Sector Database global reach and resources
    9. 9. industry-leading data sources
    10. 10. <ul><li>Meet prospects where they are in they buying cycle </li></ul><ul><li>Achieve deep prospect & customer insight for targeting </li></ul><ul><li>Identify your most ‘desirable’ prospects </li></ul><ul><li>To listen and be heard by building ‘valuable’ relationships with customer or groups </li></ul><ul><li>Raise the brand above the noise of the competition </li></ul><ul><li>Effective multi-channel marketing for touchpoint </li></ul><ul><li>Do more with less & scale up operations </li></ul><ul><li>Simplify management, tracking & reporting </li></ul><ul><li>Maximize ROI & deliver incremental revenue </li></ul>addressing client challenges
    11. 11. complete marketing process management Quality Global Data Campaign Management <ul><li>Batch & Blast Communication </li></ul><ul><li>Segmentation Marketing </li></ul><ul><li>Event-triggered Marketing </li></ul><ul><li>One-to-one Personalization </li></ul><ul><li>Real-time, Multi-channel Marketing </li></ul><ul><li>Tactical Metrics </li></ul><ul><li>Segment Analysis </li></ul><ul><li>Conversion Metrics </li></ul><ul><li>Pipeline and Influenced Revenue </li></ul>Marketing Effectiveness Contact Management <ul><li>Data Profiling </li></ul><ul><li>Data Cleanse/Append </li></ul><ul><li>Data Acquisition </li></ul><ul><li>Real-time Data Mgmt </li></ul><ul><li>Segment/Permission Mgmt </li></ul>Lead Management <ul><li>Lead Management </li></ul><ul><li>Lead Scoring </li></ul><ul><li>Lead Routing </li></ul><ul><li>Lead Nurturing </li></ul><ul><li>Real Time Lead Alerts </li></ul>
    12. 12. the new evaluation process: self education Responding to offline Campaigns Watching a video Information Requests Reading your email campaigns Visiting the website Sales Marketing
    13. 13. where B2B marketers are spending Mardevdm2 directly supports 92% of these marketing initiatives
    14. 14. <ul><li>Multi-channel e-marketing (SEO/PPC/ Social/email/ e-nurturing) </li></ul><ul><li>Automated campaigns </li></ul><ul><li>Microsite: Build, Design, Optimize & Hosting </li></ul><ul><li>Behavioural Tracking & Scoring </li></ul><ul><li>Real time email/tele-marketing link up </li></ul><ul><li>Real time rpts </li></ul><ul><li>Extensive B2B Data </li></ul><ul><li>Media, Digital Audience </li></ul><ul><li>Data cleansing, management </li></ul><ul><li>Data enhancement & profiling </li></ul><ul><li>Predictive Modelling to identify new prospects </li></ul><ul><li>Cold data supply </li></ul><ul><li>Strategy & Planning </li></ul><ul><li>Campaign/Media Optimisation </li></ul><ul><li>Campaign End to end process design </li></ul><ul><li>Getting Sales onboard </li></ul><ul><li>Graded Lead Definition </li></ul><ul><li>Lead Scoring </li></ul><ul><li>Lead Flow Management </li></ul><ul><li>Creative services </li></ul><ul><li>Content Origination </li></ul><ul><li>Content Re-purposing </li></ul><ul><li>Content library </li></ul><ul><li>Event Hosting </li></ul><ul><li>Event Management </li></ul><ul><li>Lead Creation & Management </li></ul><ul><li>Lead Scoring & Nurturing </li></ul><ul><li>TM scripting and set up for pre-sales qualification </li></ul><ul><li>Lead Analysis & Optimisation </li></ul><ul><li>Real time Reporting/ Dashboards </li></ul>LEAD MEASUREMENT & ROI REPORTING ENGAGING CONTENT AUTOMATED LEAD GENERATION PACKAGES LEAD GENERATION CAMPAIGN ADVICE AUDIENCE DATA integrated data & marketing services platform
    15. 15. integrated demand generation platform CRM Common analytics platform across all marketing channels Segmentation, Profiling, and Analytics Individual Marketing channels marketing email sales email chat direct mail advertising keyword search telemarketing landing pages Web forms Event-based, multi-step, multi-channel automation Marketing Automation Command & control Marketing Intelligence Dashboard
    16. 16. Evaluate Purchase Learn Justify Interest Customer Buying Process $$ Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect Sales Qualified Lead (SQL) define opportunities to accelerate sales Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Sales validates BANT criteria Sales closes revenue opportunity
    17. 17. moving up the lead value chain Lead Definition Lead Generation Process # of leads Lead Characteristics Sales Opportunity – ready to buy - Largely sales force task Low Hot Pre-qualified lead – some information known about purchasing requirements - High degree of interaction required with prospects, integration of online and offline channels to identify prospective need. May include email, online, telemarketing, direct mail. Medium to Low Warm Prospects – indicated definite interest <ul><li>Search </li></ul><ul><li>- Permission marketing </li></ul>High to Medium Warm Profiled Suspects – higher propensity to purchase <ul><li>Segmentation, modelling of databases </li></ul><ul><li>richer demographics or information </li></ul>High Cold to Lukewarm Suspects - Lists with some demographics High Cold
    18. 18. solution objectives <ul><li>Integrated marketing activity </li></ul><ul><ul><li>Address customer needs based on their online behavior and where they are in the buying cycle </li></ul></ul><ul><ul><li>Focus on increasing/improving ROMI </li></ul></ul><ul><ul><li>Ensure measurability and accountability </li></ul></ul><ul><ul><li>Utilize technology to ensure we produce reactive, transparent, fully optimised campaigns </li></ul></ul>
    19. 19. strategic campaign workflow example NURTURE PROGRAM Pass to Field Sales Nurture <ul><li>FURTHER QUALIFICATION </li></ul><ul><li>Budget </li></ul><ul><li>Authority </li></ul><ul><li>Need </li></ul><ul><li>Timescales </li></ul><ul><li>TRACKING & SCORING </li></ul><ul><li>Monitor level of interest based on : </li></ul><ul><li>Email opens </li></ul><ul><li>visits to microsite </li></ul><ul><li>Downloads </li></ul><ul><li>Reading/Posting on Blogs </li></ul>Telemarketing DYNAMIC MICROSITE Whitepapers Case studies Competitions Blogs Forums Webinars Podcasts RFQ SEO/PPC Social Networking Online inventory Gold Leads Silver Leads Bronze Leads Emails & Newsletters Advertising
    20. 20. Deeper, intelligent insight Increased productivity Higher response rates Right message, right time Actionable decisions closed loop marketing Triggered Automation Reporting & Analysis Digital Profiling Targeting & Segmentation Personalized Campaigns
    21. 21. <ul><li>We can reach REAL Business and IT Decision Makers </li></ul><ul><li>Depth of our B2B contact info facilitates targeted & personalized multi-touch campaigns </li></ul><ul><li>Unrivalled data hygiene = accurate campaigns </li></ul><ul><li>Strictly best practice across data, demand & lead generation, working with industry experts </li></ul><ul><li>We can run closed loop, integrated campaigns OR work with existing 3 rd parties </li></ul><ul><li>We use pull & push, online & offline strategies to maximize lead delivery & ROI (incl. social media) </li></ul><ul><li>Certified Eloqua demand generation specialists </li></ul><ul><li>Accredited security & business continuity policies </li></ul>why partner with mardevdm2?
    22. 22. thank you Liz Woodbridge account director mardevdm2 [email_address] 020 8652 4515