3 Building Blocks for Accelerating Demand Generation

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  • Ready to Learn MoreAre ready to learn more? If so please feel free to give us a call, send us an email, or visit us on the web to get more information on what Act-On’s marketing automation solution can do for you and your business. As you may know, Act-On Software is a leading provider of cloud-based integrated marketing automation software and was named a leader among lead-to-revenue management vendors in the 2014 Forrester Wave, was rank on the Inc. 500 List of America’s Fastest Growing Companies, named to the Forbes "America's Most Promising Companies" list of 100 U.S.-based, privately held, high-growth companies and ranked 48th on Deloitte’s 2013 Technology Fast 500 list of fastest growing technology companies in North America.
  • 3 Building Blocks for Accelerating Demand Generation

    1. 1. www.act-on.com | @ActOnSoftware | #ActOnSW 3 Building Blocks for Demand Generation
    2. 2. www.act-on.com | @ActOnSoftware | #ActOnSW Chat
    3. 3. www.act-on.com | @ActOnSoftware | #ActOnSW Social #ActOnSW
    4. 4. www.act-on.com | @ActOnSoftware | #ActOnSW Today’s Presenter Jay Hidalgo Demand Gen Coach @jayhidalgo
    5. 5. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda • The State of Demand Generation Today • Overview of the Demand Gen Process and Framework • 3 Building Blocks for Demand Generation • Questions
    6. 6. www.act-on.com | @ActOnSoftware | #ActOnSW The State of Demand Generation Today
    7. 7. www.act-on.com | @ActOnSoftware | #ActOnSW Marketers Are Still Struggling To Generate Leads • More than two thirds (68%) of companies report struggling with lead generation Source: Source: Lattice Engines/CSO Insights
    8. 8. www.act-on.com | @ActOnSoftware | #ActOnSW The Buyer Doesn’t Need Us • 90% of business buyers say when they’re ready to buy, they’ll find you Source: Demand Gen Report
    9. 9. www.act-on.com | @ActOnSoftware | #ActOnSW The Buyer Doesn’t Need Us Although it varies greatly with product complexity and market maturity, today’s buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor. Source: Forrester (L. Wizdo)
    10. 10. www.act-on.com | @ActOnSoftware | #ActOnSW We Don’t Know The Buyer "Half of the marketers create and use content that educates buyers on their issues and problems, but only 14% align compelling content with buyer journeys in a way that tells a story." Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed”
    11. 11. www.act-on.com | @ActOnSoftware | #ActOnSW “86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create preference.” Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity,” We Don’t Know What The Buyer Wants
    12. 12. www.act-on.com | @ActOnSoftware | #ActOnSW As A Result… • 79% of marketing leads never convert into sales.(Source: MarketingSherpa) • 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa) • 90% of marketing deliverables are not used by sales. (Source: The New Rules of Sales Enablement)
    13. 13. www.act-on.com | @ActOnSoftware | #ActOnSW And Yet… • Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (Source: CSO Insights) • 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research) • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) • Companies with better than average demand generation process experience a 416% increase in closed deals over companies with little to no process. (Source: SiriusDecisions)
    14. 14. www.act-on.com | @ActOnSoftware | #ActOnSW • Leaders aligned nurture campaign content with buyer persona and buy cycle stage more than twice as often as laggard organizations. • As a result of this the best-in-class firms also averaged a 20% lower average nurture cycle period and 48% higher nurture campaign leads. Here’s The Difference
    15. 15. www.act-on.com | @ActOnSoftware | #ActOnSW The Demand Generation Process
    16. 16. www.act-on.com | @ActOnSoftware | #ActOnSW The Framework The Buyer
    17. 17. www.act-on.com | @ActOnSoftware | #ActOnSW Start with Knowing the Buyer – Buyer Persona • What is a Buyer Persona? • A short bio of the typical customer • Person description • Includes information on • Buyer’s background • Daily activities/behavior • Current solutions to problem • What’s important to this buyer
    18. 18. www.act-on.com | @ActOnSoftware | #ActOnSW Sample Persona
    19. 19. www.act-on.com | @ActOnSoftware | #ActOnSW Buyer Persona Matrix - Example Manager Director/Sr. Director Vice - President CxO Buyer Background Daily Activity Challenges Solutions to Challenges Compelling Event
    20. 20. www.act-on.com | @ActOnSoftware | #ActOnSW Knowing the Buying Process • The steps the buyer goes through from need identification to post purchase • From THEIR view, not yours • Should be customized, not “vanilla” • Provides a framework for providing the right message at the right time
    21. 21. www.act-on.com | @ActOnSoftware | #ActOnSW • Whiteboard the hypothetical buying process • Test initial hypotheses with internal and external marketing research • Validate with stakeholders (prospects, customers, sales, marketing) After reviewing all options, narrow down to top 2 or 3 and plan onsite visits • Season of Life • Dissatisfaction with current school Looking for other options; looking at features such as proximity, culture, safety, academics Select the preferred institution; confirm that this choice meets our needs Fill out application; learn about the enrollment process and get ready for first day Change of Status Quo Info Gathering Narrow Choices Choose Enroll Building the Buying Process
    22. 22. www.act-on.com | @ActOnSoftware | #ActOnSW • They are the basis for database segmentation • They are the basis for lead qualification • They are the basis for developing content Why is the Buyer Persona & Buying Process Important?
    23. 23. www.act-on.com | @ActOnSoftware | #ActOnSW Database Structure
    24. 24. www.act-on.com | @ActOnSoftware | #ActOnSW Lead Qualification Rules for Routing and Criteria The following criteria/rules will be captured (as much as is feasible) on all Responses and Leads. Rules Responses will become Marketing Qualified when… 1.The response is a product download (behavior) 2.The response requests a contact from sales (behavior) 3.The response is an registrant or attendee from a product oriented webinar (behavior) 4.The response registered for or attended a seminar (behavior) 5.Have 11 or more technicians (background) Criteria The following criteria will be built into the Lead Management process, and will be captured from Responses and Leads: Budget (background) Approved? Not Approved? Need Help Developing a Budget Unknown, Too early to determine •Industry (demographic) •Number of Help Desk Staff (background) •Initial Product Interest (Current Solution to Problem) Product A Product B Product C Product D Product E Product F Lead Qualification Example
    25. 25. www.act-on.com | @ActOnSoftware | #ActOnSW Build Content Source: Keith Holloway, One Degree Buyer Persona/Buying Cycle Stage Gain Permission Overcome Objections Support Decisions Economic Whitepaper A ROI/CTO Calculators • Proposal • ROI/TCO Calculators Technical • Brochure • Whitepaper B • Webinar • Free Trial • Test Drive • Help Files • Documentation • Case Studies • Testimonials Influencer • Success Stories • Newsletter ROI/CTO Calculators References and Endorsements Executive Whitepaper A ROI/CTO Calculators • Proposal • References and Endorsements
    26. 26. www.act-on.com | @ActOnSoftware | #ActOnSW Build a Content Plan • Content is information that is of value to visitor/prospect/customer. Often, they are willing to exchange their contact details to access it • Different content will be more/less effective depending on the buyers relationship with the company, and their place in the buying journey • Content can be delivered across multiple channels: • Web • Email • Social media • Mobile • Call center • Offline: direct mail, advertising, events
    27. 27. www.act-on.com | @ActOnSoftware | #ActOnSW Keys to Building Content Plan • Engaging with and building a relationship with prospects and customers • Providing relevant and timely information based on their needs, not yours • Content can/should be repurposed for different campaigns and channels (Rule of 4) • Offers should be developed for a specific persona(s) • Will aide in a greater velocity in deals through the pipeline • Marketing and sales should collaborate
    28. 28. www.act-on.com | @ActOnSoftware | #ActOnSW Content Matrix Model Source: Tom Pisello, Content Marketing Institute
    29. 29. www.act-on.com | @ActOnSoftware | #ActOnSW Content Blueprint Buyer Persona/Buying Stage Stage 1 Stage2 Stage 3 Stage 4 Stage 5 Persona Persona Persona Persona
    30. 30. www.act-on.com | @ActOnSoftware | #ActOnSW Takeaways… • The difference between best-in class companies and laggards is the implementation of the 3 Building Blocks • Buyer Personas • Buyer Process • Content Plan • Develop these 3 collaboratively with sales • Roll out demand generation programs and process AFTER these are established
    31. 31. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More About Act-On Software Interested in Demo? +1 (877) 530-1555 sales@act-on.com www.act-on.com/wave THE FORRESTER WAVE™ LEADER QUADRANT
    32. 32. www.act-on.com | @ActOnSoftware | #ActOnSW Q&A Jay Hidalgo Demand Gen Coach @jayhidalgo

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