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Top 5 Demand Generation Strategies
 

Top 5 Demand Generation Strategies

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Top 5 Demand Generation Strategies Top 5 Demand Generation Strategies Presentation Transcript

  • Top 5 Demand Generation Strategies Rich Eldh, SiriusDecisions Jackie Kiley, Sybase, Inc. Track: Marketing Executives
  • Safe Harbor Statement
    • “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.  All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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  • Rich Eldh Co-Founder SiriusDecisions, Inc. [email_address]
  • Agenda
    • Prospect Response Survey
      • A review of the SeriusDecisions Study -- objectives, demographics, and response
    • Putting the Results of the Study into Action
      • How Sybase is developing programs to address prospects across the experience continuum.
  • SiriusDecisions, Inc.
  • What We Do SiriusDecisions provides research and advisory services focused on the operational intelligence sales and marketing executives need to maximize top line growth Value Proposition
  • Partial Client List
  • Demand Creation: The Prospects View
    • Establish the tactics prospective clients are most likely going to take action on.
    • Establish patterns of what tactics appeal in different parts of the buying.
    • Create the criteria that marketing should consider when determining marketing campaign tactics.
    Study Objectives
  • Demographics Company Size
    • 1,510 survey responses were analyzed.
    • Responses were all IT end users.
    • Survey responses came clients of IT search and community provider KnowledgeStorm.
    • KnowledgeStorm is the Internet's top-ranked search resource for technology solutions and information.
    Source: SiriusDecisions, End User Tactic Survey 51% 12% 9% 8% 5% 15% Less than $50M $51-100M $101-$250M $251-$500 $501-$1B $1B+ Champions Influencers CXOs Users / Evaluator Ratifiers Audience Types
  • Buying Cycle SiriusDecisions Buying Cycle Source: SiriusDecisions One: Loosening of the Status Quo Two: Committing to Change Three: Exploring Possible Solutions Four: Committing to a Solution Five: Justifying the Decision Six: Making the Selection Early Stage Middle Stage Late Stage
  • Why Prospects Respond
  • Key Findings
    • It is not the medium it is the message.
    • Message types have greater impact at different times in the buying cycle. (Educational, Solution Selection, Justification)
    • Different Tactics appeal at different times in the buying cycle.
    • Specific Tactics have greater appeal and impact on audience type.
  • Most Trusted Source Most Trusted Sources Sirius Perspective: Industry analysts followed by peers are the two most trusted sources. Analysis
    • Just targeting the CXO is not enough or the champion.
    • Determine who is the total audience needed to market to and create campaigns to influence the influencer.
    Source: SiriusDecisions, End User Tactic Survey 29% 22% 16% 14% 7% 5% 4% 3% Industry Analyst Peers Trade Publications Search Consultants Internal Groups VARs / Partners Vendors
  • Least Trusted Analysis
    • This data suggests creditability from vendors will be enhanced with outside sources to establish credibility.
    • Consulting partnerships should be looked upon carefully.
    • Search should be more specialized.
    Sirius Perspective: Vendors, consultants, and search are the three least trusted sources. Source: SiriusDecisions, End User Tactic Survey Industry Analyst Peers Trade Publications Search Consultants Internal Groups VARs / Partners Vendors 40% 12% 12% 12% 11% 5% 4% 4% Least Trusted Sources
  • Reason for Response Sirius Perspective: IT executives respond to campaigns more often when they have a defined need and see a solution. Primary Reason for Campaign Response Source: SiriusDecisions, End User Tactic Survey Rank Reason for Marketing Response 1 Have a defined need for the product/service being offered 2 Research for a possible future purchase 3 Interesting marketing message that resonates with business needs 4 Campaign comes form a company that I know and trust 5 Previously read about the product/service in another source I find reputable 6 Campaign forwarded by boss 7 Campaign forwarded by trusted colleague/friend
  • The Message Sirius Perspective: Focusing on solutions and education are the most effective themes for marketing campaigns. Central Message Driving Response Source: SiriusDecisions, End User Tactic Survey Analysis
    • Survey respondents were asked which campaign themes they respond to more frequently.
    • Clearly, selling products is not as effective as solutions.
    Solutions 49% Education 24% Trial 20% Vendor Selection 7%
  • It is not the medium – It’s the Message Sirius Perspective: How the campaign is delivered is not as significant as the message itself. Source: SiriusDecisions, End User Tactic Survey email
    • Most indicated this was the top delivery medium which they respond to.
    • Suggests prospects will respond to email usually after credibility has been established from another tactic.
    • Universally received the lowest response of the three primary delivery mediums.
    • The question becomes when do they accept the call, before or after a campaign.
    Direct Mail
    • The marketing tactic that never seems to go away!
    • Usually used for executive invitations, on-line and off-line campaigns, and highly target campaigns such as “selling to Vito.”
    Cold Calling & Teleprospecting
  • Tactics by Decision Stage
  • Buying Cycle Analysis Analysis
    • In this early stage it appears the prospective buyer is reacting to internal events, or perhaps external information that may suggest a new course for them.
    Sirius Perspective: Understanding industry drivers, a good analyst relations program and influence marketing are top early stage strategies. Early Stage - Sources Source: SiriusDecisions, End User Tactic Survey
  • Tactics in Buying Cycle Sirius Perspective: Prospective clients are looking for value driven campaigns in the early stages of their buying cycle. Early Stage - Tactics Source: SiriusDecisions, End User Tactic Survey Not Making the Cut
    • Direct Mail
    • Live Events
    • Search
    • email
    • Tradeshows
  • Buying Cycle Sirius Perspective: Prospective clients take a more proactive role in the middle stages of the buying cycle. Middle Stage - Sources Source: SiriusDecisions, End User Tactic Survey Analysis
    • In the middle stages of the buying cycles SiriusDecisions believes the prospect begins to do research for validation and supplier evaluation.
  • Buying Cycle Sirius Perspective: In the later stages of the buying cycles prospective clients are looking for confirmation. Source: SiriusDecisions, End User Tactic Survey Late Stage - Sources
  • Tactics In Buying Cycle All Stages - Tactics All Stages - Source Influence Research Advise Source: SiriusDecisions, End User Tactic Survey Stage Response Pattern Webinars Industry Analysts Trade Publications Peers Search Consultants Early Influence X X X X X Middle Research X X X X Late Advice X X X X X
  • Audience Analysis
  • Implications by Company Size Analysis
    • Where there is more difference is in the audiences and buying stage.
    • Trials, analyst reports and white papers are key tactics to focus on.
    Sirius Perspective: There is not a significant difference between small and large companies on the tactics they respond to. Implications by Company Size Source: SiriusDecisions, End User Tactic Survey 0 2 4 6 8 10 12 Trials/ Demos Online Events Trade Shows Analyst Reports White Papers Live Events $100M - $100M +
  • Audience Effectiveness Sirius Perspective: Marketing tactics should be applied based on audience response patterns. Tactic / Audience Analysis Source: SiriusDecisions, End User Tactic Survey 0 1 2 3 4 5 6 7 Champion Influencer Negotiator Evaluator Other Online Events Tradeshow Offers White Papers Live Events / Seminars Trials / Demos Analyst Reports
  • Key Findings
    • It is not the medium it is the message.
    • Message types have greater impact at different times in the buying cycle. (Educational, Solution Selection, Justification)
    • Different Tactics appeal at different times in the buying cycle.
    • Specific Tactics have greater appeal and impact on audience type.
  • Jackie Kiley Director, Corporate Marketing Sybase, Inc. [email_address]
  • About Sybase
    • Sybase is the largest global enterprise software company exclusively focused on managing and mobilizing information, from the data center to the point of action
    • Sybase companies: Mobile 365, iAnywhere Solutions, AvantGo, Solonde, Financial Fusion, Extended Systems, Avaki, isdd, Onepage, Dejima, Xcellenet
    INDUSTRY: Software, Technology EMPLOYEES: 4,000 GEOGRAPHY: Global, 60 countries PRODUCT(S) USED: SFA, Integrated with Eloqua Marketing Automation # USERS: 700
  • Session Topic Mktg Activities Sales Leads $ Influence Revenue Generating demand for your Company’s products or services
  • Prospect Purchase Consideration Phases across the experience continuum Learn Evaluate Propose Interest Purchase
    • Session will discuss supporting activities to take prospect along the consideration continuum and
    • How technology assists in that process
  • Experience Continuum vs. Point Campaigns Have YOU experienced the entire process of considering and purchasing your company’s products or services?
  • Leverage Technology Campaign Automation, eMail & Data Mgmt Report Generation Web Blogs, RSS Advertising Events/ Web/Seminars Email Direct Mail Automated Cultivation Campaign Conception
  • Generating Demand 1
  • Generating Interest Assist the prospect with their business challenges
  • Interest Tips
    • Collect business challenges
    • Become a trusted advisor
    • Add value at every interaction
    • Guide through consideration process
    • Assign inquiries into communities with owners
    • Configure Salesforce.com for communities’ experience continuum (owner controlled)
  • Control Community Touch Frequency: Configure Salesforce.com for email alerts Communities A new Campaign has been created in Salesforce that will target your community.
  • Generating Demand Inquiries Sales Ready Prospects $ Influence Revenue Cultivate the inquirers’ interest into true Sales ready prospects
  • Develop a Cultivation Plan
    • Value-based content over time
    • Adding value up front increases likelihood of purchase
    • Become a “virtual salesman”
  • Cultivation Plan Tips
    • Guide through the consideration phases with appropriate tactic and content
    • Don’t overwhelm with frequency of interactions
    • Ensure the interaction provides a value to the prospect
    • Include ability for the prospect to self-accelerate the consideration phases
    • Always provide the next step the prospect may take – it’s a continuous dialog
  • Jump Start Your Demand Funnel Contract with 3 rd party vendors for guaranteed leads: Set criteria:
    • Title
    • Industry
    • Geography
    • Project
    • Timeframe
  • Increase Event Participation Use a multi-touch Process Initial Invitation Yes No Confirm with reasons to attend Reminder with Easy Access Still Time with reasons to attend Sorry you couldn’t attend with replay & offer Register ?
  • Leverage Use of Auto-Responders Keep dialog going with real-time interest
  • 3 rd party voice lends credibility:
    • Validates you against competition
    • Provides benchmarks against industry peers
    Leverage Analyst Reports
  • Demand Tips
    • Develop standard and flexible lead flow (agreed with Sales)
    • Pass only “sales ready” leads to Sales reps
    • Configure Salesforce.com for visibility of campaign history
    • Configure Salesforce.com for re-engaged leads
    • Get a jump start on leads – contract for guaranteed leads (based on your criteria)
  • Maturing Leads 2
  • Maturing Leads Map out the prospect experience across the entire purchase consideration continuum
  • Sybase Example Mapping it Out – across the continuum eMail: “because you expressed interest in – we thought you’d like.. “
    • Based on source, offer & job function
    eMail/Web: “Sybase offers the faster warehouse with the lowest TCO on the market today – learn more” Call/Web: “IQ Assessment Benchmark” Promotions Business Case Presentation Template Sales Tool Learn Evaluate Propose Interest Purchase
  • Maturing Lead Tips
    • Map out the questions the prospect will need to answer
    • Map out the experience over time to present those answers (logically, guided)
    • Map out the messaging and materials at each phase
    • Materials geared to role and business challenge
    • Use “re-marketing and re-engaged” processes
  • Content Appropriate Provide an experience and materials appropriate to their business challenge, role, and industry
  • Prospect Begins Search Prospects Evaluates Potential Solutions Prospect Identifies Potential Solutions Prospect Purchases from supplier Prospect Presents “short list” suppliers Questions: Experience: Content:
    • What do they offer?
    • Are their customers achieving success?
    • Do they fit my need?
    • How can I easily evaluate/demo?
    • eMail & Web
    • Podcasts/Seminars
    • TM Calls
    • Sybase white paper
    • Seminar Pres
    • IQ spec sheets
    • Customer stories
    • Flash Demo
    • Ind. & analyst reports
    • Educational Tips
    • eMail & Web
    • Seminars
    • Podcasts
    • Industry white papers
    • Sybase product white papers
    • Customer stories
    • Assessment tests
    • Press releases
    • Who are the suppliers for my need?
    • What’s the scope of potential achievement?
    • Where do I stand?
    • How can I easily find out more?
    • Do they meet my expectations?
    • What do analysts say about them?
    • Is Company viable?
    • How do they compare?
    • Why should I choose?
    • What’s the cost?
    • eMail & Web
    • TM Calls
    • Sales Calls
    • Seminars
    • Features/Benefits
    • Gartner Quadrant
    • Fin. Press Releases
    • Competitive & Cost Comparisons
    • IQ Awards
    • Seminar Pres
    • Leading, solid product/company?
    • Recommended by customers and analysts?
    • Meets or exceeds my need?
    • Can afford to buy & implement?
    • eMail & Web
    • Customer, analyst references
    • Sales calls
    • IQ customer reference site
    • IQ Awards
    • Customer stories
    • Press releases
    • Seminar Pres
    • How can I easily purchase?
    • Can I purchase via Web site?
    • Who can I call?
    • Do they have a partner in my area?
    • Why buy now?
    • eMail & Web
    • TM & Sales Calls
    • Partners
    • 1800# provided
    • Sybase.com IQ
    • E-Shop IQ
    • Partner locator
    • Promotions or deals
    Sybase Example Prospect Experience Map Homework Exercise Learn Evaluate Propose Interest Purchase
  • Testing & Optimizing 3
  • Test, Improve, Test
    • Test segments prior to full-scale launch
    • Improve data to improve results
    • Share results across your enterprise
  • Test, Measure, Adjust: Execution, Offers, Media Channel
  • Monitor Real-time results
  • Leverage Campaigns Both Sales and Marketing
  • Sybase Example Tracking Who is Responding
    • Are they your targets?
    • Can you accelerate key contacts?
  • Testing Tips
    • Conduct A/B or multi-variant testing to small segments prior to full-scale launch
    • Test multi-tactics – integrated simultaneously or stages over time
    • Test multi-touch vs. single touch
    • Test results frequently and make pro-active adjustments – prior to campaign conclusion
  • Measuring Results 4
  • KPI’s & Trends over time Demonstrating marketing value means reporting influence on revenue
    • Growing the pipeline?
    • Closing deals marketing generated?
  • Leverage Results - Real time Reporting via Salesforce.com
  • Sybase Example Campaign Dashboard
  • Applying Learning's 5
  • Leverage Data for improvements Leverage insight from Sales already in Salesforce.com Win/Loss Data
    • Adjust lead criteria and flow model?
    • Adjust messaging and tactics?
  • 5 Key Takeaways
    • Map out the prospect experience and materials
    • Capture industry, role and business challenges to cultivate with relevancy
    • Test, adjust and improve continually; don’t wait to end to view results
    • Leverage analyst reports
    • Use Sales Win/Loss insight to improve your strategy & tactics
  • Jackie Kiley Director, Corporate Marketing eMail: [email_address] QUESTION & ANSWER SESSION