Top 5 Demand Generation Strategies

Top 5 Demand Generation Strategies Rich Eldh, SiriusDecisions Jackie Kiley, Sybase, Inc. Track: Marketing Executives

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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

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Top 5 Demand Generation Strategies

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