Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe

1. Demand Creation in
Europe: Current State
and Gap Analysis
Analysis and guidance based on
the SiriusDecisions EMEA Demand
Creation Survey
Julian Archer
Research Director
Demand Creation Strategies
julian.archer@siriusdecisions.com
Tel: +31 653392741

2. Five Ways to Grow
Markets
Entrance into – or expansion of – vertical, horizontal and/or geographic
segments using existing/new offerings
Buyers
Formal targeting of new buying centers and personas
Offerings
Launch of new products/services, or enhancement of the current portfolio
Acquisition
Purchase of other companies, or the incubation of new business units
Productivity
Maximizing efficiency, effectiveness and engagement
1
2
3
4
5
© 2014 SiriusDecisions. All Rights Reserved

3. Growth Initiatives For Demand Creation Leaders
SiriusDecisions is the leading global B2B research and advisory firm.
We deliver the actionable intelligence, transformative frameworks and
expert guidance that equip executives to modernize and elevate sales,
marketing and product business decisions every day.
Markets
• Relative Targeting
• Demand Creation Strategy
• Campaign Planning and
Execution
© 2014 SiriusDecisions. All Rights Reserved
Buyers
• Buying Cycle
• Persona-based Nurture
• Web Conversion Optimization
Productivity
Offerings
• Campaign Planning and
Execution
• Content Asset Architecture
for audience/offering pairings
• Trials
Acquisitions
• Process Integration
• MAP Rationalization
• Demand Center
• Lead Management Processes
• Service Level Agreements
• Waterfall Conversion and
Velocity Optimization

4. Source Data and Demand Creation Survey Methodology
France
Germany
Italy
NL
Nordics
Spain
Industry Segment
Professional services
Unspecified
Financial Services
Information Services
Healthcare
Computer/Teleco HW
Software – On-premise
© 2014 SiriusDecisions. All Rights Reserved
21.20%
Company EMEA € Revenue
12%
14%
20%
14%
09%
11%
>5BN
>1BN<5BN
>500M<1BN
>200M<500M
>40M<200M
<40M
Unknown
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
13%
14%
16%
13%
16%
13%
15%
0% 5% 10% 15% 20%
UK
Countries / Regions
18%
Primary Go To Maket Model
Direct Sales Force
Inside Sales Force
Third-Party Channel
Retail
Other
Source: SiriusDecisions EMEA Demand Creation Survey 2013
08%
07%
07%
04%
10%
17%
29%
00% 05% 10% 15% 20% 25% 30% 35%
Software – SaaS-based
13%
07%
20%
17%
43%
00% 10% 20% 30% 40% 50%

5. Four areas to improved demand creation results
1
Tactic
Mix
© 2014 SiriusDecisions. All Rights Reserved
2
Tracking
Demand
4
Lead
Quality
3
Marketing
Automation
Technology

6. Demand Creation Budget Allocation By Tactic
Online banner advertising
Email campaigns
Tradeshows
Live events (seminar / road show)
Direct mail
User conferences
Newsletter
Search engine optimization
Virtual events
Association marketing
Search keyword sponsorship
Contact list rental/purchase
Trials
White paper downloads
Online communities (external)
Content syndication
Demos
Videos
Online communities (internal)
© 2014 SiriusDecisions. All Rights Reserved
4.90%
4.70%
4.70%
4.60%
4.40%
4.20%
3.10%
2.80%
2.60%
2.50%
2.20%
2.10%
Source: SiriusDecisions EMEA Demand Creation Survey 2013
Tactic Mix
51.2%
2.00%
3.90%
6.60%
11.20%
10.40%
10.10%
12.90%
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%

7. Respondents’ Perceived Effectiveness of Tactics
Tactic Nordics
NL
ES
IT
FR
DE
UK
Email
camp.
38.4% 42.6% 51.7% 36.0% 56.0% 42.1% 40.0%
Trade-­‐
shows
39.0% 29.4% 31.0% 30.3% 40.5% 39.5% 34.1%
Live
events
31.5% 29.4% 42.5% 31.5% 39.3% 36.8% 44.7%
Online
banners
36.3% 25.0% 37.9% 37.1% 29.8% 30.3% 35.3%
User
conf.
28.1% 33.8% 28.7% 25.8% 22.6% 26.3% 30.6%
Direct
mail
20.5% 35.3% 29.9% 18.0% 27.4% 21.1% 24.7%
News-­‐
le=er
21.9% 25.0% 28.7% 22.5% 31.0% 30.3% 21.2%
SEO
18.5% 25.0% 20.7% 31.5% 19.0% 14.5% 25.9%
© 2014 SiriusDecisions. All Rights Reserved
Tactic Mix
Within top 5
per stated
country
% score within
stated country

8. Mismatch of Seller’s Perception and Buyer’s Actions
• Search the Internet
• Access Peers
• Internal Discussions
• User Conferences
• Trade Shows
© 2014 SiriusDecisions. All Rights Reserved
• Assign Team
• Engage With Vendor
• Case Study/Trials
• Peer Engagement
#4
• Committee
Engagement
Tactic Mix
• Trials/Demos/Case
Studies (ROI Content)
• Peer Engagement
Source: SiriusDecisions EMEA Demand Creation Survey 2013 & C level Buyer Person Survey 2013
BUYER
Education Solution Vendor Selection
1. Email Campaign
2. Live Events
3. Online Banner
4. Trade Shows
5. Direct Mail
1. Live Events
2. Direct Mail
3. Email Campaign
4. User Conference
5. Trade Shows
1. Live Events
2. Trade Shows
3. Email Campaign
4. Direct Mail
5. User Conferences
SELLER
Loosening
of the
Status Quo
Committing
to Change
Exploring
Possible
Solutions
Committing
to a Solution
Justifying
the
Decision
Making the
Selection

9. Tactic Mix
Analyze Tactic Influence Throughout the Buying Cycle
Opportunity created
Education Phase Solution Phase Vendor Selection
© 2014 SiriusDecisions. All Rights Reserved
Timeline (300 days)
Deal closed
Deal 1
CXO
Influencer
Champion
Ratifier
Deal 2
CXO
Influencer
Champion
Ratifier
Deal 3
CXO
Influencer
Champion
Ratifier
Analyst Report 1
Analyst Report 2
Event 1
Event 2
Inbound 1
Inbound 2
Inbound 3
White Paper
Executive Briefing
Webcast 1
Webcast 2
ROI Tool

10. Return on Investment and Demand Tracking
Ability to Determine
Measurement of Demand Waterfall Stages
# of inquiries (raw responses)
# of MQLs (marketing qualified leads) - an agreed
level between marketing and sales
# of MQLs to SALs or TALs (sales accepted or tele
# of SQLs (sales qualified leads - an opportunity
with an estimated value and time to close)
© 2014 SiriusDecisions. All Rights Reserved
45.70%
54.30%
Demand ROI
Yes
No
68.10%
Lead Source Tracking
49.10%
78.80%
Marketing
Tele
Sales / Partners
Source: SiriusDecisions EMEA Demand Creation Survey 2013
Tracking
25.44%
26.43%
21.20%
45.63%
40.89%
# SQLs to close
accepted leads)

11. Align Processes and Track Demand Through the Waterfall
The usual b-to-b scenario Best in class b-to-b scenario
80% No nurture/
qualification
100%
Sales accepts
everything /
nothing
3% - ??
Inefficient
use of sales
resources
10% - ?? Poor pipeline
dynamics
© 2014 SiriusDecisions. All Rights Reserved
Real lead 9.3%
qualification
85%
Strong
process that
is adhered to
62%
Sales
becomes
more efficient
Pipeline dynamics 29% - ??
improve
417 inquiries
to close 1 deal
70 inquiries to
close 1 deal
Tracking

12. MAP Utilization in Western Europe
MAP Usage
Lead nurture programs
Personalized content delivery
Social media monitoring
Lead scoring capabilities
Progressive forms
Personalized landing pages
Account scoring
Content reporting
Automatic lead conversion
Task creation
© 2014 SiriusDecisions. All Rights Reserved
14.94%
Plans to Implement
20.69%
25.29%
Source: SiriusDecisions EMEA Demand Creation Survey 2013
Technology
11.49%
19.54%
25.28%
37.93%
32.18%
32.18%
29.89%
34.48%
Partner acquisition
MAP Activities
27%
73%
Yes No
22%
78%
Yes No

13. Utilize Technology to Support Buyers Journey
Web site
Web content
management
Web analytics
© 2014 SiriusDecisions. All Rights Reserved
MAP
Technology
Contact
management
CRM
SFA
Behavior and
performance analysis
Pipeline
Marketing Database metrics
Campaign Mgmt
Lead delivery
Contact
information
Lead Mgmt
Advanced Features
Business Intelligence
• Deeper lead qualification
• More efficient and productive tele team
• Trigger-based, dynamic offer and message delivery
• Progressive profiling
• Automated, bidirectional delivery and routing
• Better visibility into key metrics
• Reduced complexity and shorter timeframes
• Trigger-based nurturing of rejected and disqualified
leads

14. Mismatch of Lead Quality and Demand Type
LEVEL 5 - Plus BANT
LEVEL 4 - Plus defining
requirements
LEVEL 3 - Plus need or interest
LEVEL 2 - Response and qualified
LEVEL 1 - A response
BANT
+
+
+
Lead Level
to Sales
12.0%
9.5%
24.9%
© 2014 SiriusDecisions. All Rights Reserved
company, audience
+
Lead
Level
25.7%
27.9%
Source: SiriusDecisions EMEA Demand Creation Survey 2013
Lead Quality

15. Demand Type
SiriusDecisions Demand Spectrum
DEMAND TYPE KEY CHARACTERISTICS KEY REQUIREMENT
New
Concept
© 2014 SiriusDecisions. All Rights Reserved
15
SiriusPerspective:
If sales and marketing can’t agree on what’s being sold, you can bet
that the functions will never be well aligned.
Established
Market
• Disruptive product / service
• No budgetary line item
• Requires issue creation
New
Paradigm
Market Leadership
• Retools existing process
• Solves current problem
better
• Replaces current line item
Process / Solution Change
• Necessary product / service
• Highly contested market
• Trying to steal market share
Competitive Positioning

16. Mismatch of Lead Quality and Demand Type
LEVEL 5 - Plus BANT
LEVEL 4 - Plus defining
requirements
LEVEL 3 - Plus need or interest
LEVEL 2 - Response and qualified
LEVEL 1 - A response
BANT
+
+
+
Lead Level
to Sales
12.0%
9.5%
24.9%
© 2014 SiriusDecisions. All Rights Reserved
company, audience
+
Lead
Level
25.7%
27.9%
Demand Type
40.1%
36.2%
23.7%
Established
Market
New
Paradigm
New Concept
Source: SiriusDecisions EMEA Demand Creation Survey 2013
Lead Quality

17. Assess: Teleprospecting’s Role
Lead Quality
Teleprospecting can play a significant role in improving the quality of
© 2014 SiriusDecisions. All Rights Reserved
Automation Qualified Leads (AQLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Generated
17
SiriusPerspective:
Marketing Qualification
Sales Qualification
Sales Generated
Leads (SGLs)
Close
Inquiry
Inbound Outbound
Teleprospecting Qualified
Leads (TQLs)
Leads (TGLs)
Sales Accepted
Leads (SALs)
Sales Qualified Leads (SQLs)
Won Business
leads passed to a receiving function.
1
Explicit
acceptance of
scored leads
3
Source leads
2 independently
Further qualify
system-scored
leads
4
Direct contribution
to pipeline
5
Direct contribution to
revenue

18. Assess: Are you ready for Lead Nurture?
Cultural bias against
disqualification
© 2014 SiriusDecisions. All Rights Reserved
Marketing Qualification
Automation Qualified Leads (AQLs)
Teleprospecting Accepted Leads (TALs)
Teleprospecting Generated
Sales Qualification
Close
Inquiry
Inbound Outbound
Teleprospecting Qualified
Leads (TQLs)
Sales Generated
Leads (SGLs)
Leads (TGLs)
Sales Accepted
Leads (SALs)
Sales Qualified Leads (SQLs)
Won Business
Lack of process visibility
Lead Quality
Poor lead definition
Lack of standard
disqualification reasons
Lack of service-level
agreements
Non-systematic nurture
streams

19. Key Takeaways and Recommendations
• Review spend allocation and avoid spreading budget too thinly across
various tactics
• Ensure tactics are aligned with buyer interaction preferences, avoid
simplistic and misleading tactic measurement approaches, and adopt
techniques appropriate for complex b-to-b buying environments
• European companies must take steps to improve the quality of demand
creation process control and tracking
• Mandate that “cold to close” processes and technology adoption drive a
transparent and shared view of the business activity using the
SiriusDecisions Demand Waterfall
• Incorporate appropriate lead qualification and utilize the concept of
demand type to enable delivery of an appropriate and agreed lead
quality to the sales function
© 2014 SiriusDecisions. All Rights Reserved

20. Thank You!
© 2014 SiriusDecisions. All Rights Reserved
Julian Archer
julian.archer@siriusdecisons.com
Jon Ticehurst
jonathan.ticehurst@siriusdecisions.com