5 Mistakes In B2B
Demand Generation


     May 19, 2009
The Panel….
Why Demand Generation?
The 5 Mistakes
1. Me, not you

2. One Time Events

3. Lists ≠ Leads
                          Oops!
4. Response Rates ≠ Re...
Mistake #1- All about me




   What                    Almost all websites say what we do
 Resonates
    With            ...
Mistake #1 Me

      “No one cares
       about your
       product
       except you.”
Buyer point of view
The Problem
Maybe a white paper
See the world differently
Single Tactic – Some Results

                 • Direct
                   Campaign

                 • Flat Envelope

   ...
On Going Program Approach
                 Results
                 •   Investment in Holistic
                     Custom...
Building Relationships
Mistake #3-Confusing Lists & Leads

Case Study
 Why do we consider that ‘Name’ a ‘Lead’?
    Because Salesforce.com says...
Mistake #4: Focusing on Response
        Rates vs Results
                 Advertising/Adwords
Case Study        campaign...
Mistake #5: Managing CEO Expectations
“Average CMO tenure is
 less than three years”
Spencer Stuart, February 2008
Demand Generation
                        Education, Process, Metrics     Q1 2009
                                        ...
Open Discussion

• Other Mistakes?

• Other Success Stories?

• Other Lessons Learned?
Contact Info
• Barbara Dondiengo, Level3
(720) 888-8341; barbara.dondiego@level3.com
• Ed Lemire, Acteva
(650) 222-0938, e...
Top 5 Mistakes In B2B
 Demand Generation
      Programs
      May 19, 2009
Top 5 Mistakes in Demand Generation
Top 5 Mistakes in Demand Generation
Top 5 Mistakes in Demand Generation
Top 5 Mistakes in Demand Generation
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Top 5 Mistakes in Demand Generation

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The 5 Biggest Mistakes in Demand Generation, presented at the CMO Thought Leadership Summit by Jeff Ogden of Find New Customers, Barbara Dondiego SVP of Level 3 Communications, and Ed Lemire, EVP of Acteva.

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Top 5 Mistakes in Demand Generation

  1. 1. 5 Mistakes In B2B Demand Generation May 19, 2009
  2. 2. The Panel….
  3. 3. Why Demand Generation?
  4. 4. The 5 Mistakes 1. Me, not you 2. One Time Events 3. Lists ≠ Leads Oops! 4. Response Rates ≠ Results 5. Managing CEO Expectations
  5. 5. Mistake #1- All about me What Almost all websites say what we do Resonates With Customers need to solve problems Customers? Mismatch
  6. 6. Mistake #1 Me “No one cares about your product except you.”
  7. 7. Buyer point of view
  8. 8. The Problem
  9. 9. Maybe a white paper
  10. 10. See the world differently
  11. 11. Single Tactic – Some Results • Direct Campaign • Flat Envelope • 2% Response
  12. 12. On Going Program Approach Results • Investment in Holistic Customer Cycle • Reduced Cost Per Lead, with Greater Response • Improved Process Adoption by Sales Team • Marketing As Thought Leader vs Executor
  13. 13. Building Relationships
  14. 14. Mistake #3-Confusing Lists & Leads Case Study  Why do we consider that ‘Name’ a ‘Lead’?  Because Salesforce.com says so!  Leads have many different life cycles  Assessing what type of Lead you have is paramount  True comparisons can be made once all assumptions are known  Demand generation to develop leads at each level increases overall conversion
  15. 15. Mistake #4: Focusing on Response Rates vs Results  Advertising/Adwords Case Study campaigns can be big culprits of mismatched expectations  Reach, Awareness, Shock Effect, Inquiries, Sales  What is the focus and goal?  Ultimately all comes down to Sales. But is everyone aligned?  When Marketing is excited and Sales is less than impressed, something is wrong  Leads…leads…leads….the results are great. Are they?  3% versus .02% became customers with simple change  Only be happy when sales is complaining less than normal about Leads
  16. 16. Mistake #5: Managing CEO Expectations
  17. 17. “Average CMO tenure is less than three years” Spencer Stuart, February 2008
  18. 18. Demand Generation Education, Process, Metrics Q1 2009 Demand Generation YT Inside Sales Insi Process Adoption Q1 Actual Q1 Target Q1 Score Process Adoption YTD Actual YTD • Review & Pct. Accepted Leads 94% 70% 134% Pct. Accepted Leads 94% Pct. Completed Leads 93% 50% 186% Pct. Completed Leads 93% % Qualified Leads 82% 40% 205% % Qualified Leads 82% Process Adoption Q1 Actual Field Sales Q1 Target Q1 Score Communicate Best Process Adoption YTD Actual Fie YTD Pct. Accepted Leads 60% 70% 86% Pct. Accepted Leads 60% Pct. Completed Leads % Qualified Leads 32% 24% 50% 40% 64% 60% Practice Pct. Completed Leads % Qualified Leads 32% 24% Lead Distribution Q1 Actual Q1 Target Q1 Score • Map to Sales Cycle Lead Distribution YTD Actual YTD 2-day lead distribution interval 96% 90% 107% 2-day lead distribution interval 96% IB Marketing • Set Specific Targets IB M Campaign Results Q1 Actual Q1 Target Q1 Score Campaign Results YTD Actual YTD Total Inquiries % Conversion 1331 39% 1300 20% 102% 195% • Measure End to End Marketing Qualified Leads % Conversion 1331 39% Sales Ready Leads 519 260 199.6% Sales Ready Leads 519 % Conversion 65% 60% 108% % Conversion 65% Sales Qualifed Leads 338 156 217% Sales Qualifed Leads 338 % Conversion 12% 20% 60% % Conversion 12% # of Opportunities 40 31 128% # of Opportunities 40 Opportunity $ Value (Stage 1-5) $ 84,318 $ 62,400 135% Opportunity $ Value (Stage 1-5) $2,000 $ 84,318 $ $2,000 each each % Conversion 0% 20% 0% % Conversion 0% # Opportunities Won 0 6 0% # Opportunities Won 0 Closed Sales $ Value $ - $ 12,480 0% Closed Sales $ Value $ - $
  19. 19. Open Discussion • Other Mistakes? • Other Success Stories? • Other Lessons Learned?
  20. 20. Contact Info • Barbara Dondiengo, Level3 (720) 888-8341; barbara.dondiego@level3.com • Ed Lemire, Acteva (650) 222-0938, elemire@acteva.com • Jeff Ogden, Find New Customers (516) 284-4930, jogden@findnewcustomers.net
  21. 21. Top 5 Mistakes In B2B Demand Generation Programs May 19, 2009
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