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Top 5 Mistakes In B2 B V6
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Top 5 Mistakes In B2 B V6

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Presentation given to about 50 Chief Marketing Officers at the CMO Thought Leadership Summit

Presentation given to about 50 Chief Marketing Officers at the CMO Thought Leadership Summit


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  • Transcript

    • 1. 5 Mistakes In B2B Demand Generation May 19, 2009
    • 2. The Panel….
    • 3. Why Demand Generation?
    • 4. The 5 Mistakes
      • Me, not you
      • One Time Events
      • Lists ≠ Leads
      • Response Rates ≠ Results
      • Managing CEO Expectations
      Oops!
    • 5. Mistake #1- All about me
      • Almost all websites say what we do
      • Customers need to solve problems
      • Mismatch
      • What Resonates With Customers?
    • 6. Mistake #1 Me
      • “ No one cares about your product except you.”
    • 7.  
    • 8. Buyer point of view
    • 9. The Problem
    • 10.  
    • 11.  
    • 12. Maybe a white paper
    • 13. See the world differently
    • 14. Single Tactic – Some Results
      • Direct Campaign
      • Flat Envelope
      • 2% Response
    • 15. 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
    • 16. Building Relationships
    • 17. 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
    • 18. Mistake #4: Focusing on Response Rates vs Results
      • Case Study
      • Advertising/Adwords 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
    • 19. Mistake #5: Managing CEO Expectations
    • 20.
      • “ Average CMO tenure is less than three years”
      • Spencer Stuart, February 2008
    • 21. Education, Process, Metrics
      • Review & Communicate Best Practice
      • Map to Sales Cycle
      • Set Specific Targets
      • Measure End to End
    • 22. Open Discussion
      • Other Mistakes?
      • Other Success Stories?
      • Other Lessons Learned?
    • 23.  
    • 24. Contact Info
      • Barbara Dondiengo, Level3
      • (720) 888-8341; [email_address]
      • Ed Lemire, Acteva
      • (650) 222-0938, [email_address]
      • Jeff Ogden, Find New Customers
      • (516) 284-4930, jogden@findnewcustomers.net
    • 25. Top 5 Mistakes In B2B Demand Generation Programs May 19, 2009

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