5 Strategies for B2B Marketing in a Downturn
 

5 Strategies for B2B Marketing in a Downturn

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An economic slowdown is actually a great time to give your marketing a boost, in quality if not in quantity. ...

An economic slowdown is actually a great time to give your marketing a boost, in quality if not in quantity.

This presentation outlines 5 strategies for B2B marketing in a downturn:

- How to use lead management to maximise the value of every lead
- Give your programs a lift with social media
- Ramp up your content marketing
- Align sales and marketing
- Use marketing analytics to help you spend your budget wisely

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5 Strategies for B2B Marketing in a Downturn 5 Strategies for B2B Marketing in a Downturn Presentation Transcript

  • Five Strategies for B2B Marketing in a Downturn 6 December 2012 Liz Smyth EMEA Marketing Director @lizsmyth© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • “I WAS ASKED WHAT I THOUGHT ABOUT THE RECESSION. I THOUGHT ABOUT IT AND DECIDED I DID NOT WANT TO TAKE PART” SAM WALTON, FOUNDER WAL-MARTPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo in a Nutshell • Thought leader driving the market agenda • 2200+ customers in 35 countries • Built on customer adoption & success • Furious pace of product innovation • Fastest growing vendor in category Salesforce - Best #28 Most Promising #1 Fastest Growing Marketing Solution Industry ThoughtMarketing Automation & Company in America Private Silicon Valley Winner Leadership Best Chatter Exchange Co. (Wylie, May 2012)Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Changing Buyer INFO SCARCITY INFO ABUNDANCE SALES REP SALES REPPage 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • DID YOU START HERE?Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Buyers are in Control!Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The New Buying Funnel Marketing Awareness Marketing Interest Consideration Intent Sales Evaluation Sales Purchase Then Now Steve Patrizi. (2012, October 23). The New Marketing & Sales Funnel [Blog post]. Retrieved from http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Your Life is Getting More & More ComplexPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Resources are Tighter Than Ever! 22% Marketing budget remains at about 2% of revenue Base: 534 B2B high-tech marketing executives at companies with 100 or more employeesPage 9 © 2012 Forrester Research, Inc. Reproduction Prohibited© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing is Transforming • Buyers are in control • Time & resources are tighter than ever • Marketing channels are complicated • CMOs are accountable for revenuePage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • “IT’S NOT THE STRONGEST SPECIES THAT SURVIVES, OR THE MOST INTELLIGENT, BUT THE ONES WHO ARE MOST RESPONSIVE TO CHANGE.” CHARLES DARWINPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo’s Revenue Cycle Engaged Prospect Awareness Name Sales Lead Lead Friend Opportunity Customer Nurturing Database Generate Awareness Develop Relationships and Brand Preference Until Sales Ready (Email, Social, Offline)Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • A Single, Integrated Revenue Process MORE PROSPECTS: Excel at inbound, social, and content marketing RELATIONSHIP NURTURING: Educate and MARKETING: Enhance win the minds of self- upsell, cross-sell, and directed buyers retention PREDICTIVE ANALYTICS: SCORING: Detect andAchieve integrated ―whole- Revenue exploit buying signals funnel‖ forecasting; instantly Platform optimize investments SALES INSIGHTS: Integrated SALES PRIORITIZATION:visibility & action for sales and Spend sales & marketing marketing with CRM systems time on most likely buyers END TO END MEASUREMENT: Measure program performance and revenuePage 13 impact© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Five Horsemen of Opportunity Spark Corporate Mid-Market Enterprise Small-Biz 10-100 101-1,500 1,500+ % Marketing-Led 100% 84% 80% 78% % Inbound 65% 42% 31% 32% % Demand Gen 30% 24% 23% 27% % Teleprospecting 0% 12% 22% 12% % Referral 5% 6% 3% 6% % Sales-Led 0% 16% 20% 22%Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Inbound and Content Marketing – Ramp it up!© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketing as a Content Publisher Risk Reduction Brand Awareness Social Scoring Blogs Resource Center Definitive Guides Webinars VideoPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Types of Content Early Stage Thought leadership and best practices to build brand and awareness Middle Stage Buyers guides, RFP templates and industry information to help structure research Late Stage Company-specific information to help evaluate and reaffirm selectionPage 17© 2012 Marketo, Inc. Content must always be relevant and helpful Marketo Proprietary and Confidential
  • Visual Content Helps Stand Out 136,000 3,000 views tweetsPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Demand Generation with Social Boost© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • “MARKETING AND INNOVATION CREATE RESULTS. ALL THE REST ARE COSTS.” PETER DRUCKERPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Prospect Generation: 12 months Months Source Prospects Invest- % Lead Velocity Opp Index ment 12 mo (Days) Lead to 3rd Party Email Blast 19,039 $43 30% 147 0.2 Trade Show 12,619 $53 29% 153 1.0 Paid Social Media Ad 4,319 $65 30% 72 0.1 Virtual Trade Show 4,120 $40 32% 213 1.6 Paid Webinar 3,849 $63 36% 156 0.4 Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8 Content Syndication 2,302 $126 40% 178 0.2 AppExchange 1,306 $26 80% 26 0.9 Website/Inbound 3,352 57% 75 2.8 Referral / WOM 179 36% 158 10.9 Sales Prospecting 440 28% 108 3.6 Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Automation Enables Scale 40+ Programs a Month Set and Use Tokens Integration 25 Clone Best- to Practice Reuse TemplatesPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Making Every Campaign Social Social Lift Social Lift Reach & Engagement Social Lift Social Lift Social Lift Social Lift Website Landing Email Facebook Events Pages Paid Ads PagesPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Test & Tune With Social Funnel Metrics Measuring Success Traffic, Interaction, Sharing, Conversions and ReachPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Use Lead Management to Maximise the value of Every lead© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Why nurture leads? MQL Prospect & SAL All Names Recycled Engaged SQL Sales Lead Lead Lead Opportunity Nurturing • % new Prospects not sales-ready: 81% • Prospect to Lead time: 123 days average • % Slow Leads: 66%Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Lead Nurturing Relevance 1. BUYING STAGES 2. PERSONA • Early (Pre-MQL) • Molly Marketer • Mid (MQL) • Sam Sales • Late (Opportunity) • Jack Executive • Customer 3. DYNAMIC CUSTOMIZATION • Industry Wrappers • Size Specific Examples • Localization Get The “Definitive Guide to Lead Nurturing”Page 28 http://bit.ly/DGtoLN© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer • Data append Fit • Demographics Are you • Data quality • Firmographics interested in • Corporate email • BANT them? • Location Interest • Latent behaviors Are they (engagement) • BANT interested in • Active behaviors (sales you? readiness) Get The “Definitive Guide to Lead Scoring” http://bit.ly/DGtoLSPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Identifying Marketing Qualified Leads for SDRs Super- 21+ Target Lead Lead Lead 9-20 Target Lead LeadFit 2-8 Other Lead <2Interest Engagement <20 20+ 45+ 90+ Buying Intent <6 6+ 13+ 19+Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Sales InsightPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Proving — and Improving — Marketing’s Impact on Revenue© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Spend Wisely First-touch allocation, multi-touch allocation, investment, volume, etc Screenshot: Marketo Revenue Cycle AnalyticsPage 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Model the Full Revenue Cycle Screenshot: Marketo Revenue Cycle AnalyticsPage 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Filter/Drill into data, e.g. by SLA violations Program Type, Business Unit, Geography, etc.Screenshot: Marketo Revenue Cycle AnalyticsPage 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Marketo Revenue Cycle Metrics New Customers ($5,000) • Lead to Sales Lead: 10% • Sales Lead to Opp: 74% • 1.4 people per Opp Opportunities 1,000 Leads = 54 Opps Lead Type Variants 200 / mo • Business Unit ($1,860) • Source • Channel Leads 3,700 / mo ($101) 27,000 / mo 4.5% / month 75% Paid Names 19% ($14) Active Prospect 24% Prospects Database Unpaid 319K Total Names 6,500 / mo ($57) 81% 55K Prospects ($0) Inactive 10% (Last 6 36% engaged x 66% qualified Months)Page 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • The Five Strategies 1. Use content to help leads find you 2. Leverage influence marketing to give every campaign a social boost 3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential 4. Align with Sales – Fit and interest are required for “win-ready” leads 5. Use analytics to turn marketing from a cost center into a revenue driverPage 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • “GOVERNMENTS DON’T END RECESSIONS. ECONOMISTS DON’T SORT IT OUT. POLITICIANS DON’T GET THINGS MOVING. ENGINEERS DON’T INVENT THEIR WAY OUT. MARKETERS HAVE ENDED EVERY RECESSION AND THEY WILL END THIS ONE” RICK SEGAL, CEO GYRO HSRPage 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • Contact Me Marketo EMEA Ltd. LIZ SMYTH Cairn House Director Marketing South County Business Park lizs@marketo.com Leopardstown, Dublin 18, Ireland @lizsmyth Direct: +353.1.242 3000 blog.marketo.com www.marketo.comPage 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • “THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT.” PETER DRUCKERPage 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential