The New Rules of B2B Lead Management Every Agency Must Know
 

The New Rules of B2B Lead Management Every Agency Must Know

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The New Rules of B2B Lead Management Every Agency Must Know The New Rules of B2B Lead Management Every Agency Must Know Presentation Transcript

  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe New Rules of B2B Lead ManagementEvery Agency Must Know
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialYour SpeakersPeter O’NeillVP & Principal AnalystForrester ResearchMark SheridanVP, Business Development & ChannelsMarketo
  • Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQuick Housekeeping• Chat box is available if you have anyquestions• There will be time for a Q&A at the end• We will be recording the webinar forfuture viewing• All attendees will receive a copy of theslides/recording
  • Page 4© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialAgendaRevenue acceleration opportunity• B2B marketing matures from lead generation torevenue acceleration• The emergence of digital marketing service providers• Realizing the revenue acceleration service opportunityMarketing automation in action• Case study examples of agency success• Marketo Agency Program
  • Page 5© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe “Funnel” then
  • Page 6© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe “Funnel” now
  • Page 7© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSo B2B marketing adjusts to a newengagement modelSource: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester reportOfferFulfillRespondSeller BuyerOldMarket interactionsbased on offers
  • Page 8© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialOldMarket interactionsbased on productsNewMarket interactions basedon business outcomesScale with media Scale with social and digitalmediaSource: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester reportToday’s buyers have declared theirinteraction process
  • Page 9© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialPurchaseSALES INTERACTIONSMarketing must guides buyers throughthe complex journey to a decisionMARKETING INTERACTIONSSOCIAL & DIGITAL INTERACTIONSAwarenessPlan andscopeSelectvendorNeed
  • Page 10© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialForrester calls this the Lead-To-Revenue Management Business ProcessDecember 2011 “Automating Lead-To-Revenue Management”
  • Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Forrester Research, Inc. Reproduction Prohibited 11B2B marketers remain in their contentcomfort zone“Which of these are your four most effective B2B demand management tactics for nurturing?”Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics AndBenchmarks Online Survey
  • Page 12© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMarketing content must get „outside in“
  • Page 13© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialBuyers’ needs vary through the life cycleFebruary 2013 “Rethink Marketing In The Buyer’s Context”
  • Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Forrester Research, Inc. Reproduction Prohibited 14Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2BMarketing Organizations And Investments SurveyB2B marketers now focus on revenueacceleration“What are the most important measurements for your marketing team?”
  • Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential© 2013 Forrester Research, Inc. Reproduction Prohibited 15But content marketing is hard for B2Bmarketers“What is your biggest content marketing challenge?”9%10%11%12%13%13%33%Lack of interdepartmental agreementabout content strategyCost to produce contentDeveloping a content strategyCollecting content usage statisticsTalent to produce contentProducing engaging contentGetting the right customers/prospectsto view the contentBase: 181 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employeesSource: Q4 2012 Global B2B Technology Marketing Tactics And Benchmarks Online Survey
  • Page 16© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTwo budgets for marketing technologyand services!
  • Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential Marketing organizations have historically outsourced many of theirfunctions to external agencies:– Creative work around advertising campaigns and even branding– Media planning and buying– Emailing and direct response campaigns– Websites, portals, intranets, eCommerce websites . . . More than 40% of B2B high-tech companies* areexpanding their external spending in:– Community and interactive marketing.– Lead origination.– Branding and awareness.– Lead nurturing.Digital marketing services are typicallyoutsourced*Source: Q4 2010 North American And European B2B Marketing Organizations And Investments Online Survey
  • Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential“Which types of agencies do you currently work with to help with your company’s/brand’s interactive marketing?”“Full service” include some IT competencies, which most interactive agencies do not have.The plethora of marketing agenciesSource: May 27, 2011, “How To Optimize Your Interactive Agency Roster” Forrester report
  • Page 19© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialInteractivemarketingAdvertisingSearchmarketingMarketing-centric agenciesSystemsintegratorseBusinessspecialistsApplicationsconsultantsIT-centric consultants and systemsintegrators Pure players are emerging, but the majority of contenders come from various backgrounds,working to fill in their competency gaps. Marketing-centric agencies: Examples: Ogilvy & Mather, DDB Worldwide Communications Group, PublicisGroup, WPP . . . IT-centric agencies: Examples: Logica, IBM, Accenture, Sapient . . .DigitalmarketingserviceproviderA new agency model emerges for digitalmarketing
  • Page 20© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThe digital marketing service providerof the future Strategy– Influencing enterprise marketing strategy– Providing marketing communications strategy Creation– Providing creativity for marketing and even product design UX– User and customer experience Technology services– Architecture, development, and integration Performance– Customer acquisition, retention, web and marketing analytics International project management– Enterprisewide: geographies, business units and departments
  • Page 21© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …New B2B marketing service opportunities
  • Page 22© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialContent marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …New B2B marketing service opportunities
  • Page 23© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialDigital experience services More than just marketing Enhances sales and service experience (internally) Advises and contributes to the end user experience aswell as the buyer„s Helps client transform to full customer experience provider …Future B2B service opportunities
  • Page 24© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThank youPeter O’Neill+1 650.387.5648+49 (0)69.9598.9239blogs.forrester.com/peter_oneillponeill@forrester.comTwitter: @poneillforr
  • Page 25© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMark SheridanVP, Business Development & Channelsmsheridan@marketo.com
  • Page 26© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialHow Marketing Automation Helps Agencies• Grow your business• Win more clients• Create new services and revenue streams• Enhance best practices, build re-usable IPand repeatable processes• Make your customers more successful• Deliver better results, faster, to existingclients• Benchmark your performance• Demonstrate your impact on businessmetrics
  • Page 27© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMARKETSTAR DELIVERS CLIENTSMORE SALES-READY LEADSSOLUTIONRESULTS• For more than 25 years, MarketStar hasdemonstrated authority in sales and marketingoutsourcing, go-to-market strategies and data-driven intelligence• 3,458 associates in 60 countries speaking 40languages• Looking for more effective ways to produce leadsfor its clients• Massive lists of leads with no recent contact;hard to segment and revive• Sales force spending too much time on low-quality, unqualified leads• Marketo selected for enterprise-levelrobustness, seamless CRM integration and thoughtleadership• Created single lead nurturing path for more granularlead tracking, scoring and transparency by verticalsectors• Expanded leads from 400 to 45,000 for one clientand qualified more than $3 million in incrementalopportunities within 6 months• Sales teams focused on more sales-ready leads• Rejection rates significantly decreased – 90% withone customer“MarketStar was able to nurture andexpand leads from 400 to 45,000for one client and qualify more than$3 million in incrementalopportunities within 6 months.”Vaughn AustVP of Digital Solutions at MarketStar, an Omnicom agencyCOMPANY HIGHLIGHTSCHALLENGES/OPPORTUNITIES
  • Page 28© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTELEVERDE ACCELERATESREVENUE THROUGH PIPELINESOLUTIONRESULTS• Provides end-to-end marketing and salessolutions that make B2B sales pipelines strongerand faster• Generated over $4B in revenue for clients• Needed a more sophisticated and relevant wayto reach buyers• Saw opportunity to help clients enhance buyertouch points and move revenue through thepipeline faster• Marketo selected for total cost of ownership, easeof use and Salesforce integration• Integrated Marketo with tele-sales system, givingagents full exposure to buyer digital “bodylanguage” for more relevant dialogs• Accelerated pipeline that drives more net newbusiness for clients• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back intopipeline-8% to 12% uplift in marketingcampaign results-Over $12 million in recycledleads back into pipelineBryan EhrenfreundVP of Digital StrategiesCOMPANY HIGHLIGHTSCHALLENGES/OPPORTUNITIES
  • Page 29© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialTELEVERDE ACCELERATESREVENUE THROUGH PIPELINESOLUTIONRESULTS• Provides end-to-end marketing and salessolutions that make B2B sales pipelines strongerand faster• Generated over $4B in revenue for clients• Needed a more sophisticated and relevant wayto reach buyers• Saw opportunity to help clients enhance buyertouch points and move revenue through thepipeline faster• Marketo selected for total cost of ownership, easeof use and Salesforce integration• Integrated Marketo with tele-sales system, givingagents full exposure to buyer digital “bodylanguage” for more relevant dialogs• Accelerated pipeline that drives more net newbusiness for clients• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back intopipeline-8% to 12% uplift in marketingcampaign results-Over $12 million in recycledleads back into pipelineBryan EhrenfreundVP of Digital StrategiesCOMPANY HIGHLIGHTSCHALLENGES/OPPORTUNITIES
  • Page 30© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialMarketo Agency Program• Marketing Automation as a managed service• “Stickier” services drive more value for clients• Graduate from email marketing• Maximize website launch results• Optimize outsourced sales programs• Training & enablement to build your practice• Join 50+ of the world’s leading agencies• Learn more:http://www.marketo.com/partners/marketo-for-agencies.php
  • Page 31© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialQ&AThe New Rules of B2B Lead ManagementEvery Agency Must Know
  • © 2012 Marketo, Inc. Marketo Proprietary and ConfidentialThank you!