Deadly sins of demand generation for b2b marketing: uncut

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Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides.

Here's the first six sins (see the presentation for number seven!):
One: data: we didn’t know you existed
Two: Brand: you didn’t know we existed
Three: Content: we tried to appeal to everyone
Four: Calls to action: we left you on your own
Five: Sales alignment: no-one followed up the leads
Six: Focus: we didn’t have time to equip sales to sell

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  • This is subtly different than only targeting people with content relevant to where you believe they are in their buying process – because they could easily be off elsewhere researching with a competitor and have moved on through the process since they last responded to you.
  • Rather than try to appeal to everyone, we need to think about where the people are that we want to reach.
  • Deadly sins of demand generation for b2b marketing: uncut

    1. 1. THE DEADLY SINS (because best practice is too easy…) Paul Everett @TMPeverett
    2. 2. ONE: DATA CAN WAIT “SORTING OUT YOUR DATA IS LIKE FLOSSING YOUR TEETH. YOU KNOW YOU SHOULD DO IT DAILY, BUT SOMEHOW THERE’S NEVER TIME.” KERRI WELLS, DIRECT PRODUCER, AXA WEALTH
    3. 3. SCALE OF THE CHALLENGE Existing customer and prospect data Research Customer surveys and analysis One off campaigns CRM Sales data 30,000 contacts Industry data sources and feeds Sales data analysis (Best customer characteristics ) SAS analytics Sales process analysis Segmentation models Broader market research and competitor analysis Behavioural Demographic Email system over 1,000,000 records
    4. 4. MAKING DATA USEFUL Messaging matrix Campaign plan Who to talk to Email campaign management SFDC (CRM system) Online tracking Single view of each contact Personalisation Campaign history Behaviour Next best action What mechanism How to personalise How to score De-dupe and clean On-going campaign execution Response tracking Reporting Contact history tracking
    5. 5. THE RESULTS
    6. 6. TWO: IT’S ABOUT DEMAND, NOT BRAND “MEN DECIDE FAR MORE PROBLEMS BY HATE, LOVE, LUST, RAGE, SORROW, JOY, HOPE, FEAR, ILLUSION, OR SOME OTHER INWARD EMOTION, THAN BY REALITY, AUTHORITY, ANY LEGAL STANDARD, JUDICIAL PRECEDENT, OR STATUTE. “ CICERO
    7. 7. BRAND DEMAND “High level bollocks” “Cold calling randomness” “Where’s the ROI?” “Why aren’t we winning bids?” We separate brand and demand too much. Brand doesn’t get the benefit of the real issues people are talking about. Demand doesn’t get the benefit of picking up seamlessly from brand.
    8. 8. DEMAND BENEFITS FROM (AND DRIVES) BRAND
    9. 9. FOR EXAMPLE…
    10. 10. THREE: THE MORE CHANNELS THE BETTER “THE ROAD TO HELL IS PAVED WITH GOOD INTENTIONS.” VIRGIL
    11. 11. COMPLETE GUT FEEL! • Too few channels (under 3?) and you don’t get the impact • Not everyone’s going to open your email… • Too many (over 6?) and you don’t get the impact • Less is more – not every campaign needs a Pinterest board…
    12. 12. INSIDE SALES Fully integrated calling is the secret… Calling is not something you do only after someone responds – identify the people you should be calling whether they are in the 2-20% of people responding to email or not! Integrated with sales/account managers – overcomes so many potential qualification and follow-up issues Integrated with Creative team – straight feedback about messaging and audience Client Sales Marketing Leads Nurtures Programme direction TMP Callers Client Services
    13. 13. FOUR: BE MORE APPEALING “YOU OFTEN MEET YOUR FATE ON THE ROAD YOU TAKE TO AVOID IT.” KUNG FU PANDA
    14. 14. WHO ARE WE FOCUSED ON? • Don’t worry about a specific message if it will be compelling to the people you’re focused on • It’s not always about getting the most people possible to open an email • But there needs to be a valuable, natural next step to take – otherwise the job is only half done
    15. 15. TOO MUCH, TOO POINTLESS
    16. 16. WHERE ARE THEY IN THE PROCESS? • What do they think now? • What do they need at this stage? • What do we want them to think? • How do we sell the next step?
    17. 17. FOR EXAMPLE…
    18. 18. FIVE: LET THE BUYER MAKE THE MOVES “TECHNOLOGY BUYERS ARE TWO-THIRDS OF THE WAY THROUGH THEIR BUYING PROCESS BEFORE THEY ENGAGE WITH VENDORS’ SALES TEAMS.” FORRESTER
    19. 19. DOESN’T MEAN YOU CAN’T PROMPT THEM… • 70% of customers want to talk to sales during the epiphany, awareness, and interest stages: when they’re information-grazing, when they first learn what you can do, and when they put you on the shortlist • ITSMA, 2012
    20. 20. WON’T THAT CHANGE WITH GEN Y DECISION MAKERS? • Social buyers – younger executives - see more value in engaging with salespeople all along the timeline, and especially when salespeople act in consultative roles. Traditional buyers tend to put salespeople into a traditional box. B2B social buyers emphasize such roles as “challenge my thinking,” “provide unique perspectives,” and “educate me on issues and opportunities in my industry.” • ITSMA, 2012
    21. 21. SIX: ALIGN TO SALES “46% OF MARKETERS WITH MATURE LEAD MANAGEMENT PROCESSES HAVE SALES TEAMS THAT FOLLOW UP ON MORE THAN 75% OF MARKETING-GENERATED LEADS.” FORRESTER
    22. 22. SIX: ALIGN TO SALES “WELL OVER HALF OF THE LEADS THAT ‘MATURE’ MARKETING PROVIDES AREN’T FOLLOWED UP.” NOT FORRESTER
    23. 23. SIX (A): WHY AREN’T LEADS FOLLOWED UP? • With the wrong company • For the wrong proposition (do we actually understand what sales are bonused on?) • At the wrong qualification (is BANT too rigid? Is ‘showed an interest’ too loose?) • Through the wrong sales management process • Have we explained our programme and our 2-way SLAs with sales? • Is handover a black and white line rather than a 10/90 shared responsibility?
    24. 24. SIX (B): WHY AREN’T LEADS CONVERTED? • We think of campaigns starting and ending with marketing, not following through to: • sales education and enablement • sales pipeline acceleration
    25. 25. THE SIN: ALIGN TO SALES THE VIRTUE: ALIGN WITH SALES BOTH SIDES NEED TO CHANGE, AND MARKETING HAS A ROLE IN EACH ONE
    26. 26. SEVEN: START OVER AGAIN NEXT YEAR LEARN FROM THE GOOD AND THE BAD
    27. 27. THANK YOU Paul Everett @TMPeverett peverett@themarketingpractice.com

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