Forrester bd webinar 6 Nov 2013
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Forrester bd webinar 6 Nov 2013

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I gave this free webinar to European Field Marketing and Operations staff of our Premier Accounts - the large IT Vendors.

I gave this free webinar to European Field Marketing and Operations staff of our Premier Accounts - the large IT Vendors.

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  • Forrester Folks, I am trying to promote the research to the tech vendors who are only BT clients or only using the BT research….
  • Forrester Folks, I am trying to plug the value of Inquiry
  • Note to Paul… I’ll be showcasing this report and mentioning that it is available to Forrester clients. LATER you can refer back to this report and say that you think it’s so revolutionary and brilliant (oh, geez, thanks!) that you’ve made licensedDistribution rights for your customers…
  • To make this multi-speaker program transitions smooth, I am going to use this device, consistently, to transition to our guest panelists.Here I’ll Introduce Act-On with a request that they talk about how they used a Forrester TLP as a tactic to “ATTRACT”….
  • To make this multi-speaker program transitions smooth, I am going to use this device, consistently, to transition to our guest panelists.Here I’ll Introduce Sales Engine with a request that they talk about how they used a Forrester Reprint as a compelling content offer to generate conversions
  • To add or remove rows in the table:Select the table. Your cursor will change to an icon of two lines and an arrow above and below will appear on mouse-over of the baseline of the row.Right-click and select INSERT > ROW BELOW. Or DELETE ROW.To add a row after the last row, you can press [Tab], and the cursor will go to a new row.Highlighting new areas:Select the bracket group from the right bracket. Hold SHIFT and pull cursor down over the next bullet item. Select the previously highlighted text and in the HOME tab unclick the [B] button for bold, and click on the [A]buttonand choose the gray swatch (Gray-50%, Accent 5) second to last in the top row of the palette. Select the text for the newly highlighted area and click the [B] button for bold, and click on the [A]buttonand choose black.

Transcript

  • 1. Making Leaders Successful Every Day
  • 2. Accelerate Revenues For Technology Products And Services In Europe Peter O’Neill, Vice President & Principal Analyst Forrester Business Development Webinar For EMEA Clients November 6, 2013
  • 3. © 2009 Forrester Research, Inc. Reproduction Prohibited
  • 4. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 4
  • 5. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 5
  • 6. Changes in technologies plus behavior Social media Video Mashups Podcasts Dialog Chat Wikis Discussions Social Rich Blogs networks media Community Customer engagement Usergenerated content Virtual trade shows Virtual worlds Participation Webcasts Shared bookmarks Advergames Social network marketing Tagging/voting Web 2.0 Groundswell Content sharing Viral
  • 7. The Social Technographics® ladder Active behaviors Passive behaviors Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 8. European technology buyers adopt social media for business purposes European online adults, for any purpose* European BT decision-makers, for business purposes 24% 60% 28% 53% 31% 80% 21% 67% 53% 82% 69% 99% 22% 78% of European BT Decisionmakers engage in some form of social activity while working. 1% Base: 14,110 Euro-5† online adults Source: European Technographics Online Benchmark Survey, Q3 2012 † Euro-5 is Germany, France, Italy, Spain, UK © 2012 Forrester Research, Inc. Reproduction Prohibited Base: 1,960 European BT decision-makers at companies with 100-plus employees
  • 9. Social media by country July 2013 “The Social Behaviors Of Your B2B Customers”
  • 10. Social catalyzes interactions between sellers and buyers Old Market interactions based on products New Market interactions based on business outcomes Scale with media Scale with social media and communities Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 11. Social influences buyers’ decisions in differing degrees “Across each stage of the adoption process, which of the following sources of information influences your decision-making?” 35% 30% Blogs 25% 20% Online video Professional social networking sites 15% Support/discussion forums 10% Virtual events/ trade shows Facebook 5% 0% LinkedIn Twitter Awareness Scope Plan Select Implement Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees Source: Q1 2011 US And European B2B Social Technographics ® Online Survey For Business Technology Buyers © 2012 Forrester Research, Inc. Reproduction Prohibited Roll out
  • 12. The “Expectation Gap” is wider in Europe October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 13. Potential Employees Weigh Technology Access In Job Selection Criteria October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 14. European employees are less loyal than you think October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 15. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 15
  • 16. What is lead-to-revenue management? L2RM is everything that we, as marketers, do to engage our customers on their journey from need to value. As we engage, we learn more about them and develop a relationship for our company as a trusted advisor and supplier. And it’s the process we develop to optimize customer engagement. 16
  • 17. The LeadTo-Revenue Playbook © 2012 Forrester Research, Inc. Reproduction Prohibited 17
  • 18. Why L2RM matters “Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” Acquire and retain customers 31% 42% Grow overall company revenue 31% 42% Address the rising expectations of customers and improve customer satisfaction 23% Lower the firm's overall operating costs 24% 45% 39% Improve the firm's ability to innovate 17% 39% Grow in emerging markets 19% 32% 22% 29% Comply with government regulations and requirements Address rising competition for your products/services Manage brand consistency globally 14% 11% 35% 29% Critical priority High priority Base: 2,191 global business decision-makers in firms with 1,000-plus employees Source: Forrsights Business Decision-Makers Survey, Q4 2012 18
  • 19. There is room for improvement On average, B2B marketers are generating 40% of the sales pipeline. What percentage of your pipeline is marketing sourced? 19% 18% 16% 13% 11% 8% 7% 3% 3% 0% 0-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100% Base: 216 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 US And Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  • 20. Success is not coming from putting more into this output machine! Average conversion ratios from Forrester’s research MQL Top performers Pipeline Won deal 32% 32% 28% 26% 0.75% (N = 211) All SQL End-toend (N = 196) (N = 201) (N = 195) 39% 37% 34% 32% (N = 65) (N = 58) (N = 59) (N = 58) 1.54% You can’t get there from here! Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 US And Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  • 21. What’s going wrong? © 2012 Forrester Research, Inc. Reproduction Prohibited 21
  • 22. Most common inquiries on L2RM Why don’t my email campaigns work anymore? How can I get some lift from social? © 2013 Forrester Research, Inc. Reproduction Prohibited Help me improve conversions! How can I better leverage inside sales?
  • 23. Most common inquiries on content marketing Collateral just sits there and ages. Few people read our blogs. © 2013 Forrester Research, Inc. Reproduction Prohibited Landing pages are unvisited. Communities are not joined.
  • 24. It’s time for a new approach. © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  • 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  • 26. It’s not about . . . . . . moving masses of “leads” through a sequential process of attrition until tens or hundreds of deals emerge. Attract Capture Nurture Sell Expand 26
  • 27. Our goal now is to . . . . . . take a single lead through an optimized process ... . . . and then repeat that process hundreds or thousands of times. 27
  • 28. Generation of on-target inbound traffic Target buyer profiling is developed. Targeted go-tomarket campaign strategy is developed. SEO: Optimize site for organic search. Engage prospects in social media. Develop and execute an outbound campaign strategy. Targeted inbound traffic is generated. Create visibility through public relations. A targeted lead is captured. A marketing qualified lead is created. Create visibility through print advertising. 28
  • 29. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 29
  • 30. Expertise in action Using Thought Leadership To Attract New Prospects © 2013 Forrester Research, Inc. Reproduction Prohibited 30
  • 31. Driving revenue in a tough economy • Targeted audience: SMB B2B companies • Multifaceted initiative: • Outbound email campaigns • Physical events • Press relations • Social media • Drove results: • Over 550 leads generated • Influenced 20-plus won deals Image source: Act-On Software website (http://www.act-on.com/drive) © 2013 Forrester Research, Inc. Reproduction Prohibited 31
  • 32. Lead capturing Participate in trade shows and industry events. Targeted inbound traffic is generated. Make offers on your website. Develop best-practice landing pages. A targeted lead is captured. Marketing automation exists to capture and manage inbound leads. Optimize pay-per-click campaigns to capture leads A marketing qualified lead is created. Make compelling offers in your outbound and social campaigns. 32
  • 33. Expertise in action Using Content Marketing To Capture New Leads © 2013 Forrester Research, Inc. Reproduction Prohibited 33
  • 34. Forrester content marketing campaigns
  • 35. L2RM has a strategy matrix High product complexity Complexity of product or solution High product complexity Low buying process complexity High buying process complexity Low product complexity Low product complexity Low buying process complexity High buying process complexity Length/complexity of buying process September 2013 “Develop Your Revenue Growth And Acceleration Strategy”
  • 36. SAP develops trust for more complex solutions offerings • SAP engaged Mi6 Agency to develop and sponsor the CFO Intellectual Xchange Network (IXN). • Use Traackr to find key influencers and match them with execs/customers who provide content and resources. • IXN members have also received exposure via SAP's owned media. • Result: more than 500,000 impressions and the sharing and promotion of their content. Source: http://cfoixn.com/about-the-ixn/
  • 37. The L2RM strategy matrix reveals four unique L2RM strategies September 2013 “Develop Your Revenue Growth And Acceleration Strategy” © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 38. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 38
  • 39. Operating in the cloud is like a horse with stripes A few similarities, yes, but lots of differences Image source: 123RF (http://www.123rf.com/)
  • 40. What are channel pros pondering? HOW DO WE GET THE CLOUD CHANNEL TO FULL BORE? What do we do with implementationdependent partners? Can we continue to view our partners through a siloed business model lens (VAR vs. MSP vs. hoster, etc.)? Should we pursue a reseller or service provider strategy? Who owns the data center? Who owns the customer? © 2012 Forrester Research, Inc. Reproduction Prohibited ??? Can partners survive on smaller margins? What do we need to do to help our partners transform their business models? 40
  • 41. Channel partners seek wide-ranging enablement support Source: February 28, 2013, “Cloud Channel Trends, 2013 To 2014” Forrester report
  • 42. You need to incentivize for L2RM, not for “sales” Awareness Consideration Evaluation Purchase Implementation Adoption © 2013 Forrester Research, Inc. Reproduction Prohibited › › Loyalty Expansion revenue 42
  • 43. Partner’s current business models dictate incentive reengineering 2012 Awareness Expense Distribution of Channel Partners Technical Consideration 17.5% 30.0% Evaluation Purchase Sales Marketing 12.5% 15.0% 25.0% Purchasing/ order mgmt. G&A Implementation Adoption Source: Forrester Research © 2013 Forrester Research, Inc. Reproduction Prohibited 43
  • 44. The era of the self-transacting customer is nigh Customer engages: For . . . Awareness Vendor For . . . Consideration Partner For . . . Evaluation Partner For . . . Purchase Vendor For . . . Implementation Partner For . . . Customers will engage partners for education and implementation, but they will increasingly transact through online marketplaces. What then? Partner Adoption © 2013 Forrester Research, Inc. Reproduction Prohibited Incentive programs will change . . . 44
  • 45. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 45
  • 46. Key takeaways Your buyers have changed, so you also have the opportunity to change.  Your buyers tap into communities for information and interactions.  Choose your approach based on your customers and resources.  Context is a critical design element. Don’t take shortcuts!  Create compelling content; in Europe, the Middle East, and Africa (EMEA) that means local content for local buyers. © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 47. Engage with Forrester through . . . ANALYST ADVISORY AND RESEARCH-BASED CONSULTING  One-on-one advisory sessions with Forrester analysts to leverage their research and expertise. Analyst engagement  One- or two-day intensive workshops in which analysts use research-based best practices to enhance your team’s skill set.  Research-based consulting engagements with analysts deliver the objective, actionoriented recommendations you need in a condensed timeline. Work closely with our analysts to apply their proven expertise to your big initiatives. 47
  • 48. Thank you Peter O’Neill +49 69 959298 39 poneill@forrester.com Twitter: @poneillforr Blog: blogs.forrester.com/peter_oneill