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Maastary next gen marketing for 2012

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Align your sales and marketing actions with your buyers' purchase process to generate more and better quality leads and to convert more leads to sales

Align your sales and marketing actions with your buyers' purchase process to generate more and better quality leads and to convert more leads to sales

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  • 1. Next Generation Marketing for 2012 Target, Acquire, Grow
  • 2. Building Your Business Online 93 35 53 80 25
  • 3. The Buying Process Has Changed• 93% of B2B buyers use the Internet during the early buying process prior to selecting a vendor Marketo (HubSpot says 89% of all Internet Users)• 35% of customers get too much direct contact from sales McKinsey• 53% of B2B customer loyalty is related to the (purchase) sales experience Sales Executive Council• 80% of recent buyers contacted the vendor before being contacted by them DeandGen Report• <25% of purchases come from pre defined budgets DeandGen Report• Social media use has exploded! Slide 3
  • 4. 4
  • 5. BANT rules changing too 22% 13% 23% 9% 33% Source: DemandGen Report 5
  • 6. Sales and Marketing Must Adapt Source: Corporate Executive Board 6
  • 7. Marketing Must Take On More Sales Must Let Them….. Marketing Funnel • Attention • Engagement “How” • Interest • Need Must Align With New Customer Intelligence Purchase Buying Sales Cycle Process • Solution ID • Evaluation Process Mgmt • Timing/Resources • Close 7
  • 8. New model for B2B Marketers Over 80% of new B2B purchases are initiated by buyers Web & Social Media Marketing Marketing Funnel Engagement • Attention • Engagement “How” Not • Interest Marketing Opportunities • NeedMust Align AutomationWith New Sales Ready Leads & AnalysisPurchase Sales Cycle Buying Sales • Solution ID Continue Process • Evaluation Nurturing • Timing Lost to • Close Competitors CRM Sales Existing Customers Service • Retention • Cross-Selling Customer Lost to Competitors • Up-Selling Engagement
  • 9. And a New Model For Management Visits X Conversions = Leads Qualified LeadsQ.Leads X Conversions = Revenues 9
  • 10. Inbound Vs. Outbound Cost/Lead 10
  • 11. Inbound vs. Outbound MarketingSource: HubSpot, surveys given to 644 professionals familiar with their businesses marketing strategy 11
  • 12. 12
  • 13. Marketers Value Social Media Highly• 90% of marketers indicate that social media is important for their business• 58% of marketers are using social media for 6 hours or more each week, and 34% invest 11 or more hours weekly• 77% of marketers plan on increasing their use of YouTube and video marketing• 88% of indicate that social media marketing is generating more business exposure. E.g.iIncreased traffic (72%) and improved search rankings (62%)• Facebook, Twitter, LinkedIn and blogs are the top four social media tools used by marketers, in that order. Slide 13
  • 14. Social Media & Blogs Generate Real Customers 14
  • 15. Social Media are Changing Relationships Before Social Media With Social Media Customers CustomersPrimarily Frequentlyone way two way Sales Sales “Marketing” AlignmentProtectedtwo way Collaboration Marketing Rest of Company Rest of Company Information flows
  • 16. New Conversion Needs –What The Customer Wants 16
  • 17. Putting It All Together Drive Visitors to Website & Get Found Convert Via Form Web Based Demand Generation Maturity Analysis As you grade your company on the following demand generation processes, assess which level of maturity you have achieved: Level 4: Process is fully documented, automated and in a steady state of improvement. Operation I sfully consistent, predictable and relaible. Level 3: Process is in place and documented. Some automation may be in place. Consistency, predictability and relaibility are common practice. Level 2: Some process is in place. Beginning documentation and efforts to standardize. Consistency more common. Som epredictability and reliability. Level 1: No process in place. Little or no documentation. Random actions. Inconsistent performance. No predictability or reliability. Comments Web Based Demand Generation Process Report Card Possible Grade Grade Level 1-4 Received Alert Sales of Company: Company Demand Gen Process Grade: Segmentation: Is there a clear consistent process in place that delivers: A small number of well defined, priority segments and sub-segments that exploit key product or service differentiators? 8 - The segments are of adequate size and predicted to grow faster than other available Nurture segments? 4 - Buying Behavior Value Proposition: Does the marketing planning process result in clear, compelling and differentiable value propositions for each segment/sub-segment? 8 - Personas: Are the key members of the buying committee identified for each segment/sub- segment, and are their business challenges, interestes and media preferences identified? Are social media engaged, where appropriate, to help determine buyer/influencer preferences? 8 - Impact Messaging: Is unique impact messaging/positioning regularly developed to effectively & Interests communicate with the key buyers for each segment/sub-segment? 4 - Is there a mapping of the buyers decision process to the marketing and sales process and is that used for campaign development and lead management purposes? 4 - WebSite: Do you regularly post new content to your site targeted at meeting the needs of each of your business personas? 8 - Website: Have you optimized your content for search, social media engagement and to facilitate astrong linking strategy so as to maximize its potential to attract visitors? 4 - Campaign Development and Management: Are content rich whitepapers, videos, bloggs and other offers regularly used to convert visitors to prospects? Do you regularly test and update your Calls-to-Action and Offers? 8 - 17
  • 18. Blogging Drives Visits18
  • 19. Tools to Get Found: Optimized Blogging Blog Platform & Analytics •Create & optimize a blog to get more frequent search engine crawls and improve authority •Develop an audience of email & RSS subscribers •Attract more inbound links to improve your site authority •Assess & optimize blog posts for top search rankings & maximum social media distribution
  • 20. Tools to Analyze: Closed Loop ROI Analysis• Review aggregate marketing ROI including Lead Conversion• Drill down to assess the effectiveness on a campaign-by-campaign level• Optimize resource allocation to maximize sales with actionable analytics
  • 21. Next Gen Marketing ProcessesTarget: Identify priority sub-segments, identify key buyingteam members and determine their challenges, interests andmedia preferences• Segmentation• Business Personas Acquire: Attract better quality leads and higher conversion rates by leveraging persona-relevant (remarkable) content and campaign offers. • SEO and social media • Dynamic lead tracking and nurturing programs Grow: Analyze results and embed best practices to grow sales and revenues in a sustainable manner. •Marketing automation tools •Ongoing sales and marketing alignment Slide 21
  • 22. Questions?Relevancy Foresight Agility Content Marketing Expert Maestro MessageParadigm Shift Change Marketing_as_a_Service Services Inflexion PointProgress Viral Elucidate Answers Maastary Reveille Focus Target ObjectiveMarketing_on_demand Marketing By Design Marketing_By_Request Ultimate SolutionsWorld Class Best Practice Social Media Business Integrated Marketing Joined-up Marketing Focus Dynamic Intelligent Trade Edge Proclaim Assurance BrainstormBlizzard Shout-Out Shout Broadcast Segmentation Exponential Smart Banter GrowWordplay Prospect Awareness Cognizant Solve Systematic Money Value AlignmentLeads Wealth Story Sell Vend Succeed Clever Acquire
  • 23. Thank You !For more information on Next Gen. Marketing or Maastary services please contact Ray Wright Phone: 978 341 4544 Email: maestros@Maastary.com