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b2b best practices b2b best practices Presentation Transcript

  • B2B Marketing Best Practices– Insights from The ALEA Group
    August 15, 2011
    Presented to Rogers by The ALEA Group
  • Agenda
    The best B2B practice is not about which tactics work best, but about having the right process.
    We will discuss:
    B2B Marketing and Lead Generation – A Statistical Overview
    Shift to Inbound Marketing
    ‘State of the Union’
    Trends and Best Practices
    Applying the Best Practices – Turning Theory into Action
  • What the Numbers Say
    The gap between spending on inbound vs. outbound continues to widen: In 2009, inbound marketing had a 9% greater share of the lead generation budget; in 2011 its share was 17% greater.
    More than 50% marketers increased their inbound marketing budget in 2011.
    *Source: The 2011 State of Inbound Marketing – A report by HubSpot.com
    Implication: Without a mechanism in place to monetize the inbound traffic into tangible results, companies are not seeing significant ROI’s from their inbound initiatives.
    View slide
  • More Statistics
    Average spend on technology in 2011 is 4% of marketing budgets, nearly double what it was in 2009.
    74% of the B2B organizations polled have adopted CRM technology, and 46% have adopted marketing automation technology.
    Despite these promising statistics, companies are struggling with marketing automation. Less than 20% of B2B marketing teams have sufficient skills training for their marketing technology environment.
    *Source: SiriusDecisionsB2B Marketing Summit 2011
    The main reason for this struggle is the lack of process and alignment across the departments.
    View slide
  • Shift to Inbound Marketing
    SiriusDecisionsB2B Summit 2011:
    There is no doubt that the mindset of the majority must change from outbound to inbound marketing for B2B demand generation. Organizations need to find the bridge to convert anonymous online visitors into clearly identifiable personas and take them through a lead qualification and scoring process. In order to get some semblance of control back, conversion optimization is a must.
  • Taking Advantage of the Shift to Inbound Marketing
    Businesses that were nowhere on your CRM radar may actually convert into customers because you have made them aware of their needs and offered a ready solution.
  • Current Issues & Challenges
    Legacy Issues
    Legacy issues with technology and organization dynamics.
    • CRM capabilities dictate go-to-market strategy vs. the other way around
    • Complicated lead scoring systems with too many moving parts
    CRM Capabilities
    Lop-sided & heavy reliance on technology and sales automation tools – ‘cookie-cutter’ approach.
    Reliance on Technology
    • Bloated and ineffective internal lists
    • Not enough focus on nurturing a home-grown prospect database (sporadic at best)
    • No formal list hygiene & account mapping processes
    Internal Lists/ Prospect Base
  • More Issues & Challenges
    Tendency to ‘spike’ rather than maintain a consistent, sustainable approach to building a funnel(program-driven).
    Spike Approach
    Too much of “batch and blast”
    Leading to a “skunk effect”  You spray what you’ve got and folks will run away!
    Lead dissemination uses a ‘push’ instead of a ‘pull’ strategy.
    Lead Management
    One-size-fits-all Approach
    Especially ineffective for organizations with direct and indirect models.
  • Trends: Sales Wish List
    Figure 1: Most Common Duties of Sales Teams
    41% of Sales professionals identify New Contact Acquisition as a significant objective:
    It is essential to have an effective account mapping strategy in place in order to move prospects from one bucket to the next.
  • Trends: Sales Wish List
    Figure 2: Corporate Goals for Sales Teams
    Top Goals for Sales Professionals:
    92% are concerned with acquiring target contacts and building an effective prospects database
  • Best Practices – What Works!
    • Integrate all marketing &sales tools, activities and resources to convert leads into customers
    • Collaborateinbound &outbound marketing to maximize ROI and lower customer acquisition costs
    Sales & Marketing Alignment
    • Online or offline marketing and sales efforts convey the same message and level of intensity in order to be effective
    Consistent Messaging
    • Establish a web conversion program and strategy
    • Lead generation, sales promotion and lead management share common goals and strategies to increase efficiency
    Closed-loop Approach
    • Transparency of initiatives between sales & marketing
    • A feedback mechanism to track leads back to the source in almost real-time – allows fine-tuning of messaging and increases program effectiveness
    Streamlined Reporting
  • Applying the Best Practices:
    Turning Theory into Action
    Recognize the 3 buckets and deploy an effective strategy for dealing with each one:
    Ensure marketing and sales share open communication and are clued in to the leads funnel
    Use tracking mechanisms (not just technology) that keeps your team in the know e.g. competitive metrics and ROI calculators
    Implement discipline, compliance and incentives for meeting timelines and deliverables
    Think of all your go-to-market tactics as having its own ecosystem
    15-60-25 Rule
    Lead Generation
    Lead Progression
    Lead Management
  • Most of all… Simplify Your Process
    • Use a common sense definition of what should be a lead.
    • Stay away from complicated and convoluted "scoring" models.
    You need GOOD PEOPLE aided by the right technology to help lead progression; not the other way around.
    • Marketing automation will not help you make more sales – so don’t put technology ahead of organizational readiness.
    REVIEW how you distribute leads:
    • Make sure there is SYNERGY and ALIGNMENT in how the sales force is being compensated on working the provided leads.
  • Key Takeaways
    • Provide proper PROCESS to work with, capture PROGRESSin relevant data and show how to MANAGE it to make the most of lead generation efforts.
    • Focus on SPEED and agility but ensure proper PLANNING.
    • Give more AUTONOMYto marketing – don’t let the bean counters stifle marketing creativity! (Wishful thinking)
    • Strike a BALANCE between centralized and decentralized marketing – both have clear advantages and disadvantages, so try to find middle ground.
  • Questions?SlideShare: http://www.slideshare.net/thealeagroup/b2b-best-practicesLouis FoongEmail: lfoong@thealeagroup.comBlog: http://www.louisfoong.comWebsite: http://www.thealeagroup.com