The elusive buyer; new challenges in b2b marketing (Kees Henniphof)

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Your organisation is selling complex solutions and services to business audiences in enterprises large and small. Current B2B demand generation models are still heavily dependent on email, paid search, optimized landing pages and telemarketing.Today’s teenagers do not have email accounts, nor do they visit corporate websites or even Facebook. Instead of googling, they rather ask a friend. They are tomorrow’s corporate buyers.

So in order to keep connecting with prospective customers, we need a new mix. In this presentation, Kees Henniphof of ServiceNow will share a simple framework for enterprise marketing planning covering both traditional B2B marketing models and new audience strategies, including corporate narrative, content marketing, buyer journey mapping, marketing automation and lead2revenue analyses. Henniphof illustrates the approach with recent projects around IT industry events, account-based marketing, competitive programs and enterprise broadcasting.

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The elusive buyer; new challenges in b2b marketing (Kees Henniphof)

  1. 1. The Elusive Buyer New Challenges in B2B Marketing Kees Henniphof Head of Programs & Events EMEA B2B Marketing Forum | Utrecht, 13 March 14 1
  2. 2. Are you hitting your target? © 2014 ServiceNow All Rights Reserved 2 http://youtu.be/CXsoMT7NnK4
  3. 3. Topics Introduction Choices Marketing Activity Grid Common Deal Trajectory Take-Away Example: ExperienceNow 3© 2014 ServiceNow All Rights Reserved
  4. 4. ServiceNow – The Enterprise IT Cloud Company • NYSE: NOW • 1,830 employees • Market cap: $9.5B / Trailing 12-Month Revenue $425M • 2,060 enterprise customers – 20% Penetrated in Global 2,000 • Platform designed to manage service relationships in the enterprise • Cloud-hosted delivery; SaaS business model • Major sites in Silicon Valley, San Diego, Seattle, London and Amsterdam. $64 $75 $86 $102 $111 $125 4© 2014 ServiceNow All Rights Reserved
  5. 5. Business goals “Land” “Expand” “Retain” New Logos UpsellRenew 5 © 2014 ServiceNow All Rights Reserved
  6. 6. EMEA Marketing Organisation (2014) Marketing Director Programs & Events (4) Channel Marketing Marketing Operations Field Marketing (1) PR & Comms - UK & Ireland (TBH) - Southern Europe - Northern Europe (TBH) - Central Europe (TBH) - Acquisition Mkt - Customer Mkt - Event Mkt - Social Mkt 6© 2014 ServiceNow All Rights Reserved > Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain
  7. 7. Choices 7 © 2014 ServiceNow All Rights Reserved
  8. 8. There is so much to choose from… For your buyer 8 © 2014 ServiceNow All Rights Reserved
  9. 9. There is so much to choose from… And for you 9 © 2014 ServiceNow All Rights Reserved
  10. 10. What both buyer and vendor want • To buy/sell the right solution at the right time for the right price through the right channel... At maximum velocity. — Right solution (Product) — Right time (Promotion) — Right price (Price) — Right channel (Place) • 4 P’s + velocity, because... In 2014, B2B buying and selling shouldn’t take ages… …if you understand where your SALs are coming from. 1 0 © 2014 ServiceNow All Rights Reserved
  11. 11. Integrating Marketing & Sales 11 © 2014 ServiceNow All Rights Reserved
  12. 12. AUTOMATION Marketing Activity Grid – Functional IT Acquisition 12 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved
  13. 13. Marketing Activity Grid – Functional IT Acquisition 13 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved
  14. 14. Understand what’s working: Common Deal Trajectory • STEP 1: Deal Analyses • STEP 2: Deal Makers, Breakers & Insights • STEP 3: Describe the Common Deal Trajectory • STEP 4: Build Integrated Marketing2Sales Programs — Set KPI’s for tactics and touches — Measure and Report • STEP 5: Improve, Differentiate & Orchestrate > Read the blog post for full description. © 2014 ServiceNow All Rights Reserved
  15. 15. Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4 15 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved 72 26 5 13 3 12 4 38 46 7 58 7 35 0 24 70 12,500 ?52 6 95 65
  16. 16. 16 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved 72 12 4 58 7 35 0 26 5 13 3 38 46 7 24 70 12,500 ?52 6 95 65 1057 62 9 37 4 50 Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
  17. 17. Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4 17 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved
  18. 18. Example: ExperienceNow © 2014 ServiceNow All Rights Reserved 18
  19. 19. ExperienceNow: Suspect Acceleration Event concept • Concept: Physical marketing2sales hand-over event • Audience: Functional IT / engaged suspects, dead sales cycles • Objective: Accelerate to sales – focus on competitive accts • Goal: 20-30 attendees representing 10-15 accounts • Promo: ServiceNow direct, through-channel • Frequency: 4x per annum • Location: In office where available, otherwise hotel • Content: Intro, Customer presentation, Demo, Q&A, Drinks • Messaging: The end of no. The beginning of Now. 19 © 2014 ServiceNow All Rights Reserved
  20. 20. ExperienceNow Engagement Flow Eloqua extract Sales CRM extract Socially engaged contacts Data set Sales review and sign-off ServiceNow Email invite Channel Email invites Inside sales outreach ExperienceNo w Inside Sales Follow-up back to nurturing Account Execs outreach Telemkt engaged contacts 20 © 2014 ServiceNow All Rights Reserved
  21. 21. > Unique registration URL per partner, e.g. http://info.servicenow.com/lp=2118/?src=symfoni 21 © 2014 ServiceNow All Rights Reserved
  22. 22. ExperienceNow Engagement Flow Eloqua extract Sales CRM extract Socially engaged contacts Data set Sales review and sign-off ServiceNow Email invite Channel Email invites Inside sales outreach ExperienceNo w Inside Sales Follow-up back to nurturing Account Execs outreach 24 6 4 12 2 24 4 31 4 22 0 18 meetings 13 deals 13/50 = 26% Telemarketing engaged contacts 76 34 19 2 12 © 2014 ServiceNow All Rights Reserved
  23. 23. Take-aways • Aligning marketing to sales means sharing goals at the tactical level. • Marketers should understand in great detail which activities produce Sales Accepted Leads. • Take your Deal Insights into account of marketing planning. Happy selling! 23 © 2014 ServiceNow All Rights Reserved
  24. 24. Thank you 24 © 2014 ServiceNow All Rights Reserved

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