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Aligning demand generation to Customer 2.0


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Debbie Williams B2B Consultant, Trainer & Tutor Chair of the IDM B2B Council

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Aligning demand generation to Customer 2.0

  1. 1. Aligning Your demand generation marketing to Customer 2.0 - the new B2B Buyer Journey Debbie Williams Managing Director SMART B2B Marketing
  2. 2. The New Buying Process: Self Education Reading your blog Downloading a demo Searching on Google Listening to your podcast Reading your email campaigns Customers are now Self-Informed… Digital Body Language Sales Marketing
  3. 3. Multi-channel world
  4. 4. Engagement with Vendors is way down the line... Source: Enquiro, “Integrated Persuasion: Online and Offline”
  5. 5. 83% of B2B buyers research online >70% of B2B prospect buyers start their journey with search 64% of Executives rank Search Engines as an important information source – higher than any other on or offline resource 73% of C-suite executives use the Internet daily >60% of C-Suite Executives prefer to consume information online 77% of B2B tech decision makers use social media on the job Source: AOP B2B Survey Nov 2008; Eurostat - EU15, 2007; * enterprises with 50+ employees; EIAA Mediascope Europe Study, 2007; comScore qSearch, February 2008, divided over 29 days; 2008.; Wireless Intelligence, as referenced in The New York Times, April 2008; IAB, 2007/08; Forbes C-suite, study, June 2009 Are You visible where Your Customers are? More than 1.5 million business related search a day 20% Tweets contain reference to a product or brand 120,000 new blogs are created every day
  6. 6. What is Needed? A Continuous Conversation With Our Customers is Critical! Head of IT XXX <ul><li>xxx </li></ul><ul><li>Online Communities </li></ul><ul><li>White Papers </li></ul><ul><li>Demo Centres </li></ul><ul><li>Gadgets </li></ul>Market/Competitive Intelligence High Quality Contact Data, Segmentation & Behavioural Insight Library of Valuable Content & Compelling Calls to Action Automated Campaign & Communications Platform with Real-time Dashboards ‘ Eloqua &’ Marketing Channel Mix to fit Business Title Profile / Persona & Buying Cycle Stage Simple , Benefit Led Messages in the Customer’s Language C-Level <ul><li>Search </li></ul><ul><li>Video </li></ul><ul><li>Advertising/DM </li></ul><ul><li>PR/Analyst Relations </li></ul><ul><li>Consultants </li></ul><ul><li>CxO Content Marketing </li></ul><ul><li>Blogs </li></ul>Head of Procurement <ul><li>White papers </li></ul><ul><li>Business cases </li></ul><ul><li>Wins & Ref. Customers </li></ul><ul><li>Peer Referrals </li></ul><ul><li>Analyst Views </li></ul>
  7. 7. Smart re-purposing of content Content Marketing Mapping
  8. 8. Integrated Marketing Operations Engine - Eloqua linked with for RoMI reporting - Presentation title in footer May 13, 2011
  9. 9. The Buyer’s Journey Profile Prospects Cleanse Data Target & Segment
  10. 10. The Buyer’s Journey Execute Across Channels Plan Campaigns Trigger Events Automate Programs
  11. 11. The Buyer’s Journey Capture Score Route website landing page form
  12. 12. The Buyer’s Journey Alert Sales Enable Sales Campaigns Provide Sales Intel
  13. 13. Real Time Dashboard Reporting
  14. 14. Responding Effectively to Engaged Behaviour… Right-Time Right-Message True Personalization Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Forrester Research “ Campaigns that target based on Website user click-stream data outperform untargeted broadcast campaigns by nearly 4 to 1 .” Marketing Sherpa “ Segmented lists yielded an 11.7% CTR v. un-segmented lists of same size yielding only a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programs increase pipeline thickness by 27% v. the average of 12%.
  15. 15. Targeting & Optimizing the Funnel through Automation 20,000 $13M revenue Sales Stage Volume Required Conversion Rates Prospects MQL SAL SQO Wins 65% 50% 20% 5% 2%** 25%** $2M revenue** ** No segmentation or optimisation
  16. 16. This Overall Approach makes sense…
  17. 17. Top Core Principles for Success <ul><li>Integrated Marketing aligned to the BUYER’s cycle & remember it is an exchange of Value! </li></ul><ul><li>Marketing aligned to the Client’s business objectives & priorities </li></ul><ul><li>Communicate multiple times with the prospect/customer using a library of engaging content . </li></ul><ul><li>‘ Nurture’ those interested parties that are not ready to buy yet. </li></ul><ul><li>Involve Sales from the beginning & only pass sales ready (highly scored) leads to Sales. </li></ul><ul><li>Continually optimise all marketing – test, monitor & analyse </li></ul><ul><li>Enable Efficient operations , so you can respond to market changes in ‘real time’ </li></ul><ul><li>Ability to measure Return on your Investment </li></ul>
  18. 18. Debbie Williams B2B Consultant, Trainer & Tutor Chair of the IDM B2B Council E: [email_address] Twitter: @debbiemwilliams LinkedIn: debbiemwilliams Don’t Forget…It’s all about People!
  19. 19. Remember …. <ul><li>‘ Trust takes time to build, </li></ul><ul><li>Seconds to lose, </li></ul><ul><li>And twice as long to regain </li></ul><ul><li>As it did to build in the first place’ </li></ul><ul><li>Anonymous Quote </li></ul>… SO Listen, Learn, Engage, Exchange, Reward, Relationships, Referral, Advocacy…