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Lead Generation: Developing A Conversational Approach

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B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees.

This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Published in: Marketing
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Lead Generation: Developing A Conversational Approach

  1. 1. Developing a Conversational Approach to Generating Demand Carlos Hidalgo Tom Pick With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 11:00 am, PST TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1 (562) 247-8321 Access Code: 272-880-894 Audio PIN: Shown after joining the webinar --OR--
  2. 2. 2 Click on the Questions panel to interact with the presenters
  3. 3. About Carlos Hidalgo CEO & Founder of VisumCx Carlos Hidalgo is founder and CEO of VisumCx, a Customer Experience Strategy Firm. Carlos has over 20 years’ experience working with B2B organizations in delivering multi-channel customer experience strategies and programs. Carlos is widely recognized for his expertise in B2B marketing, sales, content and demand generation and is an international speaker on how organizations need to transform to meet the needs of their customers and buyers. Carlos is the author of Driving Demand, has been named one of the 50 Most Influential People in Sales Lead Management for the last six years and is recognized by Onalytica as the “Most Influential Person in B2B North America in 2015.” About Tom Pick Digital Marketing Consultant, co-founder B2B Marketing Zone Tom Pick is a digital marketing consultant who's helped dozens of B2B clients improve their business results online. A co- founder of the B2B Marketing Zone, Tom has been named a Top 50 B2B Marketing Influencer and blogs at Webbiquity.com.
  4. 4. 4 Developing a Conversational Approach to Generating Demand Demand Generation Defined “A strategy developed by both marketing and sales to align to their buyer(s) at every stage of their purchase path using content and channels that are preferred by their buyer(s) for the purpose of generation revenue.” @cahidalgo
  5. 5. 5 Developing a Conversational Approach to Generating Demand Poll Question How many have demand generation as one of their top priorities in 2018? @cahidalgo
  6. 6. 6 What’s Impacting B2B Demand Generation? Developing a Conversational Approach to Generating Demand @cahidalgo
  7. 7. 7 CMOs Are Prioritizing It Developing a Conversational Approach to Generating Demand @cahidalgo
  8. 8. 8 Developing a Conversational Approach to Generating Demand Buyers Purchase In Packs • 59% of buyers state they have formal buying groups or committees to review purchases. • 52% of B2B buyers say the number of buying group committee members has increased significantly 6.8 is the average number of stakeholders involved in a purchase Sources: DemandGen Report – CEB, now Gartner@cahidalgo
  9. 9. 9 Developing a Conversational Approach to Generating Demand How has the length of your B2B purchase cycle changed, on average, compared with a year ago? 6% INCREASED SIGNFICANTLY 48% INCREASED SOMEWHAT 37% STAYED THE SAME 8% DECREASED SOMEWHAT 1% DECREASED SIGNIFICANTLY Buying Cycles Are Taking Longer Source: DemandGen Report B2B Buyers Study - 2016@cahidalgo
  10. 10. 10 Developing a Conversational Approach to Generating Demand Buyers Are Driving Their Own Process Source: CEB, Now Gartner Customer Purchase Decision Timeline 57% COMPLETE @cahidalgo
  11. 11. 11 Developing a Conversational Approach to Generating Demand The Response By B2B Marketers? Source: DemandGen Report B2B Buyers Study - 2016
  12. 12. 12 Developing a Conversational Approach to Generating Demand Create & Spend More On Content @cahidalgo
  13. 13. 13 Developing a Conversational Approach to Generating Demand Purchase More Technology @cahidalgo
  14. 14. 14 Developing a Conversational Approach to Generating Demand Attempt To Disrupt Our Buyers @cahidalgo
  15. 15. 15 Developing a Conversational Approach to Generating Demand Most B2B Organizations Are Struggling Source: ANNUITAS, Inc., “2016 B2B Enterprise Demand Generation Survey.”@cahidalgo
  16. 16. 16 Developing a Conversational Approach to Generating Demand Poll Question How many would state they are successful with their demand generation programs? @cahidalgo
  17. 17. 17 Developing a Conversational Approach to Generating Demand Prevailing Thought Is To Tell A Story
  18. 18. 18 Developing a Conversational Approach to Generating Demand Yet Demand Generation Requires A Conversation Definition of conversation 1. an informal talk involving two people or a small group of people : the act of talking in an informal way 2. something that is similar to a spoken conversation Conversation noun con·ver·sa·tion ˌkän-vər-ˈsā- shən @cahidalgo
  19. 19. 19 Developing a Conversational Approach to Generating Demand The B2B Buying Process Is Not Linear @cahidalgo
  20. 20. 20 Developing a Conversational Approach to Generating Demand Creating A Conversation Requires Buyer Insight • Speak directly to customers about their roles, content/channel preferences and buying journey • Speak to non-customers/prospects about their roles, content/channel preferences and buying journey • Conduct secondary research into your buyers industry/market to identify trends and potential trigger events • Speak to sales and customer support as to what they are hearing from buyers/customers • Use technology/machine learning to mine your data, gain better vision into the buying journey and more rapidly identify new roles/personas in the buying process @cahidalgo
  21. 21. 21 Developing a Conversational Approach to Generating Demand Questions To Ask To Gain Insight • What event or challenge presented itself that initiated the buying process? • Who is/was involved in the buying process and what roles did they play on the buying committee? • What kind of content did you consume during the process? What type of content do you prefer? • What channels were used to gather information? • What problems and challenges were you looking to address with this purchase? • What were you looking for in a vendor or solution? @cahidalgo
  22. 22. 22 Developing a Conversational Approach to Generating Demand Develop Personas of Those In The Buying Committee @cahidalgo
  23. 23. 23 Developing a Conversational Approach to Generating Demand What Is Needed For A Persona? • Description of Role: Not a title – define their day-to-day responsibilities • Role in Buying Committee: Are they more strategic (part of the decision, budget holder?) or More tactical (holding influence or gathering information) • Pain Points and Challenges: What Are The Pain Points They Are Trying To Address? What Are the Objective of the Purchase? • Trigger Event: What triggered the purchase process? Think about both internal and external factors? • Content Preferences: What forms of content do they prefer? • Channel Preferences: What channels do they use to gather information and consume content • Relationship to Other Personas on Committee: Who will/do they interact with in regards to the purchase. What common objectives are shared by the buying stakeholders? @cahidalgo
  24. 24. 24 Developing a Conversational Approach to Generating Demand Define Buying Milestones Trigger Event Gather Info Biz Case Defined Short List Demo/Eval.Requirement Defined PurchaseApproval @cahidalgo
  25. 25. 25 Developing a Conversational Approach to Generating Demand Align the Milestones With Personas & Timeframes Trigger Event Gather Info Biz Case Defined Requirement Defined • Internal Review of needs • Interviews with users & stakeholders • Qualitative & Quantitative Analysis • Content Consumption • Speaking to Analysts • Attending live and web events • Visiting vendor websites • Documentation of needs & solution • Cost benefit analysis • Internal presentation 1 – 2 Months 1 Month Personas Involved: - Finance - IT - Marketing - Sales Personas Involved: - IT - Marketing Personas Involved: - Marketing Personas Involved: - Marketing @cahidalgo
  26. 26. 26 Developing a Conversational Approach to Generating Demand Align Content To The Purchase Journey Early Stage Content Mid Stage Content Top 10 Things To Consider Analyst Study Industry Trends You Need to Know Best Practices Guide to Analytics How To Gain Better Insights Into Your Buyers A Guide to Better Marketing ROI Marketing Reporting 101 Benchmark Research Study Education Webinar Top Marketing ROI Challenges Making Sense of the MarTech Stack A Guide to Writing the Right Software RFP Guide to Marketing Revenue KPIs Guide to Marketing Revenue KPIs How Customer Proved Marketing ROI Customer Testimonial Video/CS Webinar: How Product Shows Mktg. Contribution Trigger Event Gather Info Biz Case Defined Short ListRequirement Defined Approval @cahidalgo
  27. 27. 27 Developing a Conversational Approach to Generating Demand Establish Your Lead Management Process @cahidalgo • Lead Qualification: Marketing and sales define and document every lead stage across the buying process • Lead Scoring: Marketing and sales define and document the lead score necessary for every lead qualification stage • Common Process/Service Level Agreements: Define a common process between marketing and sales for lead routing and measurement • Marketing/Demand Generation Programs: Understanding the buyer, scoring of content along the purchase journey • Ongoing Review: Set a quarterly (minimum) cadence to review measurements and achievement of goals
  28. 28. 28 Developing a Conversational Approach to Generating Demand Summary @cahidalgo • Demand Generation is about marketing AND sales • Without insight into your buyers, you will struggle to succeed with demand generation • This is not an over night fix – it takes time, but the results will be worth it • Continually measure and optimize the performance of your demand generation program
  29. 29. 29 Q&A CEO & Founder of VisumCx Linkedin page: linkedin.com/in/carlos-hidalgo-4a805a1/ Twitter ID: @cahidalgo Email: carlos@visumcx.com Website: https://www.visumcx.com/ Digital Marketing Consultant, Co-Founder B2B Marketing Zone Linkedin page: linkedin.com/in/tompick/ Twitter ID: @tompick Website: https://webbiquity.com/ Carlos Hidalgo With: Tom Pick Moderated by: www.b2bmarketingzone.com/webinar-series/lead-generation

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