B2B Marketing, Digital Marketing, ROMI, Marketing analytics, Benchmarking, CRM and CSM-Connected Sales and Marketing are all subjects involved in greater or less extent in the new CMO role in business to business environments.

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Social and Human Sciences Faculty
UBI, Universidade da Beira Interior
Jorge Carrola Rodrigues
BusinessAdvisor and Marketer experienced @ Microsoftand partners, Unicre, Philips, Olivetti.
BBP/IAPMEI and BenchmarkIndex certifiedconsultant
Board Member at IAMCP (Int.Assoc. of MicrosoftChannel Partners – PT),APPM, BESIDE
http://about.me/jorgecarrola
http://pt.linkedin.com/in/jorgecarrolarodrigues

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What´s the Need for
a Marketing Manager
in a B2B company ?

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CSS = Critical Success Skills:
ANALITYCAL
CRM
DIGITAL
CMO Role is
Changing Fast

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Pressure
How to Measure ROI
Digital Importance
More and More Channels
...
70% of Marketing Managers believe that role is
going to change dramatically in the next 5 years

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In average Customers go as further as 60% in their buying process
before they want to be introduced to Sales people
“Traditional Sales Funnel” is no more…
Consumers use several channels
simultaneously to make their decision
process

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Customers
choose Supliers based on:
• Results not available Public at the moment
Customers Value Suppliers:
• Results not available Public at the moment
From: “Buying process and Behaviours, Qualitative Study”, Market research comissioned by Jorge Carrola Rodrigues @ Microsoft, April-May 2012
EXEMPLE: Study on Buying Behaviors of Business Applications (eg. ERP, CRM)
http://pt.linkedin.com/in/jorgecarrolarodrigues

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BenchmarkIndex. +26.000 worldwide
companies and +3.000 local(PT,WE) companies

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Local companies make very low investments in average
Those that invest more (Superior quartile) make it at only 25% from
equivalent figures for the WW sample
PT
B1% x Revenue
PT SW+Servs (37)
C1% of
Revenue
WW SW+Servs
(3300+)
B% x Revenue
PT SW+Servs (37)
C% of
Revenue
WW SW+Servs
(3300+)
A1% x Revenue
PT all sector (500+)
A% x Revenue
PT all sector (500+)
Values Average (Median) Values Superior
From: “IT SW+Services Sector Portugal .vs. International Samples” Benchmarking Study by National Benchmarking ConsultantJorge Carrola Rodrigues. UK BenchmarkIndex
methodology. January-May2013. NB: Data still under Non-Disclosure at 2013/05.

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Self evaluation
of Marketing
Management
practise shows
average to low
results
New
Products/Services
Development
500 Companies all sectors.
$ Revenue: 500K – 6 M €
#Employees: 10 - 150
Marketinng
Strategy
and
Marketing
Programmes
Customer Relations
and Satisfaction
NB:
Data non disclosable
at 2013/05
From: “IT SW+Services Sector Portugal .vs. International Samples” Benchmarking Study by National Benchmarking ConsultantJorge Carrola Rodrigues. UK BenchmarkIndex
methodology. January-May2013. NB: Data still under Non-Disclosure at 2013/05.

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ROMI – Return on Marketing Investment
Campaigns get scientifical
if not Measured... Not existing !
Digital Marketing helps...
but it does not mean Zero costs
Define Marketing Objectives.... and
build respective KPIs
1. Increase Awareness
2. Do Specific Action (eg: instal a new sw version)
3. Build Communities and Relationships
4. Generate New Leads
5. Optimize existing Opportunities
6. Train Partners/Distributors
7. Create Mktg Infrastructure and Customer Databases
8. Acquire more Marketing Talent to the Organization

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Each Marketing Objective can have several KPIs
€ / Marketing Objective

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Avoid “Black
Hole of Leads”
with Sales &
Marketing
alignment, also
known as CSM
“Connected
Sales &
Marketing”, in
order to assure
good return on
marketing
activities (ROMI)
Fecho
Proposta
Lead
Awareness
Sales
Focus
Marketing
Focus
“Black
Hole
of
Leads”
Ação
Interesse
Consideração
1000 potential customers
5 Customers

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Marketing Campaigns
management
Marketing Effectiveness
Sales management
Sales productivity
Customer service and
Incidents resolution
PCbrowser Tablet, smartphone
Customers: Conquer, Mantain and Grow
Customers Contacts and Portfolio management
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Source:Google,2012TechB2BInfographic.GoogleThinkInsights
Plan presence in Social
Networks
Objective: “Drive Traffic”.
CSF: Content
relevance/value
Web Site as the “Hub” for the
Digital Marketing strategy
Blog: Optional
Market: potential clients...
200 or 20,000 ?!
Think Global
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Easy to
Measure
Available to
monitor at
anytime
Change
campaigns
immediatly
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WWW.SITE.COM
CRM
http://pt.linkedin.com/in/jorgecarrolarodrigues

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Independent
Communities
Managed
Communities
Internal
Communities
Social
Productivity.
Yammer
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8 STEPS APROACH

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85 88 98 04
01
Consultant
Consultant Board Member
MentorLectured
http://pt.linkedin.com/in/jorgecarrolarodrigues

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Jorge Carrola Rodrigues
http://pt.linkedin.com/in/jorgecarrolarodrigues
http://about.me/jorgecarrola