Ramos for Corporate Financial Group Oct 2011

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How to mature lead management and lead management automation. Best practices for B2B marketers

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  • In the past 5 years marketing automation evolved from campaign and budget management to practices and tools that position marketing at the front of the revenue generation pipeline. Former B2B marketing analyst at Forrester Research, now Vice President of Industry Marketing for Xerox Document Outsourcing Services, Laura Ramos shares insights on her experiences in trying to transition marketing from sales support to lead generation to demand management – and the new role automation can play in driving the revenue engine in highly-considered sales.
  • Ramos for Corporate Financial Group Oct 2011

    1. 1. Maturing Lead Generation and Marketing Automation Practices Laura Ramos Vice President, US Industry Marketing Xerox Document Outsourcing Xerox Corporation October 11, 2011 © 2010 Xerox Corporation. All rights reserved. Xerox ョ , Xerox and design ョ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
    2. 2. Agenda <ul><ul><li>The state of B2B marketing automation </li></ul></ul><ul><ul><li>7 challenges that limit marketing’s transition from sales support to revenue generation engine </li></ul></ul><ul><ul><li>Recommendations based on real world experience </li></ul></ul>
    3. 3. The age-old problem of lead generation Source: Forrester Research, “Improving B2B Lead Management” October 2006
    4. 4. A problem that continues to persist Source: CSO Insights, 2011
    5. 5. Lead management automation’s promise <ul><ul><li>Engage prospects earlier in the buying cycle </li></ul></ul><ul><ul><ul><li>Drip marketing  nurturing  trigger-events </li></ul></ul></ul><ul><ul><ul><li>Follow digital footsteps </li></ul></ul></ul><ul><ul><li>Gather explicit/behavioral information to judge readiness-to-buy </li></ul></ul><ul><ul><ul><li>Lead scoring </li></ul></ul></ul><ul><ul><ul><li>MQL, SAL, SQL </li></ul></ul></ul><ul><ul><li>Align sales and marketing activity </li></ul></ul><ul><ul><li>Quantifiably demonstrate results </li></ul></ul><ul><ul><li>Ultimately: lower cost of sales </li></ul></ul>
    6. 6. Example: Demonstrating the value of lead nurturing Source: Bulldog Solutions and Marketo, “How to Prove Marketing’s Impact on Revenue”, August 2011
    7. 7. So why are results still lackluster?
    8. 8. 7 top challenges to delivering real business value <ul><ul><li>Alignment between marketing and sales models </li></ul></ul><ul><ul><li>Understanding the buyer’s journey </li></ul></ul><ul><ul><li>Deliver relevant, inspiring content </li></ul></ul><ul><ul><li>Integrate tactics that attract and engage prospects </li></ul></ul><ul><ul><li>Create advocacy among customers </li></ul></ul><ul><ul><li>Enable sales – and get credit for doing so </li></ul></ul><ul><ul><li>Shift marketing discipline from creative to operational </li></ul></ul>
    9. 9. Do you pursue sales or develop demand?
    10. 10. Analytics to Action at Xerox <ul><li>Identify and prioritize target accounts using analytics </li></ul><ul><ul><li>Segment and profile existing customers </li></ul></ul><ul><ul><li>Identify similarities </li></ul></ul><ul><ul><li>Perform data assessment </li></ul></ul><ul><ul><li>Prioritize non-customer opportunities </li></ul></ul><ul><li>5. Qualify opportunities & enable engagement </li></ul><ul><ul><li>Lead scoring </li></ul></ul><ul><ul><li>Time triggers </li></ul></ul><ul><ul><li>Corporate relationship mapping </li></ul></ul><ul><li>Account planning </li></ul><ul><ul><li>Profile accounts </li></ul></ul><ul><ul><li>Develop contact data </li></ul></ul><ul><ul><li>Integrate with salesforce automation </li></ul></ul><ul><li>3. Segment & identify opportunities within accounts </li></ul><ul><ul><li>By offerings, needs, roles, functions </li></ul></ul><ul><ul><li>Competitive contracts </li></ul></ul><ul><ul><li>Telequalification: ID role, BANT </li></ul></ul><ul><li>4. Generate demand </li></ul><ul><ul><li>Market awareness and education </li></ul></ul><ul><ul><li>Cultivate contacts within accounts </li></ul></ul><ul><ul><li>By industry </li></ul></ul><ul><ul><li>Retain and grow </li></ul></ul><ul><ul><li>Competitive switching </li></ul></ul>Analytical Engine Customer data integration External data Qualitative data Measurement Analytical insight and fact-based marketing enhances sales pipeline and productivity © 2011 Xerox Corporation
    11. 11. Do you know how prospects buy? Source: Forrester Research, January 15, 2009, “How To Avoid B2B Marketing Obsolescence ”
    12. 12. Analyze customer purchase history, interviews, sales meetings, etc. to uncover clusters of key attributes Source: InContext Enterprises
    13. 13. Do you deliver inspiring content?
    14. 14. Use thought-leaders to inspire conversation Source: http://www.consulting.xerox.com/thought-leadership/enus.html
    15. 15. Use thought-leaders to inspire conversation Source: http://www.consulting.xerox.com/thought-leadership/enus.html
    16. 16. Xerox lets customers get “Ready for Real Business” http://www.realbusiness.com/#/ready-for-business © 2011 Xerox Corporation
    17. 17. Xerox lets customers get “Ready for Real Business” http://www.realbusiness.com/#/ready-for-business © 2011 Xerox Corporation
    18. 18. How do you enable sales and still get credit?
    19. 19. Focus on the buyer – and what engages them <ul><ul><li>Start well in advance of event </li></ul></ul><ul><ul><li>Choose thought-provoking titles/topics </li></ul></ul><ul><ul><li>Repetition shows commitment </li></ul></ul>
    20. 20. Focus on the buyer – and what engages them
    21. 21. Continuing the conversation <ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Landing page </li></ul></ul><ul><ul><li>Recorded replay </li></ul></ul><ul><ul><li>Thank-you/Follow up emails </li></ul></ul><ul><ul><ul><li>Short survey </li></ul></ul></ul><ul><ul><ul><li>Forward to Sales </li></ul></ul></ul>© 2011 Xerox Corporation. All rights reserved. Xerox ョ , Xerox and design ョ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
    22. 22. Continuing the conversation © 2011 Xerox Corporation. All rights reserved. Xerox ョ , Xerox and design ョ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
    23. 23. Where do you invest time/money? <ul><ul><li>Beg, borrow or buy: </li></ul></ul><ul><ul><ul><li>Journalist-quality writing talent </li></ul></ul></ul><ul><ul><ul><li>Business/data analyst – segmentation specialty </li></ul></ul></ul><ul><ul><ul><li>Operations techie with HTML experience </li></ul></ul></ul><ul><ul><li>Build: </li></ul></ul><ul><ul><ul><li>Marketing database and data quality management </li></ul></ul></ul><ul><ul><ul><li>Library of content by Issue, Vertical, Role (mapped) </li></ul></ul></ul><ul><ul><ul><li>Trigger content/ Backup content </li></ul></ul></ul><ul><ul><ul><li>Reporting dashboard </li></ul></ul></ul><ul><ul><li>“ Quick win” project that shows how marketing scales sales </li></ul></ul><ul><ul><li>Rewards for use – the change management and cultural cues that indicate importance </li></ul></ul>
    24. 24. Lessons learned <ul><ul><li>Operational marketing success requires sales executive support </li></ul></ul><ul><ul><li>Sales alignment is the greatest barrier </li></ul></ul><ul><ul><li>Consistent content production is greatest challenge </li></ul></ul><ul><ul><li>Focus on lead quality and velocity </li></ul></ul><ul><ul><li>Be prepared for long journey </li></ul></ul>
    25. 25. Thank you, Q&A … and for more discussion <ul><li>Laura Ramos </li></ul><ul><li>laura.ramos@xerox.com </li></ul><ul><li>Twitter handle: @lauraramos </li></ul><ul><li>www.b2bmarketingpost.com </li></ul><ul><li>+1 408.996.7660 </li></ul><ul><li>www.facebook.com/managingprint </li></ul><ul><li>www.consulting.xerox.com/ </li></ul>

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