B2B demand-gen is a numbers game § Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. § 25-30% of B2B marketing databases have bad or incomplete records.Source: SiriusDecisions Summit 2010
Lead quality is key to sales. “[S]ales reps that focused on fewer, more winnable deals tend to do better. Flooding the rep with low quality/high quantity leads only increases their ineﬃciencies … .”Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”
Digital nurturing improves sales. Best-in-class: § Double the bid-win-ratio on nurtured leads § Nurtured leads delivered 47% higher average order valuesSource: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"
Information consumption patternsof B2B buyers are rapidly changing.
#1 - B2B buyers are increasinglyturning to online sources, on theirown, earlier in their process, toresearch purchases before evercalling a live sales rep.
Turning to online sources ...Source: Enquiro, “Integrated Persuasion: Online and Offline”
As they need things ... 72% of the time ‘ t for a speci c need at a speci c time’ is the number one reason for a B2B purchase today. Source: Forrester Marketing Forum 2010 presentation
#2 - B2B buyers are increasinglyleveraging social media -- such asTwitter, blogs, etc. – for peercommunication in the informationcollection and validation phases ofthe buying process.
Peer in uence is king ...Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
Leveraging the Groundswell ... “The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Source: Charlene Li and Josh Bernoﬀ, Groundswell.
Leveraging social media ...Source: B2B Marketing/Base One, "BUYERSPHERE, Surveyof B2B Buyers Use of Social Media"
#3 – B2B marketers are shifting theirattention away from traditional, ad-driven demand generation channelsas B2B buyers shift to new channels.
Relevant messaging? “86% of the unique bene ts touted by vendors were not perceived as unique or having enough impact to create preference.”Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"
One-to-one engagement? “Buyers have higher expectations for intimacy. … We have built intimacy into the later stages of the buying process. … But at the front end, our traditional tactics are starting to come oﬀ with all the warmth and sincerity of an English royal.”Source: Chris Koch, “Why you need to turn your customers into stalkers”
Content is now ...§ Critical information§ Conveyed on speci c topics§ Carries the buying process forward§ Delivered via right channel / timing / voice ... aligned to speci c phases of the buying cycle.
Aligning content by buying stage Acknowledgment Social media Thought leadership (w/ E-mail nurturing) Traditional media Investigation Decision Detailed product literature E-mail nurturing Sales proposals Field events Search Criteria Measurement Analyst reports Analyst reports Blog + Web reviews Search SearchSource: R. Jolles Product Web sitesw/ A. Needles contributions
Designing content marketingSource: Left Brain DGA
Nurturing path = the dynamic campaign§ Buyer triggered; pull not push§ Match content to stage of process§ Persona targeting§ One-to-one relevance§ Progressive pro ling§ Scoring/routing drive next touch point
Nurturing path = the dynamic campaignSource: Left Brain DGA
Email strengths and weaknesses§ Great for – Sustaining engagement ... nurturing thread – Delivering targeted oﬀers to buyers you know§ Not so good for – Front-end lead generation – Repeated mass oﬀers to buyers you don’t know
Progressive pro ling - collection 2. Returning Leads – 3. Returning Leads –1. Basic Lead Form Pre-Populate – Gather More Pre Populate 4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
Progressive pro ling - logic 1st contact 2nd/3rd contact later contact + behavioralSource: MarketingSherpa and KnowledgeStorm, “Connecting Through Content”
Lead scoring Scoring Model +160 pts (210 total) Category Type Response Pts Response Pts Response Pts Response Pts Qualiﬁed Respondents? BCC3 Industry Demographic Target industry 20 Non-‐target industry 10 Size of company Demographic SMB range 1 40 SMB range 2 30 Enterprise 20 Viewed demo Behavioral Yes 15 Length of Jme viewed demo Behavioral Threshold 15 Below 10 BCC4 Key pain points Demographic Tight ﬁt 40 Loose ﬁt 30 No ﬁt 0 Went to decision tool Behavioral Yes 15 Number of quesJons on decision tool Behavioral Threshold 15 Below 5 PC3 (wait 1 day) Opportunity to complete core BCC3/4 data Download analyst tool Behavioral Yes 30 PC4 (wait 7 days) Opportunity to complete core BCC3/4 data Click on other resources Behavioral Each 20 Note: Need score of 200 to be a Qualiﬁed Respondent. If not, will get sent to promoFonal tracks and/or drip track unFl you meet the threshold. Source: Left Brain DGA
Inbound is more critical than ever “Currently, more than half of all new inquiries are generated through the Web; we believe that by 2015, this number will rise to nearly 75%. Inbound marketing [is not] new in theory, but ... marketers must plan for it ... .” Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”
Strong inbound Web content§ Blog content§ Downloads§ Social updates, thread participation§ Webinars§ White papers§ Video
Marketing technology adoption§ CRM adoption has grown from 53% in 2003 to 75% in 2010. (CSO Insights)§ Marketing automation adoption is 7-10%, projected to rise to 30% by 2015. (SiriusDecisions)Sources: SiriusDecisions Summit 2010; CRM Magazine, "CRM: Then and Now"
System integration Marketing Analytics Ad/Site Tracking Social Media Activity Tracking Link Source Tracking CRM Platform Inbound Website + Blog Marketing Marketing CMS Automation Optimization Source: Left Brain DGA