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Blueprint for High Performing B2B Marketing Campaigns

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A deep look data from 4,000 B2B marketers to show what makes a high performer.

Published in: Marketing

Blueprint for High Performing B2B Marketing Campaigns

  1. 1. TheBlueprintfor Highperforming B2BMARKETING campaigns DREAMFORCE 2016 By Mathew Sweezey @msweezey
  2. 2. @msweezey ABOUT ME Mathew Sweezey Principal of Marketing Insights Salesforce Author of •  Marketing Automation for Dummies (2013) •  Context Not Content (2017)
  3. 3. High performers New research to show what a high performer is New research on
  4. 4. who @msweezey
  5. 5. WHAT IS A HIGH PERFOMER @msweezey THOSE BUSINESSES WHO COMPARE THEIR OVERALL BUSINESS PERFOMRMANCE MUCH STRONGER THAN THEIR DIRECT COMPETITION.
  6. 6. HIGH PERFOMERERS HAVE BETTER OUTCOMES @msweezey Underperformers 19% High performers 19% Moderate performers 62% are “slightly or not at all satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “extremely satisfied” with the current outcomes realized as a direct result of their company’s marketing investment are “very or moderately satisfied” with the current outcomes realized as a direct result of their company’s marketing investment
  7. 7. EXECUTIVE BUY IN HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES NUMBRER ONE TRAIT
  8. 8. 82%OFHIGH PERFORMERSHAVE FULLEXECUTIVEBUYIN @msweezey
  9. 9. They must buy into a new idea of marketing. Not just that they need more marketing.“ @msweezey
  10. 10. human centered GET PAST THE IDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.
  11. 11. TAULIA SAID F^CK IT! THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES. @msweezey
  12. 12. Compare campaignsConversions: Taulia displayed a form at the end of each video, both ones with humor and ones with out. They are able to show the conversions the increase reach is able to drive. In their case 67% of all video’s using comedy drove a form completion at the end of the video. T I P S F O R E X E C S U P P O R T
  13. 13. Track influence45% of all customers have watched 1 video, a n d t h e y h av e i n f l u e n c e d o v e r $100 million dollars in pipeline. T I P S F O R E X E C S U P P O R T
  14. 14. Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms. @msweezey
  15. 15. Sidebenefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time. @msweezey
  16. 16. ADVICE FROM TAULIA ON USING HUMOR DON’T NAME YOUR FIRST CAMAIGN “F’CK IT” @msweezey
  17. 17. holistic marketing Marketing is no longer just a department. Executives must give larger reach
  18. 18. Marketing Takesona Biggerrole -holistic- Experiences @msweezey 40% 60% 30% 20% 50% 10% Percentage Who Excel at Creating Personalized Omni-Channel Customer Experiences across All Business Units High-performing vs. Underperforming Teams 71xmore likely to be excellent at creating personalized omni-channel customer experiences High performers Moderate performers Underperformers 65% 1% 16%
  19. 19. Infinite Media Hurts Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign. @msweezey
  20. 20. Net Positive Experience Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable. @msweezey
  21. 21. THE CONSUMER loves/HATES THE BUSINESSS. NOT THE DEPARTMENT.“ @msweezey
  22. 22. Highperformersare 17xmorelikelytobe excellentAtcollaborating withotherbusinessesunits @msweezey
  23. 23. At&thires Customer Experience executive @msweezey
  24. 24. THEIRJOBISTOBEABRIDGE BUILDERBETWEENALL DEPARTMENTS.SOIT’SA CONSISTENTEXPERIENCE. @msweezey
  25. 25. budgetsThis has a ton to do with what you can do Dollar, dollar bills, y’all
  26. 26. Where are high performing budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
  27. 27. Maintain branding 15% headcount 80% programs 5 % tech + other 2-6% GR Average budget Fast growth 25% Headcount 65% programs 10% tech + other 7-12% GR 30% headcount 55% programs 15% tech + other 13-30% PR*Gross revenue *Gross revenue *Projected revenue
  28. 28. How to go from established to market leader exacttarget Cmo, TIM KOPP
  29. 29. Step1: Double the budget to pay for new mega marketing hits, sff & connections. @msweezey
  30. 30. Results: •  100k+ downloads. •  Contentmarketingprogramof theyear2012/2013-cmi @msweezey
  31. 31. CNX15’Results: 5k+ marketers joined us 750k+watcheditliveonline $200M+pipelineinfluenced @msweezey
  32. 32. technologyWhat are the high performers using All the cool toys
  33. 33. B2BHigh performers use12 Toolson average @msweezey
  34. 34. @msweezey 56% 57% 61% 48% 49% 51% 28% 21% 18% 18% 21% 17% 12% 5% 4% 5% 11% 4% Marketing analytics Web personalization Emerging technology (e.g., wearables, IoT) Social listening tools Marketing automation Guided selling Percentage who currently use extensively High Performers Moderate Performers Underperformers
  35. 35. High performers are 19x more likely to be able to create a single customer view. “ @msweezey
  36. 36. abm: 52% of high performers use abm, where only 6% of underperformers use it. @msweezey
  37. 37. Webpersonalization: 57% of high performers use web personalization, where only 5% of underperformers use it. @msweezey
  38. 38. They use ABM to change the headline and the image to match to different target industries. They use Marketing Automation to nurture each persons interest They use high end analytics to track the website overall performance.
  39. 39. NEWOPPSWITH 1/6OF THEIR TARGETACCOUNTS IN5MONTHS= $47Minpipeline
  40. 40. agile productionAgile is more than just a buzz word The modern building process
  41. 41. 52%OFHIGH PERFORMERSuseagile methods. @msweezey
  42. 42. Agile is the modern production method.“ @msweezey (speaking note: drop the mic here)
  43. 43. Agilestructure &Agileprocess*These can operate independent of each other
  44. 44. Capital oneThey went from 0 to the 10th largest bank in the us In just 25 years. They did this By being a tech first company. W h at ’ s i n y o u r w a l l e t ?
  45. 45. Itbeganwith anidea….....If agile works in every other department where we have waterfall like processes could it be used in marketing as well to improve production? BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE
  46. 46. We burned the boats, there is no going back.“ @msweezey Executive management at capital one on move to agile in marketing department
  47. 47. HowtheydiditThey created 12 pods in a team of 140 marketers. They only converted workflows and teams which easily fit into an agile framework. This was about 1/3 of the total 140. They had 2 people in charge of the test who were from the IT side who were familiar with agile and basic marketing ideas. They were there to help set up the structure and ensure success of the program.
  48. 48. @msweezey AGILEStructure PODS PODS PODS PODS SHARED RESOURCES ACCOUNTABLE EXECUTIVE ACCOUNTABLE EXECUTIVE
  49. 49. @msweezey PODMAKEUP COPY WRITER ART DIRECTOR COODINATOR GRAPHIC ARTIST BUSINESS ANALYST / DATA ANALYST PRODUCT OWNER / PRODUCT MANAGER
  50. 50. @msweezey AGILEPROCESS 1.  BUSINESS GOAL – AE 2.  OUTLINE THE PLAN - PM/PO 3.  PUT ON BACKLOG – PM/PO 4.  BREAK UP TASKS / SET COMMITS- POD 5.  FINISH Sprint DO ‘RETROSPECTIVE’ – POD 6.  Constantly MEASURE – BA 7.  RE SET BACKLOG BASED ON DATA – BA/PO WANT TO READ MORE ON AGILE PROCESS: hFp://www.slideshare.net/MathewSweezey/the-x-factor-the- secret-to-beFer-content-markeUng
  51. 51. IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
  52. 52. TacticsAgile is more than just a buzz word The modern building process
  53. 53. High and low performers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
  54. 54. social media marketing This is how to use social to smash it and drive serious lead gen.
  55. 55. Organic reach on social media is 2-4%. This is because they are now a pay to play model. $$ @msweezey
  56. 56. Volvo Construction dealers sell $100 million dollars worth of new and used equipment each yearwith Facebook.
  57. 57. @msweezey PaidSOCIAL+email YOUR EMAIL DATABASE UPLOAD TO FACEBOOK/ TWITTER DISPLAY ADS TO THOSE EMAILS + LOOK-A-LIKES
  58. 58. WHEN A SOCIAL AD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY THEMSELVES 22 @msweezey P E R C E N T
  59. 59. Dynamic Content Delivery THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
  60. 60. We looked at 1 million visitor sessions across hundreds of sites, the Average page views per session 1.7 @msweezey
  61. 61. Zero click site DEMANDBASE SAW LEAD FLOW INCRASE BY 400% WHEN THEY DYNAMICALLY CHANED THE CONTENT BASED ON IP ADDRESSES OF VISITORS. @msweezey
  62. 62. NURTURING IS’NTEMAIL MARKETING THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
  63. 63. INCREASED Leadflow BY16x @msweezey
  64. 64. LEAD GEN NURTURING’S REAL GOAL MOVE TO NEXT STAGE Y O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y @msweezey
  65. 65. Example The first call to action is relevant to them at the moment. Secondary call to action is for the next stage in the buying cycle. John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew @msweezey
  66. 66. modern email Design F^CK HTML It doesn’t belong in nurturing emails, and let me prove to you why @msweezey
  67. 67. Our job isn’t to be pretty. It’s to be effective.“ @msweezey
  68. 68. RICHTEXT isauthentic I can not hand code HTML and never have. So if I sign an email which is fully formatted HTML it’s obviously an automated email. RICH TEXT is how humans write emails to each other. Short, to the point, and with out formatting. John, I didn’t know if you follow @jaybaer. He’s talking a lot about content these days. Check him out! best, Mat @msweezey
  69. 69. 15th largest bank In the UNITED STATES DID A SIDE BY SIDE with HTML v RICH -> INCREASED ENGAGEMENT BY4x @msweezey
  70. 70. conclusions•  Get your executive team to buy into the new idea of marketing, or find a new job. •  Creating a better team with agile work flows, and creative freedom will keep your best people. •  Agile is the only way to keep up with the content demands of the modern marketing world. •  You don’t have a content problem, you have a distribution problem. •  Tactics are more than just channels. •  Be human at all costs. Your customers demand it.
  71. 71. @msweezey Mathew sweezey THANKYOU

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