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“The Marketing Summit I”
Break-out 4
15:30 – 16:30
How marketing can help progress buyers
through the sales funnel
Francoi...
2
Relevance to
your target
Relevance to
your business
You are far from
average
…and…
if we don’t
believe, we
won’t tell
3
Sales processes
improve marketing
outcomes,
marketing processes
improve sales
outcomes, and
shared processes
improve both....
5
6
2
Planning jointly,
quickly and often lifts
the performance of
the ‘engine’.
7
8
9
10
Naming CRM
stages after
buyer’s journey
stages improves
the quality of
early-stage leads
and relevant
conversations.
4
11
MQLs with a
46% higher
closure rate
SQLs are
16% more
likely to
close + 28% lift on MQL closure rates
+ 7% lift on SQL
12
Marketing tactics early in the
journey have more effect on
closure rates than sales tactics
later in the journey.
5
13
Holding
Marketing’s
feet to the fire
works.
6
14
15
About bpack
Parcels business of bpost
16
bpost
Parcels &
International
Mail and Retail
Solutions
Parcels
(bpack)
Internati...
17
B2B Parcels
(Contractual)
B2C / e-commerce
(Contractual)
Parcels Market is a 1Bn Euro Market
Growth Markets Where We Pl...
How do we respond to the needs
and gaps of our target B2B customers?
Express Delivery
International
Standard Delivery
Nati...
Commercial teams
MARKETING
• Product Marketing
• Go To Market
• MARCOM
• Research & Competition
MULTI SALES
CHANNELS
• Dir...
Go to Market planning process
20
Objective
• 20% growth
• X Million € rev.
Target audience
• Focus sectors
• Gaps / Pain p...
Define Plans for B2B Market
Key Sales & Marketing Initiatives
Marketing
Sales
Hunting
Professional Services
Wholesale
Othe...
Call to action
USP
Referrals
Branding
Awareness
Step 1
Position
Interest & Gap recognized
Preference
Decision
Unaware
Ensu...
23
Measured
results
AcMa’s
Call Centre
Network
Communication
• Interest ratio (relevance)
• Leads
• Revenues per stage
• W...
EXAMPLE OF A GO TO MARKET
CAMPAIGN
Professional Service : ID kitWHO
• Marketing agencies & market research companies.
• Communication (DM), organize events &...
Prof. Services: communication
We deserve your trust!
26
Results of the campaign
Together we bring in the deals!
Targets Results
• # Leads: 115
• Potential: 1M€
• # Wins: 25
• € W...
Key takeways
 Good targeting & relevant to customer journey
 Joint sales & marketing objectives
 Push together /persona...
29
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Marketing summit - How marketing can help progress buyers through the sales funnel

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Marketing summit - How marketing can help progress buyers through the sales funnel

  1. 1. “The Marketing Summit I” Break-out 4 15:30 – 16:30 How marketing can help progress buyers through the sales funnel Francois Delvaux, Partner Minds&More Lieven De Meester, Manager segment marketing bpost
  2. 2. 2 Relevance to your target Relevance to your business
  3. 3. You are far from average …and… if we don’t believe, we won’t tell 3
  4. 4. Sales processes improve marketing outcomes, marketing processes improve sales outcomes, and shared processes improve both. 1 4
  5. 5. 5
  6. 6. 6
  7. 7. 2 Planning jointly, quickly and often lifts the performance of the ‘engine’. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. Naming CRM stages after buyer’s journey stages improves the quality of early-stage leads and relevant conversations. 4 11
  12. 12. MQLs with a 46% higher closure rate SQLs are 16% more likely to close + 28% lift on MQL closure rates + 7% lift on SQL 12
  13. 13. Marketing tactics early in the journey have more effect on closure rates than sales tactics later in the journey. 5 13
  14. 14. Holding Marketing’s feet to the fire works. 6 14
  15. 15. 15
  16. 16. About bpack Parcels business of bpost 16 bpost Parcels & International Mail and Retail Solutions Parcels (bpack) International • Over +20 Million parcels/year • 100.000 parcels per day • > 200.000 sprint deliveries/ year • 150 employees • Dedicated parcels sales and marketing team since May 2013
  17. 17. 17 B2B Parcels (Contractual) B2C / e-commerce (Contractual) Parcels Market is a 1Bn Euro Market Growth Markets Where We Play C2C (Prepaid)
  18. 18. How do we respond to the needs and gaps of our target B2B customers? Express Delivery International Standard Delivery National Standard Delivery • Direct D+0 • Point to point • Signature • T&T • 247 available bpack Sprint • D+1 • 500€ Insurance • Signature T&T • Up to 3 Delivery Attempts • Multicolli bpack 24h Business • 500€ Insurance • Signature T&T • Up to 3 Delivery Attempts bpack Europe Business 18 Speed Security Price/quality Traceable Price/quality Internat. markets
  19. 19. Commercial teams MARKETING • Product Marketing • Go To Market • MARCOM • Research & Competition MULTI SALES CHANNELS • Direct sales force – account Managers • Telesales / call center • Post office network • E and Digital channels 19
  20. 20. Go to Market planning process 20 Objective • 20% growth • X Million € rev. Target audience • Focus sectors • Gaps / Pain points to solve • Company and DMU profile Activation • Content • # contacts • # campaigns Sales Targets • # wins needed • # leads needed • Funnel KPIs Text Here
  21. 21. Define Plans for B2B Market Key Sales & Marketing Initiatives Marketing Sales Hunting Professional Services Wholesale Other Services Transport Financials services, Printers & Public. (R1) Web / inbound Inquiries X K€ 90 X K€ 80 X K€ 66 X K€ 33 X K€ 31 X K€ 300 Total € xM # Wins NeededTarget Rev.Sectors 600 21 Pain points Trust/VAS Price/quality Quality Efficiency Solutions
  22. 22. Call to action USP Referrals Branding Awareness Step 1 Position Interest & Gap recognized Preference Decision Unaware Ensure Align to the customer journey and relevant communications Generic Personalized MKTG SALES 22
  23. 23. 23 Measured results AcMa’s Call Centre Network Communication • Interest ratio (relevance) • Leads • Revenues per stage • Wins Ensure good follow up of campaigns
  24. 24. EXAMPLE OF A GO TO MARKET CAMPAIGN
  25. 25. Professional Service : ID kitWHO • Marketing agencies & market research companies. • Communication (DM), organize events & in store demo’s. • Deadlines are important. • Marketing research companies publish reports. • These documents need to arrive on time & be traceable. • Trust is important (personal relation) WHY • Classic light parcel shipments (documents, reports, samples,…) • National focus • Biggest domestic market (Over 40 Million €) • +130.000 Companies • Existing track record (x% market share in this sector) • Low sophistication in needs (SL, T&T) • Average price: x€ per parcels HOW Offer that is relevant to their needs: • Notice after 1st attempt • Scheduled 3rd presentation • Signature w. name • Speed of delivery + Sprint / Express as needed 25
  26. 26. Prof. Services: communication We deserve your trust! 26
  27. 27. Results of the campaign Together we bring in the deals! Targets Results • # Leads: 115 • Potential: 1M€ • # Wins: 25 • € Wins: 206K€ • # Leads: 314 • Potential: 3.7M€ • # Wins: 30 • € Wins: 400k€ 27 Wins: 25 Leads: 317 Calls Completed: 1788 Target: 1857 Contacts Audience: 5000 CPYs 1 2 3 4 18% (target 10%) 8% (target 20%) 96% 5
  28. 28. Key takeways  Good targeting & relevant to customer journey  Joint sales & marketing objectives  Push together /personal relationship  Quick follow up to sales leads is crucial  Relevant call to Action (CTA)  Follow up on the commercial KPIs 28
  29. 29. 29

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