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Strategic Marketing Automation

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Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation.

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Strategic Marketing Automation

  1. 1. Strategic marketing automation<br />Adam B. Needles<br />Director, Field Marketing Twitter: @abneedles<br />
  2. 2. Agenda<br />Introductions<br />Evolving view of B2B marketing<br />Sales view of B2B selling<br />Dialogue view of B2B marketing<br />Implications for marketing automation<br />Q&A<br />
  3. 3. Sales Process – 10%<br />Market Definition –<br />20%<br />52%<br />Lead Generation<br />Product Marketing – 2%<br />Marketing Communications – 12%<br />Hiring – 10%<br />Leads = your greatest challenge<br />52% of B2B marketing organizations say <br />lead generation is their #1 marketing challenge<br />Source: SiriusDecisions<br />
  4. 4. Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation<br />
  5. 5. What are your goals?<br />
  6. 6. Introductions<br />
  7. 7. Adam<br />[B2B marketer]<br />
  8. 8. My company<br />Solutions for marketers<br />B2B + B2C<br />Marketing automation + e-mail marketing<br />CRM integration<br />Software-as-a-service<br />www.silverpop.com<br />
  9. 9. Evolving view of B2B marketing<br />
  10. 10. B2B marketing is different.<br />
  11. 11. B2B marketing is different.<br />Direct sales forces<br />High-involvement sales process<br />Lower volume; higher purchase price<br />Rational vs. emotional purchase<br />Complex and savvy &apos;buying unit&apos;<br />
  12. 12. B2B marketing legacy<br />
  13. 13. B2B marketing’s ‘new’ primary goals:<br />drive leads for sales<br />cost effectively<br />qualified<br />improve close rates<br />help retain customers<br />
  14. 14. From push to pull<br />“No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.”<br />Source: Paul Greenberg, CRM at the Speed of Light (3e)<br />
  15. 15. From push to pull &gt;&gt;&gt; B2B redux<br />Source: MarketingSherpa<br />
  16. 16. Sales view of B2B selling<br />
  17. 17. Customer centered selling<br />&quot;The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle.&quot;<br />Source: R. Jolles, Customer Centered Selling<br />
  18. 18. Customer centered selling<br />Source:R. Jolles<br />
  19. 19. Customer centered selling<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  20. 20. Customer centered selling<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  21. 21. Customer centered selling<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  22. 22. Customer centered selling<br />Reconsideration<br />Satisfaction<br />5%<br />Selection<br />Acknowledgment<br />79%<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  23. 23. New funnel dynamics<br />
  24. 24. New funnel dynamics<br />Customer-led decision, criteria, measurement , investigation<br />
  25. 25. New funnel dynamics<br />Customer-led decision, criteria, measurement , investigation<br />Engage sales<br />
  26. 26. Customer centered selling<br />Reconsideration<br />Satisfaction<br />Selection<br />2%<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  27. 27. Dialogue view of B2B marketing<br />
  28. 28. Customer centered marketing<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  29. 29. Customer centered marketing<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  30. 30. Customer centered marketing<br />Reconsideration<br />Satisfaction<br />Selection<br />Acknowledgment<br />Investigation<br />Decision<br />Source:R. Jolles<br />Criteria<br />Measurement<br />
  31. 31. Customer centered marketing<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Source:R. Jolles<br />
  32. 32. Customer centered marketing<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Source:R. Jolles<br />
  33. 33. Customer centered marketing<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Source:R. Jolles<br />Criteria<br />Analyst reports<br />Blog posts<br />Search<br />
  34. 34. Customer centered marketing<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Source:R. Jolles<br />Criteria<br />Analyst reports<br />Blog posts<br />Search<br />Measurement<br />Analyst reports<br />Search<br />Product Website<br />
  35. 35. Customer centered marketing<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Investigation<br />Product literature<br />Sales Proposals<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Source:R. Jolles<br />Criteria<br />Analyst reports<br />Blog posts<br />Search<br />Measurement<br />Analyst reports<br />Search<br />Product Website<br />
  36. 36. Customer centered marketing<br />Selection<br />Consensus<br />Acknowledgment<br />Search<br />Social media<br />Thought leadership<br />Traditional media<br />Investigation<br />Product literature<br />Sales Proposals<br />Decision<br />E-mail nurturing<br />Field events<br />Search<br />Source:R. Jolles<br />Criteria<br />Analyst reports<br />Blog posts<br />Search<br />Measurement<br />Analyst reports<br />Search<br />Product Website<br />
  37. 37. Awareness<br />Marketing<br />Interest + investigation<br />Marketing Qualified<br />Sales Accepted<br />Sales Qualified<br />Sales<br />New Business<br />Lead stage ‘waterfall’<br />
  38. 38. News site<br />Search<br />B2B buyer dialogue ‘waterfall’<br />White paper<br />E-mail nurturing<br />Field event<br />Blog posts<br />Analyst report<br />Website<br />Product literature<br />Marketing Qualified<br />
  39. 39. News site<br />Search<br />B2B buyer dialogue ‘waterfall’<br />White paper<br />E-mail nurturing<br />Field event<br />Blog posts<br />C R I T I C A L P A T H<br />Analyst report<br />Analyst report<br />Product literature<br />Marketing Qualified<br />
  40. 40. Many critical paths<br />
  41. 41. Implications for marketing automation<br />
  42. 42. Implications of the dialogue context<br />Inbound + outbound<br />Content<br />Behavioral scoring + dynamic campaigns<br />Progressive profiling<br />Automation = strategic<br />
  43. 43.
  44. 44. Q&A<br />
  45. 45. Thank you!<br />Phone: 617-413-6087<br />E-mail:aneedles@silverpop.com<br />Twitter: @abneedles<br />Blogs<br />Demand Generation (Silverpop): <br />http://www.silverpop.com/blogs/demand-generation<br />Propelling Brands (personal): <br />http://propellingbrands.wordpress.com/<br />Silverpop – Strategic Marketing Automation<br />

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