The Puget Sound AMA invited me to present ideas on B2B customer acquisition and demand generation. Paul Judy, Avalara's VP of Customer Marketing presented B2B customer marketing concepts.

1. B2B Customer Acquisition and
Demand Generation Strategy
Puget Sound American Marketing Association - April 2018
Brian Hansford – Vice President with Heinz Marketing

2. Agenda
• Briefly about Brian and Heinz Marketing
• Customer Acquisition Defined
• Expectations on CMOs and B2B Marketing
• Core Acquisition Components
• KPIs
• Customer Segmentation
• Content
• Full Funnel Marketing

3. B2B
Customer
Acquisition
Marketing &
Demand
Generation
Acquiring new customers involves
persuading consumers to purchase
a company's products and/or
services.
Demand generation is the focus of
targeted marketing programs to
drive awareness and interest in a
company's products and/or
services.

4. CMO’s must show business results
Via the CMO Council
• 2016 saw record CMO job loss
• #1 Reason: CMO’s unable to show
business impact
• Critical: Financial impact analytics
“…there’s nothing more
necessary to CMO success
and longevity than having
the proof of how marketing
is driving the business
forward in a multiplicity of
unique and powerful ways…”
-Donovan Neale-May, CMO
Council

5. Marketing is
THE most
strategically
important
function
within any
B2B company
• Define company strategy,
positioning, and identify
markets
• Full funnel marketing driving
demand
• Create awareness
• Market, customer, product,
competitive research
• Messaging & positioning
• Product requirements
• PR/AR
• Channel marketing
• Company culture
• Customer data ownership
• Marketing technology
management
• Data management
• Marketing operations
• Content strategy and
development
• Customer marketing
• Analytics and KPIs
• Events, tradeshows, field
marketing
• Social management
• Advertising
• Digital property management
No other function engages with individuals before they even think of
becoming customers, drives demand, enables and accelerates sales, and
retains customers

6. …With the most ridiculous
expectations and intense
scrutiny
• Why do sales leads suck?
• How much revenue did marketing source this
quarter?
• How much business are we getting from that
webinar last week?
• What is the ROI on the marketing tech budget?
• Why can’t the (CMO, VP, manager, intern) write the
white paper, datasheets, PR, email copy for us?
• Based on the forecast this month, what business
can we expect over the next two quarters?

7. B2B Customer Acquisition Marketing
Focus on horizontal and
vertical markets and
create ideal customer
profiles
Identify and engage the
right accounts with
propensity to buy
Full Funnel Marketing
that Creates
Opportunities &
Acclerates Sales
Integrated Marketing
Technology & Data
Management
KPIs: Measure Revenue,
Opportunities, Velocity,
Sourced and Influenced
Revenue, CAC
Connect Budget Spend
to Revenue Results

8. The Big Dog
Customer Acquisition KPIs
Your CEO Wants
• Sales Pipeline
Velocity
• Opportunity Creation
• Percentage of
Sourced Revenue
• Percentage of
Influenced Revenue
• Channel Attribution
• Customer Acquisition
Costs

9. Sales Pipeline Velocity
Download our Sales
Velocity Calculator: http://results.heinzmarketing.com/R-PipelineVelocityCalculator_LP.html

10. Customer and
Account
Targeting &
Segmentation
Ideal Customer Profile
• Industries
• Companies
• Contacts, Roles, Motivations
• Behaviors
• Compelling Events
• Propensity to Buy
• What do the PEOPLE in the
target companies care
about?
• What COMPANY and
INDUSTRY types are the
best to focus on?
• What BEHAVIORS do
people in target accounts
collectively exhibit to
indicate interest?
• What are common
COMPELLING EVENTS that
drive purchase decisions?

11. Prepare to
engage many
people with
acquisition
campaigns,
channels,
and touches
According to CEB (Gartner) the
number of people in B2B solutions
purchases has increased from 5.4 in
2015 to 6.8 in 2017.

12. Content

13. Establish the Foundation - Personas
• Develop “Pathological Empathy” – get out of the company-centric world!
• Who are your primary personas – prioritize to focus content development
• Companies are made of people – consider group dynamics
• Multiple people will likely influence, decide on, and ultimately use or be
impacted by your solution.
• Decision makers, stake holders, influencers, end users
• Attributes, motivators and concerns
Department Head Primary Business UserDecision Maker

14. Persona Framework
4/11/2018 Heinz Marketing, Inc 14
Workbook – pg8
Decision Maker

15. Content Inventory Mapping:
Theme, Persona, Funnel, and Journey
Stages
• Identify the gaps in themes, funnel and persona engagement
• Look for funnel conversion blocks
• Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion
blocks?
4/11/2018 Heinz Marketing, Inc 15
Workbook – pg13

16. Single campaigns rarely source NEW LEADS that
convert to OPPORTUNITIES and
SALES WON without additional campaigns

17. Suspects
Inquiries
MQL
SAL
Opportunity
$
Customer
Think Full Funnel Marketing
REALITY
People engage multiple times through
mixed channels with mixed content
over their entire selection
journey.
AND…!
Multiple people within companies engage!
AND…!
Full Funnel Marketing includes Marketing and
Sales aligned with shared goals!