B2B Marketing Overview


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Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to buy. Over 50% of leads are not yet sales ready, so nurturing those leads can help you maximize results rather than throwing them away. And it’s a new business practice for many companies. Where the typical mode of operation usually has marketing throwing all leads over the fence, we would work with you to identify the qualification criteria for leads. Then the "hot / ready to buy now" leads would be handed over to sales while marketing worked on the cutlivation of "warm / want to buy just not now" leads.

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B2B Marketing Overview

  1. 1. B2B MARKETING Solutions Overview August 16, 2010            From Monologues to Dialogues Listen · Engage · Inspire · Influence
  2. 2. Overview <ul><li>Who is Channel Neutral Marketing? We are a boutique style agency that remains unbiased in all our channel recommendations therefore allowing us to be totally dedicated to improving sales and ROMI through innovative, multi-channel marketing campaigns that 100% measureable AND IN YOUR BEST INTEREST. </li></ul>08/16/10 B2B Marketing Solutions
  3. 3. Value Proposition <ul><li>Integrated solutions for B2B marketers </li></ul><ul><ul><li>Strategy, creative, campaign management, database services, analysis </li></ul></ul><ul><li>Lead management, demand generation experts </li></ul><ul><ul><li>Proven track record for developing successful demand generation programs </li></ul></ul>08/16/10 B2B Marketing Solutions
  4. 4. Typical Client Challenges <ul><li>In most cases, we work with clients that: </li></ul><ul><ul><li>Offer high value, complex services </li></ul></ul><ul><ul><li>Where the sales teams responsible for qualifying leads, in addition to generating sales </li></ul></ul><ul><ul><li>May/may not have salesforce automation tool in-house </li></ul></ul><ul><ul><li>The prospect base of multiple decision makers & influencers </li></ul></ul><ul><ul><li>The sales staff is highly skilled & compensated </li></ul></ul><ul><ul><li>Run at a high cost/lead model </li></ul></ul><ul><ul><li>Cannot track prospect actions based on marketing touches </li></ul></ul><ul><ul><li>Marketing ROI is very difficult to measure </li></ul></ul>08/16/10 B2B Marketing Solutions
  5. 5. Requirements for Success 08/16/10 B2B Marketing Solutions <ul><li>Up-to-date, highly accurate prospect and customer database </li></ul><ul><li>Modeling & segmentation </li></ul><ul><li>Multi-touch/multi-channel marketing solutions by segment </li></ul><ul><li>Cultivation program to improve yield </li></ul><ul><li>Research and analyze results to maximize performance </li></ul>
  6. 6. An Integrated Solution <ul><li>One resource / point of contact </li></ul><ul><li>Best of breed providers in all categories </li></ul><ul><li>Tie marketing expenditures to sales activities </li></ul><ul><li>Channel-neutral solution, just good results </li></ul><ul><li>Measures, tracks and distributes all leads </li></ul><ul><li>Improves sales productivity by qualifying leads </li></ul><ul><li>Lowers cost per lead </li></ul><ul><li>Improves marketing ROI </li></ul>08/16/10 B2B Marketing Solutions
  7. 7. Experience Has Taught Us… 08/16/10 B2B Marketing Solutions <ul><li>Every marketing program starts with data as the foundation </li></ul><ul><li>An effective program will garner $1+++ in return for every $1 spent in marketing / sales </li></ul><ul><ul><ul><li>To succeed you must track by: </li></ul></ul></ul><ul><ul><li>Campaign </li></ul></ul><ul><ul><li>Communication channel </li></ul></ul><ul><ul><li>Audience segment </li></ul></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Title </li></ul></ul>
  8. 8. Lead Qualification 08/16/10 B2B Marketing Solutions <ul><li>In order to ensure the pipeline is being filled only with the most highly qualified leads, we recommend working with both marketing and sales to come to a mutual agreement on what constitutes a qualified lead and then categorize all leads appropriately. For example: </li></ul><ul><ul><li>“ A” Leads: Ready to Buy Now </li></ul></ul><ul><ul><li>“ B” Leads: Ready to Buy in the Short Term </li></ul></ul><ul><ul><li>“ C” Leads: Interested But in the Longer Term </li></ul></ul><ul><ul><li>“ D” Leads: No Interest Whatsoever </li></ul></ul>
  9. 9. Lead Distribution 08/16/10 B2B Marketing Solutions <ul><li>The majority of leads generated are “C” or “D” leads: </li></ul><ul><ul><li>“ A” leads typically 5% - 10% </li></ul></ul><ul><ul><li>“ B” leads typically 10% - 15% </li></ul></ul><ul><ul><li>“ C” leads typically are 20% - 35% </li></ul></ul><ul><ul><li>“ D” leads represent the rest </li></ul></ul><ul><li>“ A” leads go straight to sales force </li></ul><ul><li>“ B” & “C” leads go to database for nurturing </li></ul><ul><li>“ D” leads are tossed as they represent no opportunity </li></ul>
  10. 10. Lead Nurturing 08/16/10 B2B Marketing Solutions <ul><li>30% - 50% of all leads typically fall into the “B” and “C” category. They good leads, just are not ready for purchase today, so nurturing them can help you maximize results rather than throwing them away. </li></ul><ul><li>This is a new practice for many companies. For many, the typical mode of operation has marketing throwing all leads over the wall regardless of whether or not they were qualified and ready to buy. </li></ul>
  11. 11. Measurement 08/16/10 B2B Marketing Solutions <ul><li>Research and analyze campaign results as they occur. </li></ul><ul><ul><li>Findings may drive new opportunities for next campaign </li></ul></ul><ul><ul><li>Enhance success </li></ul></ul><ul><ul><li>Learn from failures </li></ul></ul>
  12. 12. “ Sample” B2B Lead Gen Strategy 08/16/10 B2B Marketing Solutions
  13. 13. Contact Us
  14. 14. Contact Us <ul><li>Deb Kennedy </li></ul><ul><li>Chief Multi-Channel Marketing Evangelist </li></ul><ul><li>Channel Neutral Marketing </li></ul><ul><li>Office: 516-922-7887 </li></ul><ul><li>Mobile: 516-983-1617 </li></ul>08/16/10 B2B Marketing Solutions