More Related Content Similar to Building an Inbound and Multi-channel ABM Demand Generation Engine (20) More from #FlipMyFunnel (20) Building an Inbound and Multi-channel ABM Demand Generation Engine1. Building an Inbound and Multi-channel
ABM Demand Generation Engine
Ken Wincko
SVP, Marketing
PR Newswire
@kenwincko
Adam Needles
Chief Strategy Officer
ANNUITAS
@abneedles
3. PR Newswire has a very diverse client base
Global
by
Geography
U.S.
by
Type
of
Organiza6on
30k+
Global
Customers
58%
18%
16%
6%
2%
18k+
U.S.
Customers
Latin Am.
EMEA
U.S.
Asia
Canada
34%
29%
27%
7%
3%
Public
Agency
Private
Other
Nonprofit
Revenue
© 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
4. In a market with rapidly changing needs
Source: 2016 Edelman Trust Barometer @kenwincko @abneedles
5. And some legacy challenges
Manual,
interrup?ve
campaigns
Siloed
channels
Poor
data
@kenwincko @abneedles
6. 6
Which ‘flipped’ our approach to driving demand
Demand
Process
Transforma6on
• Buying-‐process
alignment
• Content
• Engagement
channels
• Inbound
orienta9on
• Lead-‐to-‐revenue
process
context
• Behavioral
qualifica9on
• Sales
/
marke9ng
organiza9on
re-‐alignment
• Sales
enablement
2.0
• NPV
/
ROI
/
CLV
focus
• Change
management
Source: ANNUITAS Demand Process Methodology
7. To ac?vate a buyer-‐led interac?on cycle
*Source:
Forrester, "Predictions 2016: B2B Marketing's New Mission," November 2015.
“By
a
factor
of
three
to
one,
B2B
buyers
want
to
self-‐educate
versus
talk
to
sales
representa9ves
to
learn
about
products
and
services*.”
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
8. Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
9. 9
Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
10. Iden?fying key segments and personas
DATA &
ANALYTIC
S
Growth Segment Example
Growth
Stage
Bou9que
EXECUTIVES
PRACTITIONERS
EXECUTIVES
GENERALISTS
PRINCIPALS
SUPERVISORS
OPERATIONS
COMPANIES AGENCIES
PERSONAS
PR Marketing
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
11. 11
Iden?fying key segments and personas
DATA &
ANALYTIC
S
Growth Segment Example
Growth
Stage
Bou9que
EXECUTIVES
PRACTITIONERS
EXECUTIVES
GENERALISTS
PRINCIPALS
SUPERVISORS
OPERATIONS
COMPANIES AGENCIES
PERSONAS
PRINCIPALS
Bou9que
AGENCIES
© 2015 PR Newswire Association LLC. All Rights Reserved
12. Crea?ng content mapped to buyer journeys
ContentOffers
Bou?que Agency Principal Example
Core
Needs
Strategic
Priority
SeRng
the
Context
Solu6on
Implica6on
Trigger
Catalyst
© 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
13. 13
Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
15. Con?nually op?mized through analy?cs
DATA &
ANALYTIC
S
© 2015 PR Newswire Association LLC. All Rights Reserved
Content Offer Elas?city by Engagement Channel
@kenwincko @abneedles
16. And a focus on data hygiene
48% of people in the database were duplicates or unusable.
!
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
17. 17
Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
18. Progressively profiling buyers and rou?ng to sales
PROSPECT
ENGAGED
QUALIFIED
ENGAGED
QUALIFIED
LEAD
WARM
HOT
PURSUE
SECURE
CLOSED
WON
Lead
Qualifica9on
Stages
(Marke9ng)
Pipeline
Stages
(Sales)
IDENTIFY
(0%)
DEVELOP
(20%)
PURSUE
50%
(90%)
CLOSED
(100%
-‐
0%)
SECURE
© 2015 PR Newswire Association LLC. All Rights Reserved
19. 19
Progressively profiling buyers and rou?ng to sales
PROSPECT
ENGAGED
QUALIFIED
ENGAGED
QUALIFIED
LEAD
WARM
HOT
PURSUE
SECURE
CLOSED
WON
Lead
Qualifica9on
Stages
(Marke9ng)
Pipeline
Stages
(Sales)
IDENTIFY
(0%)
DEVELOP
(20%)
PURSUE
50%
(90%)
CLOSED
(100%
-‐
0%)
SECURE
© 2015 PR Newswire Association LLC. All Rights Reserved
QUALIFIED
LEAD
WARM
HOT
DEVELOP
(20%)
© 2015 PR Newswire Association LLC. All Rights Reserved
20. Examples of progressive elements by stage
What are you objectives? (multi-select list)
• Media coverage
• Compliance/Disclosure
• Content Marketing Distribution
• Website Traffic
• Search Engine Ranking
• Reach an International Audience
• Demand Generation
• Other (with free text option)
Free Text:
• Phone number
Pick List:
• List country options
Pick List:
• List state and province options
When is your next release or campaign?
Pick List:
• Within 48 hours
• 1-4 weeks
• 1-2 months
• 3+ months
• No planned releases
REQUIRED
PHONE
NUMBER
GOALS
COUNTRY
STATE/
PROVIDENCE
TIMELINE
What is the best time to reach you?
Pick List:
• Early morning (8-10 AM EST)
• Late morning (10-12 PM EST)
• Mid-day (12-1 PM EST)
• Early afternoon (1-2 PM EST)
• Late afternoon (3-5 PM EST)
Free Text:
• Phone number
Do you have budget for PR/content/
disclosure initiatives?
Pick List:
• Yes
• No
When is your next release or campaign?
Pick List:
• Within 48 hours
• 1-4 weeks
• 1-2 months
• 3+ months
• No planned releases
REQUIRED
PHONE
NUMBER
TIME
TO
CALL
BUDGET
SEND
A
RELEASE
QL Warm – Lead Score: 600 Points
QL Hot – Lead Score: 1200 Points
KEY: Required field Optional field @kenwincko @abneedles
© 2015 PR Newswire Association LLC. All Rights Reserved
21. 21
Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
22. Coordina?ng custom interac?ons across channels
PAID
Banner
Ads
3P
Events
3P
Events
Paid
Search
EARNED
PR
Pickup
Social
Shares
Blog
Posts
Speaking
Invites
OWNED
Website
Mobile
App
Blog
PRN
Events
PAID
Banner
Ads
3P
Events
3P
Events
Paid
Search
EARNED
PR
Pickup
Social
Shares
Blog
Posts
Speaking
Invites
OWNED
Website
Mobile
App
Blog
PRN
Events
DYNAMIC
LANDING
PAGES
Content
Offer
A
Content
Offer
B
Content
Offer
C
Buyer
A
Buyer
B
Buyer
A
Buyer
B
© 2015 PR Newswire Association LLC. All Rights Reserved @kenwincko @abneedles
24. 24
Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
@kenwincko @abneedles© 2015 PR Newswire Association LLC. All Rights Reserved
25. DATA &
ANALYTIC
S
© 2015 PR Newswire Association LLC. All Rights Reserved
Managing channels based on impact
@kenwincko @abneedles
26. And a con?nuously op?mized content strategy
© 2015 PR Newswire Association LLC. All Rights Reserved26 @kenwincko @abneedles
27. Built on a scalable Demand Process infrastructure
Content
Organiza?onal Alignment
Marke?ng Technology
Lead Management Process
Mul?-‐channel Promo?on
Data and Analy?cs
ANNUITAS
Demand
Process
Source: ANNUITAS Demand Process Methodology
© 2015 PR Newswire Association LLC. All Rights Reserved
28. It’s all about buyer-‐led interac?ons
July 30 – 12:19 PM
Organic search referral and
downloads offer
July 30 – 2:19 PM
Browsed knowledge center and
downloaded a second offer
July 31 –2:14 PM
Aeended on-‐demand webinar
Sept. 3 – 11:30 AM
Engaged with nurture email
Sept. 3 – 11:45 AM
Routed to the Marke?ng
Lead Qualifica?on team
Nov. 11
Sale closed with Strategic Sales team
$10,500 1-‐yr Contract
+100 pts.+50 pts. +150 pts. +25 pts. Qualified Closed
Large Agency
Principal Example
@kenwincko @abneedles
29. Results
+20% lii in qualified leads
Drove an incremental 1% to the topline
Shortened the sales cycle by over 1/3
@kenwincko @abneedles
31. Thank You!
learn more at: prnewswire.com/knowledge-center
Ken Wincko
SVP, Marketing
PR Newswire
@kenwincko
Adam Needles
Chief Strategy Officer
ANNUITAS
@abneedles