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Building a Revenue Engine: Demand Gen, Funnels and Smarketing

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How to build a revenue engine for B2B SaaS using Demand Generation.

Published in: Marketing

Building a Revenue Engine: Demand Gen, Funnels and Smarketing

  1. 1. BUILD A REVENUE ENGINE DEMAND GEN, FUNNELS & SMARKETING Hana Abaza, @hanaabaza #SAASNORTH
  2. 2. ASSUMPTION: YOU’VE ACHIEVED PRODUCT / MARKET FIT If you don’t, 90% of this presentation is not applicable to you.
  3. 3. YOU NEED MORE THAN A GREAT PRODUCT TO SCALE You need effective system for improving process and expanding revenue operations.
  4. 4. 3 Phases of Evolution
  5. 5. WHERE ARE YOU NOW? Wizard of Oz Scooby Doo Oceans 11
  6. 6. Marketing Sales Customer Success B2B SAAS REVENUE ENGINE
  7. 7. SALES & MARKETING ARE ON THE SAME SPECTRUM Sales Sales Sales Demand Marketing + Sales *Brand & Demand + Sales
  8. 8. Support (reactive) Support & Success Support, Success, Advocacy CUSTOMER SUCCESS IS THE KEY TO GROWTH
  9. 9. WHERE DO YOU BEGIN & HOW DO YOU EVOLVE? Where you focus first depends on your model, your market and your core strengths.
  10. 10. POSITIONING If you think this is a marketing thing, you’re doing it wrong.
  11. 11. “Marketing is about making it easy for people to find, evaluate and buy your products. Positioning is figuring out what your product is in the first place.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
  12. 12. “Marketing can polish a turd. Positioning can turn turds into fertilizer.” More April: rocketwatcher.com - April Dunford, CEO of Sprintly
  13. 13. HOW DO PEOPLE THINK ABOUT YOUR PRODUCT? Are you a turd or are you fertilizer?
  14. 14. WHAT’S THE CONTEXT IN WHICH PEOPLE THINK ABOUT YOUR PRODUCT? Price, customers, competition, brand, channels, message.
  15. 15. WHAT LANUAGE DO PEOPLE USE TO TALK ABOUT ABOUT YOUR PRODUCT? How do your customers explain your product to their colleagues?
  16. 16. PERSONAS These are your new BFFs – find out everything you can about them
  17. 17. “By not deciding on one of these personas, we paid a gigantic, invisible ‘optionality’ tax.” Source: readthink.com - Brian Halligan, CEO of HubSpot
  18. 18. THE PROBLEM WITH MOST STARTUPS ISN’T A LACK OF IDEAS, IT’S A LACK OF CLARITY & FOCUS. Hana Abaza | @hanaabaza #SAASNORTH
  19. 19. MARKETING Marketing in B2B SaaS requires different grow levers and processes.
  20. 20. DEMAND GENERATION IS A CORE ELEMENT OF DRIVING GROWTH But it’s poorly understood and badly implemented.
  21. 21. BUT WHAT EXACTLY IS DEMAND GENERATION? It’s about creating urgency with buyers that are complacent.
  22. 22. Demand generation is the engine that generates leads, identifies and nurtures qualified prospects, and optimizes conversion throughout the buyer cycle.
  23. 23. These people are different!
  24. 24. Messaging, tactics and channels change. You need to generate demand.
  25. 25. TACTICS THAT FUEL DEMAND
  26. 26. CONTENT EVENTS PAID CORE DRIVERS PARTNERS ORGANIC ACCOUNT BASED MARKETING
  27. 27. FOCUS ON WHERE YOUR PEOPLE ARE.
  28. 28. CONTENT
  29. 29. will produce more content than they did in 2015 77%of B2C marketers 76% of B2B marketers
  30. 30. CONTENT ENVIRONMENT COMPLEX
  31. 31. Over 841,000 “Mind-Blowing” Marketing Posts
  32. 32. Almost 563,000 Ultimate Guides to Marketing
  33. 33. Too many to count.
  34. 34. CONSUMERS ARE CREATING MORE CONTENT THAN EVER
  35. 35. DESPITE THE NOISE
  36. 36. CONTENT CAN BE A POWERFUL GROWTH DRIVER Define your brand, generate leads, nurture prospects, persuade buyers, and empower advocates.
  37. 37. WE NEED TO CHANGE HOW WE THINK ABOUT CONTENT MARKETING. Content needs to be more targeted, relevant and engaging.
  38. 38. HOW CAN WE GET MORE TRAFFIC?
  39. 39. HOW CAN WE GET MORE TRAFFIC?
  40. 40. HOW CAN WE HIT OUR GOALS WITH LESS TRAFFIC?
  41. 41. Blog Articles “Snacky” Content Long Form Premium (gated) ebooks/whitepapers Webinars WHAT CONTENT TYPES DO YOU FOCUS ON? Visual Content SlideShare, Videos Infographics
  42. 42. THE CONTENT MARKETING POWER LAW A small portion of your content is responsible for the majority of your results.
  43. 43. THE VAST MAJORITY OF CONTENT UNDERPERFORMS Buzzsumo analyzed one million random B2B blog articles.
  44. 44. THE MEDIAN NUMBER OF SHARES FOR B2B CONTENT?
  45. 45. THE MEDIAN NUMBER OF SHARES FOR B2B CONTENT? 8
  46. 46. THE TOTAL NUMBER OF SHARES FOR AUTUMN’S VIDEO?
  47. 47. THE TOTAL NUMBER OF SHARES FOR AUTUMN’S VIDEO? 16
  48. 48. FOCUS ON HIGH-VALUE CONTENT AND WATERFALL THE HELL OUT OF IT High-value content is relevant, data- driven and unique to you.
  49. 49. WATERFALL CONTENT ACROSS MANY CHANNELS PR Strategy Guest blogging Webinars eBooks/Whitepapers Blog Posts IRL Presentations SEO
  50. 50. EVENTS
  51. 51. WHEN DOES IT MAKE SENSE TO DO EVENTS? New Category Innovative Product High Price Point Hard to Access Buyer
  52. 52. PAID CHANNELS
  53. 53. ARE PEOPLE READY TO BUY?
  54. 54. Ready to buy? Yes Acquisition focused (demo/ signup) Handoff to Sales
  55. 55. Ready to buy? No Lots of Education Required Content Focused Approach Capture & Nurture Leads Yes Acquisition focused (demo/ signup) Handoff to Sales Handoff to Sales
  56. 56. PARTNERS
  57. 57. WHEN SHOULD YOU DO PARNTER MARKETING? Complimentary Products Overlapping Audience Targeted Topic
  58. 58. PARTNER MARKETING IS ABOUT ALIGNMENT & AUDIENCE Agree on goals, promotional plan, topic and targeting upfront.
  59. 59. DEFINE YOUR FUNNEL
  60. 60. YOUR FUNNEL Lead Customer
  61. 61. Lead Customer Lead Qualified Lead Customer YOUR FUNNEL
  62. 62. Lead Customer Lead Qualified Lead Customer Lead Marketing Qualified Lead Sales Accepted Lead Sales Qualified Lead Opportunity Customer YOUR FUNNEL
  63. 63. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL
  64. 64. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Campaigns, Programs, Data, Nurture, Scoring
  65. 65. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Campaigns, Programs, Data, Nurture, Scoring
  66. 66. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring
  67. 67. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring Customer Marketing/Sales
  68. 68. Opportunity Customer Sales Qualified Leads Sales Accepted Leads Marketing Qualified Leads Leads YOUR FUNNEL Lead Qualification and Management Sales / Sales Enablement Campaigns, Programs, Data, Nurture, Scoring Customer Marketing/Sales Bi-directional Funnel, Feedback Loops
  69. 69. HOW DOES IT WORK WITH SALES?
  70. 70. SALES
  71. 71. 3 KEY ELEMENTS OF GOOD SMARKETING Qualifying Criteria, Lead Handoff, Funnel Operations
  72. 72. Lead Qualifying Criteria Lead Handoff Process Funnel Operations
  73. 73. WHAT MECHANISMS ARE IN PLACE TO RE-ENGAGE LOST LEADS? Funnel operations are core to scaling your engine and improving efficiency.
  74. 74. LOST TO A COMPETITOR? Automated follow-up at 5 and 11 months
  75. 75. LOST DUE TO BUDGET? Long-term nurture, re-engage with promotions/campaigns
  76. 76. HOW DO WE PUT IT ALL TOGETHER?
  77. 77. REMEMBER THESE CORE PRINCIPLES.
  78. 78. Smarter Smarketing
  79. 79. Smarter Smarketing Can You Funnel?
  80. 80. Smarter Smarketing Can You Funnel? Go Where Your People Are
  81. 81. Smarter Smarketing Can You Funnel? Go Where Your People Are Death and (optionality) Taxes
  82. 82. AND THE MOST IMPORTANT QUESTION OF ALL...
  83. 83. vs. Are you fertilizer or a turd?

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