Top 5 Mistakes In B2 B V6

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Presentation given to about 50 Chief Marketing Officers at the CMO Thought Leadership Summit

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  • Top 5 Mistakes In B2 B V6

    1. 1. 5 Mistakes In B2B Demand Generation May 19, 2009
    2. 2. The Panel….
    3. 3. Why Demand Generation?
    4. 4. The 5 Mistakes <ul><li>Me, not you </li></ul><ul><li>One Time Events </li></ul><ul><li>Lists ≠ Leads </li></ul><ul><li>Response Rates ≠ Results </li></ul><ul><li>Managing CEO Expectations </li></ul>Oops!
    5. 5. Mistake #1- All about me <ul><li>Almost all websites say what we do </li></ul><ul><li>Customers need to solve problems </li></ul><ul><li>Mismatch </li></ul><ul><li>What Resonates With Customers? </li></ul>
    6. 6. Mistake #1 Me <ul><li>“ No one cares about your product except you.” </li></ul>
    7. 8. Buyer point of view
    8. 9. The Problem
    9. 12. Maybe a white paper
    10. 13. See the world differently
    11. 14. Single Tactic – Some Results <ul><li>Direct Campaign </li></ul><ul><li>Flat Envelope </li></ul><ul><li>2% Response </li></ul>
    12. 15. On Going Program Approach <ul><li>Results </li></ul><ul><li>Investment in Holistic Customer Cycle </li></ul><ul><li>Reduced Cost Per Lead, with Greater Response </li></ul><ul><li>Improved Process Adoption by Sales Team </li></ul><ul><li>Marketing As Thought Leader vs Executor </li></ul>
    13. 16. Building Relationships
    14. 17. Mistake #3-Confusing Lists & Leads <ul><li>Case Study </li></ul><ul><li>Why do we consider that ‘Name’ a ‘Lead’? </li></ul><ul><ul><li>Because Salesforce.com says so! </li></ul></ul><ul><li>Leads have many different life cycles </li></ul><ul><li>Assessing what type of Lead you have is paramount </li></ul><ul><li>True comparisons can be made once all assumptions are known </li></ul><ul><li>Demand generation to develop leads at each level increases overall conversion </li></ul>
    15. 18. Mistake #4: Focusing on Response Rates vs Results <ul><li>Case Study </li></ul><ul><li>Advertising/Adwords campaigns can be big culprits of mismatched expectations </li></ul><ul><ul><li>Reach, Awareness, Shock Effect, Inquiries, Sales </li></ul></ul><ul><ul><li>What is the focus and goal? </li></ul></ul><ul><ul><ul><li>Ultimately all comes down to Sales. But is everyone aligned? </li></ul></ul></ul><ul><li>When Marketing is excited and Sales is less than impressed, something is wrong </li></ul><ul><ul><li>Leads…leads…leads….the results are great. Are they? </li></ul></ul><ul><ul><li>3% versus .02% became customers with simple change </li></ul></ul><ul><ul><li>Only be happy when sales is complaining less than normal about Leads </li></ul></ul>
    16. 19. Mistake #5: Managing CEO Expectations
    17. 20. <ul><li>“ Average CMO tenure is less than three years” </li></ul><ul><li>Spencer Stuart, February 2008 </li></ul>
    18. 21. Education, Process, Metrics <ul><li>Review & Communicate Best Practice </li></ul><ul><li>Map to Sales Cycle </li></ul><ul><li>Set Specific Targets </li></ul><ul><li>Measure End to End </li></ul>
    19. 22. Open Discussion <ul><li>Other Mistakes? </li></ul><ul><li>Other Success Stories? </li></ul><ul><li>Other Lessons Learned? </li></ul>
    20. 24. Contact Info <ul><li>Barbara Dondiengo, Level3 </li></ul><ul><li>(720) 888-8341; [email_address] </li></ul><ul><li>Ed Lemire, Acteva </li></ul><ul><li>(650) 222-0938, [email_address] </li></ul><ul><li>Jeff Ogden, Find New Customers </li></ul><ul><li>(516) 284-4930, jogden@findnewcustomers.net </li></ul>
    21. 25. Top 5 Mistakes In B2B Demand Generation Programs May 19, 2009

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