Pardot Elevate 2012 - Marketing Strategies and Tactics of Top Performers

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B2B marketers typically use last year’s plan as a starting point for next year’s marketing planning process, making changes only to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual and marketing performance becomes incrementally more or less effective year over year. Marketers at top-performing companies take a different approach. They experiment, pilot, and test. They are the vanguard with go-to- market strategies that set them apart from their peers at companies with average performance. In this presentation, Ms. Wizdo will unveil new research data from Forrester’s Q3 2012 B2B Marketing Tactics and Benchmarks Survey to provide planning guidance that will energize your marketing strategy in 2013. While there is no “paint by numbers” formula for the perfect marketing mix, B2B marketers can leverage the proven practice of top-performing marketing organizations to inform their own marketing mix decisions.

Pardot Elevate 2012 - Marketing Strategies and Tactics of Top Performers

  1. 1. Marketing Strategy andTactics of Top PerformersLori Wizdo, Principal Analyst1 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  2. 2. What is a top performer?2 © 2012 Forrester Research, Inc. Reproduction Prohibited
  3. 3. Research Informs our Insight. §  Consumer Technographics §  B2B Social Technographics Top §  Tech Marketing Navigator Performers §  Marketing Organization and grew Investments revenues §  Marketing Tactics and Metrics faster than plan in the §  + Countless other research prior year. panels §  + Endless Inquiries3 © 2012 Forrester Research, Inc. Reproduction Prohibited
  4. 4. We surveyed practitioners! Budgeting 69% Setting Strategy 81% Executing demand management programs or campaigns 78% Directly managing people who execute demand management programs or campaigns 65%4 © 2012 Forrester Research, Inc. Reproduction Prohibited
  5. 5. Q. We asked these practitioners: •  what they are doing, •  how they are doing it, •  what’s working, •  what’s not working, •  how they are measuring it.5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Why do we care about the tactics of top performers?6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Because Revenue is the key metrics forB2B marketing execs Revenue-related metrics 71% Brand awareness 43% Customer satisfaction 43% Customer lifetime value 24% What’s yourTransaction conversion rates 13% most key7 © 2012 Forrester Research, Inc. Reproduction Prohibited metric? 9
  8. 8. And, because we spend a lot of money todrive that revenue. Customer Lead Community Origination Management 22% 9% 12% Lead Branding/ Awareness NurturingBTW,Marketing 10% Marketing 10% OperationsBudgetRemain at Customer Channel 20% and Marketabout 2% Enablement IntelligenceofRevenue 8% Field Product 11% Enablement Marketing 8% 13%8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Q.  What consumes the larger slice of the marketing budget? Pay-Per-Click, Display Ads or Tele-prospecting?9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Distribution of Marketing Program Budget Other, 14 Webinar, 6 Website, 18 Data Events, 9 Sources, 9 Tele, 5 Tradeshows, 16 PPC, 8 Display Ads, 9 Synd.Cont,10 © 2012 Forrester Research, Inc. Reproduction Prohibited 6
  11. 11. Lead-to-Revenue Management Blogs Direct Mail Email Podcasts Display Ads Attract Capture Nurture Convert ExpandTrade Shows Vendor Events Videos Message Boards Print Publications Social Media 11 © 2012 Forrester Research, Inc. Reproduction Prohibited It’s Complicated
  12. 12. It’s Getting Harder!12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Top performers use a different mix at all stages of the Lead-to-Revenue process.Attract Capture Nurture Convert Expand 13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Q.  What are your top four tactics for building awareness?14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. To attract the right prospects, top performers practice the fine art of being found.15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  16. 16. 16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Top Tactics: Attract17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Top Performers Use an Artful Mix of Old and New 36% vs. 34% 33% vs. 29% 31% vs. 29% 21% vs. 28% 31% vs. 29% 18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. Q.  What statement best describes your PR Strategy?19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  20. 20. The majority of our PR efforts are driven by our thought leadership program 15% The majority of our PR efforts are around company and product news 68% We have about an even mix between thought leadership and company/ product news 17%20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Q.  What are the top five tactics for lead origination?21 © 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. 22 © 2012 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Top Tactics: Capture23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Top Performers Use an Artful Mix of Old and New 34% vs. 31% 31% vs. 26% 26% vs. 20% 23% vs. 23% 25% vs. 23% 24 © 2012 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Q.  What are you doing in Content Marketing?25 © 2012 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Content Marketing Decreasing Currently Expanding Presentations 4% 43% 16% Infographics 0% 43% 10%On Demand Webinars 2% 45% 12% Video 2% 47% 12% Podcasts 2% 35% 14% Whitepapers 4% 49% 10% Are Whitepapers Waning 26 © 2012 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Q.  What is your biggest content marketing challenge?27 © 2012 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Make Relevant OffersGetting the right customers/prospects to view the content 33% Producing engaging content 14% Developing a content strategy 14% Talent to produce content 11% Lack of interdepartmental agreement about content strategy 11% Cost to produce content 9% Collecting content usage statistics 7% Other, please specify: 0%28 © 2012 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Q.  Who is creating content?29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Content Creators 5% 8% 9% Marketing Staff 45% Agency Other Staff 12% Customers External Journalist Other 21%30 © 2012 Forrester Research, Inc. Reproduction Prohibited
  31. 31. Q.  What are the top five tactics for lead nurturing?31 © 2012 Forrester Research, Inc. Reproduction Prohibited
  32. 32. Lead Nurturing is not a new B2B marketing concept.32 © 2012 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Lead Nurturing Circa 2006 Lead Lead Origination Nurturing Sales The primary role of lead nurturing Marketing’s key was to stop focus was getting “warm” leads new names from leaking out into the funnel. of the funnel.33 © 2012 Forrester Research, Inc. Reproduction Prohibited
  34. 34. Why the 1st Generation of Lead Nurturing didn’t work. Serial Touches Seller Buyer Eventual Sale 1st Generation Lead Generation was, all too often: About US, not the Drip Marketing On Systematic Sales customer’s Steroids Harassment journey34 © 2012 Forrester Research, Inc. Reproduction Prohibited
  35. 35. What is lead nurturing today?35 © 2012 Forrester Research, Inc. Reproduction Prohibited
  36. 36. Top Tactics: Nurture36 © 2012 Forrester Research, Inc. Reproduction Prohibited
  37. 37. Top Performers Use an Artful Mix of Old and New 39% vs. 41% 31% vs. 28% 28% vs. 26% 21% vs. 15% 23% vs. 18% 37 © 2012 Forrester Research, Inc. Reproduction Prohibited
  38. 38. Q.  Tell us a bit about your email campaigns38 © 2012 Forrester Research, Inc. Reproduction Prohibited
  39. 39. Send targeted email campaigns to specific segments of our in-house marketing database 76%Send out company promotions and newsletters to our in-house marketing list 75%Launch multi-stage campaigns to purchased lists or prospects 46% We send out individualized mails based upon prospect specific data and behavior 31% Other, please specify: 1% Opportunity39 © 2012 Forrester Research, Inc. Reproduction Prohibited
  40. 40. Q.  What is the most typical CTA for the majority of lead gen campaigns?40 © 2012 Forrester Research, Inc. Reproduction Prohibited
  41. 41. Completes a download form 20%Downloads or orders a time-bound trial version 13% of the product or serviceDownloads or orders a free/lightweight version of the product or service 20% Request a sales call or meeting 44% Other, please specify: 3%41 © 2012 Forrester Research, Inc. Reproduction Prohibited
  42. 42. It’s not always this easy to get that first meeting!42 © 2012 Forrester Research, Inc. Reproduction Prohibited
  43. 43. Q.  What are the top five tactics for building customer expansion?43 © 2012 Forrester Research, Inc. Reproduction Prohibited
  44. 44. Top Tactics: Expansion44 © 2012 Forrester Research, Inc. Reproduction Prohibited
  45. 45. Top Performers Use an Artful Mix of Old and New 36% vs. 31% 33% vs. 29% 31% vs. 28% 28% vs. 30% 30% vs. 21% 45 © 2012 Forrester Research, Inc. Reproduction Prohibited
  46. 46. Q. WIM46 © 2012 Forrester Research, Inc. Reproduction Prohibited
  47. 47. Q. What % of Sales Pipeline is Marketing Sourced47 © 2012 Forrester Research, Inc. Reproduction Prohibited
  48. 48. There is a lot of room to get better! On average, only 38% of pipeline is marketing- sourced48 © 2012 Forrester Research, Inc. Reproduction Prohibited
  49. 49. But, it’s 44% for companies who’ve implemented marketing automation! 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% All respondents Lead management Lead management (N = 120) automation: implemented automation: not implemented (N = 69) (N = 45)49 © 2012 Forrester Research, Inc. Reproduction Prohibited
  50. 50. The Pay-Off for Lead Management: ConversionNurturing Average conversion ratios from Forrester’s Researchinvestment MQL SQL Pipeline Won deal End-to-endWorst 30% 28% 26% 23% 0.13%performersTop performers 40% 36% 29% 25% 0.31% It Works! Nearly triple the end- to-end conversion rates 50 © 2012 Forrester Research, Inc. Reproduction Prohibited
  51. 51. Automating Lead-to-Revenue Management 72% are using CRM 45% are using lead management51 © 2012 Forrester Research, Inc. Reproduction Prohibited
  52. 52. May your passion for marketingautomation Pay off in Leaps and Bounds!52 © 2012 Forrester Research, Inc. Reproduction Prohibited
  53. 53. Thank you Engage beyond this eventLori Wizdo Community — http://forr.com/CommunityTM+1 617.613.8805lwizdo@forrester.com Blog — http://forr.com/BlogTMTwitter: @loriwizdo Twitter — http://forr.com/ForrTwitterwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited

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