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Making Leaders Successful
Every Day
Accelerate Revenues For
Technology Products And Services
In Europe
Peter O’Neill, Vice President & Principal Analyst

Forr...
© 2009 Forrester Research, Inc. Reproduction Prohibited
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
Changes in technologies plus behavior
Social media
Video
Mashups
Podcasts

Dialog

Chat
Wikis

Discussions
Social
Rich
Blo...
The Social Technographics® ladder

Active
behaviors

Passive
behaviors
Source: January 4, 2012, “Global Social Media Adopt...
European technology buyers adopt
social media for business purposes
European online
adults,
for any purpose*

European BT
...
Social media by country

July 2013 “The Social Behaviors Of Your B2B Customers”
Social catalyzes interactions between
sellers and buyers
Old
Market interactions based on
products

New
Market interaction...
Social influences buyers’ decisions in
differing degrees
“Across each stage of the adoption process, which of the followin...
The “Expectation Gap” is wider in Europe

October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Compan...
Potential Employees Weigh Technology
Access In Job Selection Criteria

October 2013 “Mind The Tech Expectations Gap: Make ...
European employees are less loyal than
you think

October 2013 “Mind The Tech Expectations Gap: Make Technology Integral T...
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
What is lead-to-revenue management?
L2RM is everything that
we, as marketers, do to
engage our customers
on their journey ...
The LeadTo-Revenue
Playbook

© 2012 Forrester Research, Inc. Reproduction Prohibited

17
Why L2RM matters
“Which of the following initiatives are likely to be your organization’s top business priorities over the...
There is room for improvement
On average, B2B
marketers are
generating 40% of
the sales pipeline.

What percentage of your...
Success is not coming from putting
more into this output machine!
Average conversion ratios from Forrester’s research
MQL
...
What’s going wrong?

© 2012 Forrester Research, Inc. Reproduction Prohibited

21
Most common inquiries on L2RM
Why don’t my
email campaigns
work anymore?

How can I get
some lift from
social?

© 2013 For...
Most common inquiries on content
marketing
Collateral just
sits there and
ages.

Few people
read our
blogs.

© 2013 Forres...
It’s time for a new approach.
© 2013 Forrester Research, Inc. Reproduction Prohibited

24
© 2013 Forrester Research, Inc. Reproduction Prohibited

25
It’s not about . . .
. . . moving masses of “leads” through a sequential
process of attrition until tens or hundreds of de...
Our goal now is to . . .
. . . take a single
lead through an
optimized process
...
. . . and then repeat
that process
hund...
Generation of on-target inbound traffic
Target buyer
profiling is
developed.

Targeted go-tomarket campaign
strategy is
de...
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
Expertise in action

Using Thought Leadership To
Attract New Prospects

© 2013 Forrester Research, Inc. Reproduction Prohi...
Driving revenue in a tough economy
• Targeted audience: SMB B2B
companies
• Multifaceted initiative:
• Outbound email camp...
Lead capturing
Participate in
trade shows
and industry
events.

Targeted
inbound
traffic is
generated.

Make offers
on you...
Expertise in action

Using Content Marketing To
Capture New Leads

© 2013 Forrester Research, Inc. Reproduction Prohibited...
Forrester content marketing campaigns
L2RM has a strategy matrix

High product complexity

Complexity of
product or
solution

High product complexity

Low buyin...
SAP develops trust for more complex
solutions offerings
• SAP engaged Mi6 Agency to
develop and sponsor the CFO
Intellectu...
The L2RM strategy matrix reveals four
unique L2RM strategies

September 2013 “Develop Your Revenue Growth And Acceleration...
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
Operating in the cloud is like a horse with
stripes

A few similarities, yes, but lots of differences
Image source: 123RF ...
What are channel pros pondering?
HOW DO WE GET THE CLOUD CHANNEL TO FULL BORE?

What do we do with
implementationdependent...
Channel partners seek wide-ranging
enablement support

Source: February 28, 2013, “Cloud Channel Trends, 2013 To 2014” For...
You need to incentivize for L2RM, not for
“sales”
Awareness
Consideration
Evaluation
Purchase
Implementation
Adoption

© 2...
Partner’s current business models
dictate incentive reengineering
2012
Awareness

Expense Distribution of Channel Partners...
The era of the self-transacting customer is
nigh
Customer
engages:

For . . .

Awareness

Vendor

For . . . Consideration
...
Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Al...
Key takeaways
Your buyers have changed, so you also have the opportunity to change.

 Your buyers tap into communities fo...
Engage with Forrester through . . .
ANALYST ADVISORY AND RESEARCH-BASED CONSULTING

 One-on-one advisory sessions with Fo...
Thank you
Peter O’Neill
+49 69 959298 39
poneill@forrester.com
Twitter: @poneillforr
Blog: blogs.forrester.com/peter_oneil...
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Forrester bd webinar 6 Nov 2013

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I gave this free webinar to European Field Marketing and Operations staff of our Premier Accounts - the large IT Vendors.

Published in: Marketing, Business, Technology

Forrester bd webinar 6 Nov 2013

  1. 1. Making Leaders Successful Every Day
  2. 2. Accelerate Revenues For Technology Products And Services In Europe Peter O’Neill, Vice President & Principal Analyst Forrester Business Development Webinar For EMEA Clients November 6, 2013
  3. 3. © 2009 Forrester Research, Inc. Reproduction Prohibited
  4. 4. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 5
  6. 6. Changes in technologies plus behavior Social media Video Mashups Podcasts Dialog Chat Wikis Discussions Social Rich Blogs networks media Community Customer engagement Usergenerated content Virtual trade shows Virtual worlds Participation Webcasts Shared bookmarks Advergames Social network marketing Tagging/voting Web 2.0 Groundswell Content sharing Viral
  7. 7. The Social Technographics® ladder Active behaviors Passive behaviors Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  8. 8. European technology buyers adopt social media for business purposes European online adults, for any purpose* European BT decision-makers, for business purposes 24% 60% 28% 53% 31% 80% 21% 67% 53% 82% 69% 99% 22% 78% of European BT Decisionmakers engage in some form of social activity while working. 1% Base: 14,110 Euro-5† online adults Source: European Technographics Online Benchmark Survey, Q3 2012 † Euro-5 is Germany, France, Italy, Spain, UK © 2012 Forrester Research, Inc. Reproduction Prohibited Base: 1,960 European BT decision-makers at companies with 100-plus employees
  9. 9. Social media by country July 2013 “The Social Behaviors Of Your B2B Customers”
  10. 10. Social catalyzes interactions between sellers and buyers Old Market interactions based on products New Market interactions based on business outcomes Scale with media Scale with social media and communities Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Social influences buyers’ decisions in differing degrees “Across each stage of the adoption process, which of the following sources of information influences your decision-making?” 35% 30% Blogs 25% 20% Online video Professional social networking sites 15% Support/discussion forums 10% Virtual events/ trade shows Facebook 5% 0% LinkedIn Twitter Awareness Scope Plan Select Implement Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees Source: Q1 2011 US And European B2B Social Technographics ® Online Survey For Business Technology Buyers © 2012 Forrester Research, Inc. Reproduction Prohibited Roll out
  12. 12. The “Expectation Gap” is wider in Europe October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Potential Employees Weigh Technology Access In Job Selection Criteria October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. European employees are less loyal than you think October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture” © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 15
  16. 16. What is lead-to-revenue management? L2RM is everything that we, as marketers, do to engage our customers on their journey from need to value. As we engage, we learn more about them and develop a relationship for our company as a trusted advisor and supplier. And it’s the process we develop to optimize customer engagement. 16
  17. 17. The LeadTo-Revenue Playbook © 2012 Forrester Research, Inc. Reproduction Prohibited 17
  18. 18. Why L2RM matters “Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?” Acquire and retain customers 31% 42% Grow overall company revenue 31% 42% Address the rising expectations of customers and improve customer satisfaction 23% Lower the firm's overall operating costs 24% 45% 39% Improve the firm's ability to innovate 17% 39% Grow in emerging markets 19% 32% 22% 29% Comply with government regulations and requirements Address rising competition for your products/services Manage brand consistency globally 14% 11% 35% 29% Critical priority High priority Base: 2,191 global business decision-makers in firms with 1,000-plus employees Source: Forrsights Business Decision-Makers Survey, Q4 2012 18
  19. 19. There is room for improvement On average, B2B marketers are generating 40% of the sales pipeline. What percentage of your pipeline is marketing sourced? 19% 18% 16% 13% 11% 8% 7% 3% 3% 0% 0-9% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100% Base: 216 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 US And Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 19
  20. 20. Success is not coming from putting more into this output machine! Average conversion ratios from Forrester’s research MQL Top performers Pipeline Won deal 32% 32% 28% 26% 0.75% (N = 211) All SQL End-toend (N = 196) (N = 201) (N = 195) 39% 37% 34% 32% (N = 65) (N = 58) (N = 59) (N = 58) 1.54% You can’t get there from here! Base: marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 US And Europe B2B Technology Marketing Tactics And Benchmarks Online Survey © 2013 Forrester Research, Inc. Reproduction Prohibited 20
  21. 21. What’s going wrong? © 2012 Forrester Research, Inc. Reproduction Prohibited 21
  22. 22. Most common inquiries on L2RM Why don’t my email campaigns work anymore? How can I get some lift from social? © 2013 Forrester Research, Inc. Reproduction Prohibited Help me improve conversions! How can I better leverage inside sales?
  23. 23. Most common inquiries on content marketing Collateral just sits there and ages. Few people read our blogs. © 2013 Forrester Research, Inc. Reproduction Prohibited Landing pages are unvisited. Communities are not joined.
  24. 24. It’s time for a new approach. © 2013 Forrester Research, Inc. Reproduction Prohibited 24
  25. 25. © 2013 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. It’s not about . . . . . . moving masses of “leads” through a sequential process of attrition until tens or hundreds of deals emerge. Attract Capture Nurture Sell Expand 26
  27. 27. Our goal now is to . . . . . . take a single lead through an optimized process ... . . . and then repeat that process hundreds or thousands of times. 27
  28. 28. Generation of on-target inbound traffic Target buyer profiling is developed. Targeted go-tomarket campaign strategy is developed. SEO: Optimize site for organic search. Engage prospects in social media. Develop and execute an outbound campaign strategy. Targeted inbound traffic is generated. Create visibility through public relations. A targeted lead is captured. A marketing qualified lead is created. Create visibility through print advertising. 28
  29. 29. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 29
  30. 30. Expertise in action Using Thought Leadership To Attract New Prospects © 2013 Forrester Research, Inc. Reproduction Prohibited 30
  31. 31. Driving revenue in a tough economy • Targeted audience: SMB B2B companies • Multifaceted initiative: • Outbound email campaigns • Physical events • Press relations • Social media • Drove results: • Over 550 leads generated • Influenced 20-plus won deals Image source: Act-On Software website (http://www.act-on.com/drive) © 2013 Forrester Research, Inc. Reproduction Prohibited 31
  32. 32. Lead capturing Participate in trade shows and industry events. Targeted inbound traffic is generated. Make offers on your website. Develop best-practice landing pages. A targeted lead is captured. Marketing automation exists to capture and manage inbound leads. Optimize pay-per-click campaigns to capture leads A marketing qualified lead is created. Make compelling offers in your outbound and social campaigns. 32
  33. 33. Expertise in action Using Content Marketing To Capture New Leads © 2013 Forrester Research, Inc. Reproduction Prohibited 33
  34. 34. Forrester content marketing campaigns
  35. 35. L2RM has a strategy matrix High product complexity Complexity of product or solution High product complexity Low buying process complexity High buying process complexity Low product complexity Low product complexity Low buying process complexity High buying process complexity Length/complexity of buying process September 2013 “Develop Your Revenue Growth And Acceleration Strategy”
  36. 36. SAP develops trust for more complex solutions offerings • SAP engaged Mi6 Agency to develop and sponsor the CFO Intellectual Xchange Network (IXN). • Use Traackr to find key influencers and match them with execs/customers who provide content and resources. • IXN members have also received exposure via SAP's owned media. • Result: more than 500,000 impressions and the sharing and promotion of their content. Source: http://cfoixn.com/about-the-ixn/
  37. 37. The L2RM strategy matrix reveals four unique L2RM strategies September 2013 “Develop Your Revenue Growth And Acceleration Strategy” © 2012 Forrester Research, Inc. Reproduction Prohibited
  38. 38. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 38
  39. 39. Operating in the cloud is like a horse with stripes A few similarities, yes, but lots of differences Image source: 123RF (http://www.123rf.com/)
  40. 40. What are channel pros pondering? HOW DO WE GET THE CLOUD CHANNEL TO FULL BORE? What do we do with implementationdependent partners? Can we continue to view our partners through a siloed business model lens (VAR vs. MSP vs. hoster, etc.)? Should we pursue a reseller or service provider strategy? Who owns the data center? Who owns the customer? © 2012 Forrester Research, Inc. Reproduction Prohibited ??? Can partners survive on smaller margins? What do we need to do to help our partners transform their business models? 40
  41. 41. Channel partners seek wide-ranging enablement support Source: February 28, 2013, “Cloud Channel Trends, 2013 To 2014” Forrester report
  42. 42. You need to incentivize for L2RM, not for “sales” Awareness Consideration Evaluation Purchase Implementation Adoption © 2013 Forrester Research, Inc. Reproduction Prohibited › › Loyalty Expansion revenue 42
  43. 43. Partner’s current business models dictate incentive reengineering 2012 Awareness Expense Distribution of Channel Partners Technical Consideration 17.5% 30.0% Evaluation Purchase Sales Marketing 12.5% 15.0% 25.0% Purchasing/ order mgmt. G&A Implementation Adoption Source: Forrester Research © 2013 Forrester Research, Inc. Reproduction Prohibited 43
  44. 44. The era of the self-transacting customer is nigh Customer engages: For . . . Awareness Vendor For . . . Consideration Partner For . . . Evaluation Partner For . . . Purchase Vendor For . . . Implementation Partner For . . . Customers will engage partners for education and implementation, but they will increasingly transact through online marketplaces. What then? Partner Adoption © 2013 Forrester Research, Inc. Reproduction Prohibited Incentive programs will change . . . 44
  45. 45. Agenda Your Buyers Have Changed Optimize Your Lead-To-Revenue Process Best Practices In Lead Origination Your Channels Also Need Enabling Recommendations © 2012 Forrester Research, Inc. Reproduction Prohibited 45
  46. 46. Key takeaways Your buyers have changed, so you also have the opportunity to change.  Your buyers tap into communities for information and interactions.  Choose your approach based on your customers and resources.  Context is a critical design element. Don’t take shortcuts!  Create compelling content; in Europe, the Middle East, and Africa (EMEA) that means local content for local buyers. © 2012 Forrester Research, Inc. Reproduction Prohibited
  47. 47. Engage with Forrester through . . . ANALYST ADVISORY AND RESEARCH-BASED CONSULTING  One-on-one advisory sessions with Forrester analysts to leverage their research and expertise. Analyst engagement  One- or two-day intensive workshops in which analysts use research-based best practices to enhance your team’s skill set.  Research-based consulting engagements with analysts deliver the objective, actionoriented recommendations you need in a condensed timeline. Work closely with our analysts to apply their proven expertise to your big initiatives. 47
  48. 48. Thank you Peter O’Neill +49 69 959298 39 poneill@forrester.com Twitter: @poneillforr Blog: blogs.forrester.com/peter_oneill

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