This document discusses how demand generation is evolving with the changing B2B buying ecosystem. It outlines how today's B2B buyers conduct episodic research across both digital and human interactions. It then presents a smarter demand generation framework that focuses marketing interactions on delivering insights, being tailored to individuals, and having impact. The framework emphasizes integrating data, tactics, technology, and people to initiate conversations and drive deals. It closes by highlighting how taking an integrated approach through metrics and partnerships can improve marketing effectiveness, sales opportunities, and deliver strong ROI.

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DEMAND GENERATION
Alex Gill & Alana Griffiths
February 2016
How to align your marketing for stronger ROI
through smarter demand generation

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B2B BUYING AND THE NEW
MARKETING ECOSYSTEM
IN 2016
WHAT IS DEMAND GEN? SMARTER DEMAND
GENERATION
A SMARTER DEMAND
GENERATION FRAMEWORK
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Alex Gill (Senior Director, Harte Hanks)
15 years of marketing experience, agency side, working in B2B and B2C with clients including HP, Microsoft, IBM and
EMC. Specialising in demand generation and channel marketing and a Sirius Decisions practitioner, Alex starts with
understanding client needs, and then designs and oversees large, multi-country marketing programmes which create
smarter, impactful customer interactions, with a clear focus on ROI.
Today’s speakers
Alana Griffiths (Senior Director, Harte Hanks)
With more than a decade of experience in designing and realising integrated marketing strategies. Alana is a metrics
marketer proven in creating solutions that deliver sales, ROI and impact. She specialises in the tech and finance sectors
with a strong B2B focus. Her areas of expertise include sales engagement and enablement, automated marketing, CRM
programme design, lead scoring and social media. She is also an audience advocate and expert in the creation and
application of personas for personalised marketing.

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B2B buying and the
new marketing
ecosystem in 2016

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The good old days…
Buyers….
• had to engage a vendor for the information
(brochures)
• had to attend an event
• had to use the phone or meet face to face,
maybe even use a fax!
• focused on features – feeds and speeds
• had to work to his or her budget
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CHARACTERISTICS OF MARKETING
• Outbound in its nature
• Physical – events, direct mail, print
ads, outbound calls
• Creative to cut through
• Broad – “spray and pray”
• Product focus – Feature led
1990s

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Buyers…
• went online to find information both
from vendor and from third parties
• attended online events and in-
person events
• leveraged email and other digital
comms channels
• focused on outcomes
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67%
of the buyer journey
is now done digitally
Source: Sirius
Decisions – circa
2012
Then it all went digital
CHARACTERISTICS OF MARKETING
• More digital in its nature
• Inbound
• Increasing emphasis on data
• Creative less important
• Personalisation and segmentation
• Solution-led to meet outcomes
2011

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So what about today’s buyer?
• Increasingly sophisticated and difficult to predict
• Faced with an unprecedented number of channels
and touchpoints
• Not won over by a simple email!
• Not just digital – some favour a mix of channels,
some favour a real conversation
• It’s episodic!
2016
(Source – Sirius Decisions 2015)
(Source – Forrester 2015)
50/50
50% of buyer journey is
digital interactions
50% is “human”
Source: Sirius Decisions 2015

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Our customer journey approach
Define
We use data expertise to inform and drive
marketing strategy so interactions are spot-
on, highly relevant, and most engaging.
Execute
Our creative and operational expertise
delivers highly effective, smarter customer
interactions across traditional and digital
channels.
Optimize
Every campaign and customer interaction is
an opportunity to learn. We leverage detailed
data measurement and metrics to further
refine and optimize customer interactions.

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A changing marketing ecosystem as well…
• Its not just buyers that continue to change…
• Proliferation of new tech and maturation of existing technology
• Big marketing data is here, characterised by the 4 Vs
– VOLUME, VELOCITY, VERACITY AND VALIDITY
Source: Scott Brinker – http:/chiefmartec.com

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What is Demand Generation?
Everything involved in creating, managing and converting demand for a
company’s products, services or solutions
Demand marketing
Planning demand marketing Creating demand Managing and converting demand
TELEMARKETING
DATA
MARKETING
TECHNOLOGY
WEBSITE
ACCOUNT BASED
MARKETING
DEMANDLEAD GENPAID MEDIA EARNED MEDIA EMAIL / NURTURE

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DEMAND GENERATION

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SOCIAL MEDIA

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Leads contributed from social media
21%
Source: IBM Social Selling, Harte Hanks

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MICRO TARGETING

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B2B buyers expect personalisation
54%
Source: Mastering Omnichannel B2B engagement, Accenture Digital

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ACTIONABLE

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Sales reps can’t find content to send to their prospects
65%
Source: Content Marketeer, Kapost

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RELEVANT

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B2B marketers that say they create content
that aligns to their buyers’ pain points
35%
Source: 2015 B2B Enterprise Demand Generation Survey,
Annuitus

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TECHNOLOGICAL

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Increase in tech platforms in the last 4 years
1,767%
Source: Marketing Technology Landscape Supergraphics,
Chiefmartec.com

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EXPERIENCE

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Companies expect to compete on
the basis of customer experience
89%
Source: Gartner Surveys, Gartner

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R.O.I.

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Increase in ROI when integrating
lead generation tactics
77%
Source: Integrated demand generation for ABM, Harte Hanks

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A SMARTER
DEMAND
GENERATION
FRAMEWORK

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THROUGH
CHANNEL
MARKETING
VENDOR LED
MARKETING
(2) CREATE YOUR
MARKETING
Enable the
Channel
Create &
Enable
Strategy &
Plans
(3) AWARENESS
MARKETING
Through
Channel Partner
Marketing
Seed &
Condition
Reputation &
Brand
(4) DEMAND
MARKETING
Partner
Demand
Generation
Vertical/
Persona Led
Demand Gen
Account Based
Marketing
(5) SALES
Channel
Partner
Management
Propose &
Close
Engage &
Qualify
Our B2B Marketing Framework
(1) AUDIENCE
B2B MARKETING AND SALES RESOURCES
B2B MARKETING AND SALES TECHNOLOGY / DATA MANAGEMENT PLATFORM
E
N
T
E
R
P
R
I
S
E
M
I
D
M
A
R
K
E
T
INTERNAL MARKETING AND SALES FUNCTIONS
AGENCY SUPPORT
DATA & TECHNOLOGY SERVICE PROVIDERS
AOV,
complex
(6) MANAGE AND
GROW CUSTOMERS
Channel
Support
Customer
Marketing &
Account
Management
Deliver &
Support
B2B CUSTOMER BUYING & EXPERIENCE
Volume of
customers,
transactional
S
M
B

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Smarter demand generation
Insightful Initiate ImpactfulIntegrated &
Individualised
SMARTER DEMAND GENERATION
Each interaction with your
audience – be it customer,
prospect or influencer –
should be based on insight,
tailored to the individual
and deliver an impact.
Everything should be
integrated together.
And demand needs to be
passed to sales, to initiate
the conversion to deals
Interact
MEETING
CONVERSATION
SOCIAL
MEDIA
ENQUIRY
SEARCH
BUSINESS
CHALLENGE
MEDIA
WEB RESEARCH ANALYST & PR
PEER RECOMMENDATIONSVENDOR SITES VENDOR CONTENT &
SHORTLIST
DEMO
TACTICS PEOPLE TECHNOLOGYDATA

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Data Tactics Technology People
Economies
of scale
Impactful
One partner. Integrated activity. The Multiplier Effect.
Silo
Integrated
ROI
Harte Hanks Metrics:
• Data quality & accuracy
improve marketing
effectiveness by 25%
• Data-driven digital
strategies improve
sales opportunities
by 500% and
deliver 35x ROI
• Lead nurturing increases
conversion by 25%
Source: Harte Hanks ROI Impact Study 2014

30. Thank you
Follow us on:
hartehanks.com
For more information:
Alex Gill
alex.gill@hartehanks.com
Mobile: +44 (0) 7553 382 899 mobile
https://uk.linkedin.com/in/alexgill77