Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides. Here's the first six sins (see the presentation for number seven!): One: data: we didn’t know you existed Two: Brand: you didn’t know we existed Three: Content: we tried to appeal to everyone Four: Calls to action: we left you on your own Five: Sales alignment: no-one followed up the leads Six: Focus: we didn’t have time to equip sales to sell

1. THE DEADLY SINS
(because best practice is too easy…)
Paul Everett
@TMPeverett

2. ONE: DATA CAN WAIT
“SORTING OUT YOUR DATA IS LIKE FLOSSING YOUR
TEETH. YOU KNOW YOU SHOULD DO IT DAILY, BUT
SOMEHOW THERE’S NEVER TIME.”
KERRI WELLS, DIRECT PRODUCER, AXA WEALTH

3. SCALE OF THE CHALLENGE
Existing customer and prospect data
Research
Customer surveys
and analysis
One off
campaigns
CRM
Sales data
30,000 contacts
Industry
data sources
and feeds
Sales data analysis
(Best customer
characteristics )
SAS analytics
Sales process analysis
Segmentation models
Broader market
research and
competitor analysis
Behavioural
Demographic
Email system
over 1,000,000
records

4. MAKING DATA USEFUL
Messaging matrix
Campaign plan
Who to talk to
Email campaign
management
SFDC (CRM system)
Online tracking
Single view of each contact
Personalisation Campaign history
Behaviour
Next best action
What mechanism
How to personalise
How to score
De-dupe and clean
On-going
campaign execution
Response tracking
Reporting
Contact history
tracking

5. THE RESULTS

6. TWO: IT’S ABOUT DEMAND, NOT BRAND
“MEN DECIDE FAR MORE PROBLEMS BY HATE, LOVE,
LUST, RAGE, SORROW, JOY, HOPE, FEAR, ILLUSION, OR
SOME OTHER INWARD EMOTION, THAN BY REALITY,
AUTHORITY, ANY LEGAL STANDARD, JUDICIAL
PRECEDENT, OR STATUTE. “
CICERO

7. BRAND
DEMAND
“High level bollocks”
“Cold calling randomness”
“Where’s the ROI?”
“Why aren’t we winning bids?”
We separate brand and demand too much.
Brand doesn’t get the benefit of the real issues people
are talking about.
Demand doesn’t get the benefit of picking up
seamlessly from brand.

8. DEMAND BENEFITS FROM (AND DRIVES) BRAND

9. FOR EXAMPLE…

10. THREE: THE MORE CHANNELS THE BETTER
“THE ROAD TO HELL IS PAVED WITH GOOD
INTENTIONS.”
VIRGIL

11. COMPLETE GUT FEEL!
• Too few channels (under 3?) and you don’t get the impact
• Not everyone’s going to open your email…
• Too many (over 6?) and you don’t get the impact
• Less is more – not every campaign needs a Pinterest board…

12. INSIDE SALES
Fully integrated calling is the secret…
Calling is not something you do only after
someone responds – identify the people you
should be calling whether they are in the 2-20%
of people responding to email or not!
Integrated with sales/account managers –
overcomes so many potential qualification and
follow-up issues
Integrated with Creative team – straight
feedback about messaging and audience
Client
Sales
Marketing
Leads
Nurtures
Programme
direction
TMP
Callers
Client Services

13. FOUR: BE MORE APPEALING
“YOU OFTEN MEET YOUR FATE ON THE ROAD YOU
TAKE TO AVOID IT.”
KUNG FU PANDA

14. WHO ARE WE FOCUSED ON?
•
Don’t worry about a specific message if it will
be compelling to the people you’re focused on
•
It’s not always about getting the most people
possible to open an email
•
But there needs to be a valuable, natural next
step to take – otherwise the job is only half
done

15. TOO MUCH, TOO POINTLESS

16. WHERE ARE THEY IN THE PROCESS?
• What do they think now?
• What do they need at this stage?
• What do we want them to think?
• How do we sell the next step?

17. FOR EXAMPLE…

18. FIVE: LET THE BUYER MAKE THE MOVES
“TECHNOLOGY BUYERS ARE TWO-THIRDS OF THE
WAY THROUGH THEIR BUYING PROCESS BEFORE
THEY ENGAGE WITH VENDORS’ SALES TEAMS.”
FORRESTER

19. DOESN’T MEAN YOU CAN’T PROMPT THEM…
• 70% of customers want to talk to sales during the
epiphany, awareness, and interest stages: when they’re
information-grazing, when they first learn what you can
do, and when they put you on the shortlist
• ITSMA, 2012

20. WON’T THAT CHANGE WITH GEN Y DECISION MAKERS?
• Social buyers – younger executives - see more value in
engaging with salespeople all along the timeline, and
especially when salespeople act in consultative roles.
Traditional buyers tend to put salespeople into a traditional
box. B2B social buyers emphasize such roles as “challenge
my thinking,” “provide unique perspectives,” and “educate
me on issues and opportunities in my industry.”
• ITSMA, 2012

21. SIX: ALIGN TO SALES
“46% OF MARKETERS WITH MATURE LEAD
MANAGEMENT PROCESSES HAVE SALES TEAMS
THAT FOLLOW UP ON MORE THAN 75% OF
MARKETING-GENERATED LEADS.”
FORRESTER

22. SIX: ALIGN TO SALES
“WELL OVER HALF OF THE LEADS THAT ‘MATURE’
MARKETING PROVIDES AREN’T FOLLOWED UP.”
NOT FORRESTER

23. SIX (A): WHY AREN’T LEADS FOLLOWED UP?
• With the wrong company
• For the wrong proposition (do we actually understand what sales are
bonused on?)
• At the wrong qualification (is BANT too rigid? Is ‘showed an interest’
too loose?)
• Through the wrong sales management process
• Have we explained our programme and our 2-way SLAs with sales?
• Is handover a black and white line rather than a 10/90 shared
responsibility?

24. SIX (B): WHY AREN’T LEADS CONVERTED?
• We think of campaigns starting and
ending with marketing, not following
through to:
• sales education and enablement
• sales pipeline acceleration

25. THE SIN: ALIGN TO SALES
THE VIRTUE: ALIGN WITH SALES
BOTH SIDES NEED TO CHANGE, AND MARKETING
HAS A ROLE IN EACH ONE

26. SEVEN: START OVER AGAIN NEXT YEAR
LEARN FROM
THE GOOD AND
THE BAD

27. THANK YOU
Paul Everett
@TMPeverett
peverett@themarketingpractice.com