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![Where to start?
“[S]o many marketing
organizations are struggling with
determining what to track and
how to track it. As a result, many
end up measuring with no clear
purpose in mind.”
Source:
The
Annuitas
Group,
“Metrics
–
Tying
It
All
Together”](https://image.slidesharecdn.com/elementsofamoderndemandgenerationplanadamneedles110228181715phpapp021-12992623047014-phpapp02/75/Elements-of-a-Modern-Demand-Generation-Plan-by-Adam-Needles-21-2048.jpg)
![Lead quality is key to sales.
“[S]ales reps that focused on
fewer, more winnable deals tend
to do better. Flooding the rep with
low quality/high quantity leads only
increases their inefficiencies … .”
Source:
SiriusDecisions,
“The
Perfect
Pipeline:
When
Less
Is
More”](https://image.slidesharecdn.com/elementsofamoderndemandgenerationplanadamneedles110228181715phpapp021-12992623047014-phpapp02/75/Elements-of-a-Modern-Demand-Generation-Plan-by-Adam-Needles-39-2048.jpg)
![Inbound is more critical than ever
“[C]urrently, more than half of
all new inquiries are generated
through the Web; we believe
that by 2015, this number will
rise to nearly 75%. Inbound
marketing [is not] new in
theory, but ... marketers must
plan for it ... .”
Source:
SiriusDecisions,
“Inbound
MarkeJng,
the
Sirius
Way”](https://image.slidesharecdn.com/elementsofamoderndemandgenerationplanadamneedles110228181715phpapp021-12992623047014-phpapp02/75/Elements-of-a-Modern-Demand-Generation-Plan-by-Adam-Needles-51-2048.jpg)
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Elements of a Modern Demand Generation Plan by Adam Needles]
- 1. The Key Elementsof a Successful, Modern Demand Generation Plan 02/24/2011 Adam B. Needles VP, Demand Generation Strategy Left Brain DGA Twitter: @abneedles
- 2. About my company • Help enterprise companies design and execute successful, modern demand generation programs. • Combine: – Process: Leverage The Left Brain Model – Content: Centered around Buyer 2.0 – Technology: Powered by marketing automation • Deliver strategy, production, analytics and optimization.
- 3. Presentation agenda • ‘Real state’ of modern demand generation • Guiding principles • Getting focused • Building it out • Optimizing demand generation • Takeaway points
- 4. ‘Real state’ ofmodern demand generation … Twi$er: @abneedles
- 5.
- 6. Our rates ofconversion? Source: SiriusDecisions, “Regional Differences in the Demand Waterfall”
- 7. Our use ofmarketing automation? Among adopters of marketing automation technology, “fewer than 10% of them are deploying those tools to address programs later in the buying cycle.” Source: Heuer, Email Interview re: SiriusDecisions Sea Change Data
- 8. A ‘digital divide’? Best-in-class nurturing: • Double the bid-win-ratio on nurtured leads • Nurtured leads delivered 47% higher average order values Source: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead GeneraJon"
- 9. What about theother 90%?
- 10.
- 11. Challenge #1 We implementtechnology to solve our B2B demand generation problems, but we fail to substantially update our underlying processes and roles; thus, we find technology by itself has not really solved our problems.
- 12. US marketing technologyadoption • CRM adoption has grown from 53% in 2003 to 75% in 2010. (CSO Insights) • Marketing automation adoption is 7-10%, projected to rise to 30% by 2015. (SiriusDecisions) Sources: SiriusDecisions Summit 2010; CRM Magazine, "CRM: Then and Now"
- 13. UK enterprise CRMadoption % of UK Enterprises Using CRM for MarkeEng 60.0% 51.8% 50.0% 46.8% 46.2% 45.8% 39.6% 40.0% 30.0% 20.0% 10.0% 0.0% 2006 2007 2008 (iniJal) 2008 (rev) 2009 Source: UK Office for NaJonal StaJsJcs, “Use of InformaJon and CommunicaJon Technology (ICT) and e-‐commerce acJvity by UK businesses”
- 14. A study ofmarketing automation adopters …
- 15. Starting the process,but …. Source: Bulldog SoluJons/Frost & Sullivan, "The ExecuJve Benchmark Assessment"
- 16. Not following through… Source: Bulldog SoluJons/Frost & Sullivan, "The ExecuJve Benchmark Assessment"
- 17. People + process+ content Source: Bulldog SoluJons/Frost & Sullivan, "The ExecuJve Benchmark Assessment"
- 18. Challenge #2 We stillstruggle when it comes to linking our B2B marketing tactics to revenue outcomes; thus, we have a hard time proving (and better targeting) the specific impact of investments in content offers and demand generation programs.
- 19. Lead source? Only ~1/3 of B2B marketers attribute multiple buyer touches: • 21% split credit across multiple touchpoints • 14% use the more reliable techniques of market testing or modeling to isolate the impact of specific tactics Source: Lenskold Group, “2010 Lead GeneraJon MarkeJng ROI Study”
- 20. Marketing analytics? “Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale.” Source: Chris Koch, “We Need an App for That”
- 21. Where to start? “[S]o many marketing organizations are struggling with determining what to track and how to track it. As a result, many end up measuring with no clear purpose in mind.” Source: The Annuitas Group, “Metrics – Tying It All Together”
- 22. Challenge #3 We toooften don’t start with our targeted buyer when it comes to developing B2B demand generation programs, nor do we rationalize the content and pacing of our nurturing against the buyer’s decision- making process.
- 23. Go-to-market strategy? Only one in three B2B marketing and sales organizations today have crafted their go-to-market strategies specifically based on their target market. Source: SiriusDecisions Summit 2010
- 24. Relevant messaging? “86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create preference.” Source: Tim Riesterer, "Three B2B Value-‐ProposiJon Rules That Create Preference, Not Just Parity"
- 25. Buyer 2.0 isthe greatest challenge.
- 26. Buyer 2.0 expectsmore. “Buyers have higher expectations for intimacy.” Source: Chris Koch, “Why you need to turn your customers into stalkers”
- 27. Buyer 2.0 isforging own path. Source: Enquiro, “Integrated Persuasion: Online and Offline”
- 28. Buyer 2.0 listensto groundswell. Source: B2B MarkeJng/Base One, "BUYERSPHERE, Survey of B2B Buyers' Use of Social Media"
- 29. Guiding principles … Twi$er: @abneedles
- 30. Guiding principles … • Educating buyers, not merely ‘selling’ to them • Inbound to outbound integration, tracking • Iterative content + progressive profiling • Buyer pull vs. mass push • Tight lead management integration • Closing the loop between revenue outcomes + content-based engagement
- 31.
- 32. Getting focused … Twi$er: @abneedles
- 33.
- 34. Buyer-centric • Who is our buyer? • Buying process • Content consumption pattern • Engaging the buyer
- 35. B2B buyer decisioncycle ReconsideraJon SaJsfacJon SelecJon Acknowledgment InvesJgaJon Decision Measurement Criteria Source: R. Jolles
- 36. Example: Buyer contentconsumption Resource Websites Inbound | Social Outbound | Nurturing Inbound | Search Source: Lep Brain DGA
- 37.
- 38. Operational, process mindset • Revenue goals • Demand stages, linkages, flow • Sales Ready Lead (SRL) definition • SRL volume needed to meet sales goals • Sales + marketing roles • Linkage between content + revenue
- 39. Lead quality iskey to sales. “[S]ales reps that focused on fewer, more winnable deals tend to do better. Flooding the rep with low quality/high quantity leads only increases their inefficiencies … .” Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”
- 40. Example: Reverse funnelmath (1/2) Source: Lep Brain DGA
- 41. Example: Reverse funnelmath (2/2) Source: Lep Brain DGA
- 42. Building your program… Twi$er: @abneedles
- 43. Building your program… Engagement AcquisiEon Nurturing Content markeEng programs Lead management processes Technology infrastructure Source: Lep Brain DGA
- 44.
- 45. Content marketing programs Source: Lep Brain DGA
- 46. Lead management processes The LeZ Brain Model for CLOSED-‐WON Demand GeneraEon SALES NON-‐SOs OPPORTUNITIES SALES READY NON-‐SRLs LEADS QUALIFIED NON-‐QRs RESPONDENTS RESPONDENTS NON-‐RESPs PROSPECTS Source: Lep Brain DGA
- 47. Technology systems Marketing Analytics Ad/Site Tracking Social Media AcJvity Tracking Link Source Tracking CRM Plaqorm Inbound Website + Blog Marketing Marketing CMS Automation Optimization Source: Lep Brain DGA
- 48.
- 49.
- 50. Catalyst for B2Bbuying … 72% of the time ‘fit for a specific need at a specific time’ is the number one reason for a B2B purchase today. Source: Forrester MarkeJng Forum 2010 presentaJon
- 51. Inbound is morecritical than ever “[C]urrently, more than half of all new inquiries are generated through the Web; we believe that by 2015, this number will rise to nearly 75%. Inbound marketing [is not] new in theory, but ... marketers must plan for it ... .” Source: SiriusDecisions, “Inbound MarkeJng, the Sirius Way”
- 52. Example: Connecting thedots Growing Revenue Customer Focus MarkeEng & Sales Agility Key XYZ Basis for Increasing ProducEvity Business + Blogging + ROI = Technology TweeEng + Profits QuesEons CommenEng Budget Management Compliance IT IntegraEon Reducing Costs IT Resourcing OperaEng Costs Identify the Solution Frame the Issue Categorize Business Issue Source: Lep Brain DGA
- 53.
- 54. Example: Acquisition model Inbound | Search Outbound Nurturing Program Source: Lep Brain DGA Inbound | Social Resource Websites
- 55.
- 56. B2B demand-gen isa numbers game • Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales. • 25-30% of B2B marketing databases have bad or incomplete records. Source: SiriusDecisions Summit 2010
- 57. The nurturing loop MarkeEng Sales AutomaEon to IniEal Human Sales Nurturing CRM Sync Contact Follow-‐up + CRM Email Sent IniEal Buyer Collect Buyer Follow-‐up / Interest Insights + Route Content Offer MarkeEng Nurturing Web Form Scoring + Data CollecEon SegmentaEon + + RouEng MarkeEng AutomaEon Add. Explicit + Behavioral Data CollecEon More Buyer Interest + AcEon Inbound MarkeEng Outbound MarkeEng Source: Lep Brain DGA
- 58. Nurturing layers PROSPs RESPs QRs SRLs Buying Cycle Content BCC1 BCC2 BCC3 BCC4 PromoEonal Content PC1 PC2 PC3 PC4 Drip Content DC DC DC DC Source: Lep Brain DGA
- 59. Example: Nurturing logic Source: Lep Brain DGA
- 60. Example: Scoring model Scoring Model +160 pts (210 total) Category Type Response Pts Response Pts Response Pts Response Pts Qualified Respondents? BCC3 Industry Demographic Target industry 20 Non-‐target industry 10 Size of company Demographic SMB range 1 40 SMB range 2 30 Enterprise 20 Viewed demo Behavioral Yes 15 Length of Jme viewed demo Behavioral Threshold 15 Below 10 BCC4 Key pain points Demographic Tight fit 40 Loose fit 30 No fit 0 Went to decision tool Behavioral Yes 15 Number of quesJons on decision tool Behavioral Threshold 15 Below 5 PC3 (wait 1 day) Opportunity to complete core BCC3/4 data Download analyst tool Behavioral Yes 30 PC4 (wait 7 days) Opportunity to complete core BCC3/4 data Click on other resources Behavioral Each 20 Note: Need score of 200 to be a 'Qualified Respondent.' If not, will get sent to promoFonal tracks and/or drip track unFl you meet the threshold. Source: Lep Brain DGA
- 61. Building your program… Engagement AcquisiEon Nurturing Content markeEng programs Lead management processes Technology infrastructure Source: Lep Brain DGA
- 62. Optimizing demand generation… Twi$er: @abneedles
- 63. Focusing on results… • Inbound / outbound activity • Nurturing program conversion rates • Prospect acquisition – Total rate of conversion performance – Intermediary rates – # Prospects / channel – Cost / Prospect / channel • Demand Gen program ROI – Cost / revenue / channel – # Prospects acquired – # Sales Opportunities • Content marketing – Total value of current Sales performance Opportunities – Revenue elasticity – Revenue influenced – Offer to close time – ROI ratios – Cost / revenue / offer
- 64. Takeaways Twi$er: @abneedles
- 65. Takeaway points • Start with the buyer; put him/her at the center • Apply an operations, process mindset • Shift from mass/push to one-to-one/pull • Successful demand generation is – Organic, always-on, 24/7 – Buyer-driven – A living, breathing ‘system’ that must be managed – Optimized against revenue performance
- 66. Thank You The Key Elements of a Successful, Modern Demand Generation Plan Adam B. Needles VP, Demand Generation Strategy Left Brain DGA adam.needles@leftbrainmarketing.com (617) 413-6087 @abneedles www.linkedin.com/in/abnedles
- 67. Source: ITSMA, “How Customers Choose SoluJon Providers.”
- 68. Source: ITSMA, “How Customers Choose SoluJon Providers.”
- 69. Source: B2B MarkeJng/Base One, "BUYERSPHERE, Survey of B2B Buyers' Use of Social Media"