What every marketer can learn from B2B marketing automation - DMF 2013

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Inbound calls are now online searches or web visits, and sales reps are losing sight of customers. Marketing Automation to the rescue!

Business

What every
marketer can learn
from B2B
marketing
automation…
Kenny Van Beeck,
Director Marketing Automation

18-10-2013

LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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of the buyer’s buying
journey has been completed before the
sales rep establishes contact

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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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Time spent by sales people

15%
31%
16%

11%

Administration
Problem solving
Prospecting
Active selling
Non Value added time
Traveling

18%
9%

Bayler Business School & Alexanderproudfoot.com (2009)

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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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Align Sales and Marketing

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Marketing performance
Number of responses needed to make one new customer.

50

1400

Best in Class

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150
Industry
Avg

Passive
Status Quo

LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium

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Reality of our responses

17.50%

12.50%

Disqualified
Gediskwalificeerd
Ready for sales
Klaar voor verkoop
Lange termijn potentieel
Future potential

70%

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Timing is everything

20%
Followed up

80% Not
Followed up

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30%
Qualified

70%
Disqualified

LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

20%
Don’t buy

80%
Do buy

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Where?

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Components

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In-dept profiling
•
•

Qualify leads in a proper way so they can help sales AND marketing
Get an overall view on the digital behavior of your customer

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Define lead scoring
•
•
•

Emails are OK, but think beyond opened and click-through rates
Approach your right audience by intelligent targeting (bant – explicit data)
What about time on site, search, specific page visits time on site
(behavioural – implicit data)

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Automate campaigns
•
•
•

Start defining individual nurturing tracks
Automate as much as possible
Learn from their previous online behavior to better target the content

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Integrate with CRM
•

If possible integrate this in your CRM for optimal follow-up

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The case for Marketing Automation
•
•
•

Is not about MORE leads, but BETTER leads
Optimize your ROI by better targeting
Grow your market by better customer insides

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LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium
LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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INQ

Alignment
MQL
SQL

MQL
- Procedural
- Clerical
- Definitional

SAL & SLA

SQL

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LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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We can help
Get you the
helicopter
view
Booth C18
Thanks
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LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium

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The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.

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What every marketer can learn from B2B marketing automation - DMF 2013

1. What every marketer can learn from B2B marketing automation… Kenny Van Beeck, Director Marketing Automation 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 1 18-10-2013 (1

2. 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 2 18-10-2013 (2

3. of the buyer’s buying journey has been completed before the sales rep establishes contact 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 3 18-10-2013 (3

4. 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 4 18-10-2013 (4

5. Time spent by sales people 15% 31% 16% 11% Administration Problem solving Prospecting Active selling Non Value added time Traveling 18% 9% Bayler Business School & Alexanderproudfoot.com (2009) 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 5 18-10-2013 (5

6. Align Sales and Marketing 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 6 18-10-2013 (6

7. 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 7 18-10-2013 (7

8. 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 8 18-10-2013 (8

9. Marketing performance Number of responses needed to make one new customer. 50 1400 Best in Class 18-10-2013 150 Industry Avg Passive Status Quo LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 9 18-10-2013 (9

10. Reality of our responses 17.50% 12.50% Disqualified Gediskwalificeerd Ready for sales Klaar voor verkoop Lange termijn potentieel Future potential 70% 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 10 18-10-2013 (10

11. Timing is everything 20% Followed up 80% Not Followed up 18-10-2013 30% Qualified 70% Disqualified LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 20% Don’t buy 80% Do buy 11 18-10-2013 (11

12. Leads? Profile & demography Marketing Qualified Leads Nurture zone Behavior and intent 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 12 18-10-2013 (12

13. Where? 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 13 18-10-2013 (13

14. Components 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 14 18-10-2013 (14

15. In-dept profiling • • Qualify leads in a proper way so they can help sales AND marketing Get an overall view on the digital behavior of your customer 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 15 18-10-2013 (15

16. Define lead scoring • • • Emails are OK, but think beyond opened and click-through rates Approach your right audience by intelligent targeting (bant – explicit data) What about time on site, search, specific page visits time on site (behavioural – implicit data) 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 16 18-10-2013 (16

17. Automate campaigns • • • Start defining individual nurturing tracks Automate as much as possible Learn from their previous online behavior to better target the content 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 17 18-10-2013 (17

18. Integrate with CRM • If possible integrate this in your CRM for optimal follow-up 18-10-2013 LeadFabric NV – Lambroekstraat 5 – 1831 Diegem - Belgium 18 18-10-2013 (18

19. The case for Marketing Automation • • • Is not about MORE leads, but BETTER leads Optimize your ROI by better targeting Grow your market by better customer insides 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 19 18-10-2013 (19

20. INQ Alignment MQL SQL MQL - Procedural - Clerical - Definitional SAL & SLA SQL 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 20 18-10-2013 (20

21. We can help Get you the helicopter view Booth C18 Thanks 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 23 18-10-2013 (23

22. 18-10-2013 LeadFabric Lambroekstraat 5 – 1831 1831 - Belgium LeadFabric NV – NV – Lambroekstraat 5 –DiegemDiegem - Belgium 24 18-10-2013 (24

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