Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Obedience v Compliance : Getting Sales & Marketing
Talking the Same Language
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton2
Selling has changed. A lot.

2014’s Buyer has more
CHOICE & CONTROL,
more points of contact
4
The number of online sources the
average B2B customer uses when
shopping for a business purchase
The average number of searches
performed by the average B2B
converter
of purchase cycle in B2B is
completed before getting in touch
with a vendor
70%
5+
Source: Google & Compete B2B Customer Study,
@jwatton

Noise
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
@jwatton

Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.
@jwatton

Marketing has changed. A lot.
6

Right message
Right time
Right place
@jwatton

The need to get personal
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
relevant

Selling
BuyingBuying
Selling

Marketing needs to evolve
11
Brochures Leads Qualified Leads Pipeline Closed Business

Sales & marketing alignment?
Sales wants obedience
Marketing wants recognition

Forget big data
13
• Revenue Target
• Pipeline Needed
• Marketing’s Contribution
• Length of sales cycle

Most B2B Marketing
14
“Leads”
Business card drops
List buys
Web enquiries
Seminar attendees
“Junk”
No budget
Not ready
Too big/small
Wrong industry
Just looking
Can’t get hold of them

Some B2B Marketing
15
In-house telesales
Outsourced telesales
“Leads”
“Less Junk”

Emerging B2B Marketing
16
Inquiries Leads Opportunities Revenue
Collaborative
Approach
Continual Process
Handshakes
R&Rs
No lead left
untouched

Connect with sales in the funnel
18
Marketing-Sourced
Hand-off b/w Functions

Put Numbers on the table
 Impact
 Visibility
 Predictability
 =Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels

Automation is key
 Customers are more demanding
 The buyer is in control
 The comms space is crowded
 Transparency & accountability
 No way to show pipe maturation
20
• Personalized
• Relevant
• Sync’ed to behaviours
• Fact-based marketing
• A way to manage the funnel

Why automate?
 At best, a typical B2B supplier can expect to get 12% of a client’s total
share of attention across the purchase process. CEB Research
2012/Forbes Magazine.
 The average B2B client is 60% of the way through the purchase decision
before engaging supplier sales reps. CEB Research 2012/Forbes
Magazine.
 The average attention span of a consumer is now 4 seconds. Fournaise
Group study, 2013.
21

Category Value 1 Value 2 Value 3 Value 4
Industry  Marketing &
Advertising
Services
 Corporate
Services
 Computer
Software
 Financial
Services
 Leisure ,
Sports &
Entertainment
 Media
 Retail
 Travel & Travel
Agencies
 Hospitals &
Healthcare
 Computer
Hardware
 Real Estate
Services
 Telecommunicatio
ns
 Food & Beverage
 Energy &
Environmental
 Insurance
 Schools &
Education
 Charities,
Foundations &
Non-Profits
 Consumer
Services (not
Travel & Travel
Agencies)
 Consumer
Products
12 8 6
Has CRM
System
Unknown/Other  Salesforce.com
 MS CRM
5 15
Has Web
Analytics
 Omniture
 Core Metrics
 Webtrends
 Google
Analytics/Other/
Unknown
8 2
Title
Level
CXO/SVP VP/
Director/Manager
Specialist/Coordinator
Admin/Support
4 10 3
Function Marketing Sales IT/MIS
10 4 1
Profile
22

Behaviour
23
Category Value 1 Value 2 Value 3 Value 4 Value 5
Live Event Registered Event Attended Event Visited Booth Qualifying Convo Attended/3rd Party
Event
3 9 2 15 2
Online Event Registered Event Attended Event Registered/3rd
Party Event
Attended/3rd Party
Event
2 7 1 2
Website Activity Download
2
Demo Viewed Demo
15

Lead Rank Thresholds
24
Behaviour
Profile 1 2 3 4
A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5

Prioritize “sales-ready” leads
25
Behaviour
Profile 1 2 3 4
A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
Great Fit
OK fit
Heavy
Interest
Low
Interest

SOCIAL
EMAIL
ECOMMERCE
B E H A V I O U R A L
D A T A B A S E
WEBSITE
LOCATION
CRM
One, multi-channel, view
26

Creating relevant experiences for the individual
27
1
By Profile
2
By Preference
3
By Now?

Funnel metrics
 Stages
 Inquiries
 Marketing Qualified Leads
 Sales Accepted Leads
 Sales Qualified Leads
 %Pipeline
 %Closed Revenue/Bookings/ACV
 Conversion rates
 MQLs % INQs
 SALs % MQLs
 SQLs % MQLs
29

30
@jwatton

Fact-based marketing
 80% of CEOs don’t trust
marketers, 70% thought
they’re not connected to
business results and 69%
thought they’re living in a
social bubble. Fournaise
Group study, 2013.

Simple Planning Model : Marketing forecast based on past performance
32
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Web (new)
PPC (new)
Data Build (new)
Media (New)
Events (New)

1. Understand the 4 metrics that matter
@jwatton

2. Put numbers on everything

3. Establish a routine
@jwatton

4. Be consistent
@jwatton

5. Pimp your successes
@jwatton

1.6. Automate
@jwatton

Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

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