Are you failing to make a real connection with customers? Are you dragging down your sales team by delivering low-quality leads? In a recent B2B study, ANNUITAS found that only 2.8% of organizations rate themselves as effective in demand generation. That’s abysmal, but insightful at the same time. The study revealed that too many marketers are overly focused on tactics in lieu of a cohesive strategy. In this fast-paced webinar, Carlos Hidalgo, CEO of ANNUITAS, discusses: -The fundamentals of strategic demand generation. -How to build a demand-generation strategy that will guide your tactical game plan. -How to align your inbound and content marketing efforts around buyers’ needs. -How to measure ROI and optimize your marketing efforts for the greatest success. -The skills required to become a successful marketing strategist.

2. Taking a Strategic Approach
to Demand Generation
Carlos Hidalgo
Chief Executive Officer
Twitter: @cahidalgo
Email: Carloshidalgo@annuitas.com

3. Who is ANNUITAS?
• Founded in 2005
• B2B Demand Process Transformation !rm
– Demand generation change management
– Buying-process alignment
– Lead-to-revenue process context
– NPV / ROI / CLV focus
• Serving global, growth-oriented, $500M+ enterprise organizations
– Financial services
– Industrial
– Technology

4. How Do You De"ne
Demand Generation?
@cahidalgo

5. De"ning Demand Generation
@cahidalgo

6. De"ning Demand Generation
@cahidalgo

7. De"ning Demand Generation
@cahidalgo

8. B2B Marketing’s Top Goals
and Challenges
@cahidalgo

9. Generating Quality Leads
@cahidalgo

10. Top Goal – Quality Leads
@cahidalgo
Source: ANNUITAS Enterprise Demand Generation Study – 2014

11. Challenges Persist
@cahidalgo
“On
average,
Sales
Reps
report
that
only
31%
of
all
leads
generated
fit
their
Ideal
Customer
Profile
(ICP).
Said
another
way,
Sales
Reps
believe
roughly
70%
of
the
leads
they
receive
have
a
low
probability
to
purchase.”
Source: Vorsight and The Bridge Group, “Sales Speaks: Perceptions and Ponderings on Marketing
Leads,” 2011.

12. Connecting with Buyer 2.0
@cahidalgo

13. Buyers Control the Buying Process
@cahidalgo
• “[T]he
average
[B2B]
buyers
completes
57%
of
their
buyer
journey
before
engaging
with
a
sales
rep.”
• 12%
=
the
mindshare
a
vendor
has
with
a
buyer
throughout
the
enKre
buying
process
Source: The Corporate Executive Board Company

14. Challenges Exist With Relevant Content
@cahidalgo
"Half
of
the
marketers
create
and
use
content
that
educates
buyers
on
their
issues
and
problems,
but
only
14%
align
compelling
content
with
buyer
journeys
in
a
way
that
tells
a
story."
Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011

15. Demand Generation
Effectiveness
@cahidalgo

16. Not Taking a Holistic Approach
@cahidalgo

17. Lack of Overall Demand Generation Effectiveness
Only 2.8% of B2B marketers rated their Demand Generation
programs as “Very Effective”
- ANNUITAS Demand Generation Survey
@cahidalgo
Source: SiriusDecisions, “B-to-B Sales and Marketing: Forging a New Alliance,” 2011

18. Getting More Value
From Technology
@cahidalgo

19. Marginal Marketing Automation Effectiveness
@cahidalgo
Source: ANNUITAS Enterprise Demand Generation Study – 2014

20. Focus on Tactics
@cahidalgo

21. “Which Tactic” Is the Wrong Question
“[M]arketers
are
juggling
too
many
tacKcal
balls.
A
full
75%
of
respondents
reported
they
were
using
15
of
the
26
techniques
we
surveyed.”
“The
reported
use
of
tacKcs
was
consistent
across
various
company
sizes,
from
small-­‐to-­‐medium
businesses
(SMBs)
to
large
enterprises.”
Source:
Forrester,
“2012
Tech
Marke3ng
Planning
Guidance,”
December
2011.
@cahidalgo

22. Need To Adopt a New Approach
@cahidalgo

23. Demand Generation = Strategic
Taking a strategic (not a tactical)
approach to demand generation
@cahidalgo

24. Strategic Demand Generation is ……
• A perpetual process
• Engage, Nurture, Convert
• Prospects + customers
• Buying-process-driven
• Educate + qualify
• Marketing + sales activities
• Operationalize + optimize
• To drive sustainable revenue, CLV
@cahidalgo

25. Demand Process
@cahidalgo

26. What is Demand Process?
@cahidalgo

27. Building Blocks for
Demand Process
@cahidalgo

28. Engaging Buyers in an End-to-End Dialogue
@cahidalgo

29. Key to Success
Align People, Process, Content and
Technology Around a Demand Process
Architecture …
Built Around the Buyer’s Journey
@cahidalgo

30. Operationalize Your Demand Generation
@cahidalgo

31. Building Buyer-driven, Perpetual
Demand Generation Programs
@cahidalgo

32. Transforming + Optimizing
Demand Process
@cahidalgo

33. The Bene"ts of Demand Process
@cahidalgo
Source:
Based
on
synthesis
of
ANNUITAS
client
performance
data,
benchmarked
against
industry
data
from
a
number
of
sources,
including
Eloqua,
Forrester,
Marketo
and
SiriusDecisions.

34. The Bene"ts of Demand Process
Lead
Stage
Conversions
–
Current
@cahidalgo
Engaged to
Qualified Lead
9.36%
CumulaKve
Current
Conversion
Prospect
Impressions
189,746
#
Engaged
1,047
738
0.55%
Qualified
Engaged
309
211
29.51%
Qualified
Leads
98
84
31.72%
QL-­‐Warm
49
49
QL-­‐Hot
49
35
Pursue
(Opportunity)
14
2
14.29%
Test
12
4
85.71%
Confirm
(Closed
Won)
8
8
66.67%
SiriusDecisions
Inquiry-to-MQL
mean = 5.9%
Proprietary Content of ANNUITAS, Inc. and/or
Newell Rubbermaid, Inc. Copyright 2013-2014.
Used with Permission of Copyright-holders.

35. Closing Points
• Put the buyer at the center
• Address gaps in the middle of your funnel
• Build an end-to-end Demand Process
• Constantly optimize your Demand Process
@cahidalgo

36. THANK YOU
Carlos Hidalgo
719-464-8015
Email: Carloshidalgo@annuitas.com
Twitter:@cahidalgo