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Why Digital Marketing Should Be Half-man, Half-machine
The document discusses the evolving role of telesales in B2B marketing, emphasizing its integration with marketing automation to enhance lead qualification and nurturing. It critiques traditional teleprospecting tactics and proposes solutions to improve data accuracy and campaign effectiveness. The emphasis is on leveraging data-driven strategies to create sales opportunities and engage prospects throughout the buying journey.
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Why Digital Marketing Should Be Half-man, Half-machine
- 1. • Set upthe contrarian view: MA industry claims and what’s wrong with them (Mike) • The emerging role of telesales nurturing, not yesterday's 'appointment setter' (CJ) • The role, as we see it, of MA in B2B (Mike) • Use case?!? What does an ideal situation look like(CJ) • Tie it all tougher (Mike) • Q&A (Trisha)
- 2. Why Digital MarketingShould Be Half-Man, Half-Machine
- 4. • Persona vs.Pain campaigns • Reliance on accurate data • Fractions of fractions Over Automation Mistakes
- 5. • What youcan predict… – Content for personas – Effective messaging & copy – Buying considerations • What you can’t predict… – Buying journey steps (in sequence) Persona vs. Pain *Sales Engine Webinar October 2011
- 6.
- 7. • Web search:Whitepapers, articles, videos, webinars… • Engage sales rep(s) • Create evaluation committee • Expand Scope • Engage Sr leadership • Reduce scope • New competing initiative • Change in Leadership • Budget Cut • New leadership… a business problem needs • New competitors • New scope • New criteria • New faces • New CEO • Budget freeze • Project approved • YOU WIN!!!
- 8. Reliance on accuratedata “Your Marketo platform…” “You have installed Marketo…”
- 9. Fractions of Fractions “Ionly want my reps calling on qualified leads who have come out the bottom of the Marketing funnel.” - VP Sales
- 10. 1,784 Unique Visitors/mo* 4% Web Conversions 20 % Nurture (Node #1) = ½Lead per month 20 % Nurture (Node #2) 20 % Nurture (Node #3) Fractions of Fractions
- 11. THE EMERGING ROLEOF TELESALES NOT YESTERDAY'S 'APPOINTMENT SETTER’ CJ Hauptmeier
- 12. • Many B2Bmarketers still treat “Teleprospecting” as a standalone tactic or channel and not as the tie that binds all other go to market approaches • Typical misuse of Teleprospecting: • Appointment Setting ONLY • Event Recruitment ONLY • Lead Generation/Qualification ONLY • License Renewals ONLY
- 13. • Modern DayInside Representation are able and adaptive • Appointment Setting and Lead Qualification • Nurturing Longer Term Prospects • Content Concierge • Data Hygiene • Market Intelligence and Campaign Feedback • Connection with Sales
- 14. SALES READY LEADS NURTURELEADS AWARE PROSPECTS VALIDATED DECISION MAKERS TOTAL ADDRESSABLE MARKET MAN+MACHINE DEMAND
- 15. What does anideal situation look like? Agile Support: Events Surveys Customer Outreach Partner Recruitment
- 16. Solution #1 –Automate to pain not persona
- 17. Solution #1 –Automate to pain not persona 7/12/12 Account Created Lead Source: Web 7/12 – 7/17 4 contact attempts by rep 7/18/12 Saundra Jones email open: Top 25 GEO Q’s 7/18/12 Web form submission: Contact Request 7/24/12 First Meeting; Opportunity Created 7/25 – 8/13 Rep conducting due diligence; closes opp $15k 8/16/12 Opened August eNewsletter 8/30/12 Surpassed lead score of 9,999; elevated to MQL1 9/6 – 9/20 Rep conducting due diligence; developing addtl opps 9/27 – 11/26 Enrolled in 4 email campaigns 12/3/12 New opportunity created & closed, Recruitment $6k 1/21/13 New opportunity created – Addendum to orig opp 2/12/13 Opportunity closed $25k 3/6 – 4/19 6 emails sent; email click thru & web visit 6/5/13 Opportunity created $18k (on hold) 28 Sales touches 21 Marketing touches 12/26/12 – 1/29/13 Enrolled in 3 email campaigns
- 18. Solution #2 –Integrate Telesales in Campaigns • Webinar invite • Webinar Email • Social Media • Website • BDR Playbook • Sales Alerts • Call & 1:1 email cadence
- 19. Solution #2 –Integrate Telesales in Campaigns
- 20. Solution #3 –Start with Good Data Hi <first_name>, I was researching your company, and by the looks of the tracking code on your website, you are using <software_name> to track site visitors. We haven't met, but I think the fact that you've implemented <software_name> says you're a shrewd marketer who sees the potential of…
- 21. The impact ofintegrating Marketing Automation and Telesales Industry Locati on Pipeline Created/ Nurtured % $ Payroll/HR Services TX 70% $16,343,088 IT Services VA 76% $6,158,311 Data Encryption NJ 59% $5,071,321
- 22.
Editor's Notes
- #3 Thank you Trisha and thanks to everyone for joining us today. So the title of this webinar Why Digital Marketing Should Be Half-Man, Half-Machine. Some of you may remember from art history class where the inspiration came for the image…
- #4 It comes from the ceiling of the Sistine Chapel where Michelangelo painted “The Creation of Adam” where God breathes life into Adam. Without being sacrilegious, I think the metaphor plays nicely for today’s message. I think an awful lot of us, me included, got so wrapped up in what marketing automation could theoretically do for the past 6 to 7 years that we forgot what we SHOULD do and today many of the “old” techniques are making a comeback but Marketing Automation is breathing new life into things like Telesales, events, and event print because it allows us to use those techniques smarter and more.
- #5 Because both CJ and I are technology enabled service companies, we have to be fully accountable results of my programs. That means we don’t get to live in the world. Rather we actually produce results which accelerates learning. So let’s take a look at some of the mistakes I think most of us and the marketing automation space made over the past five years… in my opinion there are three areas where marketing has over relied on automation: developing content and then campaigns based solely on personas rather then pains for business challenges, even some of the best have had some embarrassing mistakes with bad data, and the whopper of them all… Thinking you will only pass leads that have matriculated to the bottom of a marketing automation funnel to sales because when you do the math of converting fractions of fractions of leads… You’re sales team will starve.
- #6 let’s jump into this trap of personas versus pains. About four years ago I led a webinar on this exact topic and told everyone to identify your top personas and then map out the buying stages to flush about your content needs. Now, for inbound marketing strategy that is designed only to let anonymous web visitors self select the content they want to consume… It’s an ok strategy. But there are two problems with this: First, it turns out to be a lot harder than you might think to accurately predict exactly the business issues each persona cares about and second, if you do, it is impossible to choreograph the buying steps for a persona because everyone’s buying process is unique.
- #7 You’ve probably all seen the Rosetta Stone commercials where the interviewer asks gentlemen a question and he keeps answering with the exact same answer… (click mouse) “good day, my name is Brad”. It’s funny but clearly makes the point that a language tape designed as a linear process isn’t as effective as interactive tool because each listener learns at their own pace, has their own learning style, and has any number of unique distractions. Just like your prospects.
- #8 Maybe if you were selling inexpensive B2C goods and trying to drive traffic to a shopping cart, trying to force the buying process may be successful. But in large complex B2B sales, it is a mistake to try and determine the buyers journey. You simply can’t do it. It’s a lot like shoots and ladders…. Each prospects will truly have their own unique buying journey (click mouse then read bullets)
- #9 The next area where marketers have over engineered process is trying to personalize campaigns with bad data. Marketing automation can allow you send beautifully contextualized messages to prospects that replicate what sales reps to do… sit across the table from prospects, ask probing questions, and then respond based on the prospects answers and body language. Cool stuff. But, if a real life rep called you by the wrong name or said you had a different software platform, what would you think about that rep? Well the same holds true for digital communications. This is a screen shot of an actual email I received from a software where they think I have recently implemented Marketo. Not only am I not Marketo customer, they are one of my competitors. Of coarse you can blame this on bad data… But it’s alsothe kind of mistakes that start to happen when we push the envelope marketing automation.
- #10 The last big mistake I think marketers and sales leaders is thinking that machines can nurture and qualify B2B leads alone. Most complex B2B sales are too complex for machines and require educated experienced sales professionals. For sales leaders, it may sound great to have a pile of qualified leads but that simply isn’t how buyers behave and even if they did, the math doesn’t work.
- #11 Optify’s B2B Marketing Benchmark Report” based on analysis of 600 small and medium-sized B2B firms. They reported an overall conversion rate of 1.6% across email, paid and unpaid search and average site traffic was 1,784 visitors per month among the 600 companies surveyed. The third post I thought interesting comes from MarketingExperiments, a sister company of MarketingSherpa. In their post MarketingResearch: average conversion rates they have a chart showing the range of conversion rates reported by survey respondents for organic web traffic (i.e. visitors arriving from an ordinary search rather than a paid ad). The conversion rates vary from just over 0% to 60%, with an average of 8% and (probably more useful) a median of 4%.
- #13 Most B2B Marketers still treat “Tele” as a tactic or channel vs. a function that ties everything together The info on the right is still a prevailing mindset There’s nothing wrong with these outcomes (Appointment Setting, Event Recruitment, Lead Gen, or in the case of customers; renewals), the misuse is that the people, technology, basic analytics and know-how available in today’s market allows you to set up longview programs that tap into skills and efficiencies that flex and adjust based what’s happening in your business and in the market. Another thing I want to point out is that most people are checking their emails on their mobile devices so the fancy html marketing emails are giving way to more text based emails and when you have signature line at the bottom of a person that has possibly also tried to reach via the phone, that helps establish some level of credibility – or at least plants a seed that you are investing in this prospect and not just “spamming” them.
- #14 The modern day inside rep (and I am using inside rep and tele-prospecting rep interchangeably) is agile – they have a set of responsibilities and with the help of automation, analytics, and CRM they are making a prescriptive amount of calls everyday with a purpose – at the same time, they can pivot to address the needs of the business that can change at any given time. Set Appointments and Qualify Leads Prospect Follow Up and Nurturing Content Concierge (Right asset at the right time – help the prospect vs. hype the product…) Data Hygiene (verifying roles, cleaning data, adding contacts, removing bad info, etc.) EVEN Surveys and Event Recruitment – although we typically scale these functions with adjunct team Market Intelligence (Qualitative Feedback about the market, the competition and what is resonating) Connection with Sales (Bridge the proverbial Gap between sales and marketing…) There’s a classic question of where does tele-prospecting belong; with marketing or sales? Personally, I would say marketing, because that’s typically where they budgets are, but in our world, they are truly the element that help sales get into more deals and help marketing rationalize their spends.
- #15 If you work from the outside in, a typical man and machine project will start with a refined data set (this can be scored leads, lost deals, white space accounts, customers, etc. – or a combination thereof) and through digital channels (including email marketing automation), you create aware prospects – through combined digital, analytics and inside representation, you create validated decision makers or right fit prospects that should remain in your ongoing outreach efforts – then after you reach these decision makers you end up with either nurture leads or leads that are ready and willing to talk to sales or channel partners. The great thing about automation and analytics is that you can do selective outbound to what we call Responders and Reactors as well as Right Fit Prospects to leverage the cycles available from your inside team. What you want to do is eliminate guess work and what I like to call contact-clicking from the reps and focus on the best viable prospects. What’s interesting is that you may queue up a prospect that has not responded or clicked on your link, but after leaving a voice mail, they take action before every talking to you. Or you’ll see a good conversation with a prospect result in additional people from the same company downloading your assets.
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