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Engagement 2.0:  A new mindset for modern B2B marketing,[object Object],Adam B. Needles,[object Object],Director, Field Marketing		Twitter:  @abneedles,[object Object]
Adam,[object Object],[B2B marketer],[object Object]
My background,[object Object]
Engagement 2.0 New Mindset For B2 B Marketers Oms
Are you a B2B marketer?,[object Object]
B2B marketing is different.,[object Object]
Agenda,[object Object],Challenge of modern B2B marketing,[object Object],Engagement:  A new mindset,[object Object],Engagement 2.0,[object Object],Best practices,[object Object],Getting going,[object Object],B2B case vignettes + resources,[object Object]
What are your objectives?,[object Object]
A note …,[object Object],Customers = (both),[object Object],Future prospects,[object Object],Current customers,[object Object]
Challenge of modern B2B marketing,[object Object]
Engagement 2.0 New Mindset For B2 B Marketers Oms
B2B marketing in ‘ancient’ times,[object Object],Get listed in yellow pages,[object Object],Advertise in trade publications,[object Object],Attend trade shows,[object Object]
Processing trade-show leads,[object Object]
B2B case >>>  AllRegs,[object Object],Mortgage industry data provider,[object Object],2006,[object Object],25+ tradeshows per year,[object Object],Low conversion rates,[object Object],Major source of leads,[object Object],Today,[object Object],10 tradeshows per year,[object Object],Higher conversion rates,[object Object],New lead-gen avenues (e.g., alerts),[object Object]
Engagement 2.0 New Mindset For B2 B Marketers Oms
Modern B2B customer,[object Object],More-informed + more-demanding,[object Object]
More-informed + more-demanding,[object Object],“With the rise of the Internet and social connectivity, there is now a more informed and demanding customer who is capable also of influencing peers' buying decisions.”,[object Object],>>> Sandy Carter, The New Language of Marketing 2.0,[object Object]
Modern B2B customer,[object Object],More-informed + more-demanding,[object Object],Multi-channel,[object Object],Buying,[object Object],Communicating,[object Object],From push to pull,[object Object]
From push to pull,[object Object],“No longer is the corporation the fulcrum around which customer groups and suppliers revolve.  ...  [T]he customer is now the pivot point.”,[object Object],>>> Paul Greenberg, CRM at the Speed of Light (3e),[object Object]
From push to pull >>> B2B redux,[object Object],>>>MarketingSherpa,[object Object]
5-6X more ‘pull’ than ‘push’ oppos,[object Object]
Modern B2B customer,[object Object],More-informed + more-demanding,[object Object],Multi-channel,[object Object],Buying,[object Object],Communicating,[object Object],From push to pull,[object Object],Engage sales as a last step,[object Object]
Engage sales as a last step,[object Object],Customer-led education + qualification + analysis,[object Object],Contact sales,[object Object]
Implications for B2B marketing?,[object Object],Permanent power shift,[object Object],Sales / marketing line is blurring,[object Object]
Meanwhile …,[object Object]
Engagement: A new mindset forB2B marketing,[object Object]
Engagement marketing,[object Object],Engagement = dialogue,[object Object]
Engagement marketing,[object Object],Engagement marketing = ,[object Object],Putting ‘engaged’ dialogue at the center of your go-to-market strategy,[object Object],Making your marketing customer-led,[object Object],More than just mere ‘targeting’,[object Object]
Engagement marketing,[object Object],Targeting,[object Object],A one-way inquiry,[object Object],Engagement,[object Object],A two-way dialogue,[object Object]
B2B case >>>  Workforce Software,[object Object],Workforce policy and compliance management solutions,[object Object],Challenge qualifying leads based on demographics, assessing BANT,[object Object],‘Mass qualification’ strategy,[object Object],Content-based marketing,[object Object],Use of survey forms to support scoring,[object Object],Scoring model + nurturing,[object Object],Customer self-selection,[object Object]
Engagement 2.0,[object Object],Sales,[object Object],Marketing,[object Object],Customer,[object Object]
Engagement 2.0 results,[object Object],Tighter sales/marketing alignment,[object Object],Higher rates of sales conversion,[object Object]
B2B case >>>  Brainshark,[object Object],Online presentation software,[object Object],Challenge w/ efficient lead-gen,[object Object],Outcome-focused lead management process,[object Object],Quality of leads = sales conversion rate,[object Object],Tight MQL definition,[object Object],Focus on reducing cost of sale,[object Object]
Engagement 2.0 results,[object Object],Tighter sales/marketing alignment,[object Object],Higher rates of sales conversion,[object Object],Stronger customer relationship,[object Object],Increased customer lifetime value (CLV),[object Object],Greater word-of-mouth references,[object Object]
Engagement 2.0 ‘best practices’ for B2B marketing,[object Object]
Best practices,[object Object],Static >>> dynamic campaigns,[object Object],Lead generation >>> lead management,[object Object],Sales antagonism >>> collaboration,[object Object],Measurement >>> scorecard,[object Object]
Static >>> dynamic campaigns,[object Object]
Static view of leads,[object Object]
Dynamic campaigns,[object Object],Customer-led,[object Object],Cross-channel,[object Object],Iterative,[object Object],Patient,[object Object]
Dynamic campaigns,[object Object]
>>>Silverpop Engage B2B,[object Object]
Lead gen >>> lead management,[object Object]
Leads + revenue = top goals,[object Object],>>>Adam Needles, Propelling Brands (original),[object Object]
Sales Process – 10%,[object Object],Market Definition –,[object Object],20%,[object Object],52%,[object Object],Lead Generation,[object Object],Product Marketing – 2%,[object Object],Marketing Communications – 12%,[object Object],Hiring – 10%,[object Object],Leads = your greatest challenge,[object Object],52% of marketing organizations say ,[object Object],lead generation is their  #1 marketing challenge,[object Object],>>>SiriusDecisions,[object Object]
Lead economics,[object Object],70-80% of leads = lost or ignored,[object Object],45% of leads = will buy from someone, not necessarily your company,[object Object],10% improvement in lead quality = 40% improvement in sales productivity,[object Object],1% reduction in dropped/lost leads, combined with a 1% improvement in lead-to-order conversion rate, increases annual gross profit by 136%,[object Object],>>> Annuitas Group,[object Object]
Lead Generation,[object Object],Reporting &,[object Object],Analysis,[object Object],Lead Nurturing,[object Object],Lead,[object Object],Management,[object Object],Process,[object Object],Lead Qualification,[object Object], & Scoring,[object Object],Sales Collaboration,[object Object],Lead Routing,[object Object],& Acceptance,[object Object],Dynamic view of leads,[object Object]
Awareness,[object Object],Marketing,[object Object],Interest + investigation,[object Object],Marketing Qualified,[object Object],Sales Accepted,[object Object],Sales Qualified,[object Object],Sales,[object Object],New Business,[object Object],Lead workflow,[object Object]
Lead scoring = Lingua Franca for Engagement 2.0,[object Object]
Lead scoring components,[object Object],Explicit,[object Object],BANT,[object Object],Demographics,[object Object],Implicit,[object Object],Recency,[object Object],Frequency,[object Object],Behavior,[object Object]
Lead scoring example,[object Object],>>>Silverpop Engage B2B,[object Object]
Lead scoring example,[object Object],>>>Silverpop Engage B2B,[object Object]
Role of lead scoring,[object Object],“A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role and activities.”,[object Object],>>> SiriusDecisions, “What’s the Score?”,[object Object]
Lead scoring = staying focused,[object Object],>>>Silverpop,[object Object]
B2B case >>> Edgar Online,[object Object],Online corporate financial information,[object Object],Challenge managing leads and qualifying them,[object Object],Highly-granular lead scoring,[object Object],Based on everything lead views,[object Object],Helps with campaign evaluation,[object Object],Enables greater scale,[object Object],Quality vs. quantity of leads,[object Object]
Silverpop:  Lead management,[object Object]
Sales antagonism >>> collaboration,[object Object]
Marketing / sales divide,[object Object]
Marketing / sales divide - mindset,[object Object],Marketing,[object Object],“They don’t follow up on any leads we give them”,[object Object],“A lead to them is a sale”,[object Object],“They ‘cherry-pick’ and act like they know what the leads want before calling them”,[object Object],“They don’t even look at half of the leads we give them”,[object Object],Sales,[object Object],“We have no visibility into what they are doing”,[object Object],“We need more support from them”,[object Object],“The leads they pass to us are worthless”,[object Object],“They don’t understand who our target market is”,[object Object]
Marketing / sales divide - activity,[object Object]
Alignment = plugged leaks,[object Object]
sales is marketing’scustomer,[object Object]
B2B case >>> Sant Corporation,[object Object],Sales proposal, RFP, and document automation software,[object Object],Challenge as sales really needed marketing to ‘warm up’ leads,[object Object],Catalyst for ‘engaging’ sales,[object Object],Educating about nurturing,[object Object],Building lead-qualification consensus,[object Object],Aggressively using scoring,[object Object],Building sales/marketing relationship,[object Object]
Measurement >>> scorecard,[object Object]
Low confidence in marketing ROI,[object Object],“Despite marketing’s drive toward financial accountability, only 7% of senior-level financial executives surveyed report being satisfied with their company’s ability to measure marketing ROI …”,[object Object],>>> Marketing Management Analytics, March 2007 release,[object Object]
Danger of blanket ‘measurement’,[object Object],“Too many metrics will not help articulate the value of the marketing organization.  …  [I]n this digital world, so many things are measureable that it can become overwhelming.  Just because something is measurable, does not mean it should be measured or that it is valuable to measure.”,[object Object],>>> Sandy Carter, The New Language of Marketing 2.0,[object Object]
Marketing scorecard,[object Object],End goals,[object Object],Profitable revenue,[object Object],In-process sales goals,[object Object],Sales conversion rates,[object Object]
Sales conversion rates,[object Object]
Marketing scorecard,[object Object],End goals,[object Object],Profitable revenue,[object Object],In-process sales goals,[object Object],Sales conversion rates,[object Object],Lead management efficiency,[object Object]
Lead management efficiency,[object Object],>>>Silverpop,[object Object]
Marketing scorecard,[object Object],End goals,[object Object],Profitable revenue,[object Object],In-process sales goals,[object Object],Sales conversion rates,[object Object],Lead management efficiency,[object Object],Customer-retention goals,[object Object],Net Promoter Score,[object Object],NPD insights,[object Object]
‘Balanced’ marketing scorecard,[object Object],Functional perspectives,[object Object],Financial + non-financial metrics,[object Object],Corporate strategy  mapping,[object Object],Predictive + lagging indicators,[object Object],>>> David Raab, Marketing Performance Management Toolkit,[object Object]
B2B case >>>  TIBCO,[object Object],SOA and BPM software,[object Object],Challenge knowing what was working / what was not,[object Object],Focus on achieving a ‘closed loop’,[object Object],Integration of platforms,[object Object],Tie in to company’s own platform,[object Object],Analytics ‘mash-up’,[object Object],Tuning of lead-generation activities,[object Object]
Getting Going withEngagement 2.0,[object Object]
Embrace the goal >>>,[object Object]
Engagement 2.0,[object Object],Sales,[object Object],Marketing,[object Object],Customer,[object Object]
Partner with sales >>>,[object Object]
Engagement 2.0 New Mindset For B2 B Marketers Oms
Build your infrastructure >>>,[object Object]
Engagement 2.0 New Mindset For B2 B Marketers Oms
Learn more >>>,[object Object]
Continue the dialogue >>>,[object Object],http://www.silverpop.com/blogs/demand-generation/,[object Object]
Thank you,[object Object],Phone: 617.413.6087,[object Object],E-mail:  aneedles@silverpop.com,[object Object],Twitter:  @abneedles,[object Object],www.silverpop.com,[object Object],Marketing Automation Solutions,[object Object]

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Engagement 2.0 New Mindset For B2 B Marketers Oms

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Hinweis der Redaktion

  1. >>> Just intro the title …
  2. I’m a B2B marketer …
  3. Decade as a B2B marketerResearch + write about marketing technologyPropelling Brands blog + book [link/pic??]Recently joined SilverpopMarketing advocatePlatform evangelist
  4. We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  5. We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  6. Old challenge: Be at the right tradeshows Allregs is an information provider for mortgage industry professionals. It is the official online provider of Fannie Mae and Freddie Mac underwriting guidelines. In 2006, they attended approx 25 tradeshows which was their major source of lead generation. Since they implemented Engage B2B, they now attend 10 per year. They were putting names from the tradeshow events into their database and then oversaturating their list because there was no way to segment their list. Today, Allregs uses Engage B2B as a lead gen/cross sell tool. Before it was a “shot in the dark” and now it is much more improved. Before: No automation platform; not embracing a lead management mindsetAfter: Better integration; automation platform; lead management mindsetKey capabilities utilized: Nurturing Surveys Engaging w/ prospects and customers based on where they click Using Microsoft Dynamics CRM
  7. What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  8. What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  9. What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  10. 70% of leads aren’t waiting on you; you’re waiting on them.
  11. We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
  12. Role of marketing is changing – moving more down-stream
  13. Poll - Budgets increase - Budgets decrease
  14. Dialogue must be - Legitimate - Concerned
  15. Dialogue must be - Legitimate - Concerned
  16. Finding solutions: Customer/prospect-led marketingWorkforce Software’s software offering for time management and payroll is appealing to such a wide range of customer roles and types of companies that it became important to have leads self-qualify themselves. The client likes to use the term “mass qualification.” To accomplish this “mass qualification,” Workforce Software uses Engage B2B’s survey functionality to ask several qualifying questions at sign-up – you need to create an account on Workforce Software’s site before you can access any content. Iinitial survey questions ask about type of system currently being used, timeframe for purchase, # of employees, and title. Workforce built a scoring model based on the survey responses, including subsequent surveys. Higher leads scores are determined by amount and quality of prospect participation. In the end, incoming leads are providing valuable, self-reported information that is ultimately turning into more sale opportunities. Impossible to qualify merely based on title – payroll and employee interaction spans many different roles at different-sized corporations Previously telesales and others trying to make decisions about sales readiness based on gut or high-level demographic informationWorkForce Software requires all its prospects to sign up for a WorkForce account in order to download premium content or participate in its marketing programs, such as a Webinar. “Workforce Software offers premium content as part of our marketing programs. We believed that people seeking to consume our premium content through our marketing programs would be willing to provide us information in exchange,” said Charles Kim, direct mail manager for Workforce Software. Using Salesforce.comUsing the Engage B2B Survey module, WorkForce Software asks prospects several qualifying questions at sign-up, such as type of system currently being used and size of organization, as well as follow up questions over time as additional premium content (e.g. white papers) is requested, thereby collecting important qualification information about its leads. The fields and information are readily available to the sales team via Salesforce.com. The marketing team then developed a lead-scoring method within Engage B2B based on prospect responses to the survey questions. Leads with higher scores are routed to sales via Salesforce.com, while those with lower scores are put into an automated lead-nurturing program in which additional survey information is collected. Higher lead scores are determined by amount and quality of prospect participation. For example, a frequent website visitor that also downloaded an “ROI Kit” might pass the threshold from “cold” to “warm” lead.