7 habits of highly effective b2b marketing teams
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7 Habits of High Effective
B2B Marketing Teams
World-class marketing teams are built one habit at a time.
In this SlideShare, we want to share with you the habits and
processes we’ve implemented within the Socedo Marketing Team.
These habits, processes and systems help us diagnose problems
quickly, identify things we can improve and continuously get better at
what we do.
Consistently generate demand and qualified opportunities in a cost-effective, ROI-positive manner
What are we trying to accomplish?
7 Habits of Highly Effective B2B
Marketing Teams
1. Goal-Based Reporting
2. Disciplined experimentation
3. Conduct post-mortems
4. Assign owners to your funnel stages
5. Make revenue-driven marketing plans
6. Score your leads
7. Collaborate with other departments
It doesn’t look like our sales team has enough opportunities to meet our revenue target this quarter, how can marketing help?
“Marketing team - we have a problem…”
Implement goal based reporting to get everyone on the same page.Have a common view of the funnel
Where is the problem?
Traffic
New Visitors by source
TOFU – Are we attracting our
target audience?
MQL by source
SAL
Opportunities
Closed won
MOFU – Are we engaging
enough contacts?
Target Prospects
Engaged prospects
Opt-in target
prospects
BOFU – Are MQLs converting?
Is time to opportunity too long?
Total Leads
(MQL)
To figure out where the problem lies,
Look at your KPIs and break them out by funnel stage.
•Lead Volume
•Velocity
•Conversion rate
Who is the real culprit?
Visitor
Marketing Qualified Lead
Trial/Pricing Requests
Sales Accepted Lead
Opportunity
Close won
%
%
%
%
%
2. Run experiments: invest in areas aligned to business goals, measure success
How do we get better at what we do?
Example:
Goal: Increase MQLs from lead sources with
higher conversion rates
We know that Trial Leads convert to Opps at the
highest rate.
Test: Add “click to trial” CTA to emails that promote
content.
Anyone who clicks on “14-day trial” gets routed to
an AE.
A/B Test – use the 80/20 rule
2. Disciplined Experimentation
Understand what worked, what didn’t for every project that costs $a. What were the engagement metrics? b. How many leads did we drive? c. After 90 days, how much revenue?
3. Conduct Post-Mortem Analysis
Lead Status Total Leads No Opportunity Days No Opportunity Has Opportunity Has Opportunity %
Days Until
Opportunity
Total
Opportunity
Amount
Average
Opty
Amount
Total
Opportu
nity Won % Won
Total
Won
Amount
Touch8 45 45 35 0 0.0% 0 0.0% 0.00Touch7 6 6 29 0 0.0% 0 0.0% 0.00Touch6 9 9 25 0 0.0% 0 0.0% 0.00Touch5 4 4 15 0 0.0% 0 0.0% 0.00Touch4 13 13 18 0 0.0% 0 0.0% 0.00Touch3 9 9 22 0 0.0% 0 0.0% 0.00Touch2 17 17 11 0 0.0% 0 0.0% 0.00Touch1 1 1 3 0 0.0% 0 0.0% 0.00SDR Nurture 165 165 11 0 0.0% 0 0.0% 0.00Qualified 136 17 202 119 87.5% 6 25,490.00 217.86 117 21 21.2% 8,590.00Prospect Recycled 100 100 36 0 0.0% 0 0.0% 0.00
Not Interested 45 45 75 0 0.0% 0 0.0% 0.00Non-Saleable 249 248 61 1 0.4% 0 0.0% 0.00No Response 75 75 139 0 0.0% 0 0.0% 0.00New Lead 210 206 147 4 1.9% 23 1,000.00 250.00 4 1 33.3% 1,000.00Engaged 2 2 0 0.0% 0 0.0% 0.00Discovered 22 21 213 1 4.5% 95 1,000.00 1,000.00 1 1 100.0% 1,000.00Day7 11 11 103 0 0.0% 0 0.0% 0.00Day6 10 10 115 0 0.0% 0 0.0% 0.00Day4 3 3 110 0 0.0% 0 0.0% 0.00Day3 4 4 15 0 0.0% 0 0.0% 0.00Day2 5 5 32 0 0.0% 0 0.0% 0.00Day10 6 6 73 0 0.0% 0 0.0% 0.00Day1 9 9 142 0 0.0% 0 0.0% 0.00Appointment Set 16 0 16 100.0% 8 5,000.00 312.50 16 1 10.0% 500.00Active Lead 21 21 30 0 0.0% 0 0.0% 0.00
65 58 195 7 10.8% 73 3,600.00 900.00 4 1 33.3% 350.00
Total 1594 1443 62.32 151 9.5% 10.26 37,590.00 261.04 144 26 22.2% 11,940.00
Webinar program at
Socedo
Example: Post-Mortem from Marketo Summit
Results•147 badge scans + 48 business cards•78 MQLs in 90 days•5 Deals Won•ROI: 158%
Takeaways •Momentum lost during follow-up•Pre-booked meetings brought in quality opportunities
3. Post-Mortem Reports
1. Why your team members should own funnel stage metrics a. increases accountabilityb. Earlier detection of problems
2. Create personal plans a. What are my priorities this month to meet the goals set out? b. What tactics/plans will I use to influence the key metrics?c. What are the dependencies?
4. Assign owners to funnel-stage metrics
Where to look for these metrics
4. Assign owners to funnel-stage metrics
TOFU
Google Analytics, Oktopost
MOFU - Marketo
BOFU metrics - Salesforce
4. Assign owners to funnel-stage metrics
Create a monthly marketing plan informed by revenue target
5. Revenue-Driven Marketing Plans
Data needed: conversion rates across lead lifecycle, revenue target, ASP
Example:
We need $250,000 in bookings next month
-At ASP of $1500, we need to close 167 deals.
-At Opp to close rate of 50%, we need to create 333 opportunities
-At 30% MQL to Opportunity Rate, we need to generate 1110 MQLs
-Not all lead sources convert at the same rate, we need to drive 20% increase in
MQLs from trial sign-ups next month… 10% increase from pricing requests
1. Create a monthly marketing plan informed by revenue target
5. Revenue-Driven Marketing Plans
Data needed: conversion rates across lead lifecycle, revenue target, ASP
Example:
We need $250,000 in bookings next month
-At ASP of $1500, we need to close 167 deals.
-At Opp to close rate of 50%, we need to create 333 opportunities
-At 30% MQL to Opportunity Rate, we need to generate 1110 MQLs
-Not all lead sources convert at the same rate, we need to drive 20% increase in
MQLs from trial sign-ups next month… 10% increase from pricing requests
Create a work back plan and set goals
5. Revenue-Driven Planning
MQLs Lead Source October Projected
November
Goal
MQLs by
Source (Last
Touch)
Trial Signup 200 250
Pricing Request 100 120
Clicked Trial CTA 60 70
Live Webinar 10 10
On-Demand Webinar 20 25
Blog 5 10
Whitepaper Download 50 70
Other 10 10
Total 455 565
MQLs Acquisition program October Projected
November
Goal
MQLs by
Acquisition
(First Touch)
Paid Ads 75 100
Organic 100 110
Blog 50 50
Webinars 50 60
Whitepaper Download 15 20
Email 15 20
Paid Search 50 55
Event 100 150
Total 455 565
1. Lead scoring should balance quality & quantity
2. Use regression analysis to determine weightings
3. Why & how social factors into lead scoring
6. Lead Scoring Analyses
Use Regression Analysis to Inform your Lead Scoring Model
a. Email Clicks b. website Visitsc. Content downloadsd. Social media engagements
Create weighted score for each action
6. Lead Scoring Analyses
Example with dummy data
We send real-time emails based on social activities
Conversions from real-time SLA Emails
16.8% Prospect to MQL
1.9% Prospect to Opp
Conversions from Nurture Emails
11.3% Prospect to MQL
0.4% Prospect to Opp
6. Lead Scoring Analyses
1. Have Sales Huddles
2. Meet with the product team
3. Lean on Customer Success
7. Collaborate Across Teams
A Check List of Habits to Develop 1. Use Goal-Based Reports – Measure the Whole Funnel
2. Disciplined experimentation
3. Conduct post-mortems
4. Assign owners to your funnel stages
5. Make revenue-driven marketing plans
6. Score your leads based on regression analysis
7. Collaborate with other departments
Learn more at www.blog.Socedo.com
About Socedo:
Socedo has created a demand generation system that helps B2B marketersdiscover, engage and qualify leads through social media to increase revenue at scale.
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