strategic marketing automation

Strategic marketing automation

Adam B. NeedlesDirector, Field Marketing Twitter: @abneedles

Agenda

• Introductions• Evolving view of B2B marketing• Sales view of B2B selling• Dialogue view of B2B marketing• Implications for marketing

automation• Q&A

Product Marketing – 2% Marketing

Communications – 12%

Hiring – 10%

Market Definition –20%

Sales Process – 10%

52%Lead

Generation

Leads = your greatest challenge

52% of B2B marketing organizations say lead generation is their #1 marketing challenge

Source: SiriusDecisions

Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation

What are your goals?

Introductions

Adam[B2B marketer]

My company

• Solutions for marketers

• B2B + B2C• Marketing

automation + e-mail marketing

• CRM integration• Software-as-a-

service

www.silverpop.com

Evolving view of B2B marketing

B2B marketing is different.

B2B marketing is different.

• Direct sales forces• High-involvement sales process• Lower volume; higher purchase price• Rational vs. emotional purchase• Complex and savvy 'buying unit'

B2B marketing legacy

B2B marketing’s ‘new’ primary goals:

drive leads for sales

cost effectively

qualified

improve close rates

help retain customers

From push to pull

“No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.”

Source: Paul Greenberg, CRM at the Speed of Light (3e)

From push to pull >>> B2B redux

Source: MarketingSherpa

17.50%

12.50%

70.00%

Average B2B Initial Lead Break-down

Discard / disqualified

Sales-ready now

Longer-term oppor-tunity / worth nurtur-ing

Sales view of B2B selling

Customer centered selling

"The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle."

Source: R. Jolles, Customer Centered Selling

Customer centered selling

Source: R. Jolles

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered sellingSatisfaction

5%

Acknowledgment79%

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

New funnel dynamics

New funnel dynamics

Customer-led decision, criteria, measurement , investigation

New funnel dynamics

Engage sales

Customer-led decision, criteria, measurement , investigation

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation

Reconsideration

MeasurementSource: R. Jolles

Dialogue view of B2B marketing

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

Source: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

Source: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

Source: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

InvestigationProduct literatureSales Proposals

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

SelectionConsensus

InvestigationProduct literatureSales Proposals

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Marketing Qualified

Interest + investigation

Sales Qualified

Sales Accepted

Awareness

Marketing

Sales

New Business

Lead stage ‘waterfall’

Search

News site

B2B buyer dialogue ‘waterfall’

White paper

E-mail nurturing

Field event

Blog posts

Analyst report

Website

Product literature

Marketing Qualified

Search

News site

B2B buyer dialogue ‘waterfall’

White paper

E-mail nurturing

Field event

Blog posts

Analyst report

Analyst report

Product literature

Marketing Qualified

C R I T I C A L P A T H

Many critical paths

Implications for marketing automation

Implications of the dialogue context• Inbound + outbound• Content• Behavioral scoring + dynamic

campaigns• Progressive profiling• Automation = strategic

Q&A

Thank you!• Phone: 617-413-6087• E-mail: aneedles@silverpop.com• Twitter: @abneedles• Blogs

– Demand Generation (Silverpop): • http://www.silverpop.com/blogs/demand-generation

– Propelling Brands (personal): • http://propellingbrands.wordpress.com/

• Silverpop – Strategic Marketing Automation