b2b university sydney march 16, 2011. agenda who is the annuitas group? the changing b2b buyer...
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Agenda
• Who is The Annuitas Group?• The Changing B2B Buyer• Today’s B2B Marketer• The Impact of This Change on the B2B Marketer• The Process Approach to Manage the Change• The Lead Management Framework Defined• How to Begin Implementing• Q & A
©Copyright 2011 The Annuitas Group
•The Annuitas Group's mission is to help our clients deliver a
measurable return on their sales and marketing practices.
•Do this through process consulting and technology
(marketing and sales automation)
•Practice Areas…
– Lead Management Audit
– Lead Management Process Development & Implementation
– Marketing Automation Selection & Implementation
– Campaign Management Services
The Annuitas Group
©Copyright 2011 The Annuitas Group
Today’s B2B Buyer
• The way buyers buy has changed
• Buyers are more educated and
looking to sales much further
down the buying cycle
• Buyers are turning to online and
social as sources for decision
making
• More than one buyer – buying
units
• Looking to each other as sources
of information ©Copyright 2011 The Annuitas Group
• Issues with Measurement & Acquisition– 70-80% of leads never get follow-up– 52% of marketers say lead generation is their biggest challenge– More than 50% of marketing teams cannot track ROI on program spend
• Shrinking budgets
• More pressure to justify spend
• Shift from traditional marketing to automated, online, inbound & social
• Increased pervasive use of technology
• Marketing asked to assist in pipeline acceleration & sales enablement
Today’s B2B Marketing
Source: Sirius Decisions; Forrester ©Copyright 2011 The Annuitas Group
The Response . . . . Adapt!
• Marketers must manage and engage that relationship
– Buyers want a 1-1 relationship
• It’s Lead Management not Lead Generation
• It will affect every area of your role as a marketer
– Sales interaction– Buyer interaction & communication
• Content Management & Marketing• Inbound Marketing Management• Social Media Strategy
– Internal marketing & sales process– How you utilize your technology– How you work & think as a
marketer
©Copyright 2011 The Annuitas Group
How To?
• So how does an organization make the change and bridge the gap from the old to the new?
• What needs to be done to ensure a buyer centric approach?
• What processes need to be developed?
©Copyright 2011 The Annuitas Group
A Process Based Lead ManagementApproach
“Developing an internal lead management
process is key to marketing & salessuccess”
“Nothing is more important than process when it comes to building a
best in-class lead management engine.”
“Companies that focus on improving lead management processes will increase revenue 5% to 10%.”
©Copyright 2011 The Annuitas Group
• Not just scoring and lead nurturing
• It is not a practice of individual silo’s, everything feeds into the next and has to be looked at holistically
• Not technology, but supported by it.
Lead Management – What it isn’t
Source: Sirius Decisions; Forrester
©Copyright 2011 The Annuitas Group
• The operational response to the buyers power• It's a process not a program that includes
– Data– Lead Planning – Lead Qualification– Lead Nurturing– Lead Routing– Metrics– Content Blueprint
• Not technology; a process supported by technology
Lead Management – What it is
©Copyright 2011 The Annuitas Group
The Common Lead Management ApproachIncreased Effort & Decreased Efficiency
©Copyright 2011 The Annuitas Group
The Lead Management FrameworkSM
Lead Managemen
t
Data
Lead Planning
Lead Routing
Lead Qualificatio
n
Lead Nurturing
Metrics
Content
©Copyright 2011 The Annuitas Group
Building the Process – Where to Start?
• Define the lead management framework
• Conduct an Audit – Know What You Don’t Know
• This is not a marketing only exercise – it is cross-functional
• Marketing• Sales• Operations• Finance• IT
©Copyright 2011 The Annuitas Group
The Database
• Determine the validity of your database – How old are the records?
• Determine your approach to data hygiene and what team will own it
• Where will you store the customer & prospect data?
• Define and control who will have access to that data
• Segment the data to optimal success based on ideal target and customer profiles
©Copyright 2011 The Annuitas Group
Define the Buyer Profile
SEGMENT
Sophisticated User
HELP
Business Critical
Remote
Traditional user-base.Larger companies.Focused on both virtualization and uptime.
Have tried competitor(s) and failed or had a bad experience.Focused on uptime.
Fastest-growing segment and largest opportunity. Being targeted by competition. Focused on virtualization.
Cannot afford IT staff for remote locations. Being targeted by competition. Focused on uptime.
©Copyright 2011 The Annuitas Group
The Annuitas Group Lead Planning Funnel
Mktg Nurture Campaign
Lead Nurture Campaigns
Lead Nurture Campaigns
Mktg Nurture Campaign
Sales Acceleration Nurture Campaign
240Mktg Qualified
(MQL)
3,000 Responses
120Sales Accepted
Leads
Sales Close Rate33% 24 closed deals
Additional Monthly
Revenue @ $100k ASP
$2.4M per month
60% Conversion
SQL
2,400Valid
Responses
80% Conversion
10% Conversion(MQL)
50% Conversion
(SAL)
72Sales
Qualified Leads(SQL)
Post-Sales Nurture Campaign
Sales Acceleration Nurture Campaign
©Copyright 2011 The Annuitas Group
Lead Qualification
• What do you do with leads?
• Determine between sales and marketing the definition of a lead
• Define the qualification criteria
• What happens to non-qualified leads?
• Set-up a lead scoring model that allows for quality leads to flow to sales
• Focus on quality not quantity
©Copyright 2011 The Annuitas Group
Lead Qualification Criteria
• Demographic• Specific vertical• Company size (employees/revenue)• Job role/function• Wallet spend• Product Interest
• Behavioral• Number of marketing program
responses• Number of visits to the website• Number of clicks, opens,
submissions• Number of times at an event
• BANT• Budget• Authority• Need• Timeframe
©Copyright 2011 The Annuitas Group
Lead Nurturing
• Building a relationship with your prospect – not all responses are ready to buy immediately
• Nurturing allows for pipeline acceleration
• Sales that were nurtured provide a 47% higher order value than non-nurtured sales.
Source: Aberdeen
©Copyright 2011 The Annuitas Group
Lead Routing
• Determine how marketing will pass qualified leads to sales
• Avoid the black hole, know how the leads will be tracked
• Provide sales the ability to pass back for further nurturing
• Develop SLA’s and Business Rules to ensure proper follow-up and no fall out rate
©Copyright 2011 The Annuitas Group
Content Development Process
• Define the buying cycle of your customers
• Development of content maps along the buyers journey
• List current available offers and those that need to be created
• Determining the proper offers that correlate to the defined buying stages
• The content process is dynamic and needs continual attention and focus
©Copyright 2011 The Annuitas Group©Copyright 2011 The Annuitas Group
Content Creation & Mapping
SEGMENT InterestResponse
Consideration- MQL
Evaluation - SAL
Decision-SQL
Post-Purchase
Sophisticated User
HELP
Business Critical
Remote
Th
ird-p
arty wh
itepap
ers, web
casts and
p
od
casts. Datash
eets, bro
chu
res.
Intern
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itepap
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Co
mp
etitive com
pariso
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arts
Fact sh
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Train
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sched
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ow
To
’s
Case stu
dies, cu
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Pro
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ct dem
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ort vid
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Case stu
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Co
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New
pro
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ct ann
ou
ncem
ents
Cu
stom
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n S
urveys
©Copyright 2011 The Annuitas Group
Metrics
• Know why you are running a campaign or marketing program
• Develop benchmarks and KPI’s for your organization and measure against them quarterly
• Use the metrics to shape the future
• Pull both marketing and sales metrics for a complete 360o view of your organization
©Copyright 2011 The Annuitas Group
Automate the Process
• Manual run processes will fail
• Process based automation will allow you to improve the bottom line and improve value
• Automation is the only way to streamline 1-1 buyer dialog
• Automation is well beyond feature & function, it enables the relationship process with the dialog
©Copyright 2011 The Annuitas Group
Potential Roadblocks
• Executive Resistance
• Fear and Turf Guarding
• Sales Resistance
• Boiling the Ocean
©Copyright 2011 The Annuitas Group
One more thing…
• Dream big, start small, scale appropriately
• Process equals behavior change – be ready
• Include Sales in the process – This bears repeating
©Copyright 2011 The Annuitas Group
Start Simple
©Copyright 2011 The Annuitas Group
Marketing Generated Responses
Engage Marketing Automation• Integrated with SF.com• Search for duplicates;
update if found• Trigger automated
response
Qualify
• Based on lead scoring
• Automate fulfillment based on criteria
Qualified?Le
ad
Nurtu
re
Route to Telemarketin
gYes
No
E-mail Topical White Paper
Invite toFlash Demo
Invite toTopical
Webinar
TelemktgCall
Contact Information
Carlos HidalgoThe Annuitas [email protected]: @cahidalgo
©Copyright 2011 The Annuitas Group