blowing up the funnel
TRANSCRIPT
#B2BMX
Blowing Up the Funnel: How New Approaches to Demand Gen
Will Reshape Tomorrow's Revenue Pipeline
#B2BMX
How the Funnel Got it’s Shape
@kathleenschaub
#B2BMX
1930’s:
Sales Toils Alone
#B2BMX
1970’s:
Rise of Database Marketing
#B2BMX
2000’s:
The Internet Empowers
#B2BMX
Tiny bottom as few opportunities close5
Source: IDC 2017
Chokepoint where marketing & sales silos collide4
Unidirectional flow assumes leads die forever3
Filtering out prospects makes it more narrow2
Wide Top as many suspects enter1
Obsolete Tactics Create the Distinctive Funnel Shape
#B2BMX
Buyers Increasingly Ready to SwitchQ) How willing are you to switch vendors, even if you like their solution, if you are dissatisfied with the vendor's marketing and sales? 1 =Not at all willing and 5 = Very willing.
% of Respondents Selecting Level 4 or 5 Willingness
Source: IDC 2016 IT Buyer Experience Study
Millennial Buyers Gen X Buyers
Baby Boomer Buyers
#B2BMX
TODAY:Blowing Up the Funnel
@kathleenschaub
#B2BMX
Hello, Customer Centricity!
Creation Loop Loyalty Loop
IDC’s Customer Experience Loop
38%How much more of the customer creation budget (Marketing+ Sales) given to Marketers in tech companies that have implemented a Buyer’s Journey model.
Source: IDC’s 2016 Tech
Marketing Benchmarks Study
#B2BMX
4 Customer-centric Demand Strategies that Blow Up the Funnel
Account-based Marketing
Concierge Selling
Analytics-driven Engagement
Loyalty-first Marketing
Source: IDC 2017
#B2BMX
▪ Shared Mission: Clear, compelling, purpose
▪ Orchestrated Collaboration: Specialization – yes; Silo’s – no
▪ User- Centric Focus: Adapt activities to customers, not the other way around
▪ High Information: Reveal, prioritize, react
▪ Guided, Incremental, Process: “Do-Confirm-Adapt”
Attributes of Customer-centric Demand Strategies
Source: IDC 2017
#B2BMX
Customer-Centric Demand Generation Strategy:
Account-based MarketingOrganizes demand efforts around specific accounts Most Useful in These
Situations
Buying Cycle Time Long
Solution Cost High
Solution Complexity High
Sales Model Account-based
Source: IDC 2017
#B2BMX
Customer-Centric Demand Generation Strategy:
Concierge Selling
Most Useful in These
Situations
Buying Cycle Time Medium
Solution Cost Medium
Solution Complexity Medium-High
Sales Model Inside Sales or
Territory-based
Personalized, anticipatory, buying services offered by a “concierge” enabled with extreme automation, contextual insights and pitch perfect content.
Source: IDC 2017
#B2BMX
Customer-Centric Demand Generation Strategy:
Advanced Analytics Engagement
Most Useful in These
Situations
Buying Cycle Time Medium-Short
Solution Cost Medium-Low
Solution Complexity Medium-Low
Sales Model Inside, Territory or
eCommerce
Use of advanced analytics to discover high propensity prospects, sense & respond to their behavior in order to progress them through their decision journey
Source: IDC 2017
#B2BMX
Customer-Centric Demand Generation Strategy:
Loyalty-First Marketing
Most Useful in These
Situations
Buying Cycle Time Any
Solution Cost Any
Solution Complexity Any
Sales Model Any
First build community engagement and shared purpose; then develop solutions to monetize relationships
Source: IDC 2017
#B2BMX
Essential Guidance
@kathleenschaub
#B2BMX
Build Modern Marketing Competencies
Sales & Channel Enablement
Customer Intelligence &
Analytics
Integrated Digital & Social
Engagement
Loyalty & Advocacy
Content Marketing
CU
STO
MER
-C
ENTR
IC
STR
ATE
GIE
S Account-based Marketing
Concierge Selling
Analytics – Driven Engagement
Loyalty – First Marketing Source: IDC 2017
#B2BMX
The Customer Centric Marketing Organization
TRADITIONAL SILOED MARKETING EVOLVES IN TO CONNECTED CUSTOMER ENGAGEMENTS
Email Web Ads Search Social
Connected Data
Connected Content
Connected Channels
Unique Content
Unique Content
Unique Content
Unique Content
Unique Database
Unique Database
Unique Database
Unique Database
Single Channel
Single Channel
Single Channel
Single Channel
Email Web Ads Search Social
Unique Content
Unique Database
Single Channel
Source: IDC 2017
#B2BMX
▪ Shared Mission: Set “Big Picture” objectives – revenue and customer experience metrics
▪ Orchestrated Collaboration: Automate work “modules” that bridge silos
▪ User- Centric Focus: Serve the only customer there is – the external customer
▪ High Information: Exchange insight-level information, not raw data
▪ Guided, Incremental, Process: Test and adapt everything
Marketing + Sales Information Alliance
Source: IDC 2017
#B2BMX
Kathleen SchaubVice President, IDC CMO Advisory Service
925-999-9839
@kathleenschaub
#B2BMX
Networking Break
#B2BMX