cc14 - jason hekl - winning with an always on marketing machine
DESCRIPTION
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Built for Speed: Winning with an Always On Marketing Machine
Jason HeklVice President and Group Director
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SiriusDecisions: A Research and Advisory Firm
SiriusDecisions empowers the world's
leading marketing, product and sales
leaders to make better decisions, execute
with precision and accelerate growth.
Fact:Best-in-class
organizations integrate sales, marketing and product outperform
those that do not by as much as 24%
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Select Client List: Strictly B-to-B
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It’s easy to get discouraged…
1 in 25 your chances of reaching CXO’s through traditional
outbound
71%percent of all inquiries will
come from the web by 2015
13Average # of dials before
engaging in a conversation
(not provided)
87.72%
The number of touches that buyers receive per week
increased
32% from 2006-2010
67%of the buyer’s journey is
now traveled digitally
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Typical Scenario in B-to-B
• Redundancies and
breakdowns in enterprise-
wide lead management
processes are rampant in
b-to-b organizations
• Effective lead
management requires a
shift from a linear to a
bidirectional focus
• Aligned organizations
feature marketing
organizations incentivized
to sales outcomes, and
attuned to sales needs
Sales wants all “leads”
fastMarketing hits the
“more” button
Sales doesn’t
follow up Marketing: “Why no followup?”
Sales: The “leads” are no good Marketing:
Wasted effort, poor performance,
bitterness, despair
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The SiriusDecisions Demand Waterfall
1,000
2.89A
VE
RA
GE
1,000
14.23
BE
ST
IN
CLA
SS
5X
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The SiriusDecisions Demand Creation Framework
Supporting Demand
Creating Demand
Strategic Foundation• Demand Type
• Relative Targeting
• Lead Taxonomy
• Buyer Personas/Buying Cycle
• Content Strategy
Infrastructure Assessment• Marketing Automation
• Web Sites
• Analytics
• Sales Force Automation
• Data Services
OrganizationalStructure• Field Marketing
• Demand Center
• Global Programs
• Teleservices
• Emerging Roles
ProcessDefinition• Demand Waterfall
• Lead Scoring and Nurturing
• Service-Level Agreements
• Campaign Planning
• Budgeting
Rapid Response• Account-Based Marketing
• Small-Net Fishing
• Event Triggered
Perpetual Leverage• Inbound Tactics
• Content Driven
• Web Site Conversion Optimization
• Behavior Triggered Nurture
Planned Campaigns• Integrated Programs
• Acquisition
• Sales Enablement
• Pipeline Acceleration
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The SiriusDecisions Demand Creation Framework
Supporting Demand
Creating Demand
Infrastructure Assessment• Marketing Automation
• Web Sites
• Analytics
• Sales Force Automation
• Data Services
OrganizationalStructure• Field Marketing
• Demand Center
• Global Programs
• Teleservices
• Emerging Roles
ProcessDefinition• Demand Waterfall
• Lead Scoring and Nurturing
• Service-Level Agreements
Rapid Response
• Small-Net Fishing
Perpetual Leverage• Inbound Tactics
• Content Driven
• Web Site Conversion Optimization
• Behavior Triggered Nurture
Planned Campaigns• Integrated Programs
• Nurture Flows
• Sales Enablement
• Pipeline Acceleration
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Aligned Organizations Deliver Superior Results
Outbound Only Integrated Programs
Sourced Pipeline 15.5% 30%+
Close Rate 19% 24.5%
Influenced Pipeline 52% 70% +
Marketing Touches 25 + 15 - 20
Programs 50 + < 30%
Program Design Single Channel Multi Channel
Campaign Focus Product Solution
Primary Source eMail Web
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Best Practice Attributes
• Based on Buyer Journey
• Multi-Touch Programs
• Data Centric
• Multi-channel• Web-centric• Nurturing models• Syndicate best
practices
•Not a leads only focus
•Strong SLAs
•Metrics driven
• 10-30%+ Sourced• 60-70%+
Influenced
Sales Pipeline
Sales Alignment
Integrated
Program Mix
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Task Families Surrounding the B-to-B Waterfall
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The use of traditional and social media to set the
stage for demand creation
The use of traditional and social media to set the
stage for demand creation
SEEDSEED
The generation of “original” demand, with a focus on
quality vs. quantity
The generation of “original” demand, with a focus on
quality vs. quantity
CREATECREATE
Efforts geared to help sales move deals more quickly
through the pipeline
Efforts geared to help sales move deals more quickly
through the pipeline
ACCELERATEACCELERATEHelping reps increase their productivity, both
for sales- and marketing-sourced
demand
Helping reps increase their productivity, both
for sales- and marketing-sourced
demand
ENABLEENABLE
Care and feeding of prospects that aren’t ready for sales, or
that have fallen out of the waterfall
Care and feeding of prospects that aren’t ready for sales, or
that have fallen out of the waterfall
NURTURENURTURE
SiriusPerspective: To drive best-in-class performance, sales and marketing must align around five waterfall-based jobs.
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Rapid Response Marketing
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Small-Net Fishing, Defined
Foundational Elements• Execution is teleprospecting-led• Proactively targets new
prospects• Programs run for limited duration• Activities performed on a rolling
schedule• Includes outbound calling and
email• Supported by technology
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Three Ways to Fish
SiriusPerspective: Match the small-net fishing approach to the situation, as
well as the skills and competencies of lead development reps.
Marketing-Directed• Targeted by marketing• Planned as part of campaigns
Teleprospecting-Triggered• Targeted by teleprospecting• Perpetual menu-based plays
Sales-Requested• Targeted by sales (target
accounts)• Rapid response capability
• Product introductions or launches
• Competitive replacements
• Social discovery and outreach• Referrals
• Underperforming or new territories
• Market triggers (e.g. M&A)
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Repeatable, Rapid-Response Demand Creation
SiriusPerspective: Investing
time and effort in planning,
preparation, execution and
optimization of SNF programs
is a prerequisite for success.
1 Planning
Preparation
Execution
Optimization
2
3
4
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Experience Matters: Execution Cockpit
SiriusPerspective: Configure
consoles in the sales force
automation system for reps
to execute their small-net
fishing program activities.
Include:
• Prioritized list of who to
call, with contact details
• Call, email and response
history
• Place in the program flow
(status)
• Call guidance
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The MAP Backbone: Marketing-Directed
SiriusPerspective: Design and manage small-net fishing programs
through systems that adapt to available capacity.
18
Continuous Feed: Sourcing and enrichment of contact records need not be complete before program starts
Schedule First Week: Model the first week based on number of contacts, program duration and daily call volume estimate
Encourage Proactive Outreach: Schedule subsequent calls based on evaluation of record status
As People Exit, Drip in More: Use program exit (promotion, DQ, retired) as trigger for program entry
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The MAP Backbone: Teleprospecting-Triggered
SiriusPerspective: Empower enterprising reps with a menu of plays
that will magnify their individual prospecting efforts.
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• Make the flow entry point easily accessible from main lead or contact screen
• Plays should be descriptive and self-explanatory
• Allow entry to the flow from list views, but start with a wait step
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Mistakes to Avoid
• Rushing through the segmentation, targeting
and contact acquisition exercise
• Not putting enough emphasis on answering
WIIFM
• Focusing too much on activities and not
enough on the desired outcomes
• Not communicating and reinforcing the
importance of keeping to the schedule
• Failing to reconcile the cadence of activity
against resource availability
• Losing sight of the most important piece: the
quality of the dialogue between the rep and the
prospect
SiriusPerspective: Don’t let a bias toward action relegate the importance of proper planning; achieve balance through smart planning.
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Best Practice Examples
SiriusPerspective: Think strategically, execute efficiently,
revisit frequently.
Back of the Napkin• Research financials first• Integrated three-dimensional
mailers, email and phone outreach by LDRs and account execs
• 3X response rate
Social Discovery• Package of six pre-defined plays
combining emails and scheduled call activities
• Triggered by reports of anonymous Web site activity
The Franchise• Marketing and operations support
on the teleprospecting team• Tele selects sales-nominated
projects• Replicating model by sales region
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Perpetual Leverage
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Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages; thus, b-to-
b organizations must consider multiple nurture types.
Nurturing before a prospect is handed off to a teleprospecting,
field or channel resource
Pre-MQL
Quantity function is feeding a quality function
One-and-done marketing continues, despite the purchase of advanced systems
High levels of “lead waste” at the first handoff pointS
ituat
ion
/ M
otiv
atio
n
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Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages;
thus, b-to-b organizations must consider multiple nurture types.
Active. Nurturing when a prospect is rejected or disqualified by a sales resource for a pre-determined reason
Passive. Nurturing when a prospect has experienced no movement for a pre-determined period of time, but has not been rejected by sales
Recycle
Lack of a process/program to capture disqualified leads
Teleprospectors spending a lot of time cold calling
Low CRM adoption rates
Situ
atio
n /
Mot
ivat
ion
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Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages; thus,
b-to-b organizations must consider multiple nurture types.
Nurturing when a once-engaged opportunity has died on the vine, with no activity for months or even quarters
Reconstituted
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Lead Nurturing Framework Components
A complete
nurture effort is
built upon four
pillars:
ENTRY
TREATMENT
TRANSITION
DISPOSITION
NURTURE
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Real World Example
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Pulling It All Together: Integrated Demand Gen
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Pulling It All Together: Tactic Alignment
www.HowFindableAreYou.com
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Pulling It All Together: Lead Capture and Follow-Up
Alerts to sales upon assessment completion
with lead detail.
Self-assessment tool captures lots of detail on
prospective buyer.
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Integrating Nurture With Sales Enablement (DEX)
DEX ONE NURTURE FRAMEWORK
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• Dynamically generated “conversion guide” for each lead
• Guides sales team through relevant sales conversation based on customer insight
• Sales conversation aligned to buyer’s needs
• Sales has ability to alter nurture flow and deliver additional related assets
Dex One Integrated Sales Enablement
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Key Takeaways
• Work with marketing to build out rapid response small-
net fishing capabilities to support teleprospecting and
sales
• Implement automated nurture flows to fill the funnel, and
support progression through it
• Create service level agreements to foster tight
alignment with marketing, and create feedback loops to
optimize programs
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