dgr sps16 the-mxgroup-finaldeck
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FeaturedSpeakersMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
TimCookVicePresidentofClientServices&Partner
TheMx Group
@MxGroup
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
How your customer buys has changed.
Source: CEB
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
How marketing contributes to sales has changed.
Source: SiriusDecisions
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Marketing Technology
Source: chiefmartec.com
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
More Segments +More Frequency +More Communication +More Ways =
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Use the polling feature to respond.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuyer Journeys
Content Mapping
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuilt from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words
reveal the attitudes, concerns and decision criteria you need to address to win their business.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuilt from interviews with real buyers, a buyer persona
tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words
reveal the attitudes, concerns and decision criteria you need to address to win their business.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuilt from interviews with real buyers, a buyer persona
tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words reveal the attitudes, concerns and decision criteria you
need to address to win their business.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuilt from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words
reveal the attitudes, concerns and decision criteria you need to address to win their business.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
So, some more about me …
So, what do you think about me?
Let’s get engaged!
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Use the polling feature to respond.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Where will you get the biggest bang for your marketing buck?• Aligned with Sales targets & goals• Sales readiness• Marketing readiness• Tactical readiness
Prioritizing Segments
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Prioritizing: Alignment & Discipline
SiriusDecisions empowers the world’s leading marketing, product and sales leaders to make better decisions, execute with precision
and accelerate growth
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Defining Persona Segments
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• 5–10 1:1 interviews per meaningful persona segment• Combination of Won, Lost and “Raw”• Consider third-party interviewers: leads to candor• Avoid the brand / product pitfall — this is buy cycle
insight
Getting Ready for Research
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Five Rings of Insight™
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• Priority Initiatives: What causes certain buyers to invest in solutions like yours, and what is different about buyers who are satisfied with the status quo?
• Success Factors: What operational or personal results does your buyer persona expect to achieve by purchasing this solution?
• Perceived Barriers: What concerns cause your buyer to believe that your solution or company is not their best option?
• Buying Process: Sometimes known as the buyer’s journey, this insight reveals details about the steps your buyer takes to evaluate their options and select one.
• Decision Criteria: Which aspects of the competing products, services, solutions or companies does your buyer perceive as most critical, and what are their expectations for each?
Five Rings of Insight™
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• Companies who exceed lead and revenue goals are over twice as likely to formally document personas. (Understanding B2B Buyers Benchmark Study, Cintell)
• 71% of companies who exceed revenue and lead goals have documented personas. (Understanding B2B Buyers Benchmark Study, Cintell)
• Companies who exceed lead and revenue goals were 2.4 times as likely to use personas for demand generation. (Understanding B2B Buyers Benchmark Study, Cintell)
• 8% of companies who exceed lead and revenue goals report segmenting their database by persona. (Understanding B2B Buyers Benchmark Study, Cintell)
• Persona-based content increased customer engagement almost six-fold when targeting cold leads (10% versus 58%). (DemandGen)
• Using Personas increases email open rate 2–5 times. (Forrester)
Why Do It?
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer JourneysThe buyers’ journey is the process buyers
go through to become aware of, evaluate and purchase a new product or service.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
I can tell that you really like me. I ordered
for you!
I’ve already decided what our next date is.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
This is the Easy Part …
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• Shifting thinking from “sales cycle” to “buy cycle”• Gaining insight on what people want, need and do in the buy cycle• Ensuring content and marketing experiences really facilitate this• What is your ability to deliver:
– Database for outbound? – Drivers of inbound? – Web site conversion paths?
– Marketing automation for trigger-based / automated? communications?
This is the Hard Part …
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
And this is Even Harder.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• Organize around your personas and align with buy-cycle insights.• Start with where you touch the market: email, website, automation, telemarketing• Think differently about touchpoints in the upper, middle and lower funnel
– An upper funnel conversion touchpoint is an offer of information or help with a low level of data capture or commitment from the buyer
– A lower funnel conversion touchpoint provides an option for a buyer to tell you they want to engage with Sales
• Not core to you? Consider a vendor to assist.
How to Get Started
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• By 2020, 80% of the buying process is expected to occur without any direct human-to-human interaction. (Forrester)
• 50–90% of the buyer’s journey is complete before a buyer reaches out to Sales. (Forrester)
• Today’s B2B buyer will find three pieces of content about a company for every one piece that company’s marketing team can publish or Sales can deliver. (Forrester)
• A B2B prospect’s journey can last from three months to longer than a year. (Act-On)
• 67% of the buyer’s journey is now completed digitally. (SirusDecisions)
Why Do It?
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Content MapsA content map is a cross-section of your personas and the buyer’s journey, and the best way to assess
your content gaps and opportunities.
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
So my last relationship ended REALLY badly …
Want to talk about politics? Or religion?
So, back to my dissertation …
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer Education Solution Selection
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
Larry Leader
1. From: Case Studies 2. Transformer vs.
transformerless design article
1. Form: To Succeed Control Your Speed white paper
2. Product Family Fact Sheet
3. Product Brochures
1. Proposals with specs, drawings, timeframes
2. MTBF and availability metrics
3. Form: Reliable Tech. white paper
1. Form: Reduce Your TCO white paper
2. Customer Service & technical support fact sheet
1. ROI analysis and documentation
2. Form: Energy Savings Calc
3. Form: Advanced Cell Bypass white paper
1. Warranty information 2. Firm pricing with
critical spares parts and delivery dates
3. Commissioning and service options list
Chris Consultant
1. Form: Advanced Cell Bypass white paper
2. Product Family Fact Sheet
3. Product Brochures
1. Proposals with specs, drawings, timeframes
1. Customer Service Video 2. Form: Industry Experience
case studies 3. Form: Reliable Tech. white
paper
1. Form: Energy Savings Calc
2. Solidifying delivery times
3. Customer Service agreements
1. ROI analysis and documentation
1. Warranty information 2. Firm pricing with
critical spares parts and delivery dates
3. Commissioning and service options list
Frank Finance 1. N/A 1. N/A 1. Form: Energy Savings Calc 2. Form: Reliable Tech. white
paper
1. Form: Advanced Cell Bypass white paper
2. Form: Reduce Your TCO white paper
1. Customer Service Video 2. ROI analysis and
documentation
1. Firm pricing with spare parts and delivery dates
Mike Maintenance 1. Customer Service Video
1. Customer Service Metrics
2. From: Case Studies
1. Commissioning and service options list
2. Technical support Ap 1. N/A 1. N/A 1. N/A
How to Get Started
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• 60–70% of B2B content goes unused.• Lack of research into targeting the right audience and understanding
buyer needs and behavior cause a huge waste of resources.• Waste ranges from:
– $0.2M annually in small companies
– $2.1M annually for mid-sized companies
– $3.3M annually for large companies (SiriusDecisions)
Why Do It?
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Personas +Buyer Journeys +Content Maps =
Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
#SPS16
Q&A/SpeakersMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
TimCookVicePresidentofClientServices&Partner
TheMx Group
@MxGroup