Download - Strategic Marketing Automation
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Strategic marketing automation
Adam B. NeedlesDirector, Field Marketing Twitter: @abneedles
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Agenda
• Introductions• Evolving view of B2B marketing• Sales view of B2B selling• Dialogue view of B2B marketing• Implications for marketing
automation• Q&A
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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
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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
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What are your goals?
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Introductions
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Adam[B2B marketer]
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My company
• Solutions for marketers
• B2B + B2C• Marketing
automation + e-mail marketing
• CRM integration• Software-as-a-
service
www.silverpop.com
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Evolving view of B2B marketing
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B2B marketing is different.
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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'
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B2B marketing legacy
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B2B marketing’s ‘new’ primary goals:
drive leads for sales
cost effectively
qualified
improve close rates
help retain customers
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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)
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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
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Sales view of B2B selling
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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
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Customer centered selling
Source: R. Jolles
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Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered sellingSatisfaction
5%
Acknowledgment79%
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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New funnel dynamics
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New funnel dynamics
Customer-led decision, criteria, measurement , investigation
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New funnel dynamics
Engage sales
Customer-led decision, criteria, measurement , investigation
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Customer centered sellingSatisfaction
Acknowledgment
Decision
Criteria
Selection2%
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Dialogue view of B2B marketing
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Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered marketingSatisfaction
Acknowledgment
Decision
Criteria
Selection
Investigation
Reconsideration
MeasurementSource: R. Jolles
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Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
Source: R. Jolles
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Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
Source: R. Jolles
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Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
Source: R. Jolles
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Customer centered marketing
AcknowledgmentSearch
Social mediaThought leadershipTraditional media
DecisionE-mail nurturing
Field eventsSearch
CriteriaAnalyst reports
Blog postsSearch
MeasurementAnalyst reports
SearchProduct Website
Source: R. Jolles
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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
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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
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Marketing Qualified
Interest + investigation
Sales Qualified
Sales Accepted
Awareness
Marketing
Sales
New Business
Lead stage ‘waterfall’
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Search
News site
B2B buyer dialogue ‘waterfall’
White paper
E-mail nurturing
Field event
Blog posts
Analyst report
Website
Product literature
Marketing Qualified
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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
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Many critical paths
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Implications for marketing automation
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Implications of the dialogue context• Inbound + outbound• Content• Behavioral scoring + dynamic
campaigns• Progressive profiling• Automation = strategic
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Q&A
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Thank you!• Phone: 617-413-6087• E-mail: [email protected]• Twitter: @abneedles• Blogs
– Demand Generation (Silverpop): • http://www.silverpop.com/blogs/demand-generation
– Propelling Brands (personal): • http://propellingbrands.wordpress.com/
• Silverpop – Strategic Marketing Automation