table of content€¦ · evolution of b2b marketing 5 turbo marketing playbook customer...

TABLE OF CONTENT

Turbo Marketing Playbook

1 Introduction 32 Turbo Marketing Defined 43 Evolution of B2B marketing 54 3 Essential Elements of turbo marketing 65 Completing your data 76 Keeping the leads coming 97 Analyzing data 118 4 golden rules of turbo marketing 139 Checklist Techology needed for turbo marketing 1410 Comprehensive amp effecient research capabilities 1511 Reliable accurate amp comprehensive source of acquired data 1612 Powerful amp easy-to-use analysis tools 1713 Worksheet marketing stage assessment 20

Copyright 2015 Smart Selling Tools Sponsored by

INTRODUCTION

TWEET THIS

3


Therersquos no denying the symbiotic nature of sales and marketing When marketingand sales are well aligned leads reliably flow into the top of the funnel arequalified and then transitioned to sales where theyrsquore converted torevenue-generating customers Itrsquos the ongoing focus of many organizations tooptimize this sales cycle The popular Turbo Sales Playbook discussed whatrsquosrequired to turbo-charge and accelerate sales This playbook looks at the rolemarketing plays in helping fuel and rev the sales engine

No engine runs well unless it gets the proper fuel In the world of sales andmarketing that fuel is data about accounts and leads The process of acquiringaccurate complete data about leads in the pipeline ndash historically a marketing responsibility ndash is a key enabler of helping the sales team cross the finish line ahead of the competition

Read this ebook to understand how to turbo charge marketing in a way that accelerates it beyond being a cost center to maximizing its revenue contribution

Copyright 2015 Smart Selling Tools

ldquoLearn how to turbo-charge Marketing to rev the sales engine and accelerate salesrdquo

Sponsored by

Wersquove all heard the adage that you canrsquot continue to do the same thing and expect different results This holds true in the sales profession If you want to accelerate sales you will have to do something different than what yoursquore doing today

This playbook tells you whatrsquos required to turbo-charge and accelerate your sales Just like any engine turbo-charging requires additional technology You canrsquot get faster acceleration by pressing the pedal harder onto the floor board Acceleration and speed is limited by the capabilities of the engine itself And the same is true of selling

Read this ebook and learn whatrsquos needed for your team to turbo-sell its way to quota achievement

TURBO MARKETING DEFINED 4


Marketing

Turbo Marketing


promoting and selling goods and services

target the right customers with the right promotions

ldquoMarketing the new product will be critical to its successrdquosynonyms promoting creating awareness generating interest creating demand persuading advertising branding

ldquoOur turbo marketing effort qualified the right leads and shortened the sales cyclerdquosynonyms segmenting and targeting the ideal prospects with messages and promotions that resonate based on a precise understanding of their needs

note accomplished through the use of the right data tools and supporting technology that helpsmarketers get a deep and complete understanding of their customers at the accountand individual level

TWEET THISldquoTurbo Marketing ideal prospects relevant messaging early engagement amp opportunity creationrdquo

EVOLUTION OF B2B MARKETING 5


Customer understanding Limited Marketing has basic contact information only usually just an email address

Stage 1 Campaign Producers Stage 2 Sales Enablers Value Creators

Superficial Marketing knows onlywhat a prospect is willing to surrender through a web form

Deep Marketing leverages keenand current insights aboutcustomers and prospects

Marketing approaches Untargeted Trial-and-errorapproaches in which marketingcasts a wide net catches fewqualified leads

Untargeted Marketers make up forinability to precisely targetprospects with quality sales assetsbut a huge gap exists in reachingthe right audience for those assets

Marketing brings the right accountsto the table and provides contentoptimized for them as prospectsmarch through the buying journey

Data and tools Data is incomplete lacking keyfields of information with no toolsto help manage the completenessor accuracy of the data

Data is incomplete lacking keyfields of information but basic toolsare in use to weed out expiredcontacts and contact data

Data is complete appended withacquired data Tools are in use toensure data quality and doadvanced segmentation toextract insights


TWEET THISldquoThe 3 evolutionary stages of B2B Marketing Which stage are yourdquo

Achieving the highest stage of evolution requires data analytics and tools that marketers in the first two evolutionary stages donrsquot haveand donrsquot understand how or are unable to get

3 ESSENTIAL ELEMENTS OF TURBO MARKETING 6

Turbo Marketing Playbook Copyright 2015 Smart Selling Tools Sponsored by

As this guide will discuss these essential elements of turbo marketing are not possible without the right tools and data With customer data that is current complete and accurate and with the tools to keep it that way and extract insight from ityou can

Identify and target the right accounts and the prospects most likely to buy and Understand how to best deliver compelling personalized and highly relevant messages and offers to them

If you want to activate turbo marketing there are three factors to keep in mind

1 Ensuring the data you have about prospects leads and the accounts to which they belong is as complete as possible 2 Keeping a s teady stream of new leads coming in to fuel the sales engine3 Extracting insights from the data that help marketing do better segmentation to craft better campaigns and content

TWEET THISldquoWant to Turbo Market Yoursquoll need these 4 ingredientsrdquo


COMPLETING YOUR DATA 8


Unfortunately when marketers function as campaign producers or sales enablers their efforts are much like a car engine no matter how high-performing the engine only a small percentage of fuel actually powers the vehicle forward Instead engine inefficiencies idling and drag steal fuel from its intended use Without complete data marketers see their lead generation efforts become wasted energy as data expires or proves insufficient to qualify the lead Not even the most creative marketing materials or visually appealing websites can overcome the fatal flaw of poor quality and expired data How bad is this problem According to MarketingSherpa internal research up to 50 of new names go bad within 120 days1

Data fuels marketing campaigns If you use poor quality fuel yoursquoll get nowhere When Turbo Marketing the ongoing challenge ofdata quality is met by acquiring data from reliable external sources By appending acquired data to the marketing list a lead movesfrom a partial contact record to a complete profile of a company As a result the qualification process for leads moves from a guessinggame to an objective and efficient process

In turn the sales team doesnrsquot waste time on leads that donrsquot fit the buying criteria The customer experience also improves becauseturbo marketers donrsquot have to ask customers to surrender excessive information through online formsmdashthe acquired data can fill in theblanks Data acquired from a reliable external source ensures the marketing database is complete current and accurate


TWEET THISldquoIs your data fuel dirty Up to 50 of new names go bad within 120 daysrdquo1 httpswwwmarketingsherpacomarticlehow-toemail-list-hygiene-101-how


KEEP THE LEADS COMING 10


Leads fuel the sales engine and the B2B sales engine is usually a gas-guzzler with aninsatiable appetite for leads And not just any leads but leads from named accounts The organization needs the sales engine to rev not idle Itrsquos marketingrsquos job to keep fuel in the sales tank by regularly collecting new leads nurturing them to determine whorsquos qualified and whorsquos not and then turning the qualified leads over to sales Itrsquos not a difficult process to understand but it has its intricacies and itrsquos not very agile

Consider this scenario itrsquos two weeks before the end of the quarter The sales team projectsa slight revenue shortfall so they come to marketing asking for help ldquoLeadsrdquo they say ldquoWe need more leadsrdquo The problem is that marketing canrsquot just wave a magic wand and instantlyconjure up a few hundred freshly qualified leads from the ideal accounts It takes some time to structure a campaign build out the content and gather up the leads that are needed to save the quarter At least it used to

Turbo marketers understand that when the parameters and business characteristics of idealprospects are known they can acquire smart lists that are already segmented and match exactsales qualification criteria Acquiring lists and data is a fast path to bringing the right accountsto the table allowing sales to engage prospects that are highly likely to buy


TWEET THISldquoThe B2B sales engine is a gas-guzzler Turbo-charge Marketing with smart listsrdquo



41 2 3 4

Golden Rules of Turbo Marketing

Target the rightcustomers

Gain a deepunderstanding

of them

Engage themwith relevantinformation

Pass qualified leadsto sales and repeat

the process

ANALYZING DATA 12


Turbo marketing means extracting insights from data not simply growing the lead database When the sales engine is running wellmarketing can monitor the gauges and perform analysis to know how to keep it purring It involves turning data into information because only then does data become actionable and provide value

Turbo marketers use analysis tools and techniques to segment their data identifying pockets of success in order to replicate themand do more precise market planning finding more of the best customers and knowing which ones are dead-ends They engineersuccess rather than relying on luck

Turbo marketers use data analysis for creating personas which helps them develop messaging and personalization on anaccount-by-account basis As a result they know better what to say and how to say it

A big barrier to personalization and message development is how little marketing knows about the strategic needs of their accountsIt takes time and effort to research customer needs and strategies Turbo marketers understand how the right tools enable marketing to take what is often 3 or 4 hours of web research down to just minutes


TWEET THISldquoTurbo marketing isnrsquot only about lead quantity It requires precise targeting amp account insightsrdquo

CHECKLISTS TECHNOLOGY NEEDED FOR TURBO MARKETING 14


Turbo marketing is impossible to do without the aid of technology

Pinpointing the right customers understanding them well and getting in front of them with relevant messages is done quickly ndash and easily ndash with the right tools and data at hand

Yoursquoll need

Comprehensive and efficient research capabilities for identifying target accounts and understanding their strategic needs A reliable accurate and comprehensive source of acquired data Powerful and easy-to-use analysis tools to gain insights that drive effective personalization and engagement


TWEET THISldquoGet a Turbo Marketing technology check-list in this sellingtools ebookrdquo

COMPREHENSIVE AND EFFECIENT RESEARCH CAPABILITIES 15


With 27 zettabytes of existing data in the digital universe2 itrsquos a virtual certainty that the data marketers need to help them identifyand target ideal customers exists in some digital form The challenge is finding it efficiently

Marketers rely on search engines to comb the web looking for clues about market segments industry priorities and characteristics ofthe ideal customer The problem is that search engines donrsquot work the way marketers think Marketers try to use keywords to locate critical business information but the search process generates a lot of false positives as well as false negatives Itrsquos a tedious process

To turbo market a conceptual search engine is needed that uses natural language processing and semantic understanding to search through the world of big data to quickly identify segments industries companies and contacts as well as learn about their priorities

Conceptual search engines enable turbo marketing by reducing hours of research down to just minutes

A zettabyte is equivalent to 1000000000000000000000 bytes


TWEET THISldquoWhatrsquos Conceptual Search and why you canrsquot Turbo Market without itrdquo2 httpswwwmarketingtechblogcomibm-big-data-marketing

RELIABLE ACCURATE AND COMPREHENSIVE SOURCE OF ACQUIRED DATA 16


The information marketers gather from prospects and customers is normally like having just a few pieces to a jigsaw puzzle the datadoesnrsquot provide the complete picture

Using a quality source of acquired business data allows turbo marketers to give their data depth by appending details that representthe missing pieces of the puzzle creating a complete picture of accounts customers prospects and markets

Turbo markers can acquire data to enrich their records with contact demographic financial credit franchise corporate executive orindustry information

With a complete accurate and current set of data marketers are better able to segment their audience estimate market potential andbuild better campaigns that use personalization and more precise messaging

Acquired data also helps keep existing marketing and sales data fresh by identifying who and what has changed over time flaggingexpired data for removal and adding new companies and contacts that have emerged

Turbo marketing relies on acquired data to accomplish more in less time


POWERFUL AND EASY-TO-USE ANALYSIS TOOLS 17


Most marketers recognize that their data represents a valuable collection of hiddeninsights Making those insights visible however requires tools and expertise thatare rarely found in the marketing department

The most common tool ndash the venerable spreadsheet ndash is far from ideal when it comes to analyzing large sets of marketing and sales data to draw out the insights they contain For turbo marketing more powerful analytical tools are needed but they canrsquot require a PhD in statistics for them to be used effectively

The foundation of turbo marketing is the insight gained from using the right analytics tools that can separate the meaningful from the menial The ability to create and analyze segments and accounts within segments to discern the political economic social and technological influences that can then drive predictability scores is at the heart of turbo marketing

The insights revealed through powerful yet easy-to-use analysis tools allow turbo marketers to engage customers more effectively through personalized content thatbetter nurtures and converts


TWEET THISldquoTurbo Marketing can be done with analytical tools that donrsquot require a PhD to use or understandrdquo

AVENTION HELPS MARKETING REV THE SALES ENGINE 18


Avention Inc reg takes turbo marketing from aspiration to attainment

Avention provides marketers with an analysis platform that helps simplify creating and executing a marketing plan by

1 Helping marketers identify and target the right customers2 Completing their marketing and sales data about target accounts3 Performing advanced analysis with easy-to-use tools to gain critical insights4 Engaging target customers and accounts with optimized personalized messaging and content

The Avention suite of solutions gives marketing an entirely new view of the markets it can serve streamlining the painstakingpreparation and detailed analysis once associated with marketing planning

Avention provides all four of the above elements that are essential to turbo marketing The capabilities that Avention gives to marketing will make your competitors think you have an unfair advantage and theyrsquoll be right

TWEET THISldquoLearn why SellingTools thinks using Avention makes Turbo Marketing possiblerdquo

TURBO MARKETING WITH AVENTION 19


Aventionrsquos OneSource DataVision product centralizes multiple in-house customer information sources and delivers analysis andvisualization of that centralized information

In doing so OneSource DataVision increases the value of in-house customer and prospectdata by making it more actionable through

bull segmentation of companies and contactsbull comparison against OneSourcersquos global universe of companies to identify new targets that match relevant segments


Which evolutionary stage do your salespeople operate in

WORKSHEET MARKETING STAGE ASSESSMENT 20


Identifying target accounts is a hit-and-miss propositionthat is largely guesswork

Stage 1

Identifying target accounts is done through basicsegmentation and web research

Stage 2

Marketingrsquos database is missing key fields of customer ampindustry data and there is no process for improvingdata quality

Our salespeople collaborate on the decision process with prospects as a preferred vendor

Marketing has only limited tools data or access to expertise to perform meaningful analysis of its data

Marketing sometimes produces effective and resonantmessages but they are rarely based on a deep data-drivenunderstanding of its customers

Marketing lacks the tools data or access to expertise toperform meaningful analysis of its data

Marketing is unable to consistently produce effective and resonant messages based on a deep data-driven understanding of its customers




Identifying target accounts is done through advanced data analysis and segmentation to get market insights

Turbo Marketing

Marketingrsquos database is complete with key fields of customer amp industry data that is regularly supplemented and validatedwith acquired data

Marketing has the right tools data and access to expertise to perform meaningful analysis of its data

Marketing consistently produces effective and resonant messages based on a deep data-driven understanding of its customers



Turbo Marketing Answer

How much effort goes into ensuring that the marketing database is complete accurate and current

How often does poor data quality prevent marketing from reaching prospects effectively with its campaigns

How well do marketingrsquos campaigns produce qualified leads for sales

What level of understanding does marketing have about the priorities needs and challenges of best customers and the industries they represent

What capabilities does marketing have to segment and analyze customers andprospects to get meaningful insights or identify new opportunities

How personalized or customized is the content marketing produces for specific accounts and customers in those accounts

How well do prospects and customers engage with the content that marketing produces across all stages of the buying cycle

Important Questions to ask Yourself


What industry or industries represent the best opportunity for your company

How big is the opportunity in these target industries based on the total number of accounts

What are the key firmographic characteristics of your target accounts (eg company size ownership structure location financial performance etc)

What are the competitive forces at work on the accounts in these industries

Firmographics amp Value Proposition

WORKSHEET DEFINING YOUR TARGET CUSTOMERS 23



What core competencies and differentiators does your firm possess when it comes to addressing theneeds of the accounts in these industries

What kind of success have you already had with accounts in target industries and what is the value proposition on which that success is based

What organizational changes would indicate an openness to change

Fire up your engineStart Turbo Marketing today with

your own free trial of Avention

CLICK TO START

Request more informationabout Aventionrsquos OneSource

Solutions

GET STARTED

INTRODUCTION

TWEET THIS

3


Therersquos no denying the symbiotic nature of sales and marketing When marketingand sales are well aligned leads reliably flow into the top of the funnel arequalified and then transitioned to sales where theyrsquore converted torevenue-generating customers Itrsquos the ongoing focus of many organizations tooptimize this sales cycle The popular Turbo Sales Playbook discussed whatrsquosrequired to turbo-charge and accelerate sales This playbook looks at the rolemarketing plays in helping fuel and rev the sales engine

No engine runs well unless it gets the proper fuel In the world of sales andmarketing that fuel is data about accounts and leads The process of acquiringaccurate complete data about leads in the pipeline ndash historically a marketing responsibility ndash is a key enabler of helping the sales team cross the finish line ahead of the competition

Read this ebook to understand how to turbo charge marketing in a way that accelerates it beyond being a cost center to maximizing its revenue contribution

Copyright 2015 Smart Selling Tools

ldquoLearn how to turbo-charge Marketing to rev the sales engine and accelerate salesrdquo

Sponsored by






Marketing

Turbo Marketing
















































41 2 3 4




of them



the process

ANALYZING DATA 12












Yoursquoll need
















































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED






Marketing

Turbo Marketing
















































41 2 3 4




of them



the process

ANALYZING DATA 12












Yoursquoll need
















































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED









































41 2 3 4




of them



the process

ANALYZING DATA 12












Yoursquoll need
















































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED

ANALYZING DATA 12












Yoursquoll need
















































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED





Yoursquoll need
















































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED













































Stage 1


Stage 2











Turbo Marketing





























CLICK TO START


Solutions

GET STARTED





Turbo Marketing





























CLICK TO START


Solutions

GET STARTED


























CLICK TO START


Solutions

GET STARTED

table of content€¦ · evolution of b2b marketing 5 turbo marketing playbook customer...

Documents