using kentico ems to optimize the b2b sales process
TRANSCRIPT
UsingKenticoEMStooptimizetheB2Bsalesprocess
Whatwe’llcover…§ ThecurrentviewofB2Bsales:Whatthecustomerdemandstoday
§ Thegeneralstateofreadiness:Variesbyindustry,butnotvery…
§We’regoingtointroduceaframeworkthatyoucanbuildon.Itintroducesconceptslike§ Valuepropdesign/strategy§ Contentmodeling§ Marketingautomationmanagedbuyerjourneyengagement§ KenticoEMSfunctionality
Alinktothisdeckfollows
B2Bsaleshaschanged§ 97%ofcoldcallsdon’twork– LinkedInSalesSolutions
§ 48%ofbuyersarefrustratedwithaggressivesalespeople– SAP,WhatdoestheFutureofSellingLookLike
§ 75%ofB2Bbuyerssaythatbuyingfromawebsiteismoreconvenientthanbuyingfromasalesrep– ForresterResearch,Deathofa(B2B)Salesman
§ 80%ofbuyersknowwhattheywantbeforetheycontactasalesrep–SAP,WhatdoestheFutureofSellingLookLike
B2Bsaleshaschanged§ “ThehardestthingaboutB2Bsellingtodayisthatcustomersdon’tneedyouthewaytheyusedto”– HBR,EndofSolution Sales
§ Themodernbuyerisdigitallydriven(multipledevices),connected(social) &empowered(selfservicebiased)
§ Culturechange:Helping>Selling§ B2Bbuyerswillexpectsalespeopletobemorelikeconsultantsthatinformandguidethemtoapurchasingdecision– @stevegarfield
Explore Evaluate Engage Experience Endorse
StagesinaBuyerJourney
B2Bstateofreadiness§Only25%ofFortune500companiesareusingmarketingautomationnow– Pardot
§ Informalinternalsurveys:1-2in10,inourmarket…
§ 2016istheyeartostartcatchingup§ Digitalhasaseatatthestrategictable§ Executiveteamengagement§ Marketingtechinvestmentsincreasing§ Customerexperiencemovingtothecenteroftheconversation
OurUseCaseOurOffering§ CommercialirrigationsystemsOurMarkets§Municipalities§GolfCoursesOurValuePropositions§Watersavingsthroughefficiency§Maintenancefreeunits
OurBuyerProfiles§ CFO§MaintenanceSuperintendentRegions§ Southeast§NortheastSingleTemplate§Homepage
Explore Evaluate Engage Experience Endorse
StagesinaBuyerJourney
EMSmanagedsalesprocessStrategyElements§ ValuePropositionDesign§ Contentmodeling/engineering§ Persona§ BuyerJourney§Marketingautomation
ContactGroupsContactManagementConversionsMarketingAutomations
CampaignsEMSFunctionality
PersonasScoring
PendingContacts
ValuePropositionDesign§Understandcustomers,designbettervaluepropositions
https://strategyzer.com/
Contentmodel§ Technologycandoitsmagiconlyafterstructurehasbeenputintoplace– @hejhejnatalya
ContentModel§ BuyerStages
§ Personaelements
§ Industries
§ Location
§ Product/Serviceattributes
§ Etc.
*Extremelyoversimplified
BuyerpersonasConceptCreateabuyer‘fingerprint’forthatalignswithsitecontent
In Re Pe Bs
IndustryMunicipalitiesGolfCoursesRegionSoutheastNortheastBuyerProfileFinanceMaintenanceBuyStageExploreEvaluateEngage
TheB2BBuyerJourneyStage Intent Actions
Explore Identifyaneed, andlook forwaystoaddressit
Self-directed websearches,industryreferrals,
Evaluate Takeacloser lookatproduct/serviceoptions
Self-directed webresearch,peerinteractions,self-guideddemos
Engage Initiatecontactwithprospectivevendor&makebuyingdecision
Requestdemo,quote;makeapurchase
Experience Onboard&thenusetheproduct/service Developperceptionsaboutvalue, buyagain– ornot
Endorse Shareexperience Recommendtheproduct– ornot
Explore Evaluate Engage Experience Endorse
EMS&theIrig8webpropertyInEMS,we’ll§ Buildouraccount/contactgroups,personas,campaigns,conversions,leadscores
§ SetleadIDfunctionality§ Buildoutmarketingautomation§ Personalizecontentviatemplate
Singletemplate§ Personalizationbasedon§ Location§ Industry§ BuyerJourneyStage§ Persona
*Afly-overviewoftheKenticoEMSinthecontextoftheIrig8usecase
Create&mapfieldsCreate§ Contactfields§ Accountfields§ Personas§ Leadscorestages§ Contactgroups
Mapfields§ Toforms§ ToCRMintegrationpoints
*Thecontentmodelisputintoactionhere
ContactManagement
On-lineMarketing>ContactManagement>Account
Customfields
ContactManagement
Modules>ContactManagement>Account>Fields
ContactManagement
Contactstatuscanbeusedtotrackthevisitorthrough thebuyerjourney
On-lineMarketing>Personas
Personas
On-lineMarketing>Personas
Personas
On-lineMarketing>Personas
Personas
Criteriarulesinclude:- Attributesonthecontact(title,address,etc.)
- Activities(pagesviewed,emailopt-in,emailviewed,formsubmitted, shopping cartactivity,etc.)
- Macro(justaboutanything thatKenticotracks,multipleconditions– e.g.,GovernmentcustomersintheNortheast)
On-lineMarketing>ContactGroups
ContactGroups
Contactgroupscanalsobedynamicallygeneratedbymeetingconditions.
Contactscanflowinandoutofcontactgroupswithoutmanualinteraction
Contactgroupbuiltonthreeconditions
ContactGroups
LeadFunnel
On-lineMarketing>Scoring
Scoring
ScoreValue202010102550
Leadscoringcanbeusedtosignalthevisitorsbuyerjourneystage- Explore- Evaluate- Engage
Scoring
Contactgroupscoreexample
Scoring
Personabasedscoreexample
On-lineMarketing>Scoring>QuoteRequest
Scoring
ContentManagement>Forms>QuoteRequest
Validation=cleandata
Forms
Mapformcontenttocontact/accountfieldstoensuredataentegrity
Forms
VisitorIdentificationHowtoIDnewvisitors
§ Campaignbased§ Leadlistimport§ Industryspecificchannels§ PPCcampaigns
§ IPlook-upservices§ Maxmind§ DemandBase§ Visistat
VisitorIdentificationContactimport§Uploadknown&identifiedlistdata
§Mapimportfieldstocontact/accountfields
ContactManagement
On-lineMarketing>ContactManagement>ContactImport
ContactManagement
Mapfieldsandimport
VisitorIdentificationIPbasedlook-upfunctionality...§ - CollectIPaddressesofsitevisitors&cookiethemappropriately§ - Determineifthevisitorisneworrepeat§ - Fornewvisitors,runIPagainstlookupservice&routetotheappropriatecontactgroup
§ - Notifyusers,viaemail&Kenticoviews,contactsthatneedtobereviewed
§ - Contactreview,editfunctionality
IPLookupProcess
Integrationwith3rd partyservice- Maxmind- Demandbase- Visistat
PendingContacts
On-lineMarketing>ContactManagement>PendingContacts
AplaceholderQueue forleadsthatrequiremanualinteractionwithacontact/account
PendingContacts
Contact/Accountinformation thatcanberesearched/added
MarketingautomationWecanautomateourcustomerengagementbasedonwhatweknowaboutthevisitor…§ Personas§ Contactgroups§ Contactactivities§ Clickstreamactivities§ Conversions§ Leadscoring
ValueProposition
Trafficsources• GooglePPC• Blogs• LinkedIn• Events• Socialmedia
1.NewVisit• ID• Pageviews• Repeatvisit
3.Explore• eBook• Videoview• Emailopt-in
2.ID• IPLookup• AccountResearch
4.Evaluate• DemoRequest• Quote
5.Engage• Buy• Enjoy
Returnpathtouchpoints• Emailcampaigns• Blogging• Retargeting• Customaudiences• Phone invitations 9.Lost
• Didn’tengage• Notqualified
MarketingAutomation
On-lineMarketing>MarketingAutomation
MarketingAutomation
On-lineMarketing>MarketingAutomation>Explore
MarketingAutomation
Firstwincondition
Timeboxedto45days
MarketingAutomation
NewsletteroreBook=success
45days=fail
PersonalizationWecanpersonalizecontentbasedon…§ Personas§ Contactgroups§ Contactactivities§ Leadscoring
Wecanpersonalize…§Webpartzones§Webparts§Widgets
Wrap-upWe…§ Builtout
§ account/contactgroups§ Personas§ leadscores
§ SetleadIDfunctionality§ Buildoutmarketingautomation§ Personalizedcontentwithinthehomepagetemplate
Bestpractice§Getyourstrategydocumentedandestablishyourcontentmodelfirst
§Goslow.Startsimple.Makeitmanageablefromthestart.
§ Thinkaboutcontenteditors.Don’tdesignmorepersonalizationthantheycanrealisticallymanage
§ Decidecarefullywhatyouusetotriggerautomations,personalizations,etc.
§ Build/adoptaroadmap/maturitymodel
§Usethematuritymodelwhenspeakingwithleadership.Useittosetandthenmanageexpectations.
Resources§ ValuePropDesign
§ ValuePropDesignSlideshare§ ValuePropDesignBook
§ ContentModeling/ContentEngineering§ WhatisContentEngineeringeBook – Simple[A]§ ContentModelingSeries – CleveGibbon
§ KenticoEMS§ Thispresentation§ KenticoOn-lineMarketingFeatures
JamesWilliamsonE-mail: [email protected]
twitter.com/jbwmson
linkedin.com/in/jameswilliamson
www.buildabonfire.com
Session www.buildabonfire.com/KenticoConnection2015Presentation:
