what moves online marketing forward in emea b2b tech? · 2016-09-13 · –what works - giving reps...

What Moves Online Marketing Forward in EMEA B2B Tech?

Bill Crowley

SVP, International

TechTarget

#ROISummit | www.techtarget.com/ForMarketers

European B2B tech digital marketing is moving forward, but with challenges

● European B2B tech has spent several years moving to digital-centric marketing

– Harder, more confusing. Faster, more rewarding

– No going back

● What separates those moving forward from those stuck?

– Good or bad content investment strategies

– Listening too much to sales

– Organisation structure and relationships

– Ability to change the use of “data” across the company

2 Worldwide ROI Summit | © TechTarget

Much of a marketers’ online success is determined by content investment choices

● Path 1 - Content investments focus on UK-specificity, limited use of US assets (“relevancy”), not much in French or German

● Path 2 - Promote as many assets as they can, aggressive on French and German assets

● Marketers who broaden their content approach do better


Greater content breadth means more topics that can reach your sub-markets

4

● Sub-market buyers drive different pain points or types of jobs

● Content breadth allows you to attract, be credible to sub-markets

● Program with 29 assets

– Avg. CTR 0.32%

60% higher than TT avg.

– No CTR declines - each message draws out different sub-segments

Worldwide ROI Summit | © TechTarget

Performance Responsible

Security concerned

Wants latest features

Infrastructure Team

Business Influencer

IT Management

Pain point segments

Team segments

Why does content breadth work best? The alternative limits success

● Smaller number of really popular assets

– Typically these are Awareness stage assets that only get one type of lead. Miss out on later stage leads that are key to complete online marketing

– This type of setup can impact program “reputation” with sales

● Not using US assets

– Many, many surveys show that European buyers want the most advanced information, no matter what the source

● Targeting 1000+ employee companies, 4 assets

– CTR declined from 1.38% to 0.16%. 7 months to complete


Localising global assets does not help in acquiring prospects


UK v. US treatment of same asset to UK ITPros

White Paper Copy CTR AR

Securing your network from the inside UK 0.21% 0.12%

Securing your network from the inside US 0.25% 0.18%

Data visualisation: Optimise decision-making and ROI UK 0.16% 0.11%

Data visualisation: Optimize decision-making ROI US 0.17% 0.12%

Comprehensive security strategy UK 0.29% 0.19%

Comprehensive security strategy US 0.27% 0.20%

Investment math for new content in Europe

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● Making incremental investment to improve European market push

– 10 English assets,

– 2 French assets,

– 2 German assets

● Which language should you invest in?

● Prevalence of tele-marketing in Germany and France hides need for more content


Assets per $B GDP

UK 4.20

France 0.75

Germany 0.58

Problem of listening to reps too closely (including VP) – Event time and effort ● TechTarget 20 events in Europe, but world changing

● Old business case: Appointment value ÷ event cost

● Many events act more as nurturing, not pipeline generation

– Cost of acquiring and nurturing names to invite to event

– Opportunity cost of marketing time

– Opportunities already in the pipe

● Amount of budget and time devoted to events (especially FR, DE, EE) still significant


9

Listening to reps too closely– want the Business Guy


March – July 2014

Jan. – April 2015

30 Editorial Articles

8 Vendor Asset



10-person team

Security/Network Mgr

IT Consultant

Head- IT Enterprise Infosec

IT Manager

IT Auditor

Svc Manager, Net&Sec

Aug. –

Dec. 2014

Aug. –

Dec. 2014 1 Editorial Buyer’s Guide

10 Vendor Assets

April 2015 April 2015

Feb, 2015

Account is a

Qualified

Sales

Opportunity

15 Vendor Assets

Organisational issues that impact ROI – Marketing & Inside Sales ● Prospect nurturing must be done, through

marketing automation and reps

– What works - Giving reps emails for different buying paths based on prospect starting point (demographics, content interest).

– Help reps get prospects to “ready to engage”

– Lot of work

● Successful partnerships are close and regular

– Heard reps’ pitches and worked out changes with sales director

– Know exactly how the reps are using leads.

– Actively building digital success stories with reps

– Sitting on the sales floor


Organisational set-ups that negatively impact ROI ● Marketers and sales directors let illusions develop

of what marketing is doing for nurturing and reps are doing for follow up

– Do marketers understand how reps mix email/phone?

What are reps activity incentives/practices (3 calls and done)

– Do reps know which leads have more information and what are the differences between leads?

● Inside sales/LDRs in physical different locations

● Outsourced telemarketing where they don’t really understand your products.


Org issues that impact ROI – *Some* agency relationships don’t fight “telephone game”

● Describe your profile of ideal prospect

– Becomes custom questions and title/company filters.

– Lose 1/3 of prospects because of how they answer a question before they see your white paper!

● Lead quality, sales follow up practices should be direct conversations

– Inputs to enterprise processes require mature business relationships

– What you say – “We’re following up on a few leads which are the right people and companies, but seems too weighted to the public sector. Haven’t piped anything yet”

– What we hear - “Leads not good and client wants to filter public sector”


Industry journey from Data Accuracy to Insight from Data

● “Data” about IT individuals is cheaper than ever

– Phone numbers, company, title

● Because it’s cheap and available, IT Pros are bombarded

– Ask CIOs about what happens with irrelevant messages

● Agile tech marketing organisations are getting greater insight from data and driving it through the company (not just marketing)


Using data insight can make a huge difference in your success rate


Online prospects

Opted-in WP leads - 0.2%

Qualified

prospects 1%

Sales

appts

10%

● If we get right message to online prospect based on their interest, you can double leads getting through nurturing

● If we get insight to reps and they use it, you can go from 10% to 15-20% converting to sales qualified pipeline

When target has made a signal and message reflects that signal, response rates take off


IT Pros

Networking

active IT pros

Network

Mgmt

10G

Ethernet

Network

security

SDN

Last 90 days

Interest ID CTR AR How much

better?

General IT .2% .15% -

Tech Group .3% .2% 50%

Tech sub-topic .35% .25% 66%

ST - DE .8% .4% 200%

ST- FR .4% .3% 100%

Source: TechTarget Internal

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Rolling up that data to help you understand your market


0%

10%

20%

30%

40%

50%

60%

70%

2014-Q3 2014-Q4 2015-Q1

Vulnerability Management - EMEA QSO Consideration

McAfee

Qualys

Tripwire

Lumension

Tenable Network Security

Rapid7

Pushing deal insight into format tuned for sales team use


Qualified Sales

Opportunities get deep

project details into

hands of reps

Successful QSO

customers see 20-1 or

30-1 return on spend

Organisational history,

rep calling practices

most difficult

challenges to success

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We are working on new ways to draw attention to data for your benefit


22% of program’s leads are in top 100 most active UK accounts on Customer Experience Management

Of 41 accounts who engaged with CEM program, 3 have confirmed

CRM/CEM project through Qualified Sales Opportunity

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Priority Engine will aim to deliver active contacts

directly into Salesforce for marketer, rep use

©TechTarget

Proprietary purchase intent data, with real-time Salesforce integration

Ranks accounts in your database based on purchase research,

Provides contacts and purchase research details on the hottest accounts in your market segment

Offers new prospects each week from accounts actively researching related solutions

Steps to move you towards higher ROI, bigger budget, leadership position

● Broader content for English. Make French and German investments. Question colleagues.

● Lead shift in effort from events/telemarketing to online. Effectiveness gap will only get bigger.

● Step back on how your org is set up to execute on digital acquisition and development of pipeline.

– Be honest internally.

● Sit on the sales floor once a week

● How will you organise your data into insight for sales and marketing teams?

20 ©TechTarget

what moves online marketing forward in emea b2b tech? · 2016-09-13 · –what works - giving reps...

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