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Six Truths BtoB Marketers Must Accept
- 1. Six Truths BtoB Marketers
Must Accept
to be Successful with
Marketing Automation
May 11, 2010
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 2. 2
The Marketing Automation Imperative
SiriusDecisions: 50% of BtoB will have
marketing automation by 2015
Executive Benchmark Assessment Data:
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 3. 3
Big Gains (Potential)
Companies that get lead scoring right have a
192% higher average lead qualification rate than
those that do not.
Source: Aberdeen Research
Nurturing (leads) with relevant communication
and multiple touches increased conversion to
sales ready leads by 375% in the first eight
months.
Source: Brian Carroll (InTouch) and Dr.
Flint McGlaughlin (Marketing
Experiments)
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 4. 4
Truth #1: Marketing Automation
ISN’T Easy
“MAP vendors have tended to outdistance the current
capabilities of many marketing functions with the deep
functionality offered, meaning that the inability to fill
the “marketing skills gap” is one of the greatest threats
to the long-term viability of the MAP space. All the
technology in the world will be worthless if users aren’t
able to utilize the MAP in a deep fashion and aren’t
properly motivated and supported by the greater
organization that surrounds them.”
Source: SiriusDecisions
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 5. 5
Big Challenges
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 6. 6
About Manticore Technology
Founded in 2001
Trusted provider of SaaS marketing automation
solutions since 2003
Companies of all sizes around the globe rely on
Manticore to manage and measure their marketing
funnel.
Simply powerful marketing automation
Developed for marketers
Ideal combination of usability and power
It’s about process – not technology for technology sake
People
Process
Technology
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 7. Customers Around the Globe 7
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 8. 8
About Bulldog Solutions
Bulldog Solutions is a demand acceleration company
that changes the way BtoB companies define demand
generation strategy, engage prospects and convert leads
to customers. We power demand generation and
demand management programs for many of the best
business brands in the world. Industry leaders have
recognized our unique process and technologies as
best-in-breed at turning a higher proportion of prospects
into sales and improving the
return on marketing investment.
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 9. 9
Executive Benchmark Assessment
• Why benchmark?
• Compare to best
practices
• Compare to peers
• Just for BtoB
• Measures:
• Strategy
• Content
• Database Comparison to high
• Marketing automation Validated by global
research firm Frost &
performers
Sullivan
Recommendations
based on results
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 10. 10
Truth #2: Process Is the Key
Process
People Technology
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 11. 11
Defining and Building a Process is
HARD
How Do You Build a Process? “Most organizations we
1. Assess where you are at now deal with lack a structured
marketing process. The
2. Define stages of marketing funnel fact that we’re automating
it literally forces them to
3. Benchmark conversion rates think through what the
Identify conversion bottlenecks
process should look like.”
4. Leigh Kelson, Managing
5. Define lead nurtures Director
Pacific Rim Marketing
6. Execute
*DemandGen Report:
7. Measure & Compare Lessons from the
Trenches 2009*
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 12. 12
What SHOULD be Easy When You
Have the Right Process in Place…
Identifying the RIGHT technology
Using the technology
Integration with your CRM
Getting support from your vendor
when needed
Proving ROI on marketing spend
Driving revenue growth
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 13. 13
Prepare Your Organization
Manage expectations – this takes time/learning
Identify & train a system operator(s)
Establish open communication with your vendor
Start basic - Grow more sophisticated
Document your process
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 14. 14
Demand Acceleration Framework
Demand Acceleration Framework
St r at egy
Guides discovery and deployment
Sales
Support
Audience
Definition Strategic layer maps goals to
rt
At
outcomes to program components
ve
tr
Con
act
Lead Message
Routing Development
Cont ent
Te
chnol og Core data, content and technology
y
Lead
Data
Audience
are fundamental to program
Qualification Acquisition
development
Lead
Nurturing
Program
Integration Nine practices areas are
Lead
Scoring incremental to program growth and
performance
Engage
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 15. 15
Get It Right, Close 5X Deals
Waterfall Conversion Rates
Inq/MQL MQL/SAL SAL/SQL SQL/Close
Average Strong Process Best Practice Source: SiriusDecisions
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 16. 16
Truth #3: The Buying Process
Then Now
Awareness Awareness
MARKETING MARKETING
Interest Interest
Evaluation Evaluation
SALES
Commit Commit
With infinite information, buyers are doing extensive amounts of research
before picking up the phone – and it’s ongoing
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 17. 17
Influences on the Buyer
Source: DemandGen Report – Breaking out of the Funnel, survey of 100 B2B Buyers
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 18. 18
Online Activity Shows Buying Phase
60%
Comparison Review
Phrases, 52%
50%
Brand Phrases, 43%
40%
30%
20% Solution, 18%
10%
Issue Opportunity
Phrases, 5%
0%
Awareness Phase Consideration Phase Decision Phase
*Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process*
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 19. 19
Strategies to Manage Truth #3
Deliver relevant content to buyers based on where they are
at in the buying cycle through lead nurturing
Make content widely available
Don’t be afraid to make comparisons to your competition
Enable sales – who do they engage? What do they talk
about
Sales alerts
Website visit tracking
Lead scoring
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 20. 20
Insight from Marketing Automation
“Brand Phrase”
Search Term
Indicates
Prospect
is in
“Decision
Phase”
Online Demo &
Comparison Click Path
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 21. 21
Truth #4: Content Is King (and not
necessarily a benign dictator)
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 23. 23
Support for Multiple Messages
Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 24. 24
How Much Content Do You Need?
Inquiry CTA MQL CTA SAL CTA SQL CTA Convert
Gain Permission Overcome Objections Support Decisions
Attract prospects into Provide information to Final call-to-action to
your database overcome objections convert opportunities
• Registration • Learn More • Find out why
• Opt-in • Download • Read Testimonials
• Sign-up • Read More • See our client success
stories
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 25. 25
Content Audit
Permission
Message Focus
Objection
Validation
Persona 1 Persona 2 Persona 3 Persona 4
Determine availability and volume of content to drive
prioritization of new/repurposed content.
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 26. 26
Truth #5: Think Beyond Quantity
Lead Nurturing: The process of building prospect
engagement through ongoing value-based ‘dialogue’
with qualified suspects, prospects, and existing
clients.
A successful nurturing program:
Extends over multiple touchpoints across a
complex sales cycle
Offers value in exchange for prospect insight
Leverages calls-to-action to drive prospects
towards a clearly defined conversion goal
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 27. 27
Benefits of Lead Nurturing
Drive greater ROMI
Extend the value & life of existing marketing
collateral
Drive greater conversion from lead generation
activities
Provide greater Proper lead nurturing programs can
yield anywhere from 15% to 200% in
integration across additional, new qualified leads.
existing programs Brian Carroll, InTouch, in “Lead Nurturing: Ripening the
Right Bananas,” MarketingProfs
Strengthen brand
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 28. 28
Benefits of Lead Nurturing
Revitalize dead opportunities
Generate mindshare and maintain contact with
leads throughout the sales cycle
Augment data captured through traditional lead
scoring / lead qualification
Improve database hygiene, Companies that engage lead
practices, which include
in best
segmentation and size nurturing, convert 33% more leads
than those that do not.
SiriusDecisions Index “Marketing and Sales Waterfall
Conversion Rates”
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 29. 29
Building Blocks
Strategy
Content Depth
Database Strength
Marketing Automation
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 30. 30
Truth #6: You Don’t Know What You
Don’t Know
“The inability to fill the
“marketing skills gap” is one of
the greatest threats to the long-
term viability of the Marketing
Automation space. All the
technology in the world will be
worthless if users aren’t able to
utilize it in a deep fashion and
aren’t properly supported by
the greater organization that
surrounds them.”
The State of Marketing Automation:
Utilization, SiriusDecisions, 2009
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 31. 31
Necessary Skillsets
Ability to define and automate a marketing business process
Ability to manage and negotiate with players (sales &
marketing)
Industry-specific content writing and management
Technical expertise necessary to manage your
marketing automation platform
Not all marketing automation platforms require the same level of
expertise. Consider your available skill sets when choosing a platform.
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 32. 32
Finding the Right Skillsets
Multiple ways to achieve the same outcome
1) Train Your Current Team in the Areas Needed
Initial training – Does it cost extra or it is included?
Ongoing training – Is it available? How is it delivered?
2) Hire an Agency to Train Your Team and/or Manage the
platform
3) Hire New Team Members to Fill In Your Skills Gaps
Marketing Automation Platforms Aren’t Plug & Play
People support technology and process: There’s no way
around it.
© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.
- 33. 33
Summary: Rules of the Road
“Ease of Use” in a Marketing Automation Platform EASY.
Building and Executing a Business Process Is Key to Your
Success.
Use Your Marketing Automation Platform to Drive Behavior-
Based Engagements.
Content Is Your Fuel. You Need it to Reach Your Destination.
Marketing Automation Enables You to Shift Your Focus from
Quantity to Quality.
People Run the Technology.
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com
- 34. 34
Executive Benchmark Assessment
• Why benchmark?
• Compare to best
practices
• Compare to peers
• Just for BtoB
• Measures:
• Strategy
• Content
• Database Comparison to high
• Marketing automation Validated by global
research firm Frost &
performers
Sullivan
Recommendations
based on results
Executive Benchmark Assessment: eba.bulldogsolutions.com
© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com