1. SalesFUSION Webinar
5 Key Initiatives for 2013
Top goals & wishes for b2b marketers
in the coming year

2. SalesFUSION Webinar
What we’ll cover today
• 2012 in Review – what changed in b2b marketing?
• 2013 Predictions
• Top 5 goals every b2b marketer

3. SalesFUSION Webinar
2012 Predictions – Were they right?
• Content creation – top challenge & initiative
• Marketing technology – adoption of new MA systems
• Show ROI on programs (social, email, advertising) –
marketers will be held accountable for spend by CXO
• Social Media – focus on what’s working, generating
leads & revenue
• Continued shift in budgets to online programs

4. SalesFUSION Webinar
2012 Marketing Performance
• Email marketing stats for 2012 (compiled from
multiple analysts/reports/sites)
Top Performing Content for Rank
Email Open Rates
Webinars Best
White Papers First
Case Studies Second
Multimedia (video) Third

5. SalesFUSION Webinar
2012 Marketing Performance
• Content marketing in 2012
Industry Vertical Percent that has content
strategy
Financial Services 75%
Insurance 50%
Software 50%
Direct Selling (b2B) 31%
Source – Content marketing strategies 2012 survey

6. SalesFUSION Webinar
Thoughts about 2012
• Content marketing became # 1 priority for many b2b
marketers
• CMO’s began to develop content roadmaps, strategy
• Content became #1 because of technology and
channel adoption
• Bulk email continued to be replaced with nurture-
style/drip-style campaigns
• Marketing & Sales became a C-Suite priority
• Social – failed to prove an ROI – but remained
important
• Email marketing in general retained top status for
content delivery

7. SalesFUSION Webinar
Types of content and percent of use by b2b
marketers for 2013

8. SalesFUSION Webinar
Programs on which marketers will plan to
increase spend in 2013

9. SalesFUSION Webinar
Five goals/wishes for 2013
The Five B2B Marketing Goals for 2013 are focused
improving key areas such as web, social, sales alignment
and lead management
• Website visibility - who's on it and why?
• Social confusion - pick and master a few social
networks
• Align marketing and sales
• Implement lead management processes
• Adopt the right technology for your need

10. SalesFUSION Webinar
Wish #1 – Website visibility
Going beyond vanilla web analytics to mine for prospect
behavior
• Website visitor tracking – based on scripts that cookie
people who click emails and touch landing pages
• Reverse IP append – match companies to IP’s
• Data enrichment – add valuable demographics to
company data
• Captured data feeds lead scoring models
• Reports/alerts – let sales know when high-value
prospects hit the site

11. SalesFUSION Webinar
Wish #1 – Website visibility
• 3 types of visitors to track on your website
• Known person, company, unknown

12. Why is web tracking the #1 wish?
Search Engine
Email Campaigns
Registration
Online Ad Social/Blog
Corporate
Website 95% of b2b buyers
research on the web
This “digital conversation”
All roads lead to your site with your company is
Modern b2b buyers perform going on whether you know
a significant amount of it or not!
evaluation on your website –
prior to engaging with sales

13. SalesFUSION Webinar
Wish #2 – Cure social confusion
Now that the hype is subsiding….lets put strategy and
ROI on the plate for social
• Understand which social networks are relevant to
your business
• Ask clients how they use social
• Focus on quality for a select number of social sites

14. SalesFUSION Webinar
Wish #2 – Cure social confusion
Social-tising – new ad networks to consider in addition
to or in place of traditional PPC
• Establish a budget and test
• LinkedIn is most mature
• Facebook – Targeting methods are not optimal for
b2b – can be used to generate a following
• Twitter’s campaigns - Interesting variety of ad-types
and unique targeting make it budget-worthy

15. SalesFUSION Webinar
Wish #2 – Cure social confusion
Social listening vs Publishing
Listening Publishing
Search of keywords Push content into networks
Mentions of your brand Wrap tracking code @ posts
Find networks to focus on Target posts at groups
Understand trends Easy to push from MA

16. SalesFUSION Webinar
Wish #3 – Align marketing & sales
A mission-critical task because….
• Marketing owns the top of the funnel
• Most pre-selling is controlled by prospects
• Fewer direct sales resources
• Must understand ROI from lead to opportunity
• CRM has largely ignored marketing – creating friction
and technology gaps
• Companies that align generate more revenue

17. The growing importance of Sales & According to
Marketing Alignment Aberdeen Group
 Must-have in web 2.0 world Survey
 Marketing’s growing influence on
funnel • 20% average growth in annual
revenue, as compared to a 4%
 Online technologies generate more average decrease among
companies not using
suspects integrated marketing & sales
 Sales must adapt to how people buy • 47% of sales forecasted
 Prospects control the buying process pipeline is generated by
marketing, as compared to an
 Competition is one-click away average 5% among Laggard
companies.
 Evaluation cycles are compressed
 You don’t know what

18. Marketing & Sales Alignment
Automated
Value Derived
 Top performing
Integrated companies
 Higher revenue
 Exceeding
goals
Moving in right  Higher CRM
adoption
Disconnec direction but
still hampered  Higher volume
of leads
ted by technology
Adversarial
Depth of integration

19. Symptoms of a Broken Process
Choose Specific Choose Conditions
Confirm Symptoms Symptoms  No lead management
 Sales Blames Marketing  Not enough leads processes
 Marketing Blames Sales  Leads are poorly  No lead scoring
 Missed Revenue Targets qualified  No connection between
 Low lead volume  No information on marketing tools and
 Sales dislikes CRM marketing history CRM
 Unqualified lists sent to
sales You have
marketitus
dicsonnectus!
SalesFUSION’s clients have an
average “active life span” of 2.5
years

20. SalesFUSION Webinar
Wish #4 – Implement Lead Management
• Re-think how we triage, group, rank & route leads
based on data, not gut feel
• Re-build trust with sales by using lead scoring as your
checkpoint for sales qualified leads
• Keep sales focused on closing business

21. SalesFUSION Webinar
Wish #4 – Implement Lead Management
• Marketing – owns the sales funnel through pre-
qualification
• Based on rules for SQL/MQL
• Fewer, better leads to sales
• Inside sales/telesales – report to marketing
• Sales is laser focused on closing the deals
• Shared pipeline
• Marketing – incented for number of SQL Produced
• Mutual responsibility for the whole funnel

22. Re-thinking the Sales Funnel
Lead acceptance –
moves lead from MQL to
Marketing Ownership SQL
 Through pre-qualification
 MQL
 Visibility into CRM Lead Status
 Take action on lead status
 Re-route to MQL, Report
Leads In from Campaigns
M CR
A M
When integrated
properly, the number of
SQL’s should be relatively
small with high close rates.
Sales is left to focus on
closing.

23. » About lead scoring
MA Software CRM
Software
A, Hot, SQL
Lead Scoring is designed to ensure a smooth
transition of leads from Marketing to Sales based
on mutually agreed upon rules between the two
departments.

24. SalesFUSION Webinar
Wish #4 – Implement Lead Management

25. SalesFUSION Webinar
Wish #5 – Adopt the right technology
• Don’t bring a bulk email tool to a nurture marketing
fight!
• Pick your technology(s) based on your marketing &
content plan….or the plan will fail
• If Marketing Automation is in the plan….prepare for
training and dedicating expertise to the system
• If you are betting the farm on social….how will you
measure it?

26. Technology Enablement – Aligning marketing & sales through technology
Marketing Software is integrated to CRM
CRM/MA
Lead Scoring and lead Metrics are in place
management is based on to track key metrics
best practices and on leads to
common workflow
opportunities
Best
practices Analytics
Lead
Record
Marketing & Sales Standard and
agree on processes automated
and workflow processes are in
places to ensure
consistent lead flow
– Lead
People Process Scoring, Lead
Routing

27. Your b2b lead funnel should look like this….
Digital
Conversation Capture
Track behavior
Analyze
Present content Nurture
Ideas
Lead Scoring
&
Score Nurturing
Engage Sales
Sales

28. SalesFUSION Webinar
• Thank you for your time!
• Questions?
• Learn more about us at salesfusion.com
• See a live demo (sales@salesfusion)
• On-demand version & copy of slides
Good luck in 2013!