Presentation for viewing by FocalPoint International business coaches.

1. B2B Marketing Best Practices– Insights from The ALEA Group August 15, 2011 Presented to Rogers by The ALEA Group

3. Shift to Inbound Marketing

4. ‘State of the Union’

5. Trends and Best Practices

6. Applying the Best Practices – Turning Theory into Action

8. More than 50% marketers increased their inbound marketing budget in 2011. *Source: The 2011 State of Inbound Marketing – A report by HubSpot.com Implication: Without a mechanism in place to monetize the inbound traffic into tangible results, companies are not seeing significant ROI’s from their inbound initiatives.

10. 74% of the B2B organizations polled have adopted CRM technology, and 46% have adopted marketing automation technology.

11. Despite these promising statistics, companies are struggling with marketing automation. Less than 20% of B2B marketing teams have sufficient skills training for their marketing technology environment. *Source: SiriusDecisionsB2B Marketing Summit 2011 The main reason for this struggle is the lack of process and alignment across the departments.

12. Shift to Inbound Marketing SiriusDecisionsB2B Summit 2011: There is no doubt that the mindset of the majority must change from outbound to inbound marketing for B2B demand generation. Organizations need to find the bridge to convert anonymous online visitors into clearly identifiable personas and take them through a lead qualification and scoring process. In order to get some semblance of control back, conversion optimization is a must.

13. Taking Advantage of the Shift to Inbound Marketing Businesses that were nowhere on your CRM radar may actually convert into customers because you have made them aware of their needs and offered a ready solution.

16. Not enough focus on nurturing a home-grown prospect database (sporadic at best)

17. No formal list hygiene & account mapping processesInternal Lists/ Prospect Base

18. More Issues & Challenges Tendency to ‘spike’ rather than maintain a consistent, sustainable approach to building a funnel(program-driven). Spike Approach Leading to a “skunk effect”  You spray what you’ve got and folks will run away! Too much of “batch and blast” Lead dissemination uses a ‘push’ instead of a ‘pull’ strategy. Lead Management Especially ineffective for organizations with direct and indirect models. One-size-fits-all Approach

19. Trends: Sales Wish List Figure 1: Most Common Duties of Sales Teams 41% of Sales professionals identify New Contact Acquisition as a significant objective: It is essential to have an effective account mapping strategy in place in order to move prospects from one bucket to the next.

20. Trends: Sales Wish List Figure 2: Corporate Goals for Sales Teams Top Goals for Sales Professionals: 92% are concerned with acquiring target contacts and building an effective prospects database

24. A feedback mechanism to track leads back to the source in almost real-time – allows fine-tuning of messaging and increases program effectivenessStreamlined Reporting

26. Ensure marketing and sales share open communication and are clued in to the leads funnel

27. Use tracking mechanisms (not just technology) that keeps your team in the know e.g. competitive metrics and ROI calculators

28. Implement discipline, compliance and incentives for meeting timelines and deliverables

29. Think of all your go-to-market tactics as having its own ecosystem 15-60-25 Rule Lead Generation Lead Progression Lead Management

31. Use a common sense definition of what should be a lead.

32. Stay away from complicated and convoluted "scoring" models.

33. You need GOOD PEOPLE aided by the right technology to help lead progression; not the other way around.

34. Marketing automation will not help you make more sales – so don’t put technology ahead of organizational readiness.

35. REVIEW how you distribute leads:

37. Focus on SPEED and agility but ensure proper PLANNING.

38. Give more AUTONOMYto marketing – don’t let the bean counters stifle marketing creativity! (Wishful thinking)