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Lead Generation and demand creation in europe - sirius-decisions

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Ensemble BtoB (Think Tank in marketing BtoB) has invited Sirius Decisions to have a conference on Lead Generation and demand creation in europe

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Lead Generation and demand creation in europe - sirius-decisions

  1. 1. Demand Creation in Europe: Current State and Gap Analysis Analysis and guidance based on the SiriusDecisions EMEA Demand Creation Survey Julian Archer Research Director Demand Creation Strategies julian.archer@siriusdecisions.com Tel: +31 653392741
  2. 2. Five Ways to Grow Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings Buyers Formal targeting of new buying centers and personas Offerings Launch of new products/services, or enhancement of the current portfolio Acquisition Purchase of other companies, or the incubation of new business units Productivity Maximizing efficiency, effectiveness and engagement 1 2 3 4 5 © 2014 SiriusDecisions. All Rights Reserved
  3. 3. Growth Initiatives For Demand Creation Leaders SiriusDecisions is the leading global B2B research and advisory firm. We deliver the actionable intelligence, transformative frameworks and expert guidance that equip executives to modernize and elevate sales, marketing and product business decisions every day. Markets • Relative Targeting • Demand Creation Strategy • Campaign Planning and Execution © 2014 SiriusDecisions. All Rights Reserved Buyers • Buying Cycle • Persona-based Nurture • Web Conversion Optimization Productivity Offerings • Campaign Planning and Execution • Content Asset Architecture for audience/offering pairings • Trials Acquisitions • Process Integration • MAP Rationalization • Demand Center • Lead Management Processes • Service Level Agreements • Waterfall Conversion and Velocity Optimization
  4. 4. Source Data and Demand Creation Survey Methodology France Germany Italy NL Nordics Spain Industry Segment Professional services Unspecified Financial Services Information Services Healthcare Computer/Teleco HW Software – On-premise © 2014 SiriusDecisions. All Rights Reserved 21.20% Company EMEA € Revenue 12% 14% 20% 14% 09% 11% >5BN >1BN<5BN >500M<1BN >200M<500M >40M<200M <40M Unknown 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 13% 14% 16% 13% 16% 13% 15% 0% 5% 10% 15% 20% UK Countries / Regions 18% Primary Go To Maket Model Direct Sales Force Inside Sales Force Third-Party Channel Retail Other Source: SiriusDecisions EMEA Demand Creation Survey 2013 08% 07% 07% 04% 10% 17% 29% 00% 05% 10% 15% 20% 25% 30% 35% Software – SaaS-based 13% 07% 20% 17% 43% 00% 10% 20% 30% 40% 50%
  5. 5. Four areas to improved demand creation results 1 Tactic Mix © 2014 SiriusDecisions. All Rights Reserved 2 Tracking Demand 4 Lead Quality 3 Marketing Automation Technology
  6. 6. Demand Creation Budget Allocation By Tactic Online banner advertising Email campaigns Tradeshows Live events (seminar / road show) Direct mail User conferences Newsletter Search engine optimization Virtual events Association marketing Search keyword sponsorship Contact list rental/purchase Trials White paper downloads Online communities (external) Content syndication Demos Videos Online communities (internal) © 2014 SiriusDecisions. All Rights Reserved 4.90% 4.70% 4.70% 4.60% 4.40% 4.20% 3.10% 2.80% 2.60% 2.50% 2.20% 2.10% Source: SiriusDecisions EMEA Demand Creation Survey 2013 Tactic Mix 51.2% 2.00% 3.90% 6.60% 11.20% 10.40% 10.10% 12.90% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
  7. 7. Respondents’ Perceived Effectiveness of Tactics Tactic Nordics NL ES IT FR DE UK Email camp. 38.4% 42.6% 51.7% 36.0% 56.0% 42.1% 40.0% Trade-­‐ shows 39.0% 29.4% 31.0% 30.3% 40.5% 39.5% 34.1% Live events 31.5% 29.4% 42.5% 31.5% 39.3% 36.8% 44.7% Online banners 36.3% 25.0% 37.9% 37.1% 29.8% 30.3% 35.3% User conf. 28.1% 33.8% 28.7% 25.8% 22.6% 26.3% 30.6% Direct mail 20.5% 35.3% 29.9% 18.0% 27.4% 21.1% 24.7% News-­‐ le=er 21.9% 25.0% 28.7% 22.5% 31.0% 30.3% 21.2% SEO 18.5% 25.0% 20.7% 31.5% 19.0% 14.5% 25.9% © 2014 SiriusDecisions. All Rights Reserved Tactic Mix Within top 5 per stated country % score within stated country
  8. 8. Mismatch of Seller’s Perception and Buyer’s Actions • Search the Internet • Access Peers • Internal Discussions • User Conferences • Trade Shows © 2014 SiriusDecisions. All Rights Reserved • Assign Team • Engage With Vendor • Case Study/Trials • Peer Engagement #4 • Committee Engagement Tactic Mix • Trials/Demos/Case Studies (ROI Content) • Peer Engagement Source: SiriusDecisions EMEA Demand Creation Survey 2013 & C level Buyer Person Survey 2013 BUYER Education Solution Vendor Selection 1. Email Campaign 2. Live Events 3. Online Banner 4. Trade Shows 5. Direct Mail 1. Live Events 2. Direct Mail 3. Email Campaign 4. User Conference 5. Trade Shows 1. Live Events 2. Trade Shows 3. Email Campaign 4. Direct Mail 5. User Conferences SELLER Loosening of the Status Quo Committing to Change Exploring Possible Solutions Committing to a Solution Justifying the Decision Making the Selection
  9. 9. Tactic Mix Analyze Tactic Influence Throughout the Buying Cycle Opportunity created Education Phase Solution Phase Vendor Selection © 2014 SiriusDecisions. All Rights Reserved Timeline (300 days) Deal closed Deal 1 CXO Influencer Champion Ratifier Deal 2 CXO Influencer Champion Ratifier Deal 3 CXO Influencer Champion Ratifier Analyst Report 1 Analyst Report 2 Event 1 Event 2 Inbound 1 Inbound 2 Inbound 3 White Paper Executive Briefing Webcast 1 Webcast 2 ROI Tool
  10. 10. Return on Investment and Demand Tracking Ability to Determine Measurement of Demand Waterfall Stages # of inquiries (raw responses) # of MQLs (marketing qualified leads) - an agreed level between marketing and sales # of MQLs to SALs or TALs (sales accepted or tele # of SQLs (sales qualified leads - an opportunity with an estimated value and time to close) © 2014 SiriusDecisions. All Rights Reserved 45.70% 54.30% Demand ROI Yes No 68.10% Lead Source Tracking 49.10% 78.80% Marketing Tele Sales / Partners Source: SiriusDecisions EMEA Demand Creation Survey 2013 Tracking 25.44% 26.43% 21.20% 45.63% 40.89% # SQLs to close accepted leads)
  11. 11. Align Processes and Track Demand Through the Waterfall The usual b-to-b scenario Best in class b-to-b scenario 80% No nurture/ qualification 100% Sales accepts everything / nothing 3% - ?? Inefficient use of sales resources 10% - ?? Poor pipeline dynamics © 2014 SiriusDecisions. All Rights Reserved Real lead 9.3% qualification 85% Strong process that is adhered to 62% Sales becomes more efficient Pipeline dynamics 29% - ?? improve 417 inquiries to close 1 deal 70 inquiries to close 1 deal Tracking
  12. 12. MAP Utilization in Western Europe MAP Usage Lead nurture programs Personalized content delivery Social media monitoring Lead scoring capabilities Progressive forms Personalized landing pages Account scoring Content reporting Automatic lead conversion Task creation © 2014 SiriusDecisions. All Rights Reserved 14.94% Plans to Implement 20.69% 25.29% Source: SiriusDecisions EMEA Demand Creation Survey 2013 Technology 11.49% 19.54% 25.28% 37.93% 32.18% 32.18% 29.89% 34.48% Partner acquisition MAP Activities 27% 73% Yes No 22% 78% Yes No
  13. 13. Utilize Technology to Support Buyers Journey Web site Web content management Web analytics © 2014 SiriusDecisions. All Rights Reserved MAP Technology Contact management CRM SFA Behavior and performance analysis Pipeline Marketing Database metrics Campaign Mgmt Lead delivery Contact information Lead Mgmt Advanced Features Business Intelligence • Deeper lead qualification • More efficient and productive tele team • Trigger-based, dynamic offer and message delivery • Progressive profiling • Automated, bidirectional delivery and routing • Better visibility into key metrics • Reduced complexity and shorter timeframes • Trigger-based nurturing of rejected and disqualified leads
  14. 14. Mismatch of Lead Quality and Demand Type LEVEL 5 - Plus BANT LEVEL 4 - Plus defining requirements LEVEL 3 - Plus need or interest LEVEL 2 - Response and qualified LEVEL 1 - A response BANT + + + Lead Level to Sales 12.0% 9.5% 24.9% © 2014 SiriusDecisions. All Rights Reserved company, audience + Lead Level 25.7% 27.9% Source: SiriusDecisions EMEA Demand Creation Survey 2013 Lead Quality
  15. 15. Demand Type SiriusDecisions Demand Spectrum DEMAND TYPE KEY CHARACTERISTICS KEY REQUIREMENT New Concept © 2014 SiriusDecisions. All Rights Reserved 15 SiriusPerspective: If sales and marketing can’t agree on what’s being sold, you can bet that the functions will never be well aligned. Established Market • Disruptive product / service • No budgetary line item • Requires issue creation New Paradigm Market Leadership • Retools existing process • Solves current problem better • Replaces current line item Process / Solution Change • Necessary product / service • Highly contested market • Trying to steal market share Competitive Positioning
  16. 16. Mismatch of Lead Quality and Demand Type LEVEL 5 - Plus BANT LEVEL 4 - Plus defining requirements LEVEL 3 - Plus need or interest LEVEL 2 - Response and qualified LEVEL 1 - A response BANT + + + Lead Level to Sales 12.0% 9.5% 24.9% © 2014 SiriusDecisions. All Rights Reserved company, audience + Lead Level 25.7% 27.9% Demand Type 40.1% 36.2% 23.7% Established Market New Paradigm New Concept Source: SiriusDecisions EMEA Demand Creation Survey 2013 Lead Quality
  17. 17. Assess: Teleprospecting’s Role Lead Quality Teleprospecting can play a significant role in improving the quality of © 2014 SiriusDecisions. All Rights Reserved Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs) Teleprospecting Generated 17 SiriusPerspective: Marketing Qualification Sales Qualification Sales Generated Leads (SGLs) Close Inquiry Inbound Outbound Teleprospecting Qualified Leads (TQLs) Leads (TGLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Won Business leads passed to a receiving function. 1 Explicit acceptance of scored leads 3 Source leads 2 independently Further qualify system-scored leads 4 Direct contribution to pipeline 5 Direct contribution to revenue
  18. 18. Assess: Are you ready for Lead Nurture? Cultural bias against disqualification © 2014 SiriusDecisions. All Rights Reserved Marketing Qualification Automation Qualified Leads (AQLs) Teleprospecting Accepted Leads (TALs) Teleprospecting Generated Sales Qualification Close Inquiry Inbound Outbound Teleprospecting Qualified Leads (TQLs) Sales Generated Leads (SGLs) Leads (TGLs) Sales Accepted Leads (SALs) Sales Qualified Leads (SQLs) Won Business Lack of process visibility Lead Quality Poor lead definition Lack of standard disqualification reasons Lack of service-level agreements Non-systematic nurture streams
  19. 19. Key Takeaways and Recommendations • Review spend allocation and avoid spreading budget too thinly across various tactics • Ensure tactics are aligned with buyer interaction preferences, avoid simplistic and misleading tactic measurement approaches, and adopt techniques appropriate for complex b-to-b buying environments • European companies must take steps to improve the quality of demand creation process control and tracking • Mandate that “cold to close” processes and technology adoption drive a transparent and shared view of the business activity using the SiriusDecisions Demand Waterfall • Incorporate appropriate lead qualification and utilize the concept of demand type to enable delivery of an appropriate and agreed lead quality to the sales function © 2014 SiriusDecisions. All Rights Reserved
  20. 20. Thank You! © 2014 SiriusDecisions. All Rights Reserved Julian Archer julian.archer@siriusdecisons.com Jon Ticehurst jonathan.ticehurst@siriusdecisions.com

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