Align your sales and marketing actions with your buyers' purchase process to generate more and better quality leads and to convert more leads to sales

1. Next Generation Marketing
for
2012
Target, Acquire, Grow

2. Building Your Business Online
93
35
53
80
25

3. The Buying Process Has Changed
• 93% of B2B buyers use the Internet during the early buying
process prior to selecting a vendor Marketo (HubSpot says 89% of all Internet Users)
• 35% of customers get too much direct contact from sales
McKinsey
• 53% of B2B customer loyalty is related to the (purchase)
sales experience Sales Executive Council
• 80% of recent buyers contacted the vendor before being
contacted by them DeandGen Report
• <25% of purchases come from pre defined budgets DeandGen Report
• Social media use has exploded!
Slide 3

4. 4

5. BANT rules changing too
22%
13%
23%
9%
33%
Source: DemandGen Report
5

6. Sales and Marketing Must Adapt
Source: Corporate Executive Board
6

7. Marketing Must Take On More
Sales Must Let Them…..
Marketing Funnel
• Attention
• Engagement
“How” • Interest
• Need
Must Align
With New Customer Intelligence
Purchase
Buying Sales Cycle
Process • Solution ID
• Evaluation Process Mgmt
• Timing/Resources
• Close
7

8. New model for B2B Marketers
Over 80% of new B2B purchases are initiated by buyers
Web & Social Media Marketing
Marketing Funnel
Engagement
• Attention
• Engagement
“How” Not • Interest
Marketing
Opportunities • Need
Must Align Automation
With New Sales Ready Leads & Analysis
Purchase
Sales Cycle
Buying Sales
• Solution ID Continue
Process • Evaluation
Nurturing
• Timing
Lost to
• Close
Competitors
CRM
Sales
Existing
Customers Service
• Retention
• Cross-Selling Customer
Lost to
Competitors • Up-Selling Engagement

9. And a New Model For Management
Visits X Conversions = Leads
Qualified
Leads
Q.Leads X Conversions = Revenues
9

10. Inbound Vs. Outbound Cost/Lead
10

11. Inbound vs. Outbound Marketing
Source: HubSpot, surveys given to 644 professionals familiar with their businesses marketing strategy
11

12. 12

13. Marketers Value Social Media Highly
• 90% of marketers indicate that social media is important for their business
• 58% of marketers are using social media for 6 hours or more each week, and 34%
invest 11 or more hours weekly
• 77% of marketers plan on increasing their use of YouTube and video marketing
• 88% of indicate that social media marketing is generating more business exposure.
E.g.iIncreased traffic (72%) and improved search rankings (62%)
• Facebook, Twitter, LinkedIn and blogs are the top four social media tools used by
marketers, in that order.
Slide 13

14. Social Media & Blogs Generate Real
Customers
14

15. Social Media are Changing Relationships
Before Social Media With Social Media
Customers Customers
Primarily Frequently
one way two way
Sales Sales “Marketing” Alignment
Protected
two way Collaboration
Marketing
Rest of Company Rest of Company
Information flows

16. New Conversion Needs –
What The Customer Wants
16

17. Putting It All Together
Drive Visitors to Website
& Get Found
Convert Via Form
Web Based Demand Generation Maturity Analysis
As you grade your company on the following demand generation processes, assess which level
of maturity you have achieved:
Level 4: Process is fully documented, automated and in a steady state of improvement.
Operation I sfully consistent, predictable and relaible.
Level 3: Process is in place and documented. Some automation may be in place. Consistency,
predictability and relaibility are common practice.
Level 2: Some process is in place. Beginning documentation and efforts to standardize.
Consistency more common. Som epredictability and reliability.
Level 1: No process in place. Little or no documentation. Random actions. Inconsistent
performance. No predictability or reliability.
Comments
Web Based Demand Generation Process Report Card Possible Grade
Grade Level 1-4 Received
Alert Sales of
Company:
Company Demand Gen Process Grade:
Segmentation: Is there a clear consistent process in place that delivers:
A small number of well defined, priority segments and sub-segments that exploit key
product or service differentiators? 8 -
The segments are of adequate size and predicted to grow faster than other available
Nurture
segments? 4 -
Buying Behavior
Value Proposition: Does the marketing planning process result in clear, compelling and
differentiable value propositions for each segment/sub-segment? 8 -
Personas: Are the key members of the buying committee identified for each segment/sub-
segment, and are their business challenges, interestes and media preferences identified? Are
social media engaged, where appropriate, to help determine buyer/influencer preferences? 8 -
Impact Messaging: Is unique impact messaging/positioning regularly developed to effectively
& Interests
communicate with the key buyers for each segment/sub-segment? 4 -
Is there a mapping of the buyers' decision process to the marketing and sales process and is
that used for campaign development and lead management purposes? 4 -
WebSite: Do you regularly post new content to your site targeted at meeting the needs of
each of your business personas? 8 -
Website: Have you optimized your content for search, social media engagement and to
facilitate astrong linking strategy so as to maximize its potential to attract visitors? 4 -
Campaign Development and Management: Are content rich whitepapers, videos, bloggs and
other offers regularly used to convert visitors to prospects? Do you regularly test and update
your Calls-to-Action and Offers? 8 -
17

18. Blogging Drives Visits
18

19. Tools to Get Found: Optimized Blogging
Blog Platform & Analytics
•Create & optimize a blog to get more
frequent search engine crawls and
improve authority
•Develop an audience of email & RSS
subscribers
•Attract more inbound links to improve
your site authority
•Assess & optimize blog posts for top
search rankings & maximum social
media distribution

20. Tools to Analyze: Closed Loop ROI Analysis
• Review aggregate marketing ROI including Lead Conversion
• Drill down to assess the effectiveness on a campaign-by-campaign level
• Optimize resource allocation to maximize sales with actionable analytics

21. Next Gen Marketing Processes
Target: Identify priority sub-segments, identify key buying
team members and determine their challenges, interests and
media preferences
• Segmentation
• Business Personas
Acquire: Attract better quality leads and higher conversion
rates by leveraging persona-relevant (remarkable) content
and campaign offers.
• SEO and social media
• Dynamic lead tracking and nurturing programs
Grow: Analyze results and embed best practices to grow
sales and revenues in a sustainable manner.
•Marketing automation tools
•Ongoing sales and marketing alignment
Slide 21

22. Questions?
Relevancy Foresight Agility Content Marketing Expert Maestro Message
Paradigm Shift Change Marketing_as_a_Service Services Inflexion Point
Progress Viral Elucidate Answers Maastary Reveille Focus Target Objective
Marketing_on_demand Marketing By Design Marketing_By_Request Ultimate Solutions
World Class Best Practice Social Media Business Integrated Marketing Joined-
up Marketing Focus Dynamic Intelligent Trade Edge Proclaim Assurance Brainstorm
Blizzard Shout-Out Shout Broadcast Segmentation Exponential Smart Banter Grow
Wordplay Prospect Awareness Cognizant Solve Systematic Money Value Alignment
Leads Wealth Story Sell Vend Succeed Clever Acquire

23. Thank You !
For more information on Next Gen. Marketing or
Maastary services please contact Ray Wright
Phone: 978 341 4544
Email: maestros@Maastary.com