The Hidden Sales Cycle: the new role of marketing

Taking Advantage of the Hidden Sales Cycle:-
The New Role of Marketing
Guest Speaker:
Mark Emmett
Global Director of Marketing Operations
TrustPilot
@markemmett761
Host:
Shimon Ben Ayoun
Managing Partner
spotONvision
@shimonbenayoun

Questions?
GoToWebinar:
“Chat” of “Ask a question”
Or
Twitter - #b2bnl
@b2bmarketingforum

Voor in je agenda:
Masterclass Starten met Marketing Automation
Leer meer over Marketing Automation, krijg praktische tips & trucs en luister naar
succesverhalen
Woensdag 25 juni 2014
Tijd: 10:00 – 15:00
Sprekers: Shimon Ben Ayoun, Charles van der Wal, Bram van de Waal
Kosten: 395,- p.p.

business.trustpilot.com
Taking Advantage of the Hidden
Sales Cycle:-
The New Role of Marketing

Introduction
• Mark Emmett
• Global Director of Marketing Operations & Insights - Trustpilot
• Previously 10 years at Sony Professional, 5yrs at B&Q (Kingfisher)
• Eloqua customer for 5 years
• SFDC customer for 7 years
mem@trustpilot.com
@markemmett761

Who is

Reviews and recommendations
dominate consumer choice
To what extent do you trust the following forms of advertising?
40% 40% 41% 42%
46% 47% 47% 47% 47%
50%
58% 58%
70%
92%
Ads served in
search
engine results
TV program
product placement
Ads before movies
Ads on radio Ads in
newspapers
Ads in
magazines,
Brand
sponsorships
Emails I
signed up for
Consumer
opinions
posted online
Recommenda
tions from
people I know
Editorial content
such as
newspaper articles
Nielsen’s Global trust
in advertising and brand
messages (Apr 2012)
Survey of more than
28,000 Internet
respondents in 56
countries
Ads before
movies
Billboards and
other outdoor
advertising
Ads on TV Branded
websites

• 210 employees covering over
24 countries
• Trustpilot provides over 70,000
ecommerce businesses with
TrustScores based on more
than six million reviews
• We are adding 2,000 new
merchants and over 300,000
new consumers to the
Trustpilot community every
month
• Offices in Copenhagen,
London & New York

We have more choice, and more technology - but Word of
Mouth remains the best marketing money can’t buy

Collect reviews effortlessly
for continuous feedback
Share your
credibility
Engage with your
customers
Build Trust
Discovery Acquisition Retention
Customer
Advocacy
• Kick start Credits
• Unique Links
• Automatic
Feedback Service
• Facebook Integration
• Custom Trustpilot
Pages
• Google Rich
Snippets
• Real-time Notifications
• Online Moderation
Tools
• Advanced Fraud
Detection
• Website Widgets
• Analytic Tools
Integrating the customers' voice into your strategy

What is the hidden
sales cycle??

Customers are much better informed than they used to be
By 2020,
Gartner predicts
data volumes will
grow to 20 X what
they are today
75% of digital
information is
generated by
individuals
On average,
B2B buyers are 57%
through the purchase
decision before
engaging a supplier
sales rep.
20x
Joint Google and CEB research project, 2011
Sources:
http://panelpicker.sxsw.com/vote/20006
http://uk.emc.com/about/news/press/2011/20110628-01.htm
http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

COMPANY CONFIDENTIAL
Buying process increasingly marketing-driven

Poll Question
? 1. We track most popular website pages
3. We did a little research
4. We did significant research on Personas,
triggers, needs & watering holes
2. We analysed the profile of our customers
How much do you know about your prospects?

What was the
situation before?

Nobody knew who was coming to the website
or what they were looking at
What was the problem (i)
But there were more than 40.000 open leads
owned by 60 reps
66%
66% of leads had not been modified past
3 months
Sales would demand more leads every week

What was the problem (ii)
Every sales rep in every team worked differently - no consistent process
Reps were writing emails and sending them using Outlook
There was no visibility of what was going on with each lead
Opportunities were normally created when the contract was about to be
signed
Every rep used a spreadsheet to track their deals and provide a forecast
Forecast accuracy was low
Marketing had no idea what lead sources were working

What did we do?
?

Implemented
Eloqua

Building the Content Machine
High-level
description
Key
Deliverables
Key
activities
• Preparation and
planning
• Workshops,
meetings and
research
• Strong Persona
Profiling
• Competitive
Review
• Employee On
Boarding
• Creation of the digital
/ content assets
• Leads coming in
• Content planning
• Social Media Profile
Development
• Lead scoring / refining
• Content Plan Created
• Key Workshops
Delivered
• Assets Created
• Leads beginning to be
generated
• Content engagement
• Leads being scored and
nurtured into sales
• Content pushed out
through key channels
• Lead Scoring and
Workflows created
• Content Plan Created
• Content published regularly
• Engagement Strategy
Implemented
• Lead Nurturing Workflow
Review
• Conversion
and Pipeline
Optimisation
• Lead Evaluation
• Workflow
development
and optimisation
• Internal Team Fully Skilled
• Compelling Though
Leadership Achieved
• Positive ROI achieved
• Lead Scoring Review
• Persona Profiling
Month 1 Month 2-3 Month 3-6 Month 6-12

Sales & Marketing Alignment (i)
We met with Sales to analyse what they were already doing:
• Who do they want to target - what industries, what profiles? Identify key Personas
• How do sales handle enquiries and how can we track their progress through to sale?
• Agree a common language - What is a lead, what is an Opportunity?
• What emails do they send to support those conversations?
• What other support would they like?
• Where are they getting the most success?

Sales & Marketing Alignment (ii)
We designed a standardised sales process together & added sales tools:
• New lead sources
• New lead stages
• New Opportunity stages
• New SFDC page layouts
• New real time view of Digital Body Language - Eloqua Profiler
• New trackable, editable, Eloqua e-mail templates - Eloqua Engage
• Reports & dashboards to help you and your managers keep track of things

Stage 2
Stage 3
Stage 4
Stage 5
Stage:
Closed
Won
Convert to
opportunity
Stage 1
Change
Stage:
Nurture
Sales
opportunity
exists
Change Stage:
Cancelled
Timewaster
Change Stage:
Pending Call1
Spoken to
Prospect?
Set task to call
prospect up to
x times + email
Default Lead
source: Marketing
Stage - New
Default Lead
source: Prospecting
Stage - New
Default Lead
source: Domain
Stage - New
All
Eloqua
Leads
Prospecting
Leads
Domains
Change
Stage:
Closed Lost
Contract
Renewals
Change Stage:
Cancelled
Unreachable
Not ever
Not now
Yes
YesNo
Give up
Sales & Marketing Alignment • N
• N
• N
• N
• N
New lead sources
New lead stages
New Opportunity stages
New reports & dashboards
New SFDC page layouts
Retry

True Marketing & Sales Integration

Stage 2
Stage 3
Stage 4
Stage 5
Stage:
Closed
Won
Convert to
opportunity
Stage 1
Change
Stage:
Nurture
Sales
opportunity
exists
Change Stage:
Cancelled
Timewaster
Change Stage:
Pending Call1
Spoken to
Prospect?
Set task to call
prospect up to
x times + email
Default Lead
source: Marketing
Stage - New
Default Lead
source: Prospecting
Stage - New
Default Lead
source: Domain
Stage - New
All
Eloqua
Leads
Prospecting
Leads
Domains
Change
Stage:
Closed Lost
Contract
Renewals
Change Stage:
Cancelled
Unreachable
Not ever
Not now
Yes
YesNo
Give up
Sales & Marketing Emails
Retry

One View of the Truth
• We designed a suite of dashboards to enable one shared
view of the business, but filtered to the needs of each
role.
Master Management
Regional dashboards
Team dashboard
Sales rep dashboard
• Weekly Website visitor reports
• Weekly Sales enablement email reports
• Weekly Marketing and Sales Operations review to
identify actions needed and focus areas for that week
• Monthly Content review and planning together

Poll Question
? 1. We know where they sit
3. We give them tools & valuable content
4. We are like Jedi masters – we can read
each other’s minds, no need to speak!
2. We give them information which should help
How close are your Sales and Marketing teams?

What happened?
?

Sales Team Feedback
The first thing I do every morning
is check my reports. I find that
this is a great way to detect
prospects who have gone cold.
For example: I just checked my
Advanced Reports this morning
and a hot prospect gone cold
opened an email last night that I
had sent on 1/28
After the first call, I set the alerts to
notify me when anyone from the
company goes to the site. This is
crucial when following up on a meeting,
pricing or a proposal.
For example: In December, I sent
someone an email with the differences
between us and our competition, mid-
January I received a notification they
visited the pricing page a couple days
later. I immediately called them and
scheduled a meeting.
“It’s brilliant and going to
save me a lot of time”

What did we do - Summary
2
1
3
45
6
7
8
Continuous
refinement:
it’s a journey
One View of the truth: shared
reports highlight progress at
each stage in the funnel
Provide sales with tools to
monitor the engagement
of their prospects
Provide sales with tools
to drive engagement
with prospects
Create a standardised
process to track progress
through the funnel
Identify
your target
audience
Develop a deep
understanding
of their needs
Build relevant content
to help them with the
buying process
Agree a common
language between
Sales and Marketing

Thank You
More Info:
www.b2bmarketingforum.nl

The Hidden Sales Cycle: the new role of marketing

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