“The Marketing Summit I”
Break-out 415:30 – 16:30
How marketing can help progress buyersthrough the sales funnel
Francois Delvaux, Partner Minds&More
Lieven De Meester, Manager segment marketing bpost
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Relevance to
your target
Relevance to
your business
You are far from
average
…and…
if we don’t
believe, we
won’t tell
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Sales processes
improve marketing
outcomes,
marketing processes
improve sales
outcomes, and
shared processes
improve both.
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Planning jointly,
quickly and often lifts
the performance of
the ‘engine’.
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Naming CRM
stages after
buyer’s journey
stages improves
the quality of
early-stage leads
and relevant
conversations.
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MQLs with a
46% higher
closure rate
SQLs are
16% more
likely to
close + 28% lift on MQL closure rates
+ 7% lift on SQL
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Marketing tactics early in the
journey have more effect on
closure rates than sales tactics
later in the journey.
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Holding
Marketing’s
feet to the fire
works.
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About bpackParcels business of bpost
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bpost
Parcels &
International
Mail and Retail
Solutions
Parcels
(bpack) International
• Over +20 Million parcels/year
• 100.000 parcels per day
• > 200.000 sprint deliveries/ year
• 150 employees
• Dedicated parcels sales and marketing team since May 2013
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B2B Parcels
(Contractual)
B2C / e-commerce(Contractual)
Parcels Market is a 1Bn Euro MarketGrowth Markets Where We Play
C2C
(Prepaid)
How do we respond to the needs and gaps of our target B2B customers?
Express DeliveryInternational
Standard DeliveryNational
Standard Delivery
• Direct D+0• Point to point• Signature• T&T• 247 available
bpack Sprint
• D+1• 500€ Insurance• Signature T&T• Up to 3 Delivery
Attempts• Multicolli
bpack 24h Business
• 500€ Insurance• Signature T&T• Up to 3 Delivery
Attempts
bpack Europe Business
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SpeedSecurity
Price/qualityTraceable
Price/qualityInternat. markets
Commercial teams
MARKETING
• Product Marketing
• Go To Market
• MARCOM
• Research & Competition
MULTI SALES CHANNELS
• Direct sales force –account Managers
• Telesales / call center
• Post office network
• E and Digital channels
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Go to Market planning process
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Objective• 20% growth• X Million € rev.
Target audience• Focus sectors• Gaps / Pain points to solve• Company and DMU profile
Activation• Content• # contacts• # campaigns
Sales Targets• # wins needed• # leads needed• Funnel KPIs
Text Here
Define Plans for B2B MarketKey Sales & Marketing Initiatives
MarketingSales Hunting
Professional Services
Wholesale
Other Services
Transport
Financials services, Printers & Public. (R1)
Web / inbound Inquiries
X K€ 90
X K€ 80
X K€ 66
X K€ 33
X K€ 31
X K€ 300
Total € xM
# Wins NeededTarget Rev.Sectors
600
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Pain points
Trust/VAS
Price/quality
Quality
Efficiency
Solutions
Call to action
USP
Referrals
Branding
Awareness
Step 1
Position
Interest & Gap recognized
Preference
Decision
Unaware
Ensure Align to the customer journey and relevant communications
Generic
Personalized
MKTG
SALES
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Measured
results
AcMa’s
Call Centre
Network
Communication
• Interest ratio (relevance)
• Leads
• Revenues per stage
• Wins
Ensure good follow up of campaigns
EXAMPLE OF A GO TO MARKET CAMPAIGN
Professional Service : ID kit
WH
O
• Marketing agencies & market research companies.• Communication (DM), organize events & in store demo’s.• Deadlines are important.• Marketing research companies publish reports.• These documents need to arrive on time & be traceable.• Trust is important (personal relation)
WH
Y
• Classic light parcel shipments (documents, reports, samples,…)• National focus• Biggest domestic market (Over 40 Million €)• +130.000 Companies• Existing track record (x% market share in this sector)• Low sophistication in needs (SL, T&T)• Average price: x€ per parcels
HO
W
Offer that is relevant to their needs:
• Notice after 1st attempt
• Scheduled 3rd presentation
• Signature w. name
• Speed of delivery + Sprint / Express as needed25
Prof. Services: communicationWe deserve your trust!
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Results of the campaignTogether we bring in the deals!
Targets Results
• # Leads: 115• Potential: 1M€• # Wins: 25• € Wins: 206K€
• # Leads: 314• Potential: 3.7M€• # Wins: 30• € Wins: 400k€
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Wins:
25
Leads:
317
Calls
Completed:
1788
Target:
1857
Contacts
Audience:
5000
CPYs
1
2
3
4
18%
(target 10%)
8%
(target 20%)
96%
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Key takeways
Good targeting & relevant to customer journey
Joint sales & marketing objectives
Push together /personal relationship
Quick follow up to sales leads is crucial
Relevant call to Action (CTA)
Follow up on the commercial KPIs
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