inbound marketing and demand generation
TRANSCRIPT
© 2016 SiriusDecisions. All Rights Reserved
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Executive Summary
• Key issues • Inbound is a required part of an effective b-to-b marketing
mix • Organizations that report strong inbound performance
consistently have a small set of common characteristics • Many organizations struggle to demonstrate measurable
business value from inbound efforts
• What you will walk away with • An understanding of inbound marketing trends • Inbound marketing mistakes to avoid • Best practices for inbound marketing success
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Buyer Information Gathering Preferences Have Changed
25% 23% 24%
12% 11% 10%
22% 22% 21%
20% 22% 21%
22% 21% 24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CXO VP Director
Internet Search Access a Social Media Community Call an Industry Peer Call an Industry Analyst Ask My Team or Colleague
R: 0 G: 51 B: 89
R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
Business decision makers have shown a strong preference for gathering information digitally
Source: SiriusDecisions B to B Survey
© 2016 SiriusDecisions. All Rights Reserved
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Its About Discoverability
Source: SiriusDecisions
15% 12% 9%
11% 9%6%
19% 21%14%
55% 58%71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2015
Web
DirectMail
Events
© 2016 SiriusDecisions. All Rights Reserved
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SiriusPerspective: Inquiries generated via inbound perform better and cost less.
Inbound Performance
Source: SiriusDecisions
Inbound
Outbound
$25
$41.50
Cost Per Response
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SiriusPerspective: Inbound Marketing Defined
Inbound marketing uses strategies that attract a target audience with value oriented offers.
Doesn’t address a specific, named individual
Makes an offer of content or interaction to attract interest
Positions content or interaction where an audience already
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SiriusPerspective: Tactics and offers extended to an unknown target audience that deliver value-added content and are consumed at an individual’s discretion.
Inbound Marketing Defined
61%
63%
67%
81%
84%
84%
0% 50% 100%
Content syndication
Online demos/trials
Display advertising
Keyword advertising
SEO
Social media
% of respondents
User Driven
Awareness and Demand Creation
Unknown Audience
Value-added Offers
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Inbound Marketing and the Waterfall Inbound Marketing can attract prospects
Inbound Marketing can support research & evaluation for both prospects & customers
Inbound Marketing can help validate a decision
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SiriusPerspective: Inbound Marketing Foundation
A sound content strategy is the foundation for inbound demand creation performance optimization.
The
Pill
ars
of C
onte
nt M
arke
ting
Targeting
Buyer Persona
Alignment
Improved targeting of key
buyer roles using buyer intelligence
Offer
Buyer’s Journey
Alignment
More compelling offers and offer
sequences to drive qualifying behaviors
Placement
Campaign Alignment
Streamlined planning of
integrated inbound and outbound components
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Target: Buyer Persona Alignment
Organization • Size (revenue, headcount) • Industry • Geographic Region • Products and Services Owned • Length of Relationship
Buying Center • Business Issue • BANT (budget, authority, need, timing) • Buyer Roles Involved
Enterprise
Business Unit
Department or Team
Job Role
Persona • Key Initiatives • Challenges
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B-to-B Buyer Persona Template
Attributes Persona A Persona B
Job Role Product Management Product Marketing
Buying Center Engineering/R&D Global Marketing
Common Titles Business Unit Head General Manager Product Management Service Line Manager
Product Marketing Solution Marketing Segment Manager Brand Manager
Position on Org Chart Reports to the Head of a Business Unit or Head of Product Management in the R&D division
Reports into the CMO of a central marketing organization or reports into the Head of a Business Unit
Challenges Lack of Development Funding Legacy Products Complicate Portfolio
Lack of Resources Sales Does Not Use Content
Initiatives Develop New Product Rationalize Legacy Portfolio
Product Launch Build New Vertical Marketing Strategy Create Thought Leadership Program
Buyer Role Type Influencer Champion
Interaction Preferences
Email In-Person Meetings
Watering Holes Linked In Product Management Group Product Management Associations
SiriusDecisions Event
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SiriusPerspective:
The Content Monster
Content is the fuel that powers effective inbound marketing, but an ad hoc content approach simply won’t do.
Offer: Buyer’s Journey Alignment
Brief, valuable, targeted, broadly appealing, unique, findable
Mwahahahaaaaaa!
Effective inbound strategies require content that is . . .
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SiriusPerspective:
Continuous Improvement
Objective Content Asset
Architecture
Content Execution Measurement
A sound content strategy for inbound requires a systematic, closed-loop approach to content management and execution.
Content Strategy: A Five-Pronged Approach
• Campaign framework
• Demand type • Buyer’s journey • Planning
• Define the audience
• Audit and map assets
• Content library
• Content mediums • Delivery
mechanisms • Dynamic content • Crowd-sourcing
• Engagement rate
• Conversion rates • SEO
performance
• Revisions • Content
rationalization • Buyer’s journey
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Identify Knowledge Inflection Points
① Loosening of the Status Quo
Vendor Selection
Phase
Solution Phase
Education Phase
SiriusDecisions B-to-B Buying Cycle INFORM: Connect the persona with the business issue. TRIGGER: Pinpoint the idea or concept that will persuade the persona to take action.
BENEFIT: Explain how the solution can meet the persona’s need or solve a problem. DIFFERENTIATE: Illustrate how your solution is unique from other alternatives. BUSINESS CASE: Offer investment rationale based on the persona’s decision criteria.
CONFIRM: Reinforce the vendor choice via peer testimonials or success examples.
Messaging Components
② Committing to Change
③ Exploring Possible Solutions
④ Committing to a Solution
⑤ Justifying the Decision
⑥ Making the Selection
Value Proposition
Content Offer
Content Offer
Content Offer
Content Offer
Content Offer
Content Offer
Persona
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SiriusPerspective: One of marketing’s missions is to be a predictable engine of demand and supporter of conversion.
Measurement using the Demand Waterfall
Best-in-class companies know exactly what it takes… • How many inquiries to
generate by source
• What percentage of leads convert in each phase
• How long they take to move and why they stall
• What tactics buyers prefer …To deliver a predictable share of pipeline and revenue
Inquiry
Outbound Inbound
Marketing Qualification
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Accepted Leads (TALs)
Automation Qualified Leads (AQLs)
Teleprospecting Generated Leads (TGLs)
Sales Qualification
Sales Accepted Leads (SALs)
Sales Generated Leads (SGLs)
Sales Qualified Leads (SQLs)
Close
Won Business
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SiriusPerspective: Proper integration of inbound and outbound approaches enables perpetual demand programs.
Aligning Inbound and Outbound: Demand Creation
WEB SITE The conversion optimized
Web site drives responses
PRE-MQL NURTURE
Responses trigger contacts to flow into pre-
built nurture flows
RECYCLED NURTURE
Lead rejection and disqualification reasons
trigger recycling
INBOUND Inbound tactics are used to draw targets to value
added offers on Web properties
MAP • Pre-MQL nurture • Recycled nurture
TELE/SALES • Accept/reject • Outreach • Disqualify • Qualify
INBOUND
• SEO/SEM • Social • Organic
OPTIMIZED WEB SITE
• Offers • Forms • Analytics
NO RESPONSE
NO RESPONSE
OPT OUT
QU
ALIFIED
LEA
D
VALID
IN
QU
IRY
INVALID RESPONSE
Dispose of lead Unsubscribe
Retargeting Long-term nurture
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Example: Commvault Virtual Martial Artist
Correct Lexicon
Collects qualification information
FUN and ENGAGING!
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SiriusPerspective: Demand creation program for new product launched by seeding discussion with social influencers and early customer advocates.
Example: Lattice Engines: #MKTGnerd
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Engage: Repurpose User-Generated Content
20 © 2013 SiriusDecisions. All Rights Reserved
© 2016 SiriusDecisions. All Rights Reserved
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SiriusPerspective: New Inbound Marketing Themes I Inbound marketing has been growing in popularity for 5-7 years and new themes are emerging with how organizations approach inbound.
Content: Application, Specificity and Uniqueness
The Wired Buyer: Is a Human Being
The Wired Buyer: Is Connected
Community: Incubate your own
• No giant ebooks! Modular • Specific/personalized to persona • Optimized for sharing • Unique in voice, style, or
aggregated in a different way.
• Conversational search • Emphasis on “social currency” • Threshold for humor and
emotion and other tenants of virality.
• Cross-device challenge • Apps, mobile trials – how can
you be useful? • Social-mobile retargeting/
challenges with cookie-based tracking
• Decline in Facebook reach • Don’t put all your eggs in
somebody else’s basket • Proprietary or verticalized social
communities • Incubate advocates and identify
influencers
© 2016 SiriusDecisions. All Rights Reserved
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Embrace the Change!
The New Reality of the Buyer’s Journey
67% of the Buyer’s Journey takes Place Online
71% Of Leads Expected to Originate Online (2015)
It’s Self-Service
(I can find that information myself)
It’s Content Focused
(By reading stuff that contains the information I am looking
for)
It’s Digitally Delivered
(Online or on my mobile device)