intelligence-driven marketing/sales for b2b technology · level scores board 5 division 4...

#TTGTSummit | www.techtarget.com/ForMarketers © TechTarget Worldwide ROI Summit

Bill Crowley Senior Vice President, International @BillC3

Intelligence-driven marketing/sales for B2B technology

How can topic intelligence improve marketing/sales productivity > 30% - 50%

Worldwide ROI Summit | © TechTarget

● Marketing Impact - Get more qualified prospects per £ - Improve quality of prospects by engaging best

prospects with best angle, and steering away from competitor strengths

● Sales Impact - Prioritise inside reps’ efforts on highest potential

opportunities - Convert a higher percentage of target prospects to rep

conversations - Increase sales teams engagement with and belief in

the marketing team and online campaigns

Which data should we collect and act upon?

3 © TechTarget

● Describe your ideal prospect by - What they LOOK like? - What they ACT like?

● Test theory – Who is likely to have a baby in 3 months?

If you had £1 to spend, which data would you collect and target on – B2C version

© TechTarget 4

Demographic Signal

Married in past 1-4 years

Many brothers and sisters

2 income family

30-40 years old

Behavioural Signal

Researched names on Babynames.co.uk

2 purchases from Baby section of Amazon.co.uk

Traded motorcycle for 4-door car

If you had £1 to spend, which data would you collect and target on – Tech B2B version

© TechTarget 5

Demographic Signal

IT Manager

Financial Services

Lists himself as “decision-

maker”

Behavioural Signal

Visited your site

Asking relevant buying questions in forum

Member of a site named after your sector

(e.g. SearchVMware) with web activity in last

90 days

Where to prioritise collection of this signal

6 © TechTarget

● Internet - Your website and forums down to topic level - Topic focused publishers - Google searches, keywords

● Email results - Outbound and re-messaging emails

● Marketing automation tools

- Publisher emails, white paper downloads on key topics

● Internal systems, transactional data

Focusing on prospects with best “signal” will improve speed-to-pipeline

7 © TechTarget

Acting on a more focused set of prospects will let you deliver a more targeted message Based on their topic interest Aided by their demographic information

Better prioritise accounts for sales based on activity

Better data for reps to act upon

Builds credibility in sales/marketing communication

Topical interest “signal” identifies best prospects

© TechTarget

IT Pros

Networking active IT pros

Network Mgmt

10G Ethernet

Network security

SDN

Last 90 days

Interest ID CTR Acq rate How much better?

General IT

.2% .15% -

Tech Grp .3% .2% 50% Tech sub-topic

.35% .25% 66%

ST - DE .8% .4% 200% ST- FR .4% .3% 100%

Source: TechTarget Internal

As prospects’ activity increase, targeted follow-up accelerates leads to pipeline

© TechTarget 9

Quality of signal CTR Message Quality Interest in sub-topic Not your product

.35% From TechTarget site, bundled with other topically-focused content

Lots of activity, including “decision-stage” content

.6% to 1.25% ITDeal Alert email from TT site, asking for them to discuss their project

Interest in sub-topic Demonstrated interest in your company

2% to 4% Mention WP download topic. Link to related content. Uses demographic info

Topical signal also applies to branding effectiveness

10 © TechTarget

Alignment quality

CTR

Tech site .05% - .08% TT site .15% - .25% TT topic alignment 1%

TT topic – extended to Web

.15% - .2%

Re-targeting visitors to vendor site

.2%

Prospect research happens in bursts. Timeliness of follow-up can make a difference

11 © TechTarget

Demand Engage Unit

Timely follow up Re-engagement Good email follow up 2-5% Assets listed inside WPs 20%

Project confirmed thru IT Deal Alert Qualified Opportunity

1 Storage E-Zine

6 Vendor White Papers

14 Editorial Guides

IT Deal Alert™ Top 200 Account #55 from #426

28 IT Community PV

1 Vendor White Paper

25 Editorial Articles

1 Vendor Podcast

1 Storage E-Zine

Principles are clear, but this process can take a long time

12

February

April June

July

Purchasing a backup solution within the next 3-6 months & requests vendor contact

Car manufacturer with backup project Project research included

>100 topic specific actions across multiple researchers at same company ● 29 editorial content

downloads ● 8 vendor content

downloads ● 49 editorial articles ● 20 social interactions

24 Editorial Articles

Pattern of activity can look random

© TechTarget 13

Raw Observed Activities from Barclays

Activities as marks of a project moving from research to decision

● New contact at an account - Account penetration

● Repeat engagement from a Contact - Critical Mass of Re-engagements

● Competitive content ● Rise in activity ● Decision making content

14 © TechTarget

Applying weight to certain actions makes some patterns more meaningful

© TechTarget 15

16

Charles Randall, Head of Industry and Solutions Marketing, SAS

© TechTarget

Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

ORCHESTRATING THE COMPANY RESPONSE TO THE DIGITAL CUSTOMER

CHARLES RANDALL HEAD OF SOLUTIONS MARKETING


#LEADMACHINE PROGRAMME OUTLINE

SAS Webinars

Content syndication

Contact Segmenta

tion

Volume Telemarketing

Target Accounts

CM

Strategic & Enterprise

BDC

Lead Qualification

Lead Conversion

SAS Slideware

SAS Papers Contact Scoring

SAS.com/uk

Nurture Programme

SAS.com/us VA explore


DIGITAL INTEGRATION WHAT WE LOOK FOR IN A GOOD IDEA

Relevant to our aims

True to our brand

Useful to our customers

Multi-faceted

Co-created

Has legs


#LEADMACHINE IT STARTS WITH A CONTACT POINT


DIGITAL LEAD GEN TECH TARGET


#LEADMACHINE WHICH WE MEASURE

0 100 200 300 400

March

April

May

June

WhitespaceSAS.COMTechTargetMarketing Week



SAS Webinars

Content syndication

Contact Segmenta

tion


Target Accounts

CM


BDC

Lead Qualification

Lead Conversion

SAS Slideware


SAS.com/uk

Nurture Programme



#LEADMACHINE MARKETING SCORING

Full detail available on request.

Level ScoresBoard 5Division 4Department 3Team 2Professional 1

Interaction ScoresInteraction Types currently used: Scores3rd Party Trade Show/Exhibition 1Alliances 1Briefing 5Contact Request 5

Industry Score Named New BusiRetail Bank 3 5Insurance 4 4Capital Markets 5 3Retail 5 5

Score range Priority Detail to be included in Le 6 0 Cold - scarcely above a pul

10 1 Cool - mid level role in est

15 2 Warm - decent contact in t

20 3 Hot - great contact well en

25 4 Very Hot - Board level, key

30 5 Nova - Why haven't we con

Lead StatusWarmColdHot


DIGITAL LEAD GEN TARGET MARKET

Strategic

High Value

Managed

Nurtured

Transactional



SAS Webinars

Content syndication

Contact Segmenta

tion


Target Accounts

CM


BDC

Lead Qualification

Lead Conversion

SAS Slideware


SAS.com/uk

Nurture Programme



DIGITAL LEAD GEN TSM QUALIFIED LEADS (08 JULY)

Cornerstone Real Estate Advisers Europe LLP Director - European Research Gresham LLP Marketing Manager Symphonie IRI Group Ltd Technical Consultant

Heathrow Express Operating Co Ltd Head of Marketing Cerafor Ltd Executive Director Hays plc Senior Business Manager

Hearst Magazines UK Head of Database Marketing & Analytics

Hardy (Underwriting Agencies) Ltd Senior Risk Analyst Retail Marketing International

Ltd Marketing Manager

M&CO Loyalty Analyst Southern Water Services Ltd Manager Palgrave Macmillan Ltd Marketing Executive

Homebase Ltd Commercial Development Manager EMIS Group plc Head of Product Integration Christie's International plc Marketing Coordinator

Bounty (UK) Ltd Insight Specialist Aperia Government Services Director Efinancialcareers Ltd Marketing Manager

Indicia Bristol Ltd Data Manager Fleishman Hillard Group Ltd Political Consultant Liquid Solution Ltd Marketing Communications Director

AMT-SYBEX (NI) Ltd Product Manager Mahindra Satyam Systems Integrator WTG Events Ltd Marketing Manager

Getty Images (UK) Ltd Senior Marketing Manager Towergate Underwriting Group Ltd Compliance Controller Astabridge Ltd Sales Manager

ABB Automation Ltd Industrial Automation Engineer Spielo International UK Ltd Marketing Manager Metrico Wireless Ltd Software Engineer

Imaqa Ltd Director Private Individual Project Manager Andrews Sykes Group plc Project Management

Eurostar Group Ltd Customer Data and Analysis Manager Sepura plc Analyst CQS Investment Management

Ltd Business Manager

Quanticate International Ltd Vice President, CCDS Signet Group Ltd Head of IT Architecture Maginus Software Solutions Head of Consulting

Wickes Building Supplies Ltd Reporting & Analysis Manager Tree (London) Ltd Senior Analyst Colt Technology Services Senior Manager Corporate and Information Management Systems

The Woodland Trust Digital Analyst UK Border Agency Information Architect TRL Ltd Senior Statistician

Proximity London Ltd Database Administrator Pharma Alliance International Ltd Director Fexco Holdings Learning and Development

Specialist

Jaguarlandrover Ltd PD IT Process Technology London Borough of Lambeth IT Staff Roche Products Ltd Clinical Database Programmer

Lenovo Technology UK Ltd Business Analytics Manager Cardiff County Council Tools and Support Executive Webhelp TSC Customer Solutions Director

Baker Ross Ltd Data Warehouse Engineer ConocoPhillips Holdings Ltd Operations Excellence Telecitygroup UK Ltd HR Analyst and Project Coordinator

Trinity Mirror plc Senior Strategic Planner TDX Group Ltd Solutions Architect Compuware Ltd Enablement Manager

Airinmar Ltd Head of IT Surrey County Council Data Scientist Altis Solutions Ltd Solutions Architect


DIGITAL LEAD GEN HIGH VALUE CONTACTS (LAST WEEK)

Job Title Account Job Title Account Associate Director BGL Group Ltd Chief Operating Officer Universities & Colleges

Admissions Service Information Systems Delivery Assurance Manager

EDF Energy plc Database Developer Universities & Colleges Admissions Service

Business Planner Npower Ltd Programme Manager Dwr Cymru Welsh Water Head of Customer Experience DFS Furniture Co Ltd Commercial Strategy & Planning

Analyst Telefonica UK Ltd

Direct Marketing Manager Home Retail Group plc Senior Strategy Analyst Channel 4 Television Co Ltd Business Development Manager Focus International Ltd Business Analyst Boots Co plc Business Architect B&Q plc Senior Application Architect Unisys Ltd International Customer Insight Manager

The Body Shop International plc Director American Express Services Europe Ltd

Head of Loyalty and CRM Mothercare UK Ltd Marketing Consultant VISA Europe Services Inc Marketing Executive ASOS plc Head of Customer Insight AXA Wealth Ltd Brand Manager Kingfisher plc Head of Solutions BAE Systems plc Assistant Multi-Channel Development Manager

Argos Ltd Senior Analyst Informa plc

IT Management Manager Aimia Services UK Ltd Project Manager British Sky Broadcasting Ltd Business Analyst Deutsche Bank AG London Marketing Manager Kerry Foods Ltd Senior Business Analyst Credit Suisse (UK) Ltd Customer Service Advisor Mercedes-Benz UK Ltd Directo and Head Software Application Development

Atos Origin UK Ltd Corporate Development Executive

Rolls-Royce plc

IT Architect BP plc Application Development Manager

Britvic plc

Global Marketing Database Manager

Diageo plc Business Analyst PZ Cussons (UK) Ltd

Governance Risk and Compliance Consultant

Verizon UK Ltd Head of Finance Sumitomo Mitsui Banking Corp Europe Ltd


DIGITAL LEAD GEN

BUILDING PIPELINE

• BP Plc

• Virgin Money

• Shop Direct

• Rolls Royce

• Mayor’s office

• BGL

• GSK

• Marketstudy

• Axa Investment

• MBNA

• GDF Suez Energy

• BskyB

• GE Money

• QBE

• Webhelp TSC

• Astra Zenica

• TAH

• Manpower

• Leaseplan

• Millennium & Copthorne

• The Sage Group

• Leading Edge Tech

• Conoco Philips

• Reward Technologies

• Barclaycard

• William Grant

• Tulip

• Waddington

• Dudson

• Sepura plc

• Optegra

• J Walter Thompson

• Neftex Petroleum

• Quanticate International

• Astellas

• ATOC Ltd

78% of marketers said data-driven branding increases acquisition & conversion

71% said it enables the delivery of more relevant messaging to more segmented audiences

68% say drives an increase in clicks & traffic generated

63% say it increases efficiency in media buying & planning

Source: BlueKai

First Party • CRM data • Activity

Patterns • Purchase

history • Account targets • Cross

pollination

Second Party • Look-a-likes

• TechTarget activity data

Joining data sources to increase impact is clear direction for marketing industry

30 © TechTarget

17% Increase in revenue per rep from effective use of sales intel1

9.3% higher quota achievement in orgs with mature lead gen & mgmt practice3

45% need help prioritizing accounts3

42% Feel don’t have right info before sales call4

Job isn’t done – must address facing sales + marketing + sales process gap

© TechTarget 31

…need better intelligence to sell

…benefit from mature lead generation & management

…want help to prioritize accounts within their territories

Sources: 1 Eloqua; 2 CSO Insights; 3 & 4 Lattice Engines and CSO Insights

Reps need intelligence to deliver new, expected level of customer, product knowledge

32 © TechTarget Source: McKinsey & Company

1 …interaction anywhere, anytime

2 … interactions delivering exceptional experiences

3 … personalisation & targeting specific to needs

4 …easy interaction

Today’s Buyer

McKinsey & Co 4 key trends

ITDMs don’t want to interact with vendors as they once did

© TechTarget 33

ITDMs say they do not want phone calls until they are ready Do not tell the truth to “interrupted” interactions like cold calls/BANT calls

Need to move sales away from “names in a spreadsheet”

© TechTarget 34

Best reps use topical signal, product KX, assets over email to get to first productive call

© TechTarget 39

● 1 prospect viewed 3 awareness stage assets - Suggest Consideration

asset (reference architecture)

● Bank Prospect in LOB role - Link to FSI industry page

● IT Mgr, 1000+ employees - Repeatable deployment

WP - Find broader buying team -

Who is tech specialist? ● 3 prospects at same company

downloading data sheets - Suggest a meeting

● Old school – hit a meeting quota - Call 3 times - Message > Thanks for

interest in OUR COMPANY, are you available to talk sometime?

- Email subject- OUR Networking Solution ● “Thanks for your interest in

OUR COMPANY. I’m your account manager. Would you be available for a call?”

Process/role changes that are making a difference

40 © TechTarget

● Sales - Changed expectations about calls/day to touches/day - Sales managers raise the digital intelligence of reps,

especially how to effectively use content to build prospect relationships

- Focus on SalesForce as a dashboard of customer insight ● Marketers

- Take responsibility for regular inside sales training around campaigns, assets and information available

- Take full control over lead qualification/inside sales ops - Doing own weekly prioritisation of accounts. Have

conversation with reps and Sales Mgrs on “what happened with this account”

Intersection of Activity Intelligence™ CRM & 3rd party intelligence

© TechTarget 41

Activity Intelligence™

3rd Party Intelligence

Customer Records

Intelligence-Enhanced Customer Record

Name Account

Activity Intelligence™

Contact

3rd Party Intelligence

TechTarget long term plan to give actionable information to sales reps and managers

© TechTarget 42

● First step was Activity Intelligence Dashboard ● Next step: IT Deal Alert: Account Watch - SalesForce

- Tell Marketers/Sales Managers what companies in France, Germany, UK are the most active Storage, Security, Data Center, Networking Accounts on the TechTarget network

- Show individual reps (in SalesForce) when one of their accounts has activity on a technology subject related to your products

Using Data to drive Online Marketing

Jacinta Walker Online and ESMB Marketing Salesforce

@cinwalker

In/jacintawalker

# of Opportunities: 0 # of Opportunities: 31

Weekly Revenue: €45,000

Cost per Week: €900 Leads per Week: 90 Avg Cost per Lead: €10

Cost per Week: €1,100 Leads per Week: 40 Avg Cost per Lead: €27.50

What Keyword Do You Cut?

# of Opportunities: 0

*Data not from Salesforce.com

Loses you €46K per year in AdWords spend

Makes you €0

Wastes countless hours of sales reps time

If You Kept ‘Blue Widgets’…

Cost per Week: €900 Leads per Week: 90 Avg Cost per Lead: €10

# of Opportunities: 31

Weekly Revenue: €45,000

*Data not from Salesforce.com

€2M+ in annual revenue

Highest ROI keywords

Prioritise these leads with sales team

By Integrating Online Advertising and Offline Data

Cost per Week: €1,100 Leads per Week: 40 Avg Cost per Lead: €27.50

Marketing stage takeaways

48 © TechTarget

● Pay attention to and record prospects’ interests and activities in some detail.

● These signals are worth organised action. - Regular re-messaging (email and banner/web) - Good focused site, niche event, another WP - Focus on those with the best “signal”

● Where research is happening, get as much of your content in front of the prospect

Working with sales

49 © TechTarget

● Give reps the data/signal that can make their attempts to engage more productive.

● LOTS of time explaining to reps/managers what the digital campaign is

● Discuss best way to engage and test the approaches ● Follow up with reps on accounts that seem like the most

likely to progress - More emphasis on activity signal / Less emphasis on Job

Title as a sign of good lead ● This is a multi-quarter, multi-year effort to progress your

marketing and sales process - If you don’t start now, you miss the opportunity to get better

intelligence-driven marketing/sales for b2b technology · level scores board 5 division 4...

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