rethinking marketing: new roles, responsibilities and reports
TRANSCRIPT
#C2C16
RethinkingMarketing:NewRoles,ResponsibilitiesandReports
ChristineNurnberger,CMO,BottomlineTechnologies
What is a Revenue Marketing Engine?
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Data-driven approach to marketing investment and prioritizationAbility to measure,
optimize, and adjust quickly to continually drive improvements in program effectiveness
Closed-loop reporting and transparency throughout the opportunity lifecycle
100% alignment with revenue performance objectives
Marketing carries a quota for direct contribution to pipeline and revenue
What is a Revenue Marketing Engine?
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Area Key Actions To Date Benefits
Planning • Build Organization• Execute Marketing
Summit & Plan• Establish spend
management and optimization
• Introduce BT-level Marketing
• Coach and develop team
• Alignment on priorities and specific, tangible goals
• Focus and increased quality of work product
• Happy people• Shift from activity to
results
ManagingExecution
• Continued BAU & previously committed activity
• Tools for operational scale, data improvement, data mining, and measurable processes
• Ongoing real-time optimization
• Data driven changes• Increased leverage per
staff and $
Changes & Issues Mgmt
• Plans & Scorecard• Assigned Sponsors
• Accountability• Escalation Point
Building Blocks for Success
people
process
tools
• Demonstrate disciplined Marketing execution
• Data driven feedback & optimization
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Marketing - Timeline
Launching Global Marketing FY 2016 Initiatives
FY 2016 Alignment & Planning
Infrastructure Development, Learning & Intellinx
July
April - June
January - March
Assessing & Building the FoundationSeptember - December 2015
• Build the Marketing organization• Establish spend management and
optimization• Coach and developing the team
• Building tools for operational scale, data improvement, data mining, and measurable processes
• Continued BAU & previously committed activity
• Intellinx combination efforts
• Leveraging learnings from previous BAU activities to inform foundation of FY2016 efforts
• Aligned on budget and business priorities to establish Marketing objectives and key plays
• Focus on raising BT level awareness, global launches of key products, gaining global efficiency, executing Top ROI key plays that will drive Sales plans
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Solution Marketing
Marketing Operations & Shared Services
Digital/Inbound
Programs/Outbound
Building a Revenue Marketing Engine
Communications
Tele-qualification
Key Design Principles• Align skillsets with centers of
excellence vs. expecting each person to be successful in all roles
• Centralize support for cross-LOB functions – Strategy, Digital, Comms, and Shared Services – to gain efficiencies and scale
• Keep close ties to the LOB by created dedicated support/alignment between the LOB, Solution Marketing, and Marketing Programs
Prioritization of marketing efforts based on opportunity and resources
Bridge between SME and GTM deliverables, content direction/creation, marketing LOB SME
Execution Channels
Processes, technology, best practices, analytics, data mgmt, events, writing
Indicates direct alignment to LOB
Marketing Strategy
• Who are our evaluators, influencers, and decision makers?
• What keeps them up at night?
• When, where and how do they educate themselves?
• Who do they listen to and respect?
Making the Magic Happen – Buyer Centric Marketing
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Cross LoB ContentMap Assessment
Aprox. 265 total content assets cross
~20% are “demand generating” (we can reasonably require registration to obtain)• ex. white papers, webinars,
sponsored reports)
~20% are targeted at the “discovery stage” where we seek to:• engage prospects in a topic/ conversation
• loosen their status quo and get them committed to the idea of change
• The remaining ~80% are very technical
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Aligning to the Buying Cycle
Buyer’s Knowledge Needs
Consideration DecisionDiscovery
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Your solution applies to our need.
Presentations to Business OwnerIn-Person Demos
Case StudiesInternal Blogs
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Your solution will have the greatest impact on
our business.
TrialsProofs of Concept Competitive Tools
SME AccessExecutive Briefings
Committing to a Solution
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The business case is justified internally.
ROI ToolsClient References
ProposalsPresentation to Financial
Owner
Justifying the Decision
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We are confident and ready to move forward.
Welcome KitOrientation
TrainingCustomer Newsletter
Making the Selection
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Committing to Change
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We might have a problem, or we are conceiving a vision.
ArticlesSocial MediaNewsletters
White PapersBlogs
Loosening of the Status Quo
Exploring Possible Solutions
We understand the problem and how it
connects to our business.
Events/WebinarsWeb Site/SEO
Test DrivesAnalyst Reports
Product Collateral
Value Story Solution Validation Financial Justification OnboardingThought Leadership Solution Knowledge
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Creative Services – Scaling to Meet Demand
High Volume
~500+ / year
No Lead Time
Heavy Internal Focus
Difficult to Track
Resources
Hard to Prioritize
LoBrequests
Supplement with outside specialists to
prevent bottlenecks
Communicate new
standards to help with planning
Structure internal
allocations so we can focus
on driving sales
Implement a new PM
system so timelines are predictable
Give LoBsvisibility to
ensure proper priorities are
set
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Marketing Programs 2H Plan Summary Timeline
Jan Feb Mar Apr May Jun
Retail Tier I ServicesMfg
Ongoing follow-up to inquiries from nurture email & webinars
Edu Sector
Ongoing follow-up to inquiries from prospecting email, webinars, and content syndication
MfgEnergy & Utility
H/C & Pub Sec
CP & FM eMedia Program
Liquidity MgmtIs Your Tech Aligned to Your Needs
Prospecting Email
T&R “Align Your Treasury Tech
Fraud & Fin Msg’g
Event/ Tradeshow
NBFI (Tentative)Webinar*
Tele- ProgramResponders
CIE Follow-up
Tele-Prospecting
CONSIDERATION
Case Study1 BattlecardSales Enablement
ADVOCACYCIE Invite
The Need for Speed Ensure Tech Meets Needs
Data SheetPitch DeckDECISION
Tele- ProgramResponders
CIE Invite
Webinar* NBFI (TentativeFraud & Fin Msg’gLiquidity Mgmt
Fin Messaging
Customer Email Webinar invites & follow-up
Best Practices for Tech Mgmt
CIE InviteCustomer EmailCustomer Insights Exchange Event (NYC)
recurrence recurrenceDisplay Ads
Content Syndication
DISCOVERY
Fin Messaging
*Each webinar preceded by multiple email invitations and post webinar follow up
ILLUSTRATIVE EXAMPLE
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Phase 1 Scorecard – Activity BasedQ3 Commits Status Summary
1. Core Content Creation• Thought Leadership• Infographics (1x)• Video (1x)• Case Study (3x)• Datasheet (1x)
Tracking Positive. All commits delivered (link here)
• Next Quarter: work has begun• Potential issue: critical internal SME has competing commits
2. Discovery – New Logo• Display Ads (2x)• Content Syndication (1Mos)• Prospecting Emails (4x)• Webinars (1x)• Tele-Prospecting (2 targeted campaigns)
Seeing positive response rates from all activitiesSyndication out performing benchmark
• Next Quarter: will shift more into Syndication• Potential Issues: waiting on SOW approval
3. Consideration• Prospecting Emails (2x)• Webinars (1x)• Tele-Program Responders (ongoing)
Tele reports calls to responders performing better than cold calls. Webinar drop off– pot. audience topic misalignment
• Next Quarter: on track so far• Potential Issues: none
4. Decision• Sales Enablement Content (4x)
Great feedback from Sales team
• Next Quarter: on track so far• Potential Issues: none
5. Advocacy• CIE event (1x)• Customer Newsletter (3x)
CIE was fantastic. Challenges wrangling all customer comms.
• Next Quarter: on track so far• Potential Issues: customer tune-out b/c too much comms
ILLUSTRATIVE EXAMPLE
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Aligning Performance with RevenueAssumes adequate market opportunity of buyers seeking new/ replacement solution
Multiple factors to be considered in more robust model include:
ü Buyer maturity with solution: new buyer to category, replacement buyer
ü Relationship status: existing customer cross sell/upsell, or new logo acquisition
ü Deal size and buying group complexity
Annual Program Budget 250,000
Current OptimizedCost Per Qualified Sales Lead 5,600 2,000
Number of QSLs 45 125
Pipelie Conversion MetricsSales Acceptance Rate 52%Sales Close Rate 29%
Number of Opportunities 23 65
Number of New Customers 7 19
Average Deal Size 80,000
Current OptimizedMarketing Contribution 538,571 1,508,000 Bookings Target 2,000,000 2,000,000 Bookings Gap 1,461,429 492,000
Click into table to change assumptions (in blue)
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Business Planning
Resource Allocation
Campaign LaunchOngoing
Optimization
Closed-Loop Reporting(tied to revenue)
Sales Planning
Marketing Planning
What is a Key Play?Key
Plays
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Business Planning• $ addressable & serviceable market• # of firms in target segments, e.g., indust/ size• % market adopted• 5yr market CAGR• Differentiating capabilities• GTM & functional plans
Resource Allocation• $ Customer life time value• $ Customer acquisition cost• # Sales cycle time• $ FTEs & roles, Program spend
Campaign Launch• Byline Articles, Thought Leadership• E-mail Content/ Campaigns• Webinars, Awareness, Tradeshows• Digital Marketing
à Leads Routed to Sales
Ongoing Optimization
Closed-Loop Reporting• # of Byline Articles• # Views (BT Content)• # of Leads Generated• # of Marketing Qualified Opportunities• $ Revenue
Sales Planning• $ SaaS & on-premise• $ new logo, install, new buying center• % by territory, field, SAM, inside• $ from Partners & other RTM
Marketing Planning• Marketing Objectives, KPI, CSF• Buyers, messages, • Outlets, content syndication, • Market response measurement
Aspects of Key Play ApproachKey
Plays
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Fast forward 10 months…
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What does this mean for the business?
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Content & Thought Leadership
Qualification via Tele
Inbound Inquiries
Contribution to Pipeline
Marketing Programs drives awareness & demand via
inbound & outbound campaigns
Inquiries are passed to Tele or Sales for follow-up
Inquiries remain in continuous nurture cycle by Marketing Programs until Opportunity
reached
Cycle starts again…
73%Conversion rate from Marketing programs
65+Number of assets created
in Q2
8,455Inquiries in Q2
globally
74%Accepted opportunity
rate
Global Marketing KPIs
Website Page Views
+16%
Highest quality lead
source converts to Opps faster
Outbound Email
Touches
+ 134%
Driving ongoing
awareness into target markets
Email Open Rates
+23%
Increased engagement means more
leads
Inbound/ Inquiry
Passed to Tele*
+41%
Leads convert to
Oppsquicker
% Dead
- 37%
Less time wasted on incorrect targets
MQL Conversion
Rates*
3% Cold Call
73% Marketing Program
Faster and more qualified thru-put
Opps Generated
+35%
Sales stays
focused on
closing deals
Time to Add $ to Oppty*
+43%
Improved trust & faster
gains in pipeline
Avg. Deal Size $ Mktg. Programs vs. Cold Calls*
+56%
Driving greater
value and pipeline to Sales
*Represents NA Only view
Marketing by the #’s
Consistent, Clear Communication
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1. Marketing Automation
2. Creativity is not dead
3. Think business first, marketing second
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In summary
Thank You!
Learn More Online:http://www.bottomline.com
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Questions?
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