5 Key Initiatives for 2013Top goals & wishes for b2b marketers in the coming year

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What we’ll cover today

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• 2012 in Review – what changed in b2b marketing?

• 2013 Predictions• Top 5 goals every b2b marketer

2012 Predictions – Were they right?

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• Content creation – top challenge & initiative • Marketing technology – adoption of new MA

systems• Show ROI on programs (social, email,

advertising) – marketers will be held accountable for spend by CXO

• Social Media – focus on what’s working, generating leads & revenue

• Continued shift in budgets to online programs

2012 Marketing Performance

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• Email marketing stats for 2012 (compiled from multiple analysts/reports/sites)

Top Performing Content for Email Open Rates

Rank

Webinars Best

White Papers First

Case Studies Second

Multimedia (video) Third

2012 Marketing Performance

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• Content marketing in 2012 Industry Vertical Percent that has content

strategy

Financial Services 75%

Insurance 50%

Software 50%

Direct Selling (b2B) 31%

Source – Content marketing strategies 2012 survey

Thoughts about 2012

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• Content marketing became # 1 priority for many b2b marketers

• CMO’s began to develop content roadmaps, strategy

• Content became #1 because of technology and channel adoption

• Bulk email continued to be replaced with nurture-style/drip-style campaigns

• Marketing & Sales became a C-Suite priority• Social – failed to prove an ROI – but remained

important• Email marketing in general retained top status

for content delivery

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Types of content and percent of use by b2b marketers for 2013

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Programs on which marketers will plan to increase spend in 2013

Five goals/wishes for 2013

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The Five B2B Marketing Goals for 2013 are focused improving key areas such as web, social, sales alignment and lead management • Website visibility - who's on it and why?• Social confusion - pick and master a few social

networks• Align marketing and sales • Implement lead management processes• Adopt the right technology for your need

Wish #1 – Website visibility

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Going beyond vanilla web analytics to mine for prospect behavior • Website visitor tracking – based on scripts that

cookie people who click emails and touch landing pages

• Reverse IP append – match companies to IP’s• Data enrichment – add valuable demographics

to company data• Captured data feeds lead scoring models• Reports/alerts – let sales know when high-

value prospects hit the site

Wish #1 – Website visibilitySalesFUSION Webinar

• 3 types of visitors to track on your website• Known person, company, unknown

Why is web tracking the #1 wish?

95% of b2b buyers research on the webThis “digital conversation” with your company is going on whether you know it or not!

All roads lead to your siteModern b2b buyers perform a significant amount of evaluation on your website – prior to engaging with sales

Online Ad

Email Campaigns

Search Engine

Registration

Social/Blog

Corporate Website

Wish #2 – Cure social confusion

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Now that the hype is subsiding….lets put strategy and ROI on the plate for social • Understand which social networks are relevant

to your business• Ask clients how they use social• Focus on quality for a select number of social

sites

Wish #2 – Cure social confusion

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Social-tising – new ad networks to consider in addition to or in place of traditional PPC • Establish a budget and test• LinkedIn is most mature• Facebook – Targeting methods are not optimal

for b2b – can be used to generate a following • Twitter’s campaigns - Interesting variety of ad-

types and unique targeting make it budget-worthy

Wish #2 – Cure social confusion

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Social listening vs Publishing

Listening Publishing

Search of keywords Push content into networks

Mentions of your brand Wrap tracking code @ posts

Find networks to focus on Target posts at groups

Understand trends Easy to push from MA

Wish #3 – Align marketing & sales

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A mission-critical task because…. • Marketing owns the top of the funnel• Most pre-selling is controlled by prospects• Fewer direct sales resources• Must understand ROI from lead to opportunity• CRM has largely ignored marketing – creating

friction and technology gaps• Companies that align generate more revenue

The growing importance of Sales & Marketing Alignment

Must-have in web 2.0 worldMarketing’s growing influence on

funnelOnline technologies generate

more suspectsSales must adapt to how people

buyProspects control the buying

processCompetition is one-click awayEvaluation cycles are

compressedYou don’t know what

According to Aberdeen Group Survey

• 20% average growth in annual revenue, as compared to a 4% average decrease among companies not using integrated marketing & sales

• 47% of sales forecasted pipeline is generated by marketing, as compared to an average 5% among Laggard companies.

Marketing & Sales Alignment V

alue

Der

ived

Depth of integration

Moving in right direction but still hampered by technology

Top performing companies

Higher revenue Exceeding

goals Higher CRM

adoption Higher volume

of leads

Integrated

Automated

Adversarial

Disconnected

SalesFUSION’s clients have an average “active life span” of 2.5 years

Symptoms of a Broken Process

Confirm Symptoms Sales Blames

Marketing Marketing Blames Sales Missed Revenue Targets Low lead volume Sales dislikes CRM

Choose Specific Symptoms Not enough leads Leads are poorly

qualified No information on

marketing history Unqualified lists

sent to sales

Choose Conditions No lead

management processes

No lead scoring No connection

between marketing tools and CRM

You have marketitus dicsonnectus!

Wish #4 – Implement Lead Management

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• Re-think how we triage, group, rank & route leads based on data, not gut feel

• Re-build trust with sales by using lead scoring as your checkpoint for sales qualified leads

• Keep sales focused on closing business

Wish #4 – Implement Lead Management

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• Marketing – owns the sales funnel through pre-qualification

• Based on rules for SQL/MQL• Fewer, better leads to sales• Inside sales/telesales – report to marketing• Sales is laser focused on closing the deals• Shared pipeline• Marketing – incented for number of SQL

Produced• Mutual responsibility for the whole funnel

Re-thinking the Sales Funnel

Leads In from Campaigns

Marketing Ownership Through pre-qualification MQL Visibility into CRM Lead Status Take action on lead status Re-route to MQL, Report

Marketing Ownership

MA

CRM

Lead acceptance – moves lead from MQL to SQL

When integrated properly, the number of SQL’s should be relatively small with high close rates. Sales is left to focus on closing.

» About lead scoringMA

SoftwareCRM

Software

A, Hot, SQL

Lead Scoring is designed to ensure a smooth transition of leads from Marketing to Sales based on mutually agreed upon rules between the two departments.

Wish #4 – Implement Lead Management

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Wish #5 – Adopt the right technology

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• Don’t bring a bulk email tool to a nurture marketing fight!

• Pick your technology(s) based on your marketing & content plan….or the plan will fail

• If Marketing Automation is in the plan….prepare for training and dedicating expertise to the system

• If you are betting the farm on social….how will you measure it?

Technology Enablement – Aligning marketing & sales through technology

CRM/MA

Analytics

ProcessPeople

Bestpractices

Lead Record

Marketing & Sales agree on processes

and workflow

Metrics are in place to track key metrics

on leads to opportunities

Marketing Software is integrated to CRM

Lead Scoring and lead management is based on

best practices and common workflow

Standard and automated

processes are in places to ensure

consistent lead flow – Lead Scoring, Lead Routing

Your b2b lead funnel should look like this….

Capture

Analyze

Score

Sales

Nurture Ideas

Digital Conversation

Present content

Engage Sales

Track behavior

Lead Scoring&

Nurturing

Good luck in 2013!

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• Thank you for your time!• Questions?• Learn more about us at salesfusion.com• See a live demo (sales@salesfusion)• On-demand version & copy of slides