strategic marketing automation

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Strategic marketing automation Adam B. Needles Director, Field Marketing Twitter: @abneedles

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Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation.

TRANSCRIPT

Page 1: Strategic Marketing Automation

Strategic marketing automation

Adam B. NeedlesDirector, Field Marketing Twitter: @abneedles

Page 2: Strategic Marketing Automation

Agenda

• Introductions• Evolving view of B2B marketing• Sales view of B2B selling• Dialogue view of B2B marketing• Implications for marketing

automation• Q&A

Page 3: Strategic Marketing Automation

Product Marketing – 2% Marketing

Communications – 12%

Hiring – 10%

Market Definition –20%

Sales Process – 10%

52%Lead

Generation

Leads = your greatest challenge

52% of B2B marketing organizations say lead generation is their #1 marketing challenge

Source: SiriusDecisions

Page 4: Strategic Marketing Automation

Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation

Page 5: Strategic Marketing Automation

What are your goals?

Page 6: Strategic Marketing Automation

Introductions

Page 7: Strategic Marketing Automation

Adam[B2B marketer]

Page 8: Strategic Marketing Automation

My company

• Solutions for marketers

• B2B + B2C• Marketing

automation + e-mail marketing

• CRM integration• Software-as-a-

service

www.silverpop.com

Page 9: Strategic Marketing Automation

Evolving view of B2B marketing

Page 10: Strategic Marketing Automation

B2B marketing is different.

Page 11: Strategic Marketing Automation

B2B marketing is different.

• Direct sales forces• High-involvement sales process• Lower volume; higher purchase price• Rational vs. emotional purchase• Complex and savvy 'buying unit'

Page 12: Strategic Marketing Automation

B2B marketing legacy

Page 13: Strategic Marketing Automation

B2B marketing’s ‘new’ primary goals:

drive leads for sales

cost effectively

qualified

improve close rates

help retain customers

Page 14: Strategic Marketing Automation

From push to pull

“No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.”

Source: Paul Greenberg, CRM at the Speed of Light (3e)

Page 15: Strategic Marketing Automation

From push to pull >>> B2B redux

Source: MarketingSherpa

17.50%

12.50%

70.00%

Average B2B Initial Lead Break-down

Discard / disqualified

Sales-ready now

Longer-term oppor-tunity / worth nurtur-ing

Page 16: Strategic Marketing Automation

Sales view of B2B selling

Page 17: Strategic Marketing Automation

Customer centered selling

"The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle."

Source: R. Jolles, Customer Centered Selling

Page 18: Strategic Marketing Automation

Customer centered selling

Source: R. Jolles

Page 19: Strategic Marketing Automation

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 20: Strategic Marketing Automation

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 21: Strategic Marketing Automation

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 22: Strategic Marketing Automation

Customer centered sellingSatisfaction

5%

Acknowledgment79%

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 23: Strategic Marketing Automation

New funnel dynamics

Page 24: Strategic Marketing Automation

New funnel dynamics

Customer-led decision, criteria, measurement , investigation

Page 25: Strategic Marketing Automation

New funnel dynamics

Engage sales

Customer-led decision, criteria, measurement , investigation

Page 26: Strategic Marketing Automation

Customer centered sellingSatisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 27: Strategic Marketing Automation

Dialogue view of B2B marketing

Page 28: Strategic Marketing Automation

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 29: Strategic Marketing Automation

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 30: Strategic Marketing Automation

Customer centered marketingSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Page 31: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

Source: R. Jolles

Page 32: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

Source: R. Jolles

Page 33: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

Source: R. Jolles

Page 34: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Page 35: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

InvestigationProduct literatureSales Proposals

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Page 36: Strategic Marketing Automation

Customer centered marketing

AcknowledgmentSearch

Social mediaThought leadershipTraditional media

DecisionE-mail nurturing

Field eventsSearch

CriteriaAnalyst reports

Blog postsSearch

SelectionConsensus

InvestigationProduct literatureSales Proposals

MeasurementAnalyst reports

SearchProduct Website

Source: R. Jolles

Page 37: Strategic Marketing Automation

Marketing Qualified

Interest + investigation

Sales Qualified

Sales Accepted

Awareness

Marketing

Sales

New Business

Lead stage ‘waterfall’

Page 38: Strategic Marketing Automation

Search

News site

B2B buyer dialogue ‘waterfall’

White paper

E-mail nurturing

Field event

Blog posts

Analyst report

Website

Product literature

Marketing Qualified

Page 39: Strategic Marketing Automation

Search

News site

B2B buyer dialogue ‘waterfall’

White paper

E-mail nurturing

Field event

Blog posts

Analyst report

Analyst report

Product literature

Marketing Qualified

C R I T I C A L P A T H

Page 40: Strategic Marketing Automation

Many critical paths

Page 41: Strategic Marketing Automation

Implications for marketing automation

Page 42: Strategic Marketing Automation

Implications of the dialogue context• Inbound + outbound• Content• Behavioral scoring + dynamic

campaigns• Progressive profiling• Automation = strategic

Page 43: Strategic Marketing Automation
Page 44: Strategic Marketing Automation

Q&A

Page 45: Strategic Marketing Automation

Thank you!• Phone: 617-413-6087• E-mail: [email protected]• Twitter: @abneedles• Blogs

– Demand Generation (Silverpop): • http://www.silverpop.com/blogs/demand-generation

– Propelling Brands (personal): • http://propellingbrands.wordpress.com/

• Silverpop – Strategic Marketing Automation