the hidden sales cycle: the new role of marketing

Taking Advantage of the Hidden Sales Cycle:- The New Role of Marketing

Guest Speaker:Mark EmmettGlobal Director of Marketing OperationsTrustPilot@markemmett761

Host:Shimon Ben AyounManaging PartnerspotONvision@shimonbenayoun

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Masterclass Starten met Marketing Automation

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Woensdag 25 juni 2014

Tijd: 10:00 – 15:00

Sprekers: Shimon Ben Ayoun, Charles van der Wal, Bram van de Waal

Kosten: 395,- p.p.

business.trustpilot.com

Taking Advantage of the Hidden Sales Cycle:- The New Role of Marketing

Introduction


• Mark Emmett

• Global Director of Marketing Operations & Insights - Trustpilot

• Previously 10 years at Sony Professional, 5yrs at B&Q (Kingfisher)

• Eloqua customer for 5 years

• SFDC customer for 7 years

[email protected]

@markemmett761

Who is



Reviews and recommendations dominate consumer choiceTo what extent do you trust the following forms of advertising?

40% 40% 41% 42%46% 47% 47% 47% 47%

50%

58% 58%

70%

92%

Ads served in search

engine results

TV program product placement Ads before movies

Ads on radio Ads in newspapers

Ads in magazines,

Brand sponsorships

Emails I signed up for

Consumer opinions

posted online

Recommendations from

people I know

Editorial content such as

newspaper articles

Nielsen’s Global trust in advertising and brand

messages (Apr 2012) Survey of more than 28,000 Internet respondents in 56

countries

Ads before movies

Billboards and other outdoor

advertising

Ads on TV Branded websites


• 210 employees covering over 24 countries

• Trustpilot provides over 70,000 ecommerce businesses with TrustScores based on more than six million reviews

• We are adding 2,000 new merchants and over 300,000 new consumers to the Trustpilot community every month

• Offices in Copenhagen, London & New York

We have more choice, and more technology - but Word of Mouth remains the best marketing money can’t buy



Collect reviews effortlessly for continuous feedback

Share your credibility

Engage with your customers

Build Trust

Discovery Acquisition Retention

Customer Advocacy

• Kick start Credits • Unique Links• Automatic

Feedback Service

• Facebook Integration

• Custom Trustpilot Pages

• Google Rich Snippets

• Real-time Notifications • Online Moderation

Tools • Advanced Fraud

Detection

• Website Widgets • Analytic Tools

Integrating the customers' voice into your strategy


What is the hidden sales cycle??


Customers are much better informed than they used to be

By 2020, Gartner predicts data volumes will grow to 20 X what

they are today

75% of digital information is generated by

individuals

On average, B2B buyers are 57% through the purchase

decision before engaging a supplier

sales rep.

20x

Joint Google and CEB research project, 2011Sources:

http://panelpicker.sxsw.com/vote/20006http://uk.emc.com/about/news/press/2011/20110628-01.htm

http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html

http://panelpicker.sxsw.com/vote/20006

http://uk.emc.com/about/news/press/2011/20110628-01.htm



COMPANY CONFIDENTIAL


Marketing

Sales

EducationActive Buying

Closing

Buying process increasingly marketing-driven


Poll Question

? 1. We track most popular website pages

3. We did a little research

4. We did significant research on Personas, triggers, needs & watering holes

2. We analysed the profile of our customers

How much do you know about your prospects?


What was the situation before?


Nobody knew who was coming to the website or what they were looking at

What was the problem (i)

But there were more than 40.000 open leads owned by 60 reps 66%

66% of leads had not been modified past 3 months

Sales would demand more leads every week


What was the problem (ii)Every sales rep in every team worked differently - no consistent process

Reps were writing emails and sending them using Outlook

There was no visibility of what was going on with each lead

Opportunities were normally created when the contract was about to be signed

Every rep used a spreadsheet to track their deals and provide a forecast

Forecast accuracy was low

Marketing had no idea what lead sources were working


What did we do??


Implemented Eloqua


Building the Content Machine

High-level description

Key Deliverables

Key activities

• Preparation and planning

• Workshops, meetings and research

• Strong Persona Profiling

• Competitive Review

• Employee On Boarding

• Creation of the digital / content assets

• Leads coming in

• Content planning• Social Media Profile

Development• Lead scoring / refining

• Content Plan Created• Key Workshops

Delivered• Assets Created• Leads beginning to be

generated

• Content engagement• Leads being scored and

nurtured into sales

• Content pushed out through key channels

• Lead Scoring and Workflows created

• Content Plan Created• Content published regularly• Engagement Strategy

Implemented• Lead Nurturing Workflow

Review

• Conversion and Pipeline Optimisation

• Lead Evaluation• Workflow

development and optimisation

• Internal Team Fully Skilled• Compelling Though

Leadership Achieved• Positive ROI achieved• Lead Scoring Review• Persona Profiling

Month 1 Month 2-3 Month 3-6 Month 6-12


Sales & Marketing Alignment (i)We met with Sales to analyse what they were already doing:

• Who do they want to target - what industries, what profiles? Identify key Personas

• How do sales handle enquiries and how can we track their progress through to sale?

• Agree a common language - What is a lead, what is an Opportunity?

• What emails do they send to support those conversations?

• What other support would they like?

• Where are they getting the most success?


Sales & Marketing Alignment (ii)We designed a standardised sales process together & added sales tools:

• New lead sources

• New lead stages

• New Opportunity stages

• New SFDC page layouts

• New real time view of Digital Body Language - Eloqua Profiler

• New trackable, editable, Eloqua e-mail templates - Eloqua Engage

• Reports & dashboards to help you and your managers keep track of things


Stage 2

Stage 3

Stage 4

Stage 5

Stage: Closed

Won

Convert to opportunity

Stage 1

Change Stage: Nurture

Sales opportunity

exists

Change Stage: Cancelled

Timewaster

Change Stage: Pending Call1

Spoken toProspect?

Set task to call prospect up to x times + email

Default Lead source: Marketing

Stage - New

Default Lead source: Prospecting

Stage - New

Default Lead source: Domain

Stage - New

All Eloqua Leads

ProspectingLeads

Domains

Change Stage:

Closed Lost

ContractRenewals


Unreachable

Not ever

Not now

Yes

YesNo

Give up

Sales & Marketing Alignment • N • N • N• N• N

New lead sources New lead stages New Opportunity stagesNew reports & dashboards New SFDC page layouts

Retry


True Marketing & Sales Integration


Stage 2

Stage 3

Stage 4

Stage 5

Stage: Closed

Won

Convert to opportunity

Stage 1

Change Stage: Nurture

Sales opportunity

exists


Timewaster

Change Stage: Pending Call1

Spoken toProspect?

Set task to call prospect up to x times + email

Default Lead source: Marketing

Stage - New

Default Lead source: Prospecting

Stage - New

Default Lead source: Domain

Stage - New

All Eloqua Leads

ProspectingLeads

Domains

Change Stage:

Closed Lost

ContractRenewals


Unreachable

Not ever

Not now

Yes

YesNo

Give up

Sales & Marketing Emails

Retry


One View of the Truth• We designed a suite of dashboards to enable one

shared view of the business, but filtered to the needs of each role.

Master Management

Regional dashboards

Team dashboard

Sales rep dashboard

• Weekly Website visitor reports

• Weekly Sales enablement email reports

• Weekly Marketing and Sales Operations review to identify actions needed and focus areas for that week

• Monthly Content review and planning together


Poll Question

? 1. We know where they sit

3. We give them tools & valuable content

4. We are like Jedi masters – we can read each other’s minds, no need to speak!

2. We give them information which should help

How close are your Sales and Marketing teams?


What happened??


Sales Team Feedback

The first thing I do every morning is check my reports. I find that this is a great way to

detect prospects who have gone cold.

For example: I just checked my Advanced Reports this morning and a hot prospect gone cold

opened an email last night that I had sent on 1/28

After the first call, I set the alerts to notify me when anyone from the company goes to the site. This is

crucial when following up on a meeting, pricing or a proposal.

For example: In December, I sent someone an email with the differences between us and our competition, mid-January I received a notification they visited the pricing page a couple days later. I immediately called them and

scheduled a meeting.

“It’s brilliant and going to save me a lot of time”


What did we do - Summary

2

1

3

45

6

7

8

Continuous refinement:

it’s a journey

One View of the truth: shared reports highlight progress at each stage in the funnel

Provide sales with tools to monitor the engagement of their prospects

Provide sales with tools to drive engagement with prospects

Create a standardised process to track progress through the funnel

Identify your target audience

Develop a deep understanding of their needs

Build relevant content to help them with the buying process

Agree a common language between Sales and Marketing


Thank You

More Info:www.b2bmarketingforum.nl

the hidden sales cycle: the new role of marketing

Business

sales content

low marketing

content engagement leads

movies ads

countries ads

editorial content

content machine

sales rep