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Are you failing to make a real connection with customers? Are you dragging down your sales team by delivering low-quality leads? In a recent B2B study, ANNUITAS found that only 2.8% of organizations rate themselves as effective in demand generation. That’s abysmal, but insightful at the same time. The study revealed that too many marketers are overly focused on tactics in lieu of a cohesive strategy. In this fast-paced webinar, Carlos Hidalgo, CEO of ANNUITAS, discusses: -The fundamentals of strategic demand generation. -How to build a demand-generation strategy that will guide your tactical game plan. -How to align your inbound and content marketing efforts around buyers’ needs. -How to measure ROI and optimize your marketing efforts for the greatest success. -The skills required to become a successful marketing strategist.
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Carlos Hidalgo Chief Executive Officer
Twitter: @cahidalgo
Email: Carloshidalgo@annuitas.com
Taking a Strategic Approach to Demand Generation
Who is ANNUITAS?
• Founded in 2005 • B2B Demand Process Transformation !rm
– Demand generation change management – Buying-process alignment – Lead-to-revenue process context – NPV / ROI / CLV focus
• Serving global, growth-oriented, $500M+ enterprise organizations – Financial services – Industrial – Technology
How Do You De"ne Demand Generation?
@cahidalgo
De"ning Demand Generation
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De"ning Demand Generation
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De"ning Demand Generation
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B2B Marketing’s Top Goals and Challenges
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Generating Quality Leads
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Top Goal – Quality Leads
Source: ANNUITAS Enterprise Demand Generation Study – 2014
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Challenges Persist
“On average, Sales Reps report that only 31% of all leads generated fit their Ideal Customer Profile (ICP). Said another way, Sales Reps believe roughly 70% of the leads they receive have a low probability to purchase.”
Source: Vorsight and The Bridge Group, “Sales Speaks: Perceptions and Ponderings on Marketing Leads,” 2011.
Connecting with Buyer 2.0
@cahidalgo
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Buyers Control the Buying Process
• “[T]he average [B2B] buyers completes 57% of their buyer journey before engaging with a sales rep.”
• 12% = the mindshare a vendor has with a buyer throughout the enKre buying process
Source: The Corporate Executive Board Company
@cahidalgo
Challenges Exist With Relevant Content
"Half of the marketers create and use content that educates buyers on their issues and problems, but only 14% align compelling content with buyer journeys in a way that tells a story."
Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011
Demand Generation Effectiveness
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Not Taking a Holistic Approach
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Lack of Overall Demand Generation Effectiveness
Source: SiriusDecisions, “B-to-B Sales and Marketing: Forging a New Alliance,” 2011
Only 2.8% of B2B marketers rated their Demand Generation programs as “Very Effective” - ANNUITAS Demand Generation Survey
Getting More Value From Technology
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Marginal Marketing Automation Effectiveness
Source: ANNUITAS Enterprise Demand Generation Study – 2014
Focus on Tactics
@cahidalgo
“Which Tactic” Is the Wrong Question
“[M]arketers are juggling too many tacKcal balls. A full 75% of respondents reported they were using 15 of the 26 techniques we surveyed.” “The reported use of tacKcs was consistent across various company sizes, from small-‐to-‐medium businesses (SMBs) to large enterprises.”
Source: Forrester, “2012 Tech Marke3ng Planning Guidance,” December 2011.
@cahidalgo
@cahidalgo
Need To Adopt a New Approach
Demand Generation = Strategic
Taking a strategic (not a tactical) approach to demand generation
@cahidalgo
Strategic Demand Generation is ……
• A perpetual process • Engage, Nurture, Convert • Prospects + customers • Buying-process-driven • Educate + qualify • Marketing + sales activities • Operationalize + optimize
• To drive sustainable revenue, CLV
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Demand Process
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What is Demand Process?
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Building Blocks for Demand Process
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Engaging Buyers in an End-to-End Dialogue
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Key to Success
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Align People, Process, Content and Technology Around a Demand Process Architecture … Built Around the Buyer’s Journey
Operationalize Your Demand Generation
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Building Buyer-driven, Perpetual Demand Generation Programs
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Transforming + Optimizing Demand Process
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The Bene"ts of Demand Process
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Source: Based on synthesis of ANNUITAS client performance data, benchmarked against industry data from a number of sources, including Eloqua, Forrester, Marketo and SiriusDecisions.
The Bene"ts of Demand Process
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Lead Stage Conversions – Current
Engaged to Qualified Lead 9.36%
CumulaKve Current Conversion
Prospect Impressions 189,746 #
Engaged 1,047 738 0.55%
Qualified Engaged 309 211 29.51%
Qualified Leads 98 84 31.72%
QL-‐Warm 49 49
QL-‐Hot 49 35
Pursue (Opportunity) 14 2 14.29%
Test 12 4 85.71%
Confirm (Closed Won) 8 8 66.67%
SiriusDecisions Inquiry-to-MQL mean = 5.9%
Proprietary Content of ANNUITAS, Inc. and/or Newell Rubbermaid, Inc. Copyright 2013-2014.
Used with Permission of Copyright-holders.
Closing Points
• Put the buyer at the center • Address gaps in the middle of your funnel • Build an end-to-end Demand Process • Constantly optimize your Demand Process
@cahidalgo
THANK YOU
Carlos Hidalgo 719-464-8015 Email: Carloshidalgo@annuitas.com Twitter:@cahidalgo
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