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B2B marketers typically use last year’s plan as a starting point for next year’s marketing planning process, making changes only to accommodate new goals and current-year budget realities. As a result, go-to-market plans have become habitual and marketing performance becomes incrementally more or less effective year over year. Marketers at top-performing companies take a different approach. They experiment, pilot, and test. They are the vanguard with go-to- market strategies that set them apart from their peers at companies with average performance. In this presentation, Ms. Wizdo will unveil new research data from Forrester’s Q3 2012 B2B Marketing Tactics and Benchmarks Survey to provide planning guidance that will energize your marketing strategy in 2013. While there is no “paint by numbers” formula for the perfect marketing mix, B2B marketers can leverage the proven practice of top-performing marketing organizations to inform their own marketing mix decisions.
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© 2012 Forrester Research, Inc. Reproduction Prohibited 1 © 2009 Forrester Research, Inc. Reproduction Prohibited
Marketing Strategy and Tactics of Top Performers Lori Wizdo, Principal Analyst
© 2012 Forrester Research, Inc. Reproduction Prohibited 2
What is a top performer?
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§ Consumer Technographics
§ B2B Social Technographics
§ Tech Marketing Navigator
§ Marketing Organization and Investments
§ Marketing Tactics and Metrics
§ + Countless other research panels
§ + Endless Inquiries
Top Performers grew revenues faster than plan in the prior year.
Research Informs our Insight.
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We surveyed practitioners!
Budgeting 69% Setting Strategy 81%
Executing demand management programs or campaigns 78%
Directly managing people who execute demand management programs or campaigns 65%
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Q. We asked these practitioners: • what they are doing, • how they are doing it, • what’s working, • what’s not working, • how they are measuring it.
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Why do we care about the tactics of top performers?
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Because Revenue is the key metrics for B2B marketing execs
13%
24%
43%
43%
71%
Transaction conversion rates
Customer lifetime value
Customer satisfaction
Brand awareness
Revenue-related metrics
9
What’s your most key metric?
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Lead Origination
Marketing Operations
Customer Community
Management
Product Marketing
Customer and Market Intelligence
Field
Enablement
Channel Enablement
Branding/ Awareness
Lead Nurturing
12%
10%
11%
13% 8%
8%
10%
9%
20%
22%
And, because we spend a lot of money to drive that revenue.
BTW, Marketing Budget Remain at about 2% of Revenue
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Q. What consumes the
larger slice of the marketing budget? Pay-Per-Click, Display Ads or Tele-prospecting?
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Website, 18
Data Sources, 9
Tele, 5
PPC, 8
Synd.Cont, 6
Display Ads, 9
Tradeshows, 16
Events, 9
Webinar, 6 Other, 14
Distribution of Marketing Program Budget
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Lead-to-Revenue Management
Email Direct Mail
Vendor Events Trade Shows
Display Ads
Social Media
Message Boards
Videos
Blogs Podcasts
Print Publications
It’s Complicated
Attract Capture Nurture Convert Expand
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It’s Getting Harder!
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Top performers use a different mix at all stages of the Lead-to-Revenue process.
Attract Capture Nurture Convert Expand
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Q. What are your top four
tactics for building awareness?
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To attract the right prospects, top performers practice the fine art of being found.
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Top Tactics: Attract
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Top Performers Use an Artful Mix of Old and New
36% vs. 34% 33% vs. 29%
31% vs. 29%
31% vs. 29% 21% vs. 28%
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Q. What statement best
describes your PR Strategy?
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The majority of our PR efforts are driven by our thought leadership program
15%
The majority of our PR efforts are around company and product news 68%
We have about an even mix between thought leadership and company/
product news 17%
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Q. What are the top five
tactics for lead origination?
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Top Tactics: Capture
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34% vs. 31% 31% vs. 26%
26% vs. 20%
25% vs. 23% 23% vs. 23%
Top Performers Use an Artful Mix of Old and New
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Q. What are you doing in
Content Marketing?
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4%
2%
2%
2%
0%
4%
49%
35%
47%
45%
43%
43%
10%
14%
12%
12%
10%
16%
Whitepapers
Podcasts
Video
On Demand Webinars
Infographics
Presentations
Content Marketing Decreasing Currently Expanding
Are Whitepapers Waning
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Q. What is your biggest
content marketing challenge?
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Getting the right customers/prospects to view the content 33%
Producing engaging content 14% Developing a content strategy 14%
Talent to produce content 11% Lack of interdepartmental agreement about
content strategy 11% Cost to produce content 9%
Collecting content usage statistics 7% Other, please specify: 0%
Make Relevant Offers
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Q. Who is creating content?
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45%
21%
12%
9%
8% 5%
Content Creators
Marketing Staff Agency Other Staff Customers External Journalist Other
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Q. What are the top five
tactics for lead nurturing?
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Lead Nurturing is not a new B2B marketing concept.
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Lead Nurturing Circa 2006
Lead Origination
Lead Nurturing Sales
Marketing’s key focus was getting new names into the funnel.
The primary role of lead nurturing was to stop “warm” leads from leaking out of the funnel.
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Why the 1st Generation of Lead Nurturing didn’t work.
Seller Buyer
Eventual Sale
Serial Touches
1st Generation Lead Generation was, all too often:
About US, not the customer’s
journey Drip Marketing On
Steroids Systematic Sales
Harassment
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What is lead nurturing today?
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Top Tactics: Nurture
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39% vs. 41% 31% vs. 28% 28% vs. 26%
21% vs. 15% 23% vs. 18%
Top Performers Use an Artful Mix of Old and New
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Q. Tell us a bit about your
email campaigns
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Send targeted email campaigns to specific segments of our in-house marketing database 76%
Send out company promotions and newsletters to our in-house marketing list 75%
Launch multi-stage campaigns to purchased lists or prospects 46%
We send out individualized mails based upon prospect specific data and behavior 31%
Other, please specify: 1%
Opportunity
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Q. What is the most typical
CTA for the majority of lead gen campaigns?
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Completes a download form Downloads or orders a time-bound trial version
of the product or service Downloads or orders a free/lightweight version
of the product or service
Request a sales call or meeting
Other, please specify:
20%
13%
20%
44% 3%
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It’s not always this easy to get
that first meeting!
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Q. What are the top five
tactics for building customer expansion?
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Top Tactics: Expansion
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36% vs. 31%
Top Performers Use an Artful Mix of Old and New
33% vs. 29% 31% vs. 28%
28% vs. 30% 30% vs. 21%
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Q. WIM
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Q. What % of Sales Pipeline is Marketing Sourced
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There is a lot of room to get better!
On average, only 38% of pipeline is marketing-sourced
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But, it’s 44% for companies who’ve implemented marketing automation!
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
All respondents (N = 120)
Lead management automation: implemented
(N = 69)
Lead management automation: not implemented
(N = 45)
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The Pay-Off for Lead Management: Conversion
Nurturing investment
Average conversion ratios from Forrester’s Research MQL SQL Pipeline Won deal End-to-end
Worst performers
30% 28% 26% 23% 0.13%
Top performers 40% 36% 29% 25% 0.31%
Nearly triple the end-to-end conversion rates
It Works!
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Automating Lead-to-Revenue Management
72% are using CRM
45% are using lead management
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May your passion for marketing automation Pay off in Leaps and Bounds!
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Lori Wizdo +1 617.613.8805 lwizdo@forrester.com Twitter: @loriwizdo www.forrester.com
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