B2B Marketing in 2010

15/5/2010 Manticore Technology, Inc. – Copyright 2009. All rights reserved.

B2B Marketing in 2010A Brave New World

Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.

Christopher DoranVice president, MarketingManticore Technology



B2B Marketing has Changed

1. Widespread adoption of technology has changed buying behaviors

2. The relationship between B2B sales and marketing has fundamentally changed

3. To adapt marketing must implement new methods, processes and techniques to capitalize on these new dynamics


Trusted provider of marketing automation solutions for companies of all sizes since 2001.

We enable marketers to:1. Manage and measure the marketing funnel 2. Build marketing processes to deliver a constant flow of

qualified leads3. Deliver invaluable insight to sales to drive top line growth

Select customers in APAC:

About Manticore Technology


A Personal Case Study - 1995

My Pride and Joy in 1995

#1 Song: Back for Good

#1 Movie: Braveheart Justice Served: Innocent


Buying Cycle Circa 1995

Friends Family

Brand Perception3rd Party Experts

AdvertisingPersonal/ Extended Experience

Ads

Salesman

Characteristics Limited access to info Marketing involved at high

level WOM Important Clear differentiation

between sales & marketing


Buying Cycle Circa 2010

Brand Perception

AdvertisingPersonal/ Extended Experience

Friends Family

3rd Party Experts Salesman

Ads

Characteristics• Unlimited Information• Marketing and WOM

involved thought process

• Sales & marketing blurred


Real World Example


B2B = B2C

B2B buyers have become almost identical to B2C buyers


Pipeline Then vs. Now

Awareness

Interest

Evaluation

Commit

Awareness

Interest

Evaluation

Commit

1995 2010

MARKETING

SALES

MARKETING

SALES

With infinite information, buyers are doing extensive amounts of research before picking up the phone – and it’s ongoing


Recent Research

Source: DemandGen Report – Breaking out of the Funnel, survey of 100 B2B Buyers


Who Found who?


Where does this leave marketing?

1. Marketing cannot control of the conversation2. There is a massive conversation going on about

your products and services before, during, and after they’ve picked up the phone to call you

3. B2B marketers must become and active part of the conversation & the sales pipeline


Strategies

Establish a uniform definition of a qualified lead with sales

Deliver relevant content to buyers based on where they are at in the buying cycle through lead nurturing

Make content widely available Don’t be afraid to make comparisons to your

competition Enable sales – who do they engage? What do

they talk about


Content Maps to Buying Phase

Google Query Types Evolve Through the Buying Process

* Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process

Awareness Phase Interest Phase Evaluation Phase0%

10%

20%

30%

40%

50%

60%Comparison Review

Phrases, 52%

Brand Phrases, 43%

Solution, 18%

Issue Opportunity Phases, 5%


Mapping Content

Awareness

Interest

Evaluation

CommitWhitepapers, analyst reports

on business problem

How you solve the problem: Demos, case studies,

Testimonials, Comparisons, videos

Brand Reinforcement – Right Decisions


Relevant Content

Relevant content varies by the prospects buying stage


Deliver Content - Lead Nurturing

Awareness

Interest

Evaluation

Commit

Delivering relevant content with prospects through automation to:1. Further qualify the prospect2. Keep your product on top of mind as a trusted resource

Lead Nurture 1

Lead Nurture 2

Lead Nurture 3


Lead Nurture Tracks for Each Lead Bucket

Awareness Interest Qualified

3 Lead Nurturing Processes Enables You to Deliver the RIGHT Message to ALL Leads in Your Funnel


Enable Sales

With the use of marketing automation we can now track individual prospects and sync with CRM What webpages have they viewed? What organic search terms have the used? What campaigns have they responded to?

This is invaluable data Prioritize leads based on behaviors or responses

for follow-up.


Success Story:

Business Challenge Increasing volume of leads - Needed to

maximize investment Wanted to impact/optimize sales

Solution Manticore Technology marketing

automation & salesforce.com

Results Revenue per sales rep increase of 9.3% Shortened sales cycle by 12% Increased inactive lead closing by 250%

*Case Study available: http://www.manticoretechnology.com/resources/download.asp

http://www.sharebuilder401k.com/


Marketing Automation & Social Media

Email isn’t going away Social media becomes another channel to

distribute the right message to your audience Manticore Technology will enable you to deliver

the message beyond email through these other mechanisms:


Moving Forward

Buying behavior has changed – embrace it (your competition is)

Deliver relevant content to buyers based on where they’re at in the pipeline

Marketing and sales are now blurred – The most successful organizations are working to align

sales and marketing to boost pipeline growth. This is a process – technology enables the process Look to social media as another distribution channel –

not “the answer”