CC14 - Jason Hekl - Winning with an Always on Marketing Machine

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Built for Speed: Winning with an Always On Marketing Machine

Jason HeklVice President and Group Director

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SiriusDecisions: A Research and Advisory Firm

SiriusDecisions empowers the world's

leading marketing, product and sales

leaders to make better decisions, execute

with precision and accelerate growth.

Fact:Best-in-class

organizations integrate sales, marketing and product outperform

those that do not by as much as 24%


Select Client List: Strictly B-to-B


It’s easy to get discouraged…

1 in 25 your chances of reaching CXO’s through traditional

outbound

71%percent of all inquiries will

come from the web by 2015

13Average # of dials before

engaging in a conversation

(not provided)

87.72%

The number of touches that buyers receive per week

increased

32% from 2006-2010

67%of the buyer’s journey is

now traveled digitally


Typical Scenario in B-to-B

• Redundancies and

breakdowns in enterprise-

wide lead management

processes are rampant in

b-to-b organizations

• Effective lead

management requires a

shift from a linear to a

bidirectional focus

• Aligned organizations

feature marketing

organizations incentivized

to sales outcomes, and

attuned to sales needs

Sales wants all “leads”

fastMarketing hits the

“more” button

Sales doesn’t

follow up Marketing: “Why no followup?”

Sales: The “leads” are no good Marketing:

Wasted effort, poor performance,

bitterness, despair


The SiriusDecisions Demand Waterfall

1,000

2.89A

VE

RA

GE

1,000

14.23

BE

ST

IN

CLA

SS

5X


The SiriusDecisions Demand Creation Framework

Supporting Demand

Creating Demand

Strategic Foundation• Demand Type

• Relative Targeting

• Lead Taxonomy

• Buyer Personas/Buying Cycle

• Content Strategy

Infrastructure Assessment• Marketing Automation

• Web Sites

• Analytics

• Sales Force Automation

• Data Services

OrganizationalStructure• Field Marketing

• Demand Center

• Global Programs

• Teleservices

• Emerging Roles

ProcessDefinition• Demand Waterfall

• Lead Scoring and Nurturing

• Service-Level Agreements

• Campaign Planning

• Budgeting

Rapid Response• Account-Based Marketing

• Small-Net Fishing

• Event Triggered

Perpetual Leverage• Inbound Tactics

• Content Driven

• Web Site Conversion Optimization

• Behavior Triggered Nurture

Planned Campaigns• Integrated Programs

• Acquisition

• Sales Enablement

• Pipeline Acceleration


The SiriusDecisions Demand Creation Framework

Supporting Demand

Creating Demand

Infrastructure Assessment• Marketing Automation

• Web Sites

• Analytics

• Sales Force Automation

• Data Services

OrganizationalStructure• Field Marketing

• Demand Center

• Global Programs

• Teleservices

• Emerging Roles

ProcessDefinition• Demand Waterfall

• Lead Scoring and Nurturing

• Service-Level Agreements

Rapid Response

• Small-Net Fishing

Perpetual Leverage• Inbound Tactics

• Content Driven

• Web Site Conversion Optimization

• Behavior Triggered Nurture

Planned Campaigns• Integrated Programs

• Nurture Flows

• Sales Enablement

• Pipeline Acceleration


Aligned Organizations Deliver Superior Results

Outbound Only Integrated Programs

Sourced Pipeline 15.5% 30%+

Close Rate 19% 24.5%

Influenced Pipeline 52% 70% +

Marketing Touches 25 + 15 - 20

Programs 50 + < 30%

Program Design Single Channel Multi Channel

Campaign Focus Product Solution

Primary Source eMail Web


Best Practice Attributes

• Based on Buyer Journey

• Multi-Touch Programs

• Data Centric

• Multi-channel• Web-centric• Nurturing models• Syndicate best

practices

•Not a leads only focus

•Strong SLAs

•Metrics driven

• 10-30%+ Sourced• 60-70%+

Influenced

Sales Pipeline

Sales Alignment

Integrated

Program Mix


Task Families Surrounding the B-to-B Waterfall

12

The use of traditional and social media to set the

stage for demand creation

The use of traditional and social media to set the

stage for demand creation

SEEDSEED

The generation of “original” demand, with a focus on

quality vs. quantity

The generation of “original” demand, with a focus on

quality vs. quantity

CREATECREATE

Efforts geared to help sales move deals more quickly

through the pipeline

Efforts geared to help sales move deals more quickly

through the pipeline

ACCELERATEACCELERATEHelping reps increase their productivity, both

for sales- and marketing-sourced

demand

Helping reps increase their productivity, both

for sales- and marketing-sourced

demand

ENABLEENABLE

Care and feeding of prospects that aren’t ready for sales, or

that have fallen out of the waterfall

Care and feeding of prospects that aren’t ready for sales, or

that have fallen out of the waterfall

NURTURENURTURE

SiriusPerspective: To drive best-in-class performance, sales and marketing must align around five waterfall-based jobs.


Rapid Response Marketing


Small-Net Fishing, Defined

Foundational Elements• Execution is teleprospecting-led• Proactively targets new

prospects• Programs run for limited duration• Activities performed on a rolling

schedule• Includes outbound calling and

email• Supported by technology


Three Ways to Fish

SiriusPerspective: Match the small-net fishing approach to the situation, as

well as the skills and competencies of lead development reps.

Marketing-Directed• Targeted by marketing• Planned as part of campaigns

Teleprospecting-Triggered• Targeted by teleprospecting• Perpetual menu-based plays

Sales-Requested• Targeted by sales (target

accounts)• Rapid response capability

• Product introductions or launches

• Competitive replacements

• Social discovery and outreach• Referrals

• Underperforming or new territories

• Market triggers (e.g. M&A)


Repeatable, Rapid-Response Demand Creation

SiriusPerspective: Investing

time and effort in planning,

preparation, execution and

optimization of SNF programs

is a prerequisite for success.

1 Planning

Preparation

Execution

Optimization

2

3

4


Experience Matters: Execution Cockpit

SiriusPerspective: Configure

consoles in the sales force

automation system for reps

to execute their small-net

fishing program activities.

Include:

• Prioritized list of who to

call, with contact details

• Call, email and response

history

• Place in the program flow

(status)

• Call guidance


The MAP Backbone: Marketing-Directed

SiriusPerspective: Design and manage small-net fishing programs

through systems that adapt to available capacity.

18

Continuous Feed: Sourcing and enrichment of contact records need not be complete before program starts

Schedule First Week: Model the first week based on number of contacts, program duration and daily call volume estimate

Encourage Proactive Outreach: Schedule subsequent calls based on evaluation of record status

As People Exit, Drip in More: Use program exit (promotion, DQ, retired) as trigger for program entry


The MAP Backbone: Teleprospecting-Triggered

SiriusPerspective: Empower enterprising reps with a menu of plays

that will magnify their individual prospecting efforts.

19

• Make the flow entry point easily accessible from main lead or contact screen

• Plays should be descriptive and self-explanatory

• Allow entry to the flow from list views, but start with a wait step


Mistakes to Avoid

• Rushing through the segmentation, targeting

and contact acquisition exercise

• Not putting enough emphasis on answering

WIIFM

• Focusing too much on activities and not

enough on the desired outcomes

• Not communicating and reinforcing the

importance of keeping to the schedule

• Failing to reconcile the cadence of activity

against resource availability

• Losing sight of the most important piece: the

quality of the dialogue between the rep and the

prospect

SiriusPerspective: Don’t let a bias toward action relegate the importance of proper planning; achieve balance through smart planning.


Best Practice Examples

SiriusPerspective: Think strategically, execute efficiently,

revisit frequently.

Back of the Napkin• Research financials first• Integrated three-dimensional

mailers, email and phone outreach by LDRs and account execs

• 3X response rate

Social Discovery• Package of six pre-defined plays

combining emails and scheduled call activities

• Triggered by reports of anonymous Web site activity

The Franchise• Marketing and operations support

on the teleprospecting team• Tele selects sales-nominated

projects• Replicating model by sales region


Perpetual Leverage


Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages; thus, b-to-

b organizations must consider multiple nurture types.

Nurturing before a prospect is handed off to a teleprospecting,

field or channel resource

Pre-MQL

Quantity function is feeding a quality function

One-and-done marketing continues, despite the purchase of advanced systems

High levels of “lead waste” at the first handoff pointS

ituat

ion

/ M

otiv

atio

n


Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages;

thus, b-to-b organizations must consider multiple nurture types.

Active. Nurturing when a prospect is rejected or disqualified by a sales resource for a pre-determined reason

Passive. Nurturing when a prospect has experienced no movement for a pre-determined period of time, but has not been rejected by sales

Recycle

Lack of a process/program to capture disqualified leads

Teleprospectors spending a lot of time cold calling

Low CRM adoption rates

Situ

atio

n /

Mot

ivat

ion


Setting the Stage: Nurture TypesSiriusPerspective: Prospects can “sit” in a variety of demand waterfall stages; thus,

b-to-b organizations must consider multiple nurture types.

Nurturing when a once-engaged opportunity has died on the vine, with no activity for months or even quarters

Reconstituted


Lead Nurturing Framework Components

A complete

nurture effort is

built upon four

pillars:

ENTRY

TREATMENT

TRANSITION

DISPOSITION

NURTURE


Real World Example


Pulling It All Together: Integrated Demand Gen


Pulling It All Together: Tactic Alignment

www.HowFindableAreYou.com


Pulling It All Together: Lead Capture and Follow-Up

Alerts to sales upon assessment completion

with lead detail.

Self-assessment tool captures lots of detail on

prospective buyer.


Integrating Nurture With Sales Enablement (DEX)

DEX ONE NURTURE FRAMEWORK


• Dynamically generated “conversion guide” for each lead

• Guides sales team through relevant sales conversation based on customer insight

• Sales conversation aligned to buyer’s needs

• Sales has ability to alter nurture flow and deliver additional related assets

Dex One Integrated Sales Enablement


Key Takeaways

• Work with marketing to build out rapid response small-

net fishing capabilities to support teleprospecting and

sales

• Implement automated nurture flows to fill the funnel, and

support progression through it

• Create service level agreements to foster tight

alignment with marketing, and create feedback loops to

optimize programs


Business

CC14 - Jason Hekl - Winning with an Always on Marketing Machine