Six Truths BtoB Marketers Must Accept

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Slides from the hard-hitting webinar on marketing automation best practices by Manticore Technology and Bulldog Solutions.

Text of Six Truths BtoB Marketers Must Accept

  • 1.Six Truths BtoB Marketers Must Acceptto be Successful withMarketing Automation May 11, 2010 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com

2. 2The Marketing Automation Imperative SiriusDecisions: 50% of BtoB will have marketing automation by 2015 Executive Benchmark Assessment Data: Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 3. 3Big Gains (Potential) Companies that get lead scoring right have a 192% higher average lead qualification rate than those that do not.Source: Aberdeen Research Nurturing (leads) with relevant communication and multiple touches increased conversion to sales ready leads by 375% in the first eight months.Source: Brian Carroll (InTouch) and Dr.Flint McGlaughlin (MarketingExperiments) 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 4. 4Truth #1: Marketing Automation ISNT Easy MAP vendors have tended to outdistance the currentcapabilities of many marketing functions with the deepfunctionality offered, meaning that the inability to fillthe marketing skills gap is one of the greatest threatsto the long-term viability of the MAP space. All thetechnology in the world will be worthless if users arent able to utilize the MAP in a deep fashion and arent properly motivated and supported by the greaterorganization that surrounds them. Source: SiriusDecisions 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 5. 5Big ChallengesExecutive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 6. 6About Manticore Technology Founded in 2001 Trusted provider of SaaS marketing automation solutions since 2003 Companies of all sizes around the globe rely on Manticore to manage and measure their marketing funnel. Simply powerful marketing automation Developed for marketers Ideal combination of usability and power Its about process not technology for technology sake People Process Technology Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 7. Customers Around the Globe 7Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 8. 8About Bulldog SolutionsBulldog Solutions is a demand acceleration company that changes the way BtoB companies define demandgeneration strategy, engage prospects and convert leadsto customers. We power demand generation anddemand management programs for many of the best business brands in the world. Industry leaders have recognized our unique process and technologies asbest-in-breed at turning a higher proportion of prospectsinto sales and improving thereturn on marketing investment. 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 9. 9 Executive Benchmark Assessment Why benchmark? Compare to best practices Compare to peers Just for BtoB Measures: Strategy Content DatabaseComparison to high Marketing automationValidated by global research firm Frost & performersSullivanRecommendationsbased on results Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 10. 10 Truth #2: Process Is the Key ProcessPeople Technology 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 11. 11 Defining and Building a Process isHARD How Do You Build a Process? Most organizations we 1. Assess where you are at nowdeal with lack a structured marketing process. The 2. Define stages of marketing funnelfact that were automating it literally forces them to 3. Benchmark conversion rates think through what the Identify conversion bottlenecks process should look like. 4. Leigh Kelson, Managing 5. Define lead nurturesDirectorPacific Rim Marketing 6. Execute*DemandGen Report: 7. Measure & Compare Lessons from the Trenches 2009* 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 12. 12What SHOULD be Easy When You Have the Right Process in Place Identifying the RIGHT technology Using the technology Integration with your CRM Getting support from your vendor when needed Proving ROI on marketing spend Driving revenue growth Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 13. 13Prepare Your Organization Manage expectations this takes time/learning Identify & train a system operator(s) Establish open communication with your vendor Start basic - Grow more sophisticated Document your process Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 14. 14 Demand Acceleration Framework Demand Acceleration FrameworkSt r at egy Guides discovery and deploymentSales SupportAudienceDefinition Strategic layer maps goals tortAtoutcomes to program components ve trCon act Lead MessageRoutingDevelopmentCont entTe chnol og Core data, content and technologyyLead DataAudienceare fundamental to program Qualification AcquisitiondevelopmentLeadNurturing ProgramIntegration Nine practices areas are LeadScoring incremental to program growth andperformance Engage 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 15. 15 Get It Right, Close 5X Deals Waterfall Conversion RatesInq/MQL MQL/SAL SAL/SQLSQL/Close Average Strong Process Best Practice Source: SiriusDecisions 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 16. 16Truth #3: The Buying Process ThenNowAwareness AwarenessMARKETINGMARKETINGInterest Interest Evaluation Evaluation SALESCommit CommitWith infinite information, buyers are doing extensive amounts of researchbefore picking up the phone and its ongoing Executive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 17. 17Influences on the BuyerSource: DemandGen Report Breaking out of the Funnel, survey of 100 B2B BuyersExecutive Benchmark Assessment: eba.bulldogsolutions.com 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com 18. 18Online Activity Shows Buying Phase 60%Comparison ReviewPhrases, 52%50%Brand Phrases, 43%40% 30% 20%Solution, 18% 10% Issue Opportunity Phrases, 5% 0% Awareness Phase Consideration Phase Decision Phase*Google/TechTarget Research Project: How IT Pros Search Online During the Purchase Process* 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 19. 19Strategies to Manage Truth #3 Deliver relevant content to buyers based on where they are at in the buying cycle through lead nurturing Make content widely available Dont be afraid to make comparisons to your competition Enable sales who do they engage? What do they talk about Sales alerts Website visit tracking Lead scoring 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 20. 20Insight from Marketing Automation Brand PhraseSearch Term Indicates Prospectis in DecisionPhase Online Demo & Comparison Click Path 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 21. 21Truth #4: Content Is King (and not necessarily a benign dictator) Executive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 22. 22Content Requirements Grow 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 23. 23Support for Multiple MessagesExecutive Benchmark Assessment, Bulldog Solutions and Frost & Sullivan, 2009 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 24. 24How Much Content Do You Need?Inquiry CTA MQL CTASAL CTA SQLCTAConvertGain PermissionOvercome Objections Support DecisionsAttract prospects into Provide information toFinal call-to-action toyour databaseovercome objections convert opportunities Registration Learn More Find out why Opt-in Download Read Testimonials Sign-up Read More See our client success stories 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 25. 25Content Audit Permission Message FocusObjection Validation Persona 1Persona 2 Persona 3Persona 4 Determine availability and volume of content to drive prioritization of new/repurposed content. 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 26. 26 Truth #5: Think Beyond Quantity Lead Nurturing: The process of building prospect engagement through ongoing value-based dialogue with qualified suspects, prospects, and existing clients. A successful nurturing program: Extends over multiple touchpoints across a complex sales cycle Offers value in exchange for prospect insight Leverages calls-to-action to drive prospects towards a clearly defined conversion goal 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 27. 27Benefits of Lead Nurturing Drive greater ROMI Extend the value & life of existing marketingcollateral Drive greater conversion from lead generationactivities Provide greaterProper lead nurturing programs canyield anywhere from 15% to 200% in integration across additional, new qualified leads. existing programsBrian Carroll, InTouch, in Lead Nurturing: Ripening theRight Bananas, MarketingProfs Strengthen brand 2010 Bulldog Solutions and Manticore Technology. All rights reserved. 28. 28Benefits of Lead Nurturing Revitalize dead opportunities Generate mindshare and maintain contact withleads throughout the sales cycle Augment data captured through traditional leadscoring / lead qualification Improve database hygiene, Companies that engage lead practices, which includein bestsegmentation and sizenurturing, convert 33% more leads than those that do not.SiriusDecisions Index Marketing and Sales WaterfallConversion Rates 2010 Bulldog Solutions and Manticore