Six Truths BtoB Marketers Must Accept

Six Truths BtoB Marketers Must Accept

to be Successful with Marketing Automation

May 11, 2010

© 2010 Bulldog Solutions. All rights reserved. www.bulldogsolutions.com

© 2010 Bulldog Solutions and Manticore Technology. All rights reserved.

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The 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


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Big 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 (Marketing Experiments)


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Truth #1: Marketing Automation ISN’T Easy

“MAP vendors have tended to outdistance the current capabilities of many marketing functions with the deep

functionality offered, meaning that the inability to fill the “marketing skills gap” is one of the greatest threats

to the long-term viability of the MAP space. All the technology in the world will be worthless if users aren’t

able to utilize the MAP in a deep fashion and aren’t properly motivated and supported by the greater

organization that surrounds them.”Source: SiriusDecisions


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Big Challenges



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Executive Benchmark Assessment: eba.bulldogsolutions.com

About 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

It’s about process – not technology for technology sake People Process Technology


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Bulldog Solutions is a demand acceleration company that changes the way BtoB companies define demand

generation strategy, engage prospects and convert leads to customers. We power demand generation and

demand management programs for many of the best business brands in the world. Industry leaders have recognized our unique process and technologies as

best-in-breed at turning a higher proportion of prospects into sales and improving the

return on marketing investment.

About Bulldog Solutions


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Executive Benchmark Assessment

• Why benchmark?• Compare to best practices• Compare to peers

• Just for BtoB• Measures:

• Strategy• Content• Database• Marketing automation Validated by global

research firm Frost & Sullivan

Comparison to high performers

Recommendations based on results


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Truth #2: Process Is the Key

Process

TechnologyPeople


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Defining and Building a Process is HARD

How Do You Build a Process?1. Assess where you are at now2. Define stages of marketing funnel3. Benchmark conversion rates4. Identify conversion bottlenecks5. Define lead nurtures6. Execute7. Measure & Compare

“Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.”

Leigh Kelson, Managing Director

Pacific Rim Marketing

*DemandGen Report: Lessons from the Trenches 2009*


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What 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


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Prepare 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


14Demand Acceleration Framework

Data

LeadRouting

SalesSupport

AudienceDefinition

LeadQualification

Message Development

Lead Nurturing

AudienceAcquisition

Program Integration

Lead Scoring

Technology

Content

Strategy

AttractConv

ert

Engage

Guides discovery and deployment

Strategic layer maps goals to outcomes to program components

Core data, content and technology are fundamental to program development

Nine practices areas are incremental to program growth and performance

Demand Acceleration Framework


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Inq/MQL MQL/SAL SAL/SQL SQL/Close

Waterfall Conversion Rates

Average Strong Process Best Practice Source: SiriusDecisions

Get It Right, Close 5X Deals


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Awareness

Interest

Evaluation

Commit

Awareness

Interest

Evaluation

Commit

Then Now

MARKETING

SALES

MARKETING

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

Truth #3: The Buying Process


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

Influences on the Buyer


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Online Activity Shows Buying Phase

Comparison Review Phrases, 52%

Brand Phrases, 43%

Solution, 18%

Issue Opportunity Phrases, 5%

0%

10%

20%

30%

40%

50%

60%

Awareness Phase Consideration Phase Decision Phase

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


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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 Sales alerts Website visit tracking Lead scoring

Strategies to Manage Truth #3


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Insight from Marketing Automation

“Brand Phrase” Search Term

Online Demo & Comparison Click Path

Indicates Prospect

is in “Decision Phase”


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Truth #4: Content Is King (and not necessarily a benign dictator)



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Content Requirements Grow


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Support for Multiple Messages



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How Much Content Do You Need?

Gain Permission

Attract prospects into your database

• Registration• Opt-in• Sign-up

Overcome Objections

Provide information to overcome objections

• Learn More• Download• Read More

Support Decisions

Final call-to-action to convert opportunities

• Find out why• Read Testimonials• See our client success

stories

MQL SAL SQL ConvertInquiry CTA CTA CTA CTA


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Content Audit

Persona 1 Persona 2 Persona 3 Persona 4

Mes

sage

Foc

us

Permission

Objection

Validation

Determine availability and volume of content to drive prioritization of new/repurposed content.


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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

Truth #5: Think Beyond Quantity


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Benefits of Lead Nurturing Drive greater ROMI Extend the value & life of existing marketing

collateral Drive greater conversion from lead generation

activities Provide greater

integration across existing programs

Strengthen brand

Proper lead nurturing programs can yield anywhere from 15% to 200% in additional, new qualified leads.

Brian Carroll, InTouch, in “Lead Nurturing: Ripening the Right Bananas,” MarketingProfs


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Benefits of Lead Nurturing Revitalize dead opportunities Generate mindshare and maintain contact with

leads throughout the sales cycle Augment data captured through traditional lead

scoring / lead qualification Improve database hygiene,segmentation and size

Companies that engage in best practices, which include lead nurturing, convert 33% more leads than those that do not.

SiriusDecisions Index “Marketing and Sales Waterfall Conversion Rates”


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Building Blocks

Strategy Content Depth Database Strength Marketing Automation


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Truth #6: You Don’t Know What You Don’t Know“The inability to fill the “marketing skills gap” is one of the greatest threats to the long-term viability of the Marketing Automation space. All the technology in the world will be worthless if users aren’t able to utilize it in a deep fashion and aren’t properly supported by the greater organization that surrounds them.”

The State of Marketing Automation: Utilization, SiriusDecisions, 2009


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Ability to define and automate a marketing business process Ability to manage and negotiate with players (sales &

marketing) Industry-specific content writing and management Technical expertise necessary to manage your marketing automation platform

Not all marketing automation platforms require the same level of expertise. Consider your available skill sets when choosing a platform.

Necessary Skillsets


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Multiple ways to achieve the same outcome1) Train Your Current Team in the Areas Needed

Initial training – Does it cost extra or it is included? Ongoing training – Is it available? How is it delivered?

2) Hire an Agency to Train Your Team and/or Manage the platform

3) Hire New Team Members to Fill In Your Skills Gaps

Marketing Automation Platforms Aren’t Plug & Play People support technology and process: There’s no way

around it.

Finding the Right Skillsets


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Summary: Rules of the Road

“Ease of Use” in a Marketing Automation Platform EASY.

Building and Executing a Business Process Is Key to Your Success.

Use Your Marketing Automation Platform to Drive Behavior-Based Engagements.

Content Is Your Fuel. You Need it to Reach Your Destination.

Marketing Automation Enables You to Shift Your Focus from Quantity to Quality.

People Run the Technology.


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Executive Benchmark Assessment

• Why benchmark?• Compare to best practices• Compare to peers

• Just for BtoB• Measures:

• Strategy• Content• Database• Marketing automation Validated by global

research firm Frost & Sullivan

Comparison to high performers

Recommendations based on results