The New Rules of B2B Lead Management Every Agency Must Know

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

The New Rules of B2B Lead Management Every Agency Must Know


Your Speakers

Peter O’NeillVP & Principal AnalystForrester Research

Mark SheridanVP, Business Development & ChannelsMarketo

Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides/recording


Agenda

Revenue acceleration opportunity• B2B marketing matures from lead generation to

revenue acceleration • The emergence of digital marketing service providers • Realizing the revenue acceleration service opportunity

Marketing automation in action• Case study examples of agency success• Marketo Agency Program


The “Funnel” then


The “Funnel” now


So B2B marketing adjusts to a new engagement model

Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

Offer

Fulfill

Respond

Seller Buyer

OldMarket interactions

based on offers


OldMarket interactions based on products

NewMarket interactions based

on business outcomes

Scale with media Scale with social and digital media

Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

Today’s buyers have declared their interaction process


Purchase

SALES INTERACTIONS

Marketing must guides buyers through the complex journey to a decision

MARKETING INTERACTIONS

SOCIAL & DIGITAL INTERACTIONS

AwarenessPlan and

scope

Select vendor

Need


Forrester calls this the Lead-To-Revenue Management Business Process

December 2011 “Automating Lead-To-Revenue Management”


© 2013 Forrester Research, Inc. Reproduction Prohibited 11

B2B marketers remain in their content comfort zone

“Which of these are your four most effective B2B demand management tactics for nurturing?”

Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey


Marketing content must get „outside in“


Buyers’ needs vary through the life cycle

February 2013 “Rethink Marketing In The Buyer’s Context”



Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2B Marketing Organizations And Investments Survey

B2B marketers now focus on revenue acceleration

“What are the most important measurements for your marketing team?”



But content marketing is hard for B2B marketers

“What is your biggest content marketing challenge?”

Lack of interdepartmental agreement about content strategy

Cost to produce content

Developing a content strategy

Collecting content usage statistics

Talent to produce content

Producing engaging content

Getting the right customers/prospects to view the content

9%

10%

11%

12%

13%

13%

33%

Base: 181 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 Global B2B Technology Marketing Tactics And Benchmarks Online Survey


Two budgets for marketing technology and services!


Marketing organizations have historically outsourced many of their

functions to external agencies:

– Creative work around advertising campaigns and even branding

– Media planning and buying

– Emailing and direct response campaigns

– Websites, portals, intranets, eCommerce websites . . .

More than 40% of B2B high-tech companies* are

expanding their external spending in:– Community and interactive marketing.

– Lead origination.

– Branding and awareness.

– Lead nurturing.

Digital marketing services are typically outsourced

*Source: Q4 2010 North American And European B2B Marketing Organizations And Investments Online Survey


“Which types of agencies do you currently work with to help with your company’s/brand’s interactive marketing?”

“Full service” include some IT competencies, which most interactive agencies do not have.

The plethora of marketing agencies

Source: May 27, 2011, “How To Optimize Your Interactive Agency Roster” Forrester report


Interactivemarketing

Advertising

Search marketing

Marketing-centric agencies

Systemsintegrators

eBusinessspecialists

Applicationsconsultants

IT-centric consultants and systems integrators

Pure players are emerging, but the majority of contenders come from various backgrounds,working to fill in their competency gaps.

Marketing-centric agencies: Examples: Ogilvy & Mather, DDB Worldwide Communications Group, Publicis Group, WPP . . .

IT-centric agencies: Examples: Logica, IBM, Accenture, Sapient . . .

Digital marketing

service

provider

A new agency model emerges for digital marketing


The digital marketing service provider of the future

Strategy

– Influencing enterprise marketing strategy

– Providing marketing communications strategy

Creation

– Providing creativity for marketing and even product design

UX

– User and customer experience

Technology services

– Architecture, development, and integration

Performance

– Customer acquisition, retention, web and marketing analytics

International project management

– Enterprisewide: geographies, business units and departments


Content marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …

Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …

New B2B marketing service opportunities


Content marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …

Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …

New B2B marketing service opportunities


Digital experience services More than just marketing Enhances sales and service experience (internally) Advises and contributes to the end user experience as

well as the buyer‘s Helps client transform to full customer experience provider …

Future B2B service opportunities


Thank youPeter O’Neill+1 650.387.5648+49 (0)69.9598.9239

blogs.forrester.com/[email protected]: @poneillforr


Mark SheridanVP, Business Development & [email protected]

mailto:[email protected]


How Marketing Automation Helps Agencies

• Grow your business• Win more clients• Create new services and revenue streams• Enhance best practices, build re-usable IP

and repeatable processes• Make your customers more successful

• Deliver better results, faster, to existing clients

• Benchmark your performance• Demonstrate your impact on business

metrics


MARKETSTAR DELIVERS CLIENTS MORE SALES-READY LEADS

SOLUTION

RESULTS

• For more than 25 years, MarketStar has demonstrated authority in sales and marketing outsourcing, go-to-market strategies and data-driven intelligence

• 3,458 associates in 60 countries speaking 40 languages

• Looking for more effective ways to produce leads for its clients

• Massive lists of leads with no recent contact; hard to segment and revive

• Sales force spending too much time on low-quality, unqualified leads

• Marketo selected for enterprise-level robustness, seamless CRM integration and thought leadership

• Created single lead nurturing path for more granular lead tracking, scoring and transparency by vertical sectors

• Expanded leads from 400 to 45,000 for one client and qualified more than $3 million in incremental opportunities within 6 months

• Sales teams focused on more sales-ready leads

• Rejection rates significantly decreased – 90% with one customer

“MarketStar was able to nurture and expand leads from 400 to 45,000 for one client and qualify more than $3 million in incremental opportunities within 6 months.”

Vaughn AustVP of Digital Solutions at MarketStar, an Omnicom agency

COMPANY HIGHLIGHTS

CHALLENGES/OPPORTUNITIES


TELEVERDE ACCELERATES REVENUE THROUGH PIPELINE

SOLUTION

RESULTS

• Provides end-to-end marketing and sales solutions that make B2B sales pipelines stronger and faster

• Generated over $4B in revenue for clients

• Needed a more sophisticated and relevant way to reach buyers

• Saw opportunity to help clients enhance buyer touch points and move revenue through the pipeline faster

• Marketo selected for total cost of ownership, ease of use and Salesforce integration

• Integrated Marketo with tele-sales system, giving agents full exposure to buyer digital “body language” for more relevant dialogs

• Accelerated pipeline that drives more net new business for clients

• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back into

pipeline

-8% to 12% uplift in marketing campaign results-Over $12 million in recycled leads back into pipeline

Bryan EhrenfreundVP of Digital Strategies

COMPANY HIGHLIGHTS



TELEVERDE ACCELERATES REVENUE THROUGH PIPELINE

SOLUTION

RESULTS

• Provides end-to-end marketing and sales solutions that make B2B sales pipelines stronger and faster

• Generated over $4B in revenue for clients

• Needed a more sophisticated and relevant way to reach buyers

• Saw opportunity to help clients enhance buyer touch points and move revenue through the pipeline faster

• Marketo selected for total cost of ownership, ease of use and Salesforce integration

• Integrated Marketo with tele-sales system, giving agents full exposure to buyer digital “body language” for more relevant dialogs

• Accelerated pipeline that drives more net new business for clients

• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back into

pipeline

-8% to 12% uplift in marketing campaign results-Over $12 million in recycled leads back into pipeline

Bryan EhrenfreundVP of Digital Strategies

COMPANY HIGHLIGHTS



Marketo Agency Program

• Marketing Automation as a managed service• “Stickier” services drive more value for clients

• Graduate from email marketing• Maximize website launch results• Optimize outsourced sales programs

• Training & enablement to build your practice• Join 50+ of the world’s leading agencies• Learn more:

http://www.marketo.com/partners/marketo-for-agencies.php

http://www.marketo.com/partners/marketo-for-agencies.php


Q&A

The New Rules of B2B Lead Management

Every Agency Must Know


Thank you!