1500 1530 Alana Griffths and Alex Gill Harte Hanks

1 proprietary + confidential

DEMAND GENERATION

Alex Gill & Alana Griffiths

February 2016

How to align your marketing for stronger ROI

through smarter demand generation


B2B BUYING AND THE NEW MARKETING ECOSYSTEM

IN 2016

WHAT IS DEMAND GEN?

SMARTER DEMAND GENERATION

A SMARTER DEMAND GENERATION FRAMEWORK

1 2 3 4

Alex Gill (Senior Director, Harte Hanks)

15 years of marketing experience, agency side, working in B2B and B2C with clients including HP, Microsoft, IBM and

EMC. Specialising in demand generation and channel marketing and a Sirius Decisions practitioner, Alex starts with

understanding client needs, and then designs and oversees large, multi-country marketing programmes which create

smarter, impactful customer interactions, with a clear focus on ROI.

Today’s speakers

Alana Griffiths (Senior Director, Harte Hanks)

With more than a decade of experience in designing and realising integrated marketing strategies. Alana is a metrics

marketer proven in creating solutions that deliver sales, ROI and impact. She specialises in the tech and finance sectors

with a strong B2B focus. Her areas of expertise include sales engagement and enablement, automated marketing, CRM

programme design, lead scoring and social media. She is also an audience advocate and expert in the creation and

application of personas for personalised marketing.



B2B buying and the new marketing ecosystem in 2016


The good old days…

Buyers….

• had to engage a vendor for the information (brochures)

• had to attend an event

• had to use the phone or meet face to face, maybe even use a fax!

• focused on features – feeds and speeds

• had to work to his or her budget


CHARACTERISTICS OF MARKETING

• Outbound in its nature

• Physical – events, direct mail, print

ads, outbound calls

• Creative to cut through

• Broad – “spray and pray”

• Product focus – Feature led

1990s


Buyers…

• went online to find information both from vendor and from third parties

• attended online events and in-person events

• leveraged email and other digital comms channels

• focused on outcomes


67%

of the buyer journey is now done digitally

Source: Sirius Decisions – circa

2012

Then it all went digital

CHARACTERISTICS OF MARKETING

• More digital in its nature

• Inbound

• Increasing emphasis on data

• Creative less important

• Personalisation and segmentation

• Solution-led to meet outcomes

2011


So what about today’s buyer?

• Increasingly sophisticated and difficult to predict

• Faced with an unprecedented number of channels and touchpoints

• Not won over by a simple email!

• Not just digital – some favour a mix of channels, some favour a real conversation

• It’s episodic!

2016

(Source – Sirius Decisions 2015)

(Source – Forrester 2015)

50/50 50% of buyer journey is

digital interactions

50% is “human”

Source: Sirius Decisions 2015


Our customer journey approach

Define

We use data expertise to inform and drive

marketing strategy so interactions are spot-

on, highly relevant, and most engaging.

Execute

Our creative and operational expertise

delivers highly effective, smarter customer

interactions across traditional and digital

channels.

Optimize

Every campaign and customer interaction is

an opportunity to learn. We leverage detailed

data measurement and metrics to further

refine and optimize customer interactions.


A changing marketing ecosystem as well… • Its not just buyers that continue to change…

• Proliferation of new tech and maturation of existing technology

• Big marketing data is here, characterised by the 4 Vs

– VOLUME, VELOCITY, VERACITY AND VALIDITY

Source: Scott Brinker – http:/chiefmartec.com


What is Demand Generation? Everything involved in creating, managing and converting demand for a company’s products, services or solutions

Demand marketing

Planning demand marketing Creating demand Managing and converting demand

TELEMARKETING

DATA MARKETING

TECHNOLOGY

WEBSITE

ACCOUNT BASED MARKETING

DEMAND LEAD GEN PAID MEDIA EARNED MEDIA EMAIL / NURTURE


DEMAND GENERATION


SOCIAL MEDIA


Leads contributed from social media

21%

Source: IBM Social Selling, Harte Hanks


MICRO TARGETING


B2B buyers expect personalisation

54%

Source: Mastering Omnichannel B2B engagement, Accenture Digital


ACTIONABLE


Sales reps can’t find content to send to their prospects

65%

Source: Content Marketeer, Kapost


RELEVANT


B2B marketers that say they create content

that aligns to their buyers’ pain points

35%

Source: 2015 B2B Enterprise Demand Generation Survey, Annuitus


TECHNOLOGICAL


Increase in tech platforms in the last 4 years

1,767%

Source: Marketing Technology Landscape Supergraphics, Chiefmartec.com


EXPERIENCE


Companies expect to compete on

the basis of customer experience

89%

Source: Gartner Surveys, Gartner


R.O.I.


Increase in ROI when integrating

lead generation tactics

77%

Source: Integrated demand generation for ABM, Harte Hanks


A SMARTER DEMAND GENERATION FRAMEWORK


THROUGH

CHANNEL

MARKETING

VENDOR LED

MARKETING (2) CREATE YOUR

MARKETING

Enable the

Channel

Create &

Enable

Strategy &

Plans

(3) AWARENESS

MARKETING

Through

Channel Partner

Marketing

Seed &

Condition

Reputation &

Brand

(4) DEMAND

MARKETING

Partner

Demand

Generation

Vertical/

Persona Led

Demand Gen

Account Based

Marketing

(5) SALES

Channel

Partner

Management

Propose &

Close

Engage &

Qualify

Our B2B Marketing Framework

(1) AUDIENCE

B2B MARKETING AND SALES RESOURCES

B2B MARKETING AND SALES TECHNOLOGY / DATA MANAGEMENT PLATFORM

E

N

T

E

R

P

R

I

S

E

M

I

D

M

A

R

K

E

T

INTERNAL MARKETING AND SALES FUNCTIONS

AGENCY SUPPORT

DATA & TECHNOLOGY SERVICE PROVIDERS

AOV, complex

(6) MANAGE AND

GROW CUSTOMERS

Channel

Support

Customer Marketing &

Account Management

Deliver &

Support

B2B CUSTOMER BUYING & EXPERIENCE

Volume of customers,

transactional

S

M

B


Smarter demand generation

Insightful Initiate Impactful Integrated &

Individualised

SMARTER DEMAND GENERATION

Each interaction with your

audience – be it customer,

prospect or influencer –

should be based on insight,

tailored to the individual

and deliver an impact.

Everything should be

integrated together.

And demand needs to be

passed to sales, to initiate

the conversion to deals

Interact

MEETING

CONVERSATION

SOCIAL

MEDIA

ENQUIRY

SEARCH

BUSINESS

CHALLENGE

MEDIA

WEB RESEARCH ANALYST & PR

PEER RECOMMENDATIONS VENDOR SITES VENDOR CONTENT &

SHORTLIST

DEMO

TACTICS PEOPLE TECHNOLOGY DATA


Data Tactics Technology People

Economies of scale

Impactful One partner. Integrated activity. The Multiplier Effect.

Silo

Integrated

ROI

Harte Hanks Metrics:

• Data quality & accuracy

improve marketing

effectiveness by 25%

• Data-driven digital

strategies improve

sales opportunities

by 500% and

deliver 35x ROI

• Lead nurturing increases

conversion by 25%

Source: Harte Hanks ROI Impact Study 2014

Thank you

Follow us on:

hartehanks.com

For more information:

Alex Gill

[email protected]

Mobile: +44 (0) 7553 382 899 mobile

https://uk.linkedin.com/in/alexgill77

http://www.hartehanks.com/

https://twitter.com/hartehanks

https://twitter.com/hartehanks

https://www.facebook.com/HarteHanks

https://www.facebook.com/HarteHanks