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A New Approach to B2B Marketing in Professional Services
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Mission: Driving efficiencies, accelera/ng deals and serving up a 360 degree view of our clients and market poten/al. This will happen by moving to a cloud based social CRM and marke/ng automa/on environment that is decentralized, scalable and flexible across all user types
Applications Services
Early Stage Early Stage Mid Stage Mid Stage
Phone, Digital, Direct Response, Events &
Direct Sales, Events, Digital, Direct Marketing, Email
Phone, Events, Digital, Direct Response
Phone, Digital, Direct Response, Events &
Phone, Events, Digital, Direct Response
Drive demand, accelerate pipeline, win and retain clients Drive demand, accelerate pipeline, win and retain clients
Demand Generation
Opportunity
Account Based
Marketing
Late Stage
Known Anonymous Engaged Known Anonymous Engaged MQL SQL SQL MQL Account
Stages of Lifecycle Management
Marketing’s PoV on how we go-to-market
Client Intimacy
Comm. Stages
Comm. Channel
s
Listening to the client enables us to position the right services within our portfolio versus pushing services based on internal priorities.
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Understanding the needs of our clients and prospects will enable us to deliver relevant, consistent and /mely content. To do this we must industrialize our GTM Process…
Planning
Execution
Strategy
Design
Reporting & Analytics
Response Tracking,
Lead Nurturing, & Lead Mgmt
Validation &
Qualification
We will industrialize our GTM process and unify the silos across the business. Our goal is to add sales and marketing efficiencies and improve collaboration across BUs. Some immediate efficiencies we expect to gain include cost reduction, increased market awareness, improved client acquisition, retention and expansion.
Stages of the GTM Process
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3 Steps Marketing Will Take to Drive Success
Sales Focus The B2B Lead Development
Process
KNOWN
Warm leads leaked out
Our Closed-Loop Process will Close the Gap in The Middle of the Funnel
ENGAGED MQL
MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead
SAL SQL OPPORTUNITY (3-7) WON
1
3
2
Prior Marketing Focus
House Database 3rd Party Sources Website Visitors
Teleprospecting Sponsorships Etc…
Events/Booth Visits
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It’s all about the data…
Finance
Subsidiary
IT Procure
Subsidiary
Parent
Finance IT Procure
We may have booked business within the IT department of an account, but we don’t have solid relationships in finance or procurement.
Competitive intelligence has not been centrally organized which in turn limits our ability to react to conditions happening across the family tree of our accounts
In this example, a competitor just won business at a family member of one of our accounts
We’ve struggled in the past to accelerate and expand relationships across the family trees of our accounts
In this example, we booked a project with a subsidiary whose parent we should pursue for Applications Outsourcing
List churn is a big challenge and can have an adverse effect on sales and marketing efficiencies. The average rate of annual churn hovers around 20 to 30 percent for most companies.
Challenge:
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The Content Continuum - Life Cycle & Lead Nurturing
Master
Email 1 Wait Step
Email 2
Master
Email 1 Wait Step
Email 2
Master
Email 1 Wait Step
Email 2
Triggered Traffic Cop
Early Stage Content (Latent) Mid Stage Content (Ac8ve) Late Stage Content (Opps)
Prior Sales Focus The B2B Lead Development gap
KNOWN
Warm leads leaked out
Our Closed-Loop Process will Close the Gap in The Middle of the Funnel
ENGAGED MQL
MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead
SAL SQL OPPORTUNITY (3-7) WON
1
3
2
Prior Marketing Focus
House Database 3rd Party Sources Website Visitors
Teleprospecting Sponsorships Etc…
Events/Booth Visits
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Content Management: Scope & Approach Lead Generation Scenario Development
Content Discovery &
Content Strategy Development
1. Review segment profiles 2. Reach out to internal
stakeholders and SMEs to understand current challenges and needs
3. Discovery session with agency, marketing team, stakeholders, and SMEs
4. Mutual Education: Share industry best practices
5. Develop scenarios combining segmentation and content
1. Validation of scenarios 2. Incremental
recommendations to fill gaps
3. First view of one to two years of planned activity
1. Map shared scenarios across segments
2. Create profile taxonomy and profile mapping-content strategy
3. Enhance profiles aligned to business scenarios
Content Lead Responsible for Project Management and Communication
Gap Analysis and Content
Recommendations
Scenario Mapping & Segment Profile Enhancements
1. Go live and Identify improvement opportunity areas based on metrics
2. Assess content, and improvement opportunities
3. Run analysis by Segment
Improvement Opportunity Analysis
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Close the Loop & Accelerate the Lead Assignment & Distribution Process…
Lead is generated
Marketing sends
reminders to sales to take
action on their assigned leads
Lead is entered to CRM and
routed to assigned
salesperson
Send to Marketer For
Sales Assignment
Send to Partner
Profiling / Research /BI
Lead is Accepted?
Yes
No
NA CRM Team
Sales Team
Marketing
Outside target market?
Within target market? Yes
Lead is Accepted?
No
1 DAY (max) 4 DAYS (max)
Marketing monitors
ACCEPTED leads to ensure Sales is engaged with the
lead to ensure CONVERSION
Escalation to Sales
Leadership for Lead
Acceptance
