Agenda

What’s changed?

#1: Information scarcity to Information abundance

#2: Attentionomics + Transformation in buyer behaviour

#3: B2B Consumerisation - self directed, self educated

#4: New dawn for Sales and Marketing

#5: “Companies with better sales and marketing capabilities grow 30% faster” (McKinsey)

What’s changed?

What does this mean?

Only 3-4% of the leads in your database will be sales ready today

85% of leads that Marketing passes to Sales are not ‘sales ready’

Pressure on Marketing#1: Awareness, Education Consideration phases#2: Engagement (science (big data), segmentation, targeting) #3: Nurture to consideration (content)#4: Identify sales ready – focus on the 4%#5: CEOs > critical lever for top line growth#6: Prove efficacy of every $ and ROI#7: Speed, agility, simplicityPressure on Sales#1: Compressed Sales cycle (Solution phase)#2: Buyers engage late, very well informed#3: Prove value early (70% not ready, 70% no repeat)#4: Non linear, multi channel buyer journey – focus on the 4%#5: CEOs > deliver growth plans, prove efficacy, ROI#6: Predictable pipelines, Integrated demand funnel

What does this mean?

A

E

C

S

Through-the-Funnel Marketing: Technology

Stack

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

DATA

LEAD ACQUISITION

LEAD IDENTIFICATION

L2RM / MA

#1 #2

#3TFMD LN LS LMC

Imagine a world…

Eggs that are about to hatch

Marketing#1: Data#2: Content#3: Lead Nurturing#4: Lead Scoring #5: Lead Management#6: TECHNOLOGY

Sales#1: Focus on 4%#2: Buyer Insights#3: Value Early#4: Consistent Behaviour#5: Predictable Pipelines#6: TECHNOLOGY

Imagine a world…

Integrated Demand Funnel

TOP

OF

FUNNEL

GENERATIO

N

DIRECT

MAI

L

EMAIL

EVENT

S

ORGANIC

SEARC

H

PAID

SEARC

H

SOCIAL

MEDI

A

WEBINAR

S

Demand Geneneration Process – One Funnel

12

Best practice = 4.92 x deals won

Buyer PersonasCIO/Tech Executive Retail/

E-Commerce ExecutiveAnalyst/Engineer Sales/Field Service

Executive/Procurement

Sample Job Titles • CTO• VP of Enterprise Dev/Application Dev/IT/IS• Director of Enterprise/Application Dev/IT/IS• Manager of Enterprise Dev/Application Dev/IT/IS

• CTO• CIO• SVP/VP/Director of eCommerce• SVP/VP/Director of Omni-Channel Enablement

• IT Support Engineer• Application Support Engineer• Programming Support Engineer• Systems Engineer• Business Analyst• Senior Business Analyst

• VP Service• VP of Sales Enablement• Sales Ops Director• Project Management• Procurement Specialist• Vendor Management

Role • Meeting IT Systems’ performance targets• Identifying strategic priorities• Evaluating strategic benefits of new

applications/platforms

• Meeting IT Systems’ performance targets• Identifying strategic priorities• Evaluating strategic benefits of new

applications/platforms• Integrating systems• Making customer information actionable• Security

• Developing plans to move from strategic concepts to real solutions

• Executing on strategic plans• Cost/Benefit analysis on in-house vs. outsourced

solutions• Preparing RFPs• Evaluating RFPs

• Performance goals• Change management• Strategic alignment• Ensuring optimal performance via gap

management (risk, compliance, talent)

Key Concerns/Topics of Interest

• IT Efficiencies, business responsiveness

• Business transformation• Business innovation• Customer engagement• Business Intelligence• Compliance• Data Security

• IT Efficiencies, business responsiveness

• Business transformation• Business innovation• Customer engagement• Business Intelligence• Compliance• Data Security

• Improving Customer experience

• Business Ops efficiencies• Reducing Costs• IT Efficiency• Reducing complexities

and redundancies• Improving business

responsiveness• Reducing time to ROI for

IT efforts

• Controlling Costs• Maximizing Resources• Maintaining status quo

during development• Performance targets• Securing long term

relationships with strategic vendors

• Providing agile sourcing services

• Vendor efficiency• Justifying investments• Collaboration with LOB

leaders

Role in Buying Process

• Decision Maker • Decision Maker • Influencer • Project Owner

Self Educated & Directed = Help Your Buyers Solve Problems

What’s my problem?

How do I fix my problem?

Are you right for me?

Top of Funnel “Engage”

Middle Funnel“Nurture”

Bottom Funnel“Enable”

TheyWant:

What to

share:

Education &Benchmarks

Solution Options &Product Suitability

Proof Points &Decision Support

• Trends• Benchmarks• Analyst coverage• 101 Education• How-to Guides• How other people

are solving problems

• What is the solution & how does it work?

• Solution comparisons

• Pitfall analysis• Readiness &

suitability assessments

• How to choose a vendor

• Pricing• Bench strength

demonstration• Case studies• ROI/TCO• Working with us• How to buy

Customerasking:

Warm–up Campaign to Engage Suspects

Thought Leadership

New Content Offers

Early Stage Nurture

Net New Lead, Completed Form, Awareness

& Education Content

Completed Early Stage;

Consideration Content, Goal is MQL

Trial Nurture

Free Trial Requested

Sales Owner

Reached SQL

Touch CampaignSales Rep

Lost OpportunityNurture

Reason-specific branches

New Client

On Boarding

Nurture

Current Client

Nurture(cross sell/

upsell)

Company/ProductAnnouncements

Loyalty & Retention,

Refer a Friend

AdvancedStage

Nurture (Role, Title, Industry,

Company Specific)

Nurture Lifecycle Management

Lead Nurture 1.0

Lead Management Mapped to Pain Points and Conversation Tracks

Prospect EngagedLead

MarketingQualified

Lead

SalesAccepted

Lead

Sales Qualified

Opportunity

Closed/Won(Customer)

P – Offer 1

P – Offer 2

P – Offer 3

E – Offer 1

E – Offer 2

E – Offer 3

MQL—Offer 1

MQL—Offer 2

MQL—Offer 3SAL—Offer 1

SAL—Offer 4

SAL—Offer 5

SAL—Offer 2

SAL—Offer 3 No Nurture

C-Le

vel

P – Offer 1

P – Offer 2

P – Offer 3

E – Offer 1

E – Offer 2

E – Offer 3

MQL—Offer 1

MQL—Offer 2

MQL—Offer 3Ope

ratio

ns

P – Offer 1

P – Offer 2

P – Offer 3

E – Offer 1

E – Offer 2

E – Offer 3

MQL—Offer 1

MQL—Offer 2

MQL—Offer 3Mar

ketin

g

Conv

ersa

tion

Trac

ks

Lead Nurture 2.0

18

Lead Nurture 2.0

Combining qualification criteria with observed behavior to prioritize leads and identify opportune time for sales follow–up.

Demographic (Explicit) Criteria (Fit) Industry, Role, Geography

Behavior (Implicit) Criteria Frequency, Content, Email, Events, Website, Inactivity Score content types by stage

Qualification Criteria Custom questions or knowledge Our source for progressive profiling

QualificationLead Score=BehaviorDemographic +

Lead Scoring

+

#1: View Marketing and Sales as an investment, not expense

#2: Know what needs to be fixed

#3: Target the capabilities that matter the most

#4: Don’t try to do too much

#5: Tailor your approach to the stage of company development

#6: Think company capabilities, not individual skills

#7: Have an operating model to keep it running

Building Sales & Marketing capabilities essential to beat the market

#1: Emotional decisions#2: Loss aversion#3: Cognitive ease#4: Persuasion architecture#5: Decision paralysis#6: Reciprocity#7: Social Proof

Psychology in modern marketing and the self-directed buyer journey

Strategic Demand Generation: The Essential Components

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