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Understand the use of personae, content development, and multi-channel touch to optimize the funnel for enterprise demand generation
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Every connection is a new opportunity™
Database Marketing Enables Enterprise B2B Revenue
Demand Generation, Lead Optimization, Campaign Dependencies
James Vander Putten
ChangeMarketing
February 2014
February 26, 2014 PBI Internal use only 2 2
There are two kinds of B2B marketing … selling products versus selling solutions
Product Marketing • High product variety
• Low value (generally)
Solutions Marketing • Low product variety
• High value
Focus: Enterprise Solution Marketing
February 26, 2014 PBI Internal use only 3 3
Enterprise Solutions marketing is a challenging process
Challenge 1- Too many decision makers and influencers
Product Marketing- 1 : 1 Solutions Marketing- 1: Many
February 26, 2014 PBI Internal use only 4 4
Enterprise Solutions marketing is a challenging process
Challenge 2- too many cooks
February 26, 2014 PBI Internal use only 5 5
Enterprise Solutions marketing is a challenging process
Challenge 3- too many channels to sell through
Ecommerce
Direct
Selling
Channel/ Partner Selling
• Selling To
• Selling For
• Selling With Channels
February 26, 2014 PBI Internal use only 6 6
Enterprise Solutions marketing is a challenging process
Challenge 4- too many processes to manage
February 26, 2014 PBI Internal use only 7 7
Enterprise Solutions marketing is a challenging process
Challenge 5- too much to measure
February 26, 2014 PBI Internal use only 8 8
Enterprise Solutions marketing is a challenging process
Challenge 6- too much time… enterprise deals can take 6 – 18 month from discovery to close
Product Availability
Influencers Cooks
Channels Processes Measurement
Closed Deals
February 26, 2014 PBI Internal use only 9 9
15 years ago, B2B solutions marketing was a linear process managed by sellers
Closing Selling Marketing Advertising
Prospects
Customers
Create awareness … create leads… enable trial, promote additional sales,
create an advocate
February 26, 2014 PBI Internal use only 10 10
But the internet came along and changed everything
Based on Hubspot
February 26, 2014 PBI Internal use only 11 11
Sellers now have to build a process that is multi-channel and “always on”
February 26, 2014 PBI Internal use only 12 12
Which is a now non-linear process referred to as the “Buyers Journey”
4
3
2
1
February 26, 2014 PBI Internal use only 13 13
Status Quo
Is Failing Make the
Selection
Justify the
Decision
Commit to
a Solution
Explore the
Possibilities
Committing
To Change
Today Marketing and Sales align to leverage the buyer’s journey
Buyers Journey
Lead Journey
Inquiry or
Prospect Sales
Accepted Lead
Sales
Opportunities Marketing
Qualified Lead
Won
Deal
Rep
uta
tio
n
Rep
uta
tio
n
February 26, 2014 PBI Internal use only 14 14
The new common language of B2B marketing
Marketing
Qualified
Leads
Inquiries
Sales
Accepted
Leads
Sales
Qualified
Leads
Deals
• Total number of hand raisers via web, events etc.
• Qualified using Marketing tactics based on sales requirement
• Deemed Qualified for first contact by Sales
• Being worked by Sales
• Sales owns specific pipeline $
• Opportunities “closed” … real revenue
February 26, 2014 PBI Internal use only 15 15
Regardless of entry point, there is a new framework for the buyer’s journey
Based on Sirius Decisions
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Identifying additional
needs
Buyer’s journey …
Lead Management Framework …
Messaging across the journey…
Inquiries Qualified
Leads
Sales Accepted
Leads
Sales Accepted
Leads Deals
Solution &
Selection Solution Education Education Solution Solution Selection Education
Marketing
and Sales Marketing Sales
February 26, 2014 PBI Internal use only 16 16
The waterfall view tips the funnel on its side as inquiries cascade to deals
Key
Waterfall
Metrics
How many
Conversion rates
Cycle time
Costs
Pipeline revenue
Actual revenue
Return on
investment
Lead
Dispositions
Stages
Based on Sirius
February 26, 2014 PBI Internal use only 17 17
Data flows for Marketing and Sales optimization
• Drive to forms • Owned Media
• Paid media
• Earned media
• Data base- MA
Initial Data Capture
• Engage • Touch type
• Bizo-graphics
• BANT
• Lead Scores
• Message Management
• Data base- MA
Marketing Automation • Sell
• Profiles
• Dispositions
• Best next offer
• Data base- SFA
Sales Force Automation
Reputation Education Solution Selection
February 26, 2014 PBI Internal use only 18 18
The end game- qualified leads … closed deals …
Core campaign processes that present your value propositions to your target audience • Understanding demand type
• Identifying target personae
• Creating content supply chain across the funnel
• Creating a marketing tactic mix recommendation
• Reversing the waterfall to build the business case
February 26, 2014 PBI Internal use only 19 19
Understanding demand type*
Based on Sirius
New Concept- IBM laptop computer ~1986
• Disruptive
• No recognized need
• Purchase not allocated
New Paradigm- IBM lap top intros ‘90s
• Addresses existing need
• New processes
• Some new innovation
Existing Market- SOP product, many competitors ‘20s
• Replacement
• Well tested
• Lower priced
February 26, 2014 PBI Internal use only 20 20
Understanding demand type*
Based on Sirius
New Concept- Personal desktop computer
• Disruptive
• No recognized need
• Purchase not allocated
New Paradigm- IBM lap top computer
• Addresses existing need
• New processes
• Some new innovation
Existing Market- SOP product, many competitors
• Replacement
• Well tested
• Lower priced
Demand type affects-
Personae focus
Messaging
Offer types
Touch-point channels
Web
Events
eCommerce
Channels
Direct selling
February 26, 2014 PBI Internal use only 21 21
Who will make/influence the buy decision?
Review/synthesize information
Prepare recommendations for management
Very tech savvy
Focus on detailed solution specs
Consults re: project execution
How is this going to make my job easier and more productive
Find solutions to meet LOB/business needs
Ensure HW/SW fit
High-level and strategic
Responsible for project delivery
Plan/execute long-term vision
Compete effectively
What is it going to cost?
What is its financial value
Holistic view of the organization
Accountable for project success
Project evangelist
Results/metrics driven
Consults- outcome requirements
Views solution as a business project, not an IT project
Confirms hurdle rates
Decision Maker
CIO, CTO- IT Lead
Researcher
LOB Leader
Financial Analyst
February 26, 2014 PBI Internal use only 22 22
Identifying target personae
Review/synthesize information
Prepare recommendations for management
Very tech savvy
Focus on detailed solution specs
Consults re: project execution
How is this going to make my job easier and more productive
Find solutions to meet LOB/business needs
Ensure HW/SW fit
High-level and strategic
Responsible for project delivery
Plan/execute long-term vision
Compete effectively
What is it going to cost?
What is its financial value
Holistic view of the organization
Accountable for project success
Project evangelist
Results/metrics driven
Consults- outcome requirements
Views solution as a business project, not an IT project
Confirms hurdle rates
Decision Maker
CIO, CTO- IT Lead
Researcher
LOB Leader
Financial Analyst
• Prioritize personae to
optimize budgets and
content supply chain
• Who matters most
• Where else can they
get the information
they need
February 26, 2014 PBI Internal use only 23 23
Do you have the content you need at each stage for that personae?
Based on Sirius
Testimonials
Newsletters
Case studies
White papers
Video
Events/Webcast
s
Podcasts
Blogs/
microblogs
0%
10%
20%
30%
40%
50%
60%
70%
Early Middle Late
White papers
Peerreferrals
Webinars
User Events
Analystreports
Case Studies
Education Solutions Selection
February 26, 2014 PBI Internal use only 24 24
Getting there… what you have … what you need … who … what stage
Are there solutions out there for my problem?
Why are your solutions best for me?
How do I get the best prices for your solution?
February 26, 2014 PBI Internal use only 25 25
What you end up with is the content optimized funnel
Key Words Key Words Key Words
SMM
PPC
SEO
DM
EM
Outdoor
Collateral
E&TS
Buyer’s Journey -
How do I get the best solution
and offer from Company X
Buyer’s Journey -
There are solutions for my
problems
1
Buyer’s Journey -
Company X has solutions for
my problem
2
Buyer’s Journey -
Company X has the best
solutions for my problem
3
4 Content Bits
February 26, 2014 PBI Internal use only 26 26
Content requirements for a new paradigm product - 3 personae… 4 stages
Touch-point Reputation Education Solution Selection
Social Media
Paid Search
www.company
www.partners
Banners
Marketing
Automation
Offline events
Online events
Tele-marketing
SFA
February 26, 2014 PBI Internal use only 27 27
Content requirements for a new paradigm product - 3 personae… 4 stages
Touch-point Reputation Education Solution Selection
Social Media
Search
www.company
www.partners
Banners
Marketing
Automation
Offline events
Online events
Tele-marketing
SFA
If you only create
• 4 personae
• 4 stages
• 3 pieces of content each stage
• 10 touch points
• 4 updates annually
• 1,440 pieces of content needed
February 26, 2014 PBI Internal use only 28 28
Reversing the waterfall to build the business case
44,444$ Marketing Program Costs
200$ Cost per Inquiry
222 # Inquiries Required
20.0% % Inquiries That Become MQLs
44 # MQLs Required
75.0% % MQLs That Become Opportunities
33 # Opportunities Required
30.0% % Opportunities That become Deals Won
10 # Deals Won
200,000$ Average Deal Size
2,000,000$ Marketing sourced Revenue
20.0% % Revenue from Marketing
10,000,000$ Total Revenue Target
30.0% Product Margin
600,000$ Marketing Margin $s Produced
14 : 1 Margin $s to Expense $s Ratio
Solution
Education
Selection Start
Here
February 26, 2014 PBI Internal use only 29
Business case for paid search
February 26, 2014 PBI Internal use only 30 30
The case for paid search
Issue Benefit
Important across most stages Yes … Reputation, Education,
Solutions
Do we have content Yes …forms and offers … click-
to’s
Aligned process Yes- drives Marketing Automation
Easy to deploy Yes
Scalable (regions) Yes- test in one region then rollout
to others
Controllable Yes … day parts, days, total
spend, position based
Trackable Totally- cost per click, #
conversions, cost per conversion
February 26, 2014 PBI Internal use only 31 31
With a 20% ROMI hurdle rate, is PPC worth doing?
Item
Target
Products
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks 16,575 - 16,575
Cost per click 9.25$ -$ 9.25$
Total Marketing Costs 153,319$ -$ 153,319$
Clicks that convert to Qualified Leads 8.0% -$ 8.0%
# Qualified leads 1,326 95 1,421
% Leads that become Deals 20.0% 21.0% 20.1%
# Deals 265 20 285
Avg Deal $s 2,800$ 11,775$ 3,428$
Total deal $'s 742,560$ 234,911$ 977,471$
Margin % 18.0% 22.0% 19.0%
Margin $s 133,661$ 51,680$ 185,341$
Net Contribution (19,658)$ 51,680$ 32,023$
ROMI -12.8% 100.0% 20.9%
# Qualified Leads still in Pipeline 1,061 75 1,136
% that become Deals 15.0% 10.5% 14.7%
# Deals 159 8 167
Average Deal $s 2,100$ 7,065$ 2,334$
Deal $s 334,152$ 55,674$ 389,826
Margin % 18.0% 22.0% 18.6%
Margin $s 60,147$ 12,248$ 72,396
Net Contribution 60,147$ 12,248$ 72,396
ROMI 100.0% 100.0% 100.0%
Total Marketing Costs 153,319$ -$ 153,319
Total Contribution $s 40,489 63,929 104,418
ROMI 26.4% 100.0% 68.1%
24 Month Contribution and ROMI
12 Month Analysis for PPC
13 - 24 Month Pipeline Projections
(1)
February 26, 2014 PBI Internal use only 32 32
With a 20% ROMI hurdle rate, is PPC worth doing if you add in year two deals?
Item
Target
Products
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks 16,575 - 16,575
Cost per click 9.25$ -$ 9.25$
Total Marketing Costs 153,319$ -$ 153,319$
Clicks that convert to Qualified Leads 8.0% -$ 8.0%
# Qualified leads 1,326 95 1,421
% Leads that become Deals 20.0% 21.0% 20.1%
# Deals 265 20 285
Avg Deal $s 2,800$ 11,775$ 3,428$
Total deal $'s 742,560$ 234,911$ 977,471$
Margin % 18.0% 22.0% 19.0%
Margin $s 133,661$ 51,680$ 185,341$
Net Contribution (19,658)$ 51,680$ 32,023$
ROMI -12.8% 100.0% 20.9%
# Qualified Leads still in Pipeline 1,061 75 1,136
% that become Deals 15.0% 10.5% 14.7%
# Deals 159 8 167
Average Deal $s 2,100$ 7,065$ 2,334$
Deal $s 334,152$ 55,674$ 389,826
Margin % 18.0% 22.0% 18.6%
Margin $s 60,147$ 12,248$ 72,396
Net Contribution 60,147$ 12,248$ 72,396
ROMI 100.0% 100.0% 100.0%
Total Marketing Costs 153,319$ -$ 153,319
Total Contribution $s 40,489 63,929 104,418
ROMI 26.4% 100.0% 68.1%
24 Month Contribution and ROMI
24 Month Analysis for PPC
13 - 24 Month Pipeline Projections
(2)
February 26, 2014 PBI Internal use only 33 33
With a 20% ROMI hurdle rate, is PPC worth doing … 24 month revenue?
Item
Target
Products
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks 16,575 - 16,575
Cost per click 9.25$ -$ 9.25$
Total Marketing Costs 153,319$ -$ 153,319$
Clicks that convert to Qualified Leads 8.0% -$ 8.0%
# Qualified leads 1,326 95 1,421
% Leads that become Deals 20.0% 21.0% 20.1%
# Deals 265 20 285
Avg Deal $s 2,800$ 11,775$ 3,428$
Total deal $'s 742,560$ 234,911$ 977,471$
Margin % 18.0% 22.0% 19.0%
Margin $s 133,661$ 51,680$ 185,341$
Net Contribution (19,658)$ 51,680$ 32,023$
ROMI -12.8% 100.0% 20.9%
# Qualified Leads still in Pipeline 1,061 75 1,136
% that become Deals 15.0% 10.5% 14.7%
# Deals 159 8 167
Average Deal $s 2,100$ 7,065$ 2,334$
Deal $s 334,152$ 55,674$ 389,826
Margin % 18.0% 22.0% 18.6%
Margin $s 60,147$ 12,248$ 72,396
Net Contribution 60,147$ 12,248$ 72,396
ROMI 100.0% 100.0% 100.0%
Total Marketing Costs 153,319$ -$ 153,319
Total Contribution $s 40,489 63,929 104,418
ROMI 26.4% 100.0% 68.1%
24 Month Contribution and ROMI
24 Month Analysis for PPC
13 - 24 Month Pipeline Projections
(3)
February 26, 2014 PBI Internal use only 34 34
With a 20% ROMI hurdle rate, is PPC worth doing … halo revenue?
Item
Target
Products
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks 16,575 - 16,575
Cost per click 9.25$ -$ 9.25$
Total Marketing Costs 153,319$ -$ 153,319$
Clicks that convert to Qualified Leads 8.0% -$ 8.0%
# Qualified leads 1,326 95 1,421
% Leads that become Deals 20.0% 21.0% 20.1%
# Deals 265 20 285
Avg Deal $s 2,800$ 11,775$ 3,428$
Total deal $'s 742,560$ 234,911$ 977,471$
Margin % 18.0% 22.0% 19.0%
Margin $s 133,661$ 51,680$ 185,341$
Net Contribution (19,658)$ 51,680$ 32,023$
ROMI -12.8% 100.0% 20.9%
# Qualified Leads still in Pipeline 1,061 75 1,136
% that become Deals 15.0% 10.5% 14.7%
# Deals 159 8 167
Average Deal $s 2,100$ 7,065$ 2,334$
Deal $s 334,152$ 55,674$ 389,826
Margin % 18.0% 22.0% 18.6%
Margin $s 60,147$ 12,248$ 72,396
Net Contribution 60,147$ 12,248$ 72,396
ROMI 100.0% 100.0% 100.0%
Total Marketing Costs 153,319$ -$ 153,319
Total Contribution $s 40,489 63,929 104,418
ROMI 26.4% 100.0% 68.1%
24 Month Contribution and ROMI
12 Month Analysis for PPC
13 - 24 Month Pipeline Projections
(4)
February 26, 2014 PBI Internal use only 35 35
With a 20% ROMI hurdle rate, is PPC worth doing … 24 month all revenue?
Item
Target
Products
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks 16,575 - 16,575
Cost per click 9.25$ -$ 9.25$
Total Marketing Costs 153,319$ -$ 153,319$
Clicks that convert to Qualified Leads 8.0% -$ 8.0%
# Qualified leads 1,326 95 1,421
% Leads that become Deals 20.0% 21.0% 20.1%
# Deals 265 20 285
Avg Deal $s 2,800$ 11,775$ 3,428$
Total deal $'s 742,560$ 234,911$ 977,471$
Margin % 18.0% 22.0% 19.0%
Margin $s 133,661$ 51,680$ 185,341$
Net Contribution (19,658)$ 51,680$ 32,023$
ROMI -12.8% 100.0% 20.9%
# Qualified Leads still in Pipeline 1,061 75 1,136
% that become Deals 15.0% 10.5% 14.7%
# Deals 159 8 167
Average Deal $s 2,100$ 7,065$ 2,334$
Deal $s 334,152$ 55,674$ 389,826
Margin % 18.0% 22.0% 18.6%
Margin $s 60,147$ 12,248$ 72,396
Net Contribution 60,147$ 12,248$ 72,396
ROMI 100.0% 100.0% 100.0%
Total Marketing Costs 153,319$ -$ 153,319
Total Contribution $s 40,489 63,929 104,418
ROMI 26.4% 100.0% 68.1%
24 Month Contribution and ROMI
24 Month Analysis for PPC
13 - 24 Month Pipeline Projections
(5)
February 26, 2014 PBI Internal use only 36 36
Why else should you consider halo effects
Attribution … what is more important …1st touch, last touch?
Our campaign actually had ~10 touch points with incalculable potential touches
February 26, 2014 PBI Internal use only 37 37
Halos also effect total campaign communications effectiveness
Sales Force Automation
Partners
Trade Shows
Web Marketing
Marketing Automation
Search
Campaign
Campaign
Campaign
Campaign
February 26, 2014 PBI Internal use only 38 38
10 Big concepts for B2B enterprise solutions marketing
1) Buyer’s journey
2) Funnels
3) Waterfalls
4) Lead Dispositions
5) Interlock
6) Demand types
7) Personae
8) Offers
9) Content mapping
10) Halos
February 26, 2014 PBI Internal use only 39 39
Thank You