The Move to Demand

Orchestration

@LenaWaters @davidfcrane@KerrySirius

What’s On The Agenda

• Demand gen today

• The role of demand orchestration

• Lookout’s orchestration story

Click here to view the full on-demand webinar

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Demand Gen Today

Tale of Two Cities

The fundamental aspects of demand gen:

1. acquiring contact leads/inquiries

2. converting these leads into pipeline opportunities

Unfortunately, these two sides of demand gen are drastically siloed

4

© 2017 Integrate, Inc. 5

Generating Leads/Inquiries

Qualifying Leads/Inquiries

Demand Gen Today

Content

Syndication Display Events Lists Search Social

What Happens Before Inquiry?

Marketing automation helps B2B marketers nurture prospects and convert leads from

inquiry to opportunity. But top-funnel, pre-inquiry tool haven’t advanced.

What’s it like pre-inquiry?

• Marketers pay millions of dollars to pump new contacts into their database

• Time and energy spent finding and negotiating with data providers to get content in

front of the right people

• Waste 30+ hours a week scrubbing lead files and importing contacts into MA

This distracts them from focusing on strategic needs!

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7

Can’t Scale to

Meet Pipeline

Goals

Little Insight

Into What’s

Working

Consequences

Low Conversion

Rates

Wasted Time,

Effort & Budget

Bringing It All Together

8

Generating

Leads/Inquiries

Nurturing & Qualifying

Leads into Opps

Converting Ops into

to Customers

9

“Marketers are focusing on demand

orchestration to coordinate their top funnel

channel [and pre-inquiry efforts], and then

connect them to the mid funnel systems to

better spend time and budget on strategic

initiatives instead of mundane tasks.”

~ David Crane

Integrate

Related Resources

• Demand Orchestration Workbook

• Guide to Demand Orchestration Software

• ABM Workbook

• View On-demand Webinar

Poll: What success metric drives

your team the most?

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“Exclusive focus on inquiries,

contacts, and leads is causing

misalignment and errors for

#B2B demand creation.”

~ Kerry Cunningham

SiriusDecisions

13

Senior Research Director

• Lead Development &

Management

• Predictive analytics,

research methods,

organizational design

Kerry Cunningham, SiriusDecisions

What You Know Changes What You Must Know

14

SiriusPerspective: As the availability of data has changed, demand creation

becomes increasingly more effective, but also increasingly more complex.

THE OPPORTUNITY &

THE ISSUES

15

Identifying the Selling

Opportunities

Exclusive focus on

inquiries/contacts leads to

misalignment and fundamental

errors in how organizations plan

their go-to-market and measure

their progress

IndependentAgreement

Among Individual(s)Less than $50K

Less than

8 Weeks1-2 1-2

Consensus

Agreement across

teams, functions

or departments

$50-$500K1-2 Quarters

(but no more)3-4 3-5

Committee

Agreement at

the executive

leadership level

$500K-$Millions1-2 Quarters

(or more)

5

(or more)

6-10

(or more)

Source:

SiriusDecisions

2017 Buying StudyScenario

Decision

Orientation

Typical Price

Range

Typical

Timeframe

Buying

CentersColleagues

SiriusPerspective: B2B buying behavior clusters into three types of scenarios

that must be considered when designing a go-to-market strategy.

But this is Easier Said

than Done

B-to-B Marketing & Selling

Today

Leads

Nurture

& Tele

B-to-B Marketing Reporting

Opportunities

hitting pipeline

B-to-B Marketing & Selling

Today

Leads

Nurture

& Tele

Opportunities

hitting pipeline

In reality, each

opp probably

evolves from

multiple

leads.

B-to-B Marketing Reality

Identifying the Selling Opportunities

Leads

Nurture

& Tele

Opportunities

hitting pipeline

Opportunities

And those leads were

already coordinated

among themselves at

the time they became

‘leads.’

Buying Committees

Champions

Ratifiers

Influencers

CxOs

What Does A Prospect Really

Look Like?

Buyer Personas

Number of

personas/

composition of

buying center to

vary with purchase

process complexityScope:

• Departmental (which)?

• Corporate? Global? Regional?

Buying

Center

Buying Team

Important to Remember

22

• Each person in a buying center does his/her own

research.

• These folks may or may not be synched up in terms of

their personal learning curve.

• To have a complete and accurate reading of what’s

happening in that demand unit is not sufficient to

know how any one of these folks is engaging.

Champions

Ratifiers

Influencers

CxOs

What Does A Prospect Really Look Like?

Scope:

• Departmental (which)?

• Corporate? Global? Regional?

Buying Team

• Unique role-based

needs

• Perspective on

organizational needs

• Role and power in

purchasing process

Extending The SiriusDecisions Demand Waterfall®

Active Market

Extending The SiriusDecisions Demand Waterfall®

Addressable Market

Digital Inbound and

Outbound Tactics

Teleprospecting

outbound to high-

propensity accounts

Sales outbound to

high-propensity

accounts

SiriusPerspective: It may be hard to get an accurate measure at both levels today, but the

effort to refine those numbers will drive vital insights along with alignment between marketing

and sales.

Refined Focus = Greater Power But

Greater Complexity

Resourc

es

Needs

Contact Data Sources

• Demographic

• Behavioral

Account Data Sources

• Firmographic

• Technographic

• Episodic

• Behavioral

Derived Data

• Predictive

• intent

So, that makes things complicated…

Lo-Res Static Data

Hi-Res Static Data

Episodic Data

Intent Data Predictive

• Email

• Address

• Phone

• Industry

• Revenue

• Skills

• Certifications

• Groups

• Tech install

base

• Mergers

• Earnings

• Promotions

• Lease

expirations

• Competitor, 3rd

party web

activity

• Other ?

Ex

am

ple

sD

es

cri

pti

on

• Propensity

to..

Basic

contact and

account info

Attributes that

allow more

precision in

identifying

personas and

accounts

Information

related to news

and events;

mostly accounts

but some

contact

Activity data,

synthesized to

suggest

awareness and

interest; useful

only at account

level

All available

data,

synthesized to

better predict

next best

action

• Look-alike

clusters

So, that makes things

complicated…

• Doctors don’t actually do the

DNA testing

• To be good physicians, they

must understand the principles

and have the skill to interpret…

• But they aren’t back in the lab

with test tubes and pipettes…

So, that makes things

complicated…

• They are on the front lines with

patients, combining visual, verbal

and traditional health signals with the

new science…

• Interpreting the complex array of

signals to make judgements about

courses of treatment and to

communicate effectively with

patients

So, that makes things

complicated…

• Likewise, modern marketers are

turning to technology to help manage

the increasingly complex array of

signals

• So they can stay focused on the task

at hand... Identifying, engaging and

converting prospects.

31

“You don't have to be a

data scientist. You just

have to be able to interpret

and act on data.”

~ Kerry Cunningham

SiriusDecisions

32

Poll: What is your biggest demand

creation challenge?

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“If we ever wanted to have time

to address our other pressing

challenges, then we had zero

time to spend on inefficiencies

at the top of the funnel.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

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Lena Waters, Lookout

Vice President, Corporate Marketing

• Global Demand, Digital, Field &

Event Marketing

• Marketing Ops & Reporting

• Integrated Enterprise & Personal

Go-to-Market

THE MARKET OPPORTUNITY

From Personal App to Enterprise Platform

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Your Mobile Device is a Gold Mine for Hackers

ENTERPRISE

EMAIL

ENTERPRISE

NETWORK

VPN, WiFi

ENTERPRISE

APPS

SaaS, Custom Apps

CREDENTIALS

Stored, Soft Tokens

PHOTO ALBUM

Whiteboard Screenshots, IDs

SENSORS

GPS, Microphone, Camera

36

Web Crawlers App Store

APIs

Dynamic

Analysis

Static

Analysis

Reputation

Analysis

Malware

Assessment

Capability

Assessment

Exploit

Assessment

SENSOR NETWORK

ACQUIRE ANALYZE PROTECT

Binary

Similarity

Mobile

Sensors

EnterprisePersonal

We Approach Mobile Security

as a Big Data Problem

BUILDING AN ENTERPRISE

FRAMEWORK

Assembling the Airplane in Mid-Flight

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“Being a marketer in

today’s world means

we’re often building the

airplane mid-flight.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

Pipeline & Data

• Build pipeline while process &

operations are being fine-

tuned

• Use data to guide and

demonstrate marketing’s

impact on the business

• Report, optimize, enable

global self-service

Process & People

• Build an enterprise team

• Establish enterprise

operations, sharing

Personal resources

• Establish processes to

enable output across

enterprise teams

Technology & Infrastructure

• Stand up a global demand

machine from scratch while

rebuilding digital infrastructure

• Launch pilot programs and scale

to achieve pre-set goals

• Operate globally across 4 sales

theaters in multiple languages

The Mandate

40

Marketing Funnel Sales Pipeline

Response MQL SAL SQL 1-Qualified 2-Validate 3-Proposal 4-Decision 5-Order 6-Closing7-Closed

WonCustomer

Person

Engages

Demographic

+ Behavioral

Criteria

Inside Sales

Accepts

Meeting

BookedBANT Sales Cycle Stages

Available for

References

Marketing Pipeline Goal #1

Drive a specific percentage of new

Enterprise pipeline.

Marketing Pipeline Goal #2

Drive a specific percentage of closed

Enterprise bookings.

The Goal

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42

“If it was easy, they’d

have the B team

working on it.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

Mobile

Threat

Defense

Navigating the Gartner Hype Cycle

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“#MarTech is like the

fashion industry. As more

stuff comes out, not all of it

is worth buying/wearing.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

Top Funnel Challenges

The early evolution of our category means:

• Very little pull from the market

• Low awareness of the problem, or of us as a

company/brand

It’s vital we identify who the early adopters of our product

are likely to be, understand the key drivers for why they

need us, and set our priorities accordingly.

Marketing Funnel Sales Pipeline

Response MQL SAL SQL 1-Qualified 2-Validate 3-Proposal 4-Decision 5-Order 6-Closing7-Closed

WonCustomer

Person

Engages

Demographic

+ Behavioral

Criteria

Inside Sales

Accepts

Meeting

BookedBANT Sales Cycle Stages

Available for

References

Enable Sales Motion

Enable global marketing, sales & channel

organizations.

Create a Category

Innovate a breakthrough product & market.

Create Urgency in an Early Market

Mobilize the buying team.

Accelerate Funnel Effectiveness

Build and automate a top of funnel

machine.

Top Funnel Challenges

46

WHY INTEGRATE

47

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“If we ever wanted to have time

to address our other pressing

challenges, then we had zero

time to spend on inefficiencies

at the top of the funnel.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

time suckNOUN

US

Informal

An inefficient or unproductive activity, process, etc.; a waste of time.

50

Which is why

uses…

Demand Orchestration is an

Existential Issue

53

“You’re looking at individual leads that

come in at the top of the funnel, but what’s

really happening is that there’s buying

groups that are invisible until they get

further down the funnel. Closing that gap

has become the existential issue to us.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

Lead

Sources

Creating and

optimizing the

marketing mix

across personas

means a lot of

decentralized

lead sources

Data

Quality

Unstandardized

data of varying

quality from

multiple online

and offline

sources creates

follow up delays

Lead

Process

Process

inefficiencies with

lead aggregation,

scrubbing,

importing,

reporting require

additional manual

work

Global

Scale

Multiple

considerations

across countries

or regions

increases the

need for

consistency and

speed

Investment

Balancing

resources at the

top of the funnel

competes with

other valuable

funnel stages

Top of Funnel Challenges w/o Integrate

54

Lead

Sources

Freedom to

optimize across

the best-

performing

demand

vehicles with

faster time to

implement

Data

Quality

Normalized data

is the new

normal

Lead

Process

Eliminating the

time suck frees up

high value

resources for

higher value work

Global

Scale

Greater capacity

to focus on

global

expansion with

balanced

resources

Investment

Orchestrated

demand means

faster time to

value

Integrate Increases Time to Value for Lookout

55

Pipeline & Data

• Build pipeline while process &

operations are being fine-

tuned

• Use data to guide and

demonstrate marketing’s

impact on the business

• Report, optimize, enable

global self-service

Process & People

• Build an enterprise team

• Establish enterprise

operations, sharing

Personal resources

• Establish processes to

enable output across

enterprise teams

Technology & Infrastructure

• Stand up a global demand

machine from scratch while

rebuilding digital infrastructure

• Launch pilot programs and scale

to achieve pre-set goals

• Operate globally across 4 sales

theaters in multiple languages

Remember The Mandate

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57

“Make sure you’re identifying your target

accounts and customers before you’re

buying tech designed to help reach them.

Otherwise, you’ll end up getting skewed

to the people that the tech finds easily.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

• Surpass pipeline targets

• Increase funnel velocity

• Use data to predict

marketing’s impact on the

business

• Scale the integrated

marketing team

• Optimize integrated

consumer & enterprise

operations

• Increase global process

efficiency to maximize output

across teams

• Scale global demand across a

broader buying team

• Leverage digital to grow global

integrated framework

• Focus on key investments to

create momentum

What’s Next?

Pipeline & DataProcess & People Technology & Infrastructure

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59

“MarTech does not

solve problems,

people do.”

~ Lena Waters

Vice President, Corporate Marketing

Lookout

Related Resources

• Demand Orchestration Workbook

• Guide to Demand Orchestration Software

• ABM Workbook

• View On-demand Webinar