Transcript
Eight is EnoughThe Essentials of B2B Marketing
@ToddEbertCMO, MultiView
The 8 Essentials of B2B Marketing
Know your customer journey
Always be helping
Create marketing so good people would pay for it
Promote the power trio
1
2
3
4
5
6
7
8
Simmer your leads
Get in bed with Sales
Cultivate continuous improvement culture
Build products that sell themselves
1. Know Your Customer Journey
customer journey map icon by Yu luck from the Noun Project
If you don’t know where you want to go then any road will take you there.
— Cheshire Cat to Alice in Wonderland
How do YOU buy today?
SearchDo you use your mobile
phone to instantly research products and
services?
SurfDo you see ads and form impressions of
businesses and products?
SocializeDo you share your
buying experiences with hundreds, even
thousands, of others?
Now think about your ideal buyer. Who are they? And how do they buy your types of products?
If you don’t
know where they gohow will you reach them?
We now self-educate online and complete 70% of the buying journey before contacting vendors!
You Must Be Present To Win*
*If you’re not there, your competitors are.
Buying Journey NowThen
Marketing
Sales
Marketing
Sales
Explore
Research
Evaluate
Validate
Unaware / Passive
Purchase
THENRepGuided
• Customers have tons of information at their fingertips online and complete 70% of the buying journey before engaging vendors to get proposals
• Businesses must have robust digital marketing to educate/pre-sell the customer during their research. If they aren’t present they can’t win the battle for consideration.
• Customers have little information so they engage several vendor sales people early in the journey to learn about their product
• Businesses must have lots of sales people in order to entertain / educate / sell customers
Explore & Research Many Potential Vendors Online Solicit Few Proposals
Consider Vendors
NOWSelfGuided
$
$
Meet With Lots of Vendor Sales People
Over 70% complete!
28%
@ 6% 24%
Online7.6 Hours
Daily Media Consumption
1%Search
Email / IM
Surf Content
Surf Social Media
Shop Online
19% Surf Video
Offline7.0 Hours
@
49% of digital media consumption is now on mobile devices
The Journey Occurs Online!
23%
You Need To Reach Buyers Digitally at EVERY Stage!
Do I have a problem?
Who can solve it?
Who should solve it?
Do I want to solve it? How?
Buyers do their own research online. On average, they are 70% through the journey before even contacting a sales rep.
Should I buy again?
Unaware
Explore
Research
Evaluate
Validate
Purchase
Renew
Advocate
70%
BUY
A detailed breakdown of how digital media influences each step of the B2B buying journey and how to accelerate your prospects’ path to purchase.
GET THE EBOOK
2. Always Be Helping
If people like you they'll listen to you, but if they trust you they'll do business with you.
— Zig Ziglar
Change Your Mindset!
WantedEducates
Provides unique insightsSolves their problems
AlwaysBe Helping
UnwantedInterrupts, irritates
Kills trustHurts brand
AlwaysBe Closing
There’s Only One Way to Win …
GiveValue.
GetValue.
To
3. Create Marketing So Good They’d Pay For It
Content – education / insight on a key issue
Tools / Apps - tools that help identify and solve issues
Expertise – evaluation / assessment with detailed recommendations
Products – trials that enable customers to experience the value
MoreValuable
Less Valuable
Lower Commitment Higher Commitment
You need to create stuff that is so good that your prospects:
• Are impressed enough to engage• Give you their
contact info• See you as an
expert• Look forward to
your emails
Give Value to Get Value
Level 1 – Educational & Helpful Content
Level 2 – Free Tools / Apps
• Provide a useful service
• Identify real issues
• Recommend improvements
• Capture contact for nurturing
Level 3 – Free Expert Assessment
• Provide a useful service
• Identify real issues
• Recommend improvements
• Capture contact for nurturing
Level 4 – Freemium Products
• Eliminate barriers to trial
• Prove the value of your product
• Market higher tiers of your product
4. Promote the Power Trio
If businesses are not visible online when people are doing their homework, believe me, they’ll find others who are.
— Jim Lecinski, Managing Director, Google
You MUST Be Present To WinEnsure that people know and consider your brand…
Before They Need Your Solutions
During Their
Research
Through Their Evaluation
Process
After TheyBecome aCustomer
OWNEDMEDIAWebsiteBlogSocial PagesEmail
EARNEDMEDIAPR Stories Social SharesReviews
PAID MEDIADisplay AdsSearch Ads Social AdsRetargeting Ads
The Trio Works Together To Maximize Reach & Impact
You need digital advertising! It’s the best way get your message in front of prospects at every step of their journey. If you’re not present you can’t win.
You need a great website! It creates the critical first impression that wins or loses their business so you must impress them enough to contact you.
You need subscribers and social followers! They turn into future leads, customers and advocates. They create your “word-of-mouth”.
1996
2016
= Calls
Paid: Brand Marketing + Social Marketing + Intent Marketing
= Leads
+
+Plumbing
Experts
+
+
Paid: Capture Attention at Every Step of Their Journey
EXPLORING
RESEARCHING
EVALUATING
VALIDATING
PURCHASING
Owned & Earned: Build a Resource Hub, Fill It with Great Stuff, Share Socially
Content Type Monthly
Blog Posts 12Ebooks 2
Infographics 1
Social Posts 200+Testimonial Videos 2
Case Studies 2
Expert Videos 2
Bylined Articles 2
Memes 2
Explainer Videos 1
How To Guides 1
Everything Influences Every Step!
Explore
Research
Evaluate
Validate
Unaware / Passive
Purchase
5. Simmer Your Leads
We live in a Match.com world; many buyers and sellers “meet” for the first time online. In fact the entire purchase process may start and end without a single face-to-face interaction.
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (a)
Nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads (b)
Nurtured leads make 47% larger purchases than non-nurtured leads (c)
Prospects Complete the Majority of Their Buying Journey Online Then Contact a Few Vendors for Proposals
$
70%
Most Leads are Not Ready to Talk to You Yet…So Nurture Them
Sources: a. Forrester, b. Gleanster, c. Annuitas
Simple Nurture: Warm Them Up With Flow of Useful Content
Again, give value to get value. Only send emails with helpful content.
Awareness Campaign Consideration Campaign Buyer Campaign
Advanced Nurture: Complex Series Triggered by Prospect Actions
Nurture: Feed Your Sales Team Steady Stream of Warm Leads
• Provide reps daily prioritized list of “Best Bets”
• Give insights on content they consumed
• Enable reps to have the right conversations at the right time
6. Get in Bed with Sales
Create a Dedicated “Smarketing” Team*
One charter One set of SLAs One set of KPIs One feedback loop One dashboard
Jointly accountable &
rewarded
*Smarketing = integrated demand generation team
0
2 5 8 9
14131110
17 21 22 24
4030 - ?
27
91
SMB visitswebsite and downloads ebook
Customer Both
Marketing sends nurture emailwith helpful content piece
Rep listens to customer’s social media & engages
Rep sends send email with unique insight
Customer checks email triggering increase in lead score
Rep calls after seeing lead inSFDC
Rep email with video & webinar about Edge
Co. watches video & checks # pages on blog/website
Rep calls
Nurturing emailwith Edgedifferentiation
First meeting Marketing sends nurture email with case study and testimonialin vertical
Company replies with questions
2nd meeting – Rep uses tool to send contract Rep coordinates go-
live of the product
Calls Rep with questions
Buys second product and series continues
Company
Rep sends thanks email
Rep email thankyou and proposalfrom SFDC
Rep schedules2nd meeting
Co. agrees to meetingRep emails appointmentconfirmation
Have Integrated Conversations with the Customer
90Rep uses insights to send upsell email about need for another product
Lead Pipeline Planned & Coordinated Series of Touches
Follow-up with Website Lurkers Who Might Be Leads
• Identify companies visiting your site who leave without converting [like Caller ID for your site]
• Give names of highly engaged companies to Sales for proactive outreach
• Capitalize on leads you otherwise wouldn’t have known about
Build Great Content Experience for Sales [“Always Be Helping”]
Prospecting Meeting Following-up Closing OnboardingCapture attention and create great first impression that you are the best, most helpful, etc.
Create wow moments that get them to engage and then take the next step
Stay top-of-mind & provide content that shows the value prop and differentiates you
Provide validation that you are best option and enable champion to convince senior decision-makers
Build trust through great onboarding experience, and showcase the great value you are providing
• Video “commercials”• Infographics• Blog posts• Industry news• Free tools / apps• Product trials• Ebooks• Assessments• Industry survey results• Quizzes• Memes• Webinars• Tips & Tricks articles• Curated lists
• Pitch decks• Interactive pitch via
website• Interactive demos• Sample reports• Use case examples
• Custom proposal• Recorded demo• Product collateral• Product videos• Expert webinars
• Industry analyst reports• Customer testimonials• Customer reviews• Case studies• Total cost of ownership
calculator• Pricing / ROI tool• Competitive comparisons• Deck/business case for
champion to provide to signers
• Thank you note with SWAG
• How to videos [e.g. understanding reports]
• Product guides• Customer webinars• User groups• Customer newsletters• Resource centers• Blog posts on key issues
7. Cultivate Continuous Improvement Culture
Great Marketing is Simple...
Right Mix of Paid & Earned Media that Reaches Targets
Compelling Content, Tools & Offers that Drive Conversions
Modern Website & Blog that Impress All Visitors
Great Nurturing that Warms Up Leads Until Ready to Buy
…but requires a ton of tweaks and changes
Acroym from this – simple telegraphic comm.Build one pager like Lora’s
Lead Lifecycle Reporting/Tracking [with estimated conversion rates]
Inquiry Contact Us +
Converted CTA:Ebooks, Webinars, etc.
(Not Sales Ready)
Engagement# of Inquries
By Source By Channel
MCLMeets You Defined
Criteria
(Not Sales Ready)
Score# of MCLsBy TypeBy SourceBy Channel
MQLMCL Score exceeds
MQL threshold
(Sales Ready)
Score# of MQLsBy SourceBy TypeBy Channel
SALSales engaged with
MQL and accepts lead
(Sales Engaged)
# of SALsBy SourceBy TypeBy Channel
48% 97%SQO
Met BANT criteria converted to opportunity
(Sales Opportunity)
# of SQOsBy SourceBy TypeBy Channel
40%
35% Closed
(Opportunity Closed)
# Closed Won# Closed LostBy SourceBy TypeBy Channel
# 22%
Track and Optimize Your Leads Pipeline To Improve Conversion at Each Stage
You Can’t Improve What You Don’t Measure
Test & Optimize Everything – The Devil is in the Details• PPC keywords/ads • SEO keywords• Retargeting ads• Website• Lading pages• Blog/Resource Ctr.• Social pages• Mobile optimization• Reputation SEO• Reviews• Live Chat
• Data sourcing• Data quality• Data appending• List compiling• Lead scoring• Directed calls/plays• Call methodology• Insights tools• Employee sharing• Tradeshows• Seminar series
• Intake coverage• Intake response
time• Nurture campaigns• Videos -
Testimonials• Sales response time• Sales response time• Reference clients• Solution
presentation• Presentation tool• Proposal tool
• Product bundles• Promotional pricing• Specific offers• Videos - product• Sales comp/spiffs
• Freemium products• Free apps/utilities• Email marketing• Webinars• Social campaigns• Display campaigns• Traditional ads• Ad creative• Content types• A/B Testing• PR / Media Stories
• QA process/updates• Sales methodology• Sales email templates• Appointment setters• Lead nurturing campaigns
• Live demos• Demo tool• Collateral• Reference clients• Onboarding• Nurturing
campaigns
• Proactive account recommendations
• Special promos• Upsell emails • Product insights
delivered
Attr
act
Conv
ert
Clos
e
Live & Die By Your DashboardTraffic, Leads, etc. are important, but your ultimate goal is to improve: • CAC – cost to acquire customer• LTV – lifetime value of customer• LTV/CAC • % revenue Marketing Sourced Leads• % revenue Marketing Influenced
Leads
*Sirius Decisions
Best-in-class B2B companies generate 50% of revenue from marketing sourced leads*
8. Build Products That Sell Themselves
B2C Companies Build Marketing INTO Their Products
Personalize recommendations based on customer behaviors.
Increase cross-sell/upsell/retention with no sales cost.
B2B Companies Must Up Their Game
• Your customers have been conditioned to expect a great experience
• You can use milestones and insights to suggest other products
• You can increase average revenue per customer without Sales cost
Guiding Principles
Focus on the Customer, Customer, Customer…Talk about what they need, not what you sell – ”always be helping”Map everything you do to their buying journey
Give Value to Get ValueAvoid “get rich quick” campaigns at all costsCreate content customers actually want
Get a ‘Two-fer’ From All That You DoBuild everything for inbound marketing to pull in leads AND as a tool for outbound selling by your reps
Integrate EverythingRun holistic campaigns with multiple tactics ALL centered on a customer insight or pain pointDrive prospects to the site, impress them enough to fill out your form and then nurture those precious leads
From Fortune 100 enterprises to technology startups, I’ve spent twenty-five years with my sleeves rolled up leading B2B marketing teams that drive growth. Lately I’ve been marketing digital marketing software and services that help other B2B marketers connect with more customers. I believe that marketing is the biggest key to success in today’s hyper-competitive market, and companies who don’t understand that fact will ultimately fail. When I’m not working, I’m a Snapple drinking, chili pepper growing, craft beer loving, volleyball coaching, bad golfing, Longhorn cheering husband and father.
About Me
toddebert.com
twitter.com/toddebert
linkedin.com/in/toddebert
Connect With Me
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