Agent3 - Shouting Loudly or Engaging Personally

Shouting loudly or engaging personally?

Very quick introduction

agent3

Lead AcquisitionSocial & Digital Selling/Acquisition

Solutions

► PESO lead generation► Nurture Tracks & Buyer

Journeys - development and implementation

► Marketing Automation - strategy, implementation and optimisation

Share of Wallet/ABM‘Engaging a market of one’ solutions

► ABM programmes at an account and sector level

► Opportunities to engage with high value accounts

Demand GenerationProposition Development Solutions

► Audience understanding - research, insight and targeting

► Go to market strategy - development, creation and implementation

Founding principles:Content, data, technology

Reminder of thebrave new world

Reality of the B2B market

70% of the B2B buying cycle is performed

without contact with a vendor

Google

67% of the time, buyer’s decide to engage digitally

SiriusDecisions

86% of B2B IT/telecoms buyers use

social media in the buying process

IDG Connect

89% of CXOs say brand perception moderately

to significantly influences their

decision - thought leadership has a role

Sirius Decisions

Attentio

nInterest

Desire

Action

Only 25% of leads are legitimate and should advance to

salesGleanster Research

Companies that excel at lead

nurturing generate 50% more sales

ready leads at 33% lower cost.

Forrester Research

Nurtured leads produce, on average, a 20% increase in sales

opportunities versus non-nurtured leads.DemandGen Report

Companies that automate lead

management see a 10% or greater

increase in revenue in 6-9 months. Gartner Research

Fact #1:Audiences don’t need brands to help purchase

decision

Fact #2:Brands need to understand the

customer journey and connect and create content for

each purchase stage

Fact #3:Brands need to

adapt to the new reality

Reality for many marketersUnlikely to be a digital

native Under pressure todeliver immediate resultsKnow they need to do

something but not always clear on how to

do it

Time poor

Lack of internal resource

?

Often an outdated, legacy structure

Lack of available skills

There is a desire to do things differently

59%Want to generate

high quality leads

42%Want to increase

lead conversion

37%Want to

deliver lead nurturing

Want to better

demonstrate ROI

36%Don’t know which leads

convert

24%

Preparing for automation - what should you tackle first?

Common misconceptions/worries

I don’t know

where to start

No one on my team has marketing automation

experience / we lack skills

It’ll take months and months before

we can get anything launched.

We need to create a massive new strategy and brand new

content before we get started.

Step 1 - Have a planWhat are you trying to achieve and how will

you achieve it?

What are you trying to achieve?► What are you trying to solve?► Why are you trying to solve it?► Who are the stakeholders?► Have they bought in to your vision?► What other resources/tools/skills do you need?► Are your current sales/marketing processes set up

for this?► What marketing automation functionality do you

need?► Are you going to integrate directly with CRM?► What will success look like?► How will you measure if you’ve succeeded?► What is your internal comms plan?

Timescale - 4-6 months before implementation

What tools will help you achieve this?► Don’t be swayed by shiny lights and promises

► What is the functionality you really need versus the nice to have

► How many new leads does yourorganisation typically create a week/month/year?

► Are you planning on integrating with your CRM?

► Are there any data compliance issuesunique to your business/industry sector?

► What is the business case behindyour answer to each of the previous questions?

► Which other stakeholders do you need to explainyour thinking to - CFO, IT director, sales director

Timescale - 4-6 months before implementation

Step 2 - Understand your audienceWho is important and how can you engage

with them

“Don’t count the people that you reach, reach the people who count”

David Ogilvy

Your audience aren’t clones

Step 3 - Defining a lead journeyWhat touchpoints and content will your leads

come into contact with

Attention

Interest

Desire

Action

Engaged on the first date?

Understanding & engaging with audiences

The customer problem:

They need to put up a shelf

Process to do this:Drill holes in the wall

The solution:A drill

Don’t sell them a drill, sell them holes

“Best way to sell something: don’t sell anything.Earn the awareness, respect, and trust of those who might buy.”

Rand Fishkin, Moz

A digital journey is more than just email

Step 4 - Deal with the sales/marketing divideeducation, education, education

Step 5 - Expectation settingevolution, iteration and incremental

improvements

Evolve, experiment, test

Indicative timeline

Preparing for marketing automation

6 months out 5 months out 4 months out 3 months out 2 months out 1 months out 0 months out

Expectation setting

Define your lead journey

Understand your audience

Vendor selection

Build a plan

Asset build,data management, technical implementation

Deal with sales / marketing divide

Summary

In summary► Have a plan - what are you trying to achieve, by when - communicate this!

► Think about the journey you want to take leads on

► What are the touchpoints you’d like them to engage with?

► Who is your actual audience - no such thing as c-level audience

► How will you personalise the experience for each audience group

► Take the time to understand what is actually happening with your content and channels

► Experimentation is a good thing

► Start small and celebrate success

Closing thoughts

Supporting change

Don’tpanic

Change is possible

Startsmall

Measureand iterate

Celebrate success

QuestionsGet in touch:

Liam Jacklin, Director, agent3

[email protected]: +44 757 265 6342Direct: +44 203 743 8968

www.agent3.com