B2B University Sydney March 16, 2011. Agenda Who is The Annuitas Group? The Changing B2B Buyer Today’s B2B Marketer The Impact of This Change on the B2B.

B2B University Sydney

March 16, 2011

Agenda

• Who is The Annuitas Group?• The Changing B2B Buyer• Today’s B2B Marketer• The Impact of This Change on the B2B Marketer• The Process Approach to Manage the Change• The Lead Management Framework Defined• How to Begin Implementing• Q & A

©Copyright 2011 The Annuitas Group

•The Annuitas Group's mission is to help our clients deliver a

measurable return on their sales and marketing practices.

•Do this through process consulting and technology

(marketing and sales automation)

•Practice Areas…

– Lead Management Audit

– Lead Management Process Development & Implementation

– Marketing Automation Selection & Implementation

– Campaign Management Services

The Annuitas Group


Our Clients


The Changing B2B Market


Today’s B2B Buyer

• The way buyers buy has changed

• Buyers are more educated and

looking to sales much further

down the buying cycle

• Buyers are turning to online and

social as sources for decision

making

• More than one buyer – buying

units

• Looking to each other as sources

of information ©Copyright 2011 The Annuitas Group

• Issues with Measurement & Acquisition– 70-80% of leads never get follow-up– 52% of marketers say lead generation is their biggest challenge– More than 50% of marketing teams cannot track ROI on program spend

• Shrinking budgets

• More pressure to justify spend

• Shift from traditional marketing to automated, online, inbound & social

• Increased pervasive use of technology

• Marketing asked to assist in pipeline acceleration & sales enablement

Today’s B2B Marketing

Source: Sirius Decisions; Forrester ©Copyright 2011 The Annuitas Group

The Response . . . . Adapt!

• Marketers must manage and engage that relationship

– Buyers want a 1-1 relationship

• It’s Lead Management not Lead Generation

• It will affect every area of your role as a marketer

– Sales interaction– Buyer interaction & communication

• Content Management & Marketing• Inbound Marketing Management• Social Media Strategy

– Internal marketing & sales process– How you utilize your technology– How you work & think as a

marketer


How To?

• So how does an organization make the change and bridge the gap from the old to the new?

• What needs to be done to ensure a buyer centric approach?

• What processes need to be developed?


A Process Based Lead ManagementApproach

“Developing an internal lead management

process is key to marketing & salessuccess”

“Nothing is more important than process when it comes to building a

best in-class lead management engine.”

“Companies that focus on improving lead management processes will increase revenue 5% to 10%.”


• Not just scoring and lead nurturing

• It is not a practice of individual silo’s, everything feeds into the next and has to be looked at holistically

• Not technology, but supported by it.

Lead Management – What it isn’t

Source: Sirius Decisions; Forrester


• The operational response to the buyers power• It's a process not a program that includes

– Data– Lead Planning – Lead Qualification– Lead Nurturing– Lead Routing– Metrics– Content Blueprint

• Not technology; a process supported by technology

Lead Management – What it is


The Common Lead Management ApproachIncreased Effort & Decreased Efficiency


The Process Based Lead Management Approach


The Value of Lead Management Process

Source: Sirius Decisions


Lead Management Framework


The Lead Management FrameworkSM

Lead Managemen

t

Data

Lead Planning

Lead Routing

Lead Qualificatio

n

Lead Nurturing

Metrics

Content


Building the Process – Where to Start?

• Define the lead management framework

• Conduct an Audit – Know What You Don’t Know

• This is not a marketing only exercise – it is cross-functional

• Marketing• Sales• Operations• Finance• IT


The Database

• Determine the validity of your database – How old are the records?

• Determine your approach to data hygiene and what team will own it

• Where will you store the customer & prospect data?

• Define and control who will have access to that data

• Segment the data to optimal success based on ideal target and customer profiles


Define the Buyer Profile

SEGMENT

Sophisticated User

HELP

Business Critical

Remote

Traditional user-base.Larger companies.Focused on both virtualization and uptime.

Have tried competitor(s) and failed or had a bad experience.Focused on uptime.

Fastest-growing segment and largest opportunity. Being targeted by competition. Focused on virtualization.

Cannot afford IT staff for remote locations. Being targeted by competition. Focused on uptime.


The Value of Data Process

Source: Sirius Decisions


The Annuitas Group Lead Planning Funnel

Mktg Nurture Campaign

Lead Nurture Campaigns

Lead Nurture Campaigns

Mktg Nurture Campaign

Sales Acceleration Nurture Campaign

240Mktg Qualified

(MQL)

3,000 Responses

120Sales Accepted

Leads

Sales Close Rate33% 24 closed deals

Additional Monthly

Revenue @ $100k ASP

$2.4M per month

60% Conversion

SQL

2,400Valid

Responses

80% Conversion

10% Conversion(MQL)

50% Conversion

(SAL)

72Sales

Qualified Leads(SQL)

Post-Sales Nurture Campaign

Sales Acceleration Nurture Campaign


Lead Qualification

• What do you do with leads?

• Determine between sales and marketing the definition of a lead

• Define the qualification criteria

• What happens to non-qualified leads?

• Set-up a lead scoring model that allows for quality leads to flow to sales

• Focus on quality not quantity


Lead Qualification Definitions


Lead Qualification Criteria

• Demographic• Specific vertical• Company size (employees/revenue)• Job role/function• Wallet spend• Product Interest

• Behavioral• Number of marketing program

responses• Number of visits to the website• Number of clicks, opens,

submissions• Number of times at an event

• BANT• Budget• Authority• Need• Timeframe


Lead Scoring


Lead Nurturing

• Building a relationship with your prospect – not all responses are ready to buy immediately

• Nurturing allows for pipeline acceleration

• Sales that were nurtured provide a 47% higher order value than non-nurtured sales.

Source: Aberdeen


Lead Routing

• Determine how marketing will pass qualified leads to sales

• Avoid the black hole, know how the leads will be tracked

• Provide sales the ability to pass back for further nurturing

• Develop SLA’s and Business Rules to ensure proper follow-up and no fall out rate


Content Development Process

• Define the buying cycle of your customers

• Development of content maps along the buyers journey

• List current available offers and those that need to be created

• Determining the proper offers that correlate to the defined buying stages

• The content process is dynamic and needs continual attention and focus

©Copyright 2011 The Annuitas Group©Copyright 2011 The Annuitas Group

Content Creation & Mapping

SEGMENT InterestResponse

Consideration- MQL

Evaluation - SAL

Decision-SQL

Post-Purchase

Sophisticated User

HELP

Business Critical

Remote

Th

ird-p

arty wh

itepap

ers, web

casts and

p

od

casts. Datash

eets, bro

chu

res.

Intern

al wh

itepap

ers, web

casts

Co

mp

etitive com

pariso

n ch

arts

Fact sh

eets

Train

ing

sched

ules/H

ow

To

’s

Case stu

dies, cu

stom

er testimo

nials

Pro

du

ct dem

os, sh

ort vid

eos

Case stu

dies, cu

stom

er testimo

nials

Co

mp

etitive com

pariso

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arts

New

pro

du

ct ann

ou

ncem

ents

Cu

stom

er Satisfactio

n S

urveys


Metrics

• Know why you are running a campaign or marketing program

• Develop benchmarks and KPI’s for your organization and measure against them quarterly

• Use the metrics to shape the future

• Pull both marketing and sales metrics for a complete 360o view of your organization


Automate the Process

• Manual run processes will fail

• Process based automation will allow you to improve the bottom line and improve value

• Automation is the only way to streamline 1-1 buyer dialog

• Automation is well beyond feature & function, it enables the relationship process with the dialog


Potential Roadblocks

• Executive Resistance

• Fear and Turf Guarding

• Sales Resistance

• Boiling the Ocean


One more thing…

• Dream big, start small, scale appropriately

• Process equals behavior change – be ready

• Include Sales in the process – This bears repeating


Start Simple


Marketing Generated Responses

Engage Marketing Automation• Integrated with SF.com• Search for duplicates;

update if found• Trigger automated

response

Qualify

• Based on lead scoring

• Automate fulfillment based on criteria

Qualified?Le

ad

Nurtu

re

Route to Telemarketin

gYes

No

E-mail Topical White Paper

Invite toFlash Demo

Invite toTopical

Webinar

TelemktgCall

Maturity Will Happen Over Time


Contact Information

Carlos HidalgoThe Annuitas [email protected]: @cahidalgo


mailto:[email protected]

B2B University Sydney March 16, 2011. Agenda Who is The Annuitas Group? The Changing B2B Buyer Today’s B2B Marketer The Impact of This Change on the B2B.

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