5 Key Initiatives for 2013 Top goals & wishes for b2b marketers in the coming year SalesFUSION Webinar
Aug 20, 2015
5 Key Initiatives for 2013Top goals & wishes for b2b marketers in the coming year
SalesFUSION Webinar
What we’ll cover today
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• 2012 in Review – what changed in b2b marketing?
• 2013 Predictions• Top 5 goals every b2b marketer
2012 Predictions – Were they right?
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• Content creation – top challenge & initiative • Marketing technology – adoption of new MA
systems• Show ROI on programs (social, email,
advertising) – marketers will be held accountable for spend by CXO
• Social Media – focus on what’s working, generating leads & revenue
• Continued shift in budgets to online programs
2012 Marketing Performance
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• Email marketing stats for 2012 (compiled from multiple analysts/reports/sites)
Top Performing Content for Email Open Rates
Rank
Webinars Best
White Papers First
Case Studies Second
Multimedia (video) Third
2012 Marketing Performance
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• Content marketing in 2012 Industry Vertical Percent that has content
strategy
Financial Services 75%
Insurance 50%
Software 50%
Direct Selling (b2B) 31%
Source – Content marketing strategies 2012 survey
Thoughts about 2012
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• Content marketing became # 1 priority for many b2b marketers
• CMO’s began to develop content roadmaps, strategy
• Content became #1 because of technology and channel adoption
• Bulk email continued to be replaced with nurture-style/drip-style campaigns
• Marketing & Sales became a C-Suite priority• Social – failed to prove an ROI – but remained
important• Email marketing in general retained top status
for content delivery
Five goals/wishes for 2013
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The Five B2B Marketing Goals for 2013 are focused improving key areas such as web, social, sales alignment and lead management • Website visibility - who's on it and why?• Social confusion - pick and master a few social
networks• Align marketing and sales • Implement lead management processes• Adopt the right technology for your need
Wish #1 – Website visibility
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Going beyond vanilla web analytics to mine for prospect behavior • Website visitor tracking – based on scripts that
cookie people who click emails and touch landing pages
• Reverse IP append – match companies to IP’s• Data enrichment – add valuable demographics
to company data• Captured data feeds lead scoring models• Reports/alerts – let sales know when high-
value prospects hit the site
Wish #1 – Website visibilitySalesFUSION Webinar
• 3 types of visitors to track on your website• Known person, company, unknown
Why is web tracking the #1 wish?
95% of b2b buyers research on the webThis “digital conversation” with your company is going on whether you know it or not!
All roads lead to your siteModern b2b buyers perform a significant amount of evaluation on your website – prior to engaging with sales
Online Ad
Email Campaigns
Search Engine
Registration
Social/Blog
Corporate Website
Wish #2 – Cure social confusion
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Now that the hype is subsiding….lets put strategy and ROI on the plate for social • Understand which social networks are relevant
to your business• Ask clients how they use social• Focus on quality for a select number of social
sites
Wish #2 – Cure social confusion
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Social-tising – new ad networks to consider in addition to or in place of traditional PPC • Establish a budget and test• LinkedIn is most mature• Facebook – Targeting methods are not optimal
for b2b – can be used to generate a following • Twitter’s campaigns - Interesting variety of ad-
types and unique targeting make it budget-worthy
Wish #2 – Cure social confusion
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Social listening vs Publishing
Listening Publishing
Search of keywords Push content into networks
Mentions of your brand Wrap tracking code @ posts
Find networks to focus on Target posts at groups
Understand trends Easy to push from MA
Wish #3 – Align marketing & sales
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A mission-critical task because…. • Marketing owns the top of the funnel• Most pre-selling is controlled by prospects• Fewer direct sales resources• Must understand ROI from lead to opportunity• CRM has largely ignored marketing – creating
friction and technology gaps• Companies that align generate more revenue
The growing importance of Sales & Marketing Alignment
Must-have in web 2.0 worldMarketing’s growing influence on
funnelOnline technologies generate
more suspectsSales must adapt to how people
buyProspects control the buying
processCompetition is one-click awayEvaluation cycles are
compressedYou don’t know what
According to Aberdeen Group Survey
• 20% average growth in annual revenue, as compared to a 4% average decrease among companies not using integrated marketing & sales
• 47% of sales forecasted pipeline is generated by marketing, as compared to an average 5% among Laggard companies.
Marketing & Sales Alignment V
alue
Der
ived
Depth of integration
Moving in right direction but still hampered by technology
Top performing companies
Higher revenue Exceeding
goals Higher CRM
adoption Higher volume
of leads
Integrated
Automated
Adversarial
Disconnected
SalesFUSION’s clients have an average “active life span” of 2.5 years
Symptoms of a Broken Process
Confirm Symptoms Sales Blames
Marketing Marketing Blames Sales Missed Revenue Targets Low lead volume Sales dislikes CRM
Choose Specific Symptoms Not enough leads Leads are poorly
qualified No information on
marketing history Unqualified lists
sent to sales
Choose Conditions No lead
management processes
No lead scoring No connection
between marketing tools and CRM
You have marketitus dicsonnectus!
Wish #4 – Implement Lead Management
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• Re-think how we triage, group, rank & route leads based on data, not gut feel
• Re-build trust with sales by using lead scoring as your checkpoint for sales qualified leads
• Keep sales focused on closing business
Wish #4 – Implement Lead Management
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• Marketing – owns the sales funnel through pre-qualification
• Based on rules for SQL/MQL• Fewer, better leads to sales• Inside sales/telesales – report to marketing• Sales is laser focused on closing the deals• Shared pipeline• Marketing – incented for number of SQL
Produced• Mutual responsibility for the whole funnel
Re-thinking the Sales Funnel
Leads In from Campaigns
Marketing Ownership Through pre-qualification MQL Visibility into CRM Lead Status Take action on lead status Re-route to MQL, Report
Marketing Ownership
MA
CRM
Lead acceptance – moves lead from MQL to SQL
When integrated properly, the number of SQL’s should be relatively small with high close rates. Sales is left to focus on closing.
» About lead scoringMA
SoftwareCRM
Software
A, Hot, SQL
Lead Scoring is designed to ensure a smooth transition of leads from Marketing to Sales based on mutually agreed upon rules between the two departments.
Wish #5 – Adopt the right technology
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• Don’t bring a bulk email tool to a nurture marketing fight!
• Pick your technology(s) based on your marketing & content plan….or the plan will fail
• If Marketing Automation is in the plan….prepare for training and dedicating expertise to the system
• If you are betting the farm on social….how will you measure it?
Technology Enablement – Aligning marketing & sales through technology
CRM/MA
Analytics
ProcessPeople
Bestpractices
Lead Record
Marketing & Sales agree on processes
and workflow
Metrics are in place to track key metrics
on leads to opportunities
Marketing Software is integrated to CRM
Lead Scoring and lead management is based on
best practices and common workflow
Standard and automated
processes are in places to ensure
consistent lead flow – Lead Scoring, Lead Routing
Your b2b lead funnel should look like this….
Capture
Analyze
Score
Sales
Nurture Ideas
Digital Conversation
Present content
Engage Sales
Track behavior
Lead Scoring&
Nurturing