The Missing Link in Demand Generation: Marketing To People, Not Contacts

#Selling2People  

The  Missing  Link  in  Demand  Gen:    Marke:ng  To  People,  Not  Contacts    

#Selling2People  

AGENDA   •  Welcome  •  The  Missing  Link  For  Marke4ng  •  Marke4ng  to  People:  Why,  What,  and  How  •  Marke4ng  to  People:  Best  Prac4ces  •  Q&A  

#Selling2People  

Andrew  Gaffney  Publisher  

DemandGen  Report  

Speakers  

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Ralf  VonSosen  VP  Marke8ng  @InsideView  

Maria  Pergolino  Sr.  Director  Marke8ng  

@Marketo  

#Selling2People  

About  DemandGen  Report  -­‐  Launched  in  2007  to  track  best  

prac:ces  in  lead  genera:on    

-­‐  NewsleKer  has  grown  to  more  than  25,000  readers    

-­‐  We  also  offer  a  menu  of  research  and  best  prac:ces  reports      

-­‐  New  audio/video  podcasts  at  DemandGenReport.com      

@DG_Report  linkd.in/DG_Specialists    

#Selling2People  

1.  Viewer  Window   2.  Control  Panel  

Type  your  ques4on  here  

Welcome  Webinar  AKendees  Your  GoToWebinar  ASendee  Viewer  is  made  of  2  parts:  

#Selling2People  

New  Rules  of  Engagement  

#Selling2People  

How  Buyers  Are  Using  Social  Media  

#Selling2People  

The  Data  Drain  

8  

#Selling2People  

Impact  Across  The  Enterprise  

9  

PuZng  Social  Selling  to  Work  For  You  Selling  to  People,  Not  Contacts  

#Selling2People  

1-­‐2%  campaign  conversion  rates.          Really?  

Cold  Calling.  Email  Blast.  

Banner  Ad.  

Event  Promo.  White  Paper.  

Webinar.  

#Selling2People  

92%    prospects  &  customers  never  take  a  cold  call  or  email    

#Selling2People  

“Decrease  email  bounce  rates”  

“Increase  call  response  rates”  

“Increase  open  rates”  

“Increase  opportunity  win  rates”  

“Increase  lead  conversion  rates”  

#Selling2People  

So  have  the  expecta:ons  around  connec:ng  people  in  business  

more  SOURCES,  CONTROL,  and  SOCIAL   more  INTELLIGENCE  

#Selling2People  

1. CRM  is  not  enough.  No  Islands.    

2. People  are  not  Contact  Records.  

3. More  Data.    Is  Not  the  Answer.  

4. No  more  cookie-­‐cuKer  process.  

5. Impact  Performance.    Not  Repor:ng.  

6. From  Look-­‐up,  to  Intelligence.  

What  does  all  this  mean  to  Sales  &  Marke:ng?  

more  SOURCES,  CONTROL,  and  SOCIAL   more  INTELLIGENCE  

#Selling2People  

Social  Selling  requires  intelligence  

#Selling2People  

Data  

CRM  

Social  

#Selling2People  

Right Person

Right Message

Right Time

Social  

CRM  

Whew!

Data  

#Selling2People  

Whew!

• Improve  introduc:ons  • Increase  selling  :me    • Accelerate  &  increase  wins  

• Find  and  target  the  right  leads  • Enrich  and  score  leads  • Run  targeted  micro-­‐campaigns  

Marke:ng   Sales  Right

Person

Right Message

Right Time

#Selling2People  

•  Largest  Reseller  of  Network  Equipment  

•  10,000  Customers  •  Sell  to  CIO/VP  •  InsideView  Users:  85+  

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#Selling2People  

How  InsideView  Helps  Network  Hardware  Resale  

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Objec:ves   Impact  on  NHR  

 60%    Mee4ng  Acceptance  Rate  

100%    Rela4onship-­‐based  scoring  

20%    Revenue  Growth  

Increase  relevance  to  customers  and  prospects  

Improve  lead  management  process  

Integrate  social  intelligence  into  CRM  

Tighter  sales  and  marke4ng  alignment  

#Selling2People  

•  Leader in Cloud Recruiting •  Based in Silicon Valley •  Over 30,000 successful hires •  Success across industries

| SLIDE :22

#Selling2People  

How  InsideView  Helps  Accolo  

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Objec:ves  

Find  and  target  more  leads  

Increase  relevant  conversa4ons  

Integrate  social  intelligence  into  CRM  

Tap  into  happy  customers  

 400%    Call  Volumes  

750%    Mee4ngs  

40%    Revenue  Growth  (YoY)  

Impact  on  Accolo  

#Selling2People  

Thank  You  

#Selling2People  

Marke4ng  to  People,  Not  Contacts:  Best  Prac4ces  

©  2010  Marketo,  Inc.        

Maria  Pergolino,  Senior  Director  of  Marke:ng,  Marketo  Author  of  Modern  B2B  Marke4ng  blog  

#Selling2People  

Marke:ng  to  People  Not  Contacts  

Data   Content  

#Selling2People  

Why  Data?      

•  Personaliza:on  •  Segmenta:on  •  Targe:ng  

#Selling2People  

Popular  Blogs   Defini4ve  Guides  Resource  Center   Marketo  TV  Webinars  

Why  Content?  

Risk  Reduc4on  

SEO  

Social  

Nurturing  +  Scoring  

#Selling2People  

Content  -­‐  Don’t  Panic!  

1   2   3  Stages  

1.  Short  content  is  good!  (YouTube)  2.  Reuse  and  repurpose  3.  Stay  ahead  of  the  drip  

Start  small,  think  big  and  adapt  quickly  

4  

#Selling2People  

#Selling2People  

The  Value  of  Lead  Nurturing  

Fast  Leads    (  MQL  <1  mo)  

Slow  Leads    (MQL  >1  mo)  

Total  Leads  (MQL)  

Cost  /  Lead  (MQL)  

Without  Nurturing   20%   6.67%   26.67%   $206.00  

With  Nurturing   20%   20.0%   40.0%   $137.50  

 Source:  Actual  Marketo  data;    assumes  $55  per  prospect  

Marketo  ROI  Results  

Results:  50%  more  marke4ng  qualified  leads  from  lead  nurturing  

#Selling2People  

Lead  Nurturing  Relevance  

A  

B  

C  

1   2   3  Stages  1.  BUYING  STAGES  

•  Early  (Pre-­‐MQL)  •  Mid  (MQL)  •  Late  (Opportunity)  •  Customer  

2.  BUYING  PROFILES  •  Industry:  82%  •  Role:  67%  •  Company  Size:  49%  •  Geography:  29%  

Get  The  “Defini4ve  Guide  to  Lead  Nurturing”  

hSp://bit.ly/DGtoLN      

#Selling2People  

Preferences    

#Selling2People  

The  ROI  of  Lead  Scoring  

• Happier  Leads  • Shorter  Sales  Cycles  • Higher  Win  Rates  

Source: CSO Insights

How  Easy  Is  it  To  Get  Informa4on  About  Priori4zing  Sales  Efforts?  

Other  Benefits  of  Fewer    But  Higher  Quality  Leads  

#Selling2People  

A  Framework  for  Lead  Scoring  

Explicit  What  the  prospect  tells  you    

Inferred  What  you  observe  or  infer  

Fit  Are  you  interested  in  them?  

•  Demographics  •  Firmographics  •  BANT  

•  Data  quality  •  Corporate  vs.  personal  email  •  Loca:on  

Interest  Are  they  interested  in  you?  

•  BANT  •  Latent  behaviors  (engagement)  

•  Ac:ve  behaviors  (sales  readiness)  

Get  The  “Defini4ve  Guide  to  Lead  Scoring”  

hSp://bit.ly/DGtoLS      

#Selling2People  

Interest  Scoring  -­‐  Examples  

•  Early  stage  content  +3  •  AKend  webinar:  +5  •  Visit  any  webpage  /  blog  :  +1  •  Visit  careers  pages:  -­‐10  

•  Pricing  pages:    •  +10  regular,  +15  detailed  

•  Watch  demos:    •  +5  overview,  +10  detailed  

•  Mid-­‐stage  content  +8  •  Late-­‐stage  content  +12  •  Searches  for  “Marketo”  +8  

#Selling2People  

The  Marke:ng-­‐Sales  Handoff  (SDRs)  

•  Best  place  for  drama:c  improvements  in  business  performance  are  handoffs  between  func:ons  

•  Benefits  of  a  Sales  Development  func:on  –  Faster,  more  consistent,  &  beKer  quality  follow-­‐up  on  leads  

–  BeKer  economics  –  The  human  touch  enhances  lead  nurturing  –  BeKer  data  and  more  metrics  –  Talent  development  for  sales  

#Selling2People  

No  Lead  Lev  Behind  Day 0 Notification

Day 1 If untouched, reminder

Day 2 If untouched, reminder cc boss

Day 3 If untouched, alert executives

Day 7 If stale, reminder

Day 8 If stale, reminder cc boss

Day 9 If stale, alert executives

#Selling2People  

Sales  Insights  

#Selling2People  

1.  Viewer  Window   2.  Control  Panel  

Type  your  ques4on  here  

Ques:ons  Your  GoToWebinar  ASendee  Viewer  is  made  of  2  parts:  

#Selling2People  

Thank  You  For  AKending  Today!