#1: Information scarcity to Information abundance
#2: Attentionomics + Transformation in buyer behaviour
#3: B2B Consumerisation - self directed, self educated
#4: New dawn for Sales and Marketing
#5: “Companies with better sales and marketing capabilities grow 30% faster” (McKinsey)
What’s changed?
What does this mean?
Only 3-4% of the leads in your database will be sales ready today
85% of leads that Marketing passes to Sales are not ‘sales ready’
Pressure on Marketing#1: Awareness, Education Consideration phases#2: Engagement (science (big data), segmentation, targeting) #3: Nurture to consideration (content)#4: Identify sales ready – focus on the 4%#5: CEOs > critical lever for top line growth#6: Prove efficacy of every $ and ROI#7: Speed, agility, simplicityPressure on Sales#1: Compressed Sales cycle (Solution phase)#2: Buyers engage late, very well informed#3: Prove value early (70% not ready, 70% no repeat)#4: Non linear, multi channel buyer journey – focus on the 4%#5: CEOs > deliver growth plans, prove efficacy, ROI#6: Predictable pipelines, Integrated demand funnel
What does this mean?
A
E
C
S
Through-the-Funnel Marketing: Technology
Stack
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
DATA
LEAD ACQUISITION
LEAD IDENTIFICATION
L2RM / MA
#1 #2
#3TFMD LN LS LMC
Imagine a world…
Eggs that are about to hatch
Marketing#1: Data#2: Content#3: Lead Nurturing#4: Lead Scoring #5: Lead Management#6: TECHNOLOGY
Sales#1: Focus on 4%#2: Buyer Insights#3: Value Early#4: Consistent Behaviour#5: Predictable Pipelines#6: TECHNOLOGY
Imagine a world…
TOP
OF
FUNNEL
GENERATIO
N
DIRECT
MAI
L
EVENT
S
ORGANIC
SEARC
H
PAID
SEARC
H
SOCIAL
MEDI
A
WEBINAR
S
Demand Geneneration Process – One Funnel
Buyer PersonasCIO/Tech Executive Retail/
E-Commerce ExecutiveAnalyst/Engineer Sales/Field Service
Executive/Procurement
Sample Job Titles • CTO• VP of Enterprise Dev/Application Dev/IT/IS• Director of Enterprise/Application Dev/IT/IS• Manager of Enterprise Dev/Application Dev/IT/IS
• CTO• CIO• SVP/VP/Director of eCommerce• SVP/VP/Director of Omni-Channel Enablement
• IT Support Engineer• Application Support Engineer• Programming Support Engineer• Systems Engineer• Business Analyst• Senior Business Analyst
• VP Service• VP of Sales Enablement• Sales Ops Director• Project Management• Procurement Specialist• Vendor Management
Role • Meeting IT Systems’ performance targets• Identifying strategic priorities• Evaluating strategic benefits of new
applications/platforms
• Meeting IT Systems’ performance targets• Identifying strategic priorities• Evaluating strategic benefits of new
applications/platforms• Integrating systems• Making customer information actionable• Security
• Developing plans to move from strategic concepts to real solutions
• Executing on strategic plans• Cost/Benefit analysis on in-house vs. outsourced
solutions• Preparing RFPs• Evaluating RFPs
• Performance goals• Change management• Strategic alignment• Ensuring optimal performance via gap
management (risk, compliance, talent)
Key Concerns/Topics of Interest
• IT Efficiencies, business responsiveness
• Business transformation• Business innovation• Customer engagement• Business Intelligence• Compliance• Data Security
• IT Efficiencies, business responsiveness
• Business transformation• Business innovation• Customer engagement• Business Intelligence• Compliance• Data Security
• Improving Customer experience
• Business Ops efficiencies• Reducing Costs• IT Efficiency• Reducing complexities
and redundancies• Improving business
responsiveness• Reducing time to ROI for
IT efforts
• Controlling Costs• Maximizing Resources• Maintaining status quo
during development• Performance targets• Securing long term
relationships with strategic vendors
• Providing agile sourcing services
• Vendor efficiency• Justifying investments• Collaboration with LOB
leaders
Role in Buying Process
• Decision Maker • Decision Maker • Influencer • Project Owner
Self Educated & Directed = Help Your Buyers Solve Problems
What’s my problem?
How do I fix my problem?
Are you right for me?
Top of Funnel “Engage”
Middle Funnel“Nurture”
Bottom Funnel“Enable”
TheyWant:
What to
share:
Education &Benchmarks
Solution Options &Product Suitability
Proof Points &Decision Support
• Trends• Benchmarks• Analyst coverage• 101 Education• How-to Guides• How other people
are solving problems
• What is the solution & how does it work?
• Solution comparisons
• Pitfall analysis• Readiness &
suitability assessments
• How to choose a vendor
• Pricing• Bench strength
demonstration• Case studies• ROI/TCO• Working with us• How to buy
Customerasking:
Warm–up Campaign to Engage Suspects
Thought Leadership
New Content Offers
Early Stage Nurture
Net New Lead, Completed Form, Awareness
& Education Content
Completed Early Stage;
Consideration Content, Goal is MQL
Trial Nurture
Free Trial Requested
Sales Owner
Reached SQL
Touch CampaignSales Rep
Lost OpportunityNurture
Reason-specific branches
New Client
On Boarding
Nurture
Current Client
Nurture(cross sell/
upsell)
Company/ProductAnnouncements
Loyalty & Retention,
Refer a Friend
AdvancedStage
Nurture (Role, Title, Industry,
Company Specific)
Nurture Lifecycle Management
Lead Management Mapped to Pain Points and Conversation Tracks
Prospect EngagedLead
MarketingQualified
Lead
SalesAccepted
Lead
Sales Qualified
Opportunity
Closed/Won(Customer)
P – Offer 1
P – Offer 2
P – Offer 3
E – Offer 1
E – Offer 2
E – Offer 3
MQL—Offer 1
MQL—Offer 2
MQL—Offer 3SAL—Offer 1
SAL—Offer 4
SAL—Offer 5
SAL—Offer 2
SAL—Offer 3 No Nurture
C-Le
vel
P – Offer 1
P – Offer 2
P – Offer 3
E – Offer 1
E – Offer 2
E – Offer 3
MQL—Offer 1
MQL—Offer 2
MQL—Offer 3Ope
ratio
ns
P – Offer 1
P – Offer 2
P – Offer 3
E – Offer 1
E – Offer 2
E – Offer 3
MQL—Offer 1
MQL—Offer 2
MQL—Offer 3Mar
ketin
g
Conv
ersa
tion
Trac
ks
Combining qualification criteria with observed behavior to prioritize leads and identify opportune time for sales follow–up.
Demographic (Explicit) Criteria (Fit) Industry, Role, Geography
Behavior (Implicit) Criteria Frequency, Content, Email, Events, Website, Inactivity Score content types by stage
Qualification Criteria Custom questions or knowledge Our source for progressive profiling
QualificationLead Score=BehaviorDemographic +
Lead Scoring
+
#1: View Marketing and Sales as an investment, not expense
#2: Know what needs to be fixed
#3: Target the capabilities that matter the most
#4: Don’t try to do too much
#5: Tailor your approach to the stage of company development
#6: Think company capabilities, not individual skills
#7: Have an operating model to keep it running
Building Sales & Marketing capabilities essential to beat the market
#1: Emotional decisions#2: Loss aversion#3: Cognitive ease#4: Persuasion architecture#5: Decision paralysis#6: Reciprocity#7: Social Proof
Psychology in modern marketing and the self-directed buyer journey