The elusive buyer; new challenges in b2b marketing (Kees Henniphof)

The Elusive BuyerNew Challenges in B2B Marketing

Kees Henniphof

Head of Programs & Events EMEA

B2B Marketing Forum | Utrecht, 13 March 14

1

Are you hitting your target?

© 2014 ServiceNow All Rights Reserved 2

http://youtu.be/CXsoMT7NnK4

http://youtu.be/CXsoMT7NnK4

Topics

Introduction

Choices

Marketing Activity Grid

Common Deal Trajectory

Take-Away

Example: ExperienceNow

3© 2014 ServiceNow All Rights Reserved

ServiceNow – The Enterprise IT Cloud Company

• NYSE: NOW

• 1,830 employees

• Market cap: $9.5B / Trailing 12-Month Revenue $425M

• 2,060 enterprise customers

– 20% Penetrated in Global 2,000

• Platform designed to manage service relationships in the enterprise

• Cloud-hosted delivery; SaaS business model

• Major sites in Silicon Valley, San Diego, Seattle, London and Amsterdam.

$64

$75$86

$102$111

$125


Business goals

“Land”

“Expand”“Retain”

New Logos

UpsellRenew


EMEA Marketing Organisation (2014)

Marketing Director

Programs & Events (4)

Channel Marketing

Marketing Operations

Field Marketing (1)

PR & Comms

- UK & Ireland (TBH)- Southern Europe- Northern Europe (TBH)- Central Europe (TBH)

- Acquisition Mkt- Customer Mkt- Event Mkt- Social Mkt


> Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain

Choices


There is so much to choose from…

For your buyer


There is so much to choose from…

And for you


What both buyer and vendor want

• To buy/sell the right solution at the right time for the right price through the right channel... At maximum velocity.— Right solution (Product)

— Right time (Promotion)

— Right price (Price)

— Right channel (Place)

• 4 P’s + velocity, because...

In 2014, B2B buying and selling shouldn’t take ages…

…if you understand where your SALs are coming from.

10

© 2014 ServiceNow All Rights Reserved

Integrating Marketing & Sales


AUTOMATION

Marketing Activity Grid – Functional IT Acquisition

12

Webinar

Inside Sales

follow-up

Email nurturing

ExperienceNow

(prospects)

Online Demo

NowForum

Sales meeting

7

8

9

Prospect Opportunity Customer

Media & Search

2

PR & Social

1

Suspect

4

5

6

Industry events

3

Channel marketing activitiesChannel

Sales meeting

ServiceNowUser Group

Customer Reference

11Addres-

sable suspects in market

0

Customer Marketing

Thru-Channel

CommunityMarketing

10

12


Marketing Activity Grid – Functional IT Acquisition

13

Webinar

Inside Sales

follow-up

Email nurturing

ExperienceNow

(prospects)

Online Demo

NowForum

Sales meeting

7

8

9


Media & Search

2

PR & Social

1

Suspect

4

5

6

Industry events

3


Sales meeting


Customer Reference

11Addres-


0

Customer Marketing

Thru-Channel

CommunityMarketing

10

12


Understand what’s working: Common Deal Trajectory

• STEP 1: Deal Analyses

• STEP 2: Deal Makers, Breakers & Insights

• STEP 3: Describe the Common Deal Trajectory

• STEP 4: Build Integrated Marketing2Sales Programs— Set KPI’s for tactics and touches

— Measure and Report

• STEP 5: Improve, Differentiate & Orchestrate

> Read the blog post for full description.


http://hennip.wordpress.com/2014/02/27/the-elusive-buyer-building-a-common-deal-trajectory-in-5-steps/

Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4

15

Webinar

Inside Sales

follow-up

Email nurturing

ExperienceNow

(prospects)

Online Demo

NowForum

Sales meeting

7

8

9


Media & Search

2

PR & Social

1

Suspect

4

5

6

Industry events

3


Sales meeting


Customer Reference

11Addres-


0

Customer Marketing

Thru-Channel

CommunityMarketing

10

12


72

265

133

124

38

467

587

350

24

70

12,500 ?52

6

95

65

16

Webinar

Inside Sales

follow-up

Email nurturing

ExperienceNow

(prospects)

Online Demo

NowForum

Sales meeting

7

8

9


Media & Search

2

PR & Social

1

Suspect

4

5

6

Industry events

3


Sales meeting


Customer Reference

11Addres-


0

Customer Marketing

Thru-Channel

CommunityMarketing

10

12


72124

587

350

265

133

38

467

24

70

12,500 ?52

6

95

65

1057629

374

50



17

Webinar

Inside Sales

follow-up

Email nurturing

ExperienceNow

(prospects)

Online Demo

NowForum

Sales meeting

7

8

9


Media & Search

2

PR & Social

1

Suspect

4

5

6

Industry events

3


Sales meeting


Customer Reference

11Addres-


0

Customer Marketing

Thru-Channel

CommunityMarketing

10

12


Example: ExperienceNow

© 2014 ServiceNow All Rights Reserved18

ExperienceNow: Suspect Acceleration Event concept

• Concept: Physical marketing2sales hand-over event

• Audience: Functional IT / engaged suspects, dead sales cycles

• Objective: Accelerate to sales – focus on competitive accts

• Goal: 20-30 attendees representing 10-15 accounts

• Promo: ServiceNow direct, through-channel

• Frequency: 4x per annum

• Location: In office where available, otherwise hotel

• Content: Intro, Customer presentation, Demo, Q&A, Drinks

• Messaging: The end of no. The beginning of Now.


ExperienceNow Engagement Flow

Eloquaextract

Sales CRMextract

Socially engagedcontacts

Data setSales review and sign-off

ServiceNowEmail invite

ChannelEmail invites

Inside sales outreach

ExperienceNow

Inside SalesFollow-up

back to nurturing

Account Execs outreach

Telemktengagedcontacts


> Unique registration URL per partner, e.g. http://info.servicenow.com/lp=2118/?src=symfoni


http://info.servicenow.com/lp=2118/?src=symfoni

ExperienceNow Engagement Flow

Eloquaextract

Sales CRMextract

Socially engagedcontacts

Data setSales review and sign-off

ServiceNowEmail invite

ChannelEmail invites

Inside sales outreach

ExperienceNow

Inside Sales Follow-up

back to nurturing

Account Execs outreach

24

6

4

12

2

244

314

220

18 meetings

13 deals

13/50 = 26%Telemarketing

engagedcontacts

76

34

192

12


Take-aways

• Aligning marketing to sales means sharing goals at the tactical level.

• Marketers should understand in great detail which activities produce Sales Accepted Leads.

• Take your Deal Insights into account of marketing planning.

Happy selling!


Thank you
