2013 ExactTarget/Demandbase B2B Lifecycle Marketing Presentation - Mathew Sweezey, Pardot and Chris...

Welcome

• 8:30-9:00 Breakfast• 9:00-9:45 Mathew Sweezey – Manager,

Marketing Research & Education

• 9:45-10:30 Chris Golec – CEO, Demandbase

• 10:30-11:00 Q&A

State of

Demand

3EMAIL MARKETINGLEAD NURTURING

CONTENT MARKETINGDEMAND GENERATIONINBOUND MARKETING

Research on Consumers

Current State1:Research on Companies2:

STATE OF DEMAND/OVERVIEW/2013

MarketingSTATE OF DEMAND/INTRO/2013

Author: Marketing Automation For Dummies – 2014

Is my love, work, passion, and what I think

about all day every day

- Mathew “Sweezey”@msweezey

STATS201

3CONTENT

CONSUMER BEHAVIOR SETH GODIN

SUPPLY AND DEMANDINCREASE IN CHANNELS

STATE OF DEMAND/STATS/2013

NASAMORE

POWER IN A GOOGLE

SEARCH, THAN ALL OF NASA

HAD IN TO PUT A MAN

ON THE MOON@msweezey

Attention

Span8seconds

@msweezey

2/3STATE OF DEMAND/STATS/2013

Consumer Executive Board

@msweezey

CONTENT

CONTENTCONTENT

- Seth Godin (1999)

estContent Marketing is king in the age of the internet

1960 5

marketingChannels2013

60+ marketingChannels2020

100’s of marketingChannels

estHaving strategies which reach across multiple mediums.

294 Billion Emails

2 Million Blog Posts

250 Million PhotosPER DAY

(FRESH)

RELEVANTENGAGING

-Jay Baer (2012)

estRelevance is the name of the content marketing game

TrackingFORMS

- Seth Godin (1999)

est Use forms to protect your content

DYNAMIC

PEOPLE

- Seth Godin (1999)

STATE OF DEMAND/CONSUMERS/SURVEY

s Marke

Read 50 pages, and downloaded a white paper

Has not done anything in 60 days

estTrack individuals with Marketing Automation to be relevant on a 1-1 basis

1960 5 marketing

Channels2013

60+ marketingChannels

ContentConvert using forms

Inboundsearch

Tools Strategy

Who’s doing itBest?

Relevance

COMPANIES201

3FORTUNE 500MID MARKET

SMBFASTEST GROWING

STATE OF DEMAND/COMPANIES/FOURTUNE-500

STATE OF DEMAND/COMPANIES/MID-MARKET

etSTATE OF DEMAND/COMPANIES/MID-MARKET

STATE OF DEMAND/COMPANIES/SMB

STATE OF DEMAND/COMPANIES/SAAS

Sales+ Marketing + Technology = Winner

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

1000’s1-100SaaS

Marketing Automation

Best Practices

STATE OF DEMAND/COMPANIES/OVERVIEW

CONSUMER201

3RESEARCH CYCLE

LEGNTH OF CONTENTEMAIL

WANTSNEEDS

ects400

How do you engage?

Researc

Of survey respondents

start their searches on

Google.

Researc

Agree: “As my search deepens on a subject, my search terms usually become more refined as well.”

76% go back to Google

times to research a

purchase

CycleUnderstanding how consumers find information to make informed decisions

Researc

1 2 3 4 5Higher Price = More Stages of Research

91% Agree: Price and Amount of research are directly correlated.

Researc

hUnderstanding how consumers gather information to make informed decisions

Of survey respondents said they want different content at each stage of research.

t 1 2 3

Understand “RESEARCH”and creating content to support your lifecycle

t STATE OF DEMAND/CONSUMERS/SURVEY

BatchResear

chConsumers goal is to obtain enough information to make

an informed decision. Multiple documents at one

Understand “Casual Reading ”and creating content to support rapport building and SEO

Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.

gUnderstanding how consumers engage with disruptive marketing

SubjectCopy CTA

Research

Understand Secondary CTA’sto help move people through the stages

t John,

Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it.

Or if you’d here is a worksheet they used to help them start on their process.

Mathew Sweezey

t 1 2 3Blog

Articles Industry

Blogs-Any

content about how to do their job better

Case StudyVideo

Interviews-Any

content about how

others benefited

Buyers Guide

Comparisons

Sales Sheets

-Any content about why you are the best choice

Marketing Innovation for B2BAugust, 2013

Chris GolecFounder & CEODemandbase, Inc.

Innovation

Marketing Innovation

Challenges Facing B2B Marketers The Next Generation of Digital Marketing Technology Landscape Customer Lifecycle Strategy 5 Key Take-away’s

Online advertising challenges for B2B…

• 99.9% of ad impressions do not yield a click. “You are more likely to survive a plane crash than click on a display ad”

• 90% of web traffic on industry web sites is often not from the industry nor your target customers

• 50% of the ads served through the major ad exchanges are never technically “viewed” by anyone

Web site engagement and conversion challenges for B2B…

• 85% of the visitor to your web traffic are not from potential customers

• 70% of visitors will leave in less than 5 seconds

• Less than 10% of web visitors will find their industry-specific web content on your site

• 98% of people ignore Call-to-Actions

Evolution of Online Marketing

Web Site

Traffic

Social

Age of theCustomer

1995 2000 2010 2015

HTML generators Keyword tools Email

Display Ads SEO Paid search List providers Content syndication Landing page tools Web analytics

Communities Social Networks Blogs Sharing tools Social analytics Following Chat

Personalization

A/B Optimization

Targeted advertising

Marketing automation

Attribution

Customer analytics

Predictive modeling

RTB on Ad Exchanges

Content Marketing

”All Marketing is more effective when

you know who you are talking to”

-- Shantanu Narayan, CEO Adobe

Impact of Personalization

Amazon.comPersonalized

experiences for millions of online

buyers

Multi-$ BillionOnline Sales

GE CapitalSingle experience for

consumers, businesses, and their competitors

1 out of 200 people complete call-to-action

Salesforce.comDynamic experiences

across business audiences

1 out of 6 peopleComplete call-to-action

B2B is Completely Different than B2C

Cookies used for consumer personalization and ad targeting based on behavior

US Businesses

200,000>$10MM

target market10’s K Accounts

In-market100’s-1’s KAccounts

B2BAccount Targeting

Business Attributes needed for account personalization and targeting

178,000,000US Online Shoppers

178,000,000

target market10’s MM

In-market10’s-100’s K

B2CConsumer Targeting

Targeting Accounts is Not Easy!

3% 0.3% 0.03%

Most B2B companies target a very small audience

Annual Revenue ($ 000)

Reality of B2B Web Site Traffic

15% Web Visitors from Target Accounts

85% Web Visitors from People that Will Never Buy

Do not optimize for the average

Focus on customer traffic, not visitors

95% of your future revenue will come from less than 5% of your web site traffic.

Target Account Marketing Example

Large Enterprise Targeting1,400 Named Accounts

10+ million web visits/months

No Action Taken by Web Marketing Team

Only 1% of Site Traffic from Named Accounts

Personalized content Optimized offers Offered proactive chat

3X More Leads from NA’s

Every 38 seconds a Named Acct is on site

But Buyers Do Not Want to Talk … yet!

First Visit Hand-Raise Close

Buying Cycle

Sales Cycle

• Problem Definition• Exploring Possible Solutions• Buyer Research

• Making the decision• Justifying Decision• Pricing/Contract

67% of buying cycle complete before engage with Sales -- Sirius DecisionsO

Identifying Lost Opportunities

TargetAccount*

Home PageVisits

Corp Solutions

Page VisitsLanding Page.

Visits Conversions

178 1 0 0

20 0 0 0

550 3 0 0

995 9 4 0

366 0 0 0

* Actual traffic data (1 month) for large tech company

Remember Buyers Are Often Dishonest

Cookies Growing More Ineffective

Alarming Stats About Cookies

Three in 10 users delete their cookies every month. (Comscore)

60 percent of survey respondents said they would want a Do Not Track law to prevent websites from collecting information about them. (Berkeley privacy study)

There have been 200 million downloads of Ad Block Plus. (Mozilla)

There are 15.8 million daily active users of Ad Block Plus (Mozilla)

89 percent of UK consumers thought the EU cookie law is a positive step. (Econsultancy)

“3rd party cookies will be dead within the next few years” – Randall Rothenberg, CEO of Interactive Advertising Bureau (IAB)

• 30% of people delete cookies monthly

• Next gen browsers and DNT default setting

• Account reach

• Data normalization

• Data quality

Market Trend Summary

1) Web Sites are becoming a platform for customer engagement… no longer just online brochures.

2) To optimize for revenue, you have to understand what accounts, not visitors, are doing on your web site and more effectively engage them.

3) New technologies are being developed for B2B to take advantage of the changing buyer habits.

Available Technologies

Forrester: It’s not a straight pipe

http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

The Marketing Stack Simplified

AdvertisingWeb Site

OptimizationCRM

Advertising Technologies

Web Site Optimization Technologies

Adobe®Target

Adobe®ExperienceManager

Adobe®Analytics

Content Management

Content Targeting

Mktg Automation

Web Analytics

B2B Marketing Platforms – Big Guys

Marketing Tools vs. Marketing Platform

Email EventsDisplayAdvt’g

CMSDirect

MailA/B

Opt’n

MAS Web Analytics

PaidSearch

RecEngines

DirectMail

Events

SocialMedia

Your marketing platform strategy will dictate selection of best of breed marketing tools…

interconnected solutions deliver twice the value.

Marketing Automation + CRM

White Paper

Webinar Web Visit Analyst Report

HVC Page

2 3 2 4 2

1 1 2 0 0

0 0 3 2 2

3 4 7 6 4

Peggy SmithSenior Manager, Professional ServicesCarson PlasticsIndustrial, MA

There’s something going on. We should call the top title.

Not a role or a department we sell into. Reject.

Bob ClarkDirector,MarketingCarson PlasticsManufacturing, CA

I’ll call and leave a message after lunch…tomorrow.

Joseph McLarenManager,Sales OperationsCarson PlasticsDurable Goods, MA

Looks interested, but sales isn’t who we sell into.

Sales Reaction

Advertising + Web Analytics

B2B advertising success measurements will move away from CTR and Whitepaper downloads to Account Engagement and ultimately Sales Activity

////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////

AlertAlert

Online leads filled out

Responded to internal campaigns and offers

Viewed product pages

Downloaded white papers

Ex: Cisco case study: Website activity consistently predicts purchase– BOL analysis Jan ‘12

Web Analytics + CRM

Customer Lifecycle

What do I know

What do I show

Did it work

Begin with a Single Account Methodology

Company IdentificationCisco

Key Attributes: Standard/1st Party Enterprise, Software/tech, late-stage pipeline

Decisioning & PersonalizationServe Ad, Promote white paper, eliminate

form, notify Sales rep

Analytics, Segmentation, ModelingConversion by industry, Engaged Accounts

Apply to Audiences

Target Companies Most Likely to Buy

Build Brand w/ Established Accounts

Measure Results Based on Account Activity, not CTR

Personalize Experiences to Industry, Company Size

Remove Friction from Buyer Journey

Connect Site Activity w/ Sales/CRM

Eliminate Non-buyers from denominators

Treat Existing Customers Differently

Cross-Sell / Up Sell

Connect Site Activity w/ Account Mgmt

Demandbase Example

Strategy Used for Targeting Only 50

Companies

Demandbase targeted select venture capital firms with a personalized display ad to build awareness and drive traffic to:

www.demandbase.com

Target Top 50 VC’s

Real-time display of Scale’s Ventures web site image on the Demandbase web site

Account-Based Personalization

CumulativeWeb SiteActivity

(Page Views)

Monitored the “Pulse” of Each VC

Term SheetsReceived

Summary of Key Points

1) The Web Site is 10X more critical than 10 yrs ago… think customer engagement platform

2) B2B marketing is different than B2C and requires different approaches and technologies

3) Buyer 2.0 will spend more time on site before engaging sales …. Pay special attention to this 5%

4) Think “Platform” vs. marketing tools and the interaction between solutions when developing your strategy

5) Start with a customer targeting and lifecycle strategy and continuously measure and test against this audience.

WHAT WOULD YOU DO DIFFERENTLY

IF YOU KNEW THE COMPANY OR

CUSTOMER THAT WAS ABOUT TO

VISIT YOUR WEB SITE?

Marketing Innovation for B2BAugust, 2013

Chris GolecFounder & CEODemandbase, Inc.chris@demandbase.com

Thank You!

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