Andrew Haussegger B2B ADMA University Presentation March 2011

Presenter: Andrew HausseggerDate: March 2011

© 2010 Green Hat. All Rights Reserved.

Understanding the Science of B2B Marketing

http://www.green-hat.com.au/

Slide 2 ADMA B2B Marketing University March 2011

Why the Science of B2B Marketing?


Agenda A Short Intro to Green Hat Top Five Marketing Observations Snapshot of Recent B2B Marketing Research The B2B Go-to-Market Plan The Role of Nurture Marketing Six Key Ingredients for Nurture Marketing Take-Aways


A Short Intro to Green Hat

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Top Five Marketing Observations


Perhaps not as controversial as this guy, but consider this …


Observation #1: Balance of power has shifted between the B2B buyer and seller.

Marketers have to find and follow the breadcrumbs left by the buyers who are trawling the web and social media – in the process of educating themselves. Today we market in a buyer-centric, buyer-driven world.


9 out of 10 buyers say that when they’re ready to buy,

they’ll find youSource: DemandGen Report 2009


What are visitors doing on your website?

Up to 95 percent of qualified prospects on Web sites are there to research and not yet ready to talk with a sales rep

As many as 70 percent of them will eventually buy a product from you — or your competitors.

Source: Google/TechTarget Behavioral Research Project Phase 2: 2010

And, by 2015, 70% of all business leads will

come from the Internet

SiriusDecisions 2010


Observation #2: The B2B marketer cannot effectively measure and manage prospect engagement in a vast online/offline environment without automation tools.

Traditional campaign

tactics

(2)


The Real-time Marketing Enterprise. The seller needs to be listening and ready to respond at the buyer’s command.

Source: JHV Blog (2010)


IDC survey on adoption of Marketing Automation

“Of the 235 respondents in a November 2010 IDC survey, nearly 40% had not implemented a marketing automation solution (yet). Not

implementing a marketing automation solution may be the ultimate career limiting move for today's marketers.

Digital marketing has exploded in scope and complexity making it practically impossible to efficiency and effectively reach your target

audience without a fully realized marketing automation infrastructure. If you haven't gotten started you are already way behind the ball.”

IDC (USA) Nov 2010


Observation #3: Content marketing is the secret sauce in the new paradigm – getting the right message to the right person at the right time.

An over-supply of unfiltered content? Help the buyer cut through the clutter

with valued information Seller needs to show that they are

listening online Buyers value thought-leadership and

solution information aligned to their buying process

Win Trust

(3)


Observation #4: Marketing and sales need a unified approach and must close the loop.


A checklist of sales/marketing collaborative Must-Have’s

Define a common language Define the end-to-end pipeline process Define the definition of a lead and quantify the value of the lead in

dollar terms Define the Ideal Customer Profile and profiling questions Set KPIs and metrics Meet regularly to review and optimise Align functional goals


Observation #5: The Personal Brand will become just as important as the Corporate Brand. Companies need to humanise/capitalise their Personal Brands.

(2)

Snapshot of B2B Marketing Outlook research


Key challenges for B2B marketers – 2010

Source: Green Hat B2B Marketing Outlook Report (Feb 2011)


B2B marketing budget allocation – 2011


For each $1 spent on lead generation

(trad), 53c spent on nurturing &

managing the lead


B2B marketing key objectives - 2011


(1)


What other insights did we get from the research?

Budget: 40% say budgets have risen year-on-year. 1-in-7 by more than 20%.

Content: Value-add content was the top campaign offer. #2 was workshops – also a form of information sharing.

Social: Smaller companies spend more of their budget on digital/social marketing than larger companies.

Email me for your copy: [email protected]

mailto:[email protected]

The B2B Go-to-Market Plan


A best-practice marketing execution program will tightly integrate lead generation and lead nurturing

The Role of Nurture Marketing

Slide 25

“Every response must be nurtured”

VP Global Marketing – Global High-Tech Brand (2011)


The stage of buyers in your lead universe

A key to the B2B marketer’s value propositionEach time we go to market, we reach out to unaware prospects as well as hot prospects. We invest in branding and positioning touches with all those we communicate with. Marketers identify the hot prospects and pass them on for sales pursuit. But unfortunately prospects and suspects in the mid-outer circles are often forgotten.A systemised process can nurture them along their buying journey to position the vendor for the day the buyer becomes ‘in the market’.

The Seller’s Lead Universe


Definition – Lead Nurturing

The science of progressing buyers through the pipeline using relevant content and offers that

match their buying stage – ultimately to develop profile-rich sales-ready leads.


Definition – Lead Nurturing

The science of progressing buyers through the pipeline using relevant content and

offers that match their buying stage – ultimately to develop

profile-rich sales-ready leads.


What lead nurturing is not

It is not … A couple of follow-up emails to a campaign A download offer of a case study followed by an immediate

telemarketing call A mass email blast A generic e-newsletter A bi-monthly call to see if they are ready for that appointment

Six Key Ingredients for Nurture Marketing

Lead Nurturing Ingredients #1 – Communications#2 – Content#3 – Contacts#4 – Automated Process#5 – Automation Technology#6 – Measurement


A 3-tier framework for nurture communications

(2)


How do the nurture streams interlock?

(2)


Considerations in the nurture dialog

Decide your nurture voice for your email, online and phone communications– Trusted advisor, thought leader– Not ‘I’m ready to sell, are you ready to buy!’

Humanise the nurture process (all communications for that matter)

Align relevant offers with informationConsider the cadence for touches– Ask the buyer how often they want to hear from you?– Tele-nurture call is key and timing is critical

Communications should not be restricted to email/ telemarketing



Specific assets are more relevant than others at different stages in the buying process



The buyer has a ferocious appetite for information and solution content

Average buyer consumes 20-50 content assets in

60 days (IT buyer)



Content mapping - example

Role Category

Assets that will grow buyer’s awareness of problem/opportunity

Assets that will position seller’s solution

Financial management (CFO, Financial Controller …)Strategic management (CEO, MD, Business Owner …)Technology management (CIO, IT Manager …)Line-of-Business management (HR, Marketing, Supply Chain …)


What is content layering?

(3)

Cust

omer

s

Aware-ness

Tier 2

Sale

s qua

lifica

tion

On

goin

g pr

ofilin

g ba

sed

on

info

rmati

on la

yerin

g an

d tr

igge

r eve

nts

Tier 3

Self

Asse

ssm

ent T

ool

Tier 4 Tier 1

DRW Print

Country Profiles (web)

International Business Index

Alliance workshops Deal workshops

Finance toolworkshops

Finance Assessment Index

Chart Pack(web)

Wel

com

e –

self

signu

p pr

oces

s

Trade Missions

Ally / sponsor events

Other ATL

Content marketing for multiple sub-segments (client example)

Awareness (GFC issues)

Awareness (finance sol’ns) Identify NeedKey

Briefings/Events

Nurture Assets 2

Global update Subscription

Country alerts

Australian updates subscriptions

Nurture Assets 1 MTV


Tips for best-practice Content Marketing (from the trenches)

Recycle and re-purpose Setup an editorial calendar & plan your content a quarter ahead Content-on-the-fly ! Use third party content in the problem awareness stage where

possible– Industry analyst abstracts, independent researchers– Link to media articles of interest– Content can be simple such a point-of-view email on a current topic

Build content for smart-phone consumption Build profiles of your thought-leaders

(R)



Designing your database pyramid dimensions. Quality over quantity.


Database considerations in lead nurturing

Assess your database position– What is your Ideal Customer Profile?– Conduct a gap analysis against your addressable target audience– Conduct an internal audit– Implement a strategy to fill the gap

Setup a progressive profiling approach– Align with sales– Self-select V Auto-select options– Automate the collection of profile data – Use pre-determined Behavioural /Explicit Profiling rules to define when

to request profile information Devise strategies for gaining email opt-in rights



Getting the automated ‘measure & manage’ process (and rules) right is paramount?

** ICP = Ideal Customer ProfileMQL = Marketing Qualified LeadSAL = Sales Accepted Lead

LeadGeneration

Opp’ty Development

Lead Nurture

Opp’ty Closure

Retention & Loyalty

Engaged

Profiled

MQL**

SAL**

ICP Targets**

Lifetime Value

Order

Marketing-managed Sales-managed Shared




Most analysts are up-beat about the potential ROI attributable to lead nurturing

Four out of five unworked leads ultimately buy

something. SiriusDecisions

Companies that automate lead

management processes can increase revenue by at least 10% within 6-9

months. Gartner 2009

An estimated 70-90% of leads generated by marketing are never

followed up by sales. Marketing Sherpa Research Report

Companies who excel at lead nurturing generate 50% more sales-ready

leads at 33% lower cost. Forrester 2009


Tracking performance of lead nurturing requires attention to additional metrics (client scenario)

Other Lead Nurture metrics: Response by nurture stream Time lag in streams (no progression) Self-subscribe/auto-subscribe to streams Landing page drop-out Unsubscribes

Consider the Nurtured-Generated Lead vs the Nurture-Assisted Lead. What was the source of the lead?

Take-Aways


Take-Aways

1. Game-changer: balance of power has shifted to the buyer

2. This is driving the shift to the Science of Marketing – data, processes, automation, content and analytics

3. Don’t ignore the power of social media, but don’t bet the b2b house on it

4. An engaging and pervasive online presence for the seller is mandatory

5. Marketing must team up with Sales – like never before6. Sell the vision, objectives and imperatives internally to

the C-suite and Sales – their support is crucial

Slide 55

Thanks …Andrew HausseggerGreen Hatw: 03 9290 9777m: 0419 569 [email protected]

mailto:[email protected]

http://www.green-hat.com.au/