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Presentation by Paul Everett at the B2B Summit 2013, London. Uncut, with a whole extra bonus 6 or 7 slides. Here's the first six sins (see the presentation for number seven!): One: data: we didn’t know you existed Two: Brand: you didn’t know we existed Three: Content: we tried to appeal to everyone Four: Calls to action: we left you on your own Five: Sales alignment: no-one followed up the leads Six: Focus: we didn’t have time to equip sales to sell
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(because best practice is too easy…)
THE DEADLY SINS
Paul Everett@TMPeverett
ONE: DATA CAN WAIT
“SORTING OUT YOUR DATA IS LIKE FLOSSING YOUR TEETH. YOU KNOW YOU SHOULD DO IT DAILY, BUT SOMEHOW THERE’S NEVER TIME.”KERRI WELLS, DIRECT PRODUCER, AXA WEALTH
SCALE OF THE CHALLENGE
Customer surveys and analysis
Sales data analysis(Best customer characteristics )
Sales process analysis
Broader market research and
competitor analysis
One off campaigns
CRM Sales data30,000 contacts
Industry data sources
and feeds
Email systemover 1,000,000
records
Existing customer and prospect dataResearch
Segmentation models
SAS analytics
Behavioural Demographic
MAKING DATA USEFUL
Messaging matrix
Campaign plan
De-dupe and clean
Who to talk to
What mechanism
How to personalise
How to score
SFDC (CRM system)
On-going campaign execution
Reporting
Response tracking
Contact history tracking
Email campaign management
Online tracking
Single view of each contact
PersonalisationCampaign
historyBehaviour
Next best action
THE RESULTS
TWO: IT’S ABOUT DEMAND, NOT BRAND
“MEN DECIDE FAR MORE PROBLEMS BY HATE, LOVE, LUST, RAGE, SORROW, JOY, HOPE, FEAR, ILLUSION, OR SOME OTHER INWARD EMOTION, THAN BY REALITY, AUTHORITY, ANY LEGAL STANDARD, JUDICIAL PRECEDENT, OR STATUTE. “CICERO
BRAND
“Cold calling randomness”
“Why aren’t we winning bids?”
DEMAND
“High level bollocks”
“Where’s the ROI?”
We separate brand and demand too much.
Brand doesn’t get the benefit of the real issues people are talking about.
Demand doesn’t get the benefit of picking up seamlessly from brand.
DEMAND BENEFITS FROM (AND DRIVES) BRAND
FOR EXAMPLE…
THREE: THE MORE CHANNELS THE BETTER
“THE ROAD TO HELL IS PAVED WITH GOOD INTENTIONS.”VIRGIL
COMPLETE GUT FEEL!
• Too few channels (under 3?) and you don’t get the impact
• Not everyone’s going to open your email…
• Too many (over 6?) and you don’t get the impact
• Less is more – not every campaign needs a Pinterest board…
INSIDE SALES
Fully integrated calling is the secret…
Calling is not something you do only after someone responds – identify the people you should be calling whether they are in the 2-20% of people responding to email or not!
Integrated with sales/account managers – overcomes so many potential qualification and follow-up issues
Integrated with Creative team – straight feedback about messaging and audience
Client
Sales Marketing
Client ServicesCallers
TMP
LeadsNurtures
Programmedirection
FOUR: BE MORE APPEALING
“YOU OFTEN MEET YOUR FATE ON THE ROAD YOU TAKE TO AVOID IT.”KUNG FU PANDA
WHO ARE WE FOCUSED ON?
• Don’t worry about a specific message if it will be compelling to the people you’re focused on
• It’s not always about getting the most people possible to open an email
• But there needs to be a valuable, natural next step to take – otherwise the job is only half done
TOO MUCH, TOO POINTLESS
WHERE ARE THEY IN THE PROCESS?
• What do they think now?
• What do they need at this stage?
• What do we want them to think?
• How do we sell the next step?
FOR EXAMPLE…
FIVE: LET THE BUYER MAKE THE MOVES
“TECHNOLOGY BUYERS ARE TWO-THIRDS OF THE WAY THROUGH THEIR BUYING PROCESS BEFORE THEY ENGAGE WITH VENDORS’ SALES TEAMS.”FORRESTER
DOESN’T MEAN YOU CAN’T PROMPT THEM…
• 70% of customers want to talk to sales during the epiphany, awareness, and interest stages: when they’re information-grazing, when they first learn what you can do, and when they put you on the shortlist
• ITSMA, 2012
WON’T THAT CHANGE WITH GEN Y DECISION MAKERS?• Social buyers – younger executives - see more value
in engaging with salespeople all along the timeline, and especially when salespeople act in consultative roles. Traditional buyers tend to put salespeople into a traditional box. B2B social buyers emphasize such roles as “challenge my thinking,” “provide unique perspectives,” and “educate me on issues and opportunities in my industry.”
• ITSMA, 2012
SIX: ALIGN TO SALES
“46% OF MARKETERS WITH MATURE LEAD MANAGEMENT PROCESSES HAVE SALES TEAMS THAT FOLLOW UP ON MORE THAN 75% OF MARKETING-GENERATED LEADS.”FORRESTER
SIX: ALIGN TO SALES
“WELL OVER HALF OF THE LEADS THAT ‘MATURE’ MARKETING PROVIDES AREN’T FOLLOWED UP.”NOT FORRESTER
SIX (A): WHY AREN’T LEADS FOLLOWED UP?
• With the wrong company
• For the wrong proposition (do we actually understand what sales are bonused on?)
• At the wrong qualification (is BANT too rigid? Is ‘showed an interest’ too loose?)
• Through the wrong sales management process
• Have we explained our programme and our 2-way SLAs with sales?
• Is handover a black and white line rather than a 10/90 shared responsibility?
SIX (B): WHY AREN’T LEADS CONVERTED?
• We think of campaigns starting and ending with marketing, not following through to:
• sales education and enablement
• sales pipeline acceleration
THE SIN: ALIGN TO SALESTHE VIRTUE: ALIGN WITH SALES
BOTH SIDES NEED TO CHANGE, AND MARKETING HAS A ROLE IN EACH ONE
SEVEN: START OVER AGAIN NEXT YEAR
LEARN FROM THE GOOD AND THE BAD
