The Gaping Hole in B2B Marketing Automation

The Gaping Hole in B2B Marke3ng Automa3on

Lori Wizdo Principal Analyst

Eric Holmen CMO

Why Marke3ng Automa3on?

Billions of commercial emails and digital touch points. At low conversion rates. Became unmanageable, manually. Crea%ng the need for marke%ng automa%on and campaign management technology.

Marke3ng automa3on solves part of an urgent

digital marke3ng problem.

POLL

Call with basic informa%on request

Do you have a marke3ng automa3on process in your business today, to manage, score, nurture and route

leads?


Buyers want to talk to sales earlier than we have been assuming.

Calls deliver higher win rates, higher order values, and faster sales cycles.

All in the cloud: call scoring, dynamic numbers, automa3on, rou3ng, and integra3ons with CRM and MA are cri3cal.

The marke3ng metrics of inbound phone calls remain a mystery, while digital prospects are op3mized at every step.

Let’s Talk Calls

Online Channels Leads Characterized as: -‐Low Value -‐High Volume

Offline & Call Channels Leads Characterized as: -‐Medium Volume -‐High Value

Online Channels Leads Characterized as: -‐Low Value -‐High Volume

Offline & Call Channels Leads Characterized as: -‐Medium Volume -‐High Value


What does Forrester think of this gap, and what are the implica%ons?

© 2013 Forrester Research, Inc. Reproduction Prohibited 8

What is lead-to-revenue management?

Attract Capture Nurture Convert Expand

The managed process that turns leads to prospects and then into customers.


› 300% Increase in Leads?

› No Problem.

› We’re automated.

Revenue Marketers Step Up…..

> 50% of B2B marketers have automated the process


…. And Kick Lead Gen Up a Notch… •  Launch 22% more

campaigns • Get some Inbound

working •  Increase leads

dramatically • Nurture each lead,

-- 4-touches • Score Leads • Promote Leads to

Sales

Sales Accepts Leads Then…. a.  Puts lead on ‘back

burner’ to close this Q’s deals

b.  Closes lead as ‘dead’ when they don’t want a PoC

c.  Creates 20% Opportunity & Task to call in 3 months


…. But is Getting the Same Old Result

• Marketing Team is working like demons

• Dramatic Increase in Traffic, Leads, MQL, SQL

• Minimal increase in marketing contribution to pipeline

• Limited contribution to revenue

• Relationship with Sales still not all that good


Results are Better (J)

Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey

L2RM Automation Platform Implemented (N=136)

L2RM Automation Platform Not Implemented

(N=69)

Using your best estimate, what percentage of your B2B sales pipeline (opportunities) can be attributed to leads your marketing function has generated?

44% 34%

….just not good enough (L)


The input/output machine needs a tune-up

Average conversion ratios from Forrester’s Research

MQL SQL Pipeline Won deal

End-to-end

All 32% (N = 211)

32% (N = 196)

28% (N = 201)

26% (N = 195)

0.75%

Top-Performers

39% (N = 65)

37% (N = 58)

34% (N = 59)

32% (N = 58)

1.54%

You can’t get there from here. Base: Marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US and Europe B2B Technology Marketing Tactics And Benchmarks Online Survey

It’s time to revisit some assumptions.


How Deals Used to Start


How Deals Start Today!


True or False?

On average, nearly 60% of a typical purchasing decision—researching solutions, ranking options, setting requirements, benchmarking pricing, and so on—before even having a conversation with a supplier.

But, irrelevent

Source: Brent Adamson, Matthew Dixon, and Nicholas Toman, "The End of Solution Sales," Harvard Business Review, July-August 2012


There is no average buyer!

This guy is buying office supplies

This team is re-engineering a complicated business problem


Source: Forrester’s Business Decision Makers Survey, Q4 2012

Forrester’s B2B Buyer Insight

Research Continues to

show conversations

with Sales Reps is a

strong source of buyer influence in many categories.

Twitter

Facebook

Blogs

LinkedIn

Professional Social Networking Sites (not including LinkedIn and

Virtual Events, Virtual Tradeshows

Online Videos

Webinars, Webcasts

Industry Anaylst Firms

Electronic Newsletters

Vendor salespople

Support Forums, Discussion Forums

Consultants or Systems Integrators (SI's)

Peers outside your organization

Printed Publications (including magazines, research reports, white

Vendor Websites

In-person Events, Trade Shows, or Conferences

Colleagues within your organization

Industry, Trade, or Professional Websites

How important are the following sources when researching and evaluating technologies and services to purchase? (IT

departments)

Important Very Important My Primary Source


AWARENESS CONSIDERATION PURCHASE

Source: Forrester’s Tech Marketing Navigator: “Most Influential Vehicles: Business Intelligence Systems/Software/ All Roles”

Forrester’s B2B Buyer Insight

Research Continues to

show conversations

with Sales Reps is a

strong source of buyer influence in many categories.

POLL


Do you track inbound phone calls from their source through to final

win/loss?

Qualified buyers want to talk to sales.

Qualified buyers want to talk earlier than you think.

Sales always wants to talk to buyers sooner than

later, if they are qualified.

Greater sales happen when buyers and sellers talk, earlier in the process.

The Power of Talk

Ques3ons worth asking

•  Would you know a qualified phone call from an unqualified one?

•  Can you differen3ate between customers needing support and buyers looking for informa3on as a call is coming in?

•  Do you know which keywords, media, and purchase paths are delivering the best inbound phone calls?

Call Tracking and Analy3cs

Programma3c Marke3ng Automa3on

Integra3ons and Synchroniza3ons

Expanded Channel Distribu3on: Get More.

Four Essen3al Parts:

Four Components of Value

Knowing precisely where calls come from – which exact keyword, ad, channel, and content – and knowing who the buyer is in their purchase path. More than call tracking – marke3ng analy3cs.

ATTRIBUTION: Call tracking and analy3cs


Once a call starts heading into the funnel over Invoca, we derive and apply data, run data-‐dips, score the call, and determine op3mal rou3ng rules. A[er the call, we run re-‐targe3ng online based on the call disposi3on – true mul3-‐channel real-‐3me automa3on.

INTELLIGENCE: Programma3c marke3ng automa3on


Integrated na3vely, off-‐the-‐shelf APIs, and custom APIs, Invoca delivers two-‐way integra3ons with the widest set of marke3ng automa3on, CRM, and marke3ng technology partners to complete our customers true mul3-‐channel marke3ng.

INTEGRATIONS: CRM, MA & Analy3cs


Over 60,000 publishers already on the pla_orm crea3ng quality inbound calls for adver3sers. We connect the adver3ser to the distribu3on partners.

EXPANSION: Channel Distribu3on

Op3mizing to death…literally

AFTER INVOCA ü Revisited old pruned keywords. ü Found some where MORE valuable because they were genera3ng inbound calls, but disappearing from search.

ü Returned an immediate pipeline to sales.

BEFORE INVOCA •  Tracking tens of thousands of keywords and long-‐tail

keywords, with phone number in ad. •  ‘Pruning’ keywords when they don’t perform.

Largest tech company in their category, heavy Salesforce.com users.

How it works: Pre-‐call

Buyer searches a keyword. Google search ad appears with a unique Invoca number populated

directly into the ad.

Call

Filing trademarks

How it works: In-‐call Real-‐3me scoring integra3on and rou3ng inbound calls

•  Scoring •  Detailed Data •  Addi3onal

Qualifica3on

•  Salesforce.com •  Marketo •  Eloqua

•  Tealium •  Ensighten •  Marke3ng Tech

Sync Integra%ons with:

Rou%ng to the right des%na%on

millise

cond

s for the

com

plete tech process.

Marketer has visibility into the en3re process to make informed decisions how best to op3mize their marke3ng/adver3sing spend to drive more, becer inbound calls.

How it works: Post-‐call

POLL


Does your sales team speak with prospec3ve buyers on the phone at

some point during every sales process?

One in five calls is high-‐quality. Adver3sers need to know which ones.

% of calls from search for a typical business

21

52

8

19

Accidental call

Short sales call

Call with basic informa%on request Call with basic informa3on request

High-‐quality sales call by a new lead

Source: BIA/Kelsey 2012


When and where are you engaging?

RFP RFI

Respond to request

Create and deliver on a vision

“How often do you choose a vendor who has worked with you to turn a vision into a clear path to value?”`

74% 26%


Buyers reward early engagement

Executive Buyers


Key Takeaways Buyers want real human interaction during the purchase process.

Getting prospects on the phone earlier in the sales process helps close deals faster and make customers happier.

Going beyond simply call tracking, to a complete call marketing automation platform is crucial to effective L2R management.

Want to learn more?

The New Physics of Lead to Revenue Management

Download Lori Wizdo’s new whitepaper:

hTp://bit.ly/1hkdjmZ


Get a demo: hcp://go.invoca.com/demo [email protected]

855-‐781-‐4564