Advances in technology have created a new B2B marketing paradigm. In this presentation, Malcolm Friedberg and Adam Needles address how to create a holistic demand generation strategy in response to changes in the B2B buying process.

1. Demand Generation +
Marketing Technology
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2. Your presenters
Malcolm Friedberg Adam Needles
President VP, Demand Gen Strategy
• Client experience: Dell, Intuit,
Avery Dennison, McKesson, • Client experience: E*TRADE,
Motorola, Lenovo Motorola, Pitney Bowes, Target,
Platinum/CA, Dell, Brady Corp.,
• Marketing leadership: CMO,
Lenovo, PTC, UW Credit Union
Euphonix; VP Marketing,
Metrocities Mortgage, Wholesale • Marketing leadership: B2B
Division Marketing Evangelist + Director,
Field Marketing, Silverpop; VP
Twitter: @malfried
Marketing, The 451 Group
Twitter: @abneedles
2
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3. We Are a Demand Gen Agency
§ Left Brain helps enterprise marketing organizations
design and execute successful, modern demand
generation programs.
§ Left Brain combines:
– Process: Leverage TLBM proprietary approach
– Content: Centered around Buyer 2.0
– Technology: Powered by marketing automation
§ Left Brain delivers strategy, production (content,
campaigns + tech), analytics and optimization.
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4. Agenda
§ State of Modern Demand Generation
§ Buyer 2.0 + the Modern B2B Buying Process
§ Demand Generation 2.0
– One-to-one nurturing dialogue
– Content marketing
§ Marketing Technology
– The technology stack
– Bringing it into your organization
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5. STATE OF MODERN
DEMAND GENERATION
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6. B2B demand-gen is a numbers game
§ Only 2-5% of raw inquiries
coming into the top of the
B2B marketing and sales
‘funnel’ convert to sales.
§ 25-30% of B2B marketing
databases have bad or
incomplete records.
Source: SiriusDecisions Summit 2010

7. We look to technology for a solution
§ Overall US CRM adoption has grown from 53% in
2003 to 75% in 2010. (CSO Insights)
§ UK enterprise CRM adoption exceeded 50% for
the rst time in 2009. (UK Office for National Statistics)
§ US Marketing automation adoption is 7-10%,
projected to rise to 30% by 2015. (SiriusDecisions)
Sources: SiriusDecisions Summit 2010; UK Office for National Statistics, “Use of
Information and Communication Technology (ICT) and e-commerce activity by UK
businesses”; CRM Magazine, "CRM: Then and Now"

8. Best-in-class nurturing pays off
Best-in-class results:
§ Double the bid-to-win ratio on
nurtured leads
§ Nurtured leads delivered 47%
higher average order values
Source: Aberdeen Group, "Lead Nurturing: The Secret to Successful Lead Generation"

9. We’re challenged in using technology
Among adopters of marketing
automation technology,
“fewer than 10% of them are
deploying those tools to address
programs later in the buying
cycle.”
Source: Heuer, Email Interview re: SiriusDecisions Sea Change Data

10. Technology alone is not a solution
Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"

11. We can’t just ood our reps
“[S]ales reps that focused on fewer,
more winnable deals tend to do
better. Flooding the rep with low
quality/high quantity leads only
increases their inefficiencies … .”
Source: SiriusDecisions, “The Perfect Pipeline: When Less Is More”

12. Today’s Demand Gen Challenges…
§ The traditional B2B model is broken
§ Advent of Buyer 2.0
§ Going from mass marketing to one-to-one
§ New role of social / inbound
§ Analytics + marketing’s revenue contribution
§ Connecting content offers to revenue
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13. Discussion: Your demand
generation environment
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14. BUYER 2.0 = THE MODERN B2B
BUYING PROCESS
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15. Information consumption patterns
of B2B buyers are rapidly changing.
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16. And power is shifting from
sellers to buyers …
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17. A new digital divide for nance?
Source: Brett King, Bank 2.0 17

18. The B2B case …
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19. Inbound is more critical than ever
“Currently, more than half of all
new inquiries are generated
through the Web; we believe
that by 2015, this number will
rise to nearly 75%. Inbound
marketing [is not] new in theory,
but ... marketers must plan for
it ... .”
Source: SiriusDecisions, “Inbound Marketing, the Sirius Way”

20. Turning to online sources ...
Source: Enquiro, “Integrated Persuasion: Online and Offline”

21. Peer in uence is king ...
Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

22. Leveraging social media ...
Source: B2B Marketing/Base One, "BUYERSPHERE, Survey
of B2B Buyers' Use of Social Media"

23. Buyer 2.0 listens to groundswell.
Source: B2B Marketing/Base One, "BUYERSPHERE,
Survey of B2B Buyers' Use of Social Media"

24. Financial pros use of social media
“76% of nancial professionals use
social technologies at least monthly
for business purposes.”
Source: Forrester, “Building Successful B2B Financial Services
Social Marketing Programs”

25. Yet we turn more to email in B2B
• 89% of B2B marketers use email.
• Email is the number-one
outbound B2B marketing tactic
used today.
Source: Forrester Marketing Forum 2010 presentation

26. We’re sending more B2B email
Source: SiriusDecisions Summit 2010

27. Traditional email = declining results
Performance of Batch/Blast Email
16.0%
14.0%
14.0%
12.0% 11.2%
10.0%
8.0% Email open rates
6.0% Average click rates
4.0% 2.9%
1.6%
2.0%
0.0%
2H 2007 2H 2009
Sources: MarketingSherpa; MailerMailer 27

28. How new content consumption
patterns are reshaping the
traditional B2B buying process …
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29. B2B buyer decision cycle
Reconsideration Satisfaction
Selection Acknowledgment
Investigation Decision
(To begin buying process)
Measurement Criteria
Source: R. Jolles

30. Emerging buying cycle gap ...
Reconsideration Satisfaction
5%
Selection Acknowledgment
79%
Investigation Decision
(To begin buying process)
Measurement Criteria
Source: R. Jolles

31. Emerging buying cycle gap ...
Reconsideration Satisfaction
Selection Acknowledgment
2%
Investigation Decision
2-3% (To begin buying process)
Measurement Criteria
Source: R. Jolles

32. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
Investigation Decision
2-3% (To begin buying process)
Measurement Criteria
Source: R. Jolles

33. Emerging buying cycle gap ...
Reconsideration Satisfaction
problem
Selection Acknowledgment
2%
problem
Investigation Decision
2-3% (To begin buying process)
Measurement Criteria
Source: R. Jolles

34. Discussion: Your buyer dynamics?
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35. DEMAND GENERATION 2.0
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36. What we mean by
demand generation …
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37. Demand Generation 2.0
Engagement Acquisition Nurturing
Content marketing programs
Lead management processes
Technology infrastructure
Source: Left Brain DGA
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38. One-to-one nurturing dialogue =
Improved sales results
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39. One-to-one engagement?
“Buyers have higher expectations
for intimacy. … We have built
intimacy into the later stages of the
buying process. … But at the front
end, our traditional tactics are starting
to come off with all the warmth and
sincerity of an English royal.”
Source: Chris Koch, “Why you need to turn your customers into stalkers”

40. Nurturing = It’s about efficiency

41. Nurturing = It’s about timing
definitely not ready sort-of-ready
Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

42. Dialogue = architecture of nurturing
PLAN +
LISTEN TO OFFER GET
TUNE NEXT
PROSPECT CONTENT FEEDBACK
OFFER
Source: Left Brain DGA
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43. Dialogue = non-linear nurturing
Marketing Sales
Initial Human Sales
Automation to Nurturing
CRM Sync Contact Follow-up +
CRM
Email Sent
Collect Buyer
Initial Buyer Follow-up /
Insights +
Interest Content Offer
Route Marketing
Nurturing
Web Form Scoring +
Data Collection Segmentation + +
Routing Marketing
Automation
Add. Explicit +
Behavioral Data
Collection
More Buyer Interest + Action
Inbound Marketing Outbound Marketing
Source: Left Brain DGA
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44. Nurturing path = the dynamic campaign
Source: Left Brain DGA
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45. Discussion: Is any of your marketing
one-to-one today?
Are you nurturing?
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46. Content Marketing =
The new ‘secret sauce’
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47. Content was ...

48. Relevant messaging?
“86% of the 'unique bene ts'
touted by vendors were not
perceived as unique or
having enough impact to
create preference.”
Source: Tim Riesterer, "Three B2B Value-Proposition Rules That Create Preference, Not Just Parity"

49. Content is now ...
§ Critical information
§ Conveyed on speci c topics
§ Carries the buying process forward
§ Delivered via right channel / timing / voice
... aligned to speci c phases of the buying cycle.
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50. Catalyst for B2B buying …
72% of the time ‘ t for a speci c
need at a speci c time’ is the
number one reason for a B2B
purchase today.
Source: Forrester Marketing Forum 2010 presentation

51. Aligning content by buying stage
Acknowledgment
Social media
Thought leadership
(w/ E-mail nurturing)
Traditional media
Investigation Decision
Detailed product literature
E-mail nurturing
Sales proposals
Field events
Search
Criteria
Measurement Analyst reports
Analyst reports Blog + Web reviews
Search Search
Source: R. Jolles Product Web sites
w/ A. Needles contributions

52. Designing content marketing
Source: Left Brain DGA
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53. Combining nurturing + content layers
PROSPs RESPs QRs SRLs
Buying Cycle Content BCC BCC BCC BCC
Promotional Content PC PC PC PC
Drip Content DC DC DC DC
Source: Left Brain DGA
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54. Content marketing in nancial services
“Banking and nancial services
have high rates of content
marketing adoption (93%);
however, their focus is on
traditional formats, such as articles
(82%). They also use social media
signi cantly less often than other
industries (62% adoption versus
79% average).”
Source: Junta42 + MarketingProfs, “B2B Content Marketing:
2010 Benchmarks, Budgets and Trends”

55. Discussion: How’s your content?
Does it align to buying stages?
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56. MARKETING TECHNOLOGY
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57. Capabilities of marketing automation
CRM Marketing Batch / Blast
Automation Email
Single Emails
Nurturing Campaigns
Demographic Scoring
Behavioral Scoring
Form Builder
Landing Page Builder
Dynamic List Segmentation
Dynamic Email Content
High Volume Emails
Web Visitor Tracking
ROI Reporting
Source: Left Brain DGA
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58. Technology systems
Marketing Analytics
Ad/Site Tracking
Social Media
Activity Tracking
Link Source Tracking
CRM Platform
Inbound
Website + Blog Marketing
Marketing
CMS Automation
Optimization
Source: Left Brain DGA
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59. Marketing analytics?
“Only 50% of marketers in our
survey said they had analytics
programs, and of these, few were
focused on predicting behavior;
most were simply reporting past
behavior. Even rarer is the ability to
carry those analytics all the way
through to a sale.”
Source: Chris Koch, “We Need an App for That”

60. True ROMI
§ Inbound / outbound activity § Nurturing program conversion
rates
§ Prospect acquisition – Total rate of conversion
performance – Intermediary rates
– # Prospects / channel
– Cost / Prospect / channel § Demand Gen program ROI
– Cost / revenue / channel – # Prospects acquired
– # Sales Opportunities
§ Content marketing – Total value of current Sales
performance Opportunities
– Revenue elasticity – Revenue in uenced
– Offer to close time – ROI ratios
– Cost / revenue / offer
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61. HOW TO BRING IT INTO YOUR ORG
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62. People + processes + content ...
Source: Bulldog Solutions/Frost & Sullivan, "The Executive Benchmark Assessment"

63. People
§ Marketing team skills requirements
§ Focus on outcomes vs. activities
§ Analytics-driven
§ Sales team stakeholder buy-in
§ Common sales/marketing lingo/
de nitions for lead stages, process
§ Buyer ‘engagement’ mindset
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64. Process: Lead management stages
The Left Brain Model for CLOSED-WON
Demand Generation
SALES
NON-SOs
OPPORTUNITIES
SALES READY
NON-SRLs
LEADS
QUALIFIED
NON-QRs
RESPONDENTS
RESPONDENTS NON-RESPs
PROSPECTS
Source: Left Brain DGA
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65. Takeaways
§ New B2B marketing paradigm
§ Holistic demand generation
§ Buyer-centric
§ Content becomes strategic
§ Marketing + sales integration crucial
§ Requires new processes, content,
technology + marketing roles
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