13. B2B marketing is different. Direct sales forces High-involvement sales process Lower volume; higher purchase price Rational vs. emotional purchase Complex and savvy 'buying unit'
15. B2B case >>> AllRegs Mortgage industry data provider 2006 25+ tradeshows per year Low conversion rates Major source of leads Today 10 tradeshows per year Higher conversion rates New lead-gen avenues (e.g., alerts)
16. B2B marketing’s primary goals: drive leads for sales cost effectively qualified improve close rates help retain customers
22. Awareness Marketing Interest + investigation Marketing Qualified Sales Accepted Sales Qualified Sales New Business Lead stages
23. Awareness Marketing Interest + investigation Marketing Qualified L E A D S C O R I N G Sales Accepted Sales Qualified Sales New Business Lead stages
27. Role of lead scoring “A solid lead scoring approach not only helps to rank prospects against one another, but can smooth the lead flow and serve as the baseline for building a range of business rules that include ownership, role and activities.” >>> SiriusDecisions, “What’s the Score?”
33. Cultural context Marketing “They don’t follow up on any leads we give them” “A lead to them is a sale” “They ‘cherry-pick’ and act like they know what the leads want before calling them” “They don’t even look at half of the leads we give them” Sales “We have no visibility into what they are doing” “We need more support from them” “The leads they pass to us are worthless” “They don’t understand who our target market is”
34. Why score? Align Business Marketing Sales Prioritize resources Maximize sales team capacity Testing, analysis and improvement
36. What do we know about a prospect? VP Sales Download a Whitepaper Evaluating Solutions Visited Website Last Week $100M Company 5000 Employees Has 2009 Budget Needs Fit Solution 36
37. Putting the pieces together ... Demographic VP Sales Download a Whitepaper Evaluating Solutions BANT Visited Website Last Week $100M Company Has 2009 Budget 5000 Employees Needs Fit Solution Implicit 37
44. Use your sales data to learn No. Of Closed Opportunities (or $) Download WP A E-Book campaign Web Activity In Last 5 Days Visited website >10 times Viewed Online Demo Subscribes To Newsletter Nurture Campaign Tradeshow Visit Landing Page Offer Activity/Behavior Measuring implicit
46. B2B case >>> Edgar Online Online corporate financial information Challenge managing leads and qualifying them Highly-granular lead scoring Based on everything lead views Helps with campaign evaluation Enables greater scale Quality vs. quantity of leads
47. Issues for your model Sales + executive team collaboration Weighting of factors Market segmentation Managing complexity Impact of ‘demand type’ on BANT
48. Silverpop on Lead Management Download online: http://www.silverpop.com/marketing-resources/white-papers/engage-b2b.html
50. Advanced issues Dialogue and momentum Insights from the communication channel and the nature of the information 'consumed’ Insights from both online AND offline activity Adjusting your model over time Re-assessing lead score data Tuning the relative 'elasticity' of variables
51. More on advanced issues New blog post: http://www.silverpop.com/blogs/demand-generation/lead-scoring/advanced-lead-scoring-secrets.html
53. Closing thoughts Lead scoring is more about process than technology Successful lead models come from sales/marketing collaboration Efficient, repeatable lead scoring and lead management requires marketing automation
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
I’m a B2B marketer …
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
Old challenge: Be at the right tradeshows Allregs is an information provider for mortgage industry professionals. It is the official online provider of Fannie Mae and Freddie Mac underwriting guidelines. In 2006, they attended approx 25 tradeshows which was their major source of lead generation. Since they implemented Engage B2B, they now attend 10 per year. They were putting names from the tradeshow events into their database and then oversaturating their list because there was no way to segment their list. Today, Allregs uses Engage B2B as a lead gen/cross sell tool. Before it was a “shot in the dark” and now it is much more improved. Before: No automation platform; not embracing a lead management mindsetAfter: Better integration; automation platform; lead management mindsetKey capabilities utilized: Nurturing Surveys Engaging w/ prospects and customers based on where they click Using Microsoft Dynamics CRM
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”
What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
70% of leads aren’t waiting on you; you’re waiting on them.
We have to be accountable to the bottom line We have to be accountable to Sales Customers Consultative sale Significant exchange of information Relationships matter============FROM Digital Body LanguageThe sales professional“… [T]he consultative sales process is where the sales professional thrives by engaging prospects in trusted conversations and guiding the buyer’s thinking on relevant aspects of the buying decision.”ProcessBuyer educationIntake/empathy with the buyer’s pain points and challengesSales person begins to convince that the pain points and challenges are understood and solvableTools: collateral, studies, research, case studies, white papers, events, etc.Buyer then begins to evaluate solutionsSalesperson pivots from consultant to advisor to sellerSales person “… provides the buyer with the right information and the right messages in the right format at the right time.”