Forrester bd webinar 6 Nov 2013

Making Leaders Successful
Every Day

Accelerate Revenues For
Technology Products And Services
In Europe
Peter O’Neill, Vice President & Principal Analyst

Forrester Business Development Webinar For EMEA Clients
November 6, 2013

Agenda
Your Buyers Have Changed

Optimize Your Lead-To-Revenue Process
Best Practices In Lead Origination
Your Channels Also Need Enabling

Recommendations


4

Agenda


Recommendations


5

Changes in technologies plus behavior
Social media
Video
Mashups
Podcasts

Dialog

Chat
Wikis

Discussions
Social
Rich
Blogs networks
media

Community
Customer
engagement

Usergenerated
content

Virtual trade shows Virtual worlds
Participation
Webcasts
Shared bookmarks
Advergames
Social network
marketing
Tagging/voting

Web 2.0

Groundswell

Content
sharing
Viral

The Social Technographics® ladder

Active
behaviors

Passive
behaviors
Source: January 4, 2012, “Global Social Media Adoption In 2011” Forrester report

European technology buyers adopt
social media for business purposes
European online
adults,
for any purpose*

European BT
decision-makers,
for business
purposes

24%

60%

28%

53%

31%

80%

21%

67%

53%

82%

69%

99%

22%

78% of
European BT
Decisionmakers
engage in
some form
of social
activity while
working.

1%

Base: 14,110 Euro-5† online adults

Source: European Technographics Online Benchmark Survey, Q3 2012
† Euro-5 is Germany, France, Italy, Spain, UK

Base: 1,960 European BT decision-makers at
companies with 100-plus employees

Social media by country

July 2013 “The Social Behaviors Of Your B2B Customers”

Social catalyzes interactions between
sellers and buyers
Old
Market interactions based on
products

New
Market interactions based on
business outcomes

Scale with media

Scale with social media and
communities

Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report

Social influences buyers’ decisions in
differing degrees
“Across each stage of the adoption process, which of the following sources of information
influences your decision-making?”
35%

30%
Blogs
25%
20%

Online
video

Professional social networking sites

15%

Support/discussion forums

10%

Virtual events/
trade shows

Facebook
5%
0%

LinkedIn

Twitter

Awareness

Scope

Plan

Select

Implement

Base: 1,001 US and European business technology decision-makers at companies with 100 or more employees
Source: Q1 2011 US And European B2B Social Technographics ® Online Survey For Business Technology Buyers

Roll out

The “Expectation Gap” is wider in Europe

October 2013 “Mind The Tech Expectations Gap: Make Technology Integral To Company Culture”

Potential Employees Weigh Technology
Access In Job Selection Criteria


European employees are less loyal than
you think


Agenda


Recommendations


15

What is lead-to-revenue management?
L2RM is everything that
we, as marketers, do to
engage our customers
on their journey from
need to value.
As we engage, we learn
more about them and
develop a relationship
for our company as a
trusted advisor and
supplier.
And it’s the process we
develop to optimize
customer engagement.
16

The LeadTo-Revenue
Playbook


17

Why L2RM matters
“Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?”

Acquire and retain customers

31%

42%

Grow overall company revenue

31%

42%

Address the rising expectations of customers
and improve customer satisfaction

23%

Lower the firm's overall operating costs

24%

45%
39%

Improve the firm's ability to innovate

17%

39%

Grow in emerging markets

19%

32%

22%

29%

Comply with government regulations and
requirements
Address rising competition for your
products/services
Manage brand consistency globally

14%
11%

35%
29%

Critical priority
High priority

Base: 2,191 global business decision-makers in firms with 1,000-plus employees
Source: Forrsights Business Decision-Makers Survey, Q4 2012
18

There is room for improvement
On average, B2B
marketers are
generating 40% of
the sales pipeline.

What percentage of your pipeline is marketing sourced?

19%

18%
16%

13%
11%

8%

7%

3%

3%
0%

0-9%

10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%

Base: 216 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

19

Success is not coming from putting
more into this output machine!
Average conversion ratios from Forrester’s research
MQL

Top
performers

Pipeline

Won deal

32%

32%

28%

26%

0.75%

(N = 211)

All

SQL

End-toend

(N = 196)

(N = 201)

(N = 195)

39%

37%

34%

32%

(N = 65)

(N = 58)

(N = 59)

(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

20

What’s going wrong?


21

Most common inquiries on L2RM
Why don’t my
email campaigns
work anymore?

How can I get
some lift from
social?


Help me
improve
conversions!

How can I
better leverage
inside sales?

Most common inquiries on content
marketing
Collateral just
sits there and
ages.

Few people
read our
blogs.


Landing
pages are
unvisited.

Communities
are not joined.

It’s time for a new approach.

24


25

It’s not about . . .
. . . moving masses of “leads” through a sequential
process of attrition until tens or hundreds of deals
emerge.

Attract

Capture

Nurture

Sell

Expand

26

Our goal now is to . . .
. . . take a single
lead through an
optimized process
...
. . . and then repeat
that process
hundreds or
thousands
of times.

27

Generation of on-target inbound traffic
Target buyer
profiling is
developed.

Targeted go-tomarket campaign
strategy is
developed.

SEO:

Optimize site
for organic
search.

Engage
prospects
in social
media.

Develop and
execute an
outbound
campaign
strategy.

Targeted
inbound
traffic is
generated.

Create visibility
through public
relations.

A targeted
lead is
captured.

A marketing
qualified
lead is
created.

Create visibility
through print
advertising.

28

Agenda


Recommendations


29

Expertise in action

Using Thought Leadership To
Attract New Prospects


30

Driving revenue in a tough economy
• Targeted audience: SMB B2B
companies
• Multifaceted initiative:
• Outbound email campaigns
• Physical events
• Press relations
• Social media
• Drove results:
• Over 550 leads generated
• Influenced 20-plus won
deals
Image source: Act-On Software website (http://www.act-on.com/drive)

31

Lead capturing
Participate in
trade shows
and industry
events.

Targeted
inbound
traffic is
generated.

Make offers
on your
website.

Develop
best-practice
landing
pages.

A targeted
lead is
captured.

Marketing
automation
exists to
capture and
manage
inbound leads.

Optimize
pay-per-click
campaigns to
capture leads

A marketing
qualified
lead is
created.

Make
compelling
offers in your
outbound
and social
campaigns.

32

Expertise in action

Using Content Marketing To
Capture New Leads


33

Forrester content marketing campaigns

L2RM has a strategy matrix

High product complexity

Complexity of
product or
solution

High product complexity

Low buying process
complexity

High buying process complexity

Low product complexity

Low product complexity

Low buying process
complexity

High buying process complexity

Length/complexity of buying process
September 2013 “Develop Your Revenue Growth And Acceleration Strategy”

SAP develops trust for more complex
solutions offerings
• SAP engaged Mi6 Agency to
develop and sponsor the CFO
Intellectual Xchange Network
(IXN).
• Use Traackr to find key
influencers and match them with
execs/customers who provide
content and resources.
• IXN members have also received
exposure via SAP's owned
media.
• Result: more than 500,000
impressions and the sharing and
promotion of their content.
Source: http://cfoixn.com/about-the-ixn/

The L2RM strategy matrix reveals four
unique L2RM strategies

September 2013 “Develop Your Revenue Growth And Acceleration Strategy”

Agenda


Recommendations


38

Operating in the cloud is like a horse with
stripes

A few similarities, yes, but lots of differences
Image source: 123RF (http://www.123rf.com/)

What are channel pros pondering?
HOW DO WE GET THE CLOUD CHANNEL TO FULL BORE?

What do we do with
implementationdependent partners?

Can we continue to view our partners
through a siloed business model
lens (VAR vs. MSP vs. hoster, etc.)?

Should we pursue a
reseller or service
provider strategy?

Who owns the data center?
Who owns the customer?


???

Can partners
survive on
smaller margins?

What do we need to do to help
our partners transform their
business models?

40

Channel partners seek wide-ranging
enablement support

Source: February 28, 2013, “Cloud Channel Trends, 2013 To 2014” Forrester report

You need to incentivize for L2RM, not for
“sales”
Awareness
Consideration
Evaluation
Purchase
Implementation
Adoption


›
›

Loyalty
Expansion
revenue

42

Partner’s current business models
dictate incentive reengineering
2012
Awareness

Expense Distribution of Channel Partners
Technical

Consideration

17.5%
30.0%

Evaluation
Purchase

Sales
Marketing

12.5%
15.0%

25.0%

Purchasing/
order mgmt.
G&A

Implementation
Adoption

Source: Forrester Research

43

The era of the self-transacting customer is
nigh
Customer
engages:

For . . .

Awareness

Vendor

For . . . Consideration

Partner

For . . .

Evaluation

Partner

For . . .

Purchase

Vendor

For . . . Implementation

Partner

For . . .

Customers will
engage partners for
education and
implementation, but
they will increasingly
transact through
online marketplaces.
What then?

Partner

Adoption


Incentive programs
will change . . .

44

Agenda


Recommendations


45

Key takeaways
Your buyers have changed, so you also have the opportunity to change.

 Your buyers tap into communities for information and interactions.
 Choose your approach based on your customers and resources.
 Context is a critical design element. Don’t take shortcuts!
 Create compelling content; in Europe, the Middle East, and Africa (EMEA)
that means local content for local buyers.


Engage with Forrester through . . .
ANALYST ADVISORY AND RESEARCH-BASED CONSULTING

 One-on-one advisory sessions with Forrester
analysts to leverage their research and
expertise.

Analyst
engagement

 One- or two-day intensive workshops in
which analysts use research-based best
practices to enhance your team’s skill set.
 Research-based consulting engagements
with analysts deliver the objective, actionoriented recommendations you need in a
condensed timeline. Work closely with our
analysts to apply their proven expertise to
your big initiatives.

47

Thank you
Peter O’Neill
+49 69 959298 39
poneill@forrester.com
Twitter: @poneillforr
Blog: blogs.forrester.com/peter_oneill

Forrester bd webinar 6 Nov 2013

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