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B2B Marketing Best Practices– Insights from The ALEA Group,[object Object],August 15, 2011,[object Object],Presented to Rogers by The ALEA Group,[object Object]
Agenda,[object Object],The best B2B practice is not about which tactics work best, but about having the right process.,[object Object],We will discuss:,[object Object],B2B Marketing and Lead Generation – A Statistical Overview,[object Object],Shift to Inbound Marketing,[object Object],‘State of the Union’,[object Object],Trends and Best Practices ,[object Object],Applying the Best Practices – Turning Theory into Action,[object Object],Questions,[object Object]
What the Numbers Say,[object Object],The gap between spending on inbound vs. outbound continues to widen: In 2009, inbound marketing had a 9% greater share of the lead generation budget; in 2011 its share was 17% greater. ,[object Object],More than 50% marketers increased their inbound marketing budget in 2011. ,[object Object],*Source: The 2011 State of Inbound Marketing – A report by HubSpot.com,[object Object],Implication:  Without a mechanism in place to monetize the inbound traffic into tangible results, companies are not seeing significant ROI’s from their inbound initiatives. ,[object Object]
More Statistics,[object Object],Average spend on technology in 2011 is 4% of marketing budgets, nearly double what it was in 2009.,[object Object],74% of the B2B organizations polled have adopted CRM technology, and 46% have adopted marketing automation technology. ,[object Object],Despite these promising statistics, companies are struggling with marketing automation. Less than 20% of B2B marketing teams have sufficient skills training for their marketing technology environment. ,[object Object],*Source: SiriusDecisionsB2B Marketing Summit 2011,[object Object],The main reason for this struggle is the lack of process and alignment across the departments.,[object Object]
Shift to Inbound Marketing,[object Object],SiriusDecisionsB2B Summit 2011: ,[object Object],There is no doubt that the mindset of the majority must change from outbound to inbound marketing for B2B demand generation. Organizations need to find the bridge to convert anonymous online visitors into clearly identifiable personas and take them through a lead qualification and scoring process. In order to get some semblance of control back, conversion optimization is a must.,[object Object]
Taking Advantage of the Shift to Inbound Marketing,[object Object],Businesses that were nowhere on your CRM radar may actually convert into customers because you have made them aware of their needs and offered a ready solution.,[object Object]
Current Issues & Challenges,[object Object],Legacy Issues,[object Object],Legacy issues with technology and organization dynamics.,[object Object],[object Object]
Complicated lead scoring systems with too many moving partsCRM Capabilities,[object Object],Lop-sided & heavy reliance on technology and sales automation tools – ‘cookie-cutter’ approach.,[object Object],Reliance on Technology,[object Object],[object Object]
Not enough focus on nurturing a home-grown prospect database (sporadic at best)
No formal list hygiene & account mapping processesInternal Lists/ Prospect Base,[object Object]
More Issues & Challenges,[object Object],Tendency to ‘spike’ rather than maintain a consistent, sustainable approach to building a funnel(program-driven).,[object Object],Spike Approach,[object Object],Too much of “batch and blast” ,[object Object],Leading to a “skunk effect”  You spray what you’ve got and folks will run away! ,[object Object],Lead dissemination uses a ‘push’ instead of a ‘pull’ strategy.,[object Object],Lead Management,[object Object],One-size-fits-all Approach,[object Object],Especially ineffective for organizations with direct and indirect models.,[object Object]
Trends: Sales Wish List,[object Object],Figure 1: Most Common Duties of Sales Teams,[object Object],41% of Sales professionals identify New Contact Acquisition as a significant objective:,[object Object],It is essential to have an effective account mapping strategy in place in order to move prospects from one bucket to the next.,[object Object]
Trends: Sales Wish List,[object Object],Figure 2: Corporate Goals for Sales Teams,[object Object],Top Goals for Sales Professionals: ,[object Object],92% are concerned with acquiring target contacts and building an effective prospects database ,[object Object]
Best Practices – What Works!,[object Object],[object Object]
Collaborateinbound &outbound marketing to maximize ROI and lower customer acquisition costsSales & Marketing Alignment,[object Object],[object Object],Consistent Messaging,[object Object],[object Object]

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b2b best practices

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  • 21. Focus on SPEED and agility but ensure proper PLANNING.
  • 22. Give more AUTONOMYto marketing – don’t let the bean counters stifle marketing creativity! (Wishful thinking)
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