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The tactics and teams driving demand creation
in Europe
20 January 2016
The Pulse: European Demand
Generation
Isabel Monte...
© 2015 SiriusDecisions. All Rights Reserved 2
Advisory
Our Business
Research-Informed
Consulting
Research-informed assessm...
© 2015 SiriusDecisions. All Rights Reserved 3
© 2015 SiriusDecisions. All Rights Reserved 4
Executive Summary
Key issues
•  Evolving b-to-b buyer behavior continues to ...
© 2015 SiriusDecisions. All Rights Reserved 5
Our Methodology
ü A large-scale quantitative study
(n=473)
ü  Countries cove...
© 2015 SiriusDecisions. All Rights Reserved 6
Profile of Participating Organizations
3%
6%
8%
11%
11%
15%
16%
30%
Healthca...
© 2015 SiriusDecisions. All Rights Reserved 7
Study Topics
Budgets
Tactics & Effectiveness
Measurement
Automation
Lead Lev...
Marketing Budgets
© 2015 SiriusDecisions. All Rights Reserved 9
SiriusPerspective:
Demand Creation Budget
The percentage of marketing budget...
Tactics & Effectiveness
© 2015 SiriusDecisions. All Rights Reserved 11
SiriusPerspective:
The SiriusDecisions Buying Decision Process Framework
De...
© 2015 SiriusDecisions. All Rights Reserved 12
SiriusPerspective:
Demand Creation Budget Allocation – Top Draws
Marketing ...
© 2015 SiriusDecisions. All Rights Reserved 13
SiriusPerspective:
Changes in Spending on Offers - 2013 to 2015
Participati...
© 2015 SiriusDecisions. All Rights Reserved 14
SiriusPerspective:
Spend on Offers vs Effectiveness
Spend on price quotes, ...
© 2015 SiriusDecisions. All Rights Reserved 15
Top 5 Offers Based on Effectiveness
Q: Please indicate the top five TACTIC ...
© 2015 SiriusDecisions. All Rights Reserved 16
Q: Please indicate the top five TACTIC OFFERS that are most effective for g...
© 2015 SiriusDecisions. All Rights Reserved 17
SiriusPerspective:
Localizing Content
An increasing number of marketers are...
© 2015 SiriusDecisions. All Rights Reserved 18
SiriusPerspective:
Demand Creation Budget Allocation – Top Draws
Marketing ...
© 2015 SiriusDecisions. All Rights Reserved 19
SiriusPerspective:
Changes in Spending on Delivery Mechanisms - 2013 to 201...
© 2015 SiriusDecisions. All Rights Reserved 20
SiriusPerspective:
Spend on Delivery Mechanisms vs Effectiveness
Associatio...
© 2015 SiriusDecisions. All Rights Reserved 21
Top 5 Delivery Mechanisms Based on Effectiveness
Q: Please indicate the top...
© 2015 SiriusDecisions. All Rights Reserved 22
Q: Please indicate the top five TACTIC DELIVERY CHANNELS that are most effe...
Marketing Measurement
© 2015 SiriusDecisions. All Rights Reserved 24
SiriusPerspective:
Ability to Report ROI Increases
Two thirds of organizati...
© 2015 SiriusDecisions. All Rights Reserved 25
SiriusPerspective:
Marketing Contribution
Marketing pipeline contribution r...
© 2015 SiriusDecisions. All Rights Reserved 26
SiriusPerspective:
The SiriusDecisions Demand Waterfall
SiriusPerspective: ...
© 2015 SiriusDecisions. All Rights Reserved 27
SiriusPerspective:
KPI Focus Shifts to Quality vs Quantity
Leaders are movi...
© 2015 SiriusDecisions. All Rights Reserved 28
SiriusPerspective:
Tracking by Source Increases
Tracking by source is now t...
Marketing Automation
© 2015 SiriusDecisions. All Rights Reserved 30
SiriusPerspective:
Automation Technology Adoption
There has been a spike in...
© 2015 SiriusDecisions. All Rights Reserved 31
SiriusPerspective:
Automation Technology Applications
Marketers are using a...
© 2015 SiriusDecisions. All Rights Reserved 32
SiriusPerspective:
Automation Technology Adoption Plans
Marketers plan to g...
Lead Level
© 2015 SiriusDecisions. All Rights Reserved 34
SiriusPerspective:
Lead Qualification Level
There continues to be a mismatc...
Teleprospecting
© 2015 SiriusDecisions. All Rights Reserved 36
SiriusPerspective:
Teleprospecting Usage
Use of Teleprospecting continues t...
© 2015 SiriusDecisions. All Rights Reserved 37
SiriusPerspective:
Teleprospecting Ownership
Most organizations now align t...
© 2015 SiriusDecisions. All Rights Reserved 38
SiriusPerspective:
Teleprospecting Activities
Tele support for contact disc...
Demand Centers
© 2015 SiriusDecisions. All Rights Reserved 40
SiriusPerspective:
State of Demand Centers
European organizations continue ...
© 2015 SiriusDecisions. All Rights Reserved 41
SiriusPerspective:
Demand Centers Evolution by Segment
Adoption of Demand C...
© 2015 SiriusDecisions. All Rights Reserved 42
SiriusPerspective:
Demand Centers Evolution by Segment
Adoption of Demand C...
© 2015 SiriusDecisions. All Rights Reserved 43
SiriusPerspective:
Primary Responsibility for Tactics
As Demand Centers evo...
© 2015 SiriusDecisions. All Rights Reserved 44
SiriusPerspective:
Primary Responsibility for Tactics
As Demand Centers evo...
© 2015 SiriusDecisions. All Rights Reserved 45
SiriusPerspective:
Localizing Campaigns
Global and Regional demand centers ...
© 2015 SiriusDecisions. All Rights Reserved 46
Action Items
• Marketing
•  Understand your buyers and their information ne...
© 2015 SiriusDecisions. All Rights Reserved 47
Recommended Research
•  The Pulse: European Demand Creation Budgets and Tac...
Thank You
© 2015 SiriusDecisions. All Rights Reserved 49
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Génération de leads en B2B : quel marketing Mix mettre en oeuvre ?

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Club B2B du 20 janvier 2016
Isabel Montesdeoca, Directrice de la Recherche en Création de la Demande chez SiriusDecisions

Publié dans : Marketing
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Génération de leads en B2B : quel marketing Mix mettre en oeuvre ?

  1. 1. The tactics and teams driving demand creation in Europe 20 January 2016 The Pulse: European Demand Generation Isabel Montesdeoca Research Director, European Demand Creation Strategies
  2. 2. © 2015 SiriusDecisions. All Rights Reserved 2 Advisory Our Business Research-Informed Consulting Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face. Advisory Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as- needed access to analysts, and best practice research – including operational models and frameworks. Research-Enabled Learning Our learning solutions address practitioners’ skills gaps and extend core concepts across teams to enable consistent execution. LearningConsulting
  3. 3. © 2015 SiriusDecisions. All Rights Reserved 3
  4. 4. © 2015 SiriusDecisions. All Rights Reserved 4 Executive Summary Key issues •  Evolving b-to-b buyer behavior continues to impact marketing approaches and tactics •  European marketers need to identify the offers and delivery mechanisms that work best for their markets •  The role of Demand Centers and Tele is evolving and can do more to support local teams What you will walk away with •  See how marketers are allocating their demand generation budgets •  Learn which tactics are rated most effective by marketers •  Understand the current state of the marketing eco-system
  5. 5. © 2015 SiriusDecisions. All Rights Reserved 5 Our Methodology ü A large-scale quantitative study (n=473) ü  Countries covered: ü UK ü  Germany ü  France ü  Italy ü  Spain ü  Netherlands ü Comparison of results to 2013 survey for the same countries (n=489) 5
  6. 6. © 2015 SiriusDecisions. All Rights Reserved 6 Profile of Participating Organizations 3% 6% 8% 11% 11% 15% 16% 30% Healthcare Other Computer/ Financial Services Information Services Software - On premise Software - SaaS based Professional services 0% 5% 10% 15% 20% 25% 30% 35% Industries R: 0 G: 51 : 89 R: 91 G: 143 B: 34 : 73 : 14 : 111 : 150 : 23 : 46 : 224 : 82 : 6 : 37 : 44 : 38 19% 26% 23% 17% 9% 7% 0% 5% 10% 15% 20% 25% 30% < 40 million € 40 to 200 million € 201 to 500 million € 501 to 1000 million € 1001 to 5000 million € 5000+ million € Revenue 8% 8% 11% 14% 14% 15% 8% 10% 7% 4% 0% 2% 4% 6% 8% 10% 12% 14% 16% Employees France, 17% German y, 22% Italy, 16% Netherl ands, 11% Spain, 13% UK, 21% Countries
  7. 7. © 2015 SiriusDecisions. All Rights Reserved 7 Study Topics Budgets Tactics & Effectiveness Measurement Automation Lead Level Teleprospecting Demand Centers 1 2 3 4 5 6 7
  8. 8. Marketing Budgets
  9. 9. © 2015 SiriusDecisions. All Rights Reserved 9 SiriusPerspective: Demand Creation Budget The percentage of marketing budget allocated to demand creation is an important indicator of the role marketing has in driving business growth. 33% 33% 29% 35% 33% 35% 37% 34% 38% 29% 35% 33% 20% 25% 30% 35% 40% France Germany Italy Netherlands Spain UK 2013 2015 (n=473 in 2015; n=489 in 2013) Q: What percentage of the local annual marketing budget is allocated to demand generation/lead generation programs? 23% 33% 27% 28% 38% 31% 40% 35% 28% 29% 32% 34% 35% 35% 39% 41% 0% 10% 20% 30% 40% Other (please specify) Computer/ Telecommunic Healthcare Information Services Software - SaaS based Professional services Financial Services Software - On premise 2013 2015
  10. 10. Tactics & Effectiveness
  11. 11. © 2015 SiriusDecisions. All Rights Reserved 11 SiriusPerspective: The SiriusDecisions Buying Decision Process Framework Decision making is a cognitive process defined by psychologists as the selection of a course of action from multiple alternatives. Decision is made that there is a reason for change Decision is made on the approach on how to change Decision is made on the vendor of choice Education SelectionSolution Period of Status Quo The buying entity is not a current client of any provider Period of Competitor Experience The buying entity is a current client of a competitor Period of Customer Experience The buying entity is a current client Why? Why? How? How? Who? Who?
  12. 12. © 2015 SiriusDecisions. All Rights Reserved 12 SiriusPerspective: Demand Creation Budget Allocation – Top Draws Marketing to and through social networks emerged as the most popular spend item for marketers. 2015 Top Spend Items - Tactic Offers Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types. (n=473) SOCIAL COMMUNITIES 9.3% PRICE QUOTES/INCENTIVES 8.5% NEWSLETTER 7.9% VIDEOS 7.5% DEMOS 7.3% WHITE PAPERS 7.1%
  13. 13. © 2015 SiriusDecisions. All Rights Reserved 13 SiriusPerspective: Changes in Spending on Offers - 2013 to 2015 Participation in social communities remains a popular choice among marketers while whitepapers and trials have dropped off the top list. 2013 Offers 2015 Offers 1 Social communities Social communities 2 Newsletters Price quote/incentives 3 White papers Newsletters 4 Trials Videos 5 Videos Demos Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types and tactic delivery channels. (n=489 in 2013; n=473 in 2015)
  14. 14. © 2015 SiriusDecisions. All Rights Reserved 14 SiriusPerspective: Spend on Offers vs Effectiveness Spend on price quotes, incentives and videos is up, however marketers are not yet seeing strong results. Offer Spend Offer Effectiveness 1 Social communities Social communities 2 Price quote/incentives Newsletters 3 Newsletters Demos 4 Videos White papers 5 Demos Virtual tour
  15. 15. © 2015 SiriusDecisions. All Rights Reserved 15 Top 5 Offers Based on Effectiveness Q: Please indicate the top five TACTIC OFFERS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle. (n=473) Top of the Waterfall Education Solution Selection 1 Social communities Social communities Newsletter Social communities 2 Newsletter Newsletter Demos Demos 3 Demos White papers Social communities Newsletter 4 Virtual tour Demos White papers White papers 5 White papers Virtual tour Virtual tour Virtual tour
  16. 16. © 2015 SiriusDecisions. All Rights Reserved 16 Q: Please indicate the top five TACTIC OFFERS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle. Changes in Offer Effectiveness – 2013 to 2015 2015 Top of the Waterfall Education Solution Selection 1 Social communities Social communities Newsletter Social communities 2 Newsletter Newsletter Demos Demos 3 Demos White papers Social communities Newsletter 4 Virtual tour Demos White papers White papers 5 White papers Virtual tour Virtual tour Virtual tour 2013 Top of the Waterfall Education Solution Selection 1 Newsletter Newsletter Newsletter Newsletter 2 White papers White papers White papers Demos 3 Demos Social communities Demos Trials 4 Social communities Trials Social communities White papers 5 Trials Demos Trials Videos (n=489 in 2013; n=473 in 2015)
  17. 17. © 2015 SiriusDecisions. All Rights Reserved 17 SiriusPerspective: Localizing Content An increasing number of marketers are taking on the content localization challenge in order to deliver content that meets the buyer’s needs. Q: Thinking about the content you are using in your demand creation efforts, what % of centrally created content is being used as is, used slightly adapted, significantly adapted to reflect local needs or created locally? 33% 21% 22% 24% 29% 21% 23% 26% 0% 5% 10% 15% 20% 25% 30% 35% Used "as is" Used slightly adapted Significantly adapted to reflect local needs Created locally Content Localization 2013 2015 (n=473 in 2015; n=350 in 2013)
  18. 18. © 2015 SiriusDecisions. All Rights Reserved 18 SiriusPerspective: Demand Creation Budget Allocation – Top Draws Marketing to and through targeted social networks, both online and offline, emerged as the most popular spend item for marketers. 2015 Top Spend Items – Tactic Delivery Mechanisms Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic delivery mechanisms. (n=473) ASSOCIATION MARKETING 9.6% EMAIL 8.0% DIRECT MAIL 7.6% CONTACT LIST RENTAL/ PURCHASE 6.5% LIVE TRADESHOW 6.2% SEARCH ENGINE ADVERTISING 6.1%
  19. 19. © 2015 SiriusDecisions. All Rights Reserved 19 SiriusPerspective: Changes in Spending on Delivery Mechanisms - 2013 to 2015 Association marketing is now ranks top of the spend list although email usage remains strong across all countries surveyed. Q: For the current fiscal year, indicate the breakdown of your demand creation program's budget by the following tactic offer types and tactic delivery channels. (n=489 in 2013; n=473 in 2015) 2013 Delivery Mechanisms 2015 Delivery Mechanisms 1 Online Advertising: Display Banners Association marketing 2 Email Email 3 Events: Live Tradeshows Direct mail 4 Events: Live Seminars Contact acquisition 5 Direct Mail Events: Live Tradeshows
  20. 20. © 2015 SiriusDecisions. All Rights Reserved 20 SiriusPerspective: Spend on Delivery Mechanisms vs Effectiveness Association marketing and email are seen by marketers as as both a spend priorty and an effective use of resources. Delivery Mechanism Spend Delivery Mechanism Effectiveness 1 Association marketing Email 2 Email Association marketing 3 Direct mail Contact acquisition 4 Contact acquisition Direct mail 5 Events: Live Tradeshows Content syndication
  21. 21. © 2015 SiriusDecisions. All Rights Reserved 21 Top 5 Delivery Mechanisms Based on Effectiveness Q: Please indicate the top five TACTIC DELIVERY CHANNELS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle.(n=473) Top of the Waterfall Education Solution Selection 1 Association marketing Email Email Email 2 Email Association marketing Association marketing Association marketing 3 Contact acquisition Contact acquisition Contact acquisition Direct mail 4 Direct mail Direct mail Content syndication Contact acquisition 5 Content syndication Content syndication Direct mail Content syndication
  22. 22. © 2015 SiriusDecisions. All Rights Reserved 22 Q: Please indicate the top five TACTIC DELIVERY CHANNELS that are most effective for generating inquiries/responses at the top of the demand waterfall/funnel, as well as during the education, solution and selection stages of the buying cycle. Changes in Delivery Mechanism Effectiveness – 2013 to 2015 2015 Top of the Waterfall Education Solution Selection 1 Association marketing Email Email Email 2 Email Association marketing Association marketing Association marketing 3 Contact acquisition Contact acquisition Contact acquisition Direct mail 4 Direct mail Direct mail Content syndication Contact acquisition 5 Content syndication Content syndication Direct mail Content syndication 2013 Top of the Waterfall Education Solution Selection 1 Email Email Email Events: Live seminar / roadshow 2 Events: Live seminar / roadshow Events: Live seminar / roadshow Events: Live seminar / roadshow Email 3 Events: Live Tradeshow Online Advertising: Display Advertising Events: Live Tradeshow Direct mail 4 Online Advertising: Display Advertising Events: Live Tradeshow Events: Forums/user groups/user conference Events: Forums/user groups/user conference 5 Events: Forums/user groups/user conference Direct mail Direct mail Events: Live Tradeshow (n=489 in 2013; n=473 in 2015)
  23. 23. Marketing Measurement
  24. 24. © 2015 SiriusDecisions. All Rights Reserved 24 SiriusPerspective: Ability to Report ROI Increases Two thirds of organizations are now able to report on the ROI of their marketing investment in order to quantify and justify their contribution to the business 46% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Able to determine return on Demand Creation investment ROI 2013 2015 Q: Can you determine the return on your demand creation/lead generation program spend (the resulting leads, opportunities, and closed business)? (n=473 in 2015; n=489 in 2013)
  25. 25. © 2015 SiriusDecisions. All Rights Reserved 25 SiriusPerspective: Marketing Contribution Marketing pipeline contribution remain steady while ROI increases slightly, suggesting marketing is able to scale while maintaining effectiveness. 33,7% 33,4% 20,0% 30,0% 40,0% Percentage of Pipeline from Marketing Marketing Contribution 2013 2015 Q: What percentage of the pipeline does marketing contribute today? Q: How much revenue do you generate in Euro for every 1 Euro you spend on demand creation/ lead generation programs today? (n=473 in 2015; n=489 in 2013) € 17 € 18 € 10 € 15 € 20 Revenue Generated for every 1Euro spent ROI per Euro Spent 2013 2015
  26. 26. © 2015 SiriusDecisions. All Rights Reserved 26 SiriusPerspective: The SiriusDecisions Demand Waterfall SiriusPerspective: The b-to-b standard for defining, measuring, modeling and diagnosing demand creation performance across marketing, tele and sales functions. INQ AQL TAL TQL SAL SQL CLOSED
  27. 27. © 2015 SiriusDecisions. All Rights Reserved 27 SiriusPerspective: KPI Focus Shifts to Quality vs Quantity Leaders are moving away from measuring performance solely on pipeline volume in favor of metrics that track the quality of the marketing pipeline created. 45% 43% 27% 27% 22% 42% 53% 39% 30% 19% 0% 10% 20% 30% 40% 50% 60% # INQs # MQLs # MQLs to TAL or SAL # SQLs # SQLs to Closed Metrics 2013 2015 Q: What metrics are you using to track demand creation performance? (n=473 in 2015; n=350 in 2013)
  28. 28. © 2015 SiriusDecisions. All Rights Reserved 28 SiriusPerspective: Tracking by Source Increases Tracking by source is now the norm, allowing leaders to assess demand waterfall performance across multiple scenarios. 61% 51% 80% 49% 69% 73% 68% 83% 57% 78% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Country level tracking Inbound vs Outbound Tracking Marketing lead source tracking Tele lead source tracking Sales / Partner lead source tracking Tracking by Source 2013 2015 Q: In terms of demand creation metrics, do you track at a country level? Q: Do you currently track leads coming from all lead sources? Q: Are you tracking inbound versus outbound marketing tactics separately? (n=473 in 2015; n=350 in 2013)
  29. 29. Marketing Automation
  30. 30. © 2015 SiriusDecisions. All Rights Reserved 30 SiriusPerspective: Automation Technology Adoption There has been a spike in those using or planning to adopt MAP within the next 24 months suggesting automation is now becoming mainstream. Q: Do you currently have a marketing automation platform (MAP) in place? 77% 25% 21% 52% 23% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2013 2015 MAP Adoption Yes No, but plan to implement one within the next 24 months No plans to implement one (n=473 in 2015; n=350 in 2013)
  31. 31. © 2015 SiriusDecisions. All Rights Reserved 31 SiriusPerspective: Automation Technology Applications Marketers are using automation platforms to allow them to better nurture prospects and tailor communications to buyers’ needs. Q: Which of the following are you using MAP or another automation package to implement? 45% 50% 51% 51% 52% 55% 56% 56% 57% 57% 61% 62% 65% 65% 78% Progressive forms Multi-channel lead nurture programs Preference management centers Content reporting Predictive analytics Partner acquisition Lead scoring capabilities Automatic lead conversion Account scoring Event management Personalized content delivery Task creation Social media monitoring Personalized landing pages Email-only lead nurture programs 0% 10% 20% 30% 40% 50% 60% 70% 80% Automation In Place Today (n=107)
  32. 32. © 2015 SiriusDecisions. All Rights Reserved 32 SiriusPerspective: Automation Technology Adoption Plans Marketers plan to go beyond simple email and nurture automation, citing plans to use automation for multi-channel nurture and progressive web forms. Q: Which of the following are you using MAP or another automation package to implement? (n=245) 19% 20% 23% 28% 32% 33% 33% 33% 35% 38% 38% 39% 39% 45% 49% Personalized landing pages Email-only lead nurture programs Social media monitoring Personalized content delivery Task creation Lead scoring capabilities Predictive analytics Account scoring Event management Automatic lead conversion Partner acquisition Preference management centers Content reporting Progressive forms Multi-channel lead nurture programs 0% 10% 20% 30% 40% 50% 60% Automation Plans (24 months)
  33. 33. Lead Level
  34. 34. © 2015 SiriusDecisions. All Rights Reserved 34 SiriusPerspective: Lead Qualification Level There continues to be a mismatch between the lead levels passed to sales and what could be achieved based on reported demand type. 2015 38.8% 30.4% 14.6% 5.8% 4.9% 5.5% Q: Which of the following best describes your definition of a marketing qualified lead today? (n=309) New Concept 43.5% New Paradigm 35.9% Established Market 20.5% Q: Which of the following reflects the type of demand you are trying to create most frequently? (n=473)
  35. 35. Teleprospecting
  36. 36. © 2015 SiriusDecisions. All Rights Reserved 36 SiriusPerspective: Teleprospecting Usage Use of Teleprospecting continues to increase in Europe with the biggest ramp seen in medium to large organizations. Q: Are you currently using a Teleprospecting function to qualify marketing leads? (n=473 in 2015; n=489 in 2013) 35% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% Utilize Teleprospecting Function Teleprospecting Usage 2013 2015 22% 44% 43% 53% 52% 61% 23% 37% 45% 35% 36% 56% 0% 10% 20% 30% 40% 50% 60% Less than 40 million € 40 to 200 million € 201 to 500 million € 501 to 1000 million € 1001 to 5000 million € More than 5000 million € Teleprospecting Usage by Revenue Segment 2013 2015
  37. 37. © 2015 SiriusDecisions. All Rights Reserved 37 SiriusPerspective: Teleprospecting Ownership Most organizations now align the Tele function under marketing to ensure close collaboration in the identification and nurture of new prospects. 55% 43% 67% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% Tele reports to Marketing Tele reports to Sales Teleprospecting Reporting Structure 2013 2015 Q: What is the reporting structure? (n=202 in 2015; n=170 in 2013) Q: Which of the following reflects the type of demand you are trying to create most frequently?(n=473) Q: Are you currently using a Teleprospecting function to qualify marketing leads? (n=473 in 2015; n=489 in 2013)
  38. 38. © 2015 SiriusDecisions. All Rights Reserved 38 SiriusPerspective: Teleprospecting Activities Tele support for contact discovery and marketing campaign follow-up remains the most common activities; Lead nurture has seen the biggest increase. (n=203 in 2015; n=154 in 2013)Q: How do the Tele resources allocate their time (%)? 11% 15% 16% 17% 19% 23% 10% 11% 16% 17% 23% 25% Small net fishing Lead nurturing Cold calling Appointment setting Marketing campaign Contact discovery 0% 5% 10% 15% 20% 25% 30% Teleprospecting Activities 2013 2015
  39. 39. Demand Centers
  40. 40. © 2015 SiriusDecisions. All Rights Reserved 40 SiriusPerspective: State of Demand Centers European organizations continue to make use of Demand Centers, globally and in region, to improve efficiency and effectiveness. Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country?(n=473) 30% 26% 29% 15% 32% 27% 26% 16% 0% 5% 10% 15% 20% 25% 30% 35% Global Regional (EMEA) Both Global and Regional No shared marketing services in place Presence of Demand Center 2013 2015
  41. 41. © 2015 SiriusDecisions. All Rights Reserved 41 SiriusPerspective: Demand Centers Evolution by Segment Adoption of Demand Centers is more common across all segments, but the role they play has evolved over time. 2013 No Shared Services Global Regional Both Global & Regional Less than 40 million € 40 to 200 million € 201 to 500 million € 501 to 1000 million € 1001 to 5000 million € More than 5000 million € 35% 21% 23% 30%9% 27% 13% 25% 34% 3% 27%47% 12% 21% 34% 35% 27% 2% 34% 27% 23% 6%41% 41% Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country? (n=473)
  42. 42. © 2015 SiriusDecisions. All Rights Reserved 42 SiriusPerspective: Demand Centers Evolution by Segment Adoption of Demand Centers is more common across all segments, but the role they play has evolved over time. Q: Does your organization have a centrally (global) or regionally based (Pan-EMEA) shared marketing resources team that supports demand creation efforts in the local country? (n=473) 2015 No Shared Services Global Regional Both Global & Regional Less than 40 million € 40 to 200 million € 201 to 500 million € 501 to 1000 million € 1001 to 5000 million € More than 5000 million € 35% 31%13% 41%36% 21% 30% 11% 30%39% 10% 26% 29% 33% 15%36%16% 20% 14% 10% 32% 22% 37% 20% 35%
  43. 43. © 2015 SiriusDecisions. All Rights Reserved 43 SiriusPerspective: Primary Responsibility for Tactics As Demand Centers evolve, greater clarity is emerging around the roles that each team plays in creating and delivering demand creation tactics. Global Demand Center Regional Demand Center Field Marketing •  Social communities •  Trials •  Assessments •  ROI/TCO calculators •  Online survey •  Virtual tour •  Giveaways •  Mobile app •  Infographics •  Videos •  White papers •  Price quote/incentives •  ROI/TCO calculators •  Resource center/learning center •  Videos •  Online survey •  Assessments •  Infographics •  Newsletter •  E-books •  Newsletter •  Giveaways •  Demos •  Resource center/learning center •  Virtual tour •  Infographics •  Price quote/incentives •  Videos •  E-books •  Assessments Q: Who is primarily responsible for the following demand creation tactic offers and tact delivery channels? (n=473)
  44. 44. © 2015 SiriusDecisions. All Rights Reserved 44 SiriusPerspective: Primary Responsibility for Tactics As Demand Centers evolve, greater clarity is emerging around the roles that each team plays in creating and delivering demand creation tactics. Q: Who is primarily responsible for the following demand creation tactic offers and tact delivery channels? (n=473) Global Demand Center Regional Demand Center Field Marketing •  Search engine advertising •  Association marketing •  Sales enablement •  SEO •  Email •  Live tradeshow •  Virtual tradeshows •  Social sites advertising •  Microsites •  Contact acquisition •  Display advertising •  Video •  Contact acquisition •  Direct mail •  Live tradeshow •  Microsites •  Live seminar/roadshow •  Mobile text •  Retargeting •  Virtual tradeshows •  Social sites advertising •  Webcasts/webinars •  Display advertising •  Sales Enablement •  Forums/user groups/user conference •  Content syndication •  Video •  Email •  Offline advertising •  Direct mail •  Online chat •  Display advertising •  Social site advertising •  Live seminar/roadshow •  Mobile in-app advertising •  Teleprospecting
  45. 45. © 2015 SiriusDecisions. All Rights Reserved 45 SiriusPerspective: Localizing Campaigns Global and Regional demand centers are increasingly investing time and money to adapt campaigns to meet local needs. (n=406 in 2015; n=350 in 2013) 24% 24% 41% 11% 41% 38% 14% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Global demand centre (shared resources at global level) Regional demand centre (shared resources at a regional level) Field marketing (e.g. country marketer) External agency or other Localization Responsibility 2013 2015 Q: Which group is primarily responsible for adaptation of centrally created campaigns for the local market?
  46. 46. © 2015 SiriusDecisions. All Rights Reserved 46 Action Items • Marketing •  Understand your buyers and their information needs at each stage of the buying process •  Evolve your marketing mix to adapt to your customers’/buyers’ changing buying behaviors •  Measure marketing spend by demand creation tactic and track associated response rates •  Determine marketing’s contribution using the SiriusDecisions Demand Waterfall • Sales •  Align with marketing on lead level definitions and demand type per segment •  Agree on focus of teleprospecting team and document service level agreements
  47. 47. © 2015 SiriusDecisions. All Rights Reserved 47 Recommended Research •  The Pulse: European Demand Creation Budgets and Tactics •  Demand Creation in Europe: Current State and Best Practices •  Email Marketing in Europe: Best Practices for Compliance and Effectiveness •  Event Strategy: Decision Drivers for Single-City or Multi-City European Customer Events •  Lead Development Effectiveness: Eight Key Factors •  Localization: A Strategy for B-to-B Marketers •  Content Localization: Key Considerations •  The Evolving Role of the Demand Center •  The SiriusDecisions Lead Spectrum, Expanded •  Assessing Demand Type the Sirius Way •  Marketing Automation: Field Marketing Activation
  48. 48. Thank You
  49. 49. © 2015 SiriusDecisions. All Rights Reserved 49

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