This document discusses enterprise business-to-business (B2B) marketing strategies. It outlines six key challenges of enterprise solutions marketing, including having many decision makers and influencers, processes to manage, and metrics to measure. It then discusses how the rise of the internet changed B2B marketing from a linear to a non-linear process. The rest of the document provides recommendations for developing content and campaigns aligned with buyers' journeys, identifying target personas, and building a business case to demonstrate marketing ROI.
1. Database Marketing Enables
Enterprise B2B Revenue
Demand Generation, Lead Optimization,
Campaign Dependencies
James Vander Putten
ChangeMarketing
February 2014
Every connection is a new opportunity™
2. There are two kinds of B2B marketing …
selling products versus selling solutions
Product Marketing
• High product variety
• Low value (generally)
Solutions Marketing
• Low product variety
• High value
Focus: Enterprise Solution Marketing
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2
2
3. Enterprise Solutions marketing is a
challenging process
Challenge 1- Too many decision makers and
influencers
Product Marketing- 1 : 1
Solutions Marketing- 1: Many
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3
3
4. Enterprise Solutions marketing is a
challenging process
Challenge 2- too many cooks
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4
5. Enterprise Solutions marketing is a
challenging process
Challenge 3- too many channels to sell through
Ecommerce
Channel/
Partner Selling
• Selling To
• Selling For
• Selling With
Channels
Direct
Selling
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5
6. Enterprise Solutions marketing is a
challenging process
Challenge 4- too many processes to manage
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6
6
7. Enterprise Solutions marketing is a
challenging process
Challenge 5- too much to measure
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7
8. Enterprise Solutions marketing is a
challenging process
Challenge 6- too much time… enterprise deals
can take 6 – 18 month from discovery to close
Product
Availability
Influencers
Cooks
Measurement
Processes
Channels
Closed Deals
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8
9. 15 years ago, B2B solutions marketing
was a linear process managed by sellers
Prospects
Advertising
Marketing
Selling
Closing
Create awareness … create leads… enable trial, promote additional sales,
create an advocate
Customers
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9
10. But the internet came along and changed
everything
Based on Hubspot
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10
10
11. Sellers now have to build a process that is
multi-channel and “always on”
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11
12. Which is a now non-linear process
referred to as the “Buyers Journey”
1
2
3
4
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12
12
13. Reputation
Today Marketing and Sales align to
leverage the buyer’s journey
Status Quo
Is Failing
Reputation
Inquiry or
Prospect
Committing
To Change
Explore the
Possibilities
Marketing
Qualified Lead
Commit to
a Solution
Sales
Accepted Lead
Justify the
Decision
Sales
Opportunities
Make the
Selection
Won
Deal
Buyers Journey
Lead Journey
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13
14. The new common language of B2B
marketing
Inquiries
• Total number of hand raisers via web,
events etc.
Marketing
Qualified
Leads
• Qualified using Marketing tactics
based on sales requirement
Sales
Accepted
Leads
Sales
Qualified
Leads
Deals
• Deemed Qualified for first
contact by Sales
• Being worked by Sales
• Sales owns specific pipeline $
• Opportunities “closed” …
real revenue
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14
15. Regardless of entry point, there is a new
framework for the buyer’s journey
Marketing
and Sales
Marketing
Sales
Buyer’s journey …
Committing
to change
Exploring
possible
solutions
Committing
to a
solution
Justifying
the
decision
Identifying
additional
needs
Sales
Accepted
Leads
Deals
Lead Management Framework …
Qualified
Leads
Inquiries
Sales
Accepted
Leads
Messaging across the journey…
Education
Education
Solution
Solution
Solution
Solution &
Selection
Selection
Education
Based on Sirius Decisions
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15
16. The waterfall view tips the funnel on its
side as inquiries cascade to deals
Key
Waterfall
Metrics
How many
Conversion rates
Lead
Dispositions
Stages
Cycle time
Costs
Pipeline revenue
Actual revenue
Return on
investment
Based on Sirius
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16
17. Data flows for Marketing and Sales
optimization
• Drive to forms
• Owned Media
• Paid media
• Earned media
• Data base- MA
Initial Data
Capture
Reputation
Marketing
Automation
• Engage
• Touch type
• Bizo-graphics
• BANT
• Lead Scores
• Message Management
• Data base- MA
Education
• Sell
• Profiles
• Dispositions
• Best next offer
• Data base- SFA
Sales Force
Automation
Solution Selection
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17
18. The end game- qualified leads … closed
deals …
Core campaign processes that present your
value propositions to your target audience
•
•
•
•
•
Understanding demand type
Identifying target personae
Creating content supply chain across the funnel
Creating a marketing tactic mix recommendation
Reversing the waterfall to build the business case
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18
19. Understanding demand type*
New Concept- IBM laptop computer ~1986
• Disruptive
• No recognized need
• Purchase not allocated
New Paradigm- IBM lap top intros ‘90s
• Addresses existing need
• New processes
• Some new innovation
Existing Market- SOP product, many
competitors ‘20s
• Replacement
• Well tested
• Lower priced
Based on Sirius
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19
20. Understanding demand type*
New Concept- Personal desktop computer
• Disruptive
• No recognized need
• Purchase not allocated
Demand type affects Personae focus
Messaging
New Paradigm- IBM lap top computer
Offer types
• Addresses existing need
Touch-point channels
• New processes
• Some new innovation
Web
Events
Existing Market- SOP product, many
eCommerce
competitors
• Replacement
Channels
• Well tested
Direct selling
• Lower priced
Based on Sirius
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20
21. Who will make/influence the buy decision?
Decision Maker
Plan/execute long-term
Holistic view of the organization
vision
Accountable for project success
Compete effectively
Project evangelist
CIO, CTO- IT Lead
Find solutions to meet
High-level and strategic
LOB/business needs
Responsible for project delivery
Ensure HW/SW fit
Researcher
Review/synthesize information Very tech savvy
Prepare recommendations for Focus on detailed solution specs
management
Consults re: project execution
LOB Leader
How is this going to make
Results/metrics driven
my job easier and more
Consults- outcome requirements
productive
Financial Analyst
What is it going to cost?
Views solution as a business
project, not an IT project
What is its financial value
Confirms February 26, 2014 PBI Internal use only 21
hurdle rates
21
22. •
Identifying target personae
Prioritize personae to
optimize budgets and
Decision Maker
Plan/execute long-term
Holisticcontent supply chain
view of the organization
vision
Accountable for project success
• evangelist
Compete effectively
Project Who matters most
CIO, CTO- IT Lead • Where else can they
Find solutions to meet
High-level and strategic
get the information
LOB/business needs
Responsible for project delivery
they need
Ensure HW/SW fit
Researcher
Review/synthesize information Very tech savvy
Prepare recommendations for Focus on detailed solution specs
management
Consults re: project execution
LOB Leader
How is this going to make
Results/metrics driven
my job easier and more
Consults- outcome requirements
productive
Financial Analyst
What is it going to cost?
Views solution as a business
project, not an IT project
What is its financial value
Confirms February 26, 2014 PBI Internal use only 22
hurdle rates
22
23. Do you have the content you need at
each stage for that personae?
70%
White papers
Blogs/
microblogs
White papers
60%
Peer
referrals
50%
Case studies
Podcasts
Webinars
Newsletters
Events/Webcast
s
User Events
20%
Analyst
reports
10%
Video
Email
30%
Testimonials
40%
Case Studies
0%
Early
Education
Based on Sirius
Middle
Solutions
Late
Selection
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23
24. Getting there… what you have … what
you need … who … what stage
Are there solutions out there for my problem?
Why are your solutions best for me?
How do I get the best prices for your solution?
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24
25. What you end up with is the content
optimized funnel
Content Bits
SMM
PPC
SEO
DM
EM
Print
Outdoor
Collateral
E&TS
2 Buyer’s Journey Company X has solutions for
my problem
Key Words
1 Buyer’s Journey -
There are solutions for my
problems
4 Buyer’s Journey How do I get the best solution
and offer from Company X
Key Words
Key Words
3 Buyer’s Journey -
Company X has the best
solutions for my problem
February 26, 2014 PBI Internal use only
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25
26. Content requirements for a new paradigm
product - 3 personae… 4 stages
Touch-point
Reputation
Education
Solution
Selection
Social Media
Paid Search
www.company
www.partners
Banners
Marketing
Automation
Offline events
Online events
Tele-marketing
SFA
February 26, 2014 PBI Internal use only
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26
27. Content requirements for a new paradigm
product - 3 personae… 4 stages
Touch-point
Reputation
Education
Solution
Selection
Social Media
Search
www.company
If you only create
www.partners
•
4 personae
Banners
•
4 stages
Marketing
Automation
•
3 pieces of content each stage
Offline events
•
10 touch points
Online events
•
4 updates annually
•
1,440 pieces of content needed
Tele-marketing
SFA
February 26, 2014 PBI Internal use only
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27
28. Reversing the waterfall to build the
business case
$
$
Start
Here
$
$
$
$
44,444
200
222
20.0%
44
75.0%
33
30.0%
10
200,000
2,000,000
20.0%
10,000,000
Marketing Program Costs
Cost per Inquiry
# Inquiries Required
% Inquiries That Become MQLs
# MQLs Required
% MQLs That Become Opportunities
# Opportunities Required
% Opportunities That become Deals Won
# Deals Won
Average Deal Size
Marketing sourced Revenue
% Revenue from Marketing
Total Revenue Target
Education
Solution
Selection
30.0%
Product Margin
600,000
Marketing Margin $s Produced
14 : 1 Margin $s to Expense $s Ratio
February 26, 2014 PBI Internal use only
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28
29. Business case for paid search
February 26, 2014 PBI Internal use only
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30. The case for paid search
Issue
Benefit
Important across most stages
Yes … Reputation, Education,
Solutions
Do we have content
Yes …forms and offers … clickto’s
Aligned process
Yes- drives Marketing Automation
Easy to deploy
Yes
Scalable (regions)
Yes- test in one region then rollout
to others
Controllable
Yes … day parts, days, total
spend, position based
Trackable
Totally- cost per click, #
conversions, cost per conversion
February 26, 2014 PBI Internal use only
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30
31. With a 20% ROMI hurdle rate, is PPC
worth doing?
12 Month Analysis for PPC
Target
Products
Item
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks
Cost per click
Total Marketing Costs
Clicks that convert to Qualified Leads
# Qualified leads
% Leads that become Deals
# Deals
Avg Deal $s
Total deal $'s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,326
20.0%
265
2,800
742,560
18.0%
133,661
(19,658)
-12.8%
$
$
$
$
$
$
$
95
21.0%
20
11,775
234,911
22.0%
51,680
51,680
100.0%
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,421
20.1%
285
3,428
977,471
19.0%
185,341
32,023
20.9%
13 - 24 Month Pipeline Projections
# Qualified Leads still in Pipeline
% that become Deals
# Deals
Average Deal $s
Deal $s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
1,061
15.0%
159
2,100
334,152
18.0%
60,147
60,147
100.0%
$
$
$
$
75
10.5%
8
7,065
55,674
22.0%
12,248
12,248
100.0%
$
1,136
14.7%
167
2,334
389,826
18.6%
72,396
72,396
100.0%
24 Month Contribution and ROMI
(1)
Total Marketing Costs
Total Contribution $s
ROMI
$
153,319
40,489
26.4%
$
153,319
63,929
104,418
February 26, 2014 PBI Internal use only
100.0%
68.1%
31
31
32. With a 20% ROMI hurdle rate, is PPC
worth doing if you add in year two deals?
24 Month Analysis for PPC
Target
Products
Item
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks
Cost per click
Total Marketing Costs
Clicks that convert to Qualified Leads
# Qualified leads
% Leads that become Deals
# Deals
Avg Deal $s
Total deal $'s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,326
20.0%
265
2,800
742,560
18.0%
133,661
(19,658)
-12.8%
$
$
$
$
$
$
$
95
21.0%
20
11,775
234,911
22.0%
51,680
51,680
100.0%
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,421
20.1%
285
3,428
977,471
19.0%
185,341
32,023
20.9%
13 - 24 Month Pipeline Projections
# Qualified Leads still in Pipeline
% that become Deals
# Deals
Average Deal $s
Deal $s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
1,061
15.0%
159
2,100
334,152
18.0%
60,147
60,147
100.0%
$
$
$
$
75
10.5%
8
7,065
55,674
22.0%
12,248
12,248
100.0%
$
1,136
14.7%
167
2,334
389,826
18.6%
72,396
72,396
100.0%
24 Month Contribution and ROMI
(2)
Total Marketing Costs
Total Contribution $s
ROMI
$
153,319
40,489
26.4%
$
153,319
63,929
104,418
February 26, 2014 PBI Internal use only
100.0%
68.1%
32
32
33. With a 20% ROMI hurdle rate, is PPC
worth doing … 24 month revenue?
24 Month Analysis for PPC
Target
Products
Item
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks
Cost per click
Total Marketing Costs
Clicks that convert to Qualified Leads
# Qualified leads
% Leads that become Deals
# Deals
Avg Deal $s
Total deal $'s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,326
20.0%
265
2,800
742,560
18.0%
133,661
(19,658)
-12.8%
$
$
$
$
$
$
$
95
21.0%
20
11,775
234,911
22.0%
51,680
51,680
100.0%
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,421
20.1%
285
3,428
977,471
19.0%
185,341
32,023
20.9%
13 - 24 Month Pipeline Projections
# Qualified Leads still in Pipeline
% that become Deals
# Deals
Average Deal $s
Deal $s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
1,061
15.0%
159
2,100
334,152
18.0%
60,147
60,147
100.0%
$
$
$
$
75
10.5%
8
7,065
55,674
22.0%
12,248
12,248
100.0%
$
1,136
14.7%
167
2,334
389,826
18.6%
72,396
72,396
100.0%
24 Month Contribution and ROMI
(3)
Total Marketing Costs
Total Contribution $s
ROMI
$
153,319
40,489
26.4%
$
153,319
63,929
104,418
February 26, 2014 PBI Internal use only
100.0%
68.1%
33
33
34. With a 20% ROMI hurdle rate, is PPC
worth doing … halo revenue?
12 Month Analysis for PPC
Target
Products
Item
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks
Cost per click
Total Marketing Costs
Clicks that convert to Qualified Leads
# Qualified leads
% Leads that become Deals
# Deals
Avg Deal $s
Total deal $'s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,326
20.0%
265
2,800
742,560
18.0%
133,661
(19,658)
-12.8%
$
$
$
$
$
$
$
95
21.0%
20
11,775
234,911
22.0%
51,680
51,680
100.0%
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,421
20.1%
285
3,428
977,471
19.0%
185,341
32,023
20.9%
13 - 24 Month Pipeline Projections
# Qualified Leads still in Pipeline
% that become Deals
# Deals
Average Deal $s
Deal $s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
1,061
15.0%
159
2,100
334,152
18.0%
60,147
60,147
100.0%
$
$
$
$
75
10.5%
8
7,065
55,674
22.0%
12,248
12,248
100.0%
$
1,136
14.7%
167
2,334
389,826
18.6%
72,396
72,396
100.0%
24 Month Contribution and ROMI
(4)
Total Marketing Costs
Total Contribution $s
ROMI
$
153,319
40,489
26.4%
$
153,319
63,929
104,418
February 26, 2014 PBI Internal use only
100.0%
68.1%
34
34
35. With a 20% ROMI hurdle rate, is PPC
worth doing … 24 month all revenue?
24 Month Analysis for PPC
Target
Products
Item
Halo
Products
Total
Products
12 Month Deal Revenue
Number of clicks
Cost per click
Total Marketing Costs
Clicks that convert to Qualified Leads
# Qualified leads
% Leads that become Deals
# Deals
Avg Deal $s
Total deal $'s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,326
20.0%
265
2,800
742,560
18.0%
133,661
(19,658)
-12.8%
$
$
$
$
$
$
$
95
21.0%
20
11,775
234,911
22.0%
51,680
51,680
100.0%
$
$
$
$
$
$
16,575
9.25
153,319
8.0%
1,421
20.1%
285
3,428
977,471
19.0%
185,341
32,023
20.9%
13 - 24 Month Pipeline Projections
# Qualified Leads still in Pipeline
% that become Deals
# Deals
Average Deal $s
Deal $s
Margin %
Margin $s
Net Contribution
ROMI
$
$
$
$
1,061
15.0%
159
2,100
334,152
18.0%
60,147
60,147
100.0%
$
$
$
$
75
10.5%
8
7,065
55,674
22.0%
12,248
12,248
100.0%
$
1,136
14.7%
167
2,334
389,826
18.6%
72,396
72,396
100.0%
24 Month Contribution and ROMI
(5)
Total Marketing Costs
Total Contribution $s
ROMI
$
153,319
40,489
26.4%
$
153,319
63,929
104,418
February 26, 2014 PBI Internal use only
100.0%
68.1%
35
35
36. Why else should you consider halo
effects
Attribution … what is more important …1st touch,
last touch?
Our campaign actually had ~10 touch points with
incalculable potential touches
February 26, 2014 PBI Internal use only
36
36
37. Halos also effect total campaign
communications effectiveness
Campaign
Campaign
Sales Force
Automation
Partners
Trade Shows
Web Marketing
Marketing
Automation
Search
Campaign
Campaign
February 26, 2014 PBI Internal use only
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37
38. 10 Big concepts for B2B enterprise
solutions marketing
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
Buyer’s journey
Funnels
Waterfalls
Lead Dispositions
Interlock
Demand types
Personae
Offers
Content mapping
Halos
February 26, 2014 PBI Internal use only
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38