A multi-part series on Pipeline Marketing and a concept of developing a multi-tiered marketing approach to the marketplace.

1. PIPELINE MARKETING FOR
TECHNOLOGY (PART 1)
Steve A. Day
September, 2015

2. Pipeline Marketing

3. Aspiration
Mark-
enomics
Support of
Sales
KEY FOCUSES THAT BUILD
PIPELINE MARKETING

4. CONSIDERATIONS
• Aspiration … How can we emotionally connect?
• Support of Sales … How is it changing?
• Markenomics … How do we pay for the Pipeline?

5. ASPIRATIONAL MARKETING
(SOURCE: INVENIRE MARKETING, HTTP://WWW.INVENIRE.FI/)

6. WHY IS ASPIRATION SO
IMPORTANT?
• Customers are seeking an emotional and
visceral attachment to a supplier
– Honesty, Synergy, Reliability, Quality,
Fulfillment
• Companies find it hard to make this
connection
– Aspirational projection is hard to fake
• Companies aspirations are the best
means of connecting with customers
needs

7. MARKETING IS ASPIRATIONAL
Canwesuspendthenotionof
marketinglongenoughtotellan
aspirationalstorythatresultsin
loyaltyandcommitment?

8. SALES SUPPORT WAS THE CENTRAL FOCUS WHEN …
Markets were well defined. We supported a sales
organization that was in a win / lose environment.
Win, and they were rewarded. Lose, and they
were replaced. Through all of this, sales was
marketing’s primary customer.

9. THE LONG TAIL CHANGES SALES
• Sales chases high demand, high volume
customers
– These customers employ global sourcing to
objectively fulfill needs
– The sales process is derailed in sourcing
• Sales turns attention to lower demand
customers
– Clear market definition disappears
– Many customers, geographically dispersed,
and with varying personalities
– Direct sales / Inside sales forces can only
touch a few and only with limited interaction.

10. WHEN WE ACCEPT OUR MARK-ENOMICS
Thereturnonmarketinginvestmentis
changedforever…Mark-enomics
MARK-ENOMICS IS THE ATTACHMENT OF ROI TO ALL MARKETING
ACTIVITY, WITH THE GOAL TO ACHIEVE ECONOMICALLY EFFICIENT SALES

11. CLARIFICATION ON THE ROLE OF SALES
Old Paradigm
1. Introduction visit
2. Needs assessment
3. Opportunity ID
4. Develop offering
5. Present offering visit
6. Negotiate terms
7. Close sale visit
New Paradigm
1. Internet contact
2. Chat with expert
3. Electronic configurator
4. Deliver quotation
5. Chat with inside sales
6. eCommerce purchase
7. Fulfillment visit

12. SALES FULFILLMENT
• Customer’s basic needs fulfilled by pipeline
marketing
– Brand / identification with customer
– Products and services Information exchange
– Configuration of opportunity and quote
– Identification of size and potential
• Sales enters later in the process
– Prioritize customers by size and potential
– Higher sales efficiency with informed customer
• Tangents or secondary issues already off the table
– Standards
– Education
– Product / Service information
– Route to customer (eCommerce, Channels, etc)

13. MARKENOMICS
• Marketing + Economics =
Markenomics
• Marketing; the business function
of promoting goods and services
• Economics; the social science of
supply and demand
Quantity
Price
p1
p2
q1 q2
Marketing Driving
Demand
Marketing can drive demand for a
product by increasing addressable
product applications and/or
marketplace

14. MARKENOMICS
Sales
PerfectmatchofCustomertoProduct
57% of customer research on offering done
before sales is contacted
69% of customers identified do not fit company
profile of an ideal customer
86% of customers do not align with companies
content during research
Markenomics is the ability
to drive the potential
customer to a narrow match
with the offering, in the
most efficient manner Source: Carlos Hidalgo, CEO, Annuities

15. HOW DO WE BUILD THIS PIPELINE?

16. THE NUMBERS (FORRESTER RESEARCH / CURATA.COM, 2014)
71% of marketing is increasing in content
marketing
• We know that we are increasing content … training, email,
knowledgebase
85% fail to connect content to B2B business value
• We ignore that no one is reading or listening
Video marketing is 70% more effective that all
other medium
• Video is memorable, particularly if integrated with
entertainment

17. “Customers have already adopted a digital,
multimedia mindset within their purchasing
decisions?”
OUR INTERNET CUSTOMER
• 61% of global Internet users research products online.
(Interconnected World: Shopping and Personal Finance, 2012)
• 44% of online shoppers begin by using a search engine.
(Interconnected World: Shopping and Personal Finance, 2012)
• There are 31% more bloggers today than there were three years
ago. (eMarketer, August 2010)
• 46% of people read blogs more than once a day. (HubSpot
Science of Blogging, 2010)

18. “Customers are shifting their values from price to
performance?”
OUR END USER
• 82% of consumers say the number one factor that leads
to a great customer service experience is having their
issues resolved quickly. (LivePerson)
• 70% of buying experiences are based on how the
customer feels they are being treated. (McKinsey)
• By 2020, customer experience will overtake price and
product as the key brand differentiator. (Customers 2020
Report)

19. ATTITUDES DRIVING B2B CUSTOMERS – REASONS FOR PURCHASE

20. ATTITUDES DRIVING B2B CUSTOMERS – TYPES OF DATA

21. NOTABLE B2B BEHAVIORAL TRENDS
• Customers are using the Internet and social media is increasing
• Customer service and timely response are becoming most important
– Price is becoming “less” important
• Productivity, expansion, technology and coolness are most important
• Product data, price and expert opinion are most important
– UG, external validation and customer testimonials are “less” important
This provides fragments of an argument that B2B (channel) customers are moving
away from a traditional sales model, and moving towards a digital model conveying
buyer value and service as a basis of decisions.

22. LEGACY ENVIRONMENT
End User
Standards
Local
DistributionIntegrators
Internet
eCommerce
Applied
Manufactures
Core
Technology
Master
Vendors
Trade
Groups
Industry
Experts
Component
Supply
Marketing
Catalogs /
Buyers
Sales
The legacy world is typically a jumbled
mess of both complimentary and
competing functional agendas

23. End User
Standards
Local
Distribution
Integrators
Internet
eCommerce
Applied
Manufactures
Core
Technology
Master
Vendors
Trade
Groups
Industry
Experts
Component
Supply
Marketing
Catalogs /
Buyers
Marketing
Marketing
BUILDINGMARKETINGPIPELINES
Sales

24. THE MAGIC OF THE MARKETING PIPELINE
The old paradigm would have marketing chasing sales, whereas the
new paradigm is marketing focused on end users. This is not as
unusual as it may seem.

25. PIPELINE MARKETING
• Brand I know who you are
• Digital I can find you anywhere, anytime
• Thought I feel you understand me
Brand
Investment
Thought
Leadership
Digital
Domain

26. I HAVE A CUSTOMER … RIGHT THERE• How do I reach this customer?
• How do I interact with this
customer?
• How big is the sales opportunity?
• How do I use my resources to
transact the deal?
If I am known to the customer
(brand), and I am always connected
(digital) and I have convinced him I
understand him (thought) … then I
have progressed through the sales
cycle without a physical resource.

27. PIPELINE MARKETING LEADS TO FIVE DISTINCT FUNCTIONS
Pipelines
NG Sales
Strategies
Social /
Digital
promotion
Internet and
automation
User
Self-
enablement
Trade and
Standards3 Virtues of
the Pipeline
Brand
Investment
Thought
Leadership
Digital
Domain
Marketing
Imprint

28. DESIGNING PIPELINE MARKETING PROGRAMS
CONTACT: STEVEADAY@GMAIL.COM