Unveiling the Soundscape Music for Psychedelic Experiences
Elements of a Modern Demand Generation Plan by Adam Needles]
1. The Key Elements of a
Successful, Modern
Demand Generation Plan
02/24/2011
Adam B. Needles
VP, Demand Generation Strategy
Left Brain DGA
Twitter: @abneedles
2. About my company
• Help enterprise companies design and execute successful,
modern demand generation programs.
• Combine:
– Process: Leverage The Left Brain Model
– Content: Centered around Buyer 2.0
– Technology: Powered by marketing automation
• Deliver strategy, production, analytics and optimization.
3. Presentation agenda
• ‘Real state’ of modern demand generation
• Guiding principles
• Getting focused
• Building it out
• Optimizing demand generation
• Takeaway points
4. ‘Real state’ of modern
demand generation …
Twi$er:
@abneedles
6. Our rates of conversion?
Source:
SiriusDecisions,
“Regional
Differences
in
the
Demand
Waterfall”
7. Our use of marketing automation?
Among adopters of marketing
automation technology,
“fewer than 10% of them are
deploying those tools to
address programs later in the
buying cycle.”
Source:
Heuer,
Email
Interview
re:
SiriusDecisions
Sea
Change
Data
8. A ‘digital divide’?
Best-in-class nurturing:
• Double the bid-win-ratio on
nurtured leads
• Nurtured leads delivered 47%
higher average order values
Source:
Aberdeen
Group,
"Lead
Nurturing:
The
Secret
to
Successful
Lead
GeneraJon"
11. Challenge #1
We implement technology to solve our B2B
demand generation problems, but we fail to
substantially update our underlying
processes and roles; thus, we find
technology by itself has not really solved our
problems.
12. US marketing technology adoption
• CRM adoption has grown from 53% in 2003
to 75% in 2010. (CSO Insights)
• Marketing automation adoption is 7-10%,
projected to rise to 30% by 2015. (SiriusDecisions)
Sources:
SiriusDecisions
Summit
2010;
CRM
Magazine,
"CRM:
Then
and
Now"
13. UK enterprise CRM adoption
%
of
UK
Enterprises
Using
CRM
for
MarkeEng
60.0%
51.8%
50.0%
46.8%
46.2%
45.8%
39.6%
40.0%
30.0%
20.0%
10.0%
0.0%
2006
2007
2008
(iniJal)
2008
(rev)
2009
Source:
UK
Office
for
NaJonal
StaJsJcs,
“Use
of
InformaJon
and
CommunicaJon
Technology
(ICT)
and
e-‐commerce
acJvity
by
UK
businesses”
15. Starting the process, but ….
Source:
Bulldog
SoluJons/Frost
&
Sullivan,
"The
ExecuJve
Benchmark
Assessment"
16. Not following through …
Source:
Bulldog
SoluJons/Frost
&
Sullivan,
"The
ExecuJve
Benchmark
Assessment"
17. People + process + content
Source:
Bulldog
SoluJons/Frost
&
Sullivan,
"The
ExecuJve
Benchmark
Assessment"
18. Challenge #2
We still struggle when it comes to linking our
B2B marketing tactics to revenue outcomes;
thus, we have a hard time proving (and
better targeting) the specific impact of
investments in content offers and
demand generation programs.
19. Lead source?
Only ~1/3 of B2B marketers
attribute multiple buyer touches:
• 21% split credit across multiple
touchpoints
• 14% use the more reliable
techniques of market testing or
modeling to isolate the impact of
specific tactics
Source:
Lenskold
Group,
“2010
Lead
GeneraJon
MarkeJng
ROI
Study”
20. Marketing analytics?
“Only 50% of marketers in our
survey said they had analytics
programs, and of these, few were
focused on predicting behavior;
most were simply reporting past
behavior. Even rarer is the ability
to carry those analytics all the
way through to a sale.”
Source:
Chris
Koch,
“We
Need
an
App
for
That”
21. Where to start?
“[S]o many marketing
organizations are struggling with
determining what to track and
how to track it. As a result, many
end up measuring with no clear
purpose in mind.”
Source:
The
Annuitas
Group,
“Metrics
–
Tying
It
All
Together”
22. Challenge #3
We too often don’t start with our targeted
buyer when it comes to developing B2B
demand generation programs, nor do we
rationalize the content and pacing of our
nurturing against the buyer’s decision-
making process.
23. Go-to-market strategy?
Only one in three B2B
marketing and sales
organizations today have
crafted their go-to-market
strategies specifically based
on their target market.
Source:
SiriusDecisions
Summit
2010
24. Relevant messaging?
“86% of the 'unique
benefits' touted by vendors
were not perceived as
unique or having enough
impact to create preference.”
Source:
Tim
Riesterer,
"Three
B2B
Value-‐ProposiJon
Rules
That
Create
Preference,
Not
Just
Parity"
30. Guiding principles …
• Educating buyers, not merely ‘selling’ to them
• Inbound to outbound integration, tracking
• Iterative content + progressive profiling
• Buyer pull vs. mass push
• Tight lead management integration
• Closing the loop between revenue outcomes +
content-based engagement
38. Operational, process mindset
• Revenue goals
• Demand stages, linkages, flow
• Sales Ready Lead (SRL) definition
• SRL volume needed to meet sales goals
• Sales + marketing roles
• Linkage between content + revenue
39. Lead quality is key to sales.
“[S]ales reps that focused on
fewer, more winnable deals tend
to do better. Flooding the rep with
low quality/high quantity leads only
increases their inefficiencies … .”
Source:
SiriusDecisions,
“The
Perfect
Pipeline:
When
Less
Is
More”
43. Building your program …
Engagement
AcquisiEon
Nurturing
Content
markeEng
programs
Lead
management
processes
Technology
infrastructure
Source:
Lep
Brain
DGA
50. Catalyst for B2B buying …
72% of the time ‘fit for a specific
need at a specific time’ is the
number one reason for a B2B
purchase today.
Source:
Forrester
MarkeJng
Forum
2010
presentaJon
51. Inbound is more critical than ever
“[C]urrently, more than half of
all new inquiries are generated
through the Web; we believe
that by 2015, this number will
rise to nearly 75%. Inbound
marketing [is not] new in
theory, but ... marketers must
plan for it ... .”
Source:
SiriusDecisions,
“Inbound
MarkeJng,
the
Sirius
Way”
52. Example: Connecting the dots
Growing
Revenue
Customer
Focus
MarkeEng
&
Sales
Agility
Key
XYZ
Basis
for
Increasing
ProducEvity
Business
+
Blogging
+
ROI
=
Technology
TweeEng
+
Profits
QuesEons
CommenEng
Budget
Management
Compliance
IT
IntegraEon
Reducing
Costs
IT
Resourcing
OperaEng
Costs
Identify the Solution
Frame the Issue
Categorize
Business
Issue
Source:
Lep
Brain
DGA
56. B2B demand-gen is a numbers game
• Only 2-5% of raw inquiries
coming into the top of the
B2B marketing and sales
‘funnel’ convert to sales.
• 25-30% of B2B marketing
databases have bad or
incomplete records.
Source:
SiriusDecisions
Summit
2010
57. The nurturing loop
MarkeEng
Sales
AutomaEon
to
IniEal
Human
Sales
Nurturing
CRM
Sync
Contact
Follow-‐up
+
CRM
Email
Sent
IniEal
Buyer
Collect
Buyer
Follow-‐up
/
Interest
Insights
+
Route
Content
Offer
MarkeEng
Nurturing
Web
Form
Scoring
+
Data
CollecEon
SegmentaEon
+
+
RouEng
MarkeEng
AutomaEon
Add.
Explicit
+
Behavioral
Data
CollecEon
More
Buyer
Interest
+
AcEon
Inbound
MarkeEng
Outbound
MarkeEng
Source:
Lep
Brain
DGA
58. Nurturing layers
PROSPs
RESPs
QRs
SRLs
Buying
Cycle
Content
BCC1
BCC2
BCC3
BCC4
PromoEonal
Content
PC1
PC2
PC3
PC4
Drip
Content
DC
DC
DC
DC
Source:
Lep
Brain
DGA
60. Example: Scoring model
Scoring
Model
+160
pts
(210
total)
Category
Type
Response
Pts
Response
Pts
Response
Pts
Response
Pts
Qualified
Respondents?
BCC3
Industry
Demographic
Target
industry
20
Non-‐target
industry
10
Size
of
company
Demographic
SMB
range
1
40
SMB
range
2
30
Enterprise
20
Viewed
demo
Behavioral
Yes
15
Length
of
Jme
viewed
demo
Behavioral
Threshold
15
Below
10
BCC4
Key
pain
points
Demographic
Tight
fit
40
Loose
fit
30
No
fit
0
Went
to
decision
tool
Behavioral
Yes
15
Number
of
quesJons
on
decision
tool
Behavioral
Threshold
15
Below
5
PC3
(wait
1
day)
Opportunity
to
complete
core
BCC3/4
data
Download
analyst
tool
Behavioral
Yes
30
PC4
(wait
7
days)
Opportunity
to
complete
core
BCC3/4
data
Click
on
other
resources
Behavioral
Each
20
Note:
Need
score
of
200
to
be
a
'Qualified
Respondent.'
If
not,
will
get
sent
to
promoFonal
tracks
and/or
drip
track
unFl
you
meet
the
threshold.
Source:
Lep
Brain
DGA
61. Building your program …
Engagement
AcquisiEon
Nurturing
Content
markeEng
programs
Lead
management
processes
Technology
infrastructure
Source:
Lep
Brain
DGA
65. Takeaway points
• Start with the buyer; put him/her at the center
• Apply an operations, process mindset
• Shift from mass/push to one-to-one/pull
• Successful demand generation is
– Organic, always-on, 24/7
– Buyer-driven
– A living, breathing ‘system’ that must be managed
– Optimized against revenue performance
66. Thank You
The Key Elements of a
Successful, Modern
Demand Generation Plan
Adam B. Needles
VP, Demand Generation Strategy
Left Brain DGA
adam.needles@leftbrainmarketing.com
(617) 413-6087
@abneedles
www.linkedin.com/in/abnedles
