Presentation from SalesFUSION Lunch and learn program. This presentation focuses on new b2b marketing techniques and technologies that help marketers improve their lead generation capabilities

1. Hijacking the digital
conversation
Technologies that help companies regain
control of the b2b sales funnel
Lunch & Learn Series- 2013

2. Hypothesis for today’s session
 The traditional b2b sales
cycle, wherein sales personnel own
the process of information
dissemination is extinct and in a
social web environment, customers
engage in a
“Self-Service” buy cycle

3. What we’ll cover today
 Lead generation in 2013 – Hijacking the digital
conversation
 Where do leads originate from in 2013 and beyond?
 Adapting sales and marketing to optimize the digital
conversation
 The journey to lead to sales revenue management
 The changing view of telesales/inside sales

4. About SalesFUSION
 SaaS Marketing Application
 HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
 Provide a complete marketing automation platform
 Focus on Sales & Marketing Alignment
 Integrated to leading CRM systems
 400+ global customers
 99% retention rate on integrated customers

5. Buyer-lifecycle engagement has shifted
All power lies with the buyer
Retail - The Pew Internet and American Life Project has just published
the results of a study on American's e-commerce habits. Among the
findings: 58% of Americans say they perform online research on the
products and services they're considering buying. That's up from 49%
who performed online research in 2004.
B2B - 93% of business-to-business customers research companies
and products online before making a purchase, according to
MarketingSherpa

6. B2B Buyer Journey’s have become more complex
Source – Forrester Research

7. B2B Buyer Journey’s have become self paced
Web Social Sales
Self directed engagement by buyers
As much as 70% of
buy-cycle may be
self-directed and
complete prior to
sales engaging
“Sirius Decisions”
Find Evaluate Engage

8. • Your sales people • Google
• Your web site
• Peers/colleagues
• Experts
• Your customers
• Brand perception
• Product info
• Brand perception
• Features/benefits
• Alternatives
• Comparisons
• Brand perception
• Features/benefits
• Alternatives
• Comparisons
• Reputations
• Customer opinions
• Prices
Sources of
information
What buyers
know in advance
Pre-Web Web 1.0 Social Web
Information Scarcity
Information OverloadAttention Abundance
Attention Deficit
© 2012 Forrester Research, Inc. Reproduction Prohibited
Buyers are in complete control now

9. The website visitor funnel
All roads lead to the
website
95% of b2b buyers
research on the web
This “digital
conversation” with your
company is going on
whether you know it or
not!
MA-Software
All site visit data is
captured an analyzed
inside of the MA system
Data is scored
Leads are pre-
processed
Basic Web
Analytics
Email Campaign
Responses
Search
Web Forms
Completions
Social/Blog
Corporate
Website

10. The B2B Website Funnel
Capture
Analyze
Score
Sales
Nurture
Ideas
Digital conversation
Prospective buyers are engaging with you in
search, social, blog, online ads….and more
You must inject yourself info this digital
conversation and present materials that entice
forms completion and lead capture
Present new content
Present your visitors with new content that is
engaging and educational. Become a source
of industry best practices and elevate to
trusted advisor status through intelligent
nurture marketing
Engage sales
Move the highest value leads to CRM/Sales
quickly. Engage sales via email alerts and
relevant contact history in CRM.
Track behavior
Use traditional web analytics to optimize your
sites performance by analyzing site behavior
Lead scoring
Capture all data points and group, rank, score
and route leads to appropriate follow up path.

11. Marketing’s Role
• Identify leads
• Generate leads
• Execute campaigns
• Pre-qualify leads
• Nurture leads
• Re-Market stale sales leads
Sales’ Role
• Complete lead qualification
• Present and propose
solutions
• Propose pricing
• Execute contracts
• Close business
• Cross-sell
• Changing traditional roles
• Inside sales is no longer a sales function
• Skill-sets for inside sales are changing
How are leading b2b sales/marketing teams
adapting?
Identify
Capture
Quality
Present
Propose
Close

12. Lead Generation in 2013 and beyond
 Many b2b buyers are engaged in a digital conversation with your company
 Most companies don’t know about this conversation
 By the time telesales speaks to a prospect, opinions about you are formed
 Successful companies learn ways to “Hijack the Digital Conversation”
 Do you trust the internet to sell for you?
 Conversation channels are fluid and changing and evolving monthly
Demands a new paradigm for telesales…

13. THE GOAL IS NOT…
…to move hundreds or thousands of “leads”
through a process of sequential attrition until
tens or hundreds of deals emerge.
Attract Capture Nurture Convert Expand
© 2013 Forrester Research, Inc. Reproduction Prohibited

14. THE GOAL IS…
…to take a single
lead through an
optimized process.
...and then repeat
that process
hundreds or
thousands
of times.

15. Change the way you view telesales/inside sales
• Monitor and direct lead traffic
• Exchange meaningful information
with the leads
• Direct leads to the right resources
• Educate leads about value
proposition and competitive
position

16. Key technologies sales needs to thrive
Website visitor tracking
• View, identify, receive alerts of leads on the website
• Integrate with data services to research and append contacts
• View page-level activity from high-score leads
Nurture Marketing Tools
• 1-touch enrollment in multi-step campaigns
• Multi-step campaigns that deliver content, not messages
Lead Scoring & Lead Management
• Behavioral and demographics
• Implicit and explicit
• Capture, score, route, track

17. Website visitor tracking demystified
 The identification and tracking of individuals and companies visiting
your website
 Enabled by placement of a 1st party cookie on the visitor’s pc and
relation of their IP address to their email address
 Tracks the visit detail in the context of lead generation
 Information gathered includes pages, downloads, time on site, location
and much more..
 Information gathered is integrated with CRM
 Information gathered is actionable and drives sales-related processes

18. Google Analytics vs. website visitor tracking
 Performance of website
 Geographic information
 Top pages
 Bounce rate
 Visit depth
 Return visitors
 Information used by web team
for site optimization
Website visitor tracking
 Places 1st-party cookie
 Tracks a person or company
 Identifies companies based on
reverse IP append
 Information is used in lead
scoring/nurture marketing
 Information is embedded in CRM
 Information drives sales lead
alerting via email

19. Important metrics to b2b sites
 Visitor Loyalty - How often do visitors visit the site? Do your visitors
visit once a month? 3 times a month? 10 times a month? Compare this
metric over a period of time, for example compare this month to last
month or this quarter to last quarter.
 Visitor Recency - How long has it been since a visitor last visited?
Again, compare this to two different time periods to see if there is a
change or did things remain the same.
 Depth of Visit - Measures the number of pages viewed by your
visitors. Here you will be able to view how many pages visitors view on
your site. Always compare metrics over a period of time and try to get
an insight into whether visitors are viewing more pages or less.

20. Capture Lead Data - Forms
Web Leads In
Website Visitor Tracking and your Sales Funnel
Analyze/Score
Pre-Qualify based on rules
High-value leads – route to sales –
trigger email alert with link to CRM
Lead data is pushed to CRM
Sales Engagement – Qualify to
opportunity or set to nurture
Close Win/Loss – Trackback ROI data
from Opportunity
Marketing
Inside Sales
Outside Sales

21. What are we capturing in b2b web visitor tracking?
1. Known visitors – previously identified by email click/form completion
2. Known companies – identified by reverse IP append
3. Unknown visitors – raw SEO data

22. Email marketers who recognize and act on the changes
that have taken place in the ways their customers choose
to communicate with them and with each other will be in
the best position to adapt their email programs and stay
relevant.
Geo-location
SEO
information
Page-level detail
IP-level detail
What are we capturing in b2b web visitor tracking?
Combination of traditional analytics plus unique visitor demographics and
site behavior

23. • Append data to your CRM
• Alert sales when valuable activity occurs
• Data uses to create accurate lead scoring models
• Data appended to account, lead contact records in CRM
• Data drives automated campaigns (nurture/trigger)
How do we use the data in a practical way for b2b?

24. Sales reports – companies on
the site
• Meaningful reports
• Delivered via email
• Filtered based on role/geo
• Make information actionable – click
to open in CRM
How do we use the data in a practical way for b2b?

25. Contact/Account level alerts
• Controlled by lead scoring
• Managed by lead assignment
rules (from CRM?)
• Leads on a silver platter for sales
• Beware of overkill – throttle the
alerts accordingly
How do we use the data in a practical way for b2b?

26. The impact of visitor tracking on your Sales Funnel
• Increased adoption & satisfaction by sales of the CRM
• Response time to leads is dramatically reduced
• Fewer leads fall-out prior to pre-qualification
• Longer-term leads are better developed through nurture marketing
• Forced collaboration between sales & marketing
• Accountability for passed leads is higher

27. Day in the life of sales with Marketing Automation
Website monitoring
Research anonymous
visitors – append with
contacts – enroll in
campaigns
Pop email alert when
high-value activity
occurs – assign task for
call
If no phone contact
made – enroll in trigger
campaign
Receive on-going alerts
when lead returns to
site/responds
Cold calling evolves to a series of
reactive and pro-active touches based
on data gathered by the marketing
automation system.
Long-term nurturing and short-term
calling combine to provide a more
effective

28. • Activity creates sales trigger
• Triggers sales alerts
• Data presented in CRM
• Complete marketing history/contextual
• Keeps sales excited about the lead gen process
• Real-time
Lead Routing

29. Marketing Intelligence – to assist sales
 Give telesales the tools to access info and take action
 This view allows for telesales to view activity and enroll leads in campaigns

30. The importance of marketing automation tools
 Provides a mechanism for real-time lead monitoring
 Reduces lead response time
 Allows for enrollment in pre-defined trigger campaigns
 Increases touches in first 30-days following initial inquiry
 Allows for research and appending of data through sources such
as Jigsaw
 Alerting via email ensures leads are touched quickly

31. What information needs to be pushed through to CRM from MA
0% 50% 100%
Event Attendance
Webinar Attendance
Landing Page Click…
Data Augmentation
Landing Page Visits
Content Downloads
Email Campaign History
Email Click-Throughs
Website Page Visits
5%
4%
12%
22%
34%
25%
32%
33%
56%
28%
34%
43%
49%
56%
58%
63%
67%
73%
Top Performers Everyone Else
CRM Integration

32. How marketing automation supports sales
 Lead Scoring/Routing enables automated nurturing of
leads
 Trigger-based email campaigns – prebuilt and tied to
scores
 Lead scoring must be tuned, tested and agreed upon with
sales
 Objective is to treat every suspect the same initially
 Eliminate lead leakage
 Target content based on behavior and demographics

33. How important is this to your upper funnel
success?
According to Aberdeen, who tracks the performance of “Best Practice”
organizations utilizing marketing automation tied to telesales….
 Inside sales achieves quote 11% more when marketing automation is deployed
 Lead conversions (to opportunities) increased by 7%
 Inside sales make an additional 7-9 connects per day
 Overall sales team quota achievement is higher by nearly 3%
 Company revenue is higher by over 3%
Why?
 For the same Reason Henry Ford was able to produce more cars for less
 Efficiency gains through automation
 Connects are more meaningful when data is made easily accessible
 Fewer (if any) leads fall through the cracks

34. Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
MA software plugs the gaps in lead/sales handoff
Lack of technology to support integrated funnel causes lead leakage
Hotspot – this is the area of
risk where leads that
marketing pays for fall out

35. The new sales funnel
 Marketing – owns the sales funnel through pre-
qualification
 Based on rules for SQL/MQL
 Fewer, better leads to sales
 Inside sales/telesales – report to marketing
 Sales is laser focused on closing the deals
 Shared pipeline
 Marketing – incented for number of SQL Produced
 Mutual responsibility for the whole funnel

36. The new sales funnel
 Takes advantage of eMarketing technology
 Marketing information is immediately available to sales
 Format of information – visual and helpful to sales
 MA is integrated to CRM – Like CRM is integrated to
ERP
 Completes the acquisition to retention lifecycle

37. Real-world use cases
 Leading Digital Print Solution Provider
 Extensive CRM database (MS CRM)
 Used Marketing Automation to segment and identify
demographically-correct prospects
 Initiated multi-touch nurture email campaign
 Sales set to receive alerts on completion of call to action
from email
 Sales engagement from web touches increased
revenue by $100,000 on first campaign

38. Real-world use cases
 Leading Provider of global outsourced product
maintenance programs
 Implemented a real-time lead scoring program
 Nurtured leads with combination of telesales and email
efforts
 Auomated campaigns to stale leads
 Telesales increased calls to 100+ per day
 Revenue = 30% of new business was directly
attributable to the marketing automation system –
connected to CRM

39. © 2013 Forrester Research, Inc. Reproduction Prohibited 39
Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2B Marketing
Organizations And Investments Survey
REVENUE IMPACT IS THE KEY METRIC
13%
24%
43%
43%
71%
Transaction conversion rates
Customer lifetime value
Customer satisfaction
Brand awareness
Revenue-related metrics
“What are the most important measurements for your marketing team?”
But what do you do
when you fall short?

40. Final thoughts
 Human interaction (via the telephone) is increasingly
valuable because fewer people engage in it
 The social web cannot sell for you and you must learn
how to put sales personnel in the mix
 Technology-assisted selling through marketing
automation can have dramatic revenue implications
 Sales & Marketing alignment has quickly become a de
facto state of success…not a nice to have