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Online Marketing Summit,[object Object],Cleveland, OH | June 7, 2010,[object Object],The Process Approach to the Changing B2B Buyer,[object Object],Jay Hidalgo,[object Object],CEO,[object Object],The Annuitas Group,[object Object],1,[object Object]
Agenda,[object Object],Who is The Annuitas Group?,[object Object],The Changing B2B Buyer,[object Object],Today’s B2B Marketer,[object Object],The Impact of This Change on the B2B Marketer,[object Object],The Process Approach to Manage the Change,[object Object],The Lead Management Framework Defined,[object Object],How to Begin Implementing,[object Object],Q & A,[object Object]
[object Object]
Do this through process consulting and technology (marketing and sales automation)
Practice Areas…
Lead Audit
Lead Management
Marketing Automation
Campaign Management Services,[object Object]
The Changing B2B Market,[object Object]
Today’s B2B Buyer,[object Object],[object Object]
Buyers are more educated and look to sales much further down the buying cycle
Buyers are turning to online and social media as sources for decision making
More than one buyer – buying units
Looking to each other as sources of information,[object Object]
The Buyer is Boss,[object Object]
Buyer 2.0,[object Object],“[T]he hunter has become the hunted.  Buyers are more informed and seek information independent of sales.  ...  How sales people want to sell has little impact on how buyers are choosing to buy.”,[object Object],Source:  SiriusDecisions, “Marketing Needed for Sales 2.1”,[object Object]
Buyers - Plural,[object Object],“Relationship marketing is the key here and different levels of the organization participate in the buying/selling process especially if the sale is a big ticket sale.",[object Object],Source:  Lowell D’Souza, “Understanding B2B Buyer Behavior” ,[object Object]
Customer is The Focal Point,[object Object],“No longer is the corporation the fulcrum around which customer groups and suppliers revolve.  ...  [T]he customer is now the pivot point.”,[object Object],Source:  Paul Greenberg, CRM at the Speed of Light (3e),[object Object]
Today’s B2B Marketing,[object Object],Issues with Measurement & Acquisition,[object Object],70-80% of leads never get follow-up,[object Object],45% of the leads companies receive will buy from someone,[object Object],More than 50% of marketing teams cannot track ROI on program spend,[object Object],Shrinking budgets,[object Object],More pressure to justify spend,[object Object],Shift from traditional marketing to automated, online, inbound & social,[object Object],Increased pervasive use of technology ,[object Object],Marketing asked to assist in pipeline acceleration & sales enablement,[object Object],Source:  Sirius Decisions; Forrester,[object Object]
The Response . . . . Adapt!,[object Object],Marketers must manage and engage that relationship,[object Object],Buyers want a 1-1 relationship,[object Object],It’s Lead Management not Lead Generation,[object Object],It will affect every area of your role as a marketer,[object Object],Sales interaction,[object Object],Buyer interaction & communication,[object Object],Content Management & Marketing,[object Object],Inbound Marketing Management,[object Object],Social Media Strategy,[object Object],Internal marketing & sales process,[object Object],How you utilize your technology,[object Object],How you work & think as a marketer,[object Object]
How To?,[object Object],[object Object]
What needs to be done to ensure a buyer centric approach?
What processes need to be developed?,[object Object]
Lead Management – What it isn’t,[object Object],Not just scoring and lead nurturing,[object Object],It is not a practice of individual silo’s, everything feeds into the next and has to be looked at holistically,[object Object],Not technology, but supported by it.,[object Object],Source:  Sirius Decisions; Forrester,[object Object]
Lead Management – What it is,[object Object],The operational response to the buyers power,[object Object],It's a process not a program that includes,[object Object],Data,[object Object],Lead Planning ,[object Object],Lead Qualification,[object Object],Lead Nurturing,[object Object],Lead Routing,[object Object],Metrics,[object Object],Not technology; a process supported by technology,[object Object]
The Common Lead Management Approach:,[object Object],Increased Effort & Decreased Efficiency ,[object Object]
The Process Based Lead Management Approach,[object Object]
Lead Management Framework,[object Object]
Building the Process – Where to Start?,[object Object],[object Object]
Conduct an Audit – Know What You Don’t Know
This is not a marketing only exercise It is cross-functional

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Lead Management in the Face of the New B2B Buyer - Jay Hidalgo

Notes de l'éditeur

  1. We’re process guys
  2. Before we get into the ways to change, I want to show some recent numbers that also indicate the need for we as marketers to change the way we interact with our customers and prospects. One of the biggest thing these numbers say to me is that we need to change from this mindset of lead generation to lead management. This idea is not just managing the lead internally to make sure sales receives it, but also includes managing the lead from a dialog and conversation aspect. As we continue in our discussion today we will look at the realities of changing to a buyer dialog model really looks like and how it will impact us as marketers.
  3. The definition of lead management is needed here: starts with “you have a lead”, and goes through to sale, and post sale nurturing. Not customer service, accounting, etc.
  4. The traditional lead waterfall or funnel takes into account leads moving through the marketing and sales process in a very linear fashion. This is a faulty approach in that it only accounts for a piece of the marketing and sales funnel and is built with the idea that initial inquiries/web visits, qualified responses and accepted leads will leak out of the funnel and nothing will be done to keep them engaged. Not only is this a poor practice, but also devalues the potential ROI derived from a campaign. Companies need to begin to develop a multi-tiered funnel approach to their marketing revenue projections. By utilizing lead nurturing as part of the marketing mix, the leaks that are seen in a linear model are closed and all responses and leads are managed and the increase in ROI is substantial. This affects all areas of marketing and sales including lead forecasting, forecasting for quota attainment, ROI analysis and marketing budget allocation.