b2b customer acquisition marketing & demand generation€¦ · cmo’s must show business...

AMA Puget Sound Presents

B2B Customer Acquisition Marketing & Demand Generation

CMO’s must show business results

Via the CMO Council• 2016 saw record CMO job loss• #1 Reason: CMO’s unable to show

business impact• Critical: Financial impact analytics

“…there’s nothing more necessary to CMO success and longevity than having the proof of how marketing is driving the business forward in a multiplicity of unique and powerful ways…”-Donovan Neale-May, CMO Council

Marketing is THE most strategically important function within any B2B company

• Define company strategy, positioning, and identify markets

• Full funnel marketing driving demand

• Create awareness

• Market, customer, product, competitive research

• Messaging & positioning

• Product requirements

• PR/AR

• Channel marketing

• Marketing technology management

• Data management

• Marketing operations

• Content strategy and development

• Customer marketing

• Analytics and KPIs

• Events, tradeshows, field marketing

• Social management

• Advertising

• Digital property management

No other function engages with individuals before they even think of becoming customers, drives demand, enables and accelerates sales, and

retains customers

The most ridiculous expectations and intense scrutiny

• Why do sales leads suck?

• How much revenue did marketing source this quarter?

• How much business are we getting from that webinar last week?

• What is the ROI on the marketing tech budget?

• Why can’t the (CMO, VP, manager, intern) write the white paper, datasheets, PR, email copy for us?

• Based on the forecast this month, what business can we expect over the next two quarters?

B2B Customer Acquisition Marketing

Focus on horizontal and vertical markets and

create ideal customer profiles

Identify and engage the right accounts with propensity to buy

Full Funnel Marketing that Creates

Opportunities & Acclerates Sales

Integrated Marketing Technology & Data

Management

KPIs: Measure Revenue, Opportunities, Velocity, Sourced and Influenced

Revenue, CAC

Connect Budget Spend to Revenue Results

The Big Dog Customer Acquisition KPIs

Your CEO Wants

• Sales Pipeline Velocity

• Opportunity Creation

• Percentage of Sourced Revenue

• Percentage of Influenced Revenue

• Channel Attribution

• Customer Acquisition Costs

Sales Pipeline Velocity

Download our Sales Velocity Calculator: http://results.heinzmarketing.com/R-PipelineVelocityCalculator_LP.html

Customer and Account Targeting & Segmentation

Ideal Customer Profile

• Industries

• Companies

• Contacts, Roles, Motivations

• Behaviors

• Compelling Events

• Propensity to Buy

• What do the PEOPLE in the target companies care about?

• What COMPANY and INDUSTRY types are the best to focus on?

• What BEHAVIORS do people in target accounts collectively exhibit to indicate interest?

• What are common COMPELLING EVENTS that drive purchase decisions?

Prepare to engage many

people with acquisition

campaigns, channels,

and touches

According to CEB (Gartner) the number of people in B2B solutions purchases has increased from 5.4 in 2015 to 6.8 in 2017.

Content

Establish the Foundation - Personas• Develop “Pathological Empathy” – get out of the company-centric world!

• Who are your primary personas – prioritize to focus content development

• Companies are made of people – consider group dynamics

• Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution.

• Decision makers, stake holders, influencers, end users

• Attributes, motivators and concerns

Department Head Primary Business UserDecision Maker

Persona Framework

4/12/2018 Heinz Marketing, Inc 12

Workbook – pg8

Decision Maker

Content Inventory Mapping: Theme, Persona, Funnel, and Journey Stages

• Identify the gaps in themes, funnel and persona engagement

• Look for funnel conversion blocks

• Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion blocks?

4/12/2018 Heinz Marketing, Inc 13

Workbook – pg13

Single campaigns rarely source NEW LEADS that convert to OPPORTUNITIES and

SALES WON without additional campaigns

Suspects

Inquiries

MQL

SAL

Opportunity

$

Customer

Think Full Funnel Marketing

REALITYPeople engage multiple times through mixed channels with mixed contentover their entire selectionjourney.

AND…!

Multiple people within companies engage!

AND…!Full Funnel Marketing includes Marketing and Sales aligned with shared goals!

Customer Marketing

AMA | Puget SoundApril 11, 2018

Agenda

18

Definition of Customer Marketing

Contrasting with Acquisition Marketing

Intro to Avalara

How we do Customer Marketing

Measuring Impact

Q&A

What is “Customer Marketing”……and why should I care?

©Avalara. Confidential and proprietary. 20

Customer MarketingAKA…. Customer Base Marketing, Loyalty Marketing, Customer Loyalty, Revenue Retention

Mission: To drive revenue retention and growth through customer engagement, education, and advocacy...

…and for higher-touch businesses, to ensure client-facing teams succeed.

Particularly relevant for businesses where…

Keeping customers engaged and informed matters.

Customers repurchase regularly (monthly/annual renewals).

There’s more to your offering than meets the eye, mouse...

Products B, C and D don’t sell themselves.

THE MATH for AVALARA

In 2018, for every… $1.00 of new business booked,

we will add… $0.40 in add-on business, $0.60 in upgrades, and$4.00 in renewals.

Prospects look to their peers in the buying journey.

Isn’t this just Marketing?

22©Avalara. Confidential and proprietary.

Customer Marketing ConsiderationsWhy I argue that this is a distinct function within the marketing organization

✓ Sales and marketing processEven more hand-in-glove with Sales given customer relationships

✓Pipeline characteristics and metricsDeals have shorter lifecycles and higher win rates; Attribution even harder

✓Marketing channels and activitiesHeavy on events, content, sales enablement – lighter on Digital, ABM

Acquisition and Customer Marketing usually differ significantly in…

✓ Sources of marketing data1st Party is King!

Case Study: Avalara

Manual tax compliance is not sustainable

Tax compliance is increasingly complex

Your business

Has many challenges

• Growth increases tax complexity

• Manual solutions are costly and

error-prone

• Inaccuracies create customer

satisfaction risks

• Tax rules are mutating &

increasingly complex

• Governments getting aggressive

with collection efforts

Your business systems

Such as ERP, ecommerce, CRM,

invoicing & billing, point-of-sale –

need tax capabilities

Governments

Operate at multiple levels

• State

• City

• County

• Local

• National

Perform multiple functions

• Create regulations

• Collect taxes

• Enforce & audit

TAX REGULATIONS

TAX RETURNS

TAX REMITTANCE

NOTICES

NOTICE MANAGEMENT

AUDITS

AUDIT RESPONSE

…with an end-to-end tax compliance solution

The Avalara Tax Compliance Suite can help…

Tax calculations Tax returns & filing Tax document

management

Expanding tax typesSales & use | Fuel & energy excise | Lodging & occupancy | Communication

Cross-border | VAT/GST | Brazil

Professional services, support & customer success

Governments


• State

• City

• County

• Local

• National



• Collect taxes

• Enforce & audit

Your business

Has many challenges

• Growth

• Manual solutions

• Tax inaccuracies

• Changing regulations

• Aggressive governments

Your business applicationsneed tax capabilities

• ERP

• Ecommerce

• CRM

• Invoicing & billing

• Point-of-sale

Your business

Has many challenges

• Growth

• Manual solutions

• Tax inaccuracies

• Changing regulations

• Aggressive governments


• ERP

• Ecommerce

• CRM


• Point-of-sale


that is integrated with over 600 business applications

built on the robust foundation of our tax engine and content platform


The Avalara Tax Compliance Suite can help…


management




Governments


• State

• City

• County

• Local

• National



• Collect taxes

• Enforce & audit

Pre-built

integrations

with 600+

business

applications

Advanced API

for existing

custom

applications

Tax engine

Determination, Documents, Returns, Treasury, Identity, Account

Tax content

Tax rates, taxability rules, jurisdiction boundaries, exemptions, licenses,

certificates, tax forms, UPC codes, interpretations

Technology platform

that is integrated with over 600 business applications

Your business


• ERP

• Ecommerce

• CRM


• Point-of-sale

End-to-end tax compliance

The Avalara Tax Compliance Suite


management




Pre-built

integrations

with 600+

business

applications

Advanced API

for existing

custom

applications

Tax engine

Determination, Documents, Returns, Treasury, Identity, Account

Tax content

Tax rates, taxability rules, jurisdiction boundaries, exemptions, licenses,

certificates, tax forms, UPC codes, interpretations

Technology platform

Governments


• State

• City

• County

• Local

• National



• Collect taxes

• Enforce & audit

How Avalara does Customer Marketing


Avalara Marketing

Brand Strategy

ProductMarketing

Everything we do begins with our brand promise…

which is built on customer insight.

Shared Services

PR

Content

Creative

Events

Digital

Mktg Ops

MTG

Planning

Analytics

Shared services teams drive consistency and excellence in

planning, execution and analysis across the organization

Customer Marketing

BD

Partner Marketing

ADR & SDR

DEMAND GEN

ENT SMB SOHO

US

EMEA

Brazil/LATAM

India


Customer Marketing throughout the Customer Journey

Onboarding

▪ Welcome Program▪ Onboarding Comms▪ Training and Support

Awareness

Engagement

▪ Thought Leadership▪ Customer Events▪ Newsletter, Blog▪ .com Experience▪ Change Management▪ Compliance Monitoring▪ Customer Comms▪ Cust Advisory Board

Growth

▪ Renewal Comms▪ Product Webinars▪ X-org Expansion▪ Add-on Profiling▪ Trigger Monitoring▪ Sales Enablement▪ ABM Motions▪ Nurtures

Advocacy

▪ Reference Program▪ Customer Evidence▪ Product Reviews▪ Event Presence▪ PR Opportunities

~21,000 Clients SOHO to EnterpriseBroad Base of Industries

Program highlights


Use data mining and integrate sales/marketing motions

✓ SmartPlays – Any customer data used to trigger any motion

1

2

3

✓ Propensity scoring for Add-on Products

✓ Data Scientist – 1st priority for any self-respecting customer marketer


Enable great Account Reviews with high-value content

“Honestly, ever single call I have had that I have used it, it’s helped to have a better conversation with the customer. It makes me look more prepared and like we’re staying on top of their compliance, and led to an opportunity at least 75% of the time”

Account Manager Feedback:

Measuring impact


Customer Marketing Planning and MetricsMy POV: Marketing planning and program attribution are even more challenging for CM!

✓Give CM managers and leaders the same goals as their sales/success counterpartsUpsell Bookings, X-sell Bookings, Retention

✓Develop attribution capability, but focus more on relative program response ratesHave we increased download of a key asset? Have we driven greater engagement?

For consideration:

✓Upsell/X-sell planning is a science – more/less fixed marketPropensity/fit scoring is a key capability here – “of the customers who currently don’t own product B, how likely is each to buy?”