Engagement Marketing: Modern B2B Marketing Using Marketing

Automation

Will Schnabel

VP Business Development, Silverpop

wschnabel@silverpop.com

Twitter: @wschnabel

Silverpop

• Global Marketing

Automation and Email

Service Provider

• 1300+ customers,

2000+ brands

• Seamless Integrations

to CRM and Web

Analytics

• >80M msgs/day sent

across our customer

base

Product

Marketing –

2% Marketing

Communications –

12%Hiring – 10%

Market Definition –

20%

Sales Process – 10%

52%

Lead

Generation

Leads = our greatest challenge ...

52% of B2B marketing organizations say

lead generation is their #1 marketing challenge

Source: SiriusDecisions

Presentation goal: Shift thinking of

B2B marketing from a focus on raw

leads to a focus on managing buyer

dialogue using marketing automation

to nurturing sales-ready relationships

and improve revenues

Agenda

• The Nurturing Imperative

• The Changing B2B Buyer

• Marketing Automation Fundamentals

• Case Example

• Q&A

The Need for Lead Nurturing

B2B marketing is Different

• Direct sales forces

• High-involvement sales process

• Lower volume; higher purchase price

• Rational vs. emotional purchase

• Multiple Stakeholders involved in purchase

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, SiriusDecisions 2010

Summit, Scottsdale, Arizona

B2B marketing legacy

Source: MarketingSherpa

But it is about timing

Source: MarketingSherpa, "2010 E-mail

Marketing: Benchmark Report"

sort-of-readydefinitely not ready

B2B selling

“[A]nalyze where your

customers are in their decision

cycle and assist in moving them

through to a decision."

Source: R. Jolles, Customer Centered Selling

B2B buyer decision cycle

Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

Measurement

Source: R. Jolles

B2B buyer decision cycle

Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

Measurement

Source: R. Jolles

B2B buyer decision cycle

Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

Measurement

Source: R. Jolles

Emerging buying cycle gap ...

Satisfaction

5%

Acknowledgment

79%

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap ...

Satisfaction

Acknowledgment

Decision

Criteria

Selection

2%

Investigation

2-3%

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap ...

Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

Measurement

Source: Left Brain Marketing, R. Jolles

the problem and opportunity

Inefficient Marketing

Lead Nurturing Drives Efficiency

Nurturing Improves ROI

• Nurture campaigns have 2X the Open Rates

and 3X the Click-Through-Rates at of one-off

emails

• 23% shorter deal times for nurtured than

non-nurtured leads

• Higher win ratios for prospects touched 3-4

times per month by marketing nurture

campaigns.

• 47% higher order value from closed sales

that were nurtured versus sales that were not

Source: Aberdeen, Sirius Decisions, and Silverpop

Research

B2B Buying in a digital world

Power Shift…Buyer 2.0

“[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.‖

Source: SiriusDecisions, ―Marketing Needed for Sales

2.1‖

Buyers are turning to online

sources…

Source: Enquiro, ―Integrated Persuasion: Online and

Offline‖

Source: ITSMA, ―How Customers Choose Solution Providers, 2009.‖ Global

data.

Peer influence is king ...

Education is in... Interruption is out

Source: MarketingSherpa, "2009-10 B2B Marketing:

Benchmark Report.― Global data.

Permission/ education

Traditional/ interruption

By 2014…

9,000 email

marketing

messages a year.

…750 a month

…25 each day

B2B Buyers Hearing More Noise

Enter Marketing Automation

Marketing Automation in Action

Marketing

Database

Marketing Automation in Action

Marketing

Database

Lead Capture

Marketing Automation in Action

Marketing

Database

Lead Assessment

Marketing Automation in Action

Marketing

Database

Lead Routing to Sales

Marketing Automation in Action

Marketing

Database

LeadNurturing

2. Web Integration &

Inbound Lead Capture

3. Multi-Channel

Campaign Execution

(e.g email, DM, web, telesales)

5. Campaign (Nurture)

Automation

4. Lead Scoring

& Management

6. Sales

Integration

7. ROI Reporting

& Analysis1. Centralized

Marketing

Database

Marketing Automation Capabilities

1. Centralized Marketing Database

Centralize Data

• Consolidate contacts from marketing

efforts and CRM

Marketing

Database

Initial Cleaning

• Age of records?

• Duplicates?

• Ownership?

2. Web Integration and Lead Capture

Website Tracking

Anonymous

Identified

Landing Pages

Microsites

Dynamic Content

Registration Forms

Web Integration

Integrated Landing Page/Lead

Form

Progressive profiling – Like Dating

Source: MarketingSherpa and KnowledgeStorm,

―Connecting Through Content"

1st

contact

2nd/3rd

contact

later contact + behavioral

Progressive profiling - collection1. Basic Lead Form 2. Returning Leads –

Pre Populate

3. Returning Leads –

Pre-Populate – Gather More

4. Returning leads –

Personalize – Pre-Populate –

Progressively Gather More

3. Email Infrastructure

Direct Marketing Channels

Marketing

Database

Email

Mobile/SMS

Dynamic Landing Pages

Share-to-Social

DM with PURLs

TeleQualification

Email = Top B2B tactic

• 89% of B2B marketers use

email.

• Email is the number-one

outbound B2B marketing

tactic used today.

Source: Forrester Marketing Forum 2010 presentation

Messages Need to Be Delivered

• Opt-in/Opt-Out/Legislative Compliance

• Content

– SPAM Scoring

– Inbox Preview

• Identity & Reputation

– IP Segmentation

• Volume

– Consistency

Messages can be shared

Best time to send?

Right Message, Right Time

Send Time Optimization

75% increase in revenue

2X conversion rate

30% increase in number of orders per

program

50% increase in open rates

22% lift in conversion rates

4. Automated Lead Scoring

Target

Buyer

The Lead Challenge

Target

Profile

(You want to

talk to them)

Web Behaviour/Interest

(They want to talk to you)

Right

Fit

Highly

Engage

d

Source: SiriusDecisions

Lead Definition

55

The Lead Puzzle

Download a

Whitepaper

5000

Employees

VP Sales

$100M

Company

Evaluating

Solutions

Has

2009

Budget

Needs

Fit

Solution

Visited

Website Last

Week

55

Demographic

BANT

Activity

Integrated Lead Scoring

A, 600

B, 2000

C, 2500D, 6500

Lead Breakdown

5. Lead Nurture Campaigns

Email Nurturing

• Level 1: Batch and Blast

• Level 2: Simple Drip Campaigns

• Level 3: Multi-Track, Multi-Step

Programs

Email Nurturing

• Level 1: Batch and Blast

• Create List, Hit Send!

Email Nurturing

• Level 2: Simple Drip Campaigns

Registration

Day 0

eBook

Delivered

Immediate

Link to

Demo

Day 2

On-Demand

Webinar

Day 7

Sales

Intro

Day 14

Email Nurturing

• Level 3: Multi-Track, Multi-Step

Programs

• Triggered Communications

• Match Content to Buyer Stage

• Utilize Buyer Personas and 1-to-1

targeting

• Scoring/Routing drives next touch point

SEGMENT /

PERSONA

Inquiry Consideration-

(MQL)

Evaluation –

(SAL)

Selection-

(SQL)

Post-Purchase

Win/Loss

Marketing

Director

Marketing/

Demand Gen

Specialist/

Admin

CRM Admin

Sales Director

3rd

-party w

hite

papers

, webcasts

.

Advertis

ed e

vents

, bro

chure

s.

Fact s

heets

, Imple

menta

tion P

lans,

Tra

inin

g s

chedule

s/H

ow

To‘s

Com

petitiv

e c

om

paris

on c

harts

New

pro

duct a

nnouncem

ents

Custo

mer S

atis

factio

n S

urv

eys

Content Mapping

Inte

rnal w

hite

papers

, vendor s

ponsore

d

webcasts

, case s

tudie

s, c

usto

mer

testim

onia

ls

Source: Annuitas Group, Silverpop

Pro

duct D

em

os, s

hort v

ideos, te

stim

onia

ls

pro

duct s

pecific

atio

ns

Nurturing path = the dynamic campaign

Source: The Annuitas Group

When should sales pounce?

6. Sales Integration and

Collaboration

Before calling a prospect ...

―The sales rep must come to a

meeting prepared to discuss the

buyer's specific business — yet

31% of sales reps are not

prepared with even a basic

level of Web available

information before taking a

buyer's valuable time. Only 16%

are extremely prepared.‖

Source: Technology Marketing Blog (IDC), ―Sales

Enablement and the Year of the Sales Rep‖

Leads/Contacts

Marketing Activities

Opportunities/€€s

Programs

Accounts

CRM Synchronization

Marketing Automation CRM

Sales Visibility (Lead Activity)

Sales Visibility (Lead Activity)

Sales Control over Nurturing

Sales Routing and Alerting

7. Reporting and Analysis

Process Reports

Campaign reports

Email reports

Custom reports

ROI Reports

Revenue Pipeline

Waterfall Reports

Monitor the Nurturing Process

Tracking Revenue Pipeline

Marketing Qualified

Inquiries

Sales Qualified

Sales Accepted

Impressions

Marketing

Sales

New Business

Nurture Programs = Revenue Acceleration

Case Example

Inbound leads

begin at the

Kopijyvä website

Case Example: Kopijyvä

Communication

streams begin

based on

submitting email

address as part of

service quote

Kopijyvä: Lead Capture

New email sent

every two weeks

• Inform on various

services

Emails contain active

offers and links

• Various Services

• More Information

• Offers

Kopijyvä: Follow-up Email

Microsite includes links

for more information or

to connect with sales

Kopijyvä: Microsites

Same Look and Feel

as Email

Summary of the Program

• Developed 10 different pieces of content (email +

microsite)

• New material sent every two week, with total program no

more than 5 months

• Reminders sent for those who didn‘t open

– After 1 month

– After 3 months

• Leads scored based on activity and behavour of contacts

• Most active leads sent to sales

Initial Results- Newsletter Sending

100.0 %

90.2 %

25.0 %

8.5 %

0.8 %0.0 %

20.0 %

40.0 %

60.0 %

80.0 %

100.0 %

120.0 %

Sent Received Opened Clicked Unsubsribed

Initial Results- Website Visitor

Tracking

0.0 % 0.0 %

12.5 %

28.2 %

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

Viikko -2 Viikko -1 Lähetysviikko 1 Lähetysviikko 2

Identified Visitors

Closing Points

CRM vs MA vs Pure Email

CRM MA Email

Single Emails

Nurturing Campaigns

Demographic Scoring

Behavioral Scoring

Form Builder

Landing Page Builder

Dynamic List Segmentation

Dynamic Email Content

High Volume Emails

Visitor Tracking

ROI Reporting

Source: Left Brain Marketing

Is it worth it?

• Increased No. of New Leads Generated

through existing demand gen activities

• Increased No. of qualified leads sent to

sales

• Improved Sales Close Rates

• Reduced Cost per Sale

400

%

5x

2x

25

%

Summary

• Dialog Marketing = Nurturing

• Lead nurturing accelerates sales opportunities

• Marketing Automation can scale the dialog

• There is high ROI and Benefits

eBook: www.silverpop.com/suomi

Thank you!

• E-mail: wschnabel@silverpop.com

• Twitter: @wschnabel

• Resources: www.silverpop.com/suomi