inbound gt m strategy 1.0

G-T-M Marketing StrategyAnders Grundborn

© Digital Route AB 2014 - Proprietary and Confidential Information

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About DigitalRoute

● Software Vendor active in the Telecom sector

● World Leader in Mediation and Data Integration Solutions (Telecom)

● 350 Telcos around the Globe use DR products

● Company Video https://

player.vimeo.com/video/121005025

https://player.vimeo.com/video/121005025





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B2B Complex Buyer Behavior

● Complex Process Customer moves between different

kind of interfaces• Web, Social, Events, Sales etc…

● B2B customers are most of the way through the sales process before they purchase online searches are executives first

course of action The standard is now higher for sales

to add value to the conversation, because so much information can be found online.


“By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.” Gartner Predicts


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Goals Of Marketing at DR

● To deliver measurable business results through product solutions that meet both market needs and company goals Drive business case (product vision, road map)

● Tells the Story (Educate & TL), Enable (value) Educating/informing (Customers, Partners, and employees)

• Through our viewpoints, knowledge and expertise about what our audience care about visible, it builds trust and and can make us a trusted advisor.

• Help our customers find appeling content Digitally • Supporting Sales with enablement in the form of messages, content and other tools.

Builds Brand Awareness (increases the interest in our Company) Mentoring Programs (virtual teams)

● Demand Generation Lead Generation (Marketing programs of our Products and Use Cases)

● Customer Retention/Loyalty


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Why We Embrace Inbound Marketing

● Traditional means of Marketing does not work as well any more 75% of People don’t believe Companies tell the truth in Advertising* Do not call lists are increasing E-mail Marketing is dropping (un-subscribe increases) CRT´s on Banners is dropping Trade show spending is dropping In essence, consumers are tuning out traditional, interruption-based marketing methods and

choosing when and where to interact with brands.

● Facts: 54% More leads are Generated by Inbound that by Outbound (Hubspot Marketing Trend) 82% of all product research begins with a web search?** A blog gets you 55% more Web traffic Business sees a 63% increase in web traffic when using Social Media

*IBM Interactive Marketing Survey **McKinsey & Company & Pew Research


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Basics of Inbound: Think “Outside In”

● Inbound Transformation of Marketing & Sales ● We need to think like our Customers

We can not sell as we used to Customer will not come to us and ask for our Products Transform our way of thinking Starting with Marketing & Sales

• Social Networking, Educate, Engage

● Think like a Sales Person act like a Marketer Target Message to different Stage in the Buying Cycle We cannot try to sell our products before the

customer understands, what can be improved and that he has a problem


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Follow The Customer Through Their Cycle

Unaware BuyersInterested Buyers/

LearnProblem Recognized Ready to Buy Buy Upgrade

We might have a

problem.

Educate Enable Reinforce

Customer buying process

Sales & Marketing

We understand our problem and need a

solution.

Your solution applies to our

needs.

The business case applies to our needs.

We need reassurance we made the right

decision.

Educational:• White Papers• Product Collateral• Introductory Video• Independent Articles

Value:• Webinars• Case Studies• Seminars• References• Self-Guided Demo

Competitive Edge:• Demos• Presentations• Competitive Tools• Testimonials• Brochures

Financial Justification (ready to Buy):

• Trials• ROI Tools• Proof of Concept• POC

We might have a

problem.

Thought Leadership:

• Articles• Blogs• Analyst Papers• Customer Stories

Campaign Example (OSS)


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Campaign Phases

● Phase 1 (awareness) Leverage both Inbound and Outbound techniques

• Drive Traffic through both Inbound and outbound techniques toward Product Site. Gated content sign-up to drive Nurture program (nurture with lead scoring – Hubspot)

• Outbound-- drive awareness through e-mail, content syndication, and banner advertising• Inbound– SEO/SEM, PPC, Public Relations, Social Media & Blogging • Campaign duration: One Month

Sales Enablement – train sales of assets that are aligned to the buyers journey

● Phase 2 (Inbound) Inbound Only Phase

• Drive Traffic through Inbound techniques toward Product Site. Gated content sign-up to drive Nurture program (nurture with lead scoring – Hubspot)

• Inbound– SEO/SEM, PPC, Public Relations, Social Media & Blogging.. • Editorial Calendar

Social & Blogging

• Campaign Duration: +1 year


11Out- & Inbound

Web TrafficFill in Form

Nurture

Lead Score

SalesProcess

External Bloggers

Awareness: Phase 1

Banners


12Inbound

Web TrafficFill in Form

Nurture

Lead Score

SalesProcess

CRM

External Bloggers

Inbound & Nurture: Phase 2


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OSS Mediation Campaign

● Content based upon buying Phase Content Rich, 14 deliverables

• Videos, Info-graphics, papers, Book….

● Leveraging all Modern aspects of a Inbound Campaign SEO/SEM, Public Relations Internal & External blogging

• Involving external Though Leaders• Drives Referrals

Social Media Content Syndication

● Traditional Outbound Options to increase awareness Banners E-Mail (extensive database)

● Sales Enablement E-Learning on Positioning, technology, campaign & assets


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Educate (awareness)

● Analyst Paper Frost & Sullivan report

● Blog´s Siloes: Good, Bad or Just Reality? Virtualization and the OSS

Network: Who’s Making it Work? KPI Management: OSS Network's

Potential is Tapped!

● External blogs Frost & Sullivan Murat Balkan OSS Line


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Enable (consideration)

● Public Relations KPI Management Press Release

● Webinar session Meeting request

● Whitepaper OSS Mediation whitepaper OSS Mediation – datasheet

● One Hour Telco Book – OSS Mediation● Video Content

Thought Leadership video Tech Thought Leadership video Biz Solution pitch video (animation) Marketing Video


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Reinforce (Decision)

● Video Content KPI Management video

● Landing page ● Whitepaper

OSS Mediation – datasheet

● Presentation Deck● References● Use Cases● Demo


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Sales Enablement

● Presentation deck● Sales Playbook● On-Line Training (Learnifier)

OSS Training Videos Sales presentation White-boarding

● Datasheet● Whitepapers● OSS Virtual Team

Mentoring Program Use Cases


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C O N S I D E R AT I O N D EC I S I O N

G E T L E A D

Re-Marketing

Search Engine

Social Media

Blog

PR

Events

Email Campaign

MQL to Sales

OSS Mediation – Nurture Flow

AWA R E N E S S

SAL

SQL

Opportunity

Email 1a

Webinar

Invitation

Registration webinar

Attendance webinar

No Action

Email 3: Thank you email

nurture content + meeting request

October November December

Awareness 1

Press release

Awareness 1

TL Video 1

Awareness 1

Blog Post 1

CTA – Analyst report

Email 1c

Webinar

Invitation

Email 2: Reminder Webinar

Invitation

Email 1bPromoting

all CTAs

Webinar promotion Social Media

Email 2: Reminder Webinar Invitation

Awareness 2

Press release

Awareness 2

TL Video 1

Awareness 2

Blog Post 1

CTA – WhitePaper

Awareness 3

Press release

Awareness 3

TL Video 1

Awareness 3

Blog Post 1

CTA – OSS Book