intelligence-driven marketing/sales for b2b technology · level scores board 5 division 4...
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#TTGTSummit | www.techtarget.com/ForMarketers © TechTarget Worldwide ROI Summit
Bill Crowley Senior Vice President, International @BillC3
Intelligence-driven marketing/sales for B2B technology
How can topic intelligence improve marketing/sales productivity > 30% - 50%
Worldwide ROI Summit | © TechTarget
● Marketing Impact - Get more qualified prospects per £ - Improve quality of prospects by engaging best
prospects with best angle, and steering away from competitor strengths
● Sales Impact - Prioritise inside reps’ efforts on highest potential
opportunities - Convert a higher percentage of target prospects to rep
conversations - Increase sales teams engagement with and belief in
the marketing team and online campaigns
Which data should we collect and act upon?
3 © TechTarget
● Describe your ideal prospect by - What they LOOK like? - What they ACT like?
● Test theory – Who is likely to have a baby in 3 months?
If you had £1 to spend, which data would you collect and target on – B2C version
© TechTarget 4
Demographic Signal
Married in past 1-4 years
Many brothers and sisters
2 income family
30-40 years old
Behavioural Signal
Researched names on Babynames.co.uk
2 purchases from Baby section of Amazon.co.uk
Traded motorcycle for 4-door car
If you had £1 to spend, which data would you collect and target on – Tech B2B version
© TechTarget 5
Demographic Signal
IT Manager
Financial Services
Lists himself as “decision-
maker”
Behavioural Signal
Visited your site
Asking relevant buying questions in forum
Member of a site named after your sector
(e.g. SearchVMware) with web activity in last
90 days
Where to prioritise collection of this signal
6 © TechTarget
● Internet - Your website and forums down to topic level - Topic focused publishers - Google searches, keywords
● Email results - Outbound and re-messaging emails
● Marketing automation tools
- Publisher emails, white paper downloads on key topics
● Internal systems, transactional data
Focusing on prospects with best “signal” will improve speed-to-pipeline
7 © TechTarget
Acting on a more focused set of prospects will let you deliver a more targeted message Based on their topic interest Aided by their demographic information
Better prioritise accounts for sales based on activity
Better data for reps to act upon
Builds credibility in sales/marketing communication
Topical interest “signal” identifies best prospects
© TechTarget
IT Pros
Networking active IT pros
Network Mgmt
10G Ethernet
Network security
SDN
Last 90 days
Interest ID CTR Acq rate How much better?
General IT
.2% .15% -
Tech Grp .3% .2% 50% Tech sub-topic
.35% .25% 66%
ST - DE .8% .4% 200% ST- FR .4% .3% 100%
Source: TechTarget Internal
As prospects’ activity increase, targeted follow-up accelerates leads to pipeline
© TechTarget 9
Quality of signal CTR Message Quality Interest in sub-topic Not your product
.35% From TechTarget site, bundled with other topically-focused content
Lots of activity, including “decision-stage” content
.6% to 1.25% ITDeal Alert email from TT site, asking for them to discuss their project
Interest in sub-topic Demonstrated interest in your company
2% to 4% Mention WP download topic. Link to related content. Uses demographic info
Topical signal also applies to branding effectiveness
10 © TechTarget
Alignment quality
CTR
Tech site .05% - .08% TT site .15% - .25% TT topic alignment 1%
TT topic – extended to Web
.15% - .2%
Re-targeting visitors to vendor site
.2%
Prospect research happens in bursts. Timeliness of follow-up can make a difference
11 © TechTarget
Demand Engage Unit
Timely follow up Re-engagement Good email follow up 2-5% Assets listed inside WPs 20%
Project confirmed thru IT Deal Alert Qualified Opportunity
1 Storage E-Zine
6 Vendor White Papers
14 Editorial Guides
IT Deal Alert™ Top 200 Account #55 from #426
28 IT Community PV
1 Vendor White Paper
25 Editorial Articles
1 Vendor Podcast
1 Storage E-Zine
Principles are clear, but this process can take a long time
12
February
April June
July
Purchasing a backup solution within the next 3-6 months & requests vendor contact
Car manufacturer with backup project Project research included
>100 topic specific actions across multiple researchers at same company ● 29 editorial content
downloads ● 8 vendor content
downloads ● 49 editorial articles ● 20 social interactions
24 Editorial Articles
Activities as marks of a project moving from research to decision
● New contact at an account - Account penetration
● Repeat engagement from a Contact - Critical Mass of Re-engagements
● Competitive content ● Rise in activity ● Decision making content
14 © TechTarget
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
ORCHESTRATING THE COMPANY RESPONSE TO THE DIGITAL CUSTOMER
CHARLES RANDALL HEAD OF SOLUTIONS MARKETING
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE PROGRAMME OUTLINE
SAS Webinars
Content syndication
Contact Segmenta
tion
Volume Telemarketing
Target Accounts
CM
Strategic & Enterprise
BDC
Lead Qualification
Lead Conversion
SAS Slideware
SAS Papers Contact Scoring
SAS.com/uk
Nurture Programme
SAS.com/us VA explore
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL INTEGRATION WHAT WE LOOK FOR IN A GOOD IDEA
Relevant to our aims
True to our brand
Useful to our customers
Multi-faceted
Co-created
Has legs
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE IT STARTS WITH A CONTACT POINT
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL LEAD GEN TECH TARGET
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE WHICH WE MEASURE
0 100 200 300 400
March
April
May
June
WhitespaceSAS.COMTechTargetMarketing Week
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE PROGRAMME OUTLINE
SAS Webinars
Content syndication
Contact Segmenta
tion
Volume Telemarketing
Target Accounts
CM
Strategic & Enterprise
BDC
Lead Qualification
Lead Conversion
SAS Slideware
SAS Papers Contact Scoring
SAS.com/uk
Nurture Programme
SAS.com/us VA explore
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE MARKETING SCORING
Full detail available on request.
Level ScoresBoard 5Division 4Department 3Team 2Professional 1
Interaction ScoresInteraction Types currently used: Scores3rd Party Trade Show/Exhibition 1Alliances 1Briefing 5Contact Request 5
Industry Score Named New BusiRetail Bank 3 5Insurance 4 4Capital Markets 5 3Retail 5 5
Score range Priority Detail to be included in Le 6 0 Cold - scarcely above a pul
10 1 Cool - mid level role in est
15 2 Warm - decent contact in t
20 3 Hot - great contact well en
25 4 Very Hot - Board level, key
30 5 Nova - Why haven't we con
Lead StatusWarmColdHot
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL LEAD GEN TARGET MARKET
Strategic
High Value
Managed
Nurtured
Transactional
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
#LEADMACHINE PROGRAMME OUTLINE
SAS Webinars
Content syndication
Contact Segmenta
tion
Volume Telemarketing
Target Accounts
CM
Strategic & Enterprise
BDC
Lead Qualification
Lead Conversion
SAS Slideware
SAS Papers Contact Scoring
SAS.com/uk
Nurture Programme
SAS.com/us VA explore
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL LEAD GEN TSM QUALIFIED LEADS (08 JULY)
Cornerstone Real Estate Advisers Europe LLP Director - European Research Gresham LLP Marketing Manager Symphonie IRI Group Ltd Technical Consultant
Heathrow Express Operating Co Ltd Head of Marketing Cerafor Ltd Executive Director Hays plc Senior Business Manager
Hearst Magazines UK Head of Database Marketing & Analytics
Hardy (Underwriting Agencies) Ltd Senior Risk Analyst Retail Marketing International
Ltd Marketing Manager
M&CO Loyalty Analyst Southern Water Services Ltd Manager Palgrave Macmillan Ltd Marketing Executive
Homebase Ltd Commercial Development Manager EMIS Group plc Head of Product Integration Christie's International plc Marketing Coordinator
Bounty (UK) Ltd Insight Specialist Aperia Government Services Director Efinancialcareers Ltd Marketing Manager
Indicia Bristol Ltd Data Manager Fleishman Hillard Group Ltd Political Consultant Liquid Solution Ltd Marketing Communications Director
AMT-SYBEX (NI) Ltd Product Manager Mahindra Satyam Systems Integrator WTG Events Ltd Marketing Manager
Getty Images (UK) Ltd Senior Marketing Manager Towergate Underwriting Group Ltd Compliance Controller Astabridge Ltd Sales Manager
ABB Automation Ltd Industrial Automation Engineer Spielo International UK Ltd Marketing Manager Metrico Wireless Ltd Software Engineer
Imaqa Ltd Director Private Individual Project Manager Andrews Sykes Group plc Project Management
Eurostar Group Ltd Customer Data and Analysis Manager Sepura plc Analyst CQS Investment Management
Ltd Business Manager
Quanticate International Ltd Vice President, CCDS Signet Group Ltd Head of IT Architecture Maginus Software Solutions Head of Consulting
Wickes Building Supplies Ltd Reporting & Analysis Manager Tree (London) Ltd Senior Analyst Colt Technology Services Senior Manager Corporate and Information Management Systems
The Woodland Trust Digital Analyst UK Border Agency Information Architect TRL Ltd Senior Statistician
Proximity London Ltd Database Administrator Pharma Alliance International Ltd Director Fexco Holdings Learning and Development
Specialist
Jaguarlandrover Ltd PD IT Process Technology London Borough of Lambeth IT Staff Roche Products Ltd Clinical Database Programmer
Lenovo Technology UK Ltd Business Analytics Manager Cardiff County Council Tools and Support Executive Webhelp TSC Customer Solutions Director
Baker Ross Ltd Data Warehouse Engineer ConocoPhillips Holdings Ltd Operations Excellence Telecitygroup UK Ltd HR Analyst and Project Coordinator
Trinity Mirror plc Senior Strategic Planner TDX Group Ltd Solutions Architect Compuware Ltd Enablement Manager
Airinmar Ltd Head of IT Surrey County Council Data Scientist Altis Solutions Ltd Solutions Architect
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL LEAD GEN HIGH VALUE CONTACTS (LAST WEEK)
Job Title Account Job Title Account Associate Director BGL Group Ltd Chief Operating Officer Universities & Colleges
Admissions Service Information Systems Delivery Assurance Manager
EDF Energy plc Database Developer Universities & Colleges Admissions Service
Business Planner Npower Ltd Programme Manager Dwr Cymru Welsh Water Head of Customer Experience DFS Furniture Co Ltd Commercial Strategy & Planning
Analyst Telefonica UK Ltd
Direct Marketing Manager Home Retail Group plc Senior Strategy Analyst Channel 4 Television Co Ltd Business Development Manager Focus International Ltd Business Analyst Boots Co plc Business Architect B&Q plc Senior Application Architect Unisys Ltd International Customer Insight Manager
The Body Shop International plc Director American Express Services Europe Ltd
Head of Loyalty and CRM Mothercare UK Ltd Marketing Consultant VISA Europe Services Inc Marketing Executive ASOS plc Head of Customer Insight AXA Wealth Ltd Brand Manager Kingfisher plc Head of Solutions BAE Systems plc Assistant Multi-Channel Development Manager
Argos Ltd Senior Analyst Informa plc
IT Management Manager Aimia Services UK Ltd Project Manager British Sky Broadcasting Ltd Business Analyst Deutsche Bank AG London Marketing Manager Kerry Foods Ltd Senior Business Analyst Credit Suisse (UK) Ltd Customer Service Advisor Mercedes-Benz UK Ltd Directo and Head Software Application Development
Atos Origin UK Ltd Corporate Development Executive
Rolls-Royce plc
IT Architect BP plc Application Development Manager
Britvic plc
Global Marketing Database Manager
Diageo plc Business Analyst PZ Cussons (UK) Ltd
Governance Risk and Compliance Consultant
Verizon UK Ltd Head of Finance Sumitomo Mitsui Banking Corp Europe Ltd
Company Confidential - For Internal Use Only Copyright © 2012, SAS Insti tute Inc. Al l r ights reserved.
DIGITAL LEAD GEN
BUILDING PIPELINE
• BP Plc
• Virgin Money
• Shop Direct
• Rolls Royce
• Mayor’s office
• BGL
• GSK
• Marketstudy
• Axa Investment
• MBNA
• GDF Suez Energy
• BskyB
• GE Money
• QBE
• Webhelp TSC
• Astra Zenica
• TAH
• Manpower
• Leaseplan
• Millennium & Copthorne
• The Sage Group
• Leading Edge Tech
• Conoco Philips
• Reward Technologies
• Barclaycard
• William Grant
• Tulip
• Waddington
• Dudson
• Sepura plc
• Optegra
• J Walter Thompson
• Neftex Petroleum
• Quanticate International
• Astellas
• ATOC Ltd
78% of marketers said data-driven branding increases acquisition & conversion
71% said it enables the delivery of more relevant messaging to more segmented audiences
68% say drives an increase in clicks & traffic generated
63% say it increases efficiency in media buying & planning
Source: BlueKai
First Party • CRM data • Activity
Patterns • Purchase
history • Account targets • Cross
pollination
Second Party • Look-a-likes
• TechTarget activity data
Joining data sources to increase impact is clear direction for marketing industry
30 © TechTarget
17% Increase in revenue per rep from effective use of sales intel1
9.3% higher quota achievement in orgs with mature lead gen & mgmt practice3
45% need help prioritizing accounts3
42% Feel don’t have right info before sales call4
Job isn’t done – must address facing sales + marketing + sales process gap
© TechTarget 31
…need better intelligence to sell
…benefit from mature lead generation & management
…want help to prioritize accounts within their territories
Sources: 1 Eloqua; 2 CSO Insights; 3 & 4 Lattice Engines and CSO Insights
Reps need intelligence to deliver new, expected level of customer, product knowledge
32 © TechTarget Source: McKinsey & Company
1 …interaction anywhere, anytime
2 … interactions delivering exceptional experiences
3 … personalisation & targeting specific to needs
4 …easy interaction
Today’s Buyer
McKinsey & Co 4 key trends
ITDMs don’t want to interact with vendors as they once did
© TechTarget 33
ITDMs say they do not want phone calls until they are ready Do not tell the truth to “interrupted” interactions like cold calls/BANT calls
Best reps use topical signal, product KX, assets over email to get to first productive call
© TechTarget 39
● 1 prospect viewed 3 awareness stage assets - Suggest Consideration
asset (reference architecture)
● Bank Prospect in LOB role - Link to FSI industry page
● IT Mgr, 1000+ employees - Repeatable deployment
WP - Find broader buying team -
Who is tech specialist? ● 3 prospects at same company
downloading data sheets - Suggest a meeting
● Old school – hit a meeting quota - Call 3 times - Message > Thanks for
interest in OUR COMPANY, are you available to talk sometime?
- Email subject- OUR Networking Solution ● “Thanks for your interest in
OUR COMPANY. I’m your account manager. Would you be available for a call?”
Process/role changes that are making a difference
40 © TechTarget
● Sales - Changed expectations about calls/day to touches/day - Sales managers raise the digital intelligence of reps,
especially how to effectively use content to build prospect relationships
- Focus on SalesForce as a dashboard of customer insight ● Marketers
- Take responsibility for regular inside sales training around campaigns, assets and information available
- Take full control over lead qualification/inside sales ops - Doing own weekly prioritisation of accounts. Have
conversation with reps and Sales Mgrs on “what happened with this account”
Intersection of Activity Intelligence™ CRM & 3rd party intelligence
© TechTarget 41
Activity Intelligence™
3rd Party Intelligence
Customer Records
Intelligence-Enhanced Customer Record
Name Account
Activity Intelligence™
Contact
3rd Party Intelligence
TechTarget long term plan to give actionable information to sales reps and managers
© TechTarget 42
● First step was Activity Intelligence Dashboard ● Next step: IT Deal Alert: Account Watch - SalesForce
- Tell Marketers/Sales Managers what companies in France, Germany, UK are the most active Storage, Security, Data Center, Networking Accounts on the TechTarget network
- Show individual reps (in SalesForce) when one of their accounts has activity on a technology subject related to your products
Using Data to drive Online Marketing
Jacinta Walker Online and ESMB Marketing Salesforce
@cinwalker
In/jacintawalker
# of Opportunities: 0 # of Opportunities: 31
Weekly Revenue: €45,000
Cost per Week: €900 Leads per Week: 90 Avg Cost per Lead: €10
Cost per Week: €1,100 Leads per Week: 40 Avg Cost per Lead: €27.50
What Keyword Do You Cut?
# of Opportunities: 0
*Data not from Salesforce.com
Loses you €46K per year in AdWords spend
Makes you €0
Wastes countless hours of sales reps time
If You Kept ‘Blue Widgets’…
Cost per Week: €900 Leads per Week: 90 Avg Cost per Lead: €10
# of Opportunities: 31
Weekly Revenue: €45,000
*Data not from Salesforce.com
€2M+ in annual revenue
Highest ROI keywords
Prioritise these leads with sales team
By Integrating Online Advertising and Offline Data
Cost per Week: €1,100 Leads per Week: 40 Avg Cost per Lead: €27.50
Marketing stage takeaways
48 © TechTarget
● Pay attention to and record prospects’ interests and activities in some detail.
● These signals are worth organised action. - Regular re-messaging (email and banner/web) - Good focused site, niche event, another WP - Focus on those with the best “signal”
● Where research is happening, get as much of your content in front of the prospect
Working with sales
49 © TechTarget
● Give reps the data/signal that can make their attempts to engage more productive.
● LOTS of time explaining to reps/managers what the digital campaign is
● Discuss best way to engage and test the approaches ● Follow up with reps on accounts that seem like the most
likely to progress - More emphasis on activity signal / Less emphasis on Job
Title as a sign of good lead ● This is a multi-quarter, multi-year effort to progress your
marketing and sales process - If you don’t start now, you miss the opportunity to get better