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Transcript of Intro&Session1
Demand Generation & Lead Nurturing: Turning leads into profit
Wednesday, Sep 30, 2009
Chair: Joel Harrison, Editor, B2B Marketing
In association with: Sponsored by:
AGENDA – part 12:00pm � Welcome, chairman’s remarksBy Joel Harrison, Editor, B2B Marketing
2.15pm � Winning and nurturing leads in a web 2.0 environment;ShipServ and why content is still king By Stan Woods, Velocity Management & John Watton, CMO, ShipServ
2:45pm – Measurable integrated lead generation techniques: the wayforwardBy Zina Manda, General Manager, Mardev
3:15pm � How to Select the Right Technology to Grow Your Business By Will Schnabel, Vice President and General Manager, InternationalMarkets, Engage B2B
3.45pm � Break
In association with:
AGENDA – part 2
4.15pm � Great Campaign - Now What?Pete Jakob, IBM, Marketing Transformation Leader
4:45pm � Amex case studyJohn Easton, Manager Mid-Market EMEA, AmericanExpress Clobal Commercial Card
5:15 pm � Panel debate with speakers
5:30pm � Summary and close
In association with:
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
Winning and nurturing leads in a web 2.0 environment; ShipServ and why content is still king
John Watton, CMO, ShipServStan Woods, MD, Velocity
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
We will cover…
• A bit about ShipServ• What we did• Why we did it• How we did it• 6 Lessons Learned
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
A bit about ShipServ
• E-marketplace. $1bn in GMV per annum• Connect buyers & sellers of commercial ship
supplies• Flexible monetisation model
– Some Freemium elements– Buyer Subscriptions– Seller listings and advertisements
• Go-to-market approach– Regional direct sales (10+)– Philippines-based telesales team (30+)
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
What we did
• Marketing automation– Email design– E-mailing– Landing pages– Capture forms/progressive profiling
• Lead scoring– Automated “high scoring”– “Interesting moments”– Weekly lead reports
• Lead nurturing– Drip campaigns
• Social Media
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
Why we did it
• Micro-multinational (120 employees in 6 locations)
• Serve a global, fragmented business community.
• No competition = have to educate the industry = nurture
• Need to move from broadcast to conversation
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
How we did it #1
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
How we did it #2: Process, process, process
• Strong working relationship with sales
• Defined process• Concept of an Marketing
Qualified Prospect– Establishes criteria for
“handshake” between marketing & sales
• Generate & recycle
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
Pipeline management
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
How we did it #3: Creating the right content
• Has to pass a higher bar than ever before
• What passes that test? – Information that buyer believes will
• Save a fortune• Make a fortune• Keep him in his job• Keep him out of jail
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
Content marketing defined
Content marketing is turning your insight and advice into campaigns that change people’s minds and incite action
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
As B2B marketers, we tend not to do this well
• But you are the ‘gods’ of your market
– More deployments
– Singular focus
– Know the whole market landscape
– The real experts work for you
– Your own passion and point of view
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
The 10 principles of content marketing
• It’s not about you• Pick a hot issue• Find clear water• Be independent• Support your story with data• Use customers (and third parties)• Share negatives• Humanity and empathy• Confidence sells• Credibility matters
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
ShipServ campaign 2008/09
• Content and micro-content around six calendared themes• Promote and distribute the content through low cost online
media – especially social media like LinkedIn and feeding the Twitter account with blog posts, social releases, etc.
• SEO keyword planning and site and landing page optimization
• Creating a LinkedIn Group as a community hub and encouraging membership and
• Exploitation of five other maritime groups on LinkedIn (who together have over 11,000 members)
• The production of a viral video to lighten the conversation• Implementing Marketo lead nurturing and lead scoring to
track visitor behaviour and create sales-ready leads
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
The results
• Number of web visitors up 59% (quantity up);• Page views up 70%; and average time on site up
25% (quality up). • LinkedIn and Twitter went from zero to being in
our top 20 site referrers. • The number of sales-ready leads passed to sales
went up 400%
From
To
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
6 Lessons Learned
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
1. Don’t be afraid to experiment
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
2. Work collaboratively with sales
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
3. Engage with social media – it’s the future!
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
4. Leave your (digital) fingerprints everywhere
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
5. Re-pimp your content
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
6. You can achieve a lot with a little
Copyright © 2009 All Rights Reserved ShipServ Ltd – www.shipserv.com
Thank You
[email protected] / @jwatton [email protected] /
@velocitytweets
Automation and Technology: How to Choose Effectively
How to Select the Right Technology to Grow Your Business
Will SchnabelVP , International MarketsSilverpop
Agenda
• The B2B Challenge• Lead Management Technology
Overview• Keys to Successful Use of Technology• Getting from Here to There
The Challenge of Modern B2B Marketing
From push to pull
>>> MarketingSherpa
Plugging the Leaky Funnel
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”
Enter Lead Management Technologies
What is Lead Management?
Marketing AutomationLead Nurtu
ring
Demand Generation
Lead Scoring
Lead-to-Sales ProcessB2B Marketing
Lead Funnel
Lead Management Automation
Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers’ propensity to purchase, and increase alignment between marketing activity and sales results.
Forrester Research: B2B Lead Management Automation Market Overview
The Lead Funnel-As a Process
Lead Generation
Lead Nurturing
Lead Qualification & Scoring
Sales/Opportunity Management
Reporting &Analysis
Lead Routing& Acceptance
LeadManagement
Process
The Lead Funnel-As a Process
Process Drives the Technology Requirements
Data Segmentation
Multi-Channel Campaign Management
(e.g email, DM, web, telesales)
Campaign (Nurture)Automation
Lead Profilingand Scoring
Integration/Sales Tools
Reporting& Analysis
Unified Customer/Prospect
Database
>>> Campaign Visualization and Workflow
Advanced Lead scoring
• Explicit Criteria– BANT– Demographics/firmagraphics
Advanced Lead scoring
• Explicit Criteria– BANT– Demographics/firmagraphics
• Implicit Criteria– Recency of interactions– Frequency of interactions– Specific Behaviors
Sales Visibility / Prospect Insight
Keys to the Successful Use Marketing Automation
Requires more than just Technology
Keys to Success
It Begins with the Right Strategy
Business Case for Change
• No. of New Leads Generated through existing demand generation activities
• No. of qualified leads sent to sales
• Amount of sales pipeline generated by marketing leads
• Sales Close Rates
400%
5x
50%
2x
Process and Content are critical
79.2% [of Marketing Automation Users] said they would “better prepare their organization by building proper processes and content offers to feed the automation system.”
DemandGen Report: Marketing Automation: Lessons From the Trenches
The Right Technology Solution
• Long-term view, short-term requirements
• Usability of the System
• Timeframe for Implementation
• Scalability
• Total Cost of Ownership
Don’t Forget the People
• Customer Support is Critical
• Ongoing Education and Training
• Cross-Functional Teams
• Aligned objectives between sales and marketing
How do I get there
BusinessValue
Lead Management Sophistication
Increasing Lead Management Capabilitie
s and Business Benefit
Level 1 Level 2 Level 3 Level 4
Lead Management Maturity Model
I
II
III
IV
Product Focused Batch and Blast Campaigns
Basic List Segmentation & Email Sending (Tracking by email campaign)
Auto-Fulfillment of online offers (auto-responders)
Lead Capture and Forward to Sales
LM Maturity Level II
Automated segmentation and email sending
Tracking responses by contact rather than list
Segmentation by email response data with basic personalization
Telesales Qualification/Integration
LM Maturity Level IIII
Personalization and dynamic content for one-to-one messaging
Integration (CRM/Website Activity Data)
Automated/Triggered Nurture Programs
Lead Scoring using Explicit information
LM Maturity Level IIIIIIII
Collaborative sales and marketing environment
Lifecycle Stage Programs
Integrated Closed-Loop ROI Reporting
Multi-Variable Lead Scoring Model with Implicit (behavioral) Data
Integrated Third-Party data
LM Maturity Level IVIIIII
IVIV
Summary
• Start Small, but Think Big
• Build a Business Case for Change
• Define your Process Requirements
• Use Technology to Learn and Grow
• Pick a Partner, not just a Technology
Choosing the Right Technology
Continue the dialogue >>>
http://www.silverpop.com/blogs/demand-generation/http://www.silverpop.com
/blogs/demand-generation/