Next Generation Marketingfor

2012

Target, Acquire, Grow

Building Your Business Online

93

35

53

80

25

The Buying Process Has Changed

• 93% of B2B buyers use the Internet during the early buying process prior to selecting a vendor Marketo (HubSpot says 89% of all Internet Users)

• 35% of customers get too much direct contact from sales McKinsey

• 53% of B2B customer loyalty is related to the (purchase) sales experience Sales Executive Council

• 80% of recent buyers contacted the vendor before being contacted by them DeandGen Report

• <25% of purchases come from pre defined budgets DeandGen Report

• Social media use has exploded!

Slide 3

4

BANT rules changing too

5

33%

13%

23%

9%

22%

Source: DemandGen Report

Sales and Marketing Must Adapt

6

Source: Corporate Executive Board

Marketing Must Take On MoreSales Must Let Them…..

7

Marketing Funnel

Sales Cycle• Solution ID• Evaluation Process Mgmt• Timing/Resources• Close

• Attention• Engagement• Interest• Need

“How”Must Align With New Purchase Buying Process

Customer Intelligence

New model for B2B MarketersOver 80% of new B2B purchases are initiated by buyers

Marketing Funnel

Existing Customers

• Retention• Cross-Selling

• Up-Selling

Sales Cycle

• Solution ID• Evaluation• Timing• Close

Lost to Competitors

Lost to Competitors

Not Opportunities

• Attention• Engagement• Interest• Need

Continue Nurturing

CustomerEngagement

Sales Ready Leads

Sales

Marketing

Sales

Service

Web & Social MediaEngagement

MarketingAutomation& Analysis

CRM

“How”Must Align With New Purchase Buying Process

And a New Model For Management

9

Q.Leads X Conversions = Revenues

Visits X Conversions = Leads

Qualified Leads

Inbound Vs. Outbound Cost/Lead

10

Inbound vs. Outbound Marketing

11

Source: HubSpot, surveys given to 644 professionals familiar with their businesses marketing strategy

12

Marketers Value Social Media Highly

• 90% of marketers indicate that social media is important for their business

• 58% of marketers are using social media for 6 hours or more each week, and 34%

invest 11 or more hours weekly

• 77% of marketers plan on increasing their use of YouTube and video marketing

• 88% of indicate that social media marketing is generating more business exposure.

E.g.iIncreased traffic (72%) and improved search rankings (62%)

• Facebook, Twitter, LinkedIn and blogs are the top four social media tools used by

marketers, in that order.

Slide 13

Social Media & Blogs Generate Real Customers

14

Social Media are Changing Relationships

Customers Customers

Rest of Company Rest of Company

Sales Sales “Marketing”

Primarilyone way

Protectedtwo way

Information flows

Before Social Media With Social Media

Alignment

Frequentlytwo way

Collaboration

Marketing

New Conversion Needs –What The Customer Wants

16

Web Based Demand Generation Maturity AnalysisAs you grade your company on the following demand generation processes, assess which level of maturity you have achieved:Level 4: Process is fully documented, automated and in a steady state of improvement. Operation I sfully consistent, predictable and relaible.Level 3: Process is in place and documented. Some automation may be in place. Consistency, predictability and relaibility are common practice.Level 2: Some process is in place. Beginning documentation and efforts to standardize. Consistency more common. Som epredictability and reliability.Level 1: No process in place. Little or no documentation. Random actions. Inconsistent performance. No predictability or reliability.

Web Based Demand Generation Process Report Card Possible Grade Level 1-4

Grade Received

Comments

Company:Company Demand Gen Process Grade:

Segmentation: Is there a clear consistent process in place that delivers: A small number of well defined, priority segments and sub-segments that exploit key product or service differentiators? 8 - The segments are of adequate size and predicted to grow faster than other available segments? 4 - Value Proposition: Does the marketing planning process result in clear, compelling and differentiable value propositions for each segment/sub-segment? 8 -

Personas: Are the key members of the buying committee identified for each segment/sub-segment, and are their business challenges, interestes and media preferences identified? Are social media engaged, where appropriate, to help determine buyer/influencer preferences? 8 - Impact Messaging: Is unique impact messaging/positioning regularly developed to effectively communicate with the key buyers for each segment/sub-segment? 4 - Is there a mapping of the buyers' decision process to the marketing and sales process and is that used for campaign development and lead management purposes? 4 - WebSite: Do you regularly post new content to your site targeted at meeting the needs of each of your business personas? 8 - Website: Have you optimized your content for search, social media engagement and to facilitate astrong linking strategy so as to maximize its potential to attract visitors? 4 - Campaign Development and Management: Are content rich whitepapers, videos, bloggs and other offers regularly used to convert visitors to prospects? Do you regularly test and update your Calls-to-Action and Offers? 8 -

Putting It All Together

17

Drive Visitors to Website& Get Found

Convert Via Form

NurtureAlert Sales of

Buying Behavior& Interests

Blogging Drives Visits

18

Tools to Get Found: Optimized Blogging

Blog Platform & Analytics

•Create & optimize a blog to get more frequent search engine crawls and improve authority

•Develop an audience of email & RSS subscribers

•Attract more inbound links to improve your site authority

•Assess & optimize blog posts for top search rankings & maximum social media distribution

Tools to Analyze: Closed Loop ROI Analysis

•Review aggregate marketing ROI including Lead Conversion•Drill down to assess the effectiveness on a campaign-by-campaign level•Optimize resource allocation to maximize sales with actionable analytics

Target: Identify priority sub-segments, identify key buying team members and determine their challenges, interests and media preferences• Segmentation• Business Personas

Acquire: Attract better quality leads and higher conversion rates by leveraging persona-relevant (remarkable) content and campaign offers. • SEO and social media• Dynamic lead tracking and nurturing programs

Grow: Analyze results and embed best practices to grow sales and revenues in a sustainable manner.• Marketing automation tools• Ongoing sales and marketing alignment

Next Gen Marketing Processes

Slide 21

Questions?

Relevancy Foresight Agility Content Marketing Expert Maestro Message

Paradigm Shift Change Marketing_as_a_Service Services Inflexion Point

Progress Viral Elucidate Answers Maastary Reveille Focus Target Objective

Marketing_on_demand Marketing By Design Marketing_By_Request Ultimate Solutions

World Class Best Practice Social Media Business Integrated Marketing Joined-

up Marketing Focus Dynamic Intelligent Trade Edge Proclaim Assurance Brainstorm

Blizzard Shout-Out Shout Broadcast Segmentation Exponential Smart Banter Grow

Wordplay Prospect Awareness Cognizant Solve Systematic Money Value Alignment

Leads Wealth Story Sell Vend Succeed Clever Acquire

Thank You !

For more information on Next Gen. Marketing or Maastary services please contact Ray Wright

Phone: 978 341 4544

Email: maestros@Maastary.com