Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton

Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton2

Selling has changed. A lot.


2014’s Buyer has more CHOICE & CONTROL, more points of contact

4The number of online sources the average B2B customer uses when shopping for a business purchase

The average number of searches performed by the average B2B converter

of purchase cycle in B2B is completed before getting in touch with a vendor

70%

5+

Source: Google & Compete B2B Customer Study,

@jwatton


Noise

The average consumer is exposed to

30,000marketing messages per day.

Source: Mashable Email Infographic, Nov 2012@jwatton


Problem: Noise

In the time it took you to read this sentence,

20 millionemails have been sent.

@jwatton


Marketing has changed. A lot.

6


Right message

Right time

Right place

@jwatton


The need to get personal

B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G

relevant


Selling

BuyingBuying

Selling


Marketing needs to evolve

11

Brochures Leads Qualified Leads Pipeline Closed Business


Sales & marketing alignment?

Sales wants obedience

Marketing wants recognition


Forget big data

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• Revenue Target• Pipeline Needed• Marketing’s Contribution• Length of sales cycle


Most B2B Marketing

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Marketing Sales

“Leads”

Business card drops

List buysWeb enquiries

Seminar attendees

“Junk”

No budgetNot ready

Too big/smallWrong industry

Just lookingCan’t get hold of

them


Some B2B Marketing

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Marketing SalesQualification

In-house telesalesOutsourced

telesales

“Leads”

“Less Junk”


Emerging B2B Marketing

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Sales & Marketing

Inquiries Leads Opportunities Revenue

Collaborative Approach

Continual ProcessHandshakes

R&RsNo lead left untouched


Connect with sales in the funnel

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MQL

SAL

TQL

INQ

TAL

WON

SQL

Marketing-Sourced

Hand-off b/w Functions


Put Numbers on the table

Impact Visibility Predictability =Credibility!

$$ Marketing sourced revenue

Won Opps

SALs from telesales

MQLs from marketing

Inbound Inquiries

$$ New Business Target

Channels


Automation is key

Customers are more demanding The buyer is in control The comms space is crowded

Transparency & accountability No way to show pipe maturation

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• Personalized• Relevant• Sync’ed to behaviours

• Fact-based marketing• A way to manage the funnel


Why automate?

At best, a typical B2B supplier can expect to get 12% of a client’s total share of attention across the purchase process. CEB Research 2012/Forbes Magazine.

The average B2B client is 60% of the way through the purchase decision before engaging supplier sales reps. CEB Research 2012/Forbes Magazine.

The average attention span of a consumer is now 4 seconds. Fournaise Group study, 2013.

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Category

Value 1 Value 2 Value 3 Value 4

Industry Marketing & Advertising Services

Corporate Services

Computer Software

Financial Services

Leisure , Sports & Entertainment

Media Retail Travel &

Travel Agencies

Hospitals & Healthcare

Computer Hardware

Real Estate Services

Telecommunications

Food & Beverage

Energy & Environmental

Insurance Schools &

Education

Charities, Foundations & Non-Profits

Consumer Services (not Travel & Travel Agencies)

Consumer Products

12 8 6

Has CRM System

Unknown/Other Salesforce.com MS CRM

5 15

Has Web Analytics

Omniture Core Metrics Webtrends

Google Analytics/Other/ Unknown

8 2

Title Level

CXO/SVP VP/Director/Manager

Specialist/CoordinatorAdmin/Support

4 10 3

Function Marketing Sales IT/MIS

10 4 1

Profile

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Behaviour

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Category Value 1 Value 2 Value 3 Value 4 Value 5

Live Event Registered Event Attended Event Visited Booth Qualifying Convo Attended/3rd Party Event

3 9 2 15 2

Online Event Registered Event Attended Event Registered/3rd Party Event

Attended/3rd Party Event

2 7 1 2

Website Activity Download

2

Demo Viewed Demo

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Lead Rank Thresholds

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Behaviour

Profile 1 2 3 4

A 32+/15+ 32+/10-14 32+/6-9 32+/0-5

B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5

C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5

D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5


Prioritize “sales-ready” leads

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Behaviour

Profile 1 2 3 4

A 32+/15+ 32+/10-14 32+/6-9 32+/0-5

B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5

C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5

D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5

Great Fit

OK fit

HeavyInteres

t

LowInteres

t


SOCIAL

EMAIL

ECOMMERCE

B E H AV I O U R A L D ATA B A S E

WEBSITE

LOCATION

CRM

One, multi-channel, view

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Creating relevant experiences for the individual

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1

By Profile

2

By Preference

3

By Now?


Funnel metrics

Stages Inquiries Marketing Qualified Leads Sales Accepted Leads Sales Qualified Leads %Pipeline %Closed Revenue/Bookings/ACV

Conversion rates MQLs % INQs SALs % MQLs SQLs % MQLs

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Fact-based marketing

80% of CEOs don’t trust marketers, 70% thought they’re not connected to business results and 69% thought they’re living in a social bubble. Fournaise Group study, 2013.


Simple Planning Model : Marketing forecast based on past performance

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Web (new)PPC (new)Data Build (new)Media (New)Events (New)


1. Understand the 4 metrics that matter

@jwatton


2. Put numbers on everything


3. Establish a routine

@jwatton


4. Be consistent

@jwatton


5. Pimp your successes

@jwatton


1.6. Automate

@jwatton


Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

Obedience v Compliance : Getting Sales & Marketing Talking the Same Language

Marketing

Transcript of Obedience v Compliance : Getting Sales & Marketing Talking the Same Language