Pipeline Marketing for Technology Part 1

Pipeline Marketing for technology (Part 1)Steve A. DaySeptember, 2015

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1Proprietary and Confidential, 2015, Steve A. Day

Pipeline Marketing

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Key Focuses That Build Pipeline Marketing


ConsiderationsAspiration How can we emotionally connect?Support of Sales How is it changing?Markenomics How do we pay for the Pipeline?

Aspirational Marketing (Source: Invenire Marketing, http://www.invenire.fi/)

Why is Aspiration so important?Customers are seeking an emotional and visceral attachment to a supplierHonesty, Synergy, Reliability, Quality, FulfillmentCompanies find it hard to make this connectionAspirational projection is hard to fake

Companies aspirations are the best means of connecting with customers needs

Marketing is Aspirational

Can we suspend the notion of marketing long enough to tell an aspirational story that results in loyalty and commitment?


Sales Support was the central focus when Markets were well defined. We supported a sales organization that was in a win / lose environment. Win, and they were rewarded. Lose, and they were replaced. Through all of this, sales was marketings primary customer.


The long tail changes salesSales chases high demand, high volume customersThese customers employ global sourcing to objectively fulfill needsThe sales process is derailed in sourcingSales turns attention to lower demand customersClear market definition disappearsMany customers, geographically dispersed, and with varying personalitiesDirect sales / Inside sales forces can only touch a few and only with limited interaction.

When we accept our Mark-enomicsDirect sales cannot reach the addressable customer base.

Inside sales cannot be emulate intimacy with customers. The return on marketing investment is changed forever Mark-enomics

Mark-enomics is the attachment of ROI to all marketing activity, with the goal to achieve economically efficient sales


Clarification on the role of sales

Old ParadigmIntroduction visitNeeds assessmentOpportunity IDDevelop offeringPresent offering visitNegotiate termsClose sale visitNew ParadigmInternet contactChat with expertElectronic configuratorDeliver quotationChat with inside saleseCommerce purchaseFulfillment visit

Sales FulfillmentCustomers basic needs fulfilled by pipeline marketingBrand / identification with customerProducts and services Information exchange Configuration of opportunity and quoteIdentification of size and potentialSales enters later in the processPrioritize customers by size and potentialHigher sales efficiency with informed customerTangents or secondary issues already off the tableStandardsEducation Product / Service informationRoute to customer (eCommerce, Channels, etc)

MarkenomicsMarketing + Economics = MarkenomicsMarketing; the business function of promoting goods and servicesEconomics; the social science of supply and demand QuantityPricep1p2q1q2Marketing DrivingDemand

Marketing can drive demand for a product by increasing addressable product applications and/or marketplace

MarkenomicsSales

Perfect match of Customer to Product57% of customer research on offering done before sales is contacted69% of customers identified do not fit company profile of an ideal customer86% of customers do not align with companies content during researchMarkenomics is the ability to drive the potential customer to a narrow match with the offering, in the most efficient mannerSource: Carlos Hidalgo, CEO, Annuities

How do we build this pipeline?

The numbers (Forrester Research / Curata.com, 2014)

Customers have already adopted a digital, multimedia mindset within their purchasing decisions?

Our Internet Customer61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012) 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012) There are 31% more bloggers today than there were three years ago. (eMarketer, August 2010) 46% of people read blogs more than once a day. (HubSpot Science of Blogging, 2010)


Customers are shifting their values from price to performance?

Our End User82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly. (LivePerson)70% of buying experiences are based on how the customer feels they are being treated. (McKinsey)By 2020, customer experience will overtake price and product as the key brand differentiator. (Customers 2020 Report)


Attitudes driving B2B Customers Reasons for Purchase

Attitudes driving B2B Customers Types of Data

Notable B2B behavioral trendsCustomers are using the Internet and social media is increasingCustomer service and timely response are becoming most importantPrice is becoming less importantProductivity, expansion, technology and coolness are most importantProduct data, price and expert opinion are most importantUG, external validation and customer testimonials are less important

This provides fragments of an argument that B2B (channel) customers are moving away from a traditional sales model, and moving towards a digital model conveying buyer value and service as a basis of decisions.

Legacy EnvironmentEnd UserStandardsLocal DistributionIntegratorsInterneteCommerceApplied ManufacturesCore TechnologyMaster VendorsTrade GroupsIndustry ExpertsComponent SupplyMarketingCatalogs / BuyersSalesThe legacy world is typically a jumbled mess of both complimentary and competing functional agendas

End UserStandardsLocal DistributionIntegratorsInterneteCommerceApplied ManufacturesCore TechnologyMaster VendorsTrade GroupsIndustry ExpertsComponent SupplyMarketingCatalogs / BuyersMarketingMarketingBuilding Marketing PipelinesSales

The Magic of the Marketing PipelineThe old paradigm would have marketing chasing sales, whereas the new paradigm is marketing focused on end users. This is not as unusual as it may seem.


Pipeline MarketingBrand I know who you areDigital I can find you anywhere, anytimeThought I feel you understand me


I have a customer right there

XHow do I reach this customer?How do I interact with this customer?How big is the sales opportunity?How do I use my resources to transact the deal? If I am known to the customer (brand), and I am always connected (digital) and I have convinced him I understand him (thought) then I have progressed through the sales cycle without a physical resource.

Pipeline Marketing leads to five distinct functions3 Virtues of the PipelineBrand InvestmentThought LeadershipDigital DomainMarketing Imprint

Designing Pipeline Marketing ProgramsContact: [email protected]

Pipeline Marketing for Technology Part 1

Marketing

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