The elusive buyer; new challenges in b2b marketing (Kees Henniphof)
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Transcript of The elusive buyer; new challenges in b2b marketing (Kees Henniphof)
The Elusive BuyerNew Challenges in B2B Marketing
Kees Henniphof
Head of Programs & Events EMEA
B2B Marketing Forum | Utrecht, 13 March 14
1
Are you hitting your target?
© 2014 ServiceNow All Rights Reserved 2
http://youtu.be/CXsoMT7NnK4
Topics
Introduction
Choices
Marketing Activity Grid
Common Deal Trajectory
Take-Away
Example: ExperienceNow
3© 2014 ServiceNow All Rights Reserved
ServiceNow – The Enterprise IT Cloud Company
• NYSE: NOW
• 1,830 employees
• Market cap: $9.5B / Trailing 12-Month Revenue $425M
• 2,060 enterprise customers
– 20% Penetrated in Global 2,000
• Platform designed to manage service relationships in the enterprise
• Cloud-hosted delivery; SaaS business model
• Major sites in Silicon Valley, San Diego, Seattle, London and Amsterdam.
$64
$75$86
$102$111
$125
4© 2014 ServiceNow All Rights Reserved
Business goals
“Land”
“Expand”“Retain”
New Logos
UpsellRenew
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EMEA Marketing Organisation (2014)
Marketing Director
Programs & Events (4)
Channel Marketing
Marketing Operations
Field Marketing (1)
PR & Comms
- UK & Ireland (TBH)- Southern Europe- Northern Europe (TBH)- Central Europe (TBH)
- Acquisition Mkt- Customer Mkt- Event Mkt- Social Mkt
6© 2014 ServiceNow All Rights Reserved
> Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain
Choices
7© 2014 ServiceNow All Rights Reserved
There is so much to choose from…
For your buyer
8© 2014 ServiceNow All Rights Reserved
There is so much to choose from…
And for you
9© 2014 ServiceNow All Rights Reserved
What both buyer and vendor want
• To buy/sell the right solution at the right time for the right price through the right channel... At maximum velocity.— Right solution (Product)
— Right time (Promotion)
— Right price (Price)
— Right channel (Place)
• 4 P’s + velocity, because...
In 2014, B2B buying and selling shouldn’t take ages…
…if you understand where your SALs are coming from.
10
© 2014 ServiceNow All Rights Reserved
Integrating Marketing & Sales
11© 2014 ServiceNow All Rights Reserved
AUTOMATION
Marketing Activity Grid – Functional IT Acquisition
12
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Marketing Activity Grid – Functional IT Acquisition
13
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Understand what’s working: Common Deal Trajectory
• STEP 1: Deal Analyses
• STEP 2: Deal Makers, Breakers & Insights
• STEP 3: Describe the Common Deal Trajectory
• STEP 4: Build Integrated Marketing2Sales Programs— Set KPI’s for tactics and touches
— Measure and Report
• STEP 5: Improve, Differentiate & Orchestrate
> Read the blog post for full description.
© 2014 ServiceNow All Rights Reserved
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
15
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
72
265
133
124
38
467
587
350
24
70
12,500 ?52
6
95
65
16
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
72124
587
350
265
133
38
467
24
70
12,500 ?52
6
95
65
1057629
374
50
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
17
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Example: ExperienceNow
© 2014 ServiceNow All Rights Reserved18
ExperienceNow: Suspect Acceleration Event concept
• Concept: Physical marketing2sales hand-over event
• Audience: Functional IT / engaged suspects, dead sales cycles
• Objective: Accelerate to sales – focus on competitive accts
• Goal: 20-30 attendees representing 10-15 accounts
• Promo: ServiceNow direct, through-channel
• Frequency: 4x per annum
• Location: In office where available, otherwise hotel
• Content: Intro, Customer presentation, Demo, Q&A, Drinks
• Messaging: The end of no. The beginning of Now.
19© 2014 ServiceNow All Rights Reserved
ExperienceNow Engagement Flow
Eloquaextract
Sales CRMextract
Socially engagedcontacts
Data setSales review and sign-off
ServiceNowEmail invite
ChannelEmail invites
Inside sales outreach
ExperienceNow
Inside SalesFollow-up
back to nurturing
Account Execs outreach
Telemktengagedcontacts
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> Unique registration URL per partner, e.g. http://info.servicenow.com/lp=2118/?src=symfoni
21© 2014 ServiceNow All Rights Reserved
ExperienceNow Engagement Flow
Eloquaextract
Sales CRMextract
Socially engagedcontacts
Data setSales review and sign-off
ServiceNowEmail invite
ChannelEmail invites
Inside sales outreach
ExperienceNow
Inside Sales Follow-up
back to nurturing
Account Execs outreach
24
6
4
12
2
244
314
220
18 meetings
13 deals
13/50 = 26%Telemarketing
engagedcontacts
76
34
192
12
© 2014 ServiceNow All Rights Reserved
Take-aways
• Aligning marketing to sales means sharing goals at the tactical level.
• Marketers should understand in great detail which activities produce Sales Accepted Leads.
• Take your Deal Insights into account of marketing planning.
Happy selling!
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Thank you
24© 2014 ServiceNow All Rights Reserved