Using Kentico EMS to optimize the B2B sales process

UsingKenticoEMStooptimizetheB2Bsalesprocess

Whatwe’llcover…§ ThecurrentviewofB2Bsales:Whatthecustomerdemandstoday

§ Thegeneralstateofreadiness:Variesbyindustry,butnotvery…

§We’regoingtointroduceaframeworkthatyoucanbuildon.Itintroducesconceptslike§ Valuepropdesign/strategy§ Contentmodeling§ Marketingautomationmanagedbuyerjourneyengagement§ KenticoEMSfunctionality

Alinktothisdeckfollows

B2Bsaleshaschanged§ 97%ofcoldcallsdon’twork– LinkedInSalesSolutions

§ 48%ofbuyersarefrustratedwithaggressivesalespeople– SAP,WhatdoestheFutureofSellingLookLike

§ 75%ofB2Bbuyerssaythatbuyingfromawebsiteismoreconvenientthanbuyingfromasalesrep– ForresterResearch,Deathofa(B2B)Salesman

§ 80%ofbuyersknowwhattheywantbeforetheycontactasalesrep–SAP,WhatdoestheFutureofSellingLookLike

B2Bsaleshaschanged§ “ThehardestthingaboutB2Bsellingtodayisthatcustomersdon’tneedyouthewaytheyusedto”– HBR,EndofSolution Sales

§ Themodernbuyerisdigitallydriven(multipledevices),connected(social) &empowered(selfservicebiased)

§ Culturechange:Helping>Selling§ B2Bbuyerswillexpectsalespeopletobemorelikeconsultantsthatinformandguidethemtoapurchasingdecision– @stevegarfield

Explore Evaluate Engage Experience Endorse

StagesinaBuyerJourney

B2Bstateofreadiness§Only25%ofFortune500companiesareusingmarketingautomationnow– Pardot

§ Informalinternalsurveys:1-2in10,inourmarket…

§ 2016istheyeartostartcatchingup§ Digitalhasaseatatthestrategictable§ Executiveteamengagement§ Marketingtechinvestmentsincreasing§ Customerexperiencemovingtothecenteroftheconversation

OurUseCaseOurOffering§ CommercialirrigationsystemsOurMarkets§Municipalities§GolfCoursesOurValuePropositions§Watersavingsthroughefficiency§Maintenancefreeunits

OurBuyerProfiles§ CFO§MaintenanceSuperintendentRegions§ Southeast§NortheastSingleTemplate§Homepage


StagesinaBuyerJourney

EMSmanagedsalesprocessStrategyElements§ ValuePropositionDesign§ Contentmodeling/engineering§ Persona§ BuyerJourney§Marketingautomation

ContactGroupsContactManagementConversionsMarketingAutomations

CampaignsEMSFunctionality

PersonasScoring

PendingContacts

ValuePropositionDesign§Understandcustomers,designbettervaluepropositions

https://strategyzer.com/

Contentmodel§ Technologycandoitsmagiconlyafterstructurehasbeenputintoplace– @hejhejnatalya

ContentModel§ BuyerStages

§ Personaelements

§ Industries

§ Location

§ Product/Serviceattributes

§ Etc.

*Extremelyoversimplified

BuyerpersonasConceptCreateabuyer‘fingerprint’forthatalignswithsitecontent

In Re Pe Bs

IndustryMunicipalitiesGolfCoursesRegionSoutheastNortheastBuyerProfileFinanceMaintenanceBuyStageExploreEvaluateEngage

TheB2BBuyerJourneyStage Intent Actions

Explore Identifyaneed, andlook forwaystoaddressit

Self-directed websearches,industryreferrals,

Evaluate Takeacloser lookatproduct/serviceoptions

Self-directed webresearch,peerinteractions,self-guideddemos

Engage Initiatecontactwithprospectivevendor&makebuyingdecision

Requestdemo,quote;makeapurchase

Experience Onboard&thenusetheproduct/service Developperceptionsaboutvalue, buyagain– ornot

Endorse Shareexperience Recommendtheproduct– ornot


EMS&theIrig8webpropertyInEMS,we’ll§ Buildouraccount/contactgroups,personas,campaigns,conversions,leadscores

§ SetleadIDfunctionality§ Buildoutmarketingautomation§ Personalizecontentviatemplate

Singletemplate§ Personalizationbasedon§ Location§ Industry§ BuyerJourneyStage§ Persona

*Afly-overviewoftheKenticoEMSinthecontextoftheIrig8usecase

Create&mapfieldsCreate§ Contactfields§ Accountfields§ Personas§ Leadscorestages§ Contactgroups

Mapfields§ Toforms§ ToCRMintegrationpoints

*Thecontentmodelisputintoactionhere

ContactManagement

On-lineMarketing>ContactManagement>Account

Customfields

ContactManagement

Modules>ContactManagement>Account>Fields

ContactManagement

Contactstatuscanbeusedtotrackthevisitorthrough thebuyerjourney

On-lineMarketing>Personas

Personas

On-lineMarketing>Personas

Personas

Criteriarulesinclude:- Attributesonthecontact(title,address,etc.)

- Activities(pagesviewed,emailopt-in,emailviewed,formsubmitted, shopping cartactivity,etc.)

- Macro(justaboutanything thatKenticotracks,multipleconditions– e.g.,GovernmentcustomersintheNortheast)

On-lineMarketing>ContactGroups

ContactGroups

Contactgroupscanalsobedynamicallygeneratedbymeetingconditions.

Contactscanflowinandoutofcontactgroupswithoutmanualinteraction

Contactgroupbuiltonthreeconditions

ContactGroups

LeadFunnel

On-lineMarketing>Scoring

Scoring

ScoreValue202010102550

Leadscoringcanbeusedtosignalthevisitorsbuyerjourneystage- Explore- Evaluate- Engage

Scoring

Contactgroupscoreexample

Scoring

Personabasedscoreexample

On-lineMarketing>Scoring>QuoteRequest

Scoring

ContentManagement>Forms>QuoteRequest

Validation=cleandata

Forms

Mapformcontenttocontact/accountfieldstoensuredataentegrity

Forms

VisitorIdentificationHowtoIDnewvisitors

§ Campaignbased§ Leadlistimport§ Industryspecificchannels§ PPCcampaigns

§ IPlook-upservices§ Maxmind§ DemandBase§ Visistat

VisitorIdentificationContactimport§Uploadknown&identifiedlistdata

§Mapimportfieldstocontact/accountfields

ContactManagement

On-lineMarketing>ContactManagement>ContactImport

ContactManagement

Mapfieldsandimport

VisitorIdentificationIPbasedlook-upfunctionality...§ - CollectIPaddressesofsitevisitors&cookiethemappropriately§ - Determineifthevisitorisneworrepeat§ - Fornewvisitors,runIPagainstlookupservice&routetotheappropriatecontactgroup

§ - Notifyusers,viaemail&Kenticoviews,contactsthatneedtobereviewed

§ - Contactreview,editfunctionality

IPLookupProcess

Integrationwith3rd partyservice- Maxmind- Demandbase- Visistat

PendingContacts

On-lineMarketing>ContactManagement>PendingContacts

AplaceholderQueue forleadsthatrequiremanualinteractionwithacontact/account

PendingContacts

Contact/Accountinformation thatcanberesearched/added

MarketingautomationWecanautomateourcustomerengagementbasedonwhatweknowaboutthevisitor…§ Personas§ Contactgroups§ Contactactivities§ Clickstreamactivities§ Conversions§ Leadscoring

ValueProposition

Trafficsources• GooglePPC• Blogs• LinkedIn• Events• Socialmedia

1.NewVisit• ID• Pageviews• Repeatvisit

3.Explore• eBook• Videoview• Emailopt-in

2.ID• IPLookup• AccountResearch

4.Evaluate• DemoRequest• Quote

5.Engage• Buy• Enjoy

Returnpathtouchpoints• Emailcampaigns• Blogging• Retargeting• Customaudiences• Phone invitations 9.Lost

• Didn’tengage• Notqualified

MarketingAutomation

On-lineMarketing>MarketingAutomation

MarketingAutomation

On-lineMarketing>MarketingAutomation>Explore

MarketingAutomation

Firstwincondition

Timeboxedto45days

MarketingAutomation

NewsletteroreBook=success

45days=fail

PersonalizationWecanpersonalizecontentbasedon…§ Personas§ Contactgroups§ Contactactivities§ Leadscoring

Wecanpersonalize…§Webpartzones§Webparts§Widgets

Wrap-upWe…§ Builtout

§ account/contactgroups§ Personas§ leadscores

§ SetleadIDfunctionality§ Buildoutmarketingautomation§ Personalizedcontentwithinthehomepagetemplate

Bestpractice§Getyourstrategydocumentedandestablishyourcontentmodelfirst

§Goslow.Startsimple.Makeitmanageablefromthestart.

§ Thinkaboutcontenteditors.Don’tdesignmorepersonalizationthantheycanrealisticallymanage

§ Decidecarefullywhatyouusetotriggerautomations,personalizations,etc.

§ Build/adoptaroadmap/maturitymodel

§Usethematuritymodelwhenspeakingwithleadership.Useittosetandthenmanageexpectations.

Resources§ ValuePropDesign

§ ValuePropDesignSlideshare§ ValuePropDesignBook

§ ContentModeling/ContentEngineering§ WhatisContentEngineeringeBook – Simple[A]§ ContentModelingSeries – CleveGibbon

§ KenticoEMS§ Thispresentation§ KenticoOn-lineMarketingFeatures

JamesWilliamsonE-mail: [email protected]

twitter.com/jbwmson

linkedin.com/in/jameswilliamson

www.buildabonfire.com

Session www.buildabonfire.com/KenticoConnection2015Presentation:

Using Kentico EMS to optimize the B2B sales process

Marketing

Transcript of Using Kentico EMS to optimize the B2B sales process