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Demand Generation Fundamentals and Advanced Demand Generation

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Demand Generation Fundamentals and Advanced Demand Generation Demand Generation Fundamentals and Advanced Demand Generation Presented by Laurie B. Beasley • President, Beasley Direct Marketing, Inc. • President, Direct Marketing Association of Northern California • Instructor, Online Marketing Institute and The Direct Marketing Association About Beasley Direct and Online Marketing, Inc. Inbound Marketing Outbound Marketing . PPC Management . Account Based Marketing . Display Networks . Email Marketing . Re-targeting . Marketing Automation . SEO Audits Management . Content Creation . Salesforce.com . Content Distribution Management . Landing Page Creation Direct Mail . Website Design Teleprospecting The Direct Marketing Association of Northern California www.DMAnc.org The Direct Marketing Association of Northern California was formed to educate, inform and provide networking opportunities for Direct and Online Marketing professionals in the San Francisco Bay Area. We hold monthly luncheon seminar meetings, certification workshops, periodic half-day seminars, and provide opportunities for the best in learning and job networking in the Northern California marketing community Upcoming Certification Workshops Feb 9, 2018 10:00am-12:00pm PST Demand Gen & Lead Conversion Fundamentals Feb 23, 2018 10:00am-12:00pm PST Advanced Demand Gen & Lead Conversion Mar 2, 2018 10:00am-12:00pm PST Search Engine Optimization Fundamentals Mar 16, 2018 10:00am-12:00pm PST Advanced SEO Mar 23, 2018 10:00am-12:00pm PST Email Fundamentals Apr 20, 2018 10:00am-12:00pm PST Pay Per Click Advertising Fundamentals Apr 27, 2018 10:00am-12:00pm PST Advanced PPC Advertising May 4, 2018 10:00am-12:00pm PST Web Analytics May 18, 2018 10:00am-12:00pm PST Advanced WebAnalytics Jun 1, 2018 10:00am-12:00pm PST Web Usability Jun 8, 2018 10:00am-12:00pm PST WordPress Jun 15, 2018 10:00am-12:00pm PST Nurturing Your Customers Using Personas & Journey Mapping http://www.dmanc.org/certification.htm 4 DMAnc Certification Requirements . A certificate requires the completion of any 8 courses, taken within two years of starting. Of course, if a certificate isn’t in your immediate plan, you can take as few or as many of the courses as you’d like. Students who complete a certification program will receive a frameable Certificate of Completion as well as a digital badge to include on your website, blog, email signature, or social profiles. How to Redeem Your $1,000 FREE B2B Data Sky Cassidy MountainTop Data [email protected] (818) 252-8140 x2788 www.MountainTopData.com Agenda 1 . Introduction . The Pressure is On Marketers is Greater Than Ever . Marketers are Being Judged on Generating Revenue, Not Just Leads . Demand Generation Falls Down at Many Touch Points . Marketing Needs to Generate Leads Sales Will Respect . Account Based Marketing is Helping to Address This Through Better Targeting Agenda 2 . Marketing Needs to Generate the Right Quantity of Quality Leads … so Better Forecasting Is Needed . 79% of Leads Never Convert Into a Sale – They Get Stuck in the Middle of the Funnel . Content is What Draws Prospects to You, and Validates Your Expertise . Your Website Needs to Convert … Does it? . Offers That are Too Good Draw Less Serious Prospects The Pressure on Marketers is Greater Than Ever Salesforce conducted a survey of more than 2,100 global marketers to better understand the current state of B2B marketing. Time Strapped: The results proved that B2B marketers are as time-strapped as ever, and consistently grapple with three main challenges: new business development, lead quality, and lead generation. Need to Be Tech Experts: But that’s not all that B2B marketers have on their plates. The emphasis on a more cohesive, personalized selling process is growing, leading many marketers to increase their investments in technologies that can help them create 1:1 buying experiences. Responsible for Revenue: Marketers now own more of the lead- to-revenue cycle than ever and are responsible for engaging with buyers throughout the entire customer lifecycle to generate Sales Qualified Leads and Sales Accepted Leads. Marketers are Being Judged By Pipeline and Revenue Demand Generation Fails at Several Common Points . 1) GENERATING THE RIGHT LEADS: Marketing Needs to Generate Leads Sales Will Respect . 2) TARGETING NEEDS TO BE BETTER: Account Based Marketing is Addressing This . 3) ENOUGH LEADS: Marketing Needs to Generate the Right Quantity of Quality Leads Sales Needs . 4) LEADS GET STUCK IN FUNNEL: 79% of Leads Never Convert Into a Sale – They Get Stuck in the Middle of the Funnel Demand Generation Common Failure Points . 5) CONTENT NEEDS TO BE BETTER: Content is What Draws Prospects to Your Site and Validates Your Solutions – But Prospects Demand More and Better . 6) YOUR WEBSITE NEEDS TO CONVERT: Make Sure Your Site Has the Elements to Inform, Influence, and Convert Your Prospect . 7) YOU NEED TO MAKE AN OFFER: Offers Increase Response Every Time. We will address all of these failure points in the rest of this workshop. Demand Generation Failure Point One MARKETING NEEDS TO GENERATE LEADS SALES WILL RESPECT Communication Between Sales and Marketing Can Be Fixed . The biggest complaint from Sales is Marketing isn’t delivering the quality of leads it needs. The biggest complaint from Marketing is that Sales isn’t following up on the leads that are being sent over. And that’s probably true. Sales will cherry pick what looks like best prospects, and ignore the rest. Marketing is increasingly being tasked to deliver Sales Accepted Leads. In other words, leads Sales will actually act on and which have a good chance of converting. It’s a LONG path from an inbound inquiry to being SALES ACCEPTED. And Marketing is on the hook for it. It’s a Long Path from an Inquiry to a Sales Accepted Lead The Diference Between Marketing Qualified Lead Data…. ….And Sales Accepted Data (What Sales Really Wants) Sales Accepted Leads Meet BANT Criteria 18 That’s Why Sirius Decisions Puts Tele-prospecting as a Necessary Step Between a Marketing Qualified Lead and Sales Accepted Lead What About Multiple Buyers – Do We Need BANT on All? Probably Yes . You need to ask yourself some basic questions: . Who is the buyer – one person or a committee? . What information do the buyers need to make their decisions? . When do they buy, and how long is their buying cycle? (ie govt. vs. education vs. corporate) . Where do they buy? Direct? Through VAR’s? Know the Players and their Roles . Specifier: Technical expert, engineer, or IT –develops specifications . Influencer: Benefits directly and can be the user. Decision-maker: Dept head or person with final sign off . Gatekeeper: Stands between seller and participants . Buyer: The person who places the order. Buying committee: A group assembled for managing specs and purchase Roles of the Buying Committee From Ruth P. Stevens book “Maximizing Lead Generation” Demand Generation Failure Point Two TARGETING NEEDS TO BE BETTER: ACCOUNT BASED MARKETING IS ADDRESSING THIS Targeting Accounts= Account Based Marketing . The biggest change in B2B marketing strategy recently is to shift the engagement model from awareness campaigns to account based marketing campaigns. What is Account Based Marketing? . B2B marketers often try to cast a very wide net with their marketing campaigns in hopes of appealing to as many companies as possible in their target market. Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account. With ABM, your marketing message is based on the specific attributes and needs of the account you’re targeting, hence the name account-based marketing. The Three Principles of ABM . Target and manage accounts and account lists . Engage target accounts across channels with offers and content . Measure revenue impact on target accounts How to Get Targeted . With ABM you’re targeting the accounts that have real significance for your business. You’re focusing on the accounts that are most likely to drive revenue. To me this starts with a discussion with Sales. They will value you listening to them about what types of companies and job titles they think are most important. What List Segments to Select . Your target accounts can be selected in many ways. Here are some popular ones: . Industry . Revenue size . Specific technology they employ . Previous sales performance . Name account lists from sales teams List Segmentation That May Help You Get to Your Perfect Prospect Faster . Many lists, like Discover.org, Netprospex, and others will profile specific technology that a company may employ. It can span financial, IT, marketing technologies. For example, if you sell a financial reporting ehancement tool and you know your best prospect may use a tool like NetSuite, you can search on accounts that have NetSuite installed. Give Sales Prospects They REALLY WANT! . Most sales organizations give the sales rep sales goals and along with that a list of named accounts in their territory to pursue. I say surround those target accounts with marketing messaging and offers! Identifying Accounts for ABM . Here are few strategies for identifying accounts for ABM campaigns: . High yield: Identify top money-makers . Product fit: Look for companies with business needs that match your solutions. (Technology selections help here.) . Quick wins: Seek accounts that have short purchase cycle due to their size. (Revenue size selections help here) . Competitors: Target companies using competing products (Technology selections help here) . Territory: Helping sales people generate awareness and build pipeline in their region will make you their best friend. Review Customer History: Profile high yield customers and create look-alike lists. These can be used in Google Adwords, Google Display Network, Facebook, and LinkedIn. Marketing Campaigns to the Targeted Accounts . You have several choices in how to construct your ABM marketing campaigns. You can use various tools to manage this, varying from simple to very sophisticated.
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