2013 exacttarget/demandbase b2b lifecycle marketing presentation - mathew sweezey, pardot and chris...
DESCRIPTION
ExactTarget and Demandbase have stopped in multiple cities across the country to talk about the latest trends in Customer Lifecycle Marketing. In short, you need to be relevant to your audience to make your marketing effective.TRANSCRIPT
Welcome
• 8:30-9:00 Breakfast• 9:00-9:45 Mathew Sweezey – Manager,
Marketing Research & Education
• 9:45-10:30 Chris Golec – CEO, Demandbase
• 10:30-11:00 Q&A
State of
Demand
201
3EMAIL MARKETINGLEAD NURTURING
CONTENT MARKETINGDEMAND GENERATIONINBOUND MARKETING
Ove
rvie
w
Research on Consumers
Current State1:Research on Companies2:
3:
STATE OF DEMAND/OVERVIEW/2013
MarketingSTATE OF DEMAND/INTRO/2013
Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think
about all day every day
- Mathew “Sweezey”@msweezey
STATS201
3CONTENT
CONSUMER BEHAVIOR SETH GODIN
SUPPLY AND DEMANDINCREASE IN CHANNELS
STATE OF DEMAND/STATS/2013
NASAMORE
POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA
HAD IN TO PUT A MAN
ON THE MOON@msweezey
STATE OF DEMAND/STATS/2013
Attention
Span8seconds
@msweezey
2/3STATE OF DEMAND/STATS/2013
Consumer Executive Board
@msweezey
CONTENT
CONTENTCONTENT
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
Cu
rren
t B
estContent Marketing is king in the age of the internet
STATE OF DEMAND/STATS/2013
1960 5
marketingChannels2013
60+ marketingChannels2020
100’s of marketingChannels
Pri
nt
Radio
Tele
vis
ion
Dir
ect
Fax
Tele
mark
eti
ng
Inte
rnet
Em
ail
Face
book
Cu
rren
t B
estHaving strategies which reach across multiple mediums.
STATE OF DEMAND/STATS/2013
VALUE
SUPP
LY
294 Billion Emails
2 Million Blog Posts
250 Million PhotosPER DAY
(FRESH)
RELEVANTENGAGING
STATE OF DEMAND/STATS/2013
-Jay Baer (2012)
Cu
rren
t B
estRelevance is the name of the content marketing game
SHORT
TrackingFORMS
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
Cu
rren
t B
est Use forms to protect your content
TRACK
DYNAMIC
PEOPLE
STATE OF DEMAND/STATS/2013
- Seth Godin (1999)
STATE OF DEMAND/CONSUMERS/SURVEY
Pro
spect
s Marke
ter
STATE OF DEMAND/CONSUMERS/SURVEY
Pro
spect
s Marke
ter
Read 50 pages, and downloaded a white paper
Read 3 pages, and downloaded a white paper
Has not done anything in 60 days
Read 3 pages, and downloaded a white paper
Cu
rren
t B
estTrack individuals with Marketing Automation to be relevant on a 1-1 basis
STATE OF DEMAND/STATS/2013
1960 5 marketing
Channels2013
60+ marketingChannels
ContentConvert using forms
Inboundsearch
Tools Strategy
Who’s doing itBest?
Relevance
COMPANIES201
3FORTUNE 500MID MARKET
SMBFASTEST GROWING
STATE OF DEMAND/COMPANIES/FOURTUNE-500
500
Fort
un
e
STATE OF DEMAND/COMPANIES/FOURTUNE-500
En
terp
rise
STATE OF DEMAND/COMPANIES/MID-MARKET
Mid
M
ark
et
Mid
Mark
etSTATE OF DEMAND/COMPANIES/MID-MARKET
STATE OF DEMAND/COMPANIES/SMB
Sm
all
Bu
sin
ess
STATE OF DEMAND/COMPANIES/SMB
Sm
all
Bu
sin
ess
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Com
pan
ies
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Com
pan
ies
Sales+ Marketing + Technology = Winner
STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Com
pan
ies
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$
SaaS
STATE OF DEMAND/COMPANIES/FOURTUNE-500
SaaS
Com
pan
ies
1000’s1-100SaaS
STATE OF DEMAND/COMPANIES/SAAS
SaaS
Com
pan
ies
Best
Pra
ctic
es
Forms
Marketing Automation
Best Practices
Ente
rpri
se
Mid
Mark
et
Sm
all
Busi
ness
es
STATE OF DEMAND/COMPANIES/OVERVIEW
SaaS
SaaS
SaaS
STATE OF DEMAND/COMPANIES/SAAS
SaaS
C
om
pan
ies
CONSUMER201
3RESEARCH CYCLE
LEGNTH OF CONTENTEMAIL
WANTSNEEDS
Pro
sp
ects400
STATE OF DEMAND/CONSUMERS/SURVEY
How do you engage?
STATE OF DEMAND/CONSUMERS/SURVEY
Researc
h o
f P
urc
hase
Of survey respondents
start their searches on
Google.
96%
STATE OF DEMAND/CONSUMERS/SURVEY
Researc
h o
f P
urc
hase
Agree: “As my search deepens on a subject, my search terms usually become more refined as well.”
99%
STATE OF DEMAND/CONSUMERS/SURVEY
76% go back to Google
Con
ten
t En
gag
em
en
t
times to research a
purchase
Lif
e
CycleUnderstanding how consumers find information to make informed decisions
STATE OF DEMAND/CONSUMERS/SURVEY
123D
iag
ram
of
Researc
h
STATE OF DEMAND/CONSUMERS/SURVEY
1 2 3 4 5Higher Price = More Stages of Research
Con
ten
t En
gag
em
en
t
91% Agree: Price and Amount of research are directly correlated.
Researc
hUnderstanding how consumers gather information to make informed decisions
STATE OF DEMAND/CONSUMERS/SURVEY
Of survey respondents said they want different content at each stage of research.
77% C
on
ten
t En
gag
em
en
t
STATE OF DEMAND/CONSUMERS/SURVEY
Best
Pra
cti
ces
Con
ten
t 1 2 3
New
Best
Understand “RESEARCH”and creating content to support your lifecycle
Con
ten
t En
gag
em
en
t STATE OF DEMAND/CONSUMERS/SURVEY
BatchResear
chConsumers goal is to obtain enough information to make
an informed decision. Multiple documents at one
time.
New
Best
Understand “Casual Reading ”and creating content to support rapport building and SEO
STATE OF DEMAND/CONSUMERS/SURVEY
Prefer content to be less than 5 pages. Only 1.7% would prefer more than 5 pages.
71% C
on
ten
t En
gag
em
en
t
Em
ail
Nu
rtu
rin
gUnderstanding how consumers engage with disruptive marketing
STATE OF DEMAND/CONSUMERS/SURVEY
Best
Pra
cti
ces
Cop
y
Em
ail N
urt
uri
ng
STATE OF DEMAND/CONSUMERS/SURVEY
SubjectCopy CTA
STATE OF DEMAND/CONSUMERS/SURVEY
2B
est
Pra
cti
ces
Su
bje
ct
Lin
es
1 3
STATE OF DEMAND/CONSUMERS/SURVEY
Research
Best
Pra
cti
ces
Con
ten
t
New
Best
Understand Secondary CTA’sto help move people through the stages
STATE OF DEMAND/CONSUMERS/SURVEY
Best
Pra
cti
ces
Con
ten
t John,
Here is an case study from Comscore showing how they changed their email programs to drive more revenue. I thought you’d enjoy reading it.
Or if you’d here is a worksheet they used to help them start on their process.
Best,
Mathew Sweezey
2
3
STATE OF DEMAND/CONSUMERS/SURVEY
Best
Pra
cti
ces
Con
ten
t 1 2 3Blog
Articles Industry
Blogs-Any
content about how to do their job better
Case StudyVideo
Interviews-Any
content about how
others benefited
Buyers Guide
Comparisons
Sales Sheets
-Any content about why you are the best choice
STATE OF DEMAND/CONSUMERS/SURVEY
Best
Pra
cti
ces
Con
ten
t
New
Best
STATE OF DEMAND/CONSUMERS/SURVEY
Marketing Innovation for B2BAugust, 2013
Chris GolecFounder & CEODemandbase, Inc.
Slide 65Confidential | © Demandbase 2013 All rights reserved.
Innovation
Slide 66Confidential | © Demandbase 2013 All rights reserved.
Marketing Innovation
Challenges Facing B2B Marketers The Next Generation of Digital Marketing Technology Landscape Customer Lifecycle Strategy 5 Key Take-away’s
Online advertising challenges for B2B…
• 99.9% of ad impressions do not yield a click. “You are more likely to survive a plane crash than click on a display ad”
• 90% of web traffic on industry web sites is often not from the industry nor your target customers
• 50% of the ads served through the major ad exchanges are never technically “viewed” by anyone
Web site engagement and conversion challenges for B2B…
• 85% of the visitor to your web traffic are not from potential customers
• 70% of visitors will leave in less than 5 seconds
• Less than 10% of web visitors will find their industry-specific web content on your site
• 98% of people ignore Call-to-Actions
Slide 69Confidential | © Demandbase 2013 All rights reserved.
Evolution of Online Marketing
Web Site
Traffic
Social
Age of theCustomer
1995 2000 2010 2015
HTML generators Keyword tools Email
Display Ads SEO Paid search List providers Content syndication Landing page tools Web analytics
Communities Social Networks Blogs Sharing tools Social analytics Following Chat
Personalization
A/B Optimization
Targeted advertising
Marketing automation
Attribution
Customer analytics
Predictive modeling
RTB on Ad Exchanges
Content Marketing
”All Marketing is more effective when
you know who you are talking to”
-- Shantanu Narayan, CEO Adobe
Slide 71Confidential | © Demandbase 2013 All rights reserved.
Impact of Personalization
Amazon.comPersonalized
experiences for millions of online
buyers
Multi-$ BillionOnline Sales
GE CapitalSingle experience for
consumers, businesses, and their competitors
1 out of 200 people complete call-to-action
Salesforce.comDynamic experiences
across business audiences
1 out of 6 peopleComplete call-to-action
B2B
Slide 72Confidential | © Demandbase 2013 All rights reserved.
B2B is Completely Different than B2C
Cookies used for consumer personalization and ad targeting based on behavior
US Businesses
200,000>$10MM
target market10’s K Accounts
In-market100’s-1’s KAccounts
B2BAccount Targeting
Business Attributes needed for account personalization and targeting
178,000,000US Online Shoppers
178,000,000
target market10’s MM
In-market10’s-100’s K
B2CConsumer Targeting
Slide 73Confidential | © Demandbase 2013 All rights reserved.
Targeting Accounts is Not Easy!
3% 0.3% 0.03%
Most B2B companies target a very small audience
Annual Revenue ($ 000)
Slide 74Confidential | © Demandbase 2013 All rights reserved.
Reality of B2B Web Site Traffic
15% Web Visitors from Target Accounts
85% Web Visitors from People that Will Never Buy
Do not optimize for the average
Focus on customer traffic, not visitors
95% of your future revenue will come from less than 5% of your web site traffic.
Slide 75Confidential | © Demandbase 2013 All rights reserved.
Target Account Marketing Example
Large Enterprise Targeting1,400 Named Accounts
10+ million web visits/months
No Action Taken by Web Marketing Team
Only 1% of Site Traffic from Named Accounts
Personalized content Optimized offers Offered proactive chat
3X More Leads from NA’s
Every 38 seconds a Named Acct is on site
Slide 76Confidential | © Demandbase 2013 All rights reserved.
But Buyers Do Not Want to Talk … yet!
First Visit Hand-Raise Close
Buying Cycle
Sales Cycle
• Problem Definition• Exploring Possible Solutions• Buyer Research
• Making the decision• Justifying Decision• Pricing/Contract
67% of buying cycle complete before engage with Sales -- Sirius DecisionsO
NLI
NE
EN
GA
GE
ME
NT
ON
LIN
E E
NG
AG
EM
EN
T
Slide 77Confidential | © Demandbase 2013 All rights reserved.
Identifying Lost Opportunities
TargetAccount*
Home PageVisits
Corp Solutions
Page VisitsLanding Page.
Visits Conversions
178 1 0 0
20 0 0 0
550 3 0 0
995 9 4 0
366 0 0 0
* Actual traffic data (1 month) for large tech company
Slide 78Confidential | © Demandbase 2013 All rights reserved.
Remember Buyers Are Often Dishonest
Slide 79Confidential | © Demandbase 2013 All rights reserved.
Cookies Growing More Ineffective
Alarming Stats About Cookies
Three in 10 users delete their cookies every month. (Comscore)
60 percent of survey respondents said they would want a Do Not Track law to prevent websites from collecting information about them. (Berkeley privacy study)
There have been 200 million downloads of Ad Block Plus. (Mozilla)
There are 15.8 million daily active users of Ad Block Plus (Mozilla)
89 percent of UK consumers thought the EU cookie law is a positive step. (Econsultancy)
“3rd party cookies will be dead within the next few years” – Randall Rothenberg, CEO of Interactive Advertising Bureau (IAB)
• 30% of people delete cookies monthly
• Next gen browsers and DNT default setting
• Account reach
• Data normalization
• Data quality
Slide 80Confidential | © Demandbase 2013 All rights reserved.
Market Trend Summary
1) Web Sites are becoming a platform for customer engagement… no longer just online brochures.
2) To optimize for revenue, you have to understand what accounts, not visitors, are doing on your web site and more effectively engage them.
3) New technologies are being developed for B2B to take advantage of the changing buyer habits.
Available Technologies
Slide 81Confidential | Copyright Demandbase, 2013
Slide 82Confidential | © Demandbase 2013 All rights reserved.
Forrester: It’s not a straight pipe
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
Slide 83Confidential | © Demandbase 2013 All rights reserved.
The Marketing Stack Simplified
AdvertisingWeb Site
OptimizationCRM
Slide 84Confidential | © Demandbase 2013 All rights reserved.
Advertising Technologies
Slide 85Confidential | © Demandbase 2013 All rights reserved.
Web Site Optimization Technologies
Adobe®Target
Adobe®ExperienceManager
Adobe®Analytics
Content Management
Content Targeting
Mktg Automation
Web Analytics
Chat
Slide 86Confidential | © Demandbase 2013 All rights reserved.
B2B Marketing Platforms – Big Guys
Slide 87Confidential | © Demandbase 2013 All rights reserved.
Marketing Tools vs. Marketing Platform
Email EventsDisplayAdvt’g
CMSDirect
MailA/B
Opt’n
MAS Web Analytics
PaidSearch
RecEngines
CRM
DirectMail
Events
SocialMedia
Your marketing platform strategy will dictate selection of best of breed marketing tools…
interconnected solutions deliver twice the value.
Slide 88Confidential | © Demandbase 2013 All rights reserved.
Marketing Automation + CRM
White Paper
Webinar Web Visit Analyst Report
HVC Page
2 3 2 4 2
1 1 2 0 0
0 0 3 2 2
3 4 7 6 4
Peggy SmithSenior Manager, Professional ServicesCarson PlasticsIndustrial, MA
There’s something going on. We should call the top title.
Not a role or a department we sell into. Reject.
Bob ClarkDirector,MarketingCarson PlasticsManufacturing, CA
I’ll call and leave a message after lunch…tomorrow.
Joseph McLarenManager,Sales OperationsCarson PlasticsDurable Goods, MA
Looks interested, but sales isn’t who we sell into.
Sales Reaction
Slide 89Confidential | © Demandbase 2013 All rights reserved.
Advertising + Web Analytics
B2B advertising success measurements will move away from CTR and Whitepaper downloads to Account Engagement and ultimately Sales Activity
Slide 90Confidential | © Demandbase 2013 All rights reserved.
////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////
Alert
AlertAlert
Online leads filled out
Responded to internal campaigns and offers
Viewed product pages
Downloaded white papers
Online leads filled out
Viewed product pages
Online leads filled out
Viewed product pages
Ex: Cisco case study: Website activity consistently predicts purchase– BOL analysis Jan ‘12
Web Analytics + CRM
Customer Lifecycle
Slide 91Confidential | Copyright Demandbase, 2013
Slide 92Confidential | © Demandbase 2013 All rights reserved.
Who
What do I know
What do I show
Did it work
Begin with a Single Account Methodology
Company IdentificationCisco
Key Attributes: Standard/1st Party Enterprise, Software/tech, late-stage pipeline
Decisioning & PersonalizationServe Ad, Promote white paper, eliminate
form, notify Sales rep
Analytics, Segmentation, ModelingConversion by industry, Engaged Accounts
Slide 93Confidential | © Demandbase 2013 All rights reserved.
Apply to Audiences
Target Companies Most Likely to Buy
Build Brand w/ Established Accounts
Measure Results Based on Account Activity, not CTR
Personalize Experiences to Industry, Company Size
Remove Friction from Buyer Journey
Connect Site Activity w/ Sales/CRM
Eliminate Non-buyers from denominators
Treat Existing Customers Differently
Cross-Sell / Up Sell
Connect Site Activity w/ Account Mgmt
Demandbase Example
Strategy Used for Targeting Only 50
Companies
Slide 94Confidential | Copyright Demandbase, 2013
Slide 95Confidential | © Demandbase 2013 All rights reserved.
Demandbase targeted select venture capital firms with a personalized display ad to build awareness and drive traffic to:
www.demandbase.com
Target Top 50 VC’s
Slide 96Confidential | © Demandbase 2013 All rights reserved.
Real-time display of Scale’s Ventures web site image on the Demandbase web site
Account-Based Personalization
Slide 97Confidential | © Demandbase 2013 All rights reserved.
CumulativeWeb SiteActivity
(Page Views)
Monitored the “Pulse” of Each VC
Term SheetsReceived
Slide 98Confidential | © Demandbase 2013 All rights reserved.
Summary of Key Points
1) The Web Site is 10X more critical than 10 yrs ago… think customer engagement platform
2) B2B marketing is different than B2C and requires different approaches and technologies
3) Buyer 2.0 will spend more time on site before engaging sales …. Pay special attention to this 5%
4) Think “Platform” vs. marketing tools and the interaction between solutions when developing your strategy
5) Start with a customer targeting and lifecycle strategy and continuously measure and test against this audience.
WHAT WOULD YOU DO DIFFERENTLY
IF YOU KNEW THE COMPANY OR
CUSTOMER THAT WAS ABOUT TO
VISIT YOUR WEB SITE?
Slide 99Confidential | Copyright Demandbase, 2013
Marketing Innovation for B2BAugust, 2013
Chris GolecFounder & CEODemandbase, [email protected]
Thank You!