b2bcamp: annuitas technology first syndrome
TRANSCRIPT
Sarah Shelnut-RossboroughDirector, Strategy
Twitter: @sarahshelnutEmail: [email protected]
Avoid the Technology-First Syndrome for Effective Demand Generation
Defining Demand Generation
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Defining Demand Generation
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“A perpetual process that is both operationalized and optimized to Engage, Nurture and Convert both prospects and customers along their buying process.
A process that is designed to educate and qualify through the collaboration of marketing and sales activities with the goal of driving revenue and maximizing customer lifetime value.”
Today’s Demand Generation Challenges
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The Technology Crisis
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The Digital Marketing Transit Map
Source: The Corporate Executive Board Company
2013: Gartner “Digital Marketing Transit Map”
We Live in the Age of Systems Overload
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Demand Genera….SQUIRREL!
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Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2011~100 vendors represented across 45 categories
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Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2012Over 350 vendors represented across 45 categories
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Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
2014947 vendors represented across 43 categories
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Don’t Get Caught Up In Excitement
Source: ChiefMartec.com
January 20151,876 vendors represented across 43 categories
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How are We Keeping Up?
Source: Go-Globe.com
The Marketing Infrastructure Breakdown
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The Great Divide
57% of respondents admit their marketing infrastructure is separated by channel, not well-integrated, or lacking entirely.
– Forrester Research & Oracle “Why You Need To Be A Modern Marketer” (2014)
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Awareness of the Breakdown
90% of marketers agreed that integrated marketing technology could boost their key capabilities, yet only 4% of marketers reported having a completely integrated marketing stack.
-Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel Success: Optimizing the Marketing Technology Stack” (2014)
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Perpetuating the Problem
Almost 1 in 3 marketing execs reports feeling stuck or impeded by their technology infrastructures
-Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel Success: Optimizing the Marketing Technology Stack” (2014)
65% of marketing executives plan to spend more money on marketing technology in the coming year, including 28% who plan to increase spending by more than 25%.
-Conductor “182 Marketing Executives Reveal Their 2015 Success Tactics” (2015)
HOWEVER,
Organizations Suffer with Data Silos
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The Data Silo
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Fragmented Conversations
• Mixed Messages• Haphazard Brand Story• Multiple Organizations Engaging
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No Unified Data
• Campaigns and Engagement Disconnected• Multiple Dashboards for Measurement• Incomplete Customer Profiles
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The Bottom Line
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The Data Explosion
Source: The CMO Council “The CMO of 2015”– 2015
Resulting in Tactical Demand Generation
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A Need for Strategic Demand Generation
Source: ANNUITAS Enterprise Demand Generation Study – 2014
How do we Cure Technology-First Syndrome?
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It Starts With Alignment
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It Starts with Alignment
• Interview Sales, Marketing, AND IT - this is more than a workshop• Connect the conversations
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It Starts with Alignment
• Interview your buyers • How are they consuming data?• What’s involved in their personal buying process?
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It Starts with Alignment
• Conduct research on your buyer and their market• Industry regulations?• Industry trends?
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It Starts with Alignment
• Designate an Expert• 1 – 2 people should be vetting technologies
Key to Success
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Align Demand Process Elements with Buyer Journey
The Key Elements of Effective Demand Generation
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The Key Elements of a Demand Process
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Uncovering the Buying Process
Source: ANNUITAS Enterprise Demand Generation Study – 2014
Mapping Content to Buyer Persona + Their Buying Journey
QUALIFIED ENGAGEDENGAGED QUALIFIED LEAD
E-CO 1Top 5 Things CMOs Need to Know
About Demand Generation
E-CO 1 N-CO 3
E-CO 1.1: ”10 Content Rules for
Effective Content Management"
N-CO 4 N-CO 5
HOT LEADWARM LEAD
Mar
ketin
g Le
ader
ship
– M
id-L
evel
E-CO 2
E-CO 1.2: “10 Things MA Users Need to Know About
Deliverability"
E-CO 2.2 : ”Organizing Your Marketing Dept
Improved Demand Gen Results"
E-CO 2.3:”Content Marketing
Playbook”
N-CO 3.1: “Data Quality's Impact on DG & Deliverability”
N-CO 3.0: ”Aligning P,P,C, T to
Improve Demand
N-CO 3.2: ”A CMOs Guide to the
DG Universe"
N-CO 4.0: ”Moving from Tactical to
Strategic Demand Generation - Webinar "
N-CO 4.1 ABE: “Demand Generation
Executive Breakfast with ANNUITAS Customer"
N-CO 4.2: ”Real life stories of
Demand Generation Transformation Webinar”
– Lenox Case Study
C-CO 5.0: ”Demand Process
Assessment”
E-CO 2.4 ”Enabling DG with
Marketing Automation"
E-CO 1.3: “12-Things the C-Suite Needs to Know About
Demand Gen?"
OPPORTUNITY
E-CO 2.0: The Ins & Outs of Email
Deliverability
E-CO 2.1: Deliverability Assessment
E-CO 2.5 ”5- Rules of Change
Management for Mktg & Sales"
E-CO 2.6: Case Study:
Deliverability's Impact Improved Demand
E-CO 1.4: DG Survey
C-CO 5.1: ”Deliverable Example of
Services – All-In Overview"
E-CO 1.4: DG Glossary
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Operationalize your Demand Generation
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Operationalize Your Demand Generation
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The Benefits of Demand Generation
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The Benefits of Demand Process
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Lead Stage Conversions – Current
Engaged to Qualified Lead9.36%
Cumulative Current Conversion
Prospect Impressions 189,746 #
Engaged 1,047 738 0.55%
Qualified Engaged 309 211 29.51%
Qualified Leads 98 84 31.72%
QL-Warm 49 49
QL-Hot 49 35
Pursue (Opportunity) 14 2 14.29%
Test 12 4 85.71%
Confirm (Closed Won) 8 8 66.67%
SiriusDecisions Inquiry-to-MQL mean = 5.9%
Proprietary Content of ANNUITAS, Inc. and/or Newell Rubbermaid, Inc. Copyright 2013-2014.
Used with Permission of Copyright-holders.
Closing Points
• We live in an age of technology overload – proceed with caution
• Your Marketing Infrastructure needs to be cohesive• Getting in front of the Data Explosion with a proper strategy
is critical• Operationalize your Demand Generation with an end-to-end
Demand Process• Align people, process, and technology to the buyer
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