what really matters in b2b marketing?
TRANSCRIPT
What reaLLy matters in B2BMarketing?
Kingshuk Hazra
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Why SHOULD I tune-in?
Please click on links in this presentation to view videos & best enjoy this presentation.
Why SHOULD I tune-in?
http://www.youtube.com/watch?v=MHsLll6XYBs
Please click on link above to see video
Agenda
• Why SHOULD I tune-in to this class?
• What is B2B Marketing?
• What Matters in B2B?
• Summary
Words of Caution –Presenter is here to share experiences -
ideas of Presenter need not necessarily work for you
– Presenter might be lazy – expect a lot of questions & if you are nice – a few videos
– Presenter is not very creative, hence expect boring slides
What IS B2B Marketing?
http://www.youtube.com/watch?v=QePU68FhwiY&feature=results_video&playnext=1&list=PLE38195C1A99A155B
Please click on link above to see video
What IS Marketing? (View 1)
What IS Marketing? (View 2)
http://www.youtube.com/watch?v=zFTcX7qqqDQ&feature=related
Please click on link above to see video
Metrics & ROI
Tactics
Conversion Rate
Demand Generation
Demand
Generation
9
Brand Building
Public relations
Search
Flavours Within Marketing (View 3)
Analyst relations
CRM
Online
Inbound
C’mnctn
Market research
Market
Segmentation
Customer
acquisition & loyalty
Services Tech
Products Indu-strial
FMCG
What IS Marketing(Elefant View)?
Quiz#1: What is the no.1 purpose of B2B Marketing?
________________________
________________________
________________________
PLEASE TAKE PEN & PAPER & WRITE THIS DOWN.[#1, #2, #3 in order of decreasing importance]
Please email your answers to mailto: [email protected] ; ANSWERS @ end
What Matters Most
13
Marketing Engine
MARKETING ENGINE
Commnctn
Engine Relevant Thought
Leadership
All Commmnctn tied
to leads & ROI
Campaigns
Engine Integrated Campaign
Tie-up with Leads &
ROI in 1 database
Leads
Engine Lead Generation
Lead Nurture
Lead Handover
ROI, Test, &
Analytics
Engine Test, test & test
Simple Excel based
analytics works!
Stakeholder
Sensing
Engine Internal sensing –
CSO, CFO, CIO
External sensing –
MI, CI. Research
Marketers are from Mars, Salespersons are from Venus
http://www.youtube.com/watch?v=qWz8bWkMF-E
Please click on link above to see video
Marketing Sales
Gap b/n Sales & Marketing
Prospect
Valley of Death
Target Qlfc’tn Validatn Propose Nego. WIN!
Idea derived from a presentation by Rubicon Marketing Group, Inc.
Ma
rke
tin
g E
ffo
rts
Sa
les E
ffo
rts
Valley of Death for a Lead
4 Surface Mail/eMail/ Inbound Mail/Events
Sends out survey forms & relevant collateral to relevant People
Marketing
2 Information Mgmnt
All Information sought is sent out and telecall repeated
Content Exec /Tele-Marketeers
4 Access/ Excel dB
Target hitlists based on country intelligence via in-house DB
1
Marketing
Call up the people mailed for knowing interest areas
Dedicated Tele-marke teers
3 Tele-Marketing
Lead Qualification
Based on specified para meters Lead Qualified With call/s on prospect
Qualification Manager
5
Hand over to Sales
Complete Interaction History + Profile made And handed over to Sales
Marketing
6 CRM Pipeline/Lead
Continuous tracking and weekly meeting between sales operations & marketing
Marketing
8 CRM Lead
Entered Into CRM Lead Management System
Marketing
7 Cold Leads/ Oppts
Based on time line tracking & SO – Mktg this is classified
Marketing
9
Closed-Loop Campaign Management
Narrowly targeted; more interactive; highly measurable
SME B2B Conversion Rate – Not 1/9th
(1/3rd of 1/3rd) but 1/200th
Opp
Lead
Inquiry
Prospect
Deal
Market Awareness
Broadly targeted; less interactive; Less measurable
Web
AR/PR
Advertising
Search/Online
DM
Tele
Demos
Case Studies/White Papers
Events
References/Value Collateral
Sales Kit
Marketin
g Pro
grams
Sales Pro
grams
Hyb
rid
(Acco
un
t-Based
M
ktg)
3000
L3
1500
L5 - MQL
700
SAL
150
$ Closed
~30,000
L0
Personalization Communication
Lead Generation - the Center of Marketing
•
Brian Carroll’s
http://blog.startwithalead.com/
Your Universal Lead Definition
• Allow leads to be scored and prioritized
• Defines the degree of sales readiness
• Requires buy in from sales and marketing
Resource: “How to Precisely Define a "Lead" Before Marketing Begins” http://www.startwithalead.com/article.asp?ARTICLEID=283
Quiz#2: If you were with a B2B Startup had INR 1 Crore to spend on Marketing next quarter – please distribute that among the following…
Advertising
Events
Telemarketing
Direct Mail
Online
Channel Incentive
PLEASE TAKE PEN & PAPER & WRITE THIS DOWN [All should add up to 1 crore]
Please email your answers to mailto: [email protected] ; ANSWERS @ end
& LAST
but definitely
not the least!
Metrics & Analytics
/
Source : “http://www.whitecaplg.com/timeshare-blog/2009/11/ http://www.whitecaplg.com/timeshare-blog/2009/11
Database Marketing
Source : Whitecap Leads & Marketing Blog http://www.systemsplanning.com/arlis.htm
In Summary
Marketing will Continue Evolving
http://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-the-evolution
• Think Marketing as a distinct activity with separate personality – from Sales; still don’t allow yourself to be schizophrenic!
• A fast & closed-loop planning, campaigns, leads, & feedback cycle - ultimate competitive advantage
• Remember leads’ valley of death; closed loop lead management process - #1 marketing process
• Non-glam Leads Management, Database & Tele far superior to glam Thought Leadership & 98 times out of 100 -know the 2 times they arent!
• My today’s story ends here & I haven't even talked about Social Media!
My Lessons As a Marketeer
You need marketing to...
1. build pipeline
2. build pipeline
3. build pipeline
4. build awareness
ANSWER TO Quiz#1
What is the no. 1 purpose of Marketing?
Quiz: If you were with a B2B Startup had INR 1 Crore to spend on Marketing next quarter – please distribute that among the following…
Advertising
Events
Telemarketing
Direct Mail
Online
Channel Incentive
SCORING KEY √ Advertising < 10% √ Events 10 – 25% √ Telemarketing 20 – 40% √ Direct Mail 5 – 20% √ Online 10 – 20% √ Channel Incentive depends
For any questions / usage requests please mailto: [email protected]
ANSWER TO Quiz#2