My Puget Sound AMA Slides on B2B Customer Acquisition Strategies
Download as PPTX, PDF2 likes310 views
The document discusses B2B customer acquisition and demand generation strategies, emphasizing the importance of measurement and analytics for CMOs to demonstrate marketing's business impact. It covers critical components such as customer segmentation, content development, and full funnel marketing to engage and convert potential customers. The presentation highlights KPIs that matter to CEOs, such as sales pipeline velocity and revenue sourced, and advocates for understanding buyer personas to tailor marketing efforts effectively.
My Puget Sound AMA Slides on B2B Customer Acquisition Strategies
- 1. B2B Customer Acquisition and Demand Generation Strategy Puget Sound American Marketing Association - April 2018 Brian Hansford â Vice President with Heinz Marketing
- 2. Agenda ⢠Briefly about Brian and Heinz Marketing ⢠Customer Acquisition Defined ⢠Expectations on CMOs and B2B Marketing ⢠Core Acquisition Components ⢠KPIs ⢠Customer Segmentation ⢠Content ⢠Full Funnel Marketing
- 3. B2B Customer Acquisition Marketing & Demand Generation Acquiring new customers involves persuading consumers to purchase a company's products and/or services. Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services.
- 4. CMOâs must show business results Via the CMO Council ⢠2016 saw record CMO job loss ⢠#1 Reason: CMOâs unable to show business impact ⢠Critical: Financial impact analytics ââŚthereâs nothing more necessary to CMO success and longevity than having the proof of how marketing is driving the business forward in a multiplicity of unique and powerful waysâŚâ -Donovan Neale-May, CMO Council
- 5. Marketing is THE most strategically important function within any B2B company ⢠Define company strategy, positioning, and identify markets ⢠Full funnel marketing driving demand ⢠Create awareness ⢠Market, customer, product, competitive research ⢠Messaging & positioning ⢠Product requirements ⢠PR/AR ⢠Channel marketing ⢠Company culture ⢠Customer data ownership ⢠Marketing technology management ⢠Data management ⢠Marketing operations ⢠Content strategy and development ⢠Customer marketing ⢠Analytics and KPIs ⢠Events, tradeshows, field marketing ⢠Social management ⢠Advertising ⢠Digital property management No other function engages with individuals before they even think of becoming customers, drives demand, enables and accelerates sales, and retains customers
- 6. âŚWith the most ridiculous expectations and intense scrutiny ⢠Why do sales leads suck? ⢠How much revenue did marketing source this quarter? ⢠How much business are we getting from that webinar last week? ⢠What is the ROI on the marketing tech budget? ⢠Why canât the (CMO, VP, manager, intern) write the white paper, datasheets, PR, email copy for us? ⢠Based on the forecast this month, what business can we expect over the next two quarters?
- 7. B2B Customer Acquisition Marketing Focus on horizontal and vertical markets and create ideal customer profiles Identify and engage the right accounts with propensity to buy Full Funnel Marketing that Creates Opportunities & Acclerates Sales Integrated Marketing Technology & Data Management KPIs: Measure Revenue, Opportunities, Velocity, Sourced and Influenced Revenue, CAC Connect Budget Spend to Revenue Results
- 8. The Big Dog Customer Acquisition KPIs Your CEO Wants ⢠Sales Pipeline Velocity ⢠Opportunity Creation ⢠Percentage of Sourced Revenue ⢠Percentage of Influenced Revenue ⢠Channel Attribution ⢠Customer Acquisition Costs
- 9. Sales Pipeline Velocity Download our Sales Velocity Calculator: http://results.heinzmarketing.com/R-PipelineVelocityCalculator_LP.html
- 10. Customer and Account Targeting & Segmentation Ideal Customer Profile ⢠Industries ⢠Companies ⢠Contacts, Roles, Motivations ⢠Behaviors ⢠Compelling Events ⢠Propensity to Buy ⢠What do the PEOPLE in the target companies care about? ⢠What COMPANY and INDUSTRY types are the best to focus on? ⢠What BEHAVIORS do people in target accounts collectively exhibit to indicate interest? ⢠What are common COMPELLING EVENTS that drive purchase decisions?
- 11. Prepare to engage many people with acquisition campaigns, channels, and touches According to CEB (Gartner) the number of people in B2B solutions purchases has increased from 5.4 in 2015 to 6.8 in 2017.
- 12. Content
- 13. Establish the Foundation - Personas ⢠Develop âPathological Empathyâ â get out of the company-centric world! ⢠Who are your primary personas â prioritize to focus content development ⢠Companies are made of people â consider group dynamics ⢠Multiple people will likely influence, decide on, and ultimately use or be impacted by your solution. ⢠Decision makers, stake holders, influencers, end users ⢠Attributes, motivators and concerns Department Head Primary Business UserDecision Maker
- 14. Persona Framework 4/11/2018 Heinz Marketing, Inc 14 Workbook â pg8 Decision Maker
- 15. Content Inventory Mapping: Theme, Persona, Funnel, and Journey Stages ⢠Identify the gaps in themes, funnel and persona engagement ⢠Look for funnel conversion blocks ⢠Example: Look at how the grid is TOFU heavy and BOFU light. Potential conversion blocks? 4/11/2018 Heinz Marketing, Inc 15 Workbook â pg13
- 16. Single campaigns rarely source NEW LEADS that convert to OPPORTUNITIES and SALES WON without additional campaigns
- 17. Suspects Inquiries MQL SAL Opportunity $ Customer Think Full Funnel Marketing REALITY People engage multiple times through mixed channels with mixed content over their entire selection journey. ANDâŚ! Multiple people within companies engage! ANDâŚ! Full Funnel Marketing includes Marketing and Sales aligned with shared goals!