B2B Marketing in an Automated World
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This document summarizes a seminar on supercharging B2B sales and marketing in 2013 through the use of technology. It identifies 5 key opportunities: 1) improving email marketing personalization and automation, 2) creating prospect intelligence to better engage leads, 3) managing and scoring leads, 4) providing sales intelligence on prospects, and 5) better measuring marketing ROI. The document advocates for improving marketing quality to individuals, intelligence about prospects, and focusing budgets on the most impactful activities to improve the bottom line. It provides requirements for hiring a marketing manager capable of managing these technologies and strategies.
B2B Marketing in an Automated World
- 1. B2b Marketing in an automated world Supercharging your sales & marketing in 2013
- 2. Marina Lumley @marinalumley uk.linkedin.com/in/marinalumley • Practitioner and trainer in Marketing Communication strategy Formerly integrated agency Board Director • 18 years Marketing Experience • CIM Faculty Member and Trainer • Teaching in the digital & marketing space
- 3. Themes for today’s seminar Connecting with Making a today’s b2b measurable challenges difference in How technology 2013 can help Can you really Embracing the role impact your of Content bottom line? Marketing
- 4. B2B challenges 1. Getting cut-through and delivering quality leads into the business keeps getting harder 2. Traditional methods are under scrutiny by those signing off the marketing budget and its harder to demonstrate ROI 3. Digital marketing is seen now by many as the holy grail of solutions – but its often a challenge to demonstrate the ROI against actual sales 4. Prospects keep their distance for much longer now and do their research without speaking to you
- 5. Content is Could it also be the future of SEO strategies?
- 6. Search queries for Content Marketing The Future? Econsultancy & Outbrain Content Marketing Survey Report 2012. 1300 respondents: Clients, agencies and publishers B2b Content marketing Trends – 2012 Survey Results. By Holger Schulze, author of the blog “everything technology marketing”. Sponsored by IDG Enterprise. 740 responders from a LinkedIn community
- 7. Smarter at everything we do 2% 2 billion $ Canadian dollars a year
- 8. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 9. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 11. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 12. 1. Good bye batch and blast 2. Personalisation a norm 3. Proactive, reactive, automa tic 4. Automatic remarket 5. Testing par the course A power too 6. Fine tuned all to individual customer behaviour
- 13. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 14. Acquire Manage Share & Participate Engage Engage 1. Marketing database & single customer view 2. Behavioural tracking 3. Score the engagement of your leads 4. Drive different communication and content to leads based on place in buying cycle
- 15. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 16. Enhanced intelligence & 1. Passed MQL leads lead quality for 2. Full access to intel on prospects behaviour & sales interactions 3. Can generate own campaigns 4. On Marketing’s radar
- 17. 5 Supercharging opportunities Turn Email Marketing Make time elastic into the most powerful tool in your tool box Create prospect Manage, score & intelligence for sales & engage your leads the ability to do their before sales get hold of own marketing them Measure your marketing effectiveness & ROI better than ever before
- 18. Ultimately drive a stronger ROI from 1. Measure & attribute marketing impact of each digital investment channel on sales 2. One-stop-shop for reporting – personalised dashboards 3. React-able sales forecast
- 19. New opportunity to re-build your strategy Goals – the Establish the business outcome. strategies – a What do you want broad approach to your 2. how you are going 1. Goals communication to Strategies to achieve your achieve goals Define objective(s) 3. Develop tactics & for each of your 4. Tactics Objectives implementation strategies Specific: plan – the tools you Measurable: are going to use to Achievable: Realistic achieve your :Timely objectives
- 20. Ultimately drive a stronger ROI from marketing investment 1. Improving the quality of the marketing to individual prospects 2. Improving the marketing intelligence and enhance performance 3. Focus budget on what makes the most impact to your bottom line
- 21. Marketing manager with minimum 5 years experience required – Solid level of communication experience across on-line, off-line and non-line channels – Experience managing data – Capable of creating and sending out email campaigns – Social media guru – Able to write blogs, posts, tweet at will – Creative – able to write copy and do design – Technical – able to operate and integrate tools – Great working with sales people – Experience in setting exacting measurements for all activity – Can demonstrate through previous experience – ROI, ROC, ROT – Can increase my sales by 10% within the first 3 months of joining team – Will not ask for more resource for at least a year
- 22. • UK owned and based Marketing Automation system • Offers friendly support to run marketing audits & workshops to help you make the decision and implement • Built-in CRM as well as MA to ensure maximum integration • From sign up to launch within a week as it’s a hosted solution • Marketing / digital health – checks available this afternoon • Simple Guide to Content Marketing www.target360/Content • Simple Guide to Marketing Automation www.target360/MA
Editor's Notes
- #8: Very recently I was in New York and happened to be talking to a Canadian gentleman who was there with his sales team. They were on a bit of a jolly. They had flown in on 2 private jets (first indication of success). And I asked him what his business was – he said – scrap metal. Business to business clearly. He and his brother owned the company. I thought what the hell and I asked him what his turnover was. Just short of 2 billion Canadian dollars a year. This guy clearly knew what success looked like and I asked him how he achieved it. He said – it’s the 2%. 2% smarter at every point of our sales journey. (Marketing Automation gives the opportunity for multiple 2% along the journey) Come in Huston – we have a problem – in fact we have several. And I’m not which to fix? Are they all fixable? And what do I tackle first? So lets see if some of this resonates…
- #20: Goals = the broad outcomesStrategies = the approaches you will takeObjectives = the measurable steps to achieve the strategiesTactics = the tools you will useGoal: Win the war.Strategy: Surround Germany to choke off the resources that fuelled its military force.Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.In summary: