Using Kentico EMS to optimize the B2B sales process
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The document discusses using Kentico EMS to optimize the B2B sales process. It covers how B2B sales has changed with buyers now more informed and less reliant on salespeople. It then outlines how to implement a managed sales process in Kentico EMS, including developing value propositions, content modeling, buyer personas, marketing automation based on the buyer journey, and personalizing content. The implementation is demonstrated through an example commercial irrigation systems company.
![Resources
§ Value Prop Design
§ Value Prop Design Slideshare
§ Value Prop Design Book
§ Content Modeling / Content Engineering
§ What is Content Engineering eBook – Simple [A]
§ Content Modeling Series – Cleve Gibbon
§ Kentico EMS
§ This presentation
§ Kentico On-line Marketing Features](https://image.slidesharecdn.com/kenticoconnectionsb2bems-151114122536-lva1-app6891/85/Using-Kentico-EMS-to-optimize-the-B2B-sales-process-57-320.jpg)
Using Kentico EMS to optimize the B2B sales process
- 2. What we’ll cover… § The current view of B2B sales: What the customer demands today § The general state of readiness: Varies by industry, but not very… § We’re going to introduce a framework that you can build on. It introduces concepts like § Value prop design / strategy § Content modeling § Marketing automation managed buyer journey engagement § Kentico EMS functionality A link to this deck follows
- 3. B2B sales has changed § 97% of cold calls don’t work – LinkedIn Sales Solutions § 48% of buyers are frustrated with aggressive salespeople – SAP, What does the Future of Selling Look Like § 75% of B2B buyers say that buying from a website is more convenient than buying from a sales rep – Forrester Research, Death of a (B2B) Salesman § 80% of buyers know what they want before they contact a sales rep – SAP, What does the Future of Selling Look Like
- 4. B2B sales has changed § “The hardest thing about B2B selling today is that customers don’t need you the way they used to” – HBR, End of Solution Sales § The modern buyer is digitally driven (multiple devices), connected (social) & empowered (self service biased) § Culture change: Helping > Selling § B2B buyers will expect salespeople to be more like consultants that inform and guide them to a purchasing decision – @stevegarfield Explore Evaluate Engage Experience Endorse Stages in a Buyer Journey
- 5. B2B state of readiness § Only 25% of Fortune 500 companies are using marketing automation now – Pardot § Informal internal surveys: 1-2 in 10, in our market… § 2016 is the year to start catching up § Digital has a seat at the strategic table § Executive team engagement § Marketing tech investments increasing § Customer experience moving to the center of the conversation
- 6. Our Use Case Our Offering § Commercial irrigation systems Our Markets § Municipalities § Golf Courses Our Value Propositions § Water savings through efficiency § Maintenance free units Our Buyer Profiles § CFO § Maintenance Superintendent Regions § Southeast § Northeast Single Template § Home page Explore Evaluate Engage Experience Endorse Stages in a Buyer Journey
- 14. EMS managed sales process Strategy Elements § Value Proposition Design § Content modeling / engineering § Persona § Buyer Journey § Marketing automation Contact Groups Contact Management Conversions Marketing Automations Campaigns EMS Functionality Personas Scoring Pending Contacts
- 16. Content model § Technology can do its magic only after structure has been put into place – @hejhejnatalya Content Model § Buyer Stages § Persona elements § Industries § Location § Product / Service attributes § Etc. * Extremely over simplified
- 17. Buyer personas Concept Create a buyer ‘fingerprint’ for that aligns with site content In Re Pe Bs Industry Municipalities Golf Courses Region Southeast Northeast Buyer Profile Finance Maintenance Buy Stage Explore Evaluate Engage
- 18. The B2B Buyer Journey Stage Intent Actions Explore Identify a need, and look for ways to address it Self-directed web searches, industry referrals, Evaluate Take a closer look at product/service options Self-directed web research, peer interactions, self-guided demos Engage Initiate contact with prospective vendor & make buying decision Request demo, quote; make a purchase Experience Onboard & then use the product/service Develop perceptions about value, buy again – or not Endorse Share experience Recommend the product – or not Explore Evaluate Engage Experience Endorse
- 19. EMS & the Irig8 web property In EMS, we’ll § Build our account/contact groups, personas, campaigns, conversions, lead scores § Set lead ID functionality § Build out marketing automation § Personalize content via template Single template § Personalization based on § Location § Industry § Buyer Journey Stage § Persona * A fly-over view of the Kentico EMS in the context of the Irig8 use case
- 20. Create & map fields Create § Contact fields § Account fields § Personas § Lead score stages § Contact groups Map fields § To forms § To CRM integration points * The content model is put into action here
- 26. On-line Marketing > Personas Personas Criteria rules include: - Attributes on the contact (title, address, etc.) - Activities (pages viewed, email opt-in, email viewed, form submitted, shopping cart activity, etc.) - Macro (just about anything that Kentico tracks, multiple conditions – e.g., Government customers in the Northeast)
- 35. Visitor Identification How to ID new visitors § Campaign based § Lead list import § Industry specific channels § PPC campaigns § IP look-up services § Maxmind § DemandBase § Visistat
- 39. Visitor Identification IP based look-up functionality... § - Collect IP addresses of site visitors & cookie them appropriately § - Determine if the visitor is new or repeat § - For new visitors, run IP against lookup service & route to the appropriate contact group § - Notify users, via email & Kentico views, contacts that need to be reviewed § - Contact review, edit functionality
- 40. IP Lookup Process Integration with 3rd party service - Maxmind - Demandbase - Visistat
- 43. Marketing automation We can automate our customer engagement based on what we know about the visitor… § Personas § Contact groups § Contact activities § Click stream activities § Conversions § Lead scoring
- 44. Value Proposition Traffic sources • Google PPC • Blogs • LinkedIn • Events • Social media 1. New Visit • ID • Page views • Repeat visit 3. Explore • eBook • Video view • Email opt-in 2. ID • IP Lookup • Account Research 4. Evaluate • Demo Request • Quote 5. Engage • Buy • Enjoy Return path touchpoints • Email campaigns • Blogging • Retargeting • Custom audiences • Phone invitations 9. Lost • Didn’t engage • Not qualified
- 49. Personalization We can personalize content based on… § Personas § Contact groups § Contact activities § Lead scoring We can personalize… § Web part zones § Web parts § Widgets
- 55. Wrap-up We… § Built out § account/contact groups § Personas § lead scores § Set lead ID functionality § Build out marketing automation § Personalized content within the home page template
- 56. Best practice § Get your strategy documented and establish your content model first § Go slow. Start simple. Make it manageable from the start. § Think about content editors. Don’t design more personalization than they can realistically manage § Decide carefully what you use to trigger automations, personalizations, etc. § Build/adopt a road map/maturity model § Use the maturity model when speaking with leadership. Use it to set and then manage expectations.
- 57. Resources § Value Prop Design § Value Prop Design Slideshare § Value Prop Design Book § Content Modeling / Content Engineering § What is Content Engineering eBook – Simple [A] § Content Modeling Series – Cleve Gibbon § Kentico EMS § This presentation § Kentico On-line Marketing Features