5 strategies for b2b marketing in a downturn

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Five Strategies for B2B Marketing in a Downturn

6 December 2012

Liz Smyth

EMEA Marketing Director@lizsmyth


SAM WALTON, FOUNDER WAL-MART

“I WAS ASKED WHAT I THOUGHT ABOUT THE RECESSION. I THOUGHT

ABOUT IT AND DECIDED I DID NOT WANT TO TAKE PART”


Marketo in a Nutshell

• Thought leader driving the market agenda

• 2200+ customers in 35 countries

• Built on customer adoption & success

• Furious pace of product innovation

• Fastest growing vendor in category

Industry Thought Leadership

(Wylie, May 2012)

Marketing Solution Winner

#1 Fastest Growing Private Silicon Valley

Co.

#28 Most Promising Company in America

Salesforce - Best Marketing Automation

& Best Chatter Exchange


The Changing Buyer

SALES REP SALES REP

INFO SCARCITY INFO ABUNDANCE

THEN NOW

THE BIG

CAMPAIGNBRAND NO

LONGER

CONTROLS

MESSAGE

SALES REP

SALES REP


HERE?DID YOU START


Buyers are in Control!


SalesM

arketingSa

les

Mar

ketin

g

The New Buying Funnel

Awareness

Interest

Consideration

Intent

Evaluation

Purchase

Then NowSteve Patrizi. (2012, October 23). The New Marketing & Sales Funnel [Blog post]. Retrieved from http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/


Your Life is Getting More & More Complex


© 2012 Forrester Research, Inc. Reproduction Prohibited

Marketing budget remains at about 2% of revenue

Resources are Tighter Than Ever!

22%

Base: 534 B2B high-tech marketing executives at companies with 100 or more employees


Marketing is Transforming

• Buyers are in control

• Time & resources are tighter than ever

• Marketing channels are complicated

• CMOs are accountable for revenue


CHARLES DARWIN

“IT’S NOT THE STRONGEST SPECIES THAT SURVIVES, OR THE MOST

INTELLIGENT, BUT THE ONES WHO ARE MOST RESPONSIVE TO

CHANGE.”


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Pros

pect

Marketo’s Revenue Cycle

Generate Awareness and Brand Preference

Develop Relationships Until Sales Ready

(Email, Social, Offline)

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database


A Single, Integrated Revenue Process

MORE PROSPECTS: Excel at inbound,

social, and content marketing

SALES PRIORITIZATION: Spend sales & marketing

time on most likely buyers

END TO END MEASUREMENT:

Measure program performance and revenue impact

SALES INSIGHTS: Integrated visibility & action for sales and marketing with CRM

systems

PREDICTIVE ANALYTICS: Achieve integrated “whole-funnel” forecasting;

optimize investments

NURTURING: Educate and win the minds of self-directed buyers

SCORING: Detect and exploit buying signals instantly

RELATIONSHIP MARKETING: Enhance upsell, cross-sell, and

retention

RevenuePlatform


The Five Horsemen of Opportunity

SparkSmall-Biz

Corporate10-100

Mid-Market101-1,500

Enterprise1,500+

% Marketing-Led 100% 84% 80% 78%

% Inbound 65% 42% 31% 32%

% Demand Gen 30% 24% 23% 27%

% Teleprospecting 0% 12% 22% 12%

% Referral 5% 6% 3% 6%

% Sales-Led 0% 16% 20% 22%


Inbound and Content Marketing – Ramp it up!


Risk Reduction

Brand Awareness

Social

Scoring

Blogs Definitive GuidesResource Center VideoWebinars

Marketing as a Content Publisher


Early StageThought leadership and best practices to build brand and awareness

Types of Content

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

NO

YES

MOSTLYNO

Gated?

Content must always be relevant and helpful


Visual Content Helps Stand Out

3,000 tweets

136,000 views


Demand Generation with Social Boost


PETER DRUCKER

“MARKETING AND INNOVATION CREATE

RESULTS. ALL THE REST ARE COSTS.”


Marketo Prospect Generation: 12 months MonthsSource Prospects Invest-ment % Lead 12 mo Velocity (Days) Lead to Opp Index3rd Party Email Blast 19,039 $43 30% 147 0.2Trade Show 12,619 $53 29% 153 1.0Paid Social Media Ad 4,319 $65 30% 72 0.1Virtual Trade Show 4,120 $40 32% 213 1.6Paid Webinar 3,849 $63 36% 156 0.4Pay-Per-Click (PPC) 2,999 $171 48% 88 0.8Content Syndication 2,302 $126 40% 178 0.2AppExchange 1,306 $26 80% 26 0.9Website/Inbound 3,352 57% 75 2.8Referral / WOM 179 36% 158 10.9Sales Prospecting 440 28% 108 3.6

Source: Marketo Revenue Cycle Analytics, 12 months ending 30 April 2012


Automation Enables Scale40+ Programs a Month

Set and Use Tokens Integration

Clone to

Reuse

25Best-

Practice Templates


Re

ach

& E

ng

age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Landing Pages

Website Facebook Pages

Paid Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social


Buyer to Buyer: 92% TrustSource: Nielsen Research 2011


Test & Tune With Social Funnel MetricsMeasuring Success Traffic, Interaction, Sharing, Conversions and Reach


Use Lead Management to Maximise the value of Every lead


Why nurture leads?A

ll N

am

es

Pro

sp

ect

&

Recycle

d

En

gag

ed

LeadNurturing L

ead

OpportunityS

ale

sLead

MQLSAL

SQL

• % new Prospects not sales-ready: 81%• Prospect to Lead time: 123 days average• % Slow Leads: 66%


Lead Nurturing Relevance

1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. PERSONA• Molly Marketer• Sam Sales• Jack Executive

Get The “Definitive Guide to Lead Nurturing”http://bit.ly/DGtoLN

3. DYNAMIC CUSTOMIZATION• Industry Wrappers• Size Specific Examples• Localization

http://bit.ly/DGtoLN


A Framework for Lead Scoring

ExplicitWhat the prospect tells you

InferredWhat you observe or infer

FitAre you interested in them?

• Demographics• Firmographics• BANT

• Data append• Data quality• Corporate email• Location

InterestAre they interested in you?

• BANT• Latent behaviors

(engagement)• Active behaviors (sales

readiness)

Get The “Definitive Guide to Lead Scoring”http://bit.ly/DGtoLS

http://bit.ly/DGtoLS


Identifying Marketing Qualified Leads for SDRs

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest


Sales Insight


Proving — and Improving — Marketing’s Impact on Revenue


Spend Wisely

Screenshot: Marketo Revenue Cycle Analytics

First-touch allocation, multi-touch allocation, investment, volume, etc


Track All Touches Across People



Model the Full Revenue Cycle



Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity

Trends over time

SLA violations



Marketo Revenue Cycle Metrics

Opportunities 200 / mo($1,860)

New Customers($5,000)

Leads3,700 / mo

($101)

Prospects6,500 / mo

($57)

19%Active Prospect

Database

4.5% / month 75%Paid

Names($14)

10%

UnpaidNames

($0)

24%

Inactive (Last 6

Months)

Lead Type Variants• Business Unit• Source• Channel

81%

• Lead to Sales Lead: 10% • Sales Lead to Opp: 74%• 1.4 people per Opp1,000 Leads = 54 Opps

27,000 / mo

319K Total55K Prospects

36% engaged x 66% qualified


The Five Strategies

1. Use content to help leads find you

2. Leverage influence marketing to give every campaign a social boost

3. Focus on the entire revenue cycle, not just the top of the funnel – nurturing and scoring are essential

4. Align with Sales – Fit and interest are required for “win-ready” leads

5. Use analytics to turn marketing from a cost center into a revenue driver


RICK SEGAL, CEO GYRO HSR

“GOVERNMENTS DON’T END RECESSIONS. ECONOMISTS DON’T

SORT IT OUT. POLITICIANS DON’T GET THINGS MOVING. ENGINEERS DON’T

INVENT THEIR WAY OUT. MARKETERS HAVE ENDED EVERY RECESSION AND

THEY WILL END THIS ONE”


Marketo EMEA Ltd.Cairn HouseSouth County Business ParkLeopardstown, Dublin 18, Ireland

Direct: +353.1.242 3000blog.marketo.comwww.marketo.com

LIZ SMYTHDirector Marketing

[email protected]@lizsmyth

Contact Me


PETER DRUCKER

“THE BEST WAY TO PREDICT THE FUTURE IS

TO CREATE IT.”

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