Carlos Hidalgo Chief Executive Officer

Twitter: @cahidalgo

Email: Carloshidalgo@annuitas.com

Taking a Strategic Approach to Demand Generation

Who is ANNUITAS?

•  Founded in 2005 •  B2B Demand Process Transformation !rm

–  Demand generation change management –  Buying-process alignment –  Lead-to-revenue process context –  NPV / ROI / CLV focus

•  Serving global, growth-oriented, $500M+ enterprise organizations –  Financial services –  Industrial –  Technology

How Do You De"ne Demand Generation?

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De"ning Demand Generation

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De"ning Demand Generation

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De"ning Demand Generation

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B2B Marketing’s Top Goals and Challenges

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Generating Quality Leads

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Top Goal – Quality Leads

Source: ANNUITAS Enterprise Demand Generation Study – 2014

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Challenges Persist

“On  average,  Sales  Reps  report  that  only  31%  of  all  leads  generated  fit  their  Ideal  Customer  Profile  (ICP).    Said  another  way,  Sales  Reps  believe  roughly  70%  of  the  leads  they  receive  have  a  low  probability  to  purchase.”  

Source: Vorsight and The Bridge Group, “Sales Speaks: Perceptions and Ponderings on Marketing Leads,” 2011.

Connecting with Buyer 2.0

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Buyers Control the Buying Process

•  “[T]he  average  [B2B]  buyers  completes  57%  of  their  buyer  journey  before  engaging  with  a  sales  rep.”  

•  12%  =  the  mindshare  a  vendor  has  with  a  buyer  throughout  the  enKre  buying  process  

Source: The Corporate Executive Board Company

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Challenges Exist With Relevant Content

"Half  of  the  marketers  create  and  use  content  that  educates  buyers  on  their  issues  and  problems,  but  only  14%  align  compelling  content  with  buyer  journeys  in  a  way  that  tells  a  story."  

Source: Forrester (J. Ernst), “The State Of B2B Demand Generation: Disjointed,” 2011

Demand Generation Effectiveness

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Not Taking a Holistic Approach

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Lack of Overall Demand Generation Effectiveness

Source: SiriusDecisions, “B-to-B Sales and Marketing: Forging a New Alliance,” 2011

Only 2.8% of B2B marketers rated their Demand Generation programs as “Very Effective” - ANNUITAS Demand Generation Survey

Getting More Value From Technology

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Marginal Marketing Automation Effectiveness

Source: ANNUITAS Enterprise Demand Generation Study – 2014

Focus on Tactics

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“Which Tactic” Is the Wrong Question

“[M]arketers  are  juggling  too  many  tacKcal  balls.    A  full  75%  of  respondents  reported  they  were  using  15  of  the  26  techniques  we  surveyed.”    “The  reported  use  of  tacKcs  was  consistent  across  various  company  sizes,  from  small-­‐to-­‐medium  businesses  (SMBs)  to  large  enterprises.”  

Source:    Forrester,  “2012  Tech  Marke3ng  Planning  Guidance,”  December  2011.  

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Need To Adopt a New Approach

Demand Generation = Strategic

Taking a strategic (not a tactical) approach to demand generation

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Strategic Demand Generation is ……

•  A perpetual process •  Engage, Nurture, Convert •  Prospects + customers •  Buying-process-driven •  Educate + qualify •  Marketing + sales activities •  Operationalize + optimize

•  To drive sustainable revenue, CLV

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Demand Process

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What is Demand Process?

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Building Blocks for Demand Process

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Engaging Buyers in an End-to-End Dialogue

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Key to Success

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Align People, Process, Content and Technology Around a Demand Process Architecture … Built Around the Buyer’s Journey

Operationalize Your Demand Generation

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Building Buyer-driven, Perpetual Demand Generation Programs

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Transforming + Optimizing Demand Process

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The Bene"ts of Demand Process

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Source:    Based  on  synthesis  of  ANNUITAS  client  performance  data,  benchmarked  against  industry  data  from  a  number  of  sources,  including  Eloqua,  Forrester,  Marketo  and  SiriusDecisions.  

The Bene"ts of Demand Process

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Lead  Stage  Conversions  –  Current  

Engaged to Qualified Lead 9.36%

CumulaKve   Current   Conversion  

Prospect  Impressions   189,746   #  

Engaged   1,047   738   0.55%  

Qualified  Engaged   309   211   29.51%  

Qualified  Leads   98   84   31.72%  

QL-­‐Warm   49   49  

QL-­‐Hot   49   35  

Pursue  (Opportunity)   14   2   14.29%  

Test   12   4   85.71%  

Confirm  (Closed  Won)   8   8   66.67%  

SiriusDecisions Inquiry-to-MQL mean = 5.9%

Proprietary Content of ANNUITAS, Inc. and/or Newell Rubbermaid, Inc. Copyright 2013-2014.

Used with Permission of Copyright-holders.

Closing Points

•  Put the buyer at the center •  Address gaps in the middle of your funnel •  Build an end-to-end Demand Process •  Constantly optimize your Demand Process

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THANK YOU

Carlos Hidalgo 719-464-8015 Email: Carloshidalgo@annuitas.com Twitter:@cahidalgo