the elusive buyer; new challenges in b2b marketing (kees henniphof)
DESCRIPTION
Your organisation is selling complex solutions and services to business audiences in enterprises large and small. Current B2B demand generation models are still heavily dependent on email, paid search, optimized landing pages and telemarketing.Today’s teenagers do not have email accounts, nor do they visit corporate websites or even Facebook. Instead of googling, they rather ask a friend. They are tomorrow’s corporate buyers. So in order to keep connecting with prospective customers, we need a new mix. In this presentation, Kees Henniphof of ServiceNow will share a simple framework for enterprise marketing planning covering both traditional B2B marketing models and new audience strategies, including corporate narrative, content marketing, buyer journey mapping, marketing automation and lead2revenue analyses. Henniphof illustrates the approach with recent projects around IT industry events, account-based marketing, competitive programs and enterprise broadcasting.TRANSCRIPT
The Elusive BuyerNew Challenges in B2B Marketing
Kees Henniphof
Head of Programs & Events EMEA
B2B Marketing Forum | Utrecht, 13 March 14
1
Are you hitting your target?
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http://youtu.be/CXsoMT7NnK4
Topics
Introduction
Choices
Marketing Activity Grid
Common Deal Trajectory
Take-Away
Example: ExperienceNow
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ServiceNow – The Enterprise IT Cloud Company
• NYSE: NOW
• 1,830 employees
• Market cap: $9.5B / Trailing 12-Month Revenue $425M
• 2,060 enterprise customers
– 20% Penetrated in Global 2,000
• Platform designed to manage service relationships in the enterprise
• Cloud-hosted delivery; SaaS business model
• Major sites in Silicon Valley, San Diego, Seattle, London and Amsterdam.
$64
$75$86
$102$111
$125
4© 2014 ServiceNow All Rights Reserved
Business goals
“Land”
“Expand”“Retain”
New Logos
UpsellRenew
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EMEA Marketing Organisation (2014)
Marketing Director
Programs & Events (4)
Channel Marketing
Marketing Operations
Field Marketing (1)
PR & Comms
- UK & Ireland (TBH)- Southern Europe- Northern Europe (TBH)- Central Europe (TBH)
- Acquisition Mkt- Customer Mkt- Event Mkt- Social Mkt
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> Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain
Choices
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There is so much to choose from…
For your buyer
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There is so much to choose from…
And for you
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What both buyer and vendor want
• To buy/sell the right solution at the right time for the right price through the right channel... At maximum velocity.— Right solution (Product)
— Right time (Promotion)
— Right price (Price)
— Right channel (Place)
• 4 P’s + velocity, because...
In 2014, B2B buying and selling shouldn’t take ages…
…if you understand where your SALs are coming from.
10
© 2014 ServiceNow All Rights Reserved
Integrating Marketing & Sales
11© 2014 ServiceNow All Rights Reserved
AUTOMATION
Marketing Activity Grid – Functional IT Acquisition
12
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Marketing Activity Grid – Functional IT Acquisition
13
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Understand what’s working: Common Deal Trajectory
• STEP 1: Deal Analyses
• STEP 2: Deal Makers, Breakers & Insights
• STEP 3: Describe the Common Deal Trajectory
• STEP 4: Build Integrated Marketing2Sales Programs— Set KPI’s for tactics and touches
— Measure and Report
• STEP 5: Improve, Differentiate & Orchestrate
> Read the blog post for full description.
© 2014 ServiceNow All Rights Reserved
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
15
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
72
265
133
124
38
467
587
350
24
70
12,500 ?52
6
95
65
16
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
72124
587
350
265
133
38
467
24
70
12,500 ?52
6
95
65
1057629
374
50
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
17
Webinar
Inside Sales
follow-up
Email nurturing
ExperienceNow
(prospects)
Online Demo
NowForum
Sales meeting
7
8
9
Prospect Opportunity Customer
Media & Search
2
PR & Social
1
Suspect
4
5
6
Industry events
3
Channel marketing activitiesChannel
Sales meeting
ServiceNowUser Group
Customer Reference
11Addres-
sable suspects in market
0
Customer Marketing
Thru-Channel
CommunityMarketing
10
12
© 2014 ServiceNow All Rights Reserved
Example: ExperienceNow
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ExperienceNow: Suspect Acceleration Event concept
• Concept: Physical marketing2sales hand-over event
• Audience: Functional IT / engaged suspects, dead sales cycles
• Objective: Accelerate to sales – focus on competitive accts
• Goal: 20-30 attendees representing 10-15 accounts
• Promo: ServiceNow direct, through-channel
• Frequency: 4x per annum
• Location: In office where available, otherwise hotel
• Content: Intro, Customer presentation, Demo, Q&A, Drinks
• Messaging: The end of no. The beginning of Now.
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ExperienceNow Engagement Flow
Eloquaextract
Sales CRMextract
Socially engagedcontacts
Data setSales review and sign-off
ServiceNowEmail invite
ChannelEmail invites
Inside sales outreach
ExperienceNow
Inside SalesFollow-up
back to nurturing
Account Execs outreach
Telemktengagedcontacts
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> Unique registration URL per partner, e.g. http://info.servicenow.com/lp=2118/?src=symfoni
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ExperienceNow Engagement Flow
Eloquaextract
Sales CRMextract
Socially engagedcontacts
Data setSales review and sign-off
ServiceNowEmail invite
ChannelEmail invites
Inside sales outreach
ExperienceNow
Inside Sales Follow-up
back to nurturing
Account Execs outreach
24
6
4
12
2
244
314
220
18 meetings
13 deals
13/50 = 26%Telemarketing
engagedcontacts
76
34
192
12
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Take-aways
• Aligning marketing to sales means sharing goals at the tactical level.
• Marketers should understand in great detail which activities produce Sales Accepted Leads.
• Take your Deal Insights into account of marketing planning.
Happy selling!
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Thank you
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