the new rules of b2b lead management every agency must know
TRANSCRIPT
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The New Rules of B2B Lead Management Every Agency Must Know
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers
Peter O’NeillVP & Principal AnalystForrester Research
Mark SheridanVP, Business Development & ChannelsMarketo
Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
Revenue acceleration opportunity• B2B marketing matures from lead generation to
revenue acceleration • The emergence of digital marketing service providers • Realizing the revenue acceleration service opportunity
Marketing automation in action• Case study examples of agency success• Marketo Agency Program
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
So B2B marketing adjusts to a new engagement model
Source: May 07, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
Offer
Fulfill
Respond
Seller Buyer
OldMarket interactions
based on offers
Page 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
OldMarket interactions based on products
NewMarket interactions based
on business outcomes
Scale with media Scale with social and digital media
Source: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report
Today’s buyers have declared their interaction process
Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Purchase
SALES INTERACTIONS
Marketing must guides buyers through the complex journey to a decision
MARKETING INTERACTIONS
SOCIAL & DIGITAL INTERACTIONS
AwarenessPlan and
scope
Select vendor
Need
Page 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Forrester calls this the Lead-To-Revenue Management Business Process
December 2011 “Automating Lead-To-Revenue Management”
Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2013 Forrester Research, Inc. Reproduction Prohibited 11
B2B marketers remain in their content comfort zone
“Which of these are your four most effective B2B demand management tactics for nurturing?”
Base: 328 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees; Source: Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketing content must get „outside in“
Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Buyers’ needs vary through the life cycle
February 2013 “Rethink Marketing In The Buyer’s Context”
Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Base: 3,864 B2B marketing executives in companies with 100 or more employees; Source: Q4 2011 B2B Marketing Organizations And Investments Survey
B2B marketers now focus on revenue acceleration
“What are the most important measurements for your marketing team?”
Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
But content marketing is hard for B2B marketers
“What is your biggest content marketing challenge?”
Lack of interdepartmental agreement about content strategy
Cost to produce content
Developing a content strategy
Collecting content usage statistics
Talent to produce content
Producing engaging content
Getting the right customers/prospects to view the content
9%
10%
11%
12%
13%
13%
33%
Base: 181 marketing decision-makers at B2B companies in the US and Western Europe with 100 or more employees Source: Q4 2012 Global B2B Technology Marketing Tactics And Benchmarks Online Survey
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Two budgets for marketing technology and services!
Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketing organizations have historically outsourced many of their
functions to external agencies:
– Creative work around advertising campaigns and even branding
– Media planning and buying
– Emailing and direct response campaigns
– Websites, portals, intranets, eCommerce websites . . .
More than 40% of B2B high-tech companies* are
expanding their external spending in:– Community and interactive marketing.
– Lead origination.
– Branding and awareness.
– Lead nurturing.
Digital marketing services are typically outsourced
*Source: Q4 2010 North American And European B2B Marketing Organizations And Investments Online Survey
Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
“Which types of agencies do you currently work with to help with your company’s/brand’s interactive marketing?”
“Full service” include some IT competencies, which most interactive agencies do not have.
The plethora of marketing agencies
Source: May 27, 2011, “How To Optimize Your Interactive Agency Roster” Forrester report
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Interactivemarketing
Advertising
Search marketing
Marketing-centric agencies
Systemsintegrators
eBusinessspecialists
Applicationsconsultants
IT-centric consultants and systems integrators
Pure players are emerging, but the majority of contenders come from various backgrounds,working to fill in their competency gaps.
Marketing-centric agencies: Examples: Ogilvy & Mather, DDB Worldwide Communications Group, Publicis Group, WPP . . .
IT-centric agencies: Examples: Logica, IBM, Accenture, Sapient . . .
Digital marketing
service
provider
A new agency model emerges for digital marketing
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
The digital marketing service provider of the future
Strategy
– Influencing enterprise marketing strategy
– Providing marketing communications strategy
Creation
– Providing creativity for marketing and even product design
UX
– User and customer experience
Technology services
– Architecture, development, and integration
Performance
– Customer acquisition, retention, web and marketing analytics
International project management
– Enterprisewide: geographies, business units and departments
Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …
Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …
New B2B marketing service opportunities
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content marketing services Research on content needs Content creation including media creativity, delivery or placement Cross-enterprise content governance Content analytics …
Revenue acceleration services Lead identification and nurturing Behavioural analytics L2R social media management (listening, communities, …) Channel partner marketing enablement …
New B2B marketing service opportunities
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Digital experience services More than just marketing Enhances sales and service experience (internally) Advises and contributes to the end user experience as
well as the buyer‘s Helps client transform to full customer experience provider …
Future B2B service opportunities
Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank youPeter O’Neill+1 650.387.5648+49 (0)69.9598.9239
blogs.forrester.com/[email protected]: @poneillforr
Page 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Mark SheridanVP, Business Development & [email protected]
Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
How Marketing Automation Helps Agencies
• Grow your business• Win more clients• Create new services and revenue streams• Enhance best practices, build re-usable IP
and repeatable processes• Make your customers more successful
• Deliver better results, faster, to existing clients
• Benchmark your performance• Demonstrate your impact on business
metrics
Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
MARKETSTAR DELIVERS CLIENTS MORE SALES-READY LEADS
SOLUTION
RESULTS
• For more than 25 years, MarketStar has demonstrated authority in sales and marketing outsourcing, go-to-market strategies and data-driven intelligence
• 3,458 associates in 60 countries speaking 40 languages
• Looking for more effective ways to produce leads for its clients
• Massive lists of leads with no recent contact; hard to segment and revive
• Sales force spending too much time on low-quality, unqualified leads
• Marketo selected for enterprise-level robustness, seamless CRM integration and thought leadership
• Created single lead nurturing path for more granular lead tracking, scoring and transparency by vertical sectors
• Expanded leads from 400 to 45,000 for one client and qualified more than $3 million in incremental opportunities within 6 months
• Sales teams focused on more sales-ready leads
• Rejection rates significantly decreased – 90% with one customer
“MarketStar was able to nurture and expand leads from 400 to 45,000 for one client and qualify more than $3 million in incremental opportunities within 6 months.”
Vaughn AustVP of Digital Solutions at MarketStar, an Omnicom agency
COMPANY HIGHLIGHTS
CHALLENGES/OPPORTUNITIES
Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
TELEVERDE ACCELERATES REVENUE THROUGH PIPELINE
SOLUTION
RESULTS
• Provides end-to-end marketing and sales solutions that make B2B sales pipelines stronger and faster
• Generated over $4B in revenue for clients
• Needed a more sophisticated and relevant way to reach buyers
• Saw opportunity to help clients enhance buyer touch points and move revenue through the pipeline faster
• Marketo selected for total cost of ownership, ease of use and Salesforce integration
• Integrated Marketo with tele-sales system, giving agents full exposure to buyer digital “body language” for more relevant dialogs
• Accelerated pipeline that drives more net new business for clients
• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back into
pipeline
-8% to 12% uplift in marketing campaign results-Over $12 million in recycled leads back into pipeline
Bryan EhrenfreundVP of Digital Strategies
COMPANY HIGHLIGHTS
CHALLENGES/OPPORTUNITIES
Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
TELEVERDE ACCELERATES REVENUE THROUGH PIPELINE
SOLUTION
RESULTS
• Provides end-to-end marketing and sales solutions that make B2B sales pipelines stronger and faster
• Generated over $4B in revenue for clients
• Needed a more sophisticated and relevant way to reach buyers
• Saw opportunity to help clients enhance buyer touch points and move revenue through the pipeline faster
• Marketo selected for total cost of ownership, ease of use and Salesforce integration
• Integrated Marketo with tele-sales system, giving agents full exposure to buyer digital “body language” for more relevant dialogs
• Accelerated pipeline that drives more net new business for clients
• Ability to recycle cold and assumed dead leads• 8% to 12% uplift in marketing campaign results• Over $12 million in recycled leads back into
pipeline
-8% to 12% uplift in marketing campaign results-Over $12 million in recycled leads back into pipeline
Bryan EhrenfreundVP of Digital Strategies
COMPANY HIGHLIGHTS
CHALLENGES/OPPORTUNITIES
Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Agency Program
• Marketing Automation as a managed service• “Stickier” services drive more value for clients
• Graduate from email marketing• Maximize website launch results• Optimize outsourced sales programs
• Training & enablement to build your practice• Join 50+ of the world’s leading agencies• Learn more:
http://www.marketo.com/partners/marketo-for-agencies.php
Page 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Q&A
The New Rules of B2B Lead Management
Every Agency Must Know