The Missing Link in Demand Generation: Marketing To People, Not Contacts
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[Webinar Deck] Learn from a panel of thought-leaders about using social media for demand generation, and how to create a roadmap for your marketing organization.
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The Missing Link in Demand Generation: Marketing To People, Not Contacts
- 1. #Selling2People The Missing Link in Demand Gen: Marke:ng To People, Not Contacts
- 2. #Selling2People AGENDA • Welcome • The Missing Link For Marke4ng • Marke4ng to People: Why, What, and How • Marke4ng to People: Best Prac4ces • Q&A
- 3. Speakers #Selling2People Andrew Gaffney Ralf VonSosen Maria Pergolino Publisher VP Marke8ng Sr. Director Marke8ng DemandGen Report @InsideView @Marketo | SLIDE :3
- 4. #Selling2People About DemandGen Report -‐ Launched in 2007 to track best prac:ces in lead genera:on -‐ NewsleKer has grown to more than 25,000 readers -‐ We also offer a menu of research and best prac:ces @DG_Report reports linkd.in/DG_Specialists -‐ New audio/video podcasts at DemandGenReport.com
- 5. #Selling2People Welcome Webinar AKendees Your GoToWebinar ASendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your ques4on here
- 6. #Selling2People New Rules of Engagement
- 7. #Selling2People How Buyers Are Using Social Media
- 8. #Selling2People The Data Drain 8
- 9. #Selling2People Impact Across The Enterprise 9
- 10. PuZng Social Selling to Work For You Selling to People, Not Contacts
- 11. #Selling2People Web Event P inar. romo Banner Ad.. White Paper. . Cold Callilag t. n s Email B 1-‐2% campaign conversion rates. Really?
- 12. #Selling2People 92% prospects & customers never take a cold call or email
- 13. #Selling2People “Increase lead conversion rates” “Increase call response rates” “Decrease email bounce rates” “Increase opportunity win rates” “Increase open rates”
- 14. #Selling2People So have the expecta:ons around connec:ng people in business more SOURCES, CONTROL, and SOCIAL more INTELLIGENCE
- 15. #Selling2People What does all this mean to Sales & Marke:ng? more SOURCES, CONTROL, and SOCIAL more INTELLIGENCE 1. CRM is not enough. No Islands. 2. People are not Contact Records. 3. More Data. Is Not the Answer. 4. No more cookie-‐cuKer process. 5. Impact Performance. Not Repor:ng. 6. From Look-‐up, to Intelligence.
- 16. #Selling2People Social Selling requires intelligence
- 17. #Selling2People Social Data CRM
- 18. #Selling2People Data Social CRM Whew! Right Right Right Person Message Time
- 19. #Selling2People Marke:ng Sales Right Person • Find and target the right leads • Improve introduc:ons Right • Enrich and score leads Message • Increase selling :me • Run targeted micro-‐campaigns • Accelerate & increase wins Right Time Whew!
- 20. #Selling2People • Largest Reseller of Network Equipment • 10,000 Customers • Sell to CIO/VP • InsideView Users: 85+
- 21. #Selling2People How InsideView Helps Network Hardware Resale Objec:ves Impact on NHR Increase relevance to customers and prospects 60% Mee4ng Acceptance Rate Improve lead management process 100% Rela4onship-‐based scoring Tighter sales and marke4ng alignment 20% Integrate social intelligence into CRM Revenue Growth | SLIDE :21
- 22. #Selling2People • Leader in Cloud Recruiting • Based in Silicon Valley • Over 30,000 successful hires • Success across industries
- 23. #Selling2People How InsideView Helps Accolo Objec:ves Impact on Accolo Find and target more leads 400% Call Volumes Increase relevant conversa4ons 750% Mee4ngs Tap into happy customers 40% Integrate social intelligence into CRM Revenue Growth (YoY) | SLIDE :23
- 24. #Selling2People Thank You
- 25. #Selling2People Marke4ng to People, Not Contacts: Best Prac4ces Maria Pergolino, Senior Director of Marke:ng, Marketo Author of Modern B2B Marke4ng blog © 2010 Marketo, Inc.
- 26. #Selling2People Marke:ng to People Not Contacts Data Content
- 27. #Selling2People Why Data? • Personaliza:on • Segmenta:on • Targe:ng
- 28. #Selling2People Why Content? Risk Reduc4on SEO Social Nurturing + Scoring Popular Blogs Resource Center Defini4ve Guides Webinars Marketo TV
- 29. #Selling2People Content -‐ Don’t Panic! Stages 1 2 3 4 1. Short content is good! (YouTube) 2. Reuse and repurpose 3. Stay ahead of the drip Start small, think big and adapt quickly
- 30. #Selling2People
- 31. #Selling2People The Value of Lead Nurturing Marketo ROI Results Fast Leads Slow Leads Total Leads Cost / Lead ( MQL <1 mo) (MQL >1 mo) (MQL) (MQL) Without Nurturing 20% 6.67% 26.67% $206.00 With Nurturing 20% 20.0% 40.0% $137.50 Source: Actual Marketo data; assumes $55 per prospect Results: 50% more marke4ng qualified leads from lead nurturing
- 32. #Selling2People Lead Nurturing Relevance 1. BUYING STAGES Stages 1 2 3 • Early (Pre-‐MQL) A • Mid (MQL) • Late (Opportunity) • Customer B 2. BUYING PROFILES • Industry: 82% • Role: 67% • Company Size: 49% • Geography: 29% C Get The “Defini4ve Guide to Lead Nurturing” hSp://bit.ly/DGtoLN
- 33. #Selling2People Preferences
- 34. #Selling2People The ROI of Lead Scoring How Easy Is it To Get Informa4on Other Benefits of Fewer About Priori4zing Sales Efforts? But Higher Quality Leads • Happier Leads • Shorter Sales Cycles • Higher Win Rates Source: CSO Insights
- 35. #Selling2People A Framework for Lead Scoring Explicit Inferred What the prospect tells you What you observe or infer Fit • Demographics • Data quality Are you • Firmographics • Corporate vs. personal email interested in them? • BANT • Loca:on Interest • Latent behaviors (engagement) Are they • BANT interested in • Ac:ve behaviors (sales you? readiness) Get The “Defini4ve Guide to Lead Scoring” hSp://bit.ly/DGtoLS
- 36. #Selling2People Interest Scoring -‐ Examples • Early stage content +3 • AKend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -‐10 • Pricing pages: • +10 regular, +15 detailed • Watch demos: • +5 overview, +10 detailed • Mid-‐stage content +8 • Late-‐stage content +12 • Searches for “Marketo” +8
- 37. #Selling2People The Marke:ng-‐Sales Handoff (SDRs) • Best place for drama:c improvements in business performance are handoffs between func:ons • Benefits of a Sales Development func:on – Faster, more consistent, & beKer quality follow-‐up on leads – BeKer economics – The human touch enhances lead nurturing – BeKer data and more metrics – Talent development for sales
- 38. #Selling2People No Lead Lev Behind Day 0 Notification Day 1 If untouched, reminder If untouched, reminder cc Day 2 boss If untouched, alert Day 3 executives Day 7 If stale, reminder Day 8 If stale, reminder cc boss Day 9 If stale, alert executives
- 39. #Selling2People Sales Insights
- 40. #Selling2People Ques:ons Your GoToWebinar ASendee Viewer is made of 2 parts: 1. Viewer Window 2. Control Panel Type your ques4on here
- 41. #Selling2People Thank You For AKending Today!