Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation.

1. Strategic marketing automation Adam B. Needles Director, Field Marketing Twitter: @abneedles

2. Agenda Introductions Evolving view of B2B marketing Sales view of B2B selling Dialogue view of B2B marketing Implications for marketing automation Q&A

3. Sales Process – 10% Market Definition – 20% 52% Lead Generation Product Marketing – 2% Marketing Communications – 12% Hiring – 10% Leads = your greatest challenge 52% of B2B marketing organizations say lead generation is their #1 marketing challenge Source: SiriusDecisions

4. Presentation goal: Shift how we think about B2B marketing – focusing on managing buyer dialogue vs. merely ‘generating leads’ – as a new approach to achieving lead quality and a strategic view of marketing automation

5. What are your goals?

6. Introductions

7. Adam [B2B marketer]

8. My company Solutions for marketers B2B + B2C Marketing automation + e-mail marketing CRM integration Software-as-a-service www.silverpop.com

9. Evolving view of B2B marketing

10. B2B marketing is different.

11. B2B marketing is different. Direct sales forces High-involvement sales process Lower volume; higher purchase price Rational vs. emotional purchase Complex and savvy 'buying unit'

12. B2B marketing legacy

13. B2B marketing’s ‘new’ primary goals: drive leads for sales cost effectively qualified improve close rates help retain customers

14. From push to pull “No longer is the corporation the fulcrum around which customer groups and suppliers revolve. ... [T]he customer is now the pivot point.” Source: Paul Greenberg, CRM at the Speed of Light (3e)

15. From push to pull >>> B2B redux Source: MarketingSherpa

16. Sales view of B2B selling

17. Customer centered selling "The key concept of Customer Centered Selling is to learn to analyze where your customers are in their decision cycle and assist in moving them through to a decision. In doing so, you must learn what tactics are appropriate for which part of the decision cycle." Source: R. Jolles, Customer Centered Selling

18. Customer centered selling Source:R. Jolles

19. Customer centered selling Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

20. Customer centered selling Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

21. Customer centered selling Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

22. Customer centered selling Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source:R. Jolles Criteria Measurement

23. New funnel dynamics

24. New funnel dynamics Customer-led decision, criteria, measurement , investigation

25. New funnel dynamics Customer-led decision, criteria, measurement , investigation Engage sales

26. Customer centered selling Reconsideration Satisfaction Selection 2% Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

27. Dialogue view of B2B marketing

28. Customer centered marketing Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

29. Customer centered marketing Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

30. Customer centered marketing Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source:R. Jolles Criteria Measurement

31. Customer centered marketing Acknowledgment Search Social media Thought leadership Traditional media Source:R. Jolles

32. Customer centered marketing Acknowledgment Search Social media Thought leadership Traditional media Decision E-mail nurturing Field events Search Source:R. Jolles

33. Customer centered marketing Acknowledgment Search Social media Thought leadership Traditional media Decision E-mail nurturing Field events Search Source:R. Jolles Criteria Analyst reports Blog posts Search

34. Customer centered marketing Acknowledgment Search Social media Thought leadership Traditional media Decision E-mail nurturing Field events Search Source:R. Jolles Criteria Analyst reports Blog posts Search Measurement Analyst reports Search Product Website

35. Customer centered marketing Acknowledgment Search Social media Thought leadership Traditional media Investigation Product literature Sales Proposals Decision E-mail nurturing Field events Search Source:R. Jolles Criteria Analyst reports Blog posts Search Measurement Analyst reports Search Product Website

36. Customer centered marketing Selection Consensus Acknowledgment Search Social media Thought leadership Traditional media Investigation Product literature Sales Proposals Decision E-mail nurturing Field events Search Source:R. Jolles Criteria Analyst reports Blog posts Search Measurement Analyst reports Search Product Website

37. Awareness Marketing Interest + investigation Marketing Qualified Sales Accepted Sales Qualified Sales New Business Lead stage ‘waterfall’

38. News site Search B2B buyer dialogue ‘waterfall’ White paper E-mail nurturing Field event Blog posts Analyst report Website Product literature Marketing Qualified

39. News site Search B2B buyer dialogue ‘waterfall’ White paper E-mail nurturing Field event Blog posts C R I T I C A L P A T H Analyst report Analyst report Product literature Marketing Qualified

40. Many critical paths

41. Implications for marketing automation

42. Implications of the dialogue context Inbound + outbound Content Behavioral scoring + dynamic campaigns Progressive profiling Automation = strategic

44. Q&A

45. Thank you! Phone: 617-413-6087 E-mail:aneedles@silverpop.com Twitter: @abneedles Blogs Demand Generation (Silverpop): http://www.silverpop.com/blogs/demand-generation Propelling Brands (personal): http://propellingbrands.wordpress.com/ Silverpop – Strategic Marketing Automation