Presentation on theme: "Igor Bielobradek AmCham, Warszawa, September 2013"— Presentation transcript:
1 Igor Bielobradek AmCham, Warszawa, September 2013 How to link marketing with sale? Lead Generation and Marketing AutomationIgor Bielobradek AmCham, Warszawa, September 2013
2 My point of view Marketing of B2B services Etremelly expensive and nicheVery limited target audienceVery low budgets.
3 Expectations from B2B marketing What does sale force REALLY WANT from B2B marketing?Arrange a meeting with a person who struggle with a business problem, meets the ideal client requirements, has budget and is ready to buy our solution.What’s a „lead”?Person meeting following criteria:Demographic (np.: CMO, B2B, more than 50 mln revenue)Behavioral (actively seeks to buy the solution)Lead generationmeans providing the sales force with the leads meeting ideal client criteria
4 Cold calling: sales person’s the worst nightmare… Źródło zdjęcia licencja: (CC BY 2.0)
5 Half the money I spend on advertising is wasted; the trouble is I don't know which half John Wanamaker (1838 – 1932)Źródło zdjęcia licencja: (Public Domain)
8 The Big Shift in the B2B Marketing Trends related to complex B2B sale:Complex decision processLarge, multidisciplinary teams responsible for the purchase processNo single „decision maker”Potential clients B2B rely on self-educationSales person is no longer a main source of information about the business solution.Client self-educate themselves (mainly on-line) to the business problem and available solutions. They engage the sales person much later in the process (e.g. during shortlisting).Most of the time during purchase process is spent for research and content consumption.(Source:, IDC „2012 Sales Enablement”)
10 Opportunity for Content Marketing The fact the potential client actively research for the educational content create HUGE opportunity for the Content Marketing.B2B buyers top complaints about content include: (source: IDC, 2012 Sales Enablement)33% say there’s too much content that’s not useful29% say content is not relevant24% say content does not meet the needs of all the people involved in the decision23% say there’s not enough educational content.
13 What is the Content Marketing? What IS NOT valuable information:„about us”, „our solutions”Providing VALUABLE information:How to solve the business problem?Market trends and best practicesHints / Manuals / Checklist / GuidesCase studies, benchmarks
14 What is the Content Marketing? Definition:The amazing and visible niche content delivered on a consistent basis leveraging a subscription component.
15 Content Marketing is not really new Content marketing (in one form of another) is not entirely new concept.Tipical forms:Press articleWhitepapersConferencesSeminarsBusiness meetingsWebcastsPodcastsThe Internet revolutionized the way of the valuable information is distributed , searched and consumed.
16 How to create valuable content? Identify business problem of your clientWhat keeps him awake at night?What business problem does your product address?Identify key persons involved in the buying processDo not focus blindly on „decision maker”What is his role in the purchase process?Consistently deliver valuable content for each key person at each buying stage
19 Search Engine Optimization Why SEO?The assumption of Inbound marketing and content marketing is active searching for solution to the business problem.Search Engines the main source of traffic on web.Search is the lowest haning fruit. EVERYONE is searching:What is SEO (Search Engine Optimization)?How to make people searching on the web finding and clicking on my valuable content.
21 Search Engine Optimization How search engine result page is determined?It depends on two factors (huge oversimplification):Does your content contain keywords?Who is linking to your content?How to SEO your Content Marketing?Publish content, which:Addresses your potential customer’s business problems and meets their information needs.Use the language they use (and use in search)People care about and want to share and link to.
22 Search Engine Optimization Conclusions: Obvious conclusion You web content should be SEO’ed.Non-obvious conclusionAll your content should be SEO’ed.Presentation SlidesPress articles / interviewsBrochuresBooks
24 Conversion: Key to success Why should I invest in valuble content and give it away for free?!Conversion allows you to „sell” your content in exchange for personal data.Why would anyone give his personal details at all?!Buyers are OK with giving out personal detail providing they belive the are getting access to valuable content.
25 Conversion: Key to success PR / MarketingConversionLead generationLead qualificationSaleMarketing ROIConversion is the pivotal point linking your marketing activities with sales activities.
26 Conversion: Key to success Typical conversion points:Event registrationNewsletter / blog subscriptionWebcast registrationPremium content registration (download for free in exchange for registration)Why collect personal data?To identify leadsTo build and segment your marketing database
27 Conversion: Key to success I am calling you because you expressed an interest in our product.Nope, I have registered to download the report!
29 Qualifying leads What does sale force REALLY WANT from B2B marketing? Arrange a meeting with a person who struggle with the business problem, meets the ideal client requirements, has budget and is ready to buy our solution.Lead qualification (lead scoring)Proces of identifying sales-ready leads.Demographics criteria: Who is it?Behavioral criteria: What does he do? What is he interested in?PR / MarketingConversionLead generationLead qualificationSaleMarketing ROI
31 Lead nurturing What about rejected leads? Recycle them back to your marketing databaseYou already made effort to reach them – you may want to contact them in the futureThey may be on the beginging of purchase process -> lead nurturing
34 Marketing Automation Typical functionalities Profiling: Tracking behavior on the webProgressive profilingSocial media integrationMarketing campaign managementLead managementLead scoring automationLead nurturing automationCommunication management:Social mediaCall centerMailCRM integrationReportingMarketing and sale pipelineFinancial pipeline
35 Marketing Automation Is Marketing Automation the new CRM? CRM (by definition) focuses on existing clients and the past eventsMarketing Automation focuses on future clientsCRM and Marketing Automation give best resultsPR / MarketingConversionLead generationLead qualificationSaleMarketing ROIMarketing AutomationCRM
37 Legal issues Data Protection Act (Ustawa o ochronie danych osobowych) Number of requirements, including:Explicit consent to process personal dataRequirements to provide information, modify it, or remove per data owner requestDatabase registration required at GIODOAnd more.„Anti-SPAM Act” (Ustawa o świadczeniu usług drogą elektroniczną)It makes sending unrequested marketing s illegal.Without Marketing Automation meeting strict legal requirements may be difficult.
39 Is Marketing Automation silver bullet? You can automate ONLY processes that exist:You have nothing to automate without content marketingYou have nothing to automate without lead generation programYou have nothing to automate without sale process to qualified leadYou cannot make informed decition without integrated CRM
40 Further reading SalesManago by Benhauer: www.Marketing-Automation.pl Direct competitors: andMy personal blog: b2b-marketing.pl
41 Let’s keep in touch! Igor Bielobradek Head of Digital Marketing Deloitte in PolandLinkedIn: pl.linkedin.com/in/igorb/Blog: b2b-marketing.pl
42 Nazwa Deloitte odnosi się do jednej lub kilku jednostek Deloitte Touche Tohmatsu Limited, prywatnego podmiotu prawa brytyjskiego z ograniczoną odpowiedzialnością i jego firm członkowskich, które stanowią oddzielne i niezależne podmioty prawne. Dokładny opis struktury prawnej Deloitte Touche Tohmatsu Limited oraz jego firm członkowskich można znaleźć na stronieMember of Deloitte Touche Tohmatsu42