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How to link marketing with sale? Lead Generation and Marketing Automation Igor Bielobradek AmCham, Warszawa, September 2013.

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Presentation on theme: "How to link marketing with sale? Lead Generation and Marketing Automation Igor Bielobradek AmCham, Warszawa, September 2013."— Presentation transcript:

1 How to link marketing with sale? Lead Generation and Marketing Automation Igor Bielobradek AmCham, Warszawa, September 2013

2 © 2013 Deloitte Polska My point of view Marketing of B2B services Etremelly expensive and niche Very limited target audience Very low budgets.

3 © 2013 Deloitte Polska 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. Whats a lead? Person meeting following criteria: Demographic (np.: CMO, B2B, more than 50 mln revenue) Behavioral (actively seeks to buy the solution) Lead generation means providing the sales force with the leads meeting ideal client criteria

4 © 2013 Deloitte Polska Cold calling: sales persons the worst nightmare… Źródło zdjęcia licencja: (CC BY 2.0)http://www.flickr.com/photos/zachklein/

5 © 2013 Deloitte Polska Half the money I spend on advertising is wasted; the trouble is I don't know which half Źródło zdjęcia licencja: (Public Domain) John Wanamaker (1838 – 1932)

6 © 2013 Deloitte Polska Agenda Content marketing Lead management Toolkit (Web / Marketing Automation / CRM) Marketing ROI

7 © 2013 Deloitte Polska The Big Shift in the B2B Marketing

8 © 2013 Deloitte Polska The Big Shift in the B2B Marketing Trends related to complex B2B sale: 1.Complex decision process Large, multidisciplinary teams responsible for the purchase process No single decision maker 2.Potential clients B2B rely on self-education Sales 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)

9 © 2013 Deloitte Polska The Big Shift in the B2B Marketing

10 © 2013 Deloitte Polska 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 theres too much content thats not useful 29% say content is not relevant 24% say content does not meet the needs of all the people involved in the decision 23% say theres not enough educational content.

11 © 2013 Deloitte Polska

12

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 practices Hints / Manuals / Checklist / Guides Case studies, benchmarks

14 © 2013 Deloitte Polska What is the Content Marketing? Definition: The amazing and visible niche content delivered on a consistent basis leveraging a subscription component.

15 © 2013 Deloitte Polska Content Marketing is not really new Content marketing (in one form of another) is not entirely new concept. Tipical forms: Press article Whitepapers Conferences Seminars Business meetings Webcasts Podcasts The Internet revolutionized the way of the valuable information is distributed, searched and consumed.

16 © 2013 Deloitte Polska How to create valuable content? 1.Identify business problem of your client What keeps him awake at night? What business problem does your product address? 2.Identify key persons involved in the buying process Do not focus blindly on decision maker What is his role in the purchase process? 3.Consistently deliver valuable content for each key person at each buying stage

17 © 2013 Deloitte Polska

18 SEO

19 © 2013 Deloitte Polska 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.

20 © 2013 Deloitte Polska Search Engine Optimization

21 © 2013 Deloitte Polska 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 customers 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 © 2013 Deloitte Polska Search Engine Optimization Conclusions: Obvious conclusion You web content should be SEOed. Non-obvious conclusion All your content should be SEOed. Presentation Slides Press articles / interviews Brochures Books

23 © 2013 Deloitte Polska Conversion

24 © 2013 Deloitte Polska 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 © 2013 Deloitte Polska Conversion is the pivotal point linking your marketing activities with sales activities. Marketing ROI Conversion: Key to success

26 © 2013 Deloitte Polska Typical conversion points: Event registration Newsletter / blog subscription Webcast registration Premium content registration (download for free in exchange for registration) Why collect personal data? To identify leads To build and segment your marketing database Conversion: Key to success

27 © 2013 Deloitte Polska Conversion: Key to success -I am calling you because you expressed an interest in our product. -Nope, I have registered to download the report!

28 © 2013 Deloitte Polska Qualifying leads (lead scoring)

29 © 2013 Deloitte Polska 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? Marketing ROI

30 © 2013 Deloitte Polska

31 Lead nurturing What about rejected leads? Recycle them back to your marketing database You already made effort to reach them – you may want to contact them in the future They may be on the beginging of purchase process -> lead nurturing

32 © 2013 Deloitte Polska PR / Marketing Campaign Conversion Leads Generation Business Follow- up Sale Lead Generation Marketing Campaign SEO PR campaign Premium content Webcasts Newsletters Seminars Business follow-up Marketing ROI

33 © 2013 Deloitte Polska Marketing automation 33

34 © 2013 Deloitte Polska Marketing Automation Typical functionalities Profiling: Tracking behavior on the web Progressive profiling Social media integration Marketing campaign management Lead management Lead scoring automation Lead nurturing automation Communication management: Social media Call center Mail CRM integration Reporting Marketing and sale pipeline Financial pipeline

35 © 2013 Deloitte Polska Marketing Automation Is Marketing Automation the new CRM? CRM (by definition) focuses on existing clients and the past events Marketing Automation focuses on future clients CRM and Marketing Automation give best results CRM Marketing ROI Marketing Automation

36 © 2013 Deloitte Polska Legal issues 36

37 © 2013 Deloitte Polska Legal issues Data Protection Act (Ustawa o ochronie danych osobowych) Number of requirements, including: Explicit consent to process personal data Requirements to provide information, modify it, or remove per data owner request Database registration required at GIODO And 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.

38 © 2012 Deloitte Polska Is Marketing Automation silver bullet?

39 © 2013 Deloitte Polska Is Marketing Automation silver bullet? You can automate ONLY processes that exist: You have nothing to automate without content marketing You have nothing to automate without lead generation program You have nothing to automate without sale process to qualified lead You cannot make informed decition without integrated CRM

40 © 2013 Deloitte Polska Further reading SalesManago by Benhauer: Direct competitors: and My personal blog: b2b-marketing.plb2b-marketing.pl

41 © 2013 Deloitte Polska 41 Igor Bielobradek Head of Digital Marketing Deloitte in Poland LinkedIn:pl.linkedin.com/in/igorb/pl.linkedin.com/in/igorb/ Blog:b2b-marketing.plb2b-marketing.pl Lets keep in touch!

42 © 2013 Deloitte Polska 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 stronie Member of Deloitte Touche Tohmatsu


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