1. B2B University Sydney March 16, 2011

2. Agenda Who is The Annuitas Group? The Changing B2B Buyer Today’s B2B Marketer The Impact of This Change on the B2B Marketer The Process Approach to Manage the Change The Lead Management Framework Defined How to Begin Implementing Q & A ©Copyright 2011 The Annuitas Group

3. The Annuitas Group's mission is to help our clients deliver a measurable return on their sales and marketing practices. Do this through process consulting and technology (marketing and sales automation) Practice Areas… –Lead Management Audit –Lead Management Process Development & Implementation –Marketing Automation Selection & Implementation –Campaign Management Services The Annuitas Group ©Copyright 2011 The Annuitas Group

4. Our Clients ©Copyright 2011 The Annuitas Group

5. The Changing B2B Market ©Copyright 2011 The Annuitas Group

6. Today’s B2B Buyer The way buyers buy has changed Buyers are more educated and looking to sales much further down the buying cycle Buyers are turning to online and social as sources for decision making More than one buyer – buying units Looking to each other as sources of information ©Copyright 2011 The Annuitas Group

7. Issues with Measurement & Acquisition –70-80% of leads never get follow-up –52% of marketers say lead generation is their biggest challenge –More than 50% of marketing teams cannot track ROI on program spend Shrinking budgets More pressure to justify spend Shift from traditional marketing to automated, online, inbound & social Increased pervasive use of technology Marketing asked to assist in pipeline acceleration & sales enablement Today’s B2B Marketing Source: Sirius Decisions; Forrester ©Copyright 2011 The Annuitas Group

8. The Response.... Adapt! Marketers must manage and engage that relationship –Buyers want a 1-1 relationship It’s Lead Management not Lead Generation It will affect every area of your role as a marketer –Sales interaction –Buyer interaction & communication Content Management & Marketing Inbound Marketing Management Social Media Strategy –Internal marketing & sales process –How you utilize your technology –How you work & think as a marketer ©Copyright 2011 The Annuitas Group

9. How To? So how does an organization make the change and bridge the gap from the old to the new? What needs to be done to ensure a buyer centric approach? What processes need to be developed? ©Copyright 2011 The Annuitas Group

10. A Process Based Lead Management Approach “Developing an internal lead management process is key to marketing & sales success” “Nothing is more important than process when it comes to building a best in-class lead management engine.” “Companies that focus on improving lead management processes will increase revenue 5% to 10%.” ©Copyright 2011 The Annuitas Group

11. Not just scoring and lead nurturing It is not a practice of individual silo’s, everything feeds into the next and has to be looked at holistically Not technology, but supported by it. Lead Management – What it isn’t Source: Sirius Decisions; Forrester ©Copyright 2011 The Annuitas Group

12. The operational response to the buyers power It's a process not a program that includes –Data –Lead Planning –Lead Qualification –Lead Nurturing –Lead Routing –Metrics –Content Blueprint Not technology; a process supported by technology Lead Management – What it is ©Copyright 2011 The Annuitas Group

13. The Common Lead Management Approach Increased Effort & Decreased Efficiency ©Copyright 2011 The Annuitas Group

14. The Process Based Lead Management Approach ©Copyright 2011 The Annuitas Group

15. The Value of Lead Management Process Source: Sirius Decisions ©Copyright 2011 The Annuitas Group

16. Lead Management Framework ©Copyright 2011 The Annuitas Group

17. The Lead Management Framework SM Lead Management Data Lead Planning Lead Routing Lead Qualification Lead Nurturing Metrics Content ©Copyright 2011 The Annuitas Group

18. Building the Process – Where to Start? Define the lead management framework Conduct an Audit – Know What You Don’t Know This is not a marketing only exercise – it is cross-functional Marketing Sales Operations Finance IT ©Copyright 2011 The Annuitas Group

19. The Database Determine the validity of your database – How old are the records? Determine your approach to data hygiene and what team will own it Where will you store the customer & prospect data? Define and control who will have access to that data Segment the data to optimal success based on ideal target and customer profiles ©Copyright 2011 The Annuitas Group

20. Define the Buyer Profile SEGMENT Sophisticated User HELP Business Critical Remote Traditional user-base. Larger companies. Focused on both virtualization and uptime. Have tried competitor(s) and failed or had a bad experience. Focused on uptime. Fastest-growing segment and largest opportunity. Being targeted by competition. Focused on virtualization. Cannot afford IT staff for remote locations. Being targeted by competition. Focused on uptime. ©Copyright 2011 The Annuitas Group

21. The Value of Data Process Source: Sirius Decisions ©Copyright 2011 The Annuitas Group

22. The Annuitas Group Lead Planning Funnel Mktg Nurture Campaign Lead Nurture Campaigns Mktg Nurture Campaign Sales Acceleration Nurture Campaign 240 Mktg Qualified (MQL) 3,000 Responses 120 Sales Accepted Leads Sales Close Rate 33% 24 closed deals Additional Monthly Revenue @ $100k ASP $2.4M per month 60% Conversion SQL 2,400 Valid Responses 80% Conversion 10% Conversion (MQL) 50% Conversion (SAL) 72 Sales Qualified Leads(SQL) Post-Sales Nurture Campaign Sales Acceleration Nurture Campaign ©Copyright 2011 The Annuitas Group

23. Lead Qualification What do you do with leads? Determine between sales and marketing the definition of a lead Define the qualification criteria What happens to non-qualified leads? Set-up a lead scoring model that allows for quality leads to flow to sales Focus on quality not quantity ©Copyright 2011 The Annuitas Group

24. Lead Qualification Definitions ©Copyright 2011 The Annuitas Group

25. Lead Qualification Criteria Demographic Specific vertical Company size (employees/revenue) Job role/function Wallet spend Product Interest Behavioral Number of marketing program responses Number of visits to the website Number of clicks, opens, submissions Number of times at an event BANT Budget Authority Need Timeframe ©Copyright 2011 The Annuitas Group

26. Lead Scoring ©Copyright 2011 The Annuitas Group

27. Lead Nurturing Building a relationship with your prospect – not all responses are ready to buy immediately Nurturing allows for pipeline acceleration Sales that were nurtured provide a 47% higher order value than non-nurtured sales. Source: Aberdeen ©Copyright 2011 The Annuitas Group

28. Lead Routing Determine how marketing will pass qualified leads to sales Avoid the black hole, know how the leads will be tracked Provide sales the ability to pass back for further nurturing Develop SLA’s and Business Rules to ensure proper follow-up and no fall out rate ©Copyright 2011 The Annuitas Group

29. Content Development Process Define the buying cycle of your customers Development of content maps along the buyers journey List current available offers and those that need to be created Determining the proper offers that correlate to the defined buying stages The content process is dynamic and needs continual attention and focus ©Copyright 2011 The Annuitas Group

30. Content Creation & Mapping SEGMENTInterest Response Consideration- MQL Evaluation - SAL Decision-SQLPost-Purchase Sophisticated User HELP Business Critical Remote Third-party whitepapers, webcasts and podcasts. Datasheets, brochures. Internal whitepapers, webcastsCompetitive comparison chartsFact sheetsTraining schedules/How To’sCase studies, customer testimonialsProduct demos, short videosCase studies, customer testimonialsCompetitive comparison chartsNew product announcementsCustomer Satisfaction Surveys ©Copyright 2011 The Annuitas Group

31. Metrics Know why you are running a campaign or marketing program Develop benchmarks and KPI’s for your organization and measure against them quarterly Use the metrics to shape the future Pull both marketing and sales metrics for a complete 360 o view of your organization ©Copyright 2011 The Annuitas Group

32. Automate the Process Manual run processes will fail Process based automation will allow you to improve the bottom line and improve value Automation is the only way to streamline 1-1 buyer dialog Automation is well beyond feature & function, it enables the relationship process with the dialog ©Copyright 2011 The Annuitas Group

33. Potential Roadblocks Executive Resistance Fear and Turf Guarding Sales Resistance Boiling the Ocean ©Copyright 2011 The Annuitas Group

34. One more thing… Dream big, start small, scale appropriately Process equals behavior change – be ready Include Sales in the process – This bears repeating ©Copyright 2011 The Annuitas Group

35. Start Simple ©Copyright 2011 The Annuitas Group Marketing Generated Responses Engage Marketing Automation Integrated with SF.com Search for duplicates; update if found Trigger automated response Qualify Based on lead scoring Automate fulfillment based on criteria Qualified? Lead Nurture Route to Telemarketing Yes No E-mail Topical White Paper Qualified? No - 10 days Invite to Flash Demo Qualified? No - 10 days Qualified? No - 10 days Auto- responder Landing Page Invite to Topical Webinar Telemktg Call Auto- responder Landing Page Auto- responder Landing Page Auto- responder Landing Page

36. Maturity Will Happen Over Time ©Copyright 2011 The Annuitas Group

37. Contact Information Carlos Hidalgo The Annuitas Group chidalgo@annuitasgroup.com 972-998-5630 Twitter: @cahidalgo ©Copyright 2011 The Annuitas Group