SalesFUSION webinar - 2013 b2b marketing goals
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The document discusses 5 key initiatives and goals for b2b marketers in 2013 based on a webinar by SalesFUSION. It summarizes the performance of b2b marketing in 2012, including the rise of content marketing and challenges in proving ROI from social media. The top 5 goals for 2013 are identified as improving website visibility, focusing social media strategy, better aligning marketing and sales, implementing lead management processes, and adopting the right technology. Specific tactics are suggested for each goal area.
SalesFUSION webinar - 2013 b2b marketing goals
- 1. SalesFUSION Webinar 5 Key Initiatives for 2013 Top goals & wishes for b2b marketers in the coming year
- 2. SalesFUSION Webinar What we’ll cover today • 2012 in Review – what changed in b2b marketing? • 2013 Predictions • Top 5 goals every b2b marketer
- 3. SalesFUSION Webinar 2012 Predictions – Were they right? • Content creation – top challenge & initiative • Marketing technology – adoption of new MA systems • Show ROI on programs (social, email, advertising) – marketers will be held accountable for spend by CXO • Social Media – focus on what’s working, generating leads & revenue • Continued shift in budgets to online programs
- 4. SalesFUSION Webinar 2012 Marketing Performance • Email marketing stats for 2012 (compiled from multiple analysts/reports/sites) Top Performing Content for Rank Email Open Rates Webinars Best White Papers First Case Studies Second Multimedia (video) Third
- 5. SalesFUSION Webinar 2012 Marketing Performance • Content marketing in 2012 Industry Vertical Percent that has content strategy Financial Services 75% Insurance 50% Software 50% Direct Selling (b2B) 31% Source – Content marketing strategies 2012 survey
- 6. SalesFUSION Webinar Thoughts about 2012 • Content marketing became # 1 priority for many b2b marketers • CMO’s began to develop content roadmaps, strategy • Content became #1 because of technology and channel adoption • Bulk email continued to be replaced with nurture- style/drip-style campaigns • Marketing & Sales became a C-Suite priority • Social – failed to prove an ROI – but remained important • Email marketing in general retained top status for content delivery
- 7. SalesFUSION Webinar Types of content and percent of use by b2b marketers for 2013
- 8. SalesFUSION Webinar Programs on which marketers will plan to increase spend in 2013
- 9. SalesFUSION Webinar Five goals/wishes for 2013 The Five B2B Marketing Goals for 2013 are focused improving key areas such as web, social, sales alignment and lead management • Website visibility - who's on it and why? • Social confusion - pick and master a few social networks • Align marketing and sales • Implement lead management processes • Adopt the right technology for your need
- 10. SalesFUSION Webinar Wish #1 – Website visibility Going beyond vanilla web analytics to mine for prospect behavior • Website visitor tracking – based on scripts that cookie people who click emails and touch landing pages • Reverse IP append – match companies to IP’s • Data enrichment – add valuable demographics to company data • Captured data feeds lead scoring models • Reports/alerts – let sales know when high-value prospects hit the site
- 11. SalesFUSION Webinar Wish #1 – Website visibility • 3 types of visitors to track on your website • Known person, company, unknown
- 12. Why is web tracking the #1 wish? Search Engine Email Campaigns Registration Online Ad Social/Blog Corporate Website 95% of b2b buyers research on the web This “digital conversation” All roads lead to your site with your company is Modern b2b buyers perform going on whether you know a significant amount of it or not! evaluation on your website – prior to engaging with sales
- 13. SalesFUSION Webinar Wish #2 – Cure social confusion Now that the hype is subsiding….lets put strategy and ROI on the plate for social • Understand which social networks are relevant to your business • Ask clients how they use social • Focus on quality for a select number of social sites
- 14. SalesFUSION Webinar Wish #2 – Cure social confusion Social-tising – new ad networks to consider in addition to or in place of traditional PPC • Establish a budget and test • LinkedIn is most mature • Facebook – Targeting methods are not optimal for b2b – can be used to generate a following • Twitter’s campaigns - Interesting variety of ad-types and unique targeting make it budget-worthy
- 15. SalesFUSION Webinar Wish #2 – Cure social confusion Social listening vs Publishing Listening Publishing Search of keywords Push content into networks Mentions of your brand Wrap tracking code @ posts Find networks to focus on Target posts at groups Understand trends Easy to push from MA
- 16. SalesFUSION Webinar Wish #3 – Align marketing & sales A mission-critical task because…. • Marketing owns the top of the funnel • Most pre-selling is controlled by prospects • Fewer direct sales resources • Must understand ROI from lead to opportunity • CRM has largely ignored marketing – creating friction and technology gaps • Companies that align generate more revenue
- 17. The growing importance of Sales & According to Marketing Alignment Aberdeen Group Must-have in web 2.0 world Survey Marketing’s growing influence on funnel • 20% average growth in annual revenue, as compared to a 4% Online technologies generate more average decrease among companies not using suspects integrated marketing & sales Sales must adapt to how people buy • 47% of sales forecasted Prospects control the buying process pipeline is generated by marketing, as compared to an Competition is one-click away average 5% among Laggard companies. Evaluation cycles are compressed You don’t know what
- 18. Marketing & Sales Alignment Automated Value Derived Top performing Integrated companies Higher revenue Exceeding goals Moving in right Higher CRM adoption Disconnec direction but still hampered Higher volume of leads ted by technology Adversarial Depth of integration
- 19. Symptoms of a Broken Process Choose Specific Choose Conditions Confirm Symptoms Symptoms No lead management Sales Blames Marketing Not enough leads processes Marketing Blames Sales Leads are poorly No lead scoring Missed Revenue Targets qualified No connection between Low lead volume No information on marketing tools and Sales dislikes CRM marketing history CRM Unqualified lists sent to sales You have marketitus dicsonnectus! SalesFUSION’s clients have an average “active life span” of 2.5 years
- 20. SalesFUSION Webinar Wish #4 – Implement Lead Management • Re-think how we triage, group, rank & route leads based on data, not gut feel • Re-build trust with sales by using lead scoring as your checkpoint for sales qualified leads • Keep sales focused on closing business
- 21. SalesFUSION Webinar Wish #4 – Implement Lead Management • Marketing – owns the sales funnel through pre- qualification • Based on rules for SQL/MQL • Fewer, better leads to sales • Inside sales/telesales – report to marketing • Sales is laser focused on closing the deals • Shared pipeline • Marketing – incented for number of SQL Produced • Mutual responsibility for the whole funnel
- 22. Re-thinking the Sales Funnel Lead acceptance – moves lead from MQL to Marketing Ownership SQL Through pre-qualification MQL Visibility into CRM Lead Status Take action on lead status Re-route to MQL, Report Leads In from Campaigns M CR A M When integrated properly, the number of SQL’s should be relatively small with high close rates. Sales is left to focus on closing.
- 23. » About lead scoring MA Software CRM Software A, Hot, SQL Lead Scoring is designed to ensure a smooth transition of leads from Marketing to Sales based on mutually agreed upon rules between the two departments.
- 24. SalesFUSION Webinar Wish #4 – Implement Lead Management
- 25. SalesFUSION Webinar Wish #5 – Adopt the right technology • Don’t bring a bulk email tool to a nurture marketing fight! • Pick your technology(s) based on your marketing & content plan….or the plan will fail • If Marketing Automation is in the plan….prepare for training and dedicating expertise to the system • If you are betting the farm on social….how will you measure it?
- 26. Technology Enablement – Aligning marketing & sales through technology Marketing Software is integrated to CRM CRM/MA Lead Scoring and lead Metrics are in place management is based on to track key metrics best practices and on leads to common workflow opportunities Best practices Analytics Lead Record Marketing & Sales Standard and agree on processes automated and workflow processes are in places to ensure consistent lead flow – Lead People Process Scoring, Lead Routing
- 27. Your b2b lead funnel should look like this…. Digital Conversation Capture Track behavior Analyze Present content Nurture Ideas Lead Scoring & Score Nurturing Engage Sales Sales
- 28. SalesFUSION Webinar • Thank you for your time! • Questions? • Learn more about us at salesfusion.com • See a live demo (sales@salesfusion) • On-demand version & copy of slides Good luck in 2013!