The elusive buyer; new challenges in b2b marketing (Kees Henniphof)

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Information about The elusive buyer; new challenges in b2b marketing (Kees Henniphof)
Marketing

Published on March 17, 2014

Author: B2BMarketingForum

Source: slideshare.net

The Elusive Buyer New Challenges in B2B Marketing Kees Henniphof Head of Programs & Events EMEA B2B Marketing Forum | Utrecht, 13 March 14 1

Are you hitting your target? © 2014 ServiceNow All Rights Reserved 2 http://youtu.be/CXsoMT7NnK4

Topics Introduction Choices Marketing Activity Grid Common Deal Trajectory Take-Away Example: ExperienceNow 3© 2014 ServiceNow All Rights Reserved

ServiceNow – The Enterprise IT Cloud Company • NYSE: NOW • 1,830 employees • Market cap: $9.5B / Trailing 12-Month Revenue $425M • 2,060 enterprise customers – 20% Penetrated in Global 2,000 • Platform designed to manage service relationships in the enterprise • Cloud-hosted delivery; SaaS business model • Major sites in Silicon Valley, San Diego, Seattle, London and Amsterdam. $64 $75 $86 $102 $111 $125 4© 2014 ServiceNow All Rights Reserved

Business goals “Land” “Expand” “Retain” New Logos UpsellRenew 5 © 2014 ServiceNow All Rights Reserved

EMEA Marketing Organisation (2014) Marketing Director Programs & Events (4) Channel Marketing Marketing Operations Field Marketing (1) PR & Comms - UK & Ireland (TBH) - Southern Europe - Northern Europe (TBH) - Central Europe (TBH) - Acquisition Mkt - Customer Mkt - Event Mkt - Social Mkt 6© 2014 ServiceNow All Rights Reserved > Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain

Choices 7 © 2014 ServiceNow All Rights Reserved

There is so much to choose from… For your buyer 8 © 2014 ServiceNow All Rights Reserved

There is so much to choose from… And for you 9 © 2014 ServiceNow All Rights Reserved

What both buyer and vendor want • To buy/sell the right solution at the right time for the right price through the right channel... At maximum velocity. — Right solution (Product) — Right time (Promotion) — Right price (Price) — Right channel (Place) • 4 P’s + velocity, because... In 2014, B2B buying and selling shouldn’t take ages… …if you understand where your SALs are coming from. 1 0 © 2014 ServiceNow All Rights Reserved

Integrating Marketing & Sales 11 © 2014 ServiceNow All Rights Reserved

AUTOMATION Marketing Activity Grid – Functional IT Acquisition 12 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved

Marketing Activity Grid – Functional IT Acquisition 13 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved

Understand what’s working: Common Deal Trajectory • STEP 1: Deal Analyses • STEP 2: Deal Makers, Breakers & Insights • STEP 3: Describe the Common Deal Trajectory • STEP 4: Build Integrated Marketing2Sales Programs — Set KPI’s for tactics and touches — Measure and Report • STEP 5: Improve, Differentiate & Orchestrate > Read the blog post for full description. © 2014 ServiceNow All Rights Reserved

Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4 15 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved 72 26 5 13 3 12 4 38 46 7 58 7 35 0 24 70 12,500 ?52 6 95 65

16 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved 72 12 4 58 7 35 0 26 5 13 3 38 46 7 24 70 12,500 ?52 6 95 65 1057 62 9 37 4 50 Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4

Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4 17 Webinar Inside Sales follow-up Email nurturing Experience Now (prospects) Online Demo NowForum Sales meeting 7 8 9 Prospect Opportunity Customer Media & Search 2 PR & Social 1 Suspect 4 5 6 Industry events 3 Channel marketing activities Channel Sales meeting ServiceNow User Group Customer Reference 11 Addres- sable suspects in market 0 Customer Marketing Thru-Channel Community Marketing 10 12 © 2014 ServiceNow All Rights Reserved

Example: ExperienceNow © 2014 ServiceNow All Rights Reserved 18

ExperienceNow: Suspect Acceleration Event concept • Concept: Physical marketing2sales hand-over event • Audience: Functional IT / engaged suspects, dead sales cycles • Objective: Accelerate to sales – focus on competitive accts • Goal: 20-30 attendees representing 10-15 accounts • Promo: ServiceNow direct, through-channel • Frequency: 4x per annum • Location: In office where available, otherwise hotel • Content: Intro, Customer presentation, Demo, Q&A, Drinks • Messaging: The end of no. The beginning of Now. 19 © 2014 ServiceNow All Rights Reserved

ExperienceNow Engagement Flow Eloqua extract Sales CRM extract Socially engaged contacts Data set Sales review and sign-off ServiceNow Email invite Channel Email invites Inside sales outreach ExperienceNo w Inside Sales Follow-up back to nurturing Account Execs outreach Telemkt engaged contacts 20 © 2014 ServiceNow All Rights Reserved

> Unique registration URL per partner, e.g. http://info.servicenow.com/lp=2118/?src=symfoni 21 © 2014 ServiceNow All Rights Reserved

ExperienceNow Engagement Flow Eloqua extract Sales CRM extract Socially engaged contacts Data set Sales review and sign-off ServiceNow Email invite Channel Email invites Inside sales outreach ExperienceNo w Inside Sales Follow-up back to nurturing Account Execs outreach 24 6 4 12 2 24 4 31 4 22 0 18 meetings 13 deals 13/50 = 26% Telemarketing engaged contacts 76 34 19 2 12 © 2014 ServiceNow All Rights Reserved

Take-aways • Aligning marketing to sales means sharing goals at the tactical level. • Marketers should understand in great detail which activities produce Sales Accepted Leads. • Take your Deal Insights into account of marketing planning. Happy selling! 23 © 2014 ServiceNow All Rights Reserved

Thank you 24 © 2014 ServiceNow All Rights Reserved

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