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B2BCamp: ANNUITAS Technology First Syndrome
The document discusses the importance of aligning demand generation strategies with the buyer's journey and overcoming challenges posed by technology overload. It highlights the need for a cohesive marketing infrastructure, effective collaboration between marketing and sales, and leveraging data to enhance customer engagement. The author emphasizes operationalizing demand generation as a perpetual and optimized process to drive revenue and maximize customer lifetime value.
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B2BCamp: ANNUITAS Technology First Syndrome
- 1. Sarah Shelnut-Rossborough Director, Strategy Twitter:@sarahshelnut Email: [email protected] Avoid the Technology-First Syndrome for Effective Demand Generation
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- 3. Defining Demand Generation @sarahshelnut “Aperpetual process that is both operationalized and optimized to Engage, Nurture and Convert both prospects and customers along their buying process. A process that is designed to educate and qualify through the collaboration of marketing and sales activities with the goal of driving revenue and maximizing customer lifetime value.”
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- 6. @sarahshelnut The Digital MarketingTransit Map Source: The Corporate Executive Board Company 2013: Gartner “Digital Marketing Transit Map”
- 7. We Live inthe Age of Systems Overload @sarahshelnut
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- 9. @sarahshelnut Don’t Get CaughtUp In Excitement Source: ChiefMartec.com 2011 ~100 vendors represented across 45 categories
- 10. @sarahshelnut Don’t Get CaughtUp In Excitement Source: ChiefMartec.com 2012 Over 350 vendors represented across 45 categories
- 11. @sarahshelnut Don’t Get CaughtUp In Excitement Source: ChiefMartec.com 2014 947 vendors represented across 43 categories
- 12. @sarahshelnut Don’t Get CaughtUp In Excitement Source: ChiefMartec.com January 2015 1,876 vendors represented across 43 categories
- 13. @sarahshelnut How are WeKeeping Up? Source: Go-Globe.com
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- 15. @sarahshelnut The Great Divide 57%of respondents admit their marketing infrastructure is separated by channel, not well-integrated, or lacking entirely. – Forrester Research & Oracle “Why You Need To Be A Modern Marketer” (2014)
- 16. @sarahshelnut Awareness of theBreakdown 90% of marketers agreed that integrated marketing technology could boost their key capabilities, yet only 4% of marketers reported having a completely integrated marketing stack. -Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel Success: Optimizing the Marketing Technology Stack” (2014)
- 17. @sarahshelnut Perpetuating the Problem Almost1 in 3 marketing execs reports feeling stuck or impeded by their technology infrastructures -Signal “Cross Channel Marketing and Technology Survey. Overcoming Barriers to Cross-Channel Success: Optimizing the Marketing Technology Stack” (2014) 65% of marketing executives plan to spend more money on marketing technology in the coming year, including 28% who plan to increase spending by more than 25%. -Conductor “182 Marketing Executives Reveal Their 2015 Success Tactics” (2015) HOWEVER,
- 18. Organizations Suffer withData Silos @sarahshelnut
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- 20. @sarahshelnut Fragmented Conversations • MixedMessages • Haphazard Brand Story • Multiple Organizations Engaging
- 21. @sarahshelnut No Unified Data •Campaigns and Engagement Disconnected • Multiple Dashboards for Measurement • Incomplete Customer Profiles
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- 23. @sarahshelnut The Data Explosion Source:The CMO Council “The CMO of 2015”– 2015
- 24. Resulting in TacticalDemand Generation @sarahshelnut
- 25. @sarahshelnut A Need forStrategic Demand Generation Source: ANNUITAS Enterprise Demand Generation Study – 2014
- 26. How do weCure Technology-First Syndrome? @sarahshelnut
- 27. It Starts WithAlignment @sarahshelnut
- 28. @sarahshelnut It Starts withAlignment • Interview Sales, Marketing, AND IT - this is more than a workshop • Connect the conversations
- 29. @sarahshelnut It Starts withAlignment • Interview your buyers • How are they consuming data? • What’s involved in their personal buying process?
- 30. @sarahshelnut It Starts withAlignment • Conduct research on your buyer and their market • Industry regulations? • Industry trends?
- 31. @sarahshelnut It Starts withAlignment • Designate an Expert • 1 – 2 people should be vetting technologies
- 32. Key to Success @sarahshelnut AlignDemand Process Elements with Buyer Journey
- 33. The Key Elementsof Effective Demand Generation @sarahshelnut
- 34. The Key Elementsof a Demand Process @sarahshelnut
- 35. @sarahshelnut Uncovering the BuyingProcess Source: ANNUITAS Enterprise Demand Generation Study – 2014
- 36. Mapping Content toBuyer Persona + Their Buying Journey QUALIFIED ENGAGEDENGAGED QUALIFIED LEAD E-CO 1 Top 5 Things CMOs Need to Know About Demand Generation E-CO 1 N-CO 3 E-CO 1.1: ”10 Content Rules for Effective Content Management" N-CO 4 N-CO 5 HOT LEADWARM LEAD MarketingLeadership–Mid-Level E-CO 2 E-CO 1.2: “10 Things MA Users Need to Know About Deliverability" E-CO 2.2 : ”Organizing Your Marketing Dept Improved Demand Gen Results" E-CO 2.3: ”Content Marketing Playbook” N-CO 3.1: “Data Quality's Impact on DG & Deliverability” N-CO 3.0: ”Aligning P,P,C, T to Improve Demand N-CO 3.2: ”A CMOs Guide to the DG Universe" N-CO 4.0: ”Moving from Tactical to Strategic Demand Generation - Webinar " N-CO 4.1 ABE: “Demand Generation Executive Breakfast with ANNUITAS Customer" N-CO 4.2: ”Real life stories of Demand Generation Transformation Webinar” – Lenox Case Study C-CO 5.0: ”Demand Process Assessment” E-CO 2.4 ”Enabling DG with Marketing Automation" E-CO 1.3: “12-Things the C-Suite Needs to Know About Demand Gen?" OPPORTUNITY E-CO 2.0: The Ins & Outs of Email Deliverability E-CO 2.1: Deliverability Assessment E-CO 2.5 ”5- Rules of Change Management for Mktg & Sales" E-CO 2.6: Case Study: Deliverability's Impact Improved Demand E-CO 1.4: DG Survey C-CO 5.1: ”Deliverable Example of Services – All-In Overview" E-CO 1.4: DG Glossary @sarahshelnut
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- 38. Operationalize Your DemandGeneration @sarahshelnut
- 39. The Benefits of DemandGeneration @sarahshelnut
- 40. The Benefits ofDemand Process @sarahshelnut Lead Stage Conversions – Current Engaged to Qualified Lead 9.36% Cumulative Current Conversion Prospect Impressions 189,746 # Engaged 1,047 738 0.55% Qualified Engaged 309 211 29.51% Qualified Leads 98 84 31.72% QL-Warm 49 49 QL-Hot 49 35 Pursue (Opportunity) 14 2 14.29% Test 12 4 85.71% Confirm (Closed Won) 8 8 66.67% SiriusDecisions Inquiry-to-MQL mean = 5.9% Proprietary Content of ANNUITAS, Inc. and/or Newell Rubbermaid, Inc. Copyright 2013-2014. Used with Permission of Copyright-holders.
- 41. Closing Points • Welive in an age of technology overload – proceed with caution • Your Marketing Infrastructure needs to be cohesive • Getting in front of the Data Explosion with a proper strategy is critical • Operationalize your Demand Generation with an end-to- end Demand Process • Align people, process, and technology to the buyer @sarahshelnut
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Editor's Notes
- #2 Excited to be here I love Marketing events and having the ability to learn so much from so many smart people – like you guys! Content2Conversion, Marketo Roadshows Most organic event yet, and I really like the peer-education component Excited to be speaking in ATL ATL is a hotbed for #B2B and digital marketing, so it’s exciting to be addressing an ATL crowd Excited about this topic – never before has it been more challenging to lead #B2B demand generation Channels Alignment Accountability And never before have we been inundated with SO much technology How do we frame up our approach to modern B2B demand generation in the midst of so much available technology systems? That’s what we’re going to be discussing today
- #6 How many of you are Marketing Technologists?
- #7 -Technology has taken over, with Marketing Technologists being the “hot, new” group to climb the ranks in organizations – makes sense because there is more to manage now than ever before. -Gartner released this Digital Marketing Transit Map that is practically infamous amongst Marketers, and while this helps to provide some clarity amidst the technology overload, the attempt to connect the dots can be much more complicated than we initially think
- #9 With this many new technologies available just for Marketers, it’s easy to get caught up in the hype and feel like you need to sign up for every program, app, or add-on without giving program integration a second thought
- #10 With this many new technologies available just for Marketers, it’s easy to get caught up in the hype and feel like you need to sign up for every program, app, or add-on without giving program integration a second thought
- #11 With this many new technologies available just for Marketers, it’s easy to get caught up in the hype and feel like you need to sign up for every program, app, or add-on without giving program integration a second thought
- #12 With this many new technologies available just for Marketers, it’s easy to get caught up in the hype and feel like you need to sign up for every program, app, or add-on without giving program integration a second thought
- #13 With this many new technologies available just for Marketers, it’s easy to get caught up in the hype and feel like you need to sign up for every program, app, or add-on without giving program integration a second thought
- #14 Within a 60 second time span a lot of information is being passed and new technologies are cropping up daily that are designed to help you amplify your efforts even further – the downside? a lot of trackable data is lost if it’s not properly managed – Share Genworth “Uberflip” Story and the impact of not properly playing the tape out before implementing technology
- #17 The first step is always awareness, though multiple studies show time and time again that most marketers are aware that there is a breakdown, though aren’t doing much to solve it
- #18 If we keep piling on more technology we end up with a serious data problem
- #20 The data silo disables the capabilities that a closed loop system provides, and makes for lonely data
- #23 Overall, the success at tracking ROI is so-so
- #24 Are CMO’s prepared for this data explosion?
- #26 Feeling overwhelmed with all of the data, it is easy for Marketers to continue on with their current practices. But with this many programs/campaigns taking place annually for most companies, there is a huge need to get in front of this big data issue and cure this technology-first syndrome
- #29 Look at the overall picture
- #30 How many of you are specifically technology marketers?
- #31 How many of you are specifically technology marketers?
- #32 How many of you are specifically technology marketers?
- #33 Align People, Process, Content and Technology Around a Demand Process Architecture … Built Around the Buyer’s Journey
- #36 Understand where your buyers are at and be there
- #37 How and where are we delivering this content?
- #39 Put it to use, and align all teams and technology to the big picture of engage, nurture, convert