Intelligence-driven marketing/sales for B2B technology

Transcription

1 Intelligence-driven marketing/sales for B2B technology Bill Crowley Senior Vice President, #TTGTSummit TechTarget Worldwide ROI Summit

2 How can topic intelligence improve marketing/sales productivity > 30% - 50% Marketing Impact - Get more qualified prospects per / - Improve quality of prospects by engaging best prospects with best angle, and steering away from competitor strengths Sales Impact - Prioritize inside reps efforts on highest potential opportunities - Convert a higher percentage of target prospects to rep conversations - Increase sales teams engagement with and belief in the marketing team and online campaigns Worldwide ROI Summit TechTarget

3 Which data should we collect and act upon? Describe your ideal prospect by - What they LOOK like? - What they ACT like? Test theory Who is likely to have a baby in 3 months? TechTarget 3

4 If you had 1 to spend, which data would you collect and target on B2C version Demographic Signal Behavioural Signal Married in past 1-4 years Many brothers and sisters 2 income family years old Researched names on Babynames.co.uk 2 purchases from Baby section of Amazon Traded motorcycle for 4-door car TechTarget 4

5 If you had 1 to spend, which data would you collect and target on Tech B2B version Demographic Signal IT Manager Financial Services Lists himself as decisionmaker Behavioural Signal Visited your site Asking relevant buying questions in forum Member of a site named after your sector (e.g. SearchVMware) with web activity in last 90 days TechTarget 5

6 Where to prioritize collection of this signal Internet - Your website and forums down to topic level - Topic focused publishers - Google searches, keywords results - Outbound and re-messaging s Marketing automation tools - Publisher s, white paper downloads on key topics Internal systems, transactional data TechTarget 6

7 Focusing on prospects with best signal will improve speed-to-pipeline Acting on a more focused set of prospects will let you deliver a more targeted message Based on their topic interest Aided by their demographic information Better prioritize accounts for sales based on activity Better data for reps to act upon Builds credibility in sales/marketing communication TechTarget 7

8 Topical interest signal identifies best prospects IT Pros Netwk mgmt Networking active IT pros 10G Ethernet SDN Network security Interest ID CTR Acq rate How much better? General IT.2%.15% - Tech Grp.3%.2% 50% Tech sub-topic.35%.25% 66% ST - DE.8%.4% 200% ST- FR.4%.3% 100% Source: TechTarget Internal TechTarget Last 90 days

9 As prospects activity increase, targeted followup accelerates leads to pipeline Quality of signal CTR Message Quality Interest in sub-topic Not your product Lots of activity, including decisionstage content Interest in sub-topic Demonstrated interest in your company.35% From TechTarget site, bundled with other topically-focused content.6% to 1.25% ITDeal Alert from TT site, asking for them to discuss their project 2% to 4% Mention WP download topic. Link to related content. Uses demographic info TechTarget 9

10 Topical signal also applies to branding effectiveness Alignment CTR quality Tech site.05% -.08% TT site.15% -.25% TT topic 1% alignment TT topic extended to.15% -.2% Web Re-targeting visitors to.2% vendor site TechTarget 10

11 Prospect research happens in bursts. Timeliness of follow-up can make a difference Timely follow up Demand Engage Unit Re-engagemt Good follow up 2-5% Assets listed inside WPs 20% TechTarget 11

12 Principles are clear, but this process can take a long time 14 Editorial Guides 6 Vendor White Papers February Car manufacturer with backup project June IT Deal Alert Top 200 Account #55 from #426 1 Storage E-Zine 24 Editorial Articles 1 Storage E-Zine 28 IT Community PV Project confirmed thru IT Deal Alert Qualified Opportunity July Project research included >100 topic 1 specific Vendor actions across Podcast multiple April researchers at same company 29 editorial content downloads 1 Vendor White Paper 25 Editorial Articles 8 vendor content downloads 49 editorial articles Purchasing a backup solution within the 20 next social 3-6 months & requests interactions vendor contact 12

13 Pattern of activity can look random TechTarget 13

14 Activities as marks of a project moving from research to decision New contact at an account - Account penetration Repeat engagement from a Contact - Critical Mass of Re-engagements Competitive content Rise in activity Decision making content TechTarget 14

15 Applying weight to certain actions makes some patterns more meaningful TechTarget 15

16 Joining data sources to increase impact is clear direction for marketing industry First Party CRM data Activity Patterns Purchase history Account targets Cross pollination Second Party Look-a-likes TechTarget activity data 78% of marketers said data-driven branding increases acquisition & conversion 71% said it enables the delivery of more relevant messaging to more segmented audiences 68% say drives an increase in clicks & traffic generated 63% say it increases efficiency in media buying & planning Source: BlueKai TechTarget 16

17 Job isn t done must address facing sales + marketing + sales process gap 17% Increase in revenue per rep from effective use of sales intel 1 42% Feel don t have right info before sales call 4 need better intelligence to sell 45% need help prioritizing accounts 3 benefit from mature lead generation & management want help to prioritize accounts within their territories 9.3% higher quota achievement in orgs with mature lead gen & mgmt practice 3 TechTarget 17 Sources: 1 Eloqua; 2 CSO Insights; 3 & 4 Lattice Engines and CSO Insights

18 Reps need intelligence to deliver new, expected level of customer, product knowledge 1 interaction anywhere, anytime Today s Buyer McKinsey & Co 4 key trends 2 interactions delivering exceptional experiences 3 personalization & targeting specific to needs 4 easy interaction TechTarget Source: McKinsey & Company 18

19 ITDMs don t want to interact with vendors as they once did ITDMs say they do not want phone calls until they are ready Do not tell the truth to interrupted interactions like cold calls/bant calls TechTarget 19

20 Need to move sales away from names in a spreadsheet TechTarget 20

21 Get actionable intelligence visible so reps can use their sales and product skills TechTarget 21

22 Provide activity to prioritize accounts TechTarget 22

23 Identify as much of the buying team as possible TechTarget 23

24 Look at the account what signals do you see? TechTarget 24

25 Best reps use topical signal, product KX, assets over to get to first productive call 1 prospect viewed 3 awareness stage assets - Suggest Consideration asset (reference architecture) Bank Prospect in LOB role - Link to FSI industry page IT Mgr, employees - Repeatable deployment WP - Find broader buying team - Who is tech specialist? 3 prospects at same company downloading data sheets - Suggest a meeting Old school hit a meeting quota - Call 3 times - Message > Thanks for interest in OUR COMPANY, are you available to talk sometime? - subject- OUR Networking Solution Thanks for your interest in OUR COMPANY. I m your account manager. Would you be available for a call? TechTarget 25

26 Process/role changes that are making a difference Sales - Changed expectations about calls/day to touches/day - Sales managers raise the digital intelligence of reps, especially how to effectively use content to build prospect relationships - Focus on SalesForce as a dashboard of customer insight Marketers - Take responsibility for regular inside sales training around campaigns, assets and information available - Take full control over lead qualification/inside sales ops - Doing own weekly prioritization of accounts. Have conversation with reps and Sales Mgrs on what happened with this account TechTarget 26

27 Intersection of Activity Intelligence CRM & 3rd party intelligence Customer Records Activity Intelligence Intelligence-Enhanced Customer Record Name Account Contact Activity Intelligence 3 rd Party Intelligence 3 rd Party Intelligence TechTarget 27

28 TechTarget long term plan to give actionable information to sales reps and managers First step was Activity Intelligence Dashboard Next step: IT Deal Alert: Account Watch - SalesForce - Tell Marketers/Sales Managers what companies in France, Germany, UK are the most active Storage, Security, Data Center, Networking Accounts on the TechTarget network - Show individual reps (in SalesForce) when one of their accounts has activity on a technology subject related to your products TechTarget 28

29 Marketing stage takeaways Pay attention to and record prospects interests and activities in some detail. These signals are worth organized action. - Regular re-messaging ( and banner/web) - Good focused site, niche event, another WP - Focus on those with the best signal Where research is happening, get as much of your content in front of the prospect TechTarget 29

30 Working with sales Give reps the data/signal that can make their attempts to engage more productive. LOTS of time explaining to reps/managers what the digital campaign is Discuss best way to engage and test the approaches Follow up with reps on accounts that seem like the most likely to progress - More emphasis on activity signal / Less emphasis on Job Title as a sign of good lead This is a multi-quarter, multi-year effort to progress your marketing and sales process - If you don t start now, you miss the opportunity to get better TechTarget 30

31 Questions? Worldwide ROI Summit TechTarget 31