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Best practices in B2B marketing
Canadian Marketing Association
Jeff Lowe
April 29, 2009
TELUS Business Solutions
Is B2B marketing becoming obsolete?
“B2B marketers can no longer afford to emphasize lead volume
over lead quality.”
“B2B marketers can no longer afford to emphasize lead volume
over lead quality.”
“Marketers Need a More Systematic
Approach to demand Generation”
“Marketers Need a More Systematic
Approach to demand Generation”
“B2B Marketers Fail the Community Marketing Test”“B2B Marketers Fail the Community Marketing Test”
“Rapid Growth of Lead Databases Posing New Challenges For BtoB Marketers”“Rapid Growth of Lead Databases Posing New Challenges For BtoB Marketers”
“B2B Marketers Struggling to Integrate Web 2.0 Strategies Into Marketing Mix”
“B2B Marketers Struggling to Integrate Web 2.0 Strategies Into Marketing Mix”
“How to avoid B2B Marketing Obsolescence:Community Marketing Transforms the Marketing Role”
“How to avoid B2B Marketing Obsolescence:Community Marketing Transforms the Marketing Role”
“B-to-B Marketers Must Sharpen Measurement Tools”“B-to-B Marketers Must Sharpen Measurement Tools”
“B2B marketing needs a makeover – NOW!”“B2B marketing needs a makeover – NOW!”
B2B marketers face different challenges than B2C
• B2B buying requires complex orchestration of activities between multiple parties
• B2B addressable market is
a few thousand at best
• Therefore, success is less about generating demand than fostering relationships
Buying process characteristics
B2C B2B
Decision makers Individual Many
Decision duration Short Long
Purchase approval None Multilevel
Product cost Low to medium High
Pricing style Retail Negotiated, contractual
Consideration Low to medium High
Channels Retail, dealers Distributors, service providers. VARs
Predominant Web usage
Price compare/purchase
Gather information/evaluate
Loyalty Short term Longer term
Five marketing best practices for B2B marketers
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
2 Demand management: Move from generating demand to actually managing it.
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
Five best practices
Five marketing best practices for B2B marketers
Five best practices
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
2 Demand management: Move from generating demand to actually managing it.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
Prospects & decision makers rely on each other & the Web
“When researching telecom products, how important are these media for informing your purchase decisions?”
Base: 2187 telecom and network decision makers Source: Enterprise And SMB Networks And Telecom. Survey, North America And Europe, Q1 2008
Media/information source Highly important
Peer/WOM 36%
Vendor Web Site 34%
Trade/ Industry magazine Web Site 34%
Consultants/VARs/SIs 21%
Trade magazines/publications 20%
Forums/communities 20%
Trade shows and conferences 19%
Blogs 15%
Webinars or online events 14%
Web 2.0: video, podcasts, Internet apps, RSS, etc. 14%
TELUS Business Solutions
Social marketing in B2B: Where to start?
TELUS Business Solutions
Start by monitoring your share of voice
Social media share of voice in the last 30 daysTotal number of posts based on 2971 conversations
TELUS
TELUS Business Solutions
Example: A different kind of product launch
TELUS Business Solutions
Social media: Watching the story go viral
Jan 22: MobileSyrup.com posts teaser blog
BlackBerryRocks.com reposts story with link to Noordinaryphone.com
Jan 19: Agency invites MobileSyrup.com to the event via
email1
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Social media: Watching the story go viral
BerryReview.com
TheBlackBerryBlog.com
BlackBerryHomePage.com
DejaTalk.com TopBlackBerryNews.com
MBsTechNews.comIntoMobile.com
Jan 27: MobileSyrup.com posts 8350i launch announcement with pricing2
TELUS Business Solutions
Social media: Watching the story go viral
Mippin.com
IntoMobile.com*
NewMobileTech.com
TopBlackBerryNews.com*
CDMAandGSM.com
TelephoneIssues.com NewTechDirectory.com
MBsTechNews.com
Mobeel.mobiCrackBerry.com*
PhonesReview.co.ukBlackBerryNews.com
*With link to Noordinaryphone.com
Jan 28: MobileSyrup.com posts from launch party at AIM Autosport (including a link to Noordinaryphone.com)
3
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Invitations distributed to bloggers and journalists
Product and pricing announced to media
Live blogging at media/blogger event held at AIM Autosport
MobileSyrup.com posts teaser blog
Engadget reviews BlackBerry Curve 8350i
AIM Autosport video posted to YouTube
Online editorial outreach: Momentum building
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16 media & bloggers attended the event (target was 10)
113 blog posts
5 YouTube postings
7 online articles
1 forum posting
3 print article
24 Twitter posts
Over 10,000,000 impressions
~$2M advertising value for 5% of the cost
Results to date
“Today was no ordinary day for the folks at TELUS. With the launch of the highly
anticipated BlackBerry 8350i, also came a by invitation
only launch event, hosted at a unusual venue.
This has to be one of the very first events I have been to;
that successfully demonstrated the importance of the technology that
is being celebrated.”
16 media & bloggers attended the event (target was 10)
113 blog posts
5 YouTube postings
7 online articles
1 forum posting
3 print article
24 Twitter posts
Over 10,000,000 impressions
~$2M advertising value for 5% of the cost
“Here's a cool way to do up the launch event for a new smartphone...
TELUS made official their BlackBerry Curve 8350i by holding the press event on location at AIM Autosport, a company (they race
stuff fast stuff across North America) that takes advantage of the
Push to Talk services offered by TELUS’ Mike system. Sweet.
If you have 10 minutes to kill, it's a good vid to watch.
Low key, but honest.”
TELUS Business Solutions
Key takeaway #1
With new social and online media, start by monitoring what is being said about you
versus leaping into tactics
Five marketing best practices for B2B marketers
Five best practices
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
2 Demand management: Move from generating demand to actually managing it.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
The case for demand management
Source: October 4, 2006, “Improving B2B Lead Management” report, Forrester Research
TELUS Business Solutions
Manage demand, don’t just generate it
Sou
rce:
Siri
us D
ecis
ions
The old way The new way
HAND OFF TO SALES
GENERATE
LEADS
CLOSED/WON BUSINESS?
CLOSED/WON BUSINESS.
Total number of handraisers Unique metrics for current customers
Definition through sales/marketing SLA
Marketing deems ready for handoff
Basic qualification tenets met Sales agrees to work leads
Opportunity identified Now part of pipeline
Booked revenue IDs topline contribution
SALES QUALIFIED
LEADS
SALES ACCEPTED
LEADS
MARKETING QUALIFIED
LEADS
INQUIRIES
TELUS Business Solutions
Results from a 2-week period
Channel MQLs Unqualified Not Actioned Open Contacted SQL
Total 132 5 26 44 42 15
Total Opt-ins (or Inquiries) Requires Nurturing MQL
429 297 132
So what?
132 leads scored by marketing/sales as qualified
85% of leads accepted by within 8 hours
297 marketing leads for nurturing – In past campaigns these would have been lost or passed over to sales as poor leads.
Closed loop reporting: marketing automation interface with sales automation
6 10% Probability of closing
1 25% Probability of closing
2 50% Probability of closing
4 75% Probability of closing
2 Closed
TELUS Business Solutions
Key takeaway #2
All leads are not created equal. Collaborate with Sales on how to score leads, nurture inquiries, and track closed business
Five marketing best practices for B2B marketers
Five best practices
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
2 Demand management: Move from generating demand to actually managing it.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
TELUS Business Solutions
So what are the key drivers of loyalty in B2B?The Marketing Leadership Council explored more than
100 marketing practices and capabilities commonly believed to contribute to customer loyalty.
SOURCE: Marketing Leadership Council Loyalty Survey,Marketing Leadership council research.
SAMPLE ATTRIBUTES TESTED FOR IMPACT ON LOYALTY
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The road to loyalty is through ‘Satisfaction Station’The jury is still out.
SELECT ATTRIBUTES THAT ARE NOT STATISTICALLY SIGNIFICANT
SOURCE: Marketing Leadership Council Loyalty Survey, Marketing Leadership council research.
• Responding promptly to customer concerns
• Comprehensiveness of customer problem resolution process
• Single point of contact for customer problem resolution
• Formal protocol for follow-up with disloyal customers
• Executive-level loyalty sponsorship teams
• Frequency of account manager turnover
• Resources allocated to customer problem resolution
• Set realistic (not inflated) customer expectations
Attributes associated with eliminating dissatisfaction – while critical for satisfaction – seem to have no discernible impact on loyalty
“The road to Loyalty Town goes through Satisfaction Station”
FIXING DISSATISFIERS IS
TABLESTAKES.
Drivers of customer loyaltyDrivers by percentage contribution to customer loyalty
Per
cen
tag
e o
f co
ntr
ibu
tio
n t
o c
ust
om
er l
oya
lty
Company and
brand impact
Product andservice delivery
Value-to-price ratio
Purchase experience with Sales
MLC1AUTL23 © 2009 Corporate Executive Board. All Rights Reserved.
Long-term drivers of loyalty Short-term drivers of loyalty
52%
19%
9%
19%
MLC1AUTL23 © 2009 Corporate Executive Board. All Rights Reserved.
Purchase experience loyalty driversGREATEST DRIVERS
OF LOYALTY
WEAKEST DRIVERS OF LOYALTY
GREATEST DRIVERS OF
LOYALTY
WEAKEST DRIVERS OF LOYALTY
DE
CIS
ION
MA
KE
RS
END-USERS AND INFLUENCERS
Helps me avoidpotential land mines
Supplier has widespreadsupport across my organization
Supplier is easyto buy from
Helps menavigatealternatives
Offers unique,valuable perspectiveson the market
Educates me on newissues and outcomes
Provides ongoingadvice or consultation
Helps mequantifyfinancial value
Portrays a realisticpicture of purchasecosts and difficulties
Helps me improve myprofessional standingand meet KPIs
Advocates for mewithin the organization
Demonstratesa high level ofprofessionalism
Helps me shortenthe buying cycle
Matches communicationsto my preferences
Collaborates withother suppliers
Remains readilyaccessible
Excels in diagnosingour specific needs
Productively acceleratesdecision making
Supplier adjusts toour unique needsand specifications
UNIVERSAL VALUE OF TEACHING
While decision-makers and end-users differ significantly on many loyalty drivers, both value suppliers’ ability to teach.
Key takeaways
In response to a challenging economic environment, Sales and Marketing have aligned around a focus on customer loyalty – because it is the fastest, most profitable path to growth.
In the short-term, the customers’ purchase experience is, by far, the largest single driver of customer loyalty – larger than product, brand, service, or even price.
The most effective method for differentiating the purchase experience is to deliverteaching interactions that reframe the way a customer assigns value to areas where the supplier outperforms its competitors.
Accordingly, leading organizations create effective teaching interactions by addressing the following three key questions:
•What should I teach my customers?
•How do I enable sales reps to teach?
•How do I increase customer demand for teaching?
1
2
3
4
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Stage 0
Strategic value
high
Time and effort required
low
Product selling Consultative selling
Product pusher
Researcher
Benchmarker
Strategic facilitator
Stage 3
Stage 2
Stage 1
6 SOURCES OF INSIGHT
Lead with products, solutions and benefits
Q: When do I use this?
A: All accounts
Q: When do I use this?
A: Top 10 to 20 accounts
Q: When do I use this?
A: Key “must win” deals
Stages of insight and the TELUS teaching tools that align
8 TOOLS
6 TOOLS
5 TOOLS
TELUS Business Solutions
Key takeaway #3
The sales experience is the biggest driver of loyalty in B2B. Marketing’s role is to enable
the sales force to teach.
Five marketing best practices for B2B marketers
Five best practices
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
2 Demand management: Move from generating demand to actually managing it.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
TELUS Business Solutions
Integrated approach
Emotion Experience Relationship
Print/radio
Sponsorships
Online adsAd
vert
isin
g
Events
Sales interactions
Email, direct mail
Pro
gra
ms
Web site
Social marketing
Online ads
Web
…because every buyer is a person. To truly engage that buyer,
you need a coordinated mix. Individual tactics won’t achieve that.
$
TacticsCustomer
buying cycle
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Integrated approach
Event Request Card
Online Ads
Social Media Conversations
Radio
Telemarketing Response
Email/Direct Mail Response form
Opt-in to Permission Based Email Database
Awareness
Interest
Desire
ActionLeads to
Sales Channels
5.6 million Impressions
142,000 Inquiries
3% conversion from impressions
5,000Marketing
Qualified Leads3% conversion from Inquires
Web Site Request forms
Search Engine Click Thru’s
500 Sales10% conversion rate from MQL
Sponsorships SEM/SEO
EmailDirect Mail
TELUS Business Solutions
Key takeaway #4
There is no “silver bullet” tactic. The key is to deploy tactics in an integrated
and coordinated fashion.
Five marketing best practices for B2B marketers
Five best practices
1 New online media: Enhance relationships with customers through social media strategies and online community marketing
2 Demand management: Move from generating demand to actually managing it.
3Loyalty: Quantify customer lifetime value and market to customers to advance them from retained, to satisfied, to loyal, to advocates.
4Integration: Use an integrated approach to marketing mix planning that leverages the unique strengths of traditional, interactive and social media.
5 Measurement: Make quantitative measurement the foundation to accountability and closed-loop marketing.
TELUS Business Solutions
Focus only on marketing investments strategically important to the company – then execute, measure and optimize.
Marketing dashboard hierarchy
Marketing Goals & Objectives
Organizational Strategy
Marketing Activities
TELUS Business Solutions
TELUS Business Solutions marketing dashboard2009 Marketing Programs and Customer Communications Dashboard – January YTD
Imperative Weight KPI 2008Actual
2009 Target
Imperative 1
Imperative 2
Imperative 3
Imperative 4
TELUS Business Solutions
Key takeaway #5
When it comes to measurement, define marketing objectives together with non-marketing executives and in context of broader organizational objectives
TELUS Business Solutions
Summary: Key takeaways
1. Social media strategies.With new social and online media, start by monitoring what is being said about you versus leaping into tactics.
2. Demand management.All leads are not created equal. Collaborate with sales on how to score leads,nurture inquiries, and track closed business.
3. Loyalty.The sales experience is the biggest driver of Loyalty in B2B. Marketing’s role is to enable the sales force to teach.
4. Integration.There is no “silver bullet” tactic. The key is to deploy tactics in an integrated and coordinated fashion.
5. Measurement.When it comes to measurement, define marketing objectives together with non-marketing executives and in context of broader organizational objectives.