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G-T-M Marketing StrategyAnders Grundborn
© Digital Route AB 2014 - Proprietary and Confidential Information
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About DigitalRoute
● Software Vendor active in the Telecom sector
● World Leader in Mediation and Data Integration Solutions (Telecom)
● 350 Telcos around the Globe use DR products
● Company Video https://
player.vimeo.com/video/121005025
© Digital Route AB 2014 - Proprietary and Confidential Information
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B2B Complex Buyer Behavior
● Complex Process Customer moves between different
kind of interfaces• Web, Social, Events, Sales etc…
● B2B customers are most of the way through the sales process before they purchase online searches are executives first
course of action The standard is now higher for sales
to add value to the conversation, because so much information can be found online.
© Digital Route AB 2014 - Proprietary and Confidential Information
“By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.” Gartner Predicts
© Digital Route AB 2014 - Proprietary and Confidential Information
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Goals Of Marketing at DR
● To deliver measurable business results through product solutions that meet both market needs and company goals Drive business case (product vision, road map)
● Tells the Story (Educate & TL), Enable (value) Educating/informing (Customers, Partners, and employees)
• Through our viewpoints, knowledge and expertise about what our audience care about visible, it builds trust and and can make us a trusted advisor.
• Help our customers find appeling content Digitally • Supporting Sales with enablement in the form of messages, content and other tools.
Builds Brand Awareness (increases the interest in our Company) Mentoring Programs (virtual teams)
● Demand Generation Lead Generation (Marketing programs of our Products and Use Cases)
● Customer Retention/Loyalty
© Digital Route AB 2014 - Proprietary and Confidential Information
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Why We Embrace Inbound Marketing
● Traditional means of Marketing does not work as well any more 75% of People don’t believe Companies tell the truth in Advertising* Do not call lists are increasing E-mail Marketing is dropping (un-subscribe increases) CRT´s on Banners is dropping Trade show spending is dropping In essence, consumers are tuning out traditional, interruption-based marketing methods and
choosing when and where to interact with brands.
● Facts: 54% More leads are Generated by Inbound that by Outbound (Hubspot Marketing Trend) 82% of all product research begins with a web search?** A blog gets you 55% more Web traffic Business sees a 63% increase in web traffic when using Social Media
*IBM Interactive Marketing Survey **McKinsey & Company & Pew Research
© Digital Route AB 2014 - Proprietary and Confidential Information
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Basics of Inbound: Think “Outside In”
● Inbound Transformation of Marketing & Sales ● We need to think like our Customers
We can not sell as we used to Customer will not come to us and ask for our Products Transform our way of thinking Starting with Marketing & Sales
• Social Networking, Educate, Engage
● Think like a Sales Person act like a Marketer Target Message to different Stage in the Buying Cycle We cannot try to sell our products before the
customer understands, what can be improved and that he has a problem
© Digital Route AB 2014 - Proprietary and Confidential Information
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Follow The Customer Through Their Cycle
Unaware BuyersInterested Buyers/
LearnProblem Recognized Ready to Buy Buy Upgrade
We might have a
problem.
Educate Enable Reinforce
Customer buying process
Sales & Marketing
We understand our problem and need a
solution.
Your solution applies to our
needs.
The business case applies to our needs.
We need reassurance we made the right
decision.
Educational:• White Papers• Product Collateral• Introductory Video• Independent Articles
Value:• Webinars• Case Studies• Seminars• References• Self-Guided Demo
Competitive Edge:• Demos• Presentations• Competitive Tools• Testimonials• Brochures
Financial Justification (ready to Buy):
• Trials• ROI Tools• Proof of Concept• POC
We might have a
problem.
Thought Leadership:
• Articles• Blogs• Analyst Papers• Customer Stories
Campaign Example (OSS)
© Digital Route AB 2014 - Proprietary and Confidential Information
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Campaign Phases
● Phase 1 (awareness) Leverage both Inbound and Outbound techniques
• Drive Traffic through both Inbound and outbound techniques toward Product Site. Gated content sign-up to drive Nurture program (nurture with lead scoring – Hubspot)
• Outbound-- drive awareness through e-mail, content syndication, and banner advertising• Inbound– SEO/SEM, PPC, Public Relations, Social Media & Blogging • Campaign duration: One Month
Sales Enablement – train sales of assets that are aligned to the buyers journey
● Phase 2 (Inbound) Inbound Only Phase
• Drive Traffic through Inbound techniques toward Product Site. Gated content sign-up to drive Nurture program (nurture with lead scoring – Hubspot)
• Inbound– SEO/SEM, PPC, Public Relations, Social Media & Blogging.. • Editorial Calendar
Social & Blogging
• Campaign Duration: +1 year
© Digital Route AB 2014 - Proprietary and Confidential Information
11Out- & Inbound
Web TrafficFill in Form
Nurture
Lead Score
SalesProcess
External Bloggers
Awareness: Phase 1
Banners
© Digital Route AB 2014 - Proprietary and Confidential Information
12Inbound
Web TrafficFill in Form
Nurture
Lead Score
SalesProcess
CRM
External Bloggers
Inbound & Nurture: Phase 2
© Digital Route AB 2014 - Proprietary and Confidential Information
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OSS Mediation Campaign
● Content based upon buying Phase Content Rich, 14 deliverables
• Videos, Info-graphics, papers, Book….
● Leveraging all Modern aspects of a Inbound Campaign SEO/SEM, Public Relations Internal & External blogging
• Involving external Though Leaders• Drives Referrals
Social Media Content Syndication
● Traditional Outbound Options to increase awareness Banners E-Mail (extensive database)
● Sales Enablement E-Learning on Positioning, technology, campaign & assets
© Digital Route AB 2014 - Proprietary and Confidential Information
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Educate (awareness)
● Analyst Paper Frost & Sullivan report
● Blog´s Siloes: Good, Bad or Just Reality? Virtualization and the OSS
Network: Who’s Making it Work? KPI Management: OSS Network's
Potential is Tapped!
● External blogs Frost & Sullivan Murat Balkan OSS Line
© Digital Route AB 2014 - Proprietary and Confidential Information
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Enable (consideration)
● Public Relations KPI Management Press Release
● Webinar session Meeting request
● Whitepaper OSS Mediation whitepaper OSS Mediation – datasheet
● One Hour Telco Book – OSS Mediation● Video Content
Thought Leadership video Tech Thought Leadership video Biz Solution pitch video (animation) Marketing Video
© Digital Route AB 2014 - Proprietary and Confidential Information
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Reinforce (Decision)
● Video Content KPI Management video
● Landing page ● Whitepaper
OSS Mediation – datasheet
● Presentation Deck● References● Use Cases● Demo
© Digital Route AB 2014 - Proprietary and Confidential Information
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Sales Enablement
● Presentation deck● Sales Playbook● On-Line Training (Learnifier)
OSS Training Videos Sales presentation White-boarding
● Datasheet● Whitepapers● OSS Virtual Team
Mentoring Program Use Cases
© Digital Route AB 2014 - Proprietary and Confidential Information
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C O N S I D E R AT I O N D EC I S I O N
G E T L E A D
Re-Marketing
Search Engine
Social Media
Blog
PR
Events
Email Campaign
MQL to Sales
OSS Mediation – Nurture Flow
AWA R E N E S S
SAL
SQL
Opportunity
Email 1a
Webinar
Invitation
Registration webinar
Attendance webinar
No Action
Email 3: Thank you email
nurture content + meeting request
October November December
Awareness 1
Press release
Awareness 1
TL Video 1
Awareness 1
Blog Post 1
CTA – Analyst report
Email 1c
Webinar
Invitation
Email 2: Reminder Webinar
Invitation
Email 1bPromoting
all CTAs
Webinar promotion Social Media
Email 2: Reminder Webinar Invitation
Awareness 2
Press release
Awareness 2
TL Video 1
Awareness 2
Blog Post 1
CTA – WhitePaper
Awareness 3
Press release
Awareness 3
TL Video 1
Awareness 3
Blog Post 1
CTA – OSS Book