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Maturing Lead Generation and Marketing Automation PracticesLaura RamosVice President, US Industry MarketingXerox Document OutsourcingXerox CorporationOctober 11, 2011
© 2010 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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Agenda
• The state of B2B marketing automation
• 7 challenges that limit marketing’s transition from sales support to revenue generation engine
• Recommendations based on real world experience
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The age-old problem of lead generation
Source: Forrester Research, “Improving B2B Lead Management” October 2006
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A problem that continues to persist
Source: CSO Insights, 2011
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Lead management automation’s promise
• Engage prospects earlier in the buying cycle
– Drip marketing nurturing trigger-events
– Follow digital footsteps
• Gather explicit/behavioral information to judge readiness-to-buy
– Lead scoring
– MQL, SAL, SQL
• Align sales and marketing activity
• Quantifiably demonstrate results
• Ultimately: lower cost of sales
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Example: Demonstrating the value of lead nurturing
Source: Bulldog Solutions and Marketo, “How to Prove Marketing’s Impact on Revenue”, August 2011
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So why are results still lackluster?
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7 top challenges to delivering real business value
• Alignment between marketing and sales models
• Understanding the buyer’s journey
• Deliver relevant, inspiring content
• Integrate tactics that attract and engage prospects
• Create advocacy among customers
• Enable sales – and get credit for doing so
• Shift marketing discipline from creative to operational
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Do you pursue sales or develop demand?
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1. Identify and prioritize target accounts using analytics Segment and profile
existing customers Identify similarities Perform data assessment Prioritize non-customer
opportunities
5. Qualify opportunities & enable engagement Lead scoring Time triggers Corporate relationship
mapping
2. Account planning Profile accounts Develop contact data Integrate with
salesforce automation
3. Segment & identify opportunities within accounts
By offerings, needs, roles, functions
Competitive contracts Telequalification: ID
role, BANT4. Generate demand
• Market awareness and education Cultivate contacts within accounts By industry Retain and grow Competitive switching
Analytical EngineCustomer data integration
External dataQualitative dataMeasurement
Analytics to Action at XeroxAnalytical insight and fact-based marketing enhances sales pipeline and productivity
© 2011 Xerox Corporation
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Do you know how prospects buy?
Source: Forrester Research, January 15, 2009, “How To Avoid B2B Marketing Obsolescence ”
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Analyze customer purchase history, interviews, sales meetings, etc. to uncover clusters of key attributes
Source: InContext Enterprises
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Do you deliver inspiring content?
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Use thought-leaders to inspire conversation
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Use thought-leaders to inspire conversation
Source: http://www.consulting.xerox.com/thought-leadership/enus.html
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Xerox lets customers get “Ready for Real Business”
http://www.realbusiness.com/#/ready-for-business © 2011 Xerox Corporation
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Xerox lets customers get “Ready for Real Business”
http://www.realbusiness.com/#/ready-for-business
© 2011 Xerox Corporation
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How do you enable sales and still get credit?
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Focus on the buyer – and what engages them
• Start well in advanceof event
• Choose thought-provoking titles/topics
• Repetition shows commitment
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Focus on the buyer – and what engages them
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Continuing the conversation
• Social Media• Landing page• Recorded replay• Thank-you/Follow up
emails– Short survey– Forward to Sales
© 2011 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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Continuing the conversation
© 2011 Xerox Corporation. All rights reserved. Xerox ｮ , Xerox and design ｮ and Ready For Real Business are trademarks of Xerox Corporation in the United States and/or other countries.
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Where do you invest time/money?
• Beg, borrow or buy:
– Journalist-quality writing talent
– Business/data analyst – segmentation specialty
– Operations techie with HTML experience
• Build:
– Marketing database and data quality management
– Library of content by Issue, Vertical, Role (mapped)
– Trigger content/ Backup content
– Reporting dashboard
• “Quick win” project that shows how marketing scales sales
• Rewards for use – the change management and cultural cues that indicate importance
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Lessons learned
• Operational marketing success requires sales executive support
• Sales alignment is the greatest barrier
• Consistent content production is greatest challenge
• Focus on lead quality and velocity
• Be prepared for long journey
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Thank you, Q&A … and for more discussion
Laura Ramos
Twitter handle: @lauraramos
www.b2bmarketingpost.com
+1 408.996.7660
www.facebook.com/managingprint
www.consulting.xerox.com/
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