Marketing, Sales and Business Coaching

Transcription

1 Marketing, Sales and Business Coaching Developing Your Demand Generation Process November 10, 2015

2 Agenda

3 Agenda About Jay Hidalgo Overview of Demand Generation 6 Elements for Effective Demand Generation Q&A

4 About Me Chief Marketing and Sales Executive, Weldaloy Products Company 20 Years Helping Enterprise, Mid-market And Small Companies Develop Demand Gen Programs Clients Include Toshiba, Herman Miller, Ariba, NCR, Rubbermaid, X-rite, Michelin, Pitney Bowes Married to Janice, we have 4 Children. Lives in Grand Rapids. Loves the New York Mets, NY Giants, Notre Dame Football and Glen Arbor, MI

5 Overview Demand Generation Process

6 If marketers only do one thing Too many B2B marketers head down the automation path to solve a tactical problem and as a result do not experience the full potential that these platforms deliver. They are held back because they don t have the right lead management process in place, the right contact information in their database, the right content for engaging buyers, or the right skill sets for managing the intersection of these efforts. B2B Marketers Must Better Prepare For Marketing Automation, Forrester Research, Inc. Copyright 2012 The Annuitas Group

7 However Companies with better than average demand generation process experience a 416% increase in closed deals over companies with little to no process(source: SiriusDecisions) Source: SiriusDecisions

8 The Demand Generation Process

9 The Framework

10 6 Elements for Effective Demand Generation

11 For Each Element Quick Overview An Example A Worksheet to Take With You

12 Element #1 Buyer Personas

13 Start with Knowing the Buyer Buyer Persona What is a Buyer Persona? A short bio of the typical customer Person description Includes Information on Buyer s Background Daily Activities/Behavior Current Challenges and Motivations What s important to this Buyer

14 Sample Persona

15 Buyer Persona Matrix - Worksheet Persona 1 Persona 2 Persona 3 Persona 4 Buyer Background Daily Activity, Roles Goals/Objectives Motivations Pain Points, Challenges Buying Concerns Compelling Event Industry News Preferences Other Other Other

16 Element #2 The Buying Process

17 Knowing the Buying Process The Steps the Buyer goes through from need identification to post purchase From THEIR view, not yours Should be customized, not vanilla Provides a framework for providing the right message at the right time

18 Buying Process Example

19 The Buying Process Worksheet Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage 6

20 Element #3 Content

21 Content Defined Content is information that is of value to visitor/prospect/customer. Often, they are willing to exchange their contact details to access it Content can be delivered across multiple channels: Website, , Social Media, Mobile, etc. Providing relevant and timely information based on their needs, not yours

22 Content Matrix Model Source: Tom Pisello, Content Marketing Institute

23 Campaign/Program Model Flow

24 Content Blueprint Worksheet Buyer Persona/Buying Stage Stage 1 Stage2 Stage 3 Stage 4 Stage 5 Persona Persona Persona Persona

25 Element #4 Qualification Model

26 Lead Grading and Lead Scoring Lead Grading: Does it match the target profile (persona)? Usually demographic criteria Letter grade (A-F) Lead Scoring Measures interest level based on behavior High interest behaviors such as visiting the pricing page or requesting a demo Point system (numerical)

27 Grading and Scoring Example Which is the best Lead? Graphic Courtesy of Pardot, a Salesforce.com company.

28 Grading Worksheet Use the table below to begin building Lead Grading Model Criteria Grade Comments/Notes Title = CEO or President A

29 Scoring Worksheet Use the table below to begin building Lead Scoring Model Criteria Score Comments/Notes Visits Product or Pricing Page 20 Points

30 Element #5 Lead Routing

31 Lead Routing Build an integrated process for qualifying, passing, and tracking sales leads Requires both Marketing AND Sales (It s really about integration) Map out the process Develop SLA s (Service Level Agreements)

32 The Lead Routing Process Lead Routing Copyright 2012 The Annuitas Group

33 Lead Routing Process Example

34 Service Level Agreements (SLA s) - Example Funnel Stage Team Action Timeframe MQL Marketing Send MQL to Sales 3 Hours MQL Sales Follow Up on MQL 48 Hours MQL Sales Report on Disposition (Convert or not convert to SAL?) SAL Sales Report on Disposition (Convert or not convert to SQL) SQL Sales Report on Pipeline Value; Update Contact/Opportunity 5 Business Days 3 weeks from time of Conversion Minimum 1x per month Closed Won/Lost Sales Report on Close and Reason 24 Hours from time of Win/Loss

35 SLA Planning Worksheet Funnel Stage Team Action Timeframe

36 Element #6 Metrics

37 Metrics Ultimately, it s about measuring REVENUE nothing else really matters Define which metrics will measure marketing and sales success How will we know that marketing has been successful? How will we know that sales has been successful? Align systems to generate metrics Take action on data from the analysis of these reports to shape future plans

38 Metrics to focus on Value Revenue (including marketing influenced revenue) Reach Number of Inquiries (marketing generated, sales generated) Conversion Progression through funnel Velocity Time to convert through funnel Return Economic value of effort (ROI)

39 Metrics Worksheet Determine what Metrics you will work on Metric Category What Will We Measure? Why Will We Measure It? How Will We Measure It? Value Reach Conversion Velocity Return - ROI

40 Final Thought Developing the Process IS A PROCESS

41 Contact Information Jay Hidalgo Phone: LinkedIn:linkedin.com/in/jayhidalgo The Barzel Group 2014

42 Questions?