Getting to know your customers Uncovering the key insights that explain everything James Foulkes

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1 Getting to know your customers Uncovering the key insights that explain everything James Foulkes kingpincomms.com

2 About Me James Foulkes Co Founder Kingpin Communications Born in Grimsby upgraded to Lewisham. Qualified GDPR Practitioner kingpincomms.com

3 The Dog betterer than adverts Master Alfie Foulkes. Aged 5. (though his vocab needs work) kingpincomms.com

4 A Quiz! Write down your answer. Chocolate for the winners. (Be honest!)

5 Trial Question Q1. Which member of One Direction had the most video views on Vevo s YouTube channel in July? kingpincomms.com

6 Who knew there was more than Harry? kingpincomms.com

7 Connecting tech brands to audiences through smart data and big ideas. Founded in 1997 Offices in London & San Francisco B2B Tech Specialists

8 Connecting tech brands to audiences through smart data and big ideas. Founded in 1997 Offices in London & San Francisco B2B Tech Specialists

9 26 Countries 112,289,897 Impressions Connecting tech brands to audiences through smart data and big ideas. 1,037,958 Engagements 54,615 Conversions Founded in 1997 Offices in London & San Francisco B2B Tech Specialists 60,229 MQL s 23,175 SQL s

10 The complex world we live in

11 Do we over complicate things? Source: CEB Global The Digital Evolution in B2B Marketing

12 Attribution models Time Decay Assigns the most credit to touchpoints that occurred nearest to the time of conversion. Can be useful for campaigns with short lifecycles, such as promotions. Position Based Can be used to adjust credit for different parts of the customer journey, such as early interactions that create awareness and late interactions that close sales. Data driven Based on your interactions and unique business. With proper feedback and development this can be modified and tweaked to create a more accurate representation. BUT, can be time consuming and resource heavy.

13 Attribution models Last Touch Attributes 100% of the value to the last channel before a conversion or sale. Gives good insight into what triggered the company / individual to take the conversation to the next level. BUT, ignores all the work that s gone before it. First Touch Can help you understand which campaigns create initial awareness for your brand or product. BUT, ignores everything after it clicking a banner doesn t seal the deal there and then. Linear Used if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. BUT, although all channels build up a journey, in reality not all have the same impact.

14 A step by step guide to your attribution 1 Marketing Activity 2 Depending on marketing activity, its complexity and the number of channels will determine the model you adopt. Ask the question what will I do different given [X] scenario that shows up in this data? Attribution Type Depending on your goals look at one of the aforementioned models and decide which works well for you 3 5 Set Up Conversion Points Decide which touchpoints you d like to count as a conversion. This can be information requests, newsletter subs etc.. Anything significant should be set up Calculate Marketing ROI Relate all marketing activity to marketing investments and their influence on bottom line. Marketing attribution is about being able to spend your budget as wisely as possible. 4 Play with Attribution Type As per points 1 and 2 you might want to play around with attribution models to see those that give you the best insights. i.e. we use linear as standard but when looking to measure the impact of a simple landing page go last click.

15 Issues facing a B2B Marketer today

16 Question 1 How many Martech tools are available in 2018?

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20 Made more complex by Influx of data GDPR Bigger buying groups Noise 3 Month campaigns, 18 month sales cycle ABM Pipeline and targets Technology at last count

21 Simplify.

22 Your audience

23 Question 2 How many people are in the average B2B decision making group?

24 Source: CEB The Challenger Customer

25 Buying teams are growing in size and complexity Average number of decision makers involved in enterprise (IT) purchasing decisions today 1/3 rd of companies report buying teams have grown over the last 2 years < 1,000 employees >1,000 employees 55% No change 35% Increased 10% Decreased Trend that is more prevalent at large organisations and in verticals like financial services where nearly 50% report IT buying teams have grown in size over the last 2 years. Source: IDG Customer Engagement

26 Source: CEB The Challenger Customer

27 How much content? 79% of Tech Decision-Makers find it challenging to locate enough high-quality, trusted information on major enterprise IT products and services to make an informed purchase decision ITDMs need information but they re challenged to find it 7 ASSETS Downloaded during the purchase process on average Source: IDG Customer Engagement Research

28 3 rd party content is more valuable

29 Question 3 Who coined the phrase the demand waterfall?

30 Take advantage of current methods available INQ = Inquiry AQL = Automation qualified lead TGL = Teleprospecting generated lead TQL = Teleprospecting qualified lead SGL = Sales generated leads SQL = Sales qualified lead Source: SiriusDecisions

31 It s still about human relationships

32 Question 4 Percentage of sales people ranked as average or poor?

33 Sales people count 64% ranked as average or poor Marketing seem ok with that Source: Discover.org what do buyers want?

34 Most useful customer engagement happens in 3rd stage Source: Incisive Media 2016

35 Disconnect between sales/marketing s view and the customer Source: Incisive Media 2016

36 Sales people count Source: Gong.io analysis of over 1,000,000 sales calls

37 Sales people count Source: Gong.io analysis of over 1,000,000 sales calls

38 Being transparent helps Source: Gong.io analysis of over 1,000,000 sales calls

39 What this means for you Transparency and clarity are the way forwards We can help earlier on by positioning our offering alongside competition Information rich content rather than sales lead Don t underestimate the importance of Branding Early stage engagement shouldn t be discounted

40 Meanwhile How this all works in the real world when selling to an SMB

41 How Kingpin selected a new CRM Event Buying team formed Kick-off: CRM Founder, Finance Manager, Operations Director, Group Account Director

42 What happened? Early Discovery Main Research Shortlisting Decision? Talked to peer groups Looked at clients that had the best information from CRM Shortlisted quickly. Sage. Salesforce. Dynamics Some of the above was based on brand Talked to vendors took referrals to partners. Met 2 partners per vendor Spoke to our customers about CRM used Spoke to suppliers also Selected Salesforce Developed a scoring system for each partner Spoke to 2 customers for each supplier Met their technical team The organisation that seemed aligned to us. The other spent too much time telling us how great they were and how big they were going to be.

43 Meanwhile How this all works in the real world when selling to enterprise

44 How? Anatomy of a lead Match responses we have to company opportunities Work with sales team to find out those contacts that are relevant Report on those where marketing had a direct influence

45 Large scale opportunity

46 Average deal length Average time taken from Opportunity being created to a won close France Germany United Kingdom < < <

47 Some quick hacks and take aways

48 B2B isn t always linear, despite what I said Where leads are converting Final Conversion Country 73% United Kingdom Germany 30% 38% France 11% Netherlands 3% 27% Belgium Sweden 2% 3% Important to consider HQ Vs Local Sites and buying teams across Multiple Regions Spain 4% Lead Generated converting in same country Lead Generated converting in Different country Italy Switzerland 4% 5%

49 Use video! Video is an important tool in a content marketing toolbox. 95% Watch technologyrelated videos Source: IDG Customer Engagement

50 Just not for adverts Attention span longer than expected First-look product overviews Technology news reports / live rolling coverage Industry research Interviews with industry experts How-to-videos In-depth product review Interactive video Webcasts In Minutes Source: IDG Role & influence of the technology decision-maker study

51 You will find branding hard to justify Source: Techtarget branding report

52 But if you do it will help long term Source: Techtarget branding report

53 Do accept Gmail

54 Because?

55 Summary Attribution Sales Content Video Doesn t have to be complicated. We recommend you use an linear model. will need to be interactive and honest (as does marketing). Consider multiple stake-holders and multiple locations. Your content in one language could lead to a sale in another country. Use it! And don t worry about length or snackability, it s the content is key.

56 Any questions about your marketing? Come speak to us on stand 17. (and try one of our homemade cupcakes!) kingpincomms.com