This document summarizes a presentation on understanding the science of B2B marketing. The presentation covers top marketing observations, such as the shift in power to buyers and the need for content marketing. It also discusses the importance of lead nurturing through personalized communications, relevant content, and an automated process. Key takeaways include the need for data-driven marketing, engaging online presences, collaboration between marketing and sales, and securing support from executives for new approaches.

1. Understanding the Science of
B2B Marketing
Presenter: Andrew Haussegger
Date: March 2011
© 2010 Green Hat. All Rights Reserved.

2. Why the Science of B2B Marketing?
Slide 2 ADMA B2B Marketing University March 2011

3. Agenda
 A Short Intro to Green Hat
 Top Five Marketing Observations
 Snapshot of Recent B2B Marketing Research
 The B2B Go-to-Market Plan
 The Role of Nurture Marketing
 Six Key Ingredients for Nurture Marketing
 Take-Aways
Slide 3 ADMA B2B Marketing University March 2011

4. A Short Intro to Green Hat
Slide 4 ADMA B2B Marketing University March 2011

5. Top Five Marketing Observations

6. Perhaps not as controversial as this guy, but
consider this …
Slide 6 ADMA B2B Marketing University March 2011

7. Observation #1: Balance of power has shifted
between the B2B buyer and seller.
Marketers have to find and
follow the breadcrumbs left by
the buyers who are trawling
the web and social media – in
the process of educating
themselves. Today we market
in a buyer-centric, buyer-driven
world.
Slide 7 ADMA B2B Marketing University March 2011

8. 9 out of 10 buyers say that
when they’re ready to buy,
they’ll find you
Source: DemandGen Report 2009
Slide 8 ADMA B2B Marketing University March 2011

9. What are visitors doing on your website?
 Up to 95 percent of qualified
prospects on Web sites are there to
research and not yet ready to talk
with a sales rep
 As many as 70 percent of them will
eventually buy a product from you
— or your competitors.
And, by 2015, 70% of
all business leads will
Source: Google/TechTarget Behavioral Research
come from the
Project Phase 2: 2010 Internet
SiriusDecisions 2010
Slide 9 ADMA B2B Marketing University March 2011

10. Observation #2: The B2B marketer cannot effectively
measure and manage prospect engagement in a vast
online/offline environment without automation tools.
Traditional
campaign
tactics
Slide 10 (2) ADMA B2B Marketing University March 2011

11. The Real-time Marketing Enterprise. The seller
needs to be listening and ready to respond at the
buyer’s command.
Source: JHV Blog (2010)
Slide 11 ADMA B2B Marketing University March 2011

12. IDC survey on adoption of Marketing Automation
“Of the 235 respondents in a November 2010 IDC survey, nearly 40% had
not implemented a marketing automation solution (yet). Not
implementing a marketing automation solution may be the ultimate
career limiting move for today's marketers.
Digital marketing has exploded in scope and complexity making it
practically impossible to efficiency and effectively reach your target
audience without a fully realized marketing automation infrastructure. If
you haven't gotten started you are already way behind the ball.”
IDC (USA) Nov 2010
Slide 12 ADMA B2B Marketing University March 2011

13. Observation #3: Content marketing is the secret
sauce in the new paradigm – getting the right
message to the right person at the right time.
 An over-supply of unfiltered content?
 Help the buyer cut through the clutter
with valued information
 Seller needs to show that they are
listening online
 Buyers value thought-leadership and
solution information aligned to their
buying process
 Win Trust
Slide 13 (3) ADMA B2B Marketing University March 2011

14. Observation #4: Marketing and sales need a unified
approach and must close the loop.
Slide 14 ADMA B2B Marketing University March 2011

15. A checklist of sales/marketing collaborative
Must-Have’s
 Define a common language
 Define the end-to-end pipeline process
 Define the definition of a lead and quantify the value of the lead in
dollar terms
 Define the Ideal Customer Profile and profiling questions
 Set KPIs and metrics
 Meet regularly to review and optimise
 Align functional goals
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16. Observation #5: The Personal Brand will become just
as important as the Corporate Brand. Companies
need to humanise/capitalise their Personal Brands.
Slide 16 (2) ADMA B2B Marketing University March 2011

17. Snapshot of B2B Marketing Outlook research

18. Key challenges for B2B marketers – 2010
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
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19. B2B marketing budget allocation – 2011
For each $1 spent on
lead generation
(trad), 53c spent on
nurturing &
managing the lead
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
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20. B2B marketing key objectives - 2011
Source: Green Hat B2B Marketing Outlook Report (Feb 2011)
Slide 20 (1) ADMA B2B Marketing University March 2011

21. What other insights did we get from the research?
 Budget: 40% say budgets have risen year-on-year. 1-in-7 by more
than 20%.
 Content: Value-add content was the top campaign offer. #2 was
workshops – also a form of information sharing.
 Social: Smaller companies spend more of their budget on
digital/social marketing than larger companies.
Email me for your copy: andrewh@green-hat.com.au
Slide 21 ADMA B2B Marketing University March 2011

22. The B2B Go-to-Market Plan

23. A best-practice marketing execution program will
tightly integrate lead generation and lead nurturing
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24. The Role of Nurture Marketing

25. “Every response must be
nurtured”
VP Global Marketing – Global High-Tech Brand (2011)
Slide 25

26. The stage of buyers in your lead universe
A key to the B2B marketer’s value
proposition
Each time we go to market, we reach out to
unaware prospects as well as hot prospects. We
invest in branding and positioning touches with
all those we communicate with.
Marketers identify the hot prospects and pass
them on for sales pursuit. But unfortunately
prospects and suspects in the mid-outer circles
are often forgotten.
A systemised process can nurture them along
their buying journey to position the vendor for
the day the buyer becomes ‘in the market’.
The Seller’s Lead Universe
Slide 26 ADMA B2B Marketing University March 2011

27. Definition – Lead Nurturing
The science of progressing buyers through the
pipeline using relevant content and offers that
match their buying stage – ultimately to
develop profile-rich sales-ready leads.
Slide 27 ADMA B2B Marketing University March 2011

28. Definition – Lead Nurturing
The science of progressing buyers through
the pipeline using relevant content and
offers that match their buying stage –
ultimately to develop
profile-rich sales-ready leads.
Slide 28 ADMA B2B Marketing University March 2011

29. What lead nurturing is not
It is not …
 A couple of follow-up emails to a campaign
 A download offer of a case study followed by an immediate
telemarketing call
 A mass email blast
 A generic e-newsletter
 A bi-monthly call to see if they are ready for that appointment
Slide 29 ADMA B2B Marketing University March 2011

30. Six Key Ingredients for Nurture Marketing

31. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

32. A 3-tier framework for nurture communications
Slide 32 (2) ADMA B2B Marketing University March 2011

33. How do the nurture streams interlock?
Slide 33 (2) ADMA B2B Marketing University March 2011

34. Considerations in the nurture dialog
 Decide your nurture voice for your email, online and
phone communications
– Trusted advisor, thought leader
– Not ‘I’m ready to sell, are you ready to buy!’
 Humanise the nurture process (all communications for
that matter)
 Align relevant offers with informationConsider the
cadence for touches
– Ask the buyer how often they want to hear from you?
– Tele-nurture call is key and timing is critical
 Communications should not be restricted to email/
telemarketing
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35. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

36. Specific assets are more relevant than others at
different stages in the buying process
Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
Slide 36 ADMA B2B Marketing University March 2011

37. The buyer has a ferocious appetite for information
and solution content
Average buyer consumes
20-50 content assets in
60 days (IT buyer)
Source: Google/TechTarget Behavioral Research Project Phase 2: 2010
Slide 37 ADMA B2B Marketing University March 2011

38. Content mapping - example
Assets that will grow Assets that will position
buyer’s awareness of seller’s solution
Role Category problem/opportunity
Financial management
(CFO, Financial
Controller …)
Strategic management
(CEO, MD, Business
Owner …)
Technology
management (CIO, IT
Manager …)
Line-of-Business
management (HR,
Marketing, Supply Chain
…)
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39. What is content layering?
Slide 39 (3) ADMA B2B Marketing University March 2011

40. Content marketing for multiple sub-segments (client example)
Awareness Awareness
Key (GFC issues) (finance sol’ns)
Identify Need
Aware- Tier 4 Tier 3 Tier 2 Tier 1
ness
DRW Print Global update Subscription
Country Profiles Country alerts
Ally / (web)
sponsor
events Chart Pack
Welcome – self signup process
Australian updates subscriptions
(web)
Other
information layering and trigger events
ATL International Nurture
Customers
Business Index Nurture Assets 2
MTV
Assets 1
Briefings/Events
On going profiling based on
Finance tool
workshops
Self Assessment Tool
Sales qualification
Finance
Assessment Index
Alliance workshops Deal workshops
Trade Missions

41. Tips for best-practice Content Marketing (from the trenches)
 Recycle and re-purpose
 Setup an editorial calendar & plan your content a quarter ahead
 Content-on-the-fly !
 Use third party content in the problem awareness stage where
possible
– Industry analyst abstracts, independent researchers
– Link to media articles of interest
– Content can be simple such a point-of-view email on a current topic
 Build content for smart-phone consumption
 Build profiles of your thought-leaders
Slide 41 (R) ADMA B2B Marketing University March 2011

42. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

43. Designing your database pyramid dimensions.
Quality over quantity.
Slide 43 ADMA B2B Marketing University March 2011

44. Database considerations in lead nurturing
 Assess your database position
– What is your Ideal Customer Profile?
– Conduct a gap analysis against your addressable target audience
– Conduct an internal audit
– Implement a strategy to fill the gap
 Setup a progressive profiling approach
– Align with sales
– Self-select V Auto-select options
– Automate the collection of profile data
– Use pre-determined Behavioural /Explicit Profiling rules to define when
to request profile information
 Devise strategies for gaining email opt-in rights
Slide 45 ADMA B2B Marketing University March 2011

45. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

46. Getting the automated ‘measure & manage’
process (and rules) right is paramount?
Profiled SAL** Lifetime Value
ICP Lead Lead Opp’ty Opp’ty Retention
Targets** Generation Nurture Development Closure & Loyalty
Engaged MQL** Order
Marketing-managed Sales-managed Shared
** ICP = Ideal Customer Profile
MQL = Marketing Qualified Lead
SAL = Sales Accepted Lead
Slide 47 ADMA B2B Marketing University March 2011

47. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

48. Lead Nurturing Ingredients
#1 – Communications
#2 – Content
#3 – Contacts
#4 – Automated Process
#5 – Automation Technology
#6 – Measurement

49. Most analysts are up-beat about the potential ROI
attributable to lead nurturing
Companies that
Companies who excel at
automate lead
lead nurturing generate
management processes
50% more sales-ready
can increase revenue by
leads at 33% lower cost.
at least 10% within 6-9
Forrester 2009
months.
Gartner 2009
An estimated 70-90% Four out of five
of leads generated by unworked leads
marketing are never ultimately buy
followed up by sales. something.
Marketing Sherpa SiriusDecisions
Research Report
Slide 50 ADMA B2B Marketing University March 2011

50. Tracking performance of lead nurturing requires
attention to additional metrics (client scenario)
Other Lead Nurture metrics:
 Response by nurture stream
Consider the Nurtured-Generated
 Time lag in streams (no progression)
Lead vs the Nurture-Assisted Lead.
 Self-subscribe/auto-subscribe to streams
What was the source of the lead?
 Landing page drop-out
 Unsubscribes
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51. Take-Aways

52. Take-Aways
1. Game-changer: balance of power has shifted to the
buyer
2. This is driving the shift to the Science of Marketing –
data, processes, automation, content and analytics
3. Don’t ignore the power of social media, but don’t bet
the b2b house on it
4. An engaging and pervasive online presence for the
seller is mandatory
5. Marketing must team up with Sales – like never before
6. Sell the vision, objectives and imperatives internally to
the C-suite and Sales – their support is crucial
Slide 54 ADMA B2B Marketing University March 2011

53. Thanks …
Andrew Haussegger
Green Hat
w: 03 9290 9777
m: 0419 569 122
andrewh@green-hat.com.au
www.green-hat.com.au
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