Using Kentico EMS to optimize the B2B sales process

Transcription

1 Using Kentico EMS to optimize the B2B sales process

2 A link to this deck follows What we ll cover The current view of B2B sales: What the customer demands today The general state of readiness: Varies by industry, but not very We re going to introduce a framework that you can build on. It introduces concepts like Value prop design / strategy Content modeling Marketing automation managed buyer journey engagement Kentico EMS functionality

3 B2B sales has changed 97% of cold calls don t work LinkedIn Sales Solutions 48% of buyers are frustrated with aggressive salespeople SAP, What does the Future of Selling Look Like 75% of B2B buyers say that buying from a website is more convenient than buying from a sales rep Forrester Research, Death of a (B2B) Salesman 80% of buyers know what they want before they contact a sales rep SAP, What does the Future of Selling Look Like

4 B2B sales has changed The hardest thing about B2B selling today is that customers don t need you the way they used to HBR, End of Solution Sales The modern buyer is digitally driven (multiple devices), connected (social) & empowered (self service biased) Culture change: Helping > Selling B2B buyers will expect salespeople to be more like consultants that inform and guide them to a purchasing Explore Evaluate Engage Experience Endorse Stages in a Buyer Journey

5 B2B state of readiness Only 25% of Fortune 500 companies are using marketing automation now Pardot Informal internal surveys: 1-2 in 10, in our market 2016 is the year to start catching up Digital has a seat at the strategic table Executive team engagement Marketing tech investments increasing Customer experience moving to the center of the conversation

6 Our Use Case Our Offering Commercial irrigation systems Our Markets Municipalities Golf Courses Our Value Propositions Water savings through efficiency Maintenance free units Our Buyer Profiles CFO Maintenance Superintendent Regions Southeast Northeast Single Template Home page Explore Evaluate Engage Experience Endorse Stages in a Buyer Journey

7

8

9

10

11

12

13

14 EMS managed sales process Strategy Elements Value Proposition Design Content modeling / engineering Persona Buyer Journey Marketing automation EMS Functionality Campaigns Contact Groups Contact Management Conversions Marketing Automations Pending Contacts Personas Scoring

15 Value Proposition Design Understand customers, design better value propositions

16 Content model Technology can do its magic only after structure has been put into Content Model Buyer Stages Persona elements Industries Location Product / Service attributes Etc. * Extremely over simplified

17 Buyer personas Concept Create a buyer fingerprint for that aligns with site content In Re Pe Bs Industry Municipalities Golf Courses Region Southeast Northeast Buyer Profile Finance Maintenance Buy Stage Explore Evaluate Engage

18 The B2B Buyer Journey Stage Intent Actions Explore Identify a need, and look for ways to address it Self-directed web searches, industry referrals, Evaluate Take a closer look at product/service options Self-directed web research, peer interactions, self-guided demos Engage Initiate contact with prospective vendor & make buying decision Request demo, quote; make a purchase Experience Onboard & then use the product/service Develop perceptions about value, buy again or not Endorse Share experience Recommend the product or not Explore Evaluate Engage Experience Endorse

19 EMS & the Irig8 web property In EMS, we ll Build our account/contact groups, personas, campaigns, conversions, lead scores Set lead ID functionality Build out marketing automation Personalize content via template Single template Personalization based on Location Industry Buyer Journey Stage Persona * A fly-over view of the Kentico EMS in the context of the Irig8 use case

20 Create & map fields Create Contact fields Account fields Personas Lead score stages Contact groups Map fields To forms To CRM integration points * The content model is put into action here

21 On-line Marketing > Contact Management > Account Custom fields Contact Management

22 Modules > Contact Management > Account > Fields Contact Management

23 Contact status can be used to track the visitor through the buyer journey Contact Management

24 On-line Marketing > Personas Personas

25 On-line Marketing > Personas Personas

26 On-line Marketing > Personas Criteria rules include: - Attributes on the contact (title, address, etc.) - Activities (pages viewed, opt-in, viewed, form submitted, shopping cart activity, etc.) - Macro (just about anything that Kentico tracks, multiple conditions e.g., Government customers in the Northeast) Personas

27 On-line Marketing > Contact Groups Contact groups can also be dynamically generated by meeting conditions. Contacts can flow in and out of contact groups without manual interaction Contact Groups

28 Contact group built on three conditions Contact Groups

29 On-line Marketing > Scoring Score Value Lead Funnel Lead scoring can be used to signal the visitors buyer journey stage - Explore - Evaluate - Engage Scoring

30 Contact group score example Scoring

31 Persona based score example Scoring

32 On-line Marketing > Scoring > Quote Request Scoring

33 Content Management > Forms > Quote Request Validation = clean data Forms

34 Map form content to contact / account fields to ensure data entegrity Forms

35 Visitor Identification How to ID new visitors Campaign based Lead list import Industry specific channels PPC campaigns IP look-up services Maxmind DemandBase Visistat

36 Visitor Identification Contact import Upload known & identified list data Map import fields to contact / account fields

37 On-line Marketing > Contact Management > Contact Import Contact Management

38 Map fields and import Contact Management

39 Visitor Identification IP based look-up functionality... - Collect IP addresses of site visitors & cookie them appropriately - Determine if the visitor is new or repeat - For new visitors, run IP against lookup service & route to the appropriate contact group - Notify users, via & Kentico views, contacts that need to be reviewed - Contact review, edit functionality

40 Integration with 3 rd party service - Maxmind - Demandbase - Visistat IP Lookup Process

41 On-line Marketing > Contact Management > Pending Contacts A placeholder Queue for leads that require manual interaction with a contact / account Pending Contacts

42 Contact / Account information that can be researched / added Pending Contacts

43 Marketing automation We can automate our customer engagement based on what we know about the visitor Personas Contact groups Contact activities Click stream activities Conversions Lead scoring

44 Value Proposition Traffic sources Google PPC Blogs LinkedIn Events Social media 1. New Visit ID Page views Repeat visit 2. ID IP Lookup Account Research 3. Explore ebook Video view opt-in Return path touchpoints campaigns Blogging Retargeting Custom audiences 4. Evaluate Demo Request Quote Phone invitations 5. Engage 9. Lost Buy Enjoy Didn t engage Not qualified

45 On-line Marketing > Marketing Automation Marketing Automation

46 Marketing Automation On-line Marketing > Marketing Automation > Explore

47 First win condition Time boxed to 45 days Marketing Automation

48 Newsletter or ebook = success 45 days = fail Marketing Automation

49 Personalization We can personalize content based on Personas Contact groups Contact activities Lead scoring We can personalize Web part zones Web parts Widgets

50

51

52

53

54

55 Wrap-up We Built out account/contact groups Personas lead scores Set lead ID functionality Build out marketing automation Personalized content within the home page template

56 Best practice Get your strategy documented and establish your content model first Go slow. Start simple. Make it manageable from the start. Think about content editors. Don t design more personalization than they can realistically manage Decide carefully what you use to trigger automations, personalizations, etc. Build/adopt a road map/maturity model Use the maturity model when speaking with leadership. Use it to set and then manage expectations.

57 Resources Value Prop Design Value Prop Design Slideshare Value Prop Design Book Content Modeling / Content Engineering What is Content Engineering ebook Simple [A] Content Modeling Series Cleve Gibbon Kentico EMS This presentation Kentico On-line Marketing Features

58 James Williamson twitter.com/jbwmson linkedin.com/in/jameswilliamson Session Presentation:

59