Le baromètre des décideurs B2B par Enterprise@iProspect et Infopro digitaliProspect France
Enterprise@iProspect et Infopro Digital lancent Le baromètre des décideurs B2B, un nouveau rendez-vous semestriel pour tout comprendre du paysage B2B en un clin d’œil.
Peu évolué, en retard, reposant essentiellement sur des pratiques à l’ancienne… le marketing B2B est souvent affublé de nombreux préjugés et clichés. Pour couper court aux idées reçues, Enterprise, agence spécialiste de la communication et du marketing B2B du réseau iProspect, et Infopro Digital, groupe media leader dans l’information professionnelle, les leads BtoB et les services professionnels en France, ont décidé de dresser un état des lieux concret des pratiques réelles du marketing B2B en interrogeant directement les principaux intéressés : les dirigeants et décisionnaires B2B.
Entre le 11 et le 24 octobre derniers, 275 décideurs B2B ont ainsi été interrogés en ligne pour faire le point sur leurs pratiques marketing et mettre en avant les tendances et évolutions du secteur.
C’est un nouvel âge du digital, où tout est différent : l’audience, les influenceurs, les politiques d’acquisition, les équipes d’achat etc. Il devient primordial d’adapter la stratégie marketing et commerciale aux nouvelles habitudes des acheteurs BtoB des temps modernes. C’est important de comprendre ces changements et pourquoi ils arrivent :
Les acheteurs ont changé
Les acheteurs – aujourd’hui - sont indépendants. La plus grande partie de leurs processus d’achat se fait de manière autonome. Ils n’ont plus besoin des commerciaux.
Découvrez dans cette présentation les tendances du marketing BtoB, comment adapter votre stratégie face à ces changements et comment aligner vos équipes commerciales et marketing vers un même objectif pour accélérer vos ventes.
Atelier web marketing #6 S4: Définir une stratégie marketing digitaleWSI France
Pour démarrer cette nouvelle année professionnelle du bon pied, WSI vous propose de vous aider à mettre en place une Stratégie Marketing Digital orientée client (Customer Centric), adaptée à votre entreprise qui intégrera les différents leviers du Digital (Site web, Référencement, Mobile, Social) pour augmenter votre retour sur investissement.
Inscrivez-vous et participez gratuitement à notre atelier du webmarketing en ligne « DÉFINIR une Stratégie Marketing Digital». Deux experts WSI vous donneront toutes les clés pour être visible sur la toile et des conseils pour développer votre image de marque.
A tous les décideurs d’entreprise, professionnels de la communication et du marketing nous répondrons à ces questions que vous vous posez certainement :
Internet peut-il m’aider à faire une analyse stratégique (analyse du marché, analyse de la concurrence, …) ?
Quels sont les éléments clés à intégrer dans ma stratégie digitale ?
Est-ce que le Web peut vraiment m’aider à acquérir de nouveaux clients ?
Quel est le coût d’une solution de marketing digital « rentable » ?
Quelles sont les compétences clés que je dois impérativement internaliser ?
[Fr] Rapport d'étude simplifié Opinionway sur le content marketing en B2BYann Gourvennec
Opinionway a interviewé fin 2016 environ 300 entreprises du B2B sur leur vision du marketing de contenu (content marketing). en voici le rapport simplifié.
Comment booster votre activité sur Adwords ?Net Design
Explorez de nouvelles opportunités avec Google AdWords : Comment augmenter le trafic et les ventes de son site ? Quand lancer sa campagne ? Comment définir son budget AdWords ?
Quatre avantages liés à une approche planifiée de la maturité digitale. Résultats de l’étude 2015 sur le marketing digital en date de Juillet 2015 et réalisé par ADOBE.
5 Challenges du marketing digital que doivent relever les AgencesDexem
Le digital se transforme plus rapidement que les autres domaines du marketing, et il en découle de nombreux défis pour les Agences digitales. Voici les 5 challenges dont toutes ont entendu parler, mais dont peu savent comment les relever avec brio !
Les nouveaux enjeux de la communication : l'Inbound MarketingPatrick Barrabé® 😊
1- Qu'est-ce que l'Inbound Marketing
2- Les expertises à combiner
3- Une stratégie éditoriale pour transformer
4- L'inbound Marketing augmenté
5- Mettre en place un dispositif d'Inbound Marketing
Alors que l’efficacité des techniques à court terme, comme l’e-mailing, s’essouffle, l’Inbound Marketing permet d’engager une approche progressive permettant de respecter les étapes d’un cycle de séduction BtoB…
Cette technique consiste à faire venir à soi les cibles visées et s’oppose à l’outbound qui lui, adresse directement les clients potentiels. Concept apparu il y a quelques années, l’Inbound Marketing a su s’imposer puisqu’il correspond aux nouveaux comportements sur le Web, où chacun recherche en permanence de l’information, est prêt à laisser ses coordonnées en échange d’un véritable apport d’expertise. Une démarche séduisante et efficace… à condition de respecter 3 facteurs clés de succès : l’Inbound Marketing requiert de maîtriser de nombreuses mécaniques, la montée en audience en Inbound Marketing requiert un certain temps et l’Inbound se combine bien avec une autre branche du marketing, l’Account-Based Marketing.
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SunTseu - Les fondamentaux du Digital MarketingSunTseu
Sylvain Davril, directeur de l'innovation de SunTseu, explique sa vision de la Customer Experience réussie et du parcours client; pourquoi nous avons encore le sentiment aujourd'hui de ne pas rencontrer si souvent des expériences clients agréables, du fait des stratégies marketing passées basées sur l'outbound marketing; il reprécise le contexte actuel très favorable au changement et pourquoi il faut associer l'inbound marketing et l'outbound marketing;
Enfin il fait un focus sur une technologie importante pour réussir sa stratégie de digital marketing : le marketing automation, et en l'occurence Marketo
Le web marketing, les stratégies et le principaux leviersMaxime Quintin
Mon cours réalisé pour le master 1 pge de l'EM de Strasbourg au sujet du web marketing. Après une première partie consacrée aux principales stratégies, vous pourrez découvrir dans une seconde partie les différents leviers du web marketing : SEM, marketing à la performance, social media management, E-CRM…
Support tutoriel : Les fondements du Marketing DigitalSmartnSkilled
Développez votre business sur Internet en toute efficacité.
Lors de cette formation vous allez :
- Assimiler les particularités du marketing digital,
- Identifier les facteurs clés de succès d’un site performant,
- Mesurer les résultats de ses actions digitales.
Suivez le tutoriel complet par ici :
https://www.smartnskilled.com/tutoriel/formation-en-ligne-les-fondements-du-marketing-digital
Dans une démarche d’inbound marketing, définir son public cible est une étape essentielle.
Toute la stratégie à élaborer dépend de l’auditoire auquel l’entreprise ou la marque souhaite s’adresser.
Logiciels de pilotage de force de vente : partenaires de votre reussitecbmbd
Des commerciaux qui se consacrent entièrement à la vente ? C’est possible !
Des dir. Marketing et commerciales connectées au terrain ? C’est possible !
Des logiciels faciles à intégrer à vos dispositifs actuels ? Ça existe !
Des études de cas pour le démontrer
Des conseils pour votre recherche de l’outil le plus adapté à vos équipes.
Baromètre sur les adblocks sur le marché français - Vague 2 novembre 2016FrenchWeb.fr
Plus du tiers (36%) des internautes français sont désormais équipés d'adblocks, en hausse de 20% depuis le début de l'année, selon les résultats du dernier Baromètre sur les Adblocks sur le marché français réalisé par l'IAB en partenariat avec Ipsos.
SMG France présente Ad blocking - Ad loving, son étude sur les perceptions et enjeux de l'Ad blocking. Retrouvez dans ce document un condensé des enseignements exposés dans le livre blanc publié parallèlement et découvrez les solutions proposées par SMG.
Si vous souhaitez plus d'information sur le sujet n'hésitez pas à nous contacter :
contact@starcomworldwide.fr
Développé par Kantar Millward Brown, l’étude BrandZ™, commandée par sa société mère WPP, est un classement des 100 marques les plus puissantes dans le monde. Il s’agit de la seule étude de mesure de marque qui combine les données de plus de trois millions de consommateurs à travers le monde avec la performance financière et business de chaque entreprise (basée sur des données Bloomberg et Kantar Worldpanel).
E-commerçants, améliorez la confiance et la satisfaction de vos clients avec ...François Jourde
Ce livre blanc aborde les notions-clés de la confiance et de la satisfaction client.
Il vous donne une vision claire de l'utilisation quotidienne du Live Chat pour augmenter et pérenniser vos ventes, simplement et efficacement
Conférence Rouge Interactif E-commerce Paris 2012 : taux de transformation, p...Rouge Interactif
Retrouvez l’intégralité de cette présentation et découvrez comment obtenir un maximum d’effet sur la conversion de vos actions avec un minimum d’effort !
2015 Ad Blocking Report - The Cost of AdblockingPageFair
In the third annual ad blocking report, PageFair, with the help of Adobe, provides updated data on the scale and growth of ad blocking software usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape.
Les modèles Alternatifs de Distribution Alimentaire
Extrait de l'intervention de Retail&Detail aux Ateliers du Frais du 20 janvier 2015
Alternative retail model
Révolutionner la fidélisation à l'ère du commerce cross-canalGenerix Group
Cher partenaire,
Vos clients se demandent comment se différencier auprès de leurs consommateurs inscrits à un nombre toujours plus important de programmes de fidélisation ?
Ces programmes se limitent trop souvent à de la gestion de points ou à l’envoi d’e-mails ?
En réalité, ils n'accompagnent pas efficacement le consommateur dans son parcours d’achat sur les différents canaux de vente de son choix.
Téléchargez la présentation faite lors du petit-déjeuner du 4 juillet 2014.
L’inbound marketing est une stratégie, elle implique d’avoir des objectifs.
Avant d’évoquer ce sujet plus en détail, déterminons au préalable les éléments essentiels pour se lancer dans une telle campagne.
Connaissances de base et relations entre le marketing traditionnel et le marketing digital. Distinction des différents canaux numériques et leur valeur ajoutée, définition des audiences et communication avec elles. Compréhension des mécanismes d'un parcours client et ses différentes étapes.
Attribution, Contribution : Les enjeux de la deduplication - Romain Fonnier
SEO, SEM, display, affiliation, emailing, retargeting… Cette diversification des leviers marketing online a complexifié les stratégies d’acquisition et mène progressivement les annonceurs à mettre en place des outils de pilotage et d’arbitrage pour mesurer et attribuer la rentabilité de chaque canal. Se mettent alors en place des stratégies dites de " déduplication " qui permettent de maximiser trafic et conversion tout en optimisant la rentabilité. A l’occasion de la sortie d’un livre blanc dédié, cette conférence revient sur les objectifs et les enjeux de la déduplication tout en vous proposant de partager l’expérience et les bonnes pratiques de plusieurs annonceurs.
Attribution , Contribution : les enjeux de la déduplication - IAB france - ma...Romain Fonnier
Pensé et rédigé par un groupe de travail formé de Membres de l’IAB France experts du secteur, ce Livre Blanc est le fruit de plusieurs mois de travail au cours desquels les rédacteurs se sont efforcés de prendre en compte toutes les positions, même les plus tranchées, sur un sujet stratégique et sensible. Puisque le terme même de déduplication porte encore parfois à débat, le comité de rédaction s’est appliqué à traiter le sujet de la manière la plus large possible, en prenant à la fois compte des notions de contribution et d’attribution.
En savoir plus sur http://www.iabfrance.com/contenu/livres-blancs/attribution-contribution-les-enjeux-de-la-deduplication#yzPaHPcU7VDWLGKu.99
Fixer et suivre ses KPI (indicateurs clés de performance) pour booster son ROI et piloter ses investissements web, c’est possible.
Internet est le moyen de communication le plus tracké que le monde n’ait jamais connu.
Face à l’abondance d’informations obtenues par les trackers, il est parfois difficile de s’y retrouver.
Quels sont mes objectifs ?
Comment identifier les bons indicateurs ?
Mes données sont-elles fiables ?
Réfléchissons ensemble aux indicateurs de performance auxquels faire confiance.
« Notre objectif est de percevoir l’ensemble des influenceurs et leurs contributions à l’acte d’achat »
Effinityest une structure dédiée au marketing d’influence et propose un écosystème unique d’expertises et de technologies pour assurer la présence de ses annonceurs dans les chemins de conversion de leurs clients existants et futurs.
Les clés du succès pour Effinity, ce sont :
• Une organisation verticale pour délivrer une expertise pointue.
Nous avons créé effinity Style, effinity Home et Effinity B2B dans un premier temps, avec
d’autres secteurs à suivre rapidement.
• Une technologie de tracking multipoint et multi-devices, éprouvée et certifiée.
Issue de l’expérience d’effinity Network, nos solutions sont capables de restituer la complexité
des parcours d’achat des consommateurs et de s’y intégrer intelligemment (effinity Peaksell et effinity Suite).
• Une capacité de création renforcée, pour activer de nouvelles formes de présence.
Pour inscrire naturellement nos annonceurs dans leurs zones d’influence, nous avons mis en
place un studio et un service mise en relation avec blogueurs (Blog me I’mfamous).
RDV_DTAIL 2015 - Devenir performant dans le commerce de détailiProspect Canada
Les organisations dans le commerce du détail sont en perpétuel état de transformation et le numérique ne fait qu’accélérer ces transformations. Les détaillants doivent apprendre à comprendre, guider, influencer et gérer ces transformations. Pour ce faire, ils doivent façonner leur organisation afin qu’elle puisse apprendre mieux et plus rapidement que la compétition.
Alors que le marketing numérique donne désormais accès à une quantité infinie de données en temps réel, encore faut-il les bons outils, les bons processus et les bonnes personnes pour transformer ces données complexes en prises de décision éclairées.
Guillaume Bouchard, chef de la direction d’iProspect Canada, la plus grande agence de performance numérique au pays, vous guidera vers les meilleurs moyens pour que toute votre organisation, en commençant par votre équipe marketing, apprenne à être performante.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Industry Success: Bring Your Content and Demand Generation Teams TogetherMarketo
How can marketing teams stand out in the digital world that is oversaturated with content, emails, and virtual events? One of the ways to achieve efficiency and success is to bring the content, demand generation, and industry teams together to ensure close collaboration.
You'll learn:
-How to approach content strategy design with demand in mind
-What makes the partnership between content and industry teams so valuable
-Why joining the forces enables powerful customer journeys
Customer-First: Embedding Experience Design in Your GTM StrategyMarketo
Customers are the lifeblood of every business, but how many companies can say that they truly have a customer-centric go-to-market strategy? With so many touchpoints in a customer’s lifecycle, there are innumerable ways to misstep and think about what makes sense for your company instead of who your company serves.
Are you segmenting in ways that make sense for your audience? Are you creating marketing events and programs that bring the right types of customers together? When you speak to your audience, are you speaking in their language?
You'll learn:
-Dos and Don’ts of account segmentation
-Creative ways to think through programs and activities
-How to connect with your customers in meaningful ways
Prove Your Marketing Impact: The Fundamentals of Marketing AttributionMarketo
Every marketing team faces the challenge of proving direct impact to the bottom line, but it’s no longer enough to show email metrics or the number of leads generated. In order for marketing to earn its seat at the table, the C-suite needs to know how it translates to revenue for the business.
You'll learn:
-Why attribution is essential to modern marketing teams
-How to establish marketing KPIs that align with business objectives
-How to think like the C-suite in your marketing strategy and reporting
Prove and Improve Your Marketing Impact in 2021Marketo
Many marketing teams are starting 2021 with limited resources, so it is more important than ever before to make your marketing dollars count and consistently optimize your marketing strategy. Fortunately, we have an expert who can help set you up on the right path.
Watch our webinar, Prove and Improve Your Marketing Impact in 2021. Featured speaker Matt Erstad, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale this year.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
What's in Store for Marketing Operations in 2021Marketo
This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include:
- Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions.
- Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement.
- Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions.
- Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.
How to Bring Sales and Marketing Together in 2021Marketo
Marketing and sales have traditionally gone head-to-head. But as we jump into a new year, it’s more important than ever that these two teams come together.
Watch Sam Gong, BDR Director, Adobe Experience Cloud, for his webinar: How to Bring Sales and Marketing Together in 2021.
In this webinar, you'll learn:
• How to create your all-star team
• Tips to drive better results for your business in 2021
• How to bring sales and marketing together in the new year
Marketo Engage January 2021 Product Release PresentationMarketo
The document summarizes the January 2021 release of Marketo Engage. It includes:
1) Enhancements to audience sync with Adobe Experience Cloud applications and ad networks.
2) Improvements to the user experience including support for workspaces and partitions.
3) New capabilities for sales teams including Sales Insight for non-native Salesforce integrations and enhancements to Best Bets, email workflows, and account/opportunity panels.
4) Additional features like program member custom field tokens, Salesforce OAuth authentication, and a landing page preview API.
Demand Generation New Year Planning Session: How to Stand Out in 2021Marketo
The document discusses planning for demand generation activities in 2021. It provides tips for budget planning, aligning activities with content, and ensuring consistency. It also discusses optimizing programs through A/B testing, evaluating results, and making data-driven decisions. Additionally, it covers using intent data to enhance account targeting and prioritize sales opportunities by surfacing accounts actively searching on relevant topics. The key takeaways are to plan strategically while allowing flexibility, capitalize on all engagements, optimize through testing, and leverage intent data when built and used correctly.
Field Marketing in the New Year: Preparing and Planning Events in 2021Marketo
Field marketers have been forced to think outside the box this year as events moved from in-person to digital.
So, what happens in 2021? And how can we prepare?
Join Caroline Hull, Director of Commercial Field and Partner Marketing, Adobe Experience Cloud, for her webinar: Field Marketing in the New Year: Preparing and Planning Events in 2021.
In this webinar, you'll learn:
• How event marketing has changed drastically over the past year
• The silver lining to the sudden chaos
• How to start planning for your virtual events in 2021
Scroll-Stopping Digital Ads: Planning for Success in 2021Marketo
2020 has completely shifted the digital advertising space. Fortunately, digital marketers are pretty experienced at adapting to change.
But as adaptable as you may be, it never hurts to get ahead!
Join Paulo Martins, Head of Global Digital Marketing, Commercial – Adobe Digital Experience, for his webinar: Scroll-Stopping Digital Ads: Planning for Success in 2021.
In this webinar, you'll learn:
• Predictions on what's to come in the digital marketing space in 2021
• Tips and advice on how you can prepare and plan campaigns for the new year
• Which digital trends to keep your eyes on
The New Age of Marketing: Predicting, Planning and Prepping for 2021Marketo
It’s about time we start wrapping up 2020! Even though everyone wants this year to finally be over, when it comes to planning for 2021, we need to be real. There are tons of valuable takeaways and lessons we need to take with us if we want to be sure that 2021 is as successful as possible.
We want to help make 2021 an amazing year! Watch Michael Madden, Director of Commercial Demand Generation, Adobe Experience Cloud for his webinar: The New Age of Marketing: Predicting, Planning, and Prepping for 2021.
In this webinar, you'll learn:
• Which key takeaways from 2020 we should keep in mind going forward
• Essential planning tools for the new year
• Tips on how you can prepare to be successful in 2021
Future Proof: How to Create a Lead Scoring Model That ScalesMarketo
With the right lead scoring model in place, you and your team are able to make the most out of every lead that enters your pipeline.
Kylie Alexander, Marketing Operations Manager at Adobe, covers how you can create a lead scoring model that will scale with your business.
You'll learn:
-How to partner with the right stakeholders to make decisions that are aligned across the business
-Lessons the Marketo Engage operations team has learned so you don't make the same mistakes
-How to plan for a scoring model that will scale
The document provides an overview of Adobe's roadmap for Marketo Engage in fiscal year 2020. It discusses key themes and priorities for the roadmap including:
1. Foundation for growth through improved integrations with Adobe Experience Cloud and Adobe Experience Platform.
2. Powering sales experiences with new features for Sales Insight to provide reps with buyer insights and enhancements for mobile usage.
3. Connecting people and content through predictive audiences powered by artificial intelligence to help target the right customers, and new capabilities for attribution and measurement through Bizible.
The roadmap highlights how these initiatives will help drive demand, empower marketing and sales teams, and deliver exceptional customer experiences across the journey
Marketing Through the Funnel: Tips for Small Yet Powerful TeamsMarketo
Marketing goals are lofty and it often takes a lot of hands on deck to make them happen. But what if you don’t have enough hands? Or budget? Or time?
Join our Commercial Demand Generation team for their webinar, Marketing Through the Funnel: Tips for Small Yet Powerful Teams, to learn how they overcame these common marketing barriers and get some tips for how small teams can scale their efforts throughout the marketing funnel.
You'll learn:
-What mix of channels will help you see the most results
-How marketing automation helps small teams scale
-How to structure small teams in order to get the most done
Marketing Attribution: The Journey from Cost Center to Cash CowMarketo
Featured speaker Andy Schneider, Solutions Consultant at Adobe, will discuss the overall importance of attribution, the two different models that can be applied to your marketing strategy, and how to incorporate automation to increase efficiency and productivity at scale.
During this webinar, you will:
-Discover the key differences between attribution and analytics, and why both must come together for successful digital campaigns
-Get an idea of the challenges marketers face when it comes to connecting ROI to marketing efforts
-Learn more about the two most-used attribution models, their pros and cons, and see which one may better align with your business needs
-Gain a better understanding of what the automation process of attribution looks like, and the fundamental approaches you’ll need to know
The Total Economic Impact of Marketo EngageMarketo
In this webinar, you'll hear from a top marketing analyst on how the world of marketing is changing and why investment is crucial. Next, we’ll share the results of a recent ROI study commissioned by Adobe and conducted by Forrester Consulting, an independent research firm. This study quantifies the value of Marketo Engage, based on interviews with real customers. Finally, you'll hear from a Marketo Engage customer to hear her personal story of driving martech investments, transformation and value at her company.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...Marketo
Artificial intelligence has demonstrated that it has powerful potential across many industries. According to reports, however, most marketers don't realize that AI and Machine Learning can be used to dramatically streamline and scale marketing efforts.
Marketo Engage makes it simple and seamless to implement AI in your predictive marketing strategy.
Watch as Alexandra Quick (Product Marketing Manager at Adobe) and Badsah Mukherji (Senior Manager, Marketo Engage Product Management at Adobe) share their insights around Artificial Intelligence and the many ways your team can put it to work within Marketo Engage.
Art Meets Science: How Marketers Can Transform Their Results With Predictive ...
l'alignement entre ventes et marketing
1. Accélérezla croissance du chiffred'affaires
grâce à l'alignemententre ventes et marketing
Vincent Ghiotti
Chargédeclientèle à Marketo
2. Attirer Intéresser Vendre
Stimulerle trafic
web entrant
Convertirles
visiteurs web en
leads
Message adapté
Personneciblée
Momentapproprié
Accélérer le cycledevente
Améliorer la qualitédesleads
fournisauxcommerciaux
Conclureplusdeventes
3. Attirer Intéresser Vendre
Stimulerle trafic
web entrant
Convertirles
visiteurs web en
leads
Message adapté
Personneciblée
Moment approprié
Accélérer le cycledevente
Améliorer la qualitédesleads
fournisauxcommerciaux
Conclureplusdeventes
4. Sommaire
• Les avantagesd'un bon alignement entre ventes et marketing
• Les étapes à suivre pour y parvenir
• La méthode Marketo
26. Nous investissons dans un largeéventail de programmes
Liens sponsorisés
Publicité en ligne
Syndication de
contenu
Webinars sponsorisés
Annonces sur les
réseaux sociaux
E-mails sponsorisés
Événements
PAYANTS
Réseaux
sociaux
Blogs
SEO
GRATUITS
Contenu de qualité
Personnalisatio
n en temps réel
E-mails
Today, we continue our Marketo Summer Session series; if you had a chance to attend the first few, they focused on the early and mid. stages of the buying cycle - how to attract and acquire new prospects and engage them across different channels with the right message until they are sales ready.
Today, our webinar will focus on the later stage of the buying journey. We’ll cover the topic of Sales and Marketing Alignment and how to increase the quality of leads to Sales and help them win more deals quickly.
So here’s the agenda for today.. Let’s dive right into it…
Let’s start with what Sales and Marketing alignment means … it’s …
The keywords “work together towards a common goal” are really important here.
I don’t think anyone doubts the importance of alignment. According to a study by Sirius Decisions conducted in 2015, companies that…
Clearly more companies need to align their organisations to be successful
Other benefits of Sales and Marketing alignment include … higher revenue, shorter sales cycle, better conversion rates and forecast accuracy
Let me give you another example from Marketo’s customer, Panasonic. Since implementing Marketo, they now have visibility into what’s working and what leads are actually engaging; they prioritize all outreach in CRM system. So due to tighter alignment b/w M&S they exceeded meetings quota by 50%, almost doubled SDR generated leads and grew pipeline by over 100%. Now that’s impressive!!!
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The customer
Panasonic Systems Communications Company Europe (PSCEU) is the European arm of the global B2B division of Panasonic Corporation with revenues of more than €500 million. The company’s marketing team has a large and complex operation to run: over 460 constantly changing products, thousands of pieces of collateral and 63,000 pages on 72 websites in 22 languages - one of the largest B2B websites in Europe. The goal was to integrate all the different customer databases, make it easier to do business with and target its sales organisations on larger accounts, while maintaining its run rate business with the channel.
The Marketo solution
Panasonic were looking for a solution that could drive a high ROI, support their expansion into new markets and enable their marketing team to do more with less.
The company integrated Marketo with its existing Salesforce CRM solution, importing more than 55,000 contacts and training 50 staff. Marketo went live in April 2013 across 25 countries in Europe.
Results
In the 18 months since implementing Marketo, the share of total new Sales pipeline that came from Marketing campaigns grew from under 10 per cent to 26 per cent.
CRM Database doubled in size from inbound web forms, events etc.
They have much greater visibility into their prospect’s online behaviour, and the lead scoring gives them greater cross sell opportunities.
Increased the number of campaigns per month 5 X.
Ability for sales teams to frame more relevant and stimulating conversations with prospects, for long-term, lucrative customer relationships
So all of that is great, but how do you actually go about achieving alignment? So now we’re getting into the meat of the presentation. So let me give you some actionable tips and share with you how we do it at Marketo
You don’t make these decisions in isolation. Several teams need to come together and define these terms – Marketing, Sales, Sales Development (Inside Sales), Marketing and Sales Ops.
While that might seem extraordinarily simple, it’s still relatively rare across organisations. According to CSO Insights, only 44% of companies have formally agreed on the definition of a qualified lead between sales and marketing.
At Marketo, an MQL is a combination of “fit score”, which says how well the lead matches the ideal target, “engagement score”, a metric that scores the lead’s level of interaction with content, and “buying intent”, which tracks purchase indicators. Based on a combination of these factors, qualified leads are passed on to sales. This may be very different for your business …
Another important consideration is the length of your buying or revenue cycle for your business, which would influence the decision on how often can your prospect achieve an MQL stage.
Marketing has monthly, quarterly goals around MQLs and reports on these weekly
So the definition of MQLs for customers is very different. If your organization has multiple products or services sold into the installed base – in other words, if you run an up-sell/cross-sell business, you need to think about prioritizing customer leads for your Sales teams. At Marketo, we started with general MQLs initially, but as we grew our x-sell products and services portfolio, it became obvious that we need to measure the customer’s interest and buying intent for different products separately. That’s why we moved to product MQLs. Again, this may be different for your organization. At Marketo,
Product MQLs are based on Product Interest score; and a threshold of becoming a product MQL is 5+ points
Customer can be an MQL for multiple products in the same month.
A customers can be an MQL for multiple product in a given quarter, once disqualified for 1 product they can’t become an MQL for that product again for 3 months;
Again, this is not set in stone, but can be different for your organization.
I will touch on the importance of lead scoring in subsequent slides.
Sales Qualified Lead: Marketing passes MQLs on to a section of the sales department, sales development reps), that will determine which leads should be given to an account executive to close the deal. In general, an SQL is a lead that has high potential to actually purchase the product.
Once a lead is passed to Sales, an AE has 1 week to determine if an opportunity exists and start an active sales cycle.
Step 2 in the process is defining the revenue funnel. It’s hugely important in making sure that your Sales and Marketing teams are on the same page with regard to different stages of the cycle and what moves a prospect from one stage to the next and what follow-up needs to happen at each stage.
1) This is the revenue cycle we use at Marketo; it’s broken into 3 buckets, starting with TOFU, where leads enter the funnel, MOFU is middle of funnel, where the focus is on marketing getting leads ready to have a conversation with sales, and BOFU is bottom of funnel, once sales is engaged.
This is central to everything we do at Marketo. In fact, defining these stages rigorously in alignment with sales was the #1 most important thing we did in building our revenue process at Marketo.
We’ll walk through each of these stages in a bit more detail, as it’s foundational for much of what I’ll cover in today’s presentation. You may have different stages for your business, and that’s okay…the important thing is that you define them, marketing and sales sits down and agrees what they mean, what are the definitions for moving from one to another, and what are the business process and rules for responding at each stage.
First stage is awareness, which is all about building our brand. And we do that through content marketing and inbound strategies, not with broadly targeted and expensive advertising.
3) Next we have a subset of awareness we call Friend, not just someone who has heard of us, but someone that has a positive association with our brand – they’ve learned to like us.
4) The red line is when people enter our database, when we have their contact information. This is where semantics really matter. These people are NOT leads. These are really just names – think about names scanned at a trade show. Many of these folks are not interested, and never will be interested in buying from you.
5) The next step is engaged. Someone who is engaged is in our database and has had a meaningful interaction with us.
For example, they have downloaded a white paper or attended a demo.
6) The target stage represents someone who is engaged and has the right demographics. For example, at Marketo, this is a VP of Marketing who watched a demo.
That target number is the first metric that we really care about. We don’t report on names that much, but we care about targets, because it tells us whether or not our marketing efforts are attracting potential customers, and not just names.
7 )And then, when they show sufficient buying signs, behaviors that indicate that they’re ready to have a conversation with a sales person, their score gets to 100 points, and at this point we call them a lead, or a MQL, and we pass them to a sales development rep, an inside sales person who calls and qualifies the lead.
8) Now, about 5 to 10% of them do get qualified and get moved into an active buying cycle, and are deemed sales ready (looking to make a purchase in the next 6 months), and get passed to our sales team (an AE) as a sales lead.
The sales rep at that point has 1 week to determine whether or not an opportunity exists.
9) And if they believe an opp exists, they enter the opp in the CRM.
Marketing doesn’t do it, the SDR doesn’t do it.
Only the sales rep created the opp, and that’s important that they do it, because that is how marketers at marketo get paid.
Marketing carries a quota. Not for closed business, but for the number of opps created by our customers, i.e. sales.
Step #3 is Setting common goals after you defined your revenue funnel stages.
Again, this step is extremely important. Sales and Marketing leaders need to work together to define these goals. At Marketo, the process starts with revenue goals for each segment and region (say North America SMB); and from there we derive the number of wins, opps, SQLs, MQLs and targets we need to get for the year, quarter or given month.
My team is directly responsible for driving targets, MQLs, meeting, but we also carry quota for opportunity creation even though our SDR team directly qualifies the leads and passes them to AE’s who open opps in the CRM. So marketing shares this pportunity quota with SDR’s and that’s where the real alignment on goals is happening.
We invest in a broad mix of programs – paid, unpaid, and underlying everything is great content
We plan our content mix based on our Marketing and sales goals, and run a portfolio of programs in a given month to make sure that we have enough high-quality leads to pass to Sales but at the same time we acquire enough new names into the d/base
We also map content to the buying cycle
We also run a mix of programs that fit to each stage of the buying cycle
So at the Tofu stage, where the goal is to attract and acquire new prospects into the database, we run PPC, SEO, social media programs, etc.
At the middle stage, we nurture leads across multiple channels and engage them with personalised messages and content and webinars
And at the late stage, we run demos, lunch & learns, late stage webinars, promote case studies, and other
I touched on lead scoring earlier today specifically around Product interest scoring. It is crucial to get S&M orgs aligned early on as you implement lead scoring. At Marketo, our MOPS team helps tremendously in the process.
We use lead scoring for demographics fit (a VP of mktg. is scored higher than a marketing coordinator)
For Asset scoring, we look at whether it’s an early stage or late stage asset and the level of engagement that’s required to consume it (for example, an infographic is just 1 point, but a 100+ page Definitive guide is 10 points)
Behavior scoring: again, this is different depending on the early-mid-late stage of content and whether the behavior represents buying intent or not. E.g. visit to a pricing page +10, visit careers pages – minus 10
And of course, you need Marketing Automation software to activate the lead scoring and use it for all your campaigns.
http://eu.marketo.com/reports/2013-sales-and-marketing-alignment-study/
In a joint mathmarketing /marketo study, we surveyed 500 companies and found out that companies that had a shared Sales & marketing process
an additional 31% uptick in MQL acceptance
and a visible 63% improvement in Marketing’s contribution to total revenue
And the last step is structuring the organisation for alignment.
At Marketo, we have alignment across marketing – Sales Development and Account execs and a clearly defined process for passing the baton or the leads from one group to the next. In our model, the SDR team reports into the sales organisation
Do you have an SDR team in your organisation? Or does Mktg. pass leads directly to sales?
So why is a Sales Development team so important? The answer is simple: revenue. In fact, industry standard is to get between 25% and 50% of new business from your SDRs. At Marketo, we expect to see a return on investment in our SDRs of at least 20x their salaries, and we usually see higher ROI than that.
This means you have inexpensive SDRs call a relatively large number of leads to make sure you don’t miss any opportunities, but then only pass very highly-qualified leads to the expensive account executives.
Also, some Inside Sales organisations focus more heavily on inbound qualification; others focus more on outbound prospecting. At Marketo, we have both Inbound and Outbound SDR teams. And it’s a different strategy for each team; the inbound team focuses on volume, it’s more of a shot gun approach. The outbound team deploys sniper approach and target account strategy.
So how do SDRs know which leads to follow up on first?
At Marketo, once we have a lead, we need to get it to the sales team in a way that is easily digestible. So we have a sales intelligence tool called Marketo Sales Insight that lives natively within the CRM. We use SFDC. And it essentially provides the sales reps with a prioritised list of leads, with their best bets on top…which is why we call this the best bets list. The more stars and flames a lead has, the higher the quality. Stars measure relative lead score, and the flames is a measure of how quickly the score increased over time, which is essentially telling the rep how “hot” the lead is. So a lead with a very high score that has been doing a lot of research on the website over the past few days is someone that is likely to show up very high on their list.
This is a great tool to help sales prioritise leads in their queue.
At Marketo we have these in place and it is all automated.
So when a lead becomes a lead, if after the first day they haven’t touched it, they get a nice incredibly friendly reminder. And you can see from this slides the reminders get less friendly.
As you can imagine, there are very few leads that aren’t followed up within a 3-day period. And by the way, some leads are followed up much more quickly.
Now, this may seem a bit harsh, but hey, that’s an SDR’s job. Their primary mission is to call and qualify our best leads and pass them to an AE if they think an opportunity exists.
According to research from Marketo and ReachForce, half of sales’ time is spent on unproductive prospecting, with sales ignoring as much as 80% of marketing leads. For both teams, that amounts to a lot of hard work for nothing. So what happens when sales and marketing do work well together? Businesses are 67% better at closing deals
I’m going to hand you back over to Lorna now to see if there are any questions…..