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Posts Tagged ‘Marketing Infrastructure’

I’ve written a number of blog posts over the last two years referencing my B2B demand generation strategy book project, and — as a number of you have noted — I’ve been much-to-quiet over the past five months.

With good reason (as I’ve been hard at work finishing this project up), but no more.  I’m pleased to announce that …

Balancing the Demand Equation:  The Elements of a Successful Modern B2B Demand Generation Model is now set to be released via New Year Publishing in hardcover on Amazon on September 19.  (Click here to pre-order your copy.)

It also will be available on iBook, Kindle and Nook shortly thereafter.

I’m particularly excited to announce the book’s release to the community of B2B marketers I’ve worked so closely with over the years.  I think this is a book you’ll find very useful in helping to take your B2B demand generation programs to the next level.  And I look forward to your feedback on it.

As I note in the book’s description:

The goal of the book is to help B2B marketers fundamentally transform their demand generation approach – building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.  The book also helps B2B marketers re-position their role, from tactical execution manager to that of strategic demand-chain manager – a critical shift.

B2B marketers need more than a minor course correction.  They need a massive overhaul in their approach to B2B demand generation.  Balancing the Demand Equation delivers both the rationale and approach to help B2B marketers succeed in this re-alignment and to emerge as leaders in the new B2B demand chain.

Click here to download a PDF overview of the book and its table of contents.

There’s more to come on the book and its release, and I’ll keep Propelling Brands updated with the details over the coming weeks.

Also, I’ve picked back up my blogging again.  This past week I published a new post on the Left Brain DGA blog site, titled “The Real Cost of Retaining a Legacy Approach to B2B Demand Generation … And What You Can Do About It.”  And I’ll be doing more posts in the near future around many of the topics in the book.

More to come …

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I tackled this important topic last Wednesday in a new post on the Silverpop Demand Generation (DG) blog – a post that also was highlighted on the Savvy B2B Marketing blog in their weekly roundup.

Source: iStockphoto

I’ve noticed a resurgence of this question in recent months — or at least I personally find I’m getting asked this question more than ever by B2B marketers.  I think the trend is linked to a new generation of B2B marketers that are adopting marketing automation and that are trying to wrap their heads around the demand generation technology ecosystem.

“CRM and marketing automation have purposes and capabilities that are related and complementary but very different, and these differences are salient to what we’re trying to accomplish with B2B demand generation,” I note in the post.  “The two are integral.  You need both, but you need to understand what each one does for you, and what it doesn’t do.”

So clearly it’s great timing both to be talking about the two types of platforms and for a blog post that digs into the details, comparing them.

The DG post breaks down the two platforms at three levels:

  • A first take: What are some top level similarities and differences, and where do these platforms sit in the larger marketing technology ecosystem?  This section includes a great contributed chart from David Raab.
  • An analysis of the goals of each platform: What is the intended strategic purpose of each platform?
  • A deep dive into features and capabilities: What are the specific things each platform does and doesn’t do?  This section includes some great contributed charts from Malcolm Friedberg with Left Brain Marketing and Jep Castelein, a.k.a. “The Lead Sloth.”

I think the most interesting aspect of the dialogue in this post is around the strategic role of marketing automation – a topic I also covered in a past post on MarketingProfs Daily Fix blog.  I note in the DG post:

Marketing automation — at it’s most fundamental level — was developed to help marketers better target and execute one-to-one communication with key prospects within the context of demand generation efforts, simultaneously orchestrating and tracking marketing resources against this activity.  CRM consolidates a great deal of information about prospects and customers; however, it provides virtually no framework or tools for true nurturing of earlier-stage prospects, and it definitely is not a communication platform.  Marketing automation leverages CRM and addresses these gaps, but it then presents new capabilities for B2B marketers that enable them to take their demand generation programs to the next level.

I think of marketing automation as the technology infrastructure you need to power buyer-centric demand generation.  It is a critical element in scaling and managing a pattern of dynamic campaigning that is buyer led and that engages buyers on a ‘mass one-to-one’ basis.

Honestly, this is a worthwhile post to check out – with great insights from a number of industry luminaries – so I won’t steal any more of its thunder here.

Click here to read the full DG post.

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On Friday I published a new post to the Silverpop Demand Generation (DG) blog — one that responded to the comment thread on Jep Castelein’s Lead Sloth post, “Will Marketing Automation Be Free?”  My DG post placed this dialogue in the context of what I believe really are the major challenges facing B2B demand generation today.  I also linked this back to the very-timely four-part series on the ‘real state’ of demand generation I published on this blog this past week.

The DG post argues that much of the discussion around ‘freemium models’ in the marketing automation space right now is potentially focusing on the wrong challenge:

What struck me about this ‘freemium model’ dialogue is that it is semantically interesting, but fundamentally focused in the wrong place.  As important as your choice of marketing automation technology provider is — and it is important — I’d argue that the stumbling block for most B2B marketers attempting to take their demand generation to the next level is not access to the technology, itself.  So giving it away for free doesn’t necessarily improve adoption rates.

The major obstacle today for the next generation of B2B demand generation is actually the ‘people and processes’ that must be in place to successfully leverage marketing automation technology.  And this is a point backed up by stacks of recent research reports and commentaries by some of the best and brightest in B2B marketing today.

The focus of my post then shifts to what we can do about this, and I argue (from the perspective of my role at Silverpop), that it is critical for marketing automation technology vendors to play a catalytic role in improving the state of ‘people and processes’ among B2B marketers.  “We have to pay it forward,” I noted.  We are still in single-digit-percentage adoption of marketing automation, and we’re past selling to early adopters.  The future growth of the marketing automation space, thus, is going to be closely linked to evolution of skills and approaches among mainstream B2B marketers.

The post highlights the B2B marketing programs and education Silverpop has contributed to the marketplace during my current tenure at Silverpop.  It provides updates on the Fall 2011 B2B Marketing University (B2BMU) series, as well as links to all of Silverpop’s blog content on demand generation since launching the B2BMU series.  So it’s a good combination of commentary, data and also resources for closing the gap.

Click here to read the full DG post.

And in case you missed any of my series, “The Unspoken ‘Real State’ of Modern B2B Demand Generation,” here are links to all four parts:

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  The second post identified why technology, alone, is not enough to improve B2B demand generationThe third post explored our continuing struggle as maketers to link marketing tactics to revenue outcomes.  The final post today looks at the third challenge — highlighting our consistent failure when it comes to placing the B2B buyer at the center of our demand generation planning.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #3:  We too often don’t start with our targeted buyer when it comes to developing B2B demand generation programs, nor do we rationalize the content and pacing of our nurturing against the buyer’s decision-making process.

This third point is perhaps at the core of the other two problems.  Our failures with technology and our inability to link activities to revenue outcomes are also linked to the fact that too often we don’t start our marketing thinking, building or planning in the most obvious place.  We don’t start with the buyer, and we certainly don’t take into account the major changes in the nature of the buyer over the last decade.

“It’s a no-brainer: You can’t make a connection with your audience unless you know who you’re trying to reach,” comments B2B marketing consultant Stephanie Tilton on the Savvy B2B Marketing Blog.  “This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven’t undertaken the exercise of developing buyer personas.”

So we don’t tend to define and understand buyer personas.  We also don’t leverage them to improve the relevance of messaging and content, and we don’t rationalize the timing and pacing of our marketing activities against them.

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  The second post identified why technology, alone, is not enough to improve B2B demand generation.  Today’s post looks at the second challenge — exploring our continuing struggle as maketers to link marketing tactics to revenue outcomes.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #2:  We still struggle when it comes to linking our B2B marketing tactics to revenue outcomes; thus, we have a hard time proving (and better targeting) the specific impact of investments in content offers and demand generation programs.

The Web 2.0 world has substantially changed the dynamics between sellers and buyers – changing the information consumption patterns of B2B buyers and resulting in a new era of buyer power.  One dynamic is the emerging importance of content and the impetus to adopt new content marketing processes

But we need to be able see the linkages between content consumption and revenue outcomes – both elasticity and ‘critical path’ – within a given persona’s buying process if we are going to be able to develop sophisticated content-based nurturing.  Yet seeing this type of linkage is in fact the Achilles heel for many B2B marketing organizations.

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  Today’s post looks at the first challenge — identifying why technology, alone, is not enough to improve B2B demand generation.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #1:  We implement technology to solve our B2B demand generation problems, but we fail to substantially update our underlying processes and roles; thus, we find technology by itself has not really solved our problems.

SiriusDecisions reported at their 2010 summit that the penetration rate for marketing automation platforms among B2B marketing organizations in the US currently is at roughly 7-10%, but they project this will rise to as much as 30% by 2015.  A recent CRM Magazine article further noted, “The percentage of firms that have implemented CRM [has] increased, according to industry research firm CSO Insights, from 53% in 2003 to 75% in 2010 … .”

Clearly the adoption of technology – particularly marketing automation and CRM – among B2B marketing organizations is on the rise.  Yet within organizations that have adopted the technology, we too often see a consistent pattern of doing what it takes to initially implement the technology – creating minimal definitions and scoring models to get going – but falling far short of a complete overhaul of our core processes and roles.  So we never fully leverage this technology.

“Today many B2B marketers are buying into [this] idea: If they acquire a marketing automation solution, then they will wind up with a lead management process,” comments Carlos Hidalgo of The Annuitas Group in a recent post on Silverpop’s Demand Generation blog.  “Nothing could be further from the truth.  Technology adoption must occur hand-in-hand with process evolution.”

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This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  I’ll put up a new post each day, and then I’ll link all of the articles together once I’m done posting the series.  Today’s post is part one, which serves as the introduction for the series.  ~ABN 

There is no question we are in the midst of a seismic change in the B2B demand generation model.  This is a topic I’ve covered in my blogging over the last 12 months and some of the best and brightest in B2B marketing have detailed in their own research and writing.  

In fact, it’s more than just change; it is fundamental evolution of the B2B demand generation model.  But as with any theory of ‘evolution,’ there often is debate – both around origins and also the current state of being. 

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