This document summarizes a Forrester Research webinar for EMEA clients on accelerating revenues for technology products and services in Europe. The webinar discusses how European technology buyers have adopted social media for business purposes and how social media influences buyers' decisions. It also covers optimizing the lead-to-revenue process, best practices for lead origination, enabling sales channels, and recommendations. Key topics included how social media has changed buyer behavior, the importance of lead-to-revenue management, improving conversion rates, developing trust through thought leadership, and incentivizing partners for the full customer lifecycle.
2. Accelerate Revenues For
Technology Products And Services
In Europe
Peter O’Neill, Vice President & Principal Analyst
Forrester Business Development Webinar For EMEA Clients
November 6, 2013
6. Changes in technologies plus behavior
Social media
Video
Mashups
Podcasts
Dialog
Chat
Wikis
Discussions
Social
Rich
Blogs networks
media
Community
Customer
engagement
Usergenerated
content
Virtual trade shows Virtual worlds
Participation
Webcasts
Shared bookmarks
Advergames
Social network
marketing
Tagging/voting
Web 2.0
Groundswell
Content
sharing
Viral
16. What is lead-to-revenue management?
L2RM is everything that
we, as marketers, do to
engage our customers
on their journey from
need to value.
As we engage, we learn
more about them and
develop a relationship
for our company as a
trusted advisor and
supplier.
And it’s the process we
develop to optimize
customer engagement.
16
18. Why L2RM matters
“Which of the following initiatives are likely to be your organization’s top business priorities over the next 12 months?”
Acquire and retain customers
31%
42%
Grow overall company revenue
31%
42%
Address the rising expectations of customers
and improve customer satisfaction
23%
Lower the firm's overall operating costs
24%
45%
39%
Improve the firm's ability to innovate
17%
39%
Grow in emerging markets
19%
32%
22%
29%
Comply with government regulations and
requirements
Address rising competition for your
products/services
Manage brand consistency globally
14%
11%
35%
29%
Critical priority
High priority
Base: 2,191 global business decision-makers in firms with 1,000-plus employees
Source: Forrsights Business Decision-Makers Survey, Q4 2012
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26. It’s not about . . .
. . . moving masses of “leads” through a sequential
process of attrition until tens or hundreds of deals
emerge.
Attract
Capture
Nurture
Sell
Expand
26
27. Our goal now is to . . .
. . . take a single
lead through an
optimized process
...
. . . and then repeat
that process
hundreds or
thousands
of times.
27
28. Generation of on-target inbound traffic
Target buyer
profiling is
developed.
Targeted go-tomarket campaign
strategy is
developed.
SEO:
Optimize site
for organic
search.
Engage
prospects
in social
media.
Develop and
execute an
outbound
campaign
strategy.
Targeted
inbound
traffic is
generated.
Create visibility
through public
relations.
A targeted
lead is
captured.
A marketing
qualified
lead is
created.
Create visibility
through print
advertising.
28
32. Lead capturing
Participate in
trade shows
and industry
events.
Targeted
inbound
traffic is
generated.
Make offers
on your
website.
Develop
best-practice
landing
pages.
A targeted
lead is
captured.
Marketing
automation
exists to
capture and
manage
inbound leads.
Optimize
pay-per-click
campaigns to
capture leads
A marketing
qualified
lead is
created.
Make
compelling
offers in your
outbound
and social
campaigns.
32
35. L2RM has a strategy matrix
High product complexity
Complexity of
product or
solution
High product complexity
Low buying process
complexity
High buying process complexity
Low product complexity
Low product complexity
Low buying process
complexity
High buying process complexity
Length/complexity of buying process
September 2013 “Develop Your Revenue Growth And Acceleration Strategy”
36. SAP develops trust for more complex
solutions offerings
• SAP engaged Mi6 Agency to
develop and sponsor the CFO
Intellectual Xchange Network
(IXN).
• Use Traackr to find key
influencers and match them with
execs/customers who provide
content and resources.
• IXN members have also received
exposure via SAP's owned
media.
• Result: more than 500,000
impressions and the sharing and
promotion of their content.
Source: http://cfoixn.com/about-the-ixn/
47. Engage with Forrester through . . .
ANALYST ADVISORY AND RESEARCH-BASED CONSULTING
One-on-one advisory sessions with Forrester
analysts to leverage their research and
expertise.
Analyst
engagement
One- or two-day intensive workshops in
which analysts use research-based best
practices to enhance your team’s skill set.
Research-based consulting engagements
with analysts deliver the objective, actionoriented recommendations you need in a
condensed timeline. Work closely with our
analysts to apply their proven expertise to
your big initiatives.
47
48. Thank you
Peter O’Neill
+49 69 959298 39
poneill@forrester.com
Twitter: @poneillforr
Blog: blogs.forrester.com/peter_oneill
Notas do Editor
Forrester Folks, I am trying to promote the research to the tech vendors who are only BT clients or only using the BT research….
Forrester Folks, I am trying to plug the value of Inquiry
Note to Paul… I’ll be showcasing this report and mentioning that it is available to Forrester clients. LATER you can refer back to this report and say that you think it’s so revolutionary and brilliant (oh, geez, thanks!) that you’ve made licensedDistribution rights for your customers…
To make this multi-speaker program transitions smooth, I am going to use this device, consistently, to transition to our guest panelists.Here I’ll Introduce Act-On with a request that they talk about how they used a Forrester TLP as a tactic to “ATTRACT”….
To make this multi-speaker program transitions smooth, I am going to use this device, consistently, to transition to our guest panelists.Here I’ll Introduce Sales Engine with a request that they talk about how they used a Forrester Reprint as a compelling content offer to generate conversions
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