This presentation will examine a changing B2B marketing environment, where power has shifted from seller to buyer, and propose a new, holistic demand generation approach -- field marketing 2.0 -- for tackling this environment. Topics covered will include: analysis of shifts in the nature of B2B buyers and in their information/channel usage patterns; cross-functional strategies for improving engagement in buyer dialogue; operational approaches for driving greater sales/marketing alignment and improving marketing strategy/execution; best practices for developing dynamic, buyer-pull-driven marketing campaigns; and insights into balancing upstream/inbound thought capital and evangelism with downstream/outbound nurturing campaigns. The session also will cover leveraging lead management strategies and marketing automation as the key infrastructure underpinning your ‘field marketing 2.0’ organization.

2. Field Marketing 2.0: A New Catalyst for Buyer-Centric B2B Marketing Adam B. Needles Director, Field Marketing and B2B Marketing Evangelist Twitter: @abneedles

3. Agenda Intro: What is Field Marketing 2.0? A changing B2B buyer New building blocks Implications Q&A Twitter: @abneedles

4. Presentation goal: Re-think our approach to demand generation – shifting from a product-centric view to a buyer-centric view. Twitter: @abneedles

5. What are your goals? Twitter: @abneedles

6. Our company Solutions for marketers B2B + B2C Marketing automation + e-mail marketing CRM integration Software-as-a-service www.silverpop.com Twitter: @silverpop

7. Adam [B2B field marketer] Twitter: @abneedles

8. What is Field Marketing 2.0? Twitter: @abneedles

9. Field Marketing 2.0

10. Field Marketing 2.0 “Field Marketing 2.0 is basically a framework to track and review the outcome of activity designed to create sales opportunities.” Source: SiriusDecisions, “SiriusDecisions Has the Proof: Field Marketing 2.0 Drives Revenue Growth”

11. Buyer-centric demand generation

12. Buyer-centric demand generation Middle-of-the-funnel dynamics Buyer’s terms Pull vs. push Educating vs. selling ‘Mass one-to-one’ New marketing roles and infrastructure

13. Field Marketing 2.0 building blocks

14. Field Marketing 2.0 building blocks Marketing Automation Sales Team POV Buyer POV Scoring Content Marketing Lead Management Opportunity Cycle Buyer Education + Dialogue Segmentation + Routing

15. A changing B2B buyer Twitter: @abneedles

16. Power is shifting

17. Buyer 2.0 “[T]he hunter has become the hunted. Buyers are more informed and seek information independent of sales. ... How sales people want to sell has little impact on how buyers are choosing to buy.” Source: SiriusDecisions, “Marketing Needed for Sales 2.1”

18. Where’s the proof?

19. #1 - B2B buyers are increasingly turning to online sources, on their own, earlier in their process, to research purchases before ever calling a 'live' sales rep

20. Turning to online sources ... “[I]t’s common to take ... partially defined need and flesh it out through online research. The result of the research is fundamental in determining potential candidates, defining comparison criteria and formalizing the purchase plan.” Source:Enquiro, “Integrated Persuasion: Online and Offline

21. Turning to online sources ... Source:Enquiro, “Integrated Persuasion: Online and Offline”

22. On their own ... Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

23. #2 - B2B buyers are increasingly leveraging social media -- such as Twitter, blogs, etc. – for peer communication in the information collection phase of the buying process

24. Leveraging social media ... Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

25. Leveraging social media ... Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.

26. Leveraging the Groundswell ... “The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Source: Charlene Li and Josh Bernoff, Groundswell.

27. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data. Peer influence is king ...

28. #3 - B2B buyers manifest themselves more than ever as a complex, savvy 'buying unit,' rather than simply as a single decision-maker

29. Complex, savvy buying unit ... Source:MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

30. #4 - B2B buyers pursuing their buying process more 'massively multi-channel' than ever before; however, channel weightings and their sequence vary by the phase of the buying process

31. Massively multi-channel Source:Enquiro, “Business to Business Survey 2007”

32. #5 – B2B marketers are shifting their attention away from traditional, ad-driven demand generation channels as B2B buyers shift to new channels

33. Education ^ ... Interruption v Source: MarketingSherpa, "2009-10 B2B Marketing: Benchmark Report.“ Global data.

34. New building blocks Twitter: @abneedles

35. Demand generation is serendipity ... planned

36. Start with the buyer ...

37. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Criteria Measurement

38. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Criteria Measurement

39. Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

40. Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

41. Emerging buying cycle gap ... Reconsideration Satisfaction another problem Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement

42. Field Marketing 2.0 building blocks Content marketing mindset Lead management framework Marketing automation infrastructure

43. Block #1: Content marketing

44. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the opportunity Investigation Decision Source:R. Jolles Criteria Measurement

45. Aligning content Acknowledgment Social media Thought leadership (w/ E-mail nurturing) Traditional media Investigation Detailed product literature Sales proposals Decision E-mail nurturing Field events Search Criteria Analyst reports Blog + Web reviews Search Measurement Analyst reports Search Product Web sites Source: R. Jolles w/ A. Needles contributions

46. Aligning inbound to outbound Twitter to Live Twitter Webinar White Paper Nurture Field Event Field Sales Pick-up Search to Inside Google Blog Post Other Download Nurture Call ‘Qual’ Team Inside Sales Pick-up

47. Aligning peer community Source: Silverpop, “E-mails Gone Viral.” Global data.

48. Block #2: Lead management

49. Why lead management? Source:MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"

50. Lead management Source:Silverpop

51. Lead management framework Information capture Scoring Dialogue routing Sales Nurturing Monitoring

52. Traditional lead management 15,000 Inquiries 12,000 Valid Inquiries 80% of names have valid information 7,200 - Leads 2,880 – Mktg Qualified Leads 60% of contacts rank as a lead 1,440 – Sales Accepted Leads 40% of contacts are ranked as a MQL 432 closed deals @ $25K ASP 50% of contacts are ranked as a SQL $10.8M REVENUE 30% Sales Close Win Rate Marketing Contribution Source:The Annuitas Group

53. Nurturing = dynamic lead management 15,000 Inquiries Mktg Nurture Campaign Lead Nurture Campaigns 12,000 Valid Inquiries 80% of names have valid information Mktg Nurture Campaign Mktg Nurture Campaign 7,200 - Leads 2,880 – Mktg Qualified Leads Sales Nurture Campaign 60% of contacts rank as a lead 1,440 – Sales Accepted Leads 40% of contacts are ranked as a MQL 432 closed deals @ $25K ASP 50% of contacts are ranked as a SQL $10.8M REVENUE 30% Sales Close Win Rate Marketing Contribution Source:The Annuitas Group

54. Block #3: Marketing automation

55. Marketing automation

56. Marketing automation platform WEB FORMS + TRACKING COMMUNICATION CHANNELS EMAIL ENGINE CONTENT MANAGEMENT SEGMENTATION + ROUTING ENGINE LEAD SCORING ENGINE CAMPAIGN MANAGEMENT SALES LEAD INSIGHT TOOLS MARKETING DATA CLOSED-LOOP ANALYTICS CRM DATA SYNCHRONIZATION

57. Marketing automation campaign Source:The Annuitas Group

58. Field Marketing 2.0 building blocks

59. Field Marketing 2.0 building blocks Marketing Automation Sales Team POV Buyer POV Scoring Content Marketing Lead Management Opportunity Cycle Buyer Education + Dialogue Segmentation + Routing

60. Implications Twitter: @abneedles

61. Field Marketing 2.0 disciplines Dynamic campaigning Lead nurturing Inbound to outbound integration Dialogue + thought leadership

62. Getting started w/ Field Marketing 2.0 Get to know your buyer Develop content that matters Talk about your lead process Build a partnership with sales Adopt infrastructure to help you learn, adapt and improve

63. Q&A Twitter: @abneedles

64. Thank you! Phone: 617-413-6087 E-mail:aneedles@silverpop.com Twitter: @abneedles Blogs Demand Generation (Silverpop): http://www.silverpop.com/blogs/demand-generation Propelling Brands (personal): http://propellingbrands.wordpress.com/