Modern Marketing in Business Services - Driving Sales with Demand Generation

Driving sales using Modern Marketing techniques
Changing the Rules in
Business Services Marketing

2
THE EVOLUTION OF BUSINESS SERVICES MARKETING
1. Overview and Introduction
1.1. Overview
1.2. The Business Services Landscape
2. Modern Marketing
2.1. What is Modern Marketing?
2.2. Modern Marketing Fundamentals
2.2.1. The Facts
2.2.2. The Buyer Journey
2.2.3. The Sales Funnel – for Marketers 101
2.2.4. Personas and their Impact in Business Services
2.2.5. Sales and Marketing Alignment – why it matters
in B2BS Marketing
3. Key Pillars for Success
3.1. Inbound Marketing
3.2. Content
3.3. Technology
4. Creating Perpetual Demand
Contents
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Introduction
Understanding your landscape and
why Modern Marketing matters
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Modern buyers have changed, evolved and outpaced
the traditional B2B marketer. Fuelled by technology
in this digital age their access to information on
services, solutions, pricing, reviews, complaints,
results and everything in between has completely
transformed the traditional relationship between the
buyer and ‘seller’.
Why should I care? In this new paradigm the web,
self-education and knowledge enable the modern
buyer to set their own, personal agenda, create their
own digital experience and ultimately dictate their
own buying journey – leaving traditional B2B
marketers struggling to achieve results and revenue
through traditional, tactical means.
As buyers evolve their own multi-channel journey, the
traditional marketing landscape becomes increasingly
fragmented – challenging the CMO’s ability to
demonstrate, track and attribute value from the
marketing function as a whole. This inability to track,
report and provide demonstrable value is crucial as
the focus of the CMO shifts from brand awareness
and ‘lead generation’ to meeting revenue targets1
and
the progressive CMO seeks to move into the CEO seat.
The increasing sophistication and effect of the modern
buyer is not confined to any one sector and although
shorter B2B buying cycles have perhaps felt the
‘crunch’ earlier than most, the Business Service
(B2BS) sector is not immune to the impact that modern
marketing has on long-term business revenues.
In fact the B2BS sector by its diverse nature,
multiplicity of influencers, power of relationships and
inherent specialist knowledge has always needed to
harness the power of multiple channels, voices,
methods and tactics to achieve success. In this world
of modern buyers, where information exists
everywhere, it’s not enough to simply shout louder,
pump out more content or print more brochures.
To really achieve success in the new world, it’s
time for a step change. Cue the rise of the
modern marketer.
In this guide we’ll explore how and more importantly
why Business Service marketers should adopt
Modern Marketing.
Overview
1. www.heidrick.com/~/media/Publications%20and%20Reports/The-Evolved-CMO-in-2014.pdf
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Business Services (BS) is a complex beast. However
you slice the data there’s no definitive categorisation
of what’s in and what’s out – everything from facilities
to tax, engineering to property, computing to
litigation. While the subsectors are very different in
nature they do share commonality in their service
models, intermediate nature and delivery of specialist
expertise, knowledge or ability.
In the UK, in 2014 alone B2BS represented an
economic contribution of £142 Billion and made up
almost a quarter of the top 1000 fastest growing
businesses. More importantly they represent a
multinational opportunity for growth with the global
estimated value of B2BS recognised at £5.2 Trillion1
.
With a growth trend predicted by both Deloitte and
the BSA there is clearly scope for expansion within
the B2BS sector and opportunities for Business
Service marketers to utilise Modern Marketing to
grow their businesses and their own careers. Yet
pressures from rising costs and tighter margins
coupled with competition from both global providers
and smaller, more agile firms signifies a need for
innovation. To survive and thrive and marketing must
play a fundamental part in this innovation.
Moreover the BSA suggest that providers need to
consider, understand and focus on technology based
innovation as a core strategy predicting these that do
will succeed in the long term.
For B2B marketers, this presents a very real
opportunity to re-align a Modern Marketing function
with core business objectives and future growth
potential. Implementing Modern Marketing in
traditionally conservative sectors can be a challenging
internal ‘sell’ but with a complex, multi-stakeholder
buyer journey and disparate buying patterns,
BS marketers have little choice but to innovate.
Traditional methods are quickly becoming ineffective
and marketers must look at evolving their team and
methods for continued growth.
2. www.lloydsbankcommercial.com/Business-Services-Calculating-the-market-size/
3. www.bsa-org.com/uploads/publication/file/163/deloitte-uk-business-services-outolook-2015.pdf
The Business Service Landscape
“In order to succeed (BS)
providers should focus
on strategies relating to;
the use of software
enabled services through
technology-led innovations2
”
“Service providers that focus
on this in the next year will
outperform the competition
in the long-term3
”
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Modern Marketing
What it is and why it matters

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If there was a neat, tidy definition of Modern
Marketing with a simple, cookie cutter, one-size-fits-
all approach to execution the world would be a
simpler place. Much like the unique nature of an
individual buyer journey, Modern Marketing will look
very different in a large accounting practice to a
business finance firm and equally different again
in facilities to consulting.
Modern Marketing, in response to our modern buyer
is a sophisticated mix of best-in-class structured
methodologies, innovative technology, valuable
content, integrated digital ecosystems fully aligned
sales and marketing processes. It gives full visibility
across the whole prospect spectrum, complete
understanding of the buyer pains – all wrapped and
delivered, tracked and optimised with pin point
precision across the entire buyer journey. Simple –
oh and with a smaller budget than last year!
In reality Modern Marketing is not definitive,
rather a framework to guide, build and deliver
results in an ever evolving environment.
Centred around the buyer rather than the seller
(you) Modern Marketing shifts the focus from push
selling, batch/blast tactics and disruptive approaches
in favour of more natural, personalised, preference
led engagement.
The modern marketer, which includes the modern
salesperson recognises the need to understand the
buyer in more detail, micro and macro, than ever
before to help guide them throughout their micro-
journey. In parallel using insight from data, behaviour
and attribution to build macro journies that map
seamlessly across other prospects, using marketing
technology to deliver a bespoke journey without
bespoke costs!
The results are clear to see with 55% of modern
marketers seeing increased sales (not just clicks
or responses) as a result of Modern Marketing
techniques.4
4. www.oracle.com/marketingcloud/content/documents/whitepapers/forrester-why-modern-marketer-us-emea-wp-oracle.pdf
What is Modern Marketing?
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Every buyer said each journey is unique but every
modern marketer needs some fundamentals to
work with.
In this section we’ll address:
Modern Marketing fundamentals
Facts and
Figures
The Buying
Journey
Persona’s
and their impact
in Business
Services
Marketing and
Sales Alignment –
why it matters in
Modern Marketing
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9
B2B buyers are 67% through the buying
cycle before interacting with potential suppliers.
89% of B2B5
researchers use the web
for information.
94% of B2B buyer journeys start online.
On average B2B prospects will conduct
12 searches prior to visiting a specific
brand site.6
The average person spends 8 hours per day on
media devices – these are your potential buyers.
44% of modern marketers achieved revenue
growth of 10%+ above plan.7
81% of non C-suite personnel are directly
involved in purchase decisions.
Wherever you look there’s a new statistic, promoting
a new technology, platform or ad campaign. While
overall statistics help position Modern Marketing and
show the changing behaviour of prospects it’s
important to keep this in the context of the Business
Services buyer.
The level of adoption, volume of searches and
prospect behaviour in Business Services will differ
widely from buyer to buyer, or persona types,
finance to procurement, HR Director to MD and again
depending on your BS proposition – there is
no substitute for real world data and facts relative to
your business and your buyer journey.
5. www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
The Facts
20%of ‘leads’ that approach
you are not ready to buy.
90%of business buyers say that
when they’re ready to buy
they will find you.
54%of CMOs cite hitting business
revenue targets as their most
important business driver.
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In order to embrace the shift and reap the rewards
from Modern Marketing we must address the new
pathways that our buyers are carving out for
themselves through their buyer journey.
Understanding the buyer journey helps the
modern marketer to:
n Generate more opportunities by attracting
prospects with inbound and content strategies
n Convert opportunities into sales by using
marketing automation to deliver personalised,
engaging content
n Retain customers and increase their value by
using insight and targeted digital marketing to up-
and cross-sell
The information (and power) that once sat with the
Business Service sales and marketing team is now
freely available to your prospective buyer – so the
direction and pace of their journey will be in their
hands. As a result the role of the Modern Marketer is
not to force messages onto reluctant ‘buyers’, but to
facilitate engagement with prospects at the outset
of their journey and keep them engaged throughout
the lifecycle. So unless you plan to shut up shop
altogether, the days of ‘hand off to sales, job done’
are over.
Fundamentally the buyer’s journey helps the
Modern Marketer, sales team and enterprise achieve
more, so understanding this journey and working for
the prospect at each stage is critical to success.
Within Business Services, especially within
contractual sales cycles this journey won’t be linear
or one dimensional and will typically encompass
multiple stakeholder personas with multiple layers
of influence so it’s critical to keep the journey at
the heart of your Modern Marketing. Next we’ll
look at an ‘ideal’ sales funnel, but from a modern
marketers perspective.
The Buyer Journey
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The Sales Funnel – for Marketers 101
ENHANCE
CONVERSIONS
Form conversions
Remarketing
Drive repeat visit to website
around relevent subject area
through banners and social
messaging
Dynamic content
Personalised web content
based on each individual
visitor’s data
Content gating
Converting unknown
visitors to known,
to enable future
nurturing
REACH NEW BUYERS
(Above the funnel)
GET INITIAL ENGAGEMENT
(Top of funnel)
ACCELERATE THROUGH BUYER JOURNEY
(Middle of funnel)
GENERATE SALES
OPPORTUNITIES
(Bottom of funnel)
Paid search
Paid ads to
appear at the top
of search results
SEO
Help buyers
find you through
search engines
Paid social
Ads and updates on
social segmented
on audience data
Programmatic
Data driven advertising
on display networks
and social channels
Blog
Thought leadership
articles results
PR
Editorial content
providing thought
leadership in
journals or
industry websites
Advertising
Paid for adverts
in journals or on
industry websites
Email outbound
Broadcast emails
to existing contacts
Email nurture
Triggered emails
based on previous
behaviour of buyers
Remarketing
Triggered ad banners
on social messages
based on previous
buyer behaviour
Social
Engage and nurture
buyers on social
platforms
Reporting
Analytics
Insight and
performance on
activity marketing
STRATEGIC
DEFINITION
Planning your
go to market
Content
mapping
Understand gaps
in your content
to deliver buyer
journey to
target persona
HELP SALES
CLOSE DOWN
(Sales enablement)
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Traditional marketing would teach us all to segment
by job title, pat ourselves on the back and sit back
while the sales roll in. But that is no longer the case.
In Business Services where mission critical functions
are under consideration and external support or
outsourcing is on the agenda we need a more
sophisticated understanding of the stakeholder,
decision maker and influencer landscape. We need to
know less about their exact title and more about their
buying persona.
Buying persona’s move away from the title based
approach of old and allow the modern marketer to
engage earlier in the buying cycle by focusing on the
problems and challenges faced by persona type.
Remember that buyers are in control of their own
journey and are most likely to start researching their
own challenges online. So by understanding what
makes their life difficult, keeps them awake at night,
stops them getting that promotion, the modern
marketer can strategically frame their messaging to
solve these problems. In Business Services where
the buying cycles are extended and decisions are
often committee-based it’s imperative that messaging
is toned, specific and personal by persona type.
Adopting a persona led approach concentrates on
first building a picture of each persona then
developing specific messaging to solve their pains,
support their objectives and address their objections.
Building these into their buyer journey and allowing
buyers to consume your messaging in their preferred
method elevates your marketing above the ‘shout
louder’ brigade – cutting through the noise for
better results.
Get started with personas, download our persona
cheatsheet Click here
Personas and their Impact in Business Services
To engage with buyers we need to provide valuable content.
If the audience is broad – a persona approach allows us to
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Building a picture of the Business Services Buyer
Background Set out clear and simple details about your ideal customer and their business. Who are they?
Where are they? How do they operate?
Routine and responsibilities
Think about the persona’s daily routine? This isn’t about their ‘job function’. Think about what
they do from day to day. For example, how do they plan their work? How do they fit in product
sourcing? Are they responsible for specifying products for the job?
Reference and research
Where does this persona find out about new products or services? Is it industry journals, websites
– on a computer or via mobile, or peer groups? At the trade counter or events and exhibitions?Understand this and you’ll know where to find them when you create communications.
Role in purchase process
How does this persona influence the decision making process? Are they the main decision maker?
Are they consulted or just informed? This will help you focus your budget and build a picture about
where they fit in the buying cycle.
Quote Bring your persona to life with an actual quote – ideally gathered at an interview with your
customer, prospects or via the sales team.
Message Development
Challenges and pain points What keeps this persona up at night? What are their challenges? What makes their life difficult?
Once you understand this you can make your messages focused and relevant.
Priorities and drivers What is important to them? What is their key focus? What is going to make them specify your product
or change from their habitual product?
Preferred channel
How does this persona consume content and on what device? Do they like short content such as video,
images and infographics? Or do they prefer more detailed information like guides, whitepapers and
technical information?
Objections What might change the customer’s mind during the sales process?Could your product be switched if it’s an open specification? How can you counter this?
Key messages What messaging speaks directly to this persona. How does the above information feed into this?
Think ahead about how these messages might roll out through the buyer journey.
Business Services
Persona Development
Cheatsheet
Want to find out more about Demand Generation?
Looking for practical, actionable steps to make a real change in your organisation?CLICK HERE to find out more.
In the world of Business Services where
customers engage, through numerous
channels, understanding buyers and
influencers is vital. You need to understand
their challenges and understand how and
where to provide the right content at the
right time – to ensure brand selection.
So why create personas?
• To engage with buyers, and/or influencers at theearly stage of their buying cycle you need to
address pain points and not just push products.
Help solve their short-term problems and they willvalue that in the future
• Because your audience is broad, a persona
approach helps you to target messages around
their needs without individual content and
communications for each job title/function
• With more of your buyers, and influencers usingthe internet to search for solutions you need toattract them by making sure messaging is
relevant to their challenges
So where do you start? This matrix will help
you build each persona. You can then use it
to develop communications relevant to their
buyer journey.
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For as long as sales and marketing have existed
the debate has raged over who owns what and
where the responsibility lies for which part of the
funnel – does marketing generate leads and sales
close these sales?
It’s about time that the feud was over – for
growth’s sake! According to Sirius Decisions,
companies that have aligned sales and marketing
achieve 19% more growth than their unaligned
counterparts.
Alignment is not however just about making friends
and attending the same meetings, nor is it about
either winning or losing. Alignment is an execution
strategy to achieve a shared vision – Modern
Marketing encompasses and needs sales like a car
needs wheels or a plane needs wings – it does not
work in isolation. For true sales and marketing
leaders, it’s a recognition that without common goals
and a clear implementation of practical measures
neither sales nor marketing can achieve success.
In the 2014 State of the Enterprise B2B Demand
Generation report8
100% of respondents claimed a
desire to align their sales and marketing departments
with KPIs and mismanagement of leads as core
issues for many organisations.
Within Business Services the impact of misalignment
and lost opportunities is immeasurable and amplified
by sector driven team ‘silos’. With complexities in
relationships and historical experiences to overcome
there is no quick fix solution in BS.
Setting the vision together and aligning the execution
as a Modern Marketing team will not only recalibrate
the internal agenda but ensure you’re collectively
competing with external challenges not fighting
internal battles.
8. www.lbdga.com/media/13030/30065-state-of-enterprise-b2b-guide-aw_rgb-v4-int-24-07-14.pdf
Sales and Marketing Alignment
– why it matters in B2BS Marketing
Marketing
Sales
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Key Pillars for Success
The key Modern Marketing
techniques for Demand Generation

15
In our latest State of the Enterprise – B2B Demand
Generation report only 4% of respondents were
happy with the performance of their Demand
Generation activity. As revenue and profit targets9
move front and centre of our world it’s time to move
away from the campaign driven reactive batch and
blast approach and focus on true Demand Generation
in Modern Marketing.
Demand Generation at a Glance
Demand Generation for a modern marketer
encapsulates a wealth of tactics, techniques
and disciplines that grow revenues by attracting,
engaging and converting buyers throughout their
journey from awareness, into consideration and
finally into decision.
To really drive and increase revenues though the
modern marketer needs three core Demand
Generation pillars:
– Inbound Marketing
– Content Marketing
– Marketing Technology
From first stage awareness, blogging, social or paid
search to align yourself with their challenges into on
page communications with striking creative and
content that not only really matters to your buyers
and keeps them coming back but more importantly
has them sharing more detail, more buying signals
and more ‘hand-raising’ digital behaviour.
Demand Generation as a Modern Marketing
methodology combines tactics, software, channels,
themes and data with results – transforming them
into an ‘always on’ journey. Using behavioural data
insight and technology to understand the prospect’s
digital body language, driving them into your
environment and nurturing them one by one towards
that all important sale. Remember 9/10 buyers say
when they’re ready to buy they’ll find you – Modern
Marketing’s role is to facilitate this journey.
At various levels of maturity we will all be using some
of these building blocks – but with modern marketers
91% more likely to exceed plan by 10% or more it’s
critical that Inbound, content and technology work
together to drive results.10
Key Pillars for Success
Inbound
Marketing
$
Marketing
Technology
Content
Marketing
Attraction
Insight Nurture
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Inbound – as the name suggests – is the process of
attracting ‘buyers’ into your digital world, (social, web,
community) using a variety of tools and techniques to
convert them from ‘unknown’ into ‘known’.
Unlike traditional push methods, including direct mail
and email, inbound isn’t a one hit wonder, more a
sophisticated response to the way that buyers buy.
It’s a strategic approach to truly targeting your
audience through the most intimate of channels.
Inbound leads are 5x more likely to convert to sales11
than their outbound counterparts but for Business
Services, where our sales cycles are long and often
protracted, inbound is only part of the success story.
Buyers all have a need for information, assets and
better ways to achieve more. And 93% of them will
start this search for information online. Getting the
attention of these potential buyers is no simple feat.
A well-structured optimised digital infrastructure will
help enable your performance but let’s face it, a CFO
with a gaping budget hole won’t be looking for which
CMS you’ve invested in and a facilities director with
a workforce problem doesn’t care if your blog traffic
can’t be tracked – in fact neither mean much to either
– you may as well be invisible.
Inbound Marketing
11. http://blog.hubspot.com/marketing/what-is-demand-generation-faqs-ht
Inbound
Unknown
Known
Engaged
Sale
Post-sale
nurture
Growth
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The ‘invisibility Challenge’ – It’s not all about you
As marketers, we strive to own this online space by,
yes you’ve guessed it – building a new website,
optimising for search and pumping budget into PPC.
Why?Well – a new website and PPC results are
tangible evidence that we’ve invested in something
‘real’. The truth is that your prospects, buyers and
influencers conduct an average of 12 searches12
before
they even get to a branded site, let alone yours!
The Demand Generation gap (large or otherwise)
in not reaching these early stage prospects can be
devastating for modern marketers, and the true
cost of losing actual traffic volume and alignment
mindshare with buyer is impossible to quantify.
What can be seen very clearly in comparison is
that marketers cite social and SEO as both the
top performing tactics and top two lead sources.
Inbound as part of a whole Demand Generation
strategy helps the modern marketer overcome
common challenges including:
Increasing awareness
Driving more opportunities
Accelerating the buyer journey
Specific organisation and persona targeting
To achieve these core benefits within the Business
Service environment you’ll need to evaluate and
analyse the performance of your inbound streams
– corporate and campaign based – across SEO, social
and non-native platforms for their effectiveness. Find
out where they are performing and where they’re
not? Is there a better, most cost effective way of
driving this traffic? For example, if your paid social
activity is not translating to better organic results,
what’s not working?
Back to our pillars – inbound does not exist in
isolation – why would an HR Director come back to
your site if your content doesn’t give them any value?
How do you know what they were interested in and
what brought them to you if your analytics can’t track
and retarget? Worse still if your first stage content is
only available on your website how will they know to
visit you at all?
Driving inbound performance needs good, relevant
content sensitively aligned to your buyer’s stages to
fuel success. Technology like Marketing Automation
can then deliver content at the right time, through the
right channel.
cont.
To find out more about Inbound Marketing,
download our 101 Guide
01
02
03
04
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Sales
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to
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shorten
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salescycle
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What can Content do?
Content is at the heart of driving audience
engagement, interaction and leads. It is the medium
through which we mix audience needs with supplier
solutions to present value-added information for
prospects and customers.
Simply put, content is your opportunity to connect
with your buyers and give them the opportunity to
connect with you. Good content breaks down the
barriers between unknown and known and helps
buyers solve the problems they face every day.
All Content is Content, Right?
Well yes, a brochure, web text, email, social post
all content is technically content but content for
content’s sake makes no impact in today’s
overcrowded environment. We’re all bombarded daily
with so many emails, telemarketers, ill-placed web
banners and ‘me me me’ press releases that we
ignore – muting everything that could be beneficial in
the process.
For modern marketers in Business Services this
‘mute button’ not only prevents your messages
getting through but actively reduces any ROI from
disruptive tactics like email and tele-activity,
especially in isolation. As the volumes of tactical
activity grow in response, so too does our buyer’s
defence mechanism against them – effectively
creating a cycle where the harder you push the wider
the gap between you and the buyer becomes.
Content v Content Marketing
The evolution of the modern buyer journey and ability
of potential prospects to educate themselves faster
and more autonomously than ever before doesn’t
mean the death of content and it doesn’t mean that
you switch off your email platform and stop creating,
but it does signal the rise of content marketing.
Content marketing is defined by The Content
Marketing Institute as, ‘a strategic marketing
approach focused on creating and distributing
valuable, relevant and consistent content to attract
and retain a clearly defined audience – and,
ultimately, to drive profitable customer action.13
13. http://contentmarketinginstitute.com/2014/12/uk-2015-content-marketing-research/
Content
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This definition of content marketing is important to
Business Services marketers that are often asked to
create tactical content without any ‘profitable customer
action’ the result? Disruptive ‘one off’ activity without
ROI attribution. For the ambitious, progressive, modern
marketer this lack of focus on good content actively
hampers results and by proxy the reputation and
perceived value of the marketing function.
Breaking the Cycle
For content to form a crucial pillar in Demand
Generation it needs to break away from the
traditional batch and blast or job mentality and start
focusing on the buyer, their journey and how your
business can help them solve their challenges,
professionally and personally.
Shifting the focus away from the functions, features
and benefits your business delivers almost seems
counter-intuitive. For the Business Service sector
where solutions are built around the needs of specific
prospect challenges how do you know what your
buyers need and hence what message your content
needs to deliver? 24/7 support, a global team, lower
fixed costs or any other benefit/feature combo is lost
on your audience behind the ‘mute wall’ because you
haven’t got to the root of what their persona
needs. Combine this with a multi-stakeholder,
multi-persona environment and the power of the
CFO/MD/facilities personal relationships and
you’ve got a serious challenge.
Content marketing gives the modern marketer a
framework and tool box to purposefully cut through
the noise and deliver better, more attributable returns
by aligning content with buyer personas and their
stage in the buying journey.
For more insight on Business Services Buyers,
check out our Buyer Journey Cheatsheet
cont.
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So back to our buyer journey then. What does your
persona need to achieve? What do they care about in
this stage of their journey? How do you know what
type of content to share and when? And how do you
deliver it?
The Hidden Depths of Content Marketing
Modern marketers have multiple goals to achieve
with content marketing and unsurprisingly while
nurture and engagement top the list they have close
competition from lead generation and brand
awareness.14
Implementing a content marketing strategy for
Business Services that factors in all of these goals
needs to consider the; What (image, format, style,
tone, length); Where (social, web, blog, banner) and
How (outbound, PPC, event, SEO, placement)
questions as well as core messaging.
Layering What, Where and How onto customer
centric, buyer focused messaging facilitates the
modern buyer journey allowing your buyers to find the
information they need in a format that they want to
consume. In the Business Service world where the
FM persona is most likely to be on-site, the MD is
fighting daily fires and the procurement lead is busy
drafting the next RFP, it’s no wonder they’ve pressed
mute on disruptive outbound marketing. That’s why
making your content marketing relevant, consumable
and accessible ensures you become an ally in their
goals – and ultimately partners in their business.
14. http://contentmarketinginstitute.com/2014/12/uk-2015-content-marketing-research/
5 Tips to help cut through the noise:
1. Focus on them, not you - Build out your persona based on their
needs – not your solutions.
2. Create peers – show your buyers you understand their issues and
are there to help them.
3. Give value – become a valuable source of information that helps
the buyer achieve more.
4. Align messages to their buying stage – not where you want them to
be and give them the tools to facilitate their relationship with you.
5. Be relevant – with both information and format. Understand how
your buyers consume information at each stage and build your
content in the format that your buyer needs. Video, infographics,
blogs all provide bite-sized opportunities for your buyers to
engage with you.
cont.
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The Business Service Association is clear that the use
of software enabled services through technology-led
innovations15
will outperform in the long term.
Modern marketers implementing Demand Generation
in other sectors like technology are already seeing
the revenue benefits of ‘technology led innovation’
within marketing. So just what does BS need to
make their technology the cornerstone of exceptional
Demand Generation?
Automate!
Throughout this guide we’ve been discussing your
personas, the buyer journey, creating great content
that speaks to their needs through their mediums at
their pace – which is all theory, best practice and
methodology. In reality doing this for one potential
buyer is challenging enough, amplified by the size of
your audience is an insurmountable task – without
automation.
84% of top performing companies are already using
Marketing Automation and are reporting 53% higher
sales as well as fundamental benefits – according to
one Business Service provider.
15. http://www.bsa-org.com/uploads/publication/file/163/deloitte-uk-business-services-outolook-2015.pdf
16. http://uk.marketo.com/customers/graydon-holdings/
Technology
“It’s is like being given a
pair of digital hands to run
marketing campaigns.
It is a powerful and popular
Marketing Automation
solution which is steadily
transforming our sales
effectiveness.”16
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22
Just like the digital world is transforming the buyer
journey, so too are modern marketers responding to
the change of landscape with increasingly effective
Demand Generation methodologies.
Marketing Automation in Action
Done well a good Marketing Automation strategy
will enable you to:
1) Understand your buyer’s behaviour
a. Allowing you to understand what’s working and
what isn’t.
b. Using insight to replicate and amplify success.
2) Let them move through the buyer journey at
their own pace
a. Using nurture streams and strategies to stay
engaged and relevant throughout the buyer journey.
3) Deliver what your buyer wants – without the
need for manual interaction
a. Making your budget work harder for you by creating
streams that automatically trigger.
b. Reducing the need for bespoke content every time
by mapping groups of behaviour.
4) Deliver increased value from opportunities
a. Tracking behaviour throughout the buyer journey
allows modern marketers to make smarter
decisions about what to/not to move into
sales engagement.
5) Grow existing customers
a. Mapping needs and challenges to existing customer
behaviour to identify and nurture up- and cross-
selling opportunities.
Download The Blueprint for Demand
Generation
Implementing this technology doesn’t come without its
own set of challenges – like any technology it is only as
effective as we make it so just ‘having’ or just
‘implementing’ won’t help you solve the business
service tangle.To be effective Marketing Automation
needs a plan of attack and the support of content and
inbound to fuel the Demand Generation engine.
cont.
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Creating Perpetual Demand
Generating additional leads
at low incremental cost

24
Generating perpetual demand is the nirvana for all
modern marketers, business services or otherwise.
As such, you can’t expect to achieve it simply by
putting a Marketing Automation package and a
couple of nurture streams in place.
Building a complete funnel approach and fully
integrating technology, content and inbound needs a
clear vision, strategy and implementation plan to
deliver clear financial results and fulfil the role of the
marketing function in leading business growth.
So what’s next? Modern Marketing isn’t the
end of the story but the start of a progressive
shift in the way in which we interact with each
other – buyer to seller, community to audience,
marketing to sales.
Big data, IoT, endemic marketing, and mobile
marketing drive irreversible changes in the marketing
landscape, happening at such a rapid pace that
innovation is the only option. So in a world where
change is constant, how can demand become
perpetual? How do you achieve it, and then
sustain it?
Towards Perpetual Demand
Let’s be clear, perpetual demand is not about
building a one-size-fits-all machine that never
needs improvement – perpetual demand is about
understanding and addressing the pains, needs and
challenges your buyers face and systematically
building your marketing operations around it.
Modern marketers who want to accelerate Demand
Generation into true perpetual demand recognise
that today’s buyers want ‘always on, every channel,
content rich’ experience with their partners (you!)
and use all three pillars (inbound, technology and
content) to facilitate every buyer journey, ensuring
no lead is left behind.
Creating Perpetual Demand
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25
They audit, assess, identify and plan strategically with trusted advisors,
internal and external on how best to enable their buyer journey and most
importantly objectively look for constant improvements across response,
efficiency and results.
cont.
INBOUND
Inbound tactics are
used to draw targets
to value-added offers
on Web properties.
1
INBOUND
l SEO/SEM
l Social
l Content
syndication
l Organic
WEBSITE
The conversion-
optimised Website
drives responses.
2
PRE-MQL
NURTURE
Responses by contacts
trigger pre-built
nuture flows.
3
INVALID
RESPONSE
OPT-OUT
DISPOSE OF LEAD UNSUBSCRIBE
NO
RESPONSE
OPTIMISED
WEBSITE
l Content
l Offers
l Forms
l Analysis
NO
RESPONSE
MAP
l Pre-MQL nuture
l Recycled nuture
LONG–TERM
NURTURERETARGETING
VALID
ENQUIRY
QUALIFIED
LEAD
4
TELE/SALES
l Accept/reject
l Outreach
l Disqualify
l Qualify
RECYCLED
NURTURE
Lead rejection and
disqualification
reasons trigger
recycling.
R
EJECTED LEADS
DIS
QUALIFIED LEADS
Perpetual Demand Creation
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26
To find out more about how to create perpetual demand,
visit www.lbdga.com
Key Takeaways – Measuring Perpetual Demand
Response
RESPONSE BY TACTIC
CONVERSIONS
CAMPAIGN IMPACT
DATABASE GROWTH
Efficiency
MARKETING
TELEPROSPECTING
SALES
COST IMPACT
Results
PIPELINE CONTRIBUTION
PIPELINE PERFORMANCE
REVENUE
DEAL SIZE
cont.
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also enjoy
reading:
About Ledger Bennett DGA
We are a B2B Demand Generation agency that uses
sales and marketing know-how to help customers
increase revenue by deploying Inbound Marketing,
Content Marketing and Marketing Automation
strategies. Our highly focused Demand Generation
programmes drive our customers’ business
performance, helping them to:
n Generate more opportunity
n Convert that opportunity into sales
n Retain customers and grow their value
Using more measurable and cost effective
techniques than traditional full service marketing
agencies we are able to maximise business revenue
in the modern world where the internet has
fundamentally changed the behaviour of the buyer.
www.LBDGA.com
Telephone: +44 (0)8458 383883
Email: info@LBDGA.com
Milton Keynes:
Ledger Bennett DGA
Tungsten House, Warren Road
Little Horwood, Milton Keynes
MK17 0NR
London:
Ledger Bennett DGA
1st Floor Centric House
390-391 Strand, London
WC2R 0LT
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Advertising
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Sales and
Marketing
Guide
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Based
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Centre
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