1) The document discusses implementing a new cloud-based social CRM and marketing automation system to improve efficiencies, accelerate deals, and provide a 360-degree view of clients and opportunities. 2) It outlines 3 steps marketing will take: industrializing their go-to-market process to unify silos; implementing a closed-loop lead development process; and managing content through various stages of the customer lifecycle. 3) A key focus is improving data collection and sharing across departments to expand relationships within client accounts and families.

1. A New Approach to B2B Marketing
in Professional Services

2. 2
Mission:
Driving
efficiencies,
accelera/ng
deals
and
serving
up
a
360
degree
view
of
our
clients
and
market
poten/al.
This
will
happen
by
moving
to
a
cloud
based
social
CRM
and
marke/ng
automa/on
environment
that
is
decentralized,
scalable
and
flexible
across
all
user
types
Applications
Services
Early Stage Early StageMid Stage Mid Stage
Phone, Digital, Direct
Response, Events &
Email
Direct Sales, Events, Digital, Direct
Marketing, Email
Phone, Events, Digital,
Direct Response
Email
Phone, Digital, Direct
Response, Events &
Email
Phone, Events, Digital,
Direct Response
Email
Drive demand, accelerate pipeline, win and retain clients Drive demand, accelerate pipeline, win and retain clients
Demand
Generation
Opportunity
Account
Based
Marketing
Late Stage
KnownAnonymous Engaged Known AnonymousEngagedMQL SQL SQL MQLAccount
Stages of Lifecycle Management
Marketing’s PoV on how we go-to-market
Client
Intimacy
Comm.
Stages
Comm.
Channel
s
Listening to the client enables us to position the right
services within our portfolio versus pushing services
based on internal priorities.

3. 3
Understanding
the
needs
of
our
clients
and
prospects
will
enable
us
to
deliver
relevant,
consistent
and
/mely
content.
To
do
this
we
must
industrialize
our
GTM
Process…
Planning
Execution
Strategy
Design
Reporting
& Analytics
Response
Tracking,
Lead Nurturing,
& Lead Mgmt
Validation
&
Qualification
We will industrialize our GTM process and
unify the silos across the business. Our
goal is to add sales and marketing
efficiencies and improve collaboration
across BUs.
Some immediate efficiencies we expect to
gain include cost reduction, increased
market awareness, improved client
acquisition, retention and expansion.
Stages of the GTM Process

4. 4
3 Steps Marketing Will Take to Drive Success
Sales FocusThe B2B Lead
Development
Process
KNOWN
Warm leads leaked out
Our Closed-Loop Process will Close
the Gap in The Middle of the Funnel
ENGAGED MQL
MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead
SAL SQL OPPORTUNITY (3-7) WON
1
3
2
Prior Marketing Focus
House Database
3rd Party Sources
Website Visitors
Teleprospecting
Sponsorships
Etc…
Events/Booth Visits

5. 5
It’s all about the data…
Finance
Subsidiary
IT Procure
Subsidiary
Parent
Finance IT Procure
We may have booked business within the IT department of
an account, but we don’t have solid relationships in finance or
procurement.
Competitive intelligence has not been
centrally organized which in turn limits our
ability to react to conditions happening
across the family tree of our accounts
In this example, a competitor just won
business at a family member of one of our
accounts
We’ve struggled in the past to accelerate and
expand relationships across the family trees of our
accounts
In this example, we booked a project with a
subsidiary whose parent we should pursue for
Applications Outsourcing
List churn is a big challenge and can have an
adverse effect on sales and marketing
efficiencies. The average rate of annual churn
hovers around 20 to 30 percent for most
companies.
Challenge:

6. 6
The Content Continuum - Life Cycle & Lead Nurturing
Master
Email
1
Wait
Step
Email
2
Master
Email
1
Wait
Step
Email
2
Master
Email
1
Wait
Step
Email
2
Triggered
Traffic
Cop
Early
Stage
Content
(Latent)
Mid
Stage
Content
(Ac8ve)
Late
Stage
Content
(Opps)
Prior Sales FocusThe B2B Lead
Development gap
KNOWN
Warm leads leaked out
Our Closed-Loop Process will Close
the Gap in The Middle of the Funnel
ENGAGED MQL
MQL: Marketing Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead
SAL SQL OPPORTUNITY (3-7) WON
1
3
2
Prior Marketing Focus
House Database
3rd Party Sources
Website Visitors
Teleprospecting
Sponsorships
Etc…
Events/Booth Visits

7. 7
Content Management: Scope & Approach
Lead Generation Scenario Development
Content
Discovery &
Content Strategy
Development
1. Review segment profiles
2. Reach out to internal
stakeholders and SMEs to
understand current
challenges and needs
3. Discovery session with
agency, marketing team,
stakeholders, and SMEs
4. Mutual Education: Share
industry best practices
5. Develop scenarios
combining segmentation and
content
1. Validation of scenarios
2. Incremental
recommendations to fill
gaps
3. First view of one to two
years of planned activity
1. Map shared scenarios
across segments
2. Create profile taxonomy
and profile mapping-
content strategy
3. Enhance profiles
aligned to business
scenarios
Content Lead Responsible for Project Management and Communication
Gap Analysis and
Content
Recommendations
Scenario Mapping &
Segment Profile
Enhancements
1. Go live and Identify
improvement opportunity
areas based on metrics
2. Assess content, and
improvement opportunities
3. Run analysis by Segment
Improvement
Opportunity Analysis

8. 8
Close the Loop & Accelerate
the Lead Assignment & Distribution Process…
Lead is
generated
Marketing
sends
reminders to
sales to take
action on their
assigned leads
Lead is entered
to CRM and
routed to
assigned
salesperson
Send to
Marketer For
Sales
Assignment
Send to Partner
Profiling /
Research /BI
Lead is
Accepted?
Yes
No
NA CRM Team
Sales Team
Marketing
Outside
target market?
Within
target market? Yes
Lead is
Accepted?
No
1 DAY (max) 4 DAYS (max)
Marketing
monitors
ACCEPTED leads
to ensure Sales is
engaged with the
lead to ensure
CONVERSION
Escalation to
Sales
Leadership for
Lead
Acceptance