Culture

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Wrangling Shiny Objects Five Opportunities To Innovate In Demand Marketing Erin Bohlin

@erinrbohlin

@SiriusDecisions

#B2BMX © 2019 SiriusDecisions. All Rights Reserved

@siriusdecisions

4

© 2019 SiriusDecisions. All Rights Reserved

Executive Summary • Key issues • Changes in buyer behaviors and expectations, combined with new technologies and touchpoints, are forcing demand marketers to rethink their approaches • Despite the growth of data in b-to-b, most organizations still have blind spots in their knowledge of their audience • Demand marketers should explore five key areas of innovation to reach and engage new buyers

• What you will walk away with • A definition of what it means to innovate for b-to-b demand marketing • Understanding of the five opportunities for demand marketing innovation • Insight into the trends that best-in-class marketers have adopted

@siriusdecisions

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innovation noun in·no·va·tion | \ˌi-nə-ˈvā-shən 1: To initiate or introduce something new 2: In b-to-b demand marketing, the data-driven application of new insights, emerging tactics and trends, and adaptive techniques to activate, validate and accelerate buyers

Supercharge Your Revenue Engine

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Supercharge Your Revenue Engine

Artificial Intelligence

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Supercharge Your Revenue Engine Mix

Artificial Intelligence

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Supercharge Your Revenue Engine Mix

Buyer Enablement

Artificial Intelligence

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Supercharge Your Revenue Engine Mix

Buyer Enablement

Artificial Intelligence

Media Optimization

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Supercharge Your Revenue Engine Mix

Buyer Enablement

Artificial Intelligence

Media Optimization

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B-to-B Demand Marketing Innovation Opportunities

Culture

Enable or enhance skills

96%

C

@siriusdecisions Source: SiriusDecisions 2018 Global CMO Study

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© © 2019 2019 SiriusDecisions. SiriusDecisions. All Rights Reserved

Culture SiriusPerspective: The innovative and future-proof demand organization fosters and embraces a culture of ideation, experimentation, learning, collaboration and agility.

Culture

Enable or enhance skills

96%

What’s Happening • Changes in buyer behavior and expectations, along with new technologies and touchpoints, are forcing b-to-b marketers to rethink their approaches to programs, tactics, design and delivery.

Why It Matters • Strategically coordinated campaigns • Knowledge, ability, experience to vet data, extract insights, present actionable information

Source: SiriusDecisions 2018 Global CMO Study @siriusdecisions

• Understand and communicate customer experience 14

© 2019 SiriusDecisions. All Rights Reserved

Vyond: Innovation Drives Culture Change SiriusPerspective: A focus on data and personalization has enabled Vyond to curate synchronized experiences for its buyers, and is empowering sales and marketing to trust each other.

Rebecah Wiegardt Head of ABM

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Vyond: Innovation Drives Culture Change SiriusPerspective: A focus on data and personalization has enabled Vyond to curate synchronized experiences for its buyers, and is empowering sales and marketing to trust each other.

Segmentation

@siriusdecisions

Collaboration

Personalization

16

Empowerment

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The Road Ahead: Focus on Collaboration and Trust

Trade Show Leads

25%

Single Revenue Day

#1

“Just because you’re heading in the same direction doesn’t mean you’re seeing the same potholes”

-Rebecah Wiegardt

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

B-to-B Demand Marketing Innovation Opportunities

SiriusPerspective:

AI

Artificial Intelligence

Top priority to implement in the next two years

31%

@siriusdecisions Source: SiriusDecisions 2018 Global CMO Study

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© © 2019 2019 SiriusDecisions. SiriusDecisions. All Rights Reserved

Artificial Intelligence SiriusPerspective: Artificial intelligence (AI) makes it possible to know the b-to-b buyer like never before and to answer critical questions about who the buyer is and what attracts and engages that buyer.

AI Top priority to implement in the next two years

31%

What’s Happening • AI-powered tools are helping to illuminate blind spots by enabling organizations to better understand their buyers and buying processes.

Why It Matters • Take in more information and see more connections • Process more information • Simplify decisions • Automate actions, decisions and processes

Source: SiriusDecisions 2018 Global CMO Study @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Informatica: Use AI to Know What to Say and to Whom

SiriusPerspective: Organizations that are already using AI to perfect their audience knowledge have a competitive advantage over less advanced organizations.

Adrian Chang

Sr. Director, Digital Marketing & Buyer’s Journey @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Informatica: Use AI to Know What to Say and to Whom

SiriusPerspective: Organizations that are already using AI to perfect their audience knowledge have a competitive advantage over less advanced organizations.

Which and Who Fit

AI (algorithms)

@siriusdecisions

Buyer Data

Intent Engagement

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What

How

Campaign 1

Call

Campaign 2

Display

Campaign 3

Email

Campaign 4

Social

© 2019 SiriusDecisions. All Rights Reserved

Informatica: Use AI to Know What to Say and to Whom SiriusPerspective: Organizations that are already using AI to perfect their audience knowledge have a competitive advantage over less advanced organizations.

Post-Click Conversions

Cost per Qualified Lead

+2.3X

AI (algorithms)

Buyer Data

Baseline

@siriusdecisions

–2.6X

Intent Only

AI + Intent 22

Baseline

Intent Only

© 2019 SiriusDecisions. All Rights Reserved

AI + Intent

The Road Ahead: Continue to Scale Sales Cycle Velocity

Win Rate

Faster

Lift

9%

23% Deal Size

Larger

28%

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

B-to-B Demand Marketing Innovation Opportunities Mix

Mix #1 priority to implement in the next two years

29%

Deliver informed and connected experience

@siriusdecisions Source: SiriusDecisions 2018 Global CMO Study

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© © 2019 2019 SiriusDecisions. SiriusDecisions. All Rights Reserved

Mix SiriusPerspective: Evaluate delivery mechanisms, personalization strategies and programmatic integration of tactics based on demand program objectives, operational viability and audience context.

Mix #1 priority to implement in the next two years s

29%

Deliver informed and connected experience

Source: SiriusDecisions 2018 Global CMO Study @siriusdecisions

What’s Happening • The modern demand tactic mix is designed to attract, engage and qualify target buyers, optimize for conversion and provide unified experiences across devices and channels.

Why It Matters • Heightened buyer expectations for personalized, relevant interactions • Marketers need to support fluid, dynamic buyer’s journey with ability to change and adapt to buyer and buying group based on new insights and activity 25

© 2019 SiriusDecisions. All Rights Reserved

Oracle: Using Technology to Humanize at Scale SiriusPerspective: Targeting a greenfield audience of HR leaders, Oracle wanted to create a personalized, multichannel experience to drive awareness and interest for its HCM Cloud offering.

Kelvin Gee

Senior Director, Modern Marketing Business Transformation @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Oracle: Using Technology to Humanize at Scale SiriusPerspective: Targeting a greenfield audience of HR leaders, Oracle wanted to create a personalized, multichannel experience to drive awareness and interest for its HCM Cloud offering.

Fit

Intent ICP

Engagement

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Oracle: Using Technology to Humanize at Scale SiriusPerspective: Targeting a greenfield audience of HR leaders, Oracle wanted to create a personalized, multichannel experience to drive awareness and interest for its HCM Cloud offering.

Fit

Intent ICP

Engagement

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Oracle: Using Technology to Humanize at Scale SiriusPerspective: Targeting a greenfield audience of HR leaders, Oracle wanted to create a personalized, multichannel experience to drive awareness and interest for its HCM Cloud offering.

ü ü ü ü ü ü

Subject line: Account and vertical Headline: First name Subhead: Account and vertical Greeting: Account Body copy: Account, vertical, topic Asset: Account and vertical Direct Mail

Email

Direct Mail @siriusdecisions

Sales Assistant 29

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The Road Ahead: Continue to Power the “People” People

Exceeded Pipeline Goal

20%

“[This campaign] helped me gather intel and account intelligence that I wouldn’t have been able to get otherwise [to get my] foot in the door” --Sales feedback @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

B-to-B Demand Marketing Innovation Opportunities Buyer Enablement

Enablement Chatbot adoption and interest

68%

@siriusdecisions Source: Forrester’s H2 2017 Global Mobile Executive Online Survey

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Buyer Enablement SiriusPerspective: New techniques and technology capabilities enable marketers to integrate human and non-human interactions to operationalize targeted, personalized omnichannel engagement at scale.

Enablement Chatbot adoption and interest

68%

What’s Happening • Buyers are adopting voice search, chat and digital assistants to facilitate communications, and marketers are integrating human and nonhuman interactions to support buyer interactions at scale.

Why It Matters • New delivery mechanisms in the mix • Enables and enhances self-directed buyer’s journey • Optimize search strategies, rethink gates

Source: Forrester’s H2 2017 Global Mobile Executive Online Survey @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Drift: Helping Is the New Selling SiriusPerspective: Conversational marketing is revolutionizing how buyers engage with brands and is fueling modern web conversion optimization strategies.

Sara Pion

Growth Marketer

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Drift: Helping Is the New Selling SiriusPerspective: Conversational marketing is revolutionizing how buyers engage with brands and is fueling modern web conversion optimization strategies.

Designing a chatbot, determine… 1. WHERE WHERE do you want to start the conversation? • • • • •

Homepage Persona Page Product Page Pricing Page Demo Request

2. WHO WHO are you targeting? • • • • •

@siriusdecisions

3. HOW HOW do you build the conversation?

Anonymous – Organic Anonymous – Paid Target Account Sales-Engaged Customer Open Opportunity

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• • •

Personality Considerations Goals

“Satoshi”

aka Anonymous

© 2019 SiriusDecisions. All Rights Reserved

Drift: Helping is the New Selling SiriusPerspective: Conversational marketing is revolutionizing how buyers engage with brands and is fueling modern web conversion optimization strategies.

Designing a chatbot, determine… 1. WHERE WHERE do you want to start the conversation? • • • • • •

@siriusdecisions

Homepage Persona Page Product Page Pricing Page Demo Request. Etc.

2. WHO

3. HOW

WHO are you targeting? • • • • • • •

HOW do you build the conversation?

Anonymous – Organic Anonymous – Paid Target Account. Sales engaged Customer Open Opportunity Etc. 35

• • •

Personality Considerations Goals

“Flash Mob” aka Demo

© 2019 SiriusDecisions. All Rights Reserved

Drift: Helping Is the New Selling SiriusPerspective: Conversational marketing is revolutionizing how buyers engage with brands and is fueling modern web conversion optimization strategies.

Conversational Landing Page ü Traffic conversion ü Real-time messaging ü Form replacement ü Call to action ü Schedule or register ü Validate, qualify @siriusdecisions

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The Road Ahead: Conversational Everything

Net New Bot-Booked Meetings

1,500

Sales Opportunities

New Playbooks

32%

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“Every sale starts with a conversation” --”Conversational Marketing” book, page 236

@siriusdecisions

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B-to-B Demand Marketing Innovation Opportunities

SiriusPerspective:

Media B-to-b adoption of digital media

+90%

@siriusdecisions Source: SiriusDecisions 2018 Global CMO Study

Media Optimization

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© © 2019 2019 SiriusDecisions. SiriusDecisions. All Rights Reserved

Media Optimization SiriusPerspective: For many b-to-b organizations, an untapped area of innovation in the tactic mix is in media, whether paid, earned, or owned.

Media B-to-b adoption of digital media

+90%

What’s Happening • Opportunity areas include more precise targeting, real-time personalization, creative optimization, interactive content experiences, user-generated content and new digital advertising formats.

Why It Matters • Maximize reach and drive hyper-targeting at scale • Audience inputs inform interactive experiences, next best content and offer across the buying group

Source: SiriusDecisions 2018 Global CMO Study @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Snowflake Computing: Choose Your Own Adventure SiriusPerspective: Snowflake is optimizing media investments by creating custom and scalable content experiences that address the needs of different buyers.

Daniel Day

Director, Account-Based Marketing and Market Planning @siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

Snowflake Computing: Choose Your Own Adventure SiriusPerspective: Snowflake is optimizing media investments by creating custom and scalable content experiences that address the needs of different buyers.

100%3 1.5 Content Page views Consumed

@siriusdecisions

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Snowflake Computing: Choose Your Own Adventure SiriusPerspective: Snowflake is optimizing media investments by creating custom and scalable content experiences that address the needs of different buyers.

Scaling Custom Content with NLG ü Generated by spreadsheet data ü Auto creation in InDesign ü Technology, industry, partner, etc.

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

The Road Ahead: Scaling Custom Content

YOY Revenue Growth

247%

YOY Net New Customers

3x

“The future we see at Snowflake is bright as we continue to put customers first and help them embrace and thrive in the growing Data Economy.” --Snowflake Computing @siriusdecisions

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@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved

@siriusdecisions

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© 2019 SiriusDecisions. All Rights Reserved