Organizing For L2RM Success Is A Challenge If You Have Marketing Silos

I (writes Peter O'Neill) have just published the Organization report for our lead-to-revenue playbook. My colleague Lori Wizdo is writing most of the 12 reports that form this Forrester playbook, but I get to write a few and we are both excited that Laura Ramos, now back at Forrester, will contribute the Business Case report.

In my report, “The Skills And Structures For L2R Success,” I have avoided suggesting a standard org chart for L2R process management because our client inquiries on this topic show that one size definitely does not fit all. Instead, I have focused on how to organize a team to design and manage a buyer-centric L2RM process. And I discuss the many new job titles, roles, and responsibilities that are now appearing in marketing organizations as more and more enterprises adopt an L2R strategy. I also consider the important interfaces to many other departments that are needed to ensure L2RM success.

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“Letter From Germany” – Phew! Marketing Automation Is Hot In Europe This Year

“Letter From Germany” Feb. 2013 – Marketing Automation Is Hot In Europe This Year

Peter O'Neill here with the latest edition of my (somewhat) regular blog in which I highlight important information for you about B2B marketing in Germany. This time, I have exclusive details for the German market on marketing automation; the data is taken from the survey used in my upcoming report entitled “European B2B Marketers Will Invest In Automation In 2013.” The report will have two pieces of research for Forrester clients:

1.        Data from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey.

2.        An update to our list of innovative marketing automation vendors that have headquarters in Europe.

Many of the leaders at international marketing automation vendors we speak to have been wary of seriously setting up in Europe, as they believe firms in that region are late adopters of marketing automation. But we have important news for them: It’s now high time to show more presence in Europe! Our survey shows that the rate of investment is actually higher in Europe than in the US for nine of the 10 categories of marketing automation about which we asked. In the graph below, we show the aggregate of those planning to implement the technology or expand/upgrade their system.

               

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Cisco's Message Is Getting Clearer

At the Cisco Live EMEAR 2013 event in London this week, Cisco brought a new down-to-earth dynamism to the table. The vision how Cisco is intending to empower its clients in an evermore connected world is becoming clearer. In this blog, Forrester analysts Dan Bieler and Peter O’Neill discuss their take-home messages from the event:

*      Hosted Collaboration Solution (HCS) is empowering its high-end channel partners.

Dan. HCS, Cisco’s hosted collaboration suite, allows carriers to offer cloud-based as-a-service solutions, comprising unified communications, telepresence, and contact center, as well as a range of communication features under the Jabber brand. In EMEAR, BT, Telefonica, and Vodafone are already selling HCS, primarily aiming it at their multinational corporation (MNC) customers. They've hinted at scaling down HCS in the future but it remains to be seen whether HCS is the right solution for smaller carriers and SMBs.

Peter. They also need to think about being more attentive to the needs of midmarket system integrators and MSPs. That means they must provide different price configurations that are attractive to SMBs. Positioning themselves only to the national telcos is quite restrictive and doesn’t match the increasing demand we are seeing for these solution across the market. But of course, if they want to compete in the SMB segment, they’ll compete with Google and Microsoft and their pricing strategies. The best way to run two pricing strategies is to use two brands.

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Our Survey Shows That B2B Marketers Are Still Stuck In Their Product Marketing Comfort Zone

Effective content marketing is now critical to B2B marketers’ success because useful content accelerates potential buyers along their journey, writes Peter O'Neill. This raises a serious content challenge for B2B marketers. Their content should be available and compelling across all touchpoints in the customer life cycle — from the awareness phase (from the vendor’s point of view) through to the phase that Forrester calls customer retention and expansion.

Are B2B marketers rising to this challenge? Forrester’s Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey provides us with an answer. As we make clear in this report, there is significant room for improvement. Here are some significant shortcomings that we highlighted in the responses from 328 B2B marketers:

  • B2B marketing content works for lead nurturing but nothing else. When asked about the effectiveness of content marketing among 16 separate marketing tactics, the rankings range from No. 15 in the awareness phase to No. 5 as a tactic for lead origination; it’s in third place for lead nurturing but drops back to No. 6 in the customer retention and expansion phase.
  • B2B marketers create most of their content internally. The majority of the content produced is created internally either by the marketing department (44%) or by other employees (14%). Organizations that create their own content with only internal staff tend to remain fixated on their product and solution.
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Our B2B Marketing Tactics Survey On Revenue Acceleration Has Several Surprises

 

This month, we have been studying the returns from our Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey of more than 328 B2B demand management marketers in the US and Western Europe. We asked a total of 34 questions, covering the revenue acceleration tactics that marketers deploy and in which lead-to-revenue process phase; how effective these tactics were in terms of conversion rates across the L2R processing; and several other questions about resources. We also asked about their progress in adopting various systems of marketing automation software. Lori Wizdo presented some of this data in her Webinar on November 20which Forrester clients can replay. Data highlights and curiosities include:

·  US marketers prefer tradeshow and print. US-based companies have a 50% larger allocation on this spend item compared with European companies. They also  allocate 30% more for print advertising.

·  Top-performing marketers spend differently. Companies with better-than-planned revenue growth, or where marketing contributed more than 50% to the sales funnel, mixed the 16 possible tactics differently, with the biggest differences in their usage of trade shows, SEO, and social marketing for lead origination.

·  B2B marketers prefer to create their own content, mostly for lead nurturing. Even more, the data shows them stuck in the product marketing comfort zone, and their marketing content fails to deliver at all in the awareness phase.

·  Email campaigns can work, if done well.We asked if they “send out individualized mails based upon prospect-specific data and behavior.” While 30% said yes to this, among the top performers, it was 48%.

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Groundswell B2B Awards

One of the most enjoyable tasks as a Forrester analyst is reviewing all of the Groundswell awards submissions. And we know many of you also look forward to seeing the innovative approaches that other B2B companies use to listen to and engage with customers. This year, we received 45 entries and we judged submissions across seven categories: Listening, Talking, Energizing, Spreading, Supporting, Embracing, and Mobile. 

Earlier in November, we announced the winners and then presented a Webinar to Forrester clients where we discussed the awards process, criteria, highlights, and named all the winners. And we described why they won their awards as well as featuring many other entries that we thought warranted an honorable mention.

Download this podcast to hear more from Kim Celestre, Zachary Reiss-Davis, and myself about the Groundswell B2B Awards (it runs for around 45 minutes):

https://s3.amazonaws.com/ForresterTechnoPolitics/webinar_110812_oneill_celestre_reiss.mp3

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Our Upcoming Forum On Revenue Acceleration Touches Sales, Marketing And Channel

My colleagues and I (Peter O’Neill here) have been busy here at Forrester putting together the agenda for our next Forum which is in Scottsdale, Arizona, on March 4, 2013 under the title “Accelerating Revenue In A Changed Economy.” Now, achieving that objective requires contributions from many different parts of a B2B enterprise – it is more than a sales enablement topic. So we have gathered together a strong team of analysts from across Forrester to work on content and invite leading practitioners who they work with to provide insights and to advise members on these three B2B functions:

·  The sales and marketing teams that support the direct sales organization that must be empowered and enabled to grow their assigned accounts

·  The marketers in the demand-generation group who must power up their revenue management processes, find new logos and generate new business (see previous blog)

·  The channel management team which needs to orchestrate and manage the partner community to win their loyalty and business.     

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The Tech Industry Channel Is Cloud-Confused; Colt Technology Services Is Well Into It

 

There continues to be a cacophony of marketing noise from technology vendors about their cloud strategies; while the announcements sometimes include messaging for their channel, many partners are still unsure of their future role in the industry. Nearly two years ago, Tim Harmon and I (Peter O'Neill here) published two reports on this, and earlier this year the Cloud and Technology Transformation Alliance (CCTA) reported that its survey of 229 channel partners in North America revealed that 13% of the partners still lack a cloud strategy altogether and 42% describe their strategy as “nascent” or “evolving.” CCTA also collected the alarming statistic that 65% of channel partners know that they’re losing business because of their cloud shortcomings; that is, the partners know that their customers are asking for cloud services but cannot react.

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Q&A with Jesper Thomsen, VP Sales & Customer Service, Maersk Line on B2B Customer Experience

Peter O'Neill here. I hope that most of you would agree that mastering customer experience is just as valuable for B2B firms as it is in B2C. And yet, there isn’t much information around on B2B customer experience, let alone case studies providing practical advice on how to get B2B customer experience right.  Well, at Forrester’s upcoming EMEA Forum dedicated to Customer Experience (London, November 6-7), I am hosting a “virtual track” of four sessions that debunks myths about customer experience for B2B companies. In one of the presentations, Jesper Thomsen, VP Sales & Customer Experience, Maersk Line, one of the largest shipping companies in the world, will discuss how his company improved its Net Promoter score from -10 to +30 over 30 months – an improvement program that involved staff throughout the enterprise. I recently caught up with Jesper in preparation for his session – for a sneak peak on how Maersk mastered B2B customer experience, check out our conversation below. I hope to see you in London where Jesper will share the full story!

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Yes, Brand Matters In B2B Marketing — Especially For Technology Brands

 

Welcome back to us all from vacation. I, Peter O'Neill, would like to join the discussion on “What is marketing?” ignited by an HBR article a few weeks ago — if only because of the reaction to my last blog post, where I pleaded for HP marketing to do something about its worsening brand standards. That post hit a nerve, generating several urgent inquiries with B2B marketers. A few clever journalists even wrote articles afterwards that combined comments on HP’s business prospects from Steve Milunovich, investment analyst at UBS, with my point of view, as an industry analyst, about HP’s lack of marketing agility.

While most responses were statements of violent agreement, one point was frequently made: “Which marketing group should be stepping in to stem the tide?” Another was: “Yes, but does that brand stuff matter? We are still selling our kit to customers — they don’t seem worried.” I like to keep things simple, so, for me, there are just two disciplines in B2B marketing:

·         Brand marketing. Often called “corporate marketing” or even “marcom,” this discipline is responsible for the marketing of brand values; running centralized marketing processes such as customer/market intelligence and public/analyst/blogger relations; and perhaps managing social media services, such as listening and content management.

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