B2B Lifecycle Marketing Guide Chapter 1 Getting Started

CHAPTER 1MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING

GETTING STARTED

How to flip your lifecycle marketing focus from your product to your buyer.

Direct. Data. Digital.

MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Chapter 1: Getting started – overview

Introduction............................................................................................................................................... 3
The Modern Marketer ...........................................................................................................................4
Modern Marketing’s influence on B2B lifecycle marketing.....................................................5
Modern Marketer’s view of B2B lifecycle marketing.................................................................7
Modern Marketer’s toolkit...................................................................................................................8
Key take-aways........................................................................................................................................9
To do’s.........................................................................................................................................................9
What’s next.............................................................................................................................................10

LIFECYCLE MARKETING
BUYER’S JOURNEY

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Introduction

81% of all marketers agree that marketing has value and that
value can be measured.

76% of all marketers agree that marketing has changed more in
the last two years than in the last 50.

61% of all marketers agree that, for most companies, digital
marketing approaches are in a constant cycle of trial and error.1

These are telling results from a study of 1,000 U.S. marketers. The new world of on-demand
technology has created as much confusion as it has opportunity. When new technologies are
brought together with a more-informed-than-ever consumer, the result is the need for greater
innovation in marketing to drive business success.

Innovation, by definition, is the introduction of something new or different. However, innovation
doesn’t have to mean “ahead of its time” or “complex.” It simply requires a greater
understanding of the way we approach B2B lifecycle marketing.

The “Modern Marketer’s Guide to B2B Lifecycle Marketing” series was created to help
you narrow your B2B lifecycle marketing focus through the eyes of your consumer. We’ll
share a blueprint for aligning your current lifecycle marketing efforts with the consumer
decision-making journey from a Modern Marketer’ s point-of-view (POV). At each decision
step, we’ll outline what questions to ask, what tools to apply, strategic considerations and
the significance of integration.

1 “Digital Distress: What Keeps Marketers Up at Night?” Adobe Systems Incorporated Study, 2013 3

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

The Modern Marketer ‘‘

‘‘Emerging from a world in which outbound campaigns, characterized by
advertising and intuition predominated, today’s “modern marketer” faces
a new paradigm shift of inbound marketing programs driven by digital
channels, served by multiple touches and measured by sophisticated
technologies – and where data analysis is king.2

It’s a pretty long definition for a simple concept. Modern Marketing is about the consumer. The
data you have available about consumers. How you use technology to engage consumers. And
of course, the measurement of the outcome from your efforts.

Advancements in technology and a more empowered consumer have led to a marketing
renaissance. A recent B2B survey of over 500 B2B marketing professionals reveals seven areas
that have contributed the most to the formation of the Modern Marketer2:

Ability to track marketing ROMI 60%
due to technology 58%
Use of social media in marketing
Shift of power from the brand 42%
to the customer 42%
Maturation of demand generation 33%
and lead nurturing 30%
Emergence of mobile marketing 19%

Fragmentation of media

Improvements in data cleansing

2 “Defining the Modern Marketer: From Real to Ideal.“ BtoB in partnership with Oracle Eloqua, 2013 4

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Modern Marketing’s influence on B2B lifecycle marketing

B2B Lifecycle Participating in the business
Marketing consumer’s decision-making journey

Over the past few years, the purchasing behavior for businesses has changed dramatically.
It wasn’t too long ago that a business would deal directly, and sometimes solely, with a
sales rep throughout the purchasing process. That relationship would be the main source of
information and influence.

Today, 71% of enterprise purchase decisions begin with search engines3, resulting in a much
more knowledgeable and empowered business consumer. Understanding this change and how
it relates to B2B Lifecycle Marketing can lead to a more profitable customer lifetime value
(LTV) all around.

B2B Lifecycle Marketing, for the most part, has traditionally been approached from the
marketer’s perspective:

How do we drive sales?

What product features differentiate us?

How can we best communicate the features and benefits?

What are the best, most cost-effective ways to get our message out?

3 “Search marketing alert: 71 percent of business purchase decisions start with search.” DAC Group study, article by Brafton, 2011

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

As a result, B2B Lifecycle Marketing strategies have not been focused on the needs of
the consumer. The Modern Marketer shifts their focus to the consumer’s perspective —
ensuring they have a firm understanding of the consumer’s interests, attitudes and opinions
of their product.

Modern Marketing turns the traditional approach upside down.

Marketers POV lead Consumers POV lead

Consumers POV lead Marketers POV lead

Modern Marketers still identify the most appropriate audience. But the approach to
communicating with them is vastly different. How the data is used is different. And the
understanding of what to expect during each step of the purchasing lifecycle is aligned with
the consumer’s decision-making journey. Or what we’ve identified as “decision steps.”

Those moments, or decision steps, are the focal point of this “Modern Marketer’s Guide to
B2B Lifecycle Marketing” series. Upcoming installments will provide insights into how to make
the shift to the business consumer POV, what technology tools to apply and when, and best
practices to consider for each of the decision-making steps within the lifecycle.

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Modern Marketing’s view of B2B lifecycle marketing

Notice the emphasis on where the consumer is in their decision-making journey and the
alignment of marketing strategies and objectives to migrate them closer to a purchase decision.

DISCOVERY CONSIDERATION PURCHASE

AHA! Moment AHA! Moment AHA! Moment
I think I need something. I know what I don’t want. I’m ready.

MRKTG OBJECTIVE MRKTG OBJECTIVE MRKTG OBJECTIVE
Drive awareness Continue to educate Fulfill on brand promise
MRKTG ACTIVITY MRKTG ACTIVITY MRKTG ACTIVITY
Demand Gen / Lead Gen Demand Gen / Lead Nurture Lead Conversion

DIS-ENGAGE

AHA! Moment - I want / need more.

MRKTG OBJECTIVE - Regain confidence
MRKTG ACTIVITY - Winback

ADVOCATE ENGAGE EXPERIENCE

AHA! Moment AHA! Moment AHA! Moment
I’m in love. I want more. I’m on my own.

MRKTG OBJECTIVE MRKTG OBJECTIVE MRKTG OBJECTIVE
Retain, maintain, secure Drive awareness / educate Reinforce decision
MRKTG ACTIVITY MRKTG ACTIVITY MRKTG ACTIVITY
Retention / Loyalty Cross-sell / Up-sell Onboarding

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Modern Marketer’s toolkit

Technology offers an ever-widening selection of tools to use as Modern Marketers, from
Marketing Automation, to Remarketing, to Behavioral Targeting and beyond. While the options
are vast, it is important to stay focused on your sales and marketing objectives. And remember,
the tools available are just that – tools.

Much like a channel application is not a marketing strategy, the tools in your toolkit aren’t a
strategy either. They are a means to an end. The goal is to identify which tools will be the most
effective in helping you realize your goals. Then, use your overall strategy to implement the
ones you’ve selected. Key questions to ask when selecting tools for each step in the consumer’s
decision-making journey are:

Is the tool, and the talent to manage it, within our organization
or a partner organization?

Does it align with how our target communicates and prefers to
be communicated with?

Is it a cost-effective tool that will contribute to a healthy
ROMI (Return On Marketing Investment)?

The answers to these questions will help you narrow down your selection to the most
appropriate tools to address your business’ sales and marketing goals.

Micro-conversions Social Commerce AnalyticsBlogging Content Marketing
Responsive Design
Progressive Profiling Email Marketing Retargeting PPC
Display Key Words
Mobile Remarketing arketing Automation
OptimizationProgrammatic Buying Digital Marketing
Content Marketing Digital Technology Platforms Dynamic Content
Key Words
Behavioral Targeting
CMS Inbound Marketing Big Data Scoring
Permission Marketing SEM

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

Key take-aways

Modern Marketing demands an innovative approach that focuses on the consumer’s POV.
These new marketing approaches are in a constant cycle of trial and error.
We must acquire a better understanding of the consumer, relevant data and the technologies
consumers use to reach them effectively.
B2B Lifecycle Marketing = Participating in the B2B consumer’s decision-making journey.
The “Modern Marketer’s Guide to B2B Lifecycle Marketing” series is a resource for marketers
who are looking to increase their understanding of how Modern Marketing influences B2B
lifecycle marketing and how to use it to generate greater results.

To-do’s

Start simple. Outline your business needs. Focus on the greatest need and use it to start the
development of your lifecycle marketing program.
Do a quick analysis to see if your communications are “consumer-centric.”
Ask yourself if you are using your marketing technology to its fullest potential.
Could you use an outside perspective?

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MODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING – GETTING STARTED

What’s next LEAD GENERATIONMODERN MARKETER’S GUIDE TO B2B LIFECYCLE MARKETING

You’ve just read the “Modern Marketer’s Guide to B2B Use insights and technology to educate and advocate your way to a full pipeline.
Lifecycle Marketing — Chapter 1: Getting Started.” Direct. Data. Digital.

Chapter 2 of the “Modern Marketer’s Guide to
B2B Lifecycle Marketing — Lead Generation”
provides insights into how to apply a Modern
Marketer’s perspective to Lead Generation,
using the consumer’s POV.

About Gain: We create opportunity, Aha! moments and action. Click here to learn more.

Want to talk shop? Contact Collin Trost at 404/386-0391 or [email protected].

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