“ZeroTouch-to-Lead”: The Revenue Gap in Your Demand Funnel

For the past decade or so, B2B marketers have been using the SiriusDecisions demand waterfall to build out a demand generation funnel to nurture and route leads, track lead status and their sales pipeline. Companies have spent millions of dollars trying to fill the top of that waterfall or funnel with leads. Many marketers have optimized their funnel stages to push as many qualified leads as possible, that Marketing can pass onto Sales. Millions more have been spent on marketing automation (MAP) and customer relationship (CRM) platforms.

Over the past three years B2B companies have started investing in technologies and tools to help transform their current lead-based demand generation processes using “Account-Based Marketing (ABM).” Much has been written about ABM. If you are new to the space, the responses to this question on Quora can help:

https://www.quora.com/How-do-I-learn-about-account-based-marketing

Whether you are a large, global, B2B enterprise or a B2B SaaS software business, you have a broad range of platforms and tools to help you build out your ABM tech stack and put together an ABM strategy for your company.

However; while making these investments, most marketers have overlooked the stage between the very top of the funnel and when a lead is identified. We call this stage “ZeroTouch-to-Lead.”

From ZeroTouch to Lead: A Critical Revenue Gap for Demand Marketers Today

Today’s marketing and sales technology platforms and tools are great at managing, analyzing and driving demand, once a buyer from a target account has identified themselves by filling out a form (a “Lead”). There are many platforms and tools that can assist once you have leads in your pipeline.

However, as the visual below shows, today’s tools completely miss the “ZeroTouch-to-Lead” stage, at the very front end of the process. With ABM, you’d start with accounts first, identify your buying groups (called “Demand Units” by SiriusDecisions) at those accounts, as well as their buyer personas (or profiles). Then track engagement and interactions with all the members of the buying groups, whether they fill out a form (turn into a lead) or not, all along the buyer journey. You would map out your buyer journeys across the entire buying group in the aggregate, or map out journeys of individual buyers from that account.

Given new online B2B audience data that is now available, marketers can provide actionable insights on the ZeroTouch-to-Lead stage buyers to enterprise sales teams, before the buyers have self-identified (with their email address). Continue reading

ABM is Not a Horse Race: An Open Letter to Analyst Firms

Dear “Big Brand” Analyst Firm,

We just reviewed your latest ABM Landscape Report, which has a nice looking visual placing 10+ different ABM vendors in an X-Y layout, with one well-funded vendor in the coveted “top right corner”. You approached us earlier this year to participate. You collected a lot of detailed information. Your lead analyst spent 45 minutes 1:1 with us, at a recent industry event “to pick our brains”. You featured us in your first ABM report a year ago. Our business has grown stronger since, with many new, global, B2B enterprise clients. And yet, you sent us a letter that said:

“We will not be including your company in the upcoming ABM Landscape Report. The analysts writing this report considered a number of factors in making this decision, such as vendor revenue, product revenue, breadth of offering, and interest from our clients.”

At first we were concerned. Then we were confused. And now that we have reviewed your report, we want to say:

“Thank You for Not Including Us!”

With all respect to our fellow ABM vendors and partners, we’d like to provide you and your peer Analyst Firms with some feedback of our own: Continue reading

The Simple Math for ABM Display Ad Programs

A growing number of B2B companies are planning, budgeting and launching ABM display advertising programs. One area where many customers struggle today is modeling out the estimated return on spend (ROI) from these programs.

As we work with a growing number of mid-to-large enterprise B2B companies, we have developed some rules and key metrics (we call it “Simple Math”) so you know you are scoring “small victories” from ABM display ads as you move towards your revenue goals.

 All marketing programs should have a direct positive impact on revenue. However, tying your  program spend to revenue outcomes is not always easy. It’s even harder when your products or solutions involve larger annual contract values (ACVs) of $100K or more, longer sales cycles of six to 18+ months, and complex buyer journeys over multiple digital channels.

Continue reading

Why ABM Display Is Your OnRamp To The NEW SiriusDecisions Waterfall

Over 3000 B2B marketers converged recently at the SiriusDecisions Summit in Las Vegas. One of the big announcements there was the introduction of their new and improved SiriusDecisions Demand Waterfall™.

A great many articles and posts that have been written over the past couple of weeks around this new Waterfall and what it means for B2B marketing. You can catch SiriusDecisions’ own Overview of their New Waterfall here. 

What Is the NEW SiriusDecisions Demand Unit Waterfall?

Earlier versions of the Demand Waterfall were all about leads (or individual buyers in a B2B buying team) who raise their hands and the progression of those leads down the demand funnel. The new Demand Waterfall recognizes the broader trend to an “account-based” or “account-centric” approach to B2B marketing. It moves the focus from leads to “Demand Units” – where each Demand Unit represents a group of Buyers within the enterprise with a clearly defined need, staff resources, budget and are seeking solutions from a tech or services provider.

Continue reading

Discovering Account-Based Gold: Key Takeaways from the TOPO Summit

As B2B marketers, we are inundated with live event opportunities in the first half of every year. From B2B Marketing Exchange to the Revenue Summit (by Sales Hacker and FlipMyFunnel), the TOPO Summit, Martech, the various Marketing Cloud events (Oracle MME, Marketo Summit, Adobe Summit, IBM Amplify), and the SiriusDecisions Summit – it is one long list that could easily take up a big slice of our time and event (attending and sponsorship) budgets.

Here at Kwanzoo, we have attended or sponsored a good number of the events on this list. Time is precious, so we are constantly evaluating which events seem to have the best “vibe” for attendees and sponsors, the best content programming, well-prepared speakers who care about their audience, put their attendee interests first (while also delivering for sponsors) and overall deliver the best ROI for time spent.

What Was Different About TOPO Summit

Continue reading