Your organisation is selling complex solutions and services to business audiences in enterprises large and small. Current B2B demand generation models are still heavily dependent on email, paid search, optimized landing pages and telemarketing.Today’s teenagers do not have email accounts, nor do they visit corporate websites or even Facebook. Instead of googling, they rather ask a friend. They are tomorrow’s corporate buyers. So in order to keep connecting with prospective customers, we need a new mix. In this presentation, Kees Henniphof of ServiceNow will share a simple framework for enterprise marketing planning covering both traditional B2B marketing models and new audience strategies, including corporate narrative, content marketing, buyer journey mapping, marketing automation and lead2revenue analyses. Henniphof illustrates the approach with recent projects around IT industry events, account-based marketing, competitive programs and enterprise broadcasting.

1. The Elusive Buyer
New Challenges in B2B Marketing
Kees Henniphof
Head of Programs & Events EMEA
B2B Marketing Forum | Utrecht, 13 March 14
1

2. Are you hitting your target?
© 2014 ServiceNow All Rights Reserved 2
http://youtu.be/CXsoMT7NnK4

3. Topics
Introduction
Choices
Marketing Activity Grid
Common Deal Trajectory
Take-Away
Example: ExperienceNow
3© 2014 ServiceNow All Rights Reserved

4. ServiceNow – The Enterprise IT Cloud Company
• NYSE: NOW
• 1,830 employees
• Market cap: $9.5B / Trailing 12-Month
Revenue $425M
• 2,060 enterprise customers
– 20% Penetrated in Global 2,000
• Platform designed to manage service
relationships in the enterprise
• Cloud-hosted delivery; SaaS business model
• Major sites in Silicon Valley, San Diego,
Seattle, London and Amsterdam.
$64
$75
$86
$102
$111
$125
4© 2014 ServiceNow All Rights Reserved

5. Business goals
“Land”
“Expand”
“Retain”
New Logos
UpsellRenew
5
© 2014 ServiceNow All Rights Reserved

6. EMEA Marketing Organisation (2014)
Marketing
Director
Programs &
Events (4)
Channel
Marketing
Marketing
Operations
Field
Marketing (1)
PR & Comms
- UK & Ireland (TBH)
- Southern Europe
- Northern Europe (TBH)
- Central Europe (TBH)
- Acquisition Mkt
- Customer Mkt
- Event Mkt
- Social Mkt
6© 2014 ServiceNow All Rights Reserved
> Focus on 8 markets: UK, Germany, France, Netherlands, Sweden, Switzerland, Italy, Spain

7. Choices
7
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8. There is so much to choose from…
For your buyer
8
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9. There is so much to choose from…
And for you
9
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10. What both buyer and vendor want
• To buy/sell the right solution at the right time for the right
price through the right channel... At maximum velocity.
— Right solution (Product)
— Right time (Promotion)
— Right price (Price)
— Right channel (Place)
• 4 P’s + velocity, because...
In 2014, B2B buying and selling shouldn’t take ages…
…if you understand where your SALs are coming from.
1
0
© 2014 ServiceNow All Rights Reserved

11. Integrating Marketing & Sales
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12. AUTOMATION
Marketing Activity Grid – Functional IT Acquisition
12
Webinar
Inside
Sales
follow-up
Email
nurturing
Experience
Now
(prospects)
Online
Demo
NowForum
Sales
meeting
7
8
9
Prospect Opportunity Customer
Media &
Search
2
PR &
Social
1
Suspect
4
5
6
Industry
events
3
Channel marketing activities
Channel
Sales
meeting
ServiceNow
User Group
Customer
Reference
11
Addres-
sable
suspects
in market
0
Customer
Marketing
Thru-Channel
Community
Marketing
10
12
© 2014 ServiceNow All Rights Reserved

13. Marketing Activity Grid – Functional IT Acquisition
13
Webinar
Inside
Sales
follow-up
Email
nurturing
Experience
Now
(prospects)
Online
Demo
NowForum
Sales
meeting
7
8
9
Prospect Opportunity Customer
Media &
Search
2
PR &
Social
1
Suspect
4
5
6
Industry
events
3
Channel marketing activities
Channel
Sales
meeting
ServiceNow
User Group
Customer
Reference
11
Addres-
sable
suspects
in market
0
Customer
Marketing
Thru-Channel
Community
Marketing
10
12
© 2014 ServiceNow All Rights Reserved

14. Understand what’s working: Common Deal Trajectory
• STEP 1: Deal Analyses
• STEP 2: Deal Makers, Breakers & Insights
• STEP 3: Describe the Common Deal Trajectory
• STEP 4: Build Integrated Marketing2Sales Programs
— Set KPI’s for tactics and touches
— Measure and Report
• STEP 5: Improve, Differentiate & Orchestrate
> Read the blog post for full description.
© 2014 ServiceNow All Rights Reserved

15. Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
15
Webinar
Inside
Sales
follow-up
Email
nurturing
Experience
Now
(prospects)
Online
Demo
NowForum
Sales
meeting
7
8
9
Prospect Opportunity Customer
Media &
Search
2
PR &
Social
1
Suspect
4
5
6
Industry
events
3
Channel marketing activities
Channel
Sales
meeting
ServiceNow
User Group
Customer
Reference
11
Addres-
sable
suspects
in market
0
Customer
Marketing
Thru-Channel
Community
Marketing
10
12
© 2014 ServiceNow All Rights Reserved
72
26
5
13
3
12
4
38
46
7
58
7
35
0
24
70
12,500 ?52
6
95
65

16. 16
Webinar
Inside
Sales
follow-up
Email
nurturing
Experience
Now
(prospects)
Online
Demo
NowForum
Sales
meeting
7
8
9
Prospect Opportunity Customer
Media &
Search
2
PR &
Social
1
Suspect
4
5
6
Industry
events
3
Channel marketing activities
Channel
Sales
meeting
ServiceNow
User Group
Customer
Reference
11
Addres-
sable
suspects
in market
0
Customer
Marketing
Thru-Channel
Community
Marketing
10
12
© 2014 ServiceNow All Rights Reserved
72
12
4
58
7
35
0
26
5
13
3
38
46
7
24
70
12,500 ?52
6
95
65
1057
62
9
37
4
50
Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4

17. Marketing Activity Grid – Functional IT Acquisition, BNLX 13Q4
17
Webinar
Inside
Sales
follow-up
Email
nurturing
Experience
Now
(prospects)
Online
Demo
NowForum
Sales
meeting
7
8
9
Prospect Opportunity Customer
Media &
Search
2
PR &
Social
1
Suspect
4
5
6
Industry
events
3
Channel marketing activities
Channel
Sales
meeting
ServiceNow
User Group
Customer
Reference
11
Addres-
sable
suspects
in market
0
Customer
Marketing
Thru-Channel
Community
Marketing
10
12
© 2014 ServiceNow All Rights Reserved

18. Example: ExperienceNow
© 2014 ServiceNow All Rights Reserved
18

19. ExperienceNow: Suspect Acceleration Event concept
• Concept: Physical marketing2sales hand-over event
• Audience: Functional IT / engaged suspects, dead sales cycles
• Objective: Accelerate to sales – focus on competitive accts
• Goal: 20-30 attendees representing 10-15 accounts
• Promo: ServiceNow direct, through-channel
• Frequency: 4x per annum
• Location: In office where available, otherwise hotel
• Content: Intro, Customer presentation, Demo, Q&A, Drinks
• Messaging: The end of no. The beginning of Now.
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© 2014 ServiceNow All Rights Reserved

20. ExperienceNow Engagement Flow
Eloqua
extract
Sales CRM
extract
Socially
engaged
contacts
Data set
Sales review
and sign-off
ServiceNow
Email invite
Channel
Email invites
Inside sales
outreach
ExperienceNo
w
Inside Sales
Follow-up
back to nurturing
Account Execs
outreach
Telemkt
engaged
contacts
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© 2014 ServiceNow All Rights Reserved

21. > Unique registration URL per partner, e.g.
http://info.servicenow.com/lp=2118/?src=symfoni
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22. ExperienceNow Engagement Flow
Eloqua
extract
Sales CRM
extract
Socially
engaged
contacts
Data set
Sales review
and sign-off
ServiceNow
Email invite
Channel
Email invites
Inside sales
outreach
ExperienceNo
w
Inside Sales
Follow-up
back to nurturing
Account Execs
outreach
24
6
4
12
2
24
4
31
4
22
0
18 meetings
13 deals
13/50 = 26%
Telemarketing
engaged
contacts
76
34
19
2
12
© 2014 ServiceNow All Rights Reserved

23. Take-aways
• Aligning marketing to sales means sharing goals at the tactical level.
• Marketers should understand in great detail which activities produce
Sales Accepted Leads.
• Take your Deal Insights into account of marketing planning.
Happy selling!
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24. Thank you
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© 2014 ServiceNow All Rights Reserved