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Making Demand Generation
work in EMEA
A guide for US enterprizes looking
to increase sales overseas.
2
Make more of your EMEA marketing.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 3
Why Demand Generation is your best buddy in EMEA. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5
Adapting your existing strategies.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
	 Generating more opportunities.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
	 Converting opportunities into sales. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
	 Retaining customers and increase value. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
	 Moving alongside prospects on their buyer journey.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 7
The mechanics of successful EMEA Demand Generation. .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8
Inbound Marketing.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 9
Content Marketing .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 12
Marketing Automation.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 13
EMEA campaign delivery and execution. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 19
	 Don’t get lost in translation.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 19
	 Widening your reach of your content.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 20
	 Adapting for cultural differences.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 20
	 Getting the detail right. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 21
	 Local authority. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 21
	 Phased roll-out. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 22
EMEA campaign follow up.  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 22
Contents
Make more of your EMEA marketing
Supported by:
GETSMARTCONTENT
www.LBDGA.comShare
3
B2B buyers are
67% through their
buying cycle before
interacting with
suppliers
Source: Sirius Decisions
Change is a constant. The internet
has fundamentally redefined the way
your buyers go about their business.
They have a problem to solve?
They go online to research solutions
that could solve this problem,
comparing products, prices,
functionality, manufacturers.
They join forums to find out what
other users have made of the options
and suppliers they’re considering.
And it’s all on their own terms without
the intervention of your sales people.
Chances are they’ll be two-thirds of
their way through the buying cycle
before engaging directly with suppliers.
All of which is more manageable when
it’s on your territory.
Further afield, in markets where
the culture, the language and the
business needs are different, it
becomes more of a challenge.
Make more
of your
EMEA
marketing
Make more of your EMEA marketing
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4
The tools and the information
to meet needs precisely
Regardless of geography or business
service, Demand Generation has
emerged as the marketer’s best ally to
counter the fundamental changes in
buyer behavior and to take on broader
audiences. Today’s technology gives you
the ability to understand and to meet
customer needs more precisely than
ever before. With the right tools and
the right information, you can engage
in conversations at the earliest possible
opportunity, to influence their
decision making process.
If you’re running an effective Demand
Generation program in the US, your
efforts will be around generating
more opportunities, converting those
opportunities into sales, and increasing
the revenue to the business of retained
customers. The processes and people
you have in place will support you
doing these things well, giving you
an appropriate return from your
marketing investment.
If this is the case, then you’re already
ahead of the game in terms of being
able to replicate success in other
regions. It may be that you already have
a marketing presence in Europe, the
Middle East and Africa that you feel
could be working a little harder. You
might just be starting out on expansion
into the region.
This guide is designed to give you
an insight into the issues you need
to consider to optimize your EMEA
Demand Generation activities.
Make more of your EMEA marketing
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5
US marketers are more advanced than
peers almost anywhere else in the
world. The vast majority of marketing
automation platforms are designed and
developed in the United States, and
53% of the US B2B audience
are actively using marketing
automation platforms.
EMEA marketers might not be as
mature in Demand Generation and
marketing automation, but in a diverse
marketplace with different cultures,
expectations and goals, languages,
business environments and legislative
restrictions amongst other things, these
disciplines offer the most efficient
means of reaching the right people with
the right message at the right time.
Talk to prospects on an individual level
Marketing automation enables you to
address the audience at an individual
level. Big data and a dynamic analytics
function can help you to customize
communications and build relationships
with prospects based on their business
needs and circumstances in the
markets in which they operate.
If you’ve managed to achieve deep
buyer insight, strong sales and
marketing alignment, and the ability
to use technology to your best
advantage in existing markets, you’ll
be well-placed to succeed.
This, after all, is one of the key
premises of Demand Generation,
approaching customer relationships
with their needs and goals in mind,
not yours.
Why Demand Generation is
your best buddy in EMEA
Make more of your EMEA marketing
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6
The fact that the internet has had
such a fundamental effect on the
marketing process is a positive.
Wherever your prospects are in the
developed world, whatever their
industry or sector, the web has
changed the way they buy.
To run an effective modern-day Demand
Generation programme in EMEA, you’ll
need to apply the same core principles
you’d use in any Demand Generation
activity while recognizing and
accommodating the differences
into your strategic approach:
•	 Generate more opportunities
	 Attracting, engaging and identifying
more prospects whose motivations,
goals and business circumstances will
be different to those of US customers.
	 By using relevant content and inbound
marketing strategies and platforms
that take account of these and other
variables including culture and language.
•	 Convert opportunities into sales
	 Being attentive and understanding
enough to turn prospects’ interest into
sales. Through the empowerment and
expertise of your regional EMEA
team, and by using personalized
content and marketing automation
tools that drive their buyer journeys.
•	 Retain customers and
increase their value
	Keeping customers and increasing the
number of purchases. By cross-selling
and up-selling using digital marketing
techniques, supporting increased
revenue and enhancing your
reputation in the region to maximize
word-of-mouth endorsement.
Adapting your existing strategies
Make more of your EMEA marketing
“Your website is a key research
tool used by visitors during
their purchase process, so make
sure it’s just as targeted and
relevant as your other Demand
Generation marketing efforts.”
GetSmartContent
www.LBDGA.comShare
7
Moving alongside prospects on
their buyer journey
You’ll be aware of the tools available to
map and manage a prospect’s journey
towards purchase. With the breadth and
depth of analytics available, it’s possible
to see exactly where in their journey
your audience is, and what you can do
to support or influence their decision-
making at each stage.
It may be that priorities for EMEA
customers aren’t the same as those
for their US counterparts depending on
the scale and nature of their business.
Bear in mind that quite often, a new
technology or process is first used in
North America and subsequently taken
up by other markets. Novelty will be an
attractive asset, but so will proven case
study success.
90% of business buyers
say when they’re ready
to buy, they’ll find you
Source: DemandGen Reports 2012
Make more of your EMEA marketing
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8
The mechanics of successful
Demand Generation
Successful Demand Generation is about
using a mix of inbound marketing,
content marketing and marketing
automation to lead prospects toward
purchase. Best practice is a scenario
where a central function and a
geographically-removed regional
hub will share resources to achieve
agreed goals.
Make more of your EMEA marketing
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93% of business
buyers use search
to begin their
journey
Source: Marketo
9
In markets where English isn’t the first
language, your key priority is to put
together translated words and phrases
that will improve your rankings. Work
with your teams and, if necessary,
external resources to define authentic
keywords and phrases that will reflect
prospect searches.
Google Trends can help you review
keywords and trends relevant to your
business propositions across countries,
and to identify keywords for optimal
performance in these regions.
Inbound
To attract your audience from an
inbound perspective you have two
main vehicles – search and social.
Make more of your EMEA marketing
Search
At its simplest, ‘search’ represents the
act of being found when a prospect
looks on a search engine for something
they want. The goal is to be found by
your audience when they are looking for
something that you can help them with.
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50%+ of tech
buyers seek
information
about products
on social sites
Source: B2B Tech Buyers,
IDG websites
10
Social
Social media increases your ability to be
found through communities. It enables
communities to be the voice of your
company and spread your reach beyond
your known contacts, identify prospects
you can actively nurture and even boost
search performance.
Within B2B environments, search and
social are fuelled by content. Without
content, you will have little to attract
audiences with through social media
and receive less search traffic. More
importantly, without content, the
visitors you do generate will remain
unknown to you.
Your local team will be expected
to research and know the most
important local B2B platforms,
industry commentators and forums,
though LinkedIn, Twitter andYouTube
are ubiquitous and will probably
feature to some extent.
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Develop a united inbound strategy
Having an integrated inbound marketing
strategy is key to reducing the silo
effect of specialist teams who are
geographically dispersed. With this
strategy in place, each team can act
independently, but with the aim of
contributing most effectively to overall
direction and goal. This drives synergy
but also empowers each team to own
responsibility for its actions for the
greater good of the enterprise as a
whole, and its balance sheet.
The importance of blogging
One of the most effective ways of
enhancing keywords on your website
and building backlinks is blogging.
This requires the continual creation
of newsworthy material that people
want to share socially and link to
from their websites.
By sharing the responsibility of regular
contributions to a blog, you support
your local team in forging their own
identity and voice under the umbrella
of your brand.
B2B companies that blog generate, on average, over 50%
more leads per month than non-blogging organizations
(Source: Socialmedia B2B)
Make more of your EMEA marketing l inbound
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Content Marketing
Make more of your EMEA marketing
Content must be relevant to your
business as well as to your potential
customers. Effective content should
support your business objectives and
demonstrate your thought-leadership –
and accelerate the customer along the
pipeline toward a sale.
A business problem is still a business
problem, irrespective of geography
Where content is concerned, it makes
sense to talk to prospects in their
language. Translations that reflect the
original meanings need to be carefully
thought through, especially if your
product range is technically complex, but
this is easily achievable with the right
support, either internally or bought-in.
Remember that even though your
brands are really important to you,
prospects are more interested in learning
about, and finding solutions to, their
problems. A customer-centric approach
puts every piece of information in
the context of a journey, making it
more relevant to more people,
more of the time.
Make your assets openly available
to your team
There’s no reason not to repurpose
existing content to fit the appropriate
stages of the EMEA buyer journey,
sense-checking for local relevance in
terms of prospect’s business priorities.
Statistics that reflect the local business
environment will help, as will case
studies readers can identify with.
Again, your team on the ground is there
to monitor industry trends and events
where they’re based. Open channels
of communication will help to identify
assets you have that they could
use productively.
95% of B2B buyers
viewed multiple
pieces of content
from the vendor
they ultimately
selected
Source: DemandGen Reports
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65% of
management
decisions are now
based on data, not
guesswork
Source: MIT 2011
13
Marketing Automation
Fundamentally, the reasons you
invested in a particular marketing
automation platform for use in
domestic markets will apply wherever
you’re focusing your activity.
Data quality is crucial
In multiple markets, it’s important
to verify the quality and accuracy of
data on a regular basis. Simple things
like prospect lists become potential
minefields when not just the language,
but character formats, naming protocols
and greeting conventions are different.
One of the main causes of failed
marketing automation campaigns is
poor data quality. Marketing in new
regions brings the additional challenge
that data may include not just more
than one language, but more than
one font or format. Creating a data
action plan will help to ensure all your
records are complete, de-duplicated
and up-to-date before uploading them
to your automation platform. Regular
reviewing will help to maintain
quality and consistency of data.
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Make more of your EMEA marketing l marketing automation
Central management,
regional empowerment
From a campaign management
perspective, marketing automation
platforms give you central
management of marketing
activity with regional
empowerment, enabling you to
run integrated campaigns targeting
multiple stakeholders via numerous
channels across boundaries and
language barriers.
This is vital when you’re in the process
of creating demand in a new market.
Used effectively, these technologies
help you to create a unified momentum
where all stakeholders are informed
and motivated.
Central resources, regional intelligence
At the same time, you retain ultimate
budgetary control and can quickly and
easily assess ROI, while your local teams
have the flexibility to leverage brand
assets all the more powerfully when they
combine them with local intelligence.
Using the same platform, they can
customize messaging for their needs,
within pre-set boundaries, without
compromising brand values, visual identity
or tone-of-voice, cost-effectively targeting
distinct audiences, in the right language
and formats at the right time. The result
is that they feel they have control and
responsibility, which leads to greater
motivation to roll out campaigns
developed centrally.
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Driving demand by getting the
message right
The key to success in EMEA is
knowledge and its application. The most
advanced marketing automation platform
in the world isn’t going to work for you
unless you have the audience insight
and an understanding of their needs
and expectations.
Who are you talking to? What are their
pain points, channels of consumption and
areas of interest? From first touchpoint to
purchase and ongoing support, you need
an understanding of what information
customers need, and how they go
about getting it.
You can now incorporate the ‘always on’
channels of display and social advertising
to marketing automation – to nurture
beyond the inbox, sequencing ads to
prospects on the web based on business
demographics and online interests. This
has resulted in more than 400 new leads
from anonymous prospect targeting; a 64
percent increase in additional conversions
from known contacts; and a 233 percent
ROI for leading B2B companies.*
Building personas
Having personas of your audience types
will help. You can start to build these
through a combination of previous
experience, existing user profiles,
market research and local
knowledge. Refining by title, role,
industry or stage in the buying
cycle are the first
steps in identifying core communications
attributes that will help to establish
prospect relationships.
Progressive profiling will help to build an
invaluable picture of your prospect. Each
time you interact with a potential lead,
exchange information that’s useful for
them with data that helps your cause,
gradually building a more detailed picture
that, in turn, helps you to refine your
resources to meet their needs.
Make more of your EMEA marketing l marketing automation
*Statistics represent results from the Bizo Multi-Channel Nurturing for Eloqua beta program, 2013.
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Fine-tune in real-time
The ability to aggregate and analyze trend data in
real-time helps you to reduce costs by helping remove
ineffective campaigns, while fine-tuning the performance,
productivity and effectiveness of campaigns that work.
And of course this works both ways. If you find a product
proposition gets cut-through when presented in a certain
way in one region, you may well find that a similar
approach delivers the same results in another.
Talented analysts based centrally will support the most
efficient, cost-effective and impactful use of the
information. You have to target the right prospects, at the
right time, with the right messaging at a regional level.
European B2B email
legislation made easy
If you’re considering, or are actively email
marketing to European B2B recipients, you
need to be aware of the different country email
legislations. Many believe that the same law
applies to the whole of Europe or that laws
don’t apply to B2B communications. With 27
EU member states there is, at present, no
consistency of data protection rules for use in a
B2B context across the region. Some countries
insist that B2B email activity should comply
with existing, and more stringent,
B2C regulations, some don’t.
You’ll find a summary guide of existing
legislation here
Make more of your EMEA marketing l marketing automation
Marketo Top Tip:
“Make the effort to localise nurturing emails, e.g.
by including local customer proof points, language
appropriate to your target market, references to
events being held in relevant locations and time
zones, and most importantly, local contact details.”
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Why the mass market approach
won’t work
In a new or underdeveloped market,
there will always be the temptation to
go for quantity over quality. This might
materialize as a one-size-fits-all
‘batch‘n’blast’ email campaign. Avoid it.
This technique works on the mistaken
notion that frequency beats relevance,
and that if you shout loud enough and
long enough, you’ll bully your customers
into buying. Customers aren’t like that.
They buy when they are ready to buy.
You need to be present when they are,
or actively accelerate the process in
making them ready to buy.
With the tools available, you can monitor
online activities of customers and
prospects, read their digital body
language and assess which contacts
will view your proposition favorably.
This will help to increase engagement,
cut wastage through perceived
spamming and unsubscribes, but also
reduce the risk of being alienated by
those you’re trying to attract.
In this respect, it’s as well to remember
what lead nurturing isn’t, as much
as what it is:
•	Generic emails sent randomly to your
prospect database aren’t conducive to
lead nurturing. Email campaigns based
on existing insight and local market
needs, and that adhere to an agreed
buyer journey, are.
•	Producing an eNewsletter full of
company and product information,
and sending to a sketchy prospect list,
isn’t lead nurturing. Contributing to
local industry forums and providing
relevant industry information, is.
•	Giving a remote telesales team a list
of contacts and telling them to work
their way through it isn’t lead
nurturing. Listening to your prospects
and reacting to their digital body
language, where they’re looking
for information, is.
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Using customized, country-specific
communications
The most successful Demand Generation
and lead management programmes
involve messaging individually
customized for prospects at specific
points in their customer journey. And
you may well be doing this already in
domestic markets. The change here is in
mindset, moving to a robust, long-term
programme concentrating on filling the
sales funnel rather than a short-term,
tactical approach that costs more and
converts less. Marketing automation
enables you to streamline your
marketing, to increase the chances of
turning an interested individual into a
committed, sales-ready prospect.
The more processes that can be
automated, the more cost-effective the
exercise as a whole. Low-touch or
zero-touch programmes cut costs
dramatically, and are possible when your
regional team is engaged and lead
scoring, nurture marketing and data
management are automated. When you
use the capabilities of the platforms
available, and combine them
with the experience, insight and
intuition of a good marketing
team on the ground,
success will follow.
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EMEA Campaign
delivery and execution
Operationally, setting up and
maintaining a profit center out-of-
heartland brings up some challenges.
None of these are insurmountable,
however, if you have a strategy in
place and stick to it. Here are a few
project management issues you’ll
need to bear in mind:
Make more of your EMEA marketing
Don’t get lost in translation
Insist on dedicated, in-country,
culturally-aware translation services.
In B2B, it’s more likely that the language
you use will be technical, with a need
for precision and understanding of the
subject matter.
Choose a supplier who is prepared
to invest time in building a library of
terminologies and preferred phrases
with the appropriate translations. If the
technical detail is correct at the outset,
you’ll save yourself significant time
and money in the long term.
If your first project consists of a
large volume of collateral, it’s a good
idea to request that your translators
review and analyze all relevant
documents and work on the most
complex pieces with the highest
volume of repetition first. Feedback
from this work will help to inform
translation of the remaining collateral.
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Widening the reach of your content
Marketing automation applications can
provide marketing collateral via secure
cloud-based applications that can be
used by partners, distributors, resellers,
dealers, agents and subcontractors. The
central marketing function still controls
core branding and messaging, as well
as user permissions and access levels.
Cloud-based applications can then
be accessed from anywhere by
any stakeholder in the marketing
supply chain. This enables collateral
to be customized for the specific
requirements of each stakeholder.
Adapting for cultural differences
Marketing automation technology
can offer invaluable insights into
local attitudes to different media
and messaging.
The German business community, for
example, isn’t generally appreciative of
cold-calling. In these circumstances,
a communication, followed by some
thinking time and then a sales call,
is the most likely way to generate a
positive response.
Again the beauty of a marketing
automation platform is that you can
adapt activity, in real-time if necessary
or beneficial, to allow for country-
specific attitudes or behaviors. Using
response rates to inform and fine-tune
subsequent activity is well worth the
time invested to make budgets work
even harder.
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Getting the detail right
Running a ‘regular’ Demand Generation
campaign in your own region with your
own team, there will be a number of
things you take for granted, things you
don’t even think about.
Some of these things, such as
the legislative implications when
sending email, can be researched and
established quite quickly. But what
about greeting conventions that might
vary per region? Non-roman typefaces
like Arabic will mean adding to font
libraries and testing to ensure they
work on a given marketing automation
platform. The length of a paragraph
of text will vary by language. And
operating in different time zones will
impact on approvals procedures and
production deadlines.
Local authority
Issues are far easier to manage
when the local team, the people with
the knowledge and understanding
of regional markets and cultures, are
given the tools, the autonomy and
the empowerment to implement a
campaign framework according to
local needs, attitudes and behaviors.
Getting the balance and the
understanding right between centralized
and local teams is key. Unified, strategic
direction from a centralized source will
maximize brand assets and consistency.
And rather than operating in silos, an
inclusive, shared approach to campaign
management and results opens up the
possibility of successful work being
adapted and implemented in multiple
regions more time- and cost-effectively.
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Phased roll-out
By adopting a scalable strategy, trying
a campaign in one market at a time and
learning from each new deployment,
you can implement learnings into
future deployments, consistently
evolving campaigns and improving
results as you go along.
EMEA campaign follow up
Telemarketing has a key part to play
in Demand Generation. Marketing
Qualified Leads will help maximize your
investment and nurture leads through to
a point where you can share leads with
your sales team.
Calls no longer have to be cold. An
intelligent nurture campaign will give
the telemarketers the information they
need to have an informed conversation
with the prospect at the right stage in
their buyer journey.
So what skills does your telemarketing
team need in EMEA?
•	 Experience – at least 3 years in
business plus an understanding of the
sector you are working in – sales and
customer service skills are ideal
•	 Intelligence – tear up the script,
ask the right questions and hold
an engaging conversation with
your prospects
•	 Language – you’ll need the coverage
and skills to deliver pan-EMEA
campaign follow up
•	 Cultural awareness  – telemarketers
that understand the business culture
of their target country and what it
takes to be successful in that region
are vital to any campaign
Make more of your EMEA marketing l delivery AND execution
www.LBDGA.comShare
23
About Ledger Bennett DGA
We are a B2B Demand Generation agency that uses
sales and marketing know-how to help customers
increase revenue by deploying Inbound Marketing,
Content Marketing and Marketing Automation
strategies. Our highly focused Demand Generation
programs drive our customers’ business
performance, helping them to:
n	 Generate more opportunity
n	 Convert that opportunity into sales
n	 Retain customers and grow their value
Using more measurable and cost effective
techniques than traditional full service marketing
agencies we are able to maximize business revenue
in the modern world where the internet has
fundamentally changed the behavior of the buyer.
www.lbDGa.com
Telephone: +44 (0)8458 383883
Email: info@LBDGA.com
Milton Keynes:
Ledger Bennett DGA
Tungsten House, Warren Road
Little Horwood, Milton Keynes
MK17 0NR
London:
Ledger Bennett DGA
1st Floor Centric House
390-391 Strand, London
WC2R 0LT
You may
also enjoy
reading:
5 Challenges,
5 Solutions
to your
success in
EMEA
Modern
Marketing
and Demand
Generation
eBook
Download 
Download  Download 
European
Email
Legislation
Download 
www.LBDGA.comShare
Resource
Centre

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Making Demand Generation Work in EMEA

  • 1. Making Demand Generation work in EMEA A guide for US enterprizes looking to increase sales overseas.
  • 2. 2 Make more of your EMEA marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Why Demand Generation is your best buddy in EMEA. . . . . . . . . . . . . . . . . . 5 Adapting your existing strategies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Generating more opportunities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Converting opportunities into sales. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Retaining customers and increase value. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Moving alongside prospects on their buyer journey. . . . . . . . . . . . . . . . . . . . 7 The mechanics of successful EMEA Demand Generation. . . . . . . . . . . . . . . . 8 Inbound Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 EMEA campaign delivery and execution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Don’t get lost in translation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Widening your reach of your content. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Adapting for cultural differences. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Getting the detail right. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Local authority. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Phased roll-out. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 EMEA campaign follow up. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Contents Make more of your EMEA marketing Supported by: GETSMARTCONTENT www.LBDGA.comShare
  • 3. 3 B2B buyers are 67% through their buying cycle before interacting with suppliers Source: Sirius Decisions Change is a constant. The internet has fundamentally redefined the way your buyers go about their business. They have a problem to solve? They go online to research solutions that could solve this problem, comparing products, prices, functionality, manufacturers. They join forums to find out what other users have made of the options and suppliers they’re considering. And it’s all on their own terms without the intervention of your sales people. Chances are they’ll be two-thirds of their way through the buying cycle before engaging directly with suppliers. All of which is more manageable when it’s on your territory. Further afield, in markets where the culture, the language and the business needs are different, it becomes more of a challenge. Make more of your EMEA marketing Make more of your EMEA marketing www.LBDGA.comShare
  • 4. 4 The tools and the information to meet needs precisely Regardless of geography or business service, Demand Generation has emerged as the marketer’s best ally to counter the fundamental changes in buyer behavior and to take on broader audiences. Today’s technology gives you the ability to understand and to meet customer needs more precisely than ever before. With the right tools and the right information, you can engage in conversations at the earliest possible opportunity, to influence their decision making process. If you’re running an effective Demand Generation program in the US, your efforts will be around generating more opportunities, converting those opportunities into sales, and increasing the revenue to the business of retained customers. The processes and people you have in place will support you doing these things well, giving you an appropriate return from your marketing investment. If this is the case, then you’re already ahead of the game in terms of being able to replicate success in other regions. It may be that you already have a marketing presence in Europe, the Middle East and Africa that you feel could be working a little harder. You might just be starting out on expansion into the region. This guide is designed to give you an insight into the issues you need to consider to optimize your EMEA Demand Generation activities. Make more of your EMEA marketing www.LBDGA.comShare
  • 5. 5 US marketers are more advanced than peers almost anywhere else in the world. The vast majority of marketing automation platforms are designed and developed in the United States, and 53% of the US B2B audience are actively using marketing automation platforms. EMEA marketers might not be as mature in Demand Generation and marketing automation, but in a diverse marketplace with different cultures, expectations and goals, languages, business environments and legislative restrictions amongst other things, these disciplines offer the most efficient means of reaching the right people with the right message at the right time. Talk to prospects on an individual level Marketing automation enables you to address the audience at an individual level. Big data and a dynamic analytics function can help you to customize communications and build relationships with prospects based on their business needs and circumstances in the markets in which they operate. If you’ve managed to achieve deep buyer insight, strong sales and marketing alignment, and the ability to use technology to your best advantage in existing markets, you’ll be well-placed to succeed. This, after all, is one of the key premises of Demand Generation, approaching customer relationships with their needs and goals in mind, not yours. Why Demand Generation is your best buddy in EMEA Make more of your EMEA marketing www.LBDGA.comShare
  • 6. 6 The fact that the internet has had such a fundamental effect on the marketing process is a positive. Wherever your prospects are in the developed world, whatever their industry or sector, the web has changed the way they buy. To run an effective modern-day Demand Generation programme in EMEA, you’ll need to apply the same core principles you’d use in any Demand Generation activity while recognizing and accommodating the differences into your strategic approach: • Generate more opportunities Attracting, engaging and identifying more prospects whose motivations, goals and business circumstances will be different to those of US customers. By using relevant content and inbound marketing strategies and platforms that take account of these and other variables including culture and language. • Convert opportunities into sales Being attentive and understanding enough to turn prospects’ interest into sales. Through the empowerment and expertise of your regional EMEA team, and by using personalized content and marketing automation tools that drive their buyer journeys. • Retain customers and increase their value Keeping customers and increasing the number of purchases. By cross-selling and up-selling using digital marketing techniques, supporting increased revenue and enhancing your reputation in the region to maximize word-of-mouth endorsement. Adapting your existing strategies Make more of your EMEA marketing “Your website is a key research tool used by visitors during their purchase process, so make sure it’s just as targeted and relevant as your other Demand Generation marketing efforts.” GetSmartContent www.LBDGA.comShare
  • 7. 7 Moving alongside prospects on their buyer journey You’ll be aware of the tools available to map and manage a prospect’s journey towards purchase. With the breadth and depth of analytics available, it’s possible to see exactly where in their journey your audience is, and what you can do to support or influence their decision- making at each stage. It may be that priorities for EMEA customers aren’t the same as those for their US counterparts depending on the scale and nature of their business. Bear in mind that quite often, a new technology or process is first used in North America and subsequently taken up by other markets. Novelty will be an attractive asset, but so will proven case study success. 90% of business buyers say when they’re ready to buy, they’ll find you Source: DemandGen Reports 2012 Make more of your EMEA marketing www.LBDGA.comShare
  • 8. 8 The mechanics of successful Demand Generation Successful Demand Generation is about using a mix of inbound marketing, content marketing and marketing automation to lead prospects toward purchase. Best practice is a scenario where a central function and a geographically-removed regional hub will share resources to achieve agreed goals. Make more of your EMEA marketing www.LBDGA.comShare
  • 9. 93% of business buyers use search to begin their journey Source: Marketo 9 In markets where English isn’t the first language, your key priority is to put together translated words and phrases that will improve your rankings. Work with your teams and, if necessary, external resources to define authentic keywords and phrases that will reflect prospect searches. Google Trends can help you review keywords and trends relevant to your business propositions across countries, and to identify keywords for optimal performance in these regions. Inbound To attract your audience from an inbound perspective you have two main vehicles – search and social. Make more of your EMEA marketing Search At its simplest, ‘search’ represents the act of being found when a prospect looks on a search engine for something they want. The goal is to be found by your audience when they are looking for something that you can help them with. www.LBDGA.comShare
  • 10. 50%+ of tech buyers seek information about products on social sites Source: B2B Tech Buyers, IDG websites 10 Social Social media increases your ability to be found through communities. It enables communities to be the voice of your company and spread your reach beyond your known contacts, identify prospects you can actively nurture and even boost search performance. Within B2B environments, search and social are fuelled by content. Without content, you will have little to attract audiences with through social media and receive less search traffic. More importantly, without content, the visitors you do generate will remain unknown to you. Your local team will be expected to research and know the most important local B2B platforms, industry commentators and forums, though LinkedIn, Twitter andYouTube are ubiquitous and will probably feature to some extent. Make more of your EMEA marketing l inbound www.LBDGA.comShare
  • 11. 11 Develop a united inbound strategy Having an integrated inbound marketing strategy is key to reducing the silo effect of specialist teams who are geographically dispersed. With this strategy in place, each team can act independently, but with the aim of contributing most effectively to overall direction and goal. This drives synergy but also empowers each team to own responsibility for its actions for the greater good of the enterprise as a whole, and its balance sheet. The importance of blogging One of the most effective ways of enhancing keywords on your website and building backlinks is blogging. This requires the continual creation of newsworthy material that people want to share socially and link to from their websites. By sharing the responsibility of regular contributions to a blog, you support your local team in forging their own identity and voice under the umbrella of your brand. B2B companies that blog generate, on average, over 50% more leads per month than non-blogging organizations (Source: Socialmedia B2B) Make more of your EMEA marketing l inbound www.LBDGA.comShare
  • 12. 12 Content Marketing Make more of your EMEA marketing Content must be relevant to your business as well as to your potential customers. Effective content should support your business objectives and demonstrate your thought-leadership – and accelerate the customer along the pipeline toward a sale. A business problem is still a business problem, irrespective of geography Where content is concerned, it makes sense to talk to prospects in their language. Translations that reflect the original meanings need to be carefully thought through, especially if your product range is technically complex, but this is easily achievable with the right support, either internally or bought-in. Remember that even though your brands are really important to you, prospects are more interested in learning about, and finding solutions to, their problems. A customer-centric approach puts every piece of information in the context of a journey, making it more relevant to more people, more of the time. Make your assets openly available to your team There’s no reason not to repurpose existing content to fit the appropriate stages of the EMEA buyer journey, sense-checking for local relevance in terms of prospect’s business priorities. Statistics that reflect the local business environment will help, as will case studies readers can identify with. Again, your team on the ground is there to monitor industry trends and events where they’re based. Open channels of communication will help to identify assets you have that they could use productively. 95% of B2B buyers viewed multiple pieces of content from the vendor they ultimately selected Source: DemandGen Reports www.LBDGA.comShare
  • 13. 65% of management decisions are now based on data, not guesswork Source: MIT 2011 13 Marketing Automation Fundamentally, the reasons you invested in a particular marketing automation platform for use in domestic markets will apply wherever you’re focusing your activity. Data quality is crucial In multiple markets, it’s important to verify the quality and accuracy of data on a regular basis. Simple things like prospect lists become potential minefields when not just the language, but character formats, naming protocols and greeting conventions are different. One of the main causes of failed marketing automation campaigns is poor data quality. Marketing in new regions brings the additional challenge that data may include not just more than one language, but more than one font or format. Creating a data action plan will help to ensure all your records are complete, de-duplicated and up-to-date before uploading them to your automation platform. Regular reviewing will help to maintain quality and consistency of data. Make more of your EMEA marketing l marketing automation www.LBDGA.comShare
  • 14. 14 Make more of your EMEA marketing l marketing automation Central management, regional empowerment From a campaign management perspective, marketing automation platforms give you central management of marketing activity with regional empowerment, enabling you to run integrated campaigns targeting multiple stakeholders via numerous channels across boundaries and language barriers. This is vital when you’re in the process of creating demand in a new market. Used effectively, these technologies help you to create a unified momentum where all stakeholders are informed and motivated. Central resources, regional intelligence At the same time, you retain ultimate budgetary control and can quickly and easily assess ROI, while your local teams have the flexibility to leverage brand assets all the more powerfully when they combine them with local intelligence. Using the same platform, they can customize messaging for their needs, within pre-set boundaries, without compromising brand values, visual identity or tone-of-voice, cost-effectively targeting distinct audiences, in the right language and formats at the right time. The result is that they feel they have control and responsibility, which leads to greater motivation to roll out campaigns developed centrally. www.LBDGA.comShare
  • 15. 15 Driving demand by getting the message right The key to success in EMEA is knowledge and its application. The most advanced marketing automation platform in the world isn’t going to work for you unless you have the audience insight and an understanding of their needs and expectations. Who are you talking to? What are their pain points, channels of consumption and areas of interest? From first touchpoint to purchase and ongoing support, you need an understanding of what information customers need, and how they go about getting it. You can now incorporate the ‘always on’ channels of display and social advertising to marketing automation – to nurture beyond the inbox, sequencing ads to prospects on the web based on business demographics and online interests. This has resulted in more than 400 new leads from anonymous prospect targeting; a 64 percent increase in additional conversions from known contacts; and a 233 percent ROI for leading B2B companies.* Building personas Having personas of your audience types will help. You can start to build these through a combination of previous experience, existing user profiles, market research and local knowledge. Refining by title, role, industry or stage in the buying cycle are the first steps in identifying core communications attributes that will help to establish prospect relationships. Progressive profiling will help to build an invaluable picture of your prospect. Each time you interact with a potential lead, exchange information that’s useful for them with data that helps your cause, gradually building a more detailed picture that, in turn, helps you to refine your resources to meet their needs. Make more of your EMEA marketing l marketing automation *Statistics represent results from the Bizo Multi-Channel Nurturing for Eloqua beta program, 2013. www.LBDGA.comShare
  • 16. 16 Fine-tune in real-time The ability to aggregate and analyze trend data in real-time helps you to reduce costs by helping remove ineffective campaigns, while fine-tuning the performance, productivity and effectiveness of campaigns that work. And of course this works both ways. If you find a product proposition gets cut-through when presented in a certain way in one region, you may well find that a similar approach delivers the same results in another. Talented analysts based centrally will support the most efficient, cost-effective and impactful use of the information. You have to target the right prospects, at the right time, with the right messaging at a regional level. European B2B email legislation made easy If you’re considering, or are actively email marketing to European B2B recipients, you need to be aware of the different country email legislations. Many believe that the same law applies to the whole of Europe or that laws don’t apply to B2B communications. With 27 EU member states there is, at present, no consistency of data protection rules for use in a B2B context across the region. Some countries insist that B2B email activity should comply with existing, and more stringent, B2C regulations, some don’t. You’ll find a summary guide of existing legislation here Make more of your EMEA marketing l marketing automation Marketo Top Tip: “Make the effort to localise nurturing emails, e.g. by including local customer proof points, language appropriate to your target market, references to events being held in relevant locations and time zones, and most importantly, local contact details.” www.LBDGA.comShare
  • 17. 17 Why the mass market approach won’t work In a new or underdeveloped market, there will always be the temptation to go for quantity over quality. This might materialize as a one-size-fits-all ‘batch‘n’blast’ email campaign. Avoid it. This technique works on the mistaken notion that frequency beats relevance, and that if you shout loud enough and long enough, you’ll bully your customers into buying. Customers aren’t like that. They buy when they are ready to buy. You need to be present when they are, or actively accelerate the process in making them ready to buy. With the tools available, you can monitor online activities of customers and prospects, read their digital body language and assess which contacts will view your proposition favorably. This will help to increase engagement, cut wastage through perceived spamming and unsubscribes, but also reduce the risk of being alienated by those you’re trying to attract. In this respect, it’s as well to remember what lead nurturing isn’t, as much as what it is: • Generic emails sent randomly to your prospect database aren’t conducive to lead nurturing. Email campaigns based on existing insight and local market needs, and that adhere to an agreed buyer journey, are. • Producing an eNewsletter full of company and product information, and sending to a sketchy prospect list, isn’t lead nurturing. Contributing to local industry forums and providing relevant industry information, is. • Giving a remote telesales team a list of contacts and telling them to work their way through it isn’t lead nurturing. Listening to your prospects and reacting to their digital body language, where they’re looking for information, is. Make more of your EMEA marketing l marketing automation www.LBDGA.comShare
  • 18. 18 Using customized, country-specific communications The most successful Demand Generation and lead management programmes involve messaging individually customized for prospects at specific points in their customer journey. And you may well be doing this already in domestic markets. The change here is in mindset, moving to a robust, long-term programme concentrating on filling the sales funnel rather than a short-term, tactical approach that costs more and converts less. Marketing automation enables you to streamline your marketing, to increase the chances of turning an interested individual into a committed, sales-ready prospect. The more processes that can be automated, the more cost-effective the exercise as a whole. Low-touch or zero-touch programmes cut costs dramatically, and are possible when your regional team is engaged and lead scoring, nurture marketing and data management are automated. When you use the capabilities of the platforms available, and combine them with the experience, insight and intuition of a good marketing team on the ground, success will follow. Make more of your EMEA marketing l marketing automation www.LBDGA.comShare
  • 19. 19 EMEA Campaign delivery and execution Operationally, setting up and maintaining a profit center out-of- heartland brings up some challenges. None of these are insurmountable, however, if you have a strategy in place and stick to it. Here are a few project management issues you’ll need to bear in mind: Make more of your EMEA marketing Don’t get lost in translation Insist on dedicated, in-country, culturally-aware translation services. In B2B, it’s more likely that the language you use will be technical, with a need for precision and understanding of the subject matter. Choose a supplier who is prepared to invest time in building a library of terminologies and preferred phrases with the appropriate translations. If the technical detail is correct at the outset, you’ll save yourself significant time and money in the long term. If your first project consists of a large volume of collateral, it’s a good idea to request that your translators review and analyze all relevant documents and work on the most complex pieces with the highest volume of repetition first. Feedback from this work will help to inform translation of the remaining collateral. www.LBDGA.comShare
  • 20. 20 Widening the reach of your content Marketing automation applications can provide marketing collateral via secure cloud-based applications that can be used by partners, distributors, resellers, dealers, agents and subcontractors. The central marketing function still controls core branding and messaging, as well as user permissions and access levels. Cloud-based applications can then be accessed from anywhere by any stakeholder in the marketing supply chain. This enables collateral to be customized for the specific requirements of each stakeholder. Adapting for cultural differences Marketing automation technology can offer invaluable insights into local attitudes to different media and messaging. The German business community, for example, isn’t generally appreciative of cold-calling. In these circumstances, a communication, followed by some thinking time and then a sales call, is the most likely way to generate a positive response. Again the beauty of a marketing automation platform is that you can adapt activity, in real-time if necessary or beneficial, to allow for country- specific attitudes or behaviors. Using response rates to inform and fine-tune subsequent activity is well worth the time invested to make budgets work even harder. Make more of your EMEA marketing l delivery AND execution www.LBDGA.comShare
  • 21. 21 Getting the detail right Running a ‘regular’ Demand Generation campaign in your own region with your own team, there will be a number of things you take for granted, things you don’t even think about. Some of these things, such as the legislative implications when sending email, can be researched and established quite quickly. But what about greeting conventions that might vary per region? Non-roman typefaces like Arabic will mean adding to font libraries and testing to ensure they work on a given marketing automation platform. The length of a paragraph of text will vary by language. And operating in different time zones will impact on approvals procedures and production deadlines. Local authority Issues are far easier to manage when the local team, the people with the knowledge and understanding of regional markets and cultures, are given the tools, the autonomy and the empowerment to implement a campaign framework according to local needs, attitudes and behaviors. Getting the balance and the understanding right between centralized and local teams is key. Unified, strategic direction from a centralized source will maximize brand assets and consistency. And rather than operating in silos, an inclusive, shared approach to campaign management and results opens up the possibility of successful work being adapted and implemented in multiple regions more time- and cost-effectively. Make more of your EMEA marketing l delivery AND execution www.LBDGA.comShare
  • 22. 22 Phased roll-out By adopting a scalable strategy, trying a campaign in one market at a time and learning from each new deployment, you can implement learnings into future deployments, consistently evolving campaigns and improving results as you go along. EMEA campaign follow up Telemarketing has a key part to play in Demand Generation. Marketing Qualified Leads will help maximize your investment and nurture leads through to a point where you can share leads with your sales team. Calls no longer have to be cold. An intelligent nurture campaign will give the telemarketers the information they need to have an informed conversation with the prospect at the right stage in their buyer journey. So what skills does your telemarketing team need in EMEA? • Experience – at least 3 years in business plus an understanding of the sector you are working in – sales and customer service skills are ideal • Intelligence – tear up the script, ask the right questions and hold an engaging conversation with your prospects • Language – you’ll need the coverage and skills to deliver pan-EMEA campaign follow up • Cultural awareness – telemarketers that understand the business culture of their target country and what it takes to be successful in that region are vital to any campaign Make more of your EMEA marketing l delivery AND execution www.LBDGA.comShare
  • 23. 23 About Ledger Bennett DGA We are a B2B Demand Generation agency that uses sales and marketing know-how to help customers increase revenue by deploying Inbound Marketing, Content Marketing and Marketing Automation strategies. Our highly focused Demand Generation programs drive our customers’ business performance, helping them to: n Generate more opportunity n Convert that opportunity into sales n Retain customers and grow their value Using more measurable and cost effective techniques than traditional full service marketing agencies we are able to maximize business revenue in the modern world where the internet has fundamentally changed the behavior of the buyer. www.lbDGa.com Telephone: +44 (0)8458 383883 Email: info@LBDGA.com Milton Keynes: Ledger Bennett DGA Tungsten House, Warren Road Little Horwood, Milton Keynes MK17 0NR London: Ledger Bennett DGA 1st Floor Centric House 390-391 Strand, London WC2R 0LT You may also enjoy reading: 5 Challenges, 5 Solutions to your success in EMEA Modern Marketing and Demand Generation eBook Download Download Download European Email Legislation Download www.LBDGA.comShare Resource Centre