Why marketing automation is indispensible (Shimon Ben Ayoun)

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The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at …

The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.

Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.

In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.

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  • 1. Shimon Ben Ayoun Managing Partner spotONvision WHY MARKETING AUTOMATION IS INDISPENSIBLE For every B2B marketing and sales manager #b2bnl
  • 2. When Buyer Seller Value 2010 IBM Unica 480M $ 2012, 2013 Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871M $ 2012 Microsoft Marketingpilot ? 2012, 2013 Adobe Efficient Frontier, Auditude, Day Software, Demdex, Neolane 2500M $ 2013 SalesForce ExactTarget, Pardot 2500M $ SAP Still has to buy 6 Billion $ in Marketing Software Acquisitions
  • 3. MAIN CHALLENGES AHEAD FOR MARKETING
  • 4. Source: Scott Brinker, chiefmartec.com
  • 5. It’s all in the DATA! Data volume will grow to 20x of what it is today by 2020 (Gartner)20X Percentage of digital information generated by individuals (IDC): 75%
  • 6. The Multi-Channel Journey
  • 7. Growing Expectations Increase the Burden On Marketing New responsibilities 76%89% No change in budget or resources Leadership judges marketing ROI faster 76% Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
  • 8. Buying process shifting to marketing-driven Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey THEN NOW • Sales Dominated • One-way, single channel, relationship- driven • Marketing plays critical role • Internet-driven, analytics-driven
  • 9. Sales wants “leads!” Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair Sales is pushing for more.. quality
  • 10. 3 / 4 CEOs want marketers to become 100% ROI-focused 2013, Fournaise Group study of CEOs
  • 11. WE NEED TO OF MARKETING THE VALUEPROVE
  • 12. MAIN CHALLENGES FACE SALES PEOPLE
  • 13. The Age of the Empowered Customer Does 60% of the buyer journey without sales
  • 14. THE LENGTH OF THE SALES CYCLE LARGER DMU’S, SLOWER DECISION MAKING
  • 15. “The purpose of business is to create and keep a customer.”
  • 16. How can MAP help bridge these gaps? Not just product features and right price How do I visualise and better understand the digital body language of my buyer How do I make sure to send the right message to the right person at the right time? How do I improve my relationship with sales? How do I analyse marketing operations and prove the ROI of marketing?
  • 17. What is marketing Automation?
  • 18. Digital Body Language Know your customer
  • 19. Track any activity: owned, earned, paid media Digital Body Language
  • 20. MEET ERNA(based on a true story)
  • 21. Digital Body Language Engagement fit • Interested in Content Marketing (found us via google) • Funnel Stage – Awareness • Main message – You can reach more with content Profile fit • Segment marketing manager • Large Insurance company • Large marketing teams
  • 22. BUT, HOW DO WE GUIDE ERNA IN HER JOURNEY TO BECOMING A SQL?
  • 23. Lead Nurturing Guide your customer
  • 24. Communication Effectiveness Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Right-Time Right-Message True Personalization Forrester Research “Campaigns that target based on Website user click- stream data outperform untargeted broadcast campaignsby nearly 4 to 1.” Marketing Sherpa “Segmented lists yielded an 11.7%CTR v. un- segmented lists of same size yieldingonly a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programsincrease pipeline thickness by 27%v. the average of 12%. Lead Nurturing
  • 25. Lead Nurturing
  • 26. Lead Nurturing Search Google • Found spotONvision eBook and visited relevant webpages Attended the webinar • Follow-up afterwards Sent eBook with Follow-up • Also sent invitation for webinar Registered for the webinar • Sent all details and agenda appointment 2 Weeks
  • 27. Education Campaign Get them ready to talk to Sales • Engage to further profile prospect • Educate about value prop Why Us Campaign Expose your solution to their need • Differentiate your brand from competitors’ • Reiterate value prop • Include relevant case studies, testimonials Urgency Campaign Remove roadblocks, speed purchase decision • Provide decision tools New Customer Onboarding Welcome new customers • Thank them • Identify next steps Customer Loyalty/ Retention Retain and develop • Reiterate purchase/ relationship benefit • Seek feedback • Tips/tricks to get most of product Welcome Campaign Welcome new subscribers/ contacts to DB • Introduce brand • Reiterate subscription benefits • Spell out next steps • Opt in to something else Evaluate PurchaseLearn Justify Advocacy ERNA Interest Lead Nurturing
  • 28. Lead Nurturing
  • 29. Sales & Marketing alignment Improve your relationship with sales
  • 30. Deliver Better Leads: Lead Scoring Sales & Marketing alignment
  • 31. Enable Sales to Profile and Engage with Their Best Opportunities Sales & Marketing alignment
  • 32. Analysis Data Driven Accountability
  • 33. Less than 1 in 3 companies properly calculate marketing ROI* Analysis
  • 34. Analysis REVENUE IMPACT REPORT NUMBER OF LEADS & OPPORTUNITIES GENERATED
  • 35. Analysis ATTRIBUTED REVENUE BY CAMPAIGN CLOSED LOOP & CAMPAIGN REPORTING
  • 36. SO, WHAT’S NEXT?
  • 37. START WITH THE BASICS GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST
  • 38. CONTENT IS THE NEW CURRENCY HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT
  • 39. MAKE SURE YOUR DATA IS CLEAN KEEPING DATA CLEAN AND FUNCTIONAL, ENSURES SUCCESSFUL CAMPAIGNS
  • 40. AGREE ON LEAD QUALIFICATION WITH SALES ENSURE THERE IS A GOOD UNDERSTANDING BETWEEN BOTH PARTIES
  • 41. DON’T INVEST IF YOU PLAN TO USE IT ONLY AS AN EMAIL-SYSTEM MARKETING AUTOMATION IS SO MUCH MORE THEN JUST ANOTHER EMAIL-SYSTEM
  • 42. WHEN NOT TO INVEST IN MAP • Don’t have the right content in place • Very low number of website visitors • Very low volume of contact database Analysis
  • 43. Thank You! Shimon Ben Ayoun @shimonbenayoun