Setting Your Clients Up for Success with Marketing Automation – Best Practices

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Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.

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  • Set contextMarketing Automation has been a large buzz in the industry since 2010 / 2011. They claim they can do everything. Poll – How many of your are familiar with why clients implement marketing automation systems?How many of you that put your hands up know clients that have successfully implemented a system and are ecstatic with the results? What they don’t tell you is what to do and how long it takes to implement these systems.How many of you that put your hands up know clients that have successfully implemented a system and are ecstatic with the results? What they don’t tell you is what to do and how long it takes to implement these systems.
  • Q What’s the problem with Marketing Automation Software?
  • Setting Your Clients Up for Success with Marketing Automation – Best Practices

    1. 1. Marketing Automation Implementation:Getting Inside the Head of the ClientBest Practices for SuccessJeffrey YeeMay 3, 2012
    2. 2. Your Takeaways: Services side Client side Ideas on how to Best practices to better engage bring back to your with your clients marketing that use marketing department automation 2
    3. 3. About Me• 8 years of B2B Marketing Experience• Began using email marketing in 2004• Using marketing automation software since 2008• Worked for public software and information services companies in both Canada (Constellation Software) and the US (D&B – Dun and Bradstreet)• Recognition Received  3
    4. 4. Q. How many of you are familiar with whatMarketing Automation Software is? 4
    5. 5. Lead Routing Event Management Lead Nurturing Trigger Based Email Deployment Website Statistics and Analytics Closed Loop Reporting Does Anyone Compliance Here? See a ChallengeSubscription List Management Forms Segmentation Lead Scoring Revenue Performance Data Hygiene Management Hypersites 5
    6. 6. Classic Marketing Automation “Fails”• Too expensive• Did not fully utilize• Was not implemented correctly• Did not address our true business needs / Missing features 6
    7. 7. Who is D&B / The Marketing Challenge• Information Services - commercial database contains over 200 Million records (D-U-N-S Number)• D&B data is used to provide solutions in 3 key areas: – Credit Risk Management – Sales and Marketing – Supply Risk Management• Large inside and field sales team, hundreds of products and thousands of customers 7
    8. 8. Best Practice Number #1:The Power of Focusing on the BusinessImperative• Replant yourself in your corporate goals• In the Canadian Inside sales business – had a retention challenge• Knew we needed to leverage 1:1 automated communications to remind both customers and sales people as their contracts were approaching renewal! 8
    9. 9. Lead Routing Event Management Lead Nurturing Trigger Based Email Deployment Website Statistics and Analytics Closed Loop Reporting ComplianceSubscription List Management Forms Segmentation Lead Scoring Revenue Performance Data Hygiene Management Hypersites 9
    10. 10. ResultsRetention Rates Over Time • We saw a 10% increase in retention rates since starting the program 10
    11. 11. Best Practice #2: The Power of Identifyingthe right program BEFORE You Automate it• It takes a lot of resources to automate• Run a Focus Group to Identify What Works! (insight)• Study the top performers• Ask how can do duplicate this on a mass scale? Where does marketing automation FIT in to what we need to accomplish? 11
    12. 12. Leverage Existing Content Assets –Don’t Reinvent the Wheel 12
    13. 13. Leverage Existing Content Assets –Don’t Reinvent the Wheel 13
    14. 14. Think Linear – Its Easier that Way All Products w/ ups-ell and cross- sell combined Credit Risk Marketing Supply video video video whitepaper whitepaper whitepaper webinar webinar webinar 14
    15. 15. Best Practice #3: The Power of Mass Adoption with your Programs“You can give sales the best leads in the world but if they don’t believe they are or don’t know they exist then they will not be called” 15
    16. 16. Load your Program up with the ContactsSales Has Vetted 16
    17. 17. Grow and Clean your Contact List with 3rdParty Contact Data 13,588 21,297Sales Team 1 contacts contacts 13,816 20,933Sales Team 2 contacts contacts Before 3rd Party Data After 3rd Party Data Append 17
    18. 18. Best Practice #4: The Power of WaitingPatiently for the “Lift”• Teams w/ the program experienced a lift between5 - 10% in new business pipeline• Sample of Lift you can expect Measurement Difference vs. Control Pipeline Value + 15% Number of Opportunities + 7% Average Opportunity Size + 23% Opportunities Won +9% 18
    19. 19. Closing Thoughts / Call to Action• Remember the Best Practices: Focus, Automate what works, Adoption, Be Patient for the lift• While activity will be quick - ROI will take longer than you think. Budget 12 months+• Configuring your marketing automation software is only half of the work, the rest is planning, preparation and adoption.• Be as hands-on yourself as possible! 19
    20. 20. Questions?Jeffrey YeeConsultant, EloquaJeffrey.yee@eloqua.comLinkedIn: jeffreyspenceryee 20

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