TABLE OF CONTENTSIntroductionPart One: What is Marketing Automation?Part Two: Why is Marketing Automation So HoT Right Now?Part Three: How is Marketing Automation Different From...?Part FOUR: Common Features in Marketing AutomationPart five: Business Case for Marketing AutomationPart six: Getting Successful with Marketing Automation – More than TechnologyPart seven: Buying Marketing AutomationPart eight: Future of Marketing AutomationPart nine: Marketo’s Marketing AutomationConclusionappendix: Key Marketing Automation ExpertsAbout this guide03041320365172808995979899
3introductionwhy should i read the definitiveguide to marketing automation?Marketing automation is the technologythat allows companies to streamline,automate, and measure marketingtasks and workflows so they canincrease operational efficiency andgrow revenue faster.This Definitive Guide to MarketingAutomation is designed to answer anyand all questions you have about thetopic. It will show you what marketingautomation is and how it can help yourcompany. It will show you how to selectthe right system, and what investmentsare required for success. It willalso explain:• Why marketing automation is sohot right now• How marketing automation differsfrom other technologies such as CRMand email marketing solutions• The common features andadvanced functions of marketingautomation tools• How to build a business case andconvince internal stakeholders to act• The future of marketing automationWe’ve also included worksheets that youcan use to discern whether your companyis ready for marketing automation and howit will help you increase your revenue andattain your other business goals.We hope this guide will be your ticket to anew world of more effective, efficient, andlucrative marketing.Every business has one thing in common: the desire to achieve higher revenue and faster growth.But many companies struggle to align their people, processes, and technology to achieve these goals.
5part one: What is marketing automation?some contextLet’s do an exercise.Raise your hand if your company has theability to send marketing emails.I mean it. Don’t just read along – really,raise your hand. This one’s easy. I’ll wait.OK. Now, keep it raised if your companycan easily create new landing pages foreach campaign.Is it still up?Now keep it raised if your marketing teamcan set up all the emails for an event beforeit starts, and let it run ‘lights-out’. No onelooking. All parts whirring—and working.Yes, I know—that one’s a little trickier. Justa few more. I know your arm may begetting tired.Do you have the ability to look at a list ofpotential customers and prioritize thembased on fit with your business andlikelihood to buy?Can you filter leads by level of engagementand interest in your brand?Is your hand still up?Last question. Keep your hand raised ifyou can measure the revenue contributionof each of your marketing programs.If your arm is still up, you probably alreadyknow what marketing automation is andyou are using it effectively.Congrats! Give yourself a fist pump, andgo ahead and skip to the next section tolearn why marketing automation is so hotright now.Everybody else… read on.
6part one: What is marketing automation?Marketing automation definedSo WHO uses marketing automation?COMPANY SIZES: Large enterpriseshave long found value in the technology,but it’s important to point out thatmarketing automation isn’t just for bigcompanies. In fact, Small and Mid-Sized Businesses (SMBs) make up thelargest growing segment in themarketing automation technologyspace right now. (That’s any companywith between $5 and $500 million inannual revenue.) And thousands ofcompanies even smaller than that usemarketing automation as well.INDUSTRIES: Companies across allindustries are using it. The earlyadopters were primarily in “business-to-business” (B2B) industries such ashigh-tech / software, manufacturing,and business services. But increasingly,companies across all categories –including “business-to-consumer” (B2C)industries such as healthcare, financialservices, media and entertainment, andretail – are adopting marketingautomation for its real-time, relationship-oriented approach to maintaining andextending customer relationships.Marketing automation is a key technologythat enables many modern marketingpractices, including:• Lead generation• Segmentation• Lead nurturing andlead scoring• Relationship marketing• Cross-sell and up-sell• Retention• Marketing ROI measurementSome of these practices are possible atsmall volumes without marketingautomation, but technology becomesessential with any scale.Let’s begin with a definition:WHAT: Marketing automation is a category of software.HOW: It streamlines, automates, and measures marketing tasks and workflows.WHY: So companies like yours can increase operational efficiency and grow revenue faster.
7part one: What is marketing automation?Marketing automation definedFeatures of marketing automation platformsFeatures include email marketing, landingpages and forms, campaignmanagement, lead nurturing/scoring,lead lifecycle management, CRMintegration, social marketing capabilities,and marketing analytics.But hold up. Put that hand down tosteady yourself. We’ll take a deep-diveinto common features in Part Four.Email MarketingLanding PagesCampaign ManagementMarketing ProgramsLead GenerationPrediction/ScoringLead ManagementCRM IntegrationSocial MarketingResource ManagementMarketing AnalyticsMarketingAutomation
8part one: What is marketing automation?Marketing automation definedWhat marketing automation is NOT We’ve talked about what marketingautomation is. Now we need to coverwhat it is not:1. A fancy name for email marketing– Not even close. Like the term suggests,marketing automation encompassesmarketing campaigns across allchannels—from direct mail and phonecampaigns to online and social initiatives.What’s more, marketing automationcombines robust, insight-focusedcapabilities from your CRM, leadmanagement system, web analyticsplatform, and other systems to createsomething that’s more than the sum ofthe parts. That means you get insight thatcan knock company revenue out of sight.3. A solution that only benefitsmarketing – Yes, the marketingdepartment benefits from marketingautomation. But high-quality marketingautomation usage ultimately is aboutincreasing revenue. When you think aboutit, that’s how things should be.2. A way to send spam – Like anythingelse, marketing automation technologydelivers results based on how you use it.Yes, it can be used for bad marketing, likespam. But it can also be used forexceptional marketing that truly connectswith customers.4. A solution that delivers valuewithout effort – If only you could just buymarketing automation technology, then sitback and watch the results producethemselves. But no. Marketing automationis not a panacea by itself. To deliver, itrequires the support of a comprehensivestrategy that integrates the rightprocesses, people, content, data, andmore. In other words, success is notguaranteed. Want to know what it takes?See Part Six.
9part one: What is marketing automation?What marketing automation doesNurture relationships with leads thataren’t ready to buy. On average, only20% of leads are sales-ready when theyfirst come in. This means you need adisciplined process – known as leadnurturing – to develop qualified leads untilthey are sales-ready. Done well,nurturing can result in 50% moresales leads at 33% lower cost per lead.To learn all about this important processdownload Marketo’sDefinitive Guide to Lead Nurturing(www.marketo.com/DG2LN)Retain and extend customerrelationships. The marketer’s job is farfrom finished once someone becomes acustomer. For most industries, the realvalue comes from retaining and deepeningthe customer relationship over time. Thisincludes selling more of the same productto the customer (up-sell), selling additionalproducts to the customer (cross-sell), aswell as customer loyalty and retention. Notethat relationship marketing means morethan sending a monthly newsletter. Youneed multiple tracks for each buyer personaand buying stage that “listen” to how thecustomer behaves, and adjusts accordingly– just like a real-world relationship.“Without marketing automation, you are just guessing– just hoping that people will take the bait and be readyto buy your products. Statistics show that buyers don’tdo that. They want to learn at their own pace and bereached when they need more information or are readyto buy. A well-constructed marketing automationstrategy makes that a reality.” – John McTigue, Kuno CreativeBeyond the time-saving and efficiency benefits of automation, marketing automation enables modernbusiness processes that are essential to any modern marketing department. For B2B companies, thisincludes lead nurturing, lead scoring, and lead lifecycle management. For B2C companies, it includescross-sell, up-sell, and retention. And for all companies, it includes marketing ROI analytics.
10part one: What is marketing automation?What marketing automation doesBuild alignment with sales.Many of the so-called “leads” yougenerate are not true potential buyers foryour products. You need “demographiclead scoring” to find the customers thatfit your target profile. You also need“behavioral lead scoring” to find the hotones displaying buying behaviors thatindicate that they are ready to engagewith you and make a purchase. And,once you’ve identified a lead as “hot,”you want to make sure Sales follows upquickly – and in a relevant manner, soyou need integration with CRM andautomation of processes like salesalerting, lead recycling, and service levelagreements (SLA). According to theMarketo Benchmark on RevenuePerformance, companies thatimplement this kind of lead scoring enjoy28% better sales productivity and 33%higher revenue growth than companieswithout lead scoring.Learn more by downloading ourDefinitive Guide to Lead Scoring.(www.marketo.com/DG2LS)Prove – and improve – marketing ROI.Marketing automation goes beyondprocess automation to help marketingexecutives get much-needed insight intowhich marketing programs are working andwhich aren’t. It gives CMOs the metrics theyneed to speak confidently to the C-suiteabout Marketing’s revenue impact.For more, check out:The Definitive Guide to Marketing Metrics and ROI.(www.marketo.com/DG2MM)“Marketing automation enables marketers toadopt an integrated approach to generating,nurturing and converting leads into customersby automating various marketing techniquesand processes to optimize the marketing-sales pipeline. It is rapidly becoming astandard practice, with an increasing numberof organizations turning to marketingautomation to solve problems, such asdiminishing lead quality, proving contributionto the sales pipeline, and difficulty evaluatinga lead’s readiness for sale.”– Econsultancy Marketing AutomationBuyer’s Guide
11part one: What is marketing automation?Worksheet: are you readyfor marketing automation?For each category, select the appropriatenumber. If you strongly disagree, choose1. If you strongly agree, choose 5. Thenumbers in between 1 and 5 correspondto your level of agreement, neutrality, ordisagreement. Tally your score whenyou’re finished, and follow theinstructions at the end.Factor Disagree Agree1 2 3 4 5Our revenue process is complicated. It involves multiple touches fromMarketing and/or Sales.We target sophisticated buyers who do a lot of research before theyengage with us.Our company requires more insight into the exact value that ourMarketing programs deliver, so we can quantify our investment.Our customer base out-sizes our Sales team (assuming you haveone), so we lack direct personal relationships with all of ourcustomers and prospects.It would be impossible to personally call every potential customer ornew lead that we generate.Many of our new leads aren’t yet ready to buy from us. They requirenurturing.We would improve our sales results if Marketing played a bigger rolein our revenue process, particularly as it applies to nurturingrelationships with target early stage prospects.We already use most, or all, of the capabilities of our current emailmarketing service provider.Data drives almost every decision that our marketing team makes.Our marketing team is generating (or has specific plans to generate)significant amounts of personalized content for our target prospects.**This evaluation was based on research from Gleanster.To interpret your results, tally your score.• If you scored > 35, you’re ready formarketing automation.• If you scored between 20 – 35,you’re moving in that direction. Youshould consider getting started withmarketing automation very soon.• If you scored under 20, you may notbe ready for marketing automationquite yet. But that doesn’t mean youcan’t keep reading!Regardless of your score, there’s goodnews: where you are now is exactly whereyou need to be in order to get more leads,get better leads, and know how to tell thegood from the bad.So flip over into Part 2, and let’s get thisparty started.Use this worksheet to determine if your company is ready to use marketing automation.
12Thought leader Snapshot:justin gray, CEO leadmdJustin Gray is the CEO of LeadMD. Hefounded the company in 2009 with thevision of transforming traditional“grassroots” marketing efforts throughthe use of marketing automation andCRM solutions.With 13 years of experience in the industry,Gray has seen the potential for growth inthis space and the willingness mid-sizecompanies have to join the SaaS revolutionas it pertains to their marketing processes.Marketo interview with Justin GrayMKTO: What do you think the future ofmarketing automation will look like in thenext few years?JG: Marketing automation, as it currentlystands, is software, but it won’t be longbefore it’s a full platform. I know – thatconcept isn’t revolutionary in and of itself,but it’s important to note that skill sets arewhat will drive this change. The ecosystemthat evolves around software takesmarketing automation from being simplya “tool” into being a real elementof change.Just as the combustible engine changedthe way we work, then the computeradvanced us leagues ahead, and nowsoftware is delivered via the cloud – thenext revolution of progress lies inconnected data. I think we’ll see MarketingResource Management (MRM) emergeagain as a component of MA – but thistime with ease of use asa centerpiece.Marketing automation as the mouthpiecefor forming conversations was step one,and now the next step will be to shape thisplatform to listen to, react, and share thedata of other systems in response. Theheart of that evolution boils down tointegration. As we expand our skillsets,best practices, plugins, and apps, wedevelop a true ecosystem – the future ofmarketing automation. This platform willthen become much greater than the sumof its parts and will be set apart as theplace where marketers spend their day.I’m excited.MKTO: What are the most importantthings you have to keep in mind in order tobe successful with marketing automation?JG: Marketing automation is a journey. Ifyou think it’s at all like a light switch thatyou can just flip on, you will fail. If you thinkyou don’t need a strategy or can afford tojust skip over the planning process, you’llalso be quick to fail. The reality is thatmarketing automation is bigger than CRMand higher on the proverbial food chain ofdata. Too many people are treatingmarketing automation as a tool, as if it’sjust an email platform, and it’s limiting thegrowth of the space. As we see theecosystem grow, the respect for it willgrow as well. And once marketingautomation is treated as a platform forsuccess, it will become precisely that.MKTO: What should you focus on whenselling marketing automation to yourexecutive team? What are some thingsthat might resonate with a CEO, CFO, orSales?JG: Three things comprise the languagethat is spoken by the CEO, CFO, and Headof Sales – efficiency, scalability, andROI–both tangible and intangible. Leadwith these heavy hitters because they’lltranslate well to the pain points theseexecutives experience often. Also, beprepared to admit that you’re notmeasuring correctly – or at all – right now.Sounds risky, I know, but hear me out.Why admit this? Because you’re not reallyable to measure properly with the archaic,non-integrated tools currently at yourdisposal. Many marketers are looking forROI on marketing automation, but thekicker is that a vast majority of themweren’t measuring what they hadpreviously been doing. So, how do youcompare something to nothing? You can’t.The first step in selling marketingautomation to your executive team isadmitting you have a problem. Then, steptwo is using marketing automation toestablish a benchmark. Wondering whereimprovement fits into the process? It’s stepnumber three. Too many organizations tryto jump right to improvement, right fromthe beginning. Don’t be that guy (or gal) – itnever ends well.
part twoWhy is marketingautomation so hot right now?
14part two: why is marketing automation so hot right now?trends driving marketing automationMarketing automation is not a new concept. According to the Google Ngram Viewer, the term was firstused in 1980, and then started to gain traction in the late 1990s, peaking around 2004. The term thenstarted to decline in usage, reaching a low point in 2007 before it slowly began to rise again. Today, it’sback up near the 2004 peak.2005204060801002006 2007 2008 2009 2010 2011 2012Source: Google Ngram View, keyword “marketing automation”Source: Google Trends, keyword “marketing automation”
15The dot-com boom and bustThe first rise and fall of marketingautomation was tied to the dot-comboom and bust. The late 1990s broughtan explosion of marketing automationvendors, including Annuncio, Aprimo,Broadbase, Epiphany, MarketFirst,Paragren, Prime Response, Revenio,Rubric, SAS, Siebel, and Unica – just toname a few.But then the bust happened. Not one ofthose companies (with the exception ofprivately-held SAS) survived as astand-alone vendor.Some of the solutions are still in themarket today. For example, Epiphany ispart of Infor Epiphany CRM solutions;Unica is part of IBM; Aprimo is part ofTeradata; and Siebel is part of Oracle.But overall, the bust left marketingautomation with a somewhattarnished reputation.Today: The rise of Software-as-a-Service SolutionsThe middle of the 2000s marked another shiftfor marketing automation, when nextgeneration vendors like Eloqua (now owned byOracle), InfusionSoft, and Marketo emerged. Atthe same time, marketing automation started toget hot again – much hotter than before. This islikely due to three key trends:1. Changing buyer behaviors forcedcompanies to change how they marketand sell.2. The 2008 recession permanently alteredhow companies approach revenuegeneration and measurement.3. A new software delivery model unlockedmany new sales opportunities.part two: why is marketing automation so hot right now?trends driving marketing automation
16Trend #1. Changing buyer behaviorsforced companies to changehow they market and sell.Before the internet and social networks,buyers had limited ways to obtain thepurchase information they needed, sothe seller controlled the buying process.But then buyers moved into the powerposition. They could access theinformation they wanted on their ownonline, anywhere and at any time. Andthey could delay engaging with sellingrepresentatives until they knew as much(or more) than the salesperson did.For example, think about how youapproach buying a car. You don’t go to adealer until you know exactly what modelyou want, and how much you want topay, right?To address the challenge, Marketingstarted to play a larger role in the revenueprocess. They nurtured relationshipswith early-stage prospects until theybecame ready.part two: why is marketing automation so hot right now?trends driving marketing automationBut this solution posed a challenge of itsown: the problem of scale. Self-empoweredbuyers demand relevant, personalizedconversations on their own timeframe. If youdon’t provide that experience, they’re likelyto opt out of your communications. But howdo you manage individual dialogues withhundreds of thousands, even millions, ofpotential customers?This is precisely why having a marketingautomation platform became so critical inthe mid-2000s. There literally wasn’t anyother way to keep up with the demands ofmodern marketing. As Lucille Ball famouslydemonstrated at a candy factory, attemptsto implement such massive processeswithout the right systems quickly createcolossal messes and lost opportunities.“In a business of any size – especially onewith an engaging web and social mediapresence – buyer interactions can numberin the thousands, millions, or evenhundreds of millions. Without the righttools to automate the planning, execution,and measurement, even the hardest-working marketer can be overwhelmed bythe complexity.” – Phil Fernandez, Revenue Disruption
17Trend #2. The 2008 recessionpermanently altered howcompanies approach revenuegeneration and measurement. No business completely escaped theimpact of the economy in 2008. But whilesome organizations hunkered down toweather the recession, cutting resourcesand headcount, leading companiesrecognized that growth was their ticket notonly to survive – but also thrive. So theyreorganized their processes to increaserevenue effectiveness. They refused totolerate traditional dysfunctions betweenmarketing and sales departments, andthose associated with measurement toolslike spreadsheets. Instead, they invested intechnology that automated andstreamlined critical revenue processes.part two: why is marketing automation so hot right now?trends driving marketing automationAt the same time, budget cuts made itmore important than ever to measure theeffectiveness of their marketinginvestments, even as new highly-measurable digital channels raised theexpectation for measurement across allchannels. Empowered with these newtools, companies determined what wasworking and what wasn’t, and thenscientifically re-allocated their resources tooperate more strategically.2008
18Trend #3. A new software delivery model unlocked many new sales opportunities.Unlike prior generations of marketingautomation, today’s leading companiesprovide their solutions using “software asa service” (SaaS) – meaning marketerscould access the tools in a browser withlittle or no IT support. Also, thesesolutions are sold as a recurringsubscription, so marketers can buythem using operating budgets insteadof making capital investments.part two: why is marketing automation so hot right now?trends driving marketing automationThese two factors are critical. Marketingis unfortunately seen as a cost center atmost companies. This made it achallenge for marketing to get the capitalinvestment and IT support needed bytraditional solutions. But at the sametime, marketers have large discretionaryoperating budgets that they easily spendon marketing programs such astradeshows, online advertising, andagency services. By enabling companiesto buy marketing software like any ofthese services, the SaaS-basedmarketing automation vendors removedthe largest impediment to marketingautomation adoption.“This is the first time in thehistory of B2B marketing inwhich marketers areresponsible for purchasingand managing theirown technology.” – Carlos Hidalgo, ANNUITASConclusionGiven this history, you can understandwhy SMBs are the fastest-growinggroup of marketing automationadopters—because only after marketingautomation software was offered as aservice could it be available andaffordable to them. This shift drove rapidgrowth in the space. As the industrybegan to mature, businesses from allsectors began to cross the chasm andjoin early adopters from high-technologyorganizations. Soon, even traditionallyconservative and pragmatic companiesstarted to use marketing automation,which has resulted in the phenomenalgrowth we see today.
19Case study:algonquin collegeChallengesWith campuses in Ottawa, Canada’sCapital, and across the Ottawa Valley,Algonquin College has over 19,000full-time students and more than 36,000continuing education students.To generate student leads, theorganization operated essentially in batchemail mode, leaving the college in the darkin terms of tracking the effectiveness of itsmarketing content. In addition, because ofthe diverse student base, the sales cyclecould range from just a few days to fouryears. It was clear they needed a solutionthat was flexible enough to providedetailed insight into prospect behavior andthe sales pipeline.SolutionAlgonquin College considered severalmarketing automation products beforethey ultimately selected Marketo based onits ease-of-use and Salesforce integration,which were at the top of the requirementlist. However, the college was particularlyimpressed with Marketo’s ability to providefirst-hand insight into how customersprogress through the website, interact withlanding pages, and respond to marketingcampaigns in real time.The marketing organization is now in aposition to move from basic nurturing towhat they term “advanced nurturing” -where they use a set of elaboratecampaigns and triggers to launch relevant,targeted content at the instant theprospect expresses interest. This will allowAlgonquin to further refine leadsegmentation and ensure they deliver theright message at the right time.BenefitsWith marketing automation, AlgonquinCollege has gained deep, actionableinsight to determine the content that hasthe most immediate positive impact onlead generation, open rates, conversionrates, and closed sales.As a result, they have improved deal flowand are able to move prospects throughthe buying cycle faster. In fact, the collegehas improved lead generation by 28%year-over-year and increased sales by18%, all while lowering its cost ofdistribution and marketing. In addition,their ability to measure ROI hasdramatically improved with Marketo,allowing Marketing to take a leadershiprole in driving higher revenues.Highlights• Improved lead generation by 28%year-over-year and increasedsales by 18%• Lowered cost of distributionand marketing• Enabled precise measurement ofwhich campaigns are most valuablein terms of closing new business• Able to understand what is requiredto move prospective students fromconsideration to buying• Allows Marketing to measure ROIand take a leadership role in drivinghigher revenues28%lead generationyear-over-year18%increased sales
part threeHow is marketing automationdifferent from...?
21part three: how is marketing automation different from...?contextWe already know that marketing technology is not a new thing. For example, companies already use solutions for emailmarketing and Customer Relationship Management (CRM), so many marketers are confused. What does marketingautomation replace, and what does it complement? Furthermore, how does marketing automation compare to other newtechnologies and marketing trends, such as content marketing, inbound marketing, and social marketing?This section answers those questions.
22Many CRM systems already have a module for marketing, which is why marketers wonderwhether they really need marketing automation to run their modern marketing departments.part three: how is marketing automation different from...?relationship to crmIf you dig into the design and capabilities,you’ll find that while CRM systems provideindispensable value to any kind of salesorganization, the reality is that they fallshort for most marketing departments.CRM systems are designed and optimizedfor a very different purpose, which is whatcreates the whitespace for marketingautomation vendors.From a functional perspective, CRMsystems typically do not providefunctionality for things like email marketing,prospect behavior tracking, and marketingprogram management. And it’s true thatmany CRM systems can be customized tohandle things like automated campaignflows, lead scoring, and de-duplication.But it’s hard.In the end, marketing automation systemsfocus on the needs of the marketingdepartment in a way that CRM simplycannot, while CRM provides a must-havesolution to the sales department (as well asmany others). Most importantly, given theadvanced integration capabilities oftoday’s platforms, the two categories oftechnology are designed to work togetherin a way that was never possible before.Both systems are necessary, and it’snecessary to understand what each onedoes for you – and what it doesn’t.CRM Marketing AutomationBusiness Goal Track opportunities andpipeline, manage contactand account informationDevelop customer relationships,automate marketing programs,measure marketing ROIDepartmentalFocusPrimarily sales andsales management,some marketingPrimarily marketing and marketingmanagement, some salesCommunicationStyleIndividual communications(sales rep to buyer)Communications to groups andsegments (may be personalizedand triggered 1:1)Architecture Database-oriented,transactional queriesWorkflow-oriented, highly detailedbehavioral data queries“When it comes to marketing automation capabilities, using CRM is like building a car from a kit. All the partsare there, but you need the time and skill to put it all together. Using marketing automation is like buying thecar you want or need, with all the features you want already installed and some gas in the tank, ready todrive. In either case, you still need to know how to drive and where you want to go.” – Mac McIntosh, Marketing Automation Expert
23Virtually every company has invested in having the ability to send emails to their customers.part three: how is marketing automation different from...?relationship to email marketingIn fact, MarketingSherpa’s 2012 B2BMarketing Benchmark report ranksemail marketing as one of the top threemarketing tactics. On average,companies with over 100 people allocate9% of their marketing budget to emailalone, and those with fewer than 100employees up the ante to 16%.The fact is, email still works really well.But the world is changing. The inbox isfragmenting like never before. Marketershave to deliver their messages in moreformats to multiple devices. And theirmessages have to be more relevant,delivered more frequently, and somehowstill make it into the “most important”section of their buyer’s inbox.In reality, much of the email marketingyou see today is pretty terrible. Messagesare untargeted. Their delivery is ill-timedand poorly formatted. It’s no wonder thatengagement—the holy grail of emailresponse rates—is falling along withdeclining open and click rates.Other traditional marketing tools—suchas CRM, landing pages, social media,and web analytics—only compound theproblem. Because they don’t integratewith the email solution, email is left in asilo. It suffers from limited segmentation,and creates excessive amounts ofadministrative work for marketing teamswho endeavor to connect theirprocesses and consolidate reportingmanually. Costs quickly escalate for adhoc solutions that deliver poor ROI, andrevenue flounders because companiesdeliver inconsistent, unpersonalizedexperiences to their customers.“A marketing automationsolution delivers essentially allthe benefits of an emailmarketing solution along withintegrated capabilities thatwould otherwise need to becobbled together using variousstandalone technologies.” – Gleanster ResearchThe answer is to use email solutionsthat do more—coordinating withother tools, delivering more dialoguesthat build relationships and engagebuyers (not companies) on theirtimetables. That’s where marketingautomation comes in.
24part three: how is marketing automation different from...?seven signs you need tograduate from emailSeven Signs You Need toGraduate from Email toMarketing Automation There are 7 signs that will indicate that yourcompany is ready to graduate from emailto marketing automation.1.Email blasts,not customer dialogues5.triggerinsensitivity7.sad salesteam2.wasting time onmanual campaigns3.email ina silo4.difficult oR imprecisetargeting & segmentation6.can’t tell if emailis driving pipelineor revenue
251. You’re sending email blasts ratherthan engaging in customer dialogue. Customers are savvy. They don’t want tobe blatantly marketed to, and they aregetting better and better at screening outmass emails. However, customers arewilling to engage with relevant content,and they’re willing to build relationshipswith companies that they like, whoapproach them in the right way. In order toengage in a relevant customer dialogue,you need what we call “multi-step dripcampaigns” to nurture your relationshipswith customers patiently, over time, andmove them through their purchase journey.The first step in making your email blastsengaging is to map out workflows, but it’simportant to note that the workflows mustbe adaptable — never static. You shouldalways adjust your email campaigns to theresponses and behaviors of yourprospective customers. This is wheremarketing automation comes in. Without it,you are limited to “batch and blast” emailcampaigns that are based on your owntimetable — not the buyers’. You’redecreasing your ability to get relevantcontent to your customers on time.2. You’re being inefficient by wastingtime on manual campaigns.Consider ShipServ, the world’s leadingmarine marketplace. Before they startedusing marketing automation, they had aset of marketing tools, but were ineffectivewhen it came to nurturing customerrelationships. They could see the open rateon an email campaign, but they had noway to take the next step and respond tothese stats in an automated way. As aresult, they were constantly analyzing datamanually, creating lists and settingcalendar notices in order to simulate apersonalized marketing experience foreach customer. Needless to say, thisdifficult and cumbersome task limited theirability to scale their business. Instead ofbeing able to clone and individually tweaksimilar campaigns, they were stuckbuilding fresh campaigns from scratcheach time — a huge time-suck.part three: how is marketing automation different from...?seven signs you need tograduate from email3. Your email marketing exists in a silo. Email is divorced from your othercustomer interaction channels. It would beawkward to walk up to a customer inperson and start a conversation withoutreferencing the conversation where youleft off last time you talked. Yet that isexactly what happens with most marketingemails. In addition, email marketingplatforms are generally divorced from website pages.A customer who clicks through to yourcompany’s web site after receiving anemail campaign becomes lost. You’releaking opportunity because your emailmarketing is unrelated to other marketing.“While there’s certainly value inusing marketing automationsolutions to send email, andcreate landing pages andwebsite forms, it’s a bit likeusing a supercar to drive MissDaisy around town.”
26part three: how is marketing automation different from...?seven signs you need tograduate from email“Marketing automation isbreaking free of email.” – Eric Wittlake,B2B Marketing Expert4. Your segmentation and targetingare subpar. This is arguably the mostimportant of the seven signs. The ability toprecisely micro-segment your databaseand target your list of leads and contactsis a crucial part of your marketingcampaign. An old (and still valid) rule ofthumb is that 50% of your success in acampaign comes from how well and howspecifically you target your list. The moreyou target, the more relevant yourmessage, the better your responserates… and your economics.Good targeting today means bothdemographic and firmographic filters—in other words, who the person is, and ifnecessary what company the personworks for. In addition, behavioral filters—which web sites customers visit, whatkeywords they click on, what they say onsocial networks—are key metrics. If youremail exists in a silo, you’re missing outon the ability to target the right people inthe right way based on their behaviors.Jupiter (now part of Forrester) did a studya few years ago and found thatcompanies who target their emailsbased on behavior have up to a 350%increase in open rates and a 50%increase in conversions. That’s a lot.It’s also important to know where yourbuyer is in their buying cycle. Are they anearly-stage prospect? An active lead?An engaged customer? Without a way tosegment your customers according towhere they are in the buying cycle, youcan’t send the right message at theright time.5. You have “trigger insensitivity”problems. Triggers are the ability tolisten and respond in real-time with aone-to-one response that goesdirectly to the customer displaying aparticular behavior. Real-time triggerscan include:When any of these activities occurs,marketing automation can trigger an emailto that customer. It’s relevant and timely.And timeliness is everythingwith marketing.According to research done at MITrecently, the difference between followingup to a customer hand-raise in 30 minutesversus 5 minutes means the differencebetween a 100 exchange in the contactrate and a 21 exchange in the likelihood ofactually qualifying that lead.• When a customer visits a web page• When a customer fills out a form• When a customer’s leadscore changes• When an opportunity is updatedin the CRM system• When an activity is logged
27part three: how is marketing automation different from...?seven signs you need tograduate from email6. You can’t tell if your email isdriving pipeline or revenue. Emailplatforms can tell you about open ratesand click-through rates, but what youreally need to find out is which activitiesare leading to actual revenue. If you can’tmake this connection, you can’tdetermine marketing ROI.“I can explain a move from an Email Service Provider(ESP) to a marketing automation platform with ananalogy – still photographs versus video. ESPs are likestill photographs – you can get great stats from usingone, but each campaign is effectively a snapshot intime. Marketing automation platforms are like videos– you can see the behavior of people in multiplecampaigns over time, taking all the snapshots andconnecting them together to make a “flip movie” orvideo out of them.”– Joseph Zuccaro,Founder and President of Allinio LLC7. You’ve got a “sad Sales team.”They don’t know which leads are good orwho to follow up with, and they can’t sendtheir own marketing emails. When youdon’t have Marketing and Sales workingclosely together, Sales becomesfrustrated and sees less value inMarketing. Sales and Marketing must beclosely aligned for success.
28Inbound marketing is: The process of helping potential customers find your company – often before they areeven looking to make a purchase – and then turning that early awareness into brand preference, whichultimately creates leads and revenue.part three: how is marketing automation different from...?relationship to inbound marketingInbound marketers create relevant andcompelling content to attract and convertleads—for the purpose of buildingaudiences and attracting attention. Theirjob is not to find leads, but to help leadsfind them.Inbound marketing can deliver:• Increased brand awareness.Buyers must find you before they canbuy from you. If your company showsup high in the search results, you’ll get“free” brand awareness whencustomers seek information. Also, youearn highly relevant brand exposurewhen they share your content.• Better brand preference.Brand preference trumps brandawareness any day, so inboundmarketing builds preference byengaging with buyers early, oftenbefore they are intending to make apurchase. All other things beingequal, people are more likely to buyfrom a company with whom theyhave a relationship.• More leads for less investment.Inbound marketing has a tendency tobuild on itself. Great content pays offdividends for a long time, multiplyingas you create more content.Where Inbound Marketing Falls Short Inbound marketing is a highly effectivestrategy, but it will fail for most companiesif executed alone.Two of the most critical limitations are:1. It’s hard to target specificaudiences with inbound marketing.Inbound marketing can’t effectively reacha specific set of contacts—for example,decision makers at a list of targetaccounts. To use a military analogy,inbound marketing is like an “air war.” Itallows you to efficiently carpet-bombbroad areas, but it’s harder to use it to hitspecific targets. In contrast, you need“ground war” tactics (think Marines andsnipers) to target specific objectives andhold territory.2. Inbound marketing doesn’tmotivate people to act. By definition,inbound marketing waits for buyers to takeaction when they’re ready. It’s not a goodsolution when you need someone to acton a specific timetable, such as signing upfor an event. All good marketers readilyacknowledge inertia and recognize thatpeople sometimes need a push not a pull,to take action. This is especially true fortargeting pragmatists and late adopterswho don’t actively seek out alternativesand new solutions.
29part three: how is marketing automation different from...?relationship to inbound marketingMarketing Automation + Inbound Marketing TogetherBecause of the limitations of inboundmarketing, a complete marketingstrategy needs to incorporate a fullportfolio of approaches, includingevents, webinars, email, andadvertising—plus inbound tactics.To extract the maximum value frominbound marketing, companies need tocombine it with relationship marketing,scoring, and other components ofmarketing automation. We call this theInbound Marketing Multiplier. Without it,you simply generate raw names for yourbusiness – without turning those namesinto leads and customers.Above all, it’s critical to remember thatinbound marketing is a strategy, not atechnology. Many technology solutionscan help with inbound marketing, includingblog software, content management, SEO,and social media monitoring. These can sitalongside a marketing automationsolution. So, definitely pick the rightinbound marketing tools and the rightmarketing automation platform for yourbusiness, but don’t handicap yourself bythinking of it as an either-or proposition.“The best marketers are usingboth inbound marketing andmarketing automationtogether, and they aregetting great returns.” – Greg Head,CMO of InfusionSoft
30part three: how is marketing automation different from...?relationship to inbound marketingCommon Misconceptions about Marketing AutomationVendors who promote inbound marketingtechnology like to pit inbound marketingand marketing automation against eachother, vilifying marketing automation as asource of robotic communications andunwanted spam. But while this “good” vs.“evil” debate may make good copy, itoversimplifies the problem and favors anisolated agenda.Misconception ResponseDoesn’t build the list Complete marketing automation systems include functionalityfor lead generation, including online and offline events, pay-per-click, and tradeshows, as well as organic programs such associal and content marketing.Too narrow, too emailfocusedWhile modern marketing automation started with email, manyplatforms today provide a single source of truth for everythingyou know about a prospect or customer. They combineinformation from your CRM system, social activity, your websiteand blog, buyer purchase history, and other behavioralinformation. With this complete view of a customer’s needs andinterests, you can trigger relevant interactions at the right time,over any channel.Not Social Today’s marketing automation systems directly provide orintegrate with social capabilities including social profiles,campaigns, sign-on, and promotions. This means you cantrigger marketing actions based on any of these activities, suchas making a tweet, sharing a post, and so on.Ignores customers Marketing automation is not just about new business. The samesegmentation and nurturing capabilities can and should beused to develop and deepen relationships with customers, notjust prospects.The reality is, marketing automation is atool that can be used for good marketingthat people love, or bad marketing thatpeople hate. It’s not the tool itself but howit’s used that matters. In fact, in mostcases, marketing automation providesbehavioral segmentation and 1:1 targetingcapabilities that improve the relevance ofcommunications.Here are some of the inaccurate claimsmade about marketing automation.
31part three: how is marketing automation different from...?relationship to social andcontent marketingSocial marketing has become an integral part of the marketing mix, and content marketing plays anincreasingly dominant role as well. But while social and content marketing are both hot tactics for buildingawareness and generating leads, they still require marketing automation to convert those leads into revenue.Without marketing automation, you also can’t measure the effectiveness of these programs.Social marketing is the process ofbuilding relationships online on socialplatforms and influencing buyers evenbefore they’re identified as potential leads.A few years ago, everyone was talkingabout the importance of social listening,along with having a presence on sites likeFacebook and Twitter. Today, theconversation has shifted. Leadingmarketers recognize that social is morethan just a channel or tactic; it is a strategythat should be present in every aspect ofyour marketing. Leading marketers askthemselves, “How can I entice andengage my audience to share mymessage and be a brand ambassador?How can I socialize every campaign?”Content marketing is the process ofcreating and distributing highly relevantand valuable content to attract, acquire,and engage clearly defined andunderstood target audiences—withthe objective of driving profitablecustomer action.Content strategies operate on thebelief that buyers will ultimately rewardbusinesses who deliver consistent,ongoing information with their businessand loyalty, so the ROI of your contentmarketing hinges on your ability tocommunicate with prospects andcustomers without selling. When contentoffers relevant and valuable informationthat makes buyers more intelligent,instead of pitching products or services,buyers look forward to receiving it. Theyalso engage with your content, andamplify your message by sharing it withtheir networks.“Marketers are beginning torealize that the quality ofcontent is crucial to successin both lead generation andlead nurturing. Marketingautomation will yield higherconversion rates and ROIbecause campaigns arebetter targeted towards theright persona and utilizeconsistently high quality,relevant content.”–John McTigue,Kuno CreativeThe Need for AutomationLike inbound marketing, social andcontent marketing are essential ways toadapt to and leverage changing buyerdynamics in today’s era of informationoverload. Clearly, all three strategies deliverresults and should be part of anymarketing portfolio.But don’t forget that these three tactics arealso all mostly “Top of the Funnel” (TOFU)strategies. In other words, they buildawareness and can generate new namesfor your database. However, the vastmajority of these leads will not be ready tomake a purchase—particularly becausegood content, inbound, and socialmarketing tends to entertain and informbroadly, rather than promote specificproducts. In other words, while highlyeffective, these three tactics cannot deliverrevenue on their own.
32part three: how is marketing automation different from...?relationship to event marketingEvents help:• Generate leads• Build brand awareness• Increase customer and prospect engagement• Educate your marketWhile you can’t automate all aspects of agreat event, there are many areas wheretechnology can play a significant role inmaking that event seamless andprofessional. For this reason, the eventtechnology category is growing fast. Thisincludes webinar platforms, virtual eventproviders, and event registration solutions.Marketing automation complements andintegrates with such event technologysolutions, thus eliminating the need towaste time manually importing data fromeach platform and risk costly errors. It alsoprovides direct event capabilities itself.Examples include email invitations,registration landing pages, reminders andfollow-ups, and event reporting andanalytics—and the ability to clone previousevents to streamline the process andincrease productivity and efficiency.Event marketing serves as an important way to connect in person with potential customers. Events also offerthe unique opportunity for prospects and customers to interact with solution providers and get a firsthandsense of the company’s focus, perspective, and personality.Marketing automation + Event technology equals the ability to run dozens or hundreds ofgreat events with minimal work.
33RPM arose out of marketing automationas a strategy to optimize interactions withbuyers across the revenue cycle.Marketing automation itself is not alwaysa CXO-level priority, but every companyhas an objective to improve revenueperformance. RPM bridges this gap byshattering obsolete approaches toMarketing and Sales while providing theblueprint for building a far more effectiveand efficient revenue process incompanies of all sizes.Revenue Performance Managementtransforms the way Sales and Marketingwork together. In order to achieve this kindof transformation, RPM requirescompanies to address their organization,compensation and incentives, job roles,and work practices as well as theirtechnology infrastructure. It’s important tonote that RPM is a business strategy—nota technology. But it requires marketingautomation tools for implementation.Without marketing automation, Revenue Performance Management(RPM) can be slow, error-prone, andinconsistent across an organization.part three: how is marketing automation different from...?relationship to RevenuePerformance management (rpm)At the end of the day, revenue is every company’s most important objective.Revenue Performance Management (RPM) is a strategy to optimize interactionswith buyers across the revenue cycle to accelerate predictable revenue growth.
34Six Sigma for RevenueOver the last couple of decades, we’veseen other core business processesundergo fundamental transformations toimprove efficiency, quality, andcontributions to profitability. In the 1980s,General Electric, under the leadership ofJack Welch, started a trend by institutingthe Six Sigma set of practices to improvetheir manufacturing processes andeliminate product defects. Six Sigmafocuses on measuring, analyzing,improving, and controlling company-wide business processes. It has createda lot of opportunities for the supply chainin enterprises because of a continuousfocus on measurement and improvementof processes.Now, we need to apply that same rigor tothe demand chain, which is why we’reseeing the rise of Revenue PerformanceManagement. RPM is doing for revenuewhat earlier process transformations haveaccomplished for other key businessfunctions. In the 1980s, it was Six Sigma.In the 1990s, it was Supply ChainManagement. In the early years of the2000s, there was Agile Development. All ofthese revolutionary processes have led usto where we are today: RPM.Traditionally, companies have beenfocused on the sales cycle. But in a worldwhere Marketing is taking more and moreresponsibility for revenue, just analyzingand perfecting the sales cycle is no longerenough. A key principle of RPM is aligningMarketing and Sales. From the buyer’sperspective, there is only one buyingcycle, but from a traditional companyperspective, Marketing and Salescycles have always been separate.part three: how is marketing automation different from...?relationship to RevenuePerformance management (rpm)The sales process needs to start withmarketing, and the same trackingmethods need to be applied to the entireprocess, from start (marketing) to finish(the sale) in a single integrated revenuemodel. RPM is creating a new mindsetthat maximizes a company’s revenueby merging the Sales andMarketing processes.To achieve breakout revenue growth,businesses need to transform everyaspect of how they create revenue. Theymust re-think the roles, responsibilities,metrics, and processes that are used bytheir departments on the front-line ofrevenue creation—specifically Marketingand Sales.We’ll see more of RPM in Part Five, wherewe talk about Marketing AutomationMaturity. You can also take a side trip toour RPM cheat sheet atwww.marketo.com/rpm.
35Thought leader Snapshot:jason kort, editor formarketing automation timesJason Kort is a Senior Consultant atakaCRM and one of the forces behindMarketing Automation Times, a blogdedicated to providing the latest news andinformation on the world of marketingautomation. Jason is an experiencedonline marketing professional with a historyof developing personalized, relevant andtimely communications to help businessesclose more sales.Marketo interview with Jason KortMKTO: What do you think the future ofmarketing automation will look like in thenext few years?JK: The end user experience will continueto improve as each marketing automationcompany deploys more of the samedesign interface that can be found on theconsumer web (i.e. Apple, Google,Amazon). Passive reports anddashboards will be replaced by moreactionable reporting elements as theultimate goal is to help Marketers be betterMarketers. CRM integration will continue toadvance and those relationships will growstronger. The customer wants a one-stopshop for all customer marketing activities.MKTO: What are the most importantthings you have to keep in mind in order tobe successful with marketing automation?JK: You would not build a house withouta blueprint and yet many companies rushinto marketing automation without aplan. Marketing automation is a toolthat requires careful planning for it tobe successful.It all starts with great content, so alwaysstart with an audit of your marketingmaterials. After that, build customerpersonas to understand what yourcustomer needs and then match the rightcontent with those customers.Think of marketing automation as thepipeline for delivery and reporting.Content is the fuel that fills the pipeline.MKTO: What are some benefits ofmarketing automation that you wouldpoint out to someone who is consideringswitching from their Email ServiceProvider (ESP)?JK: Automation: The ability to havemultiple campaigns triggered based onactivities is a huge time saver.Process: Having a repeatable businesscycle allows for a more predictablemarketing ROI.Reporting: Learn much more than whoclicked what and when. With marketingautomation you can monitor prospectbehavior throughout the purchase processand target relevant messages that matter.You can also better understand what typeof content works as well as messaging.The Power of Now: Instant notificationsand lead scoring allow your sales team toquickly react and reach customers whenthey are ready to talk.MKTO: What are the most importantthings to look for in a marketingautomation vendor?JK: Like many industries, I think service isthe most important element in selecting amarketing automation vendor. Thetechnology platform is important but theprogram that trains and supports yourteam is equally important.Recently I helped a customer troubleshoottheir marketing automation solution. Theirinternal team tried to fix the issue and wasso frustrated that they hired me as anoutside resource. Once inside I found thatthere were some simple fixes that resolvedthe problem and allowed the customer tostart using the solution. The marketingautomation company involved alsoagreed to do more end user trainingwith the customer.The point of this story is that oftentechnology needs a helping hand from ahuman being. Make sure your marketingautomation provider can provide youwith help.
part fourcommon features inMarketing automation
37Marketing automation platforms provide broad functionality including email marketing, landing pages andforms, campaign management, lead nurturing/scoring, lead lifecycle management, CRM integration, socialmarketing capabilities, and marketing analytics.part four: common features in marketing automationfeatures overviewEach vendor has different strengths andcapabilities across these categories, sowe’ve also indicated how common eachfeature is in the tables below:common Variance sometimes
38part four: common features in marketing automationEmail and online marketingTestingAn effective split-testing strategy drills into whatworks to maximize response rates, and can raiseyour conversions by 48% or more, according toMarketingSherpa. You can test emails (subjectlines, copy, graphics, calls to action, frequency,timing, etc.) as well as landing pages, forms,and so on.Dynamic ContentEmails and landing pages that have beencustomized for specific segments drive muchhigher engagement. Customize text, images,and calls-to-action based on criteria, includinglocation, industry, job title, and much more.For example, send different messages tocurrent active opportunities than to early-stage prospects.Mobile OptimizedAs mobile devices become increasingly popularin business, the marketing system must supportmobile-optimized emails and landing pages.Sales EmailsThis is the ability to personalize “from addresses”and signatures on behalf of individual sales reps,so that automated emails appear to come fromthe specific sales owner.Batch Email MarketingEmail marketing is the ability to create“what-you-see-is-what-you-get” (WYSIWYG)emails and newsletters with easy-to-use designtools, send emails to groups of customers andprospects, and track and report on deliveries,opens, and clicks. It gives you a complete viewof email performance.Email Deliverability and Reputation ManagementSimply sending emails cannot impact revenue ifthe emails do not make it to the recipients’inboxes. Since marketing automation typicallyreplaces a stand-alone email service provider(ESP), your vendor should offer functionality andservices to ensure inbox delivery. This can includeopt-in management, bounce handling,unsubscribe processing, and suppression lists,as well as higher-end services such as dedicatedIP addresses and capabilities like email preview,spam checking, link validation, anddelivery monitoring.Email marketing is the often the mostimportant online marketing channel and iseven more powerful when combined in asingle platform with landing pages andforms. Marketing automation systems canusually replace an email service provider(ESP), though the depth of emailfunctionality does vary across vendors.COMMON VARIANCE SOMETIMESReal-Time Triggered EmailsTriggered emails give you the ability to listen forspecific customer behaviors and events andrespond with an appropriate real-time email. Forexample, when a prospect clicks on a specificlink, a sales rep logs a call, or a lead score goesabove a certain threshold, you can automaticallysend the right message at the right time.Personalized, 1:1 emails based on real-timebehavioral data can increase open rates by 50%and conversion rates by 350%(Jupiter Research).Landing PagesThe landing page is an essential part of manymarketing campaigns. By directing clicks to alanding page customized for a specific emailrather than a generic home page, marketers cansignificantly improve their conversion rates. That’swhy many marketing automation systems includethe ability to build WYSIWYG pages with agraphical interface, without help from IT or theWeb department.FormsRegistration forms can be placed on landingpages, microsites, and corporate websites. Whena prospect or customer fills out the form, itcaptures the activity and adds the lead to thedatabase (if new). Some systems have“progressive profiling,” which are smart forms thatrecognize known visitors and ask differentquestions to build out the profile over time. Somesystems also allow for “social sign-on,” lettingusers register on landing pages using theirsocial credentials.
39part four: common features in marketing automationLead managementMarketing DatabaseA marketing database is the system of record foryour most important marketing assets: yourleads and contacts. It should include more thanthe data in your CRM system, providing a richview of all marketing interactions between eachperson and your company, including websitevisits, email clicks, scoring changes, dataupdates/history, and so on.Single View of the CustomerThe more powerful marketing automationsolutions extend the marketing database toinclude data from third-party systems, socialnetworks, in-house applications, and more. Theyprovide a true single view of your customer andprospect. This enables the platform to trigger“right-time, right-message” interactions andextend beyond marketing into broad customerlifecycle management.SegmentationThe ability to precisely micro-segment yourdatabase and target the exact right list of leadsand contacts is essential to the success of allmarketing activities. These filters should includea combination of demographic, household, andfirmographic attributes (title, company size,location), as well as behavioral filters and CRMinformation. Here are some example lists:high-score leads in a particular region whovisited your website in the last seven days;contacts at active opportunities who registeredfor an upcoming webinar; or prospects whoreceived an email offer and did not click throughbut visited your website anyway.Multi-touch Campaigns / Lead NurturingThis is the ability to automate “drip marketing”campaigns that send relevant messages overtime, based on prospect behaviors and pre-defined campaign steps. This can includeautomated email marketing flows, but can alsoinclude other channels as well. Often, thiscapability is used to run lead nurturing workflowsthat are designed to maintain and deepenrelationships with prospects over the long term.Online Behavior TrackingThis is the ability to track which emails prospectsopen and click, what webpages they visit, whatkeywords they use, even what they say on socialnetworks – all with the goal of understandingwho they are, what they are interested in, andwhere they are in the buying process withyour company.Lead Scoring and GradingWith lead scoring, you automatically qualify leadsbased on demographics and BANT criteria aswell as specific prospect behaviors, includingrecency and frequency. By tracking each ofthese factors and assigning appropriate weightsto each, you get a comprehensive view ofprospect interest and engagement. Moreadvanced capabilities include reducing scoresbased on inactivity, and supporting multiplescoring models that separate demographic fitfrom behavioral interest, as well as scores fordifferent products, divisions, etc.The bread and butter of marketingautomation, most vendors provide at leastsome level of lead management functionality.COMMON VARIANCE SOMETIMES
40part four: common features in marketing automationlead managementCOMMON VARIANCE SOMETIMESData Quality and AppendCRM data is often full of duplicates and missingrecords. This isn’t a problem for salespeople whowork with one record at a time, but it’s hard touse for Marketing. Data quality is an essentialunderpinning to any successful marketingprogram, consisting of de-duplication, cleansing,and appending. De-duplication recognizes leadsand contacts you already have in your database,prevents duplicates before they enter, andmerges any duplicates that already exist.Cleansing standardizes data, such as titles andcompany names, and removes bad data, suchas contacts that are no longer with the company.Appending means filling in missing or incompletedata by adding additional contacts to an accountor filling in missing fields, such as phone numberor industry.Automated Sales Alerts and TasksThis is the ability to create tasks automaticallyand provide real-time sales alerts over email,RSS, or mobile device. It can be important toensure that Sales receives and acts on leadinformation in a timely fashion.Sales IntelligenceSales intelligence provides account executiveswith easy access to the key interesting momentsand prospect behaviors, so they can focus onthe hottest leads and opportunities—and know what the prospect wants to talkabout. Some solutions provide reps with drill-incapabilities to see which emails are opened andclicked, which web pages the prospect visits,and how the lead score changesover time.Sales CampaignsSome solutions allow Marketing to createcampaigns that Sales can add prospects into, oreven run targeted campaigns of their own.Revenue Cycle ModelingThis is the ability to define the stages for howleads flow through the revenue cycle, automatethe rules for how leads move from stage tostage, and to provide an easy-to-understandframework for the sales and marketing process.It provides the foundation for establishing clearrules governing how leads transition from onestage to the next and assigning Service LevelAgreements (SLAs) for lead responseand disposition.CRM Integration (Data Sync)Marketing automation solutions have varyinglevels of integration with CRM systems. Whilesome require manual mapping of fields, othersdo it automatically and maintain the connectionover time. Some sync information in nearreal-time; others less frequently. Some systemsprovide access primarily to lead and contactinformation; others give access to opportunityand custom objects as well. This is a particularlycomplex area with high variance amongsolutions, so it’s worth taking the time tounderstand your needs and yourvendor’s capabilities.Lead Lifecycle WorkflowsThis takes marketing automation beyond emailand web marketing, extending the workflowengine to integrate with the CRM system tocreate complete lead management workflows. Itincludes automated data field updates (e.g.update lead status based on changes to the leadscore); automated list management; and leadrouting / territory assignment rules. It also letsyou ensure sales follow-up by creating tasksdirectly in the CRM system, reassigning leads ifthey don’t follow-up, and converting hot leads toopportunities. And it supports lead recyclingprocesses, where sales leads are passed backto Marketing for further nurturing.
41part four: common features in marketing automationmarketing programs/lead generationProgram ManagementManage marketing campaigns and programsacross multiple channels, including online ads,video campaigns, mobile, virtual events, andsocial media. Create and optimize programassets such as landing pages, emails,campaigns, and lists. Track program objectives,results, and costs to assess theprogram ROI.Event Marketing including WebinarsFrom attracting attendees to registrationadministration to post-event follow up, the eventmanagement lifecycle can be laborious. Eventmarketing capabilities streamline the entire eventprocess, including personalized invitations,registration, reminders, and post-event follow-up. They can also provide analytics, so knowhow many people have registered, how manyattended, and so on. For online events, somemarketing automation systems integrate withtools like Cisco WebEx®, Adobe Connect, CitrixGoToWebinar, ON24, and Readytalk tostreamline the process further.Believe it or not, marketing automation didnot originally provide capabilities for runningbroad marketing programs or generatingleads. As a result, many platforms do notprovide deep functionality in this area. Butsome vendors do, so once again, it’s worthunderstanding your requirements here.COMMON VARIANCE SOMETIMESCloningEach marketing program contains multipleemails, landing pages, campaigns, and lists,but many programs are similar in structure.The ability to clone an existing program can savesignificant time and resources, especially if yoursystem makes it easy to edit all programparameters in one place and automaticallyupdate all the underlying assets (e.g. emails).Program Import/ExportSome systems provide access to a sharedlibrary of pre-built verified programs and theability to exchange marketing programs withother users. This means you can take advantageof their best practices to jump-start yourimplementation and see results faster and withless effort.
42part four: common features in marketing automationsocial marketingSocial Listening and TrackingMonitor what leads and contacts say on sitessuch as Facebook, Twitter, YouTube, LinkedIn,blogs, and online communities, and use thosesocial insights to segment prospects, triggercampaigns, change lead scores, and more.Social Sharing and CampaignsAdd intelligent share buttons to your campaignsand content so your audience can amplify yourmessage to drive broader reach – and then trackwho shares your content and drivesconversions. Most tools let you customize thedefault share message and image for eachshare; some provide triggered capabilities toprompt the share at the right time.Social CampaignsSchedule automated posts to one or more socialaccounts. Use or integrate with URL shorteningservices. Measure likes, comments, replies,retweets, etc.Marketing automation vendors have beenadding social functionality for the last fewyears, but each vendor offers a different setof functionalities – so take the time tounderstand what your vendor provides.Note: For much more on all aspects of socialmarketing, see the:Definitive Guide to Social Marketing.(www.marketo.com/DG2SM)COMMON VARIANCE SOMETIMESSocial ProfilesIncorporate social profile data to enhancesegmentation and scoring, including name,location, and description – as well as a history ofsocial sharing activity.Social Engagement and PromotionSocial applications such as polls, sweepstakes,and referral programs can enhance audienceengagement and encourage people to amplifyyour message. Some tools let you easily createand include such social content on your website,landing pages, Facebook pages, and emails sothat you can tap into your customers’ andprospects’ social networks.Social AnalyticsBy adding tracking to social sharing applications,you get insight into who shares your content,your social conversion rates, how much “sociallift” you are getting from your campaigns, andhow social impacts your bottom line.
43part four: common features in marketing automationanalyticsWeb AnalyticsThis capability tells you why prospects visit yoursite, which pages they visit, and how often theycome back. It can even tell you who visits yoursite when visitors aren’t in your database, thanksto anonymous company lookup, and can senddaily alerts to sales reps so they know whichcompanies are interested. When prospects doregister, you also have the complete history oftheir prior web activity as part of their recordand lead score.SEO/Keyword AnalyticsMonitor and track how you rank for relevantkeywords on major search engines and compareyour overall performance to competitors.Basic ReportingThe ability to access pre-built and build customreports and dashboards to measure leads bysource/campaign/month, email performance,landing page performance, web activity, and soon. Systems vary in report depth, such as theability to use custom metrics and queries. Somesystems let you create report subscriptions thatautomatically send updates to your teamand executives.Reporting and analytics reside at theintersection of marketing art and marketingscience. They give you the ability to provethe impact of your marketing efforts. Allvendors provide some level of marketingmeasurement and analytics, but the depthof functionality – especially in terms ofmeasuring impact on revenue and ROI– varies greatly, from extremely basic toextremely deep.COMMON VARIANCE SOMETIMESMulti-Touch Revenue AttributionCustomers do not purchase your productbecause of just one campaign. Rather,marketing usually impacts a sale multiple timesacross multiple people. Multi-touch attribution isthe ability to allocate credit (pipeline, revenue)among all the marketing activities that havesuccessfully touched a sale as it moves throughthe revenue process. Some systems alsoprovide a visual way to see all the marketingprograms and touches that influence thecontacts associated with a sale as it movesthrough the funnel.Program ROI AnalyticsThis is the ability to measure and comparerevenue performance by channel or programalong metrics like revenue, pipeline, investment,ROI, prospects generated, etc. As a result, youcan see which marketing investments generatethe greatest return, and get visibility into how themarketing budget should be allocatedgoing forward.Revenue Cycle MetricsThese metrics analyze how leads flow througheach stage of the revenue process, fromanonymous to customer and beyond, soMarketing and Sales can adjust businessprocesses to increase pipeline and revenue. Keyperformance metrics for each stage can includebalance, flow, conversion rate, and velocity.
44part four: common features in marketing automationresource managementSome marketing automation systemsinclude functionality for marketingresource management, helping tocoordinate internal processes andincrease marketing efficiency.COMMON VARIANCE SOMETIMESBudgetingThis can cover all aspects of managing marketinginvestments, including assigning top-down budgetsto various groups and divisions, planning marketingspend across programs, tracking open-to-spend,ensuring budget compliance, coordinatingworkflows and permissions, and reconciling planswith actual invoices.CalendaringIt can be tedious to maintain a marketing calendaracross multiple groups and to communicate thecalendar and activities to interested groups, such asSales. This functionality is about managing thecalendar for the entire marketing department, frompromotions to content to PR and so on.
45part four: common features in marketing automationinfrastructureUser Roles and PermissionsAssign permissions that align with specificpieces of functionality or tasks. Example userroles include a role that gives the ability to createbut not approve landing pages or emails, and arole that can create but not activate a campaign.Secure Partitions / WorkspacesThis is the ability to give users access to onlyspecified lead partitions and assets (e.g.campaigns, landing pages, emails, reports). Thislets you create different organizational views thatalign with how your organization is structured, sodifferent groups can use the system without riskof interfering with each other – while stillsupporting sharing as appropriate acrossfunctions and the demand center.Larger enterprises and more complexorganizations may have needs for additionalinfrastructure capabilities such as securityand integration.COMMON VARIANCE SOMETIMESSandboxA sandbox is a testing environment that isolatesuntested changes and outright experimentationfrom the production environment. This lets theenterprise test out changes to the productionsystem with less risk.API/IntegrationsAn application programming interface (API) is aspecification that tells other systems how to callinto the marketing automation platform to getdata or perform an action. Other integrationsallow the marketing automation system to triggeractions in other systems. In both cases, it allowsthe platform to interoperate with the othersystems in the enterprise.EcosystemAn ecosystem is a complementary set ofsolutions that amplify the power of the underlyingplatform. A strong ecosystem can help ensurethat your needs will continue to be met even asyou require additional capabilities.
46part four: common features in marketing automationAdvanced functionsAs mentioned directly above (and noted by the word “variance”), functionalities for unique marketingautomation categories may vary significantly across vendors. For example, two vendors may have CRMintegration, but differ greatly in the level of depth and quality that they offer.To streamline your evaluation process,here are some key capabilities you may notfind in all systems. While the list isn’tcomprehensive, it will give you a sense ofwhat you may want to look for.Usability / Speed• An auto complete feature—to suggest campaigns andfield names when you enterspecific values.• The ability to clone an entiremarketing program—whilekeeping multiple emails, landingpages, links, and segments intact.• Tokens—that let you input yourevent location, date, and timeonce, and then auto-populate thefields into every relevant email andlanding page associated withthe event.• A pre-built library of bestpractice marketingprograms—including email andlanding page templates, events likewebinars and tradeshows, andlead scoring and nurturingworkflows. This library should beincluded inside the application.Email and Online Marketing• A/B testing—so you can quicklyand easily set up A/B testing formultiple landing pages or emails.• Dynamic content—that containstext, graphics, or HTML, and canbe personalized in a landing pageor email, based on behavioral anddemographic segmentation.• Progressive profiling—to easilycreate dynamic forms thatrecognize known visitors, pre-populate any existing fields, andgather additional information tocomplete lead records.• Hidden form field population—based on a URL parameter or acookie without custom code. Forexample, you might capture thelead source and search keywordas a hidden field.Social• Facebook registration pagepublication—to improve yourlead registration programs’EdgeRank inside Facebook.• Social campaigns—includingpolls and voting, referral programsand sweepstakes. For example,you might reward $100 to thosewho refer three friends to an event,or enter a user to win an iPad ifthey share the content you create.
47part four: common features in marketing automationAdvanced functionsLead Management• Real-time, behavior-basedtrigger responses—based onreal-time behaviors, not just pre-setschedules. For example, if yourcustomer visits a key webpagetwice in one week, you might sendhim a special offer and alert thesales team immediately.• Advanced segmentation—combine real-time triggers,demographic fields, and behavioralattributes in a single list.• IP lookup—by inferred companyand geocoding by zip code, state,region, and so on.• Multiple lead scoring models—to track interest and engagement formultiple products or businesses.• Separate lead scores for leaddemographics and behaviors—according to the MarketoBenchmark on RevenuePerformance, companies thatimplement this kind of lead scoringenjoy 23% better sales productivityand a staggering 33% higherrevenue growth than companiesthat only use demographic scoring.• Decay score—based oninactivity, sales recycling, orother behavioral triggers.CRM integration• Sales campaigns—whichempower sales reps to sendtrackable marketing automationemails and add contacts tocampaigns from inside your CRM.• Advanced data sync—offers theability to immediately synchronizeyour marketing database withCRM opportunities, activities,campaigns, and custom objectinformation. Also makes thosefields available for segmentation,scoring, and reporting.• Self-healing schema—identifiesand syncs changes to specificCRM fields, such as new fieldnames or values, andautomatically adds newcustom fields.• Data triggers—used to activatemarketing workflows in real-timebased on data changes inopportunities and custom objectsin your CRM.Other• Work groups—to define groupsof leads, campaigns, and assetsthat are only accessible forMarketing purposes by certainspecified users.• Role-based access—that allowsonly certain functions for certainusers. For example, you mightrequire manager approval for newcampaigns, or limit access forcustomers and third party users.• Technical—to ensure systemuptime and email deliverability.downloadfull RFPtemplate(www.marketo.com/RFP)
48Case study:ringcentralChallengesRingCentral is a leading provider of cloudbusiness phone systems designed fortoday’s mobile and distributedworkforce. For years, the companyoperated purely on an e-commerce,self-service sales model.To support the company’s growth,multiple sales channels were developedand marketing outreach initiativesevolved to include emailcommunications, landing pages,webinars, demos, advertising and socialmedia. However, while the marketingoutreach was forging ahead, themarketing and sales teams lacked theability to reach, engage and createmeaningful dialogues with prospectivecustomers as well as with the existingclient base.The problem was exacerbated due tothe massive business customer base ofover 280,000 companies and thousandsof leads. Armed with only a mix ofhomegrown marketing tools, thecompany recognized the need to find acomprehensive marketingautomation solution.SolutionWith limited marketing resources,RingCentral knew the task of reachingout and engaging with their hugecustomer and lead database was amajor undertaking. They needed asolution that could provide scalabilitywithout having relying on IT to managethe marketing system.Social has also been a core part of theRingCentral’s product and marketingplatform. Further, the company realizedthat traditional marketing methods donot work for everyone. Thus, socialintegration was a key factor in thedecision to select Marketo.Marketo’s B2B social marketingintegration leverages sharing behavior,not only increasing the reach and impactof marketing messages, but enabling thecompany to close more business.Highlights• 12% increase in revenues throughnurturing programs• 42% increase in revenues viaemail prospecting• Over 2,000 leads converted tosales opportunities• Amplified social marketing programsBenefitsWith Marketo, RingCentral has beenable to develop a comprehensivedemand generation and sales funnelthat captures, educates, and qualifiesleads and efficiently advances themthrough to close. As a result, RingCentralhas been able to accelerate the salesprocess, generate higher revenues,convert more leads to sales, increaseupsell opportunities, and improvesales efficiency.These benefits equate to tangible resultsthat include a 12% increase in revenuesthrough nurturing programs, a 42%increase in revenues based on improvedemail prospecting, and over 2,000 leadsconverted to sales opportunities usingMarketo Sales Insight.RingCentral also launched a Facebookpoll on their customers’ views of the2012 election using Marketo’s socialmarketing technology. This singlecampaign resulted in 1,300 surveyrespondents, 28% sharing the pollsocially, and 189,000 social impressions.12%increased revenuefrom nurturing programs42%increased revenuefrom email prospecting
49Thought leader Snapshot:carlos hidalgo, ceo & principaladam needles, Chief Strategy officerThe annuitasCarlos Hidalgo is the CEO and Principal ofANNUITAS, a demand generation firm thathelps B2B marketing and sales leaders atenterprise organizations TranformDemand. As CEO of ANNUITAS, Carlosdrives strategy and leads ANNUITAS corepractice teams to Transform DemandSMforclients. Most recently, Carlos was namedone of the 50 Most Influential People inSales Lead Management for the fourthyear and was named as a Who’s Who inBtoB Marketing in 2011.Adam B. Needles is the Chief StrategyOfficer and Principal of ANNUITAS.Needles is a passionate B2B marketingchange agent — helping ANNUITASclients build successful, modern, buyer-centric demand generation programs andtransform their lead-to-revenue DemandProcesses. He is the author of Balancingthe Demand Equation: The Elements of aSuccessful, Modern B2B DemandGeneration Model – a book written forB2B marketing leaders.Marketo interview with Carlos Hidalgo & Adam NeedlesMKTO: What do you think the future ofmarketing automation will look like in thenext few years?CH: I believe that over the next few yearswe will continue to see more consolidationin the space by technology vendorsfocused on delivering a more complete,end-to-end solution to marketers for trulystrategic demand generation.I also see automation expanding into awider array of industries in the comingyears. Manufacturing and B2B financialservices are great examples of industriesthat are beginning to wake-up to thebenefits that marketing automation canbring as they seek to better align with theircustomers. I think this is only a sign ofgood things to come for this space asa whole.AN: I’d echo Carlos’ comments about thevertical focus becoming an important partof marketing automation in 2013. Taking astrategic approach to demand issomething that is taking hold in B2Bmarketing and sales teams at enterpriseorganizations across industries. It’sincumbent upon both marketingautomation vendors and their partners tocollaborate to develop more tailoredapproaches to these industries.MKTO: What are the most importantthings to look for in a marketing automationvendor?CH: There are quite a few importantaspects, but I will cover a few that somefolks may not have considered beyondthe traditional checks of support, trainingand pricing.When searching for a vendor I think it isimportant that you partner with someonewho understands the new B2B marketingchallenges and more importantly, the newB2B buyer landscape.If the vendor issimply going todiscuss all of theirfeatures andfunctions, that is awarning signal. Make sure they are able toarticulate how those features andfunctions are going to better equipmarketers to improve their buyerengagement and sales enablement.An organization should be looking for avendor that can provide the necessaryguidance on how to best use their solutionto advance and mature their marketingapproach. One good way to measure thisis to go and read some of their thoughtleadership pieces. Are they truly thoughtleadership or veiled sales pitches?
50MKTO: What should you focus onwhen selling marketing automation to yourexecutive team? What are some thingsthat might resonate with a CEO, CFO,or Sales?CH: The focus here is outcomes – how willthis automation solution help drive betteroverall business outcomes? If the CMOand their staff can clearly articulate this,then they will be well on their way.When discussing outcomes, rememberthis is not showing increased clicks, opensand impressions. The outcomes we arediscussing are positive impact to pipeline,improved lead conversions by stage,overall impact to revenue, ability to betterenable Sales and help them achievequota. All things that lead to increasedrevenues.When you make it simply aboutmarketing, it loses quite a bit of luster andmay be perceived as lacking substancefrom an executive point of view.AN: To me, the sales leadership must bebought in. They know how to design,deliver and repeat interactions withbuyers to convert them to revenue.They must understand that successfulmarketing automation drives perpetualdemand generation that – upstream ofsales interactions – really is just acontinuation of what sales willdo downstream.Thought leader Snapshot:carlos hidalgo, ceo & principaladam needles, Chief Strategy officerThe annuitasWhen they see this and realize thealignment it can bring betweenmarketing and sales to deliver revenue,it becomes a powerful valueproposition. And, honestly, whilemarketers have to fight for budget,sales leaders can move mountains(successfully) if they think it will increaserevenues. Bottom line, make sureSales is behind your purchase ofmarketing automation.
part fivebusiness case formarketing automation
52When discussing marketing automation’s ROI potential, nothing is more convincing than cold, hard data.part five: business case for marketing automationROI researchHere are some of Nucleus Research’sfindings on the effectiveness ofmarketing automation:• By instituting marketing automationcapabilities, companies can expect toachieve an increase in marketing staffproductivity between 1.5 and 6.9percent. The biggest boost, of course,will come to companies transitioningfrom a labor-intense manualmarketing system.• Enabling marketing automation canreduce administrative overhead to asavings of 3.4 percent (on average),with most companies saving between1.5 and 5.2 percent.• Sales productivity can be expected toincrease by an average of 4 percent,with two-thirds of companiesexperiencing sales force productivitygains between 1.6 and 6.4 percent.Source: Nucleus Research
53part five: business case for marketing automationROI researchWith marketing automation, companies canexpect three core benefits: more pipeline, moreproductive Sales reps, and higher revenue.Here’s another benchmark analysis done byMarketo which tells essentially the same story:The Lenskold Group conducted a study in 2012 onGeneration Marketing Effectiveness. Their resultsshowed that companies using marketingautomation report faster growth than ones thatdon’t. Here is a visual:Source: Marketo Benchmark on Revenue Performance as a Sept 15, 2012 (N=489) Source: The Lenskold Group 2012 Lead Generation Marketing Effectiveness Study% Pipeline Sourcedfrom Marketing% Sales TimeSpent Selling% Revenue PlanAttainmentIntegratedMarketing AutomationNo MarketingAutomation45%45%Better22%Better25%Better62% 84% 66%26%8%50%38%12%31% 51% 67%Marketing Automation Users Non-Marketing Automation Users Greater GrowthSame GrowthSlower Growth20%40%60%80%100%
54part five: business case for marketing automationcontextIn fact, the majority of companies see ROI fromusing marketing automation within a year,according to this Focus Research Study:Source: Focus Research Study: Marketing Automation, March 20111+ Years7-12 Months2-6 Months≤ 1 Month12%32% 32%24%Time to Marketo Automation ROI
55part five: business case for marketing automationThe return on marketingautomation: core business case1. Save Money and TimeIf you can build your business case formarketing automation on its ability tosave you time and money, that’sgenerally the best way to get CFOsignoff. Here are three bulletproof waysto save your company money withmarketing automation:• Less Human Resources —Modern relationship marketingrequires you to interact withcustomers in a modern way. Forexample, say you want the ability tofollow up on marketing emails bysending different emails to thosewho responded and those whodidn’t. Without marketingautomation, that means a lot ofThere are three core benefits to marketing automation.1. Save time and money2. Measure and optimize marketing investments3. Faster revenue growthoverhead in terms of hiring humans todo the work manually. By investing inthe technology to automate theseprocesses, companies are able toreduce the campaign managementbudget by 80%.• D.I.Y. Marketing — Marketingautomation saves time and money byallowing companies to D.I.Y. (Do ItYourself). Instead of outsourcingthings like landing pages to expensivedesign firms, marketing automationtechnology gives the ability buildmarketing campaigns in-house. Notonly does this save money, but it alsosaves time and makes a companymore agile.“By using advanced marketingautomation and analyticssoftware, marketers arestrengthening their agilityand increasing their offensivecapabilities to grow revenuemore consistentlyand profitably.”– Phil Fernandez,Marketo CEO• Simplifying Approval andCompliance — Marketingautomation saves time and money bysimplifying approval and complianceprocesses. Especially for largecompanies or those in highlyregulated industries, sending amarketing campaign might requiremany levels of sign-off. Marketingautomation simplifies andstandardizes this process, andmeans fewer spreadsheets totrack and update.
56part five: business case for marketing automationThe return on marketingautomation: core business case2. Measure and Optimize Marketing InvestmentsIn today’s world it’s important to be ableto measure Marketing under pressureand prove that it can deliver. Executiveteams are eager for analytics, andcampaigns like pay-per-click are provingthat Marketing can (and should) bemeasurable.Marketing automation helps measure andoptimize your marketing investments infour ways:• A system of record — Marketingautomation provides the core systemof record for all your marketinginformation. If you don’t have asystem of record for your marketingefforts, you can’t measure.• Measure and test — The ability torun tests (this landing page vs. thatlanding page; this offer vs. that offer)helps your company learn whatworks over time, which ultimatelygives you better optimization andmore revenue.“Today’s marketers need tospeak the language that theirCEO and CFO can relate toand understand. Gone are thedays where marketers talkabout website hits andFacebook likes. Today’smarketers need to ensure thatthey have both pipeline andrevenue targets.”– Will Scully-Power,Managing Directorof Datarati• Prove program ROI — What is thespecific amount of revenue generationfrom a marketing program? How canthe results be compared? Marketingautomation dials into which marketingcampaigns are directly affectingrevenue. Thus, you can spendyour money where it’s provento work best.• Funnel impact — How does yourfunnel work? What is your conversationrate from a name into a lead? From anopportunity to a close? Marketingautomation will help you understandhow leads are moving through yourfunnel and help you make forecastsaround the nuances of the impactmarketing has on revenue.Gleaning all of this information about yourmarketing efforts allows your company tooptimize its marketing decisions to directlyimpact revenue growth.