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June 12th, 2012    Steps TowardsBuilding the Ideal SaaS Marketing Machine  Idan Carmeli                 Mike Telem
In 2012, your buyers come from many places                 The Ideal SaaS Marketing Machine   2
Your Funnel, In Theory  Inbound Marketing  Marketing Automation  Sales Force Automation                           The Idea...
Your Funnel, In Practice                              Anonymous Visitors                   The Ideal SaaS Marketing Machin...
Your Funnel: Common Pain PointsLow traffic, lowquality leadsGood traffic, low quality leadsGood traffic, good leads,low co...
Digital marketers spend $92 driving traffic towebsite for every $1 spent to optimize it                      Anonymous Vis...
73% of B2B leads are not sales-readywhen they first come in.                                                  Source:Marke...
The Case for Better B2B Lead Management •   The B2B Buyer has changed: need to pro-                     “Nurtured leads   ...
USE a SMART MIX ofMARKETING AUTOMATION   TACTICS TO MANAGE LEADS    in the REVENUE CYCLE         The Ideal SaaS Marketing ...
the bad news: a long way separates a filledout form and a closed dealThe good news: trial signup forms are awesome list bu...
Let’s say 100 visitors come to your website                                            Five leads sign up / leave details ...
triggeredemails have96% higheropen rates and125% higherclick rates than“business asusual” (BAU)messagesSource: Epsilon and...
Goal: Convert More Visitors Leads Into Trial UsersCustomers        •     Lead Nurturing, Lead Scoring, Lead Routing and Le...
USE REAL-TIMEINBOUND MARKETING   TACTICS to INCREASE  VOLUME and QUALITY of    LEADS in the CYCLE       The Ideal SaaS Mar...
B2B Lead Quality Starts Even Before Leads Come InMarketers need a new inbound marketing playbook:  Outbound - General     ...
Your Inbound Prospects • Incoming prospects    – Have a challenge, a problem to solve    – Want information or knowledge  ...
Inbound Marketing concepts •   Cost per inbound lead is 61% lower then outbound •   Inbound leads close-rate is 5-8 times ...
Inbound Marketing concepts  1. Make sure they find you  2. Segment them based on digital body language, sector, organizati...
Are You Engaging Your TOFU?  Your Top-Funnel online prospects are actively looking for a solution...  Capturing your inbou...
Real-time Inbound Marketing  Your Top-Funnel Prospects                                      White papers, Case            ...
Sample Use Case : MAX Content ROI, Nurturing • B2B Hitech vendor • Inbound Segmentation Ratio: 18% • Actual Conversions on...
Real-Time Inbound MarketingAccelerate Customer Acquisition•   Max ROI on existing marketing assets•   Extend your marketin...
Your Funnel: System Domains View  Inbound Marketing Domain  Marketing Automation Domain  Sales Force Automation Domain    ...
June 12th, 2012         Thank You! Idan Carmeli                   Mike Telemidan@service-wise.com         mike@insightera....
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Marketing Automation Concepts: On Building the Ideal SaaS Marketing Machine

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This presentation reviews certain basic and advanced concepts for handling top of funnel and mid funnel lead management aspects. It covers real-time inbound marketing concepts as well as marketing automation and B2B lead nurturing tactics that are especially applicable to SaaS businesses.

This presentation was delivered by Idan Carmeli of ServiceWise and Mike Telem of Insightera at the IGTCloud meetup event on June 12, 2012.

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Transcript of "Marketing Automation Concepts: On Building the Ideal SaaS Marketing Machine"

  1. 1. June 12th, 2012 Steps TowardsBuilding the Ideal SaaS Marketing Machine Idan Carmeli Mike Telem
  2. 2. In 2012, your buyers come from many places The Ideal SaaS Marketing Machine 2
  3. 3. Your Funnel, In Theory Inbound Marketing Marketing Automation Sales Force Automation The Ideal SaaS Marketing Machine 3
  4. 4. Your Funnel, In Practice Anonymous Visitors The Ideal SaaS Marketing Machine 4
  5. 5. Your Funnel: Common Pain PointsLow traffic, lowquality leadsGood traffic, low quality leadsGood traffic, good leads,low conversion* ratesGood traffic, good leads, goodconversion, not sales ready * Conversion = visitor gives you their details or signs up to for trial The Ideal SaaS Marketing Machine 5
  6. 6. Digital marketers spend $92 driving traffic towebsite for every $1 spent to optimize it Anonymous Visitors Source:Adobe Digital Marketing Optimization Survery, 2012 The Ideal SaaS Marketing Machine 6
  7. 7. 73% of B2B leads are not sales-readywhen they first come in. Source:MarketingSherpa Benchmark Report 2011 The Ideal SaaS Marketing Machine 7
  8. 8. The Case for Better B2B Lead Management • The B2B Buyer has changed: need to pro- “Nurtured leads produce, on average, a 20 actively engage around educational topics percent increase in sales • Leads need to be nurtured until they are opportunities versus leads that are not nurtured.” sales-ready • There is an opportunity to turn marketing into a revenue driver rather than a cost center • Lead management provides a dramatic ROI: many benefits, low risk, modest investment The Ideal SaaS Marketing Machine 8
  9. 9. USE a SMART MIX ofMARKETING AUTOMATION TACTICS TO MANAGE LEADS in the REVENUE CYCLE The Ideal SaaS Marketing Machine 9
  10. 10. the bad news: a long way separates a filledout form and a closed dealThe good news: trial signup forms are awesome list builders! The Ideal SaaS Marketing Machine 10
  11. 11. Let’s say 100 visitors come to your website Five leads sign up / leave details One leaves a fake address (junk) One changes her mind One ignores all communications (unsubscribers) (dormants) Don’t give up on anyone! Assign leads to salesappropriately and place the rest in marketing nurture paths The Ideal SaaS Marketing Machine 11
  12. 12. triggeredemails have96% higheropen rates and125% higherclick rates than“business asusual” (BAU)messagesSource: Epsilon and the DMA’sEmail Experience Council Maximize the attention potential of your trial welcome email
  13. 13. Goal: Convert More Visitors Leads Into Trial UsersCustomers • Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel • Improve the dynamics of your revenue cycle to convert more potential customers into customers Current marketing focus The B2B lead Current sales focus Development gapPotentialprospectsfail to get Reach Interest Desire Convert Enrich Retaininto thefunnel Lead Management Closes the Gap Warm leads leak out in The Middle of the Funnel Issue 1: Marketing hands off Issue 2: Sales cherry picks leads, letting Leads too early. Unqualified Issue 3: Marketing spends longer-time-frame leads leak out. Leads waste sales’ time. More to recapture lost leads. Source: October 2006, Best Practices “Improving B2B Lead Management” The Ideal SaaS Marketing Machine 13
  14. 14. USE REAL-TIMEINBOUND MARKETING TACTICS to INCREASE VOLUME and QUALITY of LEADS in the CYCLE The Ideal SaaS Marketing Machine 14
  15. 15. B2B Lead Quality Starts Even Before Leads Come InMarketers need a new inbound marketing playbook: Outbound - General Inbound - Targeted Mass marketing/spamming Micro-segmentation Paid Media Earned Media Conventions Social media, blogs, tweets Email blast campaigns Adaptive channelsSales teams should shift gears Blind cold calls Intelligence-based interactions Outbound emails Real-time auto-engagements Lead Generation Contextual lead qualification The Ideal SaaS Marketing Machine 15
  16. 16. Your Inbound Prospects • Incoming prospects – Have a challenge, a problem to solve – Want information or knowledge – Actively seek a solution – Are proactive and in control • During inbound interactions, customers are most tuned- in to your messages and offers and are typically most responsive The Ideal SaaS Marketing Machine 16
  17. 17. Inbound Marketing concepts • Cost per inbound lead is 61% lower then outbound • Inbound leads close-rate is 5-8 times higher then outbound • Focus on relevant incoming prospects - You paid a lot to get them! • Analyze who’s HOT and who’s not and focus on prospects that show interest and potential The Ideal SaaS Marketing Machine 17
  18. 18. Inbound Marketing concepts 1. Make sure they find you 2. Segment them based on digital body language, sector, organization 3. Maximize the ROI on Marketing content by adapting your message to their intent and potential 4. Educate, nurture and engage to generate more qualified leads. The Ideal SaaS Marketing Machine 18
  19. 19. Are You Engaging Your TOFU? Your Top-Funnel online prospects are actively looking for a solution... Capturing your inbound prospect’s intent and potential and auto-engaging them in real-time will boost your conversion rates and generate more qualified leads. Geo/Org The Ideal SaaS Marketing Machine 19
  20. 20. Real-time Inbound Marketing Your Top-Funnel Prospects White papers, Case Studies, Webinars, Offers, PR’s … Deliver the right message to the right person at the right time The Ideal SaaS Marketing Machine 20
  21. 21. Sample Use Case : MAX Content ROI, Nurturing • B2B Hitech vendor • Inbound Segmentation Ratio: 18% • Actual Conversions on segmented prospects – Average (6M): 10% (average CTR on web estimated at ~0.2%, Google claims ~2% in ppc ads) 45% – Top performing: 45% 10% 10% 2.0% 2% 0.2% AI Compared to Web AI compared to PPC Top performing segment (6m) The Ideal SaaS Marketing Machine 23 23
  22. 22. Real-Time Inbound MarketingAccelerate Customer Acquisition• Max ROI on existing marketing assets• Extend your marketing automation reach by 50X• Engage top funnel anonymous prospects• Generate more Qualified leads The Ideal SaaS Marketing Machine 24
  23. 23. Your Funnel: System Domains View Inbound Marketing Domain Marketing Automation Domain Sales Force Automation Domain The Ideal SaaS Marketing Machine 25
  24. 24. June 12th, 2012 Thank You! Idan Carmeli Mike Telemidan@service-wise.com mike@insightera.com
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