Building Out Your B2BMarketing Infrastructure
About Left BrainWhat – Full-service Marketing Automation AgencyKey Attributes – Large & Small company experience, Project ...
AgendaA.    What is Marketing Automation?B.    Why you should care.C.    Leveraging AutomationD.    Getting Started       ...
A. What is Marketing Automation?                                                   5 © Left Brain Marketing Inc. All Right...
The Basics!    Infrastructure for marketing!    SaaS-based (Annual/Monthly)!    Cost: $1,000 - $15,000/month!    Integrate...
Types of functionalityWEB FORM &                                  VISITOR             CONTENT        EMAIL LANDING        ...
Marketing & Sales Landscape                                                                                          Sales...
CRM vs. MA vs. B/B (batch & blast)                                                   CRM   MA   B/B Single Emails Nurturin...
B. Why you should care.                                                   10 © Left Brain Marketing Inc. All Rights Reserved
#1 Bigger is betterIt’s like putting yourlead generationprogram on steroids.                                              ...
#2 It’s coming Marketing automation is currently in use by approximately 10% of b-to-b marketers. By 2015, that number wil...
#3 Pipeline Conversion!    82.5% are ready to buy or will buy!    70% are long-term opportunitiesSource: MarketingSherpa  ...
C. Leveraging Automation                                                   14 © Left Brain Marketing Inc. All Rights Reser...
Power Your Nurturing                                                  15© Left Brain Marketing Inc. All Rights Reserved
Types of Nurtures!    Dead “Recycled” leads!    Long sales cycles!    Cross-sell/Up-sell!    Trade show follow-up
Step by step Nurturing Program                                 17
Segment                                                            18© Left Brain Marketing Inc. All Rights Reserved
Forms & Progressive Pro ling                                                  Hints:                                      ...
Power Business Processes                                                 20© Leftbrain Marketing Inc. All Rights Reserved
S/M Integrated Lead Process                                                                     +,-."/*0$:2"2"$           ...
Project!    Company – webinar technology/service!    Customers – audience, presenters, channel     owners, sponsors/list b...
Audience Flow                                                                                                   How to spe...
Communicate Better                                                    24© Leftbrain Marketing Inc. All Rights Reserved
Time to Renew!                                                 Malcolm/Mr. Friedberg                                      ...
26© Leftbrain Marketing Inc. All Rights Reserved
Personalize?Bought it.                                                     Not evenBought it.                             ...
28© Leftbrain Marketing Inc. All Rights Reserved
Play nice with Sales                                                     29© Left Brain Marketing Inc. All Rights Reserved
S/M Lead Process                                                                     +,-."/*0$:2"2"$                     4...
Opportunities for discussion!    Universal lead de nition!    Lead scoring criteria!    Lead ownership & routing!    Insid...
D. Getting Started                                                   32 © Left Brain Marketing Inc. All Rights Reserved
Assess Yourself (& Organization)                                                  33© Left Brain Marketing Inc. All Rights...
What’s Right for My Business?!    “I want to do x” list (short/long-term)!    Build a roadmap!    VW or Ferrari!    Money,...
Implementation Roadmap        4"(7)A3"*#$                          B,<9$C,0"$             1=)(/)*$                   >277$...
Selecting a Vendor  @-<#"-<,$$     +1$LD$    M$      N$      F$      G$      H$L*1%&(4&V1%&&     WX@&    YX@&    WXZ&    [...
Evaluating your team!    Production requirements!    Strategic skills!    Training (online vs. live vs. one-on-one)!    Ag...
Have a plan                                                                38© Left Brain Marketing Inc. All Rights Reserved
Where You Do “the work” 65% - 75% of “the work” in developing a successful marketing automation program is done outside th...
Map out a plan!    The elements:        •     Channels – email, nurturing, web, PPC, SEM, direct mail, webinar,           ...
• 42 emails in 59 days                                                 • 5 emails w/in 2 days                             ...
Create a Vision (w/ Goals)                                                  42© Left Brain Marketing Inc. All Rights Reser...
Lead Gen Stages w/ Targets                                                 43© Leftbrain Marketing Inc. All Rights Reserved
Final Thoughts!    First timer? Get educated.!    Think mid to long term!    It’s where marketing is headed. Take the     ...
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Build Your B2B Marketing Infrastructure

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Learn what marketing automation is and how to leverage it for your B2B marketing programs.

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Build Your B2B Marketing Infrastructure

  1. 1. Building Out Your B2BMarketing Infrastructure
  2. 2. About Left BrainWhat – Full-service Marketing Automation AgencyKey Attributes – Large & Small company experience, Project & Agency-based servicesValue Prop – Deep Marketing Automation Expertise on multiple platformsServices Marketing Automation Planning Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen Marketing Automation Production Design and Management of programs (Project or Agency) Creative Services Copy writing, landing page creation, graphic design Collateral Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars SFDC System set-up, Dashboards, Customization Vendor Selection 2 © Left Brain Marketing Inc. All Rights Reserved
  3. 3. AgendaA.  What is Marketing Automation?B.  Why you should care.C.  Leveraging AutomationD.  Getting Started 4 © Left Brain Marketing Inc. All Rights Reserved
  4. 4. A. What is Marketing Automation? 5 © Left Brain Marketing Inc. All Rights Reserved
  5. 5. The Basics!  Infrastructure for marketing!  SaaS-based (Annual/Monthly)!  Cost: $1,000 - $15,000/month!  Integrates with SFDC and other major CRM systems!  API available to integrate other systems!  Manageable without I.T. involvement 6 © Leftbrain Marketing Inc. All Rights Reserved
  6. 6. Types of functionalityWEB FORM & VISITOR CONTENT EMAIL LANDING TRACKING MGMT ENGINE PAGES SEGMENTA- LEAD SALES LEADCAMPAIGN TION & SCORING INSIGHT MGMT ROUTING ENGINE ENGINE TOOLS CLOSED-MARKETING CRM DATA LOOP DATA SYNC ANALYTICS 7 © Leftbrain Marketing Inc. All Rights Reserved
  7. 7. Marketing & Sales Landscape Sales Calls Inside Sales CRM Sales Sales Emails Forms Trade Shows Webinars Web Site Direct Mail 8 © Left Brain Marketing Inc. All Rights Reserved
  8. 8. CRM vs. MA vs. B/B (batch & blast) CRM MA B/B Single Emails Nurturing Campaigns Demographic Scoring Behavioral Scoring Form Builder Landing Page Builder Dynamic List Segmentation Dynamic Email Content High Volume Emails Visitor Tracking ROI Reporting 9 © Left Brain Marketing Inc. All Rights Reserved
  9. 9. B. Why you should care. 10 © Left Brain Marketing Inc. All Rights Reserved
  10. 10. #1 Bigger is betterIt’s like putting yourlead generationprogram on steroids. 11 © Leftbrain Marketing Inc. All Rights Reserved
  11. 11. #2 It’s coming Marketing automation is currently in use by approximately 10% of b-to-b marketers. By 2015, that number will increase to 50%. SiriusDecisions 12 © Left Brain Marketing Inc. All Rights Reserved
  12. 12. #3 Pipeline Conversion!  82.5% are ready to buy or will buy!  70% are long-term opportunitiesSource: MarketingSherpa 13
  13. 13. C. Leveraging Automation 14 © Left Brain Marketing Inc. All Rights Reserved
  14. 14. Power Your Nurturing 15© Left Brain Marketing Inc. All Rights Reserved
  15. 15. Types of Nurtures!  Dead “Recycled” leads!  Long sales cycles!  Cross-sell/Up-sell!  Trade show follow-up
  16. 16. Step by step Nurturing Program 17
  17. 17. Segment 18© Left Brain Marketing Inc. All Rights Reserved
  18. 18. Forms & Progressive Pro ling Hints: 1. Ask only what you absolutely need 2. Use each additional piece of information to better segment 3. Be sure the prospect is sold on your value first 4. How else do you collect data? 19 © Leftbrain Marketing Inc. All Rights Reserved
  19. 19. Power Business Processes 20© Leftbrain Marketing Inc. All Rights Reserved
  20. 20. S/M Integrated Lead Process +,-."/*0$:2"2"$ 4",=?4!@$ !"#$!"%$&"()*" $ $ +,-."/*0$12#)3,/)*$ 6,7"8)-9"$ 4,#,5,"$1. Nurture (1 Track) C(95%#$&$(& ;*<="$6,7" $Until Score = 50 E88(#$"90$, &2. Nurture (3 tracks), Inside Sales D*3%1&)%*+,&!(F. &Score = 50-150 & Unknown accountAppExchange /012"*304,&3. Push to Sales Team !%5%#&)%*+,. & ><"7=$6,7" $Score = 150+3 progressive profile fields,including Contact Us !"#$"#%& !($&)%*+,&-%$. & C"1$(G%#HHH & & 6"3783%&!"#$"#09:&;#*<=1&&>>>&&?@&/*,&!"#$"#%&&>>>&&AB@&/*,&!"#$"#%&&>>>&&C#(11>D%33&!"#$"#% 21
  21. 21. Project!  Company – webinar technology/service!  Customers – audience, presenters, channel owners, sponsors/list buyers!  Technology – Marketing automation, email system, and in-house technology 22 © Leftbrain Marketing Inc. All Rights Reserved
  22. 22. Audience Flow How to speak email More ways to engage with BrightTALK How to set up a channel email emails How to sponsor a webcast/summit Interested in sponsorship Interested in a channel Interested in speaking Happy Flows Interested in other channels emails? Subscribes to more channelsProspect Subscribes to a channel Registers for a webcast Watches webcast Watches more webcasts BrightTALK registration Doesn’t watch webcast Webcast reminder emails confirmation x3 Weekly activity email Cancelled webcasts Webcast reminder emails [We missed [Channel webcast invites] x3 you email] Rescheduled webcasts Cancelled webcasts No more webcasts Rescheduled webcastsAudience prospectingemails Doesn’t watch Bulk invite email webcast Marketing automation emails Future brighttalk.com emails 23 © Leftbrain Marketing Inc. All Rights Reserved brighttalk.com emails
  23. 23. Communicate Better 24© Leftbrain Marketing Inc. All Rights Reserved
  24. 24. Time to Renew! Malcolm/Mr. Friedberg Burden on Me/Poor CTA 1. Poorly thought out CC Update Form? 2. Bad instructionsSusie Q! Hours for dial in?CS Team Why email?Direct Dial © Leftbrain Marketing Inc. All Rights Reserved 3. Not using data 25
  25. 25. 26© Leftbrain Marketing Inc. All Rights Reserved
  26. 26. Personalize?Bought it. Not evenBought it. sure what it is?Bought it.Bought it. 27 © Leftbrain Marketing Inc. All Rights Reserved
  27. 27. 28© Leftbrain Marketing Inc. All Rights Reserved
  28. 28. Play nice with Sales 29© Left Brain Marketing Inc. All Rights Reserved
  29. 29. S/M Lead Process +,-."/*0$:2"2"$ 4",=?4!@$ !"#$!"%$&"()*" $ $ +,-."/*0$12#)3,/)*$ 6,7"8)-9"$ 4,#,5,"$1. Nurture (1 Track) C(95%#$&$(& ;*<="$6,7" $Until Score = 50 E88(#$"90$, &2. Nurture (3 tracks), Inside Sales D*3%1&)%*+,&!(F. &Score = 50-150 & Unknown accountAppExchange /012"*304,&3. Push to Sales Team !%5%#&)%*+,. & ><"7=$6,7" $Score = 150+3 progressive profile fields,including Contact Us !"#$"#%& !($&)%*+,&-%$. & C"1$(G%#HHH & & 6"3783%&!"#$"#09:&;#*<=1&&>>>&&?@&/*,&!"#$"#%&&>>>&&AB@&/*,&!"#$"#%&&>>>&&C#(11>D%33&!"#$"#% 30
  30. 30. Opportunities for discussion!  Universal lead de nition!  Lead scoring criteria!  Lead ownership & routing!  Inside sales utilization!  Types of nurturing programs 31 © Leftbrain Marketing Inc. All Rights Reserved
  31. 31. D. Getting Started 32 © Left Brain Marketing Inc. All Rights Reserved
  32. 32. Assess Yourself (& Organization) 33© Left Brain Marketing Inc. All Rights Reserved
  33. 33. What’s Right for My Business?!  “I want to do x” list (short/long-term)!  Build a roadmap!  VW or Ferrari!  Money, Time and People 34 © Leftbrain Marketing Inc. All Rights Reserved
  34. 34. Implementation Roadmap 4"(7)A3"*#$ B,<9$C,0"$ 1=)(/)*$ >277$;*#"0-,/)*$•  C(9I:"#*7(9& •  LG*03&6*#=%79:&Q& •  LR8*9+&!"#$"#%&& •  STU&C*G8*0:9&;%179:&•  J(*+&/*$*K*1%& )%8(#79:& &C*G8*0:91& •  L5%9$&)%:01$#*7(91&•  LG*03&;%G83*$%1& •  O%K&;#*<=09:&Q& •  STU&LG*03&;%179:& •  C3(1%+>3((8&)EN&&•  M(#G&N9$%:#*7(9& )%8(#79:& •  C*G8*0:9&)%8(#79:& &)%8(#79:&•  O%K10$%&N9$%:#*7(9& •  C"1$(G%#&P#(I3%1&Q& •  60<#(10$%&C#%*7(9& •  J%*+&D<(#09:& D%:G%9$*7(9&•  J*9+09:&P*:%1& •  D*3%1&S3%#$1& •  D$#*$%:0<&C(91"379:& •  C#%*$%&!"#$"#09:&•  C)6&N9$%:#*7(9& •  U%1$&P#*<7<%&C(91"379:& •  M"33&N9$%:#*7(9&09$(& P#(:#*G1& •  J%*+&)("79:& &6=$:TD*3%1&8#(<%11%1& •  /%5%3(8&C(33*$%#*3&! & 4,A$DEDF$ 4,A$DG$E$FG$ 4,A$FH$E$IJ$ 4,A$IJ$E$DKJ$ 35 © Leftbrain Marketing Inc. All Rights Reserved
  35. 35. Selecting a Vendor @-<#"-<,$$ +1$LD$ M$ N$ F$ G$ H$L*1%&(4&V1%&& WX@& YX@& WXZ& [XW& BX@& XZ&)%8(#79:&Q&S9*3,7<1& BXZ& ?X[& WXZ& YXW& ]XW& XW&O(#=^(F&G*8809:& XZ& X@& XZ& ]XZ& ]XW& ZX@&J%*+&D<(#09:&& XW& X[& X@& ZXW& ]XW& ZX@&/%8$_&(4&M"9<7(9*30$,&09<3"+09:& XW& X@& ZXW& ZX@& ZX@& ZX@&N9$%:#*7(91&D*3%1&S30:9G%9$& XW& ]X[& ZXZ& ZX@& X@& ]XW&M"9<7(9*30$,&O)#,7$ NNPQ$ NJPG$ NJPJ$ MFPN$ MNPJ$ MJPQ$
  36. 36. Evaluating your team!  Production requirements!  Strategic skills!  Training (online vs. live vs. one-on-one)!  Agency vs. going it alone? 37 © Leftbrain Marketing Inc. All Rights Reserved
  37. 37. Have a plan 38© Left Brain Marketing Inc. All Rights Reserved
  38. 38. Where You Do “the work” 65% - 75% of “the work” in developing a successful marketing automation program is done outside the application. 39 © Leftbrain Marketing Inc. All Rights Reserved
  39. 39. Map out a plan!  The elements: •  Channels – email, nurturing, web, PPC, SEM, direct mail, webinar, trade shows, newsletter… •  Teams – marketing, sales, inside sales, telesales •  Products – small, medium, large •  Prospects – buyers, in uencers, researchers •  Buying cycle – awareness, consideration, purchase •  Technology – CRM, marketing automation, email!  Carbon = or 40 © Leftbrain Marketing Inc. All Rights Reserved
  40. 40. • 42 emails in 59 days • 5 emails w/in 2 days • 3 emails in 1 day What’s the source of the problem? 41© Leftbrain Marketing Inc. All Rights Reserved
  41. 41. Create a Vision (w/ Goals) 42© Left Brain Marketing Inc. All Rights Reserved
  42. 42. Lead Gen Stages w/ Targets 43© Leftbrain Marketing Inc. All Rights Reserved
  43. 43. Final Thoughts!  First timer? Get educated.!  Think mid to long term!  It’s where marketing is headed. Take the leap or start thinking about getting your teaching credential. 44 © Leftbrain Marketing Inc. All Rights Reserved
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