Panel Discussion: DemandGen Report Marketing Automation User Survey

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    Notes on slide 1

    Emily: Hi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for today’s Panel Discussion. We had such an overwhelming response to DemandGen Report’s Marketing Automation User Survey, we got together the contributors to expand on some of the recommendations and commentary your peers offer in the report and answer any questions you have about your own marketing automation rollout. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. We certainly welcome your questions and will be answering throughout the presentation and will have a dedicated Q&A at the end. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. I’d like to introduce our moderator– Christopher Doran, VP of Marketing for Manticore Technology. Christopher is a: Longtime thought leader in marketing automation He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.So now I’ll go ahead and hand it over to Christopher.

    Christopher: Thanks, Emily. Before we dive into the discussion, I’d like to introduce our speaking panel. Andrew Gaffney: Editor & Publisher of DemandGen Report., a leading e-media publication spotlighting the strategies that help companies better align their sales and marketing organizations - A key component of their coverage being on sales and marketing automation tools. Andrew has served as an Editor and Publisher for several different business magazines and has the unique ability to quickly identify the business issues that resonate and matter most to executive level readers. Subsequently, he has consistently helped create and match content that generates interest and readership among that executive community.Michaela Dempsey – Director of Marketing, Intellitactics, a leading provider of Enterprise Security Management Software Solutions based in Reston, VA. Michaela brings over 15 years of marketing experience to Intellitactics and is responsible for lead generation, web presence, customer relations, outbound campaigns and marcom. She is a marketing automation power user and headed up the purchase and rollout of their marketing automation solution two years ago. Malcolm Friedberg – Principal at Left Brain Marketing, Inc, a Silicon Valley-based marketing consulting firm that specializes in designing and implementing marketing automation solutions for B2B companies. Malcolm Friedberg is a former CMO with 20 years of marketing experience. He first became involved in marketing automation when he was running marketing for a leading financial services company and brought in a solution to support his 60+ sales reps. Since that time, he’s consulted for numerous companies, including Apple, Citrix Online, Euphonix and Small World Labs.

    Christopher: I want to start by giving you a little bit of background on why we decided to participate in this research project. At their BtoB Summit in May, SiriusDecisions projects the penetration of marketing automation systems will expand dramatically over the next five years from less than 10% in 2005 to more than 50% of BtoB marketers by 2015. Since the percentage of current users is relatively small, there has not been a lot of research based on user experience. Most of the whitepapers and research you will find on marketing automation platforms is based on analysts opinions or one or two customers experiences with one vendor. As marketing automation software gains momentum and more organizations are looking to adopt it, more vendors pop up and it becomes increasingly difficult to determine what really matters when purchasing a solution. As a vendor, we can make guesses all day long about what is really important to marketing automation buyers, but until this Survey, there had not been much research about what experienced users really felt was important during the buying process, and what overall challenges they encountered when purchasing and implementing a solution from their own internal processes to the solution itself.

    Christopher: One of the most significant findings from the survey was the strong correlation between ease of use and customer satisfaction. 97% of respondents that reported their solution was easy to use said they were satisfied with their solution. There was also a strong correlation between overall satisfaction and ease of implementation with 93% of satisfied users saying their solution was also easy to implement. Andrew: What is some of the feedback you got from respondents regarding why ease of use and ease of implementation are so important?

    Andrew: Based on the feedback from respondents, usability is important because their needs are constantly changing and if a system is not easy to use, making changes as your needs become more complex is going to be difficult and slow process that requires consultants and/or support. 1/3 of the respondents reported running into unexpected costs during the implementation of their marketing automation solution, with the largest segment (19.2%) requiring consulting services to build and properly use the system47% of respondents indicating they are currently using 50% or less of their marketing automation system’s functionality.Christopher: Michaela, based on your experience at Intellitactics, how did your solutions implementation process and usability affect your overall business?

    Christopher: Michaela, how did your solutions usability and implementation process affect your businessMichaela: Christopher the question could really be, how didn’t the implementation affect business, because our enterprise has experienced such success across all areas of sales due to the automation platform. Prior to implementing a demand generation solution, acquiring new customers simply meant MORE - more activity, more content, more engagements and more leads all costing more money. Because implementation was so quick we were able to immediately build out programs.  Within two months, we had achieved breakeven ROI, an average60% of leads were entering our pipeline and saw a 171 % increase of sales opportunities from the previous year.In addition, the sales cycledecreased by 30%.Marketing is now able to catch suspects when their interest is high and move them into the pipeline before they grow cold, resulting in 25% decrease in marketing spend. Additionally, sales’ phone connection rates over have increased by 200% year-to-date. We continue to see year over year growth as we are now into our second year with our automation solution and as our sales organization grows the new team members adapt and are able to see results from the product immediately.Malcolm: I do want to add a couple things about ease of use and ease of implementation….

    Malcolm speaks…Christopher: So, Malcolm, obviously ease of use is important, but ease of use doesn’t necessarily equal value. How can users ensure that they are getting the value out of their marketing automation system?

    Malcolm Speaks:

    Christopher: That’s a really good point Malcolm and brings us to our next topic. Another thing that respondents really stressed throughout the survey is the importance of building a process, creating enough content to feed the automation system and getting marketing and sales on the same page prior to adopting a solution. Nearly 80% of respondents said one thing that they would do better if they were implement a solution again is better prepare their organization by building proper processes and content offers to feed the system. As Leigh Kelson with PRM states, “Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.”Andrew, did respondents that you interviewed have any suggestions on how to properly prepare their organization?

    Andrew: Yes, most the respondents really emphasized the importance of preparing their team before implementing the system. With a huge focus on creating a strategy and getting sales and marketing on the same page. In addition several respondents spoke to the importance of creating an inventory of content to ensure you have enough and the right kind of content to nurture your leads… Christopher: So the respondents mentioned the importance of sales and marketing alignment. Malcolm, how would you advise organizations to go about aligning their marketing and sales teams? And why it is so important?

    Malcolm Speaks…Christopher: Thanks Malcolm. Michaela, how did Intellitactics prepare for the rollout of their marketing automation system. What advice would you offer buyers looking to implement?

    Michaela: Thanks for the question Christopher – and I have to admit that we were so excited about having an automated nurture tool that we did not see the mountain that had laid before us only the lush garden of our success. This glass full attitude really empowered us to build – revise – and build out an excellent solution for our enterprise. In my opinion there are three critical steps that every organization must do to prepare Number1) Sales and Marketing must come together to accept a starting point and to acknowledge that change in this system is inevitableNumber2) The database must get segmented and cleaned Number3) Test your process and duplicate successAlthough there are only three critical steps listed – each one deserves a considerable amount of thought. Since sales and marketing need to be in-synch, an agreed upon starting point is crucial. Some data sets that may help your organization begin this process are: a list of marketing assets, a review of the last 6 months of closed sales leads, last 6 months of website stats, etc. Obviously additional data points can be incorporated – the goal is to agree on a starting point and refine from there.But I can’t stress testing enough as a critical step - If there was something I would ask for a Mulligan on it would be testing . Test the flow of your process, the offer itself and the tiered offers below it. The goal is to understand review and refine – yes it does take some front end time, but the results gained are well worth the effort.Christopher: Along with the properly preparing your organization by getting a process in place, as Andrew mentioned earlier, respondents emphasized the need to create enough content to create campaigns. One respondent noted, “The platform is important but the success of the effort lies in your ability to develop the content and create the right content flow for different categories of suspects/prospects. Our effort was around lead nurturing and this required a revamp of content that we would push in the campaigns.”Michaela, what is your advice on developing the right content and building nurture programs within the ma platform?

    Michaela: The survey respondents comment regarding content is 100% accurate and our decided approach to content was similar to software releases or “versions”. Our initial content distribution campaign would equal version 1, which would really in hind sight be a beta version, but version 1 it was. To create version 1, we took inventory of our asset library, noted the currently successful assets, reviewed our overall marketing mix and took into consideration the time commitment each asset required. Once completing this, we categorized or “mapped” our assets into content buckets. We did do our research and planning internally, but as Malcolm had noted earlier, this is where many organizations may need assistance from a 3rd party. Going forward, as trends emerge, accurately measure what assets are successful and at what stage they had a “success conversion”. From this round of research Version 2 will emerge and the lead nurture process will become more sophisticated.

    Christopher: So you’ll notice throughout the survey a huge emphasis is placed on preparation and building the right content. Some other key take aways from the survey in terms of the application, were what users felt was most important when choosing a solution. 60% of respondents said, “Customer Support is extremely important and should be a top priority when purchasing a solution”. And 48% of respondents advised buyers to “be specific in asking about asking about the type of customer support you receive in yourcontract”. 60% oMichaela, what is your experience with customer support? How has it affected your success with your solutions? said,“Customer Support isextremely important andshould be a top prioritywhen purchasing a solution”.48% of respondents advicebuyers to “be specific inasking about asking aboutthe type of customersupport you receive in yourcontract”.

    Christopher: Michaela, what is your experience with customer support? How has it affected your success with your solution? respondents said, “Customer Support is extremely important and should be a top priority when purchasing a solution”. Also : 48% of respondents advice buyers to “be specific in asking about asking about the type of customersupport you receive in your contract”.Michaela: Christopher,two critical team players in our marketing organization are the software platform itself and the team of support that is available to us, better know as customer support. The customer support team is obviously critical to implementation, but they have also been a continual source of valuable information on how to improve our processes, providing us with best practice solutions, new features and better ways to capture data through reporting.As stated above – the basic principle of success is predicated on teamwork at EVERY stage. Customer support is an unbiased group that can provide your enterprise with valuable knowledge not only from a software prospective, but from one of collaborating with a larger group of customers. Our enterprise continues to see great growth from our automation platform and a good portion of this can be attributed to leveraging the support team.Christopher: Malcolm, what questions would you advise CMO’s to ask vendors when checking out various platforms?

    Malcolm Speaks: Christopher: Thanks, Malcolm. Andrew, what other major pieces of advice did our respondents offer to ma buyers?

    Slick interface commentTrial comment

    Andrew: Although the respondents did provide great feedback based on mistakes they made in the purchase or implementation process and things to beware of when purchasing, overall the majority of respondents were positive about their overall experience, and found value in their marketing automation solution. Slide…

    Emily: Thanks so much to our presenters, we are now going to begin taking questions…But for those of you that do not have time to listen to the Q&A, thanks so much for attending the webinar, and if you would like to learn more about Manticore Technology and marketing automation solutions, please visit our web site at www.ManticoreTechnology.com. And we have quite a few resources available to you in our resource center if you would like to do more research. If you are considering a purchase, I would encourage you to download our latest whitepaper: 23 Questions Demand Generation Companies may not want you to Ask:  Okay, we’ll open it up for questions….Ending….So, this concludes the Q&A portion of our webinar Again, I’d like to encourage anyone that is curious to know more about marketing automation or is considering a purchase to visit our web site and take advantage of our resource center.  If we did not get to your question or if you think of one in the future, please feel free to contact us and we’d be happy to answer anything we can. Also, Manticore will be an exhibitor at the MarketingSherpa on Sept 22nd – 23rd in San Fran, if any of you are planning on attending, we would love for you to stop by our booth.  Thanks so much for attending, and we look forward to having you on our next webinar. 

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    Panel Discussion: DemandGen Report Marketing Automation User Survey - Presentation Transcript

    1. A Panel Discussion:
      Marketing Automation: Lessons from the Trenches
      Presented by Manticore Technology & DemandGen Report
      September 3, 2009
      Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.
    2. Today’s Webinar
      Agenda
      Speaker Panel Introduction
      Marketing Automation Research Project Background
      Correlation between Usability & Customer Satisfaction
      Preparing your Organization to Maximize Success
      Choosing a Solution That Fits Your Needs
      Q&A
    3. Speaking Panel
      Moderator: Christopher Doran
      VP, Marketing – Manticore Technology
      Analyst: Andrew Gaffney
      Editor– DemandGen Report
      Consultant: Malcolm Friedberg
      Principal– Left BrainMarketing, Inc
      Survey Respondent: MichaelaDempsey
      Director of Marketing– Intellitactics
    4. Marketing Automation: Lessons from the Trenches
      Lessons from the Trenches - Methodology:
      53 Marketing Executives from Different Organizations
      Rated Their User Experience on a scale of 1 to 7 (1 being very negative; 7 being very positive)
      9 Different Marketing Automation Solutions
      Why this Research:
      Substantial increase in users predicted in the next 5 years
      Estimated 15% of BtoB Companies Currently Using Marketing Automation
      Predicted to be more than 50% of BtoB Companies by 2015
      What We Wanted to Understand:
      What is working for current MA Users & what’s not working
      How we can enable you to be more effective
    5. Implementation & Usability
      Customer Satisfaction: Determining Factors
      Correlation Between Overall Satisfaction & Usability
      97%
      Correlation Between Overall Satisfaction & Ease of Implementation
      93%
    6. Implementation & Usability
      Why Do Usability & Ease of Implementation Affect Satisfaction?
      Respondents’ Challenges:
      • Unexpected Training Costs and Fees
      • Functionality Utilization
      • Professional Training for Internal Team
      • Lack of Flexibility
      “What our team wants to send, measure, and who wants to receive information is constantly changing. Ensuring the system is easy to change is very important.”
      DemandGen Report Survey Respondent
    7. Implementation & Usability
      Impact of Usability/Implementation
      Break even ROI in 2 months
      171% increase of sales opportunities into pipeline
      Inside sales connect rate 200% higher due to educated prospects
      Shortened sales cycle by 30% due to added efficiency of a coordinated buyers journey
      No additional resource $ spent on:
      Training to use product
      Consulting to implement solution
      Database scrubbing/de-duping
      Ability to use product immediately
      Dynamic nurture programs
      Multi level lead scoring
      Automated sales notification and reports
    8. Implementation & Usability
      Implementation
      Ease – Integration is quick and easy (hours to days)
      Cost – Consultant-free
      Hidden costs – changing forms, rebuilding brand-approved templates
      Quick Starts are free
      Use
      90-120 days is probably the most common place where marketers begin to struggle
      Growth – Not an issue for most marketers
      Caution: The Self-Service Myth
    9. Implementation & Usability
      Getting value out of your MA investment
      Technical (in the app)
      Strategic
      Business Process
      Understanding the buying process
      Content requirements
      Marketing & Sales alignment
      Easy to use ≠ success
      Magic formula: Usability, Flexibility & Power
    10. Preparing your Organization
      Building Processes & Content for Automation System
      “Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.”
      Leigh Kelson, Managing Director
      Pacific Rim Marketing
      79.2%
    11. Preparing your Organization
      Respondents Recommend:
      “The use of an automated marketing system does not make up for a lack of strategy. For best results, there has be clarity around the marketing objective, a clear strategy for how and when to engage prospects.”
      “In preparation, inventory your content and align the content to the early stages of the sales cycle – like educating what the suspect can do with
      your solution.”
    12. Preparing your Organization
      The importance of Sales & Marketing Alignment
      The Problem
      Historical
      Structural
      How to approach the solution
      Understand the historical challenge
      Do the leg work and present your “DRAFT” – lead scoring & nurturing
      Get buy-in
      Formal & anecdotal feedback processes
    13. Preparing your Organization
      Preparing the Enterprise for Automation
      • Have both sales and marketing regularly define key actions, trigger points, score values and most importantly: what is considered a QUALIFIED LEAD
      • Clean and segment your DB – Garbage in….
      • Define an organized naming system that allows for growth
      • Start small and test, then duplicate the success gained
      • Train your sales people to embrace automation
      • Learn from your mistakes
      • Review your data and grow not only from the positive results but from the lower grade results too
    14. Preparing your Organization
      The Devil of Details – Content
      • Inventory all existing/about to be released content
      • Do you have any statistics for this content
      • Analyze your old system for creating content and review with a critical eye (note: website is also content)
      • What was successful – why
      • What is your current mix of marketing media – why
      • What type of time commitment does each type of media require
      • Over time you will find clusters of suspects with similar focus & successful suspect click streams
      • As they emerge create newly defined segments
      • Develop content that maps directly to the newly defined segments & click streams
      • Again - Learn from your data
      • Your view is not the buyers view – data will provide you with trends/success
    15. “Customer Support is Extremely Important.”
      Choosing the Right Solution
      60% of Respondents
      “Be Specific About The Type of Customer Support You Receive.”
      48% of Respondents
    16. Choosing the Right Solution
      Choosing the Right Team = Success
      • The basic principle of success is predicated on teamwork at every stage
      • Sales and Marketing must buy into the program
      • The solution that you choose is also a member of your team
      • Pick a solution that not only will fit your current/future needs but will also provide a solid support team
      • Customer Support team members are critical
      • Marketing absolutely has been doing more with less
      • Qualified Year over Year lead growth in August of 09 was 179%
      • Lead growth over August of 07 was 304%
    17. Choosing the Right Solution
      What Questions to Ask
      Dedicated versus shared IP Address?
      What do you mean I can’t send my emails on Tuesdays?
      What’s your service and support model?
      What’s your customer retention rate?
      Can I speak to three ex-customers to find out why they’ve left?
    18. Choosing the Right Solution
      #1 Piece of Advice
      Biggest Lesson Learned
      36% of Respondents:
      “Just because a marketing automation solution has a slick interface does not mean it’s going to be easy to use and function how you expect.”
      62% of Respondents:
      “Make sure you take a trial before locking yourself into a contract. Using a solution on your own can be very different than watching a sales rep use it in a demo.”
    19. The Value of Marketing Automation
      Value of Marketing Automation Solution:
      Improvement in measurement and tracking of campaign results
      Better prioritization of Sales through lead scoring and intelligence
      Reduction in resources required to create and execute campaigns
      Increased flexibility of marketing to respond to opportunities
      “Get Started! The alignment with Sales and Marketing improves 200%. The leads are more valuable and this improves the ROI of marketing spend.”
    20. Q& A
      Q & A
    21. Speaker Panel: Contact Info
      Moderator: Christopher Doran
      VP, Marketing – Manticore Technology
      Email: Christopher@ManticoreTechnology.com
      Analyst: Andrew Gaffney
      Editor– DemandGen Report
      Email: Andrewg@demandgenreport.com
      Consultant: Malcolm Friedberg
      Principal– Left BrainMarketing, Inc
      Email: Malcolm@leftbrainmarketinginc.com
      Survey Respondent: Michaela Dempsey
      Director of Marketing– Intellitactics
      Email: Mdempsey@intellitactics.com
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