Is Marketing Automation Failing you or Vise Versa? Gain five quick tips to make your marketing automation the revenue engine you always knew it to be.

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Many organizations buy into the dream of high performance marketing automation, implement the shiny revenue engine, and then months or a year later “run out of gas.” They have sent out a few email …

Many organizations buy into the dream of high performance marketing automation, implement the shiny revenue engine, and then months or a year later “run out of gas.” They have sent out a few email campaigns but really have nothing to show for the all of their effort. NO greater volume of higher qualified leads. NO ROI. NO motivation to move ahead.

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  • 1. Is Marketing Automation Failing You… Or Vice Versa? Be Wary of the Shiny Object Syndrome… Kelly J. Waffle VP, Strategic Solutions Group MarketBridge Janet Driscoll Miller President/CEO Marketing Mojo
  • 2. ©2014 MarketBridge Corp.– 2 – Kelly J. Waffle: VP, Strategic Solutions Group, MarketBridge Over 20 years of marketing experience—corporate and agency Last 10 years focused on marketing automation and digital marketing—high volume customer reference for Eloqua and technology evangelist for Marketo Winner of Marketo’s Revvie Award for ―Most innovative marketing engine‖ and Eloqua’s Markie Award for ―Best sales and marketing alignment‖ Janet Driscoll Miller: President & CEO, Marketing Mojo Over 20 years of marketing experience—over 15 years specializing in digital marketing including SEO and paid search Frequent speaker at marketing industry events including Search Marketing Expo, Marketo Summit, MarketingProfs B2B and DemandCon Columnist for Search Engine Land’s All Things SEO column Today’s Speakers
  • 3. ©2014 MarketBridge Corp.– 3 – Webinar is being recorded and will be available in archived format. Presentation slides will be sent to all attendees. If time permits, the speakers will answer questions at the end. Please submit questions in the question box. If we do not get to the questions during the webinar, we will follow up with an answer in an email. Survey at end of presentation. We welcome your feedback. Housekeeping
  • 4. ©2014 MarketBridge Corp.– 4 –  Why Aren’t You Winning the Race for Revenues?  Master Mechanic Tips from Marketing Mojo  Master Mechanic Tips from MarketBridge  Next Steps: Getting Out of First Gear Today’s Agenda
  • 5. ©2014 MarketBridge Corp.– 5 – Great Expectations for Quick Wins Marketing would see greater performance (campaigns, reporting, data/insights) Sales would see more, higher quality leads and opportunities Executive team would see more revenue Why Aren’t You Winning the Race for Revenues?
  • 6. ©2014 MarketBridge Corp.– 6 – Three out of Five Marketing Automation Implementations Fail*… *Sales and Marketing Index That is because many organizations focus on the “shiny” revenue engine— marketing automation.
  • 7. ©2014 MarketBridge Corp.– 7 – A High-Performance Revenue Vehicle is Comprised of More Than Just an Engine. Fuel (content) Engine (marketing automation) Gearbox/Transmission (connected marketing and sales funnel, lead qualification stages) Spark Plugs (campaigns/lead nurturing) Transmission Fluid (social media) Tires (lead scoring) Steering (behavioral data) Brakes (lead recycling) Dashboard (reporting/KPIs) Turbocharger (teleprospecting team) Oil (forms/landing pages)
  • 8. ©2014 MarketBridge Corp.– 8 –  Why Aren’t You Winning the Race?  Master Mechanic Tips from Marketing Mojo  Master Mechanic Tips from MarketBridge  Next Steps: Getting Out of First Gear Agenda
  • 9. ©2014 MarketBridge Corp.– 9 – Fuel (Content): Creating Demand to Generate Leads Inbound, digital marketing creates demand and generates leads which fill the funnel. Tools within marketing automation enhance lead generation efforts. Campaign Management Lead Management Pipeline Management Handoff to Sales CRM Lead Nurturing Lead Scoring Segmentation around Personas Qualification Stages Marketing Qualified Lead Loyalty & Retention Close Sales Engagement & Qualification Sales Qualified Opportunity Marketing Automation Web Landing Pages Inbound Marketing Outbound Marketing Tele-prospecting Follow-up Lists Data cleansing, appending, and augmentation
  • 10. ©2014 MarketBridge Corp.– 10 – Digital marketing puts leads in the funnel Marketing automation nurtures leads so they can become opportunities Transmission Fluid (Digital marketing) Helps Lubricate the Transmission (Funnel) Lead Opportunity Sale Marketing Automation
  • 11. ©2014 MarketBridge Corp.– 11 – Digital marketing brings visitors Marketing automation helps search efforts convert visitors to leads Marketing automation then takes the lead to convert visitors to opportunities via nurturing Shifting From One Gear to the Next: The Handshake
  • 12. ©2014 MarketBridge Corp.– 12 – Oil (Forms): Increase Conversion with Progressive Profiling Source: Marketo
  • 13. ©2014 MarketBridge Corp.– 13 – Reduced 9 form fields to only 3 Oil (Forms): Increase Conversion with Progressive Profiling Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
  • 14. ©2014 MarketBridge Corp.– 14 – Propagating a user’s profile over time Marketers prioritize the fields to capture Oil (Forms): Increase Conversion with Progressive Profiling
  • 15. ©2014 MarketBridge Corp.– 15 – Example: Search Mojo Webinar Page
  • 16. ©2014 MarketBridge Corp.– 16 – Example: Search Mojo Webinar Page 42.3% of Respondents Fill Out Additional Information
  • 17. ©2014 MarketBridge Corp.– 17 – Oil (Forms): Social Login to Improve Form Conversion
  • 18. ©2014 MarketBridge Corp.– 18 – Oil (Forms): Social Login to Improve Form Conversion 5% used social login
  • 19. ©2014 MarketBridge Corp.– 19 – Reduces duplicates Allows use of one form for multiple uses Oil (Forms): Reduce Lead Duplications With Marketing Automation Without Marketing Automation
  • 20. ©2014 MarketBridge Corp.– 20 –  Why Aren’t You Winning the Race?  Master Mechanic Tips from Marketing Mojo  Master Mechanic Tips from MarketBridge  Next Steps: Getting Out of First Gear Agenda
  • 21. ©2014 MarketBridge Corp.– 21 – Gearbox/Transmission: Marketing and Sales Funnel “A whopping 68% of B2B organizations have not identified their funnel.” -MarketingSherpa Tip: Build one funnel—not two. Make sure marketing and sales are in agreement on lead qualification stages and definitions—especially MQL handoff. Campaign Management Lead Management Pipeline Management Handoff to Sales CRM Lead Nurturing Lead Scoring Segmentation around Personas Qualification Stages Marketing Qualified Lead Loyalty & Retention Close Sales Engagement & Qualification Sales Qualified Opportunity Marketing Automation Web Landing Pages Inbound Marketing Outbound Marketing Tele-prospecting Follow-up Lists Data cleansing, appending, and augmentation
  • 22. ©2014 MarketBridge Corp.– 22 – Spark Plugs: Campaigns/Lead Nurturing “61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified.” -MarketingSherpa Tip: Use “Wake the Dead” email campaign to try and re-engage with those who have not engaged over last six months. Need compelling content or offer. If they don’t re- engage, suppress them on future emails. Your conversion rates will go up, your emails won’t be marked as spam, and your database will be cleaner. More effective MOF efforts.
  • 23. ©2014 MarketBridge Corp.– 23 – Spark Plugs: Campaigns/Lead Nurturing “Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.” -Forrester Tip: Before you attack the middle of the funnel, standardize your data with your marketing automation platform by role for better segmentation and more consistent and effective messaging. Job Title Role • Chief Financial Officer • Chief Marketing Officer • VP, Sales and Marketing • VP, Marketing • VP, Administration • Director of Marketing • Economic Buyer/Decision Maker
  • 24. ©2014 MarketBridge Corp.– 24 – Tires: Lead Scoring “Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.” -Gartner Tip: If marketing automation lead scoring is not working for you, try setting up your funnel stage triggers based on specific behaviors, not scores. Or, if you have a lot of historical buying data, have a third party build a predictive lead scoring model for you.
  • 25. ©2014 MarketBridge Corp.– 25 – Turbocharger: Teleprospecting Teams “Only 32 percent of respondents currently employ the services of an in-house or outsourced teleprospecting function.” -SiriusDecisions Tip: Don’t use tele teams at top of funnel for telequalification. Cost of a marketing touch: • $200 – sales rep • $20 – tele team • $ 0.20 – marketing automation MQL—handoff: compensate on opportunities, not meetings
  • 26. ©2014 MarketBridge Corp.– 26 – Dashboard: Reporting and KPIs “47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric.” -Forrester Tip: Establish a few core revenue-related KPIs that your executive team can track monthly, quarterly, annually. Develop an executive dashboard that can be viewed not only by your CEO—but also your CFO.
  • 27. ©2014 MarketBridge Corp.– 27 –  Why Aren’t You Winning the Race?  Master Mechanic Tips from Marketing Mojo  Master Mechanic Tips from MarketBridge  Next Steps: Getting Out of First Gear Agenda
  • 28. ©2014 MarketBridge Corp.– 28 – Get Back in the Race Faster, Let Us Check Under the Hood. If you want more performance out of your revenue vehicle and engine, ask about our 30-day MarketBridge Diagnostics Jumpstart. http://www.market- bridge.com/corporate/ contact-us/
  • 29. ©2014 MarketBridge Corp.– 29 – WEB TOOL What’s next? Online Marketing ROI Calculator OUR COMMUNITY NEXT EVENT May 14th Webinar “Mapping the New Buyer’s Journey” Using data and analytics to find your target buyer www.market-bridge.com/calculators/marketing The-digital-bridge.com Presented by: Stephanie Russell SVP, Business Analytics
  • 30. ©2014 MarketBridge Corp.– 30 – Learn More About MarketBridge: www.market-bridge.com MarketBridge delivers technology-enabled digital customer engagement and analytics solutions to improve Sales productivity and Marketing effectiveness for our Fortune 1000 clients. RevenueEngines™ Digital Engagement Programs SMART™ Predictive Analytics Platform Digital programs and tools to increase lead volume, quality, and conversion-to-revenues while enabling sales channels to engage customers Sales and Marketing Analytics, Reporting and Technology to optimize campaign yield, lead-to- revenue conversion by prioritizing opportunities and personalizing interactions World-Class Clients Sales & Marketing Technology Platforms
  • 31. ©2014 MarketBridge Corp.– 31 – Originally founded as Search Mojo Demand generation marketing firm founded in 2005 Search engine optimization (SEO) Paid media management - Pay-per-click advertising management (PPC) - Social media advertising Content marketing Analytics consulting Headquartered in Charlottesville, VA Speakers at Marketo Summit, DemandCon, SMX Advanced, MarketingProfs, and more Learn More About Marketing Mojo: www.marketing-mojo.com