• Save
The marketing automation manual part 2
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

The marketing automation manual part 2

on

  • 430 views

As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. After mastering the basics ...

As a digitally-minded advertising agency, Tocquigny frequently helps clients select, deploy and optimize marketing automation platforms to drive, nurture and convert leads. After mastering the basics of this increasingly important element of the marketing mix and identifying your business needs around marketing automation in Part 1 of The Marketing Automation Manual, Part 2 will get you ready to market. Of course, we would be happy to provide expert guidance along the way. Visit www.tocquigny.com for more information.

Statistics

Views

Total Views
430
Views on SlideShare
428
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 2

https://twitter.com 1
https://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The marketing automation manual part 2 Presentation Transcript

  • 1. THE MARKETING AUTOMATION MANUAL PART 2: THE DIVE Tocquigny 2901 Via Fortuna Building #6, Suite 100 Austin, Texas 78746 www.tocquigny.com @Tocquigny
  • 2. 2 ©Tocquigny2014 1. How does marketing automation work? 2. Why is content so important? 3. Why use marketing automation? 4. Which system should you use? 5. What are challenges you can expect? 6. Ready to market AGENDA
  • 3. HOW DOES MARKETING AUTOMATION WORK?
  • 4. 4 ©Tocquigny2014  “Batch and blast” email execution (single, one-off emails)  Constant rework of effort (unrepeatable) THEVISION:SCALEYOURMARKETING  Multi-step email campaigns  Repeatable  Conversational for better response rates  Personalized  Efficient with dynamic content Typical current state Future state
  • 5. 5 ©Tocquigny2014 SAMPLE:HOWLEADSFLOWTHROUGHSALES&MARKETINGSYSTEMS MQL Telesales SAL SQL MACs Reporting
  • 6. 6 ©Tocquigny2014 Media Mix  Search  Display  Social  Email  Etc. MAP Landing Page or Website with Tracking Code MAP Database MAP Emails Sales Database MQL Sync TRACKYOURCUSTOMERJOURNEY Sales Conversations (Marketing Qualified Leads) (Master email list with up-to-date information) Records Prospects’ Actions (Behaviors are tracked and added to the database)
  • 7. 7 ©Tocquigny2014 Form Completion Call Whether a user completes a form or makes a call, a “conversion” means adding a record to the database. THEGOALISCONVERSION (Phone calls are actions that must be manually added to the database by sales) MAP Database
  • 8. 8 ©Tocquigny2014  Online − Marketing automation tools − Google Analytics & Salesforce » Pass campaign codes directly into Salesforce − Third Party Click Tracking » Place conversion codes at the end of online forms  Offline − Call tracking: Custom script online can identify user source and serve up unique telephone number THEREAREMANYTRACKINGTOOLS&OPTIONS
  • 9. 9 ©Tocquigny2014 YOUMUSTHAVEACONTACT STRATEGY  A contact strategy outlines all marketing touch points throughout the customer decision journey. – Based on your different customer types (personas) and their needs – Includes the type of content you deliver
  • 10. 10 ©Tocquigny2014 EVALUATECAMPAIGNPERFORMANCEATEVERYSTEP
  • 11. 11 ©Tocquigny2014 MEASUREMARKETINGREACH Prospect MQL SAL SQL Closed/Won  How many inquiries are delivered as a result of lead generation efforts?  Report: Total number of marketing generated inquiries
  • 12. 12 ©Tocquigny2014 MEASUREMARKETINGVALUE Prospect MQL SAL SQL Closed/Won  How much revenue do you expect to be generated by the efforts?  Report: [(Number of prospects x % probability to close) + (Number of MQLs x % probability to close) + (SALs x % probability to close) + (SQLs x % probability to close)] x average selling price] $
  • 13. 13 ©Tocquigny2014 MEASURECONVERSION  Are prospects progressing through the stages of the funnel?  Report: Funnel progression between demand funnel stages. – Progression from Inquiry to MQL; MQL to SAL; SAL to SQL; SQL to close Prospect MQL SAL SQL Closed/Won
  • 14. 14 ©Tocquigny2014 MEASURETIMETOREVENUE  How long does it take to realize revenue from prospects?  Report: Total number of days from inquiry generation to closed sale – Essential requirement: Ability to time stamp inquiry date, MQL date, SAL date, SQL date and closed/won date in Salesforce Prospect MQL SAL SQL Closed/Won TIME
  • 15. 15 ©Tocquigny2014 MEASURERETURNONREVENUE INVESTMENT Total closed/won revenue for a given timeframe. Total marketing campaign costs that generated the revenue. Reports generated by Salesforce:  Overall revenue  Revenue by source  Revenue by program/campaign Essential requirements:  Marketing campaign expenses in SFDC  Ability to tie revenue to marketing campaign(s)
  • 16. 16 ©Tocquigny2014 MEASUREMONTHLY In the near term, monthly numbers can be compared against industry averages. Over time, internal benchmarks can be generated. Funnel Conversion Rates Inquiries 3.9% MQLs SALs SQLs Closed/Won Business 5.8% 9.7% Average Strong Process Best-in-Class 58.3% 65.6% 74.5% 49.1% 56.4% 60.5% 23.1% 26.9% 30.7% Sirius Decisions
  • 17. 17 ©Tocquigny2014 SAMPLEOPTIMIZATION OPPORTUNITY: TELESALES TRAINING Only 5 sales from 164 leads
  • 18. WHY IS CONTENT SO IMPORTANT?
  • 19. 19 ©Tocquigny2014 BUYERSNEEDDIFFERENTCONTENTBYPHASE Awareness Discuss the problem the customer experiences. Explain a solution to the problem. Consideration Best practices and options for solving the problem. Decision Compare solutions and build a business case to buy. Google/TechTarget Behavioral Research Project Phase 2
  • 20. 20 ©Tocquigny2014 BUYERSNEEDDIFFERENTCONTENTBYPHASE Awareness Discuss the problem the customer experiences. Explain a solution to the problem. Market research Video Product overview Consideration Best practices and options for solving the problem. Demo White paper Case study Selection guide Decision Compare solutions and build a business case to buy. White paper ROI tool Cost comparison Customer testimonials Google/TechTarget Behavioral Research Project Phase 2
  • 21. 21 ©Tocquigny2014 BUYERSNEEDDIFFERENTCONTENTBYPHASE Awareness Discuss the problem the customer experiences. Explain a solution to the problem. Market research Video Product overview Consideration Best practices and options for solving the problem. Demo White paper Case study Selection guide Decision Compare solutions and build a business case to buy. White paper ROI tool Cost comparison Customer testimonials VERSIONED FOR DIFFERENT CUSTOMER TYPES Google/TechTarget Behavioral Research Project Phase 2
  • 22. WHY USE MARKETING AUTOMATION?
  • 23. 23 ©Tocquigny2014 Get more done faster – with fewer resources  Automatically route leads to the right person immediately  Capitalize on warm/hot leads  Conversion rates drop by 25% for each 24 hours contact is delayed Source: MarketingSherpa BENEFIT: FASTER
  • 24. 24 ©Tocquigny2014 Reach the right prospects more effectively  Send only prequalified leads to sales  A 10% increase in lead quality can increase sales productivity by 40% BENEFIT: LOWERCUSTOMERACQUISITIONCOSTS MarketingSherpa
  • 25. 25 ©Tocquigny2014 Improve conversion rates, revenue and alignment between marketing and sales  Harvest the incremental value of initially non-qualified prospects  Nurture them through drip email to stay top-of-mind when they’re ready BENEFIT: SHORTERSALESCYCLE
  • 26. 26 ©Tocquigny2014 Create more predictable sales forecasts by understanding what marketing is effective and optimizing campaigns  Continuously test messages, offers, format and design to determine what customers respond to best BENEFIT: PREDICTABILITY
  • 27. IF IT WAS EASY EVERYONE WOULD DO IT
  • 28. 28 ©Tocquigny2014  Develop rigor around the practice of measuring and tweaking every part of the process  Start small with modest monthly reports and dashboards that display performance and database growth, then build from those  First mover advantage is critical JUSTGETSTARTED
  • 29. WHICH SYSTEM SHOULD YOU CHOOSE?
  • 30. 30 ©Tocquigny2014  G2 Crowd offers objective analysis http://www.g2crowd.com/categories/marketing-automation/compare YOURUNIVERSEOFCHOICES
  • 31. WHAT ARE THE CHALLENGES YOU CAN EXPECT?
  • 32. 32 ©Tocquigny2014  Determine who’s responsible for: − Training your team − Setting up the system − Using it on a regular basis − Testing and optimization strategy − Reporting results  Define the intersection of your CRM and MAP and the interactions between them  Make sure that marketing and sales are communicating and working together, and define a leader in your organization  Stick with it. It takes a lot of upfront work to define the personas, flows, standard emails, scoring DON’TAUTOMATECHAOS
  • 33. 33 ©Tocquigny2014 1. Incomplete, inaccurate or missing data 2. Sales and marketing lead definitions not consistently used in automation 3. Start, then stop -- and underutilize MAP 3POTENTIALREASONSFORFAILURE
  • 34. CRAWL, WALK, RUN
  • 35. 35 ©Tocquigny2014  Develop a strategy to implement marketing automation  Define lead stages with sales & marketing and your systems  Invest in the right MAP, skills and knowledge to avoid underutilization  Maintain rigor in process  Don’t expect results overnight  Go to market NEXTSTEPS
  • 36. 36 ©Tocquigny2014 Contact Tom Fornoff 512.532.2912 tfornoff@tocquigny.com Good luck! (let us know if you need a nudge)