Avoiding the Three Failure Points of Marketing Automation

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There are three primary failure points for marketing automation. The good news is that no matter where your B2B is in the marketing automation journey: researching a new solution, mid-implementation, …

There are three primary failure points for marketing automation. The good news is that no matter where your B2B is in the marketing automation journey: researching a new solution, mid-implementation, or full execution, these three failure points can be corrected. Join Paul Rafferty, CEO and Founder of Sales Engine International, as he shares insights on the three most common failure points of marketing automation and the strategies that best-in-class organizations employ to ensure marketing automation success.

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  • 1. Avoiding the Three Failure Points of Marketing Automation
  • 2. Today’s Presenter Paul Rafferty, CEO Sales Engine InternationalPaul Rafferty is the FoundingPartner and Chief ExecutiveOfficer of Sales EngineInternational. Paul is a richlyexperienced senior salesexecutive whose unique insightsand steady hands are greatlyvalued by all Sales Engine clients.Prior to founding SalesEngine, Paul spent 20 years with aFortune 500 company, rising fromField Sales Rep to Regional VP ofSales and finally National VP ofSales Operations, with aresponsibility for a sales forceexceeding 600.
  • 3. About Sales Engine International
  • 4. Agenda• Marketing Automation: Current State• How Can You Fix It? – Content – Cadence – Closure• Q&A
  • 5. Marketing Automation – Rapid Growth Doubled in revenue 2010 – Projected 30% B2B penetration 2011* by 2015** 400 30% 25% 300 20% 200 2010 15% 100 2011 2011 10% 2015 0 5% Marketing Automation 0% Growth in Millions B2B Market Penetration*Raab Associates**Sirius Decisions
  • 6. Is Marketing Automation Failing to Deliver? Of B2Bs More than 50% have not realized full value Using of marketing Marketing automation* Automatio 75% dont use marketing n automation to its full potential** 0% 50% 100%*Sirius Decisions** Bulldog Solutions/Frost & Sullivan
  • 7. Is Marketing Automation Failing to Deliver? B2B Marketing Automation and Sales Leads Don’t Have Enough Sales Leads* 64%*Bulldog Solutions/Frost & Sullivan
  • 8. Why Isn’t It Working?Content : Marketing Automation is a “HungryBeast” and companies struggle to keep up.Cadence : Lack of process, staffingshortages, & shifting priorities put execution atrisk.Closure : Marketing Qualified Leads (MQLs)languish or die due to poor, unstructuredfollow-up.
  • 9. Cost of Not Fixing?• CEO - Failed Initiative, Lost Investment• Missed Revenue Goals• Poor Sales Pipeline• Breakdown Between Sales and Marketing• Missed Branding Opportunities
  • 10. Feeding the Beast Content 80% is theGreatest Lack Sufficient Content toChallenge Power Marketing Automation *Bulldog Solutions/Frost & Sullivan
  • 11. Top Content Creation Challenges• Articulating the pains of the market.• Identifying verticals and buyer personas.• Adequate staffing to produce content: • copywriters, • designers, • videographers, etc.• Access to executives, subject matter experts & thought leaders.
  • 12. 3 Minutes of Video, 3X the Content
  • 13. Exploding Your Content
  • 14. Editorial Calendar – A Great Place to Start
  • 15. A Unique Approach – Content Channel
  • 16. Why Cadence?• Impossible to automate a process that does not exist. CMOs Who• Automation itself is not Say They Lack Defined a process. Process to Manage Automation*• Relentless execution is needed! 64% *The Annuitas Group
  • 17. Making It Stick• Buy-in at all levels in support of process • Executive Team • Marketing • Sales • IT• Adequate staffing to support process• Defined strategy• Measurement and metrics
  • 18. Integrated Marketing:The Starting Point for a Marketing Automation Process
  • 19. Closure• Generating a marketing qualified lead (MQL) is only step 1.• Sales must pick up the ball and execute enthusiastically.• 80% of leads rejected do buy from someone within 2 years.• 10% of annual revenue is lost due to lack of alignment between of sales and marketing.
  • 20. Demand Generation Stages •SEO / PPCSuspect •Events •Campaigns •Fit Score >X MQL •Interest Score >Y •Total Lead Score >Z •Budget •Authority SQL •Need •Timeframe •Sales Stage; or Opportunity •Opportunity Scorecard •Won Win/Loss •Lost – Competitor •Lost – No Decision
  • 21. Demand-Gen Engagement Process Lead Suspect score >X Campaign response, Trigger MQL Yes(Marketing Qualified event, etc. Lead) Sales Contact Call Ready No record Yes SQL Opportunity(Sales Qualified Lead) recordOpportunity • First “Stage” of sales process; or • First action in “Opportunity Scorecard” Win/Loss
  • 22. Demand Generation Metrics •Data Base Size andSuspect Marketing Segmentation •Social Media •Opens ,Clicks, Lead MQL Score (Marketing •% of Database Engaged Qualified Lead) •# of MQL-3, 2, 1s SQL (Sales Qualified •# and % to Converted Lead) SQL •Pipeline Value Opportunity •Opportunity Scorecard •Correlate Win/Loss Wins toSales Campaigns
  • 23. Tools for Sales and Marketing Alignment
  • 24. Tools to Support your Sales Reps and Channel Partners
  • 25. Summary• Once you’ve invested in Marketing Automation, Congratulations, You’ve Taken the First Step!• Now, Finish the Job. • Create a content factory. It’s easier than you think. • Iron out a basic process, erring on the side of simplicity. • Build a tight bridge between marketing and sales.
  • 26. Thank you Q&A’s
  • 27. Today’s Presenter Paul Rafferty, CEO Sales Engine InternationalPaul Rafferty is the FoundingPartner and Chief ExecutiveOfficer of Sales EngineInternational. Paul is a richlyexperienced senior salesexecutive whose unique insightsand steady hands are greatlyvalued by all Sales Engine clients.Prior to founding SalesEngine, Paul spent 20 years with aFortune 500 company, rising fromField Sales Rep to Regional VP ofSales and finally National VP ofSales Operations, with aresponsibility for a sales forceexceeding 600.
  • 28. Map OfferIf you are interested in taking acloser look at Sales Engine’sIntegrated Marketing Map, visitwww.salesengineintl.com todownload a copy.