A+ Marketing Automation Case Studies: Nurture and Deliver More Leads to Sales

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Looking to improve results from your campaigns and deliver more and better leads to sales? Then this session is for you! Learn how to use lead scoring to identify and prioritize sales-ready leads and …

Looking to improve results from your campaigns and deliver more and better leads to sales? Then this session is for you! Learn how to use lead scoring to identify and prioritize sales-ready leads and how to use lead nurturing to establish a relationship with prospects that aren't sales ready. Our panel of marketing experts will share hands-on techniques you can use immediately in your existing Salesforce account. We'll also look at advanced techniques that incorporate behavioral tracking and drip email marketing campaigns to increase lead quality and volume. Plus, every attendee will receive a free copy of the new book "The Definitive Guide to Lead Scoring."

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  • What I want to focus on here is two models that you can use to calculate the ROI yourself. In the first, the key is to estimate
  • 1. Model Your Revenue StagesTraditional sales methodologies, such as SPIN Selling and Miller-Heiman, provide standard benchmarks and best practices for the sales function, e.g. Stage 1 is 10% likely to close, Stage 5 is 70% likely, etc.However, marketing is typically less rigorous.These sales methodologies do not provide a sufficient view of what is coming from the earlier stages of the revenue process; put simply, they leave marketing out and are therefore limited for modern forecasting.That is why the first step in making a marketing forecast is defining the revenue stages a prospect can pass through. Explain Marketo stages.Explain transitions:A person may move from “Review New Names” to “Prospect” if they have revenue above $100 million a year and are in one of the target industriesA “Prospect” may move to “Lead” when the lead score goes above 100 pointsA “Prospect” may move to “Inactive” if they have not responded to any campaigns or visited the website in more than six monthsAn leads in “Inactive” may move back to “Prospect” if they respond to a new program
  • 5. Model Flow through the Revenue StagesThe final analytical step in the process is to project everything forward by taking your existing and new leads and modeling how they will convert through the various revenue stages over time. Explain slideNote: 65% of all deals; heavy spend on marketingIf your understanding of conversion rates and inputs are accurate, you will create a solid projection of what the revenue funnel will deliver in future periods.

Transcript

  • 1. A+ Marketing Automation Case Studies: Nurture and Deliver More Leads to Sales
    Marketing
    Jon Miller: Marketo
    Jeff Serlin: Emptoris
  • 2. Safe Harbor
    Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
    The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site.
    Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Agenda
    What is Marketing Automation? Why Lead Nurturing and Lead Scoring?
    Emptoris Case Study
    Marketo Case Study
  • 4. The Leaky Revenue Cycle
  • 5. Lead Nurturing and Scoring Plug The Leak
    “The art of maintaining permission to stay in front of your buyers as they educate themselves”
  • 6. The ROI of Lead Nurturing
    3x!
    Source: Actual Marketo data; assumes $55 per prospect
    Results: 50% more marketing qualified leads from lead nurturing
  • 7. The ROI of Lead Scoring
    How Easy Is it To Get Access to Information About Prioritizing Sales Efforts?
    Source: CSO Insights
  • 8. What Are You Doing Today?
    Collaborate with sales to define sales-ready leads
    Have a system for rating ‘qualified’ and ‘warm’ leads
    Have a process for nurturing leads not-sales-ready
    Have a process for handing leads back to marketing
  • 9. Jeffrey Serlin
    Emptoris
    Director Global Sales Operations
  • 10. Emptoris
    Emptoris solutions are used by successful Global 1000 companies in every industry. 
    Emptoris customers:
    Emptoris is a world leader in strategic supply and enterprise contract management software solutions that empower enterprises to realize best value and accelerate profitable growth. 
    • 300 users across Sales, Marketing, Support and Services including Customer Portal & Partner Portal
    • 11. Near 100% adoption driven top down
  • Marketing Automation Supports BOD and Executive Management Goals
    30%+ growth in new business
    Maximize ROI from all investments, including marketing
    Sales & Marketing Funnel Targets by Product & Region
    * not actual data
  • 12. How to “Sell” Marketing Automation to Sales
    Critical that Sales engages with and understands Marketing Automation. Talk to them in their language.
    HIGHER QUALITYCONVERSATIONS
    SOFTEN THE BEACHES
    LESS WASTED TIME
    Would you like to know what a prospect wants to talk about before you call or where they are in their buying cycle?
    When you ask a prospect “Have you heard of Emptoris” would you like them to say “yes”?
    Do you want to talk to prospects who want to talk to you?
  • 13. Challenges Prior to Re-launch of Marketing Automation Solution
    EFFECTIVENESS
    PROCESS
    FLEXIBILITY
    VISIBILITY
    What works, what does not work? Difficult to link marketing programs/spend to pipeline KPIs and focus on winning programs.
    Free for all. Lack of adherence to systematic and prescribed rules.
    Emptoris is evolving. We need a solution that is cost effective in evolving with us
    Limited view into interactions. Unorganized view so ignored.
  • 14. How Marketo Address our Challenges
    Complete Real-Time Visibility: Sales knows exactly how our prospects are engaging with us
    Lead Scoring Not a Black Hole: Sales believes the scoring because they can see the details
    Manageable Process: Follow up is more specific and appropriate in both timing and approach
    Reporting and Analytics: Optimize programs and better demonstrate revenue impact
    Complete Control: Ease deployment and administration. We own our process
    Before
    After
  • 15. Real Results in our 1st 7 Months
    30% Improvement in Quality Leads and SQLs per Month (QL is step between MQL & SQL)
    30%+ Decrease in Cost per Quality
    4 months Payback from Marketo investment
    Other areas of improvement
    Conversion ratios
    Time to get to MQL, time to get to SQL
    % of pipeline with marketing programs as a source (or less % of cold calling)
    Growth in SQL pipeline
  • 16. Select a solution that is easy to administer by a non-technical person with low TCO
    Develop your initial scoring models and nurturing campaigns on a white board first. Don’t be overly ambitious
    Clean data for full value. Get control of Salesforcedata (page layout, segmentation, duplicates, data enrichment)
    Re-define lead management process to comprehend nurturing and scoring
    Define KPIs and metrics and manage to them
    Create a Steering Committee. Engage with Sales and include them in the process and scoring methodology. Their feedback is critical to optimizing value
    Look outside organization for best practices. Someone has done it before!
    Constantly evangelize and publicize wins…get Sales to publicize wins
    Key Take-Aways
  • 17. Jon Miller
    VP Marketing, MarketoAuthor Modern B2B Marketing
  • 18. About Marketo
    Revenue Performance Management solutions that optimize marketing and sales success for more than 800 mid-sized and enterprise worldwide
    • Salesforce CRM
    • 19. Jigsaw for Salesforce
    • 20. Salesforce Community
    • 21. Marketo Lead Management / Marketing Automation
    • 22. Marketo Sales Insight
    • 23. Marketo Revenue Cycle Analytics
  • Marketo’s Revenue Cycle
    MQL
    SQL
    SAL
    Prospect & Recycled
    SalesLead
    Opportunity
    Customer
    Awareness
    All Names
    Lead
    Engaged
    Nurturing Database
    Marketing
    SDR
    Sales
  • 24. When To Ask For Registration?
    Early StageThought leadership and best practices to build brand and awareness
    NO
    Middle StageBuyers guides, RFP templates and industry information to help structure research
    YES
    Late StageCompany-specific information to help evaluate and reaffirm selection
    YES
    + NO
  • 25. Marketo Prospect Generation 1H2010
  • 26. Lead Nurturing Relevance
  • 27. Other Kinds of Lead Nurturing
    Accelerators
    Move prospects along the buying cycle faster with relevant “nudges” triggered by specific behaviors
    Recycled
    Key driver of messaging in active recycling is the reason for disqualification
    Limit number of reasons
    Timeframe of months or quarters
    Reconstituted
    AKA “Wake the Dead”
    Great place to experiment
    Source: SiriusDecisions
  • 28. Lead Scoring
    Demographics (Qualification)
    Active Behaviors(Buying Intent)
    • Visit pricing pages:
    • 29. +10 regular, +15 detailed
    • 30. Timeline < 3 months: +15
    • 31. Watch demos:
    • 32. +5 overview, +10 detailed
    • 33. Download Marketo reviews: +12
    • 34. Download buyers guides: +8
    • 35. Download data sheets: +8
    • 36. Searches for “Marketo”: +8
    • 37. Heavy web activity: +5
    • 38. Industry: +0 to 15
    • 39. Company Size: +0 to 20
    • 40. Inferred geography: -20 to 0
    • 41. Data Quality: -15 to 0
    Latent Behaviors (Engagement)
    • Download thought leadership: +3
    • 42. Visit any webpage / blog : +1
    • 43. Visit careers pages: -10
    • 44. No activity in 1 month: Decay
  • Sales Insights
  • 45. Lead Follow-up Process
  • 46. No Lead Left Behind
  • 47. © 2010 Marketo, Inc.
  • 48. Marketo Metrics
  • 49. Predict conversions from one stage to another over time
    Create plans/forecasts about future
    Conversion Over Time
  • 50. Marketing Forecasts
  • 51. Key Takeaways
    Grow revenue by making sales more productive, not just by hiring more reps
    Focus on the entire revenue cycle, not just the top of the funnel
    Don’t contact a lead before its time
    No lead left behind/service level agreements
    Use forecasting to turn marketing from a cost center into a revenue driver
    Continual evolution and closed-loop optimization
  • 52. Question & Answer
    Jon Miller
    VP Marketing
    Jeffrey Serlin
    Director Global Sales Operations
  • 53. How Could Dreamforce Be Better? Tell Us!
    Log in to the Dreamforce app to submit
    surveys for the sessions you attended
    Use the Dreamforce Mobile app to submit surveys
    OR
    Every session survey you submit is a chance to win an iPod nano!