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MARKETING AUTOMATION:
The Power and the Glory
Wednesday, June 12
Sponsored by:
Our Sponsors
Christopher Hosford
East Cost Bureau Chief
BtoB & BtoBonline.com
Moderator
Submit
Questions
Housekeeping
Download
Slides
Housekeeping
TWEET
#B2BWC
MARKETING
AUTOMATION
THE POWER OF
Panel
Jon Russo
Marketing technology consultant
B2B Fusion
Sal Abramo
Director-marketing operations
Thomson Reuters
John D...
John DiStefano
Research Director
BtoB Magazine
Panelist
10
Marketing Automation Report
DRAFT WEBINAR SLIDES
June 2013
BtoB magazine
11
Introduction/Methodology
•From the period of April 8 to April 25 the true population of B2B
marketing pro...
BtoB magazine
12
Marketing Automation
BtoB magazine
13
Highest Level of Involvement
in Marketing Automation
13
N=452
Source: BtoB magazine: 2013 Marketing Autom...
BtoB magazine
14
Marketing Automation Adoption
14
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
15
Years Using Marketing Automation
15
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
16
Demand Gen Aligned with
Buyers Purchase Path
16
N=204
Source: BtoB magazine: 2013 Marketing Automation, M...
BtoB magazine
17
Most Important Marketing Channels
17
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
18
Satisfaction with Level of Contacts
18
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
19
Satisfaction with Current Lead Management
19
N=204
Source: BtoB magazine: 2013 Marketing Automation, May ...
BtoB magazine
20
Need for Marketing Automation Functions
20
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 20...
BtoB magazine
21
Funding Source for Marketing Automation
21
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 20...
BtoB magazine
22
Time to Implement Marketing Automation
22
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
23
ROI Metric
23
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
24
Time to Positive ROI
24
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
25
Marketing Automation Value Proposition
25
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
26
Preferred Marketing Automation Features
26
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 20...
BtoB magazine
27
Marketing Automation Vendor Value
Proposition
27
N=204
Source: BtoB magazine: 2013 Marketing Automation, ...
BtoB magazine
28
2014 Marketing Automation Adoption
28
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
29
2014 Marketing Automation Adoption
29
Source: BtoB magazine: 2013 Marketing Automation, May 2013
BtoB magazine
30
Obstacles
30
N=204
Source: BtoB magazine: 2013 Marketing Automation, May 2013
Sal Abramo
Director-marketing operations
Thomson Reuters
Panelist
SM
Sal Abramo
Director of Marketing Operations
Thomson Reuters, Inc.
Profile: www.linkedin.com/in/salabramo
Marketing Auto...
CMO
Dir of Marketing Operations
Global Demand Generation Center Of Excellence
Business
Units
Operations / Execution
•Trans...
The Challenge Of The New B-to-B Buyer
Buyers are more informed
Buyers need more (and earlier) ROI
Buyers are less likely to engage earlier
•  Access to Content
...
Typical Buying Cycle
Recent research indicates that typically
the first 1/3 of the buying cycle - The Education Phase
does...
Event
Thought
Leadership
Marketing
Leads
Industry
Content
Email
Intro
Event
Invite
Demo
Value
Demonstration
SME
Access
Com...
Sales and Marketing Alignment
Mission
An mutually agreed to mission understood by sales and marketing
This is achieved via
• Clear roles
• Common defini...
Communications
Written and verbal Communications with agreed upon frequency that supports and maintains an
open dialog at ...
Process
Development, agreement, communication and commitment to Processes is essential to achieve
business goals
This is a...
Tools
Seek and deploy tools that demonstrate results, remove ambiguity, facilitate the sharing of
information, and enable ...
Sales & Marketing Alignment
Dimensions
• Mutual agreement on:
– Goals and success measures
– Lead scoring, SLA’s, action p...
Measuring Lead Quality Key
• Lead results in closed business!
• Acceptance/rejection rate of leads
• Lead is advanced thru...
Align Around the Funnel
A great place to start!
•As leads are entered in the system at the
Inquiry or Marketing Qualificat...
Lessons Learned
• Sales and marketing alignment central to success – a shared understanding of the
buying process is criti...
Coming together is a beginning.
Keeping together is progress.
Working together is success.
-Henry Ford
Jon Russo
Marketing technology consultant
B2B Fusion
Panelist
© 2013 B2B Fusion Group / Proprietary & Confidential
DatePrepared for
© 2013 B2B Fusion Group / Proprietary & Confidential...
© 2013 B2B Fusion Group / Proprietary & Confidential
B2B Fusion: A Relentless focus on Marketing ROI
50
CMO -
Marketing
Wh...
© 2013 B2B Fusion Group / Proprietary & Confidential
• Data and its business impact:
• High quality data correlates to 39%...
© 2013 B2B Fusion Group / Proprietary & Confidential
DATA: Not Sexy, But Oxygen to success
52
© 2013 B2B Fusion Group / Proprietary & Confidential
Nurture
Fuzzy Sales & Marketing Definitions = Fuzzy ROI
Define your l...
© 2013 B2B Fusion Group / Proprietary & Confidential
43% of Business IT investments not living to full potential
Look for ...
© 2013 B2B Fusion Group / Proprietary & Confidential
Marketing ROI – Harder than it looks
55
© 2013 B2B Fusion Group / Proprietary & Confidential
• Invest time in data integrity and processes
• Clearly define owners...
© 2013 B2B Fusion Group / Proprietary & Confidential
Contact Information
57
Jon Russo
www.b2bfusiongroup.com
Jon.russo@B2B...
© 2013 B2B Fusion Group / Proprietary & Confidential
Our Customers
58
Referenced by Forrester Research:
2011, 2012, & 2013...
Q&A
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Transcript of "Marketing Automation: The Power and the Glory"

  1. 1. MARKETING AUTOMATION: The Power and the Glory Wednesday, June 12 Sponsored by:
  2. 2. Our Sponsors
  3. 3. Christopher Hosford East Cost Bureau Chief BtoB & BtoBonline.com Moderator
  4. 4. Submit Questions Housekeeping
  5. 5. Download Slides Housekeeping
  6. 6. TWEET #B2BWC
  7. 7. MARKETING AUTOMATION THE POWER OF
  8. 8. Panel Jon Russo Marketing technology consultant B2B Fusion Sal Abramo Director-marketing operations Thomson Reuters John DiStefano Research Director BtoB Magazine
  9. 9. John DiStefano Research Director BtoB Magazine Panelist
  10. 10. 10 Marketing Automation Report DRAFT WEBINAR SLIDES June 2013
  11. 11. BtoB magazine 11 Introduction/Methodology •From the period of April 8 to April 25 the true population of B2B marketing professionals in the US were researched via a 33 question online survey. •A representative sample of the BtoB marketers audience was invited to participate in the survey via email. •A sample of 204 completes among marketers who are using marketing automation was achieved. •Confidence Interval: 95% •Margin of Error: +/- 7% Methods and procedures adhere to the standards and ethics established by the Market Research Association (MRA-net.org). Individual participant or participant company names are not disclosed. Results are reported in aggregate only. Fair Use Policy All rights reserved. Crain Communications BtoB magazine. BtoB magazine grants the right to use when attributed to Crain Communications/BtoB magazine. The opinions expressed herein are subject to change without notice.
  12. 12. BtoB magazine 12 Marketing Automation
  13. 13. BtoB magazine 13 Highest Level of Involvement in Marketing Automation 13 N=452 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  14. 14. BtoB magazine 14 Marketing Automation Adoption 14 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  15. 15. BtoB magazine 15 Years Using Marketing Automation 15 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  16. 16. BtoB magazine 16 Demand Gen Aligned with Buyers Purchase Path 16 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  17. 17. BtoB magazine 17 Most Important Marketing Channels 17 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  18. 18. BtoB magazine 18 Satisfaction with Level of Contacts 18 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  19. 19. BtoB magazine 19 Satisfaction with Current Lead Management 19 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  20. 20. BtoB magazine 20 Need for Marketing Automation Functions 20 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  21. 21. BtoB magazine 21 Funding Source for Marketing Automation 21 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  22. 22. BtoB magazine 22 Time to Implement Marketing Automation 22 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  23. 23. BtoB magazine 23 ROI Metric 23 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  24. 24. BtoB magazine 24 Time to Positive ROI 24 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  25. 25. BtoB magazine 25 Marketing Automation Value Proposition 25 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  26. 26. BtoB magazine 26 Preferred Marketing Automation Features 26 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  27. 27. BtoB magazine 27 Marketing Automation Vendor Value Proposition 27 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  28. 28. BtoB magazine 28 2014 Marketing Automation Adoption 28 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  29. 29. BtoB magazine 29 2014 Marketing Automation Adoption 29 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  30. 30. BtoB magazine 30 Obstacles 30 N=204 Source: BtoB magazine: 2013 Marketing Automation, May 2013
  31. 31. Sal Abramo Director-marketing operations Thomson Reuters Panelist
  32. 32. SM Sal Abramo Director of Marketing Operations Thomson Reuters, Inc. Profile: www.linkedin.com/in/salabramo Marketing Automation – View From The Front-Line
  33. 33. CMO Dir of Marketing Operations Global Demand Generation Center Of Excellence Business Units Operations / Execution •Translate strategic objectives to measurable demand gen categories, definitions and execution •Driving demand gen top-down goals recommendations •Planning tools, and waterfall objectives for efficiency gains •Definitions and global category alignment •Driving, lead scoring, SLA development and process definition •Best practice, training, documentation and coaching •Reporting execution (real-time, weekly, quarterly, daily) one version of the truth available to all stakeholders 24/7 •Actions, recommendations on variances to goal along with plan development and execution •Lead /play discussion and evaluation, scoring, delivery to sales and SLA based action plans and results analysis •Play and campaign phasing and calendaring •Marketing Automation Platform management and program execution including regional support Central Marketing, Content & Messaging Strategy Regional Marketing
  34. 34. The Challenge Of The New B-to-B Buyer
  35. 35. Buyers are more informed Buyers need more (and earlier) ROI Buyers are less likely to engage earlier •  Access to Content •  Peer Network •  Access to Data •  Reason to Change •  Peer Examples •  Executive Support •  Self Service •  Network Introduction •  Events Not Working The sales cycle has changed The biggest challenge is getting the buyers attention
  36. 36. Typical Buying Cycle Recent research indicates that typically the first 1/3 of the buying cycle - The Education Phase does not involve interacting with a sales rep
  37. 37. Event Thought Leadership Marketing Leads Industry Content Email Intro Event Invite Demo Value Demonstration SME Access Competitive Review Event Invite Sales Intro Exec Value Demonstration Competitive Review SME Access Exec Briefing Reference Invite Marketing has an opportunity to align with sales and accelerate The Buyers Journey
  38. 38. Sales and Marketing Alignment
  39. 39. Mission An mutually agreed to mission understood by sales and marketing This is achieved via • Clear roles • Common definitions • Assigned and understood partnerships • Agreement and commitment to a plan • Shared success benchmarks • Performance objectives • SLA’s in place
  40. 40. Communications Written and verbal Communications with agreed upon frequency that supports and maintains an open dialog at all levels This is achieved via • Business partnership • Cadence calls • Frequent day to day interaction • Plans, activities, schedules, campaign announcements • Shared dashboards & KPI’s • Debriefing & celebrating success
  41. 41. Process Development, agreement, communication and commitment to Processes is essential to achieve business goals This is achieved via: • Planning & approval processes • Operational processes – Lead scoring & qualification process – Lead routing process – Lead action and SLA based processes • Customer centric sales processes • Reporting processes – Commitment to keep data current & updated – Consistent dashboard metrics – Closed loop reporting
  42. 42. Tools Seek and deploy tools that demonstrate results, remove ambiguity, facilitate the sharing of information, and enable teams to replicate success • CRM tool – Leads, pipeline, revenue, opportunity management, telemarketing, measurement & reporting • Marketing Automation – Campaign management, lead scoring, tracks program results • BI & Visualization tools – Model and strategize campaign execution, advanced list management, visualize integrated marketing results • ERP and Web-Based tools – Manage and track orders and customer activity, execute and leverage web and social media interactions
  43. 43. Sales & Marketing Alignment Dimensions • Mutual agreement on: – Goals and success measures – Lead scoring, SLA’s, action process… – Targeted segments, sub-segments, accounts – Campaign and selling plays and themes – Budget priorities by region • Jointly shape strategic account planning • Foster and strive for an environment of….Mutual Respect and corporation
  44. 44. Measuring Lead Quality Key • Lead results in closed business! • Acceptance/rejection rate of leads • Lead is advanced thru demand funnel and contributes to active company pipeline – As documented in sales cycle stage reports – Lead velocity reporting – speed from inquiry to close • Lead to opportunity conversion – Target is 25%- 30% • Leads are BANT qualified • Regular qualitative feedback from sales team
  45. 45. Align Around the Funnel A great place to start! •As leads are entered in the system at the Inquiry or Marketing Qualification stage, it is processed by the Inside Sales team •Inside Sales does initial touch qualification and determines if it is worth further sales qualification •Once a lead is assigned to Outside Sales for further follow up , contact it enters into the Sales Qualification stage •The Outside Sales rep can accept, reject, qualify or designate as an opportunity at this stage •Won business
  46. 46. Lessons Learned • Sales and marketing alignment central to success – a shared understanding of the buying process is critical – establishment of SLA’s great first step • Marketing automation will not fix broken sales and marketing processes – stuck in batch and blast, hunch based, outbound only processes …..simply do not work • Highly targeted, valued content, personalized, right person, right time, right message is critical……always oriented to a clear call to action • A healthy, ever-growing and engaged database is core to success – focus on opt-in, white listed, targeted nurturing with all content sent of high-value • Customer and prospect engagement happens on many dimensions, face to face with outside sales, over the web, via social media, telemarketing, physical events…contacts are not just sitting around waiting for the next email • Always keep demand type front and center…new concept, new paradigm, focused at existing customers, established market...etc. Is the task fishing or farming? • Reduce waste by targeting as tightly as possible ….think personalized and tailored • Development of personas is key to segment and engage targeted audiences • Examine and align the sales process to The Buyers Journey – always seek better ways to engage with targets
  47. 47. Coming together is a beginning. Keeping together is progress. Working together is success. -Henry Ford
  48. 48. Jon Russo Marketing technology consultant B2B Fusion Panelist
  49. 49. © 2013 B2B Fusion Group / Proprietary & Confidential DatePrepared for © 2013 B2B Fusion Group / Proprietary & Confidential June 2013 Jon Russo, Founder B2B Fusion Group Generate. Optimize. Close. MarketingAutomationKeySuccessIngredients
  50. 50. © 2013 B2B Fusion Group / Proprietary & Confidential B2B Fusion: A Relentless focus on Marketing ROI 50 CMO - Marketing What is the ROI of our Marketing Investments? How do we produce more sales ready leads? CSO – Sales How can we maximize sales rep selling time? How can we minimize sales rep distractions via our CRM data processes? How do we track, trend, and improve our performance as a combined sales & marketing revenue machine?
  51. 51. © 2013 B2B Fusion Group / Proprietary & Confidential • Data and its business impact: • High quality data correlates to 39% more closes & 66% more revenue • 30%+ of names, titles or phone numbers in a database go bad annually • 25% of a field sales rep’s selling TIME is wasted with incorrect data • How the selling environment has changed: • For every 650 leads, 1 deal is closed in 19 months • For $1B Firm, cost of Poor Sales Enablement is $14M and an additional $100M in lost revenue • 43% of B2B companies indicate that sales cycles have lengthened over the past three years The Situation 51 Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com
  52. 52. © 2013 B2B Fusion Group / Proprietary & Confidential DATA: Not Sexy, But Oxygen to success 52
  53. 53. © 2013 B2B Fusion Group / Proprietary & Confidential Nurture Fuzzy Sales & Marketing Definitions = Fuzzy ROI Define your lead lifecycle within your systems 53 Inquiries MQL LGQL SQL Customers Prospect & Recycled (Marketing Qualified Lead) Sales Accepted Lead Sales Qualified Opportunity SALESMARKETING All Names Lead Gen Qual. Lead SAL LEAD GEN INSIDE SALES
  54. 54. © 2013 B2B Fusion Group / Proprietary & Confidential 43% of Business IT investments not living to full potential Look for creative ways to accelerate progress by augmenting skillsets… 54 Description XYZ Today Annualized Estimated USD Cost People 33 Sales People $3,300,000 2 Inside Sales People 200,000 9 Marketing People 900,000 Programs Marketing Programs 900,000 Technology CRM: 132 Enterprise Licenses 198,000 Marketing Automation Enterprise License: 30k records 36,000 10 data source License: $.42/record 15,000 Annual Total $5,549,000 Gartner 2013
  55. 55. © 2013 B2B Fusion Group / Proprietary & Confidential Marketing ROI – Harder than it looks 55
  56. 56. © 2013 B2B Fusion Group / Proprietary & Confidential • Invest time in data integrity and processes • Clearly define ownership, stages, processes with sales & marketing • Make sure you do more than just e-blasts with your automation investment • Set the right Marketing ROI expectation of a journey, not an overnight destination Key TakeAways 56
  57. 57. © 2013 B2B Fusion Group / Proprietary & Confidential Contact Information 57 Jon Russo www.b2bfusiongroup.com Jon.russo@B2BFusiongroup.com @b2bcmo
  58. 58. © 2013 B2B Fusion Group / Proprietary & Confidential Our Customers 58 Referenced by Forrester Research: 2011, 2012, & 2013 Best B2B Best Practices, KPIs, and Buyers Journey Referenced in Forbes 2012
  59. 59. Q&A
  60. 60. We’re Sorry We are experiencing technical difficulties. Please stand by.
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