The CEO’s Quickie Guide to Marketing Automation - An Allinio Presentation

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Joseph Zuccaro (@joezuc), President of marketing automation professional services firm Allinio (http://allinio.com) (@allinio), explains marketing automation in this presentation for Boards, CEOs, Presidents, and Business Owners in understandable terms that will help them learn how an enterprise needs to stay competitive- namely by gathering, storing, analyzing, sharing, and acting upon data more efficiently, thus achieving an “Information Superiority” which dramatically increases the likelihood a sale. Their ability to efficiently move Marketing data with digital tools throughout the enterprise (most importantly – to Sales) will amplify the probability of achieving organizational objectives.

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The CEO’s Quickie Guide to Marketing Automation - An Allinio Presentation

  1. 1. The CEO’s Quickie Guide to Marketing Automation ©2010 Allinio LLC – All rights reserved allinio
  2. 2. You’re in command Your company is a ship and you give the orders to get it to its destination. ©2010 Allinio LLC – All rights reserved allinio
  3. 3. No passage is without risk You need to be ready to veer your company course to avoid hazards, and steer it back onto a good course. ©2010 Allinio LLC – All rights reserved allinio
  4. 4. But if wind drives a ship, what drives your company? Sales. (No nautical pun intended) ©2010 Allinio LLC – All rights reserved allinio
  5. 5. And what drives your Sales? Marketing. ©2010 Allinio LLC – All rights reserved allinio
  6. 6. And what drives your Marketing? Data. ©2010 Allinio LLC – All rights reserved allinio
  7. 7. And what drives your Data? Dialog. ©2010 Allinio LLC – All rights reserved allinio
  8. 8. Your ability to better gather, store, analyze, share, & act upon data from customer and prospect interactions will give you a strategic advantage over your competitors. ©2010 Allinio LLC – All rights reserved allinio
  9. 9. This is known as Information Superiority ©2010 Allinio LLC – All rights reserved allinio
  10. 10. Information Superiority requires Transformation ©2010 Allinio LLC – All rights reserved allinio
  11. 11. Information Superiority enables Agility ©2010 Allinio LLC – All rights reserved allinio
  12. 12. Information Superiority results in more Revenue Just in case you were tiring of naval images, we wanted to throw in something that you could relate to better. ©2010 Allinio LLC – All rights reserved allinio
  13. 13. Marketing Automation can give your company Information Superiority This was the “punch” line you’ve been waiting to hear, but it isn’t Kool-Aid. It’s real. ©2010 Allinio LLC – All rights reserved allinio
  14. 14. What Exactly is Marketing Automation? Software infrastructure that enables an integrated, analytical approach to marketing operations and creates stronger ties with sales by tying marketing activity to revenue. ©2010 Allinio LLC – All rights reserved allinio
  15. 15. Marketing Automation Components There are several components to Marketing Automation, including campaign management, lead management, interaction management, marketing resource management, marketing asset management, and analytics. Source: Forrester ©2010 Allinio LLC – All rights reserved allinio
  16. 16. We’ll keep this at 50,000 feet There’s a lot to Marketing Automation; at this point, there’s no need to get granular. We’ll minimize the naval images but still try to keep you awake. Let’s talk about one item on that list which impacts revenue the most… allinio ©2010 Allinio LLC – All rights reserved
  17. 17. Lead Management Lead management is playing a dominant role in the Marketing Automation space and is a good starting point for firms to build a scalable and effective infrastructure. ©2010 Allinio LLC – All rights reserved allinio
  18. 18. What is Lead Management? We have to explain everything to this dude. Lead management is a set of institutional processes allowing organizations to do several things they could not do well before: ©2010 Allinio LLC – All rights reserved allinio
  19. 19. Lead Management allows your organization to: 1. Prompt new revenue opportunities (we never tire of pictures of money) ©2010 Allinio LLC – All rights reserved allinio
  20. 20. 2. Manage large volumes of interaction ©2010 Allinio LLC – All rights reserved allinio
  21. 21. 3. Increase a prospect or customer’s probability of a purchase ©2010 Allinio LLC – All rights reserved allinio
  22. 22. 4. Tighten alignment between marketing activity and sales results. ©2010 Allinio LLC – All rights reserved allinio
  23. 23. Trends driving Lead Management via Marketing Automation You probably already know this, but we’ll go over it just in case… ©2010 Allinio LLC – All rights reserved allinio
  24. 24. 1. The need for greater Marketing accountability ©2010 Allinio LLC – All rights reserved allinio
  25. 25. Greater Marketing accountability Automation allows you to know which of your “Marketing mix” tools are best used at various phases of customers’ buying cycles, and to directly connect a specific activity to the number and quality of leads Sales receives. ©2010 Allinio LLC – All rights reserved allinio
  26. 26. 2. The need to produce better qualified leads Qualified Unqualified ©2010 Allinio LLC – All rights reserved allinio
  27. 27. Producing better qualified leads Automation objectively score leads and enables nurturing which can raise the score and hence the probability of a sale, freeing your salespeople for more challenging closes. ©2010 Allinio LLC – All rights reserved allinio
  28. 28. 3. The need to reduce customer acquisition costs ©2010 Allinio LLC – All rights reserved allinio
  29. 29. Saving money with reduced customer acquisition costs Marketing Automation minimizes the costs of lengthy sales cycles and high dollar salespeople. Buyers search online more for information and groups where they exchange trusted information about products & services – yours. ©2010 Allinio LLC – All rights reserved allinio
  30. 30. Ultimately By tracking customer interactions and behavior over time with automated processes & analytics, Marketing can give rich data about those customers to Sales and help them close deals more efficiently. ©2010 Allinio LLC – All rights reserved allinio
  31. 31. Caveats of Marketing Automation ©2010 Allinio LLC – All rights reserved allinio
  32. 32. Don’t be scared, it’s not that bad. Just remember… ©2010 Allinio LLC – All rights reserved allinio
  33. 33. Don’t think that the technology itself is all it takes More important than the software is the transformation of legacy processes and your employees’ attitudes and task behaviors. ©2010 Allinio LLC – All rights reserved allinio
  34. 34. Your firm will be transforming into a content publisher To drive the dialog that drives data that drives Marketing that drives Sales, your company will have to create content in media that your prospects and customers consume online. ©2010 Allinio LLC – All rights reserved allinio
  35. 35. This is a big change for your team Marketing, Sales and maybe IT will have to agree in defining criteria such as what constitutes a qualified lead, how many are needed, and how/where the data is warehoused. ©2010 Allinio LLC – All rights reserved allinio
  36. 36. This is not an overnight fix It will take time to set things up, learn from missteps, and gather enough data that gives you a reliable window into your customer relationships. But it will happen. ©2010 Allinio LLC – All rights reserved allinio
  37. 37. It takes discipline Organizations that consistently use this technology over time report increases in lead quality, sales conversion, and deal velocity — factors directly impacting sales pipeline and ultimately revenue. ©2010 Allinio LLC – All rights reserved allinio
  38. 38. How much does it cost? Marketing Automation varies from a few hundred dollars per month to tens of thousands of dollars per year. The real question to ask is: How much is it costing not to automate your Marketing? Probably a lot more than that… ©2010 Allinio LLC – All rights reserved allinio
  39. 39. Once you implement Marketing Automation You’ll realize that up until now your business has been blind to the information that can actually help grow your company. ©2010 Allinio LLC – All rights reserved allinio
  40. 40. So would you rather that your company lumber along… ©2010 Allinio LLC – All rights reserved allinio
  41. 41. …or maybe end up like this… ©2010 Allinio LLC – All rights reserved allinio
  42. 42. …or would you rather be able to outmaneuver the competition? ©2010 Allinio LLC – All rights reserved allinio
  43. 43. Waiting for your order, Captain: Marketing Automation Engines ahead full! ©2010 Allinio LLC – All rights reserved allinio
  44. 44. About Allinio Allinio is a professional services firm specializing in marketing automation consulting. We help our clients align their marketing and sales department, and leverage web-based technologies to better gather, store, analyze, share, and act upon the data that drives revenue for their organization. ©2010 Allinio LLC – All rights reserved allinio
  45. 45. Data Driven Revenue TM www.allinio.com Tweet this Presentation Subscribe to the Marketing Consigliere Blog Share this on LinkedIn Follow Joe Zuccaro on Twitter Share this on Facebook Follow Allinio on Twitter Share this via Email Follow the B2B Twitterer Awards on Twitter ©2010 Allinio LLC – All rights reserved allinio

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