The CFO’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 to CFOs and …

Joseph Zuccaro (@joezuc), President of marketing automation professional services firm Allinio (http://allinio.com) (@allinio), explains marketing automation in this presentation to CFOs and Controllers in understandable and compelling terms that will help them learn how these new platforms help enterprises stay competitive and profitable- namely by treating marketing efforts in a cost accounting approach, where individual campaigns and efforts can be tied to revenue, thus showing profitability on a project by project basis and enabling the enterprise to optimize its marketing activity to effectively generate better qualified leads and to efficiently produce incremental revenue.

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  • Joseph Zuccaro (@joezuc), President of Marketing Automation professional services provider Allinio (http://www.allinio.com) (@allinio), explains marketing automation in this presentation to CFOs and Controllers in understandable and compelling terms that will help them learn how these new platforms help enterprises stay competitive and profitable- namely by treating marketing efforts in a cost accounting approach, where individual campaigns and efforts can be tied to revenue, thus showing profitability on a project by project basis and enabling the enterprise to optimize its marketing activity to effectively generate better qualified leads and to efficiently produce incremental revenue.
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  • 1. The CFO’s Quickie Guide to Marketing Automation ©2010 Allinio LLC – All rights reserved allinio
  • 2. Your job is to protect your firm’s financial position like Fort Knox ©2010 Allinio LLC – All rights reserved allinio
  • 3. You have processes that allow you to control the flow of money. ©2010 Allinio LLC – All rights reserved allinio
  • 4. The last thing you want is somebody taking your firm’s money, spending it, and having nothing to show for it. ©2010 Allinio LLC – All rights reserved allinio
  • 5. Because once it is gone, it is not replaced this easily. ©2010 Allinio LLC – All rights reserved allinio
  • 6. Unfortunately, that’s how a lot of executives think of Marketing – an unaccountable money hole... ©2010 Allinio LLC – All rights reserved allinio
  • 7. …that has little impact on Sales. ©2010 Allinio LLC – All rights reserved allinio
  • 8. But that’s changing. Sales needs better leads and your firm deserves better ROI on its Marketing spend… ©2010 Allinio LLC – All rights reserved allinio
  • 9. …not “branding” stunts. ©2010 Allinio LLC – All rights reserved allinio
  • 10. There are web-based Marketing tools that can help sales and efficiently drive revenue ©2010 Allinio LLC – All rights reserved allinio
  • 11. These are known as “Marketing Automation” tools… …and they can be a CFO’s best friend. ©2010 Allinio LLC – All rights reserved allinio
  • 12. All we can say is: it’s about time! Admit it, you money guys have had shiny gadgets to help you with your job for quite a while… ©2010 Allinio LLC – All rights reserved allinio
  • 13. And now it’s Marketing’s turn… …in order to justify their existence.. (see, you’ve had all sorts of tech gadgets) ©2010 Allinio LLC – All rights reserved allinio
  • 14. After all, If you’re public, Sarbanes-Oxley requires you to closely monitor and accurately report your expenditures. ©2010 Allinio LLC – All rights reserved allinio
  • 15. And even if you’re not public, your investors want to know you’re doing the best job possible controlling those marketing expenditures. ©2010 Allinio LLC – All rights reserved allinio
  • 16. They require that you don’t play “Magic 8 Ball” with your sales projections. Your projections must be sound- based on solid processes and good data. ©2010 Allinio LLC – All rights reserved allinio
  • 17. So you need to adopt tools that will allow your firm to: 1. Predict revenue 2. Optimize marketing tactics 3. Optimize marketing budget 4. Optimize ROI ©2010 Allinio LLC – All rights reserved allinio
  • 18. Marketing Automation will make Marketing more accountable …whether they like it or not. ©2010 Allinio LLC – All rights reserved allinio
  • 19. But chances are they will like it since it can help them become more productive and successful. ©2010 Allinio LLC – All rights reserved allinio
  • 20. Because in a data driven world, digital tools will help leverage the data that drives revenue. ©2010 Allinio LLC – All rights reserved allinio
  • 21. No, we’re never going to say that it’s this easy… ©2010 Allinio LLC – All rights reserved allinio
  • 22. But Marketing Automation will systematically improve your ability to increase revenue ©2010 Allinio LLC – All rights reserved allinio
  • 23. OK, we’ll nix the cutsey pictures for a while and give you stats. Stats backed by 3rd party research with pie charts, not cutie pies. So let’s go… ©2010 Allinio LLC – All rights reserved allinio
  • 24. Lead Generation is the major concern of B2B Marketers Product Marketing Hiring 2% Lead Sales Process 10% 10% Generation 52% Marketing Communications 12% Source: SiriusDecisions Market Definition ©2010 Allinio LLC – All rights reserved 14% allinio
  • 25. Marketers are using tools, but not ROI metrics. • 55.7% use web analytics tools • 55.5% use email campaign tools • 53.2% also use a CRM system. However, only 9.7% use technology to monitor channel productivity and opportunity management. Source: CMO Council ©2010 Allinio LLC – All rights reserved allinio
  • 26. B2B Marketers using ROI metrics are more likely to: • Outgrow Competitors (22% vs. 10%) • Report highly effective & efficient marketing (20% vs. 5%) • Generate more than a 10% increase in profits with a 10% increase in lead generation Source: emedia, Lenskold Group ©2010 Allinio LLC – All rights reserved allinio
  • 27. Slides without pictures make eyes glaze over, so here we go again… 1. Lead-to-opportunity conversion: For every lead you buy, how many turn into sales opportunities. 2. Cost per opportunity: Instead of CPL (more on this below), calculate the lead- generation costs and divide by sales opportunities created. This should include your lead development/qualification costs and nurturing costs. 3. Total pipeline created: How much sales pipeline has been created by your leads? ©2010 Allinio LLC – All rights reserved allinio
  • 28. Here are some questions you need to know, and Marketing Automation can answer ©2010 Allinio LLC – All rights reserved allinio
  • 29. What are your costs per campaign? ©2010 Allinio LLC – All rights reserved allinio
  • 30. What is your Cost of Customer Acquistion? Do you know it by : Campaign? Tactic? Vertical? Product? ©2010 Allinio LLC – All rights reserved allinio
  • 31. Which Marketing tools help generate the most qualified leads? Google ads? Whitepapers? Webinars? eBooks? Blogging? Social media? ©2010 Allinio LLC – All rights reserved allinio
  • 32. Which campaign elements need optimizing (fine tuning)? Email templates? Subject lines? Graphics? Landing pages? Calls to action? Forms? Copy/content? ©2010 Allinio LLC – All rights reserved allinio
  • 33. What is the NPV of opportunities that Marketing will place in Sales’ pipeline next quarter? And the next one after that? allinio ©2010 Allinio LLC – All rights reserved
  • 34. Whose leads have a shorter sales cycle? ©2010 Allinio LLC – All rights reserved allinio
  • 35. Which existing customers cost less to upsell/cross-sell? ©2010 Allinio LLC – All rights reserved allinio
  • 36. Remember, with Marketing Automation tools, Marketers can: 1. Predict revenue 2. Optimize tactics 3. Optimize budget 4. Optimize ROI ©2010 Allinio LLC – All rights reserved allinio
  • 37. Don’t you already expect such efficiencies and accountability from other operations in your firm? ©2010 Allinio LLC – All rights reserved allinio
  • 38. Here’s the point – Marketing has its own operations. Many executives haven’t thought of it that way because what Marketing did in the past was not measured well ©2010 Allinio LLC – All rights reserved allinio
  • 39. Look at it this way- A lot of this is just good old fashioned cost accounting, only for Marketers. ©2010 Allinio LLC – All rights reserved allinio
  • 40. Won’t they just love it? ©2010 Allinio LLC – All rights reserved allinio
  • 41. Of course, they’re free to do Marketing the way they’ve “always been doing it.” They’ll just have to keep using these tools without our assistance. ©2010 Allinio LLC – All rights reserved allinio
  • 42. Or you can give them Marketing Automation tools so they can find hidden treasure (more revenue) from the data they already have and will be gathering in the future. ©2010 Allinio LLC – All rights reserved allinio
  • 43. Remember, Marketing Automation is not a luxury… …it is a necessary tool not just for Marketers- it can be a control that helps you with your job too. ©2010 Allinio LLC – All rights reserved allinio
  • 44. About Allinio Allinio is a professional services firm specializing in marketing automation consulting and implementation. We help our clients align their marketing and sales department, and leverage web-based technologies to achieve higher ROI out of their marketing and sales efforts and ultimately drive more revenue for their organization. ©2010 Allinio LLC – All rights reserved allinio
  • 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