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

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

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

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

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

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

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

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

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

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

by Allinio on Jun 25, 2010

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