IDENTIFIER;   SECTOR OR OFFERING; AKKUR AT BOLD   7/ 12 ; 1   LINE MAXIMUM                                                ...
Table of ContentsWhat is Connected Marketing Automation all about?          1Why Connected Marketing Automation is the way...
What is Connected Marketing Automation                                                                                    ...
Why Connected Marketing Automation is                                         the way to success?“   The lead to opportuni...
A framework for successThe Connected Marketing Automation Framework of CapgeminiConsulting shows that there are seven dime...
Clear lead nurturing strategy    Lead nurturing is the process of cultivating leads that are not yet    ready to buy. This...
Look at the health of your database by checking both the quality andquantity of prospect profiles. How many profiles have ...
Keep tracking the team performance and keep on improving capabili-    ties in order to stay ahead of the competition.    E...
End-2-end campaign managementA solid campaign management approach provides efficiency and100% visibility on campaign effec...
An end-2-end integration of your CRM system and Marketing    Automation tool enables you to manage the interactions with p...
Maturity levels of Connected Marketing                                         Automation“   Providing the right content t...
The Capgemini Consulting approach“  Begin with quick wins for quickrevenues.                                     We can he...
FACTS & FIGURES OF MARKETING AUTOMATION                                                                                   ...
More information     Would you like to know more about Connected Marketing Automation     and/or receive our extensive poi...
About Capgemini        With around 120,000 people in 40            Capgemini Consulting is the globalcountries, Capgemini ...
Capgemini ConsultingPapendorpseweg 100P.O. Box 2575 - 3500 GN UtrechtThe NetherlandsPhone: + 31 30 689 0000www.capgeminico...
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Connected marketing automation__na_framework_for_success

  1. 1. IDENTIFIER; SECTOR OR OFFERING; AKKUR AT BOLD 7/ 12 ; 1 LINE MAXIMUM Cli Client Logo LConnected Marketing Automation:a framework for successHow to maximize your return on marketing investmentand transform your company into a revenue engine
  2. 2. Table of ContentsWhat is Connected Marketing Automation all about? 1Why Connected Marketing Automation is the way to success 2A framework for success 3Maturity levels of Connected Marketing Automation 9The Capgemini Consulting approach 10
  3. 3. What is Connected Marketing Automation all about?“ Within Healthcare we focuson Customer Centricity and viaMarketing Automation we are able to Is one of your biggest challenges to improve lead conversion rates? Are marketing and sales not aligned in following up leads? And do you have difficulties to create personal and relevant campaigns atbuild a 360° view of our customers low costs?and create an “always on” dialogue.The latter enables us to hand over Then Connected Marketing Automation is the best solution for you.enriched leads to our sales force. Marketing Automation drives leads seamlessly through the salesCapgemini Consulting supported us funnel supported by flexible, intuitive tooling.as a true partner in deploying thetool but more important the philos- It’s about capturing your prospect’s digital profile in order to buildophy within the organization via personal campaigns and nurture prospects through their buying journey.selected proof-points. This will result into more and better qualified leads and transform ” Robert van Geffen, Senior Manager Digital Marketing, your company into a true revenue engine. What does Connected Marketing Automation entail? Philips Healthcare The activities of Connected Marketing Automation consist of three main building blocks: creating digital profiles, building relevant cam- paigns and nurturing and qualifying leads. Creating digital profiles Marketing Automation helps you to really connect with your customers. It enables you to carefully listen to each individual prospect by tracking his digital behavior. For instance, what web pages did this prospect click on? What emails excited his interest? For which events did he register? Capturing this digital behavior helps you to develop a detailed profile of each prospect. Building relevant campaigns By understanding this digital profile you are able to build a strong relationship. You can response based on the needs, behavior and profile of the prospect by sending truly relevant messages. In this way you’re helping prospects make their buying decision. The rise of digitalization enables your company to automatically manage the targeting, timing, and content of relevant campaigns. For the first time you can truly connect with your prospects. Figure 1 Building blocks of Connected Marketing Automation Nurturing and qualifying leads Connected Marketing Automation enables you to nurture prospects through the sales funnel by using their digital profile. Lead nurturing is the process of providing valuable content in each phase of the buying ofi les Bu process. A lead’s digital profile allows marketers to determine which pr ild tal i leads are ready for sales and can be qualified. By applying lead ng i dig re scoring you can automatically rank digital profiles. This gives you an lev ting ant c insight into the quality of the lead and the readiness to handover the Crea lead to sales. Those leads that are inactive or not yet ready can be ampaign nurtured until their digital profile indicates their sales readiness. s Le ad nu rtu ri n i on g a n d u a li fi c a t q Connected Marketing Automation: A Framework for Success 1
  4. 4. Why Connected Marketing Automation is the way to success?“ The lead to opportunity conver-sion rate has increased four-fold,highlighting a clear return on invest- With Marketing Automation you significantly increase the return on marketing investment and lower marketing costs. In the US, already 54% of CMOs have acknowledged the benefits of Marketing Automationment. and have either begun or completed their Marketing Automation ” McAfee Inc. implementation. Read below the reasons why Marketing Automation is showing the strongest growth in the $4B CRM market space.1 Marketing Automation increases sales n Businesses that excel in lead nurturing generate 50% more sales ready leads. nNurtured leads make 47% larger purchases than non-nurtured leads. n81% of best-in-class companies say their top reason for wanting automated platforms is to close sales faster. Marketing Automation lowers costs nMarketing Automation reduces lead qualification costs by 50%. nBy utilizing Marketing Automation there is a 12.2% savings on marketing overhead. nMarketing Automation cuts the time between lead generation and initial contact by more than 90%. Apart from the above results, other advantages of Marketing Automation are nRich customer profiles. Building up a marketing database with digital profiles by tracking behavior cross-channel. nEasy and high-end segmentation. Segment-based on both explicit as well as implicit behavior. nIncreased quality of qualified leads. Apply lead scoring to identify the sales readiness of leads. nReal-time dashboards to enable a closed loop. Analyze the perform- ance of campaigns and funnel conversions and use that to set new objectives. n360˚ insight. Integrate data of the customer to get one view of the truth. nPersonalization. Send relevant messages based on the information needs of each customer. nEfficient campaign processes. Decrease the time and effort needed to set up personalized campaigns. nVery quick time-to-market. Implement the Marketing Automation tool within three weeks time. Connected Marketing Automation is especially strong at B2B or B2C companies which sell high value products and services. Companies which are most eligible have long and/or complex buying cycles, are focused on cross and up-selling and consider education as an impor- tant element of the buying process. 1 Source: Nucleus research, Sirius decisions, Gartner, Marketing Sherpa, Aberdeen, Eloqua, The Annuitas Group, Forrester, eCommerce Times, Focus Research.2
  5. 5. A framework for successThe Connected Marketing Automation Framework of CapgeminiConsulting shows that there are seven dimensions which need to bein place in order to grow your return on marketing investments.360° customer insight and understandingCompanies often build campaigns from an inside-out perspectiveand not from a customer centric point of view. For example, theystart a campaign when there is a new product launch, promotion orevent. But is your prospect really waiting for such a message at thatmoment of time? A prospect receives over 3,000 messages daily2. Soin order to get the attention and interest of a prospect, companieshave to ensure that their message is relevant.Understanding who the prospect is, what he likes and how he behavesis crucial. This should always be kept in mind when starting with alldimensions of the Marketing Automation Framework. By capturingwhat web pages a prospect visits, which forms he fills out and whichpdf he downloads, you create a valuable (digital) profile. By applyingthis profile in all your marketing messages, you will truly connectwith your prospect or customer and build a strong relationship. Figure 2 Connected Marketing Automation Framework Nuturing strategy Lead management processes Campaign effectiveness Customer insights & Marketing understanding automation tools Skills & Performance Staffing monitoring 2 Source: Fastcompany, 2010 3
  6. 6. Clear lead nurturing strategy Lead nurturing is the process of cultivating leads that are not yet ready to buy. This helps you to move “stuck” deals in the pipeline and increase the amount of qualified leads. Lead nurturing anticipates the needs of the buyer based on who he is and where he is in the buying process and adjusts the content (such as white papers and webinars) towards that buyer needs. To make lead nurturing successful you need to build a customer journey for each target group (see figure 3). Define clearly which content is needed in which stage of the buying process. Use this to define cam- paigns for the different stages of the buying process. A nurturing strategy enables you to be customer centric and to create a long-term planning for your marketing activities. Figure 3: Customer centric Marketing Automation Persona’s help to build campaigns relevant to the customer Building marketing campaigns around the customer journey Drive leads through the buying process Search Learn Evaluate Buy Service SEM Buyers kit Customer onboarding Content syndication Customer loyalty/retention Welcome campaign Urgency campaign Education campaign Social Performance monitoring dashboard in place Marketing Automation enables you to create a real-time marketing dashboard with clear KPIs. These KPIs help you optimize activities and identity the marketing drivers of revenue. The KPIs should have three different levels: campaign performance, lead management performance, and database performance. KPIs of campaign performance show you how relevant your campaigns are. Are prospects opening emails, visiting your website and filling out forms? The second level of KPIs is related to database management.4 Connected Marketing Automation: A Framework for Success
  7. 7. Look at the health of your database by checking both the quality andquantity of prospect profiles. How many profiles have you addedprevious month and how complete is the data of these prospect pro-files? Lead management KPIs are the third level. These KPIs enableyou to monitor the performance of your sales funnel. What is the con-version from captured leads to sales accepted leads? And how manyof the sales accepted leads end up in buying the product? Figure 4 KPIs dashboard Campaign performance Performance to benchmark Open Rate Click-through Rate Click to Open Rate From Conversion Rate 40% 60% 40% 60% 40% 60% 40% 60% 20% 80% 20% 80% 20% 80% 20% 80% 8.79% 0.05% 0.60% 0.01% 0% 100% 0% 100% 0% 100% 0% 100% Database performance Contact Field Completeness Contact Breakout First Name 99.2% Reachable Unreachable Last Name 99.2% Company 90.7% Address 1 50.8% Total Active Contacts Address 2 0.0%% 49,876 Inactive Contacts Address 3 0.0% 4,234 City 50.8% Lead management performance Sales funnel Prospects, 54 Value Benchmark Stage Type Trendline Monthly Median Benchmark Growth Rate Marketing Qualified Prospect 9.4% Lead, 37 Qualified Lead 15.7% Sales Accepted 13.4% Lead Sales accepted leads, 9 Sales Qualified 7.7% Lead Sales qualified leads, 5 Detailed Data laggards average performers leaders Customers, 3Skills and staffing in placePeople are not your best asset, the right people are. Ensure thatyou have the right people on board (internal and external) to makeMarketing Automation work.We recommend that you build “one team” with a combination ofexpertise. To build a strong Marketing Automation capability, youneed at least a strategic marketer, a database analyst, a campaignspecialist and a designer. 5
  8. 8. Keep tracking the team performance and keep on improving capabili- ties in order to stay ahead of the competition. Efficient lead management Efficient lead management increases the conversion of prospects to win leads. It is the process by which potential customers are identi- fied, educated, engaged with, qualified, and passed on to sales. One of the biggest challenges in lead management is to avoid leads leaking out of the funnel. The hand-over of leads from marketing to sales happens too early, too late or worse, not at all. Marketing and sales must be aligned on funnel stages and responsibilities in order to secure a seamless handover of leads. Another challenge is to prioritize leads. You should apply lead scoring to categorize which prospect is ready for sales, or which lead should be held back and nurtured with high value web content until buying signals emerge. Lead scoring is an objective ranking of one lead against another. This not only helps align the right follow-up, but also helps marketing and sales professionals identify where each prospect is in the buying process. Marketing and sales professionals should define funnel stages and lead scoring together. By jointly establishing an objective definition of a qualified lead, marketing and sales work more efficiently together and improve conversion rates. Figure 5 Marketing and sales handovers (Eloqua, 2011) An individual in Sales stages definitions An individual the database An individual An individual An individual An individual who has no or who has raised that meets the which sales that is ready to that has been outdated level their hand by lead qualification agrees to take be forecasted won of qualification providing criteria accountability for by sales contact details Sales Sales Qualified Suspect Prospect Accepted Qualified Customer Lead Lead Lead Marketing & sales responsibilities Marketing Marketing Sales validates Sales closes Sales validates validates quality nurtures to sales and accepts revenue scoring criteria of interest ready ownership opportunity6 Connected Marketing Automation: A Framework for Success
  9. 9. End-2-end campaign managementA solid campaign management approach provides efficiency and100% visibility on campaign effectiveness.A company must have an effective campaign process in place to sendmultiple campaigns through multiple channels to prospects. The pro-cess of executing a campaign consists of 5 steps. The first step is toidentify segments based on customer insights and to select whichcustomers should receive a certain campaign. The second step, whichis often neglected, is to define the objectives of the campaign. Whatdo you want to achieve with this campaign? And how are prospectsfollowed up after the campaign?Once there is a clear objective, the content and visuals of the campaignshould be created by experienced designers. The last step, after exe-cuting the campaign, is to evaluate and capture the lessons learned.By clearly structuring end-2-end processes, campaign effectivenesswill improve significantly. Figure 6 Campaign process Strategy & management Customer insights Define campaign Design Execute Evaluate & segmentation objectives campaign campaign campaignMarketing Automation toolsCompanies that have a fully functional CRM system are not an excep-tion anymore, but the CRM system often doesn’t provide an end-2-endcoverage of the customer life cycle. A CRM system is especially strongin sales and service, but lacks a module which truly manages thecomplete marketing phase. You need Marketing Automation software tocover the whole process from demand and lead generation to leadnurturing and qualification.To build a revenue engine a Marketing Automation tool should containthe following functionalities: multi-touch campaign execution, segmen-tation, dynamic content, data cleansing, event management, CRMintegration, lead scoring and profile management. There are currently110 vendors in the Marketing Automation space, of which Eloqua,Marketo and Aprimo3 are the most popular. 3 Source: The magic quadrant for CRM Lead management of Gartner (2012) 7
  10. 10. An end-2-end integration of your CRM system and Marketing Automation tool enables you to manage the interactions with pros- pects and customers through the entire buying process, enabling more predictable, rapid, and profitable revenue growth. Figure 7 Connected Marketing Automation maturity levels Level 1. Level 2. Level 3. Level 4. Level 5. Batch & blast Nurturing Behavioral Seamless True revenue targeting integration engine Nurturing Product-driven Segment-driven Behaviour-driven Sales and An integrated strategy campaigns campaigns campaigns marketing journey of based on co-create marketing, sales customer journeys campaigns and service Lead Stages in sales Clarity of sales Sales and Seamless hand- An end-2-end, management funnel not funnel and marketing are over of leads consistent, processes clearly defined handover aligned on lead from marketing follow-up moments scoring and to sales of leads and qualification customers Marketing An e-mail service The ability to Lead qualification Full integration of Revenue automation provider (ESP) set-up dynamic, and scoring CRM and performance tools implemented multi-touch implemented Marketing functionalities are campaigns Automation implemented Performance Campaign Insight into Insight into sales Performance Insight into monitoring analytics database readiness of leads data of sales and marketing drivers performance based on behavior marketing of revenue integrated Skills Someone Database Controller responsible for marketer Involvement of Sales department analyses & staffing campaign responsible for Marketing is fully involved funnel execution segmenting strategist performance Campaign Ad hoc Segmentation Automated Sales enabled to Fully automated effectiveness campaign and objectives multi-touch use campaigns campaign execution defined campaigns and content processes Customer Clean Marketing Marketing Customer data 360˚ customer insights & customer database with database with synchronized profile understanding data explicit profile explicit and between information implicit profile marketing and information sales8 Connected Marketing Automation: A Framework for Success
  11. 11. Maturity levels of Connected Marketing Automation“ Providing the right content to theright prospect at the right time viathe right channel. Capgemini Consulting developed a Marketing Automation maturity model. This model indicates how you are currently performing in the field of Marketing Automation and what gains can be achieved. By ” assessing your current performance on the seven dimensions of the Marketing Automation Framework you can easily pin-point quick wins and define the roadmap which leads to a true revenue engine. The maturity model consists of five levels (see page 8) Level 1 Batch & blast In the first level your organization sends out batch and blast email campaigns. Campaigns are mostly product-driven and performance is based on campaign analytics. Level 2 Nurturing In the second level there is a strategy and long-term planning pres- ent of what content should be sent to which customer segments. Organizations are using customer journeys to set up nurturing programs. Level 3 Behavioral targeting In this level you know in which stage of the buying journey the prospect or customer is by analyzing digital behavior. By applying lead scoring you have insights into the sales readiness of prospect. These insights are used to provide the right content to the right prospect via the right channel at the right time. Level 4 Seamless integration Marketing and sales are cooperating to deliver an integrated customer experience. Qualified leads are seamlessly handed over from market- ing to sales. Level 5 A true revenue engine Knowing the marketing drivers of revenue. In this level you know what marketing activities result in most revenue. You can use these insights to assemble the best marketing mix and optimize your return on mar- keting investment. Connected Marketing Automation: A Framework for Success 9
  12. 12. The Capgemini Consulting approach“ Begin with quick wins for quickrevenues. We can help you transform your company into a revenue engine by implementing Marketing Automation. We start with a three-day ” discovery workshop in which you learn all about your current situation and the possible quick wins. The discovery workshop consists of n quick scan of the dimensions of the Connected Marketing Automation framework (see figure 8); n determining the current Marketing Automation maturity; n creating a high-level business case (based on current conversion rates of the sales funnel); n developing a high-level roadmap and quick wins. After the discovery workshop we have a clear overview of where you’re company is now and what steps have to be taken to implement Marketing Automation. Figure 8 Assessment of the dimensions of the Marketing Automation framework Customer insight 5 4 Campaign effectiveness Nurturing 3 3 3 2 1 1 2 2 Skills & staffing Lead management 3 4 Performance monitoring Marketing Automation tools10
  13. 13. FACTS & FIGURES OF MARKETING AUTOMATION THE ADOPTION OF MARKETING AUTOMATION B2B MARKETERS SPEND ON MARKETING AUTOMATION 2011 2015 110 There are over 110 marketing automation vendors ¤ 325 M ¤ 487.5 M BUILDING PROFILES NURTURE WITH CAMPAIGNS PRIORITIZE That’s about equal to the Marketing automation drives costs of advertising on leads through the sales funnel a billboard at Time supported by flexible, Square for 203 years intuitive tooling Marketing automation is showing the strongest 203 YEAR growth in the $4 B CRM market space UNITED STATES THE BENEFITS OF MARKETING AUTOMATION 50% 1 more sales ready leads are generated by companies that excel at lead nurturing 54% 1 No. reason of best-in-class companies for wanting marketing automation is of marketing managers have either begun or completed their implementation of marketing automation to close leads faster That’s about 33.2 MILLION ‘Marketing Automation’ hits on Google meter of 332 content Relevant e-mails drive 18 times more revenue than broadcast e-mails 76% Broadcast e-mails Relevant e-mails That’s TALLER than the = x 1 = x 18 Eiffel Tower! of CMO’s list high-quality lead generation as their greatest challenge By automating, lead management companies achieved a greater revenue in 6-9 months of 50% Reduction in lead qualification costs 90% 10% Marketing automation 33% cuts the time between lead generation and Reduction in costs of generating sales ready leads 0 12 initial contact Nurtured leads make 47% larger 47% purchases than non-nurtured leadsSourcesEloqua, Focus Research, Sirius Decisions, The Annuitas Group, Forrester Research, Gartner Research, Jupiter Research, Aberdeen Group, Raab Associates Inc. study 11
  14. 14. More information Would you like to know more about Connected Marketing Automation and/or receive our extensive point of view? Please contact: Zwanet Roebersen Principal consultant zwanet.roebersen@capgemini.com Tel. +31 6 2715 9949 Marie-Christien van Wensen Senior consultant marie-christien.van.wensen@capgemini.com Tel. +31 6 5331 7218 Kelly Visser Consultant kelly.visser@capgemini.com Tel. +31 6 1093 187212
  15. 15. About Capgemini With around 120,000 people in 40 Capgemini Consulting is the globalcountries, Capgemini is one of the strategy and transformation consultingworld’s foremost providers of consulting, organization of the Capgemini Group,technology and outsourcing services. specializing in advising and supportingThe Group reported 2011 global revenues enterprises in significant trans-of EUR 9.7 billion. Together with its formation, from innovative strategy toclients, Capgemini creates and delivers execution and with an unstinting focusbusiness and technology solutions on results. With the new digital economythat fit their needs and drive the results creating significant disruptions andthey want. A deeply multicultural opportunities, our global team of overorganization, Capgemini has developed 3,600 talented individuals work withits own way of working, the Collaborative leading companies and governments toBusiness ExperienceTM, and draws on master Digital Transformation, drawingRightshore®, its worldwide delivery on our understanding of the digitalmodel. economy and our leadership in business transformation and organizationalRightshore® is a trademark belonging to Capgemini change. Find out more at: www.capgeminiconsulting.nl IN/02-063.12 © shutterstock.com
  16. 16. Capgemini ConsultingPapendorpseweg 100P.O. Box 2575 - 3500 GN UtrechtThe NetherlandsPhone: + 31 30 689 0000www.capgeminiconsulting.nl2012 Capgemini. All rights reserved. Rightshore® is a registered trademark belonging to Capgemini.Capgemini Consulting is the strategy and transformation consulting brand of Capgemini Group

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