Marketing Automation: Essential Elements of Successful B2B Demand Generation<br />Forest Yule<br />Silverpop Strategic All...
Agenda<br />Who we are<br />Why Marketing Automation<br />Key Capabilities with Marketing Automation<br />Closing/Q&A<br />
Silverpop<br />1500+ customers, 2000+ brands<br />Email Marketing and Marketing Automation<br />Appexchange/ISV Partner wi...
Key Learning Goals<br />Lead nurturing is critical to creating sales-ready leads<br />The B2B buyer of today requires a ne...
The Need for Marketing Automation<br />
B2B demand-gen is a numbers game<br />Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funne...
B2B marketing legacy<br />Source:MarketingSherpa<br />
Considering the Buying Process<br />sort-of-ready<br />definitely not ready<br />Source:  MarketingSherpa, "2010 E-mail <b...
Plugging the Leaky Funnel<br />
Plugging the Leaky Funnel<br />
Marketing Automation Results<br />Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off em...
Enter Marketing Automation<br />
Nurturing Infrastructure<br />
Nurturing Infrastructure<br />Lead Capturing<br />
Nurturing Infrastructure<br />Lead Assessment<br />& Scoring<br />
Nurturing Infrastructure<br />Lead Routing to Sales<br />
Nurturing Infrastructure<br />Lead<br />Nurturing <br />& Reporting<br />
The Components of Marketing Automation<br />Web Integration<br />& Lead Capture<br />Outbound/Email <br />Execution<br />R...
1.  Central Marketing Database<br />
Centralize Data<br />Consolidate contacts from marketing efforts and CRM<br />Initial data cleansing<br />Marketing <br />...
Duplicates?
Ownership?</li></li></ul><li> Not just contact data…<br />Contacts (contacts/leads/accounts)<br />Content (i.e. emails, te...
Digital Footprint<br />
2.  Web Integration and Lead Capture<br />
Web Integration<br /><ul><li>Website Tracking
Anonymous
Identified
Landing Pages
Microsites
Dynamic Content
Registration Forms</li></li></ul><li>Integrated Landing Page/Lead Capture Form<br />
Silverpop Landing Pages<br />
Progressive profiling - collection<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <b...
3.  Outbound/Email Communications<br />
But are your messages delivered?<br />Compliance<br />Opt-in/Opt-Out<br />Terms<br />Identity & Reputation<br />Dedicated ...
Share to Social<br />#2 Clicking link takes recipients to social <br />network to complete sharing process<br />#1 Insert ...
Popular search question<br />Best time to send?<br />
Right Message, Right Time<br />
Send Time Optimization<br />
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[DF2U] Marketing Automation

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Focus on how your email marketing technology can deliver measurable results to your sales process

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Transcript of "[DF2U] Marketing Automation"

  1. 1. Marketing Automation: Essential Elements of Successful B2B Demand Generation<br />Forest Yule<br />Silverpop Strategic Alliances Manager<br />Fyule@silverpop.com<br />512-850-2946<br />
  2. 2. Agenda<br />Who we are<br />Why Marketing Automation<br />Key Capabilities with Marketing Automation<br />Closing/Q&A<br />
  3. 3. Silverpop<br />1500+ customers, 2000+ brands<br />Email Marketing and Marketing Automation<br />Appexchange/ISV Partner with Self-Service Integration<br />>80M msgs/day sent across our customer base<br />
  4. 4. Key Learning Goals<br />Lead nurturing is critical to creating sales-ready leads<br />The B2B buyer of today requires a new approach; dialog-marketing tactics<br />Lead Nurturing provides a proven, substantial return on investment<br />Where do you start?<br />You can start simple, then adapt<br />
  5. 5. The Need for Marketing Automation<br />
  6. 6. B2B demand-gen is a numbers game<br />Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales.<br />25-30% of B2B marketing databases have bad or incomplete records.<br />Source: SiriusDecisions, SiriusDecisions 2010 <br />Summit, Scottsdale, Arizona<br />
  7. 7. B2B marketing legacy<br />Source:MarketingSherpa<br />
  8. 8. Considering the Buying Process<br />sort-of-ready<br />definitely not ready<br />Source: MarketingSherpa, "2010 E-mail <br />Marketing: Benchmark Report"<br />
  9. 9. Plugging the Leaky Funnel<br />
  10. 10. Plugging the Leaky Funnel<br />
  11. 11. Marketing Automation Results<br />Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails<br />23% shorter deal times for nurtured than non-nurtured leads<br />Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.<br />47% higher order value from closed sales that were nurtured versus sales that were not<br />Source:Aberdeen, Sirius Decisions, and Silverpop Research<br />
  12. 12. Enter Marketing Automation<br />
  13. 13. Nurturing Infrastructure<br />
  14. 14. Nurturing Infrastructure<br />Lead Capturing<br />
  15. 15. Nurturing Infrastructure<br />Lead Assessment<br />& Scoring<br />
  16. 16. Nurturing Infrastructure<br />Lead Routing to Sales<br />
  17. 17. Nurturing Infrastructure<br />Lead<br />Nurturing <br />& Reporting<br />
  18. 18. The Components of Marketing Automation<br />Web Integration<br />& Lead Capture<br />Outbound/Email <br />Execution<br />ROI Reporting<br />& Analytics<br />Centralized<br />Marketing<br />Database<br />Lead Scoring<br />& Management<br />Sales Tools<br />/CRM Integration<br />Campaign (Nurture)<br />Automation<br />
  19. 19. 1. Central Marketing Database<br />
  20. 20. Centralize Data<br />Consolidate contacts from marketing efforts and CRM<br />Initial data cleansing<br />Marketing <br />Database<br /><ul><li>Age of records?
  21. 21. Duplicates?
  22. 22. Ownership?</li></li></ul><li> Not just contact data…<br />Contacts (contacts/leads/accounts)<br />Content (i.e. emails, templates, graphics)<br />Behaviors (e.g. activities)<br />Contacts, Content,<br /> & Behavior<br />Database<br />
  23. 23. Digital Footprint<br />
  24. 24. 2. Web Integration and Lead Capture<br />
  25. 25. Web Integration<br /><ul><li>Website Tracking
  26. 26. Anonymous
  27. 27. Identified
  28. 28. Landing Pages
  29. 29. Microsites
  30. 30. Dynamic Content
  31. 31. Registration Forms</li></li></ul><li>Integrated Landing Page/Lead Capture Form<br />
  32. 32. Silverpop Landing Pages<br />
  33. 33. Progressive profiling - collection<br />3. Returning Leads – <br />Pre-Populate – Gather More<br />2. Returning Leads – <br />Pre Populate <br />1. Basic Lead Form <br />4. Returning leads – Personalize – Pre-Populate – Progressively Gather More <br />
  34. 34. 3. Outbound/Email Communications<br />
  35. 35. But are your messages delivered?<br />Compliance<br />Opt-in/Opt-Out<br />Terms<br />Identity & Reputation<br />Dedicated IP <br />Building Reputation<br />Content Monitoring<br />SPAM Scoring<br />Inbox Preview<br />
  36. 36. Share to Social<br />#2 Clicking link takes recipients to social <br />network to complete sharing process<br />#1 Insert Social Network Link in Email<br />#3 All the recipients friend will now be<br />notified via Facebook of the share!<br />
  37. 37. Popular search question<br />Best time to send?<br />
  38. 38. Right Message, Right Time<br />
  39. 39. Send Time Optimization<br />
  40. 40. 4. Automated Lead Scoring<br />
  41. 41. Scoring Leads<br />Level 3<br />High Fit<br />Hot Target<br />Right<br />Fit<br />Sales<br />Target<br />Highly <br />Engaged<br />Low Fit<br />High<br />Low<br />Interest in Your Product/Services<br />
  42. 42. The Lead Puzzle<br />Demographic<br />VP Sales<br />Evaluating<br />Solutions<br />Download a <br />Whitepaper<br />BANT<br />Visited Website Last Week<br />$100M<br />Company<br />5000<br />Employees<br />Has<br />2009<br />Budget<br />Activity<br />Needs<br />Fit<br />Solution<br />36<br />36<br />
  43. 43. Integrated Lead Scoring<br />Rank Leads by Score<br /><ul><li>Identifies buying phase</li></ul>Explicit Data<br /><ul><li>Demographic & BANT
  44. 44. Self reported and 3rd party </li></ul>Implicit Activity <br /><ul><li>Recency & Frequency of activities
  45. 45. Key Online Behaviors
  46. 46. Digital Footprints</li></li></ul><li>5. Campaign Automation/Programs<br />
  47. 47. When should sales pounce?<br />
  48. 48. 6. CRM Integration and Sales Tools<br />
  49. 49. Self-Service Integration w/ Salesforce<br />
  50. 50. CRM Integration<br />
  51. 51. Sales Visibility (Lead Activity)<br />
  52. 52. Sales Control over Nurturing<br />
  53. 53. Sales Collaboration and Alerting<br />
  54. 54. 7. Analytics and Reporting<br />
  55. 55. Campaign Analysis<br />
  56. 56. Monitor the Nurturing Process<br /><ul><li>Process Reports
  57. 57. Campaign reports
  58. 58. Email reports
  59. 59. Custom reports
  60. 60. ROI Reports
  61. 61. Revenue Pipeline
  62. 62. Waterfall Reports</li></li></ul><li>Closing Points<br />
  63. 63. Is it worth it?<br />400%<br /><ul><li>Increased No. of New Leads Generated through existing demand gen activities
  64. 64. Increased No. of qualified leads sent to sales
  65. 65. Improved Sales Close Rates
  66. 66. Reduced Cost per Sale</li></ul>5x<br />2x<br />25%<br />
  67. 67. Summary<br /><ul><li>Dialog Marketing = Nurturing
  68. 68. Lead nurturing accelerates sales opportunities
  69. 69. Mapping content to buyer needs is key
  70. 70. There is a proven, substantial return on investment
  71. 71. You can start simple, then adapt</li></li></ul><li>Thank you!<br />E-mail:fyule@silverpop.com<br />Resources: www.silverpop.com/salesforce<br />512-850-2946<br />
  72. 72. Self-Service Integration w/ Salesforce<br />

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