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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

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

Presented by Silverpop

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[DF2U] Marketing Automation [DF2U] Marketing Automation Presentation Transcript

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