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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