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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

http://df2u-fl.eventbrite.com/


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Transcript

  • 1. Marketing Automation: Essential Elements of Successful B2B Demand Generation
    Forest Yule
    Silverpop Strategic Alliances Manager
    Fyule@silverpop.com
    512-850-2946
  • 2. Agenda
    Who we are
    Why Marketing Automation
    Key Capabilities with Marketing Automation
    Closing/Q&A
  • 3. 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
  • 4. 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
  • 5. The Need for Marketing Automation
  • 6. 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
  • 7. B2B marketing legacy
    Source:MarketingSherpa
  • 8. Considering the Buying Process
    sort-of-ready
    definitely not ready
    Source: MarketingSherpa, "2010 E-mail
    Marketing: Benchmark Report"
  • 9. Plugging the Leaky Funnel
  • 10. Plugging the Leaky Funnel
  • 11. 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
  • 12. Enter Marketing Automation
  • 13. Nurturing Infrastructure
  • 14. Nurturing Infrastructure
    Lead Capturing
  • 15. Nurturing Infrastructure
    Lead Assessment
    & Scoring
  • 16. Nurturing Infrastructure
    Lead Routing to Sales
  • 17. Nurturing Infrastructure
    Lead
    Nurturing
    & Reporting
  • 18. 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
  • 19. 1. Central Marketing Database
  • 20. Centralize Data
    Consolidate contacts from marketing efforts and CRM
    Initial data cleansing
    Marketing
    Database
  • Not just contact data…
    Contacts (contacts/leads/accounts)
    Content (i.e. emails, templates, graphics)
    Behaviors (e.g. activities)
    Contacts, Content,
    & Behavior
    Database
  • 23. Digital Footprint
  • 24. 2. Web Integration and Lead Capture
  • 25. Web Integration
  • Integrated Landing Page/Lead Capture Form
  • 32. Silverpop Landing Pages
  • 33. 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
  • 34. 3. Outbound/Email Communications
  • 35. But are your messages delivered?
    Compliance
    Opt-in/Opt-Out
    Terms
    Identity & Reputation
    Dedicated IP
    Building Reputation
    Content Monitoring
    SPAM Scoring
    Inbox Preview
  • 36. 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!
  • 37. Popular search question
    Best time to send?
  • 38. Right Message, Right Time
  • 39. Send Time Optimization
  • 40. 4. Automated Lead Scoring
  • 41. Scoring Leads
    Level 3
    High Fit
    Hot Target
    Right
    Fit
    Sales
    Target
    Highly
    Engaged
    Low Fit
    High
    Low
    Interest in Your Product/Services
  • 42. 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
  • 43. Integrated Lead Scoring
    Rank Leads by Score
    • Identifies buying phase
    Explicit Data
    • Demographic & BANT
    • 44. Self reported and 3rd party
    Implicit Activity
    • Recency & Frequency of activities
    • 45. Key Online Behaviors
    • 46. Digital Footprints
  • 5. Campaign Automation/Programs
  • 47. When should sales pounce?
  • 48. 6. CRM Integration and Sales Tools
  • 49. Self-Service Integration w/ Salesforce
  • 50. CRM Integration
  • 51. Sales Visibility (Lead Activity)
  • 52. Sales Control over Nurturing
  • 53. Sales Collaboration and Alerting
  • 54. 7. Analytics and Reporting
  • 55. Campaign Analysis
  • 56. Monitor the Nurturing Process
  • Closing Points
  • 63. Is it worth it?
    400%
    • Increased No. of New Leads Generated through existing demand gen activities
    • 64. Increased No. of qualified leads sent to sales
    • 65. Improved Sales Close Rates
    • 66. Reduced Cost per Sale
    5x
    2x
    25%
  • 67. Summary
    • Dialog Marketing = Nurturing
    • 68. Lead nurturing accelerates sales opportunities
    • 69. Mapping content to buyer needs is key
    • 70. There is a proven, substantial return on investment
    • 71. You can start simple, then adapt
  • Thank you!
    E-mail:fyule@silverpop.com
    Resources: www.silverpop.com/salesforce
    512-850-2946
  • 72. Self-Service Integration w/ Salesforce