Building Out Your  B2B Marketing Infrastructure By: Jep Castelein (@jepc)
About LeadSloth <ul><li>LeadSloth helps B2B companies create more sales-ready leads
LeadSloth runs a popular Marketing Automation blog at  http://www.leadsloth.com  and publishes Marketing Automation news a...
What is Marketing Automation?
DECLAW Marketing Automation I hope this presentation DECLAWS marketing automation by explaining the components:
E mail D atabase Content & Layout Contacts Website W ebsite C ampaigns A nalytics L ead Scoring S ales Tools
Database <ul><li>Synchronize with CRM
Data Quality
Content Management
Template Management </li></ul>
Email <ul><li>Sending email: </li><ul><li>Batch (e.g. newsletter)
Drip (email sequences, linear)
Campaigns (multiple flows, branching)
Individual (e.g. sent by a sales person) </li></ul><li>Consistency
Personalization
Deliverability </li></ul>
Campaigns <ul><li>Goal: a conversation with the prospect
Automated Sequences
A prospect can be in one or more campaigns
Multi-channel </li></ul>
Lead Scoring <ul><li>Lead Scoring is used to find out if:  </li><ul><li>Learn more about the prospect's stage in the buyin...
Prospect fits the profile    =  you want to talk to them
Prospect shows interest    =  they want to talk to you </li></ul><li>At a specific threshold, leads are sent to sales </li...
Analytics <ul><li>ROI Reports
Pipeline reports (a.k.a. Waterfall) </li><ul><li>Closed-loop reporting </li></ul><li>Campaign reports
Email reports
Custom reports </li></ul>
Website <ul><li>Website Tracking </li><ul><li>Anonymous
Identified </li></ul><li>Landing Pages
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What is Marketing Automation?

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This is my slide deck from my presentation at the Silverpop B2B Marketing University in Washington DC, March 3rd 2010.

It first answers the question "what is a marketing automation system". It explains the various components of a marketing automation system, present a case study how the technology helps solve particular problems, and how marketing automation fits in the overall marketing technology ecosystem.

It covers the following topics: lead management, lead nurturing, data hygiene, email marketing, lead scoring, marketing campaigns, marketing analytics, marketing reporting, web analytics, lead tracking and sales and marketing alignment, CRM integration, database management, form builder, landing page builder, search engine optimization, search marketing and social media.

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  • We do most of our work analyzing sales &amp; marketing processes and working with the client to dramatically improve the way leads are generated, nurtured and handed over to sales. For this presentation I was asked to go more in-depth and shed some light on practical matters, like a technology overview, and simple ways to get started. In our services though, we go all the way from strategy to nitty gritty details.
  • Synchronization Both directions Setup usually simple for supported CRM systems In some cases, you may have multiple systems to integrate, or home-grown systems, and then my recommendation is to integrate: manual sync is hard to get consistent. Data Quality: Deduplication Normalization Accuracy Content Management: make sure you have a consistent message in all channels: email, website, telemarketing. Template Management: make sure you have a consistent look-and-feel.
  • Email is just one of the communications channels, but it&apos;s a really important channel. It&apos;s more scalable than phone conversations, while – with modern technology – it&apos;s still possible to personalize the content and the timing. Consistency: Layout Content and messages Timing – not sending too much email Personalization: Personalize any aspect: subject, introduction and content. This is where you leverage clean and rich data from the previous slide. Deliverability: One of the more boring aspects of email is deliverability of emails, in other words, making sure the end up in the inbox, and not in the spam folder. Part of it depends on the marketing automation system, some on how you create the email itself.
  • The key is: no blasting, but doing your best to have an actual conversation. Different design approaches: Rules, Flowcharts or Timeline Trigger or time-based
  • Score on the preferred profile Job title, city/state, company size, lead source, etc. Score on activity web visits, email clicks, registrations, recency Reset score if sales sends lead back
  • Some organizations even combine data from the Marketing Automation &amp; CRM systems with other internal applications or databases, like an e-commerce system to tie marketing campaigns to online sales.
  • Forms: Conditional Forms Pre-filled forms Progressive forms Input validation Tracking: Anonymous converted in identified on (1) form submission (2) email click Real-time notifications Also used for lead scoring Complementary to generic Web Analytics solutions like Google Analytics, Webtrends and Omniture
  • Issues: No clear goals specified No compelling content Assign someone to write content (internal or external) Cultural Change: make content relevant for a particular customer segment, rather than writing generic content that is usually about your company and its products
  • Issues: Data in multiple locations Only name and email New website leads come in via email
  • Issues: Export of CSV from CRM, import into Email tool Nobody likes the newsletter
  • Issues: unsure what works and what doesn&apos;t
  • Issues: Conversion really low Only anonymous web statistics Hard to quickly create landing pages (for AdWords) Forms not integrated with Database Benefits: prospect&apos;s activities are actually tracked
  • Issues: Sales doesn&apos;t know where to find the new leads, let alone which leads are qualified Sales people sending out uncoordinated and untrackable emails
  • What is Marketing Automation?

    1. 1. Building Out Your B2B Marketing Infrastructure By: Jep Castelein (@jepc)
    2. 2. About LeadSloth <ul><li>LeadSloth helps B2B companies create more sales-ready leads
    3. 3. LeadSloth runs a popular Marketing Automation blog at http://www.leadsloth.com and publishes Marketing Automation news at http://twitter.com/leadsloth </li></ul>
    4. 4. What is Marketing Automation?
    5. 5. DECLAW Marketing Automation I hope this presentation DECLAWS marketing automation by explaining the components:
    6. 6. E mail D atabase Content & Layout Contacts Website W ebsite C ampaigns A nalytics L ead Scoring S ales Tools
    7. 7. Database <ul><li>Synchronize with CRM
    8. 8. Data Quality
    9. 9. Content Management
    10. 10. Template Management </li></ul>
    11. 11. Email <ul><li>Sending email: </li><ul><li>Batch (e.g. newsletter)
    12. 12. Drip (email sequences, linear)
    13. 13. Campaigns (multiple flows, branching)
    14. 14. Individual (e.g. sent by a sales person) </li></ul><li>Consistency
    15. 15. Personalization
    16. 16. Deliverability </li></ul>
    17. 17. Campaigns <ul><li>Goal: a conversation with the prospect
    18. 18. Automated Sequences
    19. 19. A prospect can be in one or more campaigns
    20. 20. Multi-channel </li></ul>
    21. 21. Lead Scoring <ul><li>Lead Scoring is used to find out if: </li><ul><li>Learn more about the prospect's stage in the buying process, and their interests
    22. 22. Prospect fits the profile = you want to talk to them
    23. 23. Prospect shows interest = they want to talk to you </li></ul><li>At a specific threshold, leads are sent to sales </li></ul>
    24. 24. Analytics <ul><li>ROI Reports
    25. 25. Pipeline reports (a.k.a. Waterfall) </li><ul><li>Closed-loop reporting </li></ul><li>Campaign reports
    26. 26. Email reports
    27. 27. Custom reports </li></ul>
    28. 28. Website <ul><li>Website Tracking </li><ul><li>Anonymous
    29. 29. Identified </li></ul><li>Landing Pages
    30. 30. Microsites
    31. 31. Registration Forms
    32. 32. Form Builder </li></ul>Website
    33. 33. Sales Productivity Tools <ul><li>Sales dashboard for finding the best leads
    34. 34. Capture and display lead activity
    35. 35. Identified web visitor notifications
    36. 36. Anonymous web visitor identification
    37. 37. Outlook plug-in
    38. 38. Email templates </li></ul>
    39. 39. “May I be excused? My brain is full.”
    40. 40. Case Study
    41. 41. Business Intelligence Company <ul><li>Fictitious Company: </li><ul><li>Sells BI products & services nationwide, average selling price: $50-100k; sales cycle is 3 to 6 months
    42. 42. BI solutions are often very specific to an industry or department: e.g. BI for accounting, manufacturing, sales, and so on.
    43. 43. Finds that the large majority of buyers are researching solutions online
    44. 44. Marketing infrastructure: CRM system, website with a contact form and a monthly email newsletter </li></ul></ul>
    45. 45. Goals of the New VP Marketing <ul><li>Getting found online & converting site visitors to qualified leads
    46. 46. Better nurture existing leads, focusing on the buyer's needs, follow up at the right time </li></ul>
    47. 47. Challenges <ul><li>No clear goals specified, and unsure what works and what doesn't
    48. 48. No compelling content that people would want to register for
    49. 49. Tens of thousands of records in the CRM system, but many are outdated or have only name & email. Few are ever followed-up on.
    50. 50. Email marketing & CRM not integrated: export list, import, then blast
    51. 51. Recipients complain that the newsletter is not relevant to them, or they simply don't read it
    52. 52. Website conversion really low (0.5%)
    53. 53. No easy way to quickly create AdWords landing pages
    54. 54. Sales doesn't know where to find the new leads, let alone which leads are qualified
    55. 55. Sales people send out their own emails (uncoordinated) </li></ul>
    56. 56. Getting Ready for Buyer 2.0 <ul><li>Positioning
    57. 57. Personas
    58. 58. Buying Stages
    59. 59. Content
    60. 60. Process Descriptions
    61. 61. Goals </li></ul>
    62. 62. Data Quality & Integration <ul><li>Integrate data from </li><ul><li>CRM
    63. 63. Email Marketing
    64. 64. Marketing Automation </li></ul><li>Clean the data
    65. 65. Ask people for their preferences
    66. 66. Use Progressive profiling
    67. 67. Feed form submissions into the database </li></ul>
    68. 68. Email Conversations <ul><li>Integrate with CRM
    69. 69. Target towards segments
    70. 70. Create automated drip-campaigns
    71. 71. Create advanced branched email campaigns
    72. 72. Tracking & Lead Scoring </li></ul>
    73. 73. Analytics <ul><li>Look at the stages and the ratios (inquiry > MQL > SAL, etc.) </li><ul><li>Measure effect of email nurturing </li></ul><li>Measure campaign effectiveness, e.g.: </li><ul><li>Search Engine Optimization
    74. 74. Search Advertising
    75. 75. Social Media </li></ul></ul>
    76. 76. Website Optimization <ul><li>Improve conversion: add better content, update frequently and create better offers
    77. 77. Use a landing page builder
    78. 78. Get personalized tracking (rather than aggregated web statistics)
    79. 79. Track Lead Source </li></ul>
    80. 80. Marketing & Sales Alignment <ul><li>Lead Scoring to identify sales-ready leads
    81. 81. Lead activity alerts
    82. 82. Enable sales people to send uniform and trackable emails (template-based) </li></ul>
    83. 83. Marketing Technology Ecosystem
    84. 84. The Marketing Software Ecosystem Marketing Automation CRM Website Social Media & Search Business Intelligence DAM Lists Web Analytics
    85. 85. CRM vs Marketing Automation (1)
    86. 86. CRM vs Marketing Automation (2)
    87. 87. Email Marketing vs Automation
    88. 88. Contact Information http://www.leadsloth.com 1-888-4A-SLOTH | 1-888-427-5684 [email_address] http://twitter.com/jepc

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