What is Marketing Automation?

Building Out Your B2B Marketing Infrastructure By: Jep Castelein (@jepc)

About LeadSloth
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 at http://twitter.com/leadsloth

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
Synchronize with CRM
Data Quality
Content Management
Template Management

Email
Sending email:
Batch (e.g. newsletter)
Drip (email sequences, linear)
Campaigns (multiple flows, branching)
Individual (e.g. sent by a sales person)
Consistency
Personalization
Deliverability

Campaigns
Goal: a conversation with the prospect
Automated Sequences
A prospect can be in one or more campaigns
Multi-channel

Lead Scoring
Lead Scoring is used to find out if:
Learn more about the prospect's stage in the buying process, and their interests
Prospect fits the profile = you want to talk to them
Prospect shows interest = they want to talk to you
At a specific threshold, leads are sent to sales

Analytics
ROI Reports
Pipeline reports (a.k.a. Waterfall)
Closed-loop reporting
Campaign reports
Email reports
Custom reports

Website
Website Tracking
Anonymous
Identified
Landing Pages
Microsites
Registration Forms
Form Builder
Website

Sales Productivity Tools
Sales dashboard for finding the best leads
Capture and display lead activity
Identified web visitor notifications
Anonymous web visitor identification
Outlook plug-in
Email templates

“May I be excused? My brain is full.”

Case Study

Business Intelligence Company
Fictitious Company:
Sells BI products & services nationwide, average selling price: $50-100k; sales cycle is 3 to 6 months
BI solutions are often very specific to an industry or department: e.g. BI for accounting, manufacturing, sales, and so on.
Finds that the large majority of buyers are researching solutions online
Marketing infrastructure: CRM system, website with a contact form and a monthly email newsletter

Goals of the New VP Marketing
Getting found online & converting site visitors to qualified leads
Better nurture existing leads, focusing on the buyer's needs, follow up at the right time

Challenges
No clear goals specified, and unsure what works and what doesn't
No compelling content that people would want to register for
Tens of thousands of records in the CRM system, but many are outdated or have only name & email. Few are ever followed-up on.
Email marketing & CRM not integrated: export list, import, then blast
Recipients complain that the newsletter is not relevant to them, or they simply don't read it
Website conversion really low (0.5%)
No easy way to quickly create AdWords landing pages
Sales doesn't know where to find the new leads, let alone which leads are qualified
Sales people send out their own emails (uncoordinated)

Getting Ready for Buyer 2.0
Positioning
Personas
Buying Stages
Content
Process Descriptions
Goals

Data Quality & Integration
Integrate data from
CRM
Email Marketing
Marketing Automation
Clean the data
Ask people for their preferences
Use Progressive profiling
Feed form submissions into the database

Email Conversations
Integrate with CRM
Target towards segments
Create automated drip-campaigns
Create advanced branched email campaigns
Tracking & Lead Scoring

Analytics
Look at the stages and the ratios (inquiry > MQL > SAL, etc.)
Measure effect of email nurturing
Measure campaign effectiveness, e.g.:
Search Engine Optimization
Search Advertising
Social Media

Website Optimization
Improve conversion: add better content, update frequently and create better offers
Use a landing page builder
Get personalized tracking (rather than aggregated web statistics)
Track Lead Source

Marketing & Sales Alignment
Lead Scoring to identify sales-ready leads
Lead activity alerts
Enable sales people to send uniform and trackable emails (template-based)

Marketing Technology Ecosystem

The Marketing Software Ecosystem Marketing Automation CRM Website Social Media & Search Business Intelligence DAM Lists Web Analytics

CRM vs Marketing Automation (1)

CRM vs Marketing Automation (2)

Email Marketing vs Automation

Contact Information http://www.leadsloth.com 1-888-4A-SLOTH | 1-888-427-5684 [email_address] http://twitter.com/jepc

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What is Marketing Automation?

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