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Marketing Automation (MA) & Lead
Management/Nurturing Overview
13 February 2014
Version 10
Martin Walsh
Director of Digita...
Marketing Automation
What‘s driving this as a priority for
CMO‘s and marketers?
Our Challenges
•
•
•
•
•
•

3

Highly competitive market
Little to no sophisticated marketing processes and systems
Little...
Organisational Needs

4
Is Marketing a Cost Centre or a Revenue Generator?

5
Audiences everywhere are tough.
They don‘t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We...
Today‟s approach:

―GET IN THEIR FACE‖
when they‘re not looking.
Tomorrow‟s approach:

“GET FOUND”
when they are looking.
...
Buying Has Changed Forever

8
Buyers are Hyperactive
Prospects and customers are now consuming 30-60 pieces of content BEFORE they ever
contact a brand ...
Marketing needs to be
reengineered!
10
in.bound mar.ket.ing
- noun

Any marketing tactic that relies
on earning people‘s interest
instead of buying it;
a.k.a. th...
Rethinking Marketing
1-5% Average Response Rate

Outbound Marketing

Inbound Marketing

•
•
•
•
•
•

12

20-50% Average Re...
―Interruption‖- based (Highest Cost)
• Avg response rate: 1-5%

The new
marketing
mix.

20-40%
of leads

60-80%
of leads

...
62% less

Inbound marketing costs
per lead than traditional, outbound marketing.

AVG COST/LEAD: $373

AVG COST/LEAD: $143...
CMO’s Guide to Inbound Marketing

15

Click on any image to
get the full
Infographic!
Content Marketing costs

41% less per lead
than the next best tactic,
Paid Search.

16
1

Make
stuff
people
want.

START CREATING/PUBLISHING CONTENT THAT IS
HELPFUL & VALUABLE TO OUR CUSTOMERS:
• FAQS
• HOW-TO...
• THE MORE WE GIVE,
THE MORE
WE GET

2
18

Be
generous.

• INCREASES VISITORS,
PAGES VIEWS &
INBOUND LINKS
• BUILDS TRUST,...
Rock
our
keywords.

• FOCUS ON THE LONG TAIL
• 70% LEAD OPPORTUNITIES
• GET ON PAGE 1
• DOUBLES TRAFFIC
• REDUCED RELIANCE...
4
•
•
•
•
•

20

Give
great
directions.

RELEVANT AND ENGAGING WEBSITE
TARGETED LANDING PAGES
CLEAR CALLS TO ACTION
COMPEL...
5

Invest
wisely.

―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖

21
It no longer makes
economic sense to send
an advertising message
to the many, in hopes of
persuading the few.
M. LAWRENCE ...
Marketing Automation &
Sales Force Automation
A High Level Overview
What is Marketing Automation?
Forrester defines lead management
automation or Marketing Automation as:
Tooling and process...
What is Sales Force Automation?
A SFA, typically a part of a company‘s customer
relationship management system, is a syste...
Business Architecture of Leads Management
1.

Capturing Leads

2.

Identifying quality leads (Scoring AND Modelling – not
...
Video Overview of Marketing Automation

27
Understanding and Aligning to the Demand Waterfall
This is a diagram of the Demand Waterfall
today showing Inbound and Out...
Organisational Level of Maturity

30
The Road to Success

31
Why Marketing
Automation?
Driving more leads, higher quality
leads, increasing productivity and
delivering greater revenue...
Overall Business Benefits of Marketing Automation
Best-in-Class companies who integrate marketing and sales
technologies t...
Overall Business Benefits of Marketing Automation
An implementation of marketing automation will lower costs, improve conv...
Reality of Marketing Generated Pipeline
Detailed research by Aberdeen Group shows:
•

•

One in six deals (15%) of all clo...
Reality of Marketing Generated Pipeline

36
What constitutes ‘Best-In-Class?’

37
Benefits of Marketing Automation - Lead Nurturing

Outcome
•
•

38

Without Lead Nurturing: Marketing misses
valuable oppo...
Benefits of Marketing Automation

39
Benefits of Marketing Automation

• Frees up resources to do
other tasks
• Frees up resources to
execute more marketing
ac...
Benefits of Marketing Automation

41
Benefits of Marketing Automation

42
Marketing Automation = Greater ROI
•

•

Nurture Campaigns have 2x
open rates and 3x click-through
rates of one off emails...
Marketing Automation = Greater ROI
Companies that excel at lead nurturing:
•
•

Reduce the percentage of marketing generat...
Example: Xbox Live - Extend and Expand the Lifecycle
CRM
(Customer Relationship Management)

PRM
(Prospect Relationship Ma...
Closed Loop Marketing
Drive Revenue Performance by
Staying in Front of Prospects and
Customers
Example Revenue Cycle Model

(Sales Accepted Lead)

Sales Lead

Marketing Lead

(Marketing Qualified Lead)

Prospects &
Re...
Marketing Automation, Lead
Nurturing & Lead Management

Lead Sources:
Lead sources can be anything from Display Ads, Retar...
AWARENESS

CHANNELS

NAMES

PROSPECTS

LEAD
SOURCES

LEADS

SALE

OPPORTUNITY

NEW LEAD
PROCESSING
OTR

Customer Centric V...
AWARENESS / DEMAND GENERATION
PPC

DM

Marketing Automation Software
DISPLAY

SOCIAL

EVENTS

EMAIL

SMS

SEO

PHONE

REGI...
Revenue Cycle Model – Overview Example (No lead left behind)
Sales
Lead Type
Variants
•
•
•
•

Source
Channel
Industry
Siz...
Campaign Example – Initial Hot Leads + Leads from Drip Campaigns
Typically only 5% of prospects visiting a brands website ...
ROI Marketing Automation

Touches to Names
Our Baseline
5.00%
Optimise Here:
7.00%

Baseline

60,000

Marketing Automation...
Revenue Cycle Model – Loans (Illustrative)
CBA Activities

Marketing Activities

Inbound

GDW – Existing
Customers

Landin...
Revenue Cycle Model – TD, D&T, Savings (Illustrative)
CBA Activities

Marketing Activities

Inbound

GDW – Existing
Custom...
Revenue Cycle Model – Credit Cards (Illustrative)
CBA Activities

Marketing Activities

Inbound

GDW – Existing
Customers
...
Nurturing
Driving Revenue Performance by
Staying in Front of Prospects and
Customers and Delivering the
Right Content at t...
Why Lead Nurturing: Stay In Touch

Sales Lead (SQL)

Lead Nurturing

Lead (MQL)

Engaged

Contacts

Awareness

Building re...
Marketing Automation - Lead Nurturing
Basic Lead Nurturing Campaigns
There are two types of lead nurturing campaigns and p...
Marketing Automation - Lead Nurturing
Advanced Lead Nurturing Campaigns
After building a foundation with Basic Lead Nurtur...
Marketing Automation - Lead Nurturing

Nurturing involves maintaining a relationship
with prospects and leads through regu...
Nurturing Campaigns

62
Example: Nurture Email & Landing Pages

63
Example B2B Drip Campaign

Awareness

Consideration

Conversion

5 DAYS

7 DAYS

14 DAYS

TIMING

Landing Page 1A & 1B are...
Content is King!
Successful Inbound Marketing,
Closed Loop Marketing and
Marketing Automation is all about
content. It is ...
Successful Inbound Marketing is Content Lead
•

The marketing world has been turned upside down.

•

Digital has quickly c...
Content and Buyer Preferences
Prospects have preferences based on the buying stage so we
need a portfolio of content asset...
The Content Marketing Machine
Here‘s a description of the different components
of the machine:

1. Plan: Create a strategi...
Use a Great Content Marketing Tool which Integrates with the
leading Marketing Automation Platforms
KAPOST is a great exam...
Overview of Kapost

70
All about Right Content, Right Time. Real Time

Content mapping for lead nurturing is the
process of preparing and organis...
Buyer Personas and Content Mapping (Illustrative)
HOME LOANS CAMPAIGN

Emotional Persona (1st home buyers, new family home...
You Must Audit, Map and Create Content for Buying Stages
Mapping Your Buying Stages

Now that you‘ve defined your
personas...
You Must Audit, Map and Create Content for Buying Stages

75
You Must Audit, Map and Create Content for Buying Stages

76
You Must Audit, Map and Create Content for Buying Stages

77
Easy to Manage & Automate Content/Nurturing with right Tools

78
Nurture Campaigns, Simple to Manage & Automate - Video

79
Nurture Campaign Content – 4-1-1 Rule
For every one self-serving tweet, you should re-tweet one relevant tweet and most im...
Webinar Integration – Gotowebinar, On24, WebEx

Right click and clone event

81
Notifications, Alerts, Workflow

83
Lead Scoring
Lead scoring ranks a prospect or
lead‘s level of interest and sales
readiness according to a predetermined sc...
Marketing Automation - Lead Scoring
•

•

Marketing communications are customised to
match the prospects characteristics a...
Marketing Automation - Lead Scoring

86
How Lead Scoring Works in an Automated Marketing Context
Awareness

Consideration

Interest

Prospect
Receives Email
for H...
How Lead Scoring Works in an Automated Marketing Context
Awareness

Consideration

Interest

Prospects
Searches for
Home L...
Content & Behavioural Scoring – Active vs Latent Behaviour
Content Scoring Attributes

Example of Active vs Latent
Behavio...
Explicit & Implicit Data
Explicit: What a prospect tells us / what we know

90

Implicit: What a prospect does
Content Scoring and Optimisation

Constantly reviewing what content works
throughout the funnel.
In this example, 95% of a...
Social Scoring

92
Marketing Automation – Prospect / Lead Characteristics

•

•

93

There are three Qualification Characteristics;
Demograph...
Progressive Profiling
Ask the minimum upfront, then ask
a time based and or contextual
question on next visit. Key
informa...
Progressive Profiling

95
Progressive Profiling Example
1st visit

2nd visit

3rd visit

With a Marketing Automation solution, a prospect or custome...
Operationalising the
Capability
Operationalising the capability is
critical. Organisational
structure/alignment, Centres o...
Centralization of Marketing Automation
Regardless of a MA’s level of centralization, specific functions must always
be cen...
Primary Owner of Marketing Automation
Though Marketing Automation can be administered in many
organizational structures, i...
Primary Owner of Marketing Automation
Though Marketing Automation can be administered in many
organizational structures, i...
What the Program Requires - People
There are already some case studies and best practices relating to marketing
organisati...
What the Program Requires - People
Example 1
MARKETING LEADERSHIP TEAM
Hires, manages & develops marketing teams; allocate...
What the Program Requires - People
Example 2
CROSS FUNCTIONAL TEAM
(Needs a RACI or ORAP model)

BRAND & BUZZ

CONTENT &
C...
What the Program Requires - People
Example 3
MARKETING LEADERSHIP TEAM
Hires, manages & develops marketing teams; allocate...
What the Program Requires - People
CAMPAIGN LEAD
(Marketing Manager)

PILOT RECOMMENDATION

INBOUND
MARKETING

PAID ACQUIS...
What the Program Requires - People
POST PILOT RECOMMENDATION
60-80% Leads
(Lowest Cost)

CMO
INBOUND MARKETING
(Organic Ma...
Marketing & Sales Alignment
For the Marketing Automation pilot to be truly beneficial
and successful, it is very important...
Core Components for Digital & Integrated Marketing Succes
Mission: More measured digital interactions with customers

2. D...
How will your organisation Master the Art of Digital?
Our single biggest priority is to operationalise digital marketing @...
Digital Ignition: 5 Strategic Pillars

1. Shifting the Marketing Mix

2. Core Internal Capability:
Organisation‘s Digital ...
Digital Readiness Program
Digital Marketing Readiness Pillars - Assessment

Following Digital Best Practices

Embracing Di...
Digital Marketing Centres of Excellence: DCOE
DIGITAL CENTRES OF EXCELLENCE
Cross COE frameworks and guidance for strategy...
Example: Search Centre of Excellence
Scope (in order of priority)

Description

STRATEGY
PROCESS

Ensure consistency and i...
Example:

114
Lead Management
Program Definitions
Before embarking on a Marketing
Automation / Lead Management
journey, it is critical t...
Lead Management Terminology

*The key difference between 1,2,3,4 and 5
is Buyer Fit and Intent

CBA Revenue Cycle Glossary...
Lead Management Terminology

Generic terms
Terms
Account

Companies or organisations; these can be prospects, customers, p...
Lead Management Terminology

Marketing Automation
Terms
Marketing
Automation

The use of technology to manage and automate...
Lead Management Terminology

Lead Nurturing
Terms
Lead Nurturing

The process of building relationships with qualified pro...
Lead Management Terminology
Lead Scoring
Terms
Lead Scoring

The process of determining the sales readiness of leads using...
New Marketing Metrics
Insightful and Actionable Data
‘Silly’ Marketing Metrics
Too many organisations and too many marketers are using what I call ‗silly‘ metrics to ‗measure‘...
Within Each Opportunity, Start with Questions, Not Data….
Traditionally, organisations are tempted to start by gathering a...
Marketers Struggle With Measurement in Four Fundamental Ways

1. Action without data
• High level goals without supporting...
Four KPI’s Summarise Marketing Impact**
Marketing
Generated Revenue

Marketing
Influenced Revenue

Investment-toPipeline

...
Six Metrics Diagnose Marketing Opportunity
Database
% database
with bad/
incomplete
records

Inquiries
Raw
responders or
h...
Diagnostic Metrics - Example

127
Metrics to Diagnose Marketing Operational Performance
Operational Performance
Operational performance KPI‘s are what marke...
Qualitative Audience Performance Summary: Example Data Only
NSAT Performance
NSAT
H1 FYxx
109

∆ 6 Mos.
-8

VSAT
∆ 12 Mos....
Example: Qualitative Optimisation Priorities Example

Measuring the NSAT
(CSAT – DSAT * 100)
opens up other critical
perfo...
CBA Should Have Organisational Wide – Data Card
Data Card: Dynamic universe sizing
and reporting capability supporting
aud...
Sample Reports
Embedding Real Time and On
Demand Insights with Marketers to
Empower More Effective Marketing
Planning, Exe...
Sales Performance Reporting

133
Sales Performance Reporting

134
Sales Performance Reporting

135
Sales Performance Reporting

136
Sales Performance Reporting

137
Sales Performance Reporting

138
Sales Performance Reporting

139
Closed Loop Analytics - Revenue Performance Management

140
Closed Loop Analytics - Revenue Performance Management

141
Closed Loop Analytics - Revenue Performance Management

142
Closed Loop Analytics - Channel performance & Velocity

143
Closed Loop Analytics - Single view of customer (Detailed)

144
Closed Loop Analytics – Individual Lead & Customer Behaviour

145
Easily Track and Measure Nurturing Campaigns

146
Social Analytics

147
Email Analytics

148
A/B Testing - Email, Landing Page and Forms

149
Revenue Cycle Analytics

Measure key metrics associated
with each stage of the marketing
& sales funnel:

Key topic areas:...
Revenue Cycle Analytics

151
Revenue Cycle Analytics

152
Sales Insight
Embedding Customer Behaviour
and Marketing Engagement
Insights to Human Channels to
Empower and Enable Sales
Sales Insight – Basic Lead / Contact Details in Salesforce

154
Sales Insight – Enhanced Customer Details in Salesforce

Standard Salesforce
Contact Record

Sales Insight Information
emb...
Sales Insight – Individual Lead / Customer Behaviour

156
Sales Insight – Individual Lead / Customer Behaviour

157
Sales Insight – Individual Lead / Customer Behaviour

158
Sales Insight – Prioritising Hot Leads for Sales

159
Sales Insight – Individual Lead / Customer Behaviour

160
Sales Insight – Lead Behaviour Notifications for Sales

Sales or marketing can
setup real-time Email
and or SMS alerts to ...
Sales Insight - Mobile RSS Feeds for Mobile Sales Teams

162
Timely Follow up
As Marketing Automation identifies
prospects and leads when they are
‗hot‘ and ready to speak to sales /
...
Contacting Hot Leads – Benchmark Data

164
Hot Leads Must Be Followed Up Quickly

If a ‗hot‘ lead is generated / identified it
is critical to follow up the prospect ...
No Lead Left Ever Left Behind – Alerts & Escalations

166
How Does it Work?
Scenario of Marketing & Sales
Alignment – Marketing Automation
+ Sales Force Automation.
Customer Scenario

168
Anonymous person searches for ‘Home Loan’ clicks link

A score would be given for visitor
behavior. For example a higher
s...
Visits our Home Loan Page

Scores can be given for visiting
specific pages. For example,
visiting a pricing page could
gen...
Anonymous person submits form, becomes ‘known’ Name

A score high enough (ie. 50) to
automatically push a visitor above th...
Inside Sales Receives Email Alert of Qualified Lead

These notifications / alerts
can be as simple or
complex as required....
Inside Sales Clicks on Link in Marketing Qualified Lead Email Which
then Opens the Record in Salesforce

173
Inside Sales Immediately Changes the Status of the Lead

174
Inside Sales De-Dupes, Cleans & Adds Value to the Data

In addition to de-duping and
merging any duplicated records
in you...
Inside Sales then Qualifies the Marketing Lead
Doing human qualification of a marketing lead is critical to
determining wh...
Inside Sales Logs the Lead Qualification Details which Records
Activity in CRM for Sales Rep

177
Inside Sales can ‘Recycle’ or ‘Un-qualify’ Lead if they Determine
it’s not a Real Opportunity to go to Sales

178
Lead is Recycled or Unqualified

If the Lead is not yet ready to buy then they are
‗recycled‘ which automatically puts the...
If Lead is Qualified, It Is Now Converted to Opportunity

180
Lead is Converted to an Opportunity, Opportunity Created

181
Lead is Routed, Distributed, Allocated to Sales Rep

182
Sales Rep Reviews Lead/Customer’s Marketing Engagement &
Behavioural Information and then Contacts Them
Before Sales conta...
Sales Team is Forced to Select Reason for Recycling or Unqualifying the Opportunity (Feedback to Marketing)

In order for ...
During the Opportunity Engagement Stages the Sales Rep Must
Update Opportunity Stages (Pipeline Management)

185
Or, Close Out the Opportunity when it is Closed/Lost

186
What Tools Do What?
It is critical to define, understand
and explain what tool does what
and when in context of Marketing
...
Marketing Automation
Marketing Automation Delivers an Integrated Solution
We already know that marketing technology is not...
Marketing Automation & CRM
Architecture of Marketing Automation vs
CRM
If you dig into the design and capabilities, you‘ll...
Marketing Automation & CRM
Features and Capabilities of Marketing
Automation vs CRM
Now, let‘s take a comprehensive look i...
Marketing Automation
Marketing Automation Delivers an Integrated Solution
We want confidence that the platform we buy will...
Marketing Automation
A few of the categories that a robust Marketing Automation discipline should include are:
• Dynamic c...
REPORTING
1. Macro Web Analytics. For cross device
website usability and performance
diagnostics. For online publishing te...
Email and Online Marketing

Batch Email Marketing

Email Deliverability & Reputation Management

Real-time Triggered Email...
Which Tool – Forms & Landing Pages
Persistent Website

CMS - Adobe
A/B Testing – Adobe
Content Targeting - Adobe

195

Cam...
Which Tool – Forms & Landing Pages
Lead Capture Pages / Basic Landing Pages

CMS – Marketing Automation
A/B Testing – Mark...
Email and Online Marketing
Component
Batch Email Marketing

Email marketing is the ability to create ―what-you-see-is-what...
Email and Online Marketing
Component
Mobile Optimized

As mobile devices become increasingly popular in business, the mark...
Lead Management
Marketing Database

Single View of the Customer

Segmentation

Multi-touch Campaigns / Lead Nurturing

Onl...
Lead Management (contd…)

Sales Campaigns

Revenue Cycle Modelling

Real-time, behaviour based trigger responses

Advanced...
Lead Management
Component
Marketing Database

A marketing database is the system of record for your most important marketi...
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
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Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh

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Here is a fairly comprehensive overview of Marketing Automation, Lead Management, Lead Nurturing and Associated Analytics and Content Marketing.

I've now led the business case, vendor selection, implementation, training and operationalisation of Marketing Automation five times, two of them in global organisations.

Which Marketing Automation solution is best for you depends entirely upon your needs and specific requirements. I recommend Marketo, ExactTarget Marketing Cloud and Eloqua but there are scores of other solutions which might be better suited to you and your organisation.

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  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • On average, nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads: Nurture campaigns have 2X the Open Rates and 3X the Click-Through rates of one off email23% shorter deal times for nurtured vs non-nurtured leadsHigher win ratios for prospects touched 3-4 timers per month by marketing nurture campaigns47% higher order value from closed sales that were nurtured vs sales that were not Companies that excel at lead nurturing: Generate 50% more sales-ready leads at 33% lower cost per leadReduce the percent of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%).Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower)Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  • Best Practices for Email Marketing Drip Campaigns and Lead NurturingLead nurturing and marketing drip campaign emails typically deliver educational product or service information to help guide your subscribers down the path to conversion. Move your subscribers from "just looking" to "buying it today" with a series of emails devoted to educating, informing, and encouraging them to take action.What is the benefit of setting up a lead nurturing campaign?Streamlines and standardises your sales cycleReduced manual processes by your sales teamEngages subscribers with your product or serviceEnsures your brand stays top-of-mindEliminates the need for expensive mailers or paper-based promotional materialsProvides a trackable form of communicationTarget specific subscriber lists and execute communications based on time intervals or subscriber action. Use lead nurturing campaigns to guide, mature, and engage prospects along the sales cycle. Successful drip campaigns include new subscriber welcome series and other programmes designed to gradually introduce customers to your brand. Because email performance is trackable, these messages help you see which leads are the most engaged so you can target them appropriately.Triggered messaging programs like these are designed to make your job easier by combining email with your customer relationship management (CRM) and web analytics data automatically. These timely, relevant messages generate substantially higher conversion rates than standard messages using a "set it and forget it" approach that allows you to spend more time on the strategy and advancement of your programme to keep your revenue flowing.
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • The marketing world has been turned upside down. It was not many years ago that marketers were still focused on interruption marketing: trying to place their product message in front of prospects’ attention to generate leads and customers. But through the Internet, this has quickly changed, and marketers recognize they must practice the opposite. Now, in order to create the relationship and earn the permission to sell to prospects, companies must produce relevant thought leadership content, not only content about their own product.The critical ingredient to creating engagement, trust, and thought leadership positioning is content. Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel.Marketers now understand that brands must become publishers. The “why” of content marketing is no longer in question. But marketers are still asking “how?” How can marketing departments generate the high quality and quantity of content necessary to succeed in the new marketing era?
  • Many companies have already discovered and continue to recognize the power of progressive profiling. Below, we’ve highlighted some successful uses of progressive profiling forms. In this example, we have a well-done dynamic form on our website. In order to access content, a site visitor will first need to share a name and company name. Then, to view another, the visitor is asked for a first/last name and we dynamically pre-populate the return visitor’s e-mail address. Upon the third visit for content, we ask for a job title.Using this method to tier their questions, Equilar has the information to:Assess buying authorityScore prospects based on their similarity to an “ideal prospect profile” and qualify HOT leads for sales
  • Advanced prospect tracking allows you to view a log of all touch points with your prospect. See the pages your prospect has visited, files downloaded, email correspondence, and more — on your desktop or usingPardot’s mobile application. All activities that occurred prior to the prospect’s conversion (while still an anonymous visitor) are also captured. It is important to note that with the alternative to a marketing automation solution, disparate marketing tools, prospect data is kept in silos and it is generally difficult or impossible to paint a complete picture of an individual prospect’s activity.This prospect activity history gives great insight into exactly what your leads are interested in and allows your sales reps to tailor their phone calls or sales pitches accordingly. For example, if you know that a lead has searched for “pricing” on your site, you will want to have pricing information on hand when you make contact. Similarly, if the lead accessed highly technical content, it would make sense to have a sales engineer available for the call.
  • The principles outlined in this document are more important than the physical representations. The key is top stop focusing on technology and bright shiny objects and start focusing on customer experiences and operationalizing and streamlining the end to end management and execution of campaigns, programs and channels from a marketing & sales perspective.
  • Transcript of "Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh"

    1. 1. Marketing Automation (MA) & Lead Management/Nurturing Overview 13 February 2014 Version 10 Martin Walsh Director of Digital
    2. 2. Marketing Automation What‘s driving this as a priority for CMO‘s and marketers?
    3. 3. Our Challenges • • • • • • 3 Highly competitive market Little to no sophisticated marketing processes and systems Little to no insights and information on prospect and customer behaviour Unknown and unquantifiable marketing impact Poor data, multiple data sources, no single source of the truth How can we do more with less?
    4. 4. Organisational Needs 4
    5. 5. Is Marketing a Cost Centre or a Revenue Generator? 5
    6. 6. Audiences everywhere are tough. They don‘t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.” CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD‘S 4TH LARGEST AD AGENCY) 6
    7. 7. Today‟s approach: ―GET IN THEIR FACE‖ when they‘re not looking. Tomorrow‟s approach: “GET FOUND” when they are looking. 7
    8. 8. Buying Has Changed Forever 8
    9. 9. Buyers are Hyperactive Prospects and customers are now consuming 30-60 pieces of content BEFORE they ever contact a brand or speak to a sales person. 9
    10. 10. Marketing needs to be reengineered! 10
    11. 11. in.bound mar.ket.ing - noun Any marketing tactic that relies on earning people‘s interest instead of buying it; a.k.a. the key to marketing transformation. 11 Commonwealth Bank of Australia / Presentation Title / Confidential
    12. 12. Rethinking Marketing 1-5% Average Response Rate Outbound Marketing Inbound Marketing • • • • • • 12 20-50% Average Response Rate • • • • • • • Telemarketing Trade shows Direct mail Email blasts Print ads TV/radio ads SEO/SEM Blogging Social Media Content Marketing Videos / Podcasts Free Tools/Trials Public Relations
    13. 13. ―Interruption‖- based (Highest Cost) • Avg response rate: 1-5% The new marketing mix. 20-40% of leads 60-80% of leads ―Permission‖- based (Lowest Cost) • Avg response rate 20-50% 13
    14. 14. 62% less Inbound marketing costs per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND 14 INBOUND
    15. 15. CMO’s Guide to Inbound Marketing 15 Click on any image to get the full Infographic!
    16. 16. Content Marketing costs 41% less per lead than the next best tactic, Paid Search. 16
    17. 17. 1 Make stuff people want. START CREATING/PUBLISHING CONTENT THAT IS HELPFUL & VALUABLE TO OUR CUSTOMERS: • FAQS • HOW-TO‘S • THOUGHT LEADERSHIP CONTENT • WHITEPAPERS • WEBCASTS • VIDEOS • CALCULATORS • INFOGRAPHICS / FIRMOGRAPHICS • BLOG! 17
    18. 18. • THE MORE WE GIVE, THE MORE WE GET 2 18 Be generous. • INCREASES VISITORS, PAGES VIEWS & INBOUND LINKS • BUILDS TRUST, CREDIBILITY, & GOOD WILL
    19. 19. Rock our keywords. • FOCUS ON THE LONG TAIL • 70% LEAD OPPORTUNITIES • GET ON PAGE 1 • DOUBLES TRAFFIC • REDUCED RELIANCE ON PPC (FOR EVERY PAID SEARCH CLICK THERE ARE 5.6 ORGANIC CLICKS) 19
    20. 20. 4 • • • • • 20 Give great directions. RELEVANT AND ENGAGING WEBSITE TARGETED LANDING PAGES CLEAR CALLS TO ACTION COMPELLING CONTENT & OFFERS THE RIGHT CONTENT AT THE RIGHT TIME, STAYING IN FRONT OF PROSPECTS - MARKETING AUTOMATION (LEAD NURTURING)
    21. 21. 5 Invest wisely. ―IF IT DON‘T MAKE DOLLARS, IT DON‘T MAKE SENSE.‖ 21
    22. 22. It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few. M. LAWRENCE LIGHT CHIEF MARKETING OFFICER MCDONALDS 22
    23. 23. Marketing Automation & Sales Force Automation A High Level Overview
    24. 24. What is Marketing Automation? Forrester defines lead management automation or Marketing Automation as: Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers' propensity to purchase, and increase alignment between marketing activity and sales results. 24
    25. 25. What is Sales Force Automation? A SFA, typically a part of a company‘s customer relationship management system, is a system that automatically records all the stages in a sales process. SFA includes a contact management system which tracks all contact that has been made with a given customer, the purpose of the contact, and any follow up that may be needed. This ensures that sales efforts are not duplicated, reducing the risk of irritating customers. SFA also includes a sales lead tracking system, which lists potential customers through paid phone lists, or customers of related products. Other elements of an SFA system can include sales forecasting, order management and product knowledge. 25
    26. 26. Business Architecture of Leads Management 1. Capturing Leads 2. Identifying quality leads (Scoring AND Modelling – not the same thing) 3. Nurturing (Stay in front of customer / Right Message at Right Time) ♦ Low-quality Leads (Stay in touch/Drip) ♦ Acceleration ♦ Lifecycle (Welcome/onboarding, Cross Sell / Up Sell, Retention) 4. Routing and distributing leads, informing Sales of their quality & priority, empowering Sales with customer engagement insights 5. Lead / Customer engagement and follow up activities by Sales 6. Measuring the effectiveness of the entire Closed-Loop Marketing & Sales process 26
    27. 27. Video Overview of Marketing Automation 27
    28. 28. +10 – Job Title Contains Executive Whitepaper Wait 1 Week +10 – Active Project in Place Case Study +5 – Filled Out Form Wait 1 Week +15 – Watched Video Webinar Invite 40 25 20 10 3 2 New Lead Processing 4 Lead Nurturing 5 Scoring & Insight Emails, Landing Pages, Forms 6 MARKETING AUTOMATION CRM Commonwealth Bank of Australia / Presentation Title / Confidential 1 28 Reporting & Analytics Life-Cycle Automation 7 Segmentation Data Management Web Analytics
    29. 29. Understanding and Aligning to the Demand Waterfall This is a diagram of the Demand Waterfall today showing Inbound and Outbound Marketing driving inbound Contacts/Names: Inbound Marketing (Owned & Earned Media): • Blog Posts • Web Pages, • Press Releases • Search (SEO) • Social Media Outbound Marketing (Paid Media): • PPC • Advertising (TV, Radio, Print, Outdoor) • Radio • Call Centre • Direct Mail 29
    30. 30. Organisational Level of Maturity 30
    31. 31. The Road to Success 31
    32. 32. Why Marketing Automation? Driving more leads, higher quality leads, increasing productivity and delivering greater revenue and customer satisfaction across the business.
    33. 33. Overall Business Benefits of Marketing Automation Best-in-Class companies who integrate marketing and sales technologies through Marketing Automation demonstrate: • Up to 49% increase in year-over-year annual revenue • 33% performance improvement in ROMI* (Return On Marketing Investment) • 21% performance increase in the year-over-year lead-to-sales conversion rate. *At the moment, most organisations cannot determine what parts of their multimillion dollard marketing investment, tactics, channels and campaigns are performing and driving revenue. Where efforts are being measured they are being done largely manually with serious gaps in data and a constant misattribution of tactic and channel performance. Marketing Automation allows marketing effort at both a granular level and macro program level to be measured in real time and therefore optimised in flight and importantly it provides a single view of customer‘s online and when integrated, their offline behavior as well. 33
    34. 34. Overall Business Benefits of Marketing Automation An implementation of marketing automation will lower costs, improve conversion rates and drive revenue by achieving the following: • • Lowering the cost per opportunity – Since leads are tracked from initial touch to sale, marketing automation decreases CPO as marketing assigns only qualified leads to the sales team • Reengaging Dormant Leads – When leads are advanced to sales prematurely, many are incorrectly disqualified due to unresponsiveness. Rather than discarding those leads, nurturing keeps our messages top of mind as prospects educate themselves on options within our industry • Increasing Opportunity Size – Leads that have been nurtured have reviewed a steady stream of buyerfocused content, which reinforces the need for your solution • 34 Stopping lead loss – Lead qualification and lead management as part of a holistic marketing automation strategy identifies the best leads and advances them to sales while nurturing leads who are still in the research phase / not yet ready to buy Maximising efficiency – Marketing automation minimises the waste and redundancy caused by manual campaign execution, cutting expenses. Additionally, marketing automation gives companies in-depth insight into campaign, channel and program effectiveness
    35. 35. Reality of Marketing Generated Pipeline Detailed research by Aberdeen Group shows: • • One in six deals (15%) of all closed business comes from marketing generated leads at Industry Average organisations. • 35 One if four deals (26%) of all closed business come from marketing generated leads at Best-in-Class organisations. One in 20 deals (5%) of all closed business comes from marketing generated leads at Industry Laggard organisations.
    36. 36. Reality of Marketing Generated Pipeline 36
    37. 37. What constitutes ‘Best-In-Class?’ 37
    38. 38. Benefits of Marketing Automation - Lead Nurturing Outcome • • 38 Without Lead Nurturing: Marketing misses valuable opportunities. With Lead Nurturing: Stop leads from leaking out. Widen reach and recapture opportunities.
    39. 39. Benefits of Marketing Automation 39
    40. 40. Benefits of Marketing Automation • Frees up resources to do other tasks • Frees up resources to execute more marketing activity • Reduction in resources • More time for analysis and strategy 40
    41. 41. Benefits of Marketing Automation 41
    42. 42. Benefits of Marketing Automation 42
    43. 43. Marketing Automation = Greater ROI • • Nurture Campaigns have 2x open rates and 3x click-through rates of one off emails • 23% shorter deal times • 43 Nurtured leads produce 20% more sales opportunities vs nonnurtured leads 47% higher order value
    44. 44. Marketing Automation = Greater ROI Companies that excel at lead nurturing: • • Reduce the percentage of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%). • Raise win rates on marketing-generated leads (7% points higher) and reduce ―no decisions‖ (6% points lower) • 44 Generate 50% more sales-ready leads at 33% lower cost per lead Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
    45. 45. Example: Xbox Live - Extend and Expand the Lifecycle CRM (Customer Relationship Management) PRM (Prospect Relationship Management) Consumer Lifecycle Awareness Digital Living Membership Hardware & Software Purchase SW/HW Marketplace FGF/Viral Attach Total $57m – 2007/08 • • • Reduce Churn - $28m Convert Silver to Gold - $13m Upsell / Cross Sell - $16m Upgrade Welcome 45 Trial Expiry Cross Sell Service Updates Member Surveys Promotional Inactive
    46. 46. Closed Loop Marketing Drive Revenue Performance by Staying in Front of Prospects and Customers
    47. 47. Example Revenue Cycle Model (Sales Accepted Lead) Sales Lead Marketing Lead (Marketing Qualified Lead) Prospects & Recycled Names Awareness Recycled Opportunity Sale (Sales Qualified Lead) (Closed/Won) Nurturing Database Marketing 47 Inside Sales Qualification Sales
    48. 48. Marketing Automation, Lead Nurturing & Lead Management Lead Sources: Lead sources can be anything from Display Ads, Retargeting, PPC, SEO, Website, Social, Chat, Telephone, Direct Mail, Self Generated, Referrals, Webinars, Events and Sponsorships etc. 0 Lead Capture (Names): Up to 95% of people visiting our owned media are not yet ready to buy. However, 70% will buy from us or our competitors over the next 12-24 months. We need to become experts at capturing basic contact details via engaging calls to action, targeted landing pages and forms so we can stay in front of prospects & customers through nurturing campaigns. 2 NAMES 5-25% Customer Nurturing Campaigns Once a prospect or lead becomes a customer, they can be automatically dropped into strategic nurturing campaigns based on specific models and or triggers. Or they simply become a prospect again until their behaviour indicates they are a potential buyer or they meet specific nurture campaign conditions. Retention Campaigns NLP, Up Sell / Cross Sell, Early Adopter Campaigns Welcome / Onboarding Campaigns 50-70% 4 Marketing Existing Customers become Prospects: are Marketing Qualified and Ready to Buy, Speak to Sales now 15 are Engaged Prospects But Not Yet Ready to Buy or Speak to Sales 5 25% are Unqualified and Irrelevant and can be discarded 6 Customised Nurturing Campaigns Engaged Marketing Prospects vary in terms of sales acceleration and hence need their journey through the sales funnel customised to fit different needs 16 3 7 Early Stages – Low Acceleration Stay in Touch Campaigns – campaigns that ‘drip’ relevant content to prospects over time, gradually educating, informing and building trust in CBA. PROSPECTS 8 Mid Funnel – Medium Acceleration Lead Lifecycle Campaigns – campaigns that ensure movement and engagement with prospects, even if they are not yet sales-ready. 14 MARKETING LEAD 9 Lead Handoff: End of Funnel – High Acceleration 10 SALES LEAD Leads are automatically pushed from Marketing and distributed to Sales. 11 Lead Recycling: OPPORTUNITY 12 Sales 13 SALE / WIN Leads are cycled back to the top of the funnel by sales for further nurturing if the lead is not yet ready to buy. Campaigns that try to accelerate prospects towards the sale by providing relevant ‘nudges’ based on specific lead characteristics or sales / offer updates. 1
    49. 49. AWARENESS CHANNELS NAMES PROSPECTS LEAD SOURCES LEADS SALE OPPORTUNITY NEW LEAD PROCESSING OTR Customer Centric View INBOUND Branch DB/PAS Referrals Events Immediate Hot Leads SCORING MARKETING QUALIFIED LEAD Implicit (Behavioural) +10 – Home Loan SEO +15 – Home Loan Landing Page +35 – Filled Out Form + 5 – Visited Blog Explicit (What Customer Tells Us/What We Know) +10 – Job Title Contains Executive +15 – Existing Product (Credit Card) +15 – Postcode LEAD / CUSTOMER ENGAGEMENT & FOLLOW UP • Low Quality Leads • Lifecycle • Cross Sell • Acceleration • Retention • Welcome / Onboarding Propensity Models + Early Adopter + Next Logical Product + Retention OUTBOUND LEAD PRIORITISATION / LEAD INSIGHTS NURTURING MODELLING / ANALYSIS / SEGMENTATION Email Analysis & Recommendations + Detailed analysis of data + Recommendation to marketers for inflight campaign optimisation LEAD DISTRIBUTION / ROUTING CONTACT RULES Forms • Suppression • Contact Thresholds • Recency • • • • • • • • • • • • Work Activities • Tasks Blog eDM Direct Mail Ad Targeting UIB Social Content Landing Pages Forms Events Webinars Lead Recycling (Prospect or Customer is not ready) Sale Landing Pages REAL-TIME CLOSED LOOP ANALYTICS Segmentation 49 Data Management Analytics Reporting
    50. 50. AWARENESS / DEMAND GENERATION PPC DM Marketing Automation Software DISPLAY SOCIAL EVENTS EMAIL SMS SEO PHONE REGISTRATION 1 BRANCH PR • Prospect & Lead Source Tracking • Anonymous + Prospect + Lead Behavioural Analytics • Prospect / Lead Acquisition • Prospect / Lead Scoring • Prospect / Lead Nurturing • Prospect / Lead Segmentation • Lead Prioritisation • Lead Insights • Lead Escalation & Alerts ADVERTISING REGISTRATION 3 LANDING PAGE FORM 1 WEBSITE CONTENT DOWNLOAD FORM Prospect Activity WEBINAR REGISTRATION FORM LANDING PAGE FORM 2 EZINE / NEWSLETTER SUBSCRIPTION FORM REGISTRATION 2 Sales Force Automation Software • • • • EZINE / NEWSLETTER SUBSCRIPTION FORM CONTACT US FORM CLICK TO CHAT Lead Distribution & Routing Lead Recycling Sales Forecasting Sales Pipeline Performance Lead Acquired Lead Recycling PROSPECT SCORE = 70+ CRM APPLICATION / SALES FORCE AUTOMATION LEAD ENGAGEMENT LEAD SCORING Implicit (Behavioural) +10 – Home Loan SEO +15 – Home Loan Landing Page +35 – Filled Out Form + 5 – Visited Blog Explicit (What Customer Tells Us/What We Know) +10 – Job Title Contains Executive +15 – Existing Product (Credit Card) +15 – Postcode LEAD NURTURING CAMPAIGNS • • • • • Stay in Touch (Drip) Acceleration Cross Sell / Up Sell Retention Welcome / On boarding LEAD PRIORITISATION Qualified Lead WORK ACTIVITIES LEAD INSIGHTS TASKS Lead Distribution & Routing
    51. 51. Revenue Cycle Model – Overview Example (No lead left behind) Sales Lead Type Variants • • • • Source Channel Industry Size 65% of all sales would follow this model 1,498 40% Opportunities TD D&T Savings Credit Card 3,744 80% Loans Sales Leads 19% 4,680 60% Marketing Leads 46% of prospects eventually become a lead (300 + 7.5k) Nurture Awareness 3.0% / month (7.5k) 100k 75% Leads automatically flowing from Always On Drip Campaigns. As low as 3% of all prospects in database become Marketing Qualified Leads per month to as high as 7%. 5% 30% (< 1 month) Names 5,000 *Active Prospect Database 250K Prospects 20-50% 1,000 70% (> 1 month) 15% 51 *Cumulative Nurturing Database Inactive (Last 6 months)
    52. 52. Campaign Example – Initial Hot Leads + Leads from Drip Campaigns Typically only 5% of prospects visiting a brands website or digital properties are ready to buy or speak to sales and Marketing & Sales only focus on these immediately ‗hot‘ leads. However, 70% of the other 95% who have responded in same way to marketing campaigns will eventually buy from us or our competitors. This is the benefit of automated nurturing campaigns like a ‗stay in touch‘ campaign as outlined below – Business As Usual vs BAU + Nurturing. Marketing Automation / Lead Nurturing Model Campaign A H2 H1 Q4 May-14 Q2 Q3 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 60,000 Conversion Campaign Visitors Apr-14 H2 Q1 - - - - - - - - - - - - May-15 - Jun-15 - Total 60,000 Names 10% 6,000 - - - - - - - - - - - - - - Prospects (At least one meaningful engagement) 50% 3,000 - - - - - - - - - - - - - - Leads (Marketing Qualified Leads - MQL's) 40% 1,200 - - - - - - - - - - - - - - 5% - 90 86 81 77 73 70 66 63 60 57 54 51 49 46 922 1,200 90 86 81 77 73 70 66 63 60 57 54 51 49 46 2,122 1,019 MQL's coming from Nurturing (Drip Campaign) Total MQL's Opportunities 48% 576 43 41 39 37 35 33 32 30 29 27 26 25 23 22 Wins 70% 403 30 29 27 26 25 23 22 21 20 19 18 17 16 16 Lifetime Value per Sale $500 $ 201,600 1,200 Nurturing Database - Leads $ 15,120 1,800 Business as Usual Results 1,710 403 $ 201,600 Additional results from Nurturing 310 $ 154,927 Total Campaign 713 $ 356,527 Uplift with Marketing Automation / Lead Nurturing 52 77% 77% $ 14,364 1,625 $ 13,646 1,543 $ 12,964 1,466 $ 12,315 1,393 $ 11,700 1,323 $ 11,115 1,257 $ 10,559 1,194 $ 10,031 1,134 $ 9,529 1,078 $ 9,053 1,024 $ 8,600 973 $ 8,170 924 $ 7,762 878 713 $ 356,527 878
    53. 53. ROI Marketing Automation Touches to Names Our Baseline 5.00% Optimise Here: 7.00% Baseline 60,000 Marketing Automation allows us to understand and optimize every stage of the funnel. Examples: 1. If we optimized just the initial conversion rate from Touches to Names (capturing names) by 2%, the overall number of sales for the optimized campaign would increase by 40%. If we optimized just the conversion rate of Marketing Qualified Leads to Sales by 5%, the overall uplift on the campaign would be 28%. Touches 3,000 60,000 Names 4,200 1,200 40% More Names Prospects to MQL Our Baseline 30.00% Optimise Here: 30.00% 600 Prospects 840 240 40% More Prospects MQL to SAL Our Baseline 50.00% Optimise Here: 50.00% 180 MQL 252 72 40% More SQL's SAL to Opportunity Our Baseline 60.00% Optimise Here: 60.00% SAL 126 36 40% More SAL's Opportunity to Close Our Baseline 60.00% Optimise Here: 60.00% 54 Baseline Revenue per Sale $500 Opportunity 32 76 22 40% More Opportunities 45 Close 13 40% More Wins $16,200 $22,680 Marketing's Baseline Revenue Impact 53 Our ROI Names to Prospects Our Baseline 20.00% Optimise Here: 20.00% 90 2. Optimised Marketing's Optimised Revenue Impact $6,480 40% More revenue with Marketing Automation
    54. 54. Revenue Cycle Model – Loans (Illustrative) CBA Activities Marketing Activities Inbound GDW – Existing Customers Landing Pages / Forms Outbound • Owned Media • Earned Media Marketing • Paid Media CommBank / Netbank Names Analytics Propensity Modelling POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Prospects Marketing Lead Recycling Guides, Videos, Calculators, Checklists, eBooks OTR, Online Form, Phone, Paper Form Webinars, Case Studies, FAQ‘s, Brochures, Spec Sheets Nurturing Campaigns Sales Lead Opportunity Negotiation Sale 54 Application / Pre-Approval Approval Demos, Assessments, Consultations, Comparisons, Estimates, Trials Welcome, On boarding Education
    55. 55. Revenue Cycle Model – TD, D&T, Savings (Illustrative) CBA Activities Marketing Activities Inbound GDW – Existing Customers Landing Pages / Forms Outbound • Owned Media • Earned Media Marketing • Paid Media CommBank / Netbank Names Analytics Propensity Modelling POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Prospects Recycling Marketing Lead Guides, Videos, Calculators, Checklists, eBooks OTR, Online Form, Phone, Paper Form Webinars, Case Studies, FAQ‘s, Brochures, Spec Sheets Nurturing Campaigns Application Sales Lead Opportunity Sale 55 Approval Demos, Assessments, Consultations, Comparisons, Estimates, Trials Welcome, On boarding Education
    56. 56. Revenue Cycle Model – Credit Cards (Illustrative) CBA Activities Marketing Activities Inbound GDW – Existing Customers Landing Pages / Forms Outbound • Owned Media • Earned Media Marketing • Paid Media CommBank / Netbank Names Analytics Propensity Modelling POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Prospects Recycling Marketing Lead Guides, Videos, Calculators, Checklists, eBooks OTR, Online Form, Phone, Paper Form Webinars, Case Studies, FAQ‘s, Brochures, Spec Sheets Nurturing Campaigns Application / Credit Checks Sales Lead Opportunity Sale 56 Approval Demos, Assessments, Consultations, Comparisons, Estimates, Trials Welcome, On boarding Education
    57. 57. Nurturing Driving Revenue Performance by Staying in Front of Prospects and Customers and Delivering the Right Content at the Right Time in Real-time.
    58. 58. Why Lead Nurturing: Stay In Touch Sales Lead (SQL) Lead Nurturing Lead (MQL) Engaged Contacts Awareness Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Opportunities “The art of maintaining permission to stay in front of your buyers as they educate themselves”. 58 Contract Signed
    59. 59. Marketing Automation - Lead Nurturing Basic Lead Nurturing Campaigns There are two types of lead nurturing campaigns and processes that can help you get started with the goal of generating more and better-qualified leads. • Incoming Lead Processing Campaigns • Lead nurturing is no different than building a long-term relationship — you need to foster respect and trust, be a good listener, and keep things interesting. Incoming Lead Processing campaigns are your chance to make a positive first impression – what you do and how you act when you first meet someone will affect how they perceive you from there on out. What should you be doing to lay the right foundation? • Stay in Touch / Drip Campaigns (we drip content) • ‗Stay in Touch‘ or ‗Drip‘ campaigns are useful for all prospects that are not immediately ready to engage with sales. They form the backbone of your lead nurturing program by ―dripping‖ out relevant content to prospects over time, helping to educate them and build trust and credibility for your company. By touching prospects regularly, they help keep your brand top of mind so that the prospect will contact you when they are ready to move to the next step. Together, these campaigns put in place all the necessary processes to help ensure a stream of more and better qualified leads for the sales team. 59
    60. 60. Marketing Automation - Lead Nurturing Advanced Lead Nurturing Campaigns After building a foundation with Basic Lead Nurturing Campaigns, we are now ready to examine the nuances and winning strategies for advanced lead nurturing: • Accelerator Campaigns • Accelerator campaigns are campaigns that attempt to move prospects along the buying cycle faster by providing relevant ―nudges‖ at the right time, usually triggered by specific buyer behaviours or sales updates. By observing the type of content prospects request, where they go and how often they visit your Web site, marketers can adapt their nurturing approaches accordingly, placing prospects with stronger interest on a more accelerated path toward a sales conversation and scaling back. communications with less interested individuals. • Lead Lifecycle Campaigns (On boarding, retention, up sell, cross sell etc) • 60 Lead Lifecycle campaigns maximize marketing‘s investment in lead generation by ensuring that leads will never grow stagnant or lost. As a general lead nurturing rule, there should be no place in the buying process where leads just ―sit,‖ and you should have only one lead stage value for leads being nurtured. All other lead status values should have a time limit, and leads that sit idle past the deadline should be automatically recycled for further nurturing. In sum, Lead Lifecycle campaigns ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage.
    61. 61. Marketing Automation - Lead Nurturing Nurturing involves maintaining a relationship with prospects and leads through regularly scheduled, customised communications, such as ‗drip campaigns. • • • 61 Lead nurturing is scheduled at regular intervals to deliver the benefits of a multi-touch campaign. With marketing automation systems, subsequent action points in the campaign can be based on the precise behaviour / activity of the prospect / lead (branched logic campaign). These campaigns guide prospects and leads individually through the funnel according to their characteristics.
    62. 62. Nurturing Campaigns 62
    63. 63. Example: Nurture Email & Landing Pages 63
    64. 64. Example B2B Drip Campaign Awareness Consideration Conversion 5 DAYS 7 DAYS 14 DAYS TIMING Landing Page 1A & 1B are the same, just different locations for tracking as 1B uses a vanity URL. 1B 2B TOUCH 1 R eDM NR 3B TOUCH 2 1A NR TOUCH 3 2A NR 3A R R Landing Page 1A DM Landing Page 1B Contact Us – Chat, Form, Phone Y CommBank Names PPC, Display, SEO, Social Landing Page/s 2 Any prospects or leads at any stage which actively want to speak to sales (click to chat, please contact me form) are immediately routed to leads. Opt-in Y/N EXAMPLE ONLY Registration SCORING Yes Yes Yes Yes Yes Yes ARTIFACTS DM eDM Paid Acquisition Landing Pages Form DM eDM Landing Pages DM eDM Landing Pages DM eDM Landing Pages Content 1 (1A & 1B) Content 2 (2A & 2B) Content 3 (3A & 3B) CONTENT 64 Content A – Drive Contact Us Drive Registrations
    65. 65. Content is King! Successful Inbound Marketing, Closed Loop Marketing and Marketing Automation is all about content. It is also critical to note that attempting content marketing without Marketing Automation is not ideal. It is about getting the right content at the right time to the right prospects or customers and continually tracking and optimizing it‘s performance.
    66. 66. Successful Inbound Marketing is Content Lead • The marketing world has been turned upside down. • Digital has quickly changed, and marketers recognise they must now practice the opposite of interruption marketing. • To create relationships we must earn the permission to sell to prospects. • We must produce relevant thought leadership content, not only content about our own products. • The critical ingredient to creating engagement, trust, and thought leadership positioning is content. • Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel. • Marketers now understand that brands must become publishers. 66
    67. 67. Content and Buyer Preferences Prospects have preferences based on the buying stage so we need a portfolio of content assets… 67
    68. 68. The Content Marketing Machine Here‘s a description of the different components of the machine: 1. Plan: Create a strategic structure for your content marketing 2. Team: Assemble the group to manage your content marketing operation 3. Ideas: Generate a steady flow of ideas for your content 4. Production and Distribution: Assemble your content and distribute it across the web 5. Audience Development: Generate traffic to your content 6. Conversion & Nurture: Convert visitor to leads, nurture them to opportunities 7. Measure & Optimise: Analyse and improve performance 68
    69. 69. Use a Great Content Marketing Tool which Integrates with the leading Marketing Automation Platforms KAPOST is a great example of a Content Marketing Tool which integrates with leading Marketing Automation vendors to help make your Content Marketing efforts work. It has a great Marketing Calendar, Workflow, Analytics and much more. 69
    70. 70. Overview of Kapost 70
    71. 71. All about Right Content, Right Time. Real Time Content mapping for lead nurturing is the process of preparing and organising our content so that it can be distributed to our prospects and leads at the right time based upon their needs and stages in the buying cycle. A content map is based on a buyer persona: • • • 71 Helps organise content that can address questions at various stages of the buying cycle. Creates a blueprint for content distribution through multiple channels. Services as the primary content inventory for the purpose of reference and re-purposing.
    72. 72. Buyer Personas and Content Mapping (Illustrative) HOME LOANS CAMPAIGN Emotional Persona (1st home buyers, new family home etc) Customer Lifecycle Awareness Consideration Education Content at this stage focused on introducing a problem, and then connecting that problem to critical issues. It should create a sense of urgency for a target to take action, action that should eventually lead them to consider a solution/product/service that we offer. Customer Interest / Tasks Search for properties. Theme Thought Leadership Solution Knowledge Perceptual Journey of Customer Thinking about a new home. Exploring, looking at new homes. Pain Points Messages 72 Review property data. Solution Once target commits to solving a problem, content should be built to help them pinpoint their needs in relation to the problem. Next comes the process of matching needs against a range of solution options in order to find the type of solution that is the best fit, which has unique content requriements of its own. Lender search. Loan / Product search. Compare shortlist. Value Story Solution Validation Conversion Vendor Selection Content at this stage should focus on helping buyers differentiate vendors that offer the ideal solution, and arming them with the information they will need to address the questions and concerns of other influencers. Clearly communicating features and functionality, demonstrating return on investment and total cost of ownership, and sharing details around service. with lenders. Meet Found property. Pre-approval. Take out loan. Financial Justification Onboarding Understanding products, Choosing and affirming. We are confident and services, solutions and ready to move forward, getting assurance these negotiate deal terms etc. are right for me. Trying to understand the home loan process. Staying informed throughout the process. Trying to understand what I am signing / complexity of contracts. Alternate staffing models Developing agent productivity Improving workplace productivity We are ready to commit.
    73. 73. Buyer Personas and Content Mapping (Illustrative) HOME LOANS CAMPAIGN Emotional Persona (1st home buyers, new family home etc) Where's the best place to go for information on properties? Where can I find information on properties prices? What do they offer? Leading, solid product/company? Are their customers satisfied? Recommended by customers and analysts? Where can I find expert advice? Do they fit my need? Meets or exceeds my needs? How much can I borrow? How can I easily evaluate/compare? Can I afford to buy & implement? Where can I find opinions and ratings on lenders? Do they meet my expectations? How can I easily purchase? What do analysts say, are they a leader? Can I purchase online? Is company viable? Who can I call? Why should I choose them? Questions Do they have a specialist / partner in my area? Why buy now? Content Educational tips Webinars Web site SEO Video Infographics eBooks Playbooks Guides 73 Articles Social Media White papers Blogs Analyst reports Product spec sheets Customer stories Industry insights Product/service fact sheets Case Studies Testimonials Features / benefits Competitive and product comparisons Data sheets Whitepapers Pricing / licensing How to buy Events Customer references ROI calculator Live demo Product awards FAQ's Checklists Welcome kit Training Customer newsletter
    74. 74. You Must Audit, Map and Create Content for Buying Stages Mapping Your Buying Stages Now that you‘ve defined your personas, you need to create a buying journey that will convert these personas into customers. A buying journey maps a buyer‘s decision making process during a purchase. Mapping this allows you to: • Understand the process your buyers go through when considering your product or service • Develop a content strategy that speaks directly to buyers, regardless of their stage in the buying journey 74
    75. 75. You Must Audit, Map and Create Content for Buying Stages 75
    76. 76. You Must Audit, Map and Create Content for Buying Stages 76
    77. 77. You Must Audit, Map and Create Content for Buying Stages 77
    78. 78. Easy to Manage & Automate Content/Nurturing with right Tools 78
    79. 79. Nurture Campaigns, Simple to Manage & Automate - Video 79
    80. 80. Nurture Campaign Content – 4-1-1 Rule For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others. What‘s great about this approach is that it lets you engage in the conversation, build awareness, and keep in touch with your followers without coming across as pushy or too ―me‖ focused. We‘ve been trying to follow this approach for our Twitter updates as well as our Facebook updates, and so far results are positive. The 4-1-1 rule can also apply to your lead nurturing using email. Formally, lead nurturing is the process of building a relationship with prospects that are not yet sales-ready by conducting an informative dialog, regardless of budget, authority, or timing. Less formally, lead nurturing is the art of maintaining permission to ―keep in touch‖ with potential customers as they educate themselves, with the goal of being top of mind when they are ready to move into a buying phase. This is where the 4-1-1 rule can apply. As you plan out the cadence of emails you‘ll send to prospects, try scheduling four educational or entertaining emails mixed with one ―soft promotion‖ (e.g. attend an event) and one ―hard promotion‖ (e.g. download a free trial or apply for an account). 80
    81. 81. Webinar Integration – Gotowebinar, On24, WebEx Right click and clone event 81
    82. 82. Dynamic Landing Pages Anonymous 82 Known
    83. 83. Notifications, Alerts, Workflow 83
    84. 84. Lead Scoring Lead scoring ranks a prospect or lead‘s level of interest and sales readiness according to a predetermined scoring methodology.
    85. 85. Marketing Automation - Lead Scoring • • Marketing communications are customised to match the prospects characteristics and degree of sales-readiness. • Every activity the prospects or lead does is given a score. • 85 Lead scoring ranks a prospect or lead‘s level of interest and sales readiness according to a predetermined scoring methodology. When the scores reach a pre-determined threshold, the prospect or lead is deemed Marketing Qualified and therefore sales-ready and transferred to the sales team.
    86. 86. Marketing Automation - Lead Scoring 86
    87. 87. How Lead Scoring Works in an Automated Marketing Context Awareness Consideration Interest Prospect Receives Email for Home Loan Promotion Opens Email, Clicks link, Visits Landing Page 5 points Visits Website and Uses Home Loan Tool 10 points Action Registers/ Attends Online Home Loans Q&A 15 points 20 points 5 points Receives Email for Home Loan Calculator Tool 5 points Prospect Re-enforcing Receives Email Emailed Email Topics Invite to Home Invitation Loans Online to BI Event Q&A 25 points Inside Sales Calls and Qualifies Lead 0-25 Points 87 26-75 Points Qualified Lead is Passed to Sales 76-100 Points
    88. 88. How Lead Scoring Works in an Automated Marketing Context Awareness Consideration Interest Prospects Searches for Home Loan Action Completes Request an Appointment Form Visits Campaign Landing Page 35 points 5 points 10 points 5 points Receives Email Confirmation Appointment Request Qualified Lead is Passed to Sales 0-25 Points 88 26-55 Points 56-100 Points
    89. 89. Content & Behavioural Scoring – Active vs Latent Behaviour Content Scoring Attributes Example of Active vs Latent Behaviour. Two different prospects with same score but with different behaviour and time. 89
    90. 90. Explicit & Implicit Data Explicit: What a prospect tells us / what we know 90 Implicit: What a prospect does
    91. 91. Content Scoring and Optimisation Constantly reviewing what content works throughout the funnel. In this example, 95% of all opportunities visited the ‗Pricing Details Page‘. You could look at all of your content and see whether Leads, Opportunities or importantly Conversions/Sales and viewing / engaging with it and when. 91
    92. 92. Social Scoring 92
    93. 93. Marketing Automation – Prospect / Lead Characteristics • • 93 There are three Qualification Characteristics; Demographics, BANT (Budget, Authority, Need, Timing) and Behavioural Indicators. Characteristics are critical signifiers that determine the sales-readiness of a prospect or lead.
    94. 94. Progressive Profiling Ask the minimum upfront, then ask a time based and or contextual question on next visit. Key information already filled out, also encourages prospects to keep their details up to date.
    95. 95. Progressive Profiling 95
    96. 96. Progressive Profiling Example 1st visit 2nd visit 3rd visit With a Marketing Automation solution, a prospect or customer‘s details can be ‗remembered‘ and prepopulated on forms. If information presented to a prospect or customer is wrong, ie. Email they are more likely to correct it and therefore the data stays clean and up to date. On subsequent visits, it allows us to ask one or two additional questions (progressive profiling), ie. One time based and the other contextual based on the content they are consuming / engaging with. 96
    97. 97. Operationalising the Capability Operationalising the capability is critical. Organisational structure/alignment, Centres of Excellence and clearly defined roles and tasks are crucial. How does all this work in terms of specific roles like Marketing and Sales?
    98. 98. Centralization of Marketing Automation Regardless of a MA’s level of centralization, specific functions must always be centrally administered. 25% Centralized 35% Hybrid, centralized 20% 15% Hybrid, decentralized Hybrid <5% Decentralized Centralized: Required • • Opt-out management User management • • Security settings Field mapping • • Lead scoring • Suggested reports • • • Upload policy QA Policy • Data standards Lead routing Templates • Large-visibility programs Centralized: Recommended • • 98 Touch governance Data management 98
    99. 99. Primary Owner of Marketing Automation Though Marketing Automation can be administered in many organizational structures, it is often located in one of three areas. Field Marketing Demand Center 15% 5% Marketing Operations • Internal skills gap; specialization of labor • Multiple programs/campaigns • Highly integrated with corporate systems and dependent on data Other 5% Marketing Operations 75% 99 99
    100. 100. Primary Owner of Marketing Automation Though Marketing Automation can be administered in many organizational structures, it is often located in one of three areas. Field Marketing Demand Center 15% 5% Demand Center • $1B+ in revenue • Outsourced program execution • Hubs of expertise Other 5% Marketing Operations 75% 100 100
    101. 101. What the Program Requires - People There are already some case studies and best practices relating to marketing organisational structures and the types of skills & resources required to excel at Marketing Automation, Inbound and Outbound Marketing. Before we look at some options, it‘s important to understand five key characteristics of a successful marketing team in this new era of marketing: 1. 2. 3. 4. 5. Strategy Focus Cross functional Agile Data driven Here are some organisational design options and a recommendation…… 101
    102. 102. What the Program Requires - People Example 1 MARKETING LEADERSHIP TEAM Hires, manages & develops marketing teams; allocates budgets, develops strategy. BRAND & BUZZ Objective: Generate brand awareness TOFU Objective: Attract Leads MOFU & BOFU Objective: Nurture & Close Leads KNOWLEDGE & EVANGELISM Objectives: Deepen product awareness MIT Objective: Make stuff TEAM RESPONSIBILITIES / ASSETS • • • • PR Brand Company Blog Events • • • • • Content Co-marketing Affiliate Marketing Display PPC • • • • • Email Landing Pages Webinars Calculators Demos / Assessments • • • • • Product content Sales training Marketing training Customer events Centres of Excellence • • • Tools & apps Internal marketing tech Innovation pilots • Traffic / downloads / users of tools & apps Marketing productivity TEAM METRICS • • • 102 Direct & branded search traffic PR coverage Reach • • • • Visitors Subscribers Downloads Names • • • • Prospects & Leads Conversion rates Lead quality Optimisation • • • • Product awareness Product buzz Sales SLA‘s Tools adoption •
    103. 103. What the Program Requires - People Example 2 CROSS FUNCTIONAL TEAM (Needs a RACI or ORAP model) BRAND & BUZZ CONTENT & CREATIVE DEMAND GEN NURTURING KNOWLEDGE & EXCELLENCE ANALYTICS TEAM RESPONSIBILITIES / ASSETS • • • • 103 PR Brand Company Blog Events • • • • • • Co-marketing Affiliate Marketing Display PPC Display Social ATL • • • • • • Research Content Content Strategy Content Mapping Content Creation Content Optimisation SEO • • • Develop, deploy, track & optimise Nurture Campaigns Power user for Marketing Automation tools • • Measure, monitor & track all Marketing Activity Analyse and develop insights and recommendations Reporting • • • • • Marketing Training Sales Training Centre of Excellence Best Practices Innovation pilots
    104. 104. What the Program Requires - People Example 3 MARKETING LEADERSHIP TEAM Hires, manages & develops marketing teams; allocates budgets, develops strategy. CONTENT CREATION Objective: Attract and Convert Leads DEMAND GENERATION Objective: Attract Leads LEAD MANAGEMENT Objective: Nurture & Close Leads KNOWLEDGE & EVANGELISM Objectives: Deepen product awareness MIT Objective: Make stuff TEAM RESPONSIBILITIES / ASSETS • • • • 104 Content Strategy Content Mapping Content Creation Content Optimisation • • • • • PPC Display Social SEO Campaign development & management • • • • • Email Landing Pages Webinars Calculators Demos / Assessments • • • • Product content Sales training Customer events Analyst relations • • • Tools & apps Internal marketing tech Innovation pilots
    105. 105. What the Program Requires - People CAMPAIGN LEAD (Marketing Manager) PILOT RECOMMENDATION INBOUND MARKETING PAID ACQUISITION ANALYTICS KNOWLEDGE & EXCELLENCE CONTENT PPC, DISPLAY MEASUREMENT, ANALYSIS, REPORTING TRAINING SEO LANDING PAGES & FORMS INSIGHTS & RECOMMENDATIONS PLAYBOOK, CHEAT SHEETS, FAQ’S WEBSITE FUNNEL & NURTURING POWER USER AUTOMATION TOOL 105 CENTRE OF EXCELLENCE
    106. 106. What the Program Requires - People POST PILOT RECOMMENDATION 60-80% Leads (Lowest Cost) CMO INBOUND MARKETING (Organic Marketing) PERFORMANCE MARKETING (Paid Acquisition) CONTENT SEO PPC SOCIAL / COMMUNITY DISPLAY WEBSITES AFFILIATE MARKETING DESIGN BRAND ADVERTISING PR 106 MARKETING FUNNEL MARKETING ANALYTICS 20-40% Leads (Highest Cost)
    107. 107. Marketing & Sales Alignment For the Marketing Automation pilot to be truly beneficial and successful, it is very important to ensure Marketing & Sales are aligned and this alignment piloted as part of the project. If the pilot works correctly and effectively then it will drive better quality leads and importantly when the prospect is likely to be ready to buy. If these leads are not passed onto sales and dealt with immediately (within minutes or hours) then much of the effectiveness of the program will be negated because we will not be able to see relevant conversion rates for the leads generated and therefore the necessary insights into which channels, tactics, content and programs are working (or not). An aspect of Marketing Automation is Sales Force Automation in combination with SLA‘s. Both of these components need to be established prior to the execution of the pilot. 107
    108. 108. Core Components for Digital & Integrated Marketing Succes Mission: More measured digital interactions with customers 2. Digital Marketing Platform 1. Strategy & Leadership Digital Marketing 3. Connected Sales & Marketing 108 4. Digital Ignition
    109. 109. How will your organisation Master the Art of Digital? Our single biggest priority is to operationalise digital marketing @ CBA focusing on the basics and then scaling and advancing from there:    The right skills and resources  A better understanding of how digital aligns/ interconnects with offline tactics Insightful and actionable KPI‘s, timely analysis and regular reporting Appropriate tools & infrastructure Develop more relevant digital experiences which address customer goals & needs across the entire user journey  Build better online experiences which utilise industry best practices  Overall top down audience centric prioritisation and experience governance model  Activate & Engage New Users  Surprise and delight with the right content & scenarios  109 Relevant & effective documents (brief‘s etc)  Acquire new leads, accelerate purchase decisions, nuture leads and increase customer satisfaction   A more audience & customer-centric marketing approach Clear roles & responsibilities  A cohesive, consistent and strategic framework for planning, prioritising, executing and evaluating digital marketing activities Efficient and productive processes Build advocacy  Acquire new leads  Accelerate purchase decisions across the entire sales & marketing lifecycle  Successfully nurture, retain, up-sell and cross-sell new and existing leads  Lower the cost of lead acquisition & retention  Increase customer satisfaction through more timely and relevant messaging, content and engagement
    110. 110. Digital Ignition: 5 Strategic Pillars 1. Shifting the Marketing Mix 2. Core Internal Capability: Organisation‘s Digital & Online Network 3. Core External Capability: Our Agencies 4. Measurement, Analytics & Insights 5. Building an Organization of Great Digital Marketers 110
    111. 111. Digital Readiness Program Digital Marketing Readiness Pillars - Assessment Following Digital Best Practices Embracing Digital for Marcom Are the local teams increasingly transitioning to Digital as Core Marcom element? Capitalising on Internal Assets How relatively sophisticated is the publishing community? Are our internal digital assets being leveraged for Marcom? Availability of Credible Research & Planning Tools What Media consumption/digital behaviour research and planning tools are available? Audience Digital Adoption How relatively sophisticated are digital users? 111 Market Driven Digital Media Landscape Marketer Driven Are Digital Best Practices being deployed to meet marketing Objectives?
    112. 112. Digital Marketing Centres of Excellence: DCOE DIGITAL CENTRES OF EXCELLENCE Cross COE frameworks and guidance for strategy, tools, resources, communications, measurement and skills Operationalize Digital Marketing through COE deployment: Training, resources, skills development Online Advertising (OCOE) Provides guidance for planning, execution, and optimization of online advertising campaigns and enables more effective online advertising. Search (SCOE) Marketing Automation/Lead Nurturing (MACOE) Provides marketers with on-demand information for all aspects of marketing automation, lead nurturing, lead scoring, landing pages, A/B testing and individual prospects and customer targeted best practices. Measurement (MCOE) Campaign Site (CCOE) Centralized set of resources for Search Engine Marketing (SEM) to maximize ability to deliver and retain more qualified traffic to IBM.com from search activities and encourage marketers to make greater use of SEM. Prescriptive framework and guidance for consistent measurement, reporting, analysis, testing and optimisation to increase online marketing campaign effectiveness and efficiency. Prescriptive guidance for campaign landing environments to increase online marketing campaign effectiveness and efficiency THE 8 COMPONENTS OF A COE Strategy Policy Tools Resources 112 Process Communication Measurement Skills
    113. 113. Example: Search Centre of Excellence Scope (in order of priority) Description STRATEGY PROCESS Ensure consistency and integrity of processes and manage process change and optimization Streamline processes and reduce redundancies POLICY Ensure adherence to CBA privacy standards, brand standards, vendor management, cross-country, etc REPORTING/ OPTIMIZATION Develop SEM scorecard, set performance benchmarks, build robust testing plans, analyze results, optimize efforts TOOL REQUIREMENTS Provide business requirements for improving/new tools, either internally or for our external partners SKILLS DEVELOPMENT Increase search marketing skill set of CBA marketers and our agency partners through training/education of strategy, process and policy Evangelize best practices COMMUNICATIONS Deliver updates to marketers on the SCOE, including, but not limited to process & policy changes, aggregate SEM performance, new tools, etc. HUMAN RESOURCES 113 Create a best-in-class SEM capability by building a road map with our agency and marketers (enables us to advance CBA digital marketing leadership) Central core team to drive SEM leadership Extend team to drive input to enable better relevance to corporate and field organizations
    114. 114. Example: 114
    115. 115. Lead Management Program Definitions Before embarking on a Marketing Automation / Lead Management journey, it is critical that EVERYONE in your organisations is on the same page in terms of definitions and taxonomies.
    116. 116. Lead Management Terminology *The key difference between 1,2,3,4 and 5 is Buyer Fit and Intent CBA Revenue Cycle Glossary* # Terms Definitions Additional Description 1 Awareness This is pretty self explanatory. This is all of our Branding Activities and Content Creation across Inbound Marketing (Owned and Earned Media) and/or Outbound Marketing (Paid Media & Call Centre) which our target audiences are exposed to. All of this activity generates Traffic, Educates Prospects, Builds Brands, Produces Thought Leadership and can even help Reduce Churn. It is critical to measure this activity correctly as a ―Lead Source‖ (also whether Inbound or Outbound) as the ability to determine lead source performance is critically important and therefore the Source Taxonomy is critically important as well. 2 Names Name of an individual along with some basic contact details, for example; First Name, Surname, Email Address and possibly Address, Phone Number, Job Title. This is the entry point for everyone. We know little about their specific needs, their intent, their fit or where they are in the buying cycles. 3 Prospect These are qualified and engaged contacts which could buy from us at some stage but are not yet ready to engage with sales. They become a qualified prospect based upon behavioural lead scoring. For someone to move from simply a name to a ―prospect,‖ they must conduct meaningful interactions with us. For example; a visit to our website and either fill out a form, download content or use an online calculator. At this point the Contact undergoes demographic lead scoring. Using this scoring, a prospect is, ―the right kind of person at the right company.‖ Many organisations actually define all of their Prospects as Leads but this overestimates the quality of the Prospect. 4 Marketing Lead These Marketing Lead or Marketing Qualified Leads (MQL) are prospects which have shown enough behavioral engagement or buying intent that we want to call them to ensure they are ready. An MQL is a lead deemed worthy to be handed off to sales. Sales should have the ability to reject an MQL for a handful of basic reasons, including procedural (lead has been incorrectly routed), clerical (the prospect record is incomplete or inaccurate) or definitional (the lead does not meet target market, activity or lead-level thresholds). 5 Sales Lead These Sales Leads or Sales Accepted Leads (SAL) have been qualified by Marketing, based upon criteria agreed upon by both sales and marketing, as sales ready by our Inside Sales tele-qualification teams or by active and or latent behaviour. Salespeople who accept MQL‘s are simply acknowledging that the leads they‘ve received meet the agreed-upon criteria in the SLA. Leads should be reviewed and accepted or rejected by sales prior to attempting contact. 6 Opportunity These Opportunities or Sales Qualified Leads (SQL) are Leads which have been successfully qualified and now constitute a sales pipeline. Therefore these opportunities will contribute to a sales forecast. Many companies, more commonly those with complex decision cycles, have additional stages even within the Opportunity stage to more accurately reflect, forecast and provide confidence around longer sales cycles. 7 Sale We have successfully closed an opportunity and won either new customer business or new business from existing customers (up sell / cross sell). This is our final phase showing the ultimate result of our opportunities. It is important here to distinguish between net new customers / business and new business / sales from existing customers. However, both should use the same definition for a successful sale or deal. 116
    117. 117. Lead Management Terminology Generic terms Terms Account Companies or organisations; these can be prospects, customers, partners or even competitors. Lead 117 Definitions An individual or company that has the potential of doing business with our organisation. Most organisations actually incorrectly define their Prospects as Leads which is a significant over estimation of the readiness of these people to buy and therefore an overestimation of the quality of the Lead.
    118. 118. Lead Management Terminology Marketing Automation Terms Marketing Automation The use of technology to manage and automate the process of converting prospective customers into actual buyers. B.A.N.T. The acronym for Budget, Authority, Need, Time - fundamental ways to determine the sales readiness of a lead. Lead Management The process of generating revenue from leads by collecting, qualifying and interacting with individuals and/or organizations in relevant ways throughout the buying process. Revenue Cycle A new way of looking at the traditional sales cycle, the revenue cycle starts from the day the organization first meets a prospect and continues through the sale and beyond to the customer relationship. Trigger An event based on a change or update in status, demographic information, or user behavior that causes a lead to proceed along a specific workflow branch or new path. Workflow A pre-determined path of interactions for individuals to experience based on their profile, demographic, and/or behavioral data with the goal of nurturing and building relationships. Campaign Management 118 Definitions The process of creating, executing, and measuring marketing programs directed at specific audience segments. Description
    119. 119. Lead Management Terminology Lead Nurturing Terms Lead Nurturing The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Closed Loop Marketing Campaigns that send communications based on a prospect‘s previous actions and their place in the buying cycle. Incoming Lead Processing Campaign What you do and how you act when you first meet someone will affect how he or she perceives you from there on out Drip Campaign A series of scheduled emails that deliver thought leadership to prospects that have opted in to receive marketing communications. Accelerator Campaigns Campaigns that attempt to move prospects along the buying cycle faster by providing relevant ―nudges‖ triggered by specific buyer behaviors or sales updates Stay In Touch Campaign Campaigns that ―drip‖ out relevant content to prospects over time, helping to educate them and build trust and credibility for your company. Lead Recycling The process of passing a lead from sales back to marketing because a lead was not yet ready to buy. Lead Lifecycle Campaigns 119 Definitions Campaigns that ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage Description
    120. 120. Lead Management Terminology Lead Scoring Terms Lead Scoring The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly. Explicit Data Information that a prospect provides that is unambiguous such as title, industry, company, etc. Implicit Data Information that is revealed by a prospect‘s online behavior such as pages visited, and recency or frequency of visits. Qualified The lead characteristic of being ready to engage with sales—a definition that is agreed upon by marketing and sales according to the profile of an ―ideal‖ customer and a scoring methodology. Decay Score If your prospect hasn‘t had any activity for a certain period of time, say two weeks, and then you might want to automatically deduct points. Based on inactivity, sales recycling, or other behavioral triggers. Threshold A score used to determine whether or not a specific action should be taken on a lead. Depreciation The ability to automatically lower a lead score due to inactivity, status change, or any other attribute that signifies a decrease in the level of interest – sometimes known as Lead Degradation and Score Decay. Active Behaviour Active buying behavior identifies ―hot‖ leads based on activities that demonstrate sales readiness and current interest. Latent Behaviour 120 Definitions Latent buying behavior, on the other hand, involves lower engagement activity. Description Active vs. Latent buying behavior is complex and multi-dimensional. You need systems to evaluate and value different kinds of behavior. The most important distinction lies between active vs. latent buying behavior. The benefits come from adjusting your scoring accordingly. Understanding the difference is crucial. For example, imagine two similar prospects exhibiting different behaviors. One has downloaded an RFP, watched a demo and visited the pricing page - all very active buying behaviors. The other prospect has made several repeat visits to the same page over a longer period of time with no implicit interest in your product or service. While these prospects might both achieve the same overall engagement, one is active while the other is latent. When creating a lead scoring model it is important to ensure you are able to adjust your scoring to take these different buying behaviors into account.
    121. 121. New Marketing Metrics Insightful and Actionable Data
    122. 122. ‘Silly’ Marketing Metrics Too many organisations and too many marketers are using what I call ‗silly‘ metrics to ‗measure‘ marketing and in most cases have also inadvertently created a tsunami of un-actionable reports. There are generally two categories of ‗silly‘ marketing metrics: 122
    123. 123. Within Each Opportunity, Start with Questions, Not Data…. Traditionally, organisations are tempted to start by gathering all available data before beginning their analysis. This leads to an all-encompassing focus on data management – collecting, cleansing and converting data – with little time or energy or resources to understand its potential uses. It also usually results in data being trapped in legacy systems which the marketing tools and applications cannot access and use in real-time. 123
    124. 124. Marketers Struggle With Measurement in Four Fundamental Ways 1. Action without data • High level goals without supporting metrics to define them • Measurement intended, but not delivered (technology, budgets…) 4. Context without action 2. Data without insight • No plans for improvement, continue as before • Actions ―miss the window‖ to be effective • Unread reports (everyone gets 7+…) • Data used to justify current activities vs guiding new ones 3. Insight without context • Confusion on which measures are ―right‖ and deserve focus • Little proven business value from web behaviours (―visits / impressions‖) 124
    125. 125. Four KPI’s Summarise Marketing Impact** Marketing Generated Revenue Marketing Influenced Revenue Investment-toPipeline Investment-toRevenue % of sales revenue uniquely created by marketing % of sales revenue touched by marketing Average cost of demand creation of sales revenue Average revenue generated from $1 invested in demand creation 1% to 4% $5 to $20+ 10% to 47% *Cross-industry averages ** CSAT or NSAT would be another critical metric 125 30% to 82%
    126. 126. Six Metrics Diagnose Marketing Opportunity Database % database with bad/ incomplete records Inquiries Raw responders or hand raisers (Awareness to Names) Marketing Qualified Leads (MQLs) Leads ready to be qualified (Contacts to Leads) 25%+ 2-5% 4% to 8% *Cross-industry average conversion rates 126 Sales Accepted Leads Opportunities (SALs) A lead that is opportunity in pipeline Leads accepted by Sales 45% to 75% (Sales Qualified Leads - SQLs) 45% to 60% Opportunityto-Sale Leads that have closed 20% to 30%
    127. 127. Diagnostic Metrics - Example 127
    128. 128. Metrics to Diagnose Marketing Operational Performance Operational Performance Operational performance KPI‘s are what marketing managers and marketing management review to look at the high level operational performance of their marketing effort and activities either by campaign and or channel / tactic. 128
    129. 129. Qualitative Audience Performance Summary: Example Data Only NSAT Performance NSAT H1 FYxx 109 ∆ 6 Mos. -8 VSAT ∆ 12 Mos. -2 ∆ 18 Mos. 0 H1 FYxx 25 ∆ 6 Mos. -2 DSAT ∆ 12 Mos. -1 ∆ 18 Mos. +3 H1 FYxx 16 ∆ 6 Mos. +6 Performance on H1 FYxx Drivers Share of impact moving SSAT to VSAT Products are relevant to my needs 0.2% Resources help me do my job better 0.2% Products are reliable Products are secure from vulnerabilities -6 DSAT At Risk 16% 2% DSAT At Risk 15% 2% 21 Neutral 51% Leaning 6% VSAT 26% 113 -9 -1 -1 3 H1 FY08 104 -3 +2 -2 18 77 -4 +6 +6 9 To prevent the “At Risk” population from moving to DSAT, prioritize efforts to improve: 105 -16 -5 -8 2 •Demonstrates an understanding 109 -7 +3 +1 23 •Demonstrates an understanding 0.4 107 -4 +1 +1 16 •Has appropriate frequency of contact 0.3 93 -9 +1 -7 13 •Products are easy to install •Is knowledgeable of tech solutions Competitive Analysis (Core Measures & Pillars) Value Innovative Trust To move the “Leaning” population to VSAT, prioritize efforts to improve: Verbatim Distribution Security Ease Resources Verbatim Themes NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months Microsoft 104 -5 85 +2 73 -4 111 -4 103 +4 87 +2 79 -7 115 +2 H2 FY3 IBM 144 +22 124 +26 121 +29 125 +9 133 +14 119 -10 114 +16 123 +17 H1 FY2 Red Hat Linux 134 118 150 125 128 142 107 121 Oracle 104 102 81 96 105 111 100 107 Sun 128 115 121 132 120 131 109 121 Symantec 117 H1 FY4 H2 FY1 49% 4% 15% 55% 46% 40% 5% 15% 5% 10% 10% 14% Product (Net) 22% 20% 18% 9% 14% Security (Net) 8% Resources (Net) 17% 15% Ease of Doing Business (Net) Cost (Net) H1 FYxx Top Improvement Areas 101 +3 Scores showing significant improvement 129 108 -5 115 +10 125 -2 Scores showing significant decline 129 -4 108 +9 101 Metric Leader -5 Lower price on products (incl. more competitive pricing) Licensing/improve licensing Easier licensing policy +4 Getting the right quantitative data is only half of the marketing measurement equation. •Helps me understand the software roadmap 0.4 Communicates business value 0.2% 0.1% IT Pro VSAT 25% 0.4 Resources help me get the most of our 0.2% 0.2% products Resources help me connect to the IT 0.3% 0.1% community Cares Leaning 3% 0.6 0.2% Products are easy to maintain 0.2% 0.2% Quality Neutral 54% 0.6 0.5% 0.4% -1 H1 FY09 0.7 0.5% 0.1% -9 125 1.1 H1 FYxx Base Size 403 59% Somewhat Satisfied Swing Voters Potential H1 FYxx H1 FYxx ∆6 ∆ 12 ∆ 18 NSAT Net Driver Months Months Months Impact Score Rank 0.9% ∆ 18 Mos. +3 Swing Voter Analysis Top Drivers of Satisfaction for the Field Share of impact moving DSAT to SSAT ∆ 12 Mos. +1 More reliable system (incl. less system crashes) Windows Vista Improved ease of use of products Equal effort and investment must be made into Qualitative Measurement as it provides insight into behaviour, drivers and needs.
    130. 130. Example: Qualitative Optimisation Priorities Example Measuring the NSAT (CSAT – DSAT * 100) opens up other critical performance and operational insights and can help identify important issues which quantitative data will not identify. 130
    131. 131. CBA Should Have Organisational Wide – Data Card Data Card: Dynamic universe sizing and reporting capability supporting audience management and campaign planning. How does the Data Card enable greater audience management and campaign planning strategy? • • • • 131 Dashboard view with quick filtering capability. Detailed visibility into customer & prospect universe (including noncontactable) by segment, audience, sub-audience, region, etc. Historical data visibility enables trend reporting for reach, contactability, and touch metrics. Customizable standard report views, pivot table report, and Excel download capability for all reports.
    132. 132. Sample Reports Embedding Real Time and On Demand Insights with Marketers to Empower More Effective Marketing Planning, Execution and Optimisation.
    133. 133. Sales Performance Reporting 133
    134. 134. Sales Performance Reporting 134
    135. 135. Sales Performance Reporting 135
    136. 136. Sales Performance Reporting 136
    137. 137. Sales Performance Reporting 137
    138. 138. Sales Performance Reporting 138
    139. 139. Sales Performance Reporting 139
    140. 140. Closed Loop Analytics - Revenue Performance Management 140
    141. 141. Closed Loop Analytics - Revenue Performance Management 141
    142. 142. Closed Loop Analytics - Revenue Performance Management 142
    143. 143. Closed Loop Analytics - Channel performance & Velocity 143
    144. 144. Closed Loop Analytics - Single view of customer (Detailed) 144
    145. 145. Closed Loop Analytics – Individual Lead & Customer Behaviour 145
    146. 146. Easily Track and Measure Nurturing Campaigns 146
    147. 147. Social Analytics 147
    148. 148. Email Analytics 148
    149. 149. A/B Testing - Email, Landing Page and Forms 149
    150. 150. Revenue Cycle Analytics Measure key metrics associated with each stage of the marketing & sales funnel: Key topic areas: • Balance • Flow • Conversion • Velocity • • • • • Filter/Drill into data, e.g. by Program Type, Business Unit, Geography etc. Trends over time 150 Balance of leads in stage In flow Out flow Conversion rate Velocity (time in stage) Then have the ability to filter this information by campaign, products, business unit, demographics, geography etc.
    151. 151. Revenue Cycle Analytics 151
    152. 152. Revenue Cycle Analytics 152
    153. 153. Sales Insight Embedding Customer Behaviour and Marketing Engagement Insights to Human Channels to Empower and Enable Sales
    154. 154. Sales Insight – Basic Lead / Contact Details in Salesforce 154
    155. 155. Sales Insight – Enhanced Customer Details in Salesforce Standard Salesforce Contact Record Sales Insight Information embedded in Salesforce or Dynamics CRM or SAP 155
    156. 156. Sales Insight – Individual Lead / Customer Behaviour 156
    157. 157. Sales Insight – Individual Lead / Customer Behaviour 157
    158. 158. Sales Insight – Individual Lead / Customer Behaviour 158
    159. 159. Sales Insight – Prioritising Hot Leads for Sales 159
    160. 160. Sales Insight – Individual Lead / Customer Behaviour 160
    161. 161. Sales Insight – Lead Behaviour Notifications for Sales Sales or marketing can setup real-time Email and or SMS alerts to let them know of specific prospect or key customer behaviours. 161
    162. 162. Sales Insight - Mobile RSS Feeds for Mobile Sales Teams 162
    163. 163. Timely Follow up As Marketing Automation identifies prospects and leads when they are ‗hot‘ and ready to speak to sales / buy, it is critical that they are followed up immediately. After 5 minutes, conversion rates drop off 100 fold.
    164. 164. Contacting Hot Leads – Benchmark Data 164
    165. 165. Hot Leads Must Be Followed Up Quickly If a ‗hot‘ lead is generated / identified it is critical to follow up the prospect / customer as quickly as possible. Conversion rates drop 100 fold after 5 minutes. 165
    166. 166. No Lead Left Ever Left Behind – Alerts & Escalations 166
    167. 167. How Does it Work? Scenario of Marketing & Sales Alignment – Marketing Automation + Sales Force Automation.
    168. 168. Customer Scenario 168
    169. 169. Anonymous person searches for ‘Home Loan’ clicks link A score would be given for visitor behavior. For example a higher score of 10 might be given for the search term „Commonwealth Bank Home Loan‟ vs a score of just 5 for „Home Loan‟. 169
    170. 170. Visits our Home Loan Page Scores can be given for visiting specific pages. For example, visiting a pricing page could generate a score higher than a general product page. 170
    171. 171. Anonymous person submits form, becomes ‘known’ Name A score high enough (ie. 50) to automatically push a visitor above the threshold score which determines whether a Lead is a ‗Marketing Qualified Lead‘ would be given for completing an online ‗Contact Us‘ form. 171
    172. 172. Inside Sales Receives Email Alert of Qualified Lead These notifications / alerts can be as simple or complex as required. If Sales don‘t follow up a Hot Lead within an agreed period, a follow up email can be sent and if still not followed up an email can be sent escalating it to a manager. All of these SLA‘s can be reported on to determine which branch / sales person is or isn‘t meeting agreed SLA‘s. 172
    173. 173. Inside Sales Clicks on Link in Marketing Qualified Lead Email Which then Opens the Record in Salesforce 173
    174. 174. Inside Sales Immediately Changes the Status of the Lead 174
    175. 175. Inside Sales De-Dupes, Cleans & Adds Value to the Data In addition to de-duping and merging any duplicated records in your CRM, an Inside Sales Development Rep (part of Marketing team) would also use a subscription to D&B or relevant equivalent to add value to the basic data. For example, Industry SIC code, correct Company Name, CAN/ABN, address etc. 175
    176. 176. Inside Sales then Qualifies the Marketing Lead Doing human qualification of a marketing lead is critical to determining whether a Marketing Lead is indeed a real opportunity which can be passed onto sales. Qualification is unique to individual companies, but typically it would include some or all of these components and the qualification notes would be entered into Salesforce: • • • Demographics Behavioural Indicators B.A.N.T. – Budget, Authority, Need, Time • Mandatory questions • Nice to have questions • Developed and agreed on questions with sales teams • An Inside Sales team would also look after inbound calls, online chat, outbound calls and can even manage lower valued accounts. 176
    177. 177. Inside Sales Logs the Lead Qualification Details which Records Activity in CRM for Sales Rep 177
    178. 178. Inside Sales can ‘Recycle’ or ‘Un-qualify’ Lead if they Determine it’s not a Real Opportunity to go to Sales 178
    179. 179. Lead is Recycled or Unqualified If the Lead is not yet ready to buy then they are ‗recycled‘ which automatically puts them back into Drip Nurturing Campaign (stay in front). If the Lead is genuinely not interested or our organisation cannot help them with a specific product / solution then they need to be ‗unqualified‘. 179
    180. 180. If Lead is Qualified, It Is Now Converted to Opportunity 180
    181. 181. Lead is Converted to an Opportunity, Opportunity Created 181
    182. 182. Lead is Routed, Distributed, Allocated to Sales Rep 182
    183. 183. Sales Rep Reviews Lead/Customer’s Marketing Engagement & Behavioural Information and then Contacts Them Before Sales contacts the Lead or Customer, they first review what product information, marketing activities the Lead or Customer has engagement with. Individually targeted cross sell and up sell messaging and offers could also be displayed at this point for the sales representative 183
    184. 184. Sales Team is Forced to Select Reason for Recycling or Unqualifying the Opportunity (Feedback to Marketing) In order for Marketing and Sales to understand the effectiveness of marketing investments, the quality of leads and conversion rates, Sales are forced to select a reason for Recycling or Unqualifying a Lead. 184
    185. 185. During the Opportunity Engagement Stages the Sales Rep Must Update Opportunity Stages (Pipeline Management) 185
    186. 186. Or, Close Out the Opportunity when it is Closed/Lost 186
    187. 187. What Tools Do What? It is critical to define, understand and explain what tool does what and when in context of Marketing Automation as well as any differences between systems and applications. *In my view most organisations don‟t have a Digital Marketing Platform (DMP) Vision which defines their systems, application and technology roadmap. It is crucial to define one first. See example Vision at end of this document.
    188. 188. Marketing Automation Marketing Automation Delivers an Integrated Solution We already know that marketing technology is not a new thing. For example, companies already use solutions for email marketing and Customer Relationship Management (CRM), so many marketers are confused. What does marketing automation replace, and what does it complement? Furthermore, how does marketing automation compare to other new technologies and marketing trends, such as content marketing, inbound marketing, and social marketing? Many CRM systems already have a module for marketing, which is why marketers wonder whether they really need marketing automation to run their modern marketing departments. From a functional perspective, CRM systems typically do not provide functionality for things like email marketing, prospect behaviour tracking, and marketing program management. And it‘s true that many CRM systems can be customized to handle things like automated campaign flows, lead scoring, and de-duplication. But it‘s hard. A marketing automation solution also delivers essentially all the benefits of an email marketing solution along with integrated capabilities that would otherwise need to be cobbled together using various standalone technologies. 188
    189. 189. Marketing Automation & CRM Architecture of Marketing Automation vs CRM If you dig into the design and capabilities, you‘ll find that while CRM systems provide indispensable value to any kind of sales organization, the reality is that they fall short for most marketing departments. CRM systems are designed and optimized for a very different purpose, which is what creates the whitespace for marketing automation vendors. Here‘s a very high-level summary of how the two systems differ from a strategic and architectural standpoint. 189
    190. 190. Marketing Automation & CRM Features and Capabilities of Marketing Automation vs CRM Now, let‘s take a comprehensive look into the specific capabilities of a marketing automation system compared to CRM alone. 190
    191. 191. Marketing Automation Marketing Automation Delivers an Integrated Solution We want confidence that the platform we buy will meet all of our needs today – meaning it works with the systems and processes we have – as well as any systems we may need to use in the future. At the same time, marketing as a whole is moving so quickly that there is a dizzying array of possible solutions we can use. • Complete marketing automation systems include functionality for lead generation, including online and offline events, pay-per click, and tradeshows, as well as organic programs such as social and content marketing. • While modern marketing automation started with email, many platforms today provide a single source of truth for everything you know about a prospect or customer. They combine information from your CRM system, social activity, your website and blog, buyer purchase history, and other behavioral information. With this complete view of a customer‘s needs and interests, you can trigger relevant interactions at the right time, over any channel. • Today‘s marketing automation systems directly provide or integrate with social capabilities including social profiles, campaigns, signon, and promotions. This means you can trigger marketing actions based on any of these activities, such as making a tweet, sharing a post, and so on. • Marketing automation is not just about new business. The same segmentation and nurturing capabilities can and should be used to develop and deepen relationships with customers, not just prospects. 191
    192. 192. Marketing Automation A few of the categories that a robust Marketing Automation discipline should include are: • Dynamic campaigns. Enhance your campaigns with interactive online media, including rich videos, live chat, and rich display advertising. • Social campaigns. Manage multiple social profiles, schedule messages and updates, track brand mentions, and analyze social media traffic. • Top of the funnel. Most marketers today focus a significant portion of their time generating leads at the top of the funnel. Work with SEO and inbound marketing solutions, A/B testing solutions for your landing pages, and learn how to better serve your anonymous visitors to drive higher conversion. • Lead data enrichment. Data is the lifeblood of your marketing, so you‘ll want to enrich and augment your data with the latest and best solutions available. • 360 degree view of online behaviours. To enhance lead scoring and relevance, you need to know everything your prospect does online – not just on your website, and not just when they are in the ―lead to revenue‖ funnel. Go beyond your website and webinars; bring in behaviours from online communities, social networks, online videos and documents and more. • Content Marketing. In a world where attention is a scarce resource, the best marketers build their own audiences, rather than rent someone else‘s. To do that you need editorial discipline and workflow, and the ability to curate and publish content on a regular schedule. • Lifecycle Marketing. Marketing is not just about conversion at the top of the funnel. It‘s about identifying potential customers and being the voice of the customer throughout the entire lifecycle. 192
    193. 193. REPORTING 1. Macro Web Analytics. For cross device website usability and performance diagnostics. For online publishing teams. 2. Micro Analytics. For end-to-end inbound marketing performance measurement and optimisation. For marketers & executives. 3. For sales forecasting and pipeline performance measurement. For sales channels, sales managers ADOBE CQ, TEST&TARGET, AUDIENCE MANAGER MARKETING AUTOMATION Email Lead Scoring Campaign Management 2. Reporting DIGITAL EXPERIENCE MANAGEMENT Design Testing, A/B Testing 2. Closed Loop Analytics Social Marketing Content Targeting, Personalisation DAM 2. Lead Capture Forms & Landing Pages 1. Multichannel Content Management 3. Revenue Cycle Analytics ANALYTICS 1. Macro Web Analytics. For cross device website usability and performance diagnostics. For online publishing teams. 2. Micro Web Analytics. For end-to-end inbound marketing performance measurement and optimisation. For marketers & executives. 3. Sophisticated analytics to assess demand generation and lead nurturing programmes using pre-built, interactive real-time dashboards 4. Dashboards and analytics that allow you to see the performance of your individual social campaigns, so you can test, tune and optimise them over time. 5. Sales dashboard with full insight into the hottest leads and opportunities as well as lead and customer engagement and behavior. 6. For sales forecasting and pipeline performance measurement. For sales channels, sales managers. A/B Testing ADOBE SITECATALYST Workflow, Automation, Nurturing Lead Management & Distribution 4. Social Analytics Segmentation, List Management 3. Database System of Record 5. Sales Insight 1. The CMS if for all persistent web pages, microsites and other more complex content. 2. Marketing Automation provides the capability for marketers to quickly design, deploy, test and optimise simple landing pages and online lead capture forms. 193 1. Cross Device Analytics Segmentation Heatmaps Marketing Attribution CRM 2. Database LANDING PAGES & FORMS WEB ANALYTICS 1. Reporting DATABASE 1. GDW will always be a Consolidated Data Warehouse for all required data. 2. The CRM Database contains either a subset or all of the GDW customer related data for use in the CRM and Marketing Automation System. 3. This Database becomes the Actionable ‗system of record‘ for all marketing and customer engagement related data. Ad Targeting Approvals, Workflow, Automation 6. Analytics BI & PROPENSITY MODELLING SAS Forecasting Social CRM Knowledge Management Tableau Existing CRM Frontline Systems 3. Reporting Sales Force Management & Automation KXEN Order Processing 1. GDW Customer Service Contact Management Email Integration
    194. 194. Email and Online Marketing Batch Email Marketing Email Deliverability & Reputation Management Real-time Triggered Emails Landing Pages Forms A/B Testing Dynamic Content Mobile Optimised Sales Emails Progressive Profiling Hidden Form Field Population 194
    195. 195. Which Tool – Forms & Landing Pages Persistent Website CMS - Adobe A/B Testing – Adobe Content Targeting - Adobe 195 Campaign Microsite CMS - Adobe A/B Testing – Adobe Content Targeting - Adobe
    196. 196. Which Tool – Forms & Landing Pages Lead Capture Pages / Basic Landing Pages CMS – Marketing Automation A/B Testing – Marketing Automation Dynamic Content – Marketing Automation 196 Email Email – Marketing Automation A/B Testing – Marketing Automation Dynamic Content – Marketing Automation
    197. 197. Email and Online Marketing Component Batch Email Marketing Email marketing is the ability to create ―what-you-see-is-what-you-get‖ (WYSIWYG) emails and newsletters with easy-to-use design tools, send emails to groups of customers and prospects, and track and report on deliveries, opens, and clicks. It gives you a complete view of email performance. Email Deliverability and Reputation Management Simply sending emails cannot impact revenue if the emails do not make it to the recipients‘ inboxes. Since marketing automation typically replaces a stand-alone email service provider (ESP), your vendor should offer functionality and services to ensure inbox delivery. This can include opt-in management, bounce handling, unsubscribe processing, and suppression lists, as well as higher-end services such as dedicated IP addresses and capabilities like email preview, spam checking, link validation, and delivery monitoring. Real-Time Triggered Emails Triggered emails give you the ability to listen for specific customer behaviors and events and respond with an appropriate real-time email. For example, when a prospect clicks on a specific link, a sales rep logs a call, or a lead score goes above a certain threshold, you can automatically send the right message at the right time. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% and conversion rates by 350% (Jupiter Research). Landing Pages The landing page is an essential part of many marketing campaigns. By directing clicks to a landing page customized for a specific email rather than a generic home page, marketers can significantly improve their conversion rates. That‘s why many marketing automation systems include the ability to build WYSIWYG pages with a graphical interface, without help from IT or the Online team. Forms Registration forms can be placed on landing pages, microsites, and corporate websites. When a prospect or customer fills out the form, it captures the activity and adds the lead to the database (if new). Some systems have ―progressive profiling,‖ which are smart forms that recognize known visitors and ask different questions to build out the profile over time. Some systems also allow for ―social sign-on,‖ letting users register on landing pages using their social credentials. A/B Testing (Emails and Content) An effective split-testing strategy drills into what works to maximize response rates, and can raise your conversions by 48% or more, according to MarketingSherpa. You can test emails (subject lines, copy, graphics, calls to action, frequency, timing, etc.) as well as landing pages, forms, and so on. Dynamic Content 197 Description Emails and landing pages that have been customized for specific segments drive much higher engagement. Customize text, images, and calls-toaction based on criteria, including location, industry, job title, and much more. For example, send different messages to current active opportunities than to early stage prospects.
    198. 198. Email and Online Marketing Component Mobile Optimized As mobile devices become increasingly popular in business, the marketing system must support mobile-optimized emails and landing pages. Sales Emails This is the ability to personalize ―from addresses‖ and signatures on behalf of individual sales reps, so that automated emails appear to come from the specific sales owner. Progressive profiling To easily create dynamic forms that recognize known visitors, prepopulate any existing fields, and gather additional information to complete lead records. Hidden form field population 198 Description Based on a URL parameter or a cookie without custom code. For example, you might capture the lead source and search keyword as a hidden field.
    199. 199. Lead Management Marketing Database Single View of the Customer Segmentation Multi-touch Campaigns / Lead Nurturing Online Behaviour Tracking Lead Scoring and Grading Data Quality and Append Automated Sales Alerts and Tasks CRM Integration (Data Sync) Lead Lifecycle Workflows Sales Intelligence 199
    200. 200. Lead Management (contd…) Sales Campaigns Revenue Cycle Modelling Real-time, behaviour based trigger responses Advanced Segmentation IP Lookup Multiple Lead Scoring Models Separate Lead Scores for Lead Demographics & Behaviours Decay Score 200
    201. 201. Lead Management Component Marketing Database A marketing database is the system of record for your most important marketing assets: your leads and contacts. It should include more than the data in your CRM system, providing a rich view of all marketing interactions between each person and your company, including website visits, email clicks, scoring changes, data updates/history, and so on. Single View of the Customer The more powerful marketing automation solutions extend the marketing database to include data from third-party systems, social networks, inhouse applications, and more. They provide a true single view of your customer and prospect. This enables the platform to trigger ―right-time, right-message‖ interactions and extend beyond marketing into broad customer lifecycle management. Segmentation The ability to precisely micro-segment your database and target the exact right list of leads and contacts is essential to the success of all marketing activities. These filters should include a combination of demographic, household, and firmographic attributes (title, company size, location), as well as behavioral filters and CRM information. Here are some example lists: high-score leads in a particular region who visited your website in the last seven days; contacts at active opportunities who registered for an upcoming webinar; or prospects who received an email offer and did not click through but visited your website anyway. Multi-touch Campaigns / Lead Nurturing This is the ability to automate ―drip marketing‖ campaigns that send relevant messages over time, based on prospect behaviors and predefined campaign steps. This can include automated email marketing flows, but can also include other channels as well. Often, this capability is used to run lead nurturing workflows that are designed to maintain and deepen relationships with prospects over the long term. Online Behavior Tracking This is the ability to track which emails prospects open and click, what webpages they visit, what keywords they use, even what they say on social networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with your company. Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including recency and frequency. By tracking each of these factors and assigning appropriate weights to each, you get a comprehensive view of prospect interest and engagement. More advanced capabilities include reducing scores based on inactivity, and supporting multiple scoring models that separate demographic fit from behavioral interest, as well as scores for different products, divisions, etc. Data Quality and Append 201 Description CRM data is often full of duplicates and missing records. This isn‘t a problem for salespeople who work with one record at a time, but it‘s hard to use for Marketing. Data quality is an essential underpinning to any successful marketing program, consisting of de-duplication, cleansing, and appending. De-duplication recognizes leads and contacts you already have in your database, prevents duplicates before they enter, and merges any duplicates that already exist. Cleansing standardizes data, such as titles and company names, and removes bad data, such as contacts that are no longer with the company. Appending means filling in missing or incomplete data by adding additional contacts to an account or filling in missing fields, such as phone number or industry.

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