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Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh
 

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. ...

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.

Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh Marketing Automation, Lead Management and Nurturing Overview - Martin Walsh Presentation Transcript

  • Marketing Automation (MA) & Lead Management/Nurturing Overview 13 February 2014 Version 10 Martin Walsh Director of Digital
  • 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 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?
  • 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 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
  • Today‟s approach: ―GET IN THEIR FACE‖ when they‘re not looking. Tomorrow‟s approach: “GET FOUND” when they are looking. 7
  • 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 or speak to a sales person. 9
  • 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. the key to marketing transformation. 11 Commonwealth Bank of Australia / Presentation Title / Confidential
  • 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
  • ―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
  • 62% less Inbound marketing costs per lead than traditional, outbound marketing. AVG COST/LEAD: $373 AVG COST/LEAD: $143 OUTBOUND 14 INBOUND
  • 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‘S • THOUGHT LEADERSHIP CONTENT • WHITEPAPERS • WEBCASTS • VIDEOS • CALCULATORS • INFOGRAPHICS / FIRMOGRAPHICS • BLOG! 17
  • • THE MORE WE GIVE, THE MORE WE GET 2 18 Be generous. • INCREASES VISITORS, PAGES VIEWS & INBOUND LINKS • BUILDS TRUST, CREDIBILITY, & GOOD WILL
  • 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
  • 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)
  • 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 LIGHT CHIEF MARKETING OFFICER MCDONALDS 22
  • 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 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
  • 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
  • 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
  • Video Overview of Marketing Automation 27
  • +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
  • 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
  • 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 and customer satisfaction across the business.
  • 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
  • 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
  • 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.
  • 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 opportunities. With Lead Nurturing: Stop leads from leaking out. Widen reach and recapture opportunities.
  • Benefits of Marketing Automation 39
  • 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
  • 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 • 23% shorter deal times • 43 Nurtured leads produce 20% more sales opportunities vs nonnurtured leads 47% higher order value
  • 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)
  • 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
  • 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 & Recycled Names Awareness Recycled Opportunity Sale (Sales Qualified Lead) (Closed/Won) Nurturing Database Marketing 47 Inside Sales Qualification Sales
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 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
  • 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
  • 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
  • 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
  • Nurturing Driving Revenue Performance by Staying in Front of Prospects and Customers and Delivering the Right Content at the Right Time in Real-time.
  • 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
  • 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
  • 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.
  • 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.
  • 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 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
  • 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.
  • 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
  • Content and Buyer Preferences Prospects have preferences based on the buying stage so we need a portfolio of content assets… 67
  • 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
  • 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
  • Overview of Kapost 70
  • 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.
  • 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.
  • 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
  • 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
  • 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 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
  • Webinar Integration – Gotowebinar, On24, WebEx Right click and clone event 81
  • Dynamic Landing Pages Anonymous 82 Known
  • Notifications, Alerts, Workflow 83
  • Lead Scoring Lead scoring ranks a prospect or lead‘s level of interest and sales readiness according to a predetermined scoring methodology.
  • 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.
  • Marketing Automation - Lead Scoring 86
  • 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
  • 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
  • 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
  • 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 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
  • Social Scoring 92
  • 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.
  • 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.
  • Progressive Profiling 95
  • 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
  • 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?
  • 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
  • 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
  • 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
  • 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
  • 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 •
  • 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
  • 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
  • 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
  • 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)
  • 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
  • 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
  • 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
  • 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
  • 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?
  • 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
  • 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
  • Example: 114
  • 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.
  • 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
  • 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.
  • 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
  • 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
  • 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.
  • 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‘ 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
  • 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
  • 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
  • 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%
  • 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%
  • Diagnostic Metrics - Example 127
  • 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
  • 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.
  • 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
  • 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.
  • Sample Reports Embedding Real Time and On Demand Insights with Marketers to Empower More Effective Marketing Planning, Execution and Optimisation.
  • 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: • 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.
  • 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 embedded in Salesforce or Dynamics CRM or SAP 155
  • 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 let them know of specific prospect or key customer behaviours. 161
  • 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 / buy, it is critical that they are followed up immediately. After 5 minutes, conversion rates drop off 100 fold.
  • 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 / customer as quickly as possible. Conversion rates drop 100 fold after 5 minutes. 165
  • 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 score of 10 might be given for the search term „Commonwealth Bank Home Loan‟ vs a score of just 5 for „Home Loan‟. 169
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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 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
  • 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 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
  • 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
  • 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 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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.
  • 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.
  • 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
  • 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
  • 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.
  • Lead Management Component Automated Sales Alerts and Tasks This is the ability to create tasks automatically and provide real-time sales alerts over email, RSS, or mobile device. It can be important to ensure that Sales receives and acts on lead information in a timely fashion. CRM Integration (Data Sync) Marketing automation solutions have varying levels of integration with CRM systems. While some require manual mapping of fields, others do it automatically and maintain the connection over time. Some sync information in near real-time; others less frequently. Some systems provide access primarily to lead and contact information; others give access to opportunity and custom objects as well. This is a particularly complex area with high variance among solutions, so it‘s worth taking the time to understand your needs and your vendor‘s capabilities. Lead Lifecycle Workflows This takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to create complete lead management workflows. It includes automated data field updates (e.g. update lead status based on changes to the lead score); automated list management; and lead routing / territory assignment rules. It also lets you ensure sales follow-up by creating tasks directly in the CRM system, reassigning leads if they don‘t follow-up, and converting hot leads to opportunities. And it supports lead recycling processes, where sales leads are passed back to Marketing for further nurturing. Sales Intelligence Sales intelligence provides account executives with easy access to the key interesting moments and prospect behaviors, so they can focus on the hottest leads and opportunities —and know what the prospect wants to talk about. Some solutions provide reps with drill-in capabilities to see which emails are opened and clicked, which web pages the prospect visits, and how the lead score changes over time. Sales Campaigns Some solutions allow Marketing to create campaigns that Sales can add prospects into, or even run targeted campaigns of their own. Revenue Cycle Modeling This is the ability to define the stages for how leads flow through the revenue cycle, automate the rules for how leads move from stage to stage, and to provide an easy-to-understand framework for the sales and marketing process. It provides the foundation for establishing clear rules governing how leads transition from one stage to the next and assigning Service Level Agreements (SLAs) for lead response and disposition. Real-time, behavior-based trigger responses Real-time, behavior-based trigger responses—based on real-time behaviors, not just pre-set schedules. For example, if your customer visits a key webpage twice in one week, you might send him a special offer and alert the sales team immediately. Advanced segmentation 202 Description Combine real-time triggers, demographic fields, and behavioral attributes in a single list.
  • Lead Management Component IP lookup By inferred company and geocoding by zip code, state, region, and so on. Multiple lead scoring models To track interest and engagement for multiple products or businesses. Separate lead scores for lead demographics and behaviors According to Benchmarks on Revenue Performance, companies that implement this kind of lead scoring enjoy 23% better sales productivity and a staggering 33% higher revenue growth than companies that only use demographic scoring. Decay score 203 Description 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.
  • Marketing Programs / Lead Generation Program Management Event Marketing including Webinars Cloning Program Import / Export 204
  • Marketing Programs / Lead Generation Component Program Management Manage marketing campaigns and programs across multiple channels, including online ads, video campaigns, mobile, virtual events, and social media. Create and optimize program assets such as landing pages, emails, campaigns, and lists. Track program objectives, results, and costs to assess the program ROI. Event Marketing including Webinars From attracting attendees to registration administration to post-event follow up, the event management lifecycle can be laborious. Event marketing capabilities streamline the entire event process, including personalized invitations, registration, reminders, and post-event follow up. They can also provide analytics, so know how many people have registered, how many attended, and so on. For online events, some marketing automation systems integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the process further. Cloning Each marketing program contains multiple emails, landing pages, campaigns, and lists, but many programs are similar in structure. The ability to clone an existing program can save significant time and resources, especially if your system makes it easy to edit all program parameters in one place and automatically update all the underlying assets (e.g. emails). Program Import/Export 205 Description Some systems provide access to a shared library of pre-built verified programs and the ability to exchange marketing programs with other users. This means you can take advantage of their best practices to jump-start your implementation and see results faster and with less effort.
  • Social Marketing Social Sharing and Campaigns Social Campaigns Social Profiles Social Engagement and Promotion Facebook Registration Page Publication 206
  • Social Marketing Component Social Sharing and Campaigns Add intelligent share buttons to your campaigns and content so your audience can amplify your message to drive broader reach – and then track who shares your content and drives conversions. Most tools let you customize the default share message and image for each share; some provide triggered capabilities to prompt the share at the right time. Social Campaigns Use or integrate with URL shortening services. Measure likes, comments, replies, retweets, etc. Including polls and voting, referral programs and sweepstakes. For example, you might reward $100 to those who refer three friends to an event, or enter a user to win an iPad if they share the content you create. Social Profiles Incorporate social profile data to enhance segmentation and scoring, including name, location, and description – as well as a history of social sharing activity. Social Engagement and Promotion Social applications such as polls, sweepstakes, and referral programs can enhance audience engagement and encourage people to amplify your message. Some tools let you easily create and include such social content on your website, landing pages, Facebook pages, and emails so that you can tap into your customers‘ and prospects‘ social networks. Facebook Registration Page Publication 207 Description To improve your lead registration programs‘ EdgeRank inside Facebook.
  • Usability / Speed Auto Complete Feature Ability to Clone Entire Marketing Program Tokens Library of Best Practice Marketing Programs 208
  • Usability / Speed Component Auto complete feature To suggest campaigns and field names when you enter specific values. The ability to clone an entire marketing program The ability to clone an entire marketing program while keeping multiple emails, landing pages, links, and segments intact. Tokens Tokens that let you input your event location, date, and time once, and then auto-populate the fields into every relevant email and landing page associated with the event. Library of Best Practice Marketing Programs 209 Description A pre-built library of best practice marketing programs—including email and landing page templates, events like webinars and tradeshows, and lead scoring and nurturing workflows. This library should be included inside the application.
  • Analytics Web Analytics SEO / Keyword Analytics Basic Reporting Multi-touch Revenue Attribution Program ROI Analytics Revenue Cycle Analytics Social Tracking and Analytics 210
  • Analytics Component Web Analytics This capability tells you why prospects visit your site, which pages they visit, and how often they come back. Marketing Automation can even tell you who visits your site when visitors aren‘t in your database, thanks to anonymous company lookup, and can send daily alerts to sales reps so they know which companies are interested. When prospects do register, you also have the complete history of their prior web activity as part of their record and lead score. SEO/Keyword Analytics Monitor and track relevant keywords being used by anonymous and known users to arrive at websites, landing pages and forms. Basic Reporting The ability to access pre-built and build custom reports and dashboards to measure leads by source/campaign/month, email performance, landing page performance, web activity, and so on. Systems vary in report depth, such as the ability to use custom metrics and queries. Some systems let you create report subscriptions that automatically send updates to your team and executives. Multi-Touch Revenue Attribution Customers do not purchase your product because of just one campaign. Rather, marketing usually impacts a sale multiple times across multiple people. Multi-touch attribution is the ability to allocate credit (pipeline, revenue) among all the marketing activities that have successfully touched a sale as it moves through the revenue process. Some systems also provide a visual way to see all the marketing programs and touches that influence the contacts associated with a sale as it moves through the funnel. Program ROI Analytics This is the ability to measure and compare revenue performance by channel or program along metrics like revenue, pipeline, investment, ROI, prospects generated, etc. As a result, you can see which marketing investments generate the greatest return, and get visibility into how the marketing budget should be allocated going forward. Revenue Cycle Metrics These metrics analyze how leads flow through each stage of the revenue process, from anonymous to customer and beyond, so Marketing and Sales can adjust business processes to increase pipeline and revenue. Key performance metrics for each stage can include balance, flow, conversion rate, and velocity. Social Tracking and Analytics 211 Description By adding tracking to social sharing applications, you get insight into who shares your content, your social conversion rates, how much ―social lift‖ you are getting from your campaigns, and how social impacts your bottom line.
  • Web Analytics vs Marketing Automation Analytics Advanced prospect tracking available in Marketing Automation applications allows us to view a log of all touch points with our prospect, see the pages our prospect has visited, files downloaded, email correspondence, and more – out-of-the-box. 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 using disparate marketing tools, 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, allows your sales reps to tailor their phone calls or sales pitches accordingly and importantly for marketing to provide the right message and content at the right time. 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 or score the lead more highly. Similarly, if the lead accessed highly technical content, it would make sense to have a sales engineer available for the call. Macro Tracking (Aggregate / Anonymous) - Web Analytics Micro Tracking (Anonymous / Individual) - Marketing Automation Analytics Number of visitors to our site Which individual pages they click on your website Sources of visitors to our site The information they input into your landing page form before hitting ―Submit‖ (such as their company name, email address, and phone number) Average number of pages per visit Whether they are accessing your site from their company IP address or another location (like a Starbucks or Holden Australia) Visitor demographics (geography, language, etc.) What search phrases they typed into Google that led them to our pages What technology people use to access our site (mobile devices, internet browsers, etc.) What emails individuals are opening, clicking and engaging with I like to call this ―macro tracking‖ because it tells you the percentage of anonymous visitors that converted into web leads. For many marketers, this number will suffice and hold demanding executives at bay when they ask, ―How‘s our marketing going?‖ But after several months of reporting that 215 people converted into a lead last month from your PPC campaign, most executives will want to know, ―Which people? And how much money did we make from them?‖ That‘s where marketing automation comes in. 212 As you probably could‘ve guessed, marketing automation is more like microeconomics for your website. You know that whole supply and demand curve thing from Economics 101 that told you how many widgets a company should sell and for how much? Turns out that information would actually be relevant to your job someday. Instead of looking at the website as a whole and reporting on overall percentages, marketing automation software analyses each individual that visits your website.
  • Infrastructure User Roles and Permissions Secure Partitions / Workspaces Sandbox API / Integrations Ecosystem Online Community / University 213
  • Infrastructure Component User Roles and Permissions Assign permissions that align with specific pieces of functionality or tasks. Example user roles include a role that gives the ability to create but not approve landing pages or emails, and a role that can create but not activate a campaign. Secure Partitions / Workspaces This is the ability to give users access to only specified lead partitions and assets (e.g. campaigns, landing pages, emails, reports). This lets you create different organizational views that align with how your organization is structured, so different groups can use the system without risk of interfering with each other – while still supporting sharing as appropriate across functions and the demand center. Sandbox A sandbox is a testing environment that isolates untested changes and outright experimentation from the production environment. This lets the enterprise test out changes to the production system with less risk. API/Integrations An application programming interface (API) is a specification that tells other systems how to call into the marketing automation platform to get data or perform an action. Other integrations allow the marketing automation system to trigger actions in other systems. In both cases, it allows the platform to interoperate with the other systems in the enterprise. Ecosystem An ecosystem is a complementary set of solutions that amplify the power of the underlying platform. A strong ecosystem can help ensure that your needs will continue to be met even as you require additional capabilities. Online Community / University 214 Description This an online community / University where end users can share best practices, access training and education resources and share ideas and insights.
  • CRM Integration Advanced Data Sync Self-healing Schema Data Triggers 215
  • CRM Integration Component Advanced data sync This offers the ability to immediately synchronize your marketing database with CRM opportunities, activities, campaigns, and custom object information. Also makes those fields available for segmentation, scoring, and reporting. Self-healing schema This identifies and syncs changes to specific CRM fields, such as new field names or values, and automatically adds new custom fields. Data triggers 216 Description This is used to activate marketing workflows in real-time based on data changes in opportunities and custom objects in your CRM.
  • Resource Management Budgeting Calendaring 217
  • Resource Management Component Budgeting This can cover all aspects of managing marketing investments, including assigning top-down budgets to various groups and divisions, planning marketing spend across programs, tracking open-to-spend, ensuring budget compliance, coordinating workflows and permissions, and reconciling plans with actual invoices. Calendaring 218 Description It can be tedious to maintain a marketing calendar across multiple groups and to communicate the calendar and activities to interested groups, such as Sales. This functionality is about managing the calendar for the entire marketing department, from promotions to content to PR and so on.
  • Overview of Systems What system does what and how do they work together?
  • 1 CRM system connects to One or more Legacy Systems via API. (Better when it‘s one source.) 2 There needs to be one primary Data Warehouse to connect to the CRM. 3 Marketing Activities Marketing engagement data can be sent to General Data Warehouse (GDW) for access by other systems and for more advanced analysis, modelling etc if required. 4 5 Either Salesforce in the branch, VisualForce pages in the branch or Salesforce connected to Commsee (or GDW) via API are needed for the two way interaction between CRM / Sales Force Automation and human sales channels. Sales needs to provide feedback & engagement details with leads to the system and therefore marketing and be able to reject / recycles leads. GDW or some equivalent CBA database needs to be the primary CBA data source for the CRM system. Multiple legacy systems can connect to the CRM for different functions but not for overlapping functions such as customer data as their needs to be a single, accurate source of this data. 220 4 3 Campaign Automation Engine Marketing Database System of Record CRM Legacy System 5 1 GDW 2 Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales Legacy System
  • Marketing Activities Lead Capture Sources Campaign Automation Engine Marketing Database System of Record CRM GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales 221
  • Marketing Activities Campaign Automation Engine Marketing Database System of Record CRM GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales 222 Lead Scoring & Evaluation
  • Marketing Activities Campaign Automation Engine Marketing Database System of Record CRM GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Lead Routing & Distribution Sales 223
  • Marketing Activities Campaign Automation Engine Marketing Database System of Record CRM Lead Nurturing GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales 224
  • Marketing Activities Salesforce Campaign Automation Engine Marketing Database System of Record CRM GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales 225
  • Marketing Activities Marketing Automation Application Campaign Automation Engine Marketing Database System of Record CRM GDW Reporting Leads to Nurture Sales Force Automation Lead Scoring & Evaluation Qualified Leads Marketing Demographics Behaviour Budget Authority Need Time Sales 226
  • Digital Marketing Platform (DMP) End State Vision It is critical to have an end state in relation to digital applications, tools and technology to avoid the proliferation and duplication of unnecessary tools but importantly to provide a 360 contextual and optimised operating environment for marketers, marketing data and customers.
  • Evolving Digital Landscape Yesterday 228
  • Evolving Digital Landscape Today ―Conversations and engagement with citizens are changing. Customers are time-shifting and place-shifting; choosing when and where to consume information and how to engage and interact with brands and government.‖ 229
  • Linear or fragmented thinking must change. It’s about interconnected lifecycle experiences. 230
  • Linear or fragmented thinking must change. It’s about interconnected lifecycle experiences* Google research found that 90% of our media consumption occurs across four screen devices – PC, television, tablet and smartphone – and that more and more consumers are viewing more than one screen device at a time. Furthermore, the findings highlight that consumers are browsing the internet on more than one screen device, using their smartphone as a starting point. *See Martin Walsh‟s „The New Multi-Screen World‟ Presentation 231
  • Multi-screen Lessons to Apply 1. 2. Consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen, and conversion goals should be adjusted to account for the inherent differences in each device. 3. The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Saved shopping carts, ―signed-in‖ experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you. 4. 232 The vast majority of media interactions are screen-based, and so marketing strategies should no longer be viewed as ―digital‖ or ―traditional‖. Businesses and government should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channel. Consumers rely on search to connect their experiences across screens. Not only should brands give consumers the opportunity to find them with multi-device search campaigns, strategies such as keyword parity across devices can ensure consumers can find the brand when resuming their search
  • Implications for DMP Roadmap Services, Not Structures Connectivity All component capabilities and even foundational capabilities should have out-of-the-box connectivity through API’s or connectors. Get Measurement Religion Measurement must be considered throughout capability development. New skills and processes must be developed. We can’t manage what we don’t measure. Foundation Partnerships Foundation capabilities are critical, and require significant new internal and external partnerships to ensure success. Customer Scenarios Flexibility in capability enablement, and long-term work towards holistic customer data are critical. Accessibility / Compatibility 233 Make capabilities available through flexible components and, where appropriate, through APIs. Make content and features accessible for customers access across all screens / devices using Web and Digital Standards such as HTML5 (where possible).
  • Guiding Principles SERVICES, NOT STRUCTURES • • 234 Avoid monolithic & inflexible program and capability structures. Create flexible services that can be integrated into, and across different applications and systems and importantly the different customer scenarios
  • Guiding Principles OUT OF THE BOX CONNECTIVITY • • 235 All component capabilities and even foundational capabilities should have out-of-the-box connectivity through API’s or connectors. This ensures that the entire platform exchanges data and functionality in context of an entire customer lifecycle and critically in context of marketing operations ensuring day to day work by marketers is streamlined as much as possible.
  • Guiding Principles GET MEASUREMENT RELIGION • • • • • 236 Measurement must be integrated holistically into program planning We cannot manage what we don’t measure and in order to satisfy customer needs we must become data driven Effective measurement requires a cultural shift, with new skills to analyze and execute Measurement enablement must evolve and be considered in all aspects of capability delivery Equal weighting and investment must be placed across both Qualitative and Quantitative measurement
  • Guiding Principles PARTNERSHIPS MUST BE FORGED INTERNALLY AND EXTERNALLY TO CREATE SUCCESS WITH OUR CAPABILITIES • Business Intelligence, Customer Data Management, Customer Engagement and Content Development & Management are essential to the success of all programs, but are the least accounted for in current ownership plan • Access to the best but most relevant technologies, devices and innovation is essential to maintaining relevance and service excellence. Strategic partnerships with the right companies is crucial for this insight and access. • Roadmap development and execution requires successful partnership with owners of each foundation capability, business processes as well as relevant external organisations who live and breathe technology and innovation but who are centered around customer excellence. 237
  • Guiding Principles COMPELLING CUSTOMER EXPERIENCES REQUIRE A HOLISTIC APPROACH TO ENGAGEMENT ACROSS TOUCHPOINTS • Customer scenarios and Personas are useful tools in understanding customer’s needs and wants in a specific moment in time • Quality customer engagement requires greater insight into the entire customer experience from media to channels to devices • This requires a flexible approach to delivering capabilities, and access to holistic customer data 238
  • Guiding Principles ACCESSIBILITY AND COMPATIBILITY ARE CRITICAL TO ENSURE ALL CUSTOMERS HAVE EQUAL ACCESS • Content, features and functionality must be, where appropriate accessible for all citizens, ie. including those with disabilities or lower social-economic backgrounds • The same applies for non-English speaking backgrounds. Services & information should be available in multiple languages • Importantly, to avoid fragmentation and favouring one audience vs another, this content, features & functionality must be available across all screens / devices • (For example, where possible always build with HTML5 & Responsive Web Design principles vs native apps. However if a native app is required then it should be available on all platforms simultaneously so as not to alienate customers) 239
  • Vision for DMP Page 240
  • Relevant and Engaging Customer Experience Home page Digital Marketing Platform Marketing Community Touchpoints Customer experience Vision: A Digital Marketing Platform empowers CBA to create measurable, unified, compelling experiences for customers, drive exposure, engagement, conversion and satisfaction in an agile, productive, efficient and effective way. 241 Sites Search Network Advertising Social Outposts Digital Marketing Excellence, enabled through flexible services and backed by leadership and guidance. Best Practices Component Capabilities Foundation Capabilities Evangelism
  • Relevant and Engaging Customer Experience Home page Digital Marketing Platform Marketing Community Touchpoints Customer experience Foundational Capabilities: This critical layer of capability is about what we mandate across the organization to ensure there is no duplication of core capabilities and that they all work together in an integrated way. This type of capability will not typically be renewed or replaced within a 3-7 year window. 242 Sites Search Network Advertising Social Outposts Digital Marketing Excellence, enabled through flexible services and backed by leadership and guidance. Content Management Foundational Capabilities Measurement / BI / Multivariate Testing CRM / Customer Data Management Marketing Automation / Email Platform as a Service (PaaS) Social Enterprise Network Sales Force Automation / Workflow Marketing Resource Management
  • Relevant and Engaging Customer Experience home page Digital Marketing Platform Marketing Community Touchpoints Customer experience Component Capabilities: These component capabilities are feature set’s which can be changed / switched out if need be based on technological improvements or commercial reasons. These component capabilities need to work out-of-the-box with the foundational capabilities and other component capabilities and they would be ‘certified’ for use. In some limited cases, a large organization might have the need for multiple chat clients. However, individual business divisions would only be allowed to use those providers which have been certified to work with all the key components of the platform. Technology is changing so rapidly that components in this layer might be changed within 2-3 year time frames. 243 Sites Search Network Advertising Social Outposts Digital Marketing Excellence, enabled through flexible services and backed by leadership and guidance. Audio, Video, Photos Online Advertising Social Media Chat Content Marketing Downloads Component Capabilities Maps Search E-Commerce Help / Knowledge Base Notifications / Alerts Calendars / Events
  • Users Bringing it all together: A Digital Marketing Platform is only ever effective if 90% of the focus is on people (customers & staff), skills and processes and not the technology. This type of DMP is also agile and flexible enough to deal with future disruption, new channels and new technologies and it is typically made up mostly of SaaS applications vs proprietary software on our own infrastructure. Foundation Capabilities Component Marketing Capabilities Community Touchpoints Relevant and Engaging Customer Experience Websites Consoles Digital Advertising Social Media Mobile Emerging Platforms Search Evangelism | Centres Of Excellence | Best Practices | Playbooks | Case Studies | Platform Building | Innovation Pilots Maps Downloads Content Management System Audio, Video, Photos Business Intelligence, A/B & Multivariate Testing Search Help / Knowledge Base CRM / Customer Data Management Social Media Ecommerce Marketing Automation / Email PaaS (Platform as a Service) 244 E-Mail Chat Social Enterprise Network Calendar / Events Notifications / Alerts Sales Force Automation / Workflow Content Marketing Online Advertising Marketing Resource Management
  • Best In Class DMP Framework 245
  • Example: World Class Digital Marketing Platform Marketing Data CRM / Sales Data + Activity Logging App Sales Compensation Social CRM Marketing Automation SEO Management Online Events Live Chat Inc. or or 246 Content Management Paid Search Web Analytics Ad Retargeting Content Marketing
  • Value Added Tools – Logger by SalesForce Labs One of the problems with Sales Rep‘s is getting them to log the required activity interaction into Salesforce or an equivalent CRM. Salesforce Labs have a great, free iPhone and Android smartphone app called logger. It simplifies the inputs of activity logging for sales reps and I highly recommend it. You can get it here: iTunes - http://bit.ly/LVMRVo Google Play - http://bit.ly/1gsd49o 247
  • Value Added Tools – Logger by SalesForce Labs 248
  • Value Added Tools – Xactly Sales Compensation & Performance Management Another great application to streamline aspects of Sales is a Sales Compensation and Performance Management product call Xactly. You can configure Xactly for any sales compensation management structure, change it at any time and it also includes fantastic reporting, gamification elements such as Sales leader boards and much more. Xactly significantly streamlines the effort required to make available sales commission statements for sales reps, reports, finance and HR. Xactly also installs a module within Salesforce (picture) which allows Sales rep‘s to see the commission associated with specific products and or solutions within an opportunity they are working. 249
  • Value Added Tools – Xactly Sales Compensation & Performance Management 250
  • *It’s also critical to ensure your organization has a Marketing Data/Information Roadmap to determine what data is where and how and when it needs to be integrated. Page 251
  • Marketing Information Roadmap Digital Marketing Platform Illustrative Only! Marketing Information Roadmap Overview The success or failure of any advertising, marketing, digital or social program is information & data. We cannot manage what we don’t measure…. What is the Marketing Information Roadmap? A High-level, strategic plan of how to get from “current state” to the desired Marketing Data Platform Vision • Articulates the Marketing business vision and objectives to be enabled through a data platform • Provides direct alignment between the business objectives and the technical requirements • Prioritizes technology requirements through distinct Business-Enabling phases • Presents a logical and manageable way to measure the development of the technology Why is the Marketing Information Roadmap important? The Roadmap will provide an actionable business plan that will support: • Organizational alignment of business priorities – a consensus-building tool • A well defined and easily managed scope for the Enterprise Data Warehouse (EDW) and other related data platform initiatives • A technical solution that is determined by business needs • Identification of “Quick-Win” opportunities that can provide value to the business prior to end-state completion When does the Marketing Information Roadmap get created? What are the components of the Marketing Information Roadmap? For traditional ITLC projects, the Roadmap is created during the Envisioning Phase prior to Business Requirements: Information Business Functional Launch & Detailed Design Development Roadmap Requirements Requirements Evaluate Visioning & Strategic Plan Work processes & requirements Business Envisioning Logical Architecture & Technical workflow Physical Architecture & Data Design Application Development Application Testing, Training & Deployment • Phases – from left to right, a time-based view of “current-state” to “future-state” • Business Focus – High-Level business goals and objectives to be enabled by the data platform • Business Actions – The specific business activities that must be enabled to support the Business Focus (the “what”) • Enablers – The areas that support the successful execution of the Business Actions through the transformation (the “how”), including: • Business Architecture, Processes & Governance, Data Quality, Data Acquisition & Integration, and Data Distribution & Usage
  • Marketing Information Roadmap Summary Digital Marketing Platform (detailed version on next slide) To create a flexible, standardized, and centralized marketing data platform through prioritized Business-Enabling phases Illustrative Only! The Marketing Data Platform Vision Acquire, Integrate, and Distribute all relevant customer and partner data, both commercial and consumer Enable insight into customer behavior and needs and marketing campaign effectiveness Use SFDC, Marketo & the Enterprise Data Warehouse (EDW) to turn Insight into Action! Definition Business Focus Business Actions Business Architecture Processes & Governance The prioritized Guiding Principle behind each Phase Business activities necessary to achieve the Business Focus that will be enabled before the end of each Phase Phase 1 Enable deep understanding of Organizations and their interactions with Macquarie Telecom • Understand purchases by Organization (products, revenue, partner ) • Enable focused Customer Analytics predictive modeling • Enable and support high-value business initiatives, i.e. Foundation Programs Phase 2 Phase 3 Enable deep understanding of Individuals and Marketing campaign responses • Understand and utilize customer loyalty and retention drivers • Correlate marketing efforts to CPE and drive actions based on results • Drive understanding of and reduce the marketing cost per dollar of revenue Enable deep understanding of digital marketing + services delivery • Enable online (authenticated and anonymous) user analysis and personalization • Reconcile marketing investment with actual campaign performance to drive accountability and base budget prioritization • Online & Anonymous Data Store click-thru data is available for analysis & trending • Ability to import and integrate external data sources Infrastructure and Integration requirements necessary to support the Business Actions • Production strength infrastructure platform is established • Integration / Linkage available through Siebel • Validation and rationalization of relevant data models is completed • Marketing data mart infrastructure is established, including Analytics Power-Mart • Select marketing tools are integrated / onboarded to the EDW Policies and processes that need to be locked in order to support the Business Actions • Established standards for baseline distribution • Business rules for data processing, reconciliation, transformation, exception handling, and error checking / handling are defined and implemented • Data quality, metrics, and mgmt plan defined in accordance w/the IQC • Parenting and Segmentation business rules are defined and instantiated • User adoption, integration, and training plan is defined and available for specific users • Post-list processing management and governance defined and implemented Data Quality Requirements around accuracy, timeliness and completeness of the integrated data required to support the Business Actions Data Acquisition & Integration Organization (CRISP), Individual (CRISP, SFDC, Data about customers, partners, transactions, etc., required to support the Marketo), Revenue (SFDC), Opportunity (SFDC), Business Actions (not an exhaustive list) Domain Data • User training is available; standardized newuser onboarding support • Source system update schedule is daily / weekly (source system dependent) • Retention guidelines implemented • Metadata /taxonomy changes update processes • Individual assignment to Organization is defined in accordance with the IQC managed • Data capture standards are defined and • Ability to link multiple personas is supported implemented for source transactional systems • Consolidated contact history is enabled Organization (CRISP, Individual (CRISP, SFDC, Marketo), Persona (Marketo), Revenue (SFDC), Engagement (Marketo), Budget (SFDC) Employee, Individual, Persona , Clickstream / Click-thru, Lifetime Value, Propensity Models, Product Key tactical user scenarios and usage capabilities • Analytics – Ability to load and integrate selected Org-based Analytics model scores that are created offline • Targeting – Ability to access limited Analytics model scores through SFDC & Google • Rptg & Measure  Org behavioral analysis • Analytics – Live analysis & predictive modeling, storage of scores, and access to scores is enabled • Analytics & Targeting – Individual and critical engagement data is available • Rptg & Measure  Ind behavioral analysis • Analytics – Customer & prospect data is available for all global and local sources • Targeting – Ability to define and store business rules for customer contact history • Rptg & Measurement  mactel.com activity (Delivered impressions, Digital impact) Selected High-Value exploratory projects • mactel.com / WebTrends activity tracking • Relationship Programs • Illegal Parenting • SFDC & Marketo Integration / Onboarding • CLP – agreement assignment • Digital Ignition scorecard Data Distribution & Usage Proof of Concepts (POC)
  • Future Vision: EnablingMarketing Data Platform Vision the Relationship Process through the Digital Marketing Platform & Marketing Data Illustrative Only! Reporting & Measurement Organization & Individual Master Cubes User Interface Marketo Reports Campaign Contact List & Management 2 CRISP 1 5 Analytics 4 CRISP Campaign Execution Email (Marketo) Events (Citrix) Register (Marketo) Model Scores used for Customer Targeting Outbound MacView 3 Enterprise Data Warehouse Individual, Organization, Engagement Information SFDC Marketo OTHER Staging Staging Staging Central Data Store Mart Mart Mart 7 Campaign Tracking (Marketo) • RM Comms (Email, Dmail, Telephone, etc.) In-Campaign Management Lead Routing (SFDC) Inbound 6 Digital Marketing Platform Lead Response Management • • • • • Updated / Captured information fed back through Operational Systems Content Customer Profile Engagement Data Customer Support Impressions & Click-Thru Analysis 1 Source operational systems capture transactional information and feed data to the Enterprise Data Warehouse (EDW) 2 Use CRISP as the Enterprise master of Individuals and Organizations for integration across operational applications 3 The EDW acquires, integrates, and provides the distribution for every kind of information relevant to Marketers 4 Enhanced Customer Analytics function is enabled – used to analyze (measure, predict, optimize) customer behavior 5 Marketing processes, systems, and tools will be able to leverage company-wide data assets under one common platform 6 The DMP acts as an integrated marketing platform where relevant and personalized information is presented and captured 7 Campaign performance and effectiveness is measured consistently and used for future campaign planning and execution
  • Martin Walsh Twitter - @martinwalsh http://slideshare.net/martinwalsh Mobile – +61 (0)438 417 143