Top Challenges Solved with Marketing Automation

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The world of marketing has changed and now buyers are often in control. Innovative marketers must change their approach to understanding buyers and their digital body language via new technologies like marketing automation. Hear a panel of marketing innovators share best practices and techniques to increase marketing ROI, align marketing and sales, and accelerate lead generation.

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Top Challenges Solved with Marketing Automation

  1. 1. Top challenges solved with Marketing AutomationNicolas DracaNovember 2009<br />Eloqua Experience 09 - Markie Award 2009 – Sales Impact<br />Dreamforce 09 – Appy Award Nominee - Sales Cloud<br />
  2. 2. How Marketers view Themselves<br />2<br />
  3. 3. Lead nurturing<br />Sales Accepted Lead (SAL)<br />Sales Qualified Lead (SQL)<br />Implicit Score<br />Click-through (CTR)<br />Closed business<br />Organic Search<br />Eloqua<br />&<br />Salesforce<br />Best <br />Practices<br />How Sales views Marketers<br />3<br />3<br />
  4. 4. Current Challenge<br />Marketing support to grow the pipeline<br />Marketing contribution to revenue<br />?<br />?<br />?<br />?<br />?<br />Sales pipeline<br />?<br />$<br />?<br />$<br />10%<br />30%<br />50%<br />70%<br />100%<br />$<br />Opportunity cycle<br />Marketing Waterfall<br />$<br />Inquiries<br />MQL<br />SAL<br />SQL<br />Closed <br />4<br />
  5. 5. Measure everything<br />Prospects<br />Leads <br />Meetings <br />Opportunity Created<br />Opportunity Won<br />Sales Cycle 100 days 110 days<br />Conversion rate 100 leads 20 meetings 10 Opps 2.5 Opps<br />Marketing ROI $30 / lead $150 /meeting $300 /Opp $1,200 /Opp<br />Recognize business cycles<br />** All data has been altered from actuals **<br />
  6. 6. Measure everything, translate and align<br />Prospects<br />(Inquiries)<br />Leads <br />(MQL)<br />Meetings <br />(SAL / SQL)<br />Opportunity Created<br />(SQL)<br />Opportunity Won<br />(Closed)<br />Marketing content<br />Marketing content<br />Marketing content<br />Phase 3: Preference<br />BrandCase Studies<br />Product reviewschannel<br />CustomersEval<br />Phase 1: Awareness<br />Organic searchSocial Mediachanneladvertising<br />freewarepress<br />Phase 2: Consideration<br />eventschannel<br />Webinars demo<br />bloxNews<br />Understand marketing campaign impact<br />
  7. 7. How we did it with Eloqua and Salesforce?<br />LEAD SCORING AND LEAD NURTURING<br /> Step 1: We set up a lead scoring system coupled to a lead nurturing program;<br /> Step 2: We educated our Inside Sales Team and we made it simple to use;<br /> Step 3: We measured conversion rate through each step of the sales cycle;<br />
  8. 8. Quantifiable Results - Metrics<br />Leads <br />(MQL / SAL)<br />Opportunity Created<br />(SQL)<br />Opportunity Won<br />(Closed)<br />Average conversion 100 leads 10 Opps 2.5 Opps<br />Hot Leads 100 leads 15 Opps 4.1 Opps<br />Cold Leads 100 leads 6 Opps 0.3 Opps<br />Validate proper scoring for Hot Leads<br />** All data has been altered from actuals **<br />
  9. 9. Quantifiable Results - Metrics<br />Extract from CMO Dashboard<br />(metrics are per work day)<br />Tangible marketing results: > 15% pipeline <br />Tangible marketing results: > 15% revenue<br />** All data has been altered from actuals **<br />
  10. 10. How we did it with Eloqua and Salesforce?<br />
  11. 11. Quantifiable Results - Metrics<br />Marketing corroboration of sales pipeline<br />
  12. 12. Key Take aways<br />Measure marketing investment<br />Make it simple and educate<br />Impact sales cycle and company revenue<br />12<br />
  13. 13. Thank youNicolas DracaMarketing Directorhttp://www.linkedin.com/in/ndraca<br />13<br />

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