Make Your Marketing Automation Investment Count
 

Make Your Marketing Automation Investment Count

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Make Your Marketing Automation Investment Count Make Your Marketing Automation Investment Count Presentation Transcript

  • Make your Marketing Automation Investment Count Micky Long, Vice President and Practice Director, Lead Nurturing Arketi Group
  • The good news… • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research) • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group)
  • And the bad… • 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa) • Up to 70% of Marketing – generated leads are never followed up by Sales • 50% of survey respondents claim they have not realized the full value of their marketing automation investment… • …less than 25% use their platforms to their full potential View slide
  • How to get the greatest return 1 Data 2 Content 3 Process View slide
  • Data Who are you kidding?
  • Your data – How good is it? What Jigsaw found Incomplete Need Updates Dead Duplicate 90% 74% 21% 7% “Lack of quality customer data is one of the top causes of CRM failure” -- Gartner Source: Best Practices for Keeping Your Data Clean - Salesforce
  • Your data – How good is it? Incomplete Need Updates Dead Duplicate 90% 74% 21% 7% What Jigsaw found “Lack of quality customer data is one of the top causes of CRM failure” -- Gartner Source: Best Practices for Keeping Your Data Clean - Salesforce
  • How to practice good data hygiene 1. Build a plan 2. Agree on standardization 3. Invite everyone to participate 4. Be ruthless
  • Content Building a whitepaper is NOT a strategy!
  • Why your content needs to get better Given the above…if Sales doesn’t, who does? Marketing must make up the difference. • Everyone‟s solution promises the same value: • Make me money, save me money, make my life easier • Prospects are in control of the process • Up to 75% of buyers reach a decision on what to buy before talking to Sales • 30% reach the decision before the “official” sales process begins • By 2020, customers will manage 85% of their relationship without talking to a human.
  • Completed buyer persona map “I have 3 concerns when I sit down at my desk: „what‟s our cash flow?‟ „what is revenue/customer?‟ and „how efficient is our plant running?‟” Brad the CFO Age: 45 Education: Bachelor’s (Finance) with most likely an MBA CFO Message • “Our plant solutions can bring immediate ROI through reduced inventory.” • “We enhance compliance through advanced reporting.” About Brad • Reports to CEO • Has financial responsibility for firm • Spends too much time on compliance/risk mitigation/SOX • Must see fast ROI Influencers • Peers • Case studies with ROI • Current clients • Analyst firms Goals • Efficiency • Less expenses • Proven ROI • Better financial ratios Proof Points • Avg.20% decrease in inventory • 30% less waste Words-phrases that resonate • ROI • Proven • Financially stable • Integrated Objections • Cost too much • Burdensome implementa-tion
  • Top Persona-building methods 64% 56% 47% 43% 0% 10% 20% 30% 40% 50% 60% 70% Customer/prospect interviews Sales interviews Customer/prospect survey Mining in-house database Persona-building methods
  • Buyer-centric marketing Develop Prove Close ServiceQualifyTarget
  • Buyer-centric marketing Develop Prove Close ServiceQualifyTarget
  • Buyer-centric marketing Decision maker Addresses pain Credibility Benefits Feature/function Trust Issue resolution Influencer Ease workload Not overly complex Peer reference Easy training Support Check signer Cost/ROI Reputation Confirmation of decision Develop Prove Close ServiceQualifyTarget
  • Content to conversion Check signer Decision maker Influencer Media coverage Social media Viral video Infographic News Release (thought leadership) Curated lists Survey campaigns Organic search Print Ads Nurture campaigns Industry white papers Bylined articles Trade shows Retargeted ads eNewsletter News release (product) eBooks Guides Webinars PPC White paper (product) News release (corporate) Quicktours 3-D mailers First strike PPT Data sheet Feature comparison Product comparison Case studies Analyst reports News release (case study) ROI calculator Trial Live event Interactive demo Drip campaign Customer support videos Case studies candidate Ease workload Not overly complex Peer reference Easy training Support Cost/ROI Reputation Confirmation of decision Addresses pain Credibility Benefits Feature/function Trust Issue resolution Customer experience Customer communication User tips User enewsletter User conference User community Cross sell/Up sell campaigns Customer testimonial References Tech specs News release (award) CSR efforts Pricing Support SLA Proposals Target Qualify Develop Prove ServiceClose
  • Content preferences 0% 20% 40% 60% 80% 100% White paper Webinar Case study Blog post E-book Video Infographic Presentation Podcast Content type utilized during business search Source: DemandGen Report, Content Preference Survey
  • Embracing video as a channel
  • Embracing video as a channel Must Haves Call to action Transcripts and keyword rich description on video server service Use YouTube Do Scripted Production quality Enhanced 90 seconds to 3 minutes Don’t Free form Gritty Natural 60 minutes
  • Top content challenges 42% 20% 18% 12% 7% 1%000000000000 Challenges Engaging content Enough content Budget Lack of exec buy-in Content variety
  • Don’t be afraid to be green -- recycle
  • Start with a white paper, run a podcast, create a video Leverage all options
  • Partner with an analyst, run a webinar, highlight in a collateral piece Borrow expertise
  • Content Curation - is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. – Courtesy of Rohit Bhargava, Influential Marketing blog Five Curation Models: 1. Aggregation – “Top five tips for success” 2. Distillation – shorten and simplify 3. Elevation – spot trends from other material 4. Mashup – pulling together items to create new POV 5. Chronology – Pulling together timeline to show trends Curate for credit
  • Industry White Paper Technical White Paper Vendor Video Response Response Response Product Datasheet Product Case Study Industry Webinar Response Response Response Product Case Study Technical White Paper Industry White Paper Response Response Response Industry Webinar Industry Podcast Response Return to Pool Offer/ Sales Y N NNN N N N N Y Y Y Y Y Y Y Y Awareness Discovery Validation Response NN Y Well-mapped content can feed highly effective drip marketing programs Put it all into action 10% Response 20-30% Response 40+% Response
  • Process Tame those loose cannons!
  • Why process? • 64% of CMOs lack a formal process for managing marketing automation. – Annuitas Group • Only 33% of execs using both marketing automation and CRM systems say they integrate well – Experts Bench • 66% of Marketing execs claim “Fixing broken processes” is a major challenge to effective automation implementation – Gleanster survey • 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing- generated leads. – Forrester
  • Three steps to a better MA experience • Establish a plan with milestones – Evaluate custom metrics – Don‟t overlook basics – Be realistic – Don‟t forget the talent – Do not implement in a vacuum • Create a learning culture – Always be testing – Implement change – Don‟t fear failure • Make review a part of the process – Be relentless – Invite all stakeholders
  • Arketi Lead Nurture Healthcheck • Overall lead nurture goal – Define the objectives identified at the start of the lead nurturing/automation initiative • Last Quarter Goal Review – Review the 2 or 3 specific goals that were established for the previous quarter and identify performance against expectations • Next Quarter Goals – Identify 2 or 3 goals for next quarter and the metrics that will determine their success • Campaign effectiveness – For each campaign conducted during the quarter, report on all key metrics • Lead workflow – Review existing lead workflow, Sales handoff threshold and return to marketing points
  • Arketi Lead Nurture Healthcheck • Lead scoring model – Review and adjust as necessary • Content Development – Review content creation/curation strategy • Website Activity – Review overall web traffic and identify correlation with lead nurture activities • Thematics/Message – Review marketing campaign messages and proof points against system results from past quarter • Calls to Action – Review relevance and effectiveness of offers used in emails and drip programs
  • Arketi Lead Nurture Healthcheck • Prospect Database – Review and adjust total prospect database • System Maintenance – Review Automation tool to streamline and ensure proper functionality • Next Quarter Campaigns – Review ongoing campaigns for viability and needed changes • New Outreach Campaigns – Identify new Marketing campaigns/initiatives
  • Questions? Micky Long Vice President and Practice Director, Lead Nurturing mlong@arketi.com 404-929-0091 ext. 214 www.arketi.com Link to Buyer-centric content infographic: http://www2.arketi.com/buyercentric