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Relationship One - Marketing Automation Overview

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"Marketing Automation: What is is? Do you need it? How do you successfully implement it?" presented by Ron Corbisier, CEO of marketing automation constancy Relationship One, at the 2010 Integrated Marketing Summit - Minneapolis.

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Marketing Automation What Is It? Do You Need It? How Do You Successfully Implement It?
Today’s Discussion What is marketing automation? Do you need it? How do you successfully implement? Questions & Answers ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
What is Marketing Automation? Email Marketing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
What is Marketing Automation? Campaign Planning Analytics Opportunity Attribution PURLs Forms Surveys Proling & Reporting Segmentation Direct Mail Campaign Management Nurturing Email Marketing Lead Scoring Online Media SEM/SEO Landing Pages MARKETING RESOURCE MANAGEMENT Event Registration Lead Routing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Denition The tools and processes required to identify high potential prospects, nurture relationships with prospects and customers, drive pipeline revenue opportunities, and increase the alignment between sales and marketing. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Denition The tools and processes required to identify high potential prospects, nurture relationships with prospects and customers, drive pipeline revenue opportunities, and increase the alignment between sales and marketing. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Marketing Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Marketing Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Marketing Direct Mail Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Marketing Direct Mail Automation Lists ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Marketing Direct Mail Automation Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Marketing Direct Mail Automation SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Analytics CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketers’ Toolbox Analytics CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketing Automation Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketing Automation SAS Unica Aprimo Eloqua Marketo Manticore Silverpop Market2Lead Marketbright Pardot ExactTarget Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Marketing Automation SAS Unica Aprimo Eloqua Marketo Manticore Silverpop Market2Lead Marketbright Pardot ExactTarget Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Technology Adoption ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Technology Adoption Innovators Early Early Majority Late Majority Laggards Adopters ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Technology Adoption Marketing Automation Technology Adoption - 3-5% Innovators Early Early Majority Late Majority Laggards Adopters ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Do You Need It?
If you answer “yes”... If you answer “yes” to the following questions, you might want to look into marketing automation. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need lead capture and scoring? Forms, surveys and Companies that get lead scoring registrations right have a 192% higher average lead quali cation rate then those Scoring based on explicit that do not. -Aberdeen info (e.g., BANT), activity, and behavior Route only high scoring How would your sales team think of you if they actually leads to sales liked the leads you sent them? Unquali ed/cold leads get routed to nurturing programs ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need lead nurturing for prospects that aren’t quite ready to purchase? It takes SIX to NINE months before a lead agrees to a rst meeting. -Sirius Decisions ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need better sales enablement – getting the right Suspect leads at the right Inquiry time to the right MQL SAL people? SQL $$$ $$ ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need better closed-loop campaign/ opportunity analytics? ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need better contact pro ling and segmentation? Contact management Activity, inactivity and data ltering Merge and de-duplication tools ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
If you answer “yes”... Do you need to execute more marketing efforts with less and less budget/staff? Campaign Planning Analytics Opportunity Attribution PURLs Forms Surveys Reporting Profiling & Segmentation Direct Mail Campaign Management Nurturing Email Marketing Lead Scoring Online Media SEM/SEO Landing Pages MARKETING RESOURCE MANAGEMENT Event Registration Lead Routing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Did you answer “yes”? Do you need lead capture and scoring? Do you need lead nurturing for prospects that aren’t quite ready to purchase? Do you need better sales enablement – getting the right leads at the right time to the right people? Do you need better closed-loop campaign/opportunity analytics? Do you need better contact pro ling and segmentation? Do you need to execute more marketing efforts with less and less budget/staff? ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
What To Look For Market presence/diversity of customer base Size/strength of partner network Company momentum/viability Depth/scalability of functionality Integration options Total cost of ownership ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How Do You Successfully Implement Marketing Automation?
How to Implement #1 - Talk with your internal stakeholders ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement #2 - Have an realistic understanding of your current processes and data ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement #3 - Implement in phases ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement #4 - Nurture internally ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement #5 - Keep your staff informed ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement Talk with your internal stakeholders Have an realistic understanding of your current processes and data Implement in phases Nurture internally Keep your staff informed ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
How to Implement How to THINK about marketing automation. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
Thank You ron.corbisier@relationshipone.com
4732 GARFIELD AVENUE SUITE 200 MINNEAPOLIS, MN 55419 P: 763.355.1025 E: INFO@RELATIONSHIPONE.COM W: WWW.RELATIONSHIPONE.COM

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Relationship One - Marketing Automation Overview

  • 1. Marketing Automation What Is It? Do You Need It? How Do You Successfully Implement It?
  • 2. Today’s Discussion What is marketing automation? Do you need it? How do you successfully implement? Questions & Answers ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 3. What is Marketing Automation? Email Marketing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 4. What is Marketing Automation? Campaign Planning Analytics Opportunity Attribution PURLs Forms Surveys Proling & Reporting Segmentation Direct Mail Campaign Management Nurturing Email Marketing Lead Scoring Online Media SEM/SEO Landing Pages MARKETING RESOURCE MANAGEMENT Event Registration Lead Routing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 5. Denition The tools and processes required to identify high potential prospects, nurture relationships with prospects and customers, drive pipeline revenue opportunities, and increase the alignment between sales and marketing. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 6. Denition The tools and processes required to identify high potential prospects, nurture relationships with prospects and customers, drive pipeline revenue opportunities, and increase the alignment between sales and marketing. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 7. Marketers’ Toolbox Marketing Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 8. Marketers’ Toolbox Email Marketing Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 9. Marketers’ Toolbox Email Marketing Direct Mail Automation ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 10. Marketers’ Toolbox Email Marketing Direct Mail Automation Lists ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 11. Marketers’ Toolbox Email Marketing Direct Mail Automation Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 12. Marketers’ Toolbox Email Marketing Direct Mail Automation SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 13. Marketers’ Toolbox Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 14. Marketers’ Toolbox CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 15. Marketers’ Toolbox Analytics CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 16. Marketers’ Toolbox Analytics CRM Email Forms & Marketing Landing Direct Mail Automation Pages SEO/SEM Lists Advertising ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 17. Marketing Automation Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 18. Marketing Automation SAS Unica Aprimo Eloqua Marketo Manticore Silverpop Market2Lead Marketbright Pardot ExactTarget Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 19. Marketing Automation SAS Unica Aprimo Eloqua Marketo Manticore Silverpop Market2Lead Marketbright Pardot ExactTarget Email Forms PURLs Lead Multi-Channel Campaign Campaign MRM Data Scoring/ Campaigns Reporting Planning/ Mining Nurturing Management ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 21. Technology Adoption Innovators Early Early Majority Late Majority Laggards Adopters ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 22. Technology Adoption Marketing Automation Technology Adoption - 3-5% Innovators Early Early Majority Late Majority Laggards Adopters ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 23. Do You Need It?
  • 24. If you answer “yes”... If you answer “yes” to the following questions, you might want to look into marketing automation. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 25. If you answer “yes”... Do you need lead capture and scoring? Forms, surveys and Companies that get lead scoring registrations right have a 192% higher average lead quali cation rate then those Scoring based on explicit that do not. -Aberdeen info (e.g., BANT), activity, and behavior Route only high scoring How would your sales team think of you if they actually leads to sales liked the leads you sent them? Unquali ed/cold leads get routed to nurturing programs ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 26. If you answer “yes”... Do you need lead nurturing for prospects that aren’t quite ready to purchase? It takes SIX to NINE months before a lead agrees to a rst meeting. -Sirius Decisions ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 27. If you answer “yes”... Do you need better sales enablement – getting the right Suspect leads at the right Inquiry time to the right MQL SAL people? SQL $$$ $$ ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 28. If you answer “yes”... Do you need better closed-loop campaign/ opportunity analytics? ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 29. If you answer “yes”... Do you need better contact pro ling and segmentation? Contact management Activity, inactivity and data ltering Merge and de-duplication tools ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 30. If you answer “yes”... Do you need to execute more marketing efforts with less and less budget/staff? Campaign Planning Analytics Opportunity Attribution PURLs Forms Surveys Reporting Proling & Segmentation Direct Mail Campaign Management Nurturing Email Marketing Lead Scoring Online Media SEM/SEO Landing Pages MARKETING RESOURCE MANAGEMENT Event Registration Lead Routing ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 31. Did you answer “yes”? Do you need lead capture and scoring? Do you need lead nurturing for prospects that aren’t quite ready to purchase? Do you need better sales enablement – getting the right leads at the right time to the right people? Do you need better closed-loop campaign/opportunity analytics? Do you need better contact pro ling and segmentation? Do you need to execute more marketing efforts with less and less budget/staff? ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 32. What To Look For Market presence/diversity of customer base Size/strength of partner network Company momentum/viability Depth/scalability of functionality Integration options Total cost of ownership ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 33. How Do You Successfully Implement Marketing Automation?
  • 34. How to Implement #1 - Talk with your internal stakeholders ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 35. How to Implement #2 - Have an realistic understanding of your current processes and data ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 36. How to Implement #3 - Implement in phases ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 37. How to Implement #4 - Nurture internally ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 38. How to Implement #5 - Keep your staff informed ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 39. How to Implement Talk with your internal stakeholders Have an realistic understanding of your current processes and data Implement in phases Nurture internally Keep your staff informed ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 40. How to Implement How to THINK about marketing automation. ...................................................................................................................................................................... 4732 Garfield Avenue, Suite 200, Minneapolis, MN 55419 P: 763.355.1025 | E: info@relationshipone.com
  • 42. 4732 GARFIELD AVENUE SUITE 200 MINNEAPOLIS, MN 55419 P: 763.355.1025 E: INFO@RELATIONSHIPONE.COM W: WWW.RELATIONSHIPONE.COM

Editor's Notes