Marketing Automation: The Future of Sales & Marketing


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Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.

This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).

We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.

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  • Although marketing automation has been around for six years, many companies (B2C and B2B) are just now in the consideration phase. The purpose of this presentation is to present an overview of marketing automation in the context of modern marketing models. We’ll consider what marketing automation is, why it’s hot and how it works and fits within the modern models considered (Paid, Owned, Earned and The Digital Path to Success model).
  • Room 214 is a certified Marketo partner agency, Google adwords qualified and in the upper half of the Inc. 5000 fastest growing companies (2012)
  • We’ll cover the following: What is marketing automation, Today’s marketing models (Paid, Owned, Earned and the Digital Path to Success), How marketing automation works (10 core elements), and the impact of marketing automation on business.
  • Note: Only a handful of the top marketing automation platforms are listed to the right. Although Hubspot has arguably positioned “inbound marketing” in opposition to marketing automation, the two naturally go hand in hand.
  • 2013 has been a giant year for marketing automation given Oracle’s purchase of Eloqua, Marketo’s IPO and the Salesforce purchase of Exact Target (owner of Pardot)
  • Business software was emerging in the 80’s, and frequently installed on large computers
  • By the 90’s “ERP” became the blanket term for big-business software. These software “platforms” were typically very expensive, required an IT team for installation and integration.
  • Although CRM was an early element to business software, it emerged further as came on the seen.
  • For nearly 30 years, we saw the development of software for business platforms ranging from accounting and HR to manufacturing and sales. What primary business function didn’t have a platform?
  • Marketing was missing a software platform that could effectively integrate with others and leverage a multitude of tools and processes to build value and track ROI.
  • Marketing is hard. No other business function evolves faster. Keeping up is a grind. It’s hard out there for a pimp.
  • In the context of why marketing is hard, let’s consider a couple marketing models. The first is Paid, Owned and Earned. Although there are many versions of this diagram the idea is our marketing strategy and execution should consider what we own (websites, video, content), buy (ads, sponsorships) and earn (likes, referrals, advocates).
  • The second model we consider is Room 214’s Digital Path to Success Model. We’ll take a look at the four broad categories of this.
  • Although there is nothing new about doing research to inform marketing strategies, what is new is the nature of how research is done. Specifically, it’s about social media business intelligence -- which includes looking at emerging topics, trends, sentiment and influencers in millions of online conversations.
  • While ideation and strategy is being formulated, content is the natural pillar of support. Understanding what kind of content is required, where it will live and how it will be improved over time is elementary to the success of any campaign.
  • Making all elements of marketing work together is a common goal. Where it can get tricky is in the context of segmentation.
  • Back to the model as a whole: the concept connecting all elements is the use of analytics and insights throughout all processes. The idea is what you learn you are actually able to act on – whether that’s adjusting headlines on landing pages daily or addressing a new phase of strategy and planning.
  • According to Sirius Decisions (2010)
  • Big picture diagram of marketing automation flow. Monitoring includes paying attention to where people visit on your website, how many times they visit, click, open emails, fill in forms, etc. The main difference of marketing automation platforms vs. email platforms are the ability to do lead scoring and lead nurturing (which can more easily be optimized). Note: The CRM component is no always relevant for B2C companies.
  • Looking at 3 elements in the context of beginning to plan for marketing automation. 1. Creating effective personas
  • 2. This could actually take place as a first effort, with the idea of strategically aligning sales and marketing. Some companies go through multi-week exercises to get this right from the start.
  • Note: Content should not only be about the buying stage, but about each prospects persona in each area of the buying stage (funnel)
  • Top benefits of lead nurturing
  • It’s about higher sales and profitability
  • Marketing Automation: The Future of Sales & Marketing

    1. 1. Contact: Jason CormierCo-founder, Room AutomationAn Understanding in the Context ofModern Digital Marketing Models
    2. 2. A social media and digital marketing agency with a focuson digital strategy, lead generation and visual storytelling.Who is Room 214?CredentialsClients
    3. 3. Marketing Automation  What is it?  The Missing PlatformToday’s Marketing Models  Paid, Owned, Earned  The Digital Path to SuccessHow Marketing Automation Works  The 10 Core Elements  Personas and Lead Scoring  Lead NurturingMarketing Automation Impact  Top Reasons and Benefits  Measurement & StatsAgenda
    4. 4. Marketing automation is…Marketing automation is hostedsoftware that helps:• Collect, qualify and manage leads• Send relevant messaging to audiences atvarious stages of the buying cycle• Improve measurement and optimization ofmarketing performance
    5. 5. Marketing automation is…In 2013…• Oracle bought Eloqua• Marketo went public• Salesforce bought Exact TargetHot (“totally awesome”)
    6. 6. Marketing automation is NOT…• Mostly an email platform that sendstime-released spam• A substitute for inbound marketingand great content• Easy (no matter what they tell you)Just for B2B anymore
    7. 7. What’s the big deal?Just look at the history…• 1980’s: Business softwaredevelopment was emerging, primarilyin areas of word processing,accounting, manufacturing and HR
    8. 8. What’s the big deal?Just look at the history…• 1990: Gartner Group coins theterm “ERP” (enterprise resourceplanning)• ERP = umbrella term for big-business software platforms• What these platforms do?Automate efficiencies in supplychain and vendor management,accounting, human resources andsales, to name a few
    9. 9. What’s the big deal?Just look at the history…• 2000: The emerging aspect ofERP is CRM (customer relationshipmanagement)• is 1 year old andits mission is “the end of software”Note: “the cloud” is more than 14 years old
    10. 10. What’s the big deal?After nearly 3 decades of software development…What primary businessfunction was still missingits own platform?
    11. 11. What’s the big deal?
    12. 12. Why was marketing missing a platform?No other business function evolves:• As quickly• As frequently
    13. 13. POE model
    14. 14. Digital Path to Success Model
    16. 16. Have a content plan  Audit & Inventory: What do you have, what should you have?  Content Types: Trust-building, educational, UGC, conversion-based  Distribution: Where does it go, long term vs. short term  Optimization: How does it work best in each channel?
    17. 17. Make it all work together
    18. 18. Drive community, advocacy & more learning
    19. 19. Adapt, improvise, rinse, repeat
    20. 20. The leads / sales issue• Only 20% of leads are followed up on• 70% of leads are disqualified due to budget and lack oftiming• 80% of “bad leads” do go on to buy within 24 months• 73% of companies have no process for requalifying leads• 80% of sales after the 5th contactSource: Sirius Decisions
    21. 21. How marketing automation worksList Building& CampaignExecutionsMonitorScore &SegmentQualifiedLeads RoutedTo CRMNurtureLeads withRelevantContentAnalyzePerformance
    22. 22. The 10 core aspects of marketing automation1. Email Marketing: Initial and scheduled delivery based onbuyer interests, roles, personas and actions.2. Landing Pages and Forms: For each campaign.3. Campaign Management: Includes development orrepurposing of content (creative, video, short and long-form).4. Marketing Program Development: Associated offers andcontent to support sales.5. Lead Generation: Associated advertising, social media,word of mouth and search engine visibility to driveparticipation in the system.
    23. 23. The 10 core aspects of marketing automation6. Lead Scoring & Lead Nurturing: Includes prioritization of customertypes based on fit and likelihood to buy, in addition to the filtering of leadsby engagement and interest.7. CRM Integration: Transfer of leads to sales opportunities and follow-up. This includes technical integration of platforms like Social Marketing Capabilities: Includes integration of social mediaplatforms such as Hootsuite to achieve better tracking and attribution ofsocial to sales.9. Lifecycle Management: Assumes existing customers are alwaysleads, and keeps them in a system that continuously delivers relevantcontent.10. Marketing Analytics: Includes measurement of the revenuecontribution of each campaign and associated program element.
    24. 24. 1. Create personas for your target audience• Leverage social mediaand customer dataresearch to obtainconsumer insights• Consider roles in joband/or family
    25. 25. 2. Define leads and determine scoring
    26. 26. 3. Map lead nurturing by persona & buying stageAwareness& InterestConsiderationPreferenceDecisionActionAnswer:• Who gets what content?• When and why?
    27. 27. Benefits of lead nurturing• Close sales faster (weeks instead of months)• Decrease in Cost of Sales by 10%• Improved Conversion Rates of qualified leads by 1.5 -3.0x• Increase Leads and Quality of Leads• Increase in Marketing ROI
    28. 28. Top 3 reasons companies do marketing automation1.  Need to increase new customer acquisitionrevenue2.  Lack of visibility in the sales pipeline3.  Inability to engage prospects with relevantmarketing messagesSource: Aberdeen Group
    29. 29. Top 3 benefits of marketing automation1.  Saving time & money2.  Measuring & improving marketing investments3.  Faster revenue growth
    30. 30. What can you measure?• Specific ROI by campaign, segment and channel (social, search,email, web, etc.)• Leads and Opportunities at the campaign level• Revenues generated from specific marketing activities• Campaigns that lack in performance, knowing where to makeadjustments
    31. 31. With or without marketing automation• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of quota• 17% better forecast accuracySource: Aberdeen GroupCompanies with marketingAutomation experience…
    32. 32. On a final note, always remember…Great companies do what othercompanies know they should, but don’t.
    33. 33. Contact: Jason CormierCo-founder, Room x101Thank You!