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Imca 2012 marketing_automation
 

Imca 2012 marketing_automation

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    Imca 2012 marketing_automation Imca 2012 marketing_automation Presentation Transcript

    • Transforming Insurance Marketing with Marketing AutomationPage 1 | © 2011 Business Insurance
    • The New Normal – •  Firms still have goals in: –  Brand Development –  Retention •  The Great Recession has changed focus: –  ROI –  Leverage emerging marketing opportunities –  Position company for Growth •  Create Stronger Marketing Alignment with Sales Source: B2B 2012 Marketing OutlookPage 2 | © 2011 Business Insurance
    • New Focus Brings New Challenges •  40% to 70% of the sales process takes place before the first interaction with the vendor –  What does your audience need to know? –  How do you make sure you get found? –  How do you know when your prospect is looking at it? Source: Marketo, Sirius Decisions, Forrester ResearchPage 3 | © 2011 Business Insurance
    • Page 4 | © 2011 Business Insurance
    • How we used to sell . . . •  Buy or rent lists •  Sort by region/rep •  Assign •  Make reps spend their days cold calling •  ProfitPage 5 | © 2011 Business Insurance
    • Page 6 | © 2011 Business Insurance
    • Why Marketing Automation? 1.  Software that gives a company the tools it needs to accelerate the sales funnel: –  10% Increase in Revenue (Gartner) –  26% Increase in Lead Conversions (Aberdeen) –  33% improvement in Cost Per Lead (Forrester) 2.  Software that Manages time consuming, complex & repetitive tasks: –  Campaign Management –  Monitoring Website activity –  Delivering content –  Email Marketing –  Lead Database management –  Analytics –  Behavior/Tracking –  DemographicsPage 7 | © 2011 Business Insurance
    • Our Definition of Marketing Automation •  Capabilities that make it easy for you to deliver: –  The Right Content –  The Right Environment –  The Right Tools Customer Database Marketing •  To manage your: Engagement Content –  customer data Strategy –  marketing content –  marketing engagement strategy •  To help you: –  Identify large numbers of potential sales prospects –  Assist them (and monitor them) as they move through the buying cycle –  And turn them into Qualified LeadsPage 8 | © 2011 Business Insurance
    • Building Blocks of Marketing Automation Right Right Environment Tools Right ContentPage 9 | © 2011 Business Insurance
    • The Right Environment Attract Segment •  Traditional Marketing •  Identify Customers –  Brand Advertising –  Industry –  Direct Mail/Email –  Product –  Trade Shows –  Geography •  Emerging or “Inbound” Marketing –  Size –  Search Engine •  Serve the end-to-end Optimization buying cycle for each –  Social Sharing •  Reflected in your –  Community marketing websitePage 10 | © 2011 Business Insurance
    • The Right Content •  What is the Right Content? •  Non Promotional/Sales oriented •  Authoritative Prospect •  Solves a problem Prospect •  Focused at one point of the buying cycle Prospect •  Engaging •  Relevant to the Reader •  Shareable •  TRUSTED! Qualified Sales LeadPage 11 | © 2011 Business Insurance
    • Why The Right Content is Important •  Why do your customers buy from you? (Pre-requisites) –  19% - Brand & Company Reputation –  19% - Product & Service Quality –  9% - Price/Value Performance •  53% - Factors previously considered external! –  Offer them Unique & Valuable Perspectives on the market –  Help them navigate alternatives –  Provide ongoing advice or consultation –  Help them avoid potential land mines –  Educate them on new issues and outcomes Source: Corporate Executive BoardPage 12 | © 2011 Business Insurance
    • The Right Tools: •  Present –  Right mix of information (content) –  Right stage of the buying cycle –  Delivered via a structured systematic approach that requires minimal active intervention •  Rate –  Monitor engagement with relevant content –  Reflect relative importance of engagement •  Qualify –  Identify the behavioral signals that suggest someone is ready to speak with a sales professional.Page 13 | © 2011 Business Insurance
    • Lead Scoring •  Working Definition: “A shared sales and marketing methodology for ranking leads in order to determine their sales-readiness.” –  Increased Sales Effectiveness: Sales reps focused on the most ready leads –  More effective re-marketing and Scoring Methodology/Threshold recycling of leads –  Ability to filter non-leads from marketing programs (and handoff to sales) –  Self-selection of prospects by monitoring engagement Image  Source:    BizLeader.co.uk  Page 14 | © 2011 Business Insurance
    • Lead Scoring Demographic Behavioral •  Company Size •  Download a White Paper •  Number of Employees •  Visit certain web pages •  Purchase Influence •  Open a relevant email •  Job Title •  Register & attend a webinar –  Level & Category •  Sign up for your newsletter •  Undesirable •  Undesirable –  Work for a competitor –  Visit the Career Center –  Wrong Industry –  Unsubscribe from mailing lists –  Wrong job titlePage 15 | © 2011 Business Insurance
    • Lead Nurturing Awareness Research Preference PurchasePage 16 | © 2011 Business Insurance
    • “Lead Lifecycle” Nurturing Is Complex Chief Business Risk Chief Financial Operations Process / Manager Officer Officer Function Owner Early Stage 3rd-party whitepapers, educational webcasts. Speeches at industry Pain ID events, public relations, other thought leadership efforts Mid Stage Internal whitepapers, sponsored webcasts, case studies, customer Solution ID testimonials Mid Stage Product demos, short videos, product specifications, brochures, cost Evaluation comparisions, business case tools Late Stage Competitive comparison charts, fact sheets, implementation plans Selection Source: Annuitas Group, Business InsurancePage 17 | © 2011 Business Insurance
    • Adjusting Your Program Marketing Automation Landmines: “Big Net” content •  Poor Brand Recognition to capture Leads •  Not enough content •  Not enough visitors •  Not enough repeat visits •  Poorly merchandised content •  Poorly organized content Engage Leads with •  Early shift into sales mode Solution-Focused Content •  Not trusted or authoritative •  Sales/Marketing Alignment Close New Business with •  No Follow-Up Purchase/Decision SupportPage 18 | © 2011 Business Insurance
    • Marketing Automation Lessons •  Define your sales process –  “Staple yourself to a lead” •  Segment your customers, plan content accordingly •  Develop a plan to create content –  Quality AND Quantity –  Mapped to each stage of buying cycle. •  Have marketing staff capacity, training & knowledge transfer –  Time and effort savings . . . But only AFTER the learning curve •  Look beyond email – incorporate events, social, etc. •  Start small, replace existing processes, master capabilities and grow your programPage 19 | © 2011 Business Insurance
    • Discussion Email:  ssusina@businessinsurance.com   Twi<er:  @ssusina   Phone:  +1.630.660.3595  Page 20 | © 2011 Business Insurance