Shimon Ben Ayoun
Managing Partner
spotONvision
WHY MARKETING AUTOMATION
IS INDISPENSIBLE
For every B2B marketing and sales...
When Buyer Seller Value
2010 IBM Unica 480M $
2012, 2013 Oracle Eloqua, Compendium,
Responsys
1500 + 30 + 871M $
2012 Micr...
MAIN CHALLENGES
AHEAD
FOR
MARKETING
Source: Scott Brinker, chiefmartec.com
It’s all in the DATA!
Data volume will
grow to 20x of what it is today
by 2020 (Gartner)20X
Percentage of digital
informat...
The Multi-Channel Journey
Growing Expectations Increase the Burden On
Marketing
New responsibilities
76%89%
No change in
budget or resources
Leaders...
Buying process shifting to
marketing-driven
Source: Forrester/Business Marketing Association May 2013 Global Marketing Onl...
Sales wants “leads!”
Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “le...
3 / 4 CEOs want marketers to become 100% ROI-focused
2013, Fournaise Group study of CEOs
WE NEED TO
OF MARKETING
THE
VALUEPROVE
MAIN CHALLENGES
FACE
SALES PEOPLE
The Age of the Empowered Customer
Does 60% of the buyer journey without sales
THE LENGTH OF THE SALES CYCLE
LARGER DMU’S, SLOWER DECISION MAKING
“The purpose
of business
is to create and
keep a customer.”
How can MAP help bridge these gaps?
Not just product features and right price
How do I visualise and better understand the...
What is marketing Automation?
Digital Body Language
Know your customer
Track any activity: owned, earned, paid media
Digital Body Language
MEET ERNA(based on a true story)
Digital Body Language
Engagement fit
• Interested in Content Marketing
(found us via google)
• Funnel Stage – Awareness
• ...
BUT, HOW DO WE GUIDE
ERNA IN HER JOURNEY
TO BECOMING A SQL?
Lead Nurturing
Guide your customer
Communication Effectiveness
Batch and Blast
Product-Driven
Segment
Customer-Driven
One to One
Behavior-Driven
Right-Time
R...
Lead Nurturing
Lead Nurturing
Search Google
• Found spotONvision
eBook and visited relevant
webpages
Attended the webinar
• Follow-up aft...
Education
Campaign
Get them ready
to talk to Sales
• Engage to
further profile
prospect
• Educate about
value prop
Why Us
...
Lead Nurturing
Sales & Marketing alignment
Improve your relationship with sales
Deliver Better Leads: Lead Scoring
Sales & Marketing alignment
Enable Sales to Profile and Engage with Their
Best Opportunities
Sales & Marketing alignment
Analysis
Data Driven Accountability
Less than 1 in 3 companies properly calculate marketing
ROI*
Analysis
Analysis
REVENUE IMPACT
REPORT
NUMBER OF LEADS
& OPPORTUNITIES
GENERATED
Analysis
ATTRIBUTED
REVENUE BY
CAMPAIGN
CLOSED LOOP &
CAMPAIGN
REPORTING
SO, WHAT’S NEXT?
START WITH
THE BASICS
GET TO KNOW YOUR BUYER AND
HIS/HER BUYER JOURNEY FIRST
CONTENT IS THE
NEW CURRENCY
HAVING QUALITY CONTENT IS
ESSENTIAL FOR B2B ENGAGEMENT
MAKE SURE YOUR
DATA IS CLEAN
KEEPING DATA CLEAN AND FUNCTIONAL, ENSURES
SUCCESSFUL CAMPAIGNS
AGREE ON LEAD
QUALIFICATION
WITH SALES
ENSURE THERE IS A GOOD
UNDERSTANDING BETWEEN
BOTH PARTIES
DON’T INVEST IF YOU
PLAN TO USE IT ONLY
AS AN EMAIL-SYSTEM
MARKETING AUTOMATION IS SO MUCH MORE THEN
JUST ANOTHER EMAIL-SY...
WHEN NOT TO INVEST IN MAP
• Don’t have the right content in place
• Very low number of website visitors
• Very low volume ...
Thank You!
Shimon Ben Ayoun
@shimonbenayoun
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)
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Why marketing automation is indispensible (Shimon Ben Ayoun)

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The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all.

Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster.

In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.

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Why marketing automation is indispensible (Shimon Ben Ayoun)

  1. 1. Shimon Ben Ayoun Managing Partner spotONvision WHY MARKETING AUTOMATION IS INDISPENSIBLE For every B2B marketing and sales manager #b2bnl
  2. 2. When Buyer Seller Value 2010 IBM Unica 480M $ 2012, 2013 Oracle Eloqua, Compendium, Responsys 1500 + 30 + 871M $ 2012 Microsoft Marketingpilot ? 2012, 2013 Adobe Efficient Frontier, Auditude, Day Software, Demdex, Neolane 2500M $ 2013 SalesForce ExactTarget, Pardot 2500M $ SAP Still has to buy 6 Billion $ in Marketing Software Acquisitions
  3. 3. MAIN CHALLENGES AHEAD FOR MARKETING
  4. 4. Source: Scott Brinker, chiefmartec.com
  5. 5. It’s all in the DATA! Data volume will grow to 20x of what it is today by 2020 (Gartner)20X Percentage of digital information generated by individuals (IDC): 75%
  6. 6. The Multi-Channel Journey
  7. 7. Growing Expectations Increase the Burden On Marketing New responsibilities 76%89% No change in budget or resources Leadership judges marketing ROI faster 76% Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
  8. 8. Buying process shifting to marketing-driven Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey THEN NOW • Sales Dominated • One-way, single channel, relationship- driven • Marketing plays critical role • Internet-driven, analytics-driven
  9. 9. Sales wants “leads!” Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despair Sales is pushing for more.. quality
  10. 10. 3 / 4 CEOs want marketers to become 100% ROI-focused 2013, Fournaise Group study of CEOs
  11. 11. WE NEED TO OF MARKETING THE VALUEPROVE
  12. 12. MAIN CHALLENGES FACE SALES PEOPLE
  13. 13. The Age of the Empowered Customer Does 60% of the buyer journey without sales
  14. 14. THE LENGTH OF THE SALES CYCLE LARGER DMU’S, SLOWER DECISION MAKING
  15. 15. “The purpose of business is to create and keep a customer.”
  16. 16. How can MAP help bridge these gaps? Not just product features and right price How do I visualise and better understand the digital body language of my buyer How do I make sure to send the right message to the right person at the right time? How do I improve my relationship with sales? How do I analyse marketing operations and prove the ROI of marketing?
  17. 17. What is marketing Automation?
  18. 18. Digital Body Language Know your customer
  19. 19. Track any activity: owned, earned, paid media Digital Body Language
  20. 20. MEET ERNA(based on a true story)
  21. 21. Digital Body Language Engagement fit • Interested in Content Marketing (found us via google) • Funnel Stage – Awareness • Main message – You can reach more with content Profile fit • Segment marketing manager • Large Insurance company • Large marketing teams
  22. 22. BUT, HOW DO WE GUIDE ERNA IN HER JOURNEY TO BECOMING A SQL?
  23. 23. Lead Nurturing Guide your customer
  24. 24. Communication Effectiveness Batch and Blast Product-Driven Segment Customer-Driven One to One Behavior-Driven Right-Time Right-Message True Personalization Forrester Research “Campaigns that target based on Website user click- stream data outperform untargeted broadcast campaignsby nearly 4 to 1.” Marketing Sherpa “Segmented lists yielded an 11.7%CTR v. un- segmented lists of same size yieldingonly a 0.6% CTR. Aberdeen Group Best-in-class lead scoring programsincrease pipeline thickness by 27%v. the average of 12%. Lead Nurturing
  25. 25. Lead Nurturing
  26. 26. Lead Nurturing Search Google • Found spotONvision eBook and visited relevant webpages Attended the webinar • Follow-up afterwards Sent eBook with Follow-up • Also sent invitation for webinar Registered for the webinar • Sent all details and agenda appointment 2 Weeks
  27. 27. Education Campaign Get them ready to talk to Sales • Engage to further profile prospect • Educate about value prop Why Us Campaign Expose your solution to their need • Differentiate your brand from competitors’ • Reiterate value prop • Include relevant case studies, testimonials Urgency Campaign Remove roadblocks, speed purchase decision • Provide decision tools New Customer Onboarding Welcome new customers • Thank them • Identify next steps Customer Loyalty/ Retention Retain and develop • Reiterate purchase/ relationship benefit • Seek feedback • Tips/tricks to get most of product Welcome Campaign Welcome new subscribers/ contacts to DB • Introduce brand • Reiterate subscription benefits • Spell out next steps • Opt in to something else Evaluate PurchaseLearn Justify Advocacy ERNA Interest Lead Nurturing
  28. 28. Lead Nurturing
  29. 29. Sales & Marketing alignment Improve your relationship with sales
  30. 30. Deliver Better Leads: Lead Scoring Sales & Marketing alignment
  31. 31. Enable Sales to Profile and Engage with Their Best Opportunities Sales & Marketing alignment
  32. 32. Analysis Data Driven Accountability
  33. 33. Less than 1 in 3 companies properly calculate marketing ROI* Analysis
  34. 34. Analysis REVENUE IMPACT REPORT NUMBER OF LEADS & OPPORTUNITIES GENERATED
  35. 35. Analysis ATTRIBUTED REVENUE BY CAMPAIGN CLOSED LOOP & CAMPAIGN REPORTING
  36. 36. SO, WHAT’S NEXT?
  37. 37. START WITH THE BASICS GET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST
  38. 38. CONTENT IS THE NEW CURRENCY HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT
  39. 39. MAKE SURE YOUR DATA IS CLEAN KEEPING DATA CLEAN AND FUNCTIONAL, ENSURES SUCCESSFUL CAMPAIGNS
  40. 40. AGREE ON LEAD QUALIFICATION WITH SALES ENSURE THERE IS A GOOD UNDERSTANDING BETWEEN BOTH PARTIES
  41. 41. DON’T INVEST IF YOU PLAN TO USE IT ONLY AS AN EMAIL-SYSTEM MARKETING AUTOMATION IS SO MUCH MORE THEN JUST ANOTHER EMAIL-SYSTEM
  42. 42. WHEN NOT TO INVEST IN MAP • Don’t have the right content in place • Very low number of website visitors • Very low volume of contact database Analysis
  43. 43. Thank You! Shimon Ben Ayoun @shimonbenayoun

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