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Getting Started With Marketing Automation


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Marketing automation is powerful technology, but how do you build a business case for it in your company? This presentation highlights key features of marketing automation platforms, and shares tips for planning and implementing your new system.

Learn how marketing automation can grow your pipeline, make your customers happy and close the gap between marketing and sales.

Published in: Marketing

Getting Started With Marketing Automation

  1. 1. Getting Started with Marketing Automation September 10th, 2015 Rob Gurley, Content Strategist/Technologist
  2. 2. Agenda • What is Marketing Automation? • Why Should you Care? • What to look for in a Marketing Automation Platform • Designing Programs for Marketing/Sales Alignment • Using automation to as a Content Marketing Multiplier
  3. 3. • Centerline’s Content Strategist / Technologist • Marketing Automation and CRM Expert • Marketing from a “Revenue” Perspective Who is Rob Gurley? “The business enterprise has two - and only two - basic functions... Marketing and innovation produce results; all the rest are costs.” - Peter Drucker
  4. 4. and you don’t want to be left behind Marketing Automation is Powering Change 64% Leads 64% of companies use Marketing Automation to improve their lead generation 78% Budget 78% of companies allocate at least 10% of their marketing budgets for automation 67% Sales 99% 67.5% of companies have some or all of their salespeople trained on their marketing automation platform Only 1% of companies using marketing automation abandon their automation plans within 2 years Satisfaction Stats from EG Innovations
  5. 5. Marketing spending is going up but without the ability to measure results Marketing is in Transition 39% say their company collects data too infrequently, or too inconsistently 57% are not basing their marketing budgets on any ROI analysis 22% say “brand awareness” is their ONLY measurement to prioritize marketing spend 91% of Marketing Executives believe that “successful brands” use data to drive marketing decisions… but… 77% are unsure how to get digital marketing and traditional marketing to work together
  6. 6. What is Marketing Automation?
  7. 7. …technology used to track, prioritize, and analyze leads, customers, and accounts …platforms for rapid development, testing, and implementation of content programs …the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams Marketing automation is here to stay. Companies have always collected data about their customers and their target markets, and automation platforms allow them to use that data in a responsible and consumer-friendly way. Marketing Automation is…
  8. 8. Marketing Automation is…
  9. 9. Hubspot and Infusionsoft are the most popular platforms for small and mid- sized businesses Marketo, Eloqua, and Pardot are the three leaders in the enterprise space Platforms by Market Share
  10. 10. What is Marketing Automation not?
  11. 11. Spam. Marketing automation platforms are actually designed to prevent spam by making it easier to send customers relevant and personalized content, and by managing subscriptions and opt-in status. Marketing Automation is not…
  12. 12. Intelligent. Marketing Automation is not about removing the human element from marketing.  It isn't a substitute for content planning and strategy, and it isn't a replacement for customer engagement through social media and other channels. Marketing automation can bring different channels together, and can allow a company to target its content more carefully, but there is still a marketing need for creating good content and determining which audiences need to see/consume it. Marketing Automation is not…
  13. 13. Easy. Marketing automation is not a "set it and forget it" initiative for a company to take.  It isn't a piece of software that you simply install and keep in the background, but rather an entire series of process changes, workflow changes, and organizational training that makes it effective. Marketing Automation is not…
  14. 14. Why Should YOU Care?
  15. 15. • Marketers are measured on results
 • Results are evaluated against other channels (including outbound)
 • Your company has a finite marketing budget. Don’t you want to use that budget effectively? Marketing should be Accountable
  16. 16. • Better reporting = better forecasts, more competitive sales and marketing • Most companies KNOW they need automation, but don’t know how to implement • Marketing automation is making breakthroughs into industries that were previously “un-automated” Marketing Automation is Strategic
  17. 17. “Value Added” for Every Phase of Content Marketing RESEARCH Connect qualitative research with quantitative insights. Does VoC research reflect actual user behavior from marketing automation testing? PLANNING Prioritize marketing efforts based on ROI of previous campaigns, sales goals (leads, etc.), and content re-use possibilities CREATION Allow dynamic personalization of content for each known user. Create templates and massively scalable programs. DISTRIBUTION Build long-term nurture programs, scoring-dependent content paths, customer engagement campaigns, and meld offline/online channels REPORTING What works? Provide the insights that marketing teams need to justify their investment and make smarter decisions in the future.
  18. 18. Anatomy of a
 Marketing Automation Platform
  19. 19. “Normal people believe that if it ain’t broke, don’t fix it. Engineers believe that if it ain’t broke, it doesn’t have enough features yet.” - Scott Adams
  20. 20. Feature Rich, Training Poor • MOST marketing automation instances are massively underutilized • Only the “high performer” marketing automation clients use features like web triggers, APIs, complex workflows, etc. • To get the most out of marketing automation investment, marketing teams need to adopt processes... not just technologies. Common features of M.A Platforms
  21. 21. SINGLE DASHBOARD “One Stop Shop” for Marketing • Marketing teams can create, manage, and analyze their marketing programs from a single dashboard. • Comprehensive platforms should tie together offline and online marketing channels - so reports put the performance of digital marketing assets into the appropriate context. • Marketing automation shares a database with CRM systems - so marketers don’t need to switch back and forth to manage lead scoring, nurture programs, etc.
  22. 22. EMAIL AUTOMATION The Most Used Marketing Automation Feature • Transactional emails are sent automatically when a visitor takes an action. (Order confirmation, white paper fulfillment, etc.) • Batch emails are one-time emails sent to a large segment of the database. (Newsletters, announcements, promotional emails) • Nurture emails are sent at time intervals - guiding leads and customers through a customized content experience, and keeping them interested in a company over a long period of time. Marketing automation can also improve CAN-SPAM compliance and compliance with European Opt-In laws TRIGGER
  23. 23. CAMPAIGN MANAGEMENT Registration Landing Page Registration Thank- You Page YES NOSales Alert Target Account? Pre-Show Reminder Email Email to Existing Prospects Email to Customers Social Media Posting Sponsored Third- Party Content Marketing Qualified? YES NO Raffle Invitation Marketing automation systems provide a visual representation of the way that every asset and campaign ties together to form a cohesive marketing effort. Instead of planning your marketing one landing page at a time, you can build and unleash complete programs - saving the templates for those programs to create variants on them in the future.
  24. 24. REPORTING Marketing Automation: MQL percentage, Net New Leads, Recycled Rate, Program Performance Reports CRM: Customer Retention Rate, Marketing-sourced up-sells, customer satisfaction ratings CRM: Length of Sales Cycle, Close Rates, Total value of the marketing- sourced pipeline Anonymous Audience Marketing Lead Sales Lead Customer Web Analytics: General audience interest (search terms, landing pages) and traffic statistics
  25. 25. FORECASTING New  Names MQLs Pipeline  Value $  Won TRADESHOW WEBINAR CONTENT AD  CAMPAIGN  1 AD  CAMPAIGN  2 525 48 117 65 12 110 40 48 22 2 $48,000 $91,000 $35,000 $4,000 $0 $22,000 $85,000 $0 $2,500 $0 Unlike web analytics, marketing automation can pull data from CRM systems to associate dollar values with different customer and lead actions. 
 In this example, a marketer that only measured new names might think the Tradeshow was very succesful… despite its lower ROI than the cheaper and more targeted Webinar program.
  26. 26. Marketing Automation makes it possible to measure engagement across multiple channels, and multiple leads - all leading to the same eventual opportunity. Marketing gets credit for their role in influencing a deal - with a percentage of that deal credited to each marketing program that influenced a key decision maker in the relevant account MEASURING INFLUENCE
  27. 27. LEAD SCORING Job Title [contains] “KEYWORD” Lead Registered for Product Demo Lead Viewed 5+ Web Pages in 24 Hours Email Address [ends with] +3 +10 +2 -4 Lead scoring is a critical part of marketing automation. Not all leads are “qualified” targets for a company’s sales team - and accurate lead scoring can reduce the friction between marketing and sales departments… while also narrowing the focus of a marketing team’s lead generation efforts.
  28. 28. The Revenue Cycle
  29. 29. • The fundamental component of a marketing automation engine • A linear path that individuals follow to become qualified leads, and eventually customers • Provides a series of measurable stage transitions to gauge the success of programs, and the suitability of leads for sales What is a Revenue Cycle Model?
  30. 30. Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP RecycledWeb content, Syndicated content, Regional targeting w/ IP address Site-wide traffic data, landing page reports, display ad impressions AWARENESS
  31. 31. Awareness Friend Name Engaged MQL SAL CustomerOPP RecycledIncremental increases in lead scores, consumption of non-gated content Move from “Aware/New” to “Friend” based on scoring threshold. Product specific scores to infer interest category FRIEND Influence Measure
  32. 32. Forms on gated content, registration pages, webinars, list brokerages, targeted email marketing Associate net new leads w/ acquisition programs, net new accounts, market penetration in industry/vertical NEW NAME Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  33. 33. Content based on demographics, interests, associate activities w/ browser sessions to track “touches” Trigger move between “Name” and “Engaged” based on interactions. Pricing page? +10. Employment Page? -30. ENGAGED Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  34. 34. Prepare for sales handoff. Collect additional information w/ third party sources, attach information about interests and activities MQLs are most important measurement for most teams. Lower/Raise scoring threshold based on feedback MARKETING QUALIFIED LEAD Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  35. 35. Sales-enablement tools: Emails, Selectable nurture programs, etc. Time to first touch, length of sales cycle, send alerts to sales reps/managers on SLA violations SALES ACCEPTED LEAD Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  36. 36. Usually none - focus interactions on contacts that aren’t directly associated w/ opportunity, but in same account Pipeline value - first touch and multi- touch pipeline OPPORTUNITY Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  37. 37. Throw back into content flow, light retargeting, focus on buying process stage Recycled lead % reactivated, change scoring threshold for consecutive reactivations RECYCLED Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  38. 38. Onboarding programs, up-selling, alerting customer service on inactivity Customer engagement, “listening” for changes to key contacts’ job titles, etc., to proactively protect contract CUSTOMER Influence Measure Awareness Friend Name Engaged MQL SAL CustomerOPP Recycled
  39. 39. c TRAFFIC Clicks, Views, Visits, Embeds SHARE OF VOICE Likes, Retweets, Comments, Cross-links, Fans LEAD GENERATION # New Names, # Re-activated Names LEAD QUALITY MQL %, Sales Acceptance Rate, Disqualification Rate SALES READINESS Likes, Retweets, Comments, Cross-links, Fans PIPELINE GROWTH Total Program-Sourced Pipeline, Pipeline x Likelihood of Close Anonymous Known ROI Close Rate, Avg. Deal Size, Program-Sourced Revenue, Program- Influenced Revenue, Revenue Expected per MQL, Program ROI REVENUE-CYCLE MODEL
  40. 40. Increasing Content Volume
  41. 41. • Making content easier to create allows companies to create agile content - responding to current trending topics, events, new products. • More content doesn’t mean each lead sees more content - it creates “options” so leads aren’t all receiving the same content track • Increasing content quantity allows better segmentation, reduced reliance on generic content as “quick” alternative to in-depth research More = Better?
  42. 42. Reducing Complexity • Digital marketing used to require two disparate groups of skills. Marketers needed a technical background and the ability to create engaging content. • Most marketers are reliant on IT support, or on specialists within their organizations to launch digital programs • Agile content marketing is impossible when people in different departments have to “touch” every campaign to launch, measure, and approve it.
  43. 43. Template-Based Content • Marketing automation gives marketers complete control of visual editors, templates, and other simple tools to create and manage content. • Emails, landing pages, and other programs can be created with the click of a button, and sent from the same dashboard. • By keeping the entire content creation / implementation process within the marketing department, and off of the main website, marketers can create content quickly and can triple their content output.
  44. 44. Increasing Content Relevance
  45. 45. • 23% of email performance is explainable by the size of the total audience for that message
 • “Triggered” emails perform 8X better than “Batch” emails Smaller Segments = Better Performance
  46. 46. Newsletter Program IF Industry = a THEN send email 1 IF Industry = b THEN send email 2 IF Industry = c then SEND email 3 IF Industry = (null) then SEND email 1 Email 1 Email 2 Email 3 “Loose” Segmentation
  47. 47. Newsletter Program Generate Section 1 IF Industry = a THEN use section 1A IF Industry = b THEN use section 1B IF Industry = c THEN use section 1C IF Industry = d THEN use section 1D IF Job Title = a THEN use section 2A IF Job Title = b THEN use section 2B IF Job Title = c THEN use section 2C IF Job Title = d THEN use section 2D IF Budget = a THEN use section 1A IF Budget = b THEN use section 1B IF Budget = c THEN use section 1C IF Budget = d THEN use section 1D Generate Section 2 Generate Section 3 “Tight” Segmentation
  48. 48. Email 1A2C3B4A Email 1C2C3A4B Email 1B2D3A4D Email 1D2B3D4A Tight Segmentation = More Relevant Content
  49. 49. Conclusion
  50. 50. • Marketing Automation is a key component of modern B2B and B2C marketing • Your department can benefit by incorporating automation, analytics, and technology • Marketing Automation can reduce marketing/sales friction and overcome key objections to content strategy plans • This will take organizational change to be successful. Marketing Automation requires changes to your marketing, sales, and reporting process - and a massive amount of internal buy-in for the best results. Key Takeaways:
  51. 51. Thank you! Follow us on Twitter @Centerline Questions? Email me at