Marketing                         Automation                          6 Steps to                           SuccessMark LeV...
Mark LeVell         President         4Thought Marketing,         Specialists in Marketing AutomationPrevious: Vice Presid...
Why MarketingAutomation?
Why Marketing Automation • Let me scare you… just a little bit • Let me scare you just a bit more…
Why Marketing Automation• High Risk… but huge rewards• The truth is… no choice• MA Experience? -Job Security• No MA? -Ulti...
What is MarketingAutomation?
Digital Body Language
Digital Body Language is aboutthe Buyer’s Journey                        Interest         Evaluate       Justify   Purchas...
NurturingPrograms
Why Nurture?  •    60% of marketers believe that technology can help them develop more high-quality       leads. (Forreste...
Plugging the Leak  Source: Forrester’s Best Practices: “Improving B2B Lead Management”                                    ...
Why Nurture?   Today Buyers Find Sellers.   It’s now the “Buy Cycle” more than the “Sales Cycle”   Sales doesn’t want to. ...
New Offer Workflow
LeadScoring
What is Scoring?   Lead Scoring The predictive ranking of one inbound        response versus another.   An automated scori...
Example Score  Score        Description             Marketing Action                                     Priority but may ...
Monitor Scoring Model Results
Align Follow-Up with Lead Value  Expressing Interest    Aware of problem     Plan to solve problem   Desire specific solut...
Lead Scoring Results
Case Study10 customer scoring programs analyzed                    Before Lead         After Lead    Metrics              ...
Closed Loop Reporting
Wanamaker’s Lament           “I know half the money          I spend on advertising is             wasted, but I can never...
What is Closed-Loop Reporting?Campaign   Contact     Response                    Opportunity   Revenue                    ...
Revenue Performance DashboardWhere are the bright spots in campaign performance?What: The Campaign RevenuePerformance char...
Campaign Revenue PerformanceWhat is the revenue impact of my campaigns?25                   © 2011 Eloqua, Inc. Confidential
So What is Marketing Automation?  • Tracking Digital Body Language  • Nurturing Programs  • Social Media Integration  • Le...
Success Step #1 Goes by Many   Names
Success Step #1 :Goes By Many Names • Set Reasonable Expectations • Know your Plan • Don’t be an Island • Get Executive Bu...
Success Step #1 :Know & CommunicateYour Plan             Development    Needs
Success Step #2 Very Tactical But Essential
Success Step #2 :CLEAN your freakin’ Data  Dirty Data  • Ruins Metrics  • Lowers Deliverability  • Annoys Prospects  • Kil...
Success Step #2 :CLEAN your freakin’ Data• Get rid of Dup Contacts• And get rid of Dup Companies• Dump the ASDF• No engage...
Success Step #3  Define your   Pipeline
Success Step #3Define your Pipeline  • Define your terms.  • Which depts get what, when?  • Define a qualified lead?  • Ge...
Success Step #4   Secure theRight Resources
Success Step #4Secure the Right Resources  • Secure Technical Resources    • Integration, Website, Programming  • Plan for...
Success Step #5  Know Your   Strategy
Success Step #5Know Your Strategy • If your execs don’t have it… create it   yourself! • Identify your Target Market • Kno...
Success Step #6   Measure   & Prove
Success Step #6Prove your success • Goes Back to Closed Loop Reporting • The beauty of marketing automation is   you can p...
McNamara’s Dictum                                                “We have to find a way                                  ...
How to measure campaign success:Net Response?               Number of Number of Response       Segment               Custo...
Why did the chicken cross the road?                                                                             $100M mark...
Uplift segmentation for response                    If we target, customer will:                               BuyIf we do...
Summary
Marketing Automation Is…    Tracking Digital Body Language    Nurturing Programs    Social Media Integration    Lead S...
Six Steps for MA Success1.   Engage Your Company2.   Clean Your Data3.   Define your Pipeline Processes4.   Secure The Rig...
MarketingAutomation 6 Steps to  Success
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Marketing Automation 6 Step to Success - Mark LeVell

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Mark LeVell covers the value of marketing automation and the 6 steps is takes to deliver success in you operation.

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  • Just as an in-person qualification requires excellent listening skills (human data processing), an automated qualification demands good data.
  • What is Closed-Loop Reporting?Let’s think of it in terms of how marketers work:Marketers create a {click} Campaign, which they sent to {click} Contacts in their marketing database. The point of any Campaign {click} is to generate Responses from your Contacts. Marketing passes those Responses to Sales, who then {click} turns Responses into Opportunities and ultimately {click} into Revenue. What Closed-Loop Reporting does for marketers {click} is connect the costs of running marketing campaigns with the revenue those campaigns bring inBy “closing the loop” between revenue and marketing campaigns, CLR can shed light on which campaigns are successfully steering revenue—and which need to be replaced with something more effective
  • Q: Why did the chicken cross the road?A1: Because Microsoft spent $100M on an advertising campaign asking the chicken “where do you want to go today?”A2: Karl Marx disagrees and says it was a historcial inevitability: the chicken was always going to cross the road.Uplift (with enough chickens and a randomized control group!) can help us decide which chickens were already decided and which were pushed by our marketing efforts.
  • Marketing Automation 6 Step to Success - Mark LeVell

    1. 1. Marketing Automation 6 Steps to SuccessMark LeVell, President MLeVell@4ThoughtMarketing.com
    2. 2. Mark LeVell President 4Thought Marketing, Specialists in Marketing AutomationPrevious: Vice President Market2Lead Deep Marketing Automation ExperiencePrevious: Director MarketFirst Group Pivotal/CDC Software Responsible for all aspects of Software DivisionPrevious: President of TeleSell Sales Software for 14 years Directly managed 10s, Indirectly managed 100’s of projects MLeVell@4ThoughtMarketing.com
    3. 3. Why MarketingAutomation?
    4. 4. Why Marketing Automation • Let me scare you… just a little bit • Let me scare you just a bit more…
    5. 5. Why Marketing Automation• High Risk… but huge rewards• The truth is… no choice• MA Experience? -Job Security• No MA? -Ultimate Career Failure
    6. 6. What is MarketingAutomation?
    7. 7. Digital Body Language
    8. 8. Digital Body Language is aboutthe Buyer’s Journey Interest Evaluate Justify PurchaseSales & Marketing Effectiveness Determine Volume and Velocity Eloqua Best Practices: The Demand 8 Lifecycle(TM)
    9. 9. NurturingPrograms
    10. 10. Why Nurture? • 60% of marketers believe that technology can help them develop more high-quality leads. (Forrester Research) • Sales reps dedicate 14% of their time to lead development, but only 6.3% of leads are utilized (Sirius Decisions)Source: Sirius Decisions Within 24 months from target company or competitor10
    11. 11. Plugging the Leak Source: Forrester’s Best Practices: “Improving B2B Lead Management” 11
    12. 12. Why Nurture? Today Buyers Find Sellers. It’s now the “Buy Cycle” more than the “Sales Cycle” Sales doesn’t want to. Sales doesn’t have time. Salespeople are expensive. Your Corporate Database is a tremendous Asset
    13. 13. New Offer Workflow
    14. 14. LeadScoring
    15. 15. What is Scoring? Lead Scoring The predictive ranking of one inbound response versus another. An automated scoring program is objective.
    16. 16. Example Score Score Description Marketing Action Priority but may need The right prospect but A4 specific “why now” no interest. messaging. Good fit and very Send to sales queue for B1 interested. follow-up. Not the idea prospect Will they ever be a good C1 but very interested. fit? Continue to nurture. Fulfill request and D4 Wrong Fit. No interest. segment out.
    17. 17. Monitor Scoring Model Results
    18. 18. Align Follow-Up with Lead Value Expressing Interest Aware of problem Plan to solve problem Desire specific solution Send to Send to CRM CRM Route to Route to Sales Route to Sales Fulfill request For immediate Education Nurturing for non-priority Program follow-up follow-up Low Cost/High Efficiency High Cost/Low Efficiency
    19. 19. Lead Scoring Results
    20. 20. Case Study10 customer scoring programs analyzed Before Lead After Lead Metrics Delta Scoring Scoring Opportunities 1,372 1,058* - 23%(qualified leads) Closed Deals 430 (31%) 433 (41%) 10% Revenue Per $16,842,950 $19,843,545 18% Client Revenue Per $39,149 $45,863 17% Deal
    21. 21. Closed Loop Reporting
    22. 22. Wanamaker’s Lament “I know half the money I spend on advertising is wasted, but I can never find out which half.” – John Wanamaker (1838- 1922) The Father of Modern Advertising
    23. 23. What is Closed-Loop Reporting?Campaign Contact Response Opportunity Revenue Return on Investment 23 © 2011 Eloqua, Inc. Confidential
    24. 24. Revenue Performance DashboardWhere are the bright spots in campaign performance?What: The Campaign RevenuePerformance charts show yourtop and bottom performingcampaigns in terms of yourchoice of metrics: closed wonrevenue, closed lost revenue,open revenue, ROI, etc.Why: This chart can easilyhighlight where your topperforming and bottomperforming campaigns are sothat you can make decisions onwhere to repeat campaigns thatare driving the right results orrestructure ones that are not.24 © 2011 Eloqua, Inc. Confidential
    25. 25. Campaign Revenue PerformanceWhat is the revenue impact of my campaigns?25 © 2011 Eloqua, Inc. Confidential
    26. 26. So What is Marketing Automation? • Tracking Digital Body Language • Nurturing Programs • Social Media Integration • Lead Scoring • Closed Loop Reporting
    27. 27. Success Step #1 Goes by Many Names
    28. 28. Success Step #1 :Goes By Many Names • Set Reasonable Expectations • Know your Plan • Don’t be an Island • Get Executive Buy-In
    29. 29. Success Step #1 :Know & CommunicateYour Plan Development Needs
    30. 30. Success Step #2 Very Tactical But Essential
    31. 31. Success Step #2 :CLEAN your freakin’ Data Dirty Data • Ruins Metrics • Lowers Deliverability • Annoys Prospects • Kills Projects and Careers
    32. 32. Success Step #2 :CLEAN your freakin’ Data• Get rid of Dup Contacts• And get rid of Dup Companies• Dump the ASDF• No engagement 6 Months? Gone!• Define your industries• Normalize your Titles
    33. 33. Success Step #3 Define your Pipeline
    34. 34. Success Step #3Define your Pipeline • Define your terms. • Which depts get what, when? • Define a qualified lead? • Get Agreement on when sales drops a lead
    35. 35. Success Step #4 Secure theRight Resources
    36. 36. Success Step #4Secure the Right Resources • Secure Technical Resources • Integration, Website, Programming • Plan for Sufficient Content • Remember your day job! - Goes back to setting expectations
    37. 37. Success Step #5 Know Your Strategy
    38. 38. Success Step #5Know Your Strategy • If your execs don’t have it… create it yourself! • Identify your Target Market • Know your Buyer Personas • Collect Sufficient Data to Target
    39. 39. Success Step #6 Measure & Prove
    40. 40. Success Step #6Prove your success • Goes Back to Closed Loop Reporting • The beauty of marketing automation is you can prove that you’re successful • Measurement will set you above your peers
    41. 41. McNamara’s Dictum  “We have to find a way of making the important measurable, instead of making the measurable important”  – Robert McNamara (1916 – 2009)  US Secretary of Defense© 2009 Portrait Software Strictly Portrait Software Confidential
    42. 42. How to measure campaign success:Net Response? Number of Number of Response Segment Customers Responses Rate % Treated 1,000 250 25% Control 1,000 100 10% Uplift 150 15%
    43. 43. Why did the chicken cross the road? $100M marketing campaign promising that the grass is greener on the other side! Historical inevitability: the chicken was always going to cross the roadWith enough chickens (and a good control group!), an uplift model can tell us which chickens were influenced by marketing, and which had already made up their minds. 43
    44. 44. Uplift segmentation for response If we target, customer will: BuyIf we do nothing,customer will: Do nothing Buy Do nothing44
    45. 45. Summary
    46. 46. Marketing Automation Is…  Tracking Digital Body Language  Nurturing Programs  Social Media Integration  Lead Scoring  Closed Loop Reporting
    47. 47. Six Steps for MA Success1. Engage Your Company2. Clean Your Data3. Define your Pipeline Processes4. Secure The Right Resources5. Measure and Prove your success
    48. 48. MarketingAutomation 6 Steps to Success

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