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360 Degree Sales & Marketing Tracking and enabler :- Marketing Automation


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A solution for your Lead Generation and Tracking mechanism- Marketing Automation

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360 Degree Sales & Marketing Tracking and enabler :- Marketing Automation

  1. 1. Marketing Automation (MA) & Lead Management/Nurturing Overview Vivek Srivastava
  2. 2. Marketing Automation • What’s driving this as a priority for CMO’s and marketers?
  3. 3. Our Challenges • Highly competitive market • Little to no sophisticated marketing processes and systems • Little to no insights and information on prospect and customer behaviour • Unknown and unquantifiable marketing impact • Poor data, multiple data sources, no single source of the truth • How can we do more with less?
  4. 4. Organisational Needs
  5. 5. Is Marketing a Cost Centre or a Revenue Generator?
  6. 6. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in.”
  7. 7. Today’s approach: “GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.
  8. 8. Buying Has Changed Forever
  9. 9. Buyers are Hyperactive Prospects and customers are now consuming 30-60 pieces of content BEFORE they ever contact a brand or speak to a sales person.
  10. 10. Marketing needs to be reengineered!
  11. 11. Commonwealth Bank of Australia / Presentation Title / Confidential Inbound marketing - Any marketing tactic that relies on earning people’s interest instead of buying it; .
  12. 12. Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Inbound Marketing • SEO/SEM • Blogging • Social Media • Content Marketing • Videos / Podcasts • Free Tools/Trials • Public Relations 1-5% Average Response Rate 20-50% Average Response Rate
  13. 13. The new marketing mix. “Interruption”- based (Highest Cost) • Avg response rate: 1-5% “Permission”- based (Lowest Cost) • Avg response rate 20-50% 60-80% of leads 20-40% of leads
  14. 14. Inbound marketing costs 62% less per lead than traditional, outbound marketing. AVG COST/LEAD: $373 OUTBOUND AVG COST/LEAD: $143 INBOUND
  15. 15. CMO’s Guide to Inbound Marketing
  16. 16. Content Marketing costs 41% lessper lead than the next best tactic, Paid Search.
  21. 21. Invest wisely.5 “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
  22. 22. It no longer makes economic sense to send an advertising message to the many, in hopes of persuading the few.
  23. 23. Marketing Automation & Sales Force Automation • A High Level Overview
  24. 24. What is Marketing Automation? • Forrester defines lead management automation or Marketing Automation as: – Tooling and process that help generate new business opportunities, manage volumes of business inquiries, improve potential buyers' propensity to purchase, and increase alignment between marketing activity and sales results.
  25. 25. Business Architecture of Leads Management1. Capturing Leads 2. Identifying quality leads (Scoring AND Modelling – not the same thing) 3. Nurturing (Stay in front of customer / Right Message at Right Time) • Low-quality Leads (Stay in touch/Drip) • Acceleration • Lifecycle (Welcome/onboarding, Cross Sell / Up Sell, Retention) 4. Routing and distributing leads, informing Sales of their quality & priority, empowering Sales with customer engagement insights 5. Lead / Customer engagement and follow up activities by Sales 6. Measuring the effectiveness of the entire Closed-Loop Marketing & Sales process
  26. 26. Video Overview of Marketing Automation
  27. 27. Commonwealth Bank of Australia / Presentation Title / Confidential 3 Case Study Webinar Invite Whitepaper +10 – Job Title Contains Executive +10 – Active Project in Place +5 – Filled Out Form +15 – Watched Video Scoring & Insight 5 Life-Cycle Automation 62 Wait 1 Week Reporting & Analytics 1 New Lead Processing Wait 1 Week 10 Data Management Segmentation 202540 7 Lead Nurturing 4 Emails, Landing Pages, Forms Web Analytics CRMMARKETING AUTOMATION
  28. 28. Understanding and Aligning to the Demand Waterfall • Inbound Marketing (Owned & Earned Media): • Blog Posts • Web Pages, • Press Releases • Search (SEO) • Social Media • Outbound Marketing (Paid Media): • PPC • Advertising (TV, Radio, Print, Outdoor) • Radio • Call Centre • Direct Mail This is a diagram of the Demand Waterfall today showing Inbound and Outbound Marketing driving inbound Contacts/Names:
  29. 29. Organisational Level of Maturity
  30. 30. The Road to Success
  31. 31. Why Marketing Automation? • Driving more leads, higher quality leads, increasing productivity and delivering greater revenue and customer satisfaction across the business.
  32. 32. Overall Business Benefits of Marketing Automation • Best-in-Class companies who integrate marketing and sales technologies through Marketing Automation demonstrate: • Up to 49% increase in year-over-year annual revenue • 33% performance improvement in ROMI* (Return On Marketing Investment) • 21% performance increase in the year-over-year lead-to-sales conversion rate.
  33. 33. Overall Business Benefits of Marketing Automation • An implementation of marketing automation will lower costs, improve conversion rates and drive revenue by achieving the following: • Stopping lead loss – Lead qualification and lead management as part of a holistic marketing automation strategy identifies the best leads and advances them to sales while nurturing leads who are still in the research phase / not yet ready to buy • Lowering the cost per opportunity – Since leads are tracked from initial touch to sale, marketing automation decreases CPO as marketing assigns only qualified leads to the sales team • Reengaging Dormant Leads – When leads are advanced to sales prematurely, many are incorrectly disqualified due to unresponsiveness. Rather than discarding those leads, nurturing keeps our messages top of mind as prospects educate themselves on options within our industry • Increasing Opportunity Size – Leads that have been nurtured have reviewed a steady stream of buyer-focused content, which reinforces the need for your solution • Maximising efficiency – Marketing automation minimises the waste and redundancy caused by manual campaign execution, cutting expenses. Additionally, marketing automation gives companies in-depth insight into campaign, channel and program effectiveness
  34. 34. Reality of Marketing Generated Pipeline • Detailed research by Aberdeen Group shows: • One if four deals (26%) of all closed business come from marketing generated leads at Best-in-Class organisations. • One in six deals (15%) of all closed business comes from marketing generated leads at Industry Average organisations. • One in 20 deals (5%) of all closed business comes from marketing generated leads at Industry Laggard organisations.
  35. 35. Reality of Marketing Generated Pipeline
  36. 36. What constitutes ‘Best-In-Class?’
  37. 37. Benefits of Marketing Automation - Lead Nurturing • Outcome • Without Lead Nurturing: Marketing misses valuable opportunities. • With Lead Nurturing: Stop leads from leaking out. Widen reach and recapture opportunities.
  38. 38. Benefits of Marketing Automation
  39. 39. Benefits of Marketing Automation • Frees up resources to do other tasks • Frees up resources to execute more marketing activity • Reduction in resources • More time for analysis and strategy
  40. 40. Benefits of Marketing Automation
  41. 41. Benefits of Marketing Automation
  42. 42. Marketing Automation = Greater ROI • Nurtured leads produce 20% more sales opportunities vs non-nurtured leads • Nurture Campaigns have 2x open rates and 3x click-through rates of one off emails • 23% shorter deal times • 47% higher order value
  43. 43. Marketing Automation = Greater ROI • Companies that excel at lead nurturing: • Generate 50% more sales-ready leads at 33% lower cost per lead • Reduce the percentage of marketing generated leads that are ignored by sales (from as high as 80% to as low as 25%). • Raise win rates on marketing-generated leads (7% points higher) and reduce “no decisions” (6% points lower) • Have more sales representatives make quota (9% higher) and a shorter ramp up time for new reps (10% decrease)
  44. 44. PRM (Prospect Relationship Management) CRM (Customer Relationship Management) Digital Living MembershipHardware & Software Purchase Marketplace Consumer Lifecycle SW/HW Attach FGF/Viral Welcome Member Surveys Promotional Upgrade InactiveCross Sell Service UpdatesTrial Expiry Awareness Total $57m – 2007/08 • Reduce Churn - $28m • Convert Silver to Gold - $13m • Upsell / Cross Sell - $16m Example: Xbox Live - Extend and Expand the Lifecycle
  45. 45. Closed Loop Marketing • Drive Revenue Performance by Staying in Front of Prospects and Customers
  46. 46. Awareness Names Prospects&Recycled MarketingLead (MarketingQualifiedLead) Opportunity (Sales Qualified Lead) Sale (Closed/Won) Nurturing Database Inside Sales Qualification Sales SalesLead (SalesAcceptedLead) Recycled Example Revenue Cycle Model Marketing
  47. 47. 0 are Engaged Prospects But Not Yet Ready to Buy or Speak to Sales50- 70% are MarketingQualified and Ready to Buy, Speak to Sales now 5- 25% are Unqualifiedand Irrelevantand can be discarded 25% Engaged Marketing Prospects vary in terms of sales acceleration and hence need their journey through the sales funnel customised to fit different needs PROSPECTS Early Stages – Low Acceleration Stay in Touch Campaigns – campaigns that ‘drip’ relevant content to prospects over time, gradually educating, informing and building trust in CBA. Mid Funnel – Medium Acceleration Lead LifecycleCampaigns – campaigns that ensure movement and engagement with prospects, even if they are not yet sales-ready. End of Funnel – High Acceleration Campaigns that try to accelerate prospects towards the sale by providing relevant ‘nudges’ based on specific lead characteristics or sales / offer updates. NAMES Marketing Sales Lead Handoff: Leads are automatically pushed from Marketing and distributed to Sales. Lead Recycling: Leads are cycled back to the top of the funnel by sales for further nurturing if the lead is not yet ready to buy. Welcome / On- boarding Campaigns Retention Campaigns NLP, Up Sell / Cross Sell, Early Adopter Campaigns Existing Customers become Prospects: Once a prospect or lead becomes a customer, they can be automatically dropped into strategic nurturing campaigns based on specific models and or triggers. Or they simply become a prospect again until their behaviour indicates they are a potential buyer or they meet specific nurture campaign conditions. Lead Capture (Names): Up to 95% of people visiting our owned media are not yet ready to buy. However, 70% will buy from us or our competitors over the next 12-24 months. We need to become experts at capturing basic contact details via engaging calls to action, targeted landing pages and forms so we can stay in front of prospects & customers through nurturing campaigns. Lead Sources: Lead sources can be anything from Display Ads, Retargeting, PPC, SEO, Website, Social, Chat, Telephone, Direct Mail, Self Generated, Referrals, Webinars, Events and Sponsorships etc. Marketing Automation, Lead Nurturing & Lead Management MARKETING LEAD SALE / WIN SALES LEAD OPPORTUNITY Customised Nurturing Campaigns Customer Nurturing Campaigns 1 2 3 4 5 6 7 8 9 11 10 12 13 14 15 16
  48. 48. LEAD DISTRIBUTION / ROUTING LEAD PRIORITISATION / LEAD INSIGHTS INBOUND OUTBOUND CHANNELS LEAD SOURCES Email Forms Landing Pages MARKETING QUALIFIED LEAD NURTURING • Low Quality Leads • Lifecycle • Cross Sell • Acceleration • Retention • Welcome / Onboarding CONTACT RULES • Suppression • Contact Thresholds • Recency REAL-TIME CLOSED LOOP ANALYTICS Segmentation Lead Recycling(Prospect or Customer is not ready) Sale SCORING MODELLING / ANALYSIS / SEGMENTATION Propensity Models + Early Adopter + Next Logical Product + Retention Analysis & Recommendations + Detailed analysis of data + Recommendation to marketers for inflight campaign optimisation Implicit(Behavioural) +10 – Home Loan SEO +15 – Home Loan Landing Page +35 – Filled Out Form + 5 – Visited Blog Explicit(What Customer Tells Us/What We Know) +10 – Job Title Contains Executive +15 – Existing Product (Credit Card) +15 – Postcode NEW LEAD PROCESSING Immediate Hot Leads AWARENESS NAMES PROSPECTS LEADS OPPORTUNITY SALE OTR LEAD / CUSTOMER ENGAGEMENT & FOLLOW UP • Work Activities • Tasks • Blog • eDM • Direct Mail • Ad Targeting • UIB • Social • Content • Landing Pages • Forms • Events • Webinars Branch Referrals DB/PAS Customer Centric View Events Data Management Analytics Reporting
  49. 49. AWARENESS / DEMAND GENERATION PPC DM DISPLAY EMAIL PHONESMSEVENTS SEOSOCIAL BRANCH PR ADVERTISING REGISTRATION1 LANDING PAGE FORM 1 LANDING PAGE FORM 2 REGISTRATION2 CONTACT US FORM CLICK TO CHAT REGISTRATION3 CONTENT DOWNLOAD FORM WEBINAR REGISTRATION FORM EZINE / NEWSLETTER SUBSCRIPTION FORM EZINE / NEWSLETTER SUBSCRIPTION FORM WEBSITE Prospect Activity Lead Acquired LEAD SCORING LEAD NURTURING CAMPAIGNS • Stay in Touch (Drip) • Acceleration • Cross Sell / Up Sell • Retention • Welcome / On boarding Qualifie d Lead PROSPECT SCORE = 70+ Implicit (Behavioural) +10 – Home Loan SEO +15 – Home Loan Landing Page +35 – Filled Out Form + 5 – Visited Blog Explicit (What Customer Tells Us/What We Know) +10 – Job Title Contains Executive +15 – Existing Product (Credit Card) +15 – Postcode Marketing Automation Software • Prospect & Lead Source Tracking • Anonymous + Prospect + Lead Behavioural Analytics • Prospect / Lead Acquisition • Prospect / Lead Scoring • Prospect / Lead Nurturing • Prospect / Lead Segmentation • Lead Prioritisation • Lead Insights • Lead Escalation & Alerts CRM APPLICATION/ SALES FORCE AUTOMATION Lead Distribution& Routing Lead Recycling LEAD ENGAGEMENT LEAD PRIORITISATION LEAD INSIGHTS WORK ACTIVITIES TASKS Sales Force Automation Software • Lead Distribution & Routing • Lead Recycling • Sales Forecasting • Sales Pipeline Performance
  50. 50. Names 5,000 Prospects 1,000 *Active Prospect Database 250K Marketing Leads (300 + 7.5k) Nurture Opportunities 3,744 Sales 1,498 Lead Type Variants • Source • Channel • Industry • Size 20-50% 70% (> 1 month) 30% (< 1 month) 15% Inactive (Last 6 months) 3.0% / month (7.5k) 75% 46% of prospects eventually become a lead 40% 65% of all sales would follow this model 80% Awareness 100k 5% Revenue Cycle Model – Overview Example (No lead left behind) *Cumulative Nurturing Database TD D&T Savings Credit Card Loans 19% Sales Leads 4,680 60% Leads automatically flowing from Always On Drip Campaigns. As low as 3% of all prospects in database become Marketing Qualified Leads per month to as high as 7%.
  51. 51. Campaign Example – Initial Hot Leads + Leads from Drip Campaigns • Typically only 5% of prospects visiting a brands website or digital properties are ready to buy or speak to sales and Marketing & Sales only focus on these immediately ‘hot’ leads. • However, 70% of the other 95% who have responded in same way to marketing campaigns will eventually buy from us or our competitors. This is the benefit of automated nurturing campaigns like a ‘stay in touch’ campaign as outlined below – Business As Usual vs BAU + Nurturing. Marketing Automation / Lead Nurturing Model Campaign A Conversion Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Total Campaign Visitors 60,000 - - - - - - - - - - - - - - 60,000 Names 10% 6,000 - - - - - - - - - - - - - - Prospects (At least one meaningful engagement) 50% 3,000 - - - - - - - - - - - - - - Leads (Marketing Qualified Leads - MQL's) 40% 1,200 - - - - - - - - - - - - - - 1,200 MQL's coming from Nurturing (Drip Campaign) 5% - 90 86 81 77 73 70 66 63 60 57 54 51 49 46 922 Total MQL's 1,200 90 86 81 77 73 70 66 63 60 57 54 51 49 46 2,122 Opportunities 48% 576 43 41 39 37 35 33 32 30 29 27 26 25 23 22 1,019 Wins 70% 403 30 29 27 26 25 23 22 21 20 19 18 17 16 16 713 Lifetime Value per Sale $500 201,600$ 15,120$ 14,364$ 13,646$ 12,964$ 12,315$ 11,700$ 11,115$ 10,559$ 10,031$ 9,529$ 9,053$ 8,600$ 8,170$ 7,762$ 356,527$ Nurturing Database - Leads 1,800 1,710 1,625 1,543 1,466 1,393 1,323 1,257 1,194 1,134 1,078 1,024 973 924 878 878 Business as Usual Results 403 201,600$ Additional results from Nurturing 310 154,927$ Total Campaign 713 356,527$ Uplift with Marketing Automation / Lead Nurturing 77% 77% H2 H1 H2 Q4 Q1 Q2 Q3
  52. 52. ROI Marketing Automation Marketing Automation allows us to understand and optimize every stage of the funnel. Examples: 1. If we optimized just the initial conversion rate from Touches to Names (capturing names) by 2%, the overall number of sales for the optimized campaign would increase by 40%. 2. If we optimized just the conversion rate of Marketing Qualified Leads to Sales by 5%, the overall uplift on the campaign would be 28%. Touches to Names Our Baseline 5.00% Optimise Here: 7.00% 60,000 60,000 Names to Prospects Our Baseline 20.00% Optimise Here: 20.00% 3,000 4,200 1,200 40% More Names Prospects to MQL Our Baseline 30.00% Optimise Here: 30.00% 600 840 240 40% More Prospects MQL to SAL Our Baseline 50.00% Optimise Here: 50.00% 180 252 72 40% More SQL's SAL to Opportunity Our Baseline 60.00% Optimise Here: 60.00% 90 126 36 40% More SAL's Opportunity to Close Our Baseline 60.00% Optimise Here: 60.00% 54 76 22 40% More Opportunities Baseline Revenue per Sale $500 32 45 13 40% More Wins $16,200 $22,680 $6,480 40% Marketing's Baseline Revenue Impact Marketing's Optimised Revenue Impact More revenue with Marketing Automation Touches Names Prospects MQL SAL Opportunity Close Baseline Optimised Our ROI
  53. 53. Revenue Cycle Model – Loans (Illustrative) Names Analytics Propensity Modelling CommBank / Netbank Marketing Lead Sales Lead Sale Landing Pages / FormsGDW – Existing Customers Prospects OTR, Online Form, Phone, Paper Form POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Application / Pre-Approval Opportunity Negotiation Approval CBA Activities Inbound Outbound • Owned Media • Earned Media • Paid Media Marketing Activities Webinars, Case Studies, FAQ’s, Brochures, Spec Sheets Guides, Videos, Calculators, Checklists, eBooks Demos, Assessments, Consultations, Comparisons, Estimates, Trials Welcome, On boarding Education Recycling Marketing Nurturing Campaigns
  54. 54. Revenue Cycle Model – TD, D&T, Savings (Illustrative) Names Analytics Propensity Modelling Marketing CommBank / Netbank Marketing Lead Sales Lead Sale Landing Pages / FormsGDW – Existing Customers Prospects Application Opportunity Approval CBA Activities Inbound Outbound • Owned Media • Earned Media • Paid Media Marketing Activities Webinars, Case Studies, FAQ’s, Brochures, Spec Sheets Guides, Videos, Calculators, Checklists, eBooks Recycling Welcome, On boarding Education OTR, Online Form, Phone, Paper Form POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Demos, Assessments, Consultations, Comparisons, Estimates, Trials Nurturing Campaigns
  55. 55. Revenue Cycle Model – Credit Cards (Illustrative) Names Analytics Propensity Modelling Marketing CommBank / Netbank Marketing Lead Sales Lead Sale Landing Pages / FormsGDW – Existing Customers Prospects Recycling Application / Credit Checks Approval CBA Activities Inbound Outbound • Owned Media • Earned Media • Paid Media Marketing Activities Webinars, Case Studies, FAQ’s, Brochures, Spec Sheets Guides, Videos, Calculators, Checklists, eBooks Demos, Assessments, Consultations, Comparisons, Estimates, Trials Welcome, On boarding Education Opportunity OTR, Online Form, Phone, Paper Form POC, Clicks Link, Branch, Inbound Call, Online Form, Chat Nurturing Campaigns
  56. 56. Nurturing • Driving Revenue Performance by Staying in Front of Prospects and Customers and Delivering the Right Content at the Right Time in Real-time.
  57. 57. Why Lead Nurturing: Stay In Touch Awareness Contacts Lead Nurturing Lead(MQL) Opportunities Contract Signed SalesLead(SQL) Engaged Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. “The art of maintaining permission to stay in front of your buyers as they educate themselves”.
  58. 58. Marketing Automation - Lead Nurturing • Basic Lead Nurturing Campaigns • There are two types of lead nurturing campaigns and processes that can help you get started with the goal of generating more and better-qualified leads. • Incoming Lead Processing Campaigns • Lead nurturing is no different than building a long-term relationship — you need to foster respect and trust, be a good listener, and keep things interesting. Incoming Lead Processing campaigns are your chance to make a positive first impression – what you do and how you act when you first meet someone will affect how they perceive you from there on out. What should you be doing to lay the right foundation? • Stay in Touch / Drip Campaigns (we drip content) • ‘Stay in Touch’ or ‘Drip’ campaigns are useful for all prospects that are not immediately ready to engage with sales. They form the backbone of your lead nurturing program by “dripping” out relevant content to prospects over time, helping to educate them and build trust and credibility for your company. By touching prospects regularly, they help keep your brand top of mind so that the prospect will contact you when they are ready to move to the next step. • Together, these campaigns put in place all the necessary processes to help ensure a stream of more and better qualified leads for the sales team.
  59. 59. Marketing Automation - Lead Nurturing • Advanced Lead Nurturing Campaigns • After building a foundation with Basic Lead Nurturing Campaigns, we are now ready to examine the nuances and winning strategies for advanced lead nurturing: • Accelerator Campaigns • Accelerator campaigns are campaigns that attempt to move prospects along the buying cycle faster by providing relevant “nudges” at the right time, usually triggered by specific buyer behaviours or sales updates. By observing the type of content prospects request, where they go and how often they visit your Web site, marketers can adapt their nurturing approaches accordingly, placing prospects with stronger interest on a more accelerated path toward a sales conversation and scaling back. communications with less interested individuals. • Lead Lifecycle Campaigns (On boarding, retention, up sell, cross sell etc) • Lead Lifecycle campaigns maximize marketing’s investment in lead generation by ensuring that leads will never grow stagnant or lost. As a general lead nurturing rule, there should be no place in the buying process where leads just “sit,” and you should have only one lead stage value for leads being nurtured. All other lead status values should have a time limit, and leads that sit idle past the deadline should be automatically recycled for further nurturing. In sum, Lead Lifecycle campaigns ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage.
  60. 60. Marketing Automation - Lead Nurturing • Nurturing involves maintaining a relationship with prospects and leads through regularly scheduled, customised communications, such as ‘drip campaigns. • Lead nurturing is scheduled at regular intervals to deliver the benefits of a multi-touch campaign. • With marketing automation systems, subsequent action points in the campaign can be based on the precise behaviour / activity of the prospect / lead (branched logic campaign). • These campaigns guide prospects and leads individually through the funnel according to their characteristics.
  61. 61. Nurturing Campaigns
  62. 62. Example: Nurture Email & Landing Pages
  63. 63. Example B2B Drip Campaign 1A 1B 2A 2B 3A 3B TOUCH 1 TOUCH 2 TOUCH 3 Opt-in Y/N R NR R NR NR eDM DM CommBank Y R Names Landing Page 1B Landing Page 1A Landing Page/s 2 Registration TIMING SCORING ARTIFACTS CONTENT 5 DAYS 7 DAYS 14 DAYS DM eDM Paid Acquisition Landing Pages Form DM eDM Landing Pages DM eDM Landing Pages DM eDM Landing Pages PPC, Display, SEO, Social Contact Us – Chat, Form, Phone EXAMPLE ONLY Content 1 (1A & 1B) Content 2 (2A & 2B) Content 3 (3A & 3B) Yes Yes Yes Yes Yes Yes Landing Page 1A & 1B are the same, just different locations for tracking as 1B uses a vanity URL. Awareness Consideration Conversion Any prospects or leads at any stage which actively want to speak to sales (click to chat, please contact me form) are immediately routed to leads. Content A – Drive Contact Us Drive Registrations
  64. 64. Content is King! • Successful Inbound Marketing, Closed Loop Marketing and Marketing Automation is all about content. It is also critical to note that attempting content marketing without Marketing Automation is not ideal. It is about getting the right content at the right time to the right prospects or customers and continually tracking and optimizing it’s performance.
  65. 65. Successful Inbound Marketing is Content Lead • The marketing world has been turned upside down. • Digital has quickly changed, and marketers recognise they must now practice the opposite of interruption marketing. • To create relationships we must earn the permission to sell to prospects. • We must produce relevant thought leadership content, not only content about our own products. • The critical ingredient to creating engagement, trust, and thought leadership positioning is content. • Content is what attracts prospects at the top of the funnel and content is what nurtures leads down the funnel. • Marketers now understand that brands must become publishers.
  66. 66. Content and Buyer Preferences • Prospects have preferences based on the buying stage so we need a portfolio of content assets…
  67. 67. The Content Marketing Machine • Here’s a description of the different components of the machine: 1. Plan: Create a strategic structure for your content marketing 2. Team: Assemble the group to manage your content marketing operation 3. Ideas: Generate a steady flow of ideas for your content 4. Production and Distribution: Assemble your content and distribute it across the web 5. Audience Development: Generate traffic to your content 6. Conversion & Nurture: Convert visitor to leads, nurture them to opportunities 7. Measure & Optimise: Analyse and improve performance
  68. 68. Use a Great Content Marketing Tool which Integrates with the leading Marketing Automation Platforms • Content Marketing Tool integrates with Marketing Automation vendors to help make your Content Marketing efforts work. It has a great Marketing Calendar, Workflow, Analytics and much more.
  69. 69. All about Right Content, Right Time. Real Time Content mapping for lead nurturing is the process of preparing and organising our content so that it can be distributed to our prospects and leads at the right time based upon their needs and stages in the buying cycle. A content map is based on a buyer persona: • Helps organise content that can address questions at various stages of the buying cycle. • Creates a blueprint for content distribution through multiple channels. • Services as the primary content inventory for the purpose of reference and re-purposing.
  70. 70. Buyer Personas and Content Mapping (Illustrative) Emotional Persona (1st home buyers, new family home etc) HOME LOANS CAMPAIGN Customer Interest / Tasks Search for properties. Review property data. Lender search. Loan / Product search. Compare shortlist. Meet with lenders. Pre-approval. Found property. Take out loan. Theme Thought Leadership Solution Knowledge Value Story Solution Validation Financial Justification Onboarding Perceptual Journey of Customer Thinking about a new home. Exploring, looking at new homes. Understanding products, services, solutions and getting assurance these are right for me. Choosing and affirming. We are confident and ready to move forward, negotiate deal terms etc. We are ready to commit. Pain Points Messages Customer Lifecycle Awareness Consideration Conversion Education Solution Vendor Selection Content at this stage focused on introducing a problem, and then connecting that problem to critical issues. It should create a sense of urgency for a target to take action, action that should eventually lead them to consider a solution/product/service that we offer. Once target commits to solving a problem, content should be built to help them pinpoint their needs in relation to the problem. Next comes the process of matching needs against a range of solution options in order to find the type of solution that is the best fit, which has unique content requriements of its own. Content at this stage should focus on helping buyers differentiate vendors that offer the ideal solution, and arming them with the information they will need to address the questions and concerns of other influencers. Clearly communicating features and functionality, demonstrating return on investment and total cost of ownership, and sharing details around service. Trying to understand the home loan process. Staying informed throughout the process. Trying to understand what I am signing / complexity of contracts. Alternate staffing models Developing agent productivity Improving workplace productivity
  71. 71. Buyer Personas and Content Mapping (Illustrative) Emotional Persona (1st home buyers, new family home etc) HOME LOANS CAMPAIGN Questions Content Articles Educational tips Case Studies Whitepapers Customer references Welcome kit Social Media Webinars Testimonials Pricing / licensing ROI calculator Training White papers Web site Features / benefits How to buy Live demo Customer newsletter Blogs SEO Competitive and product comparisons Events Product awards Video Analyst reports Data sheets FAQ's Checklists Infographics Product spec sheets eBooks Customer stories Playbooks Industry insights Guides Product/service fact sheets Where can I find expert advice? What do they offer? Leading, solid product/company? Where can I find information on properties prices? Are their customers satisfied? Recommended by customers and analysts? Where can I find opinions and ratings on lenders? Do they fit my need? Meets or exceeds my needs? Who can I call? How can I easily evaluate/compare? Can I afford to buy & implement? Do they meet my expectations? How can I easily purchase? Where's the best place to go for information on properties? Do they have a specialist / partner in my area?Why should I choose them? Why buy now? How much can I borrow? What do analysts say, are they a leader? Can I purchase online? Is company viable?
  72. 72. You Must Audit, Map and Create Content for Buying Stages Mapping Your Buying Stages Now that you’ve defined your personas, you need to create a buying journey that will convert these personas into customers. A buying journey maps a buyer’s decision making process during a purchase. Mapping this allows you to: • Understand the process your buyers go through when considering your product or service • Develop a content strategy that speaks directly to buyers, regardless of their stage in the buying journey
  73. 73. You Must Audit, Map and Create Content for Buying Stages
  74. 74. You Must Audit, Map and Create Content for Buying Stages
  75. 75. You Must Audit, Map and Create Content for Buying Stages
  76. 76. Easy to Manage & Automate Content/Nurturing with right Tools
  77. 77. Nurture Campaigns, Simple to Manage & Automate - Video
  78. 78. Nurture Campaign Content – 4-1-1 Rule • For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others. • What’s great about this approach is that it lets you engage in the conversation, build awareness, and keep in touch with your followers without coming across as pushy or too “me” focused. We’ve been trying to follow this approach for our Twitter updates as well as our Facebook updates, and so far results are positive. • The 4-1-1 rule can also apply to your lead nurturing using email. Formally, lead nurturing is the process of building a relationship with prospects that are not yet sales-ready by conducting an informative dialog, regardless of budget, authority, or timing. Less formally, lead nurturing is the art of maintaining permission to “keep in touch” with potential customers as they educate themselves, with the goal of being top of mind when they are ready to move into a buying phase. • This is where the 4-1-1 rule can apply. As you plan out the cadence of emails you’ll send to prospects, try scheduling four educational or entertaining emails mixed with one “soft promotion” (e.g. attend an event) and one “hard promotion” (e.g. download a free trial or apply for an account).
  79. 79. Right click and clone event Webinar Integration – Gotowebinar, On24, WebEx
  80. 80. Anonymous Known Dynamic Landing Pages
  81. 81. Notifications, Alerts, Workflow
  82. 82. Lead Scoring • Lead scoring ranks a prospect or lead’s level of interest and sales readiness according to a pre- determined scoring methodology.
  83. 83. Marketing Automation - Lead Scoring • Lead scoring ranks a prospect or lead’s level of interest and sales readiness according to a pre- determined scoring methodology. • Marketing communications are customised to match the prospects characteristics and degree of sales-readiness. • Every activity the prospects or lead does is given a score. • When the scores reach a pre-determined threshold, the prospect or lead is deemed Marketing Qualified and therefore sales-ready and transferred to the sales team.
  84. 84. Marketing Automation - Lead Scoring
  85. 85. InterestAwareness Consideration Action Prospect Emailed Invitatio n to BI Event Opens Email, Clicks link, Visits Landing Page Inside Sales Calls and Qualifies Lead Re- enforcing Email Topics 10 points Registers/ Attends Online Home Loans Q&A 20 points Visits Website and Uses Home Loan Tool 15 points 25 points Qualified Lead is Passed to Sales 5 points Receives Email for Home Loan Calculator Tool 5 points Receives Email Invite to Home Loans Online Q&A 5 points 0-25 Points 26-75 Points 76-100 Points How Lead Scoring Works in an Automated Marketing Context Prospect Receives Email for Home Loan Promotion
  86. 86. InterestAwareness Consideration Action Visits Campaign Landing Page 10 points Completes Request an Appointment Form 35 points Qualified Lead is Passed to Sales 5 points Receives Email Confirmation Appointment Request 5 points 0-25 Points 26-55 Points 56-100 Points How Lead Scoring Works in an Automated Marketing Context Prospects Searches for Home Loan
  87. 87. Content & Behavioural Scoring – Active vs Latent BehaviourContent Scoring Attributes Example of Active vs Latent Behaviour. Two different prospects with same score but with different behaviour and time.
  88. 88. Explicit & Implicit Data Explicit: What a prospect tells us / what we know Implicit: What a prospect does
  89. 89. Content Scoring and Optimisation Constantly reviewing what content works throughout the funnel. In this example, 95% of all opportunities visited the ‘Pricing Details Page’. You could look at all of your content and see whether Leads, Opportunities or importantly Conversions/Sales and viewing / engaging with it and when.
  90. 90. Social Scoring
  91. 91. Marketing Automation – Prospect / Lead Characteristics • There are three Qualification Characteristics; Demographics, BANT (Budget, Authority, Need, Timing) and Behavioural Indicators. • Characteristics are critical signifiers that determine the sales-readiness of a prospect or lead.
  92. 92. Progressive Profiling • Ask the minimum upfront, then ask a time based and or contextual question on next visit. Key information already filled out, also encourages prospects to keep their details up to date.
  93. 93. Progressive Profiling
  94. 94. Progressive Profiling Example 1st visit 2nd visit 3rd visit With a Marketing Automation solution, a prospect or customer’s details can be ‘remembered’ and pre-populated on forms. If information presented to a prospect or customer is wrong, ie. Email they are more likely to correct it and therefore the data stays clean and up to date. On subsequent visits, it allows us to ask one or two additional questions (progressive profiling), ie. One time based and the other contextual based on the content they are consuming / engaging with.
  95. 95. Operationalising the Capability • Operationalising the capability is critical. Organisational structure/alignment, Centres of Excellence and clearly defined roles and tasks are crucial. How does all this work in terms of specific roles like Marketing and Sales?
  96. 96. Centralization of Marketing Automation Regardless of a MA’s level of centralization, specific functions must always be centrally administered. Centralized Hybrid, centralized Hybrid Hybrid, decentralized Decentralized <5 % 25 % 35 % 20 % 15 % Centralized: Required • Opt-out management • User management • Security settings • Field mapping • Upload policy • QA Policy • Data standards Centralized: Recommended • Touch governance • Templates • Lead scoring • Lead routing • Suggested reports• Data management • Large-visibility programs 96
  97. 97. Primary Owner of Marketing Automation Though Marketing Automation can be administered in many organizational structures, it is often located in one of three areas. 97 Marketing Operations • Internal skills gap; specialization of labor • Multiple programs/campaigns • Highly integrated with corporate systems and dependent on data Field Marketing 15% Marketing Operations 75% Other 5% Demand Center 5%
  98. 98. Primary Owner of Marketing Automation Though Marketing Automation can be administered in many organizational structures, it is often located in one of three areas. 98 Demand Center • $1B+ in revenue • Outsourced program execution • Hubs of expertise Field Marketing 15% Marketing Operations 75% Other 5% Demand Center 5%
  99. 99. What the Program Requires - People• There are already some case studies and best practices relating to marketing organisational structures and the types of skills & resources required to excel at Marketing Automation, Inbound and Outbound Marketing. • Before we look at some options, it’s important to understand five key characteristics of a successful marketing team in this new era of marketing: 1. Strategy 2. Focus 3. Cross functional 4. Agile 5. Data driven • Here are some organisational design options and a recommendation……
  100. 100. What the Program Requires - People• Example 1 MARKETING LEADERSHIP TEAM Hires, manages & develops marketing teams; allocates budgets, develops strategy. BRAND & BUZZ Objective: Generate brand awareness TOFU Objective: Attract Leads MOFU & BOFU Objective: Nurture & Close Leads KNOWLEDGE & EVANGELISM Objectives: Deepen product awareness MIT Objective: Make stuff • PR • Brand • Company Blog • Events • Content • Co-marketing • Affiliate Marketing • Display • PPC • Email • Landing Pages • Webinars • Calculators • Demos / Assessments • Product content • Sales training • Marketing training • Customer events • Centres of Excellence • Tools & apps • Internal marketing tech • Innovation pilots T E A M R E S P O N S I B I L I T I E S / A S S E T S • Direct & branded search traffic • PR coverage • Reach • Visitors • Subscribers • Downloads • Names • Prospects & Leads • Conversion rates • Lead quality • Optimisation • Product awareness • Product buzz • Sales SLA’s • Tools adoption • Traffic / downloads / users of tools & apps • Marketing productivity T E A M M E T R I C S
  101. 101. What the Program Requires - People• Example 2 CROSS FUNCTIONAL TEAM (Needs a RACI or ORAP model) BRAND & BUZZ DEMAND GEN CONTENT & CREATIVE NURTURING ANALYTICS KNOWLEDGE & EXCELLENCE • PR • Brand • Company Blog • Events • Co-marketing • Affiliate Marketing • Display • PPC • Display • Social ATL • Research Content • Content Strategy • Content Mapping • Content Creation • Content Optimisation • SEO • Develop, deploy, track & optimise Nurture Campaigns • Power user for Marketing Automation tools • Measure, monitor & track all Marketing Activity • Analyse and develop insights and recommendations • Reporting T E A M R E S P O N S I B I L I T I E S / A S S E T S • Marketing Training • Sales Training • Centre of Excellence • Best Practices • Innovation pilots
  102. 102. What the Program Requires - People• Example 3 MARKETING LEADERSHIP TEAM Hires, manages & develops marketing teams; allocates budgets, develops strategy. CONTENT CREATION Objective: Attract and Convert Leads DEMAND GENERATION Objective: Attract Leads LEAD MANAGEMENT Objective: Nurture & Close Leads KNOWLEDGE & EVANGELISM Objectives: Deepen product awareness MIT Objective: Make stuff • Content Strategy • Content Mapping • Content Creation • Content Optimisation • PPC • Display • Social • SEO • Campaign development & management • Email • Landing Pages • Webinars • Calculators • Demos / Assessments • Product content • Sales training • Customer events • Analyst relations • Tools & apps • Internal marketing tech • Innovation pilots T E A M R E S P O N S I B I L I T I E S / A S S E T S
  105. 105. Marketing & Sales Alignment • For the Marketing Automation pilot to be truly beneficial and successful, it is very important to ensure Marketing & Sales are aligned and this alignment piloted as part of the project. • If the pilot works correctly and effectively then it will drive better quality leads and importantly when the prospect is likely to be ready to buy. If these leads are not passed onto sales and dealt with immediately (within minutes or hours) then much of the effectiveness of the program will be negated because we will not be able to see relevant conversion rates for the leads generated and therefore the necessary insights into which channels, tactics, content and programs are working (or not). • An aspect of Marketing Automation is Sales Force Automation in combination with SLA’s. Both of these components need to be established prior to the execution of the pilot.
  106. 106. 1. Strategy & Leadership 2. Digital Marketing Platform 3. Connected Sales & Marketing 4. Digital Ignition Digital Marketing Mission: More measured digital interactions with customers Core Components for Digital & Integrated Marketing Succes
  107. 107. A cohesive, consistent and strategic framework for planning, prioritising, executing and evaluating digital marketing activities  Efficient and productive processes  Clear roles & responsibilities  Relevant & effective documents (brief’s etc)  The right skills and resources  A better understanding of how digital aligns/ interconnects with offline tactics  Insightful and actionable KPI’s, timely analysis and regular reporting  Appropriate tools & infrastructure Our single biggest priority is to operationalise digital marketing @ CBA focusing on the basics and then scaling and advancing from there: A more audience & customer- centric marketing approach  Develop more relevant digital experiences which address customer goals & needs across the entire user journey  Build better online experiences which utilise industry best practices  Overall top down audience centric prioritisation and experience governance model  Activate & Engage New Users  Surprise and delight with the right content & scenarios  Build advocacy Acquire new leads, accelerate purchase decisions, nuture leads and increase customer satisfaction  Acquire new leads  Accelerate purchase decisions across the entire sales & marketing lifecycle  Successfully nurture, retain, up-sell and cross-sell new and existing leads  Lower the cost of lead acquisition & retention  Increase customer satisfaction through more timely and relevant messaging, content and engagement How will your organisation Master the Art of Digital?
  108. 108. 1. Shifting the Marketing Mix 4. Measurement, Analytics & Insights 3. Core External Capability: Our Agencies 2. Core Internal Capability: Organisation’s Digital & Online Network 5. Building an Organization of Great Digital Marketers Digital Ignition: 5 Strategic Pillars
  109. 109. Digital Marketing Readiness Pillars - Assessment MarketerDrivenMarketDriven Audience Digital Adoption How relatively sophisticated are digital users? Availability of Credible Research & Planning Tools What Media consumption/digital behaviour research and planning tools are available? Digital Media Landscape How relatively sophisticated is the publishing community? Capitalising on Internal Assets Are our internal digital assets being leveraged for Marcom? Embracing Digital for Marcom Are the local teams increasingly transitioning to Digital as Core Marcom element? Following Digital Best Practices Are Digital Best Practices being deployed to meet marketing Objectives? Digital Readiness Program
  110. 110. DIGITAL CENTRES OF EXCELLENCE THE 8 COMPONENTS OF A COE Marketing Automation/Lead Nurturing (MACOE) Provides marketers with on-demand information for all aspects of marketing automation, lead nurturing, lead scoring, landing pages, A/B testing and individual prospects and customer targeted best practices. Online Advertising (OCOE) Provides guidance for planning, execution, and optimization of online advertising campaigns and enables more effective online advertising. Search (SCOE) Centralized set of resources for Search Engine Marketing (SEM) to maximize ability to deliver and retain more qualified traffic to from search activities and encourage marketers to make greater use of SEM. Measurement (MCOE) Prescriptive framework and guidance for consistent measurement, reporting, analysis, testing and optimisation to increase online marketing campaign effectiveness and efficiency. Cross COE frameworks and guidance for strategy, tools, resources, communications, measurement and skills Campaign Site (CCOE) Prescriptive guidance for campaign landing environments to increase online marketing campaign effectiveness and efficiency Strategy Process Policy Tools Resources Communication Measurement Skills Operationaliz e Digital Marketing through COE deployment: Training, resources, skills development Digital Marketing Centres of Excellence: DCOE
  111. 111. Increase search marketing skill set of CBA marketers and our agency partners through training/education of strategy, process and policy Evangelize best practices Provide business requirements for improving/new tools, either internally or for our external partners STRATEGY Create a best-in-class SEM capability by building a road map with our agency and marketers (enables us to advance CBA digital marketing leadership) PROCESS Ensure consistency and integrity of processes and manage process change and optimization Streamline processes and reduce redundancies POLICY COMMUNICATIONS HUMAN RESOURCES SKILLS DEVELOPMENT TOOL REQUIREMENTS REPORTING/ OPTIMIZATION Ensure adherence to CBA privacy standards, brand standards, vendor management, cross-country, etc Develop SEM scorecard, set performance benchmarks, build robust testing plans, analyze results, optimize efforts Scope (in order of priority) Description Deliver updates to marketers on the SCOE, including, but not limited to process & policy changes, aggregate SEM performance, new tools, etc. Central core team to drive SEM leadership Extend team to drive input to enable better relevance to corporate and field organizations Example: Search Centre of Excellence
  112. 112. Example:
  113. 113. Lead Management Program Definitions • Before embarking on a Marketing Automation / Lead Management journey, it is critical that EVERYONE in your organisations is on the same page in terms of definitions and taxonomies.
  114. 114. Lead Management Terminology • CBA Revenue Cycle Glossary* # Terms Definitions Additional Description 1 Awareness This is pretty self explanatory. This is all of our Branding Activities and Content Creation across Inbound Marketing (Owned and Earned Media) and/or Outbound Marketing (Paid Media & Call Centre) which our target audiences are exposed to. All of this activity generates Traffic, Educates Prospects, Builds Brands, Produces Thought Leadership and can even help Reduce Churn. It is critical to measure this activity correctly as a “Lead Source” (also whether Inbound or Outbound) as the ability to determine lead source performance is critically important and therefore the Source Taxonomy is critically important as well. 2 Names Name of an individual along with some basic contact details, for example; First Name, Surname, Email Address and possibly Address, Phone Number, Job Title. This is the entry point for everyone. We know little about their specific needs, their intent, their fit or where they are in the buying cycles. 3 Prospect These are qualified and engaged contacts which could buy from us at some stage but are not yet ready to engage with sales. They become a qualified prospect based upon behavioural lead scoring. For someone to move from simply a name to a “prospect,” they must conduct meaningful interactions with us. For example; a visit to our website and either fill out a form, download content or use an online calculator. At this point the Contact undergoes demographic lead scoring. Using this scoring, a prospect is, “the right kind of person at the right company.” Many organisations actually define all of their Prospects as Leads but this overestimates the quality of the Prospect. 4 Marketing Lead These Marketing Lead or Marketing Qualified Leads (MQL) are prospects which have shown enough behavioral engagement or buying intent that we want to call them to ensure they are ready. An MQL is a lead deemed worthy to be handed off to sales. Sales should have the ability to reject an MQL for a handful of basic reasons, including procedural (lead has been incorrectly routed), clerical (the prospect record is incomplete or inaccurate) or definitional (the lead does not meet target market, activity or lead-level thresholds). 5 Sales Lead These Sales Leads or Sales Accepted Leads (SAL) have been qualified by Marketing, based upon criteria agreed upon by both sales and marketing, as sales ready by our Inside Sales tele-qualification teams or by active and or latent behaviour. Salespeople who accept MQL’s are simply acknowledging that the leads they’ve received meet the agreed-upon criteria in the SLA. Leads should be reviewed and accepted or rejected by sales prior to attempting contact. 6 Opportunity These Opportunities or Sales Qualified Leads (SQL) are Leads which have been successfully qualified and now constitute a sales pipeline. Therefore these opportunities will contribute to a sales forecast. Many companies, more commonly those with complex decision cycles, have additional stages even within the Opportunity stage to more accurately reflect, forecast and provide confidence around longer sales cycles. 7 Sale We have successfully closed an opportunity and won either new customer business or new business from existing customers (up sell / cross sell). This is our final phase showing the ultimate result of our opportunities. It is important here to distinguish between net new customers / business and new business / sales from existing customers. However, both should use the same definition for a successful sale or deal. *The key difference between 1,2,3,4 and 5 is Buyer Fit and Intent
  115. 115. Lead Management Terminology • Generic terms Terms Definitions Account Companies or organisations; these can be prospects, customers, partners or even competitors. Lead An individual or company that has the potential of doing business with our organisation. Most organisations actually incorrectly define their Prospects as Leads which is a significant over estimation of the readiness of these people to buy and therefore an overestimation of the quality of the Lead.
  116. 116. Lead Management Terminology • Marketing AutomationTerms Definitions Description Marketing Automation The use of technology to manage and automate the process of converting prospective customers into actual buyers. B.A.N.T. The acronym for Budget, Authority, Need, Time - fundamental ways to determine the sales readiness of a lead. Lead Management The process of generating revenue from leads by collecting, qualifying and interacting with individuals and/or organizations in relevant ways throughout the buying process. Revenue Cycle A new way of looking at the traditional sales cycle, the revenue cycle starts from the day the organization first meets a prospect and continues through the sale and beyond to the customer relationship. Trigger An event based on a change or update in status, demographic information, or user behavior that causes a lead to proceed along a specific workflow branch or new path. Workflow A pre-determined path of interactions for individuals to experience based on their profile, demographic, and/or behavioral data with the goal of nurturing and building relationships. Campaign Management The process of creating, executing, and measuring marketing programs directed at specific audience segments.
  117. 117. Lead Management Terminology • Lead NurturingTerms Definitions Description Lead Nurturing The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. Closed Loop Marketing Campaigns that send communications based on a prospect’s previous actions and their place in the buying cycle. Incoming Lead Processing Campaign What you do and how you act when you first meet someone will affect how he or she perceives you from there on out Drip Campaign A series of scheduled emails that deliver thought leadership to prospects that have opted in to receive marketing communications. Accelerator Campaigns Campaigns that attempt to move prospects along the buying cycle faster by providing relevant “nudges” triggered by specific buyer behaviors or sales updates Stay In Touch Campaign Campaigns that “drip” out relevant content to prospects over time, helping to educate them and build trust and credibility for your company. Lead Recycling The process of passing a lead from sales back to marketing because a lead was not yet ready to buy. Lead Lifecycle Campaigns Campaigns that ensure movement and interaction with prospects, even if they are not ready to buy or sales does not engage
  118. 118. Lead Management Terminology • Lead Scoring Terms Definitions Description Lead Scoring The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly. Explicit Data Information that a prospect provides that is unambiguous such as title, industry, company, etc. Implicit Data Information that is revealed by a prospect’s online behavior such as pages visited, and recency or frequency of visits. Qualified The lead characteristic of being ready to engage with sales—a definition that is agreed upon by marketing and sales according to the profile of an “ideal” customer and a scoring methodology. Decay Score If your prospect hasn’t had any activity for a certain period of time, say two weeks, and then you might want to automatically deduct points. Based on inactivity, sales recycling, or other behavioral triggers. Threshold A score used to determine whether or not a specific action should be taken on a lead. Depreciation The ability to automatically lower a lead score due to inactivity, status change, or any other attribute that signifies a decrease in the level of interest – sometimes known as Lead Degradation and Score Decay. Active Behaviour Active buying behavior identifies “hot” leads based on activities that demonstrate sales readiness and current interest. Active vs. Latent buying behavior is complex and multi-dimensional. You need systems to evaluate and value different kinds of behavior. The most important distinction lies between active vs. latent buying behavior. The benefits come from adjusting your scoring accordingly. Understanding the difference is crucial. For example, imagine two similar prospects exhibiting different behaviors. One has downloaded an RFP, watched a demo and visited the pricing page - all very active buying behaviors. The other prospect has made several repeat visits to the same page over a longer period of time with no implicit interest in your product or service. While these prospects might both achieve the same overall engagement, one is active while the other is latent. When creating a lead scoring model it is important to ensure you are able to adjust your scoring to take these different buying behaviors into account. Latent Behaviour Latent buying behavior, on the other hand, involves lower engagement activity.
  119. 119. New Marketing Metrics • Insightful and Actionable Data
  120. 120. ‘Silly’ Marketing Metrics • Too many organisations and too many marketers are using what I call ‘silly’ metrics to ‘measure’ marketing and in most cases have also inadvertently created a tsunami of un-actionable reports. • There are generally two categories of ‘silly’ marketing metrics:
  121. 121. Within Each Opportunity, Start with Questions, Not Data…. Traditionally, organisations are tempted to start by gathering all available data before beginning their analysis. This leads to an all-encompassing focus on data management – collecting, cleansing and converting data – with little time or energy or resources to understand its potential uses. It also usually results in data being trapped in legacy systems which the marketing tools and applications cannot access and use in real-time.
  122. 122. Marketers Struggle With Measurement in Four Fundamental Ways1. Action without data • High level goals without supporting metrics to define them • Measurement intended, but not delivered (technology, budgets…) 4. Context without action • No plans for improvement, continue as before • Actions “miss the window” to be effective 2. Data without insight • Unread reports (everyone gets 7+…) • Data used to justify current activities vs guiding new ones 3. Insight without context • Confusion on which measures are “right” and deserve focus • Little proven business value from web behaviours (“visits / impressions”)
  123. 123. Four KPI’s Summarise Marketing Impact** Marketing Generated Revenue % of sales revenue uniquely created by marketing 10% to 47% Marketing Influenced Revenue % of sales revenue touched by marketing 30% to 82% Investment-to- Pipeline Average cost of demand creation of sales revenue 1% to 4% Investment-to- Revenue Average revenue generated from $1 invested in demand creation$5 to $20+ *Cross-industry averages ** CSAT or NSAT would be another critical metric
  124. 124. Six Metrics Diagnose Marketing OpportunityDatabase % database with bad/ incomplete records 25%+ Inquiries Raw responders or hand raisers (Awareness to Names) 2-5% Marketing Qualified Leads (MQLs) Leads ready to be qualified (Contacts to Leads) 4% to 8% Sales Accepted Leads (SALs) Leads accepted by Sales 45% to 75% Opportuniti es (Sales Qualified Leads - SQLs) A lead that is opportunity in pipeline 45% to 60% Opportunity -to-Sale Leads that have closed 20% to 30% *Cross-industry average conversion rates
  125. 125. Diagnostic Metrics - Example
  126. 126. Metrics to Diagnose Marketing Operational Performance Operational Performance Operational performance KPI’s are what marketing managers and marketing management review to look at the high level operational performance of their marketing effort and activities either by campaign and or channel / tactic.
  127. 127. Top Drivers of Satisfaction for the Field Potential NSAT Impact H1 FYxx Net Score ∆ 6 Months ∆ 12 Months ∆ 18 Months H1 FYxx Driver Rank 1.1 125 -9 -1 -6 21 0.7 113 -9 -1 -1 3 0.6 104 -3 +2 -2 18 0.6 77 -4 +6 +6 9 0.4 105 -16 -5 -8 2 0.4 109 -7 +3 +1 23 0.4 107 -4 +1 +1 16 0.3 93 -9 +1 -7 13 59% Somewhat Satisfied Swing Voters To prevent the “At Risk” population from moving to DSAT, prioritize efforts to improve: To move the “Leaning” population to VSAT, prioritize efforts to improve: •Demonstrates an understanding •Helps me understand the software roadmap •Has appropriate frequency of contact •Demonstrates an understanding •Products are easy to install •Is knowledgeable of tech solutions H1 FY09 H1 FY08 DSAT 16% DSAT 15% At Risk 2% At Risk 2% Neutral 54% Neutral 51% Leaning 3% Leaning 6% VSAT 25% VSAT 26% IT Pro Quality Cares Value Innovative Trust Security Ease Resources NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months NET ∆ 12 Months Microsoft 104 -5 85 +2 73 -4 111 -4 103 +4 87 +2 79 -7 115 +2 IBM 144 +22 124 +26 121 +29 125 +9 133 +14 119 -10 114 +16 123 +17 Red Hat Linux 134 118 150 125 128 142 107 121 Oracle 104 102 81 96 105 111 100 107 Sun 128 115 121 132 120 131 109 121 Symantec 117 +4 101 +3 108 -5 115 +10 125 -2 129 -4 108 +9 101 -5 Qualitative Audience Performance Summary: Example Data Only Swing Voter AnalysisPerformance on H1 FYxx Drivers Competitive Analysis (Core Measures & Pillars) H1 FYxx Top Improvement Areas Lower price on products (incl. more competitive pricing) Licensing/improve licensing Easier licensing policy More reliable system (incl. less system crashes) Windows Vista Improved ease of use of products Verbatim Distribution 49% 55% 46% 40% 4% 5% 5% 10% 15% 15% 10% 14% 22% 14% 20% 18% 9% 8% 17% 15% H1 FY4 H2 FY3 H1 FY2 H2 FY1 Verbatim Themes Product (Net) Security (Net) Resources (Net) Ease of Doing Business (Net) Cost (Net) Scores showing significant improvement Scores showing significant decline Metric Leader NSAT VSAT DSAT H1 FYxx Base SizeH1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos. H1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos. H1 FYxx ∆ 6 Mos. ∆ 12 Mos. ∆ 18 Mos. 109 -8 -2 0 25 -2 -1 +3 16 +6 +1 +3 403 NSAT Performance 0.2% 0.2% 0.1% 0.4% 0.2% 0.2% 0.3% 0.2% 0.9% 0.5% 0.5% 0.2% 0.2% 0.2% 0.1% 0.1% Products are relevant to my needs Resources help me do my job better Products are reliable Products are secure from vulnerabilities Products are easy to maintain Resources help me get the most of our products Resources help me connect to the IT community Communicates business value Share of impact moving DSAT to SSAT Share of impact moving SSAT to VSAT Getting the right quantitative data is only half of the marketing measurement equation. Equal effort and investment must be made into Qualitative Measurement as it provides insight into behaviour, drivers and needs.
  128. 128. Example: Qualitative Optimisation Priorities Example Measuring the NSAT (CSAT – DSAT * 100) opens up other critical performance and operational insights and can help identify important issues which quantitative data will not identify.
  129. 129. CBA Should Have Organisational Wide – Data CardData Card: Dynamic universe sizing and reporting capability supporting audience management and campaign planning. How does the Data Card enable greater audience management and campaign planning strategy? • Dashboard view with quick filtering capability. • Detailed visibility into customer & prospect universe (including non- contactable) by segment, audience, sub-audience, region, etc. • Historical data visibility enables trend reporting for reach, contactability, and touch metrics. • Customizable standard report views, pivot table report, and Excel download capability for all reports.
  130. 130. Sample Reports • Embedding Real Time and On Demand Insights with Marketers to Empower More Effective Marketing Planning, Execution and Optimisation.
  131. 131. Sales Performance Reporting
  132. 132. Sales Performance Reporting
  133. 133. Sales Performance Reporting
  134. 134. Sales Performance Reporting
  135. 135. Sales Performance Reporting
  136. 136. Sales Performance Reporting
  137. 137. Sales Performance Reporting
  138. 138. Closed Loop Analytics - Revenue Performance Management
  139. 139. Closed Loop Analytics - Revenue Performance Management
  140. 140. Closed Loop Analytics - Revenue Performance Management
  141. 141. Closed Loop Analytics - Channel performance & Velocity
  142. 142. Closed Loop Analytics - Single view of customer (Detailed)
  143. 143. Closed Loop Analytics – Individual Lead & Customer Behaviour
  144. 144. Easily Track and Measure Nurturing Campaigns
  145. 145. Social Analytics
  146. 146. Email Analytics
  147. 147. A/B Testing - Email, Landing Page and Forms
  148. 148. Revenue Cycle Analytics Key topic areas: • Balance • Flow • Conversion • Velocity Filter/Drill into data, e.g. by Program Type, Business Unit, Geography etc. Trends over time Measure key metrics associated with each stage of the marketing & sales funnel: • Balance of leads in stage • In flow • Out flow • Conversion rate • Velocity (time in stage) Then have the ability to filter this information by
  149. 149. Revenue Cycle Analytics
  150. 150. Revenue Cycle Analytics
  151. 151. Sales Insight • Embedding Customer Behaviour and Marketing Engagement Insights to Human Channels to Empower and Enable Sales
  152. 152. Sales Insight – Basic Lead / Contact Details in Salesforce
  153. 153. Sales Insight – Enhanced Customer Details in Salesforce Standard Salesforce Contact Record Sales Insight Information embedded in Salesforce or Dynamics CRM or SAP
  154. 154. Sales Insight – Individual Lead / Customer Behaviour
  155. 155. Sales Insight – Individual Lead / Customer Behaviour
  156. 156. Sales Insight – Individual Lead / Customer Behaviour
  157. 157. Sales Insight – Prioritising Hot Leads for Sales
  158. 158. Sales Insight – Individual Lead / Customer Behaviour
  159. 159. Sales Insight – Lead Behaviour Notifications for Sales Sales or marketing can setup real-time Email and or SMS alerts to let them know of specific prospect or key customer behaviours.
  160. 160. Sales Insight - Mobile RSS Feeds for Mobile Sales Teams
  161. 161. Timely Follow up • As Marketing Automation identifies prospects and leads when they are ‘hot’ and ready to speak to sales / buy, it is critical that they are followed up immediately. After 5 minutes, conversion rates drop off 100 fold.
  162. 162. Contacting Hot Leads – Benchmark Data
  163. 163. Hot Leads Must Be Followed Up Quickly If a ‘hot’ lead is generated / identified it is critical to follow up the prospect / customer as quickly as possible. Conversion rates drop 100 fold after 5 minutes.
  164. 164. No Lead Left Ever Left Behind – Alerts & Escalations
  165. 165. How Does it Work? • Scenario of Marketing & Sales Alignment – Marketing Automation + Sales Force Automation.
  166. 166. Customer Scenario
  167. 167. Anonymous person searches for ‘Home Loan’ clicks link A score would be given for visitor behavior. For example a higher score of 10 might be given for the search term ‘Commonwealth Bank Home Loan’ vs a score of just 5 for ‘Home Loan’.
  168. 168. Visits our Home Loan Page Scores can be given for visiting specific pages. For example, visiting a pricing page could generate a score higher than a general product page.
  169. 169. Anonymous person submits form, becomes ‘known’ Name A score high enough (ie. 50) to automatically push a visitor above the threshold score which determines whether a Lead is a ‘Marketing Qualified Lead’ would be given for completing an online ‘Contact Us’ form.
  170. 170. Inside Sales Receives Email Alert of Qualified Lead These notifications / alerts can be as simple or complex as required. If Sales don’t follow up a Hot Lead within an agreed period, a follow up email can be sent and if still not followed up an email can be sent escalating it to a manager. All of these SLA’s can be reported on to determine which branch / sales person is or isn’t meeting agreed SLA’s.
  171. 171. Inside Sales Clicks on Link in Marketing Qualified Lead Email Which then Opens the Record in Salesforce
  172. 172. Inside Sales Immediately Changes the Status of the Lead
  173. 173. Inside Sales De-Dupes, Cleans & Adds Value to the Data In addition to de-duping and merging any duplicated records in your CRM, an Inside Sales Development Rep (part of Marketing team) would also use a subscription to D&B or relevant equivalent to add value to the basic data. For example, Industry SIC code, correct Company Name, CAN/ABN, address etc.
  174. 174. Inside Sales then Qualifies the Marketing Lead • Doing human qualification of a marketing lead is critical to determining whether a Marketing Lead is indeed a real opportunity which can be passed onto sales. • Qualification is unique to individual companies, but typically it would include some or all of these components and the qualification notes would be entered into Salesforce: • Demographics • Behavioural Indicators • B.A.N.T. – Budget, Authority, Need, Time • Mandatory questions • Nice to have questions • Developed and agreed on questions with sales teams • An Inside Sales team would also look after inbound calls, online chat, outbound calls and can even manage lower valued accounts.
  175. 175. Inside Sales Logs the Lead Qualification Details which Records Activity in CRM for Sales Rep
  176. 176. Inside Sales can ‘Recycle’ or ‘Un-qualify’ Lead if they Determine it’s not a Real Opportunity to go to Sales
  177. 177. Lead is Recycled or Unqualified If the Lead is not yet ready to buy then they are ‘recycled’ which automatically puts them back into Drip Nurturing Campaign (stay in front). If the Lead is genuinely not interested or our organisation cannot help them with a specific product / solution then they need to be ‘unqualified’.
  178. 178. If Lead is Qualified, It Is Now Converted to Opportunity
  179. 179. Lead is Converted to an Opportunity, Opportunity Created
  180. 180. Lead is Routed, Distributed, Allocated to Sales Rep
  181. 181. Sales Rep Reviews Lead/Customer’s Marketing Engagement & Behavioural Information and then Contacts Them Before Sales contacts the Lead or Customer, they first review what product information, marketing activities the Lead or Customer has engagement with. Individually targeted cross sell and up sell messaging and offers could also be displayed at this point for the sales representative
  182. 182. Sales Team is Forced to Select Reason for Recycling or Un-qualifying the Opportunity (Feedback to Marketing) In order for Marketing and Sales to understand the effectiveness of marketing investments, the quality of leads and conversion rates, Sales are forced to select a reason for Recycling or Unqualifying a Lead.
  183. 183. During the Opportunity Engagement Stages the Sales Rep Must Update Opportunity Stages (Pipeline Management)
  184. 184. Or, Close Out the Opportunity when it is Closed/Lost
  185. 185. What Tools Do What? • It is critical to define, understand and explain what tool does what and when in context of Marketing Automation as well as any differences between systems and applications. • *In my view most organisations don’t have a Digital Marketing Platform (DMP) Vision which defines their systems, application and technology roadmap. It is crucial to define one first. See example Vision at end of this document.
  186. 186. Marketing Automation • Marketing Automation Delivers an Integrated Solution • We already know that marketing technology is not a new thing. For example, companies already use solutions for email marketing and Customer Relationship Management (CRM), so many marketers are confused. What does marketing automation replace, and what does it complement? Furthermore, how does marketing automation compare to other new technologies and marketing trends, such as content marketing, inbound marketing, and social marketing? • Many CRM systems already have a module for marketing, which is why marketers wonder whether they really need marketing automation to run their modern marketing departments. From a functional perspective, CRM systems typically do not provide functionality for things like email marketing, prospect behaviour tracking, and marketing program management. And it’s true that many CRM systems can be customized to handle things like automated campaign flows, lead scoring, and de-duplication. But it’s hard. • A marketing automation solution also delivers essentially all the benefits of an email marketing solution along with integrated capabilities that would otherwise need to be cobbled together using various standalone technologies.
  187. 187. Marketing Automation & CRM • Architecture of Marketing Automation vs CRM • If you dig into the design and capabilities, you’ll find that while CRM systems provide indispensable value to any kind of sales organization, the reality is that they fall short for most marketing departments. CRM systems are designed and optimized for a very different purpose, which is what creates the whitespace for marketing automation vendors. • Here’s a very high-level summary of how the two systems differ from a strategic and architectural standpoint.
  188. 188. Marketing Automation & CRM • Features and Capabilities of Marketing Automation vs CRM • Now, let’s take a comprehensive look into the specific capabilities of a marketing automation system compared to CRM alone.
  189. 189. Marketing Automation • Marketing Automation Delivers an Integrated Solution • We want confidence that the platform we buy will meet all of our needs today – meaning it works with the systems and processes we have – as well as any systems we may need to use in the future. At the same time, marketing as a whole is moving so quickly that there is a dizzying array of possible solutions we can use. • Complete marketing automation systems include functionality for lead generation, including online and offline events, pay-per click, and tradeshows, as well as organic programs such as social and content marketing. • While modern marketing automation started with email, many platforms today provide a single source of truth for everything you know about a prospect or customer. They combine information from your CRM system, social activity, your website and blog, buyer purchase history, and other behavioral information. With this complete view of a customer’s needs and interests, you can trigger relevant interactions at the right time, over any channel. • Today’s marketing automation systems directly provide or integrate with social capabilities including social profiles, campaigns, sign-on, and promotions. This means you can trigger marketing actions based on any of these activities, such as making a tweet, sharing a post, and so on. • Marketing automation is not just about new business. The same segmentation and nurturing capabilities can and should be used to develop and deepen relationships with customers, not just prospects.
  190. 190. Marketing Automation • A few of the categories that a robust Marketing Automation discipline should include are: • Dynamic campaigns. Enhance your campaigns with interactive online media, including rich videos, live chat, and rich display advertising. • Social campaigns. Manage multiple social profiles, schedule messages and updates, track brand mentions, and analyze social media traffic. • Top of the funnel. Most marketers today focus a significant portion of their time generating leads at the top of the funnel. Work with SEO and inbound marketing solutions, A/B testing solutions for your landing pages, and learn how to better serve your anonymous visitors to drive higher conversion. • Lead data enrichment. Data is the lifeblood of your marketing, so you’ll want to enrich and augment your data with the latest and best solutions available. • 360 degree view of online behaviours. To enhance lead scoring and relevance, you need to know everything your prospect does online – not just on your website, and not just when they are in the “lead to revenue” funnel. Go beyond your website and webinars; bring in behaviours from online communities, social networks, online videos and documents and more. • Content Marketing. In a world where attention is a scarce resource, the best marketers build their own audiences, rather than rent someone else’s. To do that you need editorial discipline and workflow, and the ability to curate and publish content on a regular schedule. • Lifecycle Marketing. Marketing is not just about conversion at the top of the funnel. It’s about identifying potential customers and being the voice of the customer throughout the entire lifecycle.
  191. 191. ADOBE SITECATALYST ADOBE CQ, TEST&TARGET, AUDIENCE MANAGER DIGITAL EXPERIENCE MANAGEMENT DAM Design Testing, A/B Testing 1. Multichannel Content Management Content Targeting, Personalisation Ad Targeting WEB ANALYTICS Heatmaps1. Reporting 1. Cross Device Analytics Segmentation MarketingAttribution CRM Forecasting Social CRM Email Integration 2. Database Approvals, Workflow, Automation 6. Analytics Sales Force Management& Automation Knowledge Management Order Processing Customer Service Contact Management 3. Reporting 1. GDW BI & PROPENSITY MODELLING SAS KXEN Tableau Existing CRM Frontline Systems REPORTING 1. Macro Web Analytics. For cross device website usability and performance diagnostics. For online publishing teams. 2. Micro Analytics. For end-to-end inbound marketingperformancemeasurement and optimisation.For marketers & executives. 3. For sales forecasting and pipeline performancemeasurement. For sales channels, sales managers ANALYTICS 1. Macro Web Analytics. For cross device website usability and performance diagnostics. For online publishing teams. 2. Micro Web Analytics. For end-to-end inbound marketingperformancemeasurement and optimisation.For marketers & executives. 3. Sophisticatedanalytics to assess demand generation and lead nurturing programmes using pre-built, interactivereal-time dashboards 4. Dashboards and analytics that allow you to see the performanceof your individual social campaigns, so you can test, tune and optimise them over time. 5. Sales dashboard with full insight into the hottest leads and opportunities as well as lead and customer engagement and behavior. 6. For sales forecasting and pipeline performancemeasurement.For sales channels, sales managers. DATABASE 1. GDW will always be a Consolidated Data Warehouse for all required data. 2. The CRM Database contains either a subset or all of the GDW customer related data for use in the CRM and MarketingAutomation System. 3. This Database becomes the Actionable ‘system of record’ for all marketingand customer engagement related data. MARKETING AUTOMATION 2. Lead Capture Forms & Landing Pages 2. Closed Loop Analytics Email Campaign Management Social Marketing 3. Revenue Cycle Analytics Workflow, Automation, Nurturing Lead Management& Distribution 2. Reporting 5. Sales Insight Segmentation, List Management 3. Database System of Record Lead Scoring 4. Social Analytics A/B Testing LANDING PAGES & FORMS 1. The CMS if for all persistent web pages, microsites and other more complex content. 2. MarketingAutomation provides the capability for marketers to quickly design, deploy, test and optimise simple landing pages and online lead capture forms.
  192. 192. Email and Online Marketing Batch Email Marketing Email Deliverability & Reputation Management Real-time Triggered Emails Landing Pages Forms A/B Testing Dynamic Content Mobile Optimised Sales Emails Progressive Profiling Hidden Form Field Population
  193. 193. Which Tool – Forms & Landing Pages Persistent Website Campaign Microsite CMS - Adobe A/B Testing – Adobe Content Targeting - Adobe CMS - Adobe A/B Testing – Adobe Content Targeting - Adobe
  194. 194. Which Tool – Forms & Landing Pages Lead Capture Pages / Basic Landing Pages CMS – Marketing Automation A/B Testing – Marketing Automation Dynamic Content – Marketing Automation Email Email – Marketing Automation A/B Testing – Marketing Automation Dynamic Content – Marketing Automation
  195. 195. Email and Online Marketing Component Description Batch Email Marketing Email marketing is the ability to create “what-you-see-is-what-you-get” (WYSIWYG) emails and newsletters with easy-to-use design tools, send emails to groups of customers and prospects, and track and report on deliveries, opens, and clicks. It gives you a complete view of email performance. Email Deliverability and Reputation Management Simply sending emails cannot impact revenue if the emails do not make it to the recipients’ inboxes. Since marketing automation typically replaces a stand-alone email service provider (ESP), your vendor should offer functionality and services to ensure inbox delivery. This can include opt-in management, bounce handling, unsubscribe processing, and suppression lists, as well as higher-end services such as dedicated IP addresses and capabilities like email preview, spam checking, link validation, and delivery monitoring. Real-Time Triggered Emails Triggered emails give you the ability to listen for specific customer behaviors and events and respond with an appropriate real-time email. For example, when a prospect clicks on a specific link, a sales rep logs a call, or a lead score goes above a certain threshold, you can automatically send the right message at the right time. Personalized, 1:1 emails based on real-time behavioral data can increase open rates by 50% and conversion rates by 350% (Jupiter Research). Landing Pages The landing page is an essential part of many marketing campaigns. By directing clicks to a landing page customized for a specific email rather than a generic home page, marketers can significantly improve their conversion rates. That’s why many marketing automation systems include the ability to build WYSIWYG pages with a graphical interface, without help from IT or the Online team. Forms Registration forms can be placed on landing pages, microsites, and corporate websites. When a prospect or customer fills out the form, it captures the activity and adds the lead to the database (if new). Some systems have “progressive profiling,” which are smart forms that recognize known visitors and ask different questions to build out the profile over time. Some systems also allow for “social sign-on,” letting users register on landing pages using their social credentials. A/B Testing (Emails and Content) An effective split-testing strategy drills into what works to maximize response rates, and can raise your conversions by 48% or more, according to MarketingSherpa. You can test emails (subject lines, copy, graphics, calls to action, frequency, timing, etc.) as well as landing pages, forms, and so on. Dynamic Content Emails and landing pages that have been customized for specific segments drive much higher engagement. Customize text, images, and calls-to-action based on criteria, including location, industry, job title, and much more. For example, send different messages to current active opportunities than to early stage prospects.
  196. 196. Email and Online Marketing Component Description Mobile Optimized As mobile devices become increasingly popular in business, the marketing system must support mobile-optimized emails and landing pages. Sales Emails This is the ability to personalize “from addresses” and signatures on behalf of individual sales reps, so that automated emails appear to come from the specific sales owner. Progressive profiling To easily create dynamic forms that recognize known visitors, prepopulate any existing fields, and gather additional information to complete lead records. Hidden form field population Based on a URL parameter or a cookie without custom code. For example, you might capture the lead source and search keyword as a hidden field.
  197. 197. Lead Management Marketing Database Single View of the Customer Segmentation Multi-touch Campaigns / Lead Nurturing Online Behaviour Tracking Lead Scoring and Grading Data Quality and Append Automated Sales Alerts and Tasks CRM Integration (Data Sync) Lead Lifecycle Workflows Sales Intelligence
  198. 198. Lead Management (contd…) Sales Campaigns Revenue Cycle Modelling Real-time, behaviour based trigger responses Advanced Segmentation IP Lookup Multiple Lead Scoring Models Separate Lead Scores for Lead Demographics & Behaviours Decay Score
  199. 199. Lead Management Component Description Marketing Database A marketing database is the system of record for your most important marketing assets: your leads and contacts. It should include more than the data in your CRM system, providing a rich view of all marketing interactions between each person and your company, including website visits, email clicks, scoring changes, data updates/history, and so on. Single View of the Customer The more powerful marketing automation solutions extend the marketing database to include data from third-party systems, social networks, in-house applications, and more. They provide a true single view of your customer and prospect. This enables the platform to trigger “right-time, right-message” interactions and extend beyond marketing into broad customer lifecycle management. Segmentation The ability to precisely micro-segment your database and target the exact right list of leads and contacts is essential to the success of all marketing activities. These filters should include a combination of demographic, household, and firmographic attributes (title, company size, location), as well as behavioral filters and CRM information. Here are some example lists: high-score leads in a particular region who visited your website in the last seven days; contacts at active opportunities who registered for an upcoming webinar; or prospects who received an email offer and did not click through but visited your website anyway. Multi-touch Campaigns / Lead Nurturing This is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on prospect behaviors and predefined campaign steps. This can include automated email marketing flows, but can also include other channels as well. Often, this capability is used to run lead nurturing workflows that are designed to maintain and deepen relationships with prospects over the long term. Online Behavior Tracking This is the ability to track which emails prospects open and click, what webpages they visit, what keywords they use, even what they say on social networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with your company. Lead Scoring and Grading With lead scoring, you automatically qualify leads based on demographics and BANT criteria as well as specific prospect behaviors, including recency and frequency. By tracking each of these factors and assigning appropriate weights to each, you get a comprehensive view of prospect interest and engagement. More advanced capabilities include reducing scores based on inactivity, and supporting multiple scoring models that separate demographic fit from behavioral interest, as well as scores for different products, divisions, etc. Data Quality and Append CRM data is often full of duplicates and missing records. This isn’t a problem for salespeople who work with one record at a time, but it’s hard to use for Marketing. Data quality is an essential underpinning to any successful marketing program, consisting of de-duplication, cleansing, and appending. De- duplication recognizes leads and contacts you already have in your database, prevents duplicates before they enter, and merges any duplicates that already exist. Cleansing standardizes data, such as titles and company names, and removes bad data, such as contacts that are no longer with the company. Appending means filling in missing or incomplete data by adding additional contacts to an account or filling in missing fields, such as phone number or industry.
  200. 200. Lead Management Component Description Automated Sales Alerts and Tasks This is the ability to create tasks automatically and provide real-time sales alerts over email, RSS, or mobile device. It can be important to ensure that Sales receives and acts on lead information in a timely fashion. CRM Integration (Data Sync) Marketing automation solutions have varying levels of integration with CRM systems. While some require manual mapping of fields, others do it automatically and maintain the connection over time. Some sync information in near real-time; others less frequently. Some systems provide access primarily to lead and contact information; others give access to opportunity and custom objects as well. This is a particularly complex area with high variance among solutions, so it’s worth taking the time to understand your needs and your vendor’s capabilities. Lead Lifecycle Workflows This takes marketing automation beyond email and web marketing, extending the workflow engine to integrate with the CRM system to create complete lead management workflows. It includes automated data field updates (e.g. update lead status based on changes to the lead score); automated list management; and lead routing / territory assignment rules. It also lets you ensure sales follow-up by creating tasks directly in the CRM system, reassigning leads if they don’t follow-up, and converting hot leads to opportunities. And it supports lead recycling processes, where sales leads are passed back to Marketing for further nurturing. Sales Intelligence Sales intelligence provides account executives with easy access to the key interesting moments and prospect behaviors, so they can focus on the hottest leads and opportunities —and know what the prospect wants to talk about. Some solutions provide reps with drill-in capabilities to see which emails are opened and clicked, which web pages the prospect visits, and how the lead score changes over time. Sales Campaigns Some solutions allow Marketing to create campaigns that Sales can add prospects into, or even run targeted campaigns of their own. Revenue Cycle Modeling This is the ability to define the stages for how leads flow through the revenue cycle, automate the rules for how leads move from stage to stage, and to provide an easy-to-understand framework for the sales and marketing process. It provides the foundation for establishing clear rules governing how leads transition from one stage to the next and assigning Service Level Agreements (SLAs) for lead response and disposition. Real-time, behavior-based trigger responses Real-time, behavior-based trigger responses—based on real-time behaviors, not just pre-set schedules. For example, if your customer visits a key webpage twice in one week, you might send him a special offer and alert the sales team immediately. Advanced segmentation Combine real-time triggers, demographic fields, and behavioral attributes in a single list.
  201. 201. Lead Management Component Description IP lookup By inferred company and geocoding by zip code, state, region, and so on. Multiple lead scoring models To track interest and engagement for multiple products or businesses. Separate lead scores for lead demographics and behaviors According to Benchmarks on Revenue Performance, companies that implement this kind of lead scoring enjoy 23% better sales productivity and a staggering 33% higher revenue growth than companies that only use demographic scoring. Decay score If your prospect hasn’t had any activity for a certain period of time, say two weeks, and then you might want to automatically deduct points. Based on inactivity, sales recycling, or other behavioral triggers.
  202. 202. Marketing Programs / Lead Generation Program Management Event Marketing including Webinars Cloning Program Import / Export
  203. 203. Marketing Programs / Lead GenerationComponent Description Program Management Manage marketing campaigns and programs across multiple channels, including online ads, video campaigns, mobile, virtual events, and social media. Create and optimize program assets such as landing pages, emails, campaigns, and lists. Track program objectives, results, and costs to assess the program ROI. Event Marketing including Webinars From attracting attendees to registration administration to post-event follow up, the event management lifecycle can be laborious. Event marketing capabilities streamline the entire event process, including personalized invitations, registration, reminders, and post-event follow up. They can also provide analytics, so know how many people have registered, how many attended, and so on. For online events, some marketing automation systems integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the process further. Cloning Each marketing program contains multiple emails, landing pages, campaigns, and lists, but many programs are similar in structure. The ability to clone an existing program can save significant time and resources, especially if your system makes it easy to edit all program parameters in one place and automatically update all the underlying assets (e.g. emails). Program Import/Export Some systems provide access to a shared library of pre-built verified programs and the ability to exchange marketing programs with other users. This means you can take advantage of their best practices to jump-start your implementation and see results faster and with less effort.
  204. 204. Social Marketing Social Sharing and Campaigns Social Campaigns Social Profiles Social Engagement and Promotion Facebook Registration Page Publication