Marketing Automation - BtoB Magazine

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Optimizing Marketing Automation

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  • Great presentation. Without complete, accurate lead data and without a clear target buyer profile, no Marketing Automation system can deliver optimal returns.
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Marketing Automation - BtoB Magazine

  1. 1. © 2013 B2B Fusion Group / Proprietary & Confidential DatePrepared for © 2013 B2B Fusion Group / Proprietary & Confidential June 2013 Jon Russo, Founder B2B Fusion Group Generate. Optimize. Close. MarketingAutomation–areasthatareoverlooked
  2. 2. © 2013 B2B Fusion Group / Proprietary & Confidential A Our data is incomplete, inaccurate, or missing the right ongoing hygiene processes B Our sales and marketing lead definitions are not agreed upon or consistently used in automation C Our existing marketing automation deployment is vastly underutilized D We don’t know how to prove marketing ROI E None of these – we have other issues What is your single biggest challenge of pulling of a successful marketing automation deployment? 2
  3. 3. © 2013 B2B Fusion Group / Proprietary & Confidential B2B Fusion: Providing the ‘HOW’ in Marketing ROI 3 CMO - Marketing What is the ROI of our Marketing Investments? How do we produce more sales ready leads? CSO – Sales How can we maximize sales rep selling time? How can we minimize sales rep distractions via our CRM data processes? How do we track, trend, and improve our performance as a combined sales & marketing revenue machine?
  4. 4. © 2013 B2B Fusion Group / Proprietary & Confidential • Data and its business impact: • High quality data correlates to 39% more closes & 66% more revenue • 25% of a field sales rep’s selling TIME is wasted with incorrect data • How the selling environment has changed: • For every 650 leads, 1 deal is closed in 19 months • 43% of B2B companies indicate that sales cycles have lengthened over the past three years The Situation 4 Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com
  5. 5. © 2013 B2B Fusion Group / Proprietary & Confidential Data hygiene processes: Not Sexy yet critical 5
  6. 6. © 2013 B2B Fusion Group / Proprietary & Confidential Nurture Fuzzy Sales & Marketing Definitions = Fuzzy ROI Define your lead lifecycle within your systems and with your sales and marketing teams 6 Inquiries MQL LGQL SQL Customers Prospect & Recycled (Marketing Qualified Lead) Sales Accepted Lead Sales Qualified Opportunity SALESMARKETING All Names Lead Gen Qual. Lead SAL LEAD GEN INSIDE SALES
  7. 7. © 2013 B2B Fusion Group / Proprietary & Confidential 43% of Business IT investments not living to full potential 85% of companies that have purchased marketing automation not living up to full potential 7 Description XYZ Today Annualized Estimated USD Cost People 33 Sales People $3,300,000 2 Inside Sales People 200,000 9 Marketing People 900,000 Programs Marketing Programs 900,000 Technology CRM: 132 Enterprise Licenses 198,000 Marketing Automation Enterprise License: 30k records 36,000 10 data source License: $.42/record 15,000 Annual Total $5,549,000 Gartner 2013, SiriusDecisions 2013 ...Accelerate progress by augmenting skills
  8. 8. © 2013 B2B Fusion Group / Proprietary & Confidential Marketing ROI – Harder than it looks, yet doable 8
  9. 9. © 2013 B2B Fusion Group / Proprietary & Confidential • Invest time in (unsexy) data processes • Define lead stages with sales & marketing and then your systems • Accelerate your own learnings to avoid the 85% underutilization syndrome • Anticipate Marketing ROI as a journey, not destination Key TakeAways 9
  10. 10. © 2013 B2B Fusion Group / Proprietary & Confidential Contact Information 10 Jon Russo www.b2bfusiongroup.com Jon.russo@B2BFusiongroup.com @b2bcmo
  11. 11. © 2013 B2B Fusion Group / Proprietary & Confidential Our Customers 11 Referenced by Forrester Research: 2011, 2012, & 2013 Best B2B Best Practices, KPIs, and Buyers Journey Referenced in Forbes 2012

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