Value of Marketing Automation


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Value of Marketing Automation

  1. 1. Marketing Automation Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster © 2013 Televerde, LLC
  2. 2. Executive Summary • The B2B Buyer has changed: need to proactively engage around educational topics • Leads need to be nurtured until they are sales-ready • Sales & Marketing need to be aligned more closely, creating a seamless buying process • There is an opportunity to turn marketing into a revenue driver rather than a cost center • Marketing automation provides a dramatic ROI: many benefits, low risk, modest investment © 2013 Televerde, LLC “Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost”
  3. 3. The Changing B2B Buyer • Buyers are seeking and finding more information on their own—they’re in control • There is an information abundance and we have to be heard through the noise • To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder • Companies need to interact with prospects early in the sales process, by providing relevant information in the early stages of the buying process © 2013 Televerde, LLC A recent report from Forrester found: “Buyers seek out 3 pieces of content about a vendor for every 1 piece sent by a marketer, and for every 1 piece sent from sales”
  4. 4. Changing Role • Buyers control their journey through the buying cycle; as much as 70% of decision is made before buyer engages with seller. • This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle. © 2013 Televerde, LLC
  5. 5. The Leaky Funnel • Poorly defined customer segments • Flawed lead qualification standards • Slow or no follow-up from sales • Lack of process • No sales and marketing alignment © 2013 Televerde, LLC
  6. 6. Plugging the Leak • Identify our buyer and understand the buying journey • Map sales and marketing practices to the buying journey • Use marketing automation integrated with CRM to deliver the right content to our buyer at the right time • Create lead scoring and nurturing programs that enable us to hand off warmer leads to sales • Measure and adapt based on testing © 2013 Televerde, LLC
  7. 7. Increase Productivity With Automation • Run more campaigns without expanding the marketing team • Create more consistent email follow-up • Example: automate event campaigns, including invitations, reminders, follow-up and reporting. © 2013 Televerde, LLC
  8. 8. More Qualified Leads with Lead Nurturing Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead • “79% of marketing leads never convert into sales. Lack of nurturing is the common cause of this poor performance”—MarketingSherpa • “Done right, lead nurturing can result in 50% more sales qualified leads at a 33% lower cost”—Marketo Email Benchmark © 2013 Televerde, LLC “Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads”
  9. 9. The Value of Lead Nurturing Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead Conversion: Inquiry to Qualified Lead Cost per Inquiry Cost per Qualified Lead Without Nurturing 27% $50 $206 With Nurturing 40% $50 $137.50 Source: actual data from software vendor © 2013 Televerde, LLC
  10. 10. Value of Lead Nurturing © 2013 Televerde, LLC
  11. 11. Increase Sales Effectiveness Improved Lead Quality = Increased Sales Productivity • Prioritize leads based on quality and urgency • Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere • Provide comprehensive lead activity history for sales © 2013 Televerde, LLC “46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads”.
  12. 12. The Value of Lead Scoring With good info on lead prioritization, reps spend more time selling and less time qualifying © 2013 Televerde, LLC
  13. 13. Turn Marketing Into a Revenue Driver Show that marketing is a revenue driver, not a cost center. • Optimize ROI • Improve marketing's accountability by proving marketing’s impact on revenue • Improve Revenue Performance: – Conversion rates – Time in a particular stage (velocity) © 2013 Televerde, LLC
  14. 14. The Value of Marketing Automation © 2013 Televerde, LLC
  15. 15. Digital Body Language © 2013 Televerde, LLC
  16. 16. The “Job” of Content “Today, B2B marketers must decode their buyers’ digital body language to understand their roles, information needs, timing and buying intentions of their largely faceless and elusive target market.” Steven Woods Digital Body Language © 2013 Televerde, LLC
  17. 17. The “Job” of Content “Re-orient your marketing thinking to guide prospects through their education and discovery process by understanding and presenting the exact information they need at each step.” Steven Woods Digital Body Language © 2013 Televerde, LLC
  18. 18. Marketing Automation ROI Investment in Marketing Automation pays itself back quickly Most mature users of marketing automation achieve 32% greater revenue versus their plan than average companies – and 79% © companies. more than the least mature2013 Televerde, LLC
  19. 19. Examples Improving Lead Nurturing What Do You Have In Place?: • Monthly Email Newsletter • Generic content (whitepapers, webinars, blog posts) To Implement: • Drip email campaigns • Content based on buyer profile and buying stage • Automation of marketing campaigns (including Trigger-based nurturing) • Integration of lead nurturing with CRM data and CRM activity • A/B Testing • Using social data © 2013 Televerde, LLC Steps to Take to Improve Lead Nurturing
  20. 20. Improving Sales Productivity In Place: • Automatically assign new leads to sales people To Implement: • Lead Scoring based on profile and activity • Prioritized lead list for sales • Lead Activity Monitoring with real-time alerts • Lead activity history in CRM system (email clicks, web visits, registrations) © 2013 Televerde, LLC Steps to Improve Sales Productivity
  21. 21. Improving Sales & Marketing Analytics Steps to Improve Insight into Sales and Marketing Effectiveness In Place: • Reporting on lead volume To Implement: • Lead conversion rates • Pipeline velocity (how fast leads flow through the funnel) • Percentage of the pipeline that is Marketing-sourced • Percentage of the pipeline that is Marketing-influenced © 2013 Televerde, LLC
  22. 22. 12 Demand Management Competencies GTM Goals, Strategies, Plans 1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM) 2. Strategic: Marketing, demand management, content (including deep customer insights) 3. Data and Database (what to collect) 4. Website: Microsites & Landing Pages 5. Inbound and Social Media and other Lead Generation 6. Automated Lead Management: Campaign design and execution Tele-touch 7. Tele-touch (qualify and nurture) 8. Sales and Marketing Alignment & Integration 9. Content (fuel) 10. Metrics, Reporting and Analytics (predictive) 11. Program and Operations Mgt. 12. Technology & Tools
  23. 23. Summary Marketing automation benefits • • • • • • • • • More innovation Greater scalability Enhanced targeting Increase conversion Increase marketing productivity Improve lead nurturing Increase sales effectiveness More visibility into key analytics Turn marketing into a revenue driver © 2013 Televerde, LLC
  24. 24. For more info… Bryan Ehrenfreund VP of Digital Strategies Direct: +1 480.303.7078 Twitter: @ehrenfreund © 2013 Televerde, LLC