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How to Choose the Right Marketing Automation Platform


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SiriusDecisions analyst Jen Horton covers:
1. Top use cases from the SiriusDecisions 2014 marketing automation platform adoption study
2. Emerging trends in the marketing automation marketplace
3. A framework for assessing current process needs and evaluating offerings against your priorities

Published in: Technology, Business
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How to Choose the Right Marketing Automation Platform

  1. 1. Jen Horton Research Director How To Pick The Right Marketing Automation Platform
  2. 2. Executive Summary •  Key issues •  Marketing automation platforms (MAPs) are no longer viewed as a luxury, but as mission critical •  The MAP marketplace is quickly innovating, presenting new opportunities for the utilization of the technology •  Despite the growing prevalence of the technology, many organizations struggle with MAP adoption •  What you will walk away with •  Emerging trends in the MAP marketplace, and their impact on users •  Top use cases for marketing automation application and adoption •  A framework for assessing current needs and evaluating offerings
  3. 3. SiriusPerspective: Robust demand creation includes elements that both support and grow demand. Planned Campaigns Perpetual Leverage Rapid Response The Healthier the Roots, the Greater the Growth Growing Demand Supporting Demand Strategic Foundation Infrastructure Organizational Structure Process Definition
  4. 4. The SiriusDecisions Demand Creation Framework Supporting Demand Creating Demand Strategic Foundation • Demand Type • Relative Targeting • Lead Taxonomy • Buyer Personas/Buying Cycle • Content Strategy Infrastructure Assessment • Marketing Automation • Web Sites • Analytics • Sales Force Automation • Data Services Organizational Structure • Field Marketing • Demand Center • Global Programs • Teleservices • Emerging Roles Process Definition • Demand Waterfall • Lead Scoring and Nurturing • Service-Level Agreements • Campaign Planning • Budgeting Rapid Response • Account-Based Marketing • Small-Net Fishing • Event Triggered Perpetual Leverage • Inbound / PDC • Content Driven • Web Site Conversion Optimization • Behavior Triggered Planned Campaigns • Integrated Programs • Nurture Flows • Sales Enablement • Pipeline Acceleration
  5. 5. What is a Marketing Automation Platform? Marketing Automation as a technology solution that helps enable the seeding, creation, nurturing and acceleration of demand among prospects and customers. MARKETING AUTOMATION PLATFORM Program Management Lead Management Platform Management •  Segmentation •  Automated Programs •  Asset Storage •  Email •  Landing Pages •  Forms •  Scoring •  Routing •  Sales Enablement •  Data Update •  Database •  SFA Integration •  Web site integration •  Security •  Email deliverability •  Reporting Non-standard functionality: Dynamic web site content delivery, Search PPC, Social, Print, Mobile applications, resource management, software ecosystem
  6. 6. SiriusPerspective: Organizations that take the time to audit their current environment and prepare for MAP will establish a foundation for success and MAP value. Project Management Project Communication Process Definition Technology Requirements Vendor Selection Preparing for Marketing Automation © 2013 SiriusDecisions. All Rights Reserved 6
  7. 7. SiriusPerspective: The definition of the project team and project roles increases alignment and improves execution. MAP Project Team: Key Roles 7 MAP Management MAP Specialist #1 MAP Coordinator #1 MAP Campaign Manager Responsible for the management of MAP specialists and the overall value that MAP provides to organization. Owns the collection, creation and distribution of best practices and working with marketers on how to apply MAP capabilities. Executes design, quality assurance (QA), execution, maintenance and reporting on automated marketing programs and email distributions. Executes standardized marketing automation requests relying on marketing playbooks, documentation and standard operating procedures.
  8. 8. Score MAPs Against Prioritized Use Case Needs © 2013 SiriusDecisions. All Rights Reserved 8
  9. 9. 2014 MAP Adoption Survey Results
  10. 10. SiriusPerspective: Overall, the penetration of b-to-b marketing automation is roughly 16 percent; some industries have deep adoption, while others don’t have much at all. Marketing Automation Adoption Varies Greatly 44% B-to-B 29% B-to-C 21% B2B and B2C 65% Adoption 8% Adoption 38% Adoption 2% Adoption 4% Adoption With MAP Without MAP
  11. 11. Adoption Is Growing Rapidly SiriusPerspective: There are nearly 11 times more b-to-b organizations with marketing automation today than there were in early 2011. 2011 1 2 3 4 5 6 7 8 9 10 1211 The growth rate of b-to-b marketing automation adoption is ~22% per year 2012 1 2 3 4 5 6 7 8 9 10 1211 2013 1 2 3 4 5 6 7 8 9 10 1211 2014 1 2 3 15K 10K 5K 0K TotalB-to-BCustomers
  12. 12. SiriusPerspective: The marketing automation marketplace now offers more choice than ever in terms of solution offerings, vendor partners and best practice expertise. Marketers Have More Choice Deliver Develop Retain Grow Customer Lifecycle Extending the value of MAP beyond net new lead acquisition Marketing Technology Stack Single providers of integrated marketing and sales solutions Expansion Seismic shifts have created opportunities for emerging vendors Partner Network Development Access to expertise, best practices and staff augmentation
  13. 13. SiriusPerspective: New features and functionality often require process change; users must identify top business needs in order to prioritize rollout and adoption. More Choice: Opportunity or More Work? Platform Feature Decision and Actions Technology Ecosystem Dynamic Web Testing and Optimization Pre-Packaged Plays Workflow and Resource Management Prioritize use casesP Audit and map contentPP Build in the timeP P Focus on frequent requestsPP Audit process performanceP Predictive Assess Data Quality and GovernanceP
  14. 14. SiriusPerspective: Mid-size enterprises are able to overcome their process complexity and are administrative burdens to drive value out of marketing automation investments. What Organizations Are Ge ing the Most MAP Value? Administratio n §  Training and skill development §  Limited resources Complexity §  Offerings §  Segments §  Regions §  Systems/data Agree Neither Agree or Disagree Disagree
  15. 15. SiriusPerspective: When roles and processes are well defined and MAP training is provided, a hybrid approach empowers the field while ensuring quality output. A Hybrid Execution Model Drives Value Perception Since turnaround is fast, users risk getting overloaded, and quality may suffer Don’t become IT − empower teams to take action Centralized Hybrid Decentralized
  16. 16. Driving ValueDisappointed SiriusPerspective: Do not underestimate the need to invest in resources; automation technologies executed without a sound business process are likely to fail. The Silver Bullet Myth, Debunked MAP Power Casual Power Casual
  17. 17. SiriusPerspective: The growth rate of MAP adoption is outpacing user experience and skill development, as many users are relatively new to b-to-b process change. Marketing Automation Experience Is Still Scarce More than 40% of MAP users have less than two years of experience Gap in manager- and director-level leadership
  18. 18. SiriusPerspective: Previously, nurture was primarily focused on cultivating net new demand; now, there is greater emphasis throughout the waterfall. Nurture Branches Out From Pre-MQL Legacy 16 Total 5.3 unique pre-MQL tracks, on average 1 out of 3 of nurture tracks are targeted to the customer Recycle Programs in place but have their challenges Small-Net Fishing experimentation at 3 percent of automated nurture
  19. 19. SiriusPerspective: Nurture is evolving beyond the drip email; it is most effective when aligned to buyer needs and communication preferences. Nurture Tactics Are Finally Evolving 25% are by Persona 30% are by Industry 45% are by Topic 27% are by Buying Stage 16% use Ad Retargeting 23% inject Tele 10% integrate Chat Nurture Design Nurture Enhancement 10% do Web Optimization
  20. 20. SiriusPerspective: Most organizations that have implemented lead scoring do not have a viable model, and are therefore unable to realize the full value of scoring. Lead Scoring Isn’t Impressing Sales Only 40% of salespeople agree or strongly agree that lead scoring is effective Homewor k §  Deal deconstruction §  Sales interviews §  Simulation §  Pilot 68% Score leads 16% plan to score in 6 months 15% Don’t score leads
  21. 21. SiriusPerspective: Vendors tend to overpromise on reporting capability; thus, marketing leaders are adding business intelligence or a third layer on top of their MAP and SFA. Reporting Capabilities Are Not Always as Advertised Only 45% satisfied with reporting Satisfied Neutral Dissatisfied Audit systems integration and fix broken processes to drive near real- time analysis
  22. 22. SiriusPerspective: Organizations that measure waterfall performance on a daily or weekly basis can proactively correct course before significant problems occur. Near-Real-Time Measurement Is a Competitive Advantage measure waterfall performance daily/weekly 49% measure contribution to revenue daily/weekly 33% 7% don’t measure waterfall KPIs or metrics at all
  23. 23. Action Items •  Marketing •  Document and prioritize use cases for marketing automation needs •  Drive awareness and adoption of MAP value through templates, playbooks and testing new plays •  Sales •  Work with marketing to optimize the delivery of buyer insights and automate engagement for sales reps •  Consider ways MAP could accelerate stalled pipeline •  Product •  Collaborate with marketing on nurture approaches and ensure nurtures align to buyer’s journey •  Identify ways marketing can automate product education, drive adoption and capture customer feedback