What is Marketing Automation?

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This is my slide deck from my presentation at the Silverpop B2B Marketing University in Washington DC, March 3rd 2010.

It first answers the question "what is a marketing automation system". It explains the various components of a marketing automation system, present a case study how the technology helps solve particular problems, and how marketing automation fits in the overall marketing technology ecosystem.

It covers the following topics: lead management, lead nurturing, data hygiene, email marketing, lead scoring, marketing campaigns, marketing analytics, marketing reporting, web analytics, lead tracking and sales and marketing alignment, CRM integration, database management, form builder, landing page builder, search engine optimization, search marketing and social media.

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What is Marketing Automation?

  1. 1. Building Out Your B2B Marketing Infrastructure By: Jep Castelein (@jepc)
  2. 2. About LeadSloth <ul><li>LeadSloth helps B2B companies create more sales-ready leads
  3. 3. LeadSloth runs a popular Marketing Automation blog at http://www.leadsloth.com and publishes Marketing Automation news at http://twitter.com/leadsloth </li></ul>
  4. 4. What is Marketing Automation?
  5. 5. DECLAW Marketing Automation I hope this presentation DECLAWS marketing automation by explaining the components:
  6. 6. E mail D atabase Content & Layout Contacts Website W ebsite C ampaigns A nalytics L ead Scoring S ales Tools
  7. 7. Database <ul><li>Synchronize with CRM
  8. 8. Data Quality
  9. 9. Content Management
  10. 10. Template Management </li></ul>
  11. 11. Email <ul><li>Sending email: </li><ul><li>Batch (e.g. newsletter)
  12. 12. Drip (email sequences, linear)
  13. 13. Campaigns (multiple flows, branching)
  14. 14. Individual (e.g. sent by a sales person) </li></ul><li>Consistency
  15. 15. Personalization
  16. 16. Deliverability </li></ul>
  17. 17. Campaigns <ul><li>Goal: a conversation with the prospect
  18. 18. Automated Sequences
  19. 19. A prospect can be in one or more campaigns
  20. 20. Multi-channel </li></ul>
  21. 21. Lead Scoring <ul><li>Lead Scoring is used to find out if: </li><ul><li>Learn more about the prospect's stage in the buying process, and their interests
  22. 22. Prospect fits the profile = you want to talk to them
  23. 23. Prospect shows interest = they want to talk to you </li></ul><li>At a specific threshold, leads are sent to sales </li></ul>
  24. 24. Analytics <ul><li>ROI Reports
  25. 25. Pipeline reports (a.k.a. Waterfall) </li><ul><li>Closed-loop reporting </li></ul><li>Campaign reports
  26. 26. Email reports
  27. 27. Custom reports </li></ul>
  28. 28. Website <ul><li>Website Tracking </li><ul><li>Anonymous
  29. 29. Identified </li></ul><li>Landing Pages
  30. 30. Microsites
  31. 31. Registration Forms
  32. 32. Form Builder </li></ul>Website
  33. 33. Sales Productivity Tools <ul><li>Sales dashboard for finding the best leads
  34. 34. Capture and display lead activity
  35. 35. Identified web visitor notifications
  36. 36. Anonymous web visitor identification
  37. 37. Outlook plug-in
  38. 38. Email templates </li></ul>
  39. 39. “May I be excused? My brain is full.”
  40. 40. Case Study
  41. 41. Business Intelligence Company <ul><li>Fictitious Company: </li><ul><li>Sells BI products & services nationwide, average selling price: $50-100k; sales cycle is 3 to 6 months
  42. 42. BI solutions are often very specific to an industry or department: e.g. BI for accounting, manufacturing, sales, and so on.
  43. 43. Finds that the large majority of buyers are researching solutions online
  44. 44. Marketing infrastructure: CRM system, website with a contact form and a monthly email newsletter </li></ul></ul>
  45. 45. Goals of the New VP Marketing <ul><li>Getting found online & converting site visitors to qualified leads
  46. 46. Better nurture existing leads, focusing on the buyer's needs, follow up at the right time </li></ul>
  47. 47. Challenges <ul><li>No clear goals specified, and unsure what works and what doesn't
  48. 48. No compelling content that people would want to register for
  49. 49. Tens of thousands of records in the CRM system, but many are outdated or have only name & email. Few are ever followed-up on.
  50. 50. Email marketing & CRM not integrated: export list, import, then blast
  51. 51. Recipients complain that the newsletter is not relevant to them, or they simply don't read it
  52. 52. Website conversion really low (0.5%)
  53. 53. No easy way to quickly create AdWords landing pages
  54. 54. Sales doesn't know where to find the new leads, let alone which leads are qualified
  55. 55. Sales people send out their own emails (uncoordinated) </li></ul>
  56. 56. Getting Ready for Buyer 2.0 <ul><li>Positioning
  57. 57. Personas
  58. 58. Buying Stages
  59. 59. Content
  60. 60. Process Descriptions
  61. 61. Goals </li></ul>
  62. 62. Data Quality & Integration <ul><li>Integrate data from </li><ul><li>CRM
  63. 63. Email Marketing
  64. 64. Marketing Automation </li></ul><li>Clean the data
  65. 65. Ask people for their preferences
  66. 66. Use Progressive profiling
  67. 67. Feed form submissions into the database </li></ul>
  68. 68. Email Conversations <ul><li>Integrate with CRM
  69. 69. Target towards segments
  70. 70. Create automated drip-campaigns
  71. 71. Create advanced branched email campaigns
  72. 72. Tracking & Lead Scoring </li></ul>
  73. 73. Analytics <ul><li>Look at the stages and the ratios (inquiry > MQL > SAL, etc.) </li><ul><li>Measure effect of email nurturing </li></ul><li>Measure campaign effectiveness, e.g.: </li><ul><li>Search Engine Optimization
  74. 74. Search Advertising
  75. 75. Social Media </li></ul></ul>
  76. 76. Website Optimization <ul><li>Improve conversion: add better content, update frequently and create better offers
  77. 77. Use a landing page builder
  78. 78. Get personalized tracking (rather than aggregated web statistics)
  79. 79. Track Lead Source </li></ul>
  80. 80. Marketing & Sales Alignment <ul><li>Lead Scoring to identify sales-ready leads
  81. 81. Lead activity alerts
  82. 82. Enable sales people to send uniform and trackable emails (template-based) </li></ul>
  83. 83. Marketing Technology Ecosystem
  84. 84. The Marketing Software Ecosystem Marketing Automation CRM Website Social Media & Search Business Intelligence DAM Lists Web Analytics
  85. 85. CRM vs Marketing Automation (1)
  86. 86. CRM vs Marketing Automation (2)
  87. 87. Email Marketing vs Automation
  88. 88. Contact Information http://www.leadsloth.com 1-888-4A-SLOTH | 1-888-427-5684 [email_address] http://twitter.com/jepc

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