This document discusses how to maximize the return on investment from marketing automation by focusing on data, content, and process. It emphasizes the importance of clean, accurate data (90% of data is incomplete). Quality content must be tailored to buyer personas and content preferences. An effective process is needed to integrate marketing automation and CRM, establish goals and metrics, continuously test and improve, and conduct regular reviews. The document provides examples of challenges, best practices, and a sample "lead nurture healthcheck" process.

1. Make your Marketing Automation
Investment Count
Micky Long, Vice President and Practice Director, Lead Nurturing
Arketi Group

2. The good news…
• Companies that excel at lead nurturing
generate 50% more sales ready leads at
33% lower cost. (Source: Forrester
Research)
• Companies that automate lead
management see a 10% or greater
increase in revenue in 6-9 months.
(Source: Gartner Research)
• Businesses that use marketing automation
to nurture prospects experience a 451%
increase in qualified leads. (Source: The
Annuitas Group)

3. And the bad…
• 79% of marketing leads never convert into
sales. Lack of lead nurturing is the
common cause of this poor performance.
(Source: MarketingSherpa)
• Up to 70% of Marketing – generated leads
are never followed up by Sales
• 50% of survey respondents claim they
have not realized the full value of their
marketing automation investment…
• …less than 25% use their platforms to
their full potential

4. How to get the greatest return
1 Data
2 Content
3 Process

5. Data
Who are you kidding?

6. Your data – How good is it?
What Jigsaw found
Incomplete Need Updates Dead Duplicate
90% 74% 21% 7%
“Lack of quality customer data is one of the top causes of CRM failure”
-- Gartner
Source: Best Practices for Keeping Your Data Clean - Salesforce

7. Your data – How good is it?
Incomplete Need Updates Dead Duplicate
90% 74% 21% 7%
What Jigsaw found
“Lack of quality customer data is one of the top causes of CRM failure”
-- Gartner
Source: Best Practices for Keeping Your Data Clean - Salesforce

8. How to practice good data hygiene
1. Build a plan
2. Agree on standardization
3. Invite everyone to participate
4. Be ruthless

9. Content
Building a whitepaper is NOT a strategy!

10. Why your content needs to get better
Given the above…if Sales doesn’t, who does?
Marketing must make up the difference.
• Everyone‟s solution promises the same value:
• Make me money, save me money, make my
life easier
• Prospects are in control of the process
• Up to 75% of buyers reach a decision on what
to buy before talking to Sales
• 30% reach the decision before the “official”
sales process begins
• By 2020, customers will manage 85% of their
relationship without talking to a human.

11. Completed buyer persona map
“I have 3 concerns when I sit down at my desk: „what‟s our cash flow?‟
„what is revenue/customer?‟ and „how efficient is our plant running?‟”
Brad the CFO
Age: 45
Education: Bachelor’s (Finance) with most likely an MBA
CFO Message
• “Our plant solutions can bring immediate ROI
through reduced inventory.”
• “We enhance compliance through advanced
reporting.”
About Brad
• Reports to CEO
• Has financial responsibility for firm
• Spends too much time on compliance/risk
mitigation/SOX
• Must see fast ROI
Influencers
• Peers
• Case studies with
ROI
• Current clients
• Analyst firms
Goals
• Efficiency
• Less expenses
• Proven ROI
• Better financial
ratios
Proof Points
• Avg.20% decrease
in inventory
• 30% less waste
Words-phrases that
resonate
• ROI
• Proven
• Financially stable
• Integrated
Objections
• Cost too much
• Burdensome
implementa-tion

12. Top Persona-building methods
64%
56%
47%
43%
0% 10% 20% 30% 40% 50% 60% 70%
Customer/prospect interviews
Sales interviews
Customer/prospect survey
Mining in-house database
Persona-building methods

13. Buyer-centric marketing
Develop Prove Close ServiceQualifyTarget

14. Buyer-centric marketing
Develop Prove Close ServiceQualifyTarget

15. Buyer-centric marketing
Decision maker
Addresses pain Credibility Benefits Feature/function Trust Issue resolution
Influencer
Ease workload Not overly complex Peer reference Easy training Support
Check signer
Cost/ROI Reputation Confirmation of decision
Develop Prove Close ServiceQualifyTarget

16. Content to conversion
Check
signer
Decision
maker
Influencer
Media coverage
Social media
Viral video
Infographic
News Release
(thought leadership)
Curated lists
Survey campaigns
Organic search
Print Ads
Nurture campaigns
Industry white papers
Bylined articles
Trade shows
Retargeted ads
eNewsletter
News release
(product)
eBooks
Guides
Webinars
PPC
White paper (product)
News release (corporate)
Quicktours
3-D mailers
First strike PPT
Data sheet
Feature comparison
Product comparison
Case studies
Analyst reports
News release
(case study)
ROI calculator
Trial
Live event
Interactive demo
Drip campaign
Customer support
videos
Case studies
candidate
Ease workload Not overly complex Peer reference Easy training Support
Cost/ROI Reputation Confirmation of decision
Addresses pain Credibility Benefits Feature/function Trust Issue resolution
Customer
experience
Customer
communication
User tips
User enewsletter
User conference
User community
Cross sell/Up sell
campaigns
Customer testimonial
References
Tech specs
News release
(award)
CSR efforts
Pricing
Support
SLA
Proposals
Target Qualify Develop Prove ServiceClose

17. Content preferences
0% 20% 40% 60% 80% 100%
White paper
Webinar
Case study
Blog post
E-book
Video
Infographic
Presentation
Podcast
Content type utilized during business search
Source: DemandGen Report, Content Preference Survey

18. Embracing video as a channel

19. Embracing video as a channel
Must Haves
Call to action
Transcripts and
keyword rich
description on
video server
service
Use YouTube
Do
Scripted
Production
quality
Enhanced
90 seconds to
3 minutes
Don’t
Free form
Gritty
Natural
60 minutes

20. Top content challenges
42%
20%
18%
12%
7%
1%000000000000
Challenges
Engaging content
Enough content
Budget
Lack of exec buy-in
Content variety

21. Don’t be afraid to be green -- recycle

22. Start with a white paper, run a podcast, create a video
Leverage all options

23. Partner with an analyst, run a webinar, highlight in a collateral piece
Borrow expertise

24. Content Curation - is a term that describes the act of
finding, grouping, organizing or sharing the best and most relevant
content on a specific issue.
– Courtesy of Rohit Bhargava, Influential Marketing blog
Five Curation Models:
1. Aggregation – “Top five tips for success”
2. Distillation – shorten and simplify
3. Elevation – spot trends from other material
4. Mashup – pulling together items to create new POV
5. Chronology – Pulling together timeline to show trends
Curate for credit

25. Industry
White Paper
Technical
White Paper
Vendor
Video
Response
Response
Response
Product
Datasheet
Product
Case Study
Industry
Webinar
Response
Response
Response
Product
Case Study
Technical
White Paper
Industry
White Paper
Response
Response
Response
Industry
Webinar
Industry
Podcast
Response
Return to Pool
Offer/
Sales
Y
N
NNN
N N N
N
Y Y
Y Y Y
Y Y Y
Awareness
Discovery
Validation
Response
NN
Y
Well-mapped content can feed highly effective drip marketing programs
Put it all into action
10%
Response
20-30%
Response
40+%
Response

26. Process
Tame those loose cannons!

27. Why process?
• 64% of CMOs lack a formal process for
managing marketing automation. – Annuitas
Group
• Only 33% of execs using both marketing
automation and CRM systems say they
integrate well – Experts Bench
• 66% of Marketing execs claim “Fixing broken
processes” is a major challenge to effective
automation implementation – Gleanster survey
• 46% of marketers with mature lead
management processes have sales teams
that follow up on more than 75% of marketing-
generated leads. – Forrester

28. Three steps to a better MA experience
• Establish a plan with milestones
– Evaluate custom metrics
– Don‟t overlook basics
– Be realistic
– Don‟t forget the talent
– Do not implement in a vacuum
• Create a learning culture
– Always be testing
– Implement change
– Don‟t fear failure
• Make review a part of the process
– Be relentless
– Invite all stakeholders

29. Arketi Lead Nurture Healthcheck
• Overall lead nurture goal
– Define the objectives identified at the start of the lead nurturing/automation initiative
• Last Quarter Goal Review
– Review the 2 or 3 specific goals that were established for the previous quarter and
identify performance against expectations
• Next Quarter Goals
– Identify 2 or 3 goals for next quarter and the metrics that will determine their success
• Campaign effectiveness
– For each campaign conducted during the quarter, report on all key metrics
• Lead workflow
– Review existing lead workflow, Sales handoff threshold and return to marketing points

30. Arketi Lead Nurture Healthcheck
• Lead scoring model
– Review and adjust as necessary
• Content Development
– Review content creation/curation strategy
• Website Activity
– Review overall web traffic and identify correlation with lead nurture activities
• Thematics/Message
– Review marketing campaign messages and proof points against system results from past
quarter
• Calls to Action
– Review relevance and effectiveness of offers used in emails and drip programs

31. Arketi Lead Nurture Healthcheck
• Prospect Database
– Review and adjust total prospect database
• System Maintenance
– Review Automation tool to streamline and ensure proper functionality
• Next Quarter Campaigns
– Review ongoing campaigns for viability and needed changes
• New Outreach Campaigns
– Identify new Marketing campaigns/initiatives

32. Questions?
Micky Long
Vice President and Practice Director, Lead Nurturing
mlong@arketi.com
404-929-0091 ext. 214
www.arketi.com
Link to Buyer-centric content infographic:
http://www2.arketi.com/buyercentric