Getting the Most from Marketing Automation


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Learn how to overcome the hurdles that stand in the way of executing effective automated marketing.

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Getting the Most from Marketing Automation

  1. 1. 
Getting The Most
From Marketing Automation"Micky Long, VP and Practice Director, Lead Nurturing!Arketi Group!
  2. 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. 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 respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment…"•  …less than 25% use their platforms to their full potential"
  4. 4. How to get the greatest return" 1   Data   2   Content   3   Process  
  5. 5. Data"Who are you kidding?!
  6. 6. Your data – How good is it?"What Jigsaw found:" 90%" 74%" 21%" 7%" Incomplete" Need Updates" Dead" Duplicate" “Lack of quality customer data is one of the top causes of CRM failure.” -- Gartner" Source:  Best  Prac.ces  for  Keeping  Your  Data  Clean  -­‐  Salesforce  
  7. 7. Your data – How good is it?"What Jigsaw found:" 90%" 74%" 21%" 7%" Incomplete" Need Updates" Dead" Duplicate" “Lack of quality customer data is one of the top causes of CRM failure.” -- Gartner" Source:  Best  Prac.ces  for  Keeping  Your  Data  Clean  -­‐  Salesforce  
  8. 8. How to practice good data hygiene"1.  Build a plan"2.  Agree on standardization"3.  Invite everyone to participate"4.  Be ruthless"
  9. 9. Content"Building a white paper is NOT a strategy!!
  10. 10. Why your content needs to get better"•  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."Given the above…if Sales doesn’t, who does? Marketing must make up the difference. "
  11. 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! About Brad" Goals" Words-phrases Objections" •  Reports to CEO" •  Efficiency" that resonate" •  Cost too much" •  Has financial responsibility for firm" •  Less expenses" •  ROI" •  Burdensome •  Spends too much time on compliance/risk •  Proven ROI" •  Proven" implementation" mitigation/SOX" •  Better financial •  Financially stable" •  Must see fast ROI" •  Integrated" ratios"       CFO Message" Influencers" Proof Points" •  “Our plant solutions can bring immediate ROI •  Peers" •  Avg.20% through reduced inventory.”" •  Case studies with decrease in •  “We enhance compliance through advanced ROI" inventory" reporting.”" •  Current clients" •  30% less waste"   •  Analyst firms"    
  12. 12. Top persona-building methods" Persona-building methods" Mining in-house database" 43%" Customer/prospect survey" 47%" Sales interviews" 56%"Customer/prospect interviews" 64%" 0%" 10%" 20%" 30%" 40%" 50%" 60%" 70%"
  13. 13. Buyer-centric marketing" Target Qualify Develop Prove Close Service 13
  14. 14. Buyer-centric marketing" Target Qualify Develop Prove Close Service 13
  15. 15. Buyer-centric marketing" Check signer Cost/ROI Reputation Confirmation of decisionDecision maker Addresses pain Credibility Benefits Feature/function Trust Issue resolution Influencer Ease workload Not overly complex Peer reference Easy training Support Target Qualify Develop Prove Close Service
  16. 16. Content to conversion" Check Cost/ROI Reputation Confirmation of decision signer Decision Addresses pain Credibility Benefits Feature/function Trust Issue resolution maker Ease workload Not overly complex Peer reference Easy training Support Influencer Target Qualify Develop Prove Close Service Data sheet TrialMedia  coverage   Bylined  ar.cles     Customer Customer support Feature comparison Live eventSocial  media   Trade  shows   experience videos Product comparison Interactive demoViral  video   Retargeted  ads   Customer Case studies Case studies Drip campaign communication candidateInfographic   eNewsleJer   Analyst reports Customer testimonialNews  Release   News  release   References User tips News release(thought  leadership)   (product)   (case study) User enewsletter Tech specs eBooks   Webinars   ROI calculator News release User conference Curated  lists   Guides   PPC   (award) User community Survey  campaigns   White  paper  (product)   Cross sell/Up sell Organic  search   CSR efforts Pricing campaigns News  release  (corporate)   Print  Ads   Support Quicktours   Nurture  campaigns   SLA 3-­‐D  mailers   Industry  white  papers   Proposals First  strike  PPT   13
  17. 17. Content preferences" Content type utilized during business search" Podcast" Presentation" Infographic" Video" E-book" Blog post" Case study" Webinar" White paper" 0%" 20%" 40%" 60%" 80%" 100%" Source:  DemandGen  Report,  Content  Preference  Survey  
  18. 18. Embracing video as a channel"
  19. 19. Embracing video as a channel " Don’t Do Must Haves Scripted Call to action Free form Production Gritty Transcripts and quality keyword rich Natural Enhanced description on 60 minutes video server 90 seconds to service   3 minutes Use YouTube  
  20. 20. Top content challenges" Challenges" 0   1%" Engaging content Enough content 7%" Budget Lack of exec buy-in 12%   Content variety 42%   License budget 18%   20%  
  21. 21. Don’t be afraid to be green -- recycle"
  22. 22. Leverage all options" Start with a white paper, run a podcast, create a video"
  23. 23. Borrow expertise"Partner with an analyst, run a webinar, highlight in a collateral piece"
  24. 24. Curate for credit"Content Curation - is a term that describes the act of finding,grouping, organizing or sharing the best and most relevant contenton 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"
  25. 25. Put it all into action" Well-mapped content can feed highly effective drip marketing programs" 10%   Awareness Industry White Paper Response Industry Webinar Response Industry White Paper Response Industry Webinar Response Industry Podcast Response N N Response     Y Y Y N Y N 20-­‐30%   Discovery Technical Response Product Response Technical Response Return to Pool White Paper Case Study White Paper Response   Y N Y N Y N   40+%   Validation Vendor Video Response Product Datasheet Response Product Case Study Response Response   Y N Y N Y N   Offer/ Sales
  26. 26. Process"Tame those loose cannons!!
  27. 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. 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. 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. 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. 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. 32. Questions?" Micky Long mlong@arketi.com404-929-0091 ext. 214 !