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Marketing Automation: The Future of Sales & Marketing


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Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.

This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).

We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.

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Marketing Automation: The Future of Sales & Marketing

  1. 1. Contact: Jason CormierCo-founder, Room AutomationAn Understanding in the Context ofModern Digital Marketing Models
  2. 2. A social media and digital marketing agency with a focuson digital strategy, lead generation and visual storytelling.Who is Room 214?CredentialsClients
  3. 3. Marketing Automation  What is it?  The Missing PlatformToday’s Marketing Models  Paid, Owned, Earned  The Digital Path to SuccessHow Marketing Automation Works  The 10 Core Elements  Personas and Lead Scoring  Lead NurturingMarketing Automation Impact  Top Reasons and Benefits  Measurement & StatsAgenda
  4. 4. Marketing automation is…Marketing automation is hostedsoftware that helps:• Collect, qualify and manage leads• Send relevant messaging to audiences atvarious stages of the buying cycle• Improve measurement and optimization ofmarketing performance
  5. 5. Marketing automation is…In 2013…• Oracle bought Eloqua• Marketo went public• Salesforce bought Exact TargetHot (“totally awesome”)
  6. 6. Marketing automation is NOT…• Mostly an email platform that sendstime-released spam• A substitute for inbound marketingand great content• Easy (no matter what they tell you)Just for B2B anymore
  7. 7. What’s the big deal?Just look at the history…• 1980’s: Business softwaredevelopment was emerging, primarilyin areas of word processing,accounting, manufacturing and HR
  8. 8. What’s the big deal?Just look at the history…• 1990: Gartner Group coins theterm “ERP” (enterprise resourceplanning)• ERP = umbrella term for big-business software platforms• What these platforms do?Automate efficiencies in supplychain and vendor management,accounting, human resources andsales, to name a few
  9. 9. What’s the big deal?Just look at the history…• 2000: The emerging aspect ofERP is CRM (customer relationshipmanagement)• is 1 year old andits mission is “the end of software”Note: “the cloud” is more than 14 years old
  10. 10. What’s the big deal?After nearly 3 decades of software development…What primary businessfunction was still missingits own platform?
  11. 11. What’s the big deal?
  12. 12. Why was marketing missing a platform?No other business function evolves:• As quickly• As frequently
  13. 13. POE model
  14. 14. Digital Path to Success Model
  16. 16. Have a content plan  Audit & Inventory: What do you have, what should you have?  Content Types: Trust-building, educational, UGC, conversion-based  Distribution: Where does it go, long term vs. short term  Optimization: How does it work best in each channel?
  17. 17. Make it all work together
  18. 18. Drive community, advocacy & more learning
  19. 19. Adapt, improvise, rinse, repeat
  20. 20. The leads / sales issue• Only 20% of leads are followed up on• 70% of leads are disqualified due to budget and lack oftiming• 80% of “bad leads” do go on to buy within 24 months• 73% of companies have no process for requalifying leads• 80% of sales after the 5th contactSource: Sirius Decisions
  21. 21. How marketing automation worksList Building& CampaignExecutionsMonitorScore &SegmentQualifiedLeads RoutedTo CRMNurtureLeads withRelevantContentAnalyzePerformance
  22. 22. The 10 core aspects of marketing automation1. Email Marketing: Initial and scheduled delivery based onbuyer interests, roles, personas and actions.2. Landing Pages and Forms: For each campaign.3. Campaign Management: Includes development orrepurposing of content (creative, video, short and long-form).4. Marketing Program Development: Associated offers andcontent to support sales.5. Lead Generation: Associated advertising, social media,word of mouth and search engine visibility to driveparticipation in the system.
  23. 23. The 10 core aspects of marketing automation6. Lead Scoring & Lead Nurturing: Includes prioritization of customertypes based on fit and likelihood to buy, in addition to the filtering of leadsby engagement and interest.7. CRM Integration: Transfer of leads to sales opportunities and follow-up. This includes technical integration of platforms like Social Marketing Capabilities: Includes integration of social mediaplatforms such as Hootsuite to achieve better tracking and attribution ofsocial to sales.9. Lifecycle Management: Assumes existing customers are alwaysleads, and keeps them in a system that continuously delivers relevantcontent.10. Marketing Analytics: Includes measurement of the revenuecontribution of each campaign and associated program element.
  24. 24. 1. Create personas for your target audience• Leverage social mediaand customer dataresearch to obtainconsumer insights• Consider roles in joband/or family
  25. 25. 2. Define leads and determine scoring
  26. 26. 3. Map lead nurturing by persona & buying stageAwareness& InterestConsiderationPreferenceDecisionActionAnswer:• Who gets what content?• When and why?
  27. 27. Benefits of lead nurturing• Close sales faster (weeks instead of months)• Decrease in Cost of Sales by 10%• Improved Conversion Rates of qualified leads by 1.5 -3.0x• Increase Leads and Quality of Leads• Increase in Marketing ROI
  28. 28. Top 3 reasons companies do marketing automation1.  Need to increase new customer acquisitionrevenue2.  Lack of visibility in the sales pipeline3.  Inability to engage prospects with relevantmarketing messagesSource: Aberdeen Group
  29. 29. Top 3 benefits of marketing automation1.  Saving time & money2.  Measuring & improving marketing investments3.  Faster revenue growth
  30. 30. What can you measure?• Specific ROI by campaign, segment and channel (social, search,email, web, etc.)• Leads and Opportunities at the campaign level• Revenues generated from specific marketing activities• Campaigns that lack in performance, knowing where to makeadjustments
  31. 31. With or without marketing automation• 107% better lead conversion rate• 40% greater average deal size• 20% higher team attainment of quota• 17% better forecast accuracySource: Aberdeen GroupCompanies with marketingAutomation experience…
  32. 32. On a final note, always remember…Great companies do what othercompanies know they should, but don’t.
  33. 33. Contact: Jason CormierCo-founder, Room x101Thank You!