The document discusses the state of marketing automation in B2B environments, highlighting that only 15% of marketers optimally use their systems despite substantial ROI increases from automation. It emphasizes the importance of high-quality data, targeted content, and established processes for achieving effective marketing automation outcomes. Key strategies for improving lead generation and engagement are outlined, including data hygiene, persona development, and multi-channel content delivery.

1. Marketing Automation Makeover
Micky Long
Vice President , Practice Director, Lead Nurturing
Arketi Group

2. Marketing Automation and BtoB Marketers
Majority of B2B Markets Average lead generation ROI
are not using automation yet by use of marketing automation
163% Increase in
lead generation
ROI
Source: 2012 MarketingSherpa B2B Marketing Benchmark survey

3. The somewhat painful reality
“Only 15% of B2B marketers say they
have their marketing automation
system optimally deployed” – Sirius Decisions
“25% of marketers claim their
marketing automation system has not
delivered the results they expected”

4. Makeover considerations
Three main components:
1 Data
2 Content
3 Process
5

5. 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 Practices for Keeping Your Data Clean - Salesforce

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

7. Your data – How real is it?
Total Prospects = 25,640

8. Your data – How real is it?
Total Prospects = 2,070

9. Your data – How deep is it?
Everyone’s solution promises the same thing
• Make me money, Save me money,
Make my life easier
Prospects are in control and you need to
target to their exact needs and timing
• 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
Given the point above…if Sales
doesn’t, who does? Marketing must
make up the difference.

10. 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/ • Proven ROI • Proven implementa-
risk mitigation/SOX • Better • Financially tion
• Must see fast ROI financial stable
ratios • Integrated
CFO Message Influencers Proof Points
• “Our plant solutions can bring • Peers • Avg.20%
immediate ROI through reduced • Case studies decrease in
inventory.” with ROI inventory
• “We enhance compliance through • Current • 30% less
advanced reporting.” clients waste
• Analyst firms

11. 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%

12. Using Pardot to really get to know your prospects
Please fill out the form fields below:
Name Traditional Profile
Phone, email address
Job title
+
Functional Role
Company size, location, industry, make up, etc.
Company reporting structure
Likes/dislikes
Business Priorities New Reality
Background/education
Business obstacles
Risk taker/risk adverse
Length of time with company
Customer lifecycle stage
Buying process
Success Factors
Decision Criteria

13. Give, then ask

14. Content

15. Buy cycle integrated
Now that we know who they are, it’s time to determine
where they are in the buy cycle:
Awareness: Window shopping.
Discovery: Browsing.
Validation: Comparing.
12

16. Call-to-Action / Content requirements
To be effective, content must
be:
• Relevant
• Varied
Emails with a mix of Product comparisons,
• Personal industry and product info price info, offers
• Fresh
Industry white papers, Case studies, Post-sales communication,
educational material other validation info user newsletter
13

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. Top content challenges
Challenges
0
1%
Engaging content
7% Enough content
Budget
12% Lack of exec buy-in
42% Content variety
License budget
18%
20%
12

19. Don’t be afraid to be green -- recycle
14

20. Leverage all options
Start with a white paper, run a podcast,
create a video
15

21. Borrow expertise
Partner with an analyst, run a webinar,
highlight in a collateral piece
16

22. Curate for credit
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
17

23. Put it all into action
Well-mapped content can feed highly effective drip marketing programs
Industry Industry Industry Industry Industry
Awareness White Paper
Response
Webinar
Response
White Paper
Response
Webinar
Response
Podcast
Response
N N N N
Y Y Y Y
Technical Product Technical
Discovery Response Response Response Return to Pool
White Paper Case Study White Paper
N N N
Y Y Y
Vendor Product Product
Validation Video
Response
Datasheet
Response
Case Study
Response
N N N
Y Y Y
Offer/
Sales
19

24. Prospect Drip Program
10%
Response
Rate
20-30%
Response
Rate
40+%
Response
Rate
20

25. Process

26. 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

27. Process tips
Establish a plan with milestones
Evaluate personal metrics
Don’t overlook basics
Be realistic
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

28. 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

29. 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

30. 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

31. Questions?
Contact Information:
Micky Long
mlong@arketi.com
404-929-0091 ext. 214
www.arketi.com