The document is a presentation about marketing automation from Green Hat. It discusses the challenges in the B2B marketing landscape and how automation can help by moving from mass to personalized marketing. It then outlines a six step process framework called 3C3P for best practice automation, including understanding contacts, communications, content mapping, process flows, performance metrics, and platform selection. The presentation concludes with lessons learned and a case study example.

1. Marketing Automation:
A Process Perspective
Andrew Haussegger, Green Hat
June 2011
© 2011 Green Hat. All Rights Reserved.

2. What I’ll be talking about ...
 Green Hat (short intro)
 The B2B marketing landscape (and associated challenges)
 How can automation help?
 The Six 3C3P Process Steps for best-practice automation
 Lessons from the trenches
Slide 2

3. A Short Intro to Green Hat
Slide 3

4. The Landscape
Slide 4

5. What do CEOs think
of marketers?
67%
74%
77%
too much focus
little ‘arty’, not
too linkage to
business-like
on trends
revenue & sales
Slide 5 2011 Global Marketing Effectiveness Program
Source:
Fournase Group UK (June-11)

6. What is Marketing Automation?
Process and technology that help
generate and nurture leads, grow
customer loyalty, synchronise with the
buyer’s journey and optimise
alignment between marketing, sales
and revenue.
Slide 7

7. Forrester: ‘B2B Marketers must better prepare for
marketing automation’
Source: Forrester - B2B Marketers Must Better Prepare For Marketing
Automation Report (Apr 2011)
Slide 8

8. Forrester: ‘B2B Marketers must better prepare for
marketing automation’
frustrate the sales team
messages dont’ resonate
marketing to wrong
people, wrong time
Source: Forrester - B2B Marketers Must Better Prepare For Marketing
Automation Report (Apr 2011)
Slide 9

9. Are B2B marketers equipped to achieve their 2011
key marketing objectives?
Source: Green Hat/ADMA/AMI B2B Marketing Outlook Report (Feb 2011)
Slide 10

10. How can automating marketing help?
> Move from mass to 1-to-1 marketing
> Tracking the ‘Splinternet’ (digital age)
> Right time, right message, right person
Slide 11 > Systematic nurturing to MQL

11. What about the buying stages of customer’s lifecycle ...
Slide 12

12. Plan your approach
before executing your
moves.
Slide 13
http://www.flickr.com/photos/calwalker/4628

13. 3C3P Framework for Marketing Automation Process

14. Step 1. Contacts
Understand the B2B
buyer & the buyer’s
journey
Slide 15

15. Profile: IT Manager (Government) - example
Who am I? My Information Needs
40+, from a technical • I’m usually ready for a chat
background, probably risen • A view of the future: business trends, innovations,
through the government meaningful ‘new things’
• Professional development
ranks, career bureaucrat
• Vendor product material/technical details
• SLAs, commitment, reporting
• Integration/automation (eg between helpdesks and
consumables, alerts)
My KPIs • Open to outsourcing – reducing TCO
• Become more strategic/business focussed than technical • Ideas for increasing productivity (users & ICT team)
• Service delivery to users/public/greater good • Help with developing a business case for IT investment
• Making good decisions – technical/business • Possibly, sustainability and Green ICT
My Environment & Responsibilities
• One of 1-5 reporting to the CIO or Assistant Secretary Challenges in Communicating with Me
• Old building, bureaucratic environment • I network with other government IT Managers, so get to
• I’m generally unpopular because I can’t always deliver hear of any service issues (herd animal)
what users want • I may be influenced by prior vendor relationships
• Community spirited – want to contribute to greater good • Can’t talk/hear from you during tender processes
My Challenges
• Under pressure to deliver services/functionality to users
• Working within strict budget cycles
• Reducing IT operational costs
• Delivering return on IT capital investment
• Reliable IT infrastructure/service delivery
Slide 16

16. Buyer's Journey: IT Manager (Government)
LIKE
Decision to Act Review Options
Approved Project Research possible
solutions. Approach
approved suppliers Internal Feedback
Facilitate
for proposals
Purchase Receive Positive
Arrange and internal feedback on
source purchase implementation
if required
Make
TIME Recommendations Internal Feedback
Participate in
prescribed Receive Negative
procurement process internal feedback on
implementation
DISLIKE
Awareness Consideration Decision Implementation

17. Step 2. Communications
> nurture themes
> thought leadership & solution
streams
> email + phone + social
> call-to-action offers
Slide 18

18. Interlocking nurture streams to give the customer
what they need when they need it ...
Slide 19

20. Step 3. Content Mapping
> right asset, right time
> your’s or other’s assets?
Slide 21
> find the optimal media mix

21. Content Mapping - relevant assets required for
different stages
Growing Problem Exploring Justifying the
Awareness & Solutions Decision
Buyer Role Desire
Financial management (CFO,
Financial Controller…)
Strategic management (CEO,
MD, Business Owner …)
Technology management
(CIO, IT Manager …)
Line-of-Business
management (HR,
Marketing, Supply Chain…)
Slide 22

22. What is content layering?
1. Free to public
2. Identified strangers
3. Profiled audience
Slide 23

23. Content marketing for multiple sub-segments (client example)
Awareness Awareness
Key (GFC issues) (finance sol’ns)
Identify Need
Aware- Tier 4 Tier 3 Tier 2 Tier 1
ness
DRW Print Global update Subscription
Country Profiles Country alerts
Ally / (web)
sponsor
events Chart Pack
Welcome – self signup process
Australian updates subscriptions
(web)
Other
information layering and trigger events
ATL International Nurture
Customers
Business Index Nurture Assets 2
MTV
Assets 1
Briefings/Events
On going profiling based on
Finance tool
workshops
Self Assessment Tool
Sales qualification
Finance
Assessment Index
Alliance workshops Deal workshops
Trade Missions
Slide 24

24. Slide 25

25. Step 4. Process flow and rule-set considerations
Process ‘Levers’ Issues
Cadence How often do you email/call? When?
Progressive Profiling Should you profile explicitly and/or behaviourally?
Lead Scoring What should you lead-score ? CRM record, web
activity, profiling responses, campaign response?
Should you score at all?
Lead Routing Should leads be routed immediately to sales,
marketing or tele-marketing?
Humanising the ‘Touch’ Should emails come from the company or
individuals?
Tele-Nurturing Who do you call? Responders, non-responders?
Database hygiene How will you keep your contact data fresh?
Tracking What should you track?
Slide 26

26. Step 5: Performance: KPIs, Metrics
> Define KPI/metrics with stakeholders
> Define targets against benchmarks
> Define conversion rates b/w stages
> Define revenue outcome and ROMI
> Reportability ?

27. Step 6. Marketing Automation Platform Selection
> Automating chaos results in chaos
> Prototype to test & optimise
> Cloud vs On-Premise options
> CRM integration
> Register for comparison report @
Slide 28
www.green-hat.com.au

28. The Marketing Automation (MA) systems landscape
> CRM sales force automation focus
> 100+ MA software providers
> confusing marketplace
> growing VC funding (online & cloud)
Slide 29

29. Can we use our CRM for marketing automation?
Slide 30

30. Lessons from the trenches
Slide 31

31. Case Study: IBM Nurture Marketing Program (March 11)
 Green Hat has been assisting IBM Australia with many lead nurture
programs for over four years
 Longest program (targeting IT mgt/solution architects) continues to
deliver to the best results
 Lead-to-Win results across five lead nurture programs deliver over
double the conversion rate than non-nurtured contacts (per the
graph)
 Nurtured contacts delivers 4-6 times better response to campaigns
than non-nurtured contacts
Slide 32

32. Case Study: Global Software Company - Nurture/Automation Program
> Complex sale - ave lead time 18 months
> Automated consistent ‘touch’ program
> Process drives internal activities
> ‘Its all about the buyer’
> Response encouraging, expanding program
Slide 33

33. In summary, some hot top tips ...
The DOs The DON’Ts
Interlock marketing with sales Don’t run automated programs
(no longer optional) standalone
Use the ‘Human Touch’ where you can Don’t over-communicate. Respect the
permission given to you.
Cleanse/optimise your list using your Don’t talk about your solutions too
automated process early.
A/B test and optimise (experiment) - Don’t talk dirty (sell) to customers.
frequently Sales will sell.
Automate colleague referral Don’t forget to seed in your offers.
Collect bite-size chunks of profile data Don’t wait – get started. Start small.
Slide 34

34. Thank you.
For marketing automation & lead nurturing resources:
www.green-hat.com.au/resources
Andrew Haussegger
0419 569 122
andrewh@green-hat.com.au
www.green-hat.com.au
http://twitter.com/haussegger
http://au.linkedin.com/in/andrewhaussegger
Slide 35