This document summarizes a panel discussion on lessons learned from using marketing automation. The panel discussed research showing strong correlations between customer satisfaction, usability, and ease of implementation. Challenges included unexpected costs and lack of flexibility. To prepare, organizations need to define marketing processes and align sales and marketing. When choosing a solution, considerations include support quality and fit with needs. The key is preparing content and having both sales and marketing teams embrace the system.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
Four megatrends are shaping business today: increasing power of technology, shifts in demographics, low costs of experimentation, and the importance of user-centricity. For sales organizations to be successful, they now have to use Big Data more effectively, share their pitch early, use technology better, focus on platforms (not just services), and rethink their sales capabilities.
IDC provides an overview of the key issues in sales enablement and sales productivity. While sales enablement is a key cornerstone of sales productivity in this challenging economy, IDC finds that most organizations still do not understand the basics of sales enablement or the operational issues that deliver good sales enablement.
Four megatrends are shaping business today: increasing power of technology, shifts in demographics, low costs of experimentation, and the importance of user-centricity. For sales organizations to be successful, they now have to use Big Data more effectively, share their pitch early, use technology better, focus on platforms (not just services), and rethink their sales capabilities.
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
By now everyone knows, at least at the broadest levels, how and why Amazon has come to dominate online retail: convenient shopping, smart tech investments, and an expanding set of creative business models. No wonder Amazon is now the world’s most valuable retail brand. In 2011, 13% of all US online retail went through Amazon, and it’s poised to capture more offline sales, too.
Inside the secret sauce that drives Amazon’s market share growth are valuable lessons for multichannel retailers if they want to capture their fair share of growth.
Tom Willis will cover a range of tools, customer data and analytics that can be used to determine metrics and keep your marketing strategies in line with key business goals, regardless of your budget.
With CRM quickly becoming an integral part of organizational infrastructures, you need answers to the "what, who, when, where, why, and how” questions about CRM: What is CRM? Who needs it? When will I be ready? Where can I get the information I need to evaluate what's right for me? Why use Sage? How will CRM impact my organization? We will answer these questions and show you that CRM is no longer a wish list item – it's an absolute requirement to compete and thrice in a world driven by business 2.0 practices.
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Sales enablement is essential if you’re serious about taking your team’s sales performance to the next level, but it can also get complicated and messy. This presentation will walk you through which traps to dodge (no matter how tempting they look!), process and structure basics, and what good enablement looks like.
Combine usage data, predictive analytics and best practices to understand which customers to up-sell to and who to cross-sell to. Take your subscription business to new heights using ServiceSource technology and salesforce. This is a customer success presentation from Dreamforce 2014
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
5 Health Checks for Managing Customer RetentionTrustpilot
No one likes churn. And no one can afford a bad churn problem. So how do you prevent it? You need a way to monitor and manage the current health of every customer so you can accurately forecast each account’s likeliness to renew.
Check out this webinar featuring Brian Merritt, VP of Customer Success at Trustpilot, and Omer Gotlieb, Chief Customer Officer at Totango. The two of them will introduce 5 variables you should track to not only prevent churn, but to also grow recurring revenue.
This Mindmatrix presentation on sales enablement offers a step-by-step process for enabling your direct sales teams. Watch this presentation to learn-
-Why is sales enablement is so important?
-What does direct sales enablement involve?
-Why is it time to move beyond traditional marketing automation and CRMs?
-What are the 12 steps to holistic sales enablement
8 ways to introduce personalisation into your marketing strategy CRMT Digital
Personalising enables modern marketers to create highly engaging customer experiences that have continuously proven to generate higher conversion rates and improved lead generation. Yet many of today’s marketers are still only using basic forms of personalisation in their campaigns, a stock email with a category field, whilst a survey on marketing messages conducted by Lyris revealed that 63% of consumers report this no longer has an impact due to the volume of emails they receive.
Here are eight easy ways to help you take the first steps towards improving campaign personalisation:
By now everyone knows, at least at the broadest levels, how and why Amazon has come to dominate online retail: convenient shopping, smart tech investments, and an expanding set of creative business models. No wonder Amazon is now the world’s most valuable retail brand. In 2011, 13% of all US online retail went through Amazon, and it’s poised to capture more offline sales, too.
Inside the secret sauce that drives Amazon’s market share growth are valuable lessons for multichannel retailers if they want to capture their fair share of growth.
Tom Willis will cover a range of tools, customer data and analytics that can be used to determine metrics and keep your marketing strategies in line with key business goals, regardless of your budget.
With CRM quickly becoming an integral part of organizational infrastructures, you need answers to the "what, who, when, where, why, and how” questions about CRM: What is CRM? Who needs it? When will I be ready? Where can I get the information I need to evaluate what's right for me? Why use Sage? How will CRM impact my organization? We will answer these questions and show you that CRM is no longer a wish list item – it's an absolute requirement to compete and thrice in a world driven by business 2.0 practices.
This slide introduces the topic of Marketing Analytics, impact of marketing analytics, Dashboard, ePOS, Assortment Planning, and Market Basket Analysis.
Youtube links in the slides:
MARKETING ANALYTICS:
https://www.youtube.com/watch?v=-oHGG5jJPHQ
DYNAMIC PRICING:
https://www.youtube.com/watch?v=cKPaIsOQslo
INTRO TO ePOS:
https://www.youtube.com/watch?v=7VVKtPge-zw
https://www.youtube.com/watch?v=XWuwlChR8c4
MARKET BASKET ANALYSIS
https://www.youtube.com/watch?v=sJWXgcZ-E2g
Sales enablement is essential if you’re serious about taking your team’s sales performance to the next level, but it can also get complicated and messy. This presentation will walk you through which traps to dodge (no matter how tempting they look!), process and structure basics, and what good enablement looks like.
Combine usage data, predictive analytics and best practices to understand which customers to up-sell to and who to cross-sell to. Take your subscription business to new heights using ServiceSource technology and salesforce. This is a customer success presentation from Dreamforce 2014
business analytics and its importance, marketing analytics definition and its importance, how marketing analytics helps to run the organization in effective and efficient manner.
5 Health Checks for Managing Customer RetentionTrustpilot
No one likes churn. And no one can afford a bad churn problem. So how do you prevent it? You need a way to monitor and manage the current health of every customer so you can accurately forecast each account’s likeliness to renew.
Check out this webinar featuring Brian Merritt, VP of Customer Success at Trustpilot, and Omer Gotlieb, Chief Customer Officer at Totango. The two of them will introduce 5 variables you should track to not only prevent churn, but to also grow recurring revenue.
Tym Stevens: Painter, Graphic Artist, IllustratorTym Stevens
I am an Illustrator and Graphic Artist, with skills in painting, design, cartooning, storyboarding, visual merchandising, art direction, and software art/design programs.
http://tymstevens.deviantart.com/gallery/
Revised and extended version of the "Virtual Separation of Concerns" talk, prepared for the GI-Dissertationspreis colloquium at Dagstuhl and for the invited talk at Oregon State University in Corvallis.
Lead Nurturing after the Sales Handoff Accelerate the Buying ProcessManticore Technology
In this webinar, marketing automation provider Manticore Technology teams up with sales 2.0 lead generation expert Sales Engine International to reveal how Marketing can help drive revenue with 3 powerful, sales-driven lead nurturing programs.
Dal blog http://segnalazionit.blogspot.com è tratta questa intervista ad Ignazio Licata, autore del libro La logica aperta della mente (Codice edizioni) e noto fisico teorico, direttore dell'Institute for Scientific Methodology (ISEM). Licata si occupa di fondamenti della fisica quantistica, modelli matematici dei processi cognitivi e teoria della computazione nei sistemi fisici e biologici. Ha studiato con David Bohm e J. P. Vigier, due nomi fondamentali nella storia delle interpretazioni “realistiche” della meccanica quantistica, con il Nobel Abdus Salam e con Giuseppe Arcidiacono, con il quale ha iniziato ad interessarsi di “relatività proiettiva”, una teoria che sta tornando prepotentemente attuale per le sue implicazioni in cosmologia quantistica. Nel libro l’autore propone un’originale intreccio tra fisica dell’emergenza, epistemologia e teorie cognitive attraverso un approccio multidisciplinare e con profonde incursioni tra i temi dell’Intelligenza Artificiale (I.A.) e dell’informatica teorica.
Prepare for Marketing Automation: 5 Tips to Maximize ROIG3 Communications
View this webinar on-demand at: http://dg-r.co/AutomatedROI
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a 28% average overall return.
This quick start crash course will give you a 5-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
In this webinar, you'll learn:
The three “Must Dos” to get started;
Setting up your pilot lead management program;
Core competencies your team will need;
The 5-step process for creating your first automated program; and
Optimizing and maximizing results with metrics that matter.
Online Lead Generation - Forward Vision Marketingjerianasmith
According to the 2013 Lead Generation Marketing Effectiveness Study conducted by the Lenskold Group, 63 percent of companies that were outgrowing their competitors that year were using an integrated marketing automation system.
Parth\'s in it\'s endeavour to manage sales effectively with real time communication tools ,developed the crm,which will guide companies towards excellence in customer relationship.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
[Future of ABM Webinar Series] Mission 4: Customer-Powered ABM – How to Use A...Engagio
Customers offer the trusted information that buyers value most, and their business networks are rich with potential prospects. Don’t fail to call on your customer community in your ABM strategy, or you will miss the impact that advocates can bring. Join Influitive, G2 Crowd, and Engagio in this presentation to learn how leading B2B businesses strategically source, incorporate, and align customer voices in sales and throughout the ABM funnel to increase conversion rates and accelerate deals.
You'll discover how to:
— Leverage customer relationships throughout the buying process
— Weave customer references into your ABM strategy
— Change the way buying decisions are made with customer reviews
Check out our webinar series space flight program! This webinar is Mission 4 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
Mythology Marketing System - The Full StoryMythology LLC
How does your organization build brand, revenue and relationship? Is your marketing ad hoc, confusing and lack consistency? You may need the Mythology Marketing System.
Getting started with marketing automation may seem complicated, but with a little preparation, you’ll see results right away. In fact, 44% of companies achieve a positive ROI within only six months - with a whopping 28% average overall return.
Our quick start guide will give you a 6-step strategy to prepare your organization for adopting marketing automation and help you accelerate your return on investment.
Driving Value with Marketing Automation How-To GuideDemand Metric
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customer’s experience. As a result companies now focus more on investing along the different stages in the customer journey. In this webinar we will share best practices regarding the KPIs that can be used to track customer journey success.
More and more Marketing Executives have come to realize that the traditional approach to budget allocation, by campaign and channel, does not match the way modern marketers seek to optimize the customer’s experience. As a result companies now focus more on investing along the different stages in the customer journey. This webinar is organized by the B2B Marketing Forum in collaboration with Oracle Marketing Cloud.
Similar to Panel Discussion: DemandGen Report Marketing Automation User Survey (20)
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Panel Discussion: DemandGen Report Marketing Automation User Survey
1. A Panel Discussion: Marketing Automation: Lessons from the Trenches Presented by Manticore Technology & DemandGen Report September 3, 2009 Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.
2. Today’s Webinar Agenda Speaker Panel Introduction Marketing Automation Research Project Background Correlation between Usability & Customer Satisfaction Preparing your Organization to Maximize Success Choosing a Solution That Fits Your Needs Q&A
3. Speaking Panel Moderator: Christopher Doran VP, Marketing – Manticore Technology Analyst: Andrew Gaffney Editor– DemandGen Report Consultant: Malcolm Friedberg Principal– Left BrainMarketing, Inc Survey Respondent: MichaelaDempsey Director of Marketing– Intellitactics
4. Marketing Automation: Lessons from the Trenches Lessons from the Trenches - Methodology: 53 Marketing Executives from Different Organizations Rated Their User Experience on a scale of 1 to 7 (1 being very negative; 7 being very positive) 9 Different Marketing Automation Solutions Why this Research: Substantial increase in users predicted in the next 5 years Estimated 15% of BtoB Companies Currently Using Marketing Automation Predicted to be more than 50% of BtoB Companies by 2015 What We Wanted to Understand: What is working for current MA Users & what’s not working How we can enable you to be more effective
5. Implementation & Usability Customer Satisfaction: Determining Factors Correlation Between Overall Satisfaction & Usability 97% Correlation Between Overall Satisfaction & Ease of Implementation 93%
9. Lack of Flexibility “What our team wants to send, measure, and who wants to receive information is constantly changing. Ensuring the system is easy to change is very important.” DemandGen Report Survey Respondent
10. Implementation & Usability Impact of Usability/Implementation Break even ROI in 2 months 171% increase of sales opportunities into pipeline Inside sales connect rate 200% higher due to educated prospects Shortened sales cycle by 30% due to added efficiency of a coordinated buyers journey No additional resource $ spent on: Training to use product Consulting to implement solution Database scrubbing/de-duping Ability to use product immediately Dynamic nurture programs Multi level lead scoring Automated sales notification and reports
11. Implementation & Usability Implementation Ease – Integration is quick and easy (hours to days) Cost – Consultant-free Hidden costs – changing forms, rebuilding brand-approved templates Quick Starts are free Use 90-120 days is probably the most common place where marketers begin to struggle Growth – Not an issue for most marketers Caution: The Self-Service Myth
12. Implementation & Usability Getting value out of your MA investment Technical (in the app) Strategic Business Process Understanding the buying process Content requirements Marketing & Sales alignment Easy to use ≠ success Magic formula: Usability, Flexibility & Power
13. Preparing your Organization Building Processes & Content for Automation System “Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.” Leigh Kelson, Managing Director Pacific Rim Marketing 79.2%
14. Preparing your Organization Respondents Recommend: “The use of an automated marketing system does not make up for a lack of strategy. For best results, there has be clarity around the marketing objective, a clear strategy for how and when to engage prospects.” “In preparation, inventory your content and align the content to the early stages of the sales cycle – like educating what the suspect can do with your solution.”
15. Preparing your Organization The importance of Sales & Marketing Alignment The Problem Historical Structural How to approach the solution Understand the historical challenge Do the leg work and present your “DRAFT” – lead scoring & nurturing Get buy-in Formal & anecdotal feedback processes
41. Choosing the Right Solution #1 Piece of Advice Biggest Lesson Learned 36% of Respondents: “Just because a marketing automation solution has a slick interface does not mean it’s going to be easy to use and function how you expect.” 62% of Respondents: “Make sure you take a trial before locking yourself into a contract. Using a solution on your own can be very different than watching a sales rep use it in a demo.”
42. The Value of Marketing Automation Value of Marketing Automation Solution: Improvement in measurement and tracking of campaign results Better prioritization of Sales through lead scoring and intelligence Reduction in resources required to create and execute campaigns Increased flexibility of marketing to respond to opportunities “Get Started! The alignment with Sales and Marketing improves 200%. The leads are more valuable and this improves the ROI of marketing spend.”
44. Speaker Panel: Contact Info Moderator: Christopher Doran VP, Marketing – Manticore Technology Email: Christopher@ManticoreTechnology.com Analyst: Andrew Gaffney Editor– DemandGen Report Email: Andrewg@demandgenreport.com Consultant: Malcolm Friedberg Principal– Left BrainMarketing, Inc Email: Malcolm@leftbrainmarketinginc.com Survey Respondent: Michaela Dempsey Director of Marketing– Intellitactics Email: Mdempsey@intellitactics.com
Editor's Notes
Emily: Hi everyone. I’m Emily Mayfield, Marketing Manager here at Manticore Technology. Thanks so much for joining us for today’s Panel Discussion. We had such an overwhelming response to DemandGen Report’s Marketing Automation User Survey, we got together the contributors to expand on some of the recommendations and commentary your peers offer in the report and answer any questions you have about your own marketing automation rollout. Before we get started, I’d like to go over a couple of housekeeping items: Today’s webinar is being recorded.The slides and the recorded presentation will be available to you 24 hours after the live webinar. You will receive an email tomorrow providing you with a link to view the recorded webinar. We will also post the slides on Slideshare.net…so you can download them there. We certainly welcome your questions and will be answering throughout the presentation and will have a dedicated Q&A at the end. On the right of your screen, you see a place you can type your question and submit them throughout the presentation. I’d like to introduce our moderator– Christopher Doran, VP of Marketing for Manticore Technology. Christopher is a: Longtime thought leader in marketing automation He is a founding members of Manticore Technology and is one of the decision-makers for the company’s overall growth strategy and business plan and oversees global marketing and business development.So now I’ll go ahead and hand it over to Christopher.
Christopher: Thanks, Emily. Before we dive into the discussion, I’d like to introduce our speaking panel. Andrew Gaffney: Editor & Publisher of DemandGen Report., a leading e-media publication spotlighting the strategies that help companies better align their sales and marketing organizations - A key component of their coverage being on sales and marketing automation tools. Andrew has served as an Editor and Publisher for several different business magazines and has the unique ability to quickly identify the business issues that resonate and matter most to executive level readers. Subsequently, he has consistently helped create and match content that generates interest and readership among that executive community.Michaela Dempsey – Director of Marketing, Intellitactics, a leading provider of Enterprise Security Management Software Solutions based in Reston, VA. Michaela brings over 15 years of marketing experience to Intellitactics and is responsible for lead generation, web presence, customer relations, outbound campaigns and marcom. She is a marketing automation power user and headed up the purchase and rollout of their marketing automation solution two years ago. Malcolm Friedberg – Principal at Left Brain Marketing, Inc, a Silicon Valley-based marketing consulting firm that specializes in designing and implementing marketing automation solutions for B2B companies. Malcolm Friedberg is a former CMO with 20 years of marketing experience. He first became involved in marketing automation when he was running marketing for a leading financial services company and brought in a solution to support his 60+ sales reps. Since that time, he’s consulted for numerous companies, including Apple, Citrix Online, Euphonix and Small World Labs.
Christopher: I want to start by giving you a little bit of background on why we decided to participate in this research project. At their BtoB Summit in May, SiriusDecisions projects the penetration of marketing automation systems will expand dramatically over the next five years from less than 10% in 2005 to more than 50% of BtoB marketers by 2015. Since the percentage of current users is relatively small, there has not been a lot of research based on user experience. Most of the whitepapers and research you will find on marketing automation platforms is based on analysts opinions or one or two customers experiences with one vendor. As marketing automation software gains momentum and more organizations are looking to adopt it, more vendors pop up and it becomes increasingly difficult to determine what really matters when purchasing a solution. As a vendor, we can make guesses all day long about what is really important to marketing automation buyers, but until this Survey, there had not been much research about what experienced users really felt was important during the buying process, and what overall challenges they encountered when purchasing and implementing a solution from their own internal processes to the solution itself.
Christopher: One of the most significant findings from the survey was the strong correlation between ease of use and customer satisfaction. 97% of respondents that reported their solution was easy to use said they were satisfied with their solution. There was also a strong correlation between overall satisfaction and ease of implementation with 93% of satisfied users saying their solution was also easy to implement. Andrew: What is some of the feedback you got from respondents regarding why ease of use and ease of implementation are so important?
Andrew: Based on the feedback from respondents, usability is important because their needs are constantly changing and if a system is not easy to use, making changes as your needs become more complex is going to be difficult and slow process that requires consultants and/or support. 1/3 of the respondents reported running into unexpected costs during the implementation of their marketing automation solution, with the largest segment (19.2%) requiring consulting services to build and properly use the system47% of respondents indicating they are currently using 50% or less of their marketing automation system’s functionality.Christopher: Michaela, based on your experience at Intellitactics, how did your solutions implementation process and usability affect your overall business?
Christopher: Michaela, how did your solutions usability and implementation process affect your businessMichaela: Christopher the question could really be, how didn’t the implementation affect business, because our enterprise has experienced such success across all areas of sales due to the automation platform. Prior to implementing a demand generation solution, acquiring new customers simply meant MORE - more activity, more content, more engagements and more leads all costing more money. Because implementation was so quick we were able to immediately build out programs. Within two months, we had achieved breakeven ROI, an average60% of leads were entering our pipeline and saw a 171 % increase of sales opportunities from the previous year.In addition, the sales cycledecreased by 30%.Marketing is now able to catch suspects when their interest is high and move them into the pipeline before they grow cold, resulting in 25% decrease in marketing spend. Additionally, sales’ phone connection rates over have increased by 200% year-to-date. We continue to see year over year growth as we are now into our second year with our automation solution and as our sales organization grows the new team members adapt and are able to see results from the product immediately.Malcolm: I do want to add a couple things about ease of use and ease of implementation….
Malcolm speaks…Christopher: So, Malcolm, obviously ease of use is important, but ease of use doesn’t necessarily equal value. How can users ensure that they are getting the value out of their marketing automation system?
Malcolm Speaks:
Christopher: That’s a really good point Malcolm and brings us to our next topic. Another thing that respondents really stressed throughout the survey is the importance of building a process, creating enough content to feed the automation system and getting marketing and sales on the same page prior to adopting a solution. Nearly 80% of respondents said one thing that they would do better if they were implement a solution again is better prepare their organization by building proper processes and content offers to feed the system. As Leigh Kelson with PRM states, “Most organizations we deal with lack a structured marketing process. The fact that we’re automating it literally forces them to think through what the process should look like.”Andrew, did respondents that you interviewed have any suggestions on how to properly prepare their organization?
Andrew: Yes, most the respondents really emphasized the importance of preparing their team before implementing the system. With a huge focus on creating a strategy and getting sales and marketing on the same page. In addition several respondents spoke to the importance of creating an inventory of content to ensure you have enough and the right kind of content to nurture your leads… Christopher: So the respondents mentioned the importance of sales and marketing alignment. Malcolm, how would you advise organizations to go about aligning their marketing and sales teams? And why it is so important?
Malcolm Speaks…Christopher: Thanks Malcolm. Michaela, how did Intellitactics prepare for the rollout of their marketing automation system. What advice would you offer buyers looking to implement?
Michaela: Thanks for the question Christopher – and I have to admit that we were so excited about having an automated nurture tool that we did not see the mountain that had laid before us only the lush garden of our success. This glass full attitude really empowered us to build – revise – and build out an excellent solution for our enterprise. In my opinion there are three critical steps that every organization must do to prepare Number1) Sales and Marketing must come together to accept a starting point and to acknowledge that change in this system is inevitableNumber2) The database must get segmented and cleaned Number3) Test your process and duplicate successAlthough there are only three critical steps listed – each one deserves a considerable amount of thought. Since sales and marketing need to be in-synch, an agreed upon starting point is crucial. Some data sets that may help your organization begin this process are: a list of marketing assets, a review of the last 6 months of closed sales leads, last 6 months of website stats, etc. Obviously additional data points can be incorporated – the goal is to agree on a starting point and refine from there.But I can’t stress testing enough as a critical step - If there was something I would ask for a Mulligan on it would be testing . Test the flow of your process, the offer itself and the tiered offers below it. The goal is to understand review and refine – yes it does take some front end time, but the results gained are well worth the effort.Christopher: Along with the properly preparing your organization by getting a process in place, as Andrew mentioned earlier, respondents emphasized the need to create enough content to create campaigns. One respondent noted, “The platform is important but the success of the effort lies in your ability to develop the content and create the right content flow for different categories of suspects/prospects. Our effort was around lead nurturing and this required a revamp of content that we would push in the campaigns.”Michaela, what is your advice on developing the right content and building nurture programs within the ma platform?
Michaela: The survey respondents comment regarding content is 100% accurate and our decided approach to content was similar to software releases or “versions”. Our initial content distribution campaign would equal version 1, which would really in hind sight be a beta version, but version 1 it was. To create version 1, we took inventory of our asset library, noted the currently successful assets, reviewed our overall marketing mix and took into consideration the time commitment each asset required. Once completing this, we categorized or “mapped” our assets into content buckets. We did do our research and planning internally, but as Malcolm had noted earlier, this is where many organizations may need assistance from a 3rd party. Going forward, as trends emerge, accurately measure what assets are successful and at what stage they had a “success conversion”. From this round of research Version 2 will emerge and the lead nurture process will become more sophisticated.
Christopher: So you’ll notice throughout the survey a huge emphasis is placed on preparation and building the right content. Some other key take aways from the survey in terms of the application, were what users felt was most important when choosing a solution. 60% of respondents said, “Customer Support is extremely important and should be a top priority when purchasing a solution”. And 48% of respondents advised buyers to “be specific in asking about asking about the type of customer support you receive in yourcontract”. 60% oMichaela, what is your experience with customer support? How has it affected your success with your solutions? said,“Customer Support isextremely important andshould be a top prioritywhen purchasing a solution”.48% of respondents advicebuyers to “be specific inasking about asking aboutthe type of customersupport you receive in yourcontract”.
Christopher: Michaela, what is your experience with customer support? How has it affected your success with your solution? respondents said, “Customer Support is extremely important and should be a top priority when purchasing a solution”. Also : 48% of respondents advice buyers to “be specific in asking about asking about the type of customersupport you receive in your contract”.Michaela: Christopher,two critical team players in our marketing organization are the software platform itself and the team of support that is available to us, better know as customer support. The customer support team is obviously critical to implementation, but they have also been a continual source of valuable information on how to improve our processes, providing us with best practice solutions, new features and better ways to capture data through reporting.As stated above – the basic principle of success is predicated on teamwork at EVERY stage. Customer support is an unbiased group that can provide your enterprise with valuable knowledge not only from a software prospective, but from one of collaborating with a larger group of customers. Our enterprise continues to see great growth from our automation platform and a good portion of this can be attributed to leveraging the support team.Christopher: Malcolm, what questions would you advise CMO’s to ask vendors when checking out various platforms?
Malcolm Speaks: Christopher: Thanks, Malcolm. Andrew, what other major pieces of advice did our respondents offer to ma buyers?
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Andrew: Although the respondents did provide great feedback based on mistakes they made in the purchase or implementation process and things to beware of when purchasing, overall the majority of respondents were positive about their overall experience, and found value in their marketing automation solution. Slide…
Emily: Thanks so much to our presenters, we are now going to begin taking questions…But for those of you that do not have time to listen to the Q&A, thanks so much for attending the webinar, and if you would like to learn more about Manticore Technology and marketing automation solutions, please visit our web site at www.ManticoreTechnology.com. And we have quite a few resources available to you in our resource center if you would like to do more research. If you are considering a purchase, I would encourage you to download our latest whitepaper: 23 Questions Demand Generation Companies may not want you to Ask: Okay, we’ll open it up for questions….Ending….So, this concludes the Q&A portion of our webinar Again, I’d like to encourage anyone that is curious to know more about marketing automation or is considering a purchase to visit our web site and take advantage of our resource center. If we did not get to your question or if you think of one in the future, please feel free to contact us and we’d be happy to answer anything we can. Also, Manticore will be an exhibitor at the MarketingSherpa on Sept 22nd – 23rd in San Fran, if any of you are planning on attending, we would love for you to stop by our booth. Thanks so much for attending, and we look forward to having you on our next webinar.