The document summarizes a webinar on the urgency of marketing automation. It discusses how marketing automation can help improve conversion rates through lead scoring and nurturing. Lead scoring in marketing automation systems allows segmentation and qualification of leads as they move through the sales funnel. Nurturing automates moving leads between stages to improve conversion. Adoption of these capabilities helps companies improve performance during economic downturns.

1. Manticore Technology Confidential – Copyright 2009. All rights reserved. The Urgency of Marketing Automation Presented by Manticore Technology and SiriusDecisions April 7, 2009

3. The Urgency of Marketing Automation: Critical Processes

4. Field Marketing 1.0…Our Foundation Systematic Repeatable Predictable Source: SiriusDecisions Lead Taxonomy Campaign Execution Target Marketing Handoffs Service-Level Agreements Lead Flow Process Technology Service Partners Metrics SiriusPerspective: Field marketing 1.0 introduced the concepts of discipline, process and sales/marketing collaboration.

7. Demand Creation Waterfall SiriusPerspective: The most effective b-to-b demand creators look at a shared demand waterfall in the context of automating processes. Inquiries A raw response, or hand-raiser to an outbound marketing program; relatively little is known about the prospect at this point. Marketing Qualified Leads (MQLs) A lead – by way of definition and service-level agreement – that is deemed “ready” for a receiving function to work. Sales Accepted Leads A lead that has been formally accepted by the receiving function; when this occurs, the receiving function is compelled to work the lead in a give time frame. Sales Qualified Leads (SQLs) A lead that has evolved into an opportunity, one that is deemed “pipeline quality” by the organization. Closed/Won Business An opportunity that has come to fruition.

8. MAP Goal: Avoid and Reclaim Wasted Leads Inquiries Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business Source: SiriusDecisions SiriusPerspective: The waterfall helps to determine which processes are worth your time to develop, refine and automate. Qualify 1 The process required to bring an inquiry to a “certified” level, including attributes/scoring levels Handoff 2 Transition of a lead from one function to another; service-level agreement based Nurture 3 Three “flavors,” depending on the funnel stage Recycle 4 For leads that have been disqualified at any funnel stage

9. MAP Goal: Help Accelerate Conversion Rates Source: SiriusDecisions SiriusPerspective: Marketing automation is critical to achieving best-in-class conversion rates. Waterfall Conversion Rates Inquiries 3.9% Marketing Qualified Leads (MQLs) Sales Accepted Leads Sales Qualified Leads (SQLs) Closed/Won Business 5.8% 9.7% Average Strong Process Best-in-Class 58.3% 65.6% 74.5% 49.1% 56.4% 60.5% 23.1% 26.9% 30.7%

14. A Marketing Technology Ecosystem Source: SiriusDecisions CRM Reputation Tools Marketing Resource Management Business Intelligence Channel Management Marketing Automation Platform

16. SiriusDecisions Demand Creation Technology Stack Source: SiriusDecisions Layer One: Marketing Database Layer Four: Adaptive Marketing Layer One: Marketing Database Layer Two: Campaign Management Layer Three: Lead Management Predictive Marketing Long-Term Nurturing Execution Management Customer Marketing Lead Scoring Lead Routing Portfolio Marketing Lead Distribution Interactive Marketing Online Telemarketing/ Teleprospecting Web Analytics Data Quality Data Integration List Building Data Analysis

22. Manticore Technology Confidential – Copyright 2009. All rights reserved. Leveraging Marketing Automation Christopher Doran Vice President, Marketing – Manticore Technology

23. Key Findings Investments in Field Marketing and Solution Marketing are up 4% & 6%, respectively. The numbers clearly illustrate why: Source: SiriusDecisions 10k Lead Model 420% increase in closed business Companies that implement marketing automation are 1) best positioned to weather the economic storm & 2) capitalize as economy rebounds. Average Strong Best in Class Inquiries 10,000 3.9% 10,000 5.8% 10,000 9.7% MQL 390 58.3% 580 65.6% 970 74.5% Sales Accept 227 49.1% 380 56.4% 723 60.5% SQL 112 23.1% 215 26.9% 437 30.7% Closed/Won 26 58 134

28. Lead Nurturing Lead Nurturing goes beyond campaigns to engage leads in a continuous dialog, thereby moving them through the pipeline Campaign or Point Solution Approach Register? Inquiry Send To Sales End End Lead Nurturing Inquiry: Yes No MQL? Score MQL - Send to sales handoff Sales Accept? Send to Inquiry Nurture Send to MQL Nurture Sales Engage Campaign generates Inquiry Yes No Yes No Send Email

29. Configuring a Lead Nurturing Campaign Use on-going flow of content to engage in dialog Periodic lead score checks to remove from nurture as necessary Use automation to move to next stage of funnel

32. Q&A