Marketing Made Easy with Marketing Automation


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Presentation on Marketing Automation delivered to the Valley Industrial Association on November 3, 2010.

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Marketing Made Easy with Marketing Automation

  1. 1. Making Marketing Easy with Automation Steve Susina 11/3/2010©2008 Laurus Technologies, Inc.
  2. 2. Agenda:>  What Is Marketing Automation >  How Marketing Automation tools differ from (and enhance) CRM systems like and Email services like Constant Contact.>  Understanding ROI >  How you can identify high ROI tactics and improve performance of your marketing program.>  Introduction to lead scoring, and why is it important for marketers today.>  Two Case Studies >  Event invitation and attendance >  Lead assignment and notification2 Laurus Technologies Confidential
  3. 3. Lead Lifecycle Process Today Prospect  /   Recycled  Database   “Contact  Us”   “Free  Trial”   Recycle:   Contact   Inbound  Call   Specify  ;me  /   within  24   Unknown  ;me   hours   Sales   Y Owner?   N Sales  Lead   Process  within   7  days   Alert:     ISR  Lead   5  minute   telemarke;ng   response   Customized   telemarke;ng  call  &   email  within  24  hours   Opportunity   Disqualified   Branching  /  addi;onal   telemarke;ng  (21  days)  3 Laurus Technologies Confidential
  4. 4. What is Marketing Automation 130,000 115,000 100,000 Total Potential (US) Penetration 2007 2010 2013 “By 2010, over half of marketing staff in “As the job of the B2B marketing companies worldwide will use enterprise organization evolves from pure demand software… $2.5 billion global generation to qualifying and nurturing spending on marketing automation leads, marketing automation becomes a technology by 2010.” ‘must have’ application.” –  Gartner Predicts 2007: A Return to Growth Fuels –  Elana Anderson, former VP Marketing Marketing Technology Spending Strategy and Research, Forrester Source: Firstmark Capital4 Laurus Technologies Confidential
  5. 5. Evaluation>  Looked at 3 vendors >  Eloqua >  Vtrenz / Silverpop >  Marketo>  Capabilities are similar >  Create emails >  Sync with Salesforce >  Manage Campaigns>  We Chose Marketo >  Ease of Use >  Cost >  Reputation & recommendations5 Laurus Technologies Confidential
  6. 6. What is Marketing Automation Eloqua Vtrenz Marketo Oracle/Siebel ManticoreStrategic Vision Market2Lead (B2B marketing specific needs) MarketFirst Unica LoopFuse Aprimo Pardot Omniture Fast and Easy (Ease of use, implementation, training, affordability) Source: Firstmark Capital6 Laurus Technologies Confidential
  7. 7. What Is Wrong WithCurrent Marketing Tools>  CRM ( >  Manage database of contacts >  Effectively manage one person who buys one thing >  Filtering based on prior activity >  Difficult to monitor responses >  Re-nurturing once assigned to a sales person>  Email Tools >  Inflexible Templates >  Difficult reporting >  Difficult to build multi-step workflows & autoreponders >  Difficult to use filters & triggers to pick lists7 Laurus Technologies Confidential
  8. 8. Demand Generation Funnel Inquiry   Awareness   Pending   Oppor-­‐ Cust-­‐   Prospect   Lead   tunity   omer   Recycled   Nurturing   Database   Anony-­‐ Name  &   Sales-­‐Ready   Sales   mous   Email   In-­‐Profile /  Score>65     AcDve  8 Laurus Technologies Confidential
  9. 9. What Is Wrong With Tools Wehave >  User Fills out Web-To-Lead Form >  Email Auto-Responder >  Lead placed in SFDC Campaign >  Import New Leads >  Reports in SFDC Web-To-Lead Auto- Form Responder >  What’s wrong? >  No de-duplication >  No Scoring >  No advanced processing >  Need web developer Import >  Email Follow-up is manual Biggest issue—No sync between email and salesforce databases.9 Laurus Technologies Confidential
  10. 10. With Automation: >  User Fills out Form >  Lead Processed/Scored >  Customizable workflow >  Lists Imported >  Automatically sync with SFDC Rich >  Separate Sales & Marketing Online Form Workflow activity Campaign >  What’s better? >  Auto De-dup >  No Manual Follow-up >  Rich Scoring Import >  No Web Developer needed SYNC >  Lead Nurturing10 Laurus Technologies Confidential
  11. 11. Lead Scoring: New  Lead  is  Created   One  for  each  ac;vity  (See  worksheet)   •  Use Add Change Choice for all Score Job Title •  Use Add Change Choice for all Change •  See worksheet Score Company Score Size •  Use Add Change Choice for all Score _________11 Laurus Technologies Confidential
  12. 12. Scoring Worksheet / Examples Trigger Change Notes Visit any WebPage +1 Set a standard base for score Opened Email +1 Not reliable Clicked Link In Email +3 Shows definite interest Downloaded White +5 Could be bogus data Paper Director or VP title +10 Sweet Spot Visits 3 Job Search -20 Not a customer – looking for work Pages on same visit Fills Out Any Form +7 Willing to share information Clicked Link in +3 Searching for Information – Google researching a purchase? No Activity – 30 days -5 Declining interest Other Trigger12 Laurus Technologies Confidential
  13. 13. Alert – based on lead score13 Laurus Technologies Confidential
  14. 14. Case Studies– Event Management & Internal Alerts >  Monthly Mixer for Microsoft Sharepoint users >  Goals: >  Invite people based on combination of job title, imported lists, and geography >  Low cost email-based invitation process >  Alert sales team when registration occurs >  Track attendance over time >  Update data in record14 Laurus Technologies Confidential
  15. 15. Case Study – Event Management >  Marketing Assets needed: >  Outlook Calendar .ics file (“Add this event to my calendar”) >  Invitations: >  Invitation Outbound Email >  Last Chance Invitation Outbound Email >  Landing Pages >  Landing Page to register >  Landing Page after you register >  Confirmation Email >  Reminder Email >  Alert to Sales team that their customer registered15 Laurus Technologies Confidential
  16. 16. Email Invitations16 Laurus Technologies Confidential
  17. 17. Confirmation & Reminder17 Laurus Technologies Confidential
  18. 18. Landing Page Customizable Form: Any Field in Salesforce.com18 Laurus Technologies Confidential
  19. 19. Flexible Forms >  Required Fields >  Optional Fields >  Progressive Profiling >  Include 10 items >  Only show 5 >  Hidden Fields >  Lead Source & Note Information >  Programmable Options >  “Submit” versus “Register”19 Laurus Technologies Confidential
  20. 20. After “Submit”20 Laurus Technologies Confidential
  21. 21. Alert to Sales team21 Laurus Technologies Confidential
  22. 22. Salesforce Automatically Updated:22 Laurus Technologies Confidential
  23. 23. 23 Laurus Technologies Confidential