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Being profitable with marketing automation in 2011


Published on

Marketing automation has been around for some time now,
but still the cases of huge returns and business changing
results are few and far between. Will 2011 be the year that
market finally matures? In this 4-part paper, you will hear from
4 esteemed sales and lead generation experts and their view
on specific characteristics of marketing automation that have
been holding the space back.

Published in: Business
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Being profitable with marketing automation in 2011

  1. 1. 12 THE MARKETING34567 Being8 ProfitaBle9 With1011 Marketing12 autoMation1314 in 20111516 Practitioners guide to Making it happen17 Marcus r. tewksbury1819
  2. 2. 12 TABLE34 OF CONTENTS5 Introduction6 Section 1: The Right Marketing Automation Partner Can Help You Avoid the Avoidable Mistakes, Don Dalrymple, President of AscendWorks7 Section 2: A Unique Universal Lead Definition, Greg Malpass, Traction Sales & Marketing8 Section 3: Choosing the Right Captain for Your Marketing Automation Ship, Scott Olson, Mindlink Marketing Section 4: Is Lead Nurturing Worth the Trouble? Troy Burk, Right On Interactive9 Conclusion10 About the Author11 Contact Informantion12131415161718 THE MARKETING19
  3. 3. 1 intro- one step at a time by nurturing them. intelligent, relevant communication is used to target each customer right where2 he or she is. he calls it “customer lifecycle marketing.” the DuCtion emphasis is on a metric that marketers sometimes forget3 about. hint: it’s not your open rate or click-though rate.4 the way you think about the leads that are coming into your marketing funnel has a major impact on how you communicate with them. in Section 4, greg Malpass explains5 his unique definition of a lead. he breaks down what your Marketing automation has been around for some time now, team needs to focus on in order to get the most effective6 but still the cases of huge returns and business changing results when dealing with leads. he also answers the question: results are few and far between. Will 2011 be the year that who is ultimately responsible for qualifying those leads. You market finally matures? in this 4-part paper, you will hear from7 may never have looked at the subject this way before. 4 esteemed sales and lead generation experts and their view on specific characteristics of marketing automation that have examining these four perspectives gives clear insight into8 been holding the space back. maximizing marketing automation results. one thing is clear: the tools are only as effective as the people using them allow9 how are marketing automation programs like a marital aid? them to be. a Stradivarius is an amazing violin, but in the Don Dalrymple shows that “how do i sell?” is not the primary hands of an amateur, you may be tempted to think otherwise. question that needs to be asked in this process. he exposes10 in the same way, generating breakout results with marketing the mindset that keeps many marketers from succeeding in automation will come largely from improvements in the way the new economy, as well as the attitude that causes resistance11 marketers utilize these tools. within a sales or marketing team implementing new marketing efforts. Section 1 zeroes in on finding the “why.” there is a12 reason that your customers are interested in your company. Do you know what that reason is? Will 201113 in Section 2, Scott olson talks about applying data to the ear be the y marketing problems your organization faces. You can learn14 quite a bit from the information you already have in your database. how you use that data makes all the difference in that the ally arket fin15 the world. olson introduces the ideas of segmentation and prioritization. it’s all about getting to know your customers. m ?16 after you get a lead, what comes next? lead nurturing, matures of course. troy Burk discusses marketing automation from17 the perspective of advancing the customer relationship18 THE MARKETING19
  4. 4. 12 The RighT MaRkeTing don dalrymple is known as a leader’s leader. he has had an extensive background in training business professionals towards leadership and management for solving complex3 auToMaTion PaRTneR business problems. his ability to drive clarity in a world of increasingly complexity has allowed don to deliver value to4 Can helP You avoid organizations seeking to compete at higher levels of success5 The avoidable don is the Founder and President of ascendWorks, llC, a technology, sales and management consulting company which helps businesses increase demand, grow productivity and6 MisTakes strengthen customer relationships. don and his team design business processes and systems to help businesses attract customers and win loyalty.7 before founding ascendWorks, don worked in Fortune 500 enterprises, start-ups and entrepreneurial ventures. With a8 don dalRYMPle high-tech background and entrepreneurial know-how, he helps business professionals with the clarity and systems9 required to compete. PResidenT asCendWoRks don has held executive positions in software companies10 and is adept at designing, building and training in business technology systems.11 don has a Master’s in Mechanical engineering from the12 university of Rochester. he resides in austin, Texas with his wife and three children.131415161718 THE MARKETING19
  5. 5. 1 keY automation, having installed and trained some of the earliest implementation of said tools is Don Dalrymple, President2 of ascendWorks. Beyond his deep knowledge of the inner takeaWaYS workings of many marketing automation tools, Don is also3 extremely well versed in training marketing organizations to focus on the customer rather than the process.45 1. asking “why does that person buy?” is a more important Marcus: Don, can you tell us about the common question than “how do i sell?” misconceptions or issues you sense that people have about6 2. Marketing automation is the process of locating buyers, marketing automation.7 engaging them, and relating to them on their level Don: Sure. our team at ascendworks are typically sought out 3. lack of understanding of how specific steps in a campaign to implement campaigns for organizations that are just starting8 affect customers is the biggest hindrance out with marketing automation or are looking to retool their existing ones. one of the biggest problems that we face is a 4. Marketing automation is sophisticated; requires leadership lack of strategy or understanding of how the specific steps in a9 commitment “to fully thinking through the various parts of marketing automation campaign affects the buyer. We provide the buying cycle” a lot of strategy and consulting around what the roadmap and10 5. the “game” has changed. old-school mentalities of drive decision tree and cycles are for those buyers. impressions and make offers will not succeed. Consider the11 question, “how do i nurture and convert somebody who is Marcus: Where do you see that lack of strategy? is it a lack of educating themselves and servicing themselves?” understanding? What’s the source of the problem?12 Don: i think most organizations start from a fundamentally different perspective. Most organizations are asking, “how do13 i sell?” and that’s a very different approach from what we do on the surface, implementing a marketing automation tool at ascendworks. We’re asking, “Why does that person buy?”14 appears fairly simple. the problem, though, is in not knowing So, if you have something of value in the marketplace, you will what you don’t know. implementing a tool isn’t that hard; have a buyer. But it is very difficult for most people to think like setting it up, along with the corresponding processes, in a way that buyer. Starting from that one single premise, you’re able15 that will produce business value is another matter. this is not to make a different type of approach in how you’re going tow an effort you want to go wrong. like a tile floor, if you don’t do marketing and what you should be looking to automate.16 get it right, you have to rip it up and start over. Marcus: What a great perspective. You’re not trying to17 Someone that knows a thing or two about marketing sell in the marketplace; you’re trying to locate your buyers.18 THE MARKETING19
  6. 6. 1 Youneed to find the buyers, and you need to engage with attracting and nurturing that buyer, but it’s up to the individual them and relate to them on their level. Do you find parts of the marketer to upgrade their approach and skill set.2 organization struggle with this more than others? Marcus: is this something you can really train people to do?3 Don: the concept is missing because there’s a gap in the Can you teach someone how to grow relationships with their thinking between how the buying experience today works. it’s customers?4 completely different from ten years ago, or even five years ago. Don: that’s a great question. i think it really depends on the When a buyer starts thinking about purchasing something, type of talent you’re dealing with. Marketing automation is they’re doing something way ahead of time. they’re doing a5 inherently highly sophisticated. it’s not something that’s simple, lot of research and education and becoming aware. Putting like a general marketing campaign. You can have a junior-level yourself in a buyer’s shoes is something that i don’t think most6 person running that. it really takes someone who thinks like a marketers are adept at today. Previously, it was more of a strategist, executes, and is a technician as well. numbers game. they were used to sending out mass mailings7 or direct mail, contacting people in a very disconnected fashion, i would use an analogy to mechanical engineering. the whole where marketing automation is causing a lot more intimacy and space is dependent on the CaD/CaM systems. they started at8 thinking through the various steps. $30,000 at one point and you had to have a specialist. then they moved down to $5,000, and now you can get them for $1,000. Marcus: So the marketing automation is marital aid for the9 You still need an engineering background to be able to design, marketing organizations of the world, or something like that. but it is way more accessible. Don: Yes, yes [laughs].10 i would say marketing animation systems have the promise Marcus: Do you find anyone to be resistant to this? anyone of changing the revenue opportunity dramatically, but you do11 digging in their heels, resisting change? need a fighter pilot-type mentality: someone who is able to be fully committed and talented at thinking through the various Don: i would say yes and no. i think that because of the new parts of the buying cycle.12 economy and how it’s structured, buyers are in control. as consumers, we have all the information we need to make a Marcus: is this all wrapped into one person? Do these skill sets13 decision to buy anything we want. We can google it, right? So need to be shared across a team? the rules are completely changed for marketers. they have to Don: We depend on a team. ours consists of various skill sets.14 think through, “how do i nurture and convert somebody who is there’s a strong project management component. there’s an educating themselves and servicing themselves?” overarching decision and strategy that has to be driven, and15 i think that going into an organization and speaking to someone then going down into the tactics. everything from graphic who maintains an old mindset, not realizing that the game has designers to software developers, from analysts who can parse16 changed- they are resistant. Some of the old breed are not the data to systems integrators, they’re all a part of our team. going to make it. they don’t understand pain and they are You could possibly have that in one person. i know a few17 disconnected from the buyer. We can provide the roadmap to people who could do the whole job, but typically i see it being spread out amongst a team.18 THE MARKETING19
  7. 7. 12 a unique as founder and Business analyst at traction Sales and Marketing, greg is focused on helping his clients solve business problems with the help of technology. from3 univerSal working with leading brands as both a marketing and sales professional, greg has an intimate knowledge of what it takes4 leaD to bridge the sales and marketing gap and build a world- class sales and marketing organization. traction’s services and5 Definition philosophy are born directly from business user needs and a clear vision of what it takes to make a difference. read greg’s linkedin profile.678 greg MalPaSS keY910 Ceo traCtion SaleS & Marketing takeaWaYS11 1. a lead is “an expression of interest at a point in time” 2. focus on the interest/motivation rather than the person12 3. People buy solutions, not “things”13 4. Despite automation of the processes, leads must still be qualified by people1415161718 THE MARKETING19
  8. 8. 1 a lead is a seemingly simple concept. Yet it is one that causes Marketing’s role is to solicit the interest and serve it to the much consternation between salespeople and marketers. sales organization for review. the sales organization will2 there seems to be a constant sliding scale between quantity review it and qualify it into either an opportunity and convert and quality, and most organizations struggle with nailing down it through into an existing account with no further action, or in3 what they consider to be a quality lead. Coming up with a some cases reject that, giving marketing an indicator that it is common definition that works for both parties is the first step not a worthy prospect yet and should be pursued further.4 in addressing this issue. Marcus: in this model, who is responsible for lead in this interview, we will hear the thoughts of greg Malpass, qualification? Can it be automated, or does it require the5 Ceo and president of traction Sales & Marketing, on the right human touch? approach to leads. greg has a particular point of view on lead6 management that has helped hundreds of companies to re- greg: it depends on the organization. it depends on the energize their demand generation efforts. volume of leads coming in, the resources that are available, and even the complexity of the sale.7 What i think most organizations will agree on is that it should8 be a start, both sales and marketing need to be Marcus: greg, as a starting point, can you tell us about how involved. and at some point the lead will be qualified by9 you define a lead? human times. at some point that interest will hit a threshold where it’s worth making a phone call or arranging a meeting greg: at traction we define a “lead” as an expression of with that prospect who is showing that interest. in the field,10 interest at a point in time. While of course there is going we are seeing many more situations like this. organizations to be a person as part of that lead, and they’ll likely work at are using a qualification team to validate that interest and then11 an organization, really what we’re most interested in is that pass it over to the sales organization. particular interest: what are they looking for at that point in12 time, and the question, of course, will be, “Will that result in an What’s really important, however, is who creates the opportunity?” opportunity. it’s extremely important that lead qualifiers not have that capability. You want someone within the sales13 Marcus: i’ve always been of the belief people don’t buy organization, someone who carries a bag to be associated with things, they buy solutions. i love the focus on motivation. the opportunity. it serves as an effective check and balance.14 it’s not just the person, but what’s motivating them. Do you find that to be a hard concept to preach or present inside the Marcus: then you would argue that the qualification team15 marketing organization? should fall in marketing? greg: no, in most cases the organizations we work with really greg: very interesting question. i think the right role of the16 embrace the concept. it removes a lot of the grey lines and qualification team should be aligned to the sales organization. it also brings a lot of clarity in terms of what is the role of this, however, is a departure from status quo. today, the team17 marketing versus sales. usually lands in marketing. historically, when sales weren’t18 THE MARKETING19
  9. 9. 1 picking up the phone marketing took the responsibility to Marcus: i agree. and at the end of the day we’re in a volume do what they thought was right for the company and started business, and if you’re going to push more revenue through2 building up these organizations. that’s why we also saw a you have to push through more leads and activities. it’s a movement to outsource. now, however, we’re starting to see pretty simple proposition.3 this trend reverse itself. as organizations start bringing these greg: right, it does all end up in the pipeline. as a good skills back in-house, they are being hired by sales.4 sales rep, i basically know after my first conversation with another big part of the lead qualification function is having the prospect whether there is an opportunity there. even if i an hr resource strategy. Where will these reps go in the create it as a very early stage opportunity, maybe $0 and 0%5 organization? What is their development plan? i think we both to close, i’m going to identify it and start working it. if not, would agree that a great lead qualification rep will eventually i’m going to pass them through as a contact, not create the6 opportunity, and put that person back in marketing’s capable mature into a great sales rep. hands, until they generate or demonstrate further interest.7 Marcus: that makes sense. Developing the diagnostic process of engaging with the client and getting to the pain Marcus: So… a “lead” is an expression of interest at a specific makes a good qualification rep and is a critical skill for a sales point in time. focus on the need, not the person. Well said8 rep. Who said people were rational though? Just because it greg! makes sense doesn’t mean people will easily accept it. Do you9 run into resistance?10 greg: not really. We emphasize the system - the process. What we are really talking about is a through-put system. a11 system where traffic comes in, interest is passed to a qualifier, tion we At Trac which is in terms pushes through to an opportunity evaluation. “lead” Just like in a manufacturing system, we see bottlenecks. define a12 n pressio as an ex What this system does is it brings pure visibility and est at a accountability to processing leads. What we’re trying to do is of inter13 take the grey out so we have a clear path to determine who time.14 is channeling and funneling their leads through, where we point in maybe over-productive in producing leads, or where we might need to start splitting territories. So the biggest reluctance or15 resistance from the sales team is a laser focus on one thing, which is processing interest into opportunities. Some reps feel16 that the process compromises the art of the sale, but really i don’t think that’s a justifiable response.1718 THE MARKETING19
  10. 10. 12 chooSing the i’m Scott olson, President of Mindlink Marketing, a serial entrepreneur and marketing executive. at Mindlink Marketing3 right caPtain i work with startups providing strategic marketing services, social media strategy, web content, and marketing research4 for your services. i specialize in helping startups connect to their ideal prospects with the right products.5 Marketing i bring 18 years of experience in strategic marketing in software, Software as a Service (SaaS), and network appliances6 autoMation ShiP with a specialization in security and fraud management technology. i have been fortunate enough to market technology across a spectrum of industries that include financial services, healthcare, government, online games,7 social networking and online dating sites, online retail, and travel. i have started two companies and have led marketing8 Scott olSon teams at multiple businesses. i have a proven track record in establishing companies as9 PreSident, Mindlink Marketing thought leaders in emerging markets and am a frequent contributor to VentureBeat with articles on startup marketing.10 if you would like to explore working together i can be11 contacted at ialize in “I spec s startup14 helping to their connect with spects15 ideal pro s.”“ product the right161718 THE MARKETING19
  11. 11. 1 keY customer’s buying process to craft content and stories that drive conversion.234 takeaWaYS Marcus: Scott, to get us started, i was hoping you could describe the ideal client. What does their organization look like? What do you look for?5 Scott: What i look for in the ideal client really is anybody who 1. effective use of the customer database is crucial to marketing is looking to build more engaging interaction with their client6 success base. i particularly think there are a lot of companies that 2. Marketing messages have to be specifically tailored for have assembled a very strong marketing database but they7 customers in different engagement cycles don’t know how to use it effectively. this is where marketing automation can really come into play. 3. leads must be segmented and prioritized in order to know8 how to treat them. they can’t be treated simply as “one big it has implications for both inbound and outbound strategies. audience” understanding how to segment and prioritize leads as well9 as their existing database is key to knowing how to not treat 4. every part of a multi-channel marketing campaign must be complementary, working together to build relationships them all as one big database. Marketing automation in10 particular is very effective at delivering the message that is appropriate for the audience that you’re communicating with.11 You don’t want to blast a generic email to 100,000 contacts. You want to actually understand the things that they’re most for many marketing organizations, the implementation of12 interested in and deliver the right message to them. those a marketing automation tool and methodology is going are some of the things i help companies do. i work on their to represent a major departure from the status quo. With content strategy, creation and delivery of that content, and13 marketing automation there is a major focus shift to collecting then use marketing automation to make sure it gets to the and analyzing data. Segregating prospects, understanding right audience.14 where they fall in the buying process, or through which channels they prefer to interact all require the ability to apply Marcus: You said that one of the things that you see is that data to marketing problems. having the right mix of internal people have this data but they don’t know how to use it. Why15 skill sets is critical to success with marketing automation. do you think that is? is there a lack in skill set? is there a lack in aptitude?16 in this interview we are talking with Scott olson, the President of Mindlink Marketing. Scott and team focus on helping Scott: Certainly, i think there’s a lack of skill set, but also of17 organizations better leverage data and understanding of the time. i think a lot of people look at this as traditional direct18 THE MARKETING19
  12. 12. 1 marketing, but times have changed. What they’ve got Marcus: Yes, specifically the online ones. i’m speaking to to get their arms around is that they need to understand the multi-channel online world of email, social media, search,2 their audience even better. it starts with understanding the display, the website, etc. different types of audience that they have in their database3 and not treating it all as one big audience. the next step is Scott: this is something that is a challenge for everybody. developing and delivering the message that’s appropriate for figuring out how all those things interact and how they can4 those different audiences. in terms of the skill sets, i’d say it all benefit each other is new and it’s complicated. especially doesn’t require a social media interaction, but it does require when you consider you also have to map this over your somebody that does think about the communications aspect content strategy. all of these need to come together to5 reinforce the messages that you’re trying to get across to your of it – as opposed to broadcast. You have to look at this in terms of the people that are interested in what you have to say prospects, and they need to build those relationships that are6 going to lead to deals or brand loyalty, as well. and they’re going to be interacting with the marketing content that you put out there. Certainly, all those digital channels interact with each other7 Marcus: You speak to breaking down your database - moving and make each other stronger.8 beyond one large universe to smaller groups or “segments.” a lot of people look at a blog for example as just, ‘oh, what’s Do you find that to be a concept that many people the blog traffic? am i getting comments?’ But actually the understand? blog itself can reinforce your social strategy and your lead9 Scott: if they don’t understand it right away they get it pretty nurturing. it can actually provide a mechanism to make the quickly and they understand the value behind it. Many of other things that you do a lot easier, as well as deliver these10 them haven’t done it, though. i think that’s the problem. custom messages to your different audiences. the digital channels are all related to each other. a blog is going to11 Marcus: for sure. Many marketers, even in larger organizations be tweeted. it’s going to be showing up in your monthly aren’t well versed in segmentation. it’s a big shift from the newsletter, which is hopefully tailored to your different12 qualitative to quantitative. audiences. Many of the companies i work with deliver multiple newsletters, maybe 3-5. Based on the audiences they’re trying Scott: that’s right. Many people are using it to measure to reach, they highlight different aspects of their company.13 pipeline and use it more for forecasting rather than nurturing and actually moving people through your pipeline. Marcus: in all of this, is there one thing that stands out as14 being the most difficult? Marcus: Do you see technology playing a role? Specifically,15 as more of the interaction moves to digital and social Scott: i think that the preponderance of problems that i’ve technologies, there is more stress on marketers to understand seen is more around segmentation because it takes time, it the tech. takes effort, and it can have bad results if you don’t do it right.16 When you’re blasting messages to your entire database and Scott: are you talking about the different communication you’re not segmenting your audience and prioritizing with the17 avenues for the company or the client? right kinds of follow-up, then what you’re going to get is an18 THE MARKETING19
  13. 13. 1 alienated prospect. everyone is sensitive to spam or being bombarded with unfocused, non-relevant messages.2 Marcus: i agree; segmentation is key. if you’re not aiming in3 the right direction you’re never going to hit the right target. Being relevant begins with being able to target the right4 audience. Scott, thank you for the time, and come back and visit again soon.56 NG “KNOWI7 ETS8 YO UR CLI Y TO9 IS THE KE TING10 DELIGH THEM”11 nintenDo SixtY-foooooooooour!12 kid gets an n64 for christmas and gets way too excited nintendo Sixty-foooooooooour!!!!!!131415161718 THE MARKETING19
  14. 14. 12 is Lead Troy Burk is the Ceo and Founder of right on interactive (roi). he is a recognized thought leader and speaker on the topics of Customer Lifecycle Marketing, Marketing automation, Lead3 nurTuring scoring and nurturing, and email Marketing.4 WorTh roi is a customer lifecycle marketing software provider that transforms the way marketers nurture business relationships5 The TrouBLe? – from initial contact to brand advocacy. The roi “software-as- a-service” (saas) solution helps companies win and retain more customers, optimize marketing effectiveness, and maximize the lifetime value of customers. roi serves more than 3006 customers, including Carrier Corporation, Marsh supermarkets, Wild Birds unlimited, Compendium, TeaLeaf Technology,7 autobase, delta Faucet and LightBound. Burk is the President of the indianapolis interactive Marketing8 Troy Burk association and serves on the greater indianapolis Chamber of Commerce’s Membership Marketing Committee.9 Founder & Ceo righT on inTeraCTive key10111213 TakeaWays 1. Marketing automation is the “systematic process of sending14 relevant marketing communication to advance business relationships”15 2. Customer focus should be an organization’s primary focus16 3. “do more with less” 4. “it’s not about open rates or click rates. it’s about …moving17 people forward in a relationship.”18 THE MARKETING19
  15. 15. 1 in the world of marketing something that frequently isn’t the complexities of the multi-level, branching array of “and/ used, or isn’t used well is automation. Most people will get a or/if” statements, the pressing need for an endless supply of2 basic web-to-lead, but they don’t make the leap to branching great content, and the supporting army needed to administer decision trees, incorporate the evaluation of prospect such a program scares people off.3 behavior, sending emails, and at this point pretty much everything else in the online toolbox. the question though, is the reality for most marketers today is that they are forced to4 this useful to marketers? is the tool overkill for the need? do more with less. they have less staff, they have less content, they have less time, and they’re looking for a way to find some let’s hear from troy Burk, the President and Ceo of right on quick wins. to build continuity, you need be able to point at5 interactive, a technology vender but also one of the leading something and say, “my efforts are actually working here.” service providers around the space of marketing automation.6 troy is an individual thought leader that has helped marketing it’s not about what’s technically possible with marketing organizations of all sizes optimize their operational processes. automation, but what makes sense for the business. You could dream up a zillion things that the technology could make7 possible. if you don’t have a map to where you’re going it can become a very difficult journey. You have to start by asking8 “how can this improve my business?” Marcus: let’s start by defining the function of “automation” in9 terms of marketing automation. Can you lie that out for us? Marcus: listening to the buzz in the space, at least from the vendors, it sounds like we’d be fools not to adopt these troy: absolutely. i would define automation as a systematic technologies. in the field, where do you see people finding10 process of sending relevant marketing communications success? designed to advance the business relationship. i’d also11 emphasize the importance of making the customer the primary troy: i think the success is based on what people are focus. that’s really important. i think a lot of marketers get measuring. at roi we stress focus on the customer. We12 caught up in the process and forget the customer. the best try to bring this to life for clients with our customer lifestyle automating, nurturing programs i’ve seen were focused on marketing methodology. the customers and not prospects. nurturing is really about13 i mean, everyone has customers, everyone has prospects, and building stronger relationships. it’s about improving the customer experience, making it easier for a customer to do we all want more of both. getting there, though, requires14 business with your organization, and moving the right people building relationships. You need to strategically put together forward in a more engaged relationship. your marketing programs, campaigns, and tactics, to move the15 right people forward in a relationship. Marcus: Something you’ve said in the past that i really liked was the concept of doing more with less. Why do you think it’s not about open rates or click rates. it’s not about16 getting lost in the campaign response metrics. it’s about that is so important? understanding how and where you are moving people forward17 troy: Marketing automation can be overwhelming to start. in a relationship. You start looking at things like stage duration18 THE MARKETING19
  16. 16. 1 or the conversion timeline of a typical lead. You start asking any one time. is this correct?2 if you could decrease the stage duration by 10% or 15%, what troy: absolutely. Your leads are going to be at different would that mean for your business? or what would it mean for stages, and, as a marketer, the point is to get this prospect your bottom line if you decrease your churn rate by 5 or 10%? to go through the gate. that’s got to be the objective of3 essentially, you’re trying to increase the velocity from when all your communications. keep your eye on moving people4 you identify someone who is a suspect through their buying toward your desired end result, whether it be registering on a process until you’ve converted them into the world’s greatest form, scheduling a demo or a meeting, or setting up a sales brand ambassador and they’re giving you testimonials consultation.5 and sending you referrals. as a marketer, it’s not so much You also need to think about rotating your offers. You need to about the tactics as it is about the strategy. Sometimes keep communicating with them in a different way to get them6 with marketing automation you can get lost in the tactical to take that one action. if someone is already a customer, execution of all the things i need to do, but you really need i’m obviously not going to send them out that promotion7 to step back and say, “What am i really trying to measure?” to schedule to see a sales person. i’m going to send them a it should be we are delivering and driving a better customer different message to get them to take the next appropriate8 experience, we’re increasing loyalty, we’re making people step. So it’s understanding what are the appropriate stages raving fans. that different prospects and customers go through as they9 journey through a relationship with my organization. all Marcus: another concept that frequently gets presented with marketing automation is the concept of “nurturing.” how my flows and automated communications are going to be10 does that relate to your customer lifecycle marketing? designed to get that person to take the appropriate action. i know that once they do this, they’re going to have a higher11 troy: i think nurturing is a systematic process. Marketing likelihood of making it through the next stage. automation nurturing is the systematic process of sending relevant outbound communications. You’re going to speak Marcus: excellent. i really love the framework of the customer12 lifecycle marketing. i think that’s a great way to go about it. differently to somebody who you don’t know very well compared to how you’ll talk to a lifelong customer, one you’ve Shifting the marketer’s focus from bits and bytes of execution13 been in relationship with for 10 or 15 years. to a focus on the needs of the customer is a goal to live by. first, you need to segment people by where they are in the troy: that’s the goal. at the end of the day, it’s all about14 providing genuine value to our customers. as marketers, relationship; you’re going to nurture each of those groups a little bit differently. nurturing plays an important role all we need to think about that concept throughout the entire15 throughout the customer lifecycle. You need to make sure you customer lifecycle, not just at the front end when we’re have the right, relevant communication to send at the right trying to get more leads and pass them through the sales16 time. organization. Marcus: to support this type of segmentation you are going17 to have to support multiple flights of nurturing programs at18 THE MARKETING19
  17. 17. 1 Con- the ability to demand accountability from marketers, processes and programs is also expanded. the use of2 automation tools, the improved quality of customer databases, CluSion and the utter measurability of the internet enable leaders to3 track performance on every level imaginable. no longer do we have to guess about the effectiveness of a given method4 or message. Management holds individual salespeople accountable for their performance. Why should marketing be5 any different? it no longer has to be. Marketing automation While the tools themselves are no doubt still maturing, much creates transparency in the entire process. accountability and of what has been holding marketing automation back is the measurability empower marketers to constantly test every6 process. until marketers can adjust their approach they won’t effort, and then improve on those results. be able to maximize their investment in the tool.7 getting back to sales, marketers must also realize when Changing the process needs to begin with the understanding it’s time to strike. a given prospect may engage with the8 the true role of marketing and all that role encompasses. as organization multiple times over a period of time. it’s critical marketers, we are in the business of selling. all too often, to be able to isolate the different engagement cycles to marketers seem willing to pacify themselves by simple capture the expression of a specific interest at a point in9 execution with the belief that if they can just generate enough time. reaching a client at this point maximizes the likelihood activity that will be good enough. unfortunately, in the real of connecting with the right message at the right time.10 automation tools shine in this arena. the ability to know world it’s not the effort that counts – it’s the results. if there is no honey, all the buzzing around the beehive is wasted exactly where a customer is in his/her “customer lifecycle”11 time and energy. Marketing can only be successful when the gives the marketer pinpoint accuracy for speaking to each activity translates to sales. lead in the appropriate manner.12 there is, however, a silver lining. today, access to data and in conclusion, 2011 will be a very good year for some the ability to reach the customer is greater than it has ever marketers. the majority of marketing automation tool sets are13 able to provide a baseline of functionality. those marketers been before. When deployed intelligently, this data can drive insight and the creation of new content that is focused on the that excel will be the ones who can adapt their process to14 most pressing needs of the customer base. turning data into maximize the impact of the tools. their willingness to get into insight translates into relevancy. With thousands of messages the proper mindset and invest time in understanding how the15 saturating the airwaves and inundating email inboxes, getting tools work and extracting every drop of value out of them will noticed and maintaining customer attention is increasingly be the factor that determines who wins.16 difficult. Being relevant and communicating with customers according to their chief motivators, in ways to which they are most responsive, is essential to marketing and relationship-17 building success.18 THE MARKETING19
  18. 18. 1 aBout Marcus tewksbury is a product strategy and business development expert with over 15 years of experience defining,2 marketing, and ultimately selling new B2B marketing services the and technology offerings.3 today, Marcus focuses on strategic development for alterian, an integrated marketing platform provider, where he advises author4 key partners on messaging, launching, selling, and delivering data driven marketing solutions. in this role he also initiates5 and develops relationships with net new logos while building storylines and definitions for new alterian offerings.6 over his career he has successfully launched dozens of products that have generated millions in revenue and been7 adopted by brands like Baxter, Coach, hallmark, hot topic, kaloo, kao, Microsoft, tower records, ulta, Walgreens, and8 MarCuS teWkSBurY Wal-Mart. Marcus is a frequent speaker, having appeared at events9 the Marketing MoJo for the american Marketing association (aMa), Canadian Marketing association (CMa), Direct Marketing association10 (DMa), integrated Marketing Summit, the economist, Media Post, and illinois technology association (ita). his writing11 and presentations have appeared or been cited in numerous publications like, uSatoday, Wall St. Journal,12 and the Word of Mouth Marketing association (WoMMa). he has also been a guest lecturer at numerous universities such as13 georgetown, northwestern, DePaul, u. of Chicago, and York.14 More on Marcus’s thought leadership can be found on his15 award winning blog THE MARKETING19
  19. 19. 12 THE MARKETING3 ContaCt4 inforMation5 traCtion SaleS & Marketing aSCenDWorkS, llC6 vancouver, Ca 100 Congress ave Suite 2000 austin, tx 787017 p. (800) 878-2152 right on interaCtive f. (214) 224-09568 136 e. Market Street, Suite 410 indianapolis, in 462049 Phone: 317-225-5868 MinDlink Marketing fax: 866-334-5262 Portland, or10 http://mindlinkmarketing.com111213141516 graPhiC DeSigner: Beth Yonker17 website: / email: beth.yonker@reflexmediasolutions.com1819