a new dimension to marketing automation

June 23, 2015Webinar presented by:

Right On Interactive and marketingIO

A New Dimension to Marketing

Automation

949 354 4790 | [email protected]

Mike DavisPrincipal, marketingIO – Asparian LLC

For the past 15+ years, Mike's background consists of enterprise software and technology services, managing the development and integration of major technologies, e.g., Oracle, IBM, Microsoft, and 3rd party cloud application platforms. He specializes in business strategy and process improvement, marketing and technology integration management, project/program management, and end-to-end martech solutions.

Joe RizzoPrincipal, marketingIO – iNeo Marketing

With over 25+ years in digital marketing, Joe Rizzo specializes in multi-vertical B2B and B2C marketing initiatives fulfilling

services for start-ups to the Fortune 1000. Joe is a seasoned SaaS Marketing Automation technologist, as well as a noted

author, speaker, and consultant in digital marketing.

.


Troy BurkCEO & Co-Founder at Right On Interactive

Troy is a recognized thought leader and speaker on the topics of lifecycle marketing, marketing automation, lead and customer scoring and nurturing. He founded the company in 2006 after a successful early career at ExactTarget.

Lori Grass Vice President of Sales & Alliances, Right On

Interactive

Lori Grass joined Right On Interactive in 2012 with over 20 years of sales experience. Prior to, she was vice president of

sales and marketing for Tri-Auto Enterprises, a national automotive marketing software firm.


Agenda

Free Stuff and Questions

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Poll Questions

The Current State of MAS

Customer Lifecycle Marketing

Tweet This @roi_marketing @martechIO

Data


The Value of MAS

Companies that excel at lead nurturing generate 50% more sales-ready

leads at 33% lower cost (Forrester Research)

63% of companies that are outgrowing their

competitors use MAS (Position2)

Companies that use MAS see 70% faster sales cycle times, 54% improvement in

quota achievement.


Marketing Effectiveness• Nurturing• Efficiency

50%

Automation• Consistent processes• Sense of urgency

63%

Sales Growth• Engagement visibility• Lead lists

70%

The Challenges of MAS

Only 3% adoption in non-tech companies (VentureBeat)

Only 8% of companies using marketing

automation use it to nurture their existing

customers (SiriusDecisions)

85% of B2B marketers using marketing

automation platforms feel they’re not using

(SiriusDecisions)

Foundation• Data• Personnel resources

3%

Strategy• Glorified email tool• Lead-centric thinking

8%

Execution• Slaying the dragon• Content

85%



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Three Steps to Better Data

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Do Build It• Incent/RTW• Gated content• Events

Do Ongoing Clean Up• Standard format• Must have data• Check-ups

Don’t Cleanse Once• Don’t hire temps to do it• Don’t delay until you are ready

Do Enrich• Append data• Progressive profil-

ing

Don’t Spam• Don’t keep unengaged active• Suppress often

Don’t Buy It• Not opted in• Expensive


So Why Is Lifecycle Marketing The Answer?


It’s 6-7x more costly to attract a new customer than it is to retain an existing customer.

80% of your company’s revenue will come from just 20% of your existing customers.

The probability of selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.

Today’s buyer’s are anywhere from two-thirds to 90% of the way through their journey before they reach out to a vendor.

Your Customers Are Your #1 Revenue Source



Customer Lifecycle Market-ing

Lifecycle MapAnalytics, Dashboards and

Reporting Profile and Engagement Scoring

Web and Social AnalyticsAutomated Campaigns ToolAudience Segment Builder

Email Tool

Events Email Web Calls Social

KimRegistered to win at eventProfile: 70Engagement: 12

AlexMade first purchaseProfile: 80Engagement: 88

The Journey

ATTRACT CONVERT ONBOARD EXPAND APPRECIATE


Segmentation: Simple Phases

• Website anonymous, identified visitor re-ports

• Social media engagement and interaction• Tasks scheduled in CRM activities• Alerts to sales inbox • Accept and reject portal• 360 view of the lead

• Start with stages• Prioritize most

important• Utilize dynamic

content

• Engaged• Unengaged• Good fit• Poor fit

• Demographic• Psychographic• Firmographic• Purchase

behavior

1 - Stages 2 - Scoring 3 - Personas

• Qualified leads to ISVs and PSEs• Closed loop reporting and dashboards • Lifecycle map and metrics• API access for dashboards• Visibility into lead flow• Visibility into lead status

Outputs

Attract Convert Onboard Expand Appreciate


Best Practices: Attract Stage • Don’t sell• Establish thought leadership• Drive opt-ins through register to win

programs• Website should be hub• Engage: events, direct mail, social, inside

sales

Awareness Consideratio

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Convert Onboard Expand Appreciate

At-tract


Best Practices: Convert Stage

• Ensure value prop against competition• Evolve from search marketing to discovery• Be found where your prospects search• Engage: email campaigns, digital marketing,

webinars, outside sales team

Realize Value


Convert


Best Practices: Onboard Stage • KISS• Consistency• Retention starts now• Ensure success• Engage: customer service, training, how to

videos, product specs

Initial Purchase


On-board


Best Practices: Expand Stage • Brand experience• Maximize relationship• Cross sell/upsell the right products• Relevancy by engagement• Lead lists to sales• Engage: customer service team, new

product roll outs, case studies, incentives

See Results


Expand


Best Practices: Appreciate Stage • Support brand advocates

• Highlight success stories• Award loyalty• Delight and surprise• Referrals and recommendations• Engage: referral rewards program, loyalty

program, surveys, focus groups

Advocate


Appreci-ate


Ten Campaign Questions

1. What’s the objective?2. Who is the audience? 3. What are the key messages?4. What is the value proposition?6. What media channels?7. Where are content assets?8. What is the CTA?9. What results are measured?10.What is the schedule?


Lori’s Favs

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3Segmentation doesn’t have to be complicated

Lifecycle marketing is the future

Phased approaches with quick wins


Troy’s Favs

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3Results are bigger than opens and clicks

Lifecycle is a business solution

Don’t forget about the customer


Free Stuff!

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Recorded webinar

New Lifecycle e-book

Discovery session if desired



Questions?

Lori GrassFor more information on [email protected]

Mike DavisFor more information on [email protected]


About Right On Interactive

Right On Interactive (“ROI”) is a customer lifecycle marketing software company that

helps organizations win, keep and grow business. We do this through our lifecycle

marketing solution that builds engagement throughout the lifecycle of every prospect

and customer.


About marketingIO

Marketing Technologists

+ Marketing Strategists

+ Marketing IT Support, DB & Application Developers = marketingIO


Thank You!


a new dimension to marketing automation

Marketing

digital marketing

marketing automation

marketingio ineo marketing

topics of lifecycle

b2c marketing initiatives

martechio data

mas position2 companies

value of mas companies