getting the most from marketing automation

Getting The MostFrom Marketing Automation"Micky Long, VP and Practice Director, Lead Nurturing!Arketi Group!

The good news…"•  Companies that excel at lead nurturing

generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research)"

•  Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research)"

•  Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group)"

And the bad…"•  79% of marketing leads never convert

into sales. Lack of lead nurturing is the common cause of this poor performance. (Source: MarketingSherpa)"

•  Up to 70% of Marketing – generated leads are never followed up by Sales"

•  50% of respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment…"

•  …less than 25% use their platforms to their full potential"

How to get the greatest return"

1   Data  

2   Content  

3   Process  

Data"Who are you kidding?!

Your data – How good is it?"What Jigsaw found:"

Incomplete" Need Updates" Dead" Duplicate"

90%" 74%" 21%" 7%"

“Lack of quality customer data is one of the top causes of CRM failure.” -- Gartner"

Source:  Best  Prac.ces  for  Keeping  Your  Data  Clean  -­‐  Salesforce  

Your data – How good is it?"What Jigsaw found:"

Incomplete" Need Updates" Dead" Duplicate"

90%" 74%" 21%" 7%"

“Lack of quality customer data is one of the top causes of CRM failure.” -- Gartner"

Source:  Best  Prac.ces  for  Keeping  Your  Data  Clean  -­‐  Salesforce  

How to practice good data hygiene"

1.  Build a plan"2.  Agree on standardization"3.  Invite everyone to participate"

4.  Be ruthless"

Content"Building a white paper is NOT a strategy!!

Why your content needs to get better"

Given the above…if Sales doesn’t, who does? Marketing must make up the difference. "

•  Everyone’s solution promises the same value"•  Make me money, save me money, make my

life easier"

•  Prospects are in control of the process"•  Up to 75% of buyers reach a decision on

what to buy before talking to Sales"•  30% reach the decision before the “official”

sales process begins"•  By 2020, customers will manage 85% of their

relationship without talking to a human."

Completed buyer persona map" “I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’

‘what is revenue/customer?’ and ‘how efficient is our plant running?’”"!

Brad the CFOAge: 45 ! !!Education: Bachelor’s (Finance) with most likely an MBA!

CFO Message"•  “Our plant solutions can bring immediate ROI

through reduced inventory.”"•  “We enhance compliance through advanced

reporting.”"  

About Brad"•  Reports to CEO"•  Has financial responsibility for firm"•  Spends too much time on compliance/risk

mitigation/SOX"•  Must see fast ROI"  

Influencers"•  Peers"•  Case studies with

ROI"•  Current clients"•  Analyst firms"

Goals"•  Efficiency"•  Less expenses"•  Proven ROI"•  Better financial

ratios"  

Proof Points"•  Avg.20%

decrease in inventory"

•  30% less waste"  

Words-phrases that resonate"•  ROI"•  Proven"•  Financially stable"•  Integrated"

Objections"•  Cost too much"•  Burdensome

implementation"

Top persona-building methods"

64%"

56%"

47%"

43%"

0%" 10%" 20%" 30%" 40%" 50%" 60%" 70%"

Customer/prospect interviews"

Sales interviews"

Customer/prospect survey"

Mining in-house database"

Persona-building methods"

Buyer-centric marketing"

13

Develop Prove Close Service Qualify Target

Buyer-centric marketing"

13

Develop Prove Close Service Qualify Target

Buyer-centric marketing"

Decision maker Addresses pain Credibility Benefits Feature/function Trust Issue resolution

Influencer Ease workload Not overly complex Peer reference Easy training Support

Check signer Cost/ROI Reputation Confirmation of decision

Develop Prove Close Service Qualify Target

Content to conversion"

13

Check signer

Decision maker

Influencer

Media  coverage  Social  media  Viral  video  Infographic  News  Release  (thought  leadership)  

Curated  lists  Survey  campaigns  Organic  search  Print  Ads  Nurture  campaigns  Industry  white  papers  

Bylined  ar.cles    Trade  shows  Retargeted  ads  eNewsleJer  News  release  (product)  eBooks  Guides  

Webinars  PPC  White  paper  (product)  News  release  (corporate)  Quicktours  3-­‐D  mailers  First  strike  PPT  

Data sheet Feature comparison Product comparison Case studies Analyst reports News release (case study) ROI calculator

Trial Live event Interactive demo Drip campaign

Customer support videos Case studies candidate

Ease workload Not overly complex Peer reference Easy training Support

Cost/ROI Reputation Confirmation of decision

Addresses pain Credibility Benefits Feature/function Trust

Issue resolution

Customer experience Customer communication

User tips User enewsletter User conference User community Cross sell/Up sell campaigns

Customer testimonial References Tech specs News release (award) CSR efforts

Pricing Support SLA Proposals

Target Qualify Develop Prove Service Close

Content preferences"

0%" 20%" 40%" 60%" 80%" 100%"

White paper"Webinar"

Case study"Blog post"

E-book"Video"

Infographic"Presentation"

Podcast"

Content type utilized during business search"

Source:  DemandGen  Report,  Content  Preference  Survey  

Embracing video as a channel"

Embracing video as a channel "

Must Haves

Call to action

Transcripts and keyword rich description on video server service

Use YouTube  

Do Scripted

Production quality

Enhanced

90 seconds to 3 minutes

Don’t Free form

Gritty

Natural

60 minutes

Top content challenges"

42%  

20%  

18%  

12%  7%"

1%"0  Challenges"

Engaging content Enough content Budget Lack of exec buy-in Content variety License budget

Don’t be afraid to be green -- recycle"

Start with a white paper, run a podcast, create a video"

Leverage all options"

Partner with an analyst, run a webinar, highlight in a collateral piece"

Borrow expertise"

Content Curation - is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. " " " " – Courtesy of Rohit Bhargava, Influential Marketing blog !

! !!Five Curation Models:"1.  Aggregation – “Top five tips for success”"2.  Distillation – shorten and simplify"3.  Elevation – spot trends from other material"4.  Mashup – pulling together items to create new POV"5.  Chronology – Pulling together timeline to show trends"

Curate for credit"

Industry White Paper

Technical White Paper

Vendor Video

Response

Response

Response Product Datasheet

Product Case Study

Industry Webinar Response

Response

Response Product Case Study

Technical White Paper

Industry White Paper Response

Response

Response

Industry Webinar

Industry PodcastResponse

Return to Pool

Offer/Sales

Y

N

NNN

N N N

N

Y Y

Y Y Y

Y Y Y

Awareness

Discovery

Validation

Response

NN

Y

Well-mapped content can feed highly effective drip marketing programs"

Put it all into action"

10%  Response    

20-­‐30%  Response    

40+%  Response    

Process"Tame those loose cannons!!

Why process?"•  64% of CMOs lack a formal process for

managing marketing automation. -- Annuitas Group"

•  Only 33% of execs using both marketing automation and CRM systems say they integrate well -- Experts Bench"

•  66% of Marketing execs claim “Fixing broken processes” is a major challenge to effective automation implementation -- Gleanster survey "

•  46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. -- Forrester"

Three steps to a better MA experience"•  Establish a plan with milestones"

-  Evaluate custom metrics"-  Don’t overlook basics"-  Be realistic"-  Don’t forget the talent"-  Do not implement in a vacuum

"

•  Create a learning culture"-  Always be testing"-  Implement change"-  Don’t fear failure

"

•  Make review a part of the process"-  Be relentless"-  Invite all stakeholders"

Arketi Lead Nurture Healthcheck"•  Overall Lead Nurture Goal"

–  Define the objectives identified at the start of the lead nurturing/automation initiative!

•  Last Quarter Goal Review"–  Review the 2 or 3 specific goals that were established for the previous quarter and

identify performance against expectations!

•  Next Quarter Goals"–  Identify 2 or 3 goals for next quarter and the metrics that will determine their success!

•  Campaign Effectiveness"–  For each campaign conducted during the quarter, report on all key metrics!

•  Lead Workflow"–  Review existing lead workflow, Sales handoff threshold and return to marketing points!

Arketi Lead Nurture Healthcheck"•  Lead Scoring Model"

–  Review and adjust as necessary!

•  Content Development"–  Review content creation/curation strategy!

•  Website Activity"–  Review overall web traffic and identify correlation with lead nurture activities!

•  Thematics / Message"–  Review marketing campaign messages and proof points against system results from past

quarter!

•  Calls to Action"–  Review relevance and effectiveness of offers used in emails and drip programs !

Arketi Lead Nurture Healthcheck"•  Prospect Database"

–  Review and adjust total prospect database!

•  System Maintenance"–  Review Automation tool to streamline and ensure proper functionality!

•  Next Quarter Campaigns"–  Review ongoing campaigns for viability and needed changes!

•  New Outreach Campaigns"–  Identify new Marketing campaigns/initiatives"

Questions?"Micky Long

mlong@arketi.com 404-929-0091 ext. 214

www.arketi.com !