cutting through the marketing automation hype
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TRANSCRIPT
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Act-On Software, Inc.
Cutting Through the Marketing
Automation Hype
June 22, 2011
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Agenda
• Why Marketing Automation is Getting So Much Hype
Paul Mosenson, President – NuSpark Marketing
• The Marketing Automation Reality
David Appelbaum, CMO – Act-On Software
• Demystifying Marketing Automation via Act-On‟s
Marketing Platform
Greg Wright, Technology Specialist
• Summary and Q&A
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Poll Questions
1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
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About Act-On
• Founded in 2006
• Over 300+ Customers in All Verticals/Geographies
• Cloud-based Integrated Marketing Platform
− Built for the Fortune 5,000,000
− Easy-to-Use and Affordable
− World-Class E-mail Marketing Core and Deliverability
− Integrated Web Analytics, Forms, Landing Pages, Drip
Programs, Lead Scoring, CRM Integration…
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About NuSpark Marketing
• eMarketing Firm focusing on lead generation, lead management, content marketing
• Founded in 2010; Team members average 20 years of experience
• Philadelphia based; virtual team of experts
• Provides the process, content and consultation for firms that implement marketing automation
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Poll Results
1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
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Agenda
• Why Marketing Automation is Getting So
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
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Today, Business Outcome Mentality
Occupies the Executive Suite
Revenue and bookings are all that matter:
• “Will we meet the numbers for this quarter?”
• “How does the sales pipeline look for next quarter?”
• “What do we need to do to make sure we meet the
numbers this quarter?”
• “What is marketing‟s contribution and cost?”
- Source: Forrester Research, April 2010
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Marketing Sales
Focus Generating Leads Selling
Org. Visibility Low Visibility Highly Visibility
Contribution Difficult to Judge Easily Judged
Measure Lead Volume & Brand Closed Deals & Revenue Quota
Lead Generation
Deals
But Marketers Still Focusing on More
Leads Causing a Marketing-Sales Divide
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Sales and Marketing are Misaligned
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Of Leads and Losses
• Only 20% of leads are followed up on
• 70% of leads disqualified due to budget, timing, etc
• 80% of “bad leads” go on to buy within 24 months
• 73% companies no process for re-qualifying leads
• 80% of sales occur after the 5th contact
- Source: Sirius Decisions
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And Furthermore…
" … on average 16% of total leads deemed
'sales-ready' opportunities actually close.
The difference between a successful
company and a mediocre company lies in
how the remaining 84% of already qualified
opportunities are handled. “
- Source: Aberdeen Research
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The Problem
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Marketing Automation
Value Proposition
• Improves overall quality of leads passed on to sales
• Optimizes profitability of various lead sources
• Measures marketing performance more effectively
• Automates lead nurture activities turning less mature
leads into sales opportunities
• Increases visibility into overall lead pipeline
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B2B Buyer Behavior
• There are fewer active buying cycles
• Buying cycles are longer
• Smaller % of buyers are in active cycles at any one time
Marketing Automation listens for buying signals being
sent by potential buyers as they interact with content:
Scores them based on their propensity to be in an
active-buying mode
Sends those who are deemed worthy of sales to the
appropriate salesperson
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B2B Buyer Behavior
• More stakeholders are involved in buying decisions.
• More people affect the purchase decision.
Marketing needs to deliver information that explains
Offerings and business outcomes as they relate
to each influencer. Marketing Automation
manages this level of detail.
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The Answer
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Marketing Automation Figures
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
- Aberdeen Group - “Marketing Automation 101:
Ensuring Early Success with the Basics; Maturing Your
Deployment for long‐term ROI” June 2010
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Lead Scoring Figures
Companies with Marketing Automation
•107% better lead conversion rate
•40% greater average deal size
•20% higher team attainment of quota
•17% better forecast accuracy
Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long‐term ROI” June 2010
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In Summary: Why
Marketing Automation?
• Shorter Response Times: Campaigns are much faster to design,
roll out and measure
• Metrics Management: Marketing Automation gives better metrics
on campaign performance and options for improvement
• More Leads: Sales will receive more qualified leads with more
information about each lead
• Better Qualified: Rather than sending a segmented list of leads
to sales, they can now get prioritized leads sorted by lead score
• One Big Happy Family: Alignment between Marketing and Sales
departments by increasing communication and transparency
between them
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Agenda
• Why Marketing Automation is Getting so
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
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Act-On Survey Says
0
100
200
300
400
500
600
700
800
900
1000
Consistently shows significant lag in
through-the-funnel program adoption despite
widely recommended best practices
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Now Back to Reality…
• “…B2B world slow to embrace marketing automation..analysts
estimating less than10% of companies currently utilize the
technology.” – Marketing Sherpa
• “We believe less than 25% of those who have marketing
automation are taking full advantage of the system’s
functionality. – John Neeson, Sirius-Decisions
• “If an organization automates partially or poorly, results can raise more
questions than answers. This puts the marketing organization at
greater risk for questions about competency and leadership.”
– BuyLine Research, Marketing’s World of Hurt
• “If marketing automation requires that you run 50 marketing
campaigns, you should have 50 highly optimized landing pages.
Who‟s going to manage all of that?” – Chris Selland, Selland Capital
• Marketing Sherpa has said that lead data goes bad at a rate of 2.1% a
month, while a recent study from IDC found over 50% of leads in
average B2B contact database are obsolete.
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• “Majority of marketers – 8 in10 – are now using social
media to hear what customers are saying online.”
• “Only 36% have formal system for using social media, in
contrast to 44% who have a mainly informal system.”
• “Just 5% of B2B organizations have a formal, systematic
marketing training program; in 75% of companies, the
only way that marketers learn is through trial and error.”
• “81% of organizations spend less than $1,000 per year
on marketing training and 36% spend nothing at all.”
Now Back to Reality…
- Canadian Marketing Association Research
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Introducing The Act-On
Integrated Marketing Platform
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The Act-On Approach
Core Platform‟s Roots Based on Responsys
3rd Generation SaaS platform architecture
10X the performance
1/10th the cost
Demystifying Marketing Automation
Start simple. Automate processes at your own pace
InstantOn™ database simplifies implementation
and management
Integrated web analytics, forms, landing pages,
drip programs, lead scoring, CRM integration…
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Over 300 Customers
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Act-On Automation Benefits
• Built for the Marketer – Ease of use
Full compliment of intuitive design and layout tools
Full spectrum of analytics/metrics for all marketing tasks and campaigns
• Installs in a matter of days – Productive in a matter of hours
No tedious training sessions, no process re-engineering, little to no IT
support, no 3rd party service contracts required
Instant-On Database eliminates need for dedicated database
management or IT support
• Best in class email deliverability
• Dedicated Success Manager
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Agenda
• Why Marketing Automation is Getting so
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
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Is Marketing Automation
Right for You?
Company/Lead
• How long is your buying process?
• What is your average CPL? Do you have a way to track it?
• What is your average campaign conversions? Do you have
a way to track it?
• Do you have „plenty‟ of content for campaigns?
• Do all your leads get sent directly to sales? Or do you
further quality; segment out what get‟s sent?
• Does your sales team „complain‟ about the quality of leads?
• Are you concerned of the # of leads not being followed-up
on appropriately or disqualified quickly?
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Is Marketing Automation
Right for You? (Continued)
Process
• Does your organization use a CRM system?
• Does your organization already use any of these or
combination of these tools: email marketing, website
tracking, social media monitoring; webinar platform?
Costs/Resources
• How many resources (vendors & internal) are you relying
on to get a campaign launched/managed?
• Have you been asked to cut-down costs?
• Do you have a dedicated IT resource? HTML or designer
resource?
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Taking Your Lead Generation
to the Next Level
Offerings from NuSpark Marketing
Gold Lead Management Package:
• Free Assessments: branding, audience analysis, media strategy,
search engine strategy, SEO strategy, social media strategy,
website/landing page review, content assets, lead capture strategy,
lead nurturing, analytics: Value $7,500.
• Management Services: Digital media, traditional media, SEO, social
media, content planning, blogging, marketing automation, lead
scoring, analytics: 50% off
• Content Services: Two 4-page white papers, One 4-page case study,
Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
(for lead capture), email template design and copy: 50% off
Monthly cost: $4,000
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Taking Your Lead Generation
to the Next Level (Cont.)
Offerings from NuSpark Marketing
Silver Marketing Automation Package:
• Free Assessments: Audience analysis, lead capture strategy, content
assets, lead nurturing strategy: Value $2,250
• Management services: Content planning, marketing automation, lead
scoring, analytics: 50% off
• Content services: Two 4-page white papers, One 4-page case study,
Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
(for lead capture), email template design and copy: 50% off
Monthly cost: $3,000
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Ready to Learn More?
Presenters:
Paul Mosenson, President – NuSpark Marketing:
David Appelbaum, CMO – Act-On Software:
Automated Follow-Up:
Within 24 Hours you will receive an email to request webinar
slides or recording, product info, pricing and more
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: [email protected]