Imagination at work.

Customer Engagement - Marketing Automation

Platform Roll-Out & Project Framework

Q1 - 2015

Sal Abramo

GE Healthcare

Global Marketing Automation Director

To enable revenue growth by automating customer engagement

throughout the buying cycle.

We will focus on three key priorities:

1. Increase Customer Intensity throughout the buying cycle

2. Make “Better Bets” through a simplified lead management

process

3. Leverage technology to make better, faster decisions at the

customer level

Project Mission Statement

Our design approach will leverage technology to simplify

& improve core processes, customer focus & speed

Higher quality of engagement leads conversions wins

Project Will Focus On Three Key Priorities

• Fewer, better qualified leads

• Customer insight and profile

data that enables a faster

and higher level of intensity

and engagement

• High visibility of customer

engagement through the

buyers journey and beyond

Sales Ready

Lead

Lead Lead

• B2B customer buying processes

have changed, with customers

engaging later in the sales cycle

• GEHC currently has no

automated way to engage with

customers early in the sales cycle

• Many customers contact us

already to committed to a solution

• Sales & marketing define leads

• Prioritize “hot” leads based on scores

• KPIs improved:

win/loss ratio

sales cycle velocity

efficiency & productivity

customer focus

? ? ? GE GE

Customer Intensity “Better Bets” Data Driven Decisions

Why are we doing this?

• Marketing Automation with triggered lead nurturing and progressive profiling enable a new higher level of marketing

• Ability to develop & release new offerings quickly (Agile)

• More collaboration,

intensity, & simplification

• Better leverage global shared

services, expertise, & resources

• Less variation, standard processes, and drive simplification

• Because of industry consolidation and slow growth in many markets, mandate we be more efficient and effective with our marketing and sales spend

• Metrics and data driven actions and analytics are required to be competitive

• Customers and prospects are demanding a more integrated and coordinated sales and marketing approach

• Our markets are demanding

a new level of agility to

enable success

Growth Market

Technology Organization

Customer

Why do this? Results of High Performance Organizations That Have Implemented Marketing Automation

5

Average High Performance

Lead to Close 15.3 27.2

Sourced Pipeline 15.5% 30%+

Close Rate 19% 24.5%

Influenced Pipeline 52% 70% +

Marketing Touches 25 + 15 - 20

Programs 50 + < 30%

Program Design Single Channel Multi Channel

Campaign Focus Product Solution

Primary Source eMail Web

Marketing Pipeline

Cost

2% - 3% .5% -1.5%

SiriusDecisions 2015 Perspective

What Will Success Look Like? Marketing & Sales Teams • We will have a powerful tool enabling agile customer & prospect engagement

• Enabling us to acquire new contacts, capture behaviour, target & personalize campaigns

• Providing greater insight and visibility into the buyers journey

• Sales and marketing have a higher level of engagement, alignment & partnership

• Higher quality of engagement qualified leads faster conversions more wins

Management Reporting • Salesforce & Marketo integration enables data driven decisions & optimization

• Greater visibility into business results through dashboarding & improved metrics

Project Team

• Successful global platform roll-out with a high level of engagement and full adoption

What are the expected benefits?

Simplification & alignment - an integrated and automated sales & marketing process across the organization.

Agility & speed – we will have the ability to clone and go – faster campaign execution

Improved customer satisfaction – new level and stream of qualified leads & better front to back user experience

Data driven more effective marketing & sales – access to better dashboards/analytics - Better decisions and more effective spend

Improved marketing & sales operations – bi-directional and real time linkage between SF and Marketo eliminates slow and error prone manual processes

A better customer view – creating customer profiles with view of customer interactions & insight

Leverage the expertise - best-practice sharing and enhanced functionality across GEHC

A Phased Approach – Initial 3 Project Phases

Process alignment precedes system configuration

Discovery

Phase 1

Definition

Phase 2

Building The foundation

• Establish Project Scope & Timelines

• Build Team & Assign Roles

• Formal Project Kick- Off

• Develop Deep BU & GEO Insight

• Enable Resources

• Launch Initial Learning Pilots

• Uncover Data Readiness

• Lead management processes

• Agree to Initial SLAs

• Lead scoring, Tacking & Routing

• Establish Initial KPI’s & Governance

Defining & Aligning Processes and

Definitions

• Focus on Sales & Marketing

alignment definitions & handoffs

• Document Key Processes

• Incorporate Pilot Learnings

• Define Solution

• Focus on Process & Content

• Lead Nurturing

• Establish Marketing ROI

Measurement Baselines

• Initial Team Training

• Verify adoption

Deliver Build & Refine

Systems & Sustainability

Definition Align & Define

Processes & SLAs

Discovery Baseline Current

Processes

Deliver

Phase 3

Build, Deliver & Refine

Systems Capabilities

• Finalize The Integrated

SF/Marketo Solution

• Large Scale Production

• Focus On Data Model and

Management

• Dashboards, Metrics &

Reporting

• Lead Life-Cycle & Analytics

Sales and Marketing Will Have A Common Understanding of Lead Flow and Process

Marketing Activity

Campaigns

Raw

Inquiry

Nurture

Lead Scoring &

Routing

Not ready, Nurture

MQL SQL

Converted

Nurture

Qualified

Not ready,

Nurture

Contact

Opportunity

MA

RK

ET

O -

SF

DC

Process

Sales & Marketing Alignment

Lead & Opportunity Management

Data Quality & Management

IT & Marketing

Content & Digital Assets

Building & Configuration

Training & Development

Launch

Focus On Improvement

Skills, Training

& Metrics

Marketing & AP

Marketo Roll-Out - Project Structure

Key Work Streams

Sales & Marketing Agree

On Hand-Off and Definitions

Establish the life of a lead, SLA’s

Service Agreements & Lead Scoring

Agree to and lay out the principles of

data management, hygiene, & appending

Evaluate current & planned content

understand gaps need to fuel Marketo

Consolidate the documented processes from

lead management to build out the platform

Prepare the business for the new processes

And technology - both sales & marketing

With the system configured the lead scoring

And lifecycle in place you are ready to launch

Salesforce & Marketo integration delivers

metrics & dashboards enabling improvements

The Roadmap To Customer Engagement High-Level Marketo Roll-Out Plan Feb 26, 2015

1 Discovery Process

• Deep BU Insight

• Establish Timeline

• Project Scope

• Recommendations

And Priorities

2015 Q1 Jan - Mar

3 Delivery Phase

• Segmentation

Model

• Data Management

• Finalize Integration

• Production Launch

2015 Q4 Oct - Dec

2 Definition Phase

• Document Process

• Focus on Training

• Verify Adoption

• Nurture Programs

• Content Focus

2015 Q3 Jul - Sep

1 Discovery Process

• Establish KPI’s

• Launch Initial Pilots

• Executive Review

• Finalize Priorities

• Sales & Mkt Align

2015 Q1 Jan - Mar

1 Discovery Process

• Establish Team

Acquire Resources

• Hold Discovery

Workshops

• Roles Assigned

3 Delivery Phase

• Lead Lifecycle

• Data

Management

• Metrics &

Reporting

2016 Q1 Jan - Mar

3 Delivery Phase

• Build Solution

• Production Live

• Web Strategy

• Governance

2015 Q3 Jul - Sept

2 Definition Phase

• Define & Finalize

Solution

• Initial Pilot Learning

• Data Readiness

• Formal Kick-Off

2015 Q2 Apl-Jun 2015 Q1 Jan - Mar

JAN-MAR APL-JUN JUL-SEP OCT-DEC JAN-MARCH APL-JUNE

Next Steps

• Finalize Priorities, Plan & Team

• Establish Resources

• Kick-Off Project – Q2/2015

• Continue Driving Pilot Projects

• Develop Communications Plan

• Continue Sales, Marketing, BU &

Geo Deep Dives, Definitions,

Hand-Offs, Opportunity Mgt,

Lead Scoring Model, Data

Readiness…

Imagination at work. 4

It’s a journey, not a destination

Thank You!

Sal Abramo

GE Healthcare

Global Marketing Automation Director

Cell: 817-341-9946

Appendix

See tutorial regarding

confidentiality disclosures.

15

A Philosophy For Us To Pursue

If the data is not in

Salesforce or Marketo

it does not exist.

16

HOW MARKETING AUTOMATION CAN HELP

Campaign Management

• Event-triggered campaigns

• One-to-one personalization

• Multi-channel communication

Contact Management

• Consolidate “clean” data

• Acquire new contacts

• Capture behavior

• Segment for relevancy

• Manage contact permissions

Lead Management

• Score leads

• Route leads

• Nurture leads

• Real-time lead alerts

• Integrate with CRM

Marketing Measurement

• Tactical metrics

• Segment analysis

• Conversion metrics

• Pipeline and influenced

Revenue

A Leaky Funnel Increases Acquisition Costs

Wasted marketing investment in lead generation

Many old leads are sitting in CRM

No method for prioritizing which leads to qualify

Sales productivity is lower than it could be

Marketing getting a bad rap from Sales

Source: Forrester’s, Best Practices: “Improving B2B Lead Management”

@ScottAVaughan

Focused Lead Scoring What Will Be Scored?

What They Have Done

Implicit (Digital Body Language)

•Email Open/Email Click

•Web Site Visits

•Return & Form Activity

•Content Interaction

•Activity Velocity

Who They Are

Explicit

•Lead Source/Current Account

•Demographics (job role,

buyer persona, company size,

location, department)

•BANT Questions/Progressive

Profiling

MA Platform Roll-Out Project Team Roles and Responsibilities

20

Sales & Partners Marketing Advisory

• Sponsor project plan &

implementation

• Define desired strategic

outcomes and success

criteria

• Engage in updates and

discussions with

leadership team

• Input at key decision

points

• Approves project

milestones &

recommendations

• Meet monthly as

committee

• Working team of expert

marketers representing

each business and/or

modality

• Baseline and benchmark

current lead

management processes

in their respective

business

• Gather needs and input

from key business

stakeholders (ongoing)

• Attend and participate in

several region workouts

with other marketing and

sales colleagues

• Serve as business

“Communication” hubs

• Meets as needed toward

successful completion

• Working team of expert

commercial colleagues

representing each

business and/or

modality

• Gather needs and input

from key business

stakeholders (ongoing)

• Attend and participate in

several region workouts

• Serve as business

“Communication” hubs

• Enable and support

process and system

implementation

• Meets as needed toward

successful completion

Core Areas Of Discovery Uncover & Validate

Au

tom

atio

n, L

ea

d &

Ca

mp

aig

n

Ma

na

ge

me

nt

• Demand Type & Targeting

• Customers and Prospects

• Waterfall & The Buyers Journey

• Addressable Universe & Scope of Targeting

• Segmentation, Insights & Personas

• ID Gaps, Misalignment & Better Ways to Engage

• Lead Management, Scoring & Routing

• SF Lead Model and Data Flow

• Lead & Campaign Reporting

• Scoring Model, Sources, Hand-Offs, Steps & Work-Flow

• How Leads Are Created In SF

• Reports, Dashboards & Metrics

• Content Readiness • Audit Content To Support MA

• Campaign Tracking • Tracking Campaign Success

• Campaign Development • Testing, Single-Touch, Multi-Touch, Nurture

Go

ve

rna

nce

, T

rain

ing, S

yste

ms &

Data

• Areas Requiring Governance

• User Training Needs

• Best Practice, & Global Workflows

• Regional & Remote Users

• QA, Resources, Compliancy, Needed Processes

• Skills and Gaps

• Templates, Cloneable Reference Library

• ID Gaps, Misalignment & Better Ways to Work

• Data Flow, System Limitations

• Data Quality

• Data Sources

• Data Models, Data Structure & Normalization

• Hygiene, Duplication, Data Fields, Consistent Terms

• Campaigns, List Purchase, Events, Uploads

• eMail Domain Authentication • Baseline & Validate Domain Sender Scores

• Web Forms & Campaign Landing

Pages

• Standardized Form Fields & SF/Marketo Data Model

• Tracking Scripts, Multi-Variant Testing • Optimize campaign Results A/B Testing

Anticipated Learning From Pilots

21

Map Of Current Lead Process

Lead Process - Future State