Enhancing CRM Value Through Marketing Automation Mike Wallgren Director, Marketing Automation Services Kyazma Business Consulting

Automation: Definitions and Benefits

“Advantages commonly attributed to automation include higher production rates and increased productivity, more efficient use of materials, better product quality…shorter workweeks for labour, and reduced [factory] lead times.” - Encyclopedia Brittanica “Automation is having technology do things for you so that you don’t have to.” - Paul Dickinson, Lifehack.com

The Marketing and Sales Funnel

Marketing automation allows

organizations to accelerate and better manage the flow of

data through the demand funnel

MQL

Inquiries

SAL

Oppty

Stages

Won

Marketing and Sales System Flow Website

forms

External media

Live events Lead sources and campaign

metadata

Marketing automation

system

CRM

Leads with

scores

Lead history / follow-up

info

Marketing Automation Components

Marketing Automation

Strategy

Lead Scoring

Email Marketing

Lead Nurturing

CRM Integration

Online Activity Tracking

Marketing Analysis

Lead Scoring

Interaction Score

View high-value web page 5

Email open 1

Email click-through 2

Subscribe to newsletter 5

Webinar registration 10

Live event registration 15

Download white paper 10

Objective: Filter high-value leads for your sales team, allowing them to focus on the leads that have the highest propensity to convert to a sale.

Lead Grade Point Value

A >20

B 10-19

C <10

Email Marketing • Personalization

• Dynamic signatures and “send from” addresses

• Dynamic content

Lead Nurturing

Objectives

• Continue communications with leads and opportunities that drop out of the funnel at each stage.

• Create an ongoing dialog with customers and prospects

Types

• Pre-sales

• Stalled opportunities

• Lost opportunities

• Upsell/cross-sell

Nurture Campaign Example

CRM Integration • Regular intervals (15 minutes to 1 hour) • Account, contact, lead, campaign, opportunity data • Bi-directional sync • View email and web activity from within Salesforce

Online Activity Tracking

• Web activity via page tags and cookie tracking

• Email interactions

• Third-party link clicks

• Form submissions

• Salesforce campaigns

Marketing Analysis

Marketing Automation Benefits

Improve Sales Efficiency and Productivity

Build Relationships

Through Effective

Communication

Leverage Rich CRM Data to

Improve Marketing

Effectiveness

Better Measure Effectiveness of

Marketing Campaigns

Marketing Automation Benefits

• 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months.

• Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

• Relevant emails delivered through marketing automation drive 18 times more revenue than email blasts.

Source: Pardot

Automated Versus Manual

Without Marketing Automation

With Marketing Automation

Segmentation Manual using Excel Automated based on contact attributes

Email delivery Manually pull a list, upload, and deliver for each email

Build out using a workflow tool

Lead Scoring Can be somewhat automated in Salesforce

Fully automated based on contact attributes and activity

Lead Management Can be somewhat automated in Salesforce

Full automation of leads passing back and forth between sales and marketing

Key Pitfalls

1. “The Shiny New Toy”

• Many options exist for marketing automation solutions

• The selected solution needs to be the right fit

2. “The Magic Box”

• “We just need to buy something, and then our campaigns will run themselves.”

• Just like with Salesforce.com, no system will fix bad process.

3. “Destination Nowhere”

• Key objectives and metrics are key to a successful marketing automation strategy

Email Marketing Vendors

Vendor Type: Basic Email Solutions

Strengths • Intuitive and easy to use • Inexpensive

Downsides • Lack of automation – manual solutions • No integrated function for landing pages or website

tracking • Not all solutions provide native Salesforce.com integration

Pricing Tier Low

Vendor Examples MailChimp VerticalResponse iContact Constant Contact

Email Marketing Vendors

Vendor Type: Large Email Vendors with Some Marketing Automation

Strengths • Scalability • Email deliverability

Downsides • Automation capabilities are limited • Not as good at supporting account-based selling model • Limited Salesforce.com integration

Pricing Tier Medium – based on number of sends

Vendor Examples ExactTarget (Salesforce.com) Silverpop Responsys (Oracle)

Email Marketing Vendors

Vendor Type: Online Marketing Vendors with Some Marketing Automation

Strengths • Breadth of features • Intuitive interfaces

Downsides • Limited CRM integration • Lack of depth in automation capabilities

Pricing Tier Medium – based on database size

Vendor Examples HubSpot Genius

Email Marketing Vendors

Vendor Type: SMB Marketing Automation

Strengths • Value – deliver rich feature set and great UI for reasonable cost.

• Excellent integration with Salesforce.com.

Downsides • Lack some flexibility and depth on automation features.

Pricing Tier Medium – based on database size

Vendor Examples Pardot (Salesforce.com) eTrigue Act-On

Email Marketing Vendors

Vendor Type: Enterprise Marketing Automation

Strengths • Flexibility and depth of automation capabilities

Downsides • Complexity – user interfaces can be difficult to navigate and manage.

• May need a full-time automation specialist to manage.

Pricing Tier High– based on database size

Vendor Examples Eloqua (Oracle) Marketo Neolane (Adobe)

Summary

• Marketing automation provides tangible benefits to any organization.

• The components of marketing automation can help streamline your marketing process and improve marketing and sales alignment.

• There are several vendor types that run the gamut from basic email marketing to complex marketing automation.

Additional Resources

• Blog

• Webinars

• SLC Event and other possible events

• mike@kyazmallc.com