marketing automation: a process perspective
TRANSCRIPT
Marketing Automation: A Process Perspective
© 2011 Green Hat. All Rights Reserved.
Andrew Haussegger, Green Hat June 2011
Slide 2
What I’ll be talking about ...
Green Hat (short intro) The B2B marketing landscape (and associated challenges) How can automation help? The Six 3C3P Process Steps for best-practice automation Lessons from the trenches
Slide 3
A Short Intro to Green Hat
Slide 4
The Landscape
Slide 5
What do CEOs think of marketers?
Source: 2011 Global Marketing Effectiveness Program Fournase Group UK (June-11)
77%little linkage to
revenue & sales
74%too much
focus on trends
67%too ‘arty’, not business-like
Slide 7
What is Marketing Automation?
Process and technology that help generate and nurture leads, grow
customer loyalty, synchronise with the buyer’s journey and optimise
alignment between marketing, sales and revenue.
Slide 8
Forrester: ‘B2B Marketers must better prepare for marketing automation’
Source: Forrester - B2B Marketers Must Better Prepare For Marketing Automation Report (Apr 2011)
Slide 9
Forrester: ‘B2B Marketers must better prepare for marketing automation’
Source: Forrester - B2B Marketers Must Better Prepare For Marketing Automation Report (Apr 2011)
frustrate the sales team
messages dont’ resonate
marketing to wrong people, wrong time
Slide 10
Are B2B marketers equipped to achieve their 2011 key marketing objectives?
Source: Green Hat/ADMA/AMI B2B Marketing Outlook Report (Feb 2011)
Slide 11
How can automating marketing help?
> Move from mass to 1-to-1 marketing> Tracking the ‘Splinternet’ (digital age)> Right time, right message, right person> Systematic nurturing to MQL
Slide 12
What about the buying stages of customer’s lifecycle ...
Slide 13
http://www.flickr.com/photos/calwalker/4628
Plan your approach before executing your
moves.
Contacts
Content
Platform
Process
Flow
Perform
ance
Comm’ns
3C3P Framework for Marketing Automation Process
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Step 1. ContactsUnderstand the B2B buyer & the buyer’s journey
Slide 16
Profile: IT Manager (Government) - example
My Information Needs• I’m usually ready for a chat• A view of the future: business trends, innovations,
meaningful ‘new things’• Professional development• Vendor product material/technical details• SLAs, commitment, reporting• Integration/automation (eg between helpdesks and
consumables, alerts)• Open to outsourcing – reducing TCO• Ideas for increasing productivity (users & ICT team)• Help with developing a business case for IT investment• Possibly, sustainability and Green ICT
Challenges in Communicating with Me• I network with other government IT Managers, so get to
hear of any service issues (herd animal)• I may be influenced by prior vendor relationships• Can’t talk/hear from you during tender processes
My KPIs• Become more strategic/business focussed than technical• Service delivery to users/public/greater good• Making good decisions – technical/business
My Environment & Responsibilities• One of 1-5 reporting to the CIO or Assistant Secretary• Old building, bureaucratic environment• I’m generally unpopular because I can’t always deliver
what users want • Community spirited – want to contribute to greater good
My Challenges• Under pressure to deliver services/functionality to users• Working within strict budget cycles• Reducing IT operational costs• Delivering return on IT capital investment• Reliable IT infrastructure/service delivery
Who am I?40+, from a technical background, probably risen through the government ranks, career bureaucrat
Buyer's Journey: IT Manager (Government)
Decision to Act
Approved Project
Review Options
Research possible solutions. Approach approved suppliers for proposals
Make Recommendations
Participate in prescribed procurement process
Facilitate Purchase
Arrange and source purchase if required
Internal Feedback
Receive Positive internal feedback on implementation
Internal Feedback
Receive Negative internal feedback on implementation
Awareness Consideration Decision Implementation
LIK
ED
ISLI
KE
TIME
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Step 2. Communications> nurture themes> thought leadership & solution
streams> email + phone + social> call-to-action offers
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Interlocking nurture streams to give the customer what they need when they need it ...
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Step 3. Content Mapping> right asset, right time> your’s or other’s assets?> find the optimal media mix
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Content Mapping - relevant assets required for different stages
Buyer Role
Growing Problem Awareness &
Desire
Exploring Solutions
Justifying the Decision
Financial management (CFO, Financial Controller…)
Strategic management (CEO, MD, Business Owner …)
Technology management (CIO, IT Manager …)
Line-of-Business management (HR, Marketing, Supply Chain…)
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What is content layering?1. Free to public2. Identified strangers3. Profiled audience
Slide 24
Cust
omer
s
Aware-ness
Tier 2
Sale
s qu
alifi
catio
n
On
goin
g pr
ofilin
g ba
sed
on
info
rmati
on la
yerin
g an
d tr
igge
r eve
nts
Tier 3
Self
Asse
ssm
ent T
ool
Tier 4 Tier 1
DRW Print
Country Profiles (web)
International Business Index
Alliance workshops Deal workshops
Finance toolworkshops
Finance Assessment Index
Chart Pack(web)
Wel
com
e –
self
sign
up p
roce
ss
Trade Missions
Ally / sponsor events
Other ATL
Content marketing for multiple sub-segments (client example)
Awareness (GFC issues)
Awareness (finance sol’ns)
Identify NeedKey
Briefings/Events
Nurture Assets 2
Global update Subscription
Country alerts
Australian updates subscriptions
Nurture Assets 1 MTV
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Content Marketing Best-Practice Tips Recycle and re-purpose Setup an editorial calendar & plan content a quarter ahead
Content-on-the-fly ! Use third party content in the problem awareness stage where possible Build content for video and smart-phone consumption
Build profiles for your thought-leaders (social, conferences)
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Step 4. Process flow and rule-set considerations
Process ‘Levers’ Issues
Cadence How often do you email/call? When?
Progressive Profiling Should you profile explicitly and/or behaviourally?
Lead Scoring What should you lead-score ? CRM record, web activity, profiling responses, campaign response? Should you score at all?
Lead Routing Should leads be routed immediately to sales, marketing or tele-marketing?
Humanising the ‘Touch’ Should emails come from the company or individuals?
Tele-Nurturing Who do you call? Responders, non-responders?
Database hygiene How will you keep your contact data fresh?
Tracking What should you track?
Step 5: Performance: KPIs, Metrics> Define KPI/metrics with stakeholders> Define targets against benchmarks> Define conversion rates b/w stages> Define revenue outcome and ROMI> Reportability ?
Slide 28
Step 6. Marketing Automation Platform Selection
> Automating chaos results in chaos> Prototype to test & optimise> Cloud vs On-Premise options> CRM integration> Register for comparison report @
www.green-hat.com.au
Slide 29
The Marketing Automation (MA) systems landscape
> CRM sales force automation focus> 100+ MA software providers > confusing marketplace> growing VC funding (online & cloud)
Slide 30
Can we use our CRM for marketing automation?
Slide 31
Lessons from the trenches
Slide 32
Case Study: IBM Nurture Marketing Program (March 11)
Green Hat has been assisting IBM Australia with many lead nurture programs for over four years
Longest program (targeting IT mgt/solution architects) continues to deliver to the best results
Lead-to-Win results across five lead nurture programs deliver over double the conversion rate than non-nurtured contacts (per the graph)
Nurtured contacts delivers 4-6 times better response to campaigns than non-nurtured contacts
Slide 33
Case Study: Global Software Company - Nurture/Automation Program
> Complex sale - ave lead time 18 months> Automated consistent ‘touch’ program> Process drives internal activities> ‘Its all about the buyer’> Response encouraging, expanding program
Slide 34
In summary, some hot top tips ...
The DOs The DON’Ts
Interlock marketing with sales (no longer optional)
Don’t run automated programs standalone
Use the ‘Human Touch’ where you can Don’t over-communicate. Respect the permission given to you.
Cleanse/optimise your list using your automated process
Don’t talk about your solutions too early.
A/B test and optimise (experiment) - frequently
Don’t talk dirty (sell) to customers. Sales will sell.
Automate colleague referral Don’t forget to seed in your offers.
Collect bite-size chunks of profile data Don’t wait – get started. Start small.
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Andrew Haussegger0419 569 [email protected]://twitter.com/hausseggerhttp://au.linkedin.com/in/andrewhaussegger
For marketing automation & lead nurturing resources:www.green-hat.com.au/resources
Thank you.