taking a bite-sized approach to marketing automation
DESCRIPTION
This webinar will present new research as well as case study examples showing the phased approach many companies are taking to rolling out marketing automation systems. The new study conducted by DemandGen Report will highlight the success companies are having with building block tools such as email marketing, web forms and landing pages, it will also demonstrate the building block approach companies are taking to graduate to more sophisticated functionality such as lead nurturing and lead scoring. A sample of research to be discussed during the webinar includes: ➢ The % of features and functionality current users say they are effectively using; ➢ The correlation between the length of time a system has been in place and the functionality being utilized ➢ The biggest hurdles companies face to utilize more of the tools and functionality Featured Speakers: Andrew Gaffney, Editor, DemandGen Report Matt West, Director of Marketing, Genius.comTRANSCRIPT
Taking a Bite-Sized Approach to Marketing Automation
Featuring New Survey Data from DemandGen Report
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Speakers
Andrew Gaffney Editor DemandGen Report
Matt West Director of Marketing Genius.com
About DemandGen Report
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New Executive Briefing: Measured Approach To Marketing Automation Shows Biggest Payoff
Available to All Attendees
Marketing Automation is a process
Rate the level of priority given to each functional area PRIOR to selecting/deploying a marketing automation solution.
7.3%
14.5%
25.9%
23.2%
16.1%
21.8%
3.6%
34.5%
21.8%
46.3%
41.1%
23.2%
34.5%
14.3%
58.2%
63.6%
27.8%
35.7%
60.7%
43.7%
82.1%
Landing Pages
Web Forms
Anonymous Visitor Tracking
Lead Scoring
Lead Nurturing
Drip Email Marketing
Email Marketing
Very Important
Somewhat Important
Not Prioritized
Which of the following features/functionality would you cite as being effectively used by your team after you deployed?
60.0%
65.5%
34.0%
31.5%
30.9%
38.5%
89.1%
30.9%
27.3%
37.7%
29.6%
54.5%
42.3%
9.1%
9.1%
7.3%
28.3%
38.9%
14.5%
19.2%
1.8%
Landing Pages
Web Forms
Anonymous Visitor Tracking
Lead Scoring
Lead Nurturing
Drip Email Marketing
Email Marketing
Not Using Using Somewhat Effectively Using
Email Marketing
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
Web Forms
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
Landing Pages
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
Lead Nurturing
Prior to selecting/deploying marketing automation…
…after selecting/deploying marketing automation
How long have you had the system in place?
17.9%
10.7%
21.4% 23.2%
26.8% Less Than 3 Months 3-6 Months 6-12 Months 1-2 Years Over 2 Years
What percentage of your marketing automation solution’s full features and functionality would you say your team is currently utilizing today?
14.3% 14.3%
7.1%
21.4%
42.9%
10-20% 20-30% 30-40% 40-50% More than 50%
Growth Curve: System Utilization Over Time
Growth Curve: Performance Payoffs Over Time
Lead Scoring
…after selecting/deploying marketing automation
What is the biggest hurdle your organization sees as the reason for not getting more out of your Marketing Automation System
35.1%
27.7%
12.8%
12.8%
11.7% Lack of Internal Resources (Need someone to run it) Lack of Knowledge
Lack of Integration with Other Systems
System is Limited
In hindsight, would you have preferred to rollout a system that allowed you to grow into the features, vs. paying for every feature out of the gate?
53.6%
46.4% Yes No
How to Get a Free $20k Marketing Automation System
Company: Networking Company 1. Dec ’09: Signed up with 2 users for Email Marketing (This is now free) 2. Took advantage of the free training, saw immediate success 3. May ’10: With the ROI generated, added new features: track anonymous
visitors and host web forms 4. Sept ‘10: With additional ROI achieved, Upgraded to Full Automation Product:
Began Nurturing and Scoring. 5. Since Then, have added dozens of users and every feature possible. 6. Now have a $20k Marketing Automation Solution--with no Cash Out!
Prospect Opens Email
Visits Web Site
Sales
Sees Instant Ad
Fills Out W2Lead
Chats
Sends Email or Web Link
Marketing
Baby Steps to Marketing Automation Success
Marketer
Google Ads
Company blog
Sales
Baby Steps to Marketing Automation Success
Prospect
What were the business objectives that you were looking to address when you decided to deploy a marketing automation solution?
27.0%
26.4%
16.7%
13.9%
11.1%
4.9%
Increasing Flow of Qualified Sales Opportunities
Generating More Leads
Personalizing Communication With Prospects
Re-engaging Inactive Leads
Learning More About Interests of Prospects
Other
What were the key functions that were attractive to you in adopting marketing automation?
25.0% 21.5% 21.5%
17.5%
12.8%
1.7%
Lead
/Rev
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Which key functions have you utilized most and found to be most beneficial since adopting marketing automation?
34.0%
21.2% 20.4% 18.6%
8.8%
0.9%
Lead
/Rev
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Ques%ons
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For more information on these topics, please visit:
www.demandgenreport.com www.Genius.com www.theconnectedmarketer.com
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