value of marketing automation
TRANSCRIPT
Marketing automation is the technology that allows
companies to streamline, automate, and measure marketing
tasks and workflows so they can increase operational efficiency
and grow revenue faster
Marketing Automation
Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into
Revenue
© 2013 Televerde, LLC
Executive Summary
• The B2B Buyer has changed: need to pro-actively engage around educational topics
• Leads need to be nurtured until they are sales-ready
• Sales & Marketing need to be aligned more closely, creating a seamless buying process
• There is an opportunity to turn marketing into a revenue driver rather than a cost center
• Marketing automation provides a dramatic ROI: many benefits, low risk, modest investment
“Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost”
© 2013 Televerde, LLC
The Changing B2B Buyer • Buyers are seeking and finding more
information on their own—they’re in control
• There is an information abundance and we have to be heard through the noise
• To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder
• Companies need to interact with prospects early in the sales process, by providing relevant information in the early stages of the buying process
A recent report from Forrester found:
“Buyers seek out 3 pieces of content about a vendor for every 1 piece sent by a marketer, and for every 1 piece sent from sales”
© 2013 Televerde, LLC
• Buyers control their journey through the buying cycle; as much as 70% of decision is made before buyer engages with seller.
• This buyer dynamic changes the role of B2B marketing in a fundamental way. Marketing now owns a much bigger piece of the lead-to-revenue cycle. And B2B marketers must take responsibility for engaging with the customer through most of the buying cycle.
Changing Role
© 2013 Televerde, LLC
The Leaky Funnel
• Poorly defined customer segments
• Flawed lead qualification standards
• Slow or no follow-up from sales
• Lack of process
• No sales and marketing alignment
© 2013 Televerde, LLC
Plugging the Leak
© 2013 Televerde, LLC
• Identify our buyer and understand the buying journey
• Map sales and marketing practices to the buying journey
• Use marketing automation integrated with CRM to deliver
the right content to our buyer at the right time
• Create lead scoring and nurturing programs that enable us
to hand off warmer leads to sales
• Measure and adapt based on testing
Increase Productivity With Automation
• Run more campaigns without
expanding the marketing team
• Create more consistent email
follow-up
• Example: automate event
campaigns, including invitations,
reminders, follow-up and reporting.
© 2013 Televerde, LLC
More Qualified Leads with Lead Nurturing
Goal: Increase the number of sales opportunities
& deal size and reduce cost per qualified lead
• “79% of marketing leads never convert into sales. Lack of nurturing is the common cause of this poor performance”—MarketingSherpa
• “Done right, lead nurturing can result in 50% more sales qualified leads at a 33% lower cost”—Marketo Email Benchmark
“Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads”
© 2013 Televerde, LLC
The Value of Lead Nurturing
Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead
Conversion: Inquiry to
Qualified Lead
Cost per Inquiry
Cost per Qualified Lead
Without Nurturing
27% $50 $206
With Nurturing
40% $50 $137.50
Source: actual data from software vendor
© 2013 Televerde, LLC
Value of Lead Nurturing
© 2013 Televerde, LLC
Increase Sales Effectiveness
Improved Lead Quality = Increased Sales Productivity
• Prioritize leads based on quality and urgency
• Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere
• Provide comprehensive lead activity history for sales
“46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads”.
© 2013 Televerde, LLC
The Value of Lead Scoring
With good info on lead prioritization, reps spend more time selling and less time qualifying
© 2013 Televerde, LLC
Turn Marketing Into a Revenue Driver
Show that marketing is a revenue driver, not a cost center.
• Optimize ROI
• Improve marketing's accountability by proving marketing’s impact on revenue
• Improve Revenue Performance:
– Conversion rates
– Time in a particular stage (velocity)
© 2013 Televerde, LLC
The Value of Marketing Automation
© 2013 Televerde, LLC
Digital Body Language
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The “Job” of Content
“Today, B2B marketers must decode their buyers’
digital body language to understand their roles,
information needs, timing and buying intentions of
their largely faceless and elusive target market.”
Steven Woods Digital Body Language
© 2013 Televerde, LLC
The “Job” of Content
© 2013 Televerde, LLC
“Re-orient your marketing thinking to guide prospects
through their education and discovery process by
understanding and presenting the exact information
they need at each step.”
Steven Woods Digital Body Language
Marketing Automation ROI
Investment in Marketing Automation pays itself back quickly
Most mature users of marketing automation achieve 32% greater revenue versus their plan than average companies – and 79% more than the least mature companies. © 2013 Televerde, LLC
Steps to Take to Improve Lead
Nurturing
Examples Improving Lead Nurturing
What Do You Have In Place?:
• Monthly Email Newsletter
• Generic content (whitepapers, webinars, blog posts)
To Implement:
• Drip email campaigns
• Content based on buyer profile and buying stage
• Automation of marketing campaigns (including Trigger-based nurturing)
• Integration of lead nurturing with CRM data and CRM activity
• A/B Testing
• Using social data © 2013 Televerde, LLC
Improving Sales Productivity
In Place:
• Automatically assign new leads to sales people
To Implement:
• Lead Scoring based on profile and activity
• Prioritized lead list for sales
• Lead Activity Monitoring with real-time alerts
• Lead activity history in CRM system (email clicks, web visits, registrations)
Steps to Improve Sales Productivity
© 2013 Televerde, LLC
Improving Sales & Marketing Analytics
In Place:
• Reporting on lead volume
To Implement:
• Lead conversion rates
• Pipeline velocity (how fast leads flow through the funnel)
• Percentage of the pipeline that is Marketing-sourced
• Percentage of the pipeline that is Marketing-influenced
Steps to Improve Insight into Sales
and Marketing Effectiveness
© 2013 Televerde, LLC
12 Demand Management Competencies
1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM)
2. Strategic: Marketing, demand management, content (including deep customer insights)
3. Data and Database (what to collect)
4. Website: Microsites & Landing Pages
5. Inbound and Social Media and other Lead Generation
6. Automated Lead Management: Campaign design and execution
7. Tele-touch (qualify and nurture)
8. Sales and Marketing Alignment & Integration
9. Content (fuel)
10. Metrics, Reporting and Analytics (predictive)
11. Program and Operations Mgt.
12. Technology & Tools
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Summary
Marketing automation benefits
• More innovation
• Greater scalability
• Enhanced targeting
• Increase conversion
• Increase marketing productivity
• Improve lead nurturing
• Increase sales effectiveness
• More visibility into key analytics
• Turn marketing into a revenue driver
© 2013 Televerde, LLC
For more info…
Bryan Ehrenfreund
VP of Digital Strategies
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.com blog.televerde.com
© 2013 Televerde, LLC