why marketing automation is indispensible (shimon ben ayoun)
DESCRIPTION
The use of marketing automation systems has grown by more than 50% in the US over the last years. In Europe however many European B2B companies still haven’t adopted marketing automation at all. Marketing automation software provides the precise information buyers need as they move through the buying process. It helps us to guide buyers to consider, prefer, and select our products and services. In other words, it helps us in lead generation, nurturing, qualification, conversion, and much more. Marketing automation software, when used properly, will increase operational efficiency and grow revenue faster. In short, marketing automation has become indispensable in the marketing journey from cost centre to revenue generator. Marketing can now prove its added value in a transparent way to sales. In this session Shimon Ben Ayoun from spotONvision will explain how marketing and sales can be facilitated with marketing automation.TRANSCRIPT
Shimon Ben AyounManaging Partner
spotONvision
WHY MARKETING AUTOMATION IS INDISPENSIBLE
For every B2B marketing and sales manager
#b2bnl
When Buyer Seller Value2010 IBM Unica 480M $2012, 2013 Oracle Eloqua, Compendium,
Responsys1500 + 30 + 871M $
2012 Microsoft Marketingpilot ?
2012, 2013 Adobe Efficient Frontier, Auditude, Day Software, Demdex, Neolane
2500M $
2013 SalesForce ExactTarget, Pardot 2500M $
SAP Still has to buy
6 Billion $ in Marketing Software Acquisitions
MAIN CHALLENGES
AH
EA
D
FORMARKETING
Source: Scott Brinker, chiefmartec.com
It’s all in the DATA!
Data volume will grow to 20x of what it is today by 2020 (Gartner)20X
Percentage of digital information generated by
individuals (IDC): 75%
The Multi-Channel Journey
Growing Expectations Increase the Burden On Marketing
New responsibilities
76%89%
No change in
budget or resourcesLeadership judges
marketing ROI faster
76%
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
Buying process shifting to marketing-driven
Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey
THEN
NOW
• Sales Dominated• One-way, single channel, relationship-driven
• Marketing plays critical role• Internet-driven, analytics-driven
Sales wants “leads!”Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no followup?”
Sales: The “leads” are no good Marketing:
Wasted effort, poor performance, bitterness,
despair
Sales is pushing for more.. quality
3 / 4 CEOs want marketers to become 100% ROI-focused
2013, Fournaise Group study of CEOs
WE NEED TO
OF MARKETING
THE VALUEPROVE
MAIN CHALLENGESFAC
ESALES PEOPLE
The Age of the Empowered CustomerDoes 60% of the buyer journey without sales
THE LENGTH OF THE SALES CYCLELARGER DMU’S, SLOWER DECISION MAKING
“The purposeof business is to create and keep a customer.”
How can MAP help bridge these gaps? Not just product features and right price
How do I visualise and better understand the digital body language of my buyer
How do I make sure to send the right message to the right person at the right time?
How do I improve my relationship with sales?
How do I analyse marketing operations and prove the ROI of marketing?
What is marketing Automation?
Digital Body LanguageKnow your customer
Track any activity: owned, earned, paid media
Digital Body Language
MEET ERNA(based on a true story)
Digital Body Language
Engagement fit• Interested in Content Marketing
(found us via google)• Funnel Stage – Awareness• Main message – You can reach
more with content
Profile fit• Segment marketing manager• Large Insurance company• Large marketing teams
BUT, HOW DO WE GUIDE ERNA IN HER JOURNEY TO BECOMING A SQL?
Lead NurturingGuide your customer
Lead Nurturing
Lead Nurturing
Lead Nurturing
Search Google• Found spotONvision
eBook and visited relevant webpages
Attended the webinar• Follow-up afterwards
Sent eBook with Follow-up• Also sent invitation for
webinar
Registered for the webinar• Sent all details and agenda
appointment
2 Weeks
Education CampaignGet them ready to talk to Sales
• Engage to further profile
prospect• Educate
about value prop
Why Us Campaign
Expose your solution to their
need
• Differentiate your brand
from competitors’
• Reiterate value prop
• Include relevant case
studies, testimonials
Urgency Campaign
Remove roadblocks,
speed purchase decision
• Provide decision tools
New Customer Onboarding
Welcome new customers
• Thank them• Identify next
steps
Customer Loyalty/ Retention
Retain and develop
• Reiterate purchase/
relationship benefit
• Seek feedback
• Tips/tricks to get most of
product
Welcome Campaign
Welcome new subscribers/
contacts to DB
• Introduce brand
• Reiterate subscription
benefits• Spell out next
steps• Opt in to something else
Evaluate PurchaseLearn Justify Advocacy
ERNAInterest
Lead Nurturing
Lead Nurturing
Sales & Marketing alignmentImprove your relationship with sales
Deliver Better Leads: Lead Scoring
Sales & Marketing alignment
Enable Sales to Profile and Engage with Their Best Opportunities
Sales & Marketing alignment
AnalysisData Driven Accountability
Less than 1 in 3 companies properly calculate marketing ROI*
Analysis
Analysis
REVENUE IMPACT REPORT
NUMBER OF LEADS & OPPORTUNITIES GENERATED
Analysis
ATTRIBUTED REVENUE BY CAMPAIGN
CLOSED LOOP & CAMPAIGN REPORTING
SO, WHAT’S NEXT?
START WITH THE BASICSGET TO KNOW YOUR BUYER AND HIS/HER BUYER JOURNEY FIRST
CONTENT IS THE NEW CURRENCY
HAVING QUALITY CONTENT IS ESSENTIAL FOR B2B ENGAGEMENT
MAKE SURE YOUR DATA IS CLEANKEEPING DATA CLEAN AND FUNCTIONAL, ENSURES SUCCESSFUL CAMPAIGNS
AGREE ON LEAD QUALIFICATION WITH SALESENSURE THERE IS A GOOD UNDERSTANDING BETWEEN BOTH PARTIES
DON’T INVEST IF YOU PLAN TO USE IT ONLY AS AN EMAIL-SYSTEM
MARKETING AUTOMATION IS SO MUCH MORE THEN JUST ANOTHER EMAIL-SYSTEM
WHEN NOT TO INVEST IN MAP
• Don’t have the right content in place• Very low number of website visitors• Very low volume of contact database
Analysis
Thank You!
Shimon Ben Ayoun@shimonbenayoun