A+ Marketing Automation Case Studies
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Transcript of A+ Marketing Automation Case Studies
A+ Marketing Automation Case Studies:A+ Marketing Automation Case Studies: Nurture and Deliver More Leads to Sales
MarketingJon Miller: MarketoJeff Serlin: Emptoris
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Agenda
What is Marketing Automation? Why Lead Nurturing and Lead Scoring?and Lead Scoring?
Emptoris Case Study
Marketo Case Study Marketo Case Study
The Leaky Revenue Cycle
Lead Nurturing and Scoring Plug The Leak
“The art of maintaining permission to stay in front of your buyers as they educate themselves”
The ROI of Lead Nurturing
Fast Leads( MQL <1 mo)
Slow Leads(MQL >1 mo)
Total Leads (MQL)
Cost / Lead (MQL)( Q ) ( Q ) ( Q ) ( Q )
WithoutNurturing 20% 6.67% 26.67% $206.00
WithNurturing 20% 20.0% 40.0% $137.50
Source: Actual Marketo data; assumes $55 per prospect
Results: 50% more marketing qualified leads from lead nurturing
The ROI of Lead ScoringH E I i T G A I f iHow Easy Is it To Get Access to Information
About Prioritizing Sales Efforts?
Source: CSO Insights
What Are You Doing Today?
51% 13% 36%Use CRM system to manage lead process
Yes, doing now No, but high priority Back burner / not planned
Collaborate with sales to define sales‐
44%
45%
25%
20%
31%
35%
Measure lead generation contribution to revenue
Collaborate with sales to define sales-ready leads
sales to define salesready leadsHave a system for rating ‘qualified’ and
39%
44%
23%
18%
38%
38%
Have a process for nurturing leads not sales-ready
Have system for rating 'qualified' and 'warm' leads
‘warm’ leads
Have a process for nurturing leads not‐
28%
30%
19%
27%
53%
43%
Have a process for handing leads back to marketing
Closed-loop tracking from source to conclusion
nurturing leads not‐sales‐ready
Have a process for handing leads back
0% 20% 40% 60% 80% 100%
Source: MarketingSherpa B2B Marketing Benchmark Survey 2009Methodology: Fielded April 15-20, 2009, N=1,147
handing leads back to marketing
Jeffrey SerlinEmptoris
Director Global Sales Operations
Emptoris
Emptoris solutions are used by successful Global 1000 companies in every industry.Emptoris customers:
300 users across Sales Marketing
Emptoris is a world leader in strategic supply and
enterprise contract 300 users across Sales, Marketing, Support and Services including Customer Portal & Partner Portal
Near 100% adoption driven top down
enterprise contract
management software
solutions that empower
enterprises to realize best
value and accelerate Near 100% adoption driven top down value and accelerate
profitable growth.
Marketing Automation Supports BOD and Executive Management Goals
30%+ growth in new business
Executive Management Goals
% g
Maximize ROI from all investments, including marketing
Sales & Marketing Funnel Targets by Product & Region
* not actual data
How to “Sell” Marketing Automation to Sales
Critical that Sales engages with and understands Marketing Automation. Talk to them in their language.
HIGHER QUALITYCONVERSATIONS
SOFTEN THE BEACHES
LESS WASTED TIME
Would you like to know what a prospect wants to talk about before you call or where they are in their buying cycle?
When you ask a prospect “Have you heard of
Emptoris” would you like them to say “yes”?
Do you want to talk to prospects who want
to talk to you?
Challenges Prior to Re-launch of Marketing Automation SolutionAutomation Solution
EFFECTIVENESSPROCESS FLEXIBILITYVISIBILITY
What works, what does not work?
Difficult to link marketing
Free for all.
Lack of adherence to systematic and
Emptoris is evolving. We need a solutionthat is cost effective in evolving with us
Limited view into interactions.
Unorganized view gprograms/spend to pipeline KPIs and focus on winning
programs.
yprescribed rules.
ggso ignored.
How Marketo Address our Challenges Complete Real-Time Visibility: Sales knows exactly how our prospects are engaging with us
Lead Scoring Not a Black Hole: Sales believes the scoring because they can see the details
Manageable Process: Follow up is more specific and appropriate in both timing and approach
Reporting and Analytics: Optimize programs and better demonstrate revenue impact
Complete Control: Ease deployment and administration. We own our process
AfterBefore
Real Results in our 1st 7 Months
30% Improvement in Quality Leads and SQLs per Month (QL is step between MQL & SQL)
30%+ Decrease in Cost per Quality
4 months Payback from Marketo investment
Other areas of improvement– Conversion ratios
– Time to get to MQL, time to get to SQL
– % of pipeline with marketing programs as a source (or less % of cold calling)
– Growth in SQL pipeline
Key Take-Aways
Select a solution that is easy to administer by a non-technical person with low TCO
Develop your initial scoring models and nurturing campaigns on a white Develop your initial scoring models and nurturing campaigns on a white board first. Don’t be overly ambitious
Clean data for full value. Get control of Salesforce.com data (page layout, segmentation, duplicates, data enrichment)
Re-define lead management process to comprehend nurturing and scoring
Define KPIs and metrics and manage to them
C t St i C itt E ith S l d i l d th i Create a Steering Committee. Engage with Sales and include them in the process and scoring methodology. Their feedback is critical to optimizing value
Look outside organization for best practices. Someone has done it before!Look outside organization for best practices. Someone has done it before!
Constantly evangelize and publicize wins…get Sales to publicize wins
Jon MillerVP Marketing, Marketo
Author Modern B2B MarketingAuthor Modern B2B Marketing
About Marketo
Revenue Performance Management solutions that optimize marketing and sales success for more than 800 mid-sized and enterprise worldwide
• Salesforce CRM• Jigsaw for Salesforce• Salesforce Community• Marketo Lead Management / Marketing Automation• Marketo Sales Insight• Marketo Revenue Cycle Analytics
Marketo’s Revenue Cycle
mes t &
edES
S
edMQL
SQLSAL
All
Nam
Pros
pect
Recy
cle
Lead
AWA
REN
Enga
ge Opportunity Customer
Sale
sLe
ad
SAL
Nurturing Database
Marketing SDR Sales
When To Ask For Registration?
Early StageThought leadership and best practices to build brand andpractices to build brand and awareness
Middle StageBuyers guides, RFP templates and industry information to help structure research
Late Stagef fCompany‐specific information
to help evaluate and reaffirm selection
Marketo Prospect Generation 1H2010Source Prospects Cost Opps Nurture Time
3rd Party Email Blast 2,476 $35 22 Medium
Trade Show –Virtual 2 019 $33 28 MediumTrade Show –Virtual 2,019 $33 28 Medium
Sponsorship 1,296 $81 12 Medium
Trade Show 929 $104 38 High
$Alliance 743 $40 13 Medium
PPC 686 $182 28 High
Content Syndication 89 $98 0 Medium
Website 2,586 178 Low
Partner 358 21 High
AppExchange 308 18 Lowpp g
Referral 302 49 Low
Sales Outbound 178 56 High
Inbound Call 91 33 LowInbound Call 91 33 Low
Blog 55 3 Medium
Lead Nurturing Relevance
Other Kinds of Lead Nurturing
Accelerators Move prospects along the buying cycle faster
with relevant “nudges” triggered by specific behaviorswith relevant nudges triggered by specific behaviors
Recycled Key driver of messaging in active recycling is the reason for disqualification Key driver of messaging in active recycling is the reason for disqualification Limit number of reasons Timeframe of months or quarters
Reconstituted AKA “Wake the Dead” Great place to experiment
Source: SiriusDecisions
Lead Scoring
• Industry: +0 to 15• Company Size: +0 to 20• Inferred geography: ‐20 to 0• Data Quality: 15 to 0
• Visit pricing pages:• +10 regular, +15 detailed
• Timeline < 3 months: +15• Watch demos:• Data Quality: ‐15 to 0 • Watch demos:
• +5 overview, +10 detailed• Download Marketo reviews: +12• Download buyers guides: +8y g• Download data sheets: +8• Searches for “Marketo”: +8• Heavy web activity: +5
• Download thought leadership: +3• Visit any webpage / blog : +1• Visit careers pages: ‐10• No activity in 1 month: Decay
Sales Insights
Lead Follow-up Process
No Lead Left Behind
Day 0 Notification
Day 1 In untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
© 2010 Marketo, Inc.
Marketo Metrics
Conversion Over Time Predict conversions from one stage to another over time
Create plans / forecasts about future Create plans / forecasts about future
Marginal Conversion Cumulative Conversion
y = 50.749x-0.571
R² = 0.430140
50
60
70
y = 994.2x0.1352
R² = 0.95511 0001,200 1,400 1,600 1,800 2,000
0
10
20
30
-200 400 600 800
1,000
3 13 23 33 43 53 63 73 3 13 23 33 43 53 63 73
Marketing Forecasts
Plan Forecast Actual
Key Takeaways
1. Grow revenue by making sales more productive, not just by hiring more reps
2. Focus on the entire revenue cycle, not just the top of the funnel
3. Don’t contact a lead before its time
4. No lead left behind / service level agreements
5. Use forecasting to turn marketing from a cost center into a revenue driver
6. Continual evolution and closed‐loop optimization
Question & AnswerQuestion & Answer
Jon MillerVP Marketing
Jeffrey SerlinyDirector Global Sales Operations