Build Your B2B Marketing Infrastructure

Building Out Your B2B Marketing Infrastructure

© Left Brain Marketing Inc. All Rights Reserved 2

About Left Brain

What – Full-service Marketing Automation Agency Key Attributes – Large & Small company experience, Project & Agency-based services Value Prop – Deep Marketing Automation Expertise on multiple platforms

Services Marketing Automation Planning

Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen

Marketing Automation Production Design and Management of programs (Project or Agency)

Creative Services Copy writing, landing page creation, graphic design

Collateral Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars

SFDC System set-up, Dashboards, Customization

Vendor Selection


Agenda

A.  What is Marketing Automation? B.  Why you should care. C.  Leveraging Automation D.  Getting Started


A. What is Marketing Automation?

The Basics

!  Infrastructure for marketing !  SaaS-based (Annual/Monthly) !  Cost: $1,000 - $15,000/month !  Integrates with SFDC and other major CRM

systems !  API available to integrate other systems !  Manageable without I.T. involvement

© Leftbrain Marketing Inc. All Rights Reserved 6

Types of functionality


MARKETING DATA

VISITOR TRACKING

SEGMENTA-TION &

ROUTING ENGINE

LEAD SCORING ENGINE

CAMPAIGN MGMT

CLOSED-LOOP

ANALYTICS

CRM DATA SYNC

EMAIL ENGINE

CONTENT MGMT

SALES LEAD INSIGHT

TOOLS

WEB FORM & LANDING

PAGES


Marketing & Sales Landscape

CRM

Inside Sales

Sales

Sales Emails

Direct Mail

Trade Shows

Sales Calls

Webinars

Forms

Web Site


CRM vs. MA vs. B/B (batch & blast) CRM MA B/B

Single Emails

Nurturing Campaigns

Demographic Scoring

Behavioral Scoring

Form Builder

Landing Page Builder

Dynamic List Segmentation

Dynamic Email Content

High Volume Emails

Visitor Tracking

ROI Reporting


B. Why you should care.

#1 Bigger is better

It’s like putting your lead generation program on steroids.



#2 It’s coming

Marketing automation is currently in use by approximately 10% of b-to-b marketers. By 2015, that number will increase to 50%.

SiriusDecisions

13

#3 Pipeline Conversion

!  82.5% are ready to buy or will buy !  70% are long-term opportunities Source: MarketingSherpa


C. Leveraging Automation


Power Your Nurturing

Types of Nurtures

!  Dead “Recycled” leads !  Long sales cycles !  Cross-sell/Up-sell !  Trade show follow-up

17

Step by step Nurturing Program


Segment

Forms & Progressive Pro!ling


Hints: 1. Ask only what you absolutely need 2. Use each additional piece of information to better segment 3. Be sure the prospect is sold on your value first 4. How else do you collect data?

Power Business Processes


21

S/M Integrated Lead Process

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1. Nurture (1 Track) Until Score = 50 2. Nurture (3 tracks), Inside Sales Score = 50-150 & Unknown account AppExchange 3. Push to Sales Team Score = 150+ 3 progressive profile fields, including Contact Us

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+,-."/*0$:2"2"$

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><"7=$6,7"'$

C"1$(G%#HHH&

4",=?4!@$

Project

!  Company – webinar technology/service !  Customers – audience, presenters, channel

owners, sponsors/list buyers !  Technology – Marketing automation,

email system, and in-house technology



Subscribes to a channel Registers for a webcast Watches webcast Watches more webcasts

Doesn’t watch webcast

Subscribes to more channels

Interested in speaking

Interested in a channel

Interested in sponsorship

BrightTALK registration confirmation Weekly activity email

Webcast reminder emails x 3

[We missed you email]

Doesn’t watch webcast

Webcast reminder emails x 3

Happy Flow

s

No more webcasts

More ways to engage with BrightTALK emails

How to sponsor a webcast/summit

How to set up a channel email

How to speak email

[Channel webcast invites]

Interested in other channels emails?

Cancelled webcasts Rescheduled webcasts

Cancelled webcasts Rescheduled webcasts

Prospect

Audience prospecting emails

Audience Flow

Bulk invite email

Marketing automation emails

Future brighttalk.com emails

brighttalk.com emails

Communicate Better



Time to Renew!

Malcolm/Mr. Friedberg

Burden on Me/Poor CTA

Susie Q! CS Team Direct Dial

1. Poorly thought out CC Update Form? 2. Bad instructions Hours for dial in? Why email? 3. Not using data


Bought it.

Bought it.

Bought it.

Bought it.

Not even sure what it is?

Personalize?


Play nice with Sales

30

S/M Lead Process

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+,-."/*0$12#)3,/)*$4,#,5,'"$

6,7"'8)-9"$

!"#$"#%&'!($&)%*+,&-%$.&

/012"*304,&'!%5%#&)%*+,.&

6"3783%&!"#$"#09:&;#*<=1&&>>>&&?@&/*,&!"#$"#%&&>>>&&AB@&/*,&!"#$"#%&&>>>&&C#(11>D%33&!"#$"#%&

1. Nurture (1 Track) Until Score = 50 2. Nurture (3 tracks), Inside Sales Score = 50-150 & Unknown account AppExchange 3. Push to Sales Team Score = 150+ 3 progressive profile fields, including Contact Us

C(95%#$&$(&E88(#$"90$,&

'D*3%1&)%*+,&!(F.&

+,-."/*0$:2"2"$

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><"7=$6,7"'$

C"1$(G%#HHH&

4",=?4!@$

Opportunities for discussion

!  Universal lead de!nition !  Lead scoring criteria !  Lead ownership & routing !  Inside sales utilization !  Types of nurturing programs



D. Getting Started


Assess Yourself (& Organization)

What’s Right for My Business?

!  “I want to do x” list (short/long-term) !  Build a roadmap !  VW or Ferrari !  Money, Time and People



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•  C(9I:"#*7(9&•  J(*+&/*$*K*1%&•  LG*03&;%G83*$%1&•  M(#G&N9$%:#*7(9&•  O%K10$%&N9$%:#*7(9&•  J*9+09:&P*:%1&•  C)6&N9$%:#*7(9&

!

•  LG*03&6*#=%79:&Q&)%8(#79:&

•  O%K&;#*<=09:&Q&)%8(#79:&

•  C"1$(G%#&P#(I3%1&Q&D%:G%9$*7(9&

•  C#%*$%&!"#$"#09:&P#(:#*G1&

•  J%*+&)("79:&•  /%5%3(8&C(33*$%#*3&

•  LR8*9+&!"#$"#%&&&C*G8*0:91&

•  STU&LG*03&;%179:&•  C*G8*0:9&)%8(#79:&•  J%*+&D<(#09:&•  D*3%1&S3%#$1&•  U%1$&P#*<7<%&C(91"379:&

•  STU&C*G8*0:9&;%179:&•  L5%9$&)%:01$#*7(91&•  C3(1%+>3((8&)EN&&&)%8(#79:&

•  60<#(10$%&C#%*7(9&•  D$#*$%:0<&C(91"379:&•  M"33&N9$%:#*7(9&09$(&&6=$:TD*3%1&8#(<%11%1&

&

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Implementation Roadmap

Selecting a Vendor

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J%*+&D<(#09:&& \XW& \X[& \X@& ZXW& ]XW& ZX@&/%8$_&(4&M"9<7(9*30$,&09<3"+09:&N9$%:#*7(91&

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Evaluating your team

!  Production requirements !  Strategic skills !  Training (online vs. live vs. one-on-one) !  Agency vs. going it alone?



Have a plan

Where You Do “the work”

65% - 75% of “the work” in developing a successful marketing automation program is done outside the application.


Map out a plan

!  The elements: •  Channels – email, nurturing, web, PPC, SEM, direct mail, webinar,

trade shows, newsletter… •  Teams – marketing, sales, inside sales, telesales •  Products – small, medium, large •  Prospects – buyers, in"uencers, researchers •  Buying cycle – awareness, consideration, purchase •  Technology – CRM, marketing automation, email

!  Carbon =


or


• 42 emails in 59 days • 5 emails w/in 2 days • 3 emails in 1 day What’s the source of the problem?


Create a Vision (w/ Goals)


Lead Gen Stages w/ Targets

Final Thoughts

!  First timer? Get educated. !  Think mid to long term !  It’s where marketing is headed. Take the

leap or start thinking about getting your teaching credential.


Build Your B2B Marketing Infrastructure

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