How to Choose the Right Marketing Automation Platform
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Transcript of How to Choose the Right Marketing Automation Platform
Jen Horton Research Director
How To Pick The Right Marketing Automation Platform
Executive Summary
• Key issues • Marketing automation platforms (MAPs) are no longer viewed as a luxury, but as
mission critical • The MAP marketplace is quickly innovating, presenting new opportunities for the
utilization of the technology • Despite the growing prevalence of the technology, many organizations struggle with
MAP adoption
• What you will walk away with • Emerging trends in the MAP marketplace, and their impact on users • Top use cases for marketing automation application and adoption • A framework for assessing current needs and evaluating offerings
SiriusPerspective: Robust demand creation includes elements that both support and grow demand.
Planned Campaigns Perpetual Leverage Rapid Response
The Healthier the Roots, the Greater the Growth
Growing Demand
Supporting Demand Strategic Foundation
Infrastructure
Organizational Structure
Process Definition
The SiriusDecisions Demand Creation Framework
Supporting Demand
Creating Demand
Strategic Foundation • Demand Type • Relative Targeting • Lead Taxonomy • Buyer Personas/Buying Cycle • Content Strategy
Infrastructure Assessment • Marketing Automation • Web Sites • Analytics • Sales Force Automation • Data Services
Organizational Structure • Field Marketing • Demand Center • Global Programs • Teleservices • Emerging Roles
Process Definition • Demand Waterfall • Lead Scoring and Nurturing • Service-Level Agreements • Campaign Planning • Budgeting
Rapid Response • Account-Based Marketing • Small-Net Fishing • Event Triggered
Perpetual Leverage • Inbound / PDC • Content Driven • Web Site Conversion Optimization • Behavior Triggered
Planned Campaigns • Integrated Programs • Nurture Flows • Sales Enablement • Pipeline Acceleration
What is a Marketing Automation Platform?
Marketing Automation as a technology solution that helps enable the seeding, creation, nurturing and acceleration of demand among prospects and customers.
MARKETING AUTOMATION PLATFORM
Program Management Lead Management Platform Management
• Segmentation • Automated Programs • Asset Storage • Email • Landing Pages • Forms
• Scoring • Routing • Sales Enablement • Data Update
• Database • SFA Integration • Web site integration • Security • Email deliverability • Reporting
Non-standard functionality: Dynamic web site content delivery, Search PPC, Social, Print, Mobile applications, resource management, software ecosystem
SiriusPerspective: Organizations that take the time to audit their current environment and prepare for MAP will establish a foundation for success and MAP value.
Project Management
Project Communication
Process Definition
Technology Requirements
Vendor Selection
Preparing for Marketing Automation
© 2013 SiriusDecisions. All Rights Reserved 6
SiriusPerspective: The definition of the project team and project roles increases alignment and improves execution.
MAP Project Team: Key Roles
7
MAP Management
MAP Specialist #1 MAP Coordinator #1
MAP Campaign Manager
Responsible for the management of MAP specialists and the overall value that MAP provides to organization.
Owns the collection, creation and distribution of best practices and working with marketers on how to apply MAP capabilities.
Executes design, quality assurance (QA), execution, maintenance and reporting on automated marketing programs and email distributions.
Executes standardized marketing automation requests relying on marketing playbooks, documentation and standard operating procedures.
Score MAPs Against Prioritized Use Case Needs
© 2013 SiriusDecisions. All Rights Reserved 8
2014 MAP Adoption Survey Results
SiriusPerspective: Overall, the penetration of b-to-b marketing automation is roughly 16 percent; some industries have deep adoption, while others don’t have much at all.
Marketing Automation Adoption Varies Greatly
44% B-to-B
29% B-to-C
21% B2B and
B2C 65%
Adoption 8%
Adoption 38%
Adoption 2%
Adoption 4%
Adoption
With MAP
Without MAP
Adoption Is Growing Rapidly SiriusPerspective: There are nearly 11 times more b-to-b organizations with marketing automation today than there were in early 2011.
2011 1 2 3 4 5 6 7 8 9 10 12 11
The growth rate of b-to-b marketing automation adoption is ~22% per year
2012 1 2 3 4 5 6 7 8 9 10 12 11
2013 1 2 3 4 5 6 7 8 9 10 12 11
2014 1 2 3
15K
10K
5K
0K Tota
l B-t
o-B
Cust
omer
s
SiriusPerspective: The marketing automation marketplace now offers more choice than ever in terms of solution offerings, vendor partners and best practice expertise.
Marketers Have More Choice
Deliver
Develop
Retain
Grow
Customer Lifecycle
Extending the value of MAP beyond net
new lead acquisition
Marketing Technology Stack
Single providers of integrated
marketing and sales solutions
Expansion
Seismic shifts have created
opportunities for emerging vendors
Partner Network Development
Access to expertise, best
practices and staff augmentation
SiriusPerspective: New features and functionality often require process change; users must identify top business needs in order to prioritize rollout and adoption.
More Choice: Opportunity or More Work?
Platform Feature Decision and Actions
Technology Ecosystem
Dynamic Web
Testing and Optimization
Pre-Packaged Plays
Workflow and Resource Management
Prioritize use cases P
Audit and map content P P
Build in the time P P
Focus on frequent requests P P
Audit process performance P
Predictive Assess Data Quality and Governance P
SiriusPerspective: Mid-size enterprises are able to overcome their process complexity and
are administrative burdens to drive value out of marketing automation investments.
What Organizations Are Ge!ing the Most MAP Value?
Administration § Training and skill
development
§ Limited resources
Complexity § Offerings § Segments § Regions § Systems/data
Agree
Neither Agree or Disagree
Disagree
SiriusPerspective: When roles and processes are well defined and MAP training is provided, a hybrid approach empowers the field while ensuring quality output.
A Hybrid Execution Model Drives Value Perception
Since turnaround is fast, users risk getting overloaded, and quality may suffer
Don’t become IT − empower teams to take action
Centralized
Hybrid
Decentralized
Driving Value Disappointed
SiriusPerspective: Do not underestimate the need to invest in resources; automation technologies executed without a sound business process are likely to fail.
The Silver Bullet Myth, Debunked
MAP
Power
Casual
Power
Casual
SiriusPerspective: The growth rate of MAP adoption is outpacing user experience and skill development, as many users are relatively new to b-to-b process change.
Marketing Automation Experience Is Still Scarce
More than 40% of MAP users have less
than two years of experience
Gap in manager- and director-level
leadership
SiriusPerspective: Previously, nurture was primarily focused on cultivating net new demand; now, there is greater emphasis throughout the waterfall.
Nurture Branches Out From Pre-MQL Legacy
16 Total
5.3 unique pre-MQL tracks, on average
1 out of 3 of nurture
tracks are targeted to the
customer
Recycle Programs in place but have their challenges
Small-Net Fishing experimentation at
3 percent of automated nurture
SiriusPerspective: Nurture is evolving beyond the drip email; it is most effective when aligned to buyer needs and communication preferences.
Nurture Tactics Are Finally Evolving
25% are by Persona
30% are by Industry
45% are by Topic
27% are by Buying Stage
16% use Ad Retargeting
23% inject Tele
10% integrate Chat
Nurture Design Nurture Enhancement
10% do Web Optimization
SiriusPerspective: Most organizations that have implemented lead scoring do not have a viable model, and are therefore unable to realize the full value of scoring.
Lead Scoring Isn’t Impressing Sales
Only 40% of salespeople agree or strongly agree
that lead scoring is effective
Homework § Deal
deconstruction § Sales interviews § Simulation § Pilot
68% Score leads
16% plan to score in 6 months
15% Don’t score leads
SiriusPerspective: Vendors tend to overpromise on reporting capability; thus, marketing leaders are adding business intelligence or a third layer on top of their MAP and SFA.
Reporting Capabilities Are Not Always as Advertised
Only 45% satisfied with
reporting
Satisfied
Neutral
Dissatisfied
Audit systems integration and fix broken processes to drive near real-
time analysis
SiriusPerspective: Organizations that measure waterfall performance on a daily or weekly basis can proactively correct course before significant problems occur.
Near-Real-Time Measurement Is a Competitive Advantage
measure
waterfall performance daily/weekly
49%
measure contribution to revenue
daily/weekly
33%
7% don’t measure
waterfall KPIs or metrics at all
Action Items
• Marketing • Document and prioritize use cases for marketing automation needs • Drive awareness and adoption of MAP value through templates, playbooks and
testing new plays • Sales • Work with marketing to optimize the delivery of buyer insights and automate
engagement for sales reps • Consider ways MAP could accelerate stalled pipeline
• Product • Collaborate with marketing on nurture approaches and ensure nurtures align to
buyer’s journey • Identify ways marketing can automate product education, drive adoption and
capture customer feedback