OGara Power Point WEBINAR TEMPLATE - Smart Insights.pptx (2)

Digital Marketing Priorities 2016 Brought to you by:

B2B Marketing Automation Best Practice: Choosing, Moving or Improving

Adrian O’GaraManaging DirectorOGaraCo

B2B case studies, research & best practice for Marketing Automation success — whether you choosing, moving or improving. From requirements gathering and vendor selection to implementation and platform optimisation. All focused on the goal of increasing pipeline, revenue and customer lifetime value.

2@adrianogara | ogaraco.com

About me❏ Adrian O’Gara — 18 years lead/demand gen & marketing

ops

❏ Working with B2B technology and business service providers

❏ Founding consultant at OGaraCo

❏ Lead-to-revenue funnel transformation experts delivering predictable revenue, sustainable growth and measurable results

“ I love to help people learn new ways to improve lead quality and increase marketing sourced revenue and ROI.

Making marketing accountable. ”


Agenda

1. Recent research

2. How to choose your platform

3. Are you ready to automate?

4. Automation strategy: metrics, qualification, funnels, scoring & SLAs

5. Case study

6. Where are you on your journey?

7. QnA


Polling Question


Most important goals?


Most useful features?


History of marketing automation vendors

SOURCE: http://www.marketingautomationinsider.com/marketing-automation-history-timeline

http://www.marketingautomationinsider.com/marketing-automation-history-timeline


Marketing technology explosion

SOURCE: http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016

http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016


SOURCE: http://insight.venturebeat.com/report/marketing-automation-how-make-right-buying-decision-first-time

http://insight.venturebeat.com/report/marketing-automation-how-make-right-buying-decision-first-time


6 steps to selecting an Marketing

Automation platform

1. Define your business goals

2. Avoid shiny object syndrome

3. Restrict your choices

4. Professionally manage your own team and the vendor

5. Challenge vendors with a scenario

6. Services are as important as the product

Read entire blog: bit.ly/b2bmablog


Are you ready to automate?

❏ Do sales simply accept or reject all leads?

❏ Do you have defined lead definitions (MQL, SAL, SQL)?

❏ Do you have a defined funnel management process?

❏ Do you have standardised disqualification criteria?

❏ Has it been agreed with sales & leadership?

❏ Do you have agreed service level agreements (SLA)?

❏ Do you have reporting & analytics to manage the funnel & SLAs?

❏ Do you have the resources to create content for setting up

nurture streams?

kullerbacka.blogspot.co.uk


Funnel Metrics

❏ Volume - how many net new leads per day/month/quarter/year

❏ Conversion rates - how many converting to each stage?

❏ Velocity - how long do leads take to reach closed/won?

❏ Aging - time in each stage: are leads/opportunities getting stuck?

❏ Activities - web page visits, registration (downloads/events), phone calls, meetings, etc. How many interactions?

❏ Sub funnels - by sales person, team, region, industry, product, business unit, etc.


Qualify with BANT: Budget, Authority, Need & Timing


BANT example - it will be different for every company

Download BANT template at bit.ly/funnelsheet


Service level agreement (SLA)

SOURCE: http://www.slideshare.net/actonsoftware/build-betterslasiriusdecisions-final-6712?qid=2e98e437-5df3-4c35-97ef-07107dde5bb9&v=&b=&from_search=1

❏ Sit down with sales to agree shared language on lead definitions and quality of leads

❏ When they only receive the lead quality they requested then they should also agree an SLA

❏ Create a workshop with key stakeholders to agree

http://www.slideshare.net/actonsoftware/build-betterslasiriusdecisions-final-6712?qid=2e98e437-5df3-4c35-97ef-07107dde5bb9&v=&b=&from_search=1


Stage Name Owner Definition Entry Criteria Exit Criteria

Prospect Marketing A known lead including basic demographic and contact information Record created in marketing automation

Status Change to ‘Engaged’

Engaged Marketing A lead which has interacted with the company on a basic level (filled out web form, registered for webinar, etc)

Status ‘Engaged’ Status Changed to ‘MQL’

MQL Marketing & Sales

A lead that has expressed interest and has reached the demographic and behavioral scoring threshold for handoff to sales

Status ‘MQL’ Status Changed to ‘SAL’

SAL Sales MQL handed off to Sales, the account and contact matches target criteria and sales is committed to setting up a discovery call

Record created in lead table in CRM and status ‘SAL’

Converted field is true in lead table

SQL Sales Sales has connected with the lead and confirmed their continued interest in the product

Status ‘SQL‘ in Contact Table

Status Changed to ‘Pursuit’

Opportunity Pursuit

Sales Sales is actively pursuing the opportunity, launching the discovery process, presenting the product, and communication value proposition

Stage is ‘Pursuit’ in Opportunity table. Opportunity type equals ‘New Business’

Stage changed to ‘Propose’

Opportunity Propose

Sales Sales has completed a demo, delivered a proposal, and has scheduled a call to discuss final agreement terms

Stage is ‘Propose’ and Opportunity type is ‘New Business’

Stage changed to ‘Verbal Commit’

Opportunity Verbal Commit

Sales Agreement call completed and prospect gave verbal commitment to move forward with signing agreement

Stage is ‘Verbal Commit’ and Opportunity type is ‘New Busines’

Stage changed to ‘Closed Won’

Closed Won Sales & Client Operations

Signed agreement received Stage is ‘Closed Won’ and Opportunity type is ’New Business’


Lead scoring template

Download lead scoring template at bit.ly/funnelsheet


SOURCE: https://medium.com/startup-grind/how-to-design-lead-nurturing-lead-scoring-and-drip-email-campaigns-9961024f6605#.rts5cka4a

https://medium.com/startup-grind/how-to-design-lead-nurturing-lead-scoring-and-drip-email-campaigns-9961024f6605


Polling Question


Case Study


Award Winning Company

In the Sales and Marketing Alignment category, Automic is being recognised with an ROI Award for their work to transform the organisation from selling a product to multiple audiences with little focus to a

data-driven and efficient revenue engine aligned around key growth strategies.

http://sdsummiteurope.com/emea-roi-awards/


◉ World’s largest independent IT automation provider

◉ Private Equity in recent years: Carlyle Group and EQT giving strong investment for international growth

◉ Recent rebrand & acquisitions of a similar sized competitor, ORSYP

◉ Double digit growth targets required merger, integration and change management program of:

➊ PEOPLE ➋ PROCESS ➌ TECHNOLOGY

Company: Automic Software GmbhFounded: 1985Customers: 2,500Employees: 640Head Office: Vienna + London & SeattleLocations: 13 incl. AT, DE, FR, GB, HK, US Web: automic.com

Case Study


➊ People: transform marketing & sales to partner & focus on revenue

➋ Process: a unified lead-to-revenue funnel process mapped to buyer journey

➌ Technology: defining & integrating CRM, Marketing Automation & BI

“People before process. Process before technology. Technology

implemented last - to enable your people and the process”

Goals: align people, process & technology

View full case study at bit.ly/automicstudy


Interfacing with the global sales team we were able to deliver an additional €3.5M of marketing sourced revenue in our first year, a 50% YOY increase in Sales Accepted

Leads to pipeline, while reducing overall spend by 20% vs the previous year.

Craig Beddis Former CMO

Automic Software

“ ”

Results: More Revenue With Less Budget

◉ 100% YOY increase in marketing sourced revenue

◉ 50% YOY increase in Sales Accepted Leads

◉ 20% reduction in overall marketing spend: increasing ROI


Where are you on your journey? Activity generation

GOALS & OBJECTIVES CATEGORYMEASURES &

METRICSPROCESS & CHANNELS

SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS

Quantity of Leads➊ Lead VolumeBy Tactics –High Risk of Budget Cut

Mixed skills - global or regional

Throw & Stick Activity Based

Number of Opens, Clicks & Raw

Leads

LEAD GENERATION

Quality of Leads➋ Marketing Performance Measurement

Based on Reverse Funnel &

Justified Budget

Global Demand Centre & Regional Field Marketing &

Sales

Multiple Channel Inbound & Outbound

MQL, SAL, SQL DEMAND GENERATION

Value of Leads &

Opportunities➌Current/Future

Pipeline & Revenue

Estimates

Global Demand Centre & Regional

Revenue Teams

Multichannel Inbound

+Outbound

Marketing Sourced Leads, Opportunities &

Revenue

REVENUE GENERATION

Customer Lifetime Value➍ Business

Performance Management

Future Predictive Customer Value

Fully Integrated Marketing/ Sales/

Services CX Teams

Advanced Omnichannel e.g. ABM &

Social Selling

Predictable Multi-year Lifetime

Value

VALUE GENERATION

Revenue Performance Management

Tactical activities➊ Sales led Ad hoc/reactive: budget cut risk

Limited skills & resources Sales support Number of

emails/events/etcACTIVITY

GENERATION

© Copyright OGaraCo 2016 | Marketing Value Transformation™

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Where are you on your journey? Lead generation



SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS

Quantity of leads➊ Lead volume By tactics: budget cut risk

Mixed skills: global or regional

Throw & stick: volume based

Number of opens, clicks & raw leads

LEAD GENERATION

Quality of Leads➋ Marketing Performance Measurement

Based on Reverse Funnel &

Justified Budget

Global Demand Centre & Regional Field Marketing &

Sales

Multiple Channel Inbound & Outbound


Value of Leads &

Opportunities➌Current/Future

Pipeline & Revenue

Estimates

Global Demand Centre & Regional

Revenue Teams

Multichannel Inbound

+Outbound

Marketing Sourced Leads, Opportunities &

Revenue

REVENUE GENERATION

Customer Lifetime Value➍ Business

Performance Management

Future Predictive Customer Value

Fully Integrated Marketing/ Sales/

Services CX Teams

Advanced Omnichannel e.g. ABM &

Social Selling

Predictable Multi-year Lifetime

Value

VALUE GENERATION

Revenue Performance Management




GENERATION


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Where are you on your journey? Demand generation



SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS





LEAD GENERATION

Quality of leads➋ Marketing performance measurement

Based on reverse funnel &

justified budget

Global demand centre & regional

field teams

Multiple channel inbound & outbound


Value of leads &

opportunities➌ Current/future pipeline &

revenue estimates


revenue teams

Multichannel inbound

+outbound

Marketing sourced leads, opportunities &

revenue

REVENUE GENERATION

Customer lifetime value➍ Business

performance management

Future predictive customer value

Fully integrated marketing, sales,

services CX teams

Advanced omnichannel with ABM & social selling

Predictable multi-year lifetime value

VALUE GENERATION

Revenue performance management




GENERATION


0



Where are you on your journey? Revenue generation



SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS





LEAD GENERATION



justified budget


field teams



Value of leads &


revenue estimates


revenue teams


+outbound


revenue

REVENUE GENERATION





services CX teams



VALUE GENERATION





GENERATION


0



Where are you on your journey? Value generation



SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS





LEAD GENERATION



justified budget


field teams



Value of leads &


revenue estimates


revenue teams


+outbound


revenue

REVENUE GENERATION





services CX teams



VALUE GENERATION





GENERATION


0


Polling Question


Where are you on your journey?



SKILLS &ORG DESIGN

PLANNING &BUDGETING

STRATEGY & TACTICS

Quantity of leadsB Lead volume By tactics: budget cut risk




LEAD GENERATION

Quality of leadsC Marketing performance measurement


justified budget


field teams



Value of leads &

opportunitiesD Current/future pipeline &

revenue estimates


revenue teams


+outbound


revenue

REVENUE GENERATION

Customer lifetime valueE Business




services CX teams



VALUE GENERATION


Tactical activitiesA Sales led Ad hoc/reactive: budget cut risk



GENERATION



Summary & questions1. Set clear business goals & SLAs

2. Organise your people and process before your technology

3. Set your strategy: where am I now, where do I want to be & how do I ensure I get there?

4. Measure, monitor and keep improving

Further resources:

Revenue Funnel Worksheetbit.ly/funnelsheet

B2B Automation Best Practice Guide bit.ly/b2bmaguide

https://bit.ly/funnelsheet

http://bit.ly/funnelsheet

OGara Power Point WEBINAR TEMPLATE - Smart Insights.pptx (2)

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