Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme...
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- 1.Marketing Automation MakeoverMicky LongVice President , Practice Director, Lead NurturingArketi Group
2. Marketing Automation and BtoB MarketersMajority of B2B Markets Average lead generation ROIare not using automation yetby use of marketing automation 163% Increase in lead generation ROISource: 2012 MarketingSherpa B2B Marketing Benchmark survey 3. The somewhat painful realityOnly 15% of B2B marketers say theyhave their marketing automationsystem optimally deployed Sirius Decisions25% of marketers claim theirmarketing automation system has notdelivered the results they expected 4. Makeover considerationsThree main components:1Data2 Content3 Process5 5. Your data How good is it?What Jigsaw found90%74% 21% 7%IncompleteNeed Updates Dead DuplicateLack of quality customer data is one of the top causes ofCRM failure -- Gartner Source: Best Practices for Keeping Your Data Clean - Salesforce 6. How to practice data hygiene 1. Build a plan 2. Agree on standardization 3. Invite everyone to participate 4. Be ruthless 7. Your data How real is it? Total Prospects = 25,640 8. Your data How real is it? Total Prospects = 2,070 9. Your data How deep is it?Everyones solution promises the same thing Make me money, Save me money, Make my life easier Prospects are in control and you need to target to their exact needs and timing Up to 75% of buyers reach a decisionon what to buy before talking to Sales 30% reach the decision before theofficial sales process begins Given the point aboveif Sales doesnt, who does? Marketing must make up the difference. 10. Completed buyer persona map I have 3 concerns when I sit down at my desk: whats our cash flow? what is revenue/customer? and how efficient is our plant running? Brad the CFO Age: 45 Education: Bachelors (Finance) with most likely an MBAAbout Brad GoalsWords-phrasesObjections Reports to CEO Efficiencythat resonate Cost too much Has financial responsibility for firm Less expenses ROI Burdensome Spends too much time on compliance/ Proven ROI Proven implementa- risk mitigation/SOX Better Financiallytion Must see fast ROIfinancialstableratios IntegratedCFO MessageInfluencersProof Points Our plant solutions can bring Peers Avg.20% immediate ROI through reduced Case studies decrease in inventory.with ROI inventory We enhance compliance through Current 30% less advanced reporting. clientswaste Analyst firms 11. Top Persona-building methodsPersona-building methodsMining in-house database 43% Customer/prospect survey 47%Sales interviews 56%Customer/prospect interviews 64% 0% 10% 20% 30% 40% 50% 60% 70% 12. Using Pardot to really get to know your prospectsPlease fill out the form fields below: Name Traditional Profile Phone, email address Job title+ Functional Role Company size, location, industry, make up, etc. Company reporting structure Likes/dislikes Business PrioritiesNew Reality Background/education Business obstacles Risk taker/risk adverse Length of time with company Customer lifecycle stage Buying process Success Factors Decision Criteria 13. Give, then ask 14. Content 15. Buy cycle integratedNow that we know who they are, its time to determinewhere they are in the buy cycle: Awareness: Window shopping.Discovery: Browsing. Validation: Comparing.12 16. Call-to-Action / Content requirementsTo be effective, content mustbe: Relevant Varied Emails with a mix of Product comparisons, Personalindustry and product info price info, offers Fresh Industry white papers,Case studies,Post-sales communication,educational materialother validation info user newsletter13 17. Content preferences Content type utilized during businesssearch PodcastPresentation Infographic VideoE-book Blog post Case studyWebinarWhite paper 0% 20% 40% 60% 80% 100%Source: DemandGen Report, Content Preference Survey 18. Top content challengesChallenges0 1% Engaging content7% Enough content Budget12%Lack of exec buy-in 42% Content variety License budget 18%20% 12 19. Dont be afraid to be green -- recycle 14 20. Leverage all options Start with a white paper, run a podcast,create a video15 21. Borrow expertise Partner with an analyst, run a webinar,highlight in a collateral piece 16 22. Curate for creditContent Curation - is a term that describes the act offinding, grouping, organizing or sharing the best and mostrelevant content on a specific issue. Courtesy of Rohit Bhargava, Influential Marketing blogFive Curation Models:1. Aggregation Top five tips for success2. Distillation shorten and simplify3. Elevation spot trends from other material4. Mashup pulling together items to create new POV5. Chronology Pulling together timeline to show trends 17 23. Put it all into actionWell-mapped content can feed highly effective drip marketing programsIndustryIndustry IndustryIndustryIndustryAwarenessWhite Paper ResponseWebinarResponseWhite PaperResponse WebinarResponse PodcastResponse N N NN YYYYTechnical ProductTechnicalDiscoveryResponse ResponseResponseReturn to Pool White Paper Case Study White Paper NNN YYY Vendor ProductProductValidationVideo Response DatasheetResponseCase StudyResponse NNN YYY Offer/ Sales19 24. Prospect Drip Program10%ResponseRate20-30%ResponseRate40+%ResponseRate20 25. Process 26. Why process?64% of CMOs lack a formal process for managingmarketing automation. Annuitas GroupOnly 33% of execs using both marketingautomation and CRM systems say they integratewell Experts Bench66% of Marketing execs claim Fixing brokenprocesses is a major challenge to effectiveautomation implementation -- Gleanster survey 27. Process tipsEstablish a plan with milestonesEvaluate personal metricsDont overlook basicsBe realisticDo not implement in a vacuumCreate a learning culture Always be testing Implement change Dont fear failureMake review a part of the process Be relentless Invite all stakeholders 28. Arketi Lead Nurture HealthcheckOverall lead nurture goalDefine the objectives identified at the start of the lead nurturing/automationinitiativeLast Quarter Goal ReviewReview the 2 or 3 specific goals that were established for the previousquarter and identify performance against expectationsNext Quarter GoalsIdentify 2 or 3 goals for next quarter and the metrics that will determinetheir successCampaign effectivenessFor each campaign conducted during the quarter, report on all key metricsLead workflowReview existing lead workflow, Sales handoff threshold and return tomarketing points 29. Arketi Lead Nurture HealthcheckLead scoring modelReview and adjust as necessaryContent DevelopmentReview content creation/curation strategyWebsite ActivityReview overall web traffic and identify correlation with lead nurture activitiesThematics/MessageReview marketing campaign messages and proof points against systemresults from past quarterCalls to ActionReview relevance and effectiveness of offers used in emails and dripprograms 30. Arketi Lead Nurture HealthcheckProspect DatabaseReview and adjust total prospect databaseSystem MaintenanceReview Automation tool to streamline and ensure proper functionalityNext Quarter CampaignsReview ongoing campaigns for viability and needed changesNew Outreach CampaignsIdentify new Marketing campaigns/initiatives 31. Questions?Contact Information:Micky Longmlong@arketi.com404-929-0091 ext. 214www.arketi.com