Raab 5 Things To Consider Before Purchasing Marketing Automation
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Transcript of Raab 5 Things To Consider Before Purchasing Marketing Automation
© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
5 Things to Consider Before Purchasing Marketing Automation
David M. Raab, Raab Associates Inc.
March 11, 2011
Page 2© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Why am I doing this?
Page 3© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
What are my business goals?
Planning Questions
What programs will achieve those goals?
What do I need to run those programs?
How will the programs happen?
What can I do already?
How do I fill the gaps?
Page 4© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
What are my business goals?
goal current more new leads
higher % to sales
lower acquisition
cost
data source
programtailored email
copynurture
campaignoptimize
keyword buys
# new leads 10,000 +1,000 10,000 2,000marketing
automation
% to sales 20% 20% +5% no changemarketing
automation
# to sales 2,000 200 500 no change
% close 25% 25% 25% no change CRM
# close 500 50 125 no change
$ margin / close $5,000 $5,000 $5,000 no change CRM
$ margin $2,500,000 $250,000 $625,000 no change
$ cost / lead $100 $100 $10 ($10)marketing
automation
$ cost ($1,000,000) ($100,000) ($100,000) ($20,000)
$ value $1,500,000 $150,000 $525,000 $20,000
Page 5© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Program Types
•acquisition: SEO, PPC, social media, email, Web, trade shows, lead qualification calls
•nurture: Web forms, segmentation, content streams, behavior tracking, 3rd party data
•sales support: lead scoring, lead transfer, CRM integration, sales alerts & data access, sales email & campaigns
•marketing cost: media buying, data acquisition, campaign set-up, landing page creation, content creation, printing, social media, analytics & measurement
What programs will achieve those goals?
Page 6© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
What do I need to run those programs?Program Requirements
program flow:content / treatment segments logic rules data required external integration
receive email outbound email - outside list- registrants- known interest
select on lead source, previous Web behaviors, form contents
profile data (email address, lead source, etc.), Web behaviors, form contents
import outside lists
click to landing page
landing page - outside list- registrants- known interest
none (link is embedded in email)
email opens, clicks, etc. Web analytics (if not internal to system)
fill out form form - outside list- registrants- known interest
identify visitor via PURL; dynamically select form questions
form completion, answers to questions
3rd party data enhancement & validation
receive download white paper none none capture download historynew lead call phone script - target accounts
- outside listidentify target accounts via IP address; identify outside list via URL
profile data (name, company, phone number, etc.)
company identification via IP address; 3rd party data enrichment; import phone results from CRM
receive followup treatment
send to sales high lead score calculate lead score, send to CRM based on score
profile data, behaviors CRM synch to send leads
alert sales target account identify target accounts, alert CRM if visit
profile data, target accounts from CRM
company identification via IP address; CRM synch for alerts
topic-specific campaign
known topic interest infer interest from Web forms & behaviors; assign to campaign, check entry rules
profile data, Web behaviors, interest scores
general newsletter campaign
unknown interest assign to campaigns based on profile data, campaign history, campaign entry rules
profile data, campaign history
system requirements
deliver content via email, landing page, form, download; identify dupes on new & imported leads
segment based on source, Web behaviors, answers to forms, lead scores, profile data
assign to campaigns based on segments, previous contactsl
capture & select on profile data , Web behaviors, contact history, campaign rules, etc.
import lists, Web analytics inc. anonymous visitor tracking, cookie placement, etc.; call outside services for IP identification and data enrichment, sych with CRM
Page 7© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
How will the programs happen?Supporting Processes
process flow information requirements
system requirements staff assigned training & skills organization & incentives
marketing planning & budgeting
- set goals- pick programs- set dates- estimate results
- business goals- past costs- past results- expected results
- capture goals & plans - import prior actuals- project results
- planning staff- department heads- finance
- planning & budgeting- forecasting
- work for CMO- coordinate w/dept heads, CFO, CEO- reward task completion
project management & deployment
- create project- define steps- assign staff- execute- approve- deploy
- planned projects- task plans & schedules- resources available- task status
- import plans- build task list- assign tasks to resources- track completion- issue alerts
- project managers- department heads- marketing ops
- project mgt- project system
- work for CMO, marketing ops or department heads- reward task completion
campaign development
- receive brief- set up campaign- design flows and rules- test & deploy
- campaign plans, goals & budgets- previous results- available resources
- campaign set-up- outbound messages- segment & flow rules- test splits and reports- lead scoring- CRM integration
- marketing ops- department heads- data analysts
- campaign design- marketing analysis
- work for dept heads- reward task completion & program performance- incent for cross-channel cooperation
content creation & maintenance
- receive briefs- assign & receive- approve- sunset/revise
- required content- creative briefs- schedule- approval flow- content status
- import assignments- store versions- circulate for mark-up and approvals- track status
- project managers- creative staff- agency liaison- compliance-
- writing & graphic design- Web design & deployment- test design
- work for department head or marketing ops- incent for task completion & program performance
system support - identify needs- select & deploy- maintain
- existing systems- user needs- value- available options- IT resources
- schedule jobs & track completion-monitor usage, uptime, response time- monitor data quality
- marketing ops- IT support
- system selection- system maintenance- system integration- infrastructure mgt- data management
- work for marketing ops or CIO- reward for project completion, project value, system costs
reporting & measurement
- define measures- collect data- review results
- business goals- available data- user identities- projects to measure
- import data- time-series analysis- analytical databases- end-user reports- report distribution
- data analysts- planning staff- media buyers- department heads
- marketing analysis- report writing- data quality assessment
- work for CMO or department heads w/relation to CFO- reward task completion & insight value
Page 8© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
What can I do already?
Program Requirements
program flow:content / treatment
segments logic rules data required external integration
receive email outbound email - outside list- registrants- known interest
select on lead source, previous Web behaviors, form contents
profile data (email address, lead source, etc.), Web behaviors, form contents
import outside lists
click to landing page
landing page - outside list- registrants- known interest
none (link is embedded in email)
email opens, clicks, etc.
Web analytics (if not internal to system)
fill out form form - outside list- registrants- known interest
identify visitor via PURL; dynamically select form questions
form completion, answers to questions
3rd party data enhancement & validation
receive download
white paper none none capture download history
new lead call phone script - target accounts- outside list
identify target accounts via IP address; identify outside list via URL
profile data (name, company, phone number, etc.)
company identification via IP address; 3rd party data enrichment; import phone results from CRM
receive followup treatment
send to sales high lead score calculate lead score, send to CRM based on score
profile data, behaviors CRM synch to send leads
alert sales target account identify target accounts, alert CRM if visit
profile data, target accounts from CRM
company identification via IP address; CRM synch for alerts
topic-specific campaign
known topic interest infer interest from Web forms & behaviors; assign to campaign, check entry rules
profile data, Web behaviors, interest scores
general newsletter campaign
unknown interest assign to campaigns based on profile data, campaign history, campaign entry rules
profile data, campaign history
system requirements
deliver content via email, landing page, form, download; identify dupes on new & imported leads
segment based on source, Web behaviors, answers to forms, lead scores, profile data
assign to campaigns based on segments, previous contactsl
capture & select on profile data , Web behaviors, contact history, campaign rules, etc.
import lists, Web analytics inc. anonymous visitor tracking, cookie placement, etc.; call outside services for IP identification and data enrichment, sych with CRM
Supporting Processes process
flowinformation
requirementssystem
requirementsstaff
assignedtraining & skills
organization & incentives
marketing planning & budgeting
- set goals- pick programs- set dates- estimate results
- business goals- past costs- past results- expected results
- capture goals & plans - import prior actuals- project results
- planning staff- department heads- finance
- planning & budgeting- forecasting
- work for CMO- coordinate w/dept heads, CFO, CEO- reward task completion
project management & deployment
- create project- define steps- assign staff- execute- approve- deploy
- planned projects- task plans & schedules- resources available- task status
- import plans- build task list- assign tasks to resources- track completion- issue alerts
- project managers- department heads- marketing ops
- project mgt- project system
- work for CMO, marketing ops or department heads- reward task completion
campaign development
- receive brief- set up campaign- design flows and rules- test & deploy
- campaign plans, goals & budgets- previous results- available resources
- campaign set-up- outbound messages- segment & flow rules- test splits and reports- lead scoring- CRM integration
- marketing ops- department heads- data analysts
- campaign design- marketing analysis
- work for dept heads- reward task completion & program performance- incent for cross-channel cooperation
content creation & maintenance
- receive briefs- assign & receive- approve- sunset/revise
- required content- creative briefs- schedule- approval flow- content status
- import assignments- store versions- circulate for mark-up and approvals- track status
- project managers- creative staff- agency liaison- compliance-
- writing & graphic design- Web design & deployment- test design
- work for department head or marketing ops- incent for task completion & program performance
system support
- identify needs- select & deploy- maintain
- existing systems- user needs- value- available options- IT resources
- schedule jobs & track completion-monitor usage, uptime, response time- monitor data quality
- marketing ops- IT support
- system selection- system maintenance- system integration- infrastructure mgt- data management
- work for marketing ops or CIO- reward for project completion, project value, system costs
reporting & measurement
- define measures- collect data- review results
- business goals- available data- user identities- projects to measure
- import data- time-series analysis- analytical databases- end-user reports- report distribution
- data analysts- planning staff- media buyers- department heads
- marketing analysis- report writing- data quality assessment
- work for CMO or department heads w/relation to CFO- reward task completion & insight value
Page 9© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
How do I fill the gaps?
gap program impact cost to fill
priority
tailored email copy
nurture campaign
optimize keyword
buys…
web analytics x mid low high
profile data x x high mid high
identify anonymous visitors
x low low mid
segmentation rules
x x high low high
program planning
x x mid high low
content version control
x x low high low
measurement training
x x mid high mid
…
Page 10© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
REALITY
CHECKAHEAD
Page 11© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Feature Deployment
0% 20% 40% 60% 80% 100%
outbound email campaign
campaign response reporting
lead transfer to CRM
CRM integration / synchronization
landing page
Web site analytics
lead scoring
multi-step lead nurturing campaign
Webinar campaign
campaign ROI reporting
data cleansing process
pay per click campaign reporting
Web page survey
email survey
1st month later never
Where do I start?
Page 12© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Requirements: Initial Applications
outbound email response reporting lead transfer landing pages
marketing planning & budgeting
informal planning - - informal planning
project mgt & deployment
one-off project creation - - one-off project creation
campaign design, segmentation, rule creation
simple campaign design
simple response tracking
-simple campaign
design
content creation & maintenance
basic email creation embed tracking codes -basic landing page
creation
sales alignment agreed target market - negotiated proceduresagreed data capture
priorities
reporting & measurement
email tracking (opens, clicks, etc.)
response capture (email clicks, Web
tracking)-
page views and downloads
staff levels, training & skills
email creation, list selection
response capture
simple campaign rules and CRM integration
(lead scoring is optional)
landing page creation
organization & incentives
task completionresponse-based
rewardstask completion task completion
technology email engineemail tracking, Web
analyticssimple data transfer
landing page creation, simple data capture
Page 13© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Requirements: Secondary Applications
Web analytics lead scoring multi-step campaigns Webinars
marketing planning & budgeting
master campaign list - cross-campaign flow
managementintegrated calendar
project mgt & deployment
marketing / Web team coordination
- project-level task
managementproject-level task
managementcampaign design, segmentation, rule creation
-lead scoring rules, lead transfer rules
campaign flow rules campaign flow rules
content creation & maintenance
simple tagging master content library (for behavior analysis)
coordinated content planning
coordinated content planning
sales alignment -agreed lead scoring
rulesagreed lead transfer
rulesagreed lead transfer
rules
reporting & measurement
conversion measurement, traffic
analysis
opportunity results reporting
stage-to-stage conversion
measurements
opportunity result tracking, stage-to-stage conversion
measurementstaff levels, training & skills
Web analytics skills results analysis results analysis results analysis
organization & incentives
- incent on lead quality, on sales cooperation
incent to cooperate within marketing
incent to cooperate within marketing
technology
Web site tagging, anonymous to
identified tracking via cookies
lead score creation, behavior tracking,
opportunity data import from CRM
multi-step campaign flows, cross-channel
data sharing
multi-step campaign flows, cross-channel
data sharing
Page 14© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Marketing Process Maturity Model
trailing typical mature advancedprogram planning & budgeting
none informal methods, applied to some projects
standard methods applied to all projects individually
all projects are related to an integrated plan
project mgt & deployment
no standard methods methods chosen by department heads
standard processes, run separately by department
standard processes, run by central department
campaign design, segmentation, rule creation
no experience beyond simple campaigns
some people have experience with multi-step campaigns
central campaign repository and library of segments, etc., but reuse is optional
marketing operations group responsible for campaign design; experienced with cross-channel campaigns
content creation & maintenance
content is created as needed; no repository or design standards
content is managed in a central repository
content is mapped to stages in the buyer life cycle
content is mapped to the buyer life cycle and assessed based on life cycle performance
sales alignment sales and marketing work separately
sales and marketing agree on lead quantity goals
sales and marketing agree on lead quantity and quality goals and processing rules
sales and marketing jointly set goals for lead quantity, quality and processing rules, and performance is regularly compared against goals
reporting & measurement
marketing is judged on its ability to stay within budget
marketing is judged on the volume of leads and cost per lead
marketing is judged on the volume and quality of leads, cost per lead, and its ability to forecast future production
marketing is judged on agreed-upon measures for the value of marketing results
staff levels, training & skills
current staff has only the skills needed for current activities; there is no training budget
the company pays for random training requested by staff when funds permit
department heads are responsible for selecting specific new skills for their staff to acquire
the company regularly assess current and future skill requirements and invests in appropriate training and recruitment
organization & incentives
performance of each department and each worker is measured separately
cross-department coordinating teams are in place but have no real authority
department managers are rewarded for cross-department coordination
the company has financial and other incentives in place to encourage cross-departmental cooperation
technology each department within marketing is responsible for selecting its own systems
marketing systems are selected with input from the CMO and IT department
some department-wide marketing systems are in place for planning and customer management, but customer interactions are not coordinated
all marketing systems are integrated within the department and connected as necessary to the rest of the company
Page 15© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
A good starting project will…
•require slight change in your current processes•require small extension of your existing capabilities•need little cooperation from outside your span of control•be easily measured in lead quantity, revenue or savings•be highly likely to succeed
Where to start?
Page 16© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Common projects:•email campaigns•response reporting•lead transfer / CRM integration•landing pages
Other possibilities•content mapping (no technology needed)•outbound segmentation (easy to control and measure)•auto-response (easier than nurture campaign)
Where to start?
Page 17© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Where to start?
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Where to start?
Source: Forrester Consulting via LeadLiaison (n=15)
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Final thoughts
© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com
Thank you.
David M. Raab, Raab Associates Inc.
www.raabguide.com