Download - Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

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Page 1: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Marketing Automation Makeover Micky Long

Vice President , Practice Director, Lead Nurturing

Arketi Group

Page 2: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Marketing Automation and BtoB Marketers

Majority of B2B Markets are not using automation yet

Average lead generation ROI by use of marketing automation

Source: 2012 MarketingSherpa B2B Marketing Benchmark survey

163% Increase in lead generation ROI

Page 3: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

The somewhat painful reality

“Only 15% of B2B marketers say they have their marketing automation system optimally deployed” – Sirius Decisions

“25% of marketers claim their marketing automation system has not delivered the results they expected”

Page 4: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Three main components:

1 Data

2 Content

3 Process

5

Makeover considerations

Page 5: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Your data – How good is it?

What Jigsaw found

Incomplete Need Updates Dead Duplicate

90% 74% 21% 7%

“Lack of quality customer data is one of the top causes of CRM failure” -- Gartner

Source: Best Practices for Keeping Your Data Clean - Salesforce

Page 6: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

How to practice data hygiene

1.   Build a plan

2.   Agree on standardization

3.   Invite everyone to participate

4.   Be ruthless

Page 7: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Your data – How real is it?

Total Prospects = 25,640

Page 8: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Your data – How real is it?

Total Prospects = 2,070

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Your data – How deep is it?

Prospects are in control and you need to target to their exact needs and timing

•  Up to 75% of buyers reach a decision on what to buy before talking to Sales

•  30% reach the decision before the “official” sales process begins

Given the point above…if Sales doesn’t, who does? Marketing must make up the difference.

Everyone’s solution promises the same thing

•  Make me money, Save me money, Make my life easier

Page 10: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Completed buyer persona map

“I have 3 concerns when I sit down at my desk: ‘what’s our cash flow?’ ‘what is revenue/customer?’ and ‘how efficient is our plant running?’” Brad the CFO Age: 45 Education: Bachelor’s (Finance) with most likely an MBA

CFO Message •  “Our plant solutions can bring

immediate ROI through reduced inventory.”

•  “We enhance compliance through advanced reporting.”

About Brad •  Reports to CEO •  Has financial responsibility for firm •  Spends too much time on compliance/

risk mitigation/SOX •  Must see fast ROI

Influencers •  Peers •  Case studies

with ROI •  Current

clients •  Analyst firms

Goals •  Efficiency •  Less expenses •  Proven ROI •  Better

financial ratios

Proof Points •  Avg.20%

decrease in inventory

•  30% less waste

Words-phrases that resonate •  ROI •  Proven •  Financially

stable •  Integrated

Objections •  Cost too much •  Burdensome

implementa-tion

Page 11: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Top Persona-building methods

64%

56%

47%

43%

0% 10% 20% 30% 40% 50% 60% 70%

Customer/prospect interviews

Sales interviews

Customer/prospect survey

Mining in-house database

Persona-building methods

Page 12: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Traditional Profile

New Reality

+

Using Pardot to really get to know your prospects

Please fill out the form fields below: Name Phone, email address Job title Functional Role Company size, location, industry, make up, etc.

Company reporting structure Likes/dislikes Business Priorities Background/education Business obstacles Risk taker/risk adverse Length of time with company Customer lifecycle stage Buying process Success Factors Decision Criteria

Page 13: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Give, then ask

Page 14: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Content

Page 15: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Now that we know who they are, it’s time to determine where they are in the buy cycle:

Discovery: Browsing.

Validation: Comparing.

Awareness: Window shopping.

Buy cycle integrated

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Product comparisons, price info, offers

Industry white papers, educational material

Case studies, other validation info

Post-sales communication, user newsletter

Emails with a mix of industry and product info

To be effective, content must be:

•  Relevant

•  Varied

•  Personal

•  Fresh

Call-to-Action / Content requirements

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Page 17: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Content preferences

0% 20% 40% 60% 80% 100%

White paper Webinar

Case study Blog post

E-book Video

Infographic Presentation

Podcast

Content type utilized during business search

Source: DemandGen Report, Content Preference Survey

Page 18: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Top content challenges

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42%

20%

18%

12%

7%

1% 0 Challenges

Engaging content Enough content Budget Lack of exec buy-in Content variety License budget

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Don’t be afraid to be green -- recycle

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Page 20: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Start with a white paper, run a podcast, create a video

Leverage all options

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Page 21: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Partner with an analyst, run a webinar, highlight in a collateral piece

Borrow expertise

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Page 22: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Content Curation - is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue. – Courtesy of Rohit Bhargava, Influential

Marketing blog

Five Curation Models: 1.  Aggregation – “Top five tips for success”

2.  Distillation – shorten and simplify

3.  Elevation – spot trends from other material

4.  Mashup – pulling together items to create new POV

5.  Chronology – Pulling together timeline to show trends

Curate for credit

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Page 23: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Industry White Paper

Technical White Paper

Vendor Video

Response

Response

Response Product Datasheet

Product Case Study

Industry Webinar Response

Response

Response Product Case Study

Technical White Paper

Industry White Paper Response

Response

Response

Industry Webinar

Industry PodcastResponse

Return to Pool

Offer/Sales

Y

N

NNN

N N N

N

Y Y

Y Y Y

Y Y Y

Awareness

Discovery

Validation

Response

NN

Y

Well-mapped content can feed highly effective drip marketing programs

Put it all into action

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10% Response Rate

20-30% Response Rate

40+% Response Rate

Prospect Drip Program

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Page 25: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Process

Page 26: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Why process?

64% of CMOs lack a formal process for managing marketing automation. – Annuitas Group

Only 33% of execs using both marketing automation and CRM systems say they integrate well – Experts Bench

66% of Marketing execs claim “Fixing broken processes” is a major challenge to effective automation implementation -- Gleanster survey

Page 27: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Process tips

Establish a plan with milestones Evaluate personal metrics Don’t overlook basics Be realistic Do not implement in a vacuum

Create a learning culture Always be testing Implement change Don’t fear failure

Make review a part of the process Be relentless Invite all stakeholders

Page 28: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Overall lead nurture goal

Define the objectives identified at the start of the lead nurturing/automation initiative

Last Quarter Goal Review

Review the 2 or 3 specific goals that were established for the previous quarter and identify performance against expectations

Next Quarter Goals

Identify 2 or 3 goals for next quarter and the metrics that will determine their success

Campaign effectiveness

For each campaign conducted during the quarter, report on all key metrics

Lead workflow

Review existing lead workflow, Sales handoff threshold and return to marketing points

Arketi Lead Nurture Healthcheck

Page 29: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Lead scoring model

Review and adjust as necessary

Content Development

Review content creation/curation strategy

Website Activity

Review overall web traffic and identify correlation with lead nurture activities

Thematics/Message

Review marketing campaign messages and proof points against system results from past quarter

Calls to Action

Review relevance and effectiveness of offers used in emails and drip programs

Arketi Lead Nurture Healthcheck

Page 30: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Prospect Database

Review and adjust total prospect database

System Maintenance

Review Automation tool to streamline and ensure proper functionality

Next Quarter Campaigns

Review ongoing campaigns for viability and needed changes

New Outreach Campaigns

Identify new Marketing campaigns/initiatives

Arketi Lead Nurture Healthcheck

Page 31: Pardot Elevate 2012 - Your Marketing Automation Makeover: Maximizing Pardot Value for Extreme Revenue Creation

Questions?

Contact Information: Micky Long [email protected] 404-929-0091 ext. 214 www.arketi.com