Marketing Automation Makeover Micky Long
Vice President , Practice Director, Lead Nurturing
Arketi Group
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
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”
Three main components:
1 Data
2 Content
3 Process
5
Makeover considerations
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
How to practice data hygiene
1. Build a plan
2. Agree on standardization
3. Invite everyone to participate
4. Be ruthless
Your data – How real is it?
Total Prospects = 25,640
Your data – How real is it?
Total Prospects = 2,070
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
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
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
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
Give, then ask
Content
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
13
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
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
Don’t be afraid to be green -- recycle
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Start with a white paper, run a podcast, create a video
Leverage all options
15
Partner with an analyst, run a webinar, highlight in a collateral piece
Borrow expertise
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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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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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Process
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
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
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
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
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
Questions?
Contact Information: Micky Long [email protected] 404-929-0091 ext. 214 www.arketi.com
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