Post on 13-May-2015
description
Optimize Marketing Automation to Acquire New Customers & Grow
Revenue
Bryan Ehrenfreund
Vice President of Digital Strategies
Televerde
© 2013 Televerde, LLC
This segment is intended to help you understand the value of Marketing
Automation and provide the foundations for success.
This segment will help you understand the:
How did we get here?
State of Marketing Automation Today
Fundamental changes driving Marketing
Automation
The value of Marketing Automation
Key considerations for success
Session Overview
For this segment, we will :
1. Let’s Chat: Discussion of the buying process has changed forever
2. Why Bother?: Critical driver to your companies future success
3. Deep Dive: People, Process & Technology
4. Marketo Moment: Marketo the enabler
5. Reality Check: Bring it to life with a scenario
Objectives and Overview
© 2013 Televerde, LLC
Marketing Automation Defined
Let’s begin with a definition:
WHAT: Marketing automation is a category of software.
HOW: It streamlines, automates, and measures marketing tasks and workflows.
WHY: So Honeywell can increase marketing operational efficiency and grow revenue faster
© 2013 Televerde, LLC
All N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing Lead
Opportunity
Sale
s Lead
MQL SAL
SQL
Marketing Automation Features
© 2013 Televerde, LLC
What Marketing Automation Does A
ll N
am
es
Pro
spect
&
Recycle
d
Engaged
Lead
Nurturing
“The art of maintaining permission to stay in front of your buyers as they educate themselves”
Builds relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.
Lead
Opportunity
Sale
s Lead
MQL
SAL SQL
20% penetration rate of a potential $3 billion MAP software market
60% increase in revenue in past year
50% growth forecasted by 2015
Venture funding >$600M
Marketo’s Recent IPO
Penetration rate across industries is not equal:
High-tech and software demonstrate significantly higher adoption
Life sciences, business services and manufacturing seeing increased traction
Market Consolidation
State of Marketing Automation
© 2013 Televerde, LLC
Marketing Automation
The Actual State of Marketing Automation
85% of MA users don’t believe they are using it to full potential
76% of CMO’s say their biggest challenge is “generation of quality leads”
19% reported having a MAP fully implemented
10% satisfied with results
37% didn’t mention financial effects when asked about ROI
© 2013 Televerde, LLC
Why we’re here?
© 2013 Televerde, LLC
B2B Marketers Must Better Prepare For Marketing Automation
by Jeff Ernst April 26, 2011
“As with most business processes that have been
automated, technology is not the solution — it is just
an enabler. Before jumping into a technology evaluation
or implementation, marketing leaders need to sit back and
make sure that they prepare their organization for the
changes required to fully leverage marketing
automation. This means that you need a clear
understanding of where you want automation to take you
and need to prepare the process, content, data, and
people that are required to get you there.”
© 2013 Televerde, LLC
Why we’re here?
© 2013 Televerde, LLC
Why we’re here?
Blasters
• Marketing blasts emails to generate more leads into the funnel Marketing and Sales are disconnected with little process for managing leads.
Campaigners
• Marketing’s use of automation tools is to plan, measure, and execute campaigns Marketing and Sales have a process for lead handoff.
Optimizers
• Marketing’s use of automation tools is improve the flow of leads throughout the entire life cycle. Marketing and Sales have coordinated their interactions across the lead life cycle.
Predictors
• Marketing‘s use of automation tools leverages demand predictable interactions across a buyer-led Process Marketing and Sales have united, personalized communications with prospects and customers.
http://www.forrester.com/rb/Research/b2b_cmos_make_marketing_automation_catalyst_for/q/id/57849/t/2
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Present Day 2014 2015 2016
Marketing Automation Maturity Model
The Times They Are a-Changin’
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Buying Has Changed Forever
BUYER
OLD DAYS: INFO SCARCITY 1960’s - Recent
TODAY: INFO ABUNDANCE
SALES REP SALES REP
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The Changing Buying Cycle
Self-education
Sales Engagement
Self-education Sales Engagement
Information Scarcity
Information Abundance
© 2013 Televerde, LLC
Shift of Power
Self-education
Sales Engagement
Self-education Sales Engagement
Sales
Marketing
Information Scarcity
Information Abundance
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Today’s Buying Experience
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Zero Moment of Truth
Research
Learn About
Options
Comparison Shop
Read Reviews
Get Advice
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How Do People Search
Realize a Need Investigate Options
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Ask People We Trust
Ask Someone They Trust
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Information Access 1980’s
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Information Access 2013
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Mobile Exploding
Sources: World Bank, United Nations, Mobile Marketing Associate
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Source: Adbusters, 2011
Message Overload
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Customers are Saturated
• 60% have a negative opinion of marketing
• 61% feel amount is out of control
• 65% feel constantly bombarded
• 59% feel marketing has very little relevance
Source: Yankelovich Partners
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Graduating from Email Marketing
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The Need to Graduate from Email
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What’s the Solution?
• Engagement Marketing:
Cut through the noise by engaging individuals in dialogue that connects them emotionally with your brand.
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Why Engagement Matters
• 70% of consumers loyalty & spending decisions are based on emotional factors (Gallup 2009)
• Research show that, on average, only 20% of a company’s customers are full engaged1
• 90% of CEO’s rank customer engagement as their primary initiative2
1. Jim Clifton, The Coming Jobs War, 2011 2. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010
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Relevant
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Listen (at scale)
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Digital Body Language
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Behaviors Tell Us A Lot About Interest
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Sales Engagement
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Actions Matter
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Engagement Across Channels?
Source: B2B Contact Marketing website
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Successful Engagement Requires Marketing Automation
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How do we get there?
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Barriers to Marketing Automation Success
Marketing Automation offers tremendous value to organizations, but many that adopt MAP fail to achieve its full potential.
• Why? – Organization: Lack of optimized organization structure
– Usage: Not well established within the marketing org
– Skills gap: Lack of knowledge how to leverage MAP
– Limited focus: Hyper-focus on driving net new demand vs. throughout the customer lifecycle
– Technology gap: Lack of integrated systems and future
12 Demand & Pipeline Management Competencies
1. GTM Strategy & Goals: Direct, channel, Target Account Mkting (ABM)
2. Strategic: Marketing, demand management, content (including deep customer insights)
3. Data and Database (what to collect)
4. Website: Microsites & Landing Pages
5. Inbound and Social Media and other Lead Generation
6. Automated Lead Management: Campaign design and execution
7. Tele-touch (qualify and nurture)
8. Sales and Marketing Alignment & Integration
9. Content (fuel)
10. Metrics, Reporting and Analytics (predictive)
11. Program and Operations Mgt.
12. Technology & Tools
Te
le-to
uc
h
GT
M G
oa
ls,
Str
ate
gie
s,
Pla
ns
Success Plan
© 2013 Televerde, LLC
People
Process Technology
Data &
Content
• Process of buying has changed
• Information Scarcity to Abundance
• Fundamental shift in power – Self Education
• Marketing Automation technology enables – doesn’t drive process
• Designing & Developing for Mobile
• We’re on a journey…. Marathon not a Sprint
• We’re building the foundation
Key Take-A-Ways
© 2013 Televerde, LLC
Contact Bryan…
Bryan Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.com blog.televerde.com
Televerde provides end-to-end
marketing and sales solutions that
make B2B sales pipelines stronger
and faster with maximum ROI,
while making marketing and sales
executives smarter.