Optimize Marketing Automation to Acquire New Customers & Grow Revenue

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


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


All N

am

es

Pro

spect

&

Recycle

d

Engaged

Lead

Nurturing Lead

Opportunity

Sale

s Lead

MQL SAL

SQL

Marketing Automation Features


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


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


Why we’re here?


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.”


Why we’re here?


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


Present Day 2014 2015 2016

Marketing Automation Maturity Model

http://www.forrester.com/rb/Research/b2b_cmos_make_marketing_automation_catalyst_for/q/id/57849/t/2

The Times They Are a-Changin’


Buying Has Changed Forever

BUYER

OLD DAYS: INFO SCARCITY 1960’s - Recent

TODAY: INFO ABUNDANCE

SALES REP SALES REP


The Changing Buying Cycle

Self-education

Sales Engagement

Self-education Sales Engagement

Information Scarcity

Information Abundance


Shift of Power

Self-education

Sales Engagement

Self-education Sales Engagement

Sales

Marketing

Information Scarcity

Information Abundance


Today’s Buying Experience


Zero Moment of Truth


http://www.youtube.com/watch?v=UmM9qfzfzhw

Zero Moment of Truth

Research

Learn About

Options

Comparison Shop

Read Reviews

Get Advice


How Do People Search

Realize a Need Investigate Options


Ask People We Trust

Ask Someone They Trust


Information Access 1980’s


Information Access 2013


Mobile Exploding

Sources: World Bank, United Nations, Mobile Marketing Associate


Source: Adbusters, 2011

Message Overload


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


Graduating from Email Marketing


The Need to Graduate from Email


What’s the Solution?

• Engagement Marketing:

Cut through the noise by engaging individuals in dialogue that connects them emotionally with your brand.


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


http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03297usen/GBE03297USEN.PDF

Relevant


Listen (at scale)


Digital Body Language


Behaviors Tell Us A Lot About Interest


Sales Engagement


Actions Matter


Engagement Across Channels?

Source: B2B Contact Marketing website


Successful Engagement Requires Marketing Automation


How do we get there?


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


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


Contact Bryan…

Bryan Ehrenfreund

VP of Digital Strategies

[email protected]

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.

mailto:[email protected]

http://www.televerde.com/

http://www.televerde.com/

blog.televerde.com

Optimize Marketing Automation to Acquire New Customers & Grow Revenue

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