1. A Panel Discussion:
Marketing Automation: Lessons from the Trenches
Presented by Manticore Technology & DemandGen Report
September 3, 2009
Manticore Technology, Inc. Confidential Copyright 2009. All rights reserved.

2. Todays Webinar
Agenda
Speaker Panel Introduction
Marketing Automation Research Project Background
Correlation between Usability & Customer Satisfaction
Preparing your Organization to Maximize Success
Choosing a Solution That Fits Your Needs
Q&A
3. Speaking Panel
Moderator: Christopher Doran
VP, Marketing Manticore Technology
Analyst: Andrew Gaffney
Editor DemandGen Report
Consultant: Malcolm Friedberg
Principal Left BrainMarketing, Inc
Survey Respondent: MichaelaDempsey
Director of Marketing Intellitactics
4. Marketing Automation: Lessons from the Trenches
Lessons from the Trenches - Methodology:
53 Marketing Executives from Different Organizations
Rated Their User Experience on a scale of 1 to 7 (1 being very negative; 7 being very positive)
9 Different Marketing Automation Solutions
Why this Research:
Substantial increase in users predicted in the next 5 years
Estimated 15% of BtoB Companies Currently Using Marketing Automation
Predicted to be more than 50% of BtoB Companies by 2015
What We Wanted to Understand:
What is working for current MA Users & whats not working
How we can enable you to be more effective
5. Implementation & Usability
Customer Satisfaction: Determining Factors
Correlation Between Overall Satisfaction & Usability
97%
Correlation Between Overall Satisfaction & Ease of Implementation
93%
6. Implementation & Usability
Why Do Usability & Ease of Implementation Affect Satisfaction?
Respondents Challenges:

Unexpected Training Costs and Fees

7. Functionality Utilization 8. Professional Training for Internal Team 9. Lack of Flexibility What our team wants to send, measure, and who wants to receive information is constantly changing. Ensuring the system is easy to change is very important.
DemandGen Report Survey Respondent
10. Implementation & Usability
Impact of Usability/Implementation
Break even ROI in 2 months
171% increase of sales opportunities into pipeline
Inside sales connect rate 200% higher due to educated prospects
Shortened sales cycle by 30% due to added efficiency of a coordinated buyers journey
No additional resource $ spent on:
Training to use product
Consulting to implement solution
Database scrubbing/de-duping
Ability to use product immediately
Dynamic nurture programs
Multi level lead scoring
Automated sales notification and reports
11. Implementation & Usability
Implementation
Ease Integration is quick and easy (hours to days)
Cost Consultant-free
Hidden costs changing forms, rebuilding brand-approved templates
Quick Starts are free
Use
90-120 days is probably the most common place where marketers begin to struggle
Growth Not an issue for most marketers
Caution: The Self-Service Myth
12. Implementation & Usability
Getting value out of your MA investment
Technical (in the app)
Strategic
Business Process
Understanding the buying process
Content requirements
Marketing & Sales alignment
Easy to use success
Magic formula: Usability, Flexibility & Power
13. Preparing your Organization
Building Processes & Content for Automation System
Most organizations we deal with lack a structured marketing process.The fact that were automating it literally forces them to think through what the process should look like.
Leigh Kelson, Managing Director
Pacific Rim Marketing
79.2%
14. Preparing your Organization
Respondents Recommend:
The use of an automated marketing system does not make up for a lack of strategy. For best results, there has be clarity around the marketing objective, a clear strategy for how and when to engage prospects.
In preparation, inventory your content and align the content to the early stages of the sales cycle like educating what the suspect can do with
your solution.
15. Preparing your Organization
The importance of Sales & Marketing Alignment
The Problem
Historical
Structural
How to approach the solution
Understand the historical challenge
Do the leg work and present your DRAFT lead scoring & nurturing
Get buy-in
Formal & anecdotal feedback processes
16. Preparing your Organization
Preparing the Enterprise for Automation

Have both sales and marketing regularlydefine key actions, trigger points, score values and most importantly: what is considered a QUALIFIED LEAD

17. Clean and segment your DB Garbage in. 18. Define an organized naming system that allows for growth 19. Start small and test, then duplicate the success gained 20. Train your sales people to embrace automation 21. Learn from your mistakes 22. Review your data and grow not only from the positive results but from the lower grade results too