02
Marketing Automation TrainingGenerate Valuable Leads, Convert Them To Revenue, Prove Marketing ROI
“Mastering the Buyer Journey”
032015 All rights reserved.
Marketing Automation Training
Aldo Wink is Digital Marketing strategist and supports companies with demand generation and marketing automation implementations
Meet the trainer
04
Training Modules
Marketing Automation Buyer Persona’s Lead Management
Introduction
Campaign Management Marketing Automation in Action (Demo)
Implementation Best Practices
Campaign (Marketing Automation) Team
Business Case
1. 2. 3.
4. 5. 6.
052015 All rights reserved.
By Stan & StacyMarketing Automation Agency from Amsterdam
Buyer Persona development
Inbound Marketing for demand generation
Content for lead nurturing
Campaign development
Marketing Automation implementation
Marketing ROI (Reporting & Optimization)
Support and Training
Generate leads
Drive salesOptimizeCampaign
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But first: Why use Marketing Automation?
‘Buy’ becomes more important than ‘sell’
Information overflow
Customers don’t think in channels
Marketing ROI is very important
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Marketing has changed fundamentaly
In 2010 a prospect checks Google on average 5x when purchesing, in 2014 this increased already to 12x
75% of the Buyers Journey is completed before contacting a supplier
MarketingSherpa survey: within an average size company already 7 people are involved in the Buying proces.
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Marketing Automation
Buyers have touched your website, read your social media updates and checked you online before you
know it
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Marketing Automation
80% of all B2B-customers say: “I found my supplier by myself”
(and not the other way around)
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Marketing Automation
“Today it is not about reaching out more and more.
It’s about being standing out by being meaningful and relevant”
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Marketing Automation
Marketing Automation is about increasing the Customer Lifetime Value… for both sides.
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Changing Buyer LandscapePre-sale engagement has changed dramatically:
Buyers used to have very limited information.
Now they have more than they can even use.
If you don’t want your marketing message to get ignored, it needs to be more targeted and personal then ever before.
Nurturing leads with relevant content is now a requirement
“The average sales cycle has increased 22% over the past 5 years due to more
decision makers being involved in the buying process”
- SiriusDecisions
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Marketing Automation
“By 2020 about 85% of all communications between customers and companies takes place without human
contact”
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Most Important Objectives for Marketing Automation% of marketing, sales and business professionals from around the world
Improve performance measurement
Improve marketing productivity
Increase sales revenue
Increase lead generation
Improve lead nurturing
Improve lead quality
Improve marketing-sales alignment
Reduce sales cycle
23%
16%
26%
36%
41%
42%
44%
45%
July 2014
Source: Ascend2 / Research Partners
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Marketing Automation Results
10%
Omzetstijging van 10% na 6 tot 9 maanden
Stijging tot 30% van het aantal gekwalificeerde leads voor sales (SQL’s)
30%
Stijging van 400% van het aantal
marketinggekwalificeerde leads (MQL’s)
400%
Ruim 50% hogere conversie van lead naar
klant.
50%
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Mastering the Buyers Journey
NEW CUSTOMERS GROWING CUSTOMERS
Strangers Promoters Advocates
WHYwe solve
HOWwe solve
WHATwe solve
MEANINGFUL
Awareness Consideration Buying Impress Enthuse Advocate
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
LEAD NURTURING + SCORING
MARKETING AUTOMATION
CustomersLeadsVisitors
TREND REPORTS
BLOGSCASE STUDIES
VIDEOS
PRODUCTFEATURES
CHECKLIST
REVIEWS
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Module 1Marketing Automation Basics
Buyer Profile
Webanalytics
Lead Capturing
Lead Scoring
List Management
LeadNurturing
CRMIntegration
OnlineMarketing
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Marketing Automation
Marketing automation is a strategy and a platform to automate multi-channel marketing tasks to support Buyers in their Journey which is about questions and
answers!
Marketing Automation is about helping and educating buyers in their journey, so they are tempted to become
new customers.
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Marketing Automation
Marketing Automation refers to the proces of using a single platform (1st) tracking leads, (2nd) automating personal marketing activities, and (3rd) being able to
produce full closed-loop reports
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Marketing Automation is the foundation forPremium content assets like:
Blogs
Newsletter
Video
Infographics
Whitepapers
Research reports
Surveys
ROI calculators
How to guides
Buyers guides
e-Books
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Benefits and Results of Marketing Automation Marketers that have adopted MA say the main benefts of Marketing Automation are:
Taking repetitive tasks out of marketer’s hands, allowing focus on new/more exciting projects (36%)
Better targeting of customers and prospects (30%)
Improving the customer experience (10%)
Better email Marketing (9%)
Reduction of human error in campaigns (8%),
Lead Management(4%) and Multichannel Marketing (3%)
Source: Redeye and TFM&A Insights “The Marketing Automation Report 2014
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Your Marketing Challenges
Not enough leads to feed the sales funnel
No easy way to qualify leads
No way to effectively nurture leads
Big gaps in follow-up from the sales team
Can’t see where the leaks in the pipeline are
Don’t know which tactics are driving revenue
“Only 27% of leads sent directly to sales are qualified.”
- MarketingSherpa
Roadblocks
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The Marketing SolutionSail though those roadblocks:
Fill your sales funnel by capturing leads with great content
Identify highly interested and sales-ready leads with lead scoring
Develop leads that aren’t sales-ready by automatically putting them on nurturing campaigns
Instantly notify salespeople about leads that are ready to buy
See exactly when leads fall out of your pipeline and take action
Know which tactics are driving revenue with end-to-end ROI
Generate leads
Drive salesOptimizeCampaign
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Automated Marketing Process
NURTURINGBUYER’S JOURNEY
CONTENT ASSETS
Closed-loop Feedbackmeten, tunen
Answer Questions
Introduce Your Firm’s Positioning
Address Common SalesQuestions
Provide Product & Service Information
Address Objections
Lead is Ready For Sales
Establish Trust & Thought LeadershipAwareness
StageInformationqualified leads
ConsiderationStageMarketing qualified leads
Decision StageSales qualified leads
Blogging
Premium Content(Top of Funnel)
Automated Emails withSupporting Content
Brand Filter Offer(Middle of Funnel)
Automated EmailsWith Selling Content
Sales Offer(Bottom of Funnel)
New Lead Generated
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Marketing Automation Process
Buyer Profile
Webanalytics
Lead Capturing
Lead Scoring
List Management
LeadNurturing
CRMIntegration
OnlineMarketing
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A Preview of Marketing Automation
Generate more leads by identifying anonymous web visitors and capturing them with forms, so your sales funnel stays full
Increase number of qualified leads by nurturing all leads with personalized content
Drive more sales by identifying sales-ready leads for the sales team, and helping them follow up as fast as possible
Improve up-selling and cross-selling by developing and retaining existing customers
See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end
Marketing Automation is a set of tools that let companies:
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Marketing Automation GoalsSupporting Today’s Challenges
451 3%
MORE REVENUE THE BEST COMMUNICATION TOOLS
Marketing automation drives a 451% increase in qualified leads for businesses
ANALYTICS FOR OPTIMIZATION
Get ahead of the competition Only 3% of B2B companies are currently using marketing automation
Identify Anonymous Visitors WithVisitor ID Capture Information With Dynamic Forms Campaign OptimalizationSocial Media Integration
Lead Scoring To Alert Hot Leads Email Automation For Nurtering Behavior Tracking For Lead Insights Sales Notifications
Comprehensive Campaign Analytics Google Adwords Integration Eliminate WasteContent ROI Tracking
GENERATE LEADS DRIVE SALES MEASURE ROI
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Marketing Automation Platform
website behavior
purchase behavior
3rd party data
email behaviour
contact data
web
COLLECT DATAcollect real-time data from every customer interaction with your
brand
UNIFY PROFILE
view of the customer, based on behavioral
patterns
GAIN INSIGHTStransform your data into knowledge with
state-of-the-art, smart technologies
REACH PEOPLEreach your customers wherever they are, to maximize engagement
AUTOMATE CAMPAIGNSorchestrate multistep, omnichannel, trigger-based programs across
the lifecycle
social
mobile
PERFORMANCE INSIGHTS
PREDICTIVE ANALYTICS
REALTIME REVENUE RECOVERY
WEBSITE PERSONALIZATION
CONTENT RECOMMENDATION
LIFECYCLE SEGMENTATION
automation centre
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Everything a Modern Marketer Needs
VisitorIDTriple your leads by identifying
anonymous tra c
Sales AnalyticsEnable your sales team with key
insights about each lead
Behavior TrackingUnderstand your leads to create one-
on-one communication
Lead ScoringPrioritize your pipeline and reach out to
sales-ready leads
Dynamic FormsCapture more leads with forms
designed to convert
CRM IntegrationImmediately plug your leads into your
sales teamÕs system
Sales Noti cationsEmail or text sales team when a lead
indicates they are ready to buy
Email AutomationSend emails with triggers and build personal relationships with leads.
Campaign OptimizationEliminate waste and identify
opportunities
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Marketing Automation should be Easy To Use… As intuitive and compatible as possible.
Integrates seamlessly with third party CRM and CMS solutions so you can keep using what you’re using
Streamlined interface that’s easy to learn and easy to use
Email creation tools that don’t need any HTML knowledge
Simple to set up tasks and workflows
Automatically generate detailed reports with a click
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Module 2
Question: Do you know how your buyer purchases things?
Personas are your reference for automating tasks
Buyer Persona’s and their Journey
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Buyer Personas
Marketers who use personas and map content to the buyer’s journey enjoy 73% higher conversions
(20% vs. 12%)
(Aberdeen Research)
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Buyer Persona’s and their Journey Help to solve customers problems and challenges
A Persona tells Human stories about behaviors, thinking and interactions on the path to accomplishing goals
Why? To learn Buyers from insights and achieve customer centricity
It’s about Buyer Behavior How do customers make purchase decisions? What goals are they trying to achieve? What influences their choices?
Achieving Human Centered Marketing is about Hearing, Understanding and Modeling (H.U.M.)
Archetypal and Research based understanding of the context, situations and problems
Achieving a common view of the Customer to develop new customer centric strategies and solutions
Persona’s are at the Core of your Marketing Automation strategy
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Buyer Persona’s and Marketing AutomationWhy do you need a Persona for Marketing Automation?
Marketing Automation platform collects data from various channels
Marketing Automation platforms registers all interactions, therefore provides reliable data
Offers possibility of segmenting recipients of your survey, so you can prepare it in a couple of versions
Persona are your most importante reference for optimized conversations
Because it’s the most advanced tool for behavioral monitoring and analytics, building a complex picture of
users’ Digital Body Language.
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Buyer Persona’s and their Journey Interviewing Buyers “What are their Goal Directed Buying Behaviors”
What issue are you trying to solve?What do you hope to accomplish?What are the big things you work on daily?
What have you done to address?Who gets involved with you?What information helps with deciding?
What frustrated you about that situation?What are some concerns you have?What goes through your mind?
Thinking
GOALS Behaviors
Issues
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Buyer Persona’s and their Journey Seek Patterns in 7 areas
Who Goals Context Behaviors Interactions
MentalModels Future
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Buyer Persona’s and their Journey Scenario’s are about how a Persona Attempts to Accomplish a Goal
The narrative about thebehavior and the sequence
of events the personauses to accomplish the goal
GOAL:Assure safety for the
crew at all times
Persona Scenario Goal
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Buyer Persona’s and their Journey Good Persona’s tell a Human Story
A Persona is a not a job or role description
Good Persona’s tell a Human Story and show Meaningful Patterns about their Goals, Frustrations, Attitudes, Choices and Decisions
It’s about Buyer Behavior How do customers make purchase decisions? What goals are they trying to achieve? What influences their choices?
Common Goals, Scenario’s and Interactions define the number of Persona’s you should create
Develop realistic Persona’s and bring them to life with Stories
Align your Content with your Persona’s Goals based on Scenario’s
Translate Scenario’s into Experiences managed with your Marketing Automation platform
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Naam
Leeftijd
Rol / functie
Hobby
Getrouwd / gezin?
Opleiding
Rol in sales process
Achtergrond informatieBeschrijf hier verhalend de belevingswereld van de persona. Denk aan
bijvoorbeeld het soort bedrijf. Hoe groot is dit bedrijf? Wat is de sfeer? Wat zijn zijn / haar
ambities? Wat is zijn / haar belangrijkste drijfveer? Welke waarden zijn belangrijk? Etc.
Beschrijf er minimaal drie en maximaal 5.
Heb je er meer? Stem dan samen, bijvoorbeeld door te
stipstemmen.
Beschrijf er minimaal drie en maximaal 8.
Heb je er meer? Stem dan samen, bijvoorbeeld door te
stipstemmen.
Beschrijf er minimaal drie en maximaal 8.
Heb je er meer? Stem dan samen, bijvoorbeeld door te
stipstemmen.
Beschrijf de belangrijkste mediakanalen en manieren van
communiceren. Wat voor bladen kijkt hij / zij? Heeft hij / zij een
smartphone? Zit hij / zij op sociale media? Zo ja, welke bij
voorkeur? Welke radiostations luistert hij / zij graag? Welke series
kijkt hij / zij graag? Voorkeurzenders? Etc.
Beschrijf hier verhalend hoe, wanneer en hoe vaak het product gebruikt kan worden en bij
welke taken.
In welke context gebruikt hij / zij het product?
Initiator, beïnvloeder of beslisser?
Informatiebehoefte
Informatiebehoefte
Tijdsdruk op het werk
Gebruik internet tijdens werk
Digitale vaardigheden
generiek
niet accuut
geen
geen
geen
specialistisch
accuut
veel
veel
veel
foto / tekening
ALGEMEEN ACHTERGRONDINFORMATIE PERSOONLIJKHEID / OVERIGE
DOELEN / BEHOEFTEN / VERLANGENS / WINSTEN
PIJN, ANGST, FRUSTRATIES& BELEMMERINGEN
LAAT ZICH LEIDEN DOOR: HOORT, ZIET, DENKT, VOELT
(ONLINE) MEDIAGEDRAG& COMMUNICATIE
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Buyer Personas
The best way to get a clear insight on your customers
is done by asking them
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Module 3Lead Management
‘The process of generating contacts which may lead to a sale’
Strategy
Tactics
Capturing
Nurturing
Scoring
Sales Alignment
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Lead Management StrategyBe helpful and of value (Inbound or Content Marketing)
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Lead Management Tactics
Blogging (SEO)
Premium content
Webinars
Adwords
Retargetting
Branded content
1. Atracting leadsd (ToFu)
Webforms
Landingpages
Call 3 Actions
Lead Scoring
Workflows
CRM Integration
2. Converting leads (MoFu) 3. Closing leads (BoFu)
Content Marketing Advertising Social Media
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Marketing Automation Tactics
ATTRACT
CONVERT
CLOSE
DELIGHT
PAGES BLOG KEYWORDS SOCIALMEDIA
FORMS CONTACTS LANDINGPAGES
CALLS TO ACTION
WORKFLOWS LEADSCORING
CRMINTEGRATION
WORKFLOWS SMARTCTA’S
SOCIALMEDIA
CLICK HERE
CLICK HERE
Top of Funnel
Middle of Funnel (MAP)
Bottom of the Funnel (MAP)
Customer (MAP)
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Lead Qualifications (Funnel)The value of contacts for you
Suspect (anonymous visitor)
Known visitor (i.p. number)
Prospect (captured unqualified lead)
Lead (shows interest)
MQL (Budget Authority Need Time )
SAL (qualified and accepted by sales)
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Lead ManagementBut first: Sales Alignment is crucial
What is a good lead for sales to follow up?
What intel + behaviors?
What explicit and implicit characteristics?
Closing the Marketing Loop
Use B.A.N.T. as a reference (Budget, Authority, Need & Time)
SQL (Sales Qualified Lead)
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Lead Nurturing
Maintain permission to stay in contact with the prospect
Establish key ideas, thoughts, or comparison points through education
Watch for signs of progress through the buying cycle
‘Building effective relationships with potential customers throughout the buying journey’
‘Educating qualified sales leads who are not yet ready to buy
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Lead Nurturing is not…
Sending out newsletters every month
Blast your entire database a new case study
Send all early stage leads the same series of emails
Call leads every four weeks to see if they are ready
Promoting your products and services without considering the prospects interests or stage in the buying cycle
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Lead Nurturing is about...
Sharing relevant and valuable content, even if the prospect never buys from you
Answering questions
Being relevant to the buyers problem
A follow up on previous conversations and content they have engaged with
Personalized 1 on 1 communication
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Lead Nurturing Challenges
Managing Data Quality
Getting better Engagement
Right timing / cadence
Creating enough quality content
Creating an emotional connection
Measure & proving lead nurturing
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Lead Nurturing vs Drip marketing
‘ A drip marketing program sends (drips) communications (email, direct mail, etc.) at a specific
cadence set by the marketer’
But it does not take into account their activity and behavior because it is static and non-adaptive
Motivating leads into the funnel with relevant and timely content based on (predictive) behavior is called
Lead Nurturing
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Nurturing Stages
NEW CUSTOMERS GROWING CUSTOMERS
Strangers Promoters Advocates
WHYwe solve
HOWwe solve
WHATwe solve
MEANINGFUL
Awareness Consideration Buying Impress Enthuse Advocate
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
LEAD NURTURING + SCORING
MARKETING AUTOMATION
CustomersLeadsVisitors
TREND REPORTS
BLOGSCASE STUDIES
VIDEOS
PRODUCTFEATURES
CHECKLIST
REVIEWS
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Lead Scoring‘Translate Digital Body Language into the next action’
Lead scoring can’t begin until marketing and sales agree on the definition of lead qualification
Must include A Fit and B Engagement
Go for B.A.N.T. as a reference (Budget, Authority, Need & Time)
Apply progressive profiling tacticsSQL (ready to buy)
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Lead Scoring Assets
Implicit data
Explicit data
Scoring
Authority
Time
Website clicks,
Downloads,
Email clicks
Title
Department
Revenue
Implicit data
Explicit data
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Lead Scoring Matrix
hot50+
Implicit score
Explicit score A
BC
D
24-500-25
0
50+
1 2 3 424-50 0-25 0
hothot
hot
hot
hot
warm
warm
warm
warm
cold cold
warm
warm
warmwarm
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Lead Nurturing + Scoring Benefits
23% revenue improvement (Sirius Decisions)
30% deal close ratio (Marketo)
192% average lead qualification rate (Aberdeen)
Increase number of sales ready leads
Follow up the right leads
Educate and build trust
Stop missing legitimate opportunities
Fewer deals > Dive deeper
B2B organisations that nurture see 50% more sales-ready leads at a 33% reduced cost! (Sirius)
Companies that do Nurture see 451% increase in number of leads (Aberdeen)
10% or more revenue increase can be seen after 6-9 months after starting (Gardner)
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Module 4
Campaign Management
‘a series of messages that share a single idea and theme’
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Plan & Execute CampaignsDelivering a personalized customer experience
Engage the right audience at the right time in their buyers journey
Across all channels including email, website, display search, video advertising, and mobile
Track how prospects and customers respond
Manage Marketing ROI
Orchestrate how the system should automate responses based on audience engagement
Create a compelling StorySQL (ready to buy)
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EXPERIENCE
MESSAGING
timing<7status data-sets
WORKFLOW
GO
ALWELCOMEA
YES
YES
PERSONA
3- 5 JAAR
MARKETING
INFORMATION
DATABASE
EMAILWEBSITE
BACK OFFICE
INTE
NSI
TY
NPS
EXPERIENCE
MESSAGING
timing<7status data-sets
WORKFLOW
GO
AL
EXPERIENCE
MESSAGING
timing<7status data-sets
WORKFLOW
GO
AL
NEE //REMINDER
LEAD NURTUREDEMO
30 dayson-boarding Enthuse Advocate
CLV premium
basic
KPI customer satisfaction KPI referalKPI upsell KPI customer satisfaction
WELCOMEB
PERSONA
WELCOMEC
PERSONA
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Campaign Tactics
Events
Renewal
Training
Re-engament
Educational
Promotional
Sharing relevant and valuable content, even if the prospect never buys from you
Answering questions
Being relevant to the buyers problem
A follow up on previous conversations and content they have engaged with
Personalized 1 on 1 communication
Drip Campaign Nurturing Campaigns
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Capturing and List BuildingThe irresistible (opt-in) offer
An offer (premium content)
Call To Action
Landing page
Web form
Progressive profiling tactics
A/B testing
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Progressive Profiling
First Name
Last name
Company
GET OFFER
First Name
Last name
Company
Job title
Phone
GET OFFER
Tim
Smith
Company
BASIC LEAD FORM
RETURNING LEADS - PRE POPULATE - GATHER MORE
1.
3.
GET OFFER
Welcome back Tim Smith.Please complete the form to receive the offer...
First Name
Last name
Company
GET OFFER
Tim
Smith
Company
Industry
What is your budget
When do you need this solution
GET OFFER
Please Choose...
Please Choose...
Please Choose...
RETURNING LEADS - PRE POPULATE
RETURNING LEADS - PERSONALIZE - PRE POPULATE - PROGRESSIVELY GATHER MORE
2.
4.
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List SegmentationIdentify the Digital Body Language
On Off Campaigns
Targeted Sales Support
Targeted Buyer Personas
Basic Reporting
Drip Nurturing
Keeping up with Lead Stages
Estimating Lead Flow
Marketing Campaign execution
Segmenting for Personal Touches
Segmenting for Reporting
Static Lists Dynamic Lists
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Advanced List Segmentation For If This Then Statements IF <condition> is true then do <action>
Basic Segmentations looks for match on a single point
Segmentations are Automations across multiple points
Basic Statement: If <condition> is true then do < action>
Conditional Statement: Two or more Basic Statements are nested(example: VP Sales in Amsterdam then > Revenue greater then….
Important: minimize risk of failure (human error)
Test and check!
Advanced segmentation in a set of parameters
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Campaigns & Reports
A campaign is a series of messages that share a single idea and theme, grouped by media type.
Campaigns show marketing results, like number of visitors and leads, grouped by media.
Campaigns show costs and revenue per lead and media. Which media has the best ROI?
To have a complete overview, you can group campaigns.
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Campaigns & Reports Most useful metrics
Open rate
Conversion rate
Leads generated
Cost per lead
Revenue generated
Click-through rate
Pipeline value
Unsubscribe rate
11%
0%
28%
39%
39%
41%
48%
70%
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Campaign Benchmarks
Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts
Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR
Personalized emails improve click-through rates by 14%, and conversion rates by 10%
22% of B2B organizations touch leads with lead nurturing on a weekly basis
Lead nurturing emails have a slightly higher unsubscribe rate (1%) than individual email sends (0.5%), indicating their effectiveness in removing unqualified leads from the sales funnel
Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads
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Marketing Automation in action
‘Show me’
Short demo of how Stan & Stacy MA system works
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What solution is best for you?
Don’t fool yourself, Marketing Automation does not make life easier, it is hard work!
So prepare well.
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Implementing Marketing Automation
Strategy first
Tactics before Features
Cost per Lead and Revenue per Lead
Team skills requirements
Tool selection
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Implementing Marketing AutomationApply the Four D’s:
Discover, Define, Deliver & Drive
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Implementing Marketing AutomationDiscover
Do you nurture today?
Do you work with Persona’s?
Who are the audiences you like to target?
What is the state of your content assets?
Prioritize: New leads, Lost deals, Onboarding, Up-sell
What are your current cost per lead vs revenue per lead?
Review Marketing Automation best practices
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Implementing Marketing AutomationDefine
How will Marketing Automation play a key role in your business?
What will the impact be on your organization and how are you facilitating this change?
Maturity roadmap: where are you now and where do you want to go?
Business requirements need to be translated into functional and technical requirements
What Nurturing programs you want to establish
What goals you want to achieve in terms of cost and expected revenue per lead
What skills you need to be trained for
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Implementing Marketing AutomationDeliver
Work from a Program and Campaign Framework and include:
Web strategy
Lead scoring
Segmentation
Pilot programs
Data Management
Reporting
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Implementing Marketing AutomationDrive
Create a Deployment Kit that includes:
Campaign templates
Training materials
Lead scoring models
Best Practices
Benchmark data
CRM integration explanation
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Marketing Automation Roles
Setting the stage for quality content
Focus on early, mid and late stage content
Create content for multiple channels
Message across Social, Inbound and Paid media
Editing skills (less is more!)
Writing skills
Listening skills
Willingness to experiment
Define segments and nurture flows
Determine data fields
Systems check: are campaigns running smoothly
Implement and monitor procedures
Attention to detail
Technical skills
Troubleshooter
Nurture Content Nurture Operations manager
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Key Skills and Tasks
Researching and modeling Persona’s
Listening, understanding, interviewing
Buyer Persona Expert
Conversion rates
See where the leaks in the pipeline are
Marketing Analytics
Premium content creation
Storytelling writing skills
Content Manager
Big gaps in follow-up from the sales team
Can’t see where the leaks in the pipeline are
Sales Manager
Experience design
HTML, CSS, design + coding
Design expert (external)
Create a compelling story
Orchestrate audience engagement
Campaign Manager
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Selecting the Right Solution for You
Buyer Journey diversity
Lead Scoring complexity
Data set / Segmentation
Integration (API / CRM)
User Interface
Analytics & Reporting
Requirements
Skill / Training requirements
Technology landscape
Local Partner ecosystem
Cultural Fit
Business Case
Organisational
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But before you buy...
Work from a Program and Campaign Framework and include:
you have GOALS?
Do you have CONTENT?
Do you have MORE CONTENT?
Do you have PROCESSES?
Do you have TIME (and TEAM)?
First answer these questions
‘Buy it, but don’t buy it “right now” unless you can really answer all of those questions
and you are ready for commitment.’
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But before you buy...
Define your business goals, Specify your system requirements, Select against
requirements and calculate your expected ROI in a Business Case.
Understand HOW to Buy Marketing Automation
Don’t make cost your #1 concern
Don’t let yourself be dazzled by features and functions
Don’t use a “me too” strategy
Don’t ignore your existing environment
Create a scoring matrix
Segmentation and targeting
- dynamic segmentation or just list pulling
- company size
- geography
- other segmentation capabilities
- title- industry
Do you offer multi-channel reporting
Can you track website activity to anyone in the database orjust those who click a link in an email or fill out a form
How is reporting done, natively or through an API
Can reports be customized
Are reports available in real time
Progressive profiling forms
Dynamic email capabilities (i.e. inserting personalizationfield data into forms dynamically
Easy to schedule and execute trigger and drip campaigns
Easy to use interface
Questions / Does your MA tool have: Details
- PPC and SEO tracking
- other tracking capabilities
- heat maps- email activity
- PPC and SEO tracking- email activity
- website tracking
- landing pages
- are these automatic or manual
Yes / No
- social media
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PPC
- scoring based on activity
Multi-dimensional lead scoring capabilities
- scoring based on demographics
Questions / Does your MA tool have: Details
- what analytics are available
to which platforms- can we post directly to social platforms from MA?
- can you retro track past activity to someone who fills out a form today?
- is it in real time or an daily upload
- is it native or an API
CRM integration
- do you have a blogging tool
- complexity of system implementation
- speed to use - how long to get up and running
- first campaign set-up support
- support during start up
- speed of implementation
Implementation
Scheduling and Task Management
- are these automatic or manual
Yes / No
- do you track to keyword only or can you track to a specific PPC campaign?
is it integrated and tracked?
Social
- is data synced in both directions so that data in CRM and MA is always current and accurate
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- do you offer a free trial
- do we apy for active contacts or everyone in the MA database
Third-party application integration
ROI analysis
Budget Tracking and Forecasting
Global and multi-site capabilities (only relevant tointernational companies)
Multilingual Support (if sending communication in more than one language)
Easy to schedule and execute trigger and drip campaigns
Pricing
Questions / Does your MA tool have: Details
- cost for campaign design if needed
- limitation on number of users (licences)
- do you require an anual contract
- costs for training new hires after onboarding process
- costs for IT engineering, technical troubleshooting and support
- how much more for additional contacts
- available packages and what’s included
- cost for start-up and training
Yes / No
- maximum number of contacts per package
- any other ongoing costs to consider
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Business Case
A good business case will explain the problem, identify possible options to address it and recommend a preferred course of action.
Allow decision-makers to decide which course of action will be best for the organisation.
It will also allow any changes to the scope or timescale of the project to be assessed against the original purpose.
Business Case is the answer to the Why of a project
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Get over the next hudleno matter what
Business case assumptionsflexed to producedesired outcome
Business case filed awayand never looked at again
Rigorous assesment ofopportunity based on objectiveassumptions from the business
Well understood and bought-intomodel used to set product
direction on an on-going basis
Business case producescredible and realistic model
Common
Objective Deliverable
Creative Fiction Section
Outcome
Ideal
Assumption 1
Assumption 2
€ 0,00 in Feb
€ 14
€ 0,00 in Feb
Rev
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Business Case
Buy-in en draagvalk super belangrijk voor succesvolle implementatie
Grote impact op meerdere delen van de interne organisatie
Het is vaak een flink project met doorlooptijd.
Managen van verwachtingen
Business Case in Marketing Automation
Share & Build with Right People & Decision-makers
Buy-in
Invested
Aware Informed Involved
1032015 All rights reserved.
Business Case
Who are the stakeholders?
What is your timeline?
Templates or guidesto follow
Level of detail needed?
Who can help you along the way?
Available budgetrestrictioins
Understandthe process
Link to business goals & objectives
Baseline metrics(now situation)
Identify Risk andassumptions
Describe potentialbusiness benefits
Explore alternatives
Explore funding
Gatherthe inputs
Clearly state the valuefinancial and non-financial
Short description of changes and planes
List all costs & benefits
Scenario’s & alternatives
Project risks & how to manage
Funding
Buildthe Case
Tell the story
Share & Build with Right People & Decision-makers
Buy-in
Invested
Aware Informed Involved
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Costs: System costs
System: cost to license and operate the marketing automation system itself
Support: payments for access to customer support and system upgrades
Service: payments for services beyond user support. Cost depends on the scope of the effort
Integration
Implementation
Training
Scoring
Indirect
Marketing Operations:
IT Operations:
Sales Operations
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Marketing Program Costs
Acquisition (new leads / contacts)
Lead Nurturing
Sales
Growth NEW CUSTOMERS GROWING CUSTOMERS
Strangers Promoters Advocates
WHYwe solve
HOWwe solve
WHATwe solve
MEANINGFUL
Awareness Consideration Buying Impress Enthuse Advocate
Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action
LEAD NURTURING + SCORING
MARKETING AUTOMATION
CustomersLeadsVisitors
TREND REPORTS
BLOGSCASE STUDIES
VIDEOS
PRODUCTFEATURES
CHECKLIST
REVIEWS
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Revenue expectations
HOW MUCH EFFORT TIMEAND EFFORT DOES IT COST:
• Create an email• Build a campaign• Find leads• Create a solution• Make a proposal• Get a signature
INCREASEDPRODUCTIVITY:
+ More qualified leads+ more opportunities+ larger deals+ faster conversion+ more revenue
WHAT IS THE QUALITY:
• Inbound traffic• Sales rep outbound touches• Content relevance• Buying journey match• Relationship
PROCESS,TECHNOLOGY,SKILLS
KWOWLEDGE,MOTIVATION
EFFECTIVENESS: QUALITY, CONVERSION, REVENUE
EFFI
CIEN
CY: T
IME,
RES
OU
RCES
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Revenues
USABLE DATABASE50,000 NAMES
ASP: $ 50,000
ASP: $ 150,000 $ 250,000$ 180,000$ 50,000
No MAP With MAP
No / weak processes
MARKETING AUTOMATION: CALCULATING RETURN ON INVESTMENT
Average processes
$ 150,000 $ 60,000 $ 750,000
1,000
850
40
5
1
85%
5%
11%
18%
Inquiries(2% response rate)
Leads
Inside salesqualified
Opportunity
Closed / wonbusiness
1,500
1,150
58
6
1,2
75%
5%
11%
20%
Closed / wonbusiness
2,000
78
45
22
5
3,9%
58%
49%
23%
Closed / wonbusiness
Inquiries(3%, 4% response rate)
Marketingqualified leads
Sales acceptedleads
Sales Qualifiedleads
Inquiries(3%, 4% response rate)
Marketingqualified leads
Sales acceptedleads
Sales Qualifiedleads
Good luck with Marketing Automation and remember:“Think Big but take it step by step”
2015 All rights reserved.
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