Download - Beginner's Guide to Marketing Automation
Marketing Automation: Starting, Switching, and Making
it Sing
Michael BergerDirector, Product [email protected]@MikeDBerger
Lauren BrubakerSr. Manager, Demand [email protected]@B2BLauren
Today’s Presenter
s
Source: Hope as an Anchor
We’ve been in the marketing automatio
ntrenches
What are we going to cover?
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
Tips to Get Your System Started
#npB2B
What are we going to cover?
Key points for comparing
potential vendors
Tips to Get Your System Started
Crucial (TPS) Reports to Measure
ROI and Success
#npB2B
Choosing Your
Vendor
Easy vs. Impactful
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Dig beneath
the surface
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How does it enable sales?
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Can it measure what matters
?#npB2B
Source: Hope as an Anchor
Source: Hope as an Anchor
3years
Source: Hope as an Anchor
Launching Your New MAP
Make a Wish List
#npB2B
• Talk to your fellow marketers
• Visit the Community
• Consider hiring a consultant
Find out what PERFECT looks like
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Seek advice, you must…
www.opfocus.com
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Simplify your folder structure
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Define all your marketing channels
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And then create your ideal campaigns…
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Cleaning Your Data
Where does your database stand?
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Where does your database stand?
#npB2B
Where does your database stand?
#npB2B
Where does your database stand?
#npB2B
NetProspex Marketing Data Management
• We live and breathe marketing data
• Our customers rely on us to keep their data lean and mean
• We tell you what to keep, what to get rid of, and what to enrich
#npB2B
NetProspex Marketing Data Management
• We live and breathe marketing data
• Our customers rely on us to keep their data lean and mean
• We tell you what to keep, what to get rid of, and what to enrich
#npB2B
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible#npB2B
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible
152,422
records removed from SFDC
#npB2B
1,068,091
fields appended in SFDC
Key Marketing Data Management Steps
• Establish the counts of all your data types (leads, contacts, active vs. inactive, etc.)
• Search for easy-to-find legacy/junk data
• Decide who to delete (not all records should be treated the same)
• Hire a professional (*cough, cough*)
• Analyze your entire database
• Decide who to keep, who to archive, who to delete, and who to re-engage
• Enrich as many fields as possible
152,422
records removed from SFDC
#npB2B
NetProspex Results
#npB2B
32%increase in MQL conversion
NetProspex Results
#npB2B
32%increase in MQL conversion
NetProspex Results
2xMQLs reaching SQL faster
#npB2B
32%increase in MQL conversion
NetProspex Results
78%increase in opportunity
creation
2xMQLs reaching SQL faster
#npB2B
Source: Hope as an Anchor
Start by running a
DHS www.smartmarketingdata.
com
Source: Hope as an Anchor
Start by running a
DHS www.smartmarketingdata.
com
(it’s free)
True MDM is CONTINUOUS
#npB2B
Reporting on ROI
What should you measure?
• Pipeline generated vs. program spend
• Investment per new MQL
• First-touch vs. multi-touch success
• Immediate results vs. results over time
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You’ll want to download this…
www.marketo.com/ebooks
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In Conclusion…
• Choose a vendor based on impact and future growth
• Invest time in building out a scalable structure and strong templates
• Your marketing data is integral to your success. Don’t try to go it alone
• Create your KPI reports immediately
#npB2B
Michael BergerDirector, Product [email protected]@MikeDBerger
Lauren BrubakerSr. Manager, Demand [email protected]@B2BLauren
Questions?
Let’s Connect!
