marketing automation concepts: on building the ideal saas marketing machine
Post on 17-Oct-2014
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This presentation reviews certain basic and advanced concepts for handling top of funnel and mid funnel lead management aspects. It covers real-time inbound marketing concepts as well as marketing automation and B2B lead nurturing tactics that are especially applicable to SaaS businesses. This presentation was delivered by Idan Carmeli of ServiceWise and Mike Telem of Insightera at the IGTCloud meetup event on June 12, 2012.TRANSCRIPT
Steps TowardsBuilding the Ideal SaaS
Marketing MachineIdan Carmeli Mike Telem
June 12th, 2012
In 2012, your buyers come from many places
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3The Ideal SaaS Marketing Machine
Your Funnel, In Theory
Inbound Marketing
Marketing Automation
Sales Force Automation
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Your Funnel, In Practice
Anonymous Visitors
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Your Funnel: Common Pain Points
Low traffic, low quality leads
Good traffic, low quality leads
Good traffic, good leads, low conversion* rates
Good traffic, good leads, good conversion, not sales ready
* Conversion = visitor gives you their detailsor signs up to for trial
Digital marketers spend $92 driving traffic to website for every $1 spent to optimize it
Source:Adobe Digital MarketingOptimization Survery, 2012
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Anonymous Visitors
73% of B2B leads are not sales-ready when they first come in.
Source:MarketingSherpaBenchmark Report 2011
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The Case for Better B2B Lead Management
• The B2B Buyer has changed: need to pro-actively engage around educational topics
• Leads need to be nurtured until they are sales-ready
• There is an opportunity to turn marketing into a revenue driver rather than a cost center
• Lead management provides a dramatic ROI: many benefits, low risk, modest investment
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“Nurtured leads produce, on average, a 20 percent increase in sales opportunities versus leads that are not nurtured.”
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USE a SMART MIX of
MARKETING AUTOMATION TACTICS TO MANAGE LEADS
in the REVENUE CYCLE
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the bad news: a long way separates a filled out form and a closed deal
The good news: trial signup forms are awesome list builders!
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Five leads sign up / leave detailsOne leaves a fake address
(junk)
One changes her mind(unsubscribers)One ignores all communications
(dormants)
Let’s say 100 visitors come to your website
Don’t give up on anyone! Assign leads to sales appropriately and place the rest in marketing nurture paths
triggered emails have96% higher open rates and 125% higher click rates than “business as usual” (BAU) messagesSource: Epsilon and the DMA’s Email Experience Council
Maximize the attention potential of your trial welcome email
Goal: Convert More Visitors Leads Into Trial UsersCustomers
• Lead Nurturing, Lead Scoring, Lead Routing and Lead Monitoring close the gap in the middle of the funnel
• Improve the dynamics of your revenue cycle to convert more potential customers into customers
Current marketing focus Current sales focusThe B2B leadDevelopment gap
Issue 1: Marketing hands offLeads too early. Unqualified
Leads waste sales’ time.
Issue 2: Sales cherry picks leads, lettinglonger-time-frame leads leak out.Issue 3: Marketing spends
More to recapture lost leads.
Reach Interest Desire Convert Enrich Retain
Warm leads leak out
Lead Management Closes the Gap in The Middle of the Funnel
Source: October 2006, Best Practices “Improving B2B Lead Management”
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Potential prospects fail to get into the funnel
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USE REAL-TIME
INBOUND MARKETINGTACTICS to INCREASE
VOLUME and QUALITY ofLEADS in the CYCLE
B2B Lead Quality Starts Even Before Leads Come In
Marketers need a new inbound marketing playbook:
Outbound - General
Mass marketing/spamming
Paid Media
Conventions
Email blast campaigns
Inbound - Targeted
Micro-segmentation
Earned Media
Social media, blogs, tweets
Adaptive channels
Sales teams should shift gears
Blind cold calls
Outbound emails
Lead Generation
Intelligence-based interactions
Real-time auto-engagements
Contextual lead qualification
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• Incoming prospects
– Have a challenge, a problem to solve
– Want information or knowledge
– Actively seek a solution
– Are proactive and in control
• During inbound interactions, customers are most tuned-
in to your messages and offers and are typically most
responsive
Your Inbound Prospects
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• Cost per inbound lead is 61% lower then outbound
• Inbound leads close-rate is 5-8 times higher then outbound
• Focus on relevant incoming prospects - You paid a lot to get them!
• Analyze who’s HOT and who’s not and focus on prospects that show interest
and potential
Inbound Marketing concepts
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1. Make sure they find you
2. Segment them based on digital body language, sector, organization
3. Maximize the ROI on Marketing content by adapting your message to
their intent and potential
4. Educate, nurture and engage to generate more qualified leads.
Inbound Marketing concepts
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Are You Engaging Your TOFU?
Geo/Org
Your Top-Funnel online prospects are actively looking for a solution...
Capturing your inbound prospect’s intent and potential and auto-engaging
them in real-time will boost your conversion rates and generate more
qualified leads.
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Real-time Inbound Marketing
White papers, Case
Studies, Webinars, Offers, PR’s
…
Deliver the right message to the right
person at the right time
Your Top-Funnel Prospects
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• B2B Hitech vendor• Inbound Segmentation Ratio: 18%• Actual Conversions on segmented prospects
– Average (6M): 10% (average CTR on web estimated at ~0.2%, Google claims ~2% in ppc
ads)
– Top performing: 45%
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0.2%2.0% 2%
10% 10%
45%
AI Compared to Web AI compared to PPC Top performing segment (6m)
Sample Use Case : MAX Content ROI, Nurturing
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Real-Time Inbound Marketing
Accelerate Customer Acquisition
• Max ROI on existing marketing assets
• Extend your marketing automation reach by 50X
• Engage top funnel anonymous prospects
• Generate more Qualified leads
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Your Funnel: System Domains View
Inbound Marketing Domain
Marketing Automation Domain
Sales Force Automation Domain
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