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Marketing automation implementation guideHow to automate your campaigns in 9 steps

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Spotlight: Marketing automationMarketing automation is one of the cornerstones of the modern, data-enabled marketing environment—the ability to strategically deliver the content that meets changing buyer behavior and unlocks new sales opportunities. In short, targeted advertising—with less hassle.

This guide is designed to show you how to implement an automated solution in 9 simple steps. Just follow the navigation at the top of each page.

Preparation phase Implementation phase

Resources & training

Objective setting

Vendor selection

Alignment of stake holders

Lead & customer manage ment

Content management

Data management

Campaign management

Marketing measurement

BY THE NUMBERS

Boost leads by 50% while cutting costs by 33%— we’ll show you how.1

1 Forrester Research: Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.

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Step 1: Set clear objectivesMarketing automation delivers targeted content to your leads and customers when and where they are looking for it. The key word is “targeted”—as with any traditional marketing campaign, you have to know what you’re aiming for before you fire. First, define clear objectives that align with your business plan and allow you to gather the information needed to continually optimize your campaigns.

OBJECTIVE SETTING CHECKLISTThe following checklist can help you define your objectives before implementing a marketing automation campaign, to ensure you’re able to deliver success.

✔✔ Define your sales funnel

✔✔ Define your ideal buyer personas

✔✔ Establish clear objectives for both leads and customers

✔✔ Set clear metrics for measurement

✔✔ Identify potential bottlenecks

2 www.oracle.com/us/corporate/analystreports/nucleus-research-marketing-crm-roi-1603782.pdf 3 www.cmswire.com/cms/customer-experience/benefits-challenges-and-the-future-of-marketing-automation-infographic-019451.php

Target the right buyer• Web/Social lead

conversion• Number of opt-ins/

registration• % of pipeline sourced

by marketing

Get the right leads to sales• Marketing qualified

leads• Engagement rates

(open CTR)• Compilation of data

(profile information)

Increase deal size• Number of sales-

accepted leads• Number of leads

converted• Average deal size

Maximize customer value• Up-/cross-selling potential• Reference selling potential• Customer satisfaction

Marketing operational efficiencies • Campaign ROIs (acquisition costs)• Time efforts per campaign• Forecast accuracy

Leads Customers

Lead generation Lead nurturing Lead conversion Maximization of customer value



Objective setting

Vendor selection



Content management

Data management

Campaign management


BY THE NUMBERSBusinesses who implement automated campaigns, benefit from…

12% reduction in marketing overhead2

14% increase in sales productivity2

70% faster sales cycle times3

451% increase in qualified leads3

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Step 2: Select the right vendor



Objective setting

Vendor selection



Content management

Data management

Campaign management


With over a dozen major marketing automation vendors to choose from, how do you know which is the right fit to meet your business goals? Many experienced marketers are faced with the challenge of working with a tool that doesn’t meet their requirements. The best way to solve the problem is selecting the right tool from the beginning.

VENDOR CHECKLISTFinding the right answer starts by asking the right questions. Here are some key criteria to consider when determining which vendor to use:

✔✔ Integration of tools and databases: Can it integrate tools such as Salesforce or Outlook? Are there additional efforts for programming?

✔✔ Workflow management: Can you launch without IT involvement? How easy is it to personalize or develop assets? Is there an available library of assets?

✔✔ Multichannel capabilities: Can you track and engage through social media? Is it possible to link activity to the web?

✔✔ Data management: Can you easily define and select target groups? Is the tool compliant with your IT and data security policies?

✔✔ Reporting: Is it easy to set up automated reports?

✔✔ Scoring: Can you integrate a custom scoring model? Is scoring available based on title, role or areas of interest? Availability of standardized reports by campaign, content, individualization?

✔✔ Pricing: Does it offer scalable pricing to match company growth? What is the total cost of ownership?

BY THE NUMBERSAvoid buyer’s remorse. Understanding the intricacies of each marketing automation tool can help you choose the solution that meets your specific needs.

40% of marketers are dissatisfied with their campaign management program4

47% of marketers feel the implementation of their tool is the largest barrier to successful campaigns4

KNOW YOUR OPTIONSNot all marketing automation tools are made alike. Here are some of the most popular options for mid-size businesses.

4 http://customerexperiencematrix.blogspot.de/2011/12/marketing-automation-skills-are-scarce.htmlVendor selection graphic: www.salesleadmgmtassn.com/Articles/RaabVEST_basic_Neolane.pdf

Historically successful vendors with strong current products

Vendors with strong products, but lack a broader awareness. Worth considering, if your needs aren’t being met

Vendors that don’t fit all businesses, but succeed through competitive pricing and specialization of product

Vendor fit: How attractive vendor is to target buyers, in terms of company strength and sector experience

Product fit: All attributes of product, e.g., technology features, usability and pricing

Pro

duct

fit

Vendor fit

True influence Tree House

Manticore

Net Results

MarketbrightMarketo

SilverpopGenius

Aprimo

OfficeAutoPilotLeadFormix

Pardot

Neolane

Infusionsoft

HubSpot

Sales FUSION Eloqua

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Step 3: Align your stakeholdersYou might have the perfect tool and clear objectives, but unless your most important internal leaders are aligned, your marketing automation campaign will be dead in the water. Gaining clear input and defining responsibilities between marketing, sales and technology teams is the key to a collaborative marketing campaign—and can help you avoid the majority of post-launch pitfalls.

KNOW WHAT THEY WANTEach team has its own expectations for what defines a successful campaign. Understanding each stakeholder’s needs can help you define a strategy to meet the common good.

BY THE NUMBERSThe number one challenge for clients with existing marketing automation campaigns is balancing the expectations of marketing and sales.

13% higher reported collaboration between sales and marketing teams of businesses implementing an automated solution5

45% of marketers say the largest barrier to implementing a marketing automation solution is lack of internal alignment6

57% of businesses using marketing automation report strong collaboration in capturing customer insights5

5 http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/all_you_need_to_know_about_aligning_sales_marketing.pdf 6 http://customerexperiencematrix.blogspot.de/2011/12/marketing-automation-skills-are-scarce.html

Head of Sales

CIO

CMO

CEO



Objective setting

Vendor selection



Content management

Data management

Campaign management


✔✔ Wants a platform to support business

✔✔ Enable Software as a Service (SaaS)

✔✔ Time savings and efficiencies in tool operation, and consolidation of different systems and software

✔✔ Seeks to improve ROI, grow revenue and manage costs

✔✔ Increase in marketing and sales productivity

✔✔ Optimization of internal workflows and processes

✔✔ Conversion of marketing-accepted leads to sales, at lower investment

✔✔ Extension of customer relationships

✔✔ Increase number of qualified leads

✔✔ Reduced time to converting leads

✔✔ Testing sales-readiness through lead scoring models

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Step 4: Understand your leads and customersCongratulations, you’re through the preparation phase. At this point you should have clearly defined objectives, a selected vendor that best meets your goals and all internal stakeholders moving in the same direction. Now it’s time to implement the solution. Let’s start by looking at the “how” and the “where” of the process.

CREATING A CAMPAIGN GAME PLANThe first step of implementing your campaign is refining your overall business objectives. What channels do you want to work in? What actions do you want your leads to take?

Then you have to take stock of the materials you already have. Where are your targets looking for information? What content do you need to develop? What is the best stage to deliver this information to them? This inventory of information will help you deliver the information your leads are looking for—at the right time and in the right way.



Objective setting

Vendor selection



Content management

Data management

Campaign management


UNDERSTANDING THE CUSTOMER LIFECYCLEIt’s important to understand the value of marketing automation as not only a lead generation tool, but also as a way to enable continued and personalized conversation when those leads become valued customers. That means being in touch with the needs and questions a consumer has along each step of the lifecycle—and how and where to deliver the information that encourages them to buy and keep coming back for more.

Leads Customers

Lead Generation

Interest Discover Evaluate Select Purchase Experience Engage Renew

Lead Nurturing

Lead Conversion

Maximization of Customer Value

Prospects

Satisfiedcustomer

CustomerSales Qualified Leads (SQL)

Sales Accepted Leads (SAL)

Qualified Leads

Loyalcustomer

Long term preference

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Step 5: Manage your dataNow that you know how and where you want to deliver your message, it’s vital to use the data you collect to ensure you’re communicating to the targets you intend—the “who” of the campaign. At this stage, you need to ensure that you have the highest quality of data (data sanity) and that that data is integrated correctly into your tools to get the most out of it.



Objective setting

Vendor selection



Content management

Data management

Campaign management


Sales effectiveness

Data quality

Data integration

BY THE NUMBERSIn terms of collecting the right data, precision is the key. Incremental improvements in the quality of your data can lead to truly impressive increases in your campaign ROI.

10% greater marketing data quality leads to

40% more sales productivity7

DATA MANAGEMENT CHECKLISTClean data means clear results. Follow this checklist to ensure you have the highest quality data possible and are using it to its full potential.

Data sanity:✔✔ Use one consistent format for customer data

✔✔ Check data for doublets

✔✔ Check opt-ins according to recent legal regulations

✔✔ Collect additional info about the database

✔✔ Enrich your data

Data integration:✔✔ Organize data stored across multiple platforms and transition into your marketing automation tool

✔✔ Gather high quality data up front to allow your campaign team to focus on strategic implementation rather than data cleansing

✔✔ Make the data actionable by uniting the insights of sales, marketing and service to deliver a single experience to your customer

✔✔ Communicate with your IT lead to ensure your marketing automation platform is optimized with existing CRM and data management tools

7 Why do I need Marketing Automation if I already have Salesforce Automation and Email Marketing?”, Neolane, January 2011

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Step 6: Build your contentYou may have the right goals, the right target data and be equipped to deliver your message in the right channels, but if you don’t know “what” your targets want to hear, you’re moving in the wrong direction.

At its heart, marketing automation is a clever way to deliver content to your customers when they need it most. But all that relies on developing the content that makes them want to take action.

FOUR TIPS FOR BETTER CONTENTWithout a clear content strategy, marketing automation is just an intelligent spamming tool. Here are four ways to ensure you’re delivering the message your targets want to hear.

TIP 1: Plan your contentDevelop an editorial calendar of activities, including outbound campaigns, blogs and social media, with copywriting and design services to execute it, and expertise to test it. And stick to it.

TIP 2: Avoid repetitionYour messaging should naturally build on itself, but make sure each email has distinct content, value, proof and—most importantly—an action you want the reader to take.

TIP 3: Create relevant contentMake sure the information in your automated campaigns matches the expressed interests of the recipients. Don’t move into another topic area unless they have expressed interest in it.

TIP 4: Tailor your content Use your data to its full potential. Your content should mirror the evolving customer experience and enhance personal attention, not replace it.

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Objective setting

Vendor selection



Content management

Data management

Campaign management


8 http://de.slideshare.net/retelur/b2b-marketing-trends-and-predictions-for-2012

BY THE NUMBERSThe old adage is still true: content is king. But most marketers are actually paying a king’s ransom for content that isn’t doing its job.

25% of the average marketing budget is spent on content marketing8

51% of marketers feel their content could be improved to better meet their customers’ needs8

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BY THE NUMBERS

68% of surveyed marketers did not have a method for quantifying email marketing ROI.

Step 7: Design your campaignSmart content is not always about what you say, but how you say it. Managing your campaign so that it has a consistent and professional look and feel will help you deliver the content in a clear way and support your existing brand image. This isn’t only about “looking nice,” but about delivering the content in an easily digestible way.

FOUR TIPS FOR A STRONGER CAMPAIGN DESIGNWant to present your content in a professional and attractive manner? Here are four ways to enable campaign design that makes a difference.

TIP 1: Consider how your customers use contentToday’s digital audience seldom has the time to read long-form content, especially at early stages of the buying cycle. Consider how formats for social media or visual messaging, such as infographs, can make your message easier to absorb.

TIP 2: Save time with templatesMost marketing automation tools provide templates or layouts that you can use to organize your content quickly and easily. Use them.

TIP 3: Be consistentIf you have an existing brand identity, stick to it. The value of a consistent brand image can give your materials more value. If you’re starting from scratch, ensure you develop a style that will be used throughout your campaigns.

TIP 4: Invest in design Design isn’t just about aesthetics; it’s about introducing your brand as a professional and trusted source of information. Never forgo a clean and consistent design in order to save budget.



Objective setting

Vendor selection



Content management

Data management

Campaign management


One-fifth of marketers send emails late

without clear purpose.9

11% of email messages are read

on mobile devices.

Only15% of organizations said they routinely brainstormed new testing idea.

Optimization practicesLanding page

Dynamically personalized contentLifecycle

Mobile readership

Relevant messagesEmail marketing ROI

opt-in

Call to action

Clarity of the conversion goal

Segmentation of subscribersValue on subscriber’s terms

Sending time

Social sharing rate

Click-through rate

A/B split

Trigger email

Improving email deliverabilityBehavior

TestingRevenue per email

Delivery rate

9 MarketingSherpa, Benchmark Report: 2012 Email Marketing & 2011 Email Marketing Benchmark Report

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Step 8: Define resources and trainingMarketing automation shouldn’t just become an expensive email engine. It is only the foundation on which a committed sales team can build success. But, like all tools, you need to have a skilled and properly trained team that to make the most of it.

This can be difficult for sales members who are used to more traditional tactics. Investing in your people, as well as your marketing automation tool, is key to meeting the objectives you’ve set forth.

KNOW WHAT THEY WANTWhether you invest in training in-house staff, rely on the expertise of project-based consultants or a combination of both, how you set up your team should be based on the goals and extent of your campaign.



Objective setting

Vendor selection



Content management

Data management

Campaign management


Full project-based modele.g., implementation project, optimization project

Medium modele.g., combination of project and ongoing retainer

Retainer-based modele.g., ongoing consulting and execution of campaigns

Project base

Retainer base Level of managed service

BY THE NUMBERSMarketing automation isn’t only about reaching the audience more effectively, it’s also about freeing up your sales force to do what they do best—sell your product.

60% of companies using marketing automation tactics lack the skilled staff required10

59% the percentage of time the average sales rep spends actually selling, as opposed to less productive tasks10

72% the percentage of time a sales rep using marketing automation spends selling10

10 www.marketo.com/w/revenue-performance-management/survey-results-how-top-companies-are-maximizing-their-marketing-roi-in-2012/?mkt_tok=3RkMMJWWfF9wsRokvKTIdu%2FhmjTEU5z16e8kXaG0gokz2EFye%2BLIHETpodcMTsNkM7jYDBceEJhqyQJxPr3AKtEN0sx6RhjhDw%3D%3D

http://www.marketo.com/w/revenue-performance-management/survey-results-how-top-companies-are-maximizing-their-marketing-roi-in-2012/?mkt_tok=3RkMMJWWfF9wsRokvKTIdu%2FhmjTEU5z16e8kXaG0gokz2EFye%2BLIHETpodcMTsNkM7jYDBceEJhqyQJxPr3AKtEN0sx6RhjhDw%3D%3D

http://www.marketo.com/w/revenue-performance-management/survey-results-how-top-companies-are-maximizing-their-marketing-roi-in-2012/?mkt_tok=3RkMMJWWfF9wsRokvKTIdu%2FhmjTEU5z16e8kXaG0gokz2EFye%2BLIHETpodcMTsNkM7jYDBceEJhqyQJxPr3AKtEN0sx6RhjhDw%3D%3D

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Step 9: Measure your campaignThe ability to track, measure and optimize your campaigns is perhaps the single most valuable reason to adopt marketing automation in the first place. This is the point where you need to take your program off autopilot and deep dive into the results to see how your targets interact at every stage of the cycle, so you can optimize, improve and ensure the best ROI possible.

HOW TO MEASUREMarketing automation tools can even help you keep a close tabs on the performance of your campaign through scheduled reports that deliver key metrics based on your overall objectives.

IS YOUR CAMPAIGN PAYING OFF?By focusing on key factors of the implementation phase, closed loop reporting allows you to constantly evaluate your campaign results to improve sales and marketing efforts.

This provides clear guidelines and customized reports for specific territories.



Objective setting

Vendor selection



Content management

Data management

Campaign management


Sele

cted

m

etri

csD

ash-

bo

ard

Exte

rnal

m

etri

cs

Real-time WeeklyDaily Quarterly Annually

Standard reports

Customized reports

Dashboards (one source)

Dashboards (different sources)

Business reviews

BY THE NUMBERSAfter all the work of designing and implementing campaigns, don’t you want to know if your strategy has paid off?

80% of companies struggle to measure the effectiveness of non-automated campaigns in the early stages of the lead lifecycle11

87% of B2B marketers say their marketing techniques are failing to meet the set performance targets11

11 www.tslchannels.com/closedloopreporting.html

pepperglobal.com

The final step: Choose the right partner

By now you know that marketing automation is a smart way to increase lead generation, convert more of those leads to loyal customers and gather the data that allows you to optimize your every move. The value is simple to see, but the implementation can be complex. That’s why you need an experienced partner to help you along every stage of the journey.

Pepper delivers the full marketing automation support—from communications strategy to technical implementation to creative services—that enables you to build a comprehensive marketing automation program. This blend of strategy, technology and creativity allows you to engage your targets at every stage in the lifecycle.

Contact us to learn how we can deliver creative thinking and strategic results that make a difference in your marketing campaigns.



Objective setting

Vendor selection



Content management

Data management

Campaign management


EMEA Markus Dunz

[email protected] Phone: +49 89 30903 584

North America Brennen Roberts

[email protected] Phone: + 1 312 588 4774

APAC Caroline Lim

[email protected] Phone: + 65 6635 3939

