Powering the Nurture Dialog:Automating Marketing Programs in a Closed-Loop Environment

Will SchnabelVP, Business Development and Alliances, SilverpopEmail: wschnabel@silverpop.com Twitter: @wschnabel

Agenda

• Understanding Marketing Automation• Key Steps to Utilizing Marketing

Automation• Example Case Studies

• Solutions for B2B and B2C Marketers

• 2000+ customers across 38 countries

• Marketing Automation + Email Marketing

• Software-as-a-Service

• CRM and Web Analytics Integration

Silverpop

Plugging the Leaky Funnel

The Value of Nurturing!

• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails

• 23% shorter deal times for nurtured than non-nurtured leads

• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.

• 47% higher order value from closed sales that were nurtured versus sales that were not

Source: Aberdeen, Sirius Decisions, and Silverpop Research

Marketing Automation 2.0

Twitter: #B2BUniversity

Nurturing Infrastructure

Lead Capturing

Nurturing Infrastructure

Lead Assessment& Scoring

Nurturing Infrastructure

Lead Routing to Sales

Nurturing Infrastructure

LeadNurturing

& Reporting

Nurturing Infrastructure

Web Integration &Inbound Lead Capture

Multi-Channel Communications

Campaign (Nurture)Automation

Lead Scoring& Management

Sales Integration

Revenue Reporting& Analysis

CentralizedMarketingDatabase

Marketing Automation Capabilities

Centralized Marketing Database

Consolidated Lead Data

• Flexible Structure• Consolidated Leads• Initial Scrub• Appending• Data Ownership

Marketing Database

Website Integration and Lead Capture

Webpage and Lead Capture

• Integrated landing pages/ web-form building

• Pre-Populated Forms

• Dynamic Content

• Leads captured directly into Marketing Database

• Auto De-duplication / Cleansing

Basic Lead Information

Lead Data Capture

Progressive profiling – Dating

Source: MarketingSherpa and KnowledgeStorm, “Connecting Through Content"

1st contact

2nd/3rd contact

later contact + behavioral

Progressive profiling - collection

1. Basic Lead Form 2. Returning Leads –

Pre Populate

3. Returning Leads – Pre-Populate – Gather More

4. Returning leads – Personalize – Pre-Populate – Progressively Gather More

How are leads finding you?

Integrating Social for Lead Capture

Integrating Social for Lead Capture

Integrating Social for Lead Capture

Website Tracking of Prospect Activity

• Individual Tracking vs. Aggregate

• Web behavior allows relevant and targeted messaging

• Sales AlertingMarketing Database

Alerting Sales

• Website Activity

• Key Actions

• Message Activity

• Campaigns

Multi-Channel Communications

Integrated Multi-Channel Campaigns

Marketing Database

Email

Mobile/SMS

Dynamic Landing Pages

Share-to-Social

DM with PURLs

TeleQualification

Email = Top B2B tactic

• 89% of B2B marketers use email.

• Email is the number-one outbound B2B marketing tactic used today.

Source: Forrester Marketing Forum 2010 presentation

• Inbox Preview– What does your message look like

• Spam Assassin– SPAM scoring

• Inbox Monitoring– % Delivered to actual inbox

• Reputation & Authentication– IP Segmentation

Deliverability

Dolla

rs G

enera

ted p

er

Month

(in t

housa

nds)

NB: Metrics and salary costs are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin.

No Targeting Website Analytics Targeted Social Targeting0

200

400

600

800

1000

$159

$540

$664

$840

$40

$185$239

$306

Monthly Revenue

Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey

Relevancy Delivers

Right Message, Right Time

Source: Silverpop Research

Share to Social

#1 Insert Social Network Link in Email

#2 Clicking link takes recipients to social network to complete sharing process

#3 All the recipients friend will now benotified via Facebook of the share!

Social Sharing

The Challenge of Relevancy

Relevance = Right Time + Right Message

Popular search question

Best time to send?

Send Time Optimization

75% increase in revenue

2X conversion rate

30% increase in number of orders per program

50% increase in open rates

22% lift in conversion rates

Automated Lead Scoring

Scoring Leads

SalesTarget

Interest in Your Product/Services

RightFit

Highly Engag

ed

Hot Target

HighLow

Low Fit

High Fit

41

The Lead Puzzle

Download a Whitepaper

5000Employees

VP Sales

$100MCompany

EvaluatingSolutions

Has2009

Budget

NeedsFit

Solution

Visited Website Last

Week

41

Demographic

BANT

Activity

Integrated Lead Scoring

A; 600

B; 2000

C; 2500D; 6500

Lead Breakdown

Rank Leads by Score– Identifies buying phase

Explicit Data• Demographic & BANT• Self reported and 3rd party

Implicit Activity • Recency & Frequency of

activities• Key Online Behaviors• Digital Footprints

Campaign Automation

Email Nurturing

Drip Campaigns

Registration

Day 0

eBookDelivered

Immediate

Link toDemo

Day 2

On-DemandWebinar

Day 4

Sales Intro

Day 7

The Nurture Campaign Challenge

1-2-3 Go!

Sales Integration

CRM Synchronization

CRM Integration (w/Salesforce.com)

Sales Insight (Lead Activity)

Sales Insight (Web Activity)

Sales Collaboration (Sales Control)

Personalize/Nurture Campaigns

• Personalized from Salesperson• Response to a Web Visit

• Triggered Response- No Action

Sales Collaboration and Alerting

Reporting and Analytics

Process Metrics Campaign reports Email reports Custom reports

Management Reports Marketing ROI Revenue Pipeline

Reporting and Analytics

Analyzing Communications

Analyzing Social – Twitter Trends

Blog Trends

Measure Impact of Marketing Events

Revenue Reporting

52%

9%2%

7%

9%

22%

New Sales by Offer/Campaign

Tips & Tricks

Online Demo

Webinar A

Whitepaper B

B2B Event

Subscribe

41%

7%

1%

5%7%

16%

22%

New Sales by Source

Google

Corp Blog

Analyst Blog

Twitter

Marketing Profs Email

Dreamforce

Sales Prospect-ing

Case Example

Twitter: #B2BUniversity

CienaGlobal communications systems provider

Business Challenges• Inability to send timely, personalized, and relevant communications

• Lack of ability to score leads was delaying follow-up

• Existing database and marketing platform was difficult to use and manage

Overview of Solution/Benefits• Replacing outsourced database led to a 10K monthly cost savings

• 40% of MQL can be tracked back to one of Ciena’s cultivation campaigns

• Full integration with global CRM system (Salesforce.com)

• Lead Generation went from delivering <10% of pipeline to over 40%

“Overall, our sales team has a better understanding of marketing and is in tune with marketing programs as well as follow up activities. This has led to further collaboration between Ciena sales and marketing teams, including working with sales to create nurture campaigns for cross-sell and up sell opportunities.”

Daniela

Szymczak Marketing

Cultivation Manager

Ciena

• Large portfolio of product offerings, ranging from beverages to fresh and prepackaged food.

• Large enterprise sales team personally delivering new-product updates to business clients and collecting orders

• Needed a cost-effective way to:• stay in closer touch with customers• shorten existing sales cycle & increase overall

customer value.• Need to increase frequency of customer contacts

while maintaining relevance• Communicate the details on a full range of

products based upon business customers’ preferences

Case Study: H.J. Heinz

Data Enrichment Campaign

Product Specific Direct Sales Campaigns

Product Specific Direct Sales Campaigns

Up-sell following first offer

Thank you page

Triggers to Sales

Lead Alert

Closing Points

Twitter: #B2BUniversity

CRM vs. Marketing Automation

Functionality CRM Email Marketing Automation

Single Emails No Yes Yes

Email Deliverability No Yes Yes

Dynamic Nurturing Campaigns No No Yes

Behavioral Lead Scoring No No Yes

Dynamic Content/Messaging No Yes Yes

A/B and Multivariate testing No Limited Yes

Activity Tracking and Web Analytics No No Yes

Integrated Web-forms and Landing Pages

Limited Limited Yes

Progressive Profiling No No Yes

Automatic De-duplication No No Yes

Activity and ROI Reporting Incomplete No Yes

CRM vs Email vs MA

BusinessValue

Marketing Automation Sophistication

Increasing Capabilities and Business Benefit

Level 1 Level 2 Level 3 Level 4

I

II

III

IVV

Level 5

Marketing Automation Maturity

Measure Success

• Increased No. of New Leads Generated through existing demand gen activities

• Increased No. of qualified leads sent to sales

• Improved Sales Close Rates

• Reduced Cost per Sale

Summary

• Dialog Marketing = Nurturing

• Lead nurturing accelerates sales opportunities

• Marketing Automation can scale the dialog

• There is high ROI and Benefits

Thank you!

• E-mail: wschnabel@silverpop.com• Twitter: @wschnabel• Resources:

www.silverpop.com/auwww.slideshare.net/Silverpop