revenue rock stars
TRANSCRIPT
Marketing Automation Summit, September 30th 2016
The economical impact of having a predictable performance driven marketing machine
Revenue Rock Stars
[email protected]/renoutvanhove
/THOM_News
Marketing Automation Summit, September 30th 2016
The economical impact of having a predictable performance driven marketing machine
Revenue Rock Stars
[email protected]/renoutvanhove
/THOM_News
• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & skills
Transparency becomes an important
requirement.
Optimistic Marketers
Measuring all touch points becomes more important than ever.
Marketing departments need to be aware of their accountability
Campaign ROI is attributed to each respective channel in our mix Y/N
We report confidently about our single customer view, also multi-device Y/N
Customer journey maps justify our campaign budget allocation Y/N
We attribute digital campaign budgets to offline revenue Y/N
Data drives almost every decision that our marketing team makes Y/N
How do you measure up?
DON’T HAVE A CLUE? CONTACT US: [email protected]
7
It’s possible more than ever by embracing Marketing Automation
Important drivers for implementing Marketing Automation
Enhanced targeting and personalization47%
Improved lead management and nurturing43%
Increased efficiency and productivity38%
Resulting in both quick wins and strategic benefits
CHANGE THE GAME
STRATEGIC ROI
Behavioral targeting, dynamic segmentation
Rethinking customer journeys
Source: Marketo, Nucelus Research, Forrester
QUICK WINS
TACTICAL ROI
Email performance improvement
Event attendance improvement
DO THINGS DIFFERENTLY
OPERATIONAL ROI
Alignment with salesMarketing Application stack consolidation& simplification
Automate manual time-consuming tasks
Improved content usage
Business process improvement
Improve PPC performance
10
1500
58
6
1,2
850
1000
40
1
WITHOUT AUTOMATION
1150
NO / WEAK PROCESS STRONG PROCESSES
2000
45
5
5
78
Source: Sirius decisions
85%
5%
18%
Leads
Inquiries 2% response rate
Closed won
business
Opportunity
Database: 50k contacts
At an average deal size of 50k€: 50k€ 60k€ 250k€
MQL
Inquiries 3 to 4 % response rate
SQL
SAL
Database: 50k contacts
Strategic ROI: doing things differently
511%
WITH AUTOMATION
75%
5%
20%
11%
3,9%
58%
23%
49%
Anonymous MCL (known) MQL (engaged) SAL SQL Customer
Will never buy
RecycleDid not buy*
ConsiderCatch Convert Close Continue
9months
Advocate
Contract renewal
Enabling companies to convert more leads by nurturing
TODAY
TOMORROW
1000 LEADSGENERATED ONLY 30% QUALIFIED BY SALES 1 DEAL
CLOSED
Improved qualification through nurturing
2000 LEADSGENERATED
6 DEALS CLOSED
Per 1,000 leads
X3* Will buy on average in 80% of the cases within 9 months. Elsewhere…
• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & Skills
PERFORMANCEMETRICS DIAGNOSTICMETRICS LEADINGINDICATORS
REVENUEMETRICSLeadgenerationversustargets
Leadvelocity
Conversionrateversusbenchmark
Close rateonmarketing-sourcedleads
Prospectdatabasesize
Marketingcontributionforecast
MARKETINGPROGRAM
PERFORMANCE
Investment
MQLs&SALs
ProgramROI
Responserates
LiftovercontrolgroupExpected contribution
forecast
PROFIT perCUSTOMER
Averagesellingprice,CLVInvestment toacquire
(CAC)Costtoserve
Retention ratesProductsPerCustomer
NPS
How can it benefit your ?It’s all about measuring the right things
Maturity & Predictability
It’s all about measuring the right things
FLOW CONVERSION IMPACT INVESTMENT SALES AND RPM OTHER
# of New Names
% Name to Prospect
% of Pipeline Contributed by Marketing
Investment per New Names
Average Selling Price
Balance of Active Prospects in key inventory stages
# Prospects % Prospect to Marketing-Qualified Lead
Value of Pipeline Contributed by Marketing
Investment per Prospect
Sales Cycle Times
Balance of Open Opportunities
# Marketing Qualified
Leads
% Marketing-Qualified Lead to Sales-Accepted Lead
% of Wins Contributed by Marketing
Investment per Marketing Qualified Lead
% Reps Making Quota
Velocity / Cycle Time for New Name to Lead
# Sales Accepted
Leads % Sales-Accepted Lead to Opportunity
Value of Revenue Contributed by Marketing
Investment per Sales Accepted Lead
Time To Ramp a New Sales Rep
Velocity / Cycle Time for Opportunity to Win
# Opportunities
Investment per Opportunity
RPM Efficiency = (Total Revenue) / (Total Marketing + Sales Investment)
Key “Awareness” Metrics: web traffic, direct/branded traffic, social followers, etc.
# Wins Investment per Win Total Period Revenue vs Quota
# Lost Discounts # Churn Pipeline
Renewals / Retention
Campaign ROI is attributed to each respective channel in our mix Y/N
Our marketing objectives always link with programs with business objectives Y/N
We prioritize projects based on their value and business impact Y/N
I feel confident to discuss the ROI of our marketing campaigns with C-level Y/N
Do you consider yourself accountable?
I know what a 10% increase in my marketing budget would generate on average Y/N
DON’T HAVE A CLUE? CONTACT US: [email protected]
• Transparency• The Business Case• Accountability & measurement
Marketing Automation Summit, September 30th 2016
• Approach, People & skills
BigStart Scale
Small
ThinkFAST
Approach your marketing automation projects in a lean way
Lifecycle NurturingPredictive OffersBehavioral TriggersMarketing Management Marketing Revenue Attribution Advanced Revenue AnalyticsOmni-Channel CampaignsFull API Integrations Integrated Marketing Calendar
Behavioral SegmentationCross-channel CampaignsTriggered NurturingDynamic ContentRevenue Analytics Real Time Personalization Actionable Sales Insight
Inbound MarketingEmail Nurturing Lead ScoringSocial Share & Sign-onCampaign ReportingBasic Sales IntelligencePlanning
Stra
teg
ic V
alu
e
Marketing Maturity
Email MarketingLanding Page CreationBasic SegmentationBasic Social Presence
Conventional Marketing
Demand Generation
Integrated Pipeline
Revenue performance management
And follow a marketing automation roadmap
Chief Customer Officer
Managing marketing automation, which of the following competencies are relevant and crucial? (N=225, multiple answers)
Focus on the right competencies
Marketing Automation Summit, September 30th 2016
The optimistic marketer…CMOs are increasingly held accountable for their actions and need to be more transparent
1
Marketing technology is essential in bringing the different touch points together and aligning with sales is important when building a case
2
Measure the right metrics to see the true impact of marketing automation3
Think big, start small and scale fast!4
Marketing Automation Summit, September 30th 2016
WANT TO KNOW MORE? CONTACT US!/renoutvanhove
[email protected] the slides:
www.thehouseofmarketing.be/MAsummit