what is marketing automation?
DESCRIPTION
An overview of Marketing Automation - from initial lead generation, through to lead scoring and lead nurturing. The presentation explains the problems marketing automation solves and the benefits it delivers. It also summarizes the key features provided in Marketing Automation.TRANSCRIPT
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WHAT IS
AUTOMATION?MARKETING
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Marketing Automation helps you:•generate more sales leads, •make more sales and •earn more money.
Marketing Automation helps you:•generate more sales leads, •make more sales and •earn more money.
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• Marketing Automation systems are web-based applications.
• They help you generate more sales leads.
• They help you generate better quality leads.
• They automate the follow-up with those leads to convert more of them to “sales ready” leads.
• They coordinate web marketing activities like email marketing, online ads and online registrations.
• They help you analyze which marketing inputs produce the best outputs – sales leads and sales.
• Marketing Automation systems are web-based applications.
• They help you generate more sales leads.
• They help you generate better quality leads.
• They automate the follow-up with those leads to convert more of them to “sales ready” leads.
• They coordinate web marketing activities like email marketing, online ads and online registrations.
• They help you analyze which marketing inputs produce the best outputs – sales leads and sales.
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Why Do You Need Marketing Automation?
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• Lead Generation tends to be inconsistent – not standardized or automated.
• Can identify contacts but these don’t convert to opportunities
• Process frequently ignores buyer behaviour – buyers now do a lot /most of their research online
The Problem
Ad hoc lead generation - not repeatable11
22 Ad hoc lead management - inconsistent
33 Too many manual steps – not scalable
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• Online lead generation is not systematically managed.• Marketing teams generate a limited number of leads from one or
two sources such as tradeshows.• Marketing teams pass every contact they generate to Sales without
sorting out the good from the bad.• Sales teams believe the leads they get from their Marketing units
are low quality and so do not follow them up effectively.• Some leads are not followed up within a reasonable time frame, or
at all.• Marketing can’t see what happens to the leads they pass to Sales.• Marketing can’t compare the quality of leads generated from two
different sources because they can’t track their progress in sales.• Marketing teams are not sure which activities generate ‘good’ sales
leads.• Marketing aren’t sure which elements of promotional spend
produce the best sales results.
The problem
Typical problems with Lead Generation today
The ProblemThe Problem
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7
2
3
4
5
1
47%
Source: DemandBase and Focus.com, 2011
Lead Generation is Moving Online
4 of the top 5 lead sources are online
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Email MarketingEmail Marketing
Digital Marketing Is Too Complex
•Specialist skills required•Multiple tools for SEO, ads, social ...
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Tools Not Designed For B2B Tech Marketing
•Tools not designed for typical sales or marketing staff•Complex systems that require specific skills•Have to use multiple tools to obtain benefit
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A Repeatable Customer Acquisition Process
Our Goal
Predictable11
22 Scalable
33 Automatable
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What Does Marketing Automation Do?
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Generate Web
Traffic
Capture Leads
“Nurture” those Leads
Handover Sales-Ready leads
“Closed Loop”
Reporting
The problemThe ProblemWhat Does Marketing Automation Do?
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The problemThe ProblemWhat Does Marketing Automation Do?
Generate Web
Traffic
Capture Leads
“Nurture” those Leads
Handover Sales-Ready leads
“Closed Loop”
Reporting
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The problemThe ProblemWhat Does Marketing Automation Do?
Source: Forrester Research “The State of Lead to Revenue Management” July 2012
100%Awareness
35%Lead Capture
32%Lead Nurturing
26%Handoff to
Sales
22% € $ £Revenue
Automate each step from initial capture through to handover to salesAutomate each step from initial capture through to handover to sales
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The problemThe ProblemWhat Does Marketing Automation Do?
Marketing AutomationMarketing Automation
Marketing Automation systems typically manage these activitiesMarketing Automation systems typically manage these activities
Lead scoringLead scoring Email marketingEmail marketing
Landing pagesLanding pagesLead generationLead generation
Search Engine Optimization toolsSearch Engine Optimization toolsLead NurturingLead Nurturing
CRM IntegrationCRM Integration Analytics & “Closed Loop” reportingAnalytics & “Closed Loop” reporting
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What Are The Benefits?
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The Benefits
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Increased Lead Generation
Generate more leads from increased automated lead capture.
Better Quality Leads Marketing apply consistent criteria to ensure only sales-ready leads are passed to sales.
Increased Revenue More leads and better quality leads convert to more sales and increased revenue.
Increased Automation More efficient use of marketing and sales time through automation, leading to reduced cost per lead.
“Closed Loop” reporting - accurate insight
Understand which marketing inputs results in sales. Analytics leading to better decision making for marketing spend.
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The Benefits
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There’s a clear business case
Industry Research++
136%
136%
80%
80%
20% - 30%
Sources: Forrester, Gartner, MarketingSherpa, CSO Insights
136% increase in Gross Profit - CSO Insights
Convert an additional 20% to 30% of Leads
Reduce lead cost by up to 80%
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How Does CRM Relate To Marketing Automation?
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Marketing Automation
Customer Relationship Management
Customer Life Stage
Acquire Maintain / grow
Retain / recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
The Benefits
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What Are The Key Features of a Marketing Automation System?
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Key Marketing Automation Features
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Lead Capture Forms Ability to create registration forms or capturing website visitor registration details.
Landing page design and host
Drag and drop page design, hosting of the resulting landing pages for visitor lead capture.
Lead profiling Capture profile information including location, source of visitor, keyword search terms, social media profiles.
Lead scoring rules Automated rules to apply a numeric score to a lead based on its profile and behaviour.
Lead grading/Persona matching
Allow manual grading of lead’s match to targeted “personas”.
Lead routing/allocation Automated rules to route lead for automated or manual follow-up.
Notifications Notify sales or marketing personnel when prospects take a specific action.
Lead Nurturing Automatically send a sequence of email messages to a lead based on pre-defined rules. These rules can related to its score, profile, location, company or other parameters.
Lead Behaviour Score Automatically add or subtract points from a lead score based on behaviour such as additional website visits, downloads, email opens, inactivity etc.
Core Features
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Key Marketing Automation Features
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Nurture emails Create a pre-defined sequence of emails to be used for follow-up ‘nurture tracks’.
Email campaigns to multiple recipients
Send email campaigns to multiple recipients.
Email design Design user-friendly HTML marketing emails.
Auto-responder emails Trigger automated emails when a user takes an action.
Landing page design Design user-friendly HTML landing pages in a drag and drop editor.
Customizable form fields Create new form fields.
Progressive profiling Progressively acquire additional information from clients on repeat interactions via landing pages, web pages or emails.
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Key Marketing Automation Features
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CRM connector Integration connectors to main CRM systems.
Route leads to CRM account
Assign leads, have them posted to sales team’s CRM accounts.
Retrieve CRM opportunity data
Retrieve opportunity status and revenue data for leads from CRM system and match to marketing lead generation costs.
Custom CRM fields Create custom fields in the CRM system and match them to fields in the Marketing Automation system.
CRM Integration
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Key Marketing Automation Features
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Web visitor tracking Tracking of visitor numbers, sources, search terms, location, frequency etc.
Lead reporting Reports on number and quality of leads, cost per lead.
Channel analysis Analysis of quality of lead, cost per lead, per channel e.g. email, SEO, pay-per-click, social.
Revenue impact Analysis of which leads converted to revenue, from which sources and at what cost.
Anonymous visitor tracking
Tracking of visitors before they register on a landing page or form.
Reporting and Analytics
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Key Marketing Automation Features
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Manual update Ability to manually edit a lead record to update address or contact data, add notes.
Social media data Integrate to LinkedIn, Twitter and other social networks to pull up profile data on the lead and append it to the record.
Data append Integrate with 3rd party data appending services to enrich lead detail records.
List management Manage and segment lists of leads based on industry, geography, role and other parameters.
Contact Management
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Key Marketing Automation Features
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Search source data Record the source data including keyword terms against lead records.
Keyword configuration analysis
Analyse client website page settings.
Keyword opportunity analysis
Identify high volume keyword opportunities.
Keyword ranking information
Identify current ranking against selected keywords.
Search Engine Optimization
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What Are The Goals For a Marketing Automation Project?
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Marketing Automation
1. Generate more leads
2. Generate better quality leads (i.e. generate more 'hot' leads and less 'cold' ones).
3. Ensure we respond to all leads (i.e. that none of them go un-contacted).
4. Make sure this response happens faster than at present (e.g. minutes or hours rather than days).
5. Ensure we respond to all leads consistently.
6. Ensure this response is based on information we have about the lead, rather than based on a given sales person's current location, their workload or their access to the CRM system or other circumstantial drivers.
7. Ensure that our longer-term response (lead nurturing) is effective at driving engagement with leads – that our actions increase engagement, not decrease it.
8. Record sufficient information about how we manage leads so that we can analyze our activities and draw accurate conclusions about how to improve our approach.
The Goals of Marketing AutomationGoals For Marketing Automation
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How Do You Implement Marketing Automation?
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Where Do You Start?
Who to target – Ideal Customer Profile (Personas)
What is a Lead? – Define with your Sales team
11
22
What Are We Selling – review your Value Proposition 33
Prep
arati
onEx
ecuti
on
Inbound Tactics Outbound Tactics4a4a
Process Automation with Motarme System55
CaptureCapture ProfileProfile ScoreScore NurtureNurture SalesReady
SalesReady
4b4b
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“ We have seen for ourselves how a solid strategy has helped to drive traffic to our
site and generate sales leads.”
“ We have seen for ourselves how a solid strategy has helped to drive traffic to our
site and generate sales leads.”
Caolan BushellBusiness Development ManagerMergon Group
Caolan BushellBusiness Development ManagerMergon Group
Barry RooneyChief Operations OfficerSiemens ITSS
Barry RooneyChief Operations OfficerSiemens ITSS
“Motarme delivered real, measurable results in a short
timeframe – sales and contacts from our target audience at Tier 1
companies.”
“Motarme delivered real, measurable results in a short
timeframe – sales and contacts from our target audience at Tier 1
companies.”
Joe LynchGeneral ManagerIMEC Technologies
Joe LynchGeneral ManagerIMEC Technologies
“Generating leads online is now a central part of our sales strategy.”
“Generating leads online is now a central part of our sales strategy.”
About Us
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What We Do – B2B Technology Marketing
Motarme helps business-to-business (B2B) technology companies generate leads online and convert those leads to sales. We provide marketing automation, website design, digital marketing and PR services.
•Lead Generation Consultancy
•Marketing Automation
•Web Marketing and Web Design
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Thank YouMotarme Marketing Automation
T: +353 1 969 5029M: +353 86 383 8981W: www.motarme.com
Twitter: @motarme