is marketing automation failing you or vise versa? gain five quick tips to make your marketing...

Is Marketing Automation Failing You…Or Vice Versa?Be Wary of the Shiny Object Syndrome…

Kelly J. WaffleVP, Strategic Solutions GroupMarketBridge

Janet Driscoll MillerPresident/CEOMarketing Mojo

©2014 MarketBridge Corp.– 2 –

Kelly J. Waffle: VP, Strategic Solutions Group, MarketBridge

Over 20 years of marketing experience—corporate and agency

Last 10 years focused on marketing automation and digital marketing—high volume

customer reference for Eloqua and technology evangelist for Marketo

Winner of Marketo’s Revvie Award for “Most innovative marketing engine” and Eloqua’s

Markie Award for “Best sales and marketing alignment”

Janet Driscoll Miller: President & CEO, Marketing Mojo

Over 20 years of marketing experience—over 15 years specializing in digital marketing

including SEO and paid search

Frequent speaker at marketing industry events including Search Marketing Expo,

Marketo Summit, MarketingProfs B2B and DemandCon

Columnist for Search Engine Land’s All Things SEO column

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Today’s Speakers


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Housekeeping


Why Aren’t You Winning the Race for Revenues?

Master Mechanic Tips from Marketing Mojo

Master Mechanic Tips from MarketBridge

Next Steps: Getting Out of First Gear

Today’s Agenda


Great Expectations for Quick Wins

Marketing would see greater performance (campaigns, reporting,

data/insights)

Sales would see more, higher quality leads and opportunities

Executive team would see more revenue

Why Aren’t You Winning the Race for Revenues?


Three out of Five Marketing Automation Implementations Fail*…

*Sales and Marketing Index

That is because many organizations focus on the

“shiny” revenue engine—

marketing automation.


A High-Performance Revenue Vehicle is Comprised of More Than Just an Engine.

Fuel (content)

Engine (marketing automation)

Gearbox/Transmission (connected marketing and sales funnel, lead qualification stages)

Spark Plugs (campaigns/lead nurturing)

Transmission Fluid (social media)

Tires (lead scoring)

Steering (behavioral data)

Brakes (lead recycling)

Dashboard (reporting/KPIs)

Turbocharger (teleprospecting team)

Oil (forms/landing pages)


Why Aren’t You Winning the Race?




Agenda


Fuel (Content): Creating Demand to Generate Leads

Inbound, digital marketing creates demand and generates leads which fill the funnel.

Tools within marketing automation enhance lead generation efforts.

Campaign Management

Lead Management

Pipeline Management

Handoff to Sales CRM

Lead Nurturing

Lead Scoring

Segmentation around

Personas

Qualification Stages

Marketing Qualified Lead

Loyalty & Retention

Close

Sales Engagement & Qualification

Sales Qualified Opportunity

MarketingAutomation

Web Landing Pages

InboundMarketing

OutboundMarketing

Tele-prospecting

Follow-upLists

Data cleansing, appending, and augmentation


Digital marketing puts leads in the funnel

Marketing automation nurtures leads so they can become opportunities

Transmission Fluid (Digital marketing) Helps Lubricate the Transmission (Funnel)

Lead

Opportunity

Sale

Marketing Automation


Digital marketing brings visitors

Marketing automation helps search efforts convert visitors to leads

Marketing automation then takes the lead to convert visitors to opportunities via nurturing

Shifting From One Gear to the Next: The Handshake


Oil (Forms):Increase Conversion with Progressive Profiling

Source: Marketo


Reduced 9 form fields to only 3

Oil (Forms): Increase Conversion with Progressive Profiling

Landing Page Conversion

Long Checkout 0.26%

Short Checkout 1.04%

Increase 300%

Source: Marketing Experiments


Propagating a user’s profile over time

Marketers prioritize the fields to capture

Oil (Forms):Increase Conversion with Progressive Profiling


Example: Search Mojo Webinar Page


Example: Search Mojo Webinar Page

42.3% of Respondents

Fill Out Additional

Information


Oil (Forms):Social Login to Improve Form Conversion


Oil (Forms):Social Login to Improve Form Conversion

5%used

social login


Reduces duplicates

Allows use of one form for multiple uses

Oil (Forms):Reduce Lead Duplications

With Marketing Automation Without Marketing Automation






Agenda


Gearbox/Transmission: Marketing and Sales Funnel

“A whopping 68% of B2B organizations have not identified their funnel.” -MarketingSherpa

Tip: Build one funnel—not two. Make sure marketing and sales are in agreement on lead qualification stages and definitions—especially MQL handoff.

Campaign Management

Lead Management

Pipeline Management

Handoff to Sales CRM

Lead Nurturing

Lead Scoring

Segmentation around

Personas

Qualification Stages

Marketing Qualified Lead

Loyalty & Retention

Close

Sales Engagement & Qualification

Sales Qualified Opportunity

MarketingAutomation

Web Landing Pages

InboundMarketing

OutboundMarketing

Tele-prospecting

Follow-upLists

Data cleansing, appending, and augmentation


Spark Plugs: Campaigns/Lead Nurturing

“61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be

qualified.”-MarketingSherpa

Tip: Use “Wake the Dead” email campaign to try and re-engage with those who have not engaged over last six months. Need compelling content or offer. If they don’t re-engage, suppress them on future emails. Your conversion rates will go up, your emails won’t be marked as spam, and your database will be cleaner. More effective MOF efforts.


Spark Plugs: Campaigns/Lead Nurturing

“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost.” -Forrester

Tip: Before you attack the middle of the funnel, standardize your data with your marketing automation platform by role for better segmentation and more consistent and effective messaging.

Job Title Role

• Chief Financial Officer

• Chief Marketing Officer

• VP, Sales and Marketing

• VP, Marketing• VP,

Administration• Director of

Marketing

• Economic Buyer/Decision Maker


Tires: Lead Scoring

“Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months.” -Gartner

Tip: If marketing automation lead scoring is not working for you, try setting up your funnel stage triggers based on specific behaviors, not scores. Or, if you have a lot of historical buying data, have a third party build a predictive lead scoring model for you.


Turbocharger: Teleprospecting Teams

“Only 32 percent of respondents currently employ the services of an in-house or outsourced teleprospecting function.” -SiriusDecisions

Tip: Don’t use tele teams at top of funnel for telequalification. Cost of a marketing touch:• $200 – sales rep• $20 – tele team• $ 0.20 – marketing automationMQL—handoff: compensate on opportunities, not meetings


Dashboard: Reporting and KPIs

“47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric.”

-Forrester

Tip: Establish a few core revenue-related KPIs that your executive team can track monthly, quarterly, annually. Develop an executive dashboard that can be viewed not only by your CEO—but also your CFO.






Agenda


Get Back in the Race Faster, Let Us Check Under the Hood.

If you want more performance out of

your revenue vehicle and engine, ask

about our 30-day MarketBridge

Diagnostics Jumpstart.

http://www.market-bridge.com/

corporate/contact-us/


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Learn More About MarketBridge: www.market-bridge.com

MarketBridge delivers

technology-enabled digital

customer engagement and

analytics solutions to improve

Sales productivity and Marketing

effectiveness for our Fortune

1000 clients.

RevenueEngines™Digital Engagement Programs

SMART™Predictive Analytics Platform

Digital programs and tools to increase lead volume, quality, and conversion-to-revenues while enabling sales channels to engage customers

Sales and Marketing Analytics, Reporting and Technology to optimize campaign yield, lead-to-revenue conversion by prioritizing opportunities and personalizing interactions

World-Class Clients Sales & Marketing Technology Platforms


Originally founded as Search Mojo

Demand generation marketing firm founded in 2005

Search engine optimization (SEO)

Paid media management

- Pay-per-click advertising management (PPC)

- Social media advertising

Content marketing

Analytics consulting

Headquartered in Charlottesville, VA

Speakers at Marketo Summit, DemandCon, SMX Advanced, MarketingProfs, and more

Learn More About Marketing Mojo: www.marketing-mojo.com

is marketing automation failing you or vise versa? gain five quick tips to make your marketing...

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