marketing automation: conquering the questions in 2014

Marketing Automation: Conquering the Questions in 2014

We will send out the slides and a recording of the webinar within 48 hours

If you have questions, add them into the chat window. We’ll address as many as possible at the end during the Q&A.

A COUPLE OF HOUSEKEEPING RULES

© Pepper, 2/5/2014, Slide 2

1

2


Holger Schulze is a B2B technology marketing executive and online community builder, managing online communities with over 300,000 members, including the B2B Technology Marketing Community and the Information Security Community on LinkedIn.

Holger Schulze Online Community Manager

Jennifer Stoll Senior Strategic Planner

With more than 14 years of client-side and marketing experience, Jennifer has developed contact strategies in industries including technology, education and CPG. An expert in building multi-channel demand generation programs for both B2B and B2C, Jennifer merges theoretical planning with hands-on experience as a marketing automation expert focusing on lead scoring, closed loop reporting and advanced segmentation.

Security Level: Confidential © Pepper, 2/5/2014, Slide 4

EXPLORING THE DATA

700 respondents

Benchmark reports developed

50,000 B2B marketers invited

53%

17% 13%

7% 6%

2% 1% 1%

0%

30%

60%

Currently using orapplying marketing

automation

Evaluating orconsideringmarketingautomation

Aware of theapplication and

benefits ofmarketing

automation, butnot using it yet

Not activelylooking toimplementmarketingautomation

Not aware of theapplications and

benefits ofmarketingautomation

Not sure Abandonedmarketingautomation

Other (pleasespecify)

WHAT IS YOUR COMPANY’S OVERALL LEVEL OF MARKETING AUTOMATION?

Over half of the respondents are using marketing automation

© Pepper GmbH, 2/5/2014, Slide 6

Another 17% are currently evaluating or considering marketing automation

BENEFITS


Of the people who currently use marketing automation, the benefits align to strengthening their demand generation efforts

0 50 100 150 200 250

Shortened sales cycles

Improved segment targeting

Improved response and engagement rates

Improved conversion rates

Improved marketing productivity

Generating more and better leads


The momentum is not slowing down. Of those who currently use marketing automation, 96% plan to spend as much or more this year

SPENDING


63% of companies dedicate 10-29% of their marketing budget to marketing automation

BUDGET

© Pepper, 2/5/2014, Slide 10

TIME

75% of organizations reported they implemented their marketing automation systems in less than 6 months

© Pepper, 2/5/2014, Slide 11

Hubspot is the leading platform in usage for very small companies

Marketo over indexes in usage with small to mid-size companies, while Eloqua is the more prominent system with large enterprises

SYSTEM IMPLEMENTED

Eloqua

(Oracle)

© Pepper, 2/5/2014, Slide 12

OBSTACLES

Budget constraints Lack of skilled employees Poor contact database quality Lack of content Complexity of automation software Lack of feedback from sales on leads Poor integration with sales and marketing Poor infrastructure to collect/analyze data Compatibility and interoperability issues Lack of performance standards

1 2 3 4 5 6 7 8 9

10

© Pepper, 2/5/2014, Slide 13

SIZE MATTERS

For smaller companies, budget and cost of ownership had the most impact on evaluating platforms and vendors. Budget constraints top the list of obstacles to more effective use in smaller organizations

Mid-size to large companies focused on product integration and analytics/reporting functionality when making a decision. These organizations struggle more with lack of skilled employees and poor contact database quality.

© Pepper, 2/5/2014, Slide 14

Length of time using marketing automation

Activity metrics (e.g. number of emails sent)

Response metrics (e.g. open rate, click

through rate)

Efficiency metrics (e.g. cost per lead, close rates)

Value metrics (e.g. revenue /pipeline value generated, etc.)

Less than 1 year 13% 39% 24% 24%

1 - 2 years 13% 30% 27% 31%

3 - 5 years 13% 30% 27% 30%

More than 5 years 13% 28% 27% 32%

Almost 40% of companies who have been using marketing automation for less than a year rank response metrics as a top way they measure ROI. This figure declines while the more advanced and complicated metrics of “Value” increase in importance

MATURITY & METRICS

© Pepper, 2/5/2014, Slide 15

This data is great – but what does it mean to me?


ANSWERING THE QUESTIONS

© Pepper, 2/5/2014, Slide 17

FROM QUESTIONS TO INSIGHTS

is responsible and who needs to be involved? who

why does this matter to you?

when is the right time to implement?

what do you need to know to get started and mature?

WHY: BUYERS ARE MORE IN CONTROL THAN EVER

© Pepper, 2/5/2014, Slide 18

*SAVO GROUP RESEARCH STUDY, 2012

PAST

TODAY

Buyer interacts with vendor

58-70% of the buying process is completed before talking to a vendor

Buyer interacts with vendor

Evaluation

Interested Leads

Decision

Customers

Selection

Qualified Leads

Research

Leads

Interest

Prospects

Leads Customers

LEAD GENERATION

LEAD NURTURING

MAXIMIZING CUSTOMER VALUE

LEAD CONVERSION

Experience Up/cross sell Engagement

Customer loyalty Customer

satisfaction Long-time preference

WHY: NURTURING ALONG THE LIFECYCLE

© Pepper, 2/5/2014, Slide 19

If 53% of companies are using the technology to better understand

and optimize buyer behavior and 17% are looking into it,

there’s a good chance your competitors are

part of that majority.

© Pepper, 2/5/2014, Slide 20

HOW: STEPS TO SUCCESSFUL IMPLEMENTATION

© Pepper, 2/5/2014, Slide 21

PEOPLE

PROCESS

HOW: IDENTIFYING REQUIREMENTS

We need marketing

automation

Who’s going to manage it?

Where is the budget

coming from?

How does it integrate with

existing systems?

What platform is best for us?

© Pepper, 2/5/2014, Slide 22

© Pepper, 2/5/2014, Slide 23

SALES

MARKETING TECHNOLOGY

HOW: ALIGNING INTERNALLY

WHO: POSSIBLE JOB ROLES

© Pepper, 2/5/2014, Slide 24

Estimates suggest 50% of new marketing hires will have technical backgrounds

Process specialist Works on SLAs,

sales enablement, process setup;

works with sales to define needs

Demand generation expert

Analyzes market and creates strategy

behind what’s implemented

The architect Integrates all data/systems, expert in CRM

Implementation specialist Provides all

technology support, expert/implements


WHO: ALIGNING WITH SALES

1. Define and publish a common “language” for lead management (sales and marketing)

2. Train the heck out of everyone. Repeatedly.

3. Decide on a logical sales U-Turn process.

4. Partner w/ sales to enforce lead management and CRM behaviors

5. Create a shared lead scoring model

Prospect Nurturing

Lead Nurturing

Opportunity Management Purchase

Lead Scoring

Responders | Suspect to Prospect

MQLs | Prospect to

MQL

SQLs | MQL to

SQL

SRLs | SQL TO

SRL

Wins | SRL to Close

WHO: ALIGNING WITH SALES

WHO: CIO CMO


CIO CMO

The CIO will become more

actively involved with the CMO in all

marketing automation

decisions that have cross-functional

implications


Pricing: • Does the vendor offer scalable pricing to match company growth? • What is the total cost of ownership? Multichannel capabilities: • Can you track and engage through social media? • Is it possible to link activity to the web? Integration of tools and databases: • Can it integrate tools such as Salesforce or Oracle CRM? • Are there additional efforts for programming?

WHAT: QUESTIONS TO ASK WHEN EVALUATING


Workflow management: • How much IT involvement do you need to launch? • How easy is it to personalize or develop assets?

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

WHAT: QUESTIONS TO ASK WHEN EVALUATING

Your system is implemented. Now what?

© Pepper, 2/5/2014, Slide 30

GROW. EVOLVE. MATURE.

© Pepper, 2/5/2014, Slide 31

BATCH AND BLAST TARGETED COMMUNICATION


Past

•Fragmented data & sporadic customer intelligence •Dispersed approach and limited support

•Limited content repository for global/local content •Product / solution specific content versus customer thought leadership needs

•Inconsistent touch strategies across segments and regions •No regularly scheduled touchpoints

•Inconsistent and infrequent communications •No triggers based on customer interaction

Customer experience

Segments

Content

Time

Define personas, pain points and journey

© Pepper, 2/5/2014, Slide 33

BATCH AND BLAST TARGETED COMMUNICATION

3 1 What’s your game plan?

2 Develop baseline

activities

WHAT: DO YOU HAVE A GAME PLAN?


One-touch trigger and/or promotional communication to create action

3

Lifecycle communication in newsletters for loyalty & awareness

Nurturing programs Multi-touch nurturing programs to develop leads

2

Campaigns to generate leads 1

4

Security Level: Confidential

Subscription and preference center

WHAT: DEVELOPING A BASELINE

© Pepper, 2/5/2014, Slide 35

WHAT: WELCOME CAMPAIGNS

© Pepper, 2/5/2014, Slide 36

Entry via subscription center Entry via asset download

Where are they coming from?

WHAT: BUILDING A CONTENT STRATEGY


TEAM

CREATION & REPURPOSING

AUDIENCE DEVELOPMENT

SUBJECT MATTER

GOAL

This is all easier said than done—but the first step is auditing what you have and what you can reuse

WHAT: SPLIT CONTENT TO DEVELOP DERIVATIONS

Video infographics

Infographics

Executive Summary

Social Media

Starting point: white papers per

persona

WHAT: CONTENT STEPS TO SUCCESS


1. Do a content audit of everything. Can you update/repurpose

older pieces? Can you break up larger pieces? Can you use something you thought wasn’t content (i.e., your own social media policy; old photos from your company’s beginnings)

2. Make it flexible year after year

3. Leverage content across audiences as much as possible

4. Develop a Content Matrix Asset Inventory

5. Have a clear purpose in what you’re communicating

HOW: MEASURING IMPACT OF YOUR EFFORTS

© Pepper, 2/5/2014, Slide 41

75% ROI primary measure by 2015

50% feel sufficiently prepared

IBM GLOBAL CMO STUDY

HOW: FOCUS ON EVOLVING YOUR MEASUREMENT

Measurement then

• Email response metrics, like open rate, click through rate, etc.

• Volume based metrics are relevant, but don’t show the whole picture

© Pepper, 2/5/2014, Slide 42

Measurement now

• Revenue performance management (RPM) shows what had the greatest influence on the purchase decision by evaluating entire buyers journey

• Helps make intelligent decisions about where to spend money, and helps align marketing and sales even more

HOW: LOOK AT CONVERSION AT EVERY STAGE

Inquiries | Suspect to Prospect

MQLs | Prospect to MQL

SALs | MQL to SAL

SQLs | SAL TO SQL

Wins | SQL to close

Using advance scoring, testing and nurturing techniques can double response rates

Implementing strong process has shown to increase rates up to 10% - the 6% here is

conservative but reasonable

When marketing and sales properly align conversion rates can increase (on average) by at

least 10%

Self-qualification and holistic lead nurturing for “not ready” leads can increase rates by 5-10%

Sales can focus on better qualified leads to close

Optimized % Optimized contacts

Average % Average contacts

4% 20,000 2% 10,000

6% 1,200 4% 400

65% 780 55% 220

55% 429 50% 110

30% 129 25% 28

© Pepper, 2/5/2014, Slide 43

FINAL THOUGHTS


Crawl, walk, run

Marketing automation enables you—it doesn’t solve

TALK IT OUT

Know yourself

You’re not alone—you can find what you need


QUESTIONS?

FIND US

© Pepper, 2/5/2014, Slide 46

slideshare.net/PepperGlobal

linkedin.com/company/PepperGlobal

@PepperNA OR @PepperGlobal

www.pepperglobal.com

B2B Technology Marketing Group: linkd.in/1fNjDmC

Thank you

The contents of this presentation are confidential and may not be disclosed to third parties. All content, ideas and tools within the offer are the copyrighted works of Pepper GmbH and subject to standard German copyright law. Any redistribution or reproduction of any materials herein is subject to approval by Pepper GmbH. Some pictures, illustrations and photos may be subject to copyright and trademark rights of third parties and have strictly been used for internal purposes only. All registered trademarks are the properties of their individual companies and organisations. All brand names are the intellectual property of their owners. All registered trademarks are acknowledged, even if they have not been expressly labelled as such.
