Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market

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1 Leveraging Marketing Automation: Positioning Your Healthcare IT Brand as a Trusted Resource in Today's Complex and Crowded Market Guy Mansueto VP of Marketing,Phytel

2 About Guy Mansueto VP of Marketing LinkedIn Facebook guy.mansueto

3 Agenda B2B Marketing A Play on Numbers Marketing Automation Overview Implementing Marketing Automation Schedule, Resources and Content Strategy Lead Scoring and Processing Lead Nurturing Lessons Learned Q&A

4 Prospect

5 Sales 85 20

6 B2B Marketing Priorities

7 Outbound Sales and Marketing Inbound Sales and Marketing List Purchase Direct Mail Cold Calling Qualifying Presenting $ Traffic: SEO, Blogging, Social, PPC Lead Conversion: Compelling Offers, Landing Pages, CTA Lead Nurturing: Segmentation, , Webinar Pre-Qualified Leads: Scoring, Intelligence, Alerts Final Qualifying Presenting $ Source: Hubspot How to Help Generate More Sales-Ready Leads, Mar 2010

8 Our Challenge: Finding the Influencers 300 Opportunities 38,011 Contacts

9 More Permission, Less Interruption... "Permission Marketing has been around forever (or at least as long as dating), but it takes advantage of new technology better than other forms of marketing. The Internet is the greatest direct mail medium of all time, and the low cost of frequent interaction makes it ideal for Permission Marketing Seth Godin, Permission Marketing

10 Introducing: Marketing Automation

11 Marketing Automation Overview The Goal To generate qualified demand, B2B marketers need technology and processes that capture lead quality information; validate, score, and classify leads; develop programs to nurture leads that don t yet warrant sales attention; and define metrics that directly identify marketing s contribution to the sales pipeline and closed deals. Laura Ramos, Forrester Research Improving B2B Lead Management

12 Marketing Automation Overview Successful Demand Generation / Marketing Automation Educating the buyer Providing prospects with the right information at the right time to propel the buying process forward as efficiently as possible Nurturing the relationship between buyer and company/brand understanding that modern buyers increasingly may not need a sales person between them and your company/brand at the beginning of the sales cycle, but yet they still need to have a relationship with you when it comes time to buy Optimizing the marketing/sales funnel ensuring that the combination of marketing and sales interactions ultimately convert demand potential into revenue as efficiently and sustainably as possible

13 Elements of a Marketing Automation Solution Lead Generation Lead Nurturing Lead Scoring Website Monitoring Marketing Landing Pages Social Media Marketing Marketing Lead Database Marketing Asset Management Salesforce Integration Marketing ROI Analytics Allows Marketing to More Quickly and Effectively Execute Campaigns and Monitor Lead Activity

14 Marketing Automation Overview Adoption Rate (IDC)

15 Marketing Automation Overview Adoption Rate (MarketingSherpa)

16 Marketing Automation Overview Budgeting

17 Implementing Marketing Automation Schedule, Resources and Content Strategy

18 Implementing Marketing Automation Schedule Staging Month 1-2 Kick-Off Data Clean-up Lead Scoring Content Map CRM Integration Landing Page, , Enews, etc Conversion Social Integration Workflow Testing Rollout 1-2 Weeks Execute Campaigns Monitoring Reporting Active Sales Communication Nurturing Month 3+ Adjustments Segmentation Lead Nurturing

19 Implementing Marketing Automation Marketing Automation Resources Marketing Leadership Administrative Coordinator Scheduling, Mapping, Coordination Marketing Programs Demand Generation, Campaigns Marketing Communications Content, Social Media, Blog, Reputation Monitoring Lead Nurturing Strategy, Programs, Lead Scoring and Closed Loop with Sales Marketing Metrics Performance: SEO, PPC, Marketo Analytics Data Management Lists, Updates, Maintenance Public Relations Executive Events Creative / Graphics Telemarketing

20 Implementing Marketing Automation Content Mapping

21 Implementing Marketing Automation Develop Content / Strategy One Topic, Multiple Users

22 Implementing Marketing Automation Cast the Net Use a variety of media to reach your audience

23 Marketing Automation: Lead Scoring and Processing

24 Lead Scoring and Processing Scoring Leads

25 Lead Scoring and Processing Assigning the Score Demographics Title contains CEO, Administrator +15 Title contains CMO, Medical Director +15 Organizational Size Over 20 Providers +5 Behavioral Visits any webpage +1 Clicks any link in an +5 Downloads any whitepaper / case study +8 Fills out any form +10 Signs up for a webinar +15 Multiple web visits in a week +5 Key search queries (PQRI, PCMH, ACO) +7 Arrives from a referral partner site +5 Inbound traffic from your blog, social +5 25

26 Lead Scoring and Processing Test, Challenge, Adjust Create Scenarios and Test Against Lead Scoring

27 Lead Scoring and Processing No Lead Left Behind

28 Lead Scoring and Processing No Lead Left Behind

29 Lead Scoring and Processing Lead Disposition

30 Sidebar #1: Importance of Timely Response

31 Lead Scoring and Processing Alerts

32 Lead Scoring and Processing Closed Loop with Sales using CRM Tasks Selection for Return (Dropdown) Not short term / Not ready to talk No budget allocation Unable to qualify as opportunity Problem trying to solve (Dropdown) increased visit trends qualify for medical home / p4p registry/quality reporting other Follow-up Details (Text field) Free text for insights learned during the qualification Quality Rating / Level of the Prospect (Numeric field - 1 to 10)

33 Lead Scoring and Processing Daily / Weekly Reporting Daily Lead Score Alert Untouched Sales Lead Weekly Ranked Lead Scores Anonymous Web Activity

34 All Roads Lead Back to Your Brand Marketing Automation & Lead Scoring Alerts and Back to Nurturing

35 Sidebar #2: A Word on Social MarketingSherpa 2011 Search Marketing Benchmark Report: SEO Edition Marketers working in social media reported an average 27% conversion rate for organic search traffic. And those not working in social media reported 17%. = 58.8% difference

36 Marketing Automation: Lead Nurturing

37 Lead Nurturing Assembling a Nurturing Track 1. Select a persona 2. Choose a problem-to-solution scenario 3. Map related content topics to the buying cycle from status quo to priority-shift 4. Develop the content series from the topics you ve mapped and determine content types, and add those specifics to the map 5. Select content-delivery options for each content resource in the plan Source: emarketing Strategies for the Complex Sale: Ardath Albee

38 Lead Nurturing Problem to Solution Content Series 1. What the problem is and why solve it 2. How the problem impacts their business 3. Explain the rewards of solving the problem 4. Why solving it now gives them an advantage 5. Future industry trends that add risk to not solving 6. How similar customers have solved the problem 7. Simplify the complexity of solving problem 8. How your expertise delivers business value Source: emarketing Strategies for the Complex Sale: Ardath Albee

39 Lead Nurturing Sample Nurturing: Campaign Flow Day 1 Day 2 Day 3 Day 8 Initial Personalized, news, high value Follow-up Real client with real result on web Webinar invitation to hear real story Call Click or Activity? Yes Click or Activity? No Follow-up call confirm materials sent, and interest Yes Letter Hand signed letter with details and copy of an article Follow-up call voice mail with invitation to attend web event Pass to Sales Interest Over 50 Points

40 Lead Nurturing Measuring Marketing Influence Demand Generation Lead Nurturing People Sf.com Contacts And Leads Closed Campaigns Gateway Medical Associates $111, Phytel Connections Newsletter Tim Rodgers MGMA Attendee Tim Rodgers MGMA PCMH Fall 2010 Tim Rodgers MGMA - PCA Reception Fall 2010 Tim Rodgers MGMA - Fall 2010 Tim Rodgers Telemarketing_ MGMA Tim Rodgers MGMA PCMH Fall 2010 Vince Carrigan MGMA PCMH Fall 2010 Susan Fleck Phytel Connections Newsletter Susan Fleck

41 Marketing Automation: Lessons Learned

42 Lessons Learned: Biggest Marketing Automation Roadblocks Source: The Executive Benchmark Assessment, published by Frost & Sullivan, 2010

43 Lessons Learned: Looking Back i. Planning i. Plan for Resources (implementation, oversight, nurturing) ii. Integrate All Inbound Traffic Sources (social, search) iii. Align and Integrate with Your Existing Programs iv. Separate Out Client Activity from Prospect Activity v. Find Champions and Align with Sales Early ii. Launch i. Educate Sales on Follow-up ii. Fine Tune the Scoring After Launch iii. Have a Plan for Returned Leads and Nurturing iv. Measure Constantly Out of Sight, Out of Mind

44 Lessons Learned: Parting Thoughts Focus on the entire revenue cycle, not just the top of the funnel Don t contact a lead before its time Make sure prospects keep moving and don t sit idle Understand latent buying and active buying and follow-up accordingly Use forecasting to turn marketing into a revenue driver

45 Questions?

46 Thank you Guy Mansueto LinkedIn guylm Facebook guy.mansueto

47 Additional Reading Inbound Marketing: Get Found Using Google, Social Media, and Blogs Brian Halligan and Dharmesh Shah Co-founders of HubSpot. emarketing Strategies for the Complex Sale Ardath Albee Marketo: The Definitive Guide to Lead Nurturing online Tribes: We Need You to Lead Us Seth Godin The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly David Meerman Scott

48 Sources Anywhere the Eye Can See, It s Likely to See an Ad, Louise Story, New York Times, Jan 2007 Research by MarketingSherpa.com shows that customers now find suppliers not the other way around in 80 percent of B2B transactions.

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