WEBINAR 5:E MARS 2013 Allt du skulle vilja veta om Marketing Automation men inte kunnat fråga om
Välkomna! Erik Garsten Footstep Marketing
Guest speaker Jim Meyer Vice President and General Manager etrigue Corporation
Agenda Marketing Automation for the rest of us Hur passar Marketing Automation in i den moderna marknadsavdelningens arbete Frågor och svar
Det handlar om försäljning
Dagens Nyheter 25/2 2013
Marknads kärnområden PRgoodwill Leads Varumärke
8 Agenda 1. Marketing Automation The Benefits of Automation Will I really benefit? Core Technologies that Enable Automation The Value Proposition Selling Automation to management 2. Lead Nurturing or Nurture Marketing Drip vs. Nurturing Strategies Target Audiences Keys to a Successful Nurturing Program 3. Lead Scoring Building your Model Other Scoring Options 4. Closing the loop with Sales Building your Model Other Scoring Options
9 What is Marketing Automation? It s likely that no two marketers will give the same answer. The term "marketing automation" is perhaps one of the most widely used, ill-defined and ambiguous terms in the marketing and sales technology landscape ~ Ian Michaels, Gleanster Simply put Using software to automate the marketing tasks you do everyday With the goal Improving the operational efficiency of the internal marketing function
Marketing Automation Comprehensive process to automatically engage prospects and customers with timely and targeted communications. Identify who s interested and qualified Target and automate communications Measure and refine processes Deliver actionable information for sales to close Define Audiences Build Campaigns Manage Execution Analyze Performance 1 0
Marketing Automation
12 The Benefits of Marketing Automation Measurability Every click, visit, page view, referring website, etc. Enables better, more informed decision making regarding future campaign plans Productivity Eliminates tedious, cumbersome, and repetitive associated with campaign planning and execution to launch programs faster and more efficiently. Reduced costs Eliminates manual efforts, and measures campaign spend/effectiveness. Streamlines and automates end-to-end marketing activities Flexibility Makes marketing teams more agile, so they can react instantly to changing marketplace conditions and shifting communication strategies. Effectiveness Automated programs focus on the needs and wants of a target audience. Content is more timely, targeted and relevant. Personalization alone can boost response and conversion rates, shorten sales cycles.
13 Core Technologies Marketing automation platforms have broad capabilities: Landing pages, Forms, List builder, Real-time alerts, Analytics, CRM integration, etc. The primary underlying technologies that enable automation: Tracking Campaign Automation Email
Tracking What You Know Anonymous Tracking Company Name Location Page views Page duration Number of visits Referring Website (each individual visitor) Conversion via clicking a link in an email or form fill Anonymous History transfers on conversion Anytime a visitor comes to your website, tracking resumes email, organic, search, etc Known Visitor Tracking i.e. John.Doe@Acme.com Downloads Campaign membership Emails responses Search Terms Lead scores (JohnDoe@Acme.com)
Email 15
Campaign Automation Automation every prospect, customer, etc follows an automated customer journey set to best fit their behavior and demographics Identify high- and low-performing campaign components Easily evaluate and optimize campaigns
17 The Value Proposition Selling new technologies internally isn t always easy BUT! Some sound bites that may be helpful We ll be able to consistently and measurably move prospects from the top of the funnel to a closed deal We can track every company and ultimately every individual that visits our web site Sales will immediately be informed of prospect activity, this can increase call connect rates by 10X Sirius recently reported that the market leading companies, employing strong lead nurturing processes supported by MA solutions, close over 4 times the number of deals of average firms. Marketing automation is affordable. Starting at ~$1,000/month
Nurturing
19 Definition of Nurture Marketing nurture marketing (nŭr chəәr mär kit ing) n. Nurturing is a relationship building process utilizing multiple vehicles, personalization, and relevant content to build an ongoing dialog that positions your company as the best choice when a prospect becomes sales ready Multiple Vehicles While 89% of B2B marketers leverage email, don t forget direct mail, sales calls, blogs, forums, and social Personalization Nurture communications are ideally 1:1 and are tailored to a specific individual or group Relevant Content Content is still king. Content should build on each stage of the buying process
20 Why Automate the Process? Efficiency - You can t afford to engage with everyone manually < 3% of Qualified B2B buyers are ready to purchase immediately Approximately 7% of B2B leads will be ready to purchase within 90 days 70% will ultimately purchase from you or your competition within 12 months Timing Timing is everything stay top of mind! -Research Corp 2010 Establish Early Contact Early dialog provides a competitive advantage Typically, 25-50% of sales go to the vendor that responds first. Leads go stale very quickly Momentum! Consistency A consistent program is a measurable program! Only through automation can you guarantee that prospects WILL get the right information at the right time
21 Automation Improves Good Nurturing Effective Nurturing Automated Nurturing Timing Consistency Measurement Strategy Segmentation Content The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency. The second is that automation applied to an inefficient operation will magnify the inefficiency. ~ Bill Gates Right Place Right Time Right Message
22 Drip Marketing drip marketing (drip mär kit ing) n. Time gated and sequenced, communications to contacts or prospects One to many Time gated Generic One to one Prospect & Activity gated Specific to the buying stage
23 Nurturing Strategies Getting personal and focused Title, Product, Vertical Understand your prospects buying decisions and buying drivers Understand your value proposition to each audience Target Relevant Content Product A Vice President IT Manager CFO/ Finance Product B CEO Operations Vice President Product C IT Manager CFO/ Finance CEO
24 Simple Drip-to-Nurturing Campaign Awareness Education Consideration Decision
25 Keys to a Successful Nurturing Program Know your audiences & value propositions Create a custom journey for each prospect Define the Score or Activity to trigger nurturing Focus messaging and call to action on activity Let the prospect set the pace increase velocity Start with the goal of two-way conversations Use multiple channels, including your sales team
Scoring
27 The BIG picture Less than 10% of all companies score their prospects Research Corp Organizations using lead scoring have 21% greater close rates Aberdeen Lead scoring consolidates many variables Who = Demographic What = Activity When = Time Scores automatically identify potential buyers
28 What Does a Qualified Lead Look Like? How much do prospects look like a potential customer Demographic Profile Engagement How ready is a prospect ready to talk with you Activity
29 Building Your Scoring Model Start simple Lead scoring is fluid it will change with your business Assign points to prospect elements Demographic elements Who they are Activity elements What they have done Scoring model doesn t really matter Scale should match the sum of the element values i.e. 50 pt, 100 pt, etc. Consider negative values
30 Scoring Differentiates Prospects 100 pts Characterize recent wins Sales Ready Prospect Requested Contact +100 Viewed Webinar +20 White Paper Download +15 Experiment with different score types Visited 25 pages +50 Viewed Case Study +10 Visited Installation FAQ +20 Visited Employment Page - 50 Tradeshow Visitors +5-40 pts Tire Kicker
31 Trigger a Lead Alert Score Options
Closing the loop with Sales
Caller ID for Your Website = Anywhere, Anytime All the information needed to make a successful call Are your leads going cold before you get to them?
Types of Alerts Real-time lead alerts Typically for Sales Summery alerts Day or week in review Anonymous Summery Daily company level view of who is visiting your website Campaign Alerts Stage of a campaign
Alert Strategies Alerts can be defined based on ANY customer data Web activity: number of pages, specific pages Demographics: Title, Company, Region, Campaigns Common Alerts Prospects Customers Competition Press Partners
Why Use Real-Time Alerts? The buying process has changed Sales no longer controls the early stages Sales teams need to be more efficient More companies are fighting for the same opportunities Territories and quotas are growing Professionalism Better and timely information leads to more engaging calls
Strike While the Iron is Hot The odds of connecting with a prospect are 10X greater if you call within one hour of their web visit! Hours after a prospect shows interest MIT Sloan School of Mgmt.
Qualification Based on Responsiveness The sooner a prospect is contacted after a web visit, the more likely they can be qualified because your company / solution is top of mind 2 min 4 min 6 min 8 min 10 min 12 min 14 min 16 min Follow-up with a phone call and an email MIT Sloan School of Mgmt.
Lead Alert Usage Lead Distribution by Time Surprisingly, only 25% of companies provide their Sales teams with real-time alerts Weekly Real-Time Ad Hoc Daily Bi-Monthly Research Corp 2010
Anatomy of a Lead Alert Detailed Score Push to CRM from alert Lifetime history Current visit history Easy to read nicknamed web pages from this visit Secure Link to all etrigue detail anyone with this email alert Complete contact detail Last Marketing Campaign
Customize Customize who, what, when, and why.. AND the design You may not want to include all information. Partners, call centers
Summary Alerts
Anonymous Visitor Summary
Best-in-Class Companies Automate Lead Alerts are one of the key benefits of marketing automation 2X revenue growth compared to competitors who did not automate 24% of the companies saw an average 13% drop in cost per lead On average achieved 183% higher close rates Experienced 2-4X higher lead conversion rates Sales cycles were shortened by an average of 11% Driven by real-time knowledge Bid-Win ratios were 1.6X higher than peers Source: Research Corp.
45 Closing Comments Think big but start small Complicated campaigns don t necessarily perform better than simple ones Patience is a virtue It often takes 8-10 touches to become known Don t be afraid Address the most common obstacles to adopting your product or service Automation doesn t replace good marketing But it definitely improves it knowledge & Timing Test Test Test Sample campaigns are a great way to prove or disprove a strategy Use the right tools Make sure your Marketing Automation platform makes it easy to setup, modify, and quantify your nurturing programs
Situationen idag Kunder är mer i kontroll Intressegrupper Områdesspecifika siter Egen tid på nätet Sociala medier Konkurrensen är hårdare Bruset är ännu större Mer ansträngd vad avser resurser
Marketing Automation, ett holistiskt synsätt Verktyg och arbetssteg för Marketing Automation Inbound Marketing Leadsprocess Rapportering och mätetal
Marketing Automation
Inbound marketing
Inte bara fönstershopping
Exempel på Inbound Marketing
Inbound Marketing som strategi Kundnära Anpassa organisationen Egna resurser Externa resurser Allokera tillräckligt med budget Engagera hela företaget Podcasts Online-seminarier Nyhetsbrev
Leads- och säljprocessen Process Marknad Sälj
Sälj och marknad -> två armar på samma kropp Gemensam definition Formaliserade SLA Gemensamma utvärderingar Ett gemensamt mål!
Rapportering och mätetal Effekt Process 10 000 60% 4 000 65% Marknad 1 000 50% 300 50% 100 30% Sälj 30 20%
Marknads nya roll i säljarbetet
Computer Sweden 121123 Foto: Sara Arnald
En effektivare marknadsavdelning Strategiskt fokus Vad, när, budskap, målgrupp Automatisera själva kommunikationen Styr kampanjer/aktiviteter i realtid JIT rapportering 1 verktyg. Inte 3-5 olika
Att tänka på för marknadschefen Hur skall jag forma organisationen så att den bättre klarar av vad i stället för hur Vad skall göras av egna resurser och vad skall göras av externa På vilka parametrar skall min organisation mätas Hur stor del av min budget skall vara leads-genererande och hur stor del för t.ex. varumärkesbyggande etc Hur säkerställer jag att vi och säljavdelningen arbetar mot gemensamma mål Hur följer/rapporterar jag vårt resultat
Vinsterna med Marketing Automation Effektivitet Mätbarhet Försäljning
När ni går här ifrån Think big, start small.
Frågor och svar
Kontakta oss www.footstepmarketing.se Erik Garsten 070-634 6373 erik@footstepmarketing.se @erikgarsten