Marketing Automation Crash Course - Content Jam

Brand for Demand Marti Konstant Marketing Hackathon April 2012

Marketing Automation 101

@martikonstant

TM

Marketing Automation 101 Marti Konstant

Content Jam 2013

Why Now?

What’s @ the Core of Marketing Automation?

Hero Metrics for your Business

Leading Indicators: Lead Scoring Basics

How to Choose a Vendor

Case Study

Agenda

1

2

3

4

5

6

why now?

“B2B customers contact a sales rep only after 70% of the purchase decision has been made.” Sirius Decisions 2012 “50% of qualified leads are not ready to purchase immediately.” Gleanster 2013

Marketing Automation 101 Marti Konstant

Just looking

want more.

Marketing Automation 101 Marti Konstant

Higher Quality Leads

Revenue

Productive Sales Reps

76% 79% Pipeline

Marketo BenchmarkReport 2012 Gleanster 2013

what’s at the core?

Marketing Automation 101 Marti Konstant

7 10

%

%

%

email search social landing pages & web forms

behavioral tracking

lead scoring

lead nurturing

CRM integration

Reporting

Marketing Automation 101 Marti Konstant

Just looking

automation adoption��� 5%

50%

25%

20%

50% traditional marketing!!25% lead generation!!20% demand generation!!5% revenue marketing!Source: Pedowitz Group, Marketo Marketing Nation

Marketing Automation 101 Marti Konstant

Just looking

75 80 85 90 95 100

Creating enough content �at reasonable cost ���Data quality �and integration���Poor marketing processes�

Challenges

97%�

85%�

84%�

Source: Gleanster Q3 2013

hero metrics

0%� 20%� 40%� 60%� 80%� 100%�

Response rate�

Close rate on marketing sourced lead�

Conversion rate from inquries to leads �

Cost per lead�

Number of qualified leads� 84%�

77% �

71% �

69%�

48%�

hero metrics

what to measure R A V E Response Open & click- throughs Site traffic Reconversions Subscribes Unsubscribes

Activities Emails sent Set ups for nurture & trigger emails Segmentation

Value Revenue generated Cost vs. revenue generated Close rate of marketing-sourced leads

Efficiency Cost per customer MQLs through nurturing Sales accepted leads

simple��� metrics

Marketing qualified leads The number of leads that are qualified for sales

Leads The number of new leads that marketing brings in

Sales The number of leads who convert to customers

nurture critical path contact! lead! marketing !

qualified !lead!

opportunity! customer!

MARKETING SALES

contact A prospect with demographic and firmographic relevance!

lead A contact who has signed up to receive information via website or other form!

marketing qualified lead A lead who has

converted on one or more content offers – advanced through the funnel!

opportunity A lead who has researched pricing and is working with a sales rep on proposal stages!

customer A lead who has purchased something from you!

Goal one: convert contacts to leads

contact! lead!

Marketing Automation 101 Marti Konstant

Goal two: convert leads to MQLs

contact! lead! marketing !qualified !

lead!

Marketing Automation 101 Marti Konstant

Goal three: convert MQLs to opportunities

contact! lead! marketing !qualified !

lead!

opportunity!

Marketing Automation 101 Marti Konstant

Goal four: turn opportunities into customers

contact! lead! marketing !qualified !

lead!

opportunity! customer!

Marketing Automation 101 Marti Konstant

Just looking

leading indicators

Gather Demographics and Behavior

Align with Sales

Establish Scoring Criteria

Apply to System

Flight Check with Sales

Refine

Lead scoring steps

1

2

3

4

5

5 6

Lead scoring system example

Explicit Fit Firmographic Demographic

Source: Hubspot

Lead scoring system example

Implicit Interest Online behavior

Source: Hubspot

your Company

Just looking

C1 B1 A1 D2 C2

B2 F D3 C3

Basic lead scoring

Fit Demographic Firmographic Explicit

Interest, online behavior Implicit Source: Act-on

Just looking

Right Person Right Fit LS = 0-10

Right Person Right Fit

LS = 10-100

Right Person Right Fit

LS = 100+

Wrong Person Right Fit LS = 0-10

Maybe Right Guy Moderate Fit LS = 10 -100

Maybe Right Guy Moderate Fit

LS = 100+

Wrong Company LS = 0 -10

Right Person Wrong Fit

LS = 10 - 100

Right Person Wrong Fit LS = 100+

Establish thresholds

Fit Demographic Firmographic Explicit

Interest, online behavior Implicit Source: Act-on

Negative scoring criteria

①  Email unsubscribe ②  Non-product web visit ③  Geographic location ④  No website activity for long time ⑤  No progression ⑥  Sales rejects ⑦  Negative social media comment

Marketing Automation 101 Marti Konstant

Marketing Automation 101 Marti Konstant

Just looking

0

500

1000

1500

2000

2500 Organic Search Referrals Paid Search Direct Traffic Email Marketing Social Media Other Campaigns

JAN FEB MAR APR MAY JUN

Track leads across sources

Lead to Customer

Content Marketing

Lead pages

Lead score

Contact

Segment

Nurture

Dynamic process flow

Lead

MQL

Customer

Sales

“Most marketing automation is really experience design”

Scott Brinker @chiefmartec

business case TRAFFIC: Overall users experienced an average of 13% increase in visitors each month LEADS: Overall users experienced an average of 4.5X increase in leads per month (more than 50 starting leads) MIT Sloan 2013 and Babson Olin 2012, using Hubspot

ROI calculator

Source: Marketo

choose who?

Size of Company

Feature and Function Requirements

Ease of Use Preference

Inbound Requirements

All-in-one Software

What type of buyer? – B2C enterprise, B2B

enterprise, CRM suite buyer, email emphasis

buyer

1

2

3

4

5

5 6

it depends

small to mid-size vs enterprise

SMALL MEDIUM/LARGE ENTERPRISE

big three

Source: Gleanster Q3 2013

ease of deployment

1 2 3 Act-On Etrique

Hubspot SFDC Pardot

InfusionSoft Marketo LeadLife

Adobe Neolane Genius.com

Oracle Eloqua Silverpop

Source: Gleanster Q3 2013

features & functionality

1 2 3 Adobe Neolane

Hubspot Marketo

Oracle Eloqua

Act-On Etrigue

Silverpop

InfusionSoft Genius.com

LeadLife SFDC Pardot

Source: Gleanster Q3 2013

ease of use based on user experience

1 2 3 Act-on

Hubspot Marketo

Oracle Eloqua

Etrigue InfusionSoft SFDC Pardot

Silverpop

Adobe Neolane Genius.com

LeadLife Oracle Eloqua

Source: Gleanster Q3 2013

overall value based on user experience

1 2 3 Act-on Etrigue

Hubspot InfusionSoft

Adobe Neolane Marketo

Oracle Eloqua

SFDC Pardot Silverpop

Source: Gleanster Q3 2013

Thank you

Marti Konstant

marti@konstantchange.com

Content Jam 2013