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Marketing automation basics Overview of types of systems; how people choose Performance metrics to measure Process overview and essentials of lead scoring
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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