#C2C16

RethinkingMarketing:NewRoles,ResponsibilitiesandReports

ChristineNurnberger,CMO,BottomlineTechnologies

What is a Revenue Marketing Engine?

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Data-driven approach to marketing investment and prioritizationAbility to measure,

optimize, and adjust quickly to continually drive improvements in program effectiveness

Closed-loop reporting and transparency throughout the opportunity lifecycle

100% alignment with revenue performance objectives

Marketing carries a quota for direct contribution to pipeline and revenue

What is a Revenue Marketing Engine?

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Area Key Actions To Date Benefits

Planning • Build Organization• Execute Marketing

Summit & Plan• Establish spend

management and optimization

• Introduce BT-level Marketing

• Coach and develop team

• Alignment on priorities and specific, tangible goals

• Focus and increased quality of work product

• Happy people• Shift from activity to

results

ManagingExecution

• Continued BAU & previously committed activity

• Tools for operational scale, data improvement, data mining, and measurable processes

• Ongoing real-time optimization

• Data driven changes• Increased leverage per

staff and $

Changes & Issues Mgmt

• Plans & Scorecard• Assigned Sponsors

• Accountability• Escalation Point

Building Blocks for Success

people

process

tools

• Demonstrate disciplined Marketing execution

• Data driven feedback & optimization

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Marketing - Timeline

Launching Global Marketing FY 2016 Initiatives

FY 2016 Alignment & Planning

Infrastructure Development, Learning & Intellinx

July

April - June

January - March

Assessing & Building the FoundationSeptember - December 2015

• Build the Marketing organization• Establish spend management and

optimization• Coach and developing the team

• Building tools for operational scale, data improvement, data mining, and measurable processes

• Continued BAU & previously committed activity

• Intellinx combination efforts

• Leveraging learnings from previous BAU activities to inform foundation of FY2016 efforts

• Aligned on budget and business priorities to establish Marketing objectives and key plays

• Focus on raising BT level awareness, global launches of key products, gaining global efficiency, executing Top ROI key plays that will drive Sales plans

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Solution Marketing

Marketing Operations & Shared Services

Digital/Inbound

Programs/Outbound

Building a Revenue Marketing Engine

Communications

Tele-qualification

Key Design Principles• Align skillsets with centers of

excellence vs. expecting each person to be successful in all roles

• Centralize support for cross-LOB functions – Strategy, Digital, Comms, and Shared Services – to gain efficiencies and scale

• Keep close ties to the LOB by created dedicated support/alignment between the LOB, Solution Marketing, and Marketing Programs

Prioritization of marketing efforts based on opportunity and resources

Bridge between SME and GTM deliverables, content direction/creation, marketing LOB SME

Execution Channels

Processes, technology, best practices, analytics, data mgmt, events, writing

Indicates direct alignment to LOB

Marketing Strategy

• Who are our evaluators, influencers, and decision makers?

• What keeps them up at night?

• When, where and how do they educate themselves?

• Who do they listen to and respect?

Making the Magic Happen – Buyer Centric Marketing

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Cross LoB ContentMap Assessment

Aprox. 265 total content assets cross

~20% are “demand generating” (we can reasonably require registration to obtain)• ex. white papers, webinars,

sponsored reports)

~20% are targeted at the “discovery stage” where we seek to:• engage prospects in a topic/ conversation

• loosen their status quo and get them committed to the idea of change

• The remaining ~80% are very technical

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Aligning to the Buying Cycle

Buyer’s Knowledge Needs

Consideration DecisionDiscovery

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Your solution applies to our need.

Presentations to Business OwnerIn-Person Demos

Case StudiesInternal Blogs

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Your solution will have the greatest impact on

our business.

TrialsProofs of Concept Competitive Tools

SME AccessExecutive Briefings

Committing to a Solution

4

The business case is justified internally.

ROI ToolsClient References

ProposalsPresentation to Financial

Owner

Justifying the Decision

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We are confident and ready to move forward.

Welcome KitOrientation

TrainingCustomer Newsletter

Making the Selection

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Committing to Change

2

We might have a problem, or we are conceiving a vision.

ArticlesSocial MediaNewsletters

White PapersBlogs

Loosening of the Status Quo

Exploring Possible Solutions

We understand the problem and how it

connects to our business.

Events/WebinarsWeb Site/SEO

Test DrivesAnalyst Reports

Product Collateral

Value Story Solution Validation Financial Justification OnboardingThought Leadership Solution Knowledge

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Creative Services – Scaling to Meet Demand

High Volume

~500+ / year

No Lead Time

Heavy Internal Focus

Difficult to Track

Resources

Hard to Prioritize

LoBrequests

Supplement with outside specialists to

prevent bottlenecks

Communicate new

standards to help with planning

Structure internal

allocations so we can focus

on driving sales

Implement a new PM

system so timelines are predictable

Give LoBsvisibility to

ensure proper priorities are

set

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Marketing Programs 2H Plan Summary Timeline

Jan Feb Mar Apr May Jun

Retail Tier I ServicesMfg

Ongoing follow-up to inquiries from nurture email & webinars

Edu Sector

Ongoing follow-up to inquiries from prospecting email, webinars, and content syndication

MfgEnergy & Utility

H/C & Pub Sec

CP & FM eMedia Program

Liquidity MgmtIs Your Tech Aligned to Your Needs

Prospecting Email

T&R “Align Your Treasury Tech

Fraud & Fin Msg’g

Event/ Tradeshow

NBFI (Tentative)Webinar*

Tele- ProgramResponders

CIE Follow-up

Tele-Prospecting

CONSIDERATION

Case Study1 BattlecardSales Enablement

ADVOCACYCIE Invite

The Need for Speed Ensure Tech Meets Needs

Data SheetPitch DeckDECISION

Tele- ProgramResponders

CIE Invite

Webinar* NBFI (TentativeFraud & Fin Msg’gLiquidity Mgmt

Fin Messaging

Customer Email Webinar invites & follow-up

Best Practices for Tech Mgmt

CIE InviteCustomer EmailCustomer Insights Exchange Event (NYC)

recurrence recurrenceDisplay Ads

Content Syndication

DISCOVERY

Fin Messaging

*Each webinar preceded by multiple email invitations and post webinar follow up

ILLUSTRATIVE EXAMPLE

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Phase 1 Scorecard – Activity BasedQ3 Commits Status Summary

1. Core Content Creation• Thought Leadership• Infographics (1x)• Video (1x)• Case Study (3x)• Datasheet (1x)

Tracking Positive. All commits delivered (link here)

• Next Quarter: work has begun• Potential issue: critical internal SME has competing commits

2. Discovery – New Logo• Display Ads (2x)• Content Syndication (1Mos)• Prospecting Emails (4x)• Webinars (1x)• Tele-Prospecting (2 targeted campaigns)

Seeing positive response rates from all activitiesSyndication out performing benchmark

• Next Quarter: will shift more into Syndication• Potential Issues: waiting on SOW approval

3. Consideration• Prospecting Emails (2x)• Webinars (1x)• Tele-Program Responders (ongoing)

Tele reports calls to responders performing better than cold calls. Webinar drop off– pot. audience topic misalignment

• Next Quarter: on track so far• Potential Issues: none

4. Decision• Sales Enablement Content (4x)

Great feedback from Sales team

• Next Quarter: on track so far• Potential Issues: none

5. Advocacy• CIE event (1x)• Customer Newsletter (3x)

CIE was fantastic. Challenges wrangling all customer comms.

• Next Quarter: on track so far• Potential Issues: customer tune-out b/c too much comms

ILLUSTRATIVE EXAMPLE

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Aligning Performance with RevenueAssumes adequate market opportunity of buyers seeking new/ replacement solution

Multiple factors to be considered in more robust model include:

ü Buyer maturity with solution: new buyer to category, replacement buyer

ü Relationship status: existing customer cross sell/upsell, or new logo acquisition

ü Deal size and buying group complexity

Annual Program Budget 250,000

Current OptimizedCost Per Qualified Sales Lead 5,600 2,000

Number of QSLs 45 125

Pipelie Conversion MetricsSales Acceptance Rate 52%Sales Close Rate 29%

Number of Opportunities 23 65

Number of New Customers 7 19

Average Deal Size 80,000

Current OptimizedMarketing Contribution 538,571 1,508,000 Bookings Target 2,000,000 2,000,000 Bookings Gap 1,461,429 492,000

Click into table to change assumptions (in blue)

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Business Planning

Resource Allocation

Campaign LaunchOngoing

Optimization

Closed-Loop Reporting(tied to revenue)

Sales Planning

Marketing Planning

What is a Key Play?Key

Plays

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Business Planning• $ addressable & serviceable market• # of firms in target segments, e.g., indust/ size• % market adopted• 5yr market CAGR• Differentiating capabilities• GTM & functional plans

Resource Allocation• $ Customer life time value• $ Customer acquisition cost• # Sales cycle time• $ FTEs & roles, Program spend

Campaign Launch• Byline Articles, Thought Leadership• E-mail Content/ Campaigns• Webinars, Awareness, Tradeshows• Digital Marketing

à Leads Routed to Sales

Ongoing Optimization

Closed-Loop Reporting• # of Byline Articles• # Views (BT Content)• # of Leads Generated• # of Marketing Qualified Opportunities• $ Revenue

Sales Planning• $ SaaS & on-premise• $ new logo, install, new buying center• % by territory, field, SAM, inside• $ from Partners & other RTM

Marketing Planning• Marketing Objectives, KPI, CSF• Buyers, messages, • Outlets, content syndication, • Market response measurement

Aspects of Key Play ApproachKey

Plays

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Fast forward 10 months…

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What does this mean for the business?

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Content & Thought Leadership

Qualification via Tele

Inbound Inquiries

Contribution to Pipeline

Marketing Programs drives awareness & demand via

inbound & outbound campaigns

Inquiries are passed to Tele or Sales for follow-up

Inquiries remain in continuous nurture cycle by Marketing Programs until Opportunity

reached

Cycle starts again…

73%Conversion rate from Marketing programs

65+Number of assets created

in Q2

8,455Inquiries in Q2

globally

74%Accepted opportunity

rate

Global Marketing KPIs

Website Page Views

+16%

Highest quality lead

source converts to Opps faster

Outbound Email

Touches

+ 134%

Driving ongoing

awareness into target markets

Email Open Rates

+23%

Increased engagement means more

leads

Inbound/ Inquiry

Passed to Tele*

+41%

Leads convert to

Oppsquicker

% Dead

- 37%

Less time wasted on incorrect targets

MQL Conversion

Rates*

3% Cold Call

73% Marketing Program

Faster and more qualified thru-put

Opps Generated

+35%

Sales stays

focused on

closing deals

Time to Add $ to Oppty*

+43%

Improved trust & faster

gains in pipeline

Avg. Deal Size $ Mktg. Programs vs. Cold Calls*

+56%

Driving greater

value and pipeline to Sales

*Represents NA Only view

Marketing by the #’s

Consistent, Clear Communication

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1. Marketing Automation

2. Creativity is not dead

3. Think business first, marketing second

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In summary

Thank You!

Learn More Online:http://www.bottomline.com

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Questions?

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