Marketing automation is the technology that allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster

Marketing Automation

Nurturing, Prioritizing, and Recycling Leads to Convert More Leads into Revenue

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Executive Summary

• The B2B Buyer has changed: need to pro-actively engage around educational topics

• Leads need to be nurtured until they are sales-ready

• Sales & Marketing need to be aligned more closely, creating a seamless buying process

• There is an opportunity to turn marketing into a revenue driver rather than a cost center

• Marketing automation provides a dramatic ROI: many benefits, low risk, modest investment

“Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost”

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The Changing B2B Buyer• Buyers are seeking and finding more

information on their own—they’re in control

• There is an information abundance and we have to be heard through the noise

• To drive revenue, marketers must become more adept at identifying sales-ready leads and nurturing the remainder

• Companies need to interact with prospects early in the sales process, by providing relevant information in the early stages of the buying process

A recent report from Forrester found:

“Buyers seek out 3 pieces of content about a vendor for every 1 piece sent by a marketer, and for every 1 piece sent from sales”

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The Leaky Funnel

• Poorly defined customer segments

• Flawed lead qualification standards

• Slow or no follow-up from sales

• Lack of process • No sales and marketing

alignment

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Plugging the Leak• Identify our buyer and understand the buying journey

• Map sales and marketing practices to the buying journey

• Use marketing automation integrated with CRM to deliver the right content to our buyer at the right time

• Create lead scoring and nurturing programs that enable us to hand off warmer leads to sales

• Measure and adapt based on testing

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Increase Productivity With Automation

• Run more campaigns without expanding the marketing team

• Create more consistent email follow-up

• Example: automate event campaigns, including invitations, reminders, follow-up and reporting.

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More Qualified Leads with Lead Nurturing

Goal: Increase the number of sales opportunities & deal size and reduce cost per qualified lead

• “79% of marketing leads never convert into sales. Lack of nurturing is the common cause of this poor performance”—MarketingSherpa

• “Done right, lead nurturing can result in 50% more sales qualified leads at a 33% lower cost”—Marketo Email Benchmark

“Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads”

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The Value of Lead Nurturing

Lead Nurturing helps turn more inquiries into qualified leads and decreases cost per qualified lead

Conversion: Inquiry to Qualified Lead

Cost perInquiry

Cost per Qualified Lead

Without Nurturing 27% $50 $206

WithNurturing 40% $50 $137.50

Source: actual data from software vendor

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Increase Sales Effectiveness

Improved Lead Quality = Increased Sales Productivity

• Prioritize leads based on quality and urgency

• Let sales send leads back to marketing for further nurturing, preventing leads that just "sit" somewhere

• Provide comprehensive lead activity history for sales

“46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads”.

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The Value of Lead Scoring

With good info on lead prioritization, reps spend more time selling and less time

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Turn Marketing Into a Revenue Driver

Show that marketing is a revenue driver, not a cost center.

• Optimize ROI

• Improve marketing's accountability by proving marketing’s impact on revenue

• Improve Revenue Performance: – Conversion rates – Time in a particular stage (velocity)

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The Value of Marketing Automation

Marketing Automation ROI

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Investment in Marketing Automation pays itself back quickly

Most mature users of marketing automation achieve 32% greater revenue versus their plan than average companies – and 79% more than the least mature companies.

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Steps to Take to Improve Lead Nurturing

Improving Lead Nurturing

In Place: • Monthly Email Newsletter• Generic content (whitepapers, webinars, blog

posts)

To Implement:• Drip email campaigns• Content based on buyer profile and buying

stage• Automation of marketing campaigns (including

Trigger-based nurturing)• Integration of lead nurturing with CRM data

and CRM activity• A/B Testing• Using social data

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Improving Sales Productivity

In Place: • Automatically assign new leads to sales people

To Implement:• Lead Scoring based on profile and activity• Prioritized lead list for sales• Lead Activity Monitoring with real-time alerts• Lead activity history in CRM system (email

clicks, web visits, registrations)

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Steps to Improve Sales Productivity

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Improving Sales & Marketing Analytics

In Place: • Reporting on lead volume

To Implement:• Lead conversion rates• Pipeline velocity (how fast leads flow through

the funnel)• Percentage of the pipeline that is Marketing-

sourced• Percentage of the pipeline that is Marketing-

influenced

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Steps to Improve Insight into Sales and Marketing

Effectiveness

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Getting Started / Next Steps

These are suggested stages for marketing automation implementation. Revise where appropriate.

Advanced Assessment and Continued Development• Identify “hits” and “misses”• Develop additional content

resources for lead generation• Test and optimize emails and

landing pages for various segments

• Create advanced, automated, trigger-based campaigns for more segments

Marketing Automation Strategy Development• Select and implement

marketing automation solution

• Develop preliminary lead scoring strategy

• Define high-value segments in database

• Create standard set of automated, trigger-based campaigns for key segments

Initial Assessment• Identify current successes

and areas for improvement• Begin evaluating marketing

automation software• Begin developing list of

feature requirements

0 3 months

STAGE 1 STAGE 2 STAGE 3

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SummaryMarketing automation benefits

• More innovation • Greater scalability • Enhanced targeting • Increase conversion• Increase marketing productivity• Improve lead nurturing• Increase sales effectiveness• More visibility into key analytics • Turn marketing into a revenue

driver

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• Powerful and easy marketing software

• Sales insights and sales effectiveness• Analytics to measure, optimize, and

forecast the revenue cycle • Thought leadership, best practices,

customer success• Social marketing capabilities to

amplify your reach • 2000 global customers and counting!