Automating Demand Gen to Eliminate Dirty Data from Marketo

Automating Demand Gen to Eliminate Dirty Data from Marketo

© 2015 Integrate | integrate.com

Manual:• Lead Gen• Call Generation• Event Marketing

• Content Syndication

• Third-Party Media• Offline Data Lists

Automated:• Websites• Marketing Automation• Customer

Database/CRM

• E-Commerce• Data Systems

Automated:• Programmatic Display• Search• Video• Social

The Funnel ViewWhat’s Automated, What’s Not?

2© 2015 Integrate | integrate.com


So Why Does Demand Gen Remain So Damn Manual?

Content Marketing + Syndication

Events + Lists of Attendees

Targeted Lists + Data Purchases

…all done one vendor at a time, with multiple steps, fragmented data and difficult to measure performance and ROI.

Manual, Antiquated ProcessesOne Source at a Time


Identify lead/data providers in your market.1 week +

Communicate with each provider individually to learn about capabilities.1 week

Select providers using one-off communications.1-2 days

Negotiate with each provider.1-2 weeks

Manual, Antiquated Processes


Create insertion orders [IOs].1-2 days

Deliver all materials and assets required for campaign execution.2-3 days

Collect and process prospect data from each provider.1-2 hours per week

Review data on daily or weekly basis.1-2 hours per week

Upload scrubbed data files into your marketing automation system [MAS].1-2 hours per week

Manual, Antiquated Processes


Monitor campaign status for each provider.1-2 hours per week

Repeat steps 7-11 for each provider until campaign ends.Ongoing

Analyze the campaign results using reports from your MAS and CRM. Attempt to manually connect results with the providers, content and tactics that drove the data.Ongoing

Repeat all steps for every campaign.Ongoing

Challenges with Manual Demand Gen


Wasted Resources + Bad

Data

Slow Lead Velocity

Low Optimization; High Cost Per Opportunity

We Can Do Better!

It’s Time to Automate

9

Connect Media Investment + Prospect Data to Marketing Systems + Processes

© 2015 Integrate | integrate.com

Identifying the Roadblocks to Eliminate the Manual-ness: The Before

Time Wasted Following Up with Bad Leads

Webinar

Content Syndication

Partners

Email Partners

Affiliates

Program Setup:IOs + Assets Sent

to Each Vendor Individually

No Data Governance

Manual Lead Scrubbing / Formatting /

Delivery

Multiple Reporting Systems / Lack of

Program Optimization


Customer Success: The After


Third Party Data Sources:

Content

Syndication

Publishers

Media Partners

Webinars

Events

List Providers

Marketing Tech SystemsPartner + Program

Management

Data Governance + Standardization

Automated Data / Lead Delivery

Measurement + ROI Analytics

Program Optimization

Integrate Platform

KPI DataKPI Data

LEGEND:

Automated Processes

Media Sources

Marketing Tech System

Automated Data Flow

© 2015 Integrate | www.integrate.com

Results that Move the Marketing Needle

12

of manual lead processing tasks eliminated every month

23.3%INCREASE

40 hrsELIMINATED

18.3%DECREASE

in prospect data quality

in effective cost per lead (eCPL) from third-party content syndication programs

Results that Move the Marketing Needle


5-6WEEKS

21.5%

INCREASE

9xINCREASE

in lead quality

campaign launch reduced to 1-2 days

velocity increase between lead capture + marketing automation importation


What’s OUT? What’s IN?

14

Scrubbing

Manual Upload

Spreadsheets

Governance Software

Direct Import of Data to Eloqua

Analytics

OUT IN

Getting Started – Automating Demand Gen


Standardize the way you work with all your third-party media and data sources

Automate campaign and media partner management for time and efficiency

Increase data quality with governance before it hits your Marketo

Improve Lead Velocity – time from source to nurture

Close the loop to optimize performance + measure ROI

Integrate is Automating Demand Gen for:



Thank you!

To learn more about how Integrate can power your demand gen, visit us today at http://integrate.com.

http://integrate.com/