Our marketing automation journey (Marketo summit) 2013

Our marketing automation

journey

Mitchell Mackey

Mobile: +(61) 402 790 723

Email: mitchell.mackey@ansell.com

Our ongoing Ansell case study

Agenda

Ansell

Our problem

The solution journey

Lessons learned & next steps

A century-old Australian company

11,000 people

$1.3bn in revenue

Global scope

More than condoms

Ansell is big in medical and industrial safety

Riding the resources industry

Agenda

Ansell

Our problem

The solution journey

Lessons learned & next steps

The usual marketing challenges

The inconvenient truth …

11

Process, culture & IT issues obscured our view

Today’s sales funnel is not linear

Agenda

Ansell

Our problem

The solution journey

Lessons learned & next steps

Bettter data driving more leads

TV Print &

radio

Shows &

events

Direct mail

Email Digital Retail Call centre

Supply chain

Sales Product

Communicate image Deliver value

Making promises

Keeping promises

Brand promises + brand actions = brand value

2) Their

goals 3) Helping them

accomplish

those goals

1) Our

customers,

represented

by personas

16

Who are our customer & what are their needs?

Who are our customers?

Their

goals Customers,

represented

by personas

18

Our customer-focused business requirements

+

Marketing Data Sales Data

Our marketing & sales platform

Driving the marketing & sales stages

Touches

Inquiries

Marketing Qualified Leads

Sales Accepted Leads

Sales Qualified Leads

Closed-Won deals

Enabling our new lead-to-revenue model

A journey of 24+ months & continuing

Revenue Cycle Model

Lead scoring

Lead allocation

Lead alerts

Lead nurturing

Outbound campaigns

Testing insights

What have we achieved so far

Lead recycling

Sales alignment

Lead conversion reporting

Dashboards

Data updates

Lost revenue identification

A customer scenario

Anonymous searches for “plumbers gloves”

Clicks on link & visits our plumbers’ page

Anonymous submits form and becomes “known”

Will Smith Safety Officer Westco Mines

will.smith@westco.com.au (08) 3234 9809

“Known” is sent a triggered email

Will Smith Safety Officer Westco Mines

will.smith@westco.com.au (08) 3234 9809

Behavioural and demographic data is scored

Sales representative clicks on link in alert email

Sales rep changes status from open to working

Sales rep logs call & creates follow-up task

Sales rep converts lead to opportunity

Alternatively, the lead is recycled or disqualified

The sales representative selects a reason

Will Smith Safety Officer Westco Mines

will.smith@westco.com.au (08) 3234 9809

Lead is entered into a recycling campaign

Contextually-relevant content is a challenge

Safety officers Procurement All “others”

Relevant? Open & click-through rates tell us

The numbers from our nurturing waves so far

Delivery rate: 97.7%

Opened: 22.4%

Clicked to links: 26.1%

Unsubscribed: 0.2%

Making events work

Our outcome: 182 Sydney Safety Show leads

No Specific

Request

Asked for

Catalogue

Asked to

Contact Us

Asked for

Glove Samples

12

5

23

142

56 meaningful

leads

identified $

Promoters

Passives

Detractors

One question:

will you

recommend

Ansell?

A brand

sentiment check

So, what does the market think of us?

Tell us what you think in 30 seconds

The simple Net Promoter Score email

7-8

9-10

% Promoters

minus

% Detractors

Likely

Unlikely

0-6

Calculating our Net Promoter Score

Promoters: 50% Minus Detractors: 12% Equals: 38

Our Net Promoter Score is +38

+50

In 12 months ….

A sophisticated, cross-organisation process

Agenda

Ansell

Our problem

The solution journey

Lessons learned

Sales & marketing alignment is essential

Harvest insights, actions & predictions

Marketing Sales

Develop an inside sales capability

Hire an unemployed newspaper journo

Business Technology

Vs

Information Technology

Positive momentum is critical

External partners (not vendors)

Develop a network of internal allies

Senior management support

You need all the jigsaw pieces

People, process & technology

People

Biz Tech

Process

Fight the F.U.D.

Fear, Uncertainty & Doubt

Relevance Clarity

Anxiety Distraction Urgency

Embrace lead-to-revenue management

Shift your thinking

from one-time events

and campaigns to

developing business

relationships over

weeks, months, and

years

Business benefits don’t just leap out of the box

Start small, learn fast & then go big or go home

Ask the best question and win the condoms