Marketing Automation Rules for Healthcare Organizations

Presented by

Nick LatsosVP Sales Cloud, CRM Evangelist LLC

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THE NEW RULES

Marketing Automation

Agenda

• AIS Media / CRM Evangelist offerings• Overall objectives of Marketing Automation• Are you ready for Marketing Automation?• How do I nurture leads?• How do I track prospect interest?• A customer success story

TOP 3 GOALSfor Marketing Automation

1. Educate / Nurture 2. Track Interest3. Qualify

Solution: Nurture them through Marketing Automation technology

Only a small percentage of your prospects are ready to buy today…

What do you do with the rest?

Work Smarter, Not Harder

Marketing automation is on the fast track for a 50% increase in usage by 2015

Pardot

Salesforce - Pardot

Are You Ready For Marketing Automation?

Do you want:1. Sales & marketing collaboration

2. Automated assignment of qualified sales leads via

CRM

3. Targeted & segmented communications

4. Efficient content promotion & distribution

5. Closed loop reporting

6. Guiding your buyer’s journey

7. Effective multi-channel communication

What Are The Basic Building

Blocks?

60% of the sales funnel is now happening in the digital space

Webtrends

75% of initial purchasing process is done before the buyer wants to engage vendor directly

Forrester Research

Sales & marketing alignment

Challenges• Missing objective lead qualification

• Prefer to use the “eyeball” approach

• Sales and marketing teams cannot agree on definition of a good lead

Solutions• Implement technology that helps close the loop

• Tracking results from sales-related activities

• Both Sales and Marketing Teams work together to identify:

• Customer Personas

• Buyer’s Journey Maps

Aligned sales and marketing experienced a 20% jump in

revenue growthAberdeen Research

1. Ensure company branding and awareness is top-notch

2. Align and integrate sales & marketing processes

Buyers feel 97% of

interactions with sales

are waste of time

New Business Strategies

3. Initiate nurture campaigns to generate more qualified leads

4. Measure and refine (wash, rinse and repeat)

The order of things

How Do I Get Leads?

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

Forrester Research

Inform

Educate

Involve

Qualify

Convert

Upsell

LEADNURTURING

PROCESS

• Track all actionable behavior

• Not only email activities

• Use landing page activity to direct drip targeting

• Self-directed segmentation

• Deliver content download link in first email, then provide immediately for all subsequent content requests

Drip Nurturing Campaigns

Nurtured leads produce, on

average, a 20% increase in sales opportunities versus non-nurtured leads

DemandGen Report

How Do I Track Prospect Interest?

Initial Digital Interactions

Nurturing & Scoring

Sales Engagement

Prospect Scoring & Grading

Event registration

+30

Request for collateral

+20

Clicked email link +1

Leads not sales ready & need additional

nurturing-100

Leads that are marketing qualified >= 100

Prospects that are showing interest > 0

Marketing Automation

Platform

Customer Relationship Management

75% of companies

using marketing

automation see ROI within 12 months, 44%

within 6 months

Focus Research

Buyer Behaviors Within Your Pipeline

A Customer Success Story

About Wake Forest InnovationsWake Forest Innovations is the new commercialization enterprise of Wake Forest Baptist Medical Center located in Winston-Salem, North Carolina

Core services with branded websites include:Product Innovation and Commercialization ServicesContract Research & Development ServicesInnovation Quarter Services

• Gutted many former tobacco warehouses and renovated into state-of-the-art medical research & testing facilities

• Ground-breaking research & discoveries

Marketing automation solutions see 70% faster sales cycle times and 54% improvement in quota achievement

Bulldog Solutions

2013

2014

New

web

site

s la

unch

ed

Dev

elop

men

t of m

arke

ting

cont

ent

List

cle

ansi

ng a

nd s

egm

enta

tion

Alig

nmen

t of s

ales

& m

arke

ting

proc

esse

s

Land

ing

page

s w

/ pro

gres

sive

pro

filin

g

Wake Forest timeline

New websites launched

.49% of hospitals lack a mobile-friendly website

Evolve Digital Labs

HubSpot

ALIGNMENT

Development of marketing content

Present Offerings

Present & Planned Offerings

50% of qualified leads

are not ready to purchase

immediatelyGleanster

List Cleansing and Segmentation

Problem: How to cleanse thousands of dead cold leads

Secondary problem: The Marketing Automation platform had a strict NO-SPAM policy and supported only permission-based marketing

Solution: Staging strategy to use an ESP (more tolerant to abuse) to vet the list before migrating leads to the MA platform

Relevant emails sent through marketing automation generate 18x more revenue than email blasts

Jupiter Research

Landing Pages with Progressive Profiling

Companies with 30+ landing pages generate 7x more leads than those with fewer than 10

HubSpot

Launch of First DripNurturing Campaign

Nurtured leads make 47% larger purchases than non-nurtured leads

Annuitas Group

When should you get started?

63% of companies outgrowing their competitors, use marketing automation

Lenskold and Pedowitz

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