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Learn what marketing automation is and how to leverage it for your B2B marketing programs.
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Building Out Your B2B Marketing Infrastructure
© Left Brain Marketing Inc. All Rights Reserved 2
About Left Brain
What – Full-service Marketing Automation Agency Key Attributes – Large & Small company experience, Project & Agency-based services Value Prop – Deep Marketing Automation Expertise on multiple platforms
Services Marketing Automation Planning
Strategy, Program Design, Nurturing, Lead Scoring, Demand Gen
Marketing Automation Production Design and Management of programs (Project or Agency)
Creative Services Copy writing, landing page creation, graphic design
Collateral Creation eBooks, Newsletters, Case Studies, Podcasts, Webinars
SFDC System set-up, Dashboards, Customization
Vendor Selection
© Left Brain Marketing Inc. All Rights Reserved 4
Agenda
A. What is Marketing Automation? B. Why you should care. C. Leveraging Automation D. Getting Started
© Left Brain Marketing Inc. All Rights Reserved 5
A. What is Marketing Automation?
The Basics
! Infrastructure for marketing ! SaaS-based (Annual/Monthly) ! Cost: $1,000 - $15,000/month ! Integrates with SFDC and other major CRM
systems ! API available to integrate other systems ! Manageable without I.T. involvement
© Leftbrain Marketing Inc. All Rights Reserved 6
Types of functionality
© Leftbrain Marketing Inc. All Rights Reserved 7
MARKETING DATA
VISITOR TRACKING
SEGMENTA-TION &
ROUTING ENGINE
LEAD SCORING ENGINE
CAMPAIGN MGMT
CLOSED-LOOP
ANALYTICS
CRM DATA SYNC
EMAIL ENGINE
CONTENT MGMT
SALES LEAD INSIGHT
TOOLS
WEB FORM & LANDING
PAGES
© Left Brain Marketing Inc. All Rights Reserved 8
Marketing & Sales Landscape
CRM
Inside Sales
Sales
Sales Emails
Direct Mail
Trade Shows
Sales Calls
Webinars
Forms
Web Site
© Left Brain Marketing Inc. All Rights Reserved 9
CRM vs. MA vs. B/B (batch & blast) CRM MA B/B
Single Emails
Nurturing Campaigns
Demographic Scoring
Behavioral Scoring
Form Builder
Landing Page Builder
Dynamic List Segmentation
Dynamic Email Content
High Volume Emails
Visitor Tracking
ROI Reporting
© Left Brain Marketing Inc. All Rights Reserved 10
B. Why you should care.
#1 Bigger is better
It’s like putting your lead generation program on steroids.
© Leftbrain Marketing Inc. All Rights Reserved 11
© Left Brain Marketing Inc. All Rights Reserved 12
#2 It’s coming
Marketing automation is currently in use by approximately 10% of b-to-b marketers. By 2015, that number will increase to 50%.
SiriusDecisions
13
#3 Pipeline Conversion
! 82.5% are ready to buy or will buy ! 70% are long-term opportunities Source: MarketingSherpa
© Left Brain Marketing Inc. All Rights Reserved 14
C. Leveraging Automation
© Left Brain Marketing Inc. All Rights Reserved 15
Power Your Nurturing
Types of Nurtures
! Dead “Recycled” leads ! Long sales cycles ! Cross-sell/Up-sell ! Trade show follow-up
17
Step by step Nurturing Program
© Left Brain Marketing Inc. All Rights Reserved 18
Segment
Forms & Progressive Pro!ling
© Leftbrain Marketing Inc. All Rights Reserved 19
Hints: 1. Ask only what you absolutely need 2. Use each additional piece of information to better segment 3. Be sure the prospect is sold on your value first 4. How else do you collect data?
Power Business Processes
© Leftbrain Marketing Inc. All Rights Reserved 20
21
S/M Integrated Lead Process
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1. Nurture (1 Track) Until Score = 50 2. Nurture (3 tracks), Inside Sales Score = 50-150 & Unknown account AppExchange 3. Push to Sales Team Score = 150+ 3 progressive profile fields, including Contact Us
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Project
! Company – webinar technology/service ! Customers – audience, presenters, channel
owners, sponsors/list buyers ! Technology – Marketing automation,
email system, and in-house technology
© Leftbrain Marketing Inc. All Rights Reserved 22
© Leftbrain Marketing Inc. All Rights Reserved 23
Subscribes to a channel Registers for a webcast Watches webcast Watches more webcasts
Doesn’t watch webcast
Subscribes to more channels
Interested in speaking
Interested in a channel
Interested in sponsorship
BrightTALK registration confirmation Weekly activity email
Webcast reminder emails x 3
[We missed you email]
Doesn’t watch webcast
Webcast reminder emails x 3
Happy Flow
s
No more webcasts
More ways to engage with BrightTALK emails
How to sponsor a webcast/summit
How to set up a channel email
How to speak email
[Channel webcast invites]
Interested in other channels emails?
Cancelled webcasts Rescheduled webcasts
Cancelled webcasts Rescheduled webcasts
Prospect
Audience prospecting emails
Audience Flow
Bulk invite email
Marketing automation emails
Future brighttalk.com emails
brighttalk.com emails
Communicate Better
© Leftbrain Marketing Inc. All Rights Reserved 24
© Leftbrain Marketing Inc. All Rights Reserved 25
Time to Renew!
Malcolm/Mr. Friedberg
Burden on Me/Poor CTA
Susie Q! CS Team Direct Dial
1. Poorly thought out CC Update Form? 2. Bad instructions Hours for dial in? Why email? 3. Not using data
© Leftbrain Marketing Inc. All Rights Reserved 26
© Leftbrain Marketing Inc. All Rights Reserved 27
Bought it.
Bought it.
Bought it.
Bought it.
Not even sure what it is?
Personalize?
© Leftbrain Marketing Inc. All Rights Reserved 28
© Left Brain Marketing Inc. All Rights Reserved 29
Play nice with Sales
30
S/M Lead Process
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1. Nurture (1 Track) Until Score = 50 2. Nurture (3 tracks), Inside Sales Score = 50-150 & Unknown account AppExchange 3. Push to Sales Team Score = 150+ 3 progressive profile fields, including Contact Us
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Opportunities for discussion
! Universal lead de!nition ! Lead scoring criteria ! Lead ownership & routing ! Inside sales utilization ! Types of nurturing programs
© Leftbrain Marketing Inc. All Rights Reserved 31
© Left Brain Marketing Inc. All Rights Reserved 32
D. Getting Started
© Left Brain Marketing Inc. All Rights Reserved 33
Assess Yourself (& Organization)
What’s Right for My Business?
! “I want to do x” list (short/long-term) ! Build a roadmap ! VW or Ferrari ! Money, Time and People
© Leftbrain Marketing Inc. All Rights Reserved 34
© Leftbrain Marketing Inc. All Rights Reserved 35
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Implementation Roadmap
Selecting a Vendor
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Evaluating your team
! Production requirements ! Strategic skills ! Training (online vs. live vs. one-on-one) ! Agency vs. going it alone?
© Leftbrain Marketing Inc. All Rights Reserved 37
© Left Brain Marketing Inc. All Rights Reserved 38
Have a plan
Where You Do “the work”
65% - 75% of “the work” in developing a successful marketing automation program is done outside the application.
© Leftbrain Marketing Inc. All Rights Reserved 39
Map out a plan
! The elements: • Channels – email, nurturing, web, PPC, SEM, direct mail, webinar,
trade shows, newsletter… • Teams – marketing, sales, inside sales, telesales • Products – small, medium, large • Prospects – buyers, in"uencers, researchers • Buying cycle – awareness, consideration, purchase • Technology – CRM, marketing automation, email
! Carbon =
© Leftbrain Marketing Inc. All Rights Reserved 40
or
© Leftbrain Marketing Inc. All Rights Reserved 41
• 42 emails in 59 days • 5 emails w/in 2 days • 3 emails in 1 day What’s the source of the problem?
© Left Brain Marketing Inc. All Rights Reserved 42
Create a Vision (w/ Goals)
© Leftbrain Marketing Inc. All Rights Reserved 43
Lead Gen Stages w/ Targets
Final Thoughts
! First timer? Get educated. ! Think mid to long term ! It’s where marketing is headed. Take the
leap or start thinking about getting your teaching credential.
© Leftbrain Marketing Inc. All Rights Reserved 44