©2008 Laurus Technologies, Inc.

Making Marketing Easy with Automation

Steve Susina 11/3/2010

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Agenda:

>  What Is Marketing Automation >  How Marketing Automation tools differ from (and enhance) CRM

systems like Salseforce.com and Email services like Constant Contact.

>  Understanding ROI >  How you can identify high ROI tactics and improve performance of your

marketing program.

>  Introduction to lead scoring, and why is it important for marketers today.

>  Two Case Studies >  Event invitation and attendance >  Lead assignment and notification

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Lead Lifecycle Process Today

“Contact  Us”  “Free  Trial”  Inbound  Call  

Alert:    5  minute  

telemarke;ng  response  

Branching  /  addi;onal  telemarke;ng  (21  days)  

Customized  telemarke;ng  call  &  email  within  24  hours  

Prospect  /  Recycled  Database  

Sales  Lead  

Disqualified  

Recycle:  Specify  ;me  /  Unknown  ;me  

Sales  Owner?  

Contact  within  24  hours  

Process  within  7  days  

Opportunity  

ISR  Lead  

Y

N

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2007

“By 2010, over half of marketing staff in companies worldwide will use enterprise software… $2.5 billion global spending on marketing automation technology by 2010.”

Total Potential (US)

Penetration

2010 2013

100,000 115,000 130,000

“As the job of the B2B marketing organization evolves from pure demand generation to qualifying and nurturing leads, marketing automation becomes a ‘must have’ application.”

–  Elana Anderson, former VP Marketing Strategy and Research, Forrester

–  Gartner Predicts 2007: A Return to Growth Fuels Marketing Technology Spending

What is Marketing Automation

Source: Firstmark Capital

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Evaluation

>  Looked at 3 vendors >  Eloqua >  Vtrenz / Silverpop >  Marketo

>  Capabilities are similar >  Create emails >  Sync with Salesforce >  Manage Campaigns

> We Chose Marketo >  Ease of Use >  Cost >  Reputation & recommendations

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Fast and Easy (Ease of use, implementation, training, affordability)

Strategic Vision (B2B marketing specific needs)

Oracle/Siebel

Eloqua Vtrenz

Market2Lead Salesforce.com

Unica Aprimo

Marketo

Manticore

LoopFuse

Pardot

MarketFirst

Omniture

What is Marketing Automation

Source: Firstmark Capital

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What Is Wrong With Current Marketing Tools > CRM (Salesforce.com

> Manage database of contacts >  Effectively manage one person who buys one thing >  Filtering based on prior activity >  Difficult to monitor responses >  Re-nurturing once assigned to a sales person

> Email Tools >  Inflexible Templates >  Difficult reporting >  Difficult to build multi-step workflows & autoreponders >  Difficult to use filters & triggers to pick lists

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Demand Generation Funnel

Pend

ing  

Prospect  Recycled  

Lead  Oppor-­‐tunity  

Cust-­‐  omer  

Awaren

ess  

Name  &  Email   In-­‐Profile   Sales-­‐Ready  

/  Score>65  Sales  AcDve  

Anony-­‐mous  

Inqu

iry  

Nurturing  Database  

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>  User Fills out Web-To-Lead Form >  Email Auto-Responder >  Lead placed in SFDC Campaign

>  Import New Leads >  Reports in SFDC >  What’s wrong?

>  No de-duplication >  No Scoring >  No advanced processing >  Need web developer >  Email Follow-up is manual

Web-To-Lead Form

Auto-Responder

Import

What Is Wrong With Tools We have

Biggest issue—No sync between email and salesforce databases.

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>  User Fills out Form >  Lead Processed/Scored >  Customizable workflow

>  Lists Imported >  Automatically sync with SFDC >  Separate Sales & Marketing

activity

>  What’s better? >  Auto De-dup >  No Manual Follow-up >  Rich Scoring >  No Web Developer needed >  Lead Nurturing

Online Form Rich

Workflow Campaign

Import

SYNC

With Automation:

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•  Use Add Choice for all Job Title

Change Score

•  Use Add Choice for all Company Size

Change Score

•  Use Add Choice for all _________

Change Score

New  Lead  is  Created  

•  See worksheet Change Score

One  for  each  ac;vity  (See  worksheet)  

Lead Scoring:

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Scoring Worksheet / Examples

Trigger Change Notes

Visit any WebPage +1 Set a standard base for score

Opened Email +1 Not reliable

Clicked Link In Email +3 Shows definite interest

Downloaded White Paper

+5 Could be bogus data

Director or VP title +10 Sweet Spot

Visits 3 Job Search Pages on same visit

-20 Not a customer – looking for work

Fills Out Any Form +7 Willing to share information

Clicked Link in Google

+3 Searching for Information – researching a purchase?

No Activity – 30 days -5 Declining interest

Other Trigger

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Alert – based on lead score

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Case Studies– Event Management & Internal Alerts

> Monthly Mixer for Microsoft Sharepoint users > Goals:

>  Invite people based on combination of job title, imported lists, and geography

>  Low cost email-based invitation process >  Alert sales team when registration occurs >  Track attendance over time >  Update data in salesforce.com record

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Case Study – Event Management > Marketing Assets needed:

>  Outlook Calendar .ics file (“Add this event to my calendar”) >  Invitations:

>  Invitation Outbound Email > Last Chance Invitation Outbound Email

>  Landing Pages > Landing Page to register > Landing Page after you register

>  Confirmation Email >  Reminder Email >  Alert to Sales team that their customer registered

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Email Invitations

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Confirmation & Reminder

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Landing Page

Customizable Form:

Any Field in Salesforce.com

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Flexible Forms

> Required Fields > Optional Fields > Progressive Profiling

>  Include 10 items >  Only show 5

> Hidden Fields >  Lead Source & Note

Information

> Programmable Options >  “Submit” versus “Register”

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After “Submit”

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Alert to Sales team

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Salesforce Automatically Updated:

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