Roping In The Green: Success Principles for Making Marketing Automation Work for You

Lars HelgesonFOUNDER, GREENROPE

@LarsHelgeson#LoveYourBusiness

What pain points does CRM & MA address?How can we make this journey more seamless?

What do you want to accomplish

Jot down 3 pain points related to sales & marketing you’re

experiencing within your organization right now.

What do you want to accomplish

Making your culture Data DrivenMoving buyer journeys forward with CRM/MA

Data drives us

What is your purpose?

Define your own company culture. Define your vision.

List three ways you exhibit leadership and drive your culture

How well do you know your customers?Who is our traveler?

PREPARATION IS THE KEY TO SUCCESS

“If I have 6 hours to chop down a tree, I will spend 4 sharpening my axe.” - Abraham Lincoln

Sharpen your axe

MULTI-CHANNEL WORLDFrom sales to marketing to customer service. Integrated processes mean better customer experience.

Business as usual

BREAK DOWN COMPLEX SYSTEMSINTO SIMPLER REQUIREMENTS

& FUNCTIONS

Ticketing Ground Flight

Purchase Issue Check-In Boarding TTL Cruise

Journey

WHAT DOES THIS MEAN FOR US?Gotta have a

puppy

YOUR MARKETING TEAMBY THE NUMBERS

93%

Multi-Task in meetings

56%

Eat at their desks

23%

Work more than 10 hours a day on

average

60%

Use 6 or more programs

Big numbers

Source: AtTask Study, 2014

A FEW MOVING PARTS

Website

Design

Content

A/B Testing

PPC

SEO

Retargeting

Advertising

Lead Capture

Forms

Auto-Responders

Data Entry

Other Channels

SMS/MMS

Mobile Apps

Offline

Likes

Shares

Posting

Social

Newsletters

Alerts

Transactional

Email

You can do it!

SALES MARKETING

DEFINE PROCESSESHow do people buy from you?

Key to growth

How do you show leadership and drive your culture?

What is your lead nurturing strategy? 

Key to growth

How do people buy from you?

KEYWORD: INTEGRATION

AdvertisingCustomer Service

Loyalty / Referral ProgramsSales

Data Management / Reporting Segmentation / Analysis

Don’t boil the ocean

Don’t jump in with both feet. Take time to break it down and build it up.

NO ONE SAID IT WAS EASY

Most Significant Barriers to Marketing Automation Success by Percent

Make a difference

. – Ascend2 “Marketing Automation Trends Survey” (2016).

MARKETING AUTOMATION ADOPTIONSeize the Opportunity!

Main Benefits of Marketing Automation

Ascend2 “Marketing Automation Trends Survey” (2016).Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)

Top Goals of Marketing Automation Strategy

Two Sides of the Same CoinSeize the Opportunity!

89% of respondents who have deployed marketing

automation have integrated it with a CRM system. – ResearchCorp “Demand Generation Adoption Survey” (2014)

The adoption of marketing automation coupled with CRM integration has grown remarkably. 5 years ago 7.9% of respondents had an integrated CRM and demand generation solution and only 1 in 4 (27%) had some level of integration. – ResearchCorp “Demand Generation Adoption Survey” (2014)

SEGMENT YOUR MARKETUse technology to properly segment your audience. Target your messaging, and see higher conversion rates.

Critical!

List 3 Market Segments.

Do you use these to personalize your messaging?

Use technology to properly segment your audience. Target your messaging, and see higher conversion rates.

Critical!

BUILD YOUR DATA MODELWhat information do you collect, how and why is it used, and who uses it

Involve all stakeholders

CONSIDERING A CAMPAIGN

User-Defined Fields - Customer data

Lead Scoring - Actions lead to conversion

Segmentation - Different messaging based on audience

Triggers - What, when, where

Defining parameters

Target the best leads

LEAD SCORING EXAMPLES

Emails read/clicked/forwarded/unsubscribedWebpages visitedVideos watchedChats engagedSurveys answeredForms filled outSupport requests / tickets openedCalls made / receivedMeetings heldPresentations givenSocial media posts liked/sharedEvent attended

Is this a decision maker? Influencer?GenderIncomePositionKlout scoreChildrenMarital statusInterests

DETERMINE YOUR TRIGGERS

Forms (Newsletter, Lead Capture, Tickets)

Website Action (Pageviews, Watch Video, Chat)

Phone (Inbound/Outbound Calls, SMS)

Email (Clicks, Reads, Scores), Social (Likes, Shares)

Conversions, Purchases, Abandonment

Single Actionor

Scoreor

Data Change?

Don’t overwhelm!

BUILD YOUR WORKFLOWS

The Simplest Workflow - A Drip Campaign

Email sequences

MORE COMPLEX WORKFLOWS

Add to Groupor Tag

CreateConversio

n

DownloadWhitepaper

Start Drip

Campaign

Purchase

Product

Schedule CRM

Followup

SendThank-You

Email

SendSurveyEmail

AttendEvent

RecordPreference

sin CRM

SendFollowup SMSwith Discount

Send Email

with link to

Video

Multi-channel

Lead Score <100 to

>100

Alert Salespers

on

Schedule Followup

CRM activity

Send special

offer email

What does an ideal workflow look like?Think about both sales & marketing.

Email sequences

PERSONALIZE YOUR MESSAGINGMake leads feel

important

MANAGE YOUR CONVERSIONSSales + Marketing

Measure time in each stage and conversion rates between stages

MORE PERSONALIZATION = HIGHER CONVERSIONS

What does your sales funnel look like?List all stages and the process at each stage.Do you see any holes in the process?

Sales + Marketing

MORE PERSONALIZATION = HIGHER CONVERSIONS

PREDICTIVE ANALYTICSPredic

t

Model

Math not Magic

Find the real attribution factors.

Quickly DISCOVER effective and ineffective campaigns

TEST TEST TEST!

Test Webpages

Test Emails

Learn from success & failure

What sales & marketingplatforms are you currently using?

Seize the Opportunity!

PICK A STRATEGY

Home-Built Integration

Roll Your Own

• Legacy compatibility

• Pick best of breed• Needs core

integrator(Zapier)

• Manage multiple APIs

Enterprise Core

SF / Oracle

• Large infrastructure

• Pick best of breed• Expensive

integrators• Manage multiple

APIs• Costs/limits on API

All-In-One

Integrated

• Faster to implement

• Broad insights• Big vision needed• May not have

verticalspecialization

CRM is the core

TIME TO MAKEYOUR REVENUE FLY

Fear not the future

Take Aways

ACTIONABLE ITEMS

1 2 3 4Get your sales and marketing teams in a room together

Sit down with your sales and marketing departments and establish buyer personas. Start an in depth conversation about who your buyers are and the data you’d like to know about them to better target your messaging.

Draw out your sales funnel. What does it look like from beginning to end? Establish customer touchpoints and the different activities/actions triggered from customer/lead engagement.

Ensure your CRM and marketing automation are integrated

THANK YOULars HelgesonFounder / CEO

@LarsHelgeson#LoveYourBusiness