Marketing Automation Implementation: Getting Inside the Head of the Client

Best Practices for Success

Jeffrey Yee

May 3, 2012

Your Takeaways:

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Services side Client side

Best practices to bring back to your

marketing department

Ideas on how to better engage with

your clients that use marketing

automation

About Me

• 8 years of B2B Marketing Experience

• Began using email marketing in 2004

• Using marketing automation software since 2008

• Worked for public software and information services companies in both Canada (Constellation Software) and the US (D&B – Dun and Bradstreet)

• Recognition Received

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Q. How many of you are familiar with what Marketing Automation Software is?

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Compliance

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Lead Nurturing

SegmentationForms

Hypersites

Closed Loop Reporting

Subscription List Management

Data Hygiene

Event Management

Website Statistics and Analytics

Revenue Performance Management

Trigger Based Email Deployment

Lead Scoring

Lead Routing

Does Anyone See a Challenge Here?

Classic Marketing Automation “Fails”

• Too expensive

• Did not fully utilize

• Was not implemented correctly

• Did not address our true business needs / Missing features

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Who is D&B / The Marketing Challenge

• Information Services - commercial database contains over 200 Million records (D-U-N-S Number)

• D&B data is used to provide solutions in 3 key areas:– Credit Risk Management– Sales and Marketing– Supply Risk Management

• Large inside and field sales team, hundreds of products and thousands of customers

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Best Practice Number #1: The Power of Focusing on the Business Imperative

• Replant yourself in your corporate goals

• In the Canadian Inside sales business – had a retention challenge

• Knew we needed to leverage 1:1 automated communications to remind both customers and sales people as their contracts were approaching renewal!

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Compliance

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Lead Nurturing

SegmentationForms

Hypersites

Closed Loop Reporting

Subscription List Management

Data Hygiene

Event Management

Website Statistics and Analytics

Revenue Performance Management

Trigger Based Email Deployment

Lead Scoring

Lead Routing

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ResultsRetention Rates Over Time

• We saw a 10% increase in retention rates since starting the program

Best Practice #2: The Power of Identifying the right program BEFORE You Automate it

• It takes a lot of resources to automate

• Run a Focus Group to Identify What Works! (insight)

• Study the top performers

• Ask how can do duplicate this on a mass scale? Where does marketing automation FIT in to what we need to accomplish?

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Leverage Existing Content Assets – Don’t Reinvent the Wheel

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Leverage Existing Content Assets – Don’t Reinvent the Wheel

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Think Linear – Its Easier that Way

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webinar webinar webinar

whitepaper whitepaper whitepaper

videovideovideo

Credit Risk Marketing SupplyAll Products w/ ups-ell and

cross- sell combined

Best Practice #3: The Power of Mass Adoption with your Programs

“You can give sales the best leads in the world but if they don’t believe they are or don’t know they exist then they will not be called”

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Load your Program up with the Contacts Sales Has Vetted

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Grow and Clean your Contact List with 3rd Party Contact Data

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13,588contacts

21,297contacts

Before 3rd Party Data After 3rd Party Data Append

Sales Team 1

Sales Team 2 13,816contacts

20,933contacts

Best Practice #4: The Power of Waiting Patiently for the “Lift”

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• Teams w/ the program experienced a lift between 5 - 10% in new business pipeline

• Sample of Lift you can expect

Measurement Difference vs. Control

Pipeline Value + 15%

Number of Opportunities + 7%

Average Opportunity Size + 23%

Opportunities Won +9%

Closing Thoughts / Call to Action

• Remember the Best Practices: Focus, Automate what works, Adoption, Be Patient for the lift

• While activity will be quick - ROI will take longer than you think. Budget 12 months+

• Configuring your marketing automation software is only half of the work, the rest is planning, preparation and adoption.

• Be as hands-on yourself as possible!

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Questions?

Jeffrey YeeConsultant, Eloqua Jeffrey.yee@eloqua.comLinkedIn: jeffreyspenceryee

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