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Act-On Software, Inc.
Cutting Through the Marketing
Automation Hype
June 22, 2011
Agenda
• Why Marketing Automation is Getting So Much Hype
Paul Mosenson, President – NuSpark Marketing
• The Marketing Automation Reality
David Appelbaum, CMO – Act-On Software
• Demystifying Marketing Automation via Act-On‟s
Marketing Platform
Greg Wright, Technology Specialist
• Summary and Q&A
Poll Questions
1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
About Act-On
• Founded in 2006
• Over 300+ Customers in All Verticals/Geographies
• Cloud-based Integrated Marketing Platform
− Built for the Fortune 5,000,000
− Easy-to-Use and Affordable
− World-Class E-mail Marketing Core and Deliverability
− Integrated Web Analytics, Forms, Landing Pages, Drip
Programs, Lead Scoring, CRM Integration…
About NuSpark Marketing
• eMarketing Firm focusing on lead generation, lead management, content marketing
• Founded in 2010; Team members average 20 years of experience
• Philadelphia based; virtual team of experts
• Provides the process, content and consultation for firms that implement marketing automation
Poll Results
1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
Agenda
• Why Marketing Automation is Getting So
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
Today, Business Outcome Mentality
Occupies the Executive Suite
Revenue and bookings are all that matter:
• “Will we meet the numbers for this quarter?”
• “How does the sales pipeline look for next quarter?”
• “What do we need to do to make sure we meet the
numbers this quarter?”
• “What is marketing‟s contribution and cost?”
- Source: Forrester Research, April 2010
Marketing Sales
Focus Generating Leads Selling
Org. Visibility Low Visibility Highly Visibility
Contribution Difficult to Judge Easily Judged
Measure Lead Volume & Brand Closed Deals & Revenue Quota
Lead Generation
Deals
But Marketers Still Focusing on More
Leads Causing a Marketing-Sales Divide
Sales and Marketing are Misaligned
Of Leads and Losses
• Only 20% of leads are followed up on
• 70% of leads disqualified due to budget, timing, etc
• 80% of “bad leads” go on to buy within 24 months
• 73% companies no process for re-qualifying leads
• 80% of sales occur after the 5th contact
- Source: Sirius Decisions
And Furthermore…
" … on average 16% of total leads deemed
'sales-ready' opportunities actually close.
The difference between a successful
company and a mediocre company lies in
how the remaining 84% of already qualified
opportunities are handled. “
- Source: Aberdeen Research
The Problem
Marketing Automation
Value Proposition
• Improves overall quality of leads passed on to sales
• Optimizes profitability of various lead sources
• Measures marketing performance more effectively
• Automates lead nurture activities turning less mature
leads into sales opportunities
• Increases visibility into overall lead pipeline
B2B Buyer Behavior
• There are fewer active buying cycles
• Buying cycles are longer
• Smaller % of buyers are in active cycles at any one time
Marketing Automation listens for buying signals being
sent by potential buyers as they interact with content:
Scores them based on their propensity to be in an
active-buying mode
Sends those who are deemed worthy of sales to the
appropriate salesperson
B2B Buyer Behavior
• More stakeholders are involved in buying decisions.
• More people affect the purchase decision.
Marketing needs to deliver information that explains
Offerings and business outcomes as they relate
to each influencer. Marketing Automation
manages this level of detail.
The Answer
Marketing Automation Figures
• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy
- Aberdeen Group - “Marketing Automation 101:
Ensuring Early Success with the Basics; Maturing Your
Deployment for long‐term ROI” June 2010
Lead Scoring Figures
Companies with Marketing Automation
•107% better lead conversion rate
•40% greater average deal size
•20% higher team attainment of quota
•17% better forecast accuracy
Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long‐term ROI” June 2010
In Summary: Why
Marketing Automation?
• Shorter Response Times: Campaigns are much faster to design,
roll out and measure
• Metrics Management: Marketing Automation gives better metrics
on campaign performance and options for improvement
• More Leads: Sales will receive more qualified leads with more
information about each lead
• Better Qualified: Rather than sending a segmented list of leads
to sales, they can now get prioritized leads sorted by lead score
• One Big Happy Family: Alignment between Marketing and Sales
departments by increasing communication and transparency
between them
Agenda
• Why Marketing Automation is Getting so
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
Act-On Survey Says
0
100
200
300
400
500
600
700
800
900
1000
Consistently shows significant lag in
through-the-funnel program adoption despite
widely recommended best practices
Now Back to Reality…
• “…B2B world slow to embrace marketing automation..analysts
estimating less than10% of companies currently utilize the
technology.” – Marketing Sherpa
• “We believe less than 25% of those who have marketing
automation are taking full advantage of the system’s
functionality. – John Neeson, Sirius-Decisions
• “If an organization automates partially or poorly, results can raise more
questions than answers. This puts the marketing organization at
greater risk for questions about competency and leadership.”
– BuyLine Research, Marketing’s World of Hurt
• “If marketing automation requires that you run 50 marketing
campaigns, you should have 50 highly optimized landing pages.
Who‟s going to manage all of that?” – Chris Selland, Selland Capital
• Marketing Sherpa has said that lead data goes bad at a rate of 2.1% a
month, while a recent study from IDC found over 50% of leads in
average B2B contact database are obsolete.
• “Majority of marketers – 8 in10 – are now using social
media to hear what customers are saying online.”
• “Only 36% have formal system for using social media, in
contrast to 44% who have a mainly informal system.”
• “Just 5% of B2B organizations have a formal, systematic
marketing training program; in 75% of companies, the
only way that marketers learn is through trial and error.”
• “81% of organizations spend less than $1,000 per year
on marketing training and 36% spend nothing at all.”
Now Back to Reality…
- Canadian Marketing Association Research
Introducing The Act-On
Integrated Marketing Platform
The Act-On Approach
Core Platform‟s Roots Based on Responsys
3rd Generation SaaS platform architecture
10X the performance
1/10th the cost
Demystifying Marketing Automation
Start simple. Automate processes at your own pace
InstantOn™ database simplifies implementation
and management
Integrated web analytics, forms, landing pages,
drip programs, lead scoring, CRM integration…
Over 300 Customers
Act-On Automation Benefits
• Built for the Marketer – Ease of use
Full compliment of intuitive design and layout tools
Full spectrum of analytics/metrics for all marketing tasks and campaigns
• Installs in a matter of days – Productive in a matter of hours
No tedious training sessions, no process re-engineering, little to no IT
support, no 3rd party service contracts required
Instant-On Database eliminates need for dedicated database
management or IT support
• Best in class email deliverability
• Dedicated Success Manager
Agenda
• Why Marketing Automation is Getting so
Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
Act-On‟s Marketing Platform
• Summary and Q&A
Is Marketing Automation
Right for You?
Company/Lead
• How long is your buying process?
• What is your average CPL? Do you have a way to track it?
• What is your average campaign conversions? Do you have
a way to track it?
• Do you have „plenty‟ of content for campaigns?
• Do all your leads get sent directly to sales? Or do you
further quality; segment out what get‟s sent?
• Does your sales team „complain‟ about the quality of leads?
• Are you concerned of the # of leads not being followed-up
on appropriately or disqualified quickly?
Is Marketing Automation
Right for You? (Continued)
Process
• Does your organization use a CRM system?
• Does your organization already use any of these or
combination of these tools: email marketing, website
tracking, social media monitoring; webinar platform?
Costs/Resources
• How many resources (vendors & internal) are you relying
on to get a campaign launched/managed?
• Have you been asked to cut-down costs?
• Do you have a dedicated IT resource? HTML or designer
resource?
Taking Your Lead Generation
to the Next Level
Offerings from NuSpark Marketing
Gold Lead Management Package:
• Free Assessments: branding, audience analysis, media strategy,
search engine strategy, SEO strategy, social media strategy,
website/landing page review, content assets, lead capture strategy,
lead nurturing, analytics: Value $7,500.
• Management Services: Digital media, traditional media, SEO, social
media, content planning, blogging, marketing automation, lead
scoring, analytics: 50% off
• Content Services: Two 4-page white papers, One 4-page case study,
Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
(for lead capture), email template design and copy: 50% off
Monthly cost: $4,000
Taking Your Lead Generation
to the Next Level (Cont.)
Offerings from NuSpark Marketing
Silver Marketing Automation Package:
• Free Assessments: Audience analysis, lead capture strategy, content
assets, lead nurturing strategy: Value $2,250
• Management services: Content planning, marketing automation, lead
scoring, analytics: 50% off
• Content services: Two 4-page white papers, One 4-page case study,
Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
(for lead capture), email template design and copy: 50% off
Monthly cost: $3,000
Ready to Learn More?
Presenters:
Paul Mosenson, President – NuSpark Marketing:
David Appelbaum, CMO – Act-On Software:
Automated Follow-Up:
Within 24 Hours you will receive an email to request webinar
slides or recording, product info, pricing and more
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
