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Powering the Nurture Dialog: Automating Marketing Programs in a Closed-Loop Environment. Will Schnabel VP, Business Development and Alliances, Silverpop Email: [email protected] Twitter : @ wschnabel. Agenda. Understanding Marketing Automation - PowerPoint PPT Presentation
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Powering the Nurture Dialog:Automating Marketing Programs in a Closed-Loop Environment
Will SchnabelVP, Business Development and Alliances, SilverpopEmail: [email protected] Twitter: @wschnabel
Agenda
• Understanding Marketing Automation• Key Steps to Utilizing Marketing
Automation• Example Case Studies
• Solutions for B2B and B2C Marketers
• 2000+ customers across 38 countries
• Marketing Automation + Email Marketing
• Software-as-a-Service
• CRM and Web Analytics Integration
Silverpop
The Value of Nurturing!
• Nurture campaigns have 2X the Open Rates and 3X the Click-Through-Rates at of one-off emails
• 23% shorter deal times for nurtured than non-nurtured leads
• Higher win ratios for prospects touched 3-4 times per month by marketing nurture campaigns.
• 47% higher order value from closed sales that were nurtured versus sales that were not
Source: Aberdeen, Sirius Decisions, and Silverpop Research
Web Integration &Inbound Lead Capture
Multi-Channel Communications
Campaign (Nurture)Automation
Lead Scoring& Management
Sales Integration
Revenue Reporting& Analysis
CentralizedMarketingDatabase
Marketing Automation Capabilities
Consolidated Lead Data
• Flexible Structure• Consolidated Leads• Initial Scrub• Appending• Data Ownership
Marketing Database
Webpage and Lead Capture
• Integrated landing pages/ web-form building
• Pre-Populated Forms
• Dynamic Content
• Leads captured directly into Marketing Database
• Auto De-duplication / Cleansing
Progressive profiling – Dating
Source: MarketingSherpa and KnowledgeStorm, “Connecting Through Content"
1st contact
2nd/3rd contact
later contact + behavioral
Progressive profiling - collection
1. Basic Lead Form 2. Returning Leads –
Pre Populate
3. Returning Leads – Pre-Populate – Gather More
4. Returning leads – Personalize – Pre-Populate – Progressively Gather More
Website Tracking of Prospect Activity
• Individual Tracking vs. Aggregate
• Web behavior allows relevant and targeted messaging
• Sales AlertingMarketing Database
Integrated Multi-Channel Campaigns
Marketing Database
Mobile/SMS
Dynamic Landing Pages
Share-to-Social
DM with PURLs
TeleQualification
Email = Top B2B tactic
• 89% of B2B marketers use email.
• Email is the number-one outbound B2B marketing tactic used today.
Source: Forrester Marketing Forum 2010 presentation
• Inbox Preview– What does your message look like
• Spam Assassin– SPAM scoring
• Inbox Monitoring– % Delivered to actual inbox
• Reputation & Authentication– IP Segmentation
Deliverability
Dolla
rs G
enera
ted p
er
Month
(in t
housa
nds)
NB: Metrics and salary costs are based on a Forrester executive survey. Based on 2.8 million pieces of email per month, CPM ranges grow with program complexity, assuming $39 AOV and 40% product margin.
No Targeting Website Analytics Targeted Social Targeting0
200
400
600
800
1000
$159
$540
$664
$840
$40
$185$239
$306
Monthly Revenue
Source: Q1 2009 Global Email Marketing And On-Site Targeting Online Survey
Relevancy Delivers
Share to Social
#1 Insert Social Network Link in Email
#2 Clicking link takes recipients to social network to complete sharing process
#3 All the recipients friend will now benotified via Facebook of the share!
Send Time Optimization
75% increase in revenue
2X conversion rate
30% increase in number of orders per program
50% increase in open rates
22% lift in conversion rates
Scoring Leads
SalesTarget
Interest in Your Product/Services
RightFit
Highly Engag
ed
Hot Target
HighLow
Low Fit
High Fit
41
The Lead Puzzle
Download a Whitepaper
5000Employees
VP Sales
$100MCompany
EvaluatingSolutions
Has2009
Budget
NeedsFit
Solution
Visited Website Last
Week
41
Demographic
BANT
Activity
Integrated Lead Scoring
A; 600
B; 2000
C; 2500D; 6500
Lead Breakdown
Rank Leads by Score– Identifies buying phase
Explicit Data• Demographic & BANT• Self reported and 3rd party
Implicit Activity • Recency & Frequency of
activities• Key Online Behaviors• Digital Footprints
Email Nurturing
Drip Campaigns
Registration
Day 0
eBookDelivered
Immediate
Link toDemo
Day 2
On-DemandWebinar
Day 4
Sales Intro
Day 7
Personalize/Nurture Campaigns
• Personalized from Salesperson• Response to a Web Visit
• Triggered Response- No Action
Process Metrics Campaign reports Email reports Custom reports
Management Reports Marketing ROI Revenue Pipeline
Reporting and Analytics
Revenue Reporting
52%
9%2%
7%
9%
22%
New Sales by Offer/Campaign
Tips & Tricks
Online Demo
Webinar A
Whitepaper B
B2B Event
Subscribe
41%
7%
1%
5%7%
16%
22%
New Sales by Source
Corp Blog
Analyst Blog
Marketing Profs Email
Dreamforce
Sales Prospect-ing
CienaGlobal communications systems provider
Business Challenges• Inability to send timely, personalized, and relevant communications
• Lack of ability to score leads was delaying follow-up
• Existing database and marketing platform was difficult to use and manage
Overview of Solution/Benefits• Replacing outsourced database led to a 10K monthly cost savings
• 40% of MQL can be tracked back to one of Ciena’s cultivation campaigns
• Full integration with global CRM system (Salesforce.com)
• Lead Generation went from delivering <10% of pipeline to over 40%
“Overall, our sales team has a better understanding of marketing and is in tune with marketing programs as well as follow up activities. This has led to further collaboration between Ciena sales and marketing teams, including working with sales to create nurture campaigns for cross-sell and up sell opportunities.”
Daniela
Szymczak Marketing
Cultivation Manager
Ciena
• Large portfolio of product offerings, ranging from beverages to fresh and prepackaged food.
• Large enterprise sales team personally delivering new-product updates to business clients and collecting orders
• Needed a cost-effective way to:• stay in closer touch with customers• shorten existing sales cycle & increase overall
customer value.• Need to increase frequency of customer contacts
while maintaining relevance• Communicate the details on a full range of
products based upon business customers’ preferences
Case Study: H.J. Heinz
CRM vs. Marketing Automation
Functionality CRM Email Marketing Automation
Single Emails No Yes Yes
Email Deliverability No Yes Yes
Dynamic Nurturing Campaigns No No Yes
Behavioral Lead Scoring No No Yes
Dynamic Content/Messaging No Yes Yes
A/B and Multivariate testing No Limited Yes
Activity Tracking and Web Analytics No No Yes
Integrated Web-forms and Landing Pages
Limited Limited Yes
Progressive Profiling No No Yes
Automatic De-duplication No No Yes
Activity and ROI Reporting Incomplete No Yes
CRM vs Email vs MA
BusinessValue
Marketing Automation Sophistication
Increasing Capabilities and Business Benefit
Level 1 Level 2 Level 3 Level 4
I
II
III
IVV
Level 5
Marketing Automation Maturity
Measure Success
• Increased No. of New Leads Generated through existing demand gen activities
• Increased No. of qualified leads sent to sales
• Improved Sales Close Rates
• Reduced Cost per Sale
Summary
• Dialog Marketing = Nurturing
• Lead nurturing accelerates sales opportunities
• Marketing Automation can scale the dialog
• There is high ROI and Benefits
Thank you!
• E-mail: [email protected]• Twitter: @wschnabel• Resources:
www.silverpop.com/auwww.slideshare.net/Silverpop