©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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