5 Ways to Amp Up Your Marketing Automation Roi

5 Ways to Amp Up YourMarketing Automation ROIFeb. 26 2016

Featuring Craig Jordan of Recruit Loop and SaaScend

Introductions

Craig Jordan (RecruitLoop)@craigrjordan

Stacey Cogswell (Nuvem)@stay_sea

Stephanie Gaughen (Nuvem)@sgaughen

©Nuvem Consulting 2016 | @nuvemconsulting

AgendaIntroduction to marketing automation ROI

5 Ways to Amp Up Your Marketing Automation ROI

1. Clean your (data) house

2. Build and sustain a great audience

3. Go beyond basic email blasts

4. Leverage a sales enablement strategy

5. Create actionable reports

Q&A (10 minutes + Q&A throughout)


Quantitative and Qualitative ROIQuantitative● Cost savings

● Profit

Qualitative● Improved morale

● Attracting better talent

● Consistent legal compliance


Increasing Marketing ROI is a Top Priority Among B2B Marketers


State of marketing automation ROI

Many companies are still only scratching the surface of what their marketing automation system can do, and as a result, delay their ROI.


POLL

What is your biggest limitation in running a fully amped marketing automation program?

1. Not sure where to begin2. Building a database of great leads3. Alignment of sales and marketing (sales enablement)4. Going beyond basic email blasts (winner with 50+%)5. Creating actionable reports


Where do we start?


1. Clean your (data) house


Current state of our data

Source: data.com

90% incomplete

15%+ duplicate

20% useless

74% needs updates

21% dead


Data impacts our ability to automate Data must be standardized among integrated systems

1. Complete

2. Accurate

3. Organized

4. Meaningful

5. Common language


Conducting a basic data auditTip: export an Excel doc of all your Leads and Contacts

and scan the fields for standardization

a. Are there inconsistencies in data entry?

b. What is the completeness of critical fields?

c. Do you have the right custom fields?


Q&A Break


2. Build and sustain a great audience


Create persona profiles


Audience conversion tips


Q&A Break


3. Leverage a sales enablement strategy

People, processes and technologies that improve the performance and productivity of the sales organization.


1. Do you fully understand your sales process?

2. Is your current sales process working?

3. What resources would help your team close deals?

4. What makes a great lead?

Sales enablement process



1. Automated lead assignment

2. Activity notifications

3. Accessible sales collateral

4. Lead prioritization

Sales enablement tools


Q&A Break


4. Go beyond basic email blast

1. Dynamic Lists

2. Custom Lead Scoring

3. Progressive Profiling

4. Dynamic Content

5. Drip Campaigns

6. Automation Rules / Workflows


Custom Lead Scoring and Grading - Pardot


Q&A Break


5. Create actionable reports

★Right data★Right time★Right person


Leveraging CRM reporting

1. Multi-touch attribution

2. Multi-level reporting

3. Measure the complete marketing effort

4. Customizable for different stakeholders


Use reports to improve; repeat, repeat


Final Q&AContact Information

Stephanie [email protected]@sgaughen

Free consultation: http://info.nuvemconsulting.com/strategy-session

Craig [email protected]@craigrjordan
