Getting Started With Marketing Automation

Getting Started with Marketing AutomationSeptember 10th, 2015

Rob Gurley, Content Strategist/Technologist

Agenda• What is Marketing Automation?

• Why Should you Care?

• What to look for in a Marketing Automation Platform

• Designing Programs for Marketing/Sales Alignment

• Using automation to as a Content Marketing Multiplier

• Centerline’s Content Strategist / Technologist

• Marketing Automation and CRM Expert

• Marketing from a “Revenue” Perspective

Who is Rob Gurley?

“The business enterprise has two - and only two - basic functions... Marketing and innovation produce results; all the rest are costs.” - Peter Drucker

and you don’t want to be left behind

Marketing Automation is Powering Change

64%

Leads

64% of companies use Marketing Automation to improve

their lead generation

78%

Budget

78% of companies allocate at least 10% of their marketing budgets for

automation

67%

Sales

99%

67.5% of companies have some or all of their salespeople

trained on their marketing automation platform

Only 1% of companies using marketing automation

abandon their automation plans within 2 years

Satisfaction

Stats from EG Innovations

http://www.slideshare.net/hschulze/marketing-automation-trends-2014

Marketing spending is going up but without the ability to measure results

Marketing is in Transition

39% say their company collects data too infrequently, or too inconsistently

57% are not basing their marketing budgets on any ROI analysis

22% say “brand awareness” is their ONLY

measurement to prioritize marketing spend

91% of Marketing Executives believe that “successful brands” use data to drive marketing decisions… but…

77% are unsure how to get digital marketing and traditional marketing to work together

What is Marketing Automation?

…technology used to track, prioritize, and analyze leads, customers, and accounts

…platforms for rapid development, testing, and implementation of content programs

…the ability to continue conversations across marketing channels, and to hand off those relationships to sales teams

Marketing automation is here to stay. Companies have always collected data about their customers and their target markets, and automation platforms allow them to use that data in a responsible and consumer-friendly way.

Marketing Automation is…

Marketing Automation is…

Hubspot and Infusionsoft are the most popular platforms for small and mid-sized businesses

Marketo, Eloqua, and Pardot are the three leaders in the enterprise space

Platforms by Market Share

What is Marketing Automation not?

Spam.Marketing automation platforms are actually designed to prevent spam by making it easier to send customers relevant and personalized content, and by managing subscriptions and opt-in status.

Marketing Automation is not…

Intelligent.Marketing Automation is not about removing the human element from marketing. It isn't a substitute for content planning and strategy, and it isn't a replacement for customer engagement through social media and other channels. Marketing automation can bring different channels together, and can allow a company to target its content more carefully, but there is still a marketing need for creating good content and determining which audiences need to see/consume it.


Easy.Marketing automation is not a "set it and forget it" initiative for a company to take. It isn't a piece of software that you simply install and keep in the background, but rather an entire series of process changes, workflow changes, and organizational training that makes it effective.


Why Should YOU Care?

• Marketers are measured on results• Results are evaluated against other channels

(including outbound)• Your company has a finite marketing budget.

Don’t you want to use that budget effectively?

Marketing should be Accountable

• Better reporting = better forecasts, more competitive sales and marketing

• Most companies KNOW they need automation, but don’t know how to implement

• Marketing automation is making breakthroughs into industries that were previously “un-automated”

Marketing Automation is Strategic

“Value Added” for Every Phase of Content Marketing

RESEARCH Connect qualitative research with quantitative insights. Does VoC research reflect actual user behavior from marketing automation testing?

PLANNING Prioritize marketing efforts based on ROI of previous campaigns, sales goals (leads, etc.), and content re-use possibilities

CREATION Allow dynamic personalization of content for each known user. Create templates and massively scalable programs.

DISTRIBUTION Build long-term nurture programs, scoring-dependent content paths, customer engagement campaigns, and meld offline/online channels

REPORTING What works? Provide the insights that marketing teams need to justify their investment and make smarter decisions in the future.

Anatomy of aMarketing Automation Platform

“Normal people believe that if it ain’t broke, don’t fix it. Engineers believe that if it ain’t broke, it doesn’t have enough features yet.” - Scott Adams

Feature Rich, Training Poor

• MOST marketing automation instances are massively underutilized

• Only the “high performer” marketing automation clients use features like web triggers, APIs, complex workflows, etc.

• To get the most out of marketing automation investment, marketing teams need to adopt processes... not just technologies.

Common features of M.A Platforms

SINGLE DASHBOARD

“One Stop Shop” for Marketing

• Marketing teams can create, manage, and analyze their marketing programs from a single dashboard.

• Comprehensive platforms should tie together offline and online marketing channels - so reports put the performance of digital marketing assets into the appropriate context.

• Marketing automation shares a database with CRM systems - so marketers don’t need to switch back and forth to manage lead scoring, nurture programs, etc.

EMAIL AUTOMATION

The Most Used Marketing Automation Feature

• Transactional emails are sent automatically when a visitor takes an action. (Order confirmation, white paper fulfillment, etc.)

• Batch emails are one-time emails sent to a large segment of the database. (Newsletters, announcements, promotional emails)

• Nurture emails are sent at time intervals - guiding leads and customers through a customized content experience, and keeping them interested in a company over a long period of time.

Marketing automation can also improve CAN-SPAM compliance and compliance with European Opt-In laws

TRIGGER

CAMPAIGN MANAGEMENT

Registration Landing Page

Registration Thank-You Page

YES NOSales AlertTarget

Account?

Pre-Show Reminder Email

Email to Existing Prospects

Email to Customers Social Media Posting

Sponsored Third-Party Content

Marketing Qualified?

YES

NO

Raffle Invitation

Marketing automation systems provide a visual representation of the way that every asset and campaign ties together to form a cohesive marketing

effort. Instead of planning your marketing one landing page at a time, you can build and unleash complete programs - saving the templates for those

programs to create variants on them in the future.

REPORTING

Marketing Automation: MQL percentage, Net New Leads,

Recycled Rate, Program Performance Reports

CRM: Customer Retention Rate, Marketing-sourced up-sells,

customer satisfaction ratings

CRM: Length of Sales Cycle, Close Rates, Total value of the marketing-

sourced pipeline

Anonymous Audience

Marketing Lead

Sales Lead

Customer

Web Analytics: General audience interest (search terms, landing

pages) and traffic statistics

FORECASTING

New Names MQLs Pipeline Value $ Won

TRADESHOW

WEBINAR

CONTENT

AD CAMPAIGN 1

AD CAMPAIGN 2

525

48

117

65

12

110

40

48

22

2

$48,000

$91,000

$35,000

$4,000

$0

$22,000

$85,000

$0

$2,500

$0

Unlike web analytics, marketing automation can pull data from CRM systems to associate dollar values with different customer

and lead actions.

In this example, a marketer that only measured new names might think the Tradeshow was very succesful… despite its lower ROI

than the cheaper and more targeted Webinar program.

Marketing Automation makes it possible to

measure engagement across multiple

channels, and multiple leads - all leading to

the same eventual opportunity.

Marketing gets credit for their role in influencing a deal - with a

percentage of that deal credited to each marketing program that

influenced a key decision maker in the relevant account

MEASURING INFLUENCE

LEAD SCORING

Job Title [contains] “KEYWORD”

Lead Registered for Product Demo

Lead Viewed 5+ Web Pages in 24 Hours

Email Address [ends with] @gmail.com

+3

+10+2

-4

Lead scoring is a critical part of marketing automation. Not all leads are “qualified” targets for a company’s sales team - and accurate lead scoring

can reduce the friction between marketing and sales departments… while also narrowing the focus of a marketing team’s lead generation efforts.

The Revenue Cycle

• The fundamental component of a marketing automation engine

• A linear path that individuals follow to become qualified leads, and eventually customers

• Provides a series of measurable stage transitions to gauge the success of programs, and the suitability of leads for sales

What is a Revenue Cycle Model?

Influence

Measure

Awareness Friend Name Engaged MQL SAL CustomerOPP

RecycledWeb content, Syndicated content, Regional targeting w/ IP address

Site-wide traffic data, landing page reports, display ad impressions

TextText

AWARENESS


RecycledIncremental increases in lead scores, consumption of non-gated content

Move from “Aware/New” to “Friend” based on scoring threshold. Product specific scores to infer interest category

TextText

FRIEND

Influence

Measure

Forms on gated content, registration pages, webinars, list brokerages, targeted email marketing

Associate net new leads w/ acquisition programs, net new accounts, market penetration in industry/vertical

TextText

NEW NAME

Influence

Measure


Recycled

Content based on demographics, interests, associate activities w/ browser sessions to track “touches”

Trigger move between “Name” and “Engaged” based on interactions. Pricing page? +10. Employment Page? -30.

TextText

ENGAGED

Influence

Measure


Recycled

Prepare for sales handoff. Collect additional information w/ third party sources, attach information about interests and activities

MQLs are most important measurement for most teams. Lower/Raise scoring threshold based on feedback

TextText

MARKETING QUALIFIED LEAD

Influence

Measure


Recycled

Sales-enablement tools: Emails, Selectable nurture programs, etc.

Time to first touch, length of sales cycle, send alerts to sales reps/managers on SLA violations

TextText

SALES ACCEPTED LEAD

Influence

Measure


Recycled

Usually none - focus interactions on contacts that aren’t directly associated w/ opportunity, but in same account

Pipeline value - first touch and multi-touch pipeline

TextText

OPPORTUNITY

Influence

Measure


Recycled

Throw back into content flow, light retargeting, focus on buying process stage

Recycled lead % reactivated, change scoring threshold for consecutive reactivations

TextText

RECYCLED

Influence

Measure


Recycled

Onboarding programs, up-selling, alerting customer service on inactivity

Customer engagement, “listening” for changes to key contacts’ job titles, etc., to proactively protect contract

TextText

CUSTOMER

Influence

Measure


Recycled

c

TRAFFIC Clicks, Views, Visits, Embeds

SHARE OF VOICE Likes, Retweets, Comments, Cross-links, Fans

LEAD GENERATION # New Names, # Re-activated Names

LEAD QUALITY MQL %, Sales Acceptance Rate, Disqualification Rate

SALES READINESS Likes, Retweets, Comments, Cross-links, Fans

PIPELINE GROWTH Total Program-Sourced Pipeline, Pipeline x Likelihood of Close

Anonymous

Known

ROI Close Rate, Avg. Deal Size, Program-Sourced Revenue, Program-Influenced Revenue, Revenue Expected per MQL, Program ROI

REVENUE-CYCLE MODEL

Increasing Content Volume

• Making content easier to create allows companies to create agile content - responding to current trending topics, events, new products.

• More content doesn’t mean each lead sees more content - it creates “options” so leads aren’t all receiving the same content track

• Increasing content quantity allows better segmentation, reduced reliance on generic content as “quick” alternative to in-depth research

More = Better?

Reducing Complexity• Digital marketing used to require two disparate

groups of skills. Marketers needed a technical background and the ability to create engaging content.

• Most marketers are reliant on IT support, or on specialists within their organizations to launch digital programs

• Agile content marketing is impossible when people in different departments have to “touch” every campaign to launch, measure, and approve it.

Template-Based Content• Marketing automation gives marketers

complete control of visual editors, templates, and other simple tools to create and manage content.

• Emails, landing pages, and other programs can be created with the click of a button, and sent from the same dashboard.

• By keeping the entire content creation / implementation process within the marketing department, and off of the main website, marketers can create content quickly and can triple their content output.

Increasing Content Relevance

• 23% of email performance is explainable

by the size of the total audience for that

message

• “Triggered” emails perform 8X better

than “Batch” emails

Smaller Segments = Better Performance

Newsletter Program

IF Industry = a THEN send email 1

IF Industry = b THEN send email 2

IF Industry = c then SEND email 3

IF Industry = (null) then SEND email 1

Email 1

Email 2

Email 3

“Loose” Segmentation

Newsletter Program Generate Section 1

IF Industry = a THEN use section

1A

IF Industry = b THEN use section

1B

IF Industry = c THEN use section

1C

IF Industry = d THEN use section

1D

IF Job Title = a THEN use section

2A

IF Job Title = b THEN use section

2B

IF Job Title = c THEN use section

2C

IF Job Title = d THEN use section

2D

IF Budget = a THEN use section

1A

IF Budget = b THEN use section

1B

IF Budget = c THEN use section

1C

IF Budget = d THEN use section

1D

Generate Section 2 Generate Section 3

“Tight” Segmentation

Email 1A2C3B4A Email 1C2C3A4B Email 1B2D3A4D Email 1D2B3D4A

Tight Segmentation = More Relevant Content

Conclusion

• Marketing Automation is a key component of modern B2B and B2C marketing

• Your department can benefit by incorporating automation, analytics, and technology

• Marketing Automation can reduce marketing/sales friction and overcome key objections to content strategy plans

• This will take organizational change to be successful. Marketing Automation requires changes to your marketing, sales, and reporting process - and a massive amount of internal buy-in for the best results.

Key Takeaways:

Thank you!

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Questions? Email me at [email protected]

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