Stan & Stacy Marketing Automation Training in 1 dag

2015 All rights reserved.

02

Marketing Automation TrainingGenerate Valuable Leads, Convert Them To Revenue, Prove Marketing ROI

“Mastering the Buyer Journey”


Marketing Automation Training

Aldo Wink is Digital Marketing strategist and supports companies with demand generation and marketing automation implementations

Meet the trainer

04

Training Modules

Marketing Automation Buyer Persona’s Lead Management

Introduction

Campaign Management Marketing Automation in Action (Demo)

Implementation Best Practices

Campaign (Marketing Automation) Team

Business Case

1. 2. 3.

4. 5. 6.


By Stan & StacyMarketing Automation Agency from Amsterdam

Buyer Persona development

Inbound Marketing for demand generation

Content for lead nurturing

Campaign development

Marketing Automation implementation

Marketing ROI (Reporting & Optimization)

Support and Training

Generate leads

Drive salesOptimizeCampaign

06

But first: Why use Marketing Automation?

‘Buy’ becomes more important than ‘sell’

Information overflow

Customers don’t think in channels

Marketing ROI is very important


Marketing has changed fundamentaly

In 2010 a prospect checks Google on average 5x when purchesing, in 2014 this increased already to 12x

75% of the Buyers Journey is completed before contacting a supplier

MarketingSherpa survey: within an average size company already 7 people are involved in the Buying proces.

08

Marketing Automation

Buyers have touched your website, read your social media updates and checked you online before you

know it



80% of all B2B-customers say: “I found my supplier by myself”

(and not the other way around)

10


“Today it is not about reaching out more and more.

It’s about being standing out by being meaningful and relevant”



Marketing Automation is about increasing the Customer Lifetime Value… for both sides.

12

Changing Buyer LandscapePre-sale engagement has changed dramatically:

Buyers used to have very limited information.

Now they have more than they can even use.

If you don’t want your marketing message to get ignored, it needs to be more targeted and personal then ever before.

Nurturing leads with relevant content is now a requirement

“The average sales cycle has increased 22% over the past 5 years due to more

decision makers being involved in the buying process”

- SiriusDecisions



“By 2020 about 85% of all communications between customers and companies takes place without human

contact”

14



Most Important Objectives for Marketing Automation% of marketing, sales and business professionals from around the world

Improve performance measurement

Improve marketing productivity

Increase sales revenue

Increase lead generation

Improve lead nurturing

Improve lead quality

Improve marketing-sales alignment

Reduce sales cycle

23%

16%

26%

36%

41%

42%

44%

45%

July 2014

Source: Ascend2 / Research Partners

16

Marketing Automation Results

10%

Omzetstijging van 10% na 6 tot 9 maanden

Stijging tot 30% van het aantal gekwalificeerde leads voor sales (SQL’s)

30%

Stijging van 400% van het aantal

marketinggekwalificeerde leads (MQL’s)

400%

Ruim 50% hogere conversie van lead naar

klant.

50%


Mastering the Buyers Journey

NEW CUSTOMERS GROWING CUSTOMERS

Strangers Promoters Advocates

WHYwe solve

HOWwe solve

WHATwe solve

MEANINGFUL

Awareness Consideration Buying Impress Enthuse Advocate

Call-to-action Call-to-action Call-to-action Call-to-action Call-to-action

LEAD NURTURING + SCORING

MARKETING AUTOMATION

CustomersLeadsVisitors

TREND REPORTS

BLOGSCASE STUDIES

VIDEOS

PRODUCTFEATURES

CHECKLIST

REVIEWS

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Marketing Automation Vendors


Module 1Marketing Automation Basics

Buyer Profile

Webanalytics

Lead Capturing

Lead Scoring

List Management

LeadNurturing

CRMIntegration

OnlineMarketing

20


Marketing automation is a strategy and a platform to automate multi-channel marketing tasks to support Buyers in their Journey which is about questions and

answers!

Marketing Automation is about helping and educating buyers in their journey, so they are tempted to become

new customers.



Marketing Automation refers to the proces of using a single platform (1st) tracking leads, (2nd) automating personal marketing activities, and (3rd) being able to

produce full closed-loop reports

22

Marketing Automation is the foundation forPremium content assets like:

Blogs

Newsletter

Video

Infographics

Whitepapers

Research reports

Surveys

ROI calculators

How to guides

Buyers guides

e-Books


Benefits and Results of Marketing Automation Marketers that have adopted MA say the main benefts of Marketing Automation are:

Taking repetitive tasks out of marketer’s hands, allowing focus on new/more exciting projects (36%)

Better targeting of customers and prospects (30%)

Improving the customer experience (10%)

Better email Marketing (9%)

Reduction of human error in campaigns (8%),

Lead Management(4%) and Multichannel Marketing (3%)

Source: Redeye and TFM&A Insights “The Marketing Automation Report 2014

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Your Marketing Challenges

Not enough leads to feed the sales funnel

No easy way to qualify leads

No way to effectively nurture leads

Big gaps in follow-up from the sales team

Can’t see where the leaks in the pipeline are

Don’t know which tactics are driving revenue

“Only 27% of leads sent directly to sales are qualified.”

- MarketingSherpa

Roadblocks


The Marketing SolutionSail though those roadblocks:

Fill your sales funnel by capturing leads with great content

Identify highly interested and sales-ready leads with lead scoring

Develop leads that aren’t sales-ready by automatically putting them on nurturing campaigns

Instantly notify salespeople about leads that are ready to buy

See exactly when leads fall out of your pipeline and take action

Know which tactics are driving revenue with end-to-end ROI

Generate leads

Drive salesOptimizeCampaign

26

Automated Marketing Process

NURTURINGBUYER’S JOURNEY

CONTENT ASSETS

Closed-loop Feedbackmeten, tunen

Answer Questions

Introduce Your Firm’s Positioning

Address Common SalesQuestions

Provide Product & Service Information

Address Objections

Lead is Ready For Sales

Establish Trust & Thought LeadershipAwareness

StageInformationqualified leads

ConsiderationStageMarketing qualified leads

Decision StageSales qualified leads

Blogging

Premium Content(Top of Funnel)

Automated Emails withSupporting Content

Brand Filter Offer(Middle of Funnel)

Automated EmailsWith Selling Content

Sales Offer(Bottom of Funnel)

New Lead Generated


Marketing Automation Process

Buyer Profile

Webanalytics

Lead Capturing

Lead Scoring

List Management

LeadNurturing

CRMIntegration

OnlineMarketing

28

A Preview of Marketing Automation

Generate more leads by identifying anonymous web visitors and capturing them with forms, so your sales funnel stays full

Increase number of qualified leads by nurturing all leads with personalized content

Drive more sales by identifying sales-ready leads for the sales team, and helping them follow up as fast as possible

Improve up-selling and cross-selling by developing and retaining existing customers

See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end

Marketing Automation is a set of tools that let companies:


Marketing Automation GoalsSupporting Today’s Challenges

451 3%

MORE REVENUE THE BEST COMMUNICATION TOOLS

Marketing automation drives a 451% increase in qualified leads for businesses

ANALYTICS FOR OPTIMIZATION

Get ahead of the competition Only 3% of B2B companies are currently using marketing automation

Identify Anonymous Visitors WithVisitor ID Capture Information With Dynamic Forms Campaign OptimalizationSocial Media Integration

Lead Scoring To Alert Hot Leads Email Automation For Nurtering Behavior Tracking For Lead Insights Sales Notifications

Comprehensive Campaign Analytics Google Adwords Integration Eliminate WasteContent ROI Tracking

GENERATE LEADS DRIVE SALES MEASURE ROI

30

Marketing Automation Platform

website behavior

purchase behavior

3rd party data

email behaviour

contact data

web

COLLECT DATAcollect real-time data from every customer interaction with your

brand

UNIFY PROFILE

view of the customer, based on behavioral

patterns

GAIN INSIGHTStransform your data into knowledge with

state-of-the-art, smart technologies

REACH PEOPLEreach your customers wherever they are, to maximize engagement

AUTOMATE CAMPAIGNSorchestrate multistep, omnichannel, trigger-based programs across

the lifecycle

social

mobile

email

PERFORMANCE INSIGHTS

PREDICTIVE ANALYTICS

REALTIME REVENUE RECOVERY

WEBSITE PERSONALIZATION

CONTENT RECOMMENDATION

LIFECYCLE SEGMENTATION

automation centre


Everything a Modern Marketer Needs

VisitorIDTriple your leads by identifying

anonymous tra c

Sales AnalyticsEnable your sales team with key

insights about each lead

Behavior TrackingUnderstand your leads to create one-

on-one communication

Lead ScoringPrioritize your pipeline and reach out to

sales-ready leads

Dynamic FormsCapture more leads with forms

designed to convert

CRM IntegrationImmediately plug your leads into your

sales teamÕs system

Sales Noti cationsEmail or text sales team when a lead

indicates they are ready to buy

Email AutomationSend emails with triggers and build personal relationships with leads.

Campaign OptimizationEliminate waste and identify

opportunities

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Marketing Automation should be Easy To Use… As intuitive and compatible as possible.

Integrates seamlessly with third party CRM and CMS solutions so you can keep using what you’re using

Streamlined interface that’s easy to learn and easy to use

Email creation tools that don’t need any HTML knowledge

Simple to set up tasks and workflows

Automatically generate detailed reports with a click


Module 2

Question: Do you know how your buyer purchases things?

Personas are your reference for automating tasks

Buyer Persona’s and their Journey

34

Buyer Personas

Marketers who use personas and map content to the buyer’s journey enjoy 73% higher conversions

(20% vs. 12%)

(Aberdeen Research)


Buyer Persona’s and their Journey Help to solve customers problems and challenges

A Persona tells Human stories about behaviors, thinking and interactions on the path to accomplishing goals

Why? To learn Buyers from insights and achieve customer centricity

It’s about Buyer Behavior How do customers make purchase decisions? What goals are they trying to achieve? What influences their choices?

Achieving Human Centered Marketing is about Hearing, Understanding and Modeling (H.U.M.)

Archetypal and Research based understanding of the context, situations and problems

Achieving a common view of the Customer to develop new customer centric strategies and solutions

Persona’s are at the Core of your Marketing Automation strategy

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Buyer Persona’s and Marketing AutomationWhy do you need a Persona for Marketing Automation?

Marketing Automation platform collects data from various channels

Marketing Automation platforms registers all interactions, therefore provides reliable data

Offers possibility of segmenting recipients of your survey, so you can prepare it in a couple of versions

Persona are your most importante reference for optimized conversations

Because it’s the most advanced tool for behavioral monitoring and analytics, building a complex picture of

users’ Digital Body Language.


Buyer Persona’s and their Journey Interviewing Buyers “What are their Goal Directed Buying Behaviors”

What issue are you trying to solve?What do you hope to accomplish?What are the big things you work on daily?

What have you done to address?Who gets involved with you?What information helps with deciding?

What frustrated you about that situation?What are some concerns you have?What goes through your mind?

Thinking

GOALS Behaviors

Issues

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Buyer Persona’s and their Journey Seek Patterns in 7 areas

Who Goals Context Behaviors Interactions

MentalModels Future


Buyer Persona’s and their Journey Scenario’s are about how a Persona Attempts to Accomplish a Goal

The narrative about thebehavior and the sequence

of events the personauses to accomplish the goal

GOAL:Assure safety for the

crew at all times

Persona Scenario Goal

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Buyer Persona’s example


Buyer Persona’s and their Journey Good Persona’s tell a Human Story

A Persona is a not a job or role description

Good Persona’s tell a Human Story and show Meaningful Patterns about their Goals, Frustrations, Attitudes, Choices and Decisions

It’s about Buyer Behavior How do customers make purchase decisions? What goals are they trying to achieve? What influences their choices?

Common Goals, Scenario’s and Interactions define the number of Persona’s you should create

Develop realistic Persona’s and bring them to life with Stories

Align your Content with your Persona’s Goals based on Scenario’s

Translate Scenario’s into Experiences managed with your Marketing Automation platform

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Naam

Leeftijd

Rol / functie

Hobby

Getrouwd / gezin?

Opleiding

Rol in sales process

Achtergrond informatieBeschrijf hier verhalend de belevingswereld van de persona. Denk aan

bijvoorbeeld het soort bedrijf. Hoe groot is dit bedrijf? Wat is de sfeer? Wat zijn zijn / haar

ambities? Wat is zijn / haar belangrijkste drijfveer? Welke waarden zijn belangrijk? Etc.

Beschrijf er minimaal drie en maximaal 5.

Heb je er meer? Stem dan samen, bijvoorbeeld door te

stipstemmen.



stipstemmen.



stipstemmen.

Beschrijf de belangrijkste mediakanalen en manieren van

communiceren. Wat voor bladen kijkt hij / zij? Heeft hij / zij een

smartphone? Zit hij / zij op sociale media? Zo ja, welke bij

voorkeur? Welke radiostations luistert hij / zij graag? Welke series

kijkt hij / zij graag? Voorkeurzenders? Etc.

Beschrijf hier verhalend hoe, wanneer en hoe vaak het product gebruikt kan worden en bij

welke taken.

In welke context gebruikt hij / zij het product?

Initiator, beïnvloeder of beslisser?

Informatiebehoefte

Informatiebehoefte

Tijdsdruk op het werk

Gebruik internet tijdens werk

Digitale vaardigheden

generiek

niet accuut

geen

geen

geen

specialistisch

accuut

veel

veel

veel

foto / tekening

ALGEMEEN ACHTERGRONDINFORMATIE PERSOONLIJKHEID / OVERIGE

DOELEN / BEHOEFTEN / VERLANGENS / WINSTEN

PIJN, ANGST, FRUSTRATIES& BELEMMERINGEN

LAAT ZICH LEIDEN DOOR: HOORT, ZIET, DENKT, VOELT

(ONLINE) MEDIAGEDRAG& COMMUNICATIE

2015 All rights reserved. 432015 All rights reserved.

Buyer Personas

The best way to get a clear insight on your customers

is done by asking them

44

Module 3Lead Management

‘The process of generating contacts which may lead to a sale’

Strategy

Tactics

Capturing

Nurturing

Scoring

Sales Alignment


Lead Management StrategyBe helpful and of value (Inbound or Content Marketing)

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Lead Management Tactics

Blogging (SEO)

Premium content

Webinars

Adwords

Retargetting

Branded content

1. Atracting leadsd (ToFu)

Linkedin

Twitter

Facebook

Webforms

Landingpages

Call 3 Actions

Lead Scoring

Workflows

CRM Integration

2. Converting leads (MoFu) 3. Closing leads (BoFu)

Content Marketing Advertising Social Media


Marketing Automation Tactics

ATTRACT

CONVERT

CLOSE

DELIGHT

PAGES BLOG KEYWORDS SOCIALMEDIA

FORMS CONTACTS LANDINGPAGES

CALLS TO ACTION

EMAIL

EMAIL

WORKFLOWS LEADSCORING

CRMINTEGRATION

WORKFLOWS SMARTCTA’S

SOCIALMEDIA

CLICK HERE

CLICK HERE

Top of Funnel

Middle of Funnel (MAP)

Bottom of the Funnel (MAP)

Customer (MAP)

48

Lead Qualifications (Funnel)The value of contacts for you

Suspect (anonymous visitor)

Known visitor (i.p. number)

Prospect (captured unqualified lead)

Lead (shows interest)

MQL (Budget Authority Need Time )

SAL (qualified and accepted by sales)


Lead ManagementBut first: Sales Alignment is crucial

What is a good lead for sales to follow up?

What intel + behaviors?

What explicit and implicit characteristics?

Closing the Marketing Loop

Use B.A.N.T. as a reference (Budget, Authority, Need & Time)

SQL (Sales Qualified Lead)

50

Lead Nurturing

Maintain permission to stay in contact with the prospect

Establish key ideas, thoughts, or comparison points through education

Watch for signs of progress through the buying cycle

‘Building effective relationships with potential customers throughout the buying journey’

‘Educating qualified sales leads who are not yet ready to buy


Lead Nurturing is not…

Sending out newsletters every month

Blast your entire database a new case study

Send all early stage leads the same series of emails

Call leads every four weeks to see if they are ready

Promoting your products and services without considering the prospects interests or stage in the buying cycle

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Lead Nurturing is about...

Sharing relevant and valuable content, even if the prospect never buys from you

Answering questions

Being relevant to the buyers problem

A follow up on previous conversations and content they have engaged with

Personalized 1 on 1 communication


Lead Nurturing Challenges

Managing Data Quality

Getting better Engagement

Right timing / cadence

Creating enough quality content

Creating an emotional connection

Measure & proving lead nurturing

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Lead Nurturing vs Drip marketing

‘ A drip marketing program sends (drips) communications (email, direct mail, etc.) at a specific

cadence set by the marketer’

But it does not take into account their activity and behavior because it is static and non-adaptive

Motivating leads into the funnel with relevant and timely content based on (predictive) behavior is called

Lead Nurturing


Nurturing Stages

NEW CUSTOMERS GROWING CUSTOMERS


WHYwe solve

HOWwe solve

WHATwe solve

MEANINGFUL






TREND REPORTS

BLOGSCASE STUDIES

VIDEOS

PRODUCTFEATURES

CHECKLIST

REVIEWS

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Lead Scoring‘Translate Digital Body Language into the next action’

Lead scoring can’t begin until marketing and sales agree on the definition of lead qualification

Must include A Fit and B Engagement

Go for B.A.N.T. as a reference (Budget, Authority, Need & Time)

Apply progressive profiling tacticsSQL (ready to buy)


Lead Scoring Assets

Implicit data

Explicit data

Scoring

Authority

Time

Website clicks,

Downloads,

Email clicks

Title

Department

Revenue

Implicit data

Explicit data

58

Lead Scoring Matrix

hot50+

Implicit score

Explicit score A

BC

D

24-500-25

0

50+

1 2 3 424-50 0-25 0

hothot

hot

hot

hot

warm

warm

warm

warm

cold cold

warm

warm

warmwarm

2015 All rights reserved.2015 All rights reserved.

Lead Scoring

59

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Lead Nurturing + Scoring Benefits

23% revenue improvement (Sirius Decisions)

30% deal close ratio (Marketo)

192% average lead qualification rate (Aberdeen)

Increase number of sales ready leads

Follow up the right leads

Educate and build trust

Stop missing legitimate opportunities

Fewer deals > Dive deeper

B2B organisations that nurture see 50% more sales-ready leads at a 33% reduced cost! (Sirius)

Companies that do Nurture see 451% increase in number of leads (Aberdeen)

10% or more revenue increase can be seen after 6-9 months after starting (Gardner)


Module 4

Campaign Management

‘a series of messages that share a single idea and theme’

62

Plan & Execute CampaignsDelivering a personalized customer experience

Engage the right audience at the right time in their buyers journey

Across all channels including email, website, display search, video advertising, and mobile

Track how prospects and customers respond

Manage Marketing ROI

Orchestrate how the system should automate responses based on audience engagement

Create a compelling StorySQL (ready to buy)


Campaign Main Proces

64

EXPERIENCE

MESSAGING

timing<7status data-sets

WORKFLOW

GO

ALWELCOMEA

YES

YES

PERSONA

3- 5 JAAR

MARKETING

INFORMATION

DATABASE

EMAILWEBSITE

BACK OFFICE

INTE

NSI

TY

NPS

EXPERIENCE

MESSAGING


WORKFLOW

GO

AL

EXPERIENCE

MESSAGING


WORKFLOW

GO

AL

NEE //REMINDER

LEAD NURTUREDEMO

30 dayson-boarding Enthuse Advocate

CLV premium

basic

KPI customer satisfaction KPI referalKPI upsell KPI customer satisfaction

WELCOMEB

PERSONA

WELCOMEC

PERSONA


Campaign Tactics

Events

Renewal

Training

Re-engament

Educational

Promotional

Sharing relevant and valuable content, even if the prospect never buys from you

Answering questions

Being relevant to the buyers problem

A follow up on previous conversations and content they have engaged with

Personalized 1 on 1 communication

Drip Campaign Nurturing Campaigns

66

Capturing and List BuildingThe irresistible (opt-in) offer

An offer (premium content)

Call To Action

Landing page

Web form

Progressive profiling tactics

A/B testing

2015 All rights reserved.2015 All rights reserved. 67

Form Fields

68


Progressive Profiling

First Name

Last name

Email

Company

GET OFFER

First Name

Last name

Email

Company

Job title

Phone

GET OFFER

Tim

Smith

[email protected]

Company

BASIC LEAD FORM

RETURNING LEADS - PRE POPULATE - GATHER MORE

1.

3.

GET OFFER

Welcome back Tim Smith.Please complete the form to receive the offer...

First Name

Last name

Email

Company

GET OFFER

Tim

Smith

[email protected]

Company

Email

Industry

What is your budget

When do you need this solution

GET OFFER

[email protected]

Please Choose...

Please Choose...

Please Choose...

RETURNING LEADS - PRE POPULATE

RETURNING LEADS - PERSONALIZE - PRE POPULATE - PROGRESSIVELY GATHER MORE

2.

4.

A new contact is Born

70


Build Profiles step by step

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List SegmentationIdentify the Digital Body Language

On Off Campaigns

Targeted Sales Support

Targeted Buyer Personas

Basic Reporting

Drip Nurturing

Keeping up with Lead Stages

Estimating Lead Flow

Marketing Campaign execution

Segmenting for Personal Touches

Segmenting for Reporting

Static Lists Dynamic Lists


Advanced List Segmentation For If This Then Statements IF <condition> is true then do <action>

Basic Segmentations looks for match on a single point

Segmentations are Automations across multiple points

Basic Statement: If <condition> is true then do < action>

Conditional Statement: Two or more Basic Statements are nested(example: VP Sales in Amsterdam then > Revenue greater then….

Important: minimize risk of failure (human error)

Test and check!

Advanced segmentation in a set of parameters

Campaign Report Management

74


Campaigns & Reports

A campaign is a series of messages that share a single idea and theme, grouped by media type.

Campaigns show marketing results, like number of visitors and leads, grouped by media.

Campaigns show costs and revenue per lead and media. Which media has the best ROI?

To have a complete overview, you can group campaigns.

75

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Campaigns & Reports Most useful metrics

Open rate

Conversion rate

Leads generated

Cost per lead

Revenue generated

Click-through rate

Pipeline value

Unsubscribe rate

11%

0%

28%

39%

39%

41%

48%

70%


Campaign Report example

78

Campaign Benchmarks

Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts

Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR

Personalized emails improve click-through rates by 14%, and conversion rates by 10%

22% of B2B organizations touch leads with lead nurturing on a weekly basis

Lead nurturing emails have a slightly higher unsubscribe rate (1%) than individual email sends (0.5%), indicating their effectiveness in removing unqualified leads from the sales funnel

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads


Marketing Automation in action

‘Show me’

Short demo of how Stan & Stacy MA system works

80

Module 5

Implementing Marketing Automation

‘Taking it Step by Step’


What solution is best for you?

Don’t fool yourself, Marketing Automation does not make life easier, it is hard work!

So prepare well.

82

Implementing Marketing Automation

Strategy first

Tactics before Features

Cost per Lead and Revenue per Lead

Team skills requirements

Tool selection


Implementing Marketing AutomationApply the Four D’s:

Discover, Define, Deliver & Drive

84

Implementing Marketing AutomationDiscover

Do you nurture today?

Do you work with Persona’s?

Who are the audiences you like to target?

What is the state of your content assets?

Prioritize: New leads, Lost deals, Onboarding, Up-sell

What are your current cost per lead vs revenue per lead?

Review Marketing Automation best practices


Implementing Marketing AutomationDefine

How will Marketing Automation play a key role in your business?

What will the impact be on your organization and how are you facilitating this change?

Maturity roadmap: where are you now and where do you want to go?

Business requirements need to be translated into functional and technical requirements

What Nurturing programs you want to establish

What goals you want to achieve in terms of cost and expected revenue per lead

What skills you need to be trained for

86

Implementing Marketing AutomationDeliver

Work from a Program and Campaign Framework and include:

Web strategy

Lead scoring

Segmentation

Pilot programs

Data Management

Reporting


Implementing Marketing AutomationDrive

Create a Deployment Kit that includes:

Campaign templates

Training materials

Lead scoring models

Best Practices

Benchmark data

CRM integration explanation

88

Marketing Automation TeamDevelop multi talents for multi tasks

Roles

Tasks

Skills


Marketing Automation Roles

Setting the stage for quality content

Focus on early, mid and late stage content

Create content for multiple channels

Message across Social, Inbound and Paid media

Editing skills (less is more!)

Writing skills

Listening skills

Willingness to experiment

Define segments and nurture flows

Determine data fields

Systems check: are campaigns running smoothly

Implement and monitor procedures

Attention to detail

Technical skills

Troubleshooter

Nurture Content Nurture Operations manager

90

Marketing Automation Roles


Key Skills and Tasks

Researching and modeling Persona’s

Listening, understanding, interviewing

Buyer Persona Expert

Conversion rates

See where the leaks in the pipeline are

Marketing Analytics

Premium content creation

Storytelling writing skills

Content Manager

Big gaps in follow-up from the sales team

Can’t see where the leaks in the pipeline are

Sales Manager

Experience design

HTML, CSS, design + coding

Design expert (external)

Create a compelling story

Orchestrate audience engagement

Campaign Manager

92

Selecting Marketing Automation Vendors


Selecting the Right Solution for You

Buyer Journey diversity

Lead Scoring complexity

Data set / Segmentation

Integration (API / CRM)

User Interface

Analytics & Reporting

Requirements

Skill / Training requirements

Technology landscape

Local Partner ecosystem

Cultural Fit

Business Case

Organisational

94

But before you buy...

Work from a Program and Campaign Framework and include:

you have GOALS?

Do you have CONTENT?

Do you have MORE CONTENT?

Do you have PROCESSES?

Do you have TIME (and TEAM)?

First answer these questions

‘Buy it, but don’t buy it “right now” unless you can really answer all of those questions

and you are ready for commitment.’


But before you buy...

Define your business goals, Specify your system requirements, Select against

requirements and calculate your expected ROI in a Business Case.

Understand HOW to Buy Marketing Automation

Don’t make cost your #1 concern

Don’t let yourself be dazzled by features and functions

Don’t use a “me too” strategy

Don’t ignore your existing environment

Create a scoring matrix

Segmentation and targeting

- dynamic segmentation or just list pulling

- company size

- geography

- other segmentation capabilities

- title- industry

Do you offer multi-channel reporting

Can you track website activity to anyone in the database orjust those who click a link in an email or fill out a form

How is reporting done, natively or through an API

Can reports be customized

Are reports available in real time

Progressive profiling forms

Dynamic email capabilities (i.e. inserting personalizationfield data into forms dynamically

Easy to schedule and execute trigger and drip campaigns

Easy to use interface

Questions / Does your MA tool have: Details

- PPC and SEO tracking

- other tracking capabilities

- heat maps- email activity

- PPC and SEO tracking- email activity

- website tracking

- landing pages

- are these automatic or manual

Yes / No

- social media

96


PPC

- scoring based on activity

Multi-dimensional lead scoring capabilities

- scoring based on demographics


- what analytics are available

to which platforms- can we post directly to social platforms from MA?

- can you retro track past activity to someone who fills out a form today?

- is it in real time or an daily upload

- is it native or an API

CRM integration

- do you have a blogging tool

- complexity of system implementation

- speed to use - how long to get up and running

- first campaign set-up support

- support during start up

- speed of implementation

Implementation

Scheduling and Task Management

- are these automatic or manual

Yes / No

- do you track to keyword only or can you track to a specific PPC campaign?

is it integrated and tracked?

Social

- is data synced in both directions so that data in CRM and MA is always current and accurate

97

- do you offer a free trial

- do we apy for active contacts or everyone in the MA database

Third-party application integration

ROI analysis

Budget Tracking and Forecasting

Global and multi-site capabilities (only relevant tointernational companies)

Multilingual Support (if sending communication in more than one language)

Easy to schedule and execute trigger and drip campaigns

Pricing


- cost for campaign design if needed

- limitation on number of users (licences)

- do you require an anual contract

- costs for training new hires after onboarding process

- costs for IT engineering, technical troubleshooting and support

- how much more for additional contacts

- available packages and what’s included

- cost for start-up and training

Yes / No

- maximum number of contacts per package

- any other ongoing costs to consider

98


Module 6: Business Case

‘Show me the Money’

99

Business Case

A good business case will explain the problem, identify possible options to address it and recommend a preferred course of action.

Allow decision-makers to decide which course of action will be best for the organisation.

It will also allow any changes to the scope or timescale of the project to be assessed against the original purpose.

Business Case is the answer to the Why of a project

100


Get over the next hudleno matter what

Business case assumptionsflexed to producedesired outcome

Business case filed awayand never looked at again

Rigorous assesment ofopportunity based on objectiveassumptions from the business

Well understood and bought-intomodel used to set product

direction on an on-going basis

Business case producescredible and realistic model

Common

Objective Deliverable

Creative Fiction Section

Outcome

Ideal

Assumption 1

Assumption 2

€ 0,00 in Feb

€ 14

€ 0,00 in Feb

Rev

101

102

Business Case

Buy-in en draagvalk super belangrijk voor succesvolle implementatie

Grote impact op meerdere delen van de interne organisatie

Het is vaak een flink project met doorlooptijd.

Managen van verwachtingen

Business Case in Marketing Automation

Share & Build with Right People & Decision-makers

Buy-in

Invested

Aware Informed Involved


Business Case

Who are the stakeholders?

What is your timeline?

Templates or guidesto follow

Level of detail needed?

Who can help you along the way?

Available budgetrestrictioins

Understandthe process

Link to business goals & objectives

Baseline metrics(now situation)

Identify Risk andassumptions

Describe potentialbusiness benefits

Explore alternatives

Explore funding

Gatherthe inputs

Clearly state the valuefinancial and non-financial

Short description of changes and planes

List all costs & benefits

Scenario’s & alternatives

Project risks & how to manage

Funding

Buildthe Case

Tell the story

Share & Build with Right People & Decision-makers

Buy-in

Invested

Aware Informed Involved

104


Investment vs Revenue

Bijd

rag

e

Tijd >

106

Costs: System costs

System: cost to license and operate the marketing automation system itself

Support: payments for access to customer support and system upgrades

Service: payments for services beyond user support. Cost depends on the scope of the effort

Integration

Implementation

Training

Scoring

Indirect

Marketing Operations:

IT Operations:

Sales Operations


Marketing Program Costs

Acquisition (new leads / contacts)

Lead Nurturing

Sales

Growth NEW CUSTOMERS GROWING CUSTOMERS


WHYwe solve

HOWwe solve

WHATwe solve

MEANINGFUL






TREND REPORTS

BLOGSCASE STUDIES

VIDEOS

PRODUCTFEATURES

CHECKLIST

REVIEWS

108

Revenue expectations

HOW MUCH EFFORT TIMEAND EFFORT DOES IT COST:

• Create an email• Build a campaign• Find leads• Create a solution• Make a proposal• Get a signature

INCREASEDPRODUCTIVITY:

+ More qualified leads+ more opportunities+ larger deals+ faster conversion+ more revenue

WHAT IS THE QUALITY:

• Inbound traffic• Sales rep outbound touches• Content relevance• Buying journey match• Relationship

PROCESS,TECHNOLOGY,SKILLS

KWOWLEDGE,MOTIVATION

EFFECTIVENESS: QUALITY, CONVERSION, REVENUE

EFFI

CIEN

CY: T

IME,

RES

OU

RCES


Revenues

USABLE DATABASE50,000 NAMES

ASP: $ 50,000

ASP: $ 150,000 $ 250,000$ 180,000$ 50,000

No MAP With MAP

No / weak processes

MARKETING AUTOMATION: CALCULATING RETURN ON INVESTMENT

Average processes

$ 150,000 $ 60,000 $ 750,000

1,000

850

40

5

1

85%

5%

11%

18%

Inquiries(2% response rate)

Leads

Inside salesqualified

Opportunity

Closed / wonbusiness

1,500

1,150

58

6

1,2

75%

5%

11%

20%


2,000

78

45

22

5

3,9%

58%

49%

23%


Inquiries(3%, 4% response rate)

Marketingqualified leads

Sales acceptedleads

Sales Qualifiedleads

Inquiries(3%, 4% response rate)

Marketingqualified leads

Sales acceptedleads

Sales Qualifiedleads

Good luck with Marketing Automation and remember:“Think Big but take it step by step”


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[email protected]@stanandstacy.com

Office:

Email:@stanandstacy /stanandstacy +Stanandstacy/stan-&-stacy

www.stanandstacy.com

@stanandstacy /stanandstacy +Stanandstacy/stan-&-stacy

www.stanandstacy.com