20
© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com 5 Things to Consider Before Purchasing Marketing Automation David M. Raab, Raab Associates Inc. March 11, 2011

Raab 5 Things To Consider Before Purchasing Marketing Automation

  • Upload
    draab

  • View
    515

  • Download
    0

Embed Size (px)

DESCRIPTION

Prepare to select a marketing automation system by first defining your objectives, deriving requirements, and assessing gaps in technology, processes and skills. Includes specific checklists and maturity model from industry analyst David Raab of Raab Associates.

Citation preview

Page 1: Raab 5 Things To Consider Before Purchasing Marketing Automation

© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

5 Things to Consider Before Purchasing Marketing Automation

David M. Raab, Raab Associates Inc.

March 11, 2011

Page 2: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 2© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Why am I doing this?

Page 3: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 3© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

What are my business goals?

Planning Questions

What programs will achieve those goals?

What do I need to run those programs?

How will the programs happen?

What can I do already?

How do I fill the gaps?

Page 4: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 4© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

What are my business goals?

goal current more new leads

higher % to sales

lower acquisition

cost

data source

programtailored email

copynurture

campaignoptimize

keyword buys

# new leads 10,000 +1,000 10,000 2,000marketing

automation

% to sales 20% 20% +5% no changemarketing

automation

# to sales 2,000 200 500 no change

% close 25% 25% 25% no change CRM

# close 500 50 125 no change

$ margin / close $5,000 $5,000 $5,000 no change CRM

$ margin $2,500,000 $250,000 $625,000 no change

$ cost / lead $100 $100 $10 ($10)marketing

automation

$ cost ($1,000,000) ($100,000) ($100,000) ($20,000)

$ value $1,500,000 $150,000 $525,000 $20,000

Page 5: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 5© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Program Types

•acquisition: SEO, PPC, social media, email, Web, trade shows, lead qualification calls

•nurture: Web forms, segmentation, content streams, behavior tracking, 3rd party data

•sales support: lead scoring, lead transfer, CRM integration, sales alerts & data access, sales email & campaigns

•marketing cost: media buying, data acquisition, campaign set-up, landing page creation, content creation, printing, social media, analytics & measurement

What programs will achieve those goals?

Page 6: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 6© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

What do I need to run those programs?Program Requirements

program flow:content / treatment segments logic rules data required external integration

receive email outbound email - outside list- registrants- known interest

select on lead source, previous Web behaviors, form contents

profile data (email address, lead source, etc.), Web behaviors, form contents

import outside lists

click to landing page

landing page - outside list- registrants- known interest

none (link is embedded in email)

email opens, clicks, etc. Web analytics (if not internal to system)

fill out form form - outside list- registrants- known interest

identify visitor via PURL; dynamically select form questions

form completion, answers to questions

3rd party data enhancement & validation

receive download white paper none none capture download historynew lead call phone script - target accounts

- outside listidentify target accounts via IP address; identify outside list via URL

profile data (name, company, phone number, etc.)

company identification via IP address; 3rd party data enrichment; import phone results from CRM

receive followup treatment

send to sales high lead score calculate lead score, send to CRM based on score

profile data, behaviors CRM synch to send leads

alert sales target account identify target accounts, alert CRM if visit

profile data, target accounts from CRM

company identification via IP address; CRM synch for alerts

topic-specific campaign

known topic interest infer interest from Web forms & behaviors; assign to campaign, check entry rules

profile data, Web behaviors, interest scores

general newsletter campaign

unknown interest assign to campaigns based on profile data, campaign history, campaign entry rules

profile data, campaign history

system requirements

deliver content via email, landing page, form, download; identify dupes on new & imported leads

segment based on source, Web behaviors, answers to forms, lead scores, profile data

assign to campaigns based on segments, previous contactsl

capture & select on profile data , Web behaviors, contact history, campaign rules, etc.

import lists, Web analytics inc. anonymous visitor tracking, cookie placement, etc.; call outside services for IP identification and data enrichment, sych with CRM

Page 7: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 7© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

How will the programs happen?Supporting Processes

  process flow information requirements

system requirements staff assigned training & skills organization & incentives

marketing planning & budgeting

- set goals- pick programs- set dates- estimate results

- business goals- past costs- past results- expected results

- capture goals & plans - import prior actuals- project results 

- planning staff- department heads- finance

- planning & budgeting- forecasting 

- work for CMO- coordinate w/dept heads, CFO, CEO- reward task completion

project management & deployment

- create project- define steps- assign staff- execute- approve- deploy

- planned projects- task plans & schedules- resources available- task status

- import plans- build task list- assign tasks to resources- track completion- issue alerts

- project managers- department heads- marketing ops

- project mgt- project system

- work for CMO, marketing ops or department heads- reward task completion

campaign development

- receive brief- set up campaign- design flows and rules- test & deploy

- campaign plans, goals & budgets- previous results- available resources

- campaign set-up- outbound messages- segment & flow rules- test splits and reports- lead scoring- CRM integration

- marketing ops- department heads- data analysts

- campaign design- marketing analysis

- work for dept heads- reward task completion & program performance- incent for cross-channel cooperation

content creation & maintenance

- receive briefs- assign & receive- approve- sunset/revise

- required content- creative briefs- schedule- approval flow- content status

- import assignments- store versions- circulate for mark-up and approvals- track status

- project managers- creative staff- agency liaison- compliance-

- writing & graphic design- Web design & deployment- test design

- work for department head or marketing ops- incent for task completion & program performance

system support - identify needs- select & deploy- maintain

- existing systems- user needs- value- available options- IT resources

- schedule jobs & track completion-monitor usage, uptime, response time- monitor data quality

- marketing ops- IT support

- system selection- system maintenance- system integration- infrastructure mgt- data management

- work for marketing ops or CIO- reward for project completion, project value, system costs

reporting & measurement

- define measures- collect data- review results

- business goals- available data- user identities- projects to measure

- import data- time-series analysis- analytical databases- end-user reports- report distribution

- data analysts- planning staff- media buyers- department heads

- marketing analysis- report writing- data quality assessment

- work for CMO or department heads w/relation to CFO- reward task completion & insight value

Page 8: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 8© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

What can I do already?

Program Requirements

program flow:content / treatment

segments logic rules data required external integration

receive email outbound email - outside list- registrants- known interest

select on lead source, previous Web behaviors, form contents

profile data (email address, lead source, etc.), Web behaviors, form contents

import outside lists

click to landing page

landing page - outside list- registrants- known interest

none (link is embedded in email)

email opens, clicks, etc.

Web analytics (if not internal to system)

fill out form form - outside list- registrants- known interest

identify visitor via PURL; dynamically select form questions

form completion, answers to questions

3rd party data enhancement & validation

receive download

white paper none none capture download history

new lead call phone script - target accounts- outside list

identify target accounts via IP address; identify outside list via URL

profile data (name, company, phone number, etc.)

company identification via IP address; 3rd party data enrichment; import phone results from CRM

receive followup treatment

send to sales high lead score calculate lead score, send to CRM based on score

profile data, behaviors CRM synch to send leads

alert sales target account identify target accounts, alert CRM if visit

profile data, target accounts from CRM

company identification via IP address; CRM synch for alerts

topic-specific campaign

known topic interest infer interest from Web forms & behaviors; assign to campaign, check entry rules

profile data, Web behaviors, interest scores

general newsletter campaign

unknown interest assign to campaigns based on profile data, campaign history, campaign entry rules

profile data, campaign history

system requirements

deliver content via email, landing page, form, download; identify dupes on new & imported leads

segment based on source, Web behaviors, answers to forms, lead scores, profile data

assign to campaigns based on segments, previous contactsl

capture & select on profile data , Web behaviors, contact history, campaign rules, etc.

import lists, Web analytics inc. anonymous visitor tracking, cookie placement, etc.; call outside services for IP identification and data enrichment, sych with CRM

Supporting Processes  process

flowinformation

requirementssystem

requirementsstaff

assignedtraining & skills

organization & incentives

marketing planning & budgeting

- set goals- pick programs- set dates- estimate results

- business goals- past costs- past results- expected results

- capture goals & plans - import prior actuals- project results 

- planning staff- department heads- finance

- planning & budgeting- forecasting 

- work for CMO- coordinate w/dept heads, CFO, CEO- reward task completion

project management & deployment

- create project- define steps- assign staff- execute- approve- deploy

- planned projects- task plans & schedules- resources available- task status

- import plans- build task list- assign tasks to resources- track completion- issue alerts

- project managers- department heads- marketing ops

- project mgt- project system

- work for CMO, marketing ops or department heads- reward task completion

campaign development

- receive brief- set up campaign- design flows and rules- test & deploy

- campaign plans, goals & budgets- previous results- available resources

- campaign set-up- outbound messages- segment & flow rules- test splits and reports- lead scoring- CRM integration

- marketing ops- department heads- data analysts

- campaign design- marketing analysis

- work for dept heads- reward task completion & program performance- incent for cross-channel cooperation

content creation & maintenance

- receive briefs- assign & receive- approve- sunset/revise

- required content- creative briefs- schedule- approval flow- content status

- import assignments- store versions- circulate for mark-up and approvals- track status

- project managers- creative staff- agency liaison- compliance-

- writing & graphic design- Web design & deployment- test design

- work for department head or marketing ops- incent for task completion & program performance

system support

- identify needs- select & deploy- maintain

- existing systems- user needs- value- available options- IT resources

- schedule jobs & track completion-monitor usage, uptime, response time- monitor data quality

- marketing ops- IT support

- system selection- system maintenance- system integration- infrastructure mgt- data management

- work for marketing ops or CIO- reward for project completion, project value, system costs

reporting & measurement

- define measures- collect data- review results

- business goals- available data- user identities- projects to measure

- import data- time-series analysis- analytical databases- end-user reports- report distribution

- data analysts- planning staff- media buyers- department heads

- marketing analysis- report writing- data quality assessment

- work for CMO or department heads w/relation to CFO- reward task completion & insight value

Page 9: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 9© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

How do I fill the gaps?

gap program impact cost to fill

priority

tailored email copy

nurture campaign

optimize keyword

buys…

web analytics x mid low high

profile data x x high mid high

identify anonymous visitors

x low low mid

segmentation rules

x x high low high

program planning

x x mid high low

content version control

x x low high low

measurement training

x x mid high mid

Page 10: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 10© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

REALITY

CHECKAHEAD

Page 11: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 11© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Feature Deployment

0% 20% 40% 60% 80% 100%

outbound email campaign

campaign response reporting

lead transfer to CRM

CRM integration / synchronization

landing page

Web site analytics

lead scoring

multi-step lead nurturing campaign

Webinar campaign

campaign ROI reporting

data cleansing process

pay per click campaign reporting

Web page survey

email survey

1st month later never

Where do I start?

Page 12: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 12© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Requirements: Initial Applications

  outbound email response reporting lead transfer landing pages

marketing planning & budgeting

informal planning - - informal planning

project mgt & deployment

one-off project creation - - one-off project creation

campaign design, segmentation, rule creation

simple campaign design

simple response tracking

-simple campaign

design

content creation & maintenance

basic email creation embed tracking codes -basic landing page

creation

sales alignment agreed target market - negotiated proceduresagreed data capture

priorities

reporting & measurement

email tracking (opens, clicks, etc.)

response capture (email clicks, Web

tracking)-

page views and downloads

staff levels, training & skills

email creation, list selection

response capture

simple campaign rules and CRM integration

(lead scoring is optional)

landing page creation

organization & incentives

task completionresponse-based

rewardstask completion task completion

technology email engineemail tracking, Web

analyticssimple data transfer

landing page creation, simple data capture

Page 13: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 13© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Requirements: Secondary Applications

  Web analytics lead scoring multi-step campaigns Webinars

marketing planning & budgeting

master campaign list - cross-campaign flow

managementintegrated calendar

project mgt & deployment

marketing / Web team coordination

- project-level task

managementproject-level task

managementcampaign design, segmentation, rule creation

-lead scoring rules, lead transfer rules

campaign flow rules campaign flow rules

content creation & maintenance

simple tagging master content library (for behavior analysis)

coordinated content planning

coordinated content planning

sales alignment -agreed lead scoring

rulesagreed lead transfer

rulesagreed lead transfer

rules

reporting & measurement

conversion measurement, traffic

analysis

opportunity results reporting

stage-to-stage conversion

measurements

opportunity result tracking, stage-to-stage conversion

measurementstaff levels, training & skills

Web analytics skills results analysis results analysis results analysis

organization & incentives

- incent on lead quality, on sales cooperation

incent to cooperate within marketing

incent to cooperate within marketing

technology

Web site tagging, anonymous to

identified tracking via cookies

lead score creation, behavior tracking,

opportunity data import from CRM

multi-step campaign flows, cross-channel

data sharing

multi-step campaign flows, cross-channel

data sharing

Page 14: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 14© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Marketing Process Maturity Model

trailing typical mature advancedprogram planning & budgeting

none informal methods, applied to some projects

standard methods applied to all projects individually

all projects are related to an integrated plan

project mgt & deployment

no standard methods methods chosen by department heads

standard processes, run separately by department

standard processes, run by central department

campaign design, segmentation, rule creation

no experience beyond simple campaigns

some people have experience with multi-step campaigns

central campaign repository and library of segments, etc., but reuse is optional

marketing operations group responsible for campaign design; experienced with cross-channel campaigns

content creation & maintenance

content is created as needed; no repository or design standards

content is managed in a central repository

content is mapped to stages in the buyer life cycle

content is mapped to the buyer life cycle and assessed based on life cycle performance

sales alignment sales and marketing work separately

sales and marketing agree on lead quantity goals

sales and marketing agree on lead quantity and quality goals and processing rules

sales and marketing jointly set goals for lead quantity, quality and processing rules, and performance is regularly compared against goals

reporting & measurement

marketing is judged on its ability to stay within budget

marketing is judged on the volume of leads and cost per lead

marketing is judged on the volume and quality of leads, cost per lead, and its ability to forecast future production

marketing is judged on agreed-upon measures for the value of marketing results

staff levels, training & skills

current staff has only the skills needed for current activities; there is no training budget

the company pays for random training requested by staff when funds permit

department heads are responsible for selecting specific new skills for their staff to acquire

the company regularly assess current and future skill requirements and invests in appropriate training and recruitment

organization & incentives

performance of each department and each worker is measured separately

cross-department coordinating teams are in place but have no real authority

department managers are rewarded for cross-department coordination

the company has financial and other incentives in place to encourage cross-departmental cooperation

technology each department within marketing is responsible for selecting its own systems

marketing systems are selected with input from the CMO and IT department

some department-wide marketing systems are in place for planning and customer management, but customer interactions are not coordinated

all marketing systems are integrated within the department and connected as necessary to the rest of the company

Page 15: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 15© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

A good starting project will…

•require slight change in your current processes•require small extension of your existing capabilities•need little cooperation from outside your span of control•be easily measured in lead quantity, revenue or savings•be highly likely to succeed

Where to start?

Page 16: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 16© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Common projects:•email campaigns•response reporting•lead transfer / CRM integration•landing pages

Other possibilities•content mapping (no technology needed)•outbound segmentation (easy to control and measure)•auto-response (easier than nurture campaign)

Where to start?

Page 17: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 17© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Where to start?

Page 18: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 18© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Where to start?

Source: Forrester Consulting via LeadLiaison (n=15)

Page 19: Raab 5 Things To Consider Before Purchasing Marketing Automation

Page 19© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Final thoughts

Page 20: Raab 5 Things To Consider Before Purchasing Marketing Automation

© 2011 Raab Associatesi Inc. All rights reserved. www.raabassociatesinc.com

Thank you.

David M. Raab, Raab Associates Inc.

[email protected]

www.raabguide.com