Raab 5 Things To Consider Before Purchasing Marketing Automation

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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.

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<ul><li>1.5 Things to Consider Before Purchasing Marketing Automation David M. Raab, Raab Associates Inc. March 11, 2011</li></ul><p>2. Why am I doing this? 3. </p> <ul><li>What are my business goals? </li></ul><p>Planning Questions </p> <ul><li>What programs will achieve those goals? </li></ul><ul><li>What do I need to run those programs? </li></ul><ul><li>How will the programs happen? </li></ul><ul><li>What can I do already? </li></ul><ul><li>How do I fill the gaps? </li></ul><p>4. What are my business goals? goal current more new leads higher % to sales lower acquisition cost data source program tailored email copy nurture campaign optimize keyword buys # new leads 10,000 +1,000 10,000 2,000 marketing automation % to sales 20% 20% +5% no change marketing 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 5. </p> <ul><li>Program Types </li></ul><ul><li>acquisition: SEO, PPC, social media, email, Web, trade shows, lead qualification calls </li></ul><ul><li>nurture: Web forms, segmentation, content streams,behavior tracking, 3 rdparty data </li></ul><ul><li>sales support: lead scoring, lead transfer, CRM integration, sales alerts &amp; data access, sales email &amp; campaigns </li></ul><ul><li>marketing cost: media buying, data acquisition, campaign set-up, landing page creation, content creation, printing, social media, analytics &amp; measurement</li></ul><p>What programs will achieve those goals? 6. 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 selectform questions form completion, answers to questions 3 rdparty data enhancement &amp; 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; 3 rdparty data enrichment; import phone results from CRM receive followup treatment send to saleshigh lead score calculate lead score, send to CRM based on score profile data, behaviorsCRM 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 &amp; 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 rulesprofile data, campaign history system requirements deliver content via email, landing page, form, download; identify dupes on new &amp; imported leads segment based on source, Web behaviors, answers to forms, lead scores, profile data assign to campaigns based on segments, previous contactsl capture &amp; 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 7. How will the programs happen? Supporting Processes process flow information requirements system requirements staff assigned training &amp; skills organization &amp; incentives marketing planning &amp; budgeting - set goals - pick programs - set dates - estimate results - business goals - past costs - past results - expected results - capture goals &amp; plans- import prior actuals - project results - planning staff - department heads - finance - planning &amp; budgeting - forecasting - work for CMO - coordinate w/dept heads, CFO, CEO - reward task completion project management &amp; deployment - create project - define steps - assign staff - execute - approve - deploy - planned projects - task plans &amp; 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 opsor department heads - rewardtask completion campaign development - receive brief - set up campaign - design flows and rules - test &amp; deploy - campaign plans, goals &amp; budgets - previous results - available resources - campaign set-up - outbound messages - segment &amp; 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 &amp; program performance - incent for cross-channel cooperation content creation &amp; maintenance - receive briefs - assign &amp; 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 &amp; graphic design - Web design &amp; deployment - test design - work for department head or marketing ops - incent for task completion &amp; program performance system support - identify needs - select &amp; deploy - maintain - existing systems - user needs - value - available options - IT resources </p> <ul><li>- schedule jobs &amp; track completion </li></ul><ul><li>monitor usage, uptime, response time </li></ul><ul><li>monitor data quality </li></ul><p>- 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 costsreporting &amp; 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 &amp; insight value 8. 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 selectform questions form completion, answers to questions 3 rdparty data enhancement &amp; 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; 3 rdparty data enrichment; import phone results from CRM receive followup treatment send to saleshigh lead score calculate lead score, send to CRM based on score profile data, behaviorsCRM 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 &amp; 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 rulesprofile data, campaign history system requirements deliver content via email, landing page, form, download; identify dupes on new &amp; imported leads segment based on source, Web behaviors, answers to forms, lead scores, profile data assign to campaigns based on segments, previous contactsl capture &amp; 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 flow information requirements system requirements staff assigned training &amp; skills organization &amp; incentives marketing planning &amp; budgeting - set goals - pick programs - set dates - estimate results - business goals - past costs - past results - expected results - capture goals &amp; plans- import prior actuals - project results - planning staff - department heads - finance - planning &amp; budgeting - forecasting - work for CMO - coordinate w/dept heads, CFO, CEO - reward task completion project management &amp; deployment - create project - define steps - assign staff - execute - approve - deploy - planned projects - task plans &amp; 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 opsor department heads - rewardtask completion campaign development - receive brief - set up campaign - design flows and rules - test &amp; deploy - campaign plans, goals &amp; budgets - previous results - available resources - campaign set-up - outbound messages - segment &amp; 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 &amp; program performance - incent for cross-channel cooperation content creation &amp; maintenance - receive briefs - assign &amp; 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 &amp; graphic design - Web design &amp; deployment - test design - work for department head or marketing ops - incent for task completion &amp; program performance system support - identify needs - select &amp; deploy - maintain - existing systems - user needs - value - available options - IT resources </p> <ul><li>- schedule jobs &amp; track completion </li></ul><ul><li>monitor usage, uptime, response time </li></ul><ul><li>monitor data quality </li></ul><p>- 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 costsreporting &amp; 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 &amp; insight value 9. 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 10. REALITYCHECK AHEAD 11. Where do I start? 12. Requirements: Initial Applications outbound email response reporting lead transfer landing pages marketing planning &amp; budgeting informal planning - - informal planning project mgt&amp; 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 &amp; maintenance basic email creation embed tracking codes - basic landing page creation sales alignment agreed target market - negotiated procedures agreed data capture priorities reporting &amp; measurement email tracking (opens, clicks, etc.) response capture (email clicks, Web tracking) - page views and downloads staff levels, training &amp; skills email creation, list selection response capture simple campaign rules and CRM integration (lead scoring is optional) landing page creation organization &amp; incentives task completion response-based rewards task completion task completion technology email engine email tracking, Web analytics simple data transfer landing page creation, simple data capture 13. Requirements: Secondary Applications Web analytics lead scoring multi-step campaigns Webinars marketing planning &amp; budgeting master campaign list -cross-campaign flow management integrated calendarproject mgt&amp; deployment marketing / Web team coordination -project-level task management project-level task management campaign design, segmentation, rule creation - lead scoring rules,lead transfer rules campaign flow rules campaign flow rules content creation &amp; maintenance simple taggingmaster content library (for behavior analysis) coordinated content planning coordinated content planning sales alignment - agreed lead scoring rules agreed lead transfer rules agreed lead transfer rules reporting &amp; measurement conversion measurement, traffic analysis opportunity results reporting stage-to-stageconversion measurements opportunity result tracking, stage-to-stage conversion measurement staff levels, training &amp; skills Web analytics skills results analysis results analysis results analysis organization &amp; 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 14. Marketing Process Maturity Model trailing typical mature advanced program planning &amp; 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&amp; deployment no standard me...</p>