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Act-On Software, Inc.



Cutting Through the Marketing
Automation Hype




               June 22, 2011
Agenda

•   Why Marketing Automation is Getting So Much Hype
     Paul Mosenson, President – NuSpark Marketing
•   The Marketing Automation Reality
     David Appelbaum, CMO – Act-On Software
•   Demystifying Marketing Automation via Act-On‟s
    Marketing Platform
     Greg Wright, Technology Specialist
•   Summary and Q&A
Poll Questions


1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
   lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
About Act-On


•       Founded in 2006
•       Over 300+ Customers in All Verticals/Geographies
•       Cloud-based Integrated Marketing Platform
    −     Built for the Fortune 5,000,000

    −     Easy-to-Use and Affordable

    −     World-Class E-mail Marketing Core and Deliverability

    −     Integrated Web Analytics, Forms, Landing Pages, Drip
          Programs, Lead Scoring, CRM Integration…
About NuSpark Marketing


•   eMarketing Firm focusing on lead generation, lead
    management, content marketing
•   Founded in 2010; Team members average 20 years
    of experience
•   Philadelphia based; virtual team of experts
•   Provides the process, content and consultation for
    firms that implement marketing automation
Poll Results


1. What are your biggest „lead‟ challenges?
2. Are you currently deploying lead scoring and/or
   lead nurturing?
3. What types of marketing tools are you using?
4. How satisfied are you with your marketing tools?
Agenda


• Why Marketing Automation is Getting So
  Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
  Act-On‟s Marketing Platform
• Summary and Q&A
Today, Business Outcome Mentality
                       Occupies the Executive Suite

Revenue and bookings are all that matter:
•   “Will we meet the numbers for this quarter?”
•   “How does the sales pipeline look for next quarter?”
•   “What do we need to do to make sure we meet the
    numbers this quarter?”
•   “What is marketing‟s contribution and cost?”
                           - Source: Forrester Research, April 2010
But Marketers Still Focusing on More
                          Leads Causing a Marketing-Sales Divide

                       Lead Generation




                                        Deals



                  Marketing              Sales
Focus             Generating Leads       Selling
Org. Visibility   Low Visibility         Highly Visibility
Contribution      Difficult to Judge     Easily Judged
Measure           Lead Volume & Brand    Closed Deals & Revenue Quota
Sales and Marketing are Misaligned
Of Leads and Losses



• Only 20% of leads are followed up on
• 70% of leads disqualified due to budget, timing, etc
• 80% of “bad leads” go on to buy within 24 months
• 73% companies no process for re-qualifying leads
• 80% of sales occur after the 5 contact
                                th


                             - Source: Sirius Decisions
And Furthermore…


" … on average 16% of total leads deemed
'sales-ready' opportunities actually close.
The difference between a successful
company and a mediocre company lies in
how the remaining 84% of already qualified
opportunities are handled. “
                  - Source: Aberdeen Research
The Problem
Marketing Automation
                                  Value Proposition

• Improves overall quality of leads passed on to sales
• Optimizes profitability of various lead sources
• Measures marketing performance more effectively
• Automates lead nurture activities turning less mature
     leads into sales opportunities

• Increases visibility into overall lead pipeline
B2B Buyer Behavior


•   There are fewer active buying cycles

•   Buying cycles are longer

•   Smaller % of buyers are in active cycles at any one time

Marketing Automation listens for buying signals being
  sent by potential buyers as they interact with content:
     Scores them based on their propensity to be in an
      active-buying mode
     Sends those who are deemed worthy of sales to the
      appropriate salesperson
B2B Buyer Behavior



•   More stakeholders are involved in buying decisions.
•   More people affect the purchase decision.


Marketing needs to deliver information that explains
  Offerings and business outcomes as they relate
  to each influencer. Marketing Automation
  manages this level of detail.
The Answer
Marketing Automation Figures


• 107% better lead conversion rate
• 40% greater average deal size
• 20% higher team attainment of quota
• 17% better forecast accuracy

        - Aberdeen Group - “Marketing Automation 101:
 Ensuring Early Success with the Basics; Maturing Your
              Deployment for long‐term ROI” June 2010
Lead Scoring Figures


     Companies with Marketing Automation
•107% better lead conversion rate
•40% greater average deal size
•20% higher team attainment of quota
•17% better forecast accuracy


   Aberdeen Group, “Marketing Automation 101:
 Ensuring Early Success with the Basics; Maturing
  Your Deployment for long‐term ROI” June 2010
In Summary: Why
                             Marketing Automation?

•   Shorter Response Times: Campaigns are much faster to design,
    roll out and measure

•   Metrics Management: Marketing Automation gives better metrics
    on campaign performance and options for improvement

•   More Leads: Sales will receive more qualified leads with more
    information about each lead

•   Better Qualified: Rather than sending a segmented list of leads
    to sales, they can now get prioritized leads sorted by lead score

•   One Big Happy Family: Alignment between Marketing and Sales
    departments by increasing communication and transparency
    between them
Agenda


• Why Marketing Automation is Getting so
  Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
  Act-On‟s Marketing Platform
• Summary and Q&A
Act-On Survey Says

       Consistently shows significant lag in
       through-the-funnel program adoption despite
       widely recommended best practices

1000

900

800

700

600

500

400

300

200

100

  0
Now Back to Reality…
•   “…B2B world slow to embrace marketing automation..analysts
    estimating less than10% of companies currently utilize the
    technology.” – Marketing Sherpa

•   “We believe less than 25% of those who have marketing
    automation are taking full advantage of the system’s
    functionality. – John Neeson, Sirius-Decisions

•   “If an organization automates partially or poorly, results can raise more
    questions than answers. This puts the marketing organization at
    greater risk for questions about competency and leadership.”
     – BuyLine Research, Marketing’s World of Hurt

•   “If marketing automation requires that you run 50 marketing
    campaigns, you should have 50 highly optimized landing pages.
    Who‟s going to manage all of that?” – Chris Selland, Selland Capital

•   Marketing Sherpa has said that lead data goes bad at a rate of 2.1% a
    month, while a recent study from IDC found over 50% of leads in
    average B2B contact database are obsolete.
Now Back to Reality…

•   “Majority of marketers – 8 in10 – are now using social
    media to hear what customers are saying online.”
•   “Only 36% have formal system for using social media, in
    contrast to 44% who have a mainly informal system.”
•   “Just 5% of B2B organizations have a formal, systematic
    marketing training program; in 75% of companies, the
    only way that marketers learn is through trial and error.”
•   “81% of organizations spend less than $1,000 per year
    on marketing training and 36% spend nothing at all.”


                      - Canadian Marketing Association Research
Introducing The Act-On
Integrated Marketing Platform
The Act-On Approach

Core Platform‟s Roots Based on Responsys
   3rd Generation SaaS platform architecture
   10X the performance
   1/10th the cost

Demystifying Marketing Automation
   Start simple. Automate processes at your own pace
   InstantOn™ database simplifies implementation
     and management

   Integrated web analytics, forms, landing pages,
     drip programs, lead scoring, CRM integration…
Over 300 Customers
Act-On Automation Benefits

•   Built for the Marketer – Ease of use
       Full compliment of intuitive design and layout tools

       Full spectrum of analytics/metrics for all marketing tasks and campaigns

•   Installs in a matter of days – Productive in a matter of hours
       No tedious training sessions, no process re-engineering, little to no IT
        support, no 3rd party service contracts required

       Instant-On Database eliminates need for dedicated database
        management or IT support

•   Best in class email deliverability
•   Dedicated Success Manager
Cutting Through the Marketing Automation Hype
Agenda


• Why Marketing Automation is Getting so
  Much Hype
• The Marketing Automation Reality
• Demystifying Marketing Automation via
  Act-On‟s Marketing Platform
• Summary and Q&A
Is Marketing Automation
                                       Right for You?
Company/Lead
•   How long is your buying process?

•   What is your average CPL? Do you have a way to track it?

•   What is your average campaign conversions? Do you have
    a way to track it?

•   Do you have „plenty‟ of content for campaigns?

•   Do all your leads get sent directly to sales? Or do you
    further quality; segment out what get‟s sent?

•   Does your sales team „complain‟ about the quality of leads?

•   Are you concerned of the # of leads not being followed-up
    on appropriately or disqualified quickly?
Is Marketing Automation
                        Right for You? (Continued)
Process
•   Does your organization use a CRM system?

•   Does your organization already use any of these or
    combination of these tools: email marketing, website
    tracking, social media monitoring; webinar platform?

Costs/Resources
•   How many resources (vendors & internal) are you relying
    on to get a campaign launched/managed?

•   Have you been asked to cut-down costs?

•   Do you have a dedicated IT resource? HTML or designer
    resource?
Taking Your Lead Generation
                                   to the Next Level
Offerings from NuSpark Marketing
Gold Lead Management Package:

•   Free Assessments: branding, audience analysis, media strategy,
    search engine strategy, SEO strategy, social media strategy,
    website/landing page review, content assets, lead capture strategy,
    lead nurturing, analytics: Value $7,500.

•   Management Services: Digital media, traditional media, SEO, social
    media, content planning, blogging, marketing automation, lead
    scoring, analytics: 50% off

•   Content Services: Two 4-page white papers, One 4-page case study,
    Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
    (for lead capture), email template design and copy: 50% off

    Monthly cost: $4,000
Taking Your Lead Generation
                             to the Next Level (Cont.)

Offerings from NuSpark Marketing
Silver Marketing Automation Package:

•   Free Assessments: Audience analysis, lead capture strategy, content
    assets, lead nurturing strategy: Value $2,250

•   Management services: Content planning, marketing automation, lead
    scoring, analytics: 50% off

•   Content services: Two 4-page white papers, One 4-page case study,
    Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages
    (for lead capture), email template design and copy: 50% off

    Monthly cost: $3,000
Ready to Learn More?

Presenters:
 Paul Mosenson, President – NuSpark Marketing:
   pmosenson@nusparkmarketing.com

 David Appelbaum, CMO – Act-On Software:
   david.appelbaum@actonsoftware.com

Automated Follow-Up:
 Within 24 Hours you will receive an email to request webinar
  slides or recording, product info, pricing and more

Can’t Wait?
 Call our hotline at: 1 (877) 530-1555

 Email us: sales@act-on.com

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Cutting Through the Marketing Automation Hype

  • 1. Act-On Software, Inc. Cutting Through the Marketing Automation Hype June 22, 2011
  • 2. Agenda • Why Marketing Automation is Getting So Much Hype  Paul Mosenson, President – NuSpark Marketing • The Marketing Automation Reality  David Appelbaum, CMO – Act-On Software • Demystifying Marketing Automation via Act-On‟s Marketing Platform  Greg Wright, Technology Specialist • Summary and Q&A
  • 3. Poll Questions 1. What are your biggest „lead‟ challenges? 2. Are you currently deploying lead scoring and/or lead nurturing? 3. What types of marketing tools are you using? 4. How satisfied are you with your marketing tools?
  • 4. About Act-On • Founded in 2006 • Over 300+ Customers in All Verticals/Geographies • Cloud-based Integrated Marketing Platform − Built for the Fortune 5,000,000 − Easy-to-Use and Affordable − World-Class E-mail Marketing Core and Deliverability − Integrated Web Analytics, Forms, Landing Pages, Drip Programs, Lead Scoring, CRM Integration…
  • 5. About NuSpark Marketing • eMarketing Firm focusing on lead generation, lead management, content marketing • Founded in 2010; Team members average 20 years of experience • Philadelphia based; virtual team of experts • Provides the process, content and consultation for firms that implement marketing automation
  • 6. Poll Results 1. What are your biggest „lead‟ challenges? 2. Are you currently deploying lead scoring and/or lead nurturing? 3. What types of marketing tools are you using? 4. How satisfied are you with your marketing tools?
  • 7. Agenda • Why Marketing Automation is Getting So Much Hype • The Marketing Automation Reality • Demystifying Marketing Automation via Act-On‟s Marketing Platform • Summary and Q&A
  • 8. Today, Business Outcome Mentality Occupies the Executive Suite Revenue and bookings are all that matter: • “Will we meet the numbers for this quarter?” • “How does the sales pipeline look for next quarter?” • “What do we need to do to make sure we meet the numbers this quarter?” • “What is marketing‟s contribution and cost?” - Source: Forrester Research, April 2010
  • 9. But Marketers Still Focusing on More Leads Causing a Marketing-Sales Divide Lead Generation Deals Marketing Sales Focus Generating Leads Selling Org. Visibility Low Visibility Highly Visibility Contribution Difficult to Judge Easily Judged Measure Lead Volume & Brand Closed Deals & Revenue Quota
  • 10. Sales and Marketing are Misaligned
  • 11. Of Leads and Losses • Only 20% of leads are followed up on • 70% of leads disqualified due to budget, timing, etc • 80% of “bad leads” go on to buy within 24 months • 73% companies no process for re-qualifying leads • 80% of sales occur after the 5 contact th - Source: Sirius Decisions
  • 12. And Furthermore… " … on average 16% of total leads deemed 'sales-ready' opportunities actually close. The difference between a successful company and a mediocre company lies in how the remaining 84% of already qualified opportunities are handled. “ - Source: Aberdeen Research
  • 14. Marketing Automation Value Proposition • Improves overall quality of leads passed on to sales • Optimizes profitability of various lead sources • Measures marketing performance more effectively • Automates lead nurture activities turning less mature leads into sales opportunities • Increases visibility into overall lead pipeline
  • 15. B2B Buyer Behavior • There are fewer active buying cycles • Buying cycles are longer • Smaller % of buyers are in active cycles at any one time Marketing Automation listens for buying signals being sent by potential buyers as they interact with content:  Scores them based on their propensity to be in an active-buying mode  Sends those who are deemed worthy of sales to the appropriate salesperson
  • 16. B2B Buyer Behavior • More stakeholders are involved in buying decisions. • More people affect the purchase decision. Marketing needs to deliver information that explains Offerings and business outcomes as they relate to each influencer. Marketing Automation manages this level of detail.
  • 18. Marketing Automation Figures • 107% better lead conversion rate • 40% greater average deal size • 20% higher team attainment of quota • 17% better forecast accuracy - Aberdeen Group - “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long‐term ROI” June 2010
  • 19. Lead Scoring Figures Companies with Marketing Automation •107% better lead conversion rate •40% greater average deal size •20% higher team attainment of quota •17% better forecast accuracy Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long‐term ROI” June 2010
  • 20. In Summary: Why Marketing Automation? • Shorter Response Times: Campaigns are much faster to design, roll out and measure • Metrics Management: Marketing Automation gives better metrics on campaign performance and options for improvement • More Leads: Sales will receive more qualified leads with more information about each lead • Better Qualified: Rather than sending a segmented list of leads to sales, they can now get prioritized leads sorted by lead score • One Big Happy Family: Alignment between Marketing and Sales departments by increasing communication and transparency between them
  • 21. Agenda • Why Marketing Automation is Getting so Much Hype • The Marketing Automation Reality • Demystifying Marketing Automation via Act-On‟s Marketing Platform • Summary and Q&A
  • 22. Act-On Survey Says Consistently shows significant lag in through-the-funnel program adoption despite widely recommended best practices 1000 900 800 700 600 500 400 300 200 100 0
  • 23. Now Back to Reality… • “…B2B world slow to embrace marketing automation..analysts estimating less than10% of companies currently utilize the technology.” – Marketing Sherpa • “We believe less than 25% of those who have marketing automation are taking full advantage of the system’s functionality. – John Neeson, Sirius-Decisions • “If an organization automates partially or poorly, results can raise more questions than answers. This puts the marketing organization at greater risk for questions about competency and leadership.” – BuyLine Research, Marketing’s World of Hurt • “If marketing automation requires that you run 50 marketing campaigns, you should have 50 highly optimized landing pages. Who‟s going to manage all of that?” – Chris Selland, Selland Capital • Marketing Sherpa has said that lead data goes bad at a rate of 2.1% a month, while a recent study from IDC found over 50% of leads in average B2B contact database are obsolete.
  • 24. Now Back to Reality… • “Majority of marketers – 8 in10 – are now using social media to hear what customers are saying online.” • “Only 36% have formal system for using social media, in contrast to 44% who have a mainly informal system.” • “Just 5% of B2B organizations have a formal, systematic marketing training program; in 75% of companies, the only way that marketers learn is through trial and error.” • “81% of organizations spend less than $1,000 per year on marketing training and 36% spend nothing at all.” - Canadian Marketing Association Research
  • 25. Introducing The Act-On Integrated Marketing Platform
  • 26. The Act-On Approach Core Platform‟s Roots Based on Responsys  3rd Generation SaaS platform architecture  10X the performance  1/10th the cost Demystifying Marketing Automation  Start simple. Automate processes at your own pace  InstantOn™ database simplifies implementation and management  Integrated web analytics, forms, landing pages, drip programs, lead scoring, CRM integration…
  • 28. Act-On Automation Benefits • Built for the Marketer – Ease of use  Full compliment of intuitive design and layout tools  Full spectrum of analytics/metrics for all marketing tasks and campaigns • Installs in a matter of days – Productive in a matter of hours  No tedious training sessions, no process re-engineering, little to no IT support, no 3rd party service contracts required  Instant-On Database eliminates need for dedicated database management or IT support • Best in class email deliverability • Dedicated Success Manager
  • 30. Agenda • Why Marketing Automation is Getting so Much Hype • The Marketing Automation Reality • Demystifying Marketing Automation via Act-On‟s Marketing Platform • Summary and Q&A
  • 31. Is Marketing Automation Right for You? Company/Lead • How long is your buying process? • What is your average CPL? Do you have a way to track it? • What is your average campaign conversions? Do you have a way to track it? • Do you have „plenty‟ of content for campaigns? • Do all your leads get sent directly to sales? Or do you further quality; segment out what get‟s sent? • Does your sales team „complain‟ about the quality of leads? • Are you concerned of the # of leads not being followed-up on appropriately or disqualified quickly?
  • 32. Is Marketing Automation Right for You? (Continued) Process • Does your organization use a CRM system? • Does your organization already use any of these or combination of these tools: email marketing, website tracking, social media monitoring; webinar platform? Costs/Resources • How many resources (vendors & internal) are you relying on to get a campaign launched/managed? • Have you been asked to cut-down costs? • Do you have a dedicated IT resource? HTML or designer resource?
  • 33. Taking Your Lead Generation to the Next Level Offerings from NuSpark Marketing Gold Lead Management Package: • Free Assessments: branding, audience analysis, media strategy, search engine strategy, SEO strategy, social media strategy, website/landing page review, content assets, lead capture strategy, lead nurturing, analytics: Value $7,500. • Management Services: Digital media, traditional media, SEO, social media, content planning, blogging, marketing automation, lead scoring, analytics: 50% off • Content Services: Two 4-page white papers, One 4-page case study, Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages (for lead capture), email template design and copy: 50% off Monthly cost: $4,000
  • 34. Taking Your Lead Generation to the Next Level (Cont.) Offerings from NuSpark Marketing Silver Marketing Automation Package: • Free Assessments: Audience analysis, lead capture strategy, content assets, lead nurturing strategy: Value $2,250 • Management services: Content planning, marketing automation, lead scoring, analytics: 50% off • Content services: Two 4-page white papers, One 4-page case study, Two 2-page checklist papers (i.e. Top 7 reasons..), two landing pages (for lead capture), email template design and copy: 50% off Monthly cost: $3,000
  • 35. Ready to Learn More? Presenters:  Paul Mosenson, President – NuSpark Marketing: pmosenson@nusparkmarketing.com  David Appelbaum, CMO – Act-On Software: david.appelbaum@actonsoftware.com Automated Follow-Up:  Within 24 Hours you will receive an email to request webinar slides or recording, product info, pricing and more Can’t Wait?  Call our hotline at: 1 (877) 530-1555  Email us: sales@act-on.com