Learn how marketing automation is reshaping financial services firms.

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Marketing Automation
in
Financial Services

2. 11
What the Research
is telling us

3. 2
• The current MAP penetration in B2B today is 15.5% across all
industries. It’s highest in IT (65% penetration), high in Business
Services and moderate in Manufacturing (38%). Penetration is still low
in Financial Services (4%) – Sirius Decision Summit 2014
• As per a survey conducted among 896 marketing automation software
buyers in 2013, the prospective buyer penetration of marketing
automation in Banking is around 6%, while high tech rules the roost
with 23% penetration. – SoftwareAdvice
Low adoption of Marketing Automation in Financial
Services
Less than 2% of penetration of the big 4 suites use marketing
automation in Financial Services

4. 3
Challenges for Marketing Automation Success in
Financial Services
Financial Service organizations struggle with complexity
Unique sales channels/ complex
distribution channels
Large buyer segments
Large product offerings
Compliance

5. 4
Marketing Automation overview
What a marketing automation model looks like
Source:Mintigo

6. 55
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND
BENEFITS

7. 6
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in quota
achievement.
Bulldog Solutions

8. 77
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND

9. 8
45%
COMPANIES USING
MARKETING AUTOMATION
SOURCE 45% MORE PIPELINE
THAN THOSE WHO DON’T
USE MARKETING
AUTOMATIONMarketo

10. 99
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERSANDADVISORS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND

11. 10
Enabling
brokers and
advisors
BROKERS NEED TO BE ENABLED
TO HAVE 1:1 DIGITAL
CONVERSATIONS WITH
CUSTOMERS
Source: distribuon

12. 11
Enabling brokers
Across the lifecycle, a broker engagement marketing
strategy can improve retention and producer effectiveness
•Demand gen/acquisition
•Product updates
•Reminders/Alerts
•Surveys, polls, events, webinars
•Tools and calculators
•Integration with website/CMS,
CRM, customer portal
•Preference management
•Transaction alerts and
updates
•Policy reminders
•CRM email automation
•Allowing producers to
run campaigns based on
templates
•Newsletters
•Automated education
campaigns
•Surveys
•Webinars
•Integration with offline
events
•Acquisition campaigns
•Trigger based multi-
touch On-boarding
process
•Orientation email
campaign
•Analytics
Recruiting Educating
EmpoweringEnabling

13. 1212
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND

14. 13
87%
87% OF TOP-PERFORMING
MARKETERS SAY TARGETING
CAMPAIGNS TO AUDIENCE
SEGMENTS IS THE LARGEST
VALUE DRIVER, WITH 78% LISTING
SEGMENTATION AS THE #1
MARKETING-AUTOMATION
CAPABILITY THEY CAN’T LIVE
WITHOUT.
Gleanster

15. 1414
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND

16. 15
70%
70% OF BUYERS PURCHASE A
MARKETING AUTOMATION
SOFTWARE FOR BETTER
REPORTING / MARKETING
ANALYTICS
Gleanster

17. 1616
1
2
3
4
SHORTENLEADCYCLEOF COMPLEX
SALES
INCREASELEADVOLUME
ENGAGEBROKERS
1:1 MARKETING – SEGMENTATIONAND
TARGETING
5
6
BUYERINSIGHT
REDUCEINEFFICIENTSPEND

18. 17
12.2%
MARKETING AUTOMATION
DRIVES A 14.5% INCREASE IN
SALES PRODUCTIVITY AND A
12.2% REDUCTION IN
MARKETING OVERHEAD
Nucleus Research

19. 18
Journey to marketing
automation success

20. 19
The road to success
 Roadmap
 Understand the buyer
 Create a lead management
architecture
 Content strategy
 Manage compliance
 Reporting
 Best of breed technology

21. 20
The road to success
 Roadmap

22. 21
Marketingis a Journey–
Understandwhereyou are and whereyou needto be
Moving from a Spray and Pray Email Blaster to a Predicting Marketing Wizard
is the key to success

23. 22
Job#1 – Blueprint and Framework
 Current State:
 Understand & document Current State
 How do your customers decide to buy today?
 How are sales leads generated today?
 What does a good lead look like to sales?
 What is marketing's role in this process?
 How are leads qualified for inside/field sales?
 What happens to dormant/inactive leads?
 Future State: Design an Achievable & Measurable Future State
 Where do you want to be in 1,2,3 years?
 Buyer Needs, Organization, Processes, Metrics, Technology
 Getting There:
Steps & Milestones along the way with measurable progress
Creating the Roadmap

24. 23
Typical Roadmap
Q1 Q2 Q3
Strategy and Planning
Plan and Design Demand Gen Framework
Campaigns
Launch
Lead Forward/Revenue Back Database Analysis
CM (Customer) Campaign Planning
Vertical-specific (Acquisition) Campaign Planning
Install and Integrate
Launch Campaigns
Evaluate and Optimize
Plan and Design Reporting/Analysis Framework
Ongoing Refinement
Lead Management
Marketing Measurement
Campaign Management
Initial Planning and Installation
Install and Configure Marketing Automation
• Data Model
• Email Templates
• Form and Landing Pages
• Lead Scoring V1.0
• Web Form Integration
• CRM Integration
Vertical-specific (Acquisition) Campaign
CM Campaign
Real-time Sales Alerts
Sales Lead Queues
Scoring and Routing
Closed-loop Reporting
Lead Scoring Review and Adjustment
Evaluate Sales Impact and Adoption
Add new campaigns
Process Adjustment

25. 24
The road to success
 Understand the buyer

26. 25
1. A Lead Forward, Revenue back analysis will not only
provide insights into a lead management process but will
also tell you who your ideal customer is
2. Criteria:
 Technical Buyer, Economic Buyer, User Buyer, Coach
 Job Role/Function
 Industry
 Motivations
 Pain Points
Who is Your Customer?
Define your Ideal Customer Profile

27. 26
Marketing and Business Development have a key
role to play in the new world of sales
Marketing and business development will engage and influence
the buyer

28. 27
Understand the Buying Process
By identifying who our customers are and how they buy will
help us segment and map out the way we engage with them
$$Prospect
Qualified
Lead
Sales
Accepted
Lead (SAL)
Suspect
Sales
Qualified
Opportunity
(SQO)
Evaluate PurchaseLearn JustifyInterest
Customer’s
Buying
Process
Sales &
Marketing
Process
Marketing
validates
quality of
interest
Marketing
nurtures to
sales ready
Sales
validates and
accepts
ownership
Sales
validates
BANT criteria
Sales closes
revenue
opportunity
COLD WARM HOT

29. 28
The road to success
 Content strategy

30. 29
Content Marketing Trends
“Inboundmarketingdelivers54%moreleadsintothe
marketingfunnelthantraditionaloutboundleads.”
• Trends:
• Createtargetedcontentforspecificaudiences
• Repurposeandpromoteonmultiplechannels(COPE)
• Focusondistributionasmuchascreation
• Understandthisisaniterativeprocess;yougetwhatyou
putin.

31. 30
Develop a Content Strategy
Content…in context

32. 31
Content Creation and Distribution: Distribution is the
Key
Source: BrainSINS

33. 32
Develop a Content Strategy
Content…with a purpose: Assemble and categorize content by
objective
Attract Qualify Nurture

34. 33
Key Elements of an Acquisition Strategy
Your assets and strategies across the acquisition process need
to be aligned.
Driving Traffic Conversion Nurturing Sales
Acquisition Process
• Listening to the
customer
• Multiple
methods to drive
traffic
• Social media
marketing
• Lead
management
• Dynamic
experiences
• Analytics
• Lead scoring
• Personalization
• Lead nurturing
tactics
• Email and
marketing
automation
• Marketing and
sales
enablement
• Sales force
automation
Website Limited use in FS

35. 34
The road to success
 Create a lead management
architecture

36. 35
Lead Management Architecture
Create an Automated Lead Management System that nurtures
and moves prospects through the buying cycle to close
Lead
Creation
Thank
You
Follow-up
Pre-
Qual
Score
Sales
(Qual)
Nurture
I
Nurture
II
Nurture
III
Nurture
IV
LOSS
ND
YES
NO NO
CONTACT
ME
CONTACT
ME
CONTACT
ME
CONTACT
ME
Close
CONTACT
ME
CONTACT
ME
Whitepapers
Facebook/PPC/DM/Telesales/Banners to site
General website
Outbound Programs
Online Events
Tradeshows
Intro I
CONTACT
ME
Other sources
( D&B List Buy, Association Lists, Partner Channels)
SFDC MAP

37. 36
Lead Management Architecture
Continue to communicate to Customers with relevant,
personalized and timely communications
Data
Standardize
+ Segment Email?
Other
Channels
Drive to
Web
CM
Nurture
I
CM
Nurture
II
NO
Yes
Customer
Referral
SFDC MAPData
Feed
Data
Sign Up
CM
Nurture
III
• Communicate changes in program / product terms &
conditions via targeted email
• Execute servicing & marketing client level
communications via email
• Advocacy and Referral Campaigns
• Email Opt-in/Preference Center
• Bill Paper-off Campaigns
• Delinquency alerts
WEB
• Benefits:
• Reduce costs across all communications;
improved ROI
• Improve customer experience through
relevancy of communications to clients

38. 37
Effective Lead Nurturing – #1
Use a scoring system to identify your segments
Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
Profile Match
(High level of how
much we want to
talk to the lead)
The Buying Zone
The only leads we should be
feeding to the sales field
Low level of
Profile Match
(Low level of how
much we want to
talk to lead)

39. 38
The road to success
 Best of breed technology

40. 39
1. No holistic view of the
customer
2. Need for
 Process,
 Content
 Well configured, truly
integrated technology
ecosystem
3. Align messaging with where
the customer is in the buying
cycle or post-purchase
engagement lifecycle.
Best-of-Breed Tools are not solving the problem
The Reason: Most often the activities across applications are
disconnected

41. 40
Unified Customer Experience
Aligning the technology “islands” to deliver consistent context-
driven multi-channel messages for improved engagement
Consistent
message
and
experience
Web Content
Management
(WCMS)
Marketing
Automation
Customer
Relationship
Management
(CRM)
Community

42. 41
Integrate the Tools
Integrate platforms for a common view of the customer across
channels

43. 42
Revenue is driven by an integrated eco-system

44. 43
Leading platforms
Big 4 in FS include Eloqua, Marketo

45. 44
Campaign Planning
Map your messages

46. 45
Create a Calendar of Activities
Volume and Velocity of activity is critical as multiple interactions
result in better scoring and identifies highly engaged prospects

47. 46
The road to success
 Reporting

48. 47
Roadmap for analytics
Source: Pedowitz consulting

49. 48
Email Performance
Website Visitors
Inquiries
Tracking and Reporting
Start Simple

50. 49
Finally… but most important
Empower your sales team
Courtesy: Eloqua Discover for Salesforce

51. 50
The road to success
 Manage compliance

52. 51
• Create a governance model
• How often can you communicate with a customer?
• What data needs to be secured, and how?
• Security and permissions to execute campaigns
• Approval process to launch campaigns
• Ongoing audits
• Risk
• Many platforms do not provide adequate compliance coverage
Manage Compliance
Managing compliance is critical for success of marketing
automation programs in Financial Services

53. 52
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