Optimize Marketing Automation to Acquire New Customers & Grow Revenue

Optimize Marketing
Automation to Acquire
New Customers & Grow
Revenue
Bryan Ehrenfreund
Vice President of Digital Strategies
Televerde
© 2013 Televerde, LLC

This segment is intended to help you
understand the value of Marketing
Automation and provide the
foundations for success.
This segment will help you understand the:
 How did we get here?
 State of Marketing Automation Today
 Fundamental changes driving Marketing
Automation
 The value of Marketing Automation
 Key considerations for success
Session Overview
Forthissegment,wewill:
1. Let’s Chat: Discussion of
the buying process has
changed forever
2. Why Bother?: Critical
driver to your companies
future success
3. Deep Dive: People,
Process & Technology
4. Marketo Moment:
Marketo the enabler
5. Reality Check: Bring it to
life with a scenario
Objectives and Overview

Marketing Automation Defined
Let’s begin with a definition:
WHAT: Marketing automation is a category of software.
HOW: It streamlines, automates, and measures marketing
tasks and workflows.
WHY: So Honeywell can increase marketing operational
efficiency and grow revenue faster
AllNames
Prospect
&
Recycled
Engaged
Lead
Nurturing
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL

Marketing Automation Features

What Marketing Automation Does
AllNames
Prospect&
Recycled
Engaged
Lead
Nurturing
“The art of maintaining permission to stay in front
of your buyers as they educate themselves”
Builds relationships with qualified prospects
regardless of their timing to buy, with the goal
of earning their business when they are ready.
Lead
Opportunity
Sales
Lead
MQL
SAL
SQL

 20% penetration rate of a potential
$3 billion MAP software market
 60% increase in revenue in past year
 50% growth forecasted by 2015
 Venture funding >$600M
 Marketo’s Recent IPO
 Penetration rate across industries is
not equal:
 High-tech and software demonstrate
significantly higher adoption
 Life sciences, business services and
manufacturing seeing increased traction
 Market Consolidation
StateofMarketingAutomation
Marketing
Automation

The Actual Stateof Marketing Automation
 85% of MA users don’t believe they
are using it to full potential
 76% of CMO’s say their biggest
challenge is “generation of quality
leads”
 19% reported having a MAP fully
implemented
 10% satisfied with results
 37% didn’t mention financial effects
when asked about ROI

Why we’re here?

B2B Marketers Must Better Prepare For Marketing Automation
by Jeff Ernst
April 26, 2011
“As with most business processes that have been
automated, technology is not the solution — it is just
an enabler. Before jumping into a technology evaluation
or implementation, marketing leaders need to sit back and
make sure that they prepare their organization for the
changes required to fully leverage marketing
automation. This means that you need a clear
understanding of where you want automation to take you
and need to prepare the process, content, data, and
people that are required to get you there.”

Why we’re here?
Blasters
• Marketing blasts
emails to generate
more leads into the
funnel
Marketing and Sales
are disconnected with
little process for
managing leads.
Campaigners
• Marketing’s use of
automation tools is to
plan, measure, and
execute campaigns
Marketing and Sales
have a process for
lead handoff.
Optimizers
• Marketing’s use of
automation tools is
improve the flow of
leads throughout the
entire life cycle.
Marketing and Sales
have coordinated
their interactions
across the lead life
cycle.
Predictors
• Marketing‘s use of
automation tools
leverages demand
predictable
interactions across a
buyer-led Process
Marketing and Sales
have united,
personalized
communications with
prospects and
customers.
http://www.forrester.com/rb/Research/b2b_cmos_make_marketing_automation_catalyst_for/q/id/57849/t/2
Present Day 2014 2015 2016
Marketing Automation Maturity Model

The Times They Are a-Changin’

Buying Has Changed Forever
BUYER
OLD DAYS: INFO SCARCITY
1960’s - Recent
TODAY: INFO ABUNDANCE
SALES REP SALES REP

The Changing Buying Cycle
Self-
education
Sales Engagement
Self-education Sales
Engagement
Information Scarcity
Information Abundance

Shift of Power
Self-
education
Sales Engagement
Self-education Sales
Engagement
Sales
Marketing
Information Scarcity
Information Abundance

Today’s Buying Experience

Zero Moment of Truth

Zero Moment of Truth
Research
Learn About
Options
Comparison Shop
Read Reviews
Get Advice

How Do People Search
Realize a Need Investigate Options

Ask People We Trust
Ask Someone They Trust

Information Access 1980’s

Information Access 2013

Mobile Exploding
Sources: World Bank, United Nations, Mobile Marketing Associate

Source: Adbusters, 2011
Message Overload

Customers are Saturated
• 60% have a negative opinion of marketing
• 61% feel amount is out of control
• 65% feel constantly bombarded
• 59% feel marketing has very little relevance
Source: Yankelovich Partners

Graduating from Email Marketing

The Need to Graduate from Email

What’s the Solution?
• Engagement Marketing:
Cut through the noise by
engaging individuals in
dialogue that connects
them emotionally with
your brand.

Why Engagement Matters
• 70% of consumers loyalty & spending
decisions are based on emotional factors
(Gallup 2009)
• Research show that, on average, only 20%
of a company’s customers are full engaged1
• 90% of CEO’s rank customer engagement
as their primary initiative2
1. Jim Clifton, The Coming Jobs War, 2011
2. IBM, Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study, 2010

Relevant

Listen (at scale)

Digital Body Language

Behaviors Tell Us A Lot About Interest

Sales Engagement

Actions Matter

Engagement Across Channels?
Source: B2B Contact Marketing website

Successful Engagement Requires Marketing Automation

How do we get there?

Barriers to Marketing Automation Success
Marketing Automation offers tremendous value to
organizations, but many that adopt MAP fail to
achieve its full potential.
• Why?
– Organization: Lack of optimized organization structure
– Usage: Not well established within the marketing org
– Skills gap: Lack of knowledge how to leverage MAP
– Limited focus: Hyper-focus on driving net new demand
vs. throughout the customer lifecycle
– Technology gap: Lack of integrated systems and future

12 Demand & Pipeline Management Competencies
1. GTM Strategy & Goals: Direct,
channel, Target Account Mkting (ABM)
2. Strategic: Marketing, demand
management, content (including deep
customer insights)
3. Data and Database (what to collect)
4. Website: Microsites & Landing Pages
5. Inbound and Social Media and other
Lead Generation
6. Automated Lead Management:
Campaign design and execution
7. Tele-touch (qualify and nurture)
8. Sales and Marketing Alignment &
Integration
9. Content (fuel)
10. Metrics, Reporting and Analytics
(predictive)
11. Program and Operations Mgt.
12. Technology & Tools
Tele-touchGTMGoals,
Strategies,Plans

Success Plan
People
Process Technology
Data
&
Content

• Process of buying has changed
• Information Scarcity to Abundance
• Fundamental shift in power – Self Education
• Marketing Automation technology enables –
doesn’t drive process
• Designing & Developing for Mobile
• We’re on a journey…. Marathon not a Sprint
• We’re building the foundation
Key Take-A-Ways

Contact Bryan…
Bryan Ehrenfreund
VP of Digital Strategies
bryan.ehrenfreund@televede.com
Direct: +1 480.303.7078
Twitter: @ehrenfreund
www.televerde.com
blog.televerde.com
Televerde provides end-to-end
marketing and sales solutions that
make B2B sales pipelines stronger
and faster with maximum ROI,
while making marketing and sales
executives smarter.

Optimize Marketing Automation to Acquire New Customers & Grow Revenue

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